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Online Marketing for Profit,[object Object]
Speaker Intro,[object Object],Hannah Smith,[object Object],11 years in marketing,[object Object],5 years in retail – POS, sales promotion, staff incentives,[object Object],3 years in direct response – national press, magazines, direct mail, sponsorship,[object Object],3 years in online – SEO, PPC, social media, conversion rate optimisation, email,[object Object]
What I’ll be Covering…,[object Object],Web Design,[object Object],SEO v PPC,[object Object],Social Media,[object Object],Integrating the marketing mix,[object Object]
Web Design,[object Object]
‘Good’ Web Design,[object Object],Before sending traffic to a website it’s important to consider how well the site will convert visitors into customers,[object Object],When it comes to design everyone has an opinion(!) to avoid scuffles around ‘good’ and ‘bad’ design today we’ll be focussing on:,[object Object],Clarity of message,[object Object],Trust indicators,[object Object],Navigation,[object Object],Optimising for conversion,[object Object]
Clarity of Message,[object Object],This encompasses both the copy on your website, and the way in which it is presented,[object Object],Don’t succumb to ‘management-speak’ ,[object Object],Communicate features & benefits clearly & concisely,[object Object]
Online Marketing For Profit
Trust Indicators,[object Object],Customer testimonials,[object Object],Awards,[object Object],Reviews,[object Object],Professional affiliations,[object Object]
Online Marketing For Profit
Navigation/Menus,[object Object],Keep it simple!,[object Object],Name navigation/menu options sensibly ,[object Object],Offer a search box,[object Object]
Online Marketing For Profit
Optimising for Conversion,[object Object],Offer multiple routes to conversion,[object Object],Email,[object Object],Online form,[object Object],Telephone,[object Object],Make sure there is an easy route to convert on every page of your site,[object Object]
Online Marketing For Profit
Online Forms,[object Object],The fewer the fields required the higher the conversion rate,[object Object],Make the form easy to complete,[object Object],Offer help / explanations etc,[object Object]
Online Marketing For Profit
Any Questions?,[object Object]
SEO v PPC,[object Object]
What is PPC?,[object Object],PPC stands for pay per click. It’s advertising. It refers to the sponsored results which appear on the results pages of search engines:,[object Object],PPC Advertising,[object Object]
How does PPC work?,[object Object],All paid search ads are charged on a pay per click (PPC) basis,[object Object],As the name suggests, with PPC you are only charged when someone clicks on your ad,[object Object],This means that unlike in traditional print advertising, or online display advertising you are not paying for your ad simply to appear,[object Object]
How do you calculate ROI for PPC?,[object Object],Decide what a ‘conversion’ is ,[object Object],Decide what a ‘conversion’ is worth to you,[object Object],For this you’ll either need some data; or you’ll need to make some reasonable assumptions e.g.,[object Object],Average order value or contract value or lifetime value,[object Object],% of that sum which is profit,[object Object],£100 (av. order) @ 20% profit = £20 per conversion,[object Object]
Calculating PPC ROI Cont.,[object Object],Once you know what a conversion is worth, you then need to decide how much you’re willing to pay,[object Object],E.G. if every conversion is worth £20, you’d probably be happy to pay around £5,[object Object],On this basis, for every £1 you spend, you’ll be getting £4 back,[object Object]
Calculating PPC ROI Cont.,[object Object],Now you know how much you can afford to pay per conversion, you’ll need to figure out how much to pay per click,[object Object],Again, you’ll need data, or you’ll need to make some assumptions ,[object Object],e.g. 2% of visitors convert,[object Object],£5 x 2% = 10p,[object Object],So you can afford to pay 10p per click,[object Object]
PPC ROI Cheat Sheet,[object Object],1) Calculate how much a conversion is worth to you,[object Object],Average order value or contract value or lifetime value,[object Object],% of that sum which is profit,[object Object],£100 (av. order) @ 20% profit = £20 per conversion,[object Object],2) Decide how much you’re willing to pay per conversion,[object Object],EG if a conversion is worth £20, you might be happy to pay £5 for it,[object Object],3) From this calculate how much you can spend per click,[object Object],Price per conversion x Conversion rate,[object Object],£5 x 2% = 10p,[object Object]
Any Questions?,[object Object]
What is SEO?,[object Object],Stands for search engine optimisation – affects the natural search results,[object Object],Natural Search Results,[object Object]
How Does SEO Work?,[object Object],SEO is the process of optimising a site so that it appears for relevant search queries in the search engine results pages (SERPs),[object Object],3 Key Areas,[object Object],Technical (or Code): ensuring your site can be properly indexed by search engines,[object Object],On-Page (or Content): site content,[object Object],Links: links to your website (this is the differentiating factor – links = ‘votes’),[object Object],You are not charged when a user clicks on a natural search result – so you’re paying for the optimisation process, not the clicks,[object Object]
Which Search Terms Should you Target?,[object Object],Which terms do people use to find your products & services?,[object Object],‘Broad’ terms deliver traffic volume,[object Object],‘Tightly targeted’ terms are more likely to deliver qualified leads & sales,[object Object]
Broad or ‘Head’ Terms,[object Object],High volume,[object Object],Competitive,[object Object],Generic,[object Object],Possibly less ‘targeted’ – may not completely describe your business offering,[object Object],Examples,[object Object],Insurance,[object Object],Restaurants,[object Object],Books,[object Object]
Tightly Targeted Terms,[object Object],Lower volume,[object Object],Normally less competitive,[object Object],Specific,[object Object],Examples,[object Object],Renault Clio Insurance,[object Object],Italian Restaurants in Richmond,[object Object],Buy Roald Dahl childrens books,[object Object]
Keyword Research,[object Object],How do you find out the search volume of various terms? ,[object Object],You’ll need to do some keyword research: https://adwords.google.co.uk/select/KeywordTool,[object Object]
Keyword Research,[object Object]
Keyword Research,[object Object],To get accurate search volume data make sure you select ‘exact’ match,[object Object]
Keyword Research,[object Object],Keyword				Monthly Search Volume,[object Object],Landlord	Insurance			14,800,[object Object],Cheap Landlord Insurance		1,600,[object Object],Landlord Insurance UK		1,000,[object Object],Landlord Insurance Quote		880,[object Object],Clearly here Landlord Insurance is the ‘money’ term; however you’ll see that there is ,[object Object],still some volume for the other terms.,[object Object]
What Do the SERPs Look Like?,[object Object]
ROI for SEO,[object Object],Calculating ROI for SEO is harder than for PPC…,[object Object],It will probably be 3-6 months before you see results,[object Object],It’s about assessing the scale of the opportunity,[object Object],Less competitive keywords are easier to rank for, but will deliver less leads,[object Object],Highly competitive keywords require a lot of investment (time & money) to rank for, but will deliver far more leads,[object Object],As with our PPC example, you’ll also need to decide what a conversion is worth to you & make some assumptions about the percentage of visitors which will convert,[object Object]
What is No. 1 Likely to Bring You?,[object Object],Ordinarily you could reasonably expect to receive 30-40% of the clicks ,[object Object],So a no. 1 ranking for Landlord Insurance is likely to bring around 5,920 visits per month,[object Object],Assume 40% will get a quote = 2368 leads,[object Object],Assume 25% will buy = 592 sales,[object Object],Assume £50 profit from each sale = £29,600,[object Object]
ROI Calculation – Year One,[object Object],Estimated Income,[object Object],Months 1-6		£0,[object Object],Months 7-9		£16,650,[object Object],Months 10 & 11		£22,200,[object Object],Month 12			£29,600,[object Object],Total			£68,450,[object Object],Less SEO fees		(£36,000),[object Object],Total			£32,450,[object Object],Assumptions: An SEO agency would charge £3000 per month to ,[object Object],optimise for the term & it would take around 6 months to hit the first ,[object Object],page; and a further 6 to hit number 1.,[object Object]
SEO ROI Cheat Sheet,[object Object],Check monthly search volume for the term(s) targeted,[object Object],Search Volume x Click Share = Visitors ,[object Object],(No. 1 = 30-40%, but lower positions will garner a lower click share),[object Object],Visitors x Conversion Rate x Conversion Value = Income,[object Object],Income – SEO Spend = Profit,[object Object],Remember rankings will take time to improve, it may ,[object Object],be best to forecast over 12 months.,[object Object]
An Analogy…,[object Object],“PPC is like renting, SEO is like taking the plunge and ,[object Object],buying a property…”,[object Object],… and similarly there are pros and cons to both ,[object Object],approaches!,[object Object]
SEO Will Not Always Stack Up…,[object Object],Keyword				Monthly Search Volume,[object Object],Restaurants				1,000,000,[object Object],Italian Restaurants			40,500,[object Object],Italian Restaurants in London		1,000,[object Object],Richmond Restaurants		1,300,[object Object],Italian Restaurants Richmond		<10,[object Object],For a restaurant like this one I’d suggest a keyword like Richmond ,[object Object],Restaurants might be a reasonable target, as it offers a balance ,[object Object],of volume versus the potential to deliver bookings.,[object Object]
So What Do the SERPs Look Like?,[object Object]
Ouch!,[object Object],It’s crowded no?,[object Object],You’ll be competing against the local box, review/directory sites, etc,[object Object],It may be worth looking to optimise your local listing so that you’re included in the local box,[object Object]
What is No. 1 Likely to Bring You?,[object Object],Ordinarily you could reasonably expect to receive 30-40% of the clicks ,[object Object],But given the nature of the SERPs and the somewhat generic nature of the search term you’re targeting (i.e. you don’t know if people are actually seeking an Italian restaurant) you could reasonably expect far less…,[object Object],In this instance I’d suggest another route to market, perhaps PPC…,[object Object]
Any Questions?,[object Object]
SEO v PPC,[object Object]
SEO v PPC,[object Object],Which approach is right for my business?,[object Object],Depends on a number of factors:,[object Object],Whether you are location dependent,[object Object],PPC is easy to location target,[object Object],With SEO you’ll need location targeted keywords (lower volume),[object Object],How competitive your search terms are,[object Object],Some terms may be too competitive to rank for,[object Object],Your budget,[object Object],How quickly do you need to generate a return?,[object Object],A combination of the two may work best for you!,[object Object]
Don’t Forget Tracking!,[object Object],Whether you elect to go with PPC, SEO or a combination; make sure you are tracking whatever you’re doing:,[object Object],Web analytics solutions / conversion tracking,[object Object],Use separate phone numbers,[object Object],Have procedures in place internally: ‘Can I ask where you heard about us?’,[object Object],Monitor your activity – whether you’ve based your ROI on historic data or assumptions – you may have reforecast and amend your strategy accordingly.,[object Object]
Any Questions?,[object Object]
Social Media… Beyond the Buzz,[object Object]
“The purpose of a business is to create and keep a customer”,[object Object],Peter Drucker,[object Object]
“The purpose of a business is to create and keep a customer who creates customers”,[object Object],Shiv Singh,[object Object]
Social Media,[object Object],Social Media is about,[object Object],Conversation and interaction between individuals,[object Object],Share & share alike,[object Object],Social Media is not,[object Object],Broadcast advertising,[object Object]
A Facebook Page is not a Social Media Strategy… ,[object Object],And neither is a Twitter Profile ;),[object Object]
Strategy,[object Object],Take a step back & think about what it is you want to achieve:,[object Object],A better understanding of who your customers are?,[object Object],A chance to monitor the conversation?,[object Object],A new way for people to contact you?,[object Object],To find people to review / trial your product or service?,[object Object],A way to communicate with existing customers?,[object Object],A way to find new customers?,[object Object],To drive traffic to your website / company blog?,[object Object],Create a strategy to fulfil those objectives,[object Object]
Go Where Your Customers Are,[object Object],Blogs,[object Object],Forums / niche communities / Q & A sites,[object Object],Review sites,[object Object],Social networks – Facebook / Twitter / LinkedIn / niche networks appropriate to your field,[object Object]
Be Appropriate,[object Object],If you’re a chiropodist you may not have all that many ‘fans’ on Facebook,[object Object]
Understand the Community,[object Object],There’s etiquette online too,[object Object],Observe the community first,[object Object],Offer value to encourage others to promote for you,[object Object],Money off,[object Object],Exclusive offers / events,[object Object],Competitions,[object Object],Make sure you’re giving back to the community,[object Object],Interact, engage & be human,[object Object]
Why Should People Promote You?,[object Object],Is your product/service/messaging,[object Object],Interesting?,[object Object],Unusual?,[object Object],Useful?,[object Object],Funny?,[object Object],Valuable?,[object Object],Desirable?,[object Object],If not, you might need to get a little creative if you want your message to spread,[object Object]
Commit to It!,[object Object],Social media is not ‘free’,[object Object],It will take up time and resource,[object Object],Make sure you’ve agreed how long you’re going to spend in each day / week,[object Object],Don’t forget you’ll need to monitor & moderate on some social networks ,[object Object],Review your progress/performance regularly and amend your strategy if necessary,[object Object]
Who Rocks at Social?,[object Object]
Online Marketing For Profit
Online Marketing For Profit
Online Marketing For Profit
Online Marketing For Profit
Online Marketing For Profit
Any Questions?,[object Object]
Integrating Online into the Mix,[object Object]
How Does it All Fit Together?,[object Object],SEO,[object Object],PPC,[object Object],Social,[object Object],Press/Radio/TV,[object Object],Direct Mail,[object Object],Email,[object Object],An integrated campaign will perform exponentially ,[object Object],better than a single channel campaign.,[object Object]
Play to Each Channel’s Strengths,[object Object],Press/Radio/TV/Exhibitions etc are all great for raising brand awareness, plus they will generate responses in their own right,[object Object],Likewise, direct mail campaigns may generate web traffic,[object Object],However, if you do great work offline, but are invisible online you’re missing a trick…,[object Object]
Influences,[object Object],Offline activity will influence online behaviour –one of our clients saw significant increases in branded search during a local radio campaign,[object Object],Brand recognition will also influence the number of people clicking on your paid and natural search listings,[object Object]
Sky – Case Study,[object Object],Brand searches and website visits are at their ,[object Object],highest with integrated media campaigns. ,[object Object],When Sky’s media campaign included both online ,[object Object],and offline advertising (in September-November of,[object Object],2005) searches for the Sky brand increased by ,[object Object],+20% and searches for the Sky URL more than,[object Object],doubled.,[object Object],- Source IAB.,[object Object]
Integrating Online into the Mix,[object Object],Any collateral you produce should also promote your online properties:,[object Object],Website ,[object Object],Social profiles,[object Object],Blog,[object Object],Leverage offline activity online:,[object Object],Sponsorship,[object Object],Press releases,[object Object],Speaking engagements,[object Object],Charitable work,[object Object]
Get your Ducks in a Row…,[object Object],Integrated campaigns can be tricky to manage internally,[object Object],If you are running a variety of offers via various channels then make sure all members of staff are kept up to date & know how to process them,[object Object],Also have agreed processes in place if things should go wrong – e.g. if someone received an offer via email, but has forgotten to print the voucher how do you deal with it?,[object Object]
Any Questions?,[object Object],Hannah Smith,[object Object],hannah@gravytrain.co.uk,[object Object],http://www.gravytrain.co.uk/,[object Object]

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Online Marketing For Profit

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Editor's Notes

  1. A warning!Whilst I promise to try to avoid the use of geek speak I may slip up. If I do use a term that you don’t understand call me on it! Likewise if you have a question, or if you don’t understand anything please say so – chances are I’ll have lost several others in the room too.
  2. Copy means words!‘Management speak’ – if you offer cleaning services, say so – don’t call them domestic cleansing operatives… Use the terms and phrases that your customers would probably use.
  3. Quotesearcher (a client) are a financial services aggregator site – a bit like Moneysupermarket, Compare the Market etcKey features:Image of a carBenefits concisely expresssed via headline &amp; bullet points (bullet points are your friend)
  4. Trust indicators enstill confidenceOther examples include telephone numbers, bricks &amp; mortar addresses (rather than PO Boxes) etc.
  5. Mortgage Plus (a client) are a mortgage broker in Ireland. As you can imagine you need to give over a reasonable amount of personal information in order to get a mortgage – therefore making the website look trustworthy is really important.Key features:Lo-call numberCase study / testimonialRegulation detailsBricks and mortar addressPartner logosBullets
  6. Make it as easy as possible for visitors to move around your site.
  7. Play (sadly not a client… but one day, eh?)Make use of sensibly titled menu options and a prominent search box to make it easy for visitors to find what they’re looking for.
  8. What’s a conversion?It’s whatever you want people to do on your site e.g.:CallGet a quoteBuySign up for a newsletterSo here’s the ‘rules’!Let people have a choice about how they convert – typically the more options you can offer the better. This also includes payment options if you’re running an eccomerce site.Make sure there’s an easy route to convert from every page of your site. That doesn’t mean you have to have a form on every page of your site, but a prominent button or link to drop the visitor straight into the conversion process is a great idea.
  9. Liberate (a client) offer an outsourced call handling service. Essentially they will act as a receptionist for your business.Key features:Phone numberEmailRequest a call back formTestimonialBullet points
  10. When it comes to online forms the rule of thumb is, the shorter, the better. Therefore have a think about what you need to know, versus what you want to know.If you do need to collect a lot of data then make the form as easy as possible to complete, offer help, explanations etc.
  11. Lifesure (a client) – this is there caravan insurance quote formObviously they do need to ask a fair amount of questions in order to provide a quote, so you can see that we’ve tried to make it clear where the customer is within the process.We’ve also made use of mouse overs to offer tips / important information for those completing the form.You’ll also see an insurance award which they received (trust indicators)
  12. PPC is also referred to as paid search, paid listings etc.
  13. You decide which words or phrases you want your ad to appear for. You set a daily budget, and decide how much you want to pay per click on your chosen words / phrases. You are charged for each click on your ad. Once your budget is spent your ads stop appearing.Unlike traditional print advertising you are not charged for your ad simply to appear.
  14. Now I promised you an ROI focus, so here we go!This is a pretty common place for people to fall down – because they haven’t done their maths first.PPC is easy to calculate ROI for, as you are in control over how much you pay per click. So here’s what you need to do.We’ve talked about conversions before – a conversion might be a purchase, an enquiry, a phone call etc, etc.
  15. Sensible assumptions- You might be surprised at how low conversion rates can be online. On eccomerce sites conversion rates are often only around 2-4%. On insurance sites, rates to get a quote tend to be higher 25-50%, but obviously far fewer will actually buy. On B2B sites enquiry rates range from 2-4%.
  16. Quick recap!
  17. Ok, so on to SEO.Now SEO describes a process rather than an advertising medium.SEO affects the natural search results in the centre of the page.
  18. So when considering undertaking SEO, the first question to consider is which terms to target.
  19. There are lots of keyword tools out there, but this is my personal favourite!
  20. So you enter your word / phraseBe sure to select UK &amp; EnglishI normally check ideas containing my search terms as it tends to return a narrower set of terms
  21. Select exact match!Make sure you look at local monthly searches rather than global!
  22. Let’s imagine that we’re working for an insurance broker who specialise in Landlord Insurance… Here’s the resultsSo let’s take a look at how the results look for that term.
  23. SERPs = search engine results pages.So Moneysupermarket are first, but beneath them you can see various Landlord Insurance brokersYou can also see we’re competing against 1.1m pages – not too bad
  24. So, back to the ROI focus.Is it worth us going after that term?
  25. First look at what a no.1 position might bring you… Now these figures might seem a little scary, right now but stay with me.So Landlord Insurance gets 14,800 searches per month 40% of which is 5,920.
  26. Now, as I mentioned before – with SEO activity takes time, so I’d typically look to calculate potential ROI over a year.I’ve used the following assumptions - £3000 per month in fees; 6 months to hit the 1st page, and a further 6 to hit No.1.Little or no income will be generated in months 1 to 6.Months 7-9 – assumed 7.5% of the search volume 14,800 x 3 x 7.5% = 3330. 3330 x 40% x 25% x £50 = £16,650Months 10 &amp; 11 – assumed 15% of the search volume = 4440. 4440 x 40% x 25% x £50 = £22,200Month 12 – assumed 40% of the search volume = £29,600Obviously from month 13 onwards, the activity begins to show excellent ROI – almost £9 back for every £1 spent.
  27. Quick recap…
  28. SEO isn’t always the answer!So we’re stood in an Italian restaurant, so I thought I’d take a look at the likely ROI for SEO activity for this venue.So I’ve had a look at the search volume for a few terms:Restaurant – what might the problem be with this search term? Too general in terms of type of restaurant, and not location specificItalian Restaurants – No locationItalian Restaurants London – better, but probably not location specific enoughRichmond Restaurants – not type specific, but great from a location viewpointItalian Restautants Richmond – very specific – but no volume!
  29. Oh dear.So we’ve got a local box – this is going to be very hard to overturn…Beneath that we’ve got review sites…
  30. So it’s really crowded and very competitive.
  31. Here’s how SEO &amp; PPC stack up.Location targeting – with SEO you’ll need to include a geographic qualifier in your keyword – e.g. Richmond Restaurants. With PPC you can elect to just show ads in your targeted area. This means you can bid on more generic ‘restaurant’ searches and take advantage of the higher search volume.
  32. Don’t think of it as an either or scenario – it isn’t necessarily.
  33. A final note!
  34. Peter Drucker was a writer, professor and management consultant. He worked with General Motors, General Electric, Coca Cola, IBM &amp; Intel.
  35. Shiv Singh authored social influence marketing for dummies.
  36. When I talk about social media, the reaction is often – oh you mean twitter and facebook… and I do… kind of. But at it’s very core social media is about engagement, not selling.
  37. So, let’s talk strategy.What do you want to get out of your activity?Once you’ve figured out what you want to do; try and set some measurable objectives. Then create a strategy to fulfil them.
  38. Your customers might not want to talk to you via Facebook.
  39. You wouldn’t gatecrash a party where you didn’t know anyone and go straight up to people and ask them to buy your product or service. So don’t do it online either.
  40. Try to make it easy for people who do like what you do to spread your message.
  41. Calculating ROI via social media is going to be tough. But not impossible.Think offer redemptions, recommend a friend, newsletter sign ups, followers, fans, blog comments etc.
  42. Innocent do very well – 18,777 fans. Plus people look to be very engaged – people write on the wall, and innocent answer them.Innocent use the page for product launches, to promote their blog, competitions etc, etc.
  43. Here they are on twitter too…And communicating… not just promoting.If I had a criticism I’d suggest they probably ought to follow more people back…
  44. And here’s an example of a small business kicking ass.Psycho donut are a single donut shop in California. Not a chain.2,587 fans.People interacting on the wall.Fab competitions &amp; offers – sing the Pink Floyd verse ‘Mother do you think they’ll drop the bomb” and get a bumper sticker. Fab.
  45. And here they are on twitter… 858 followers.Promoting events, competitions etc.Talking to their followers, FAB.
  46. Hmmm now Rentokil have undoubtedly made some mistakes in the social arena… (Google it, you’ll see) but I think their blog is nonetheless a great example of how to make a niche subject more mainstream.
  47. So you do lots of different marketing activity, but how does it all fit together?
  48. Your customers (and potential customers) are the same people offline as online. People may experience your brand offline, and search for you online.
  49. Collateral = business cards, brochures, leaflets, direct mail, press adverts etc.Think about how you can make what you do offline, work online. So, if you’re speaking at an event you might blog about it, tweet about it, email people about it etc.