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A presentation about the logic behind traffic generation.
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Traffic...
Picture from Thewallpapers.com
...is not about anonymous numbers.
Picture from Meagcom-mc.com
...is about curious peopleIt’s about curious people...
Picture from Style.com
...stopping by...
...to fulfill a need.Picture from Therussianeducation.com
Bjornalberts.com – Best marketing blog in Sweden
Search
Offsite
Onsite
The Website
Convert!
Success events
Traffic funnels
Commercial traffic Non-commercial traffic
X
Commercial traffic Non-commercial traffic
Have a strategy for both
X
Picture from sz-solutions.com
Keywords
Stakeholder need
Business objectives
Bild lånad från interactcreative.blogspot.com
Address both sides
Remarkable
Innovative
Useful
Fun
Picture from Blindfiveyearold.com. Follow that blog!
Social signals
Make people react
Make people react
Social signals will increase your search ranking&
Expose your brand to your users friends
130 friends in average
536 Likes
70 000
Källa: http://developers.facebook.com/connect.php
Traffic is only about digital marketing
Traffic is only about digital marketingnot
TVC drives traffic
TVC drives trafficsear
ch
Plan for it or #fail
Plan + be reactive with SEM
Diagram is borrowed from Linda Hellqvist, Google. I have translated it and changed some colors.
Picture from 10den.com
”80 percent of searchers click on a natural result and 20 percent click on a paid listing”Stuart Small, Google at Great B2B Marketing Debate 2007
Source Technologyweekly.mad.co.uk 18th December 2007
Sökbart Distribuerat
Delbart Inlänkat Länkbart
Differ
Distribuerat
Delbart Inlänkat Länkbart
Differ Searchable
Delbart Inlänkat Länkbart
Differ Searchable Distributed
Inlänkat Länkbart
Differ Searchable Distributed
Shareable
Länkbart
Differ Searchable Distributed
Shareable Back-linked
Differ Searchable Distributed
Shareable Back-linked Linkable
Picture from Liquorsnob.com
Picture from Blindfiveyearold.com. Follow that blog!
Social signals
Brand. Will you show up?
Picture from Time.com
Social tools
Increase traffic
Källa: http://developers.facebook.com/connect.php
Egen fanpage
Hey, don’t forget your friends...
Egen fanpage
Egen fanpage
...and your business contacts
Picture from weareloremandipsum.com
A Twitter wave
Bilderna från Brago via Newsdesk.se
Spread
Search Engine Result Pages
RSS
Monitor
Other digital resources
Video Channels
Podcasts
Flickr
Delicious Digg
GetSatisfaction
WikiPedia
Blog + Website
Other blogs
The digital brand sphere
Dominant
Newsletter
Social Newsroom
Our Blogs
Our RSS
LinkedIn Group
Other Blogs
Wikipedia
Related articles within keyword cluster
Objectcore
keyword
Search friendly permalinks
Trackbacks
Relevant share options
RSS
RSS
RSS
Notifications
Notifications
PR Services
Off site estatesOn sitePromotion
RSS
Images
Movies
Presentations
Documents
Podcasts
Applications
Dominant
Newsletter
Social Newsroom
Our Blogs
Our RSS
LinkedIn Group
Other Blogs
Wikipedia
Related articles within keyword cluster
Objectcore
keyword
Search friendly permalinks
Trackbacks
Relevant share options
RSS
RSS
RSS
Notifications
Notifications
PR Services
Off site estatesOn sitePromotion
RSS
Images
Movies
Presentations
Documents
Podcasts
Applications
Dominant
Newsletter
Social Newsroom
Our Blogs
Our RSS
LinkedIn Group
Other Blogs
Wikipedia
Related articles within keyword cluster
Objectcore
keyword
Search friendly permalinks
Trackbacks
Relevant share options
RSS
RSS
RSS
Notifications
Notifications
PR Services
Off site estatesOn sitePromotion
RSS
Images
Movies
Presentations
Documents
Podcasts
Applications
Dominant
Newsletter
Social Newsroom
Our Blogs
Our RSS
LinkedIn Group
Other Blogs
Wikipedia
Related articles within keyword cluster
Objectcore
keyword
Search friendly permalinks
Trackbacks
Relevant share options
RSS
RSS
RSS
Notifications
Notifications
PR Services
Off site estatesOn sitePromotion
RSS
Images
Movies
Presentations
Documents
Podcasts
Applications
Digital plan arrangement
Incentives
Commercial traffic
You as aTraffic source
Where she look - You look
Non commercial traffic. How to catch?
bjornalberts.com
Input • Target group?• Campaign languages?• The unique offer?• Special terms?• 3 buying (sign up) bullets?• Campaign channels?
Creative• Message?• Copy?• Ad formats? • Design?
Input • Target group?• Campaign languages?• The unique offer?• Special terms?• 3 buying (sign up) bullets?• Campaign channels?
Creative• Message?• Copy?• Ad formats? • Design?
On site Twitter Facebook E-mailBlog Other?
Input • Target group?• Campaign languages?• The unique offer?• Special terms?• 3 buying (sign up) bullets?• Campaign channels?
Creative• Message?• Copy?• Ad formats? • Design?
On site Twitter Facebook E-mailBlog Other?•Ev. IP-targeting•Text, graphic or video
•Text or HTML•Message, link•Fanpage or message
•Message in Tweet•Link ((bit.ly) What•Write about it
Input • Target group?• Campaign languages?• The unique offer?• Special terms?• 3 buying (sign up) bullets?• Campaign channels?
Creative• Message?• Copy?• Ad formats? • Design?
On site Twitter Facebook E-mailBlog Other?•Ev. IP-targeting•Text, graphic or video
•Small A/B-test•Go big with winner
•Text or HTML•Message, link•Fanpage or message
•Test and learn
•Message in Tweet•Link ((bit.ly)
•Small A/B-test•Go big with winner
•Test and learn TestWhat•Write about it
Input • Target group?• Campaign languages?• The unique offer?• Special terms?• 3 buying (sign up) bullets?• Campaign channels?
Creative• Message?• Copy?• Ad formats? • Design?
On site Twitter Facebook E-mailBlog Other?•Ev. IP-targeting•Text, graphic or video
•Small A/B-test•Go big with winner
•Impressions•Click through
•Text or HTML
•ReTweets•Comments•Unique visits•RSS-subscriptions•Click through
•No. of sent mails•Bounce•Opened•Click through
•Message, link•Fanpage or message
•Test and learn
•Messages sent•No. of fans•Click through•Likes•(Credits)
•Message in Tweet•Link ((bit.ly)
•ReTweets•No. of followers•Link performance •Click through
•Small A/B-test•Go big with winner
•Test and learn
KPITestWhat•Write about it
Input • Target group?• Campaign languages?• The unique offer?• Special terms?• 3 buying (sign up) bullets?• Campaign channels?
Creative• Message?• Copy?• Ad formats? • Design?
On site Twitter Facebook E-mailBlog Other?
Landing Page
•Ev. IP-targeting•Text, graphic or video
•Small A/B-test•Go big with winner
•Impressions•Click through
•Text or HTML
•ReTweets•Comments•Unique visits•RSS-subscriptions•Click through
•No. of sent mails•Bounce•Opened•Click through
•Message, link•Fanpage or message
•Test and learn
•Messages sent•No. of fans•Click through•Likes•(Credits)
•Message in Tweet•Link ((bit.ly)
•ReTweets•No. of followers•Link performance •Click through
•Traffic by source•Bounce rate•Click through
•Dynamic referring to traffic source•Disposition
•Small A/B-test•Go big with winner
•Small A/B-test•Go big with winner
•Offer•Buying bullets
•Call to action•More information
•Confidence•Design
•Test and learn
KPITestWhat•Write about it
Input • Target group?• Campaign languages?• The unique offer?• Special terms?• 3 buying (sign up) bullets?• Campaign channels?
Creative• Message?• Copy?• Ad formats? • Design?
On site Twitter Facebook E-mailBlog Other?
Landing Page
Conversion completed Confirmation e-mail Ev. e-mail reminder
•Ev. IP-targeting•Text, graphic or video
•Small A/B-test•Go big with winner
•Impressions•Click through
•Text or HTML
•ReTweets•Comments•Unique visits•RSS-subscriptions•Click through
•No. of sent mails•Bounce•Opened•Click through
•Message, link•Fanpage or message
•Test and learn
•Messages sent•No. of fans•Click through•Likes•(Credits)
•Message in Tweet•Link ((bit.ly)
•ReTweets•No. of followers•Link performance •Click through
•Traffic by source•Bounce rate•Click through
•Dynamic referring to traffic source•Disposition
•Small A/B-test•Go big with winner
Per traffic source:•Conversion success
•Confirmation you’re still with the campaign
Per traffic source:•Sent•Bounce•Opened•Click through
Per traffic source:•Sent•Bounce•Opened•Click through
•Confirmation you’re still with the campaign
•Small A/B-test•Go big with winner
•Offer•Buying bullets
•Call to action•More information
•Confidence•Design
•A friendly reminder
•Test and learn
KPITestWhat•Write about it
Input • Target group?• Campaign languages?• The unique offer?• Special terms?• 3 buying (sign up) bullets?• Campaign channels?
Creative• Message?• Copy?• Ad formats? • Design?
On site Twitter Facebook E-mailBlog Other?
Landing Page
Conversion completed Confirmation e-mail Ev. e-mail reminder
•Ev. IP-targeting•Text, graphic or video
•Small A/B-test•Go big with winner
•Impressions•Click through
•Text or HTML
•ReTweets•Comments•Unique visits•RSS-subscriptions•Click through
•No. of sent mails•Bounce•Opened•Click through
•Message, link•Fanpage or message
•Test and learn
•Messages sent•No. of fans•Click through•Likes•(Credits)
•Message in Tweet•Link ((bit.ly)
•ReTweets•No. of followers•Link performance •Click through
•Traffic by source•Bounce rate•Click through
•Dynamic referring to traffic source•Disposition
•Small A/B-test•Go big with winner
Per traffic source:•Conversion success
•Confirmation you’re still with the campaign
Per traffic source:•Sent•Bounce•Opened•Click through
Per traffic source:•Sent•Bounce•Opened•Click through
•Confirmation you’re still with the campaign
•Small A/B-test•Go big with winner
•Offer•Buying bullets
•Call to action•More information
•Confidence•Design
•A friendly reminder
Continuos workThe most important work with a campaign starts when it’s launched. Then you should start monitor the performance and do frequent followups and analysis. Based on conclusions decide and implement changes and add actions while the campaign is running.
•Test and learn
KPITestWhat•Write about it
Input • Target group?• Campaign languages?• The unique offer?• Special terms?• 3 buying (sign up) bullets?• Campaign channels?
Creative• Message?• Copy?• Ad formats? • Design?
On site Twitter Facebook E-mailBlog Other?
Landing Page
Conversion completed Confirmation e-mail Ev. e-mail reminder
•Ev. IP-targeting•Text, graphic or video
•Small A/B-test•Go big with winner
•Impressions•Click through
•Text or HTML
•ReTweets•Comments•Unique visits•RSS-subscriptions•Click through
•No. of sent mails•Bounce•Opened•Click through
•Message, link•Fanpage or message
•Test and learn
•Messages sent•No. of fans•Click through•Likes•(Credits)
•Message in Tweet•Link ((bit.ly)
Virality
•ReTweets•No. of followers•Link performance •Click through
•Traffic by source•Bounce rate•Click through
•Dynamic referring to traffic source•Disposition
•Small A/B-test•Go big with winner
Per traffic source:•Conversion success
•Confirmation you’re still with the campaign
Per traffic source:•Sent•Bounce•Opened•Click through
Per traffic source:•Sent•Bounce•Opened•Click through
•Confirmation you’re still with the campaign
•Small A/B-test•Go big with winner
•Offer•Buying bullets
•Call to action•More information
•Confidence•Design
•A friendly reminder
Exclusive offers ”not supposed to be spread” can sometimes get viral. Let them fly!
•Test and learn
KPITestWhat•Write about it
Continuos workThe most important work with a campaign starts when it’s launched. Then you should start monitor the performance and do frequent followups and analysis. Based on conclusions decide and implement changes and add actions while the campaign is running.
Input • Target group?• Campaign languages?• The unique offer?• Special terms?• 3 buying (sign up) bullets?• Campaign channels?
Creative• Message?• Copy?• Ad formats? • Design?
On site Twitter Facebook E-mailBlog Other?
Landing Page
Conversion completed Confirmation e-mail Ev. e-mail reminder
•Ev. IP-targeting•Text, graphic or video
•Small A/B-test•Go big with winner
•Impressions•Click through
•Text or HTML
•ReTweets•Comments•Unique visits•RSS-subscriptions•Click through
•No. of sent mails•Bounce•Opened•Click through
•Message, link•Fanpage or message
•Test and learn
•Messages sent•No. of fans•Click through•Likes•(Credits)
•Message in Tweet•Link ((bit.ly)
Virality
•ReTweets•No. of followers•Link performance •Click through
•Traffic by source•Bounce rate•Click through
•Dynamic referring to traffic source•Disposition
•Small A/B-test•Go big with winner
Per traffic source:•Conversion success
•Confirmation you’re still with the campaign
Per traffic source:•Sent•Bounce•Opened•Click through
Per traffic source:•Sent•Bounce•Opened•Click through
•Confirmation you’re still with the campaign
•Small A/B-test•Go big with winner
•Offer•Buying bullets
•Call to action•More information
•Confidence•Design
•A friendly reminder
Exclusive offers ”not supposed to be spread” can sometimes get viral. Let them fly!
•Test and learn
KPITestWhat•Write about it
Checklist for traffic driving in free channels
Continuos workThe most important work with a campaign starts when it’s launched. Then you should start monitor the performance and do frequent followups and analysis. Based on conclusions decide and implement changes and add actions while the campaign is running.
AID
A
AIDA
Source Mashable.com/2011/03/16/facebook-like-worth/
Source Mashable.com/2011/03/16/facebook-like-worth/
Practice
Passion & hard work
Google:”björn alberts”
