Web Marketing. How to drive traffic to your website?

Transcription

1 Web Marketing How to drive traffic to your website?

2 Definition: Web marketing is the set of strategies and techniques applied on the Internet to support organizations overall marketing objectives. It may include driving targeted traffic to a website and providing features on the website to create a desired call to action. Today we will focus on the different means to drive traffic to a website.

3 Traffic on a web site: where does it come from? Mediametrie / Netratings 2009 survey 49.1% Search Engines 37.5% External links 33.4% Direct access and bookmarks The percentage of traffic coming from SE is steadily increasing. Google represents 63.5% of the total search market.

4 7 actions to increase traffic on your website 1. SEO (Search Engine Optimization) 2. SEM (Search Engine Marketing) 3. External links 4. Newsletter / ing 5. Community building 6. Games 7. Off line

5 7 steps to improve your SE ranking (on site) Creative content Clean URL s Optimized title + description tag Internal links Multimedia Keywords selection Frequent updates

6 3 tips to improve your SE ranking (off site) Page Rank / Trust Rank Relevant links Content-related pages

7 Example 1: Google result page

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10 SE positioning, where? Natural positioning on the 3 first result pages. On the first page Above the fold Visibility rate (source eye tool, eye tracking movements) - Positions 1, 2, 3 : 100% - Position 4 : 85% - Position 5 : 60% - Positions 6 et 7 : 50% - Positions 8 et 9 : 30% - Position 10 : 20% Above the fold on the second page???

11 SEO : keywords selection Balance between interest and feasibility Interest : make sure the keywords you select are actually searched for. Feasibility : will it be possible to place your pages on the targeted zone (above the fold, first page, three first pages)

12 SEO : keywords selection Some keywords are obvious to you, not necessarily for your prospects/clients Ask your friends what they would search for when looking for products/services you offer Check your competitors keywords :

13 SEO : Two phases On page optimisation: On-page optimization consists of all variables on your actual website pages. These variables will render your site as "search engine friendly" as possible. Off-page optimization consists of all variables that exist outside of your website. Off-page optimization is link popularity. It determines the page rank of your site.

14 On page Content is King! Title tag Visible text Domain name and URL s

15 Backlinks = Link Popularity LP is the heaviest parameter in SE s algorithm Determines the Page Rank of a page The higher the PR, the best the ranking

16 Off page: how do I know my PR Download Google toolbar

17 SEM: Sponsored links (Pros) Simple to implement Guarantee to be on the first page Flexibility Rapidity : can be done in a few hours Nothing to change on the site

18 Sponsored links (cons) Sometime requires important budget Click fraud When the budget is over, so is the visibility

19 Sponsored links Pay Per Click Auction system (the higher CPC at the top) The ad is shown on Google and on sites affiliated to the program (contextual links) Two main networks : adwords.google.com and

20 3. Newsletters: 10 tips 1.Only send s to persons who have requested to receive them. 2.Only include content relevant to the type of content the person has requested. 3.Be consistent with your sending frequency. Pick a schedule, whether it is weekly, biweekly, or monthly as long as you are able to keep to that schedule.

21 Newsletter: 10 tips 4.In most cases, it is best to send BtoB s Tuesday through Thursday. 5.In most cases, it is best to send business to consumer s either between 5pm and 8pm Tuesday through Thursday or between Friday evening and Sunday afternoon. 6.To improve deliverability add message at the top of your s that says something like: To ensure receipt of our s, please add to your Address Book.

22 Newsletter 7.Make the From Name for your messages either your company name or the name of person at your company. Once you choose From Name, keep it consistent. 8.Be sure to include both plain text and an HTML version of your newsletter. If you don t include a plain text message, at least 5% of your recipients will see message with nothing in it.

23 Newsletter 9.Don t use all caps or multiple exclamation marks within your subject line or body. 10.Build your list at every opportunity you have. If you have a retail location, add point of sale sign up form. Use a router!!

24 4. ing Sent to large databases Use it with parsimony

25 5. Community building (advices) Make sure you really want to do this! Compelling idea, compelling content First posts and threads determine the behavior of future members Have the best possible writing, design, photography, etc. that you can, and update as often as possible

26 Community building Create guidelines / charter Moderate Explain Highlight good contributors Invite them to help Community versus communities

27 Community building Blogs, forums, wikis, comments, share content, social media, ratings, profiles, most popular, chatting, etc.

28 6. Viral marketing (buzz) Definition: Using word of mouth to convey a message to the wider possible audience. Stake: Suzan Boyle 8QZY

29 Viral marketing Objectives: Awareness - Traffic - Loyalty - DB qualification. Techniques: games, videos, teasing. Mix : set of banners, a dedicated website, influential bloggers.

30 6. Games / Contest Case study :