online marketing: increase traffic to your website
Post on 19-Oct-2014
Embed Size (px)
DESCRIPTIONAustralians spend on average 23 hours online each week but over 45% of Australian businesses are not online or don’t have websites. For those that do – keeping up with the latest trends and programs and then knowing how it all works can be very confusing. This workshop provided participants with up to date information on the best tools to use to market their business or community organisation online. What are the tools that provide value for money and which ones don’t? Topics included creating an online marketing plan, understanding digital customer, finding and following digital footprint, and using google tools. This session is part of the Capital Region Digital Enterprise program. For more information visit www.crde.com.au This workshop was presented by Threesides Marketing www.threesides.com.au
Online Marketing: Increase
traffic to your website
Presented by: Todd Wright
Our Mission To provide energised leadership, share innovative solutions, broker
positive relationships and deliver valued projects to the region.
Regional Priorities Regional Development Planning Education, Employment & Investment Transport Infrastructure & Services Regional Food Digital Economy Transition Living & Working Sustainably
Key Initiatives South East Region of Renewable Energy Excellence Regional Sponsored Migration Scheme Southern NSW Harvest Association Capital Region Digital Enterprise Program
How We Can Help You Access to government programs Advice and training Sourcing skilled labour Grants - support and data Networks and contacts
Find out More
Mob. 0427 27 27 54
We help these businesses with their online marketing:
Old Bus Depot Markets National Parks NSW
Retail 360 Lantern Apartments Thredbo
Sportsmans Warehouse DDCS family Lawyers
RGT Training Trevs caf Dickson
the one thing
you to come
1. Create a basic online marketing plan
2. Reflect on who your digital customer is
3. Know how to discover your digital footprint
4. Identify Google tools to use in your business
YOUR ONLINE MARKETING PLAN
WEBSITE & Content
Listings + directories
ADVERTISING: Adwords + Facebook
SEARCH SEO / Content
EVALUATION: Analytics +
SALES & Distribution: e-conmerce
DIRECT: Email marketing
SOCIAL Media + Review Sites
Establish your existing Digital
Define your customer
Develop your plan + Tactics
Set your budget and define resources
UNDERSTAND YOUR DIGITAL CUSTOMER
spend on average
23.3 hours online
each week, 3.5
times more than
the 6.7 hours we
online in 2003 0
Hours online each week
Your Digital Customer
What is the value of a digital sales lead
Are they lookers or buyers?
What is their lifetime value?
What are the digital pathways to your door
Develop a digital persona
Buyer persona: a clear understanding of a target customer that exists in the mind of you and your staff / team.
A picture of your customer
Traits + demographics + behaviour
Prefers to shop online
Open minded and creative
IDENTIFY YOUR DIGITAL FOOTPRINT
Your business Digital Footprint
1. What does your business look like online right now?
2. Where can I find you?
3. Where cant I find you?
4. What do I find when I get there?
5. How accurate is your Digital pitch?
Google places for business
Adwords + keyword tool
ADS FREE LISTINGS
Google Maps /
153, 127, 85, 14, 2
1 2 3 4
Search engines how they work: Free Listings
Keywords + Content
SEARCH ENGINE OPTIMISATION (SEO)
200 different ingredients in their secret recipe
What is an Awesome site for search?
1. Easy to use, navigate, and understand
2. Provide direct, actionable information relevant to the search query
3. Professionally designed and accessible to modern browsers
4. Deliver high quality, legitimate, credible content
Search engine optimisation
Create Search Engine Friendly Content
Know your keywords
Build valuable Links
Create titles and labels
Create Social Media links
Develop a Google Site Map (xml)
Have a clean menu structure
Optimise for people first!
GOOGLE KEYWORD PLANNER
Monitor the web with Google Alerts
GOOGLE PLACES FOR BUSINESS
SEARCH ENGINE MARKETING - SEM
SEACRH ENGINE MARKETING (SEM) - GOOGLE ADWORDS
Pay Per Click Advertising (PPC)
Pay for individual keywords and appear in the paid / sponsored listings
Each word has a different cost from $0.30c - $2.00+
The more competition for a word the higher the cost
You put credit $$ on your account (or get billed)
You only pay for clicks not impressions
Wont my competitors click my ad and send me broke?
How much should I spend?
How do I know it worked?
Why does the price keep changing?
Who can help me?
Google Adwords certified professional
Adwords will get
them there but
your website has
to convert them.
Adwords Golden Rule
Online Evaluation and Tracking Tracking:
Pay per click visitors
GOOGLE WEBMASTER TOOLS
Use for: Identifying links, keywords,
search health, errors, site maps
Workshops and Consultations
Series of 17 workshop topics (59 workshops) over the next 12 months
Free sessions subsidised by federal government in Queanbeyan and across the region
4 hour digital business consultations
Identify 3 get started now actions
Help you start in the right digital direction
Verification word: summer
Stay in touch
Call the office:
Stay on our email list
Tell a friend!