1. Presented by Sam shetty Nov 2012
Online marketing
workshop

2. Agenda
■ The Digital landscape
■ Online marketing, Which one is right for me ?
■ Planning your SEO implementation
■ SEO process
■ PPC
■ Social media
■ Mobile websites
■ Q&A

7. Expected online spend in Australia
$21.7 billion Forecast of total online spend by
Australians by 2015
• In 2011 expected online shopping
expenditure in Australia to reach $13.6
billion
• Expected $6 billion spent by Australians
on overseas websites
* PricewaterhouseCoopers Digital Media Research report July 25th 2011

8. The Traditional Shopping Process is…
Linear, predictable, analog, brand-controlled
Source: The OPEN Brand: Digital Trends for 2011 by Resource Interactive EC

9. The New Purchase Journey is…
Non-Linear, multi-channel, digital, consumer-controlled
Source : The OPEN Brand: Digital Trends for 2011 by Resource Interactive EC

10. Website Traffic
“Website traffic is
meaningless unless it
converts into leads”

11. Timing is important

12. The digital world

22. Critical questions …

23. For answers we need to understand lifecycle

24. Every customer goes through steps

25. The customer lifecycle

26. Let’s say Susan comes to your site

27. She discovers you via a Facebook post

28. Next time she uses an organic search

29. Who gets the credit ?

30. Measurement issues ?

32. So - what are my options?
■ SEO - Search Engine Optimisation
■ SEA - Search Engine Advertising
■ SMM - Social Media Marketing

33. 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

34. How do search spiders crawl the web?

35. How do I influence Google to crawl my site ?

36. Avoiding the 5 second ‘bounce’
5 seconds …before a potential customer hits
the ‘Back’ button
Make sure they stay!
Tell them…
■ Who you are?
■ What you do?
■ Why is it important to them?
■ What to do next?

37. 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.

38. SEO setup
• Google Analytics
• Google webmaster tools
• Google Insights
• XML sitemap generator
• Google + local
• Social media setup

39. Google Analytics

40. Google webmaster tools

41. Google Insights

42. XML Sitemap

43. Google + local

44. Social media setup

45. Search Engine Optimisation
■ Indexing your website
■ Google analytics
■ Keyword research (Keyword research report)
■ Competition analysis
■ Setup web ranking report
■ Site structure
■ Sitemap
■ Google +
■ Local business results
■ On-page optimisation
■ Image optimisation
■ Directory submission
■ Article submission
■ Link building
■ Social media setup
■ Blog

46. Keyword optimisation

47. Long tail keywords

48. Keyword optimisation

49. How many keywords per page ?

50. Keyword strategy

51. Keyword research
• Free tools : Google External keyword tool
• Paid tools : Word tracker, Semrush, Keyword discovery
• Target Long tail keywords and generic keywords
• Target 2 to 3 keywords per page
• Use Google adwords to test your keyword selection

52. How do I get more links ?

53. Exact match domain names dying slowly

54. Need for speed

55. Don’t just aim for ranking go for CTR

56. Link building is almost dead ???

57. What Do SEOs Believe Will Happen w/ Google’s Use of
Ranking Features in the Future?
While there was some significant contention about issues like paid links and ads vs. content, the
http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
voters nearly all agreed that social signals and perceived user value signals have bright futures.

58. You tube & Video optimisation
• You tube accounts for about 28 % of all Google search
results
• You tube appears often on Google SERP results
• Create a branded you tube channel for your business
• Each video on your site should have its own page,
indexable by search engines
• Write descriptive keyword rich keyword titles for your
videos on You tube
• Provide video description for context, share video
features
• Cross promote your videos on other social channels

60. 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?

61. 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

62. Why should you consider?

63. What will drive my traffic ?
*Via Forrester’s
Interactive Marketing
2012 Report

65. Where should I advertise ?

66. The process

67. Traffic
• A well executed PPC
campaign sends targeted
traffic to your site.
• Plus, sites that rank both high
in Paid and Organic results
receive more clicks.

68. 24/7 Advertising
Paid search ads start running
immediately and continue to run
24/7.Potential buyers or customers
will always be able to find you.

69. Precision
• PPC advertising has advanced controls:
• Day-parting: You can choose to have your ads run only
at certain times during the day.
• Geolocation: You can target your ads to run in certain
locations only.

70. Calculating your target CPA
1. Determine Your Conversion Rate
2. Calculate Your Gross Profit
3. Calculate Your Target CPA
4. Calculate Your Net Profit
5. Determine Maximum CPC

71. Figure out your conversion rate
• Conversions / Site Visits = Conversion Rate
• If a site received 4,000 site visits in a month, and
generated 80 conversions, the conversion rate would be
2%.
• 80 / 4,000 = .02

73. How is Quality score calculated ?

74. What does quality score influence ?

75. Getting on top of paid listing

76. 3 Types of Landing Pages

77. Tips on improving ROI
• Run a negative keyword campaign
• Spread media across Google, Yahoo & Facebook
• Focus on Display ads , remarketing campaigns
• Location, Location , Location
• Make an offer they can’t refuse
• Utilize long tail keywords
• Timing is everything
• Home page is not a landing page
• Quality score is key
• Monitor it regularly ( Keep on testing …)

78. Is PPC right for me ?
• Does your business have a unique selling point ?
• Do you stock products ?
• Do you need to feed your sales team with leads ?
• Low cost of lead acquisition
• Do you need to measure ROI ?
• Ability to focus on specific locations , time zone
• Ability to change your marketing message daily
• Better conversions

79. 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

92. What is social media

93. How is social media used ?

94. Australian social media users

95. Time spent on each channel

99. Pain points in social media

100. But, we know what we want

101. Measuring success

102. Linkedin coverage

103. What matters?

104. Why is so important ?

105. What to share ?

106. Your online profile ?

107. What can I get from linked in ?

108. What can I get from linked in ?

109. Most people do this …

110. Social media setup
• Create a Plan
• Own Your Name
• Set Up Your Microhouses
• Enable Social Sharing
• Create Rules For Engagement
• Engage
• Set up a Process To Watch The Action

111. Budgeting for social media

112. Key factors about social media
• Attraction: How to draw people to you
• Retention: How to keep people coming back
• Conversion: Moving from liker to buyer
• Measurement: Making wise decisions

113. Is your business ready for social media
• What goals do you hope to achieve from a social media
marketing effort?
• What measures of success will be used to evaluate a
social media marketing program?
• Do you employ a full-time community manager?
• Have you identified and engaged and/or networked with
influential's in your target industry on social web sites?
• Is there a user generated content component of your
web site? Profiles, comments, reviews, content sharing:
text, image, video or audio?

115. Conversion rates

116. What is conversion rate?
• The percentage of your
visitors who end up
reaching a given goal.
• Typical goals include,
making a purchase,
submitting an inquiry
form, and signing up for
a free newsletter.

117. What’s your conversion rate ?
2 %, 5% or 10 % ?
To double your conversion rate , you need to
increase conversion rates of your
• Ads by 25 %
• Homepage by 25 %
• Product page by 25 %
• Shopping cart by 25 %

118. Ways to improve conversions
• A/B split tests
• Google Adwords
• Web analytics
• Usability testing
• Test your headlines
• Test different offers
• Test different calls-to-action
• Remove clutter
• Test different images
• Don’t ask for too much information

119. Performance of Each Medium
Reputation: 90% of consumers believe
online reviews4, which impacts conversions,
also factors into organic search rank
Social: 50% increase in CTR when consumers
exposed to social media & paid search3, also
factors into organic search rank
Display Advertising: builds brand awareness
& lifts conversion 22% over search alone2
Organic Search: together with paid
search increases purchase likelihood 73%1
Paid Search: proven fastest method
for getting site visits and leads
Sources: 1. comScore/iProspect, 2. Microsoft Atlas Institute, 3. MarketingSherpa, GroupM, 4. Kudzu

120. Mobile > PC

121. PC > Mobile

123. Mobile search

124. Mobile trends
• Mobile growth and device adoption
• The word “ mobile” is getting outdated
• Tablets will replace majority of desktop users
• HTML5 and responsive design will continue to grow
• Mobile E commerce is growing

125. Impact of mobile on your business

126. Optimise for mobile

127. Mobile shopping trends

128. Mobile –first generation

129. Mobile websites

130. Mobile site optimisation
The mobile rule of thumb
“ If it cannot be done by the thumb, it cannot be done”
• Buttons should be big
• Buttons should be isolated
• Buttons should be reachable
• Buttons Should be Prioritised
• Buttons Should Use Descriptive Text

131. 59% expect “total cost” before checkout -OneUpWeb

132. 23% of shoppers will abandon checkout if forced to
Register –Forrester Research

133. “For whatever reason, a free shipping offer that
saves a customer $6.99 is more appealing to
many than a discount that cuts the purchase
price by $10.”
--David Bell, Wharton
School of Business

134. Cart abandonment spikes when
cart total is low and when shipping
charges are close to the cart total
It also spikes near the $100, possibly
due to the “triple digit” mark

135. Conclusion
• Q&A
• Request a free Consultation for your website
• Thank you !!!
• Sam Shetty sam.shetty@netregistry.com.au