Australians 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

1. Capital Region
Online Marketing: Increase
traffic to your website
Presented by: Todd Wright
Threesides Marketing

2. Housekeeping

3. 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

4. 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

5. Find out
More
Richard Everson
Project Officer
Mob. 0427 27 27 54
richard@rdasi.org.au
www.rdasi.org.au

6. www.threesides.com.au
www.Facebook.com/threesides
www.Twitter.com/threesides
www.slideshare.net/threesides

7. 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
Trev’s café Dickson
(and more…)

8. Your name,
business, and
the one thing
that motivated
you to come
today?

9. Learning outcomes
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

10. YOUR ONLINE
MARKETING PLAN

11. ONLINE
MARKETING
PLAN+ TACTICS
Establish your existing Digital
WEBSITE &
Content
LOCAL
SOCIAL Media +
Review Sites
Listings +
directories
Footprint
Define your customer
DIRECT:
Email marketing
Develop your plan + Tactics
Set your budget and define
resources
Digital
Tactics
SALES &
Distribution:
e-conmerce
connections
ADVERTISING:
Adwords +
Facebook
EVALUATION:
Analytics +
Webmaster tools
Evaluate
LINKS
SEARCH
SEO / Content

12. UNDERSTAND YOUR
DIGITAL CUSTOMER

13. 2003
2013
Aussies now
spend on average
23.3 hours online
each week, 3.5
times more than
the 6.7 hours we
were spending
online in 2003
25
20
15
10
5
0
Hours online each week

15. 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

16. Buyer persona
Buyer persona: a clear
understanding of a target
customer that exists in the
mind of you and your staff
/ team.

17. A picture of your customer
Traits + demographics + behaviour
• Phil
• Late 50’s
• Likes music
• Prefers to shop online
• Open minded and creative
• Time poor
• Well educated

18. IDENTIFY YOUR
DIGITAL FOOTPRINT

19. Your business Digital Footprint
1. What does your business
look like online right now?
2. Where can I find you?
3. Where can’t I find you?
4. What do I find when I
get there?
5. How accurate is your Digital pitch?

21. GOOGLE SEARCH

22. SEARCH ENGINES

23. Australian
Search
Engine Use
8%
92%

24. 





Search
Google alerts
Google places for business
Adwords + keyword tool
Analytics
Webmaster tools
www.google.com.au/intl/en/about/products/

25. SEARCH TOOLS
Google Maps /
Places
ADS
FREE LISTINGS
ADS
Google Places

26. Search engines – how they work: Free Listings
Keywords + Content
1
2
3
4
153, 127,
85, 14, 2

27. KEYWORDS

28. SEARCH ENGINE
OPTIMISATION (SEO)

29. 200 different ingredients in
their ‘secret recipe’

30. 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

31. 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!

32. GOOGLE KEYWORD
PLANNER

33. Keyword Planner
http://adwords.google.com.au

34. GOOGLE ALERTS

35. Monitor the web with Google Alerts
www.google.com/alerts

36. GOOGLE PLACES FOR
BUSINESS

37. www.google.com/places

38. GOOGLE PLACES

40. SEARCH ENGINE MARKETING - SEM

41. SEACRH ENGINE
MARKETING (SEM) GOOGLE ADWORDS

42. PPC
PPC

43. 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

44. http://adwords.google.com

46. Adwords questions
 Won’t 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?

47. Google Adwords certified professional

48. Adwords Golden Rule
Adwords will get
them there but
your website has
to convert them.

49. GOOGLE
ANALYTICS

50. www.analytics.google.com

51. Online Evaluation and Tracking
Tracking:
•
•
•
•
•
•
•
•
Unique Visitors
Returning Visitors
Visitation growth
Page Views
Sales
conversions
Pay per click
visitors
Popular pages
Referring sites

52. GOOGLE
WEBMASTER TOOLS

53. https://www.google.com/webmasters/

54. Use for: Identifying links, keywords,
search health, errors, site maps

57. Workshops and Consultations
Workshops
• Series of 17 workshop topics (59 workshops) over
the next 12 months
• Free sessions – subsidised by federal government
– in Queanbeyan and across the region
Digital Consultations
• 4 hour digital business consultations
• Identify 3 get started now actions
• Help you start in the right digital direction

58. Workshop feedback
https://forms.communications.gov.au/
enterprisegroupfeedback
Verification word: summer

59. Stay in touch
Website:
www.crde.com.au
Call the office:
62970933
Stay on our email list
Tell a friend!