Presented by Sam shetty Nov Online marketing

Transcription

1 Presented by Sam shetty Nov 2012 Online marketing

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

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

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

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9 How do search spiders crawl the web?

10 SEO setup Google Analytics Google webmaster tools Google Insights XML sitemap generator Google + local Social media setup

11 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

12 Keyword optimisation

13 Long tail keywords

14 Keyword optimisation

15 How many keywords per page?

16 How do I get more links?

17 Exact match domain names dying slowly

18 Need for speed

19 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 voters nearly all agreed that social signals and perceived user value signals have bright futures.

20 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

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22 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?

23 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

24 What will drive my traffic? *Via Forrester s Interactive Marketing 2012 Report

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26 The process

27 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.

28 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.

29 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.

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31 How is Quality score calculated?

32 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

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34 Conversion rates

35 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.

36 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 %

37 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

38 Performance of Each Medium Reputation: 90% of consumers believe online reviews 4, which impacts conversions, also factors into organic search rank Social: 50% increase in CTR when consumers exposed to social media & paid search 3, also factors into organic search rank Display Advertising: builds brand awareness & lifts conversion 22% over search alone 2 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

39 Mobile search

40 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

41 Impact of mobile on your business

42 Mobile first generation

43 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

44 Conclusion Q&A Thank you!!! Sam Shetty