Improve Business Results With

Agenda

¤  What Is Online Marketing?

¤  Why its important?

¤  What People Do Online

¤  The Tools

¤  The Process ¤  Website ¤  Traffic ¤  Testing

So What Is Online Marketing?

Online marketing, also known as web marketing, internet marketing, webvertising, or e-marketing, is referred to as the marketing (generally the promotion) of products or services over the Internet.

It not only refers to marketing on the Internet, but also includes marketing done via e-mail and wireless media.

Digital customer data and electronic customer relationship management (ECRM) systems are also often grouped together under internet marketing.

Source: Wikipedia

My Definition

¤  Online Marketing is an activity & a process that offers value for customers and helps a business reach it’s goals via web based technology.

The online tool kit

Email Marketing & CRM

Digital & Display Advertising

Search Engine Marketing & SEO

Social Media

Mobile Marketing

Affiliate Marketing

Coupons & Offers

Inbound Content inc Video

Acquisition

Acquisition & Retention / Engagement Retention / Engagement

Web Analytics & CRO

Just Having A Website Is Not Enough

You Need:

¤  Traffic

¤  Systems for capturing names

¤  Systems to build relationships

¤  To measure results

¤  To be where your customers are every day

¤  Online and on their phone

¤  Multiple touchpoints

One Possible Strategy

How Does It Work?

Why It’s Important?

Question: What Do people Do Online?

What People Do Online

What People Do Online

Try & Solve Their Problems

And Find Solutions Anonymously

92% Reach

Compare This to Traditional Advertising

Lots of Waste

Why is Search Different

Why Search?

¤  Reach: ¤  24 x 7 x 365 days a week ¤  Reaches 90% of Australia

¤  Relevance ¤  Target based on search intent

¤  ROI ¤  Measureable, in near real time

Lets look at a Google Search

Paid

Advertising

Organic

Listings

Organic Search (SEO)

Organic

Listings

Organic Search: Some Stats 36.4% click on position 1

12.5% = 2

9.5% = 3

7.9% = 4

6.1% = 5

4.1% = 6

3.8% = 7

3.5% = 8

Lets Look at Hairdresser Malvern

Local business are the first to be shown in the directory listings

Lets look at Melbourne Printers

This area is paid advertising

All of these are local businesses

Organic Search: Some Key Facts

¤  93% of consumers worldwide use search engines to locate web sites. (Source: Forrester Research)

¤  The top 3 positions get nearly 60% of the clicks

¤  75% of search engine traffic never scroll past the first page of results. (Source: Market Share Hits Link)

¤  89% of the links users click on are organic, not paid

¤  BUT….. Paid Advertising is a great way to test what works before you invest in SEO ¤  The 2 result in incremental sales

Paid Search: Pay Per Click

Paid

Advertising

The Return On Investment

Per Month

Budget $1,000

Ave. Cost Per Click $8.00

Expected Conversion Rate

4.0%

Value Per Conversion $500.00

Total Expected Return $2,500

Management Fees $595

Total Return $1,905.00

ROI 150% Return

Cost

CPC: Based on search term Bookkeeping Services Melbourne

Key Focus

Some Results

¤  Spent $160 in advertising & generated $1,000 in revenue

¤  One client has moved from doing the work to quoting for the work (& hiring people to do the work!)

¤  Another client had its best sales month ever! ¤  1st time it received warm leads instead of doing cold calls

¤  We are generating more higher value leads

Why Measuring Websites Matter

Base 1% + Visitors 1% + Opt-In 1% Convert

No. of Visitors 801 809 801 801

Opt-In Rate 18% 18% 19% 18%

Conversion Rate 14% 14% 14% 15%

Average Sale $100 $100 $100 $100

=Net Revenue 2018.52 2038.70 2130.66 2162.70

¤  Conversion increase of 1% has most impact $144.18

¤  Results are amplified with higher % increases

¤  Test what works!

What Is Split Testing?

Summary

¤  Often what we think will work is wrong

¤  Having a online strategy is critical

¤  We don’t advocate one service over another

¤  Depends on your business, your goals, where you are at & what you have done so far

¤  Often its good to start with Paid Advertising ¤  Fast & you can test what works

¤  SEO changes constantly ¤  Be wary of SEO cowboys & just buying links