Published on March 4, 2014
Internet Marketing By Peter Fish 27th Feb 2014 gofishcc
Who we are? 12 years Multi-channel Technical Google Partner SA Moderator ROI-driven Wide variety of clients Front Runner, Afrihost, Samtrac, Thornybush, Cape Union Mart, Cellini, CUM Books
What do you want to achieve?
How do you achieve growth? Strangers • Attract Visitors • Convert Clients • Delight Promoters
How do you generate traffic? 3 main channels Search Display Communities
What are you selling and who are you selling to?
Search Search engine marketing Quality Two types: Free (Organic) Paid (CPC / PPC)
Free Rankings How does Google decide? On-site (SEO) Off-site Quality
Content Strategy Content types: news, general articles, blogs, new product reviews etc. Link bait
Paid Rankings Google AdWords Search Network CPC Complex Quality score Immediate Effective
Keyword Targeting Keyword research Volume Competition Quality
How long is the avg. search term? 1 2 3 4 5 6 Search Term Length 7 8 9
How long is the avg. search term? 2 Words 22% 1 Word 5% 4+ Words 48% 3 Words 25%
Keywords 20% are unique 17% are searched only twice in 90 days 8% are searched only three times in 90 days Searches per Month More than once Once or less 55% 45%
Buying Cycle & The Long Tail chainsaw stihl chainsaw Interest 0 LEAST likely to buy stihl ms 170 chainsaw online shop cape town Research 25 50 Purchase 75 100 MOST likely to buy
AdWords Engagement Ads
Can you segment your target market?
Build a Community
Social Traffic • Interaction-driven • Social bookmark sharing (Online word of mouth)
Revenue generation Conversion optimisation – Clear offer & selling point – Trust building elements – Call-to-actions Upselling “buy a cover with that?” Cross-selling “people who bought that also bought these…” Remarketing products follow-up marketing: promotions, new
The effect Traffic Conversion Rate Revenue 3072 to 9517 210% 2.27% to 3.4% 49% 70 to 324 364%
Web Analytics Mark Twain: “There are three kinds of lies: lies, damned lies, and statistics.” Analyse traffic Focus future plans Trial-and-error results A/B testing
Who brings you the most value? R10.00 R9.00 R8.61 R7.88 R8.00 R7.00 R6.45 R6.24 R6.00 R5.23 R5.00 R5.07 R4.83 R4.68 R3.80 R4.00 R3.05 R3.00 R2.00 R1.00 R18-24 25-34 35-44 45-54 55-64 65+ male female New Visitor Returning Visitor
What value do your channels bring? Per Visit Value by Channel R14.00 R13.02 R12.00 R10.00 R9.25 R8.00 R6.91 R6.00 R6.50 R5.61 R4.45 R4.00 R4.04 R3.04 R2.00 R0.38 R0.30 R- R- R- R- R-
Thank You! www.GoFishClientCatchers.com 011 612 7460 firstname.lastname@example.org gofishcc
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