PPC vs SEO vs Social Media Marketing! How much money it can make my South African company?

Transcription

1 PPC vs SEO vs Social Media Marketing! How much money it can make my South African company? Presented by Jean-Pierre Murray-Kline Latest trends and tips, by a South African, for South African in a world of 8 billion users

2 Interesting fact: Africa makes up 1/8 of the 8 billion uses of the web. (already outdated) South Africa s population is roughly 52 million residents. SA has 2.1 cell phones per 1 resident phones. 92% of phones can access the internet / be used to do searches. = / internet searches a day as an average if a phone is used only once a day. 80% of internet usage in South Africa is through cell phones, balance is traditional.

3 Interesting fact: Even if only 1% actually buys, there are still sales made per day. = sales a year at 1% sales of the market.

4 Interesting fact: Stats confirm that cell phones are checked between 38 and 42 times a day. There are currently blogs worldwide. 40% of South Africa s internet users are aged % are men, 47% are women. News24, IOL and DSTV are the most popular South African websites.

5 Perhaps some scary facts: 90% of social interaction is conducted on a phone. It is now possible to have intimate relationships using a virtual machine and program with someone anywhere in the world. Web and social marketing is not controlled by one country laws and legislations are all grey areas Google has more power over web marketing laws than countries! Only 13 % of South Africans use Facebook so there is a huge amount of room to grow. Zimbabwe and Uganda have faster internet than South Africa for downloads.

6 My opinion. Make your own. Context of web marketing important. My background: Western Cape, Lower to Middle class income family. Catholic background. Started my entrepreneur spirt in high school selling content on disks. Studied magic for 7 years, started working from high school for myself, first million invoiced by 19 years. Missed a matric exam due to an event. Entertainment Company > Events company > Marketing of Events. Web Marketing > starting with PPC travel industry. My company fields included Legal services, Entertainment and Celebrities, Web Design and related services, Photography, Car Hire, PR, TV + Radio, Production, Plot & Plan operating for around 8 years. Work time 50% Cape Town, 50% Johannesburg first 2 years at home. Two visits a year to Durban. Private clients including financial institutions, debt, tourism, travel, hospitality, manufacturing, cars & boats, elite services, weird and wonderful other things, government and parastatals. Main focus in SA, 60% SMMEs, 30% national entities, 10% odds and ends. Focused web work SA, Botswana, Mozambique, Zimbabwe, Zambia, African islands, Broad web work, UK and States.

7 What is the point of my background in relation to you? Everything I have learnt with regards to PPC, SEO and Social marketing, is self-taught. Trial and error. (75% mistakes, 25% success) You can do web marketing yourself. Sometimes is makes sense to have other people manage components because they are better at it, or you can save time. 20% day is spent on web marketing.

8 Lets get started! Web Marketing by my definition covers: PPC = Pay per Click paid advertising. (the accountant of web marketing ) SEO = Search engine optimization, manipulating web content to compete for better positions naturally on search engines. (the nerd of web marketing ) Social Media marketing / affiliate marketing = using other platforms, sites and mediums to attract attention. (the socialite of web marketing )

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10 Web Marketing All have common objectives: Generate traffic, or promote product / service / event, or brand awareness, or promote communication between seller and buyer, or manage product, service or company online reputation OR a mixture of everything but generally they are all there to make money.

11 Some other terms referenced in the industry. ewom - electronic word of mouth. COBRAs - Consumer s online brand related activities. SMM social media marketing / social media management ORM - online reputation management SMRM social media reputation management

12 The Market! Again, my definition: Serious buyer = Actively looking for product and service. Done something specifically to find it actually typing in the product or service. 75% at work buyers, 25% at home buyers. Generally not a repeat or frequent purchase. Generally service based shopper % likely to convert to billable client depending on balance of process.

13 The Market! Again, my definition: Social shopper = Stumbled across product or service, while socializing on platforms (sometimes at work) Diverted using clever demographic, location and interest triggers to display appealing products or services or brands. 25% at work buyers, 75% at home buyers % chance of converting to billable client depending on balance of process. While a social shopper may not buy your product or service, you can use them for marketing and therefore the return on a social shopper is hard to value because if you work well with them, they become part of your marketing team and sales come from ewom The social shopper is more likely to make repeat purchases. Generally product based shopper.

14 Big name tools Google Adwords Create Campaigns, ad groups, triggered with search phrases. Bid for position for search phrases. Can pick location, times and days. Serious buyer. Very good for finding new clients.

15 Google Adwords Interface Campaign Menu General Campaign Settings

16 Facebook Create Campaigns and ads, triggered with demographic and interest information. Ages, interests, etc. Slightly less control, but integrates well with social platforms. Social shopper. Brand awareness and communication tool integrates with some Ecomm shops.

17 Facebook Interface Basic Dashboard

18 Settings Dashboard

19 Twitter Create Campaigns and ads, triggered with interest targeted campaigns through handles or / groups can also target location or demographics. Slightly less control, but integrates well and social platforms more so than Facebook because twitter is more mobile accessible and more frequently used. Extreme social shopper but much better using them as part of your marketing team by offering them something to do or have. Best for SMRM

20 Twitter Interface Basic Dashboard

21 Settings Dashboard

22 Tumblr Great for brand building and building communication between groups of similar interest or demographics.

23 Tumblr Interface Basic Dashboard

24 Settings Dashboard

25 Affiliate/s Grouped definition for all the rest:,,,, other chatting tools, developing social platforms and there are many. A group description I have given to all the rest of the programs, platforms and websites which allow you to engage or market a service/product by targeting a predefined demographics or searchers with grouped interests Often linked with other sites and social platforms. Can enjoy the use of real time media incentive to share. Could use a trigger mixture of search phrases and demographic, interest. Normally messy / developing controls, and complex / fussy reports if any. More or less an equal mixture of social and serious buyer. Better for brand building or building relationships with targets groups.

26 Google + Simple definition of an Affiliate platform with all the others added on! Mixes the social and the serious buyer better than any other.

27 Google+ Interface Basic Dashboard

28 Profile Dashboard

29 Settings Dashboard

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31 Client Management and repeat marketing. In general, web marketing and social media is a foot in the door and then a great system on reminding people you are still there. Social media is great, but don t exclude custom runs. (put their names in subject line) Always maintain contact details. If you can work out demographics and record it, it will help with your social platform focus.

32 Tricks, Do s and Don ts By my definition: Dos = to increase good attention: save money, and hopefully make money. Don ts = to reduce bad attention: save money, and hopefully make money.

33 Common Do s General. Even in you think something won t work, try it for at least 2 days, either you validate your opinion OR you will be proven wrong regardless - you benefit with either money or knowledge. If you don t have time or money to do this for every new tool or tip, see what your competitors are maintaining - 4 months or more if they are, it s a good sign its working for them and you must prioritize it. Plan an objective, 12 months ahead. Plan a strategy 4 months ahead only. Platforms change to often for long term planning.

34 Common Do s General. Assess, and tweak more frequently than your competitors. Web marketing is a trend now. Use it. Basically : SHOW within 3 seconds > TELL within 15 seconds > ENTICE and instil confidence within1 minute > engage within 1-2 minutes, RESPOND within 1-4 hours. Try match location and demographic and interest with product and services whenever possible reduces costs, increases sale ratio.

35 Common Do s General. Try find tricks to consolidate platform and feedback or reports to save time. Common steps are always: Plan, measure, optimize, repeat times.

36 Common Don ts for SEO, PPC & Social Don t Invest more on a trend than a proven platform. Don t listen to nerds, they all have opinions, and if they had all the answers they would be running the world. (although some do) ** You know your company best. I m not a nerd btw I can hardly use excel. Do not trust one form of data ever. Google analytics vs server stats rarely match. Don t make the biggest mistake ever and believe more traffic is going to be more business people spend 5% of their time buying, 95% of their time dreaming / window-shopping spending your marketing budget and time.

37 Common Don ts for SEO, PPC & Social Don t waste a moment of time, space or money on content that is a non money making and a non interest related action, such as Like button on a debt site. It cost money to add that button, and no one is ever going to use it. Do not reinvent the wheel. Too often, a great deal of effort is wasted on inventing and reinventing campaigns - a process that could be streamlined and largely automated, based on a proven delivery model. Don t panic about what Web 2.0 means back to basic the point of the internet web is interaction.

38 PPC Do s Custom adverts > one per product or service > more specific = better visitor. Split budget over time zones, and over regions = reduces risk of budget fraud, helps prevent negative clicks. Add more negative search phrases than positive = reduces twits using your money. Check in every day, for 5 minutes, every year delete and start again. Don t forget about Bing, its system was redone in 2013 not there yet but keep an eye on it especially if you have international clients. Check in on Google Shopping for product sales rolled out in 2012, taken 20% of Google s paid click revenue. (who knows how many billions that is), this system will be fully effective as August 2014 totally replacing old-style PLA management system.

39 PPC Do s Spend money at the right time of day schedule adverts if you have data that shows an increase in leads at certain times or days. Use Adwords editor for bulk changes and for copying lots of settings.

40 PPC Don ts Don t let Google manage your campaign = you become lazy, and Google earns more. I don t care what anyone says. Don t expect to be paying a little bit of money. Gone are the days of a couple of cents for a good bid. Don t give Google more money because it says it thinks you can spend more a month. Please don t be so silly. Only increase once you see a return. Don t mistake keywords for billable client searches, divorce is not the same as divorce lawyer yes, both will cost, but one is the service you require.

41 PPC Don ts Don t write adverts about the company, you have so little space don t use it punting your name - write about the product / services and location. Don t operate your mobile adverts with the same rules as you would for your general search campaigns devices are all used differently, in terms of location, style and type of search you can save money.

42 SEO Do s Be faster to take action than your competitor. SEO is delayed enough don t add to it. Think of a search engine as a wannabe person. Makes all the difference when selecting search phrases and creating content. If your SEO strategy focuses on the way a person would search, it will do well. Establish a network, not just a site. SEO is extremely competitive, the more focused you can be, the better you can compete. A page on a site about apples is not the same as a websites about apples. I find analytics are best left for the nerds, and a good check in and instructions by you once a month. Plagiarize check your content. Even if you write your own content, people have been writing about the desk chair for years and you will be surprised how unoriginal you can be my mistake.

43 SEO Do s Maintain the basics. Things become complex, then they revert back to basic. Ensure your site is Responsive. You work so hard to get people there, make sure they can view it there are too many platforms to keep one look and feel. Use Google Webmaster Tools to tell Google what to read and understand about the site. Its an easy cheat and Google appreciates the opportunity to make its job easier. Hummingbird algorithm from Google don t panic = Search Request > Searchable Content (text, images and media) > keywords (meta tags and other tags) > relevancy (requires information on the searcher vs. the page) > credibility (of the page, site and incoming links and references) > timeliness (how modern is the information) = finally a result.

44 SEO Don ts Don t expect fast results. 2 weeks - 3 months. Don t put all your eggs in one basket. Search engines change their rules, rarely tell us how and why. It s the only way nerds have the opportunity to get back at us. Don t get caught up with the complexity of analytics and the wonder of the tools, Analytics is there to track and increase your return of investment (ROI) put simply: make sure you spend money only when you make it and it can only track the process up and until the lead in most cases. Do not discount the benefit of good and up-to-date code, the web is changing, code has to keep up if only to help search engines read the site

45 SEO Certificate

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47 SEO Certificate

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49 SEO Certificate

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51 SEO Trends Optimizely Rolls-Royce of A/B optimization services - actively manipulates your site or product - track results and changes.

52 SEO Trends Mixpanel Answers almost any question about how people are using your site.

53 SEO Trends Inspectlet Swiss army knife. Combinines click and eye-tracking maps and in-depth form completion analytics, it s the digital equivalent of standing behind your customers as they use your site.

54 SEO Trends Tag What is a tag? Its new and growing! Its basically code, which groups people automatically helping in the future with focusing marketing. A digital footprint of where you have been and who the computers think you are, and how they can stereotype you. Watch this space.

55 SEO Trends Social media Do s and Don ts This section is longer, because it is new and trending. Lets start with some names of helpful programs / apps. Mostly needed for larger companies. Still good to try. Crowdbooster Gathers data from your Facebook and Twitter feeds feedback on your strategy.

56 SEO Trends SocialFlow Unique optimization algorithm. Focuses reports on relevant message (which of your messages is most likely to connect), right audience (who s online now), and right time (when s the perfect moment to publish this content). Helps your message to be sent at the best times.

57 SEO Trends Bitly Not bitty. Shortening links that are posted to your social media accounts. Features realtime-analytics, bookmarking your favorite sites and pages and having the ability to track clicks.

58 SEO Trends Everypost Allows you to post all of your updates onto the major social networks from one place at one time. Simply write your message, add photos or videos, and hashtags then send off to Twitter, Google+, Pinterest, Facebook, LinkedIn, Tumblr, or via .

59 SEO Trends Social Sprout Manage, post, monitor, and analyze multiple social media accounts from one location. You can also monitor messages across Facebook, Twitter, Google+, and LinkedIn personal profiles all through one streaming inbox.

60 SEO Trends Buffer Social media message scheduling and sharing applications one of the most popular. Allows you to stagger content throughout the day so that social media feeds have consistent updates. Includes analytics about engagement and the reach of posts. Free for a period of time.

61 SEO Trends Spredfast Gathers data from Facebook, Twitter, YouTube, and Flickr, such as being able to see how many people you ve reached and whether or not your target audience is engaging with you.

62 SEO Trends Tweepi Quick management tool which will allow to flush unfollowers, cleanup inactive, reciprocate by following, and follow new interesting tweets. A simple way to keep your Twitter account tidy.

63 SEO Trends SocialOomph Schedule tweets - auto-follow your new followers also has a dashboard and combine Facebook, Twitter, LinkedIn, Plurk, and your blog free version, but the paid one has so many other tools.

64 Social Media Marketing Tips Engagement is king. Shoppers are so much smarter now days! Every experience is shared many more times than in the past. Bad news travels faster than light.

65 Social Media Marketing Trust. The moment your social campaign even suggests your product, service or company cannot be trusted, you lose your social marketing team.

66 Social Media Marketing It s not about you! People are not on social platforms to engage with your product or brand. It needs to be 90% about them, and a clever 10% about you. Social marketing works when you ride the wave of their interest.

67 Social media Do s Find your audience and their likes before you begin writing. Just ask them. Pretend to be you viewer, and only write something you would want to share. If you don t use your product or service, get guests to do some posts for you. Add location information whenever you can location is key in ensuring a client s prefers you to another company not in their location. Staff and suppliers are easy ways to boost your numbers on social platforms and often the most experienced in your product or service.

68 Social media Do s First line is the most important. At this point, you have them or you have lost them. Try and comment on followers they love the interest. Add images and clips whenever you have them available. They travel much further and faster. Consider time zones. Each market has a priority attention period if you can find it, success is much greater. If its 1pm in SA, and you selling breakfast cereal in china, they will be very upset if you post them at dinner time. OR its winter there, and your selling sunscreen. Always welcome and thank new followers / likes etc Look into Authorship - verified online profiles and content rank higher.

69 Social media Don ts Don t keep an untidy house, if you have horrid guests, no one visits you. Don t forget to implement a social media policy with staff. Don t forget to create privacy settings whenever you can, often you have clients and suppliers on your platforms, and you could put yourself out of work if you connect the two and they bypass you or take the opportunity to run down your reputation. Don t ignore people who get offended on your platforms > don t panic either > deal and move on often with an acknowledgement of the issue, and confirm more attention in the future. Don t forget to create a channel of communication between your social feedback from followers and the decision makers in the company.

70 Social media Don ts Don t overwhelm your listeners don t flood their dashboards don t write anything without a purpose. Don t fail to acknowledge someone who offers constructive responses. Don t be immediately accessible, leave a subject to cook if it s not immediately negative, let people chat for some reason, conversations can end quickly by the publisher. Don t make your platforms about what you like guests have to decorate the room. Don t write something that does not beg a response or action in return.

71 What do I spend money on? PPC / Paid There is money the search engine gets / adspend Then there is money used for the person to manage the campaign. A professional PPC marketing guru could cost around ZAR for full time.

72 What do I spend money on? SEO You only spend on the nerd. (Even basic SEO is hard if you can t design a website / use code) Usually worked per hour / session. An SEO developer per month is in line with a PPC marketing guru ZAR for full time

73 What do I spend money on? Social media There can be advert placement costs. Then there is money used for time to manage the campaign. A Social Media Manager per month can cost around ZAR it costs more because it s a newer industry and therefore more competitive.

74 What do I spend money on? Mixed Guru all platforms. Can cost between and ZAR Interesting fact: Developers / Gurus often cost less in smaller cities! This means smaller companies in small areas often have an advantage. That is why so many web companies are in little towns!

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76 What is my average Spent to Return Ratio? R1 makes R7

77 How do you decide how much of your marketing budget you spend on web marketing? New company 100%. No other marketing platform is as cost effective. Established company. Keep up with your competitors. Normally 40-60% Company all about brand, not product % Some times competitors spend does no make sense. For example is Coca-Cola spending money on PPC pointless, they are using their big budget, and using an unusual tool to punt their brand because no one buys a can of Coca-Cola on the internet.

78 How do you decide what to spend on? All depends on the industry (competitiveness of services/products) and market (% of Social or Serious). Ask, use your head and common sense. Failing which try all, and only carry on with what shows the best return.

79 You can judge the status of the industry by looking at competitors. Some averages/estimates by my definition: 0-2 : Low, 3-5 : Medium, 6 or more : High

80 Low per month. SEO / PPC and Social ZAR 8-16 hours.

81 Medium per month. SEO / PPC and Social ZAR ZAR hours.

82 High per month. SEO / PPC and Social ZAR ZAR hours

83 Example: Funeral Home Serious buyer. 75% PPC one time buyer, 25% SEO PPC will one day cost too much, build up a natural base, and never keep all eggs in one basket. 0% Social media no one is going to like your dead family or friend status or post a picture of a coffin if you do have friends like this, web marketing is not your biggest challenge. 6 hours (small check in every other week)

84 Example: Airline national carrier. 15% PPC focus on punting your specials using competitor search phrases to trigger adverts or perhaps a seasonal destination. Use PPC to make more money off specials short term offerings. 15% SEO niche market and service, not much competition, and operates a trade name. 75% Social perhaps you have a bad reputation, and a large client base regardless of what you do, and by managing online reputation, your brand image will improve and so will sales. Focus on Twitter and Facebook as well as Tumblr hours (nothing less than 10 full time)

85 Example: Florist single city 50% PPC focus on special occasions (valentines days) also increases new client base. 15% SEO focus on adding location to services. 35% Social used to maintain past clients, advertise specials, and share client s special moments. Focus on twitter, facebook, and popular affiliate sites used for shopping for flowers and gifts for special occasions. 16 hours

86 Other notes: Frequency of the purchase should influence the type of tool you spend more on. Devises social shoppers are more mobile, serious are more deskbound you can refine campaign spend to devises. Languages, Google is now offering 6 local languages in SA. Human nature will ensure you engage with what you know best this is the biggest SA opportunity for web marketing..

87 How do you select a company to manage your website and social media marketing if you don t want to do it? Simple, select the company that achieves the results for their own company s services and products through the products they sell.

88 How to Spy on your competitor! 1 st thing to accept: your competitor on the ground is very often not the competitor on the web. Great digital medium to use instead of camping outside of their offices: compete.com, wordtracker.com, ispionage.com, similarweb.com and mixrank.com and finally whatrunswhere.com

89 App or Website or Mobi-site? Websites want to be accessible like Apps, Apps want to be as functional as sites. Mobi-sites have personality conflict. In a few years, they will all meet in the middle and we will have a Webappsite From there, the web will disappear (like Apple has removed computer from their brand titles) and the web will be everything it will be an Appsite or something else Googly on your watch or perhaps Jacuzzi.

90 Quick notes on look and feel of a site. Getting visitors to the site is 50% of the business, getting them to engage is the rest. Make websites sexy... or at least appealing. Websites are functional tools, better looking tools get used more often. In terms of traffic and brands, leaders all follow this rule: (1) Apple (2) Google (3) Coca Cola (4) IBM (5) Microsoft worldwide. Domain is key to so many things. Brand, service and product. Domain needs to be remembered. Don t name your website domain after a company, if your products and services are searched for more than your company / brand. Redo your site, every two years. All sorts of industries report boost in sales when their stores and shops are revamped. Keep an eye out for API this is the new dawn of websites information on all sorts of platforms such as your fridge or even in your shower an API is just something that talks to a devise, and tells it how to display it.

91 Quick notes on look and feel of a site. Give visitors some breathing room. Sites are more often than not too cluttered. Design every page as a landing page Use color strategically your logo colour might not work for your product / services or website flow or visitors. Invest in good, professional photography. Choose fonts that are easy to read across devices and browsers. Forget Flash use HTML5 instead growing support less costly designers. Don t forget buttons people must want to engage! People just want to click click click!

92 Quick notes on look and feel of a site. Test your design do a few designs you will make up on the spend with the return you get. Check your competitor s site make sure yours looks better, promises more, speedier service, best quality, and better prices. Make sure your website is not running slowly due to intense graphics or a bad erver. Ecomms, Keep delivery charges minimal, Know Your USP (unique selling point) and Tell the World, Transparent and offer Reassurance, Confirm Safe, Secure shopping, Add live chat services, Don t Keep Customers Guessing Estimated Delivery Times and Returns, Encourage Customer Reviews, Announce location and phone number, Know the laws, Look into QI technology.

93 Closing Note Investment with : PPC you are always paying a once off and almost immediate return but no future visitors Investment with : SEO and Social a repeated investment, staged return with a much longer lifespan for return Eventually I believe search engines will allow you to refine your search between: websites, social platforms and sponsored searches

94 Closing Note The web is learning emotions, likes and dislikes, basically a sense of preference and self-awareness. At some point humans become self-aware and everyone can understand how that advanced us. The web we know today, is not going to look at the same in the 5 years to follow.

95 The End Q&A / Scenarios