How to prospect and build an inbound marketing campaign based on Content SEO - based on real data from Irish Websites and our own strategies
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1. Where to Focus your Marketing Effort If youre smart
2. WHAT ARE THE OPTIONS ANYWAY?
3. Internet Marketing Search Engine Marketing Content Marketing
Email Marketing Social Media Marketing Affiliate Sales Display
Advertising
4. WE SAY ITS SEARCH ENGINE MARKETING SEO (Organic) PPC (Paid
Search) the databacks this up
5. ALMOST EVERYTHING IS MEASURABLE ONLINE So no need for
guessing
6. Introductory NoteWe looked at over 3.2 million* visits to
Irish websites over the first half of 2012. 88% of the traffic is
Irish based and this is a cumulative measure of unique monthly
visitors. *a U.S. equivalent would be approx 280m (Ireland is
small)
7. SEARCH TRAFFICMeat and Potatoes
8. Whos looking? 63 % Average per site64 %of total website
traffic
9. ORGANIC SEARCHThey come to you from Google without you
paying for it
10. Well Actually82 %of total search traffic(53% of total
traffic)76 %average per siteStill organic though
11. PAID SEARCHGoogle Adwords and other PPC programs.
12. Who are you paying for?18 %of total search traffic-average
per site is thesame.
13. DIRECT TRAFFICBut direct from where?
14. Direct Traffic: is it from space? The problem with direct
traffic is that we dont really know where it comes from or what
affects it. A large percentage of it is company employees. We
attribute the rest to Extra Terrestrials
15. How many space visitors? 23 % of total website traffic 19 %
average per site
16. REFERRAL TRAFFICWho sends people your way?
17. Referral: Who sent who? 1.3%11 %Total website traffic 0.01%
of Referral 0.001% of Total of Referral 1.8% Total visits = 3 avg
per site18Avg per site % 0.2% of all visits 3.3 % 0.4 % of Referral
of all traffic
18. More Aliens? Nope On average 17 % of total referral traffic
came from non social sources. Industry specific search and listings
accounted for a good portion also.
22. Were still and smug PCs Still87 % Dominateof the Market
Were just And youre both PCs by 13 % the way #justsayin For now
Anyone seen BB?
23. FIRST OF ALLYou have to be ON the internet
24. THE PROBLEMWith Internet Marketing
25. How it often happens Buy a domain and hosting. Build a
lovely looking website. Why arent the customers here? Internet
marketing doesnt work??
26. WEBSITE IS NOT INTERNET MARKETING Website is only your
store sort of
27. Lovely shop front but 80% never see it
28. They might see the shelf
29. Most likelytheyll arriveon the thingthey werelooking forand
thenleave straightaway.
30. INTENTION DRIVEN MARKETING People are looking to have their
problem solved
31. Do you have the answer? Its not about displaying your
wares. People dont care about your product Only that it solves
there problem What are people searching for that you could be a
solution to? Use that as your guide for internet marketing
32. CONTENT MAY BE KING Context is Queen
33. Site Structure &Conent Must reflect what people are
looking for? For Paid and Organic Search Use the Keyword Tool to
see real searches around your industry Check the search
volumes
34. Blogging Article writing Not about your lunch Solving
problems of interest to your target market NOT just about you. If
you work in Disaster Recovery solutions. Hurricane Sandy is of
interest Changes in Cloud Computing are of interest too
35. Other Forms of Marketing Email Dependent on having a list
Use it to drive people to website Affiliate Marketing Display
Advertising CPM Same principle as Print
36. THE RISE OF SOCIAL MEDIA
37. Referral: Who sent who? 1.3%11 %Total website traffic 0.01%
of Referral 0.001% of Total of Referral 1.8% Total visits = 3 avg
per site18Avg per site % 0.2% of all visits 3.3 % 0.4 % of Referral
of all traffic
38. Social Media Not as simple as it seems Publisher model
Content Quality is vital Earn the right to advertise/pitch
39. Social Media Facebook Consumer Linkedin Professional
Twitter Both Engagement is difficult
40. FOCUS ON THE GREATEST GAINS
41. Getting Started Focus on SEM Greatest benefit Do your
research Get your site structure and content right Write quality
targeted content Supports SEM, Social and everything else
42. BE PREPARED TO INVEST Time, Energy & Resources In your
Digital Marketing
43. David & AntonDavid founded Primary Position in 2004
Anton joined Primary Position in 2011after running one of Irelands
largest as a partner, having previouslysoftware development houses
for several launched and grown several techyears having previously
worked for DELL. startups an international eventsDavid is
recognised as one of one of the business and a local newspaper.
Antonforemost Search Marketers in Ireland brings considerable
strategic experience to the team.
44. WE DO THIS STUFFDigital Marketing Agency
45. What Primary Position Does Digital Strategy Search Engine
Optimisation (SEO) Pay per click Advertising Management (PPC)
Content Marketing Online Branding, PR and Reputation Management
Social Media Strategy + Management