where to focus your digital marketing if you're smart. (2013)
TRANSCRIPT
Where to Focus your Marketing Effort
If you’re smart…
Online
WHAT ARE THE OPTIONS ANYWAY?
Internet Marketing• Search Engine Marketing• Content Marketing• Email Marketing• Social Media Marketing• Affiliate Sales• Display Advertising
WE SAY IT’SSEARCH ENGINE
MARKETINGSEO (Organic)
PPC (Paid Search)… the data backs this up
ALMOST EVERYTHING IS MEASURABLE
ONLINESo no need for guessing…
Introductory Note
We looked at over 3.2 million* visits to Irish websites over the first half of 2012.
88% of the traffic is Irish based and this is a cumulative measure of unique monthly visitors.
*a U.S. equivalent would be approx 280m (Ireland is small)
SEARCH TRAFFIC
Meat and Potatoes
Who’s looking?
64% of total website traffic
63% Average per site
ORGANIC SEARCH
They come to you from Google without you paying for it…
82% of total search traffic(53% of total traffic)
76% average per siteStill organic though…
Well Actually…
PAID SEARCH
Google Adwords and other PPC programs.
Who are you paying for?
18% of total search traffic-average per site is the same.
DIRECT TRAFFIC
But direct from where?
Direct Traffic: is it from space?• The problem with direct
traffic is that we don’t really know where it comes from or what affects it.
• A large percentage of it is company employees.
• We attribute the rest to Extra Terrestrials
We don’t really…
How many space visitors?
23% of total website traffic
19% average per site
REFERRAL TRAFFIC
Who sends people your way?
Referral: Who sent who?
11%Total website traffic
18%Avg per site 3.3%
of Referral
0.4% of all traffic
1.3% of Referral
0.2% of all visits
0.01% of Referral0.001% of Total
Total visits = 31.8% avg per site
More Aliens?Nope…On average
17%
of total referral traffic came from non social sources. Industry specific search and listings accounted for a good portion also.
BOUNCE RATES…
73%
60%
66%
43%
FacebookOther Referral
Who bouncesthe most?
38%
Search
MOBILE OR PC?
We’re still
87% of the Market
and smug
We’re just
13% For now…
And you’re both PCs by the way…#justsayin
Anyone seen BB?
PCs Still Dominate
FIRST OF ALL
You have to be ON the internet
THE PROBLEM
With Internet Marketing
How it often happens• Buy a domain and
hosting.• Build a lovely looking
website.• Why aren’t the
customers here?• Internet marketing
doesn’t work??
WEBSITE IS NOT INTERNET MARKETING
Website is only your store… …sort of
Lovely shop front but 80% never see it
They might see the shelf
Most likely they’ll arrive on the thing they were looking for…
…and then leave straight away.
INTENTION DRIVEN MARKETING
People are looking to have their problem solved
Do you have the answer?• It’s not about displaying your wares.
– People don’t care about your product– Only that it solves there problem
• What are people searching for that you could be a solution to?
• Use that as your guide for internet marketing
CONTENT MAY BE KING
Context is Queen
Site Structure & Conent• Must reflect what people are looking for?
– For Paid and Organic Search• Use the Keyword Tool to see real searches
around your industry• Check the search volumes
Blogging – Article writing• Not about your lunch…• Solving problems of interest to your target
market• NOT just about you. If you work in Disaster
Recovery solutions. – Hurricane Sandy is of interest– Changes in Cloud Computing are of interest too
Other Forms of Marketing• Email
– Dependent on having a list– Use it to drive people to website
• Affiliate Marketing• Display Advertising
– CPM – Same principle as Print
THE RISE OF SOCIAL MEDIA
Referral: Who sent who?
11%Total website traffic
18%Avg per site 3.3%
of Referral
0.4% of all traffic
1.3% of Referral
0.2% of all visits
0.01% of Referral0.001% of Total
Total visits = 31.8% avg per site
Social Media• Not as simple as it seems• Publisher model• Content Quality is vital• Earn the right to advertise/pitch
Social Media• Facebook
– Consumer• Linkedin
– Professional• Twitter
– Both – Engagement is difficult
FOCUS ON THE GREATEST GAINS
Getting Started• Focus on SEM – Greatest benefit• Do your research• Get your site structure and content right• Write quality targeted content
– Supports SEM, Social and everything else
BE PREPARED TO INVESTTime, Energy & ResourcesIn your Digital Marketing
David & Anton
David founded Primary Position in 2004 after running one of Ireland’s largest software development houses for several years having previously worked for DELL. David is recognised as one of one of the foremost Search Marketers in Ireland
Anton joined Primary Position in 2011 as a partner, having previously launched and grown several tech startups an international events business and a local newspaper. Anton brings considerable strategic experience to the team.
WE DO THIS STUFF
Digital Marketing Agency
What Primary Position Does• Digital Strategy• Search Engine Optimisation (SEO)• Pay per click Advertising Management (PPC)• Content Marketing• Online Branding, PR and Reputation Management• Social Media Strategy + Management
Well, get in touch then…
www.primaryposition.com