taking your business online
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GETTING THE MOST FROM YOUR WEB BUSINESS
www.traffika.com.au
THE WORLD HAS ALREADY CHANGED
www.traffika.com.au
ABOUT ME
Matt Forman (@mattforman)
• Founder & Managing Director @traffika
• Oversee digital strategies & campaigns from clients including retail, property, banking, publishing, retail and education.
• Previously CEO at one of Australia’s fastest growing niche social networks
• 13 years digital marketing experience including senior online leadership
• Google Certified Adwords & Analytics
www.traffika.com.au
BRAND EXPERIENCE
www.traffika.com.au
WHO IS TRAFFIKA• Fast growing online marketing agency
• Offices in Brisbane & Sunshine Coast – team of 15
• Exist to help our clients become more successful by integrating online more effectively into marketing mix
• 4 brand pillars: results, service, quality, passionate people
• Search Engines, Social Media, Online Media Planning & Buying, Analytics & Optimisation
• Clients include education, retail, property, banking, mining, publishing & professional services
www.traffika.com.au
PHASE 1
Phase 1: Connecting computers
www.traffika.com.au
PHASE 2
Phase 1: Connecting computers
Phase 2: Connecting content
www.traffika.com.au
PHASE 3
Phase 1: Connecting computers
Phase 2: Connecting content
Phase 3: Connecting people
www.traffika.com.au
PHASE 4
Phase 1: Connecting computers
Phase 2: Connecting
content
Phase 3: Connecting people
Phase 4: Connecting data
www.traffika.com.au
YOU SHOULD BE ONLINE BECAUSE:
• That’s where your customers are• It’s cost effective• It’s measurable & highly accountable• It’s real time • Your competitors will be
www.traffika.com.au
ONLINE STRATEGY IS BUSINESS STRATEGY
• What is your business strategy?• How does your strategy translate to business
objectives? • How can online deliver these objectives? • Website design comes last • Do you even need a website?
www.traffika.com.au
AREAS WE’LL COVER TODAY
Search Engines Social Media
ConversionsMeasurement
www.traffika.com.au
SEARCH ENGINES
Organic Search
Paid Search
Local Search
www.traffika.com.au
ORGANIC SEARCH
SERP: Search Engine Results
Page
Organic Search results
72% of searchers use organic results
Onsite: Relevant,
fresh, unique & quality content
Offsite: links from other
websites (back links) count as
votes
www.traffika.com.au
ORGANIC SEARCH RESULT
Title tag: -Keyword rich- Grab attention- 64 characters- Write like ad headline
Meta Description: -Keyword rich- Sell the click- 157 characters- Write like ad body
www.traffika.com.au
WAR WAGED KEYWORD BY KEYWORD
• SEO starts and ends with the RIGHT keywords• Do your research:– Volume– Intent – Competition
• Tools to help:– Google Keyword Tool https://adwords.google.com/select/
KeywordToolExternal
– Market Samurai www.marketsamurai.com – Wordtracker www.wordtracker.com
www.traffika.com.au
5 TIPS FOR SEO COPYWRITING
1. Write for people not Search Engines2. Use the keyword in the H1 tag3. Use the keyword in your body copy 4. Link between pages on your site using
keywords as the anchor text5. Where it makes sense keep to 1 keyword
theme per page
www.traffika.com.au
PAID SEARCH
Instant traffic: pay-per-click
auction
Just 95 characters to tell your story
Combination of price &
quality determines
where your ad ranks
28% of searches click on paid ads
www.traffika.com.au
PAID SEARCH AD
Headline: - 25 characters- Create awareness & interest- Relevant to search intent
Body Copy: - 2 lines x 35 characters each- Create desire to click- Strong call to action- Relevant to search intent
Display URL: - 35 characters - Same as the domain its going to- Relevant to search intent
www.traffika.com.au
PAID SEARCH BEST PRACTICE
• Know your objectives first:– What are you measuring?– Brand v’s direct response
• Keep your keyword themes tight:– Segment then segment your segments – Group keywords by intent – Write ads that are highly relevant to keyword– Landing page must match keyword intent
• Always be testing:– Test, measure, optimise, repeat
www.traffika.com.au
5 TIPS FOR WRITING PAID SEARCH ADS
1. Highlight key differentiating points2. Use capitalisation to your advantage3. Pre-qualify the click4. Use the keyword in the body copy5. End with a strong call to action
www.traffika.com.au
LOCAL SEARCH
Top results on page 1
20% of all search has local intent
www.traffika.com.au
GOOGLE PLACES LISTING
Reviews
Photos & Video
Contact details
Profile
Map
Content matters. Use
the right keywords
www.traffika.com.au
OWN THE 3 SEARCH ENGINES
Paid
Local
Organic
www.traffika.com.au
SOCIAL MEDIA STRATEGY
• Having a Facebook page or a Twitter profile IS NOT a social media strategy
• Social IS a powerful communication platform, treat it like you do your business phone
www.traffika.com.au
SOCIAL LANDSCAPE
www.traffika.com.au
SOCIAL MEDIA IN AUSTRALIA
*Source: Neilson Online Social Media Report March 2010
Windows Live Spaces
Bebo
Blogger / Blogspot
Photobucket
Yahoo Groups
Whirlpool Forums
Flikr
Friends Reunited
Yahoo Answers
Wikepedia
YouTube
0% 10% 20% 30% 40% 50% 60% 70% 80%
18%
22%
23%
24%
28%
33%
33%
34%
35%
37%
48%
65%
70%
75%
www.traffika.com.au
10 ESSENTIAL SOCAL MEDIA ELEMENTS1. Goals
2. Objectives
3. People
4. Measurement
5. Content
6. Listening
7. Conversation & Engagement
8. Community
9. Tools
10. Policies
www.traffika.com.au
FACEBOOK EXAMPLE
www.traffika.com.au
FACEBOOK EXAMPLE
www.traffika.com.au
TWITTER EXAMPLE
www.traffika.com.au
YOUTUBE EXAMPLE
www.traffika.com.au
LINKEDIN EXAMPLE
www.traffika.com.au
SLIDESHARE EXAMPLE
www.traffika.com.au
5 SOCIAL MEDIA TIPS
1. Start by listening2. Be authentic – give value to get value3. Only do what you can effectively manage –
who will answer your social media phone?4. Use the right tools to connect everything5. Keep your branding consistent
www.traffika.com.au
THE MOST POWERFUL ONLINE MARKETING SECRET
• Optimising your web page for conversions is the smartest marketing investment you can make
• Dramatically increase your sales without spending a single cent more on advertising
www.traffika.com.au
ONLY 2 THINGS MATTER
WIIFM• What’s In It For Me?
HDIGI• How Do I Get It?
www.traffika.com.au
PART ART, PART SCIENCE
• Page layout
• Design
• Copy
• Calls to action
• Forms
• Navigation
• Tools to measure - A/B Split & Multivariate experiments
www.traffika.com.au
DOES SIZE MATTER?
• Our experience has found:– Short form works better for:• Competition entries• Downloads (whitepapers / info packs)• Email database generation
– Long form works better for:• Considered purchases • Information products (where trust needs to be built)
– Multi-step funnels work better for:• eCommerce • Detailed information products
www.traffika.com.au
BEFORE OPTIMISATION
Control page
www.traffika.com.au
1st OPTIMISATION
Moved navigation to bottom
Testimonial for credibility
Product shot to create emotion
Simple & clear benefit
statement
3rd party endorsement to build trust & credibility
Very clear what happens
next
Strong & obvious call to action
www.traffika.com.au
FOLLOW-UP OPTIMISATION
Removed navigation –
no exit strategy
Moved call to action to
bottom right
Emphasised FREE
Exclusive offer for email
member ‘never before
published recipe
Moved testimonial
(picture / copy rotates)
www.traffika.com.au
GOOGLE ANALYTICS
• Free tool for measuring online performance
www.traffika.com.au
TOP 7 TAKE AWAYS
1. Consumer behaviour has changed forever – how are you adapting?
2. Ensure your websites are SEO and Social Media friendly out of the box
3. Own the keywords that define your business on all 3 search engines
4. Write online copy for people but include your keywords5. Who will answer your social media phone – only do what you
can manage6. Continually test and optimise your web pages for conversion –
it’s the smartest investment you can make7. Use Google Analytics to measure and monitor your
performance over time
www.traffika.com.au
CONNECT
facebook.com/traffika
twitter.com/traffika
slideshare.net/traffika
traffika.com.au/blog
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