Online Marketing Master Class

Online Marketing Master Class – AICC 2012

Luke Jamieson, Director – Online Marketing

Synergy

SynergyTwo or more things functioning together to produce a result not independently obtainable.

The term synergy comes from the Greek word synergia meaning "working together“.

Why are we talking about Synergy?

• Online Marketing / Digital Strategy relies on a mix of elements for best results.

• Use of various tools in sync to achieve your business & marketing goals.

Search Engine Optimisation

Social MediaMarketing Strategy

Company Blog

Your Website

Paid Advertising

Business Goals

Competitor Research

Bieber knows how!

20,000,000 Twitter followers (2nd behind Lady GaGa - more than Barack Obama, YouTube and Twitter itself!)

42,000,000 Facebook fans

Online Marketing / Digital Strategy Landscape

• Your digital strategy encompasses your business, marketing, communications plans & target audience.

• Results achieved using a range of online tools to connect with your customers (audience).

Online Marketing / Digital Strategy Process

• Objectives • Audience • Strategy• Implementation• Measurement• Refinement

• Objectives – What are we trying to do?• Audience – Who are we trying to reach?• Strategy – How are we going to reach them?• Implementation – Lets get started!• Measurement – How did we go?• Refinement – What adjustments to make?

What tools are we going to use to do this?

• Website & Blog – Your online marketing mothership!• Search Engine Optimisation (SEO)• Social Media (Facebook, Twitter, Google+, YouTube)• Paid Advertising (Google AdWords, Bing, Yahoo)• Google Analytics (Set Goals & Measure)

Workbook Exercise One (Objectives):

• What is your main business objective? (Provide professional services/advice, sell products, educate, other?)

• Do you have a marketing strategy? (Online marketing is another channel arm not a sole solution)\

Your online objectives should reflect your offline business & marketing goals.

Workbook Exercise One (Objectives):

• What is the main objective of your online marketing?

Online Marketing Objectives

Some common examples:• Increase visitors – Bit short sighted• Increase leads – Better!• Build brand awareness • Engage with your audience / customer support• Capture details & build relationships

Establishing Your Audience

• Customer profiles• Online behaviours• Pain points• Motivation

The strategy used to market this business website is very different to professional services

15-20yr old girlsTime online spent on Facebook & TwitterTech savvy, high share-ability, low income – will enter competitions to win. Highly mobile. Impulse buyers.

Professional Legal Services

Mature audienceNeed problem solved. Don’t spend much time online, use search to find help, low likelihood of sharing or use of social media. Need facts before making decisions. Financial.

Workbook Exercise Two (Audience):

• Who is your target audience?

• Have you created personas for each type of customer? I.e. Do you know you you’re talking to?

• Do you know what information they want and where they get it?

Creating a Digital Strategy

Goals + Audience + Platforms = Start of Strategy!

• Create a strategy to achieve your goals!

• Fish where the fish are!

• Who to target & how to target them!

So how do we do it?

• We know our objectives

• We know who we’re targeting

• We know where they spend their time online

• How are we going to get in front of them?

Your Website (& Blog)

• Your content home – your main vehicle

• Transaction machine – convert to leads / sales

• All roads lead to Rome! – centre of your strategy

What is a Website?

• An Investment!

• A 24/7 lead generating machine. Right?

• Or an empty house in an internet ghost town?

What is a Website?

• Your website is your most important salesperson

• 81% of customers research a business online before contacting.

• What does your website say about your business?

Workbook Exercise Three (Your Website):

• Does your website give a good first impression of your business?

• Is it clear what action you want a user to perform on your site?

• Can you measure visitor behaviour?

Workbook Exercise Three (Your Website):

• When was the last time you updated your website content?

• Do you have a blog?

• If so, when was the last time you updated?

Your Website (& Blog)

• Size DOES matter!

• In December 2011 – Google announced that sites with frequently added content will be a priority for search rankings.

• Note – frequently added not frequently updated

Lets review a website!

• Who’s willing to volunteer their site?

Search Engine Optimisation (SEO):

• Your website is ready to convert visitors into customers

• Measurement is in place to monitor website usage

• Its time to open the doors and let some people in and see what happens.

• What is SEO?

• From Wikipedia SEO is…

• “…the process of improving the visibility of a website or webpage in search engines via the ‘natural’, ‘organic’ or ‘algorithmic’ search results…”

• SEO is a Verb – A doing word• SEO is ongoing – not once off• You get out what you put in – like eating

vegies!• Not a magic pill• Long term strategy, no quick results

• From Luke, SEO is…

• “…creating great content so that people looking for your stuff, find and share your stuff…”

• All about optimised content• Not just text – images, video, audio

• Be engaging, be remarkable, be shareable• The more you give, the more you get• If you want to be the top of Google – you have to

provide the best content.

Example of creative content:• http://www.youtube.com/watch?v=-

l7FLwfTUJ0• This video could be included on a product

page, or accompany a text review on your website, or blog.

Compare to this:• http://www.youtube.com/watch?v=GmeqI8pc

• Who would you rather buy from?

• Expand website content• Create a corporate Blog• Share your collateral (PDFs, Graphics, Videos)• Optimise for keywords & phrases• Make it shareable (Facebook Likes, Tweets)

• Example – Snowys.com.au

• Target demographic – Campers / Outdoor types, passionate, willing to spend for right product.

• Lets look at their blog – live example.

• Example – Snowys.com.au

• www.snowys.com.au

• http://blog.snowys.com.au

Workbook Exercise Five (SEO):

• Is each of your page targeted to a specific topic?

• Can you expand category / services pages into individual topic pages to create more content?

• Can you add new content & pages to your site easily? (CMS or Blog)

Workbook Exercise Five (SEO):

• Think of 4 things, not currently on your site that you customers could find useful or might be searching for.

• Tip: Do this every month!

• How do I know the right Keywords?

– Use Google keyword tool http://bit.ly/GW9QbA – Look at your website stats– Ask you current customers– Ask your family & friends

• Google Keyword Tool

• What about links?

• What about links?– Good content gets shared and linked to– Use your social media profiles– Local business & industry directories– Other people blogs & forums– Guest writing

• Local Business directories– Yellow Pages Online, Hotfrog, TrueLocal

• Niche / Industry directories– Infolink.com.au for the building industry – Urban Spoon, WebMenu.com.au for restaurants– Ferret.com.au for manufacturing industry

• Government! www.sa.gov.au

Local Links (SEO):

Workbook Exercise Six (Links):

• Do you sponsor any local charities?

• Make sure your website is listed in local directories (Hotfrog, TrueLocal etc)

• Industry associations / directories

• Most important business listing!• Integrates with Google Maps & other third

party applications• Complete, 100% accurate, include images,

videos and categories & reviews• Shows ahead of organic SEO results

Google Places (SEO):

• Lets look at a live example

Workbook Exercise Seven (Google Places):

• Have you claimed your Google Places listing?

• Is it 100% complete? (Info, images, categories)

• Are you actively collecting reviews?

Social Media:

• Building and engaging with your online community!

Social Media:

• Which platforms are most appropriate?

• Facebook? Twitter? LinkedIn? YouTube? Google+?

• Use your target audience to help determine where to put your brand.

Social Media:

Social Media (Survey of 5000 websites):

Social Media:

• Who has LinkedIn? http://au.linkedin.com/in/lukej

• AICC LinkedIn for business workshop coming up: Wednesday April 18th

• AICC Social Media for business workshop: Wednesday July 11th.

Social Media:

• Not a stand alone solution

• Avenue to push out website, blog content.

• Engage influencers to help share your content.

Social Media:

• Requires constant attention

• Social media policies – who manages, what actions need to be taken when.

• Build community / customer service rather than direct sales leads.

Workbook Exercise Eight (Social Media):

• What (if any) social media platforms do your target audience spend their time on?

• Do you have a social media policy?

• What internal resources do you have to monitor and maintain your profiles?

Paid Search / Pay Per Click (PPC):

• Google AdWords• Yahoo / Bing• Facebook Ads• LinkedIn Ads• Display / Banner Ads

• You only pay when your ad is clicked• Send visitors to an offer page• Ensure tracking is enabled (web and phone)• Measure your leads and sales for ROI

• Google AdWords “Adelaide Plumbers”

• Bing Ads “Adelaide Plumbers”

• Facebook Ads – They target You!

• LinkedIn Ads

Workbook Exercise Nine (Is PPC right for you?)

• Do you have pages on your site with unique offers?

• Do you high value, high margin products.• Do you offer seasonal specials.• Can be good research for SEO to find which

keywords work well.

• “50% of my marketing is working, I just don’t know which 50%!”

• Print, offline hard to guage.• Online, everything is measured.

Google Analytics (Website Statistics)

• Online marketing is highly measurable• Ensure web analytics is set up correctly• Measure everything!– phone calls, clicks, – form submissions, bookings, – downloads, newsletter sign ups.

• What keywords are finding your site?

• What are they doing on your site?

• Where do they come from?

• Do you know how customers find your site?

• Do you know your website conversion rate?

• Do you know which pages on your site are most popular?

Workbook Exercise Ten (Google Analytics)

• Do you know what keywords people are using to find your site?

• Do you have Google Analytics on your site?

Work Book Exercise Ten (Google Analytics)

• Define business & marketing goals.• Define target audience.• Work out where audience spends their time

online & what information they look for.• Create a Digital Strategy to produce

information they need & share it where customers are looking.

Summary / Key Takeaways

• Clearly define website goals (and track them!)• Content is King (marketing, sharing is Queen)• Think social• Think local• Consistency is key, once off won’t cut it• SEO is long term, Paid Ads are short term

• Test & Measure EVERYTHING – no excuses• Refine & focus on what's working.

Questions?

• www.thesearchguys.com.au• www.dbgtechnologies.com.au

• Twitter.com/lukeyj• Twitter.com/dbgtechnologies

• Facebook.com/DBGTechnologies

• Phone 1300 723 618

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