understanding online marketing sep
Post on 20-Sep-2014
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Agenda
■Why you need to act NOW!■ Search engine optimisation■ Search engine advertising■ Social media marketing■Q & A
Do you know any shopping centre that can reach over 20 million people and is open 24 hours a day?
Go where the people are.
Show me the money!
• 57% of total ecommerce spend was domestic**• In 2012, Aussies are predicted to spend $32 billion online!*• Nearly 80% of internet users have made a purchase online***
■ * Source: Forrester research - B and T Magazine August 2009. ■ ** Source: APCA – B and T Magazine August 2009■ *** Source: Neilsen Rating study - reported in Marketing Charts, November 2008
$23 billion Spent by Australians on online goods in 2008*.
Average online spend in Australia
Average online spend in the past 12 months*:
■ Singapore US$3480■ Japan US$3175■ South Korea US$3027■ India US$2147■ Hong Kong US$1698
* Visa e-Commerce Tracking Survey Nov 2008
US$4160 Australians are the biggest online spenders in Asia-Pacific region.
Research process
The last step
Better conversions
Common problems and concerns
Is your website not generating enough traffic & revenue?
Too far down the search engine results?
Not getting enough online enquiries?
Unsure about keyword strategy?
Confused by link strategy?
Is your website hard to find?
So - what are my options?
■ SEO - Search Engine Optimisation
■ SEA - Search Engine Advertising
■ SMM - Social Media Marketing
What is search engine optimisation?
Search engine optimisation (SEO) is the process of improving the volume or quality of traffic to a web site from search engines via “natural” (“organic” or “algorithmic”) search results.Wikipedia
Sales conversions
>55% More than 55% of online purchases come from a search engine.
How many sites will they visit?
■ 36% visit 3-5 sites for research■ Only 12 % visit 6 or more sites!
* Source: ACRS “The Internet’s Role in Offline Purchase Behaviour”, Feb ‘09
52% of consumers visit only 1 or 2 sites when researching a product*
Avoiding the 15 second ‘bounce’
Make sure they stay!
Tell them…■ Who you are? ■ What you do?■ Why is it important to them?■ What to do next?
15 seconds…before a potential customer hits the ‘Back’ button
Send converting traffic
People don’t buy products!■ Customers don’t buy products – they buy the means of
achieving a personal goal, need or desire
■ For example: there are ten times more searches for ‘recipe’ or ‘diet’ than there are for ‘pasta’ or ‘herbs’
■ Identify what your target customers may be trying to achieve rather than what you are trying to sell
■ Then research the keywords they use to reach those goals
The life of a Google query
■ The life span of a Google query normally lasts less than half a second, yet involves a number of different steps that must be completed before results can be delivered to a person seeking information.
Search Engine Optimisation
■ Indexing your website ■ Google analytics ■ Keyword research (Keyword research report)■ Competition analysis■ Site structure■ Sitemap■ Local business results■ On-page optimisation■ Directory submission ■ Article submission■ Link building ■ Industry specific optimisation
Crawlability /Link Architecture
Tag Length recommendations
Duplicate Content
Manual link submission request
Competitive link research /Acquisition
Links via embedded content
Links via Viral Campaigns
SEO limitations
■ Takes longer to get near the top ■Google is always one step ahead ■ Flash websites are much harder to optimise■High competition for the best keywords■Difficult to rank high for generic keywords
Is there something else I can use to get around these problems?
What is search engine advertising/ PPC
…a form of Internet marketing that seeks to promote websites by increasing their visibility in search engine result pages (SERPs) through the use of paid placement, contextual advertising, and paid inclusion.
Wikipedia
Why should you consider?
Where should I advertise ?
Natural vs sponsored results
The process
Above the fold !!
Google adwords
Why AdWords ….
Setting up a PPC campaign
■ Easy to setup ■Decide on a daily budget ■ Set your maximum cost per click (CPC)■ Create a keyword list ■Write an ad which attracts customers ■Decide on a ‘call to action’■ Track, monitor, modify and improve■ Landing pages
Case study
■ Exclusively bridesmaids ■ Landing page
Common SEA problems
■ “My daily budget gets blown quickly!”
■ “The ads don’t appear like they’re supposed to”
■ “My company can afford more”
■ “It’s too expensive”
■ “‘Tyre-kickers’ waste my money”
■ “My ads have a high bounce rate”
What is social media marketing?
Social media marketing is a term that describes use of social networks, online communities, blogs, wikis or any other online collaborative media for marketing, sales, public relations and customer service.
Wikipedia
Search marketing vs social media marketing
■ Search marketing: Bringing customers to your site
■ Social media marketing: Going where your customers are!
You might think social media is this
These are just tools – snow shovels
Deciding to use a tool is a TACTIC
I want to use a snow shovel to benefit my business
Using them to reach goals is a STRATEGY
Clearing my driveway helps more customers get where they’re going
Knowing the customer goal may reveal better tools
Wow! Cleanest driveway in the street!
The entire web is social – with many tools
Replying to an email is a social activity…
Writing on a blog is a social activity…
Interacting with a website is a social activity…
The web is a two way conversation!
Businesses often ask the wrong question
How can my business sell more by using social media?
There is a better question
How can I use the social web to help consumers achieve their goals?
“Social Media Marketing:Enables Others to Advocate for Your Business
Through Compelling Content”
Image credit: Ian Sane
“Social Media is Like a Cocktail Party:
Listen Then Respond”
How does your audience behave?
■ 69% of Aussie users read blogs
■ 83% have viewed video online
■ 39% subscribe to RSS feeds
Source * Universal McCann International social media research, wave 3
73% …of purchases are first researched online
Where do my customers hang out?
• 29% of time spent online in Australia is on Facebook!
• Twitter grew 1067% in Australia in the first half of 2009!
*Neilsen Company Jan 2010
9.9 million Australians used social media in Dec 2009!
Social media is ‘word of mouth’ marketing
• 90% of consumers value recommendations from friends higher than any other marketing!
Word of mouth marketing
Facebook overtook Google in March 2010
*courtesy Hitwise Australia, March 2010 (Hitwise.com.au)
“Twitter is like a Text Message witha BCC: To The World”
Businesses Use Twitter to Converse with Prospects, Provide Customer Service and Drive
Website Traffic.
“Links are the Currency of the Social Web”
“Facebook is a social network that
connects people personally and professionally
through connections, messages, photos, &
videos.”
Photo Credit: Marvin Kuo
“Company Blogs are Digital Publications that Allow Public Responses”
Photo Credit kevindooley
To Blog or not to Blog ?
■ Blogs are search engine magnets that can drive traffic to key areas of your company website.
■ Blogs can gather sales leads.■ Blogs are a means of establishing leadership or expertise in
your industry.■ Blogs are a means of building relationships with customers
and prospects and improving customer interaction.■ Blogs offer the ability to communicate quickly on fast-
breaking news, issues, or events.■ Blogs help build brand awareness and help define your brand.■ Blogs are a low-cost marketing channel.
Social Media Can Drive Leads and Customers
Photo Credit: PhotoDu.de
Social media is for B2B & B2C
Let’s look at just one tool
Twitter – evolved with user behaviour
What is Twitter?
A “microblogging” platform
Allows people to create posts (“tweets”) of 140 characters or less
Users can “follow” others that interest them
Starting out as a ‘broadcast’ medium…
One way messaging
Followers couldn’t reply to tweets
Difficult to create conversations
...it evolved into an 'engagement' medium
Users created the ‘@’ reply
Began using # to tag conversations
Twitter adopted and built these behaviours into the application
Users transformed how Twitter worked
Turned it into a true communications network
Extremely rapid spread of ideas, content and comments
Twitter is entirely about people talking to each other – word of mouth
Will someone recommend your product?
Will someone recommend your shop?
Wow! Now this is word of mouth!
a
Brand awareness / customer engagement
Customer service & support
Should we care what one person thinks?
Trib has over 4,000 followers. I’d care!
How many followers may share this with their followers? And so on…
Do you know what people are saying about your business?
But then, so is this!
a
Twitter marketing strategies
Nearly there…
