Online marketing workshop melbourne nov 13
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Transcript of Online marketing workshop melbourne nov 13
Launching a successful online
business
Presented by Sam Shetty
Who is Netregistry?
• Netregistry is Australia’s largest domain name & web hosting
provider. We are a one-stop-shop to help businesses get and grow
online.
• Netregistry also offers email, web design, website security and
online marketing solutions
• Since launching in 1997, Netregistry has helped over 500,000
Australian business of all sizes grow online. With 1 in 3 Australian
domain names are registered with Netregistry.
• Netregistry aims to educate business owners through a range of
online resources, eBooks and workshops.
About Sam - Me
• Career started in IT and then started consulting for startup
businesses
• My belief has always been how technology and people can bridge
together for business, with a focus on innovative software to create
a better customer experience.
• Working with Netregistry for the past 8 years. Advising and helping
clients with their online strategies.
• An active speaker in the small business industry – trade shows,
government events and workshops
Events & Workshops
Your Online journey ….
“If you don’t know where you are going, you
might not get there ”
The Traditional Shopping Process is…
Source: The OPEN Brand: Digital Trends for 2011 by Resource Interactive
Linear, predictable, analog, brand-controlled
EC
The New Purchase Journey is…
Source : The OPEN Brand: Digital Trends for 2011 by Resource Interactive
Non-Linear, multi-channel, digital, consumer-controlled
EC
Buyers complete 60% of their buying cycle before they contact
your organization.
CEB 2012
What will drive my traffic ?
*Via Forrester’s
Interactive Marketing
2012 Report
The selling process
Which one is right for me ?
So - what are my options?
■ SEO - Search Engine Optimisation
■ SEA - Search Engine Advertising
■ SMM - Social Media Marketing
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
Avoiding the 5 second ‘bounce’
Make sure they stay! Tell them… ■ Who you are? ■ What you do? ■ Why is it important to them? ■ What to do next?
5 seconds …before a potential customer hits the ‘Back’ button
SEO setup
• Google Analytics
• Google webmaster tools
• XML sitemap
• Google +
• Google Alerts
• Social media setup
SEO checklist for new sites
• Accessibility ( Google webmaster tools)
• Keyword targeting (search volume/low difficulty/relevance)
• Content quality & value
• Design quality & usability
• Social media setup ( Claim your name )
• Link building strategy
Google Analytics
Your visitors
Google Analytics measurement
Goal funnel visualization
Measuring Drop outs
Keyword research
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
Search Engine Optimisation
■ Indexing your website ■ Google analytics ■ Keyword research (Keyword research report) ■ Competition analysis ■ Site structure ■ Sitemap ■ Local business results ■ On-page optimisation ■ Image optimisation ■ Directory submission ■ Article submission ■ Link building ■ Social media setup ■ Blog
SEO tools
• Google analytics (www.google.com/analytics)
• Google webmaster tools (www.google.com/webmastertools)
• Search Monitoring ( www.dashfolio.com)
• Keyword research (www.semrush.com)
• Image search (www.tineye.com)
• Back links checker ( www.ahrefs.com)
• SEO browser (http://www.browseo.net/)
• Google updates (www.moz.com/google-algorithm-change)
• Google penalty checker (www.fruition.net/sem/user/login)
http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html 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.
What Do SEOs Believe Will Happen w/ Google’s Use of Ranking Features in the Future?
Website Usability
• Simple & Easy to use
• Design pages for scanning and not for reading
• Good, visible, site navigation
• Talk the same language like your users
• Prioritize the key information( users look for) above the fold
• Trust & Creditability need to be reinforced
SEO Process
Don’t allow 404 errors on your sitemap
SEO 2013
(SEO) Search Engine Optimisation now is …
“Social Engagement Optimisation ( SEO) ”
Combine search & social
How does Google decide ?
SEO of the past
SEO of the future
SEO Table
Ranking is not a business goal
• Being #1 is great, but
if it doesn’t drive
qualified traffic that
doesn’t convert for
business objectives,
then you haven’t
done anything.
Website speed
• Test site speed all the way through your
funnel, not just the homepage.
My hosting. Why should I bother?
• Direct impact on your revenue
• Customer experience
• Repeat customers
• Mobile users
Why does Google + matter
“ Within search results, information tied to verified online
profiles will be ranked higher than content without such
verification, which will result in most users naturally clicking on
the top (verified) results. The true cost of remaining
anonymous, then, might be irrelevance."
– Eric Schmidt
SEO chases the algorithm
Keeping up with Google
Hummingbird
In SEO, the Rich Get Richer
Should I outsource SEO ?
• Do you have multiple sites ?
• Do you have web design skills ?
• Are you able to track results ?
• Do you time to write articles ?
• Are you able to acquire links for your website ?
• Can you afford to spend 20 hours a month?
What is 20 hours of your time worth ..???
The SEO pyramid
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?
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
Why should you consider?
Where should I advertise ?
The process
CPC & Quality score
CPA & Quality score
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
3 Types of Landing Pages
Before creating a landing page….
• Business objectives
• Know your audience
• Visitor action
• Entry points
• Technical limitation of your target audience
• Check domain name availability
• Competitive analysis
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
Search marketing vs. social media marketing
■ Search marketing: Bringing customers to your site
■ Social media marketing: Going where your customers are!
You might think social media is this
Businesses often ask the wrong question
How can my business sell more by using social media?
There is a better question
How can I use the social web to help consumers
achieve their goals?
“Social Media Marketing: Enables Others to Advocate for Your Business Through
Compelling Content”
Image credit: Ian Sane
How does your audience behave?
■ 69% of Aussie users read blogs
■ 83% have viewed video online ■ 39% subscribe to RSS feeds
Source * Universal McCann International social media research, wave 3
73% …of purchases are first researched online
You already have the skills
Social media setup
• Claim your social profile
• Setup up for business page for Social media sites
• Make your website social
• Embed your social feeds to your website
• Setup social media monitoring ( hootsuite)
• Setup a list of keywords to follow
• Plan a strategy to motivate customers to share your
business on their social circle
Questions to get you started ...
1. Why are people interested in your organization or
cause?
2. What content creates conversation?
3. What content could create community?
4. What can the community create for your content?
(Collaborate and empower)
5. What content or ideas can you open up?
6. What added value can your content offer?
7. What does the medium dictate?
Success on social media
To Blog or not to Blog ?
• Blogs are search engine magnets that can drive traffic to key areas of your company website.
• Blogs can gather sales leads.
• Blogs are a means of establishing leadership or expertise in your industry.
• Blogs are a means of building relationships with customers and prospects and improving customer interaction.
• Blogs offer the ability to communicate quickly on fast-breaking news, issues, or events.
• Blogs help build brand awareness and help define your brand.
• Blogs are a low-cost marketing channel.
Social media is for B2B & B2C
Mobile search
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
Impact of mobile on your business
Optimise for mobile
Mobile users are different from desktop users
Load time for websites
Load time for Mobile users
Conversion rate optimisation
What is conversion rate ?
What’s your conversation rate ?
CRO factors ?
Methods used for conversion tracking
Website usability tools
• www.crazyegg.com
• www.clicktale.com
• www.kissmetrics.com
• www.ghostrec.com
• www.visualwebsiteoptimizer.com
Usability issues
Usability issues
Video works !!
Videos help you sell more
Is your website secure?
• 90% of businesses suffered some sort of
computer hack over the last 12 months
• More than 6,600 websites get added daily
to the Google malware blacklist
• 30% of all hacked websites is due to stolen
credentials such as FTP
• It takes 10 mins to crack a lowercase
password that is 6 characters long
My website has been hacked
• Blacklisted by Google
• Account suspended by hosting provider
• Drop in search engine ranking
• Bad user experience
• Effect existing campaigns
• Loss of business
Conclusion
• Request a consultation
• Upcoming workshops
Thank you !!