Making Sense of Online

Transcription

1 MINTRAC Making Sense of Online

2 Agenda Introduction o Internet use Different online channels Search and Directories Social Media Mobile Measuring Success Putting it all together

3 Introduction Understand how the different aspects of online marketing work PR Understand dhow it can hl help Website with business Blog Examples of online Direct marketing in meat industry Mail Tips for online marketing Search Social Media Events

4 Research Findings Internet usage and trends Internet a trusted information source Mobile usage increasing Up to 26 hours a week spent online

5 Search

6 Searching for Information: Why internet search matters Google is the top used site in the world and in Australia Approx 40% of all internet users use Google Heat Map The heat map shows the importance of being first in the natural results A result displayed lower than fifthposition isviewed by only 20% of users Being first in natural search will typically drive 500% more traffic than being tenth

7 Online Consumers Behaviour Inform Much less likely to buy Relationship building Typically takes someone 7 9 times of visiting you to buy Keywords at this level aregoing to be very generic e.g. butcher, Sydney Educate Users will be comparing data There is a increased chance of buying Need to educate customers about USP of your product or service Keywords at this level are likely to be more specific e.g. organic butcher Sydney Action People are actively seeking to buy or get in touch At this stage conversion rates will be at their highest Keywords are going to be much more specific e.g. grass fed beef butcher Sydney

8 Searching for information Keywords Global Searches Aus searches Paid Search butcher Organic butcher sydney search butcher melbourne butcher brisbane butcher adelaide butcher canberra butcher hobart butcher darwin butcher cairns online butcher Google Places

9 Local Search

10 Example Google Places / Reviews Important Information for Action Contact Details Opening Times User Reviews

11 Search So What? You have options with Search! SEO is effective but can be costly and take a long time Ads can be effective, may take some trial and error and be costly A basic website with good SEO can achieve good results if done well and optimised for search engines Google Places and directories can get you great results for local and mobile search

12 Social Media

13 Introducing social media Defining social media it s not just Facebook. Social media includes: Blogs LinkedIn Twitter Facebook YouTube Google+ Who is active in each of these at the moment?

14 Introducing social media According to the Sensis Social Media Report: 27% of small businesses 34% of Medium businesses & 79% of large businesses With Facebook, Twitter and LinkedIn as the most used social media activities. have a social media presence Source Sensis Social Media Report May 2012

15 Social Media Stats

16 Social Media Stats

17 Example Social Media, Twitter

18 Example Social Media, Facebook Superbutcher has over 22,000 followers! They provide information about meat, recipes and food. They post 1 2 times/day They y also answer customer questions about their products

19 Example YouTube A word about You Tube Over 4 Billion videos viewed/day 800 Million unique visitors/month 3 rd highest visited site on Internet User spend on average 20 minutes/day on site

20 Social media So What? Social Media is growing across all demographics Choose your platform wisely and understand what your audience wants Understand what review sites or directories customers might use People trust other people s l reviews more than they trust companies and brands Social media affects search Provide information that t interests t and educates your customers Give them a reason to keep coming back, remind them you still exist, let them know what you are doing Don t overlook YouTube Don t overdo it!

21 Mobile

22 Mobile Smartphone Stats

23 Mobile Smartphones & Business

24 Example Mobile Web

25 Mobile So What? Smartphones have aechanged gedthe way people e interact with the internet Australia has one of the highest penetration rates of smartphones in the world Smartphone numbers and usage will continue to grow By understanding when and how customers might ihtuse smartphones (eg local lsearch) you can focus on fulfilling the essentials

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27 still a firm favourite 19b 1.9 bn 94% 57% The estimated number of global users by % Of daily users subscribe to marketing messages 67% of internet users aremore likely to buy in store after receiving an 44% Of internet users prefer for commercial communications Source: of internet users would givetheir address to a company to receive discounts and promotions Of users said inspired at least 1 online purchase

28 marketing relevance Smart phones have changed Aus has a high rate of smartphone usage People triage i.e. read it quickly on the phone, re open the to read in detail later (at night or on the weekend) Some people read lengthy s during the commute No 'magic tricks of ; It s about relevance: send me the right message, at the right time, about the right topic, based on what suits ME not the sender!

29 Example

30 So What? isn t going ganywhere Almost everyone has ! Most people subscribe to relevant marketing messages If done well is effective Smartphones have changed the way we consume Targeting relevant message about your business, any events, current produce or any offers can be an effective way to get customers to visit the business

31 Measuring Success

32 What to measure? Audience/Reach # of visitors, iit page views # of fans/followers Amplification (sharing etc) Engagement e Interactions with content Sentiment t Value Conversion to sale (purchases online & offline) Cost savings (customer service self service etc) Lifetime Customer Value

33 Tools that can help Social Media Mgmt eg HootSuite, Radian 6 CRM Manual tracking Core Website Analytics eg Google Analytics, Omniture Facebook Insights, LinkedIn page stats Marketing Tool

34 Measurement Tools At a very basic level, understand the sources of traffic to your business website and what pages are visited most. Google Analytics: Shows website traffic coming Google Analytics: Shows website traffic coming from LinkedIn, Facebook, Twitter, , etc

35 But you don t need a complex approach Before Social Media: Sold 2 x day After Social Media: Sell 10 x sandwich a day

36 More Examples

37 Example Victor Churchill Important Information for Action Contact Details Opening Times Newsletter Inform and Retain Social Media Inform and Retain Blog Inform and Educate Ask The Butcher Educate and Action Mobile App Educate and Action

38 Example Butcherman The Butcherman website Blog Video / YouTube Facebook Newsletter Online ordering Offers

39 Example Traditional PR This article is from 2009 and is the top organic search result on Google! Traditional PR very powerful for driving traffic on web Also improves Search Engine results for your business

40 Putting it all together

41 Online Marketing What do we know so far Users use the internet a lot! They use it to find information, educate themselves and as a means of taking action We can provide relevant information and education on our website as articles, blogs, video, offers, events Search is still one of the easiest ways to be found online. Local search can also be really effective. Don t forget YouTube! Users trust reviews andreferrals more thancompanies and brands and Social Media offer great opportunities to keep customers informed and improve loyalty and retention Mobile users are searching, finding and buyingfrom businesses they find via mobile and local search

42 Puttingit it all together A website is best used as a hub for information, educationandactionand action Search engines and directories help get you found Social Media helps extend your reach but also acts as an important way to keep retain customers through informing and educating helps retain customers through informing and educating Think Mobile it s the fastest growing access medium. Make sure mobile users can use your site and get essential information PR Direct Mail Website Blog Search Social Media Events

43 Now What? Big Picture Stuff Know what your objectives are Know your customers and what works for them web, search, mobile, social media, Know how much online marketing costs: Assets and services Tools Time Know the value of achieving your objectives Test and learn Keep tweaking Keep measuring

44 Now What Checklist Website Does your existing website meet your business needs? Does your website have essential information including address, contact details and opening hours? Does your website allow subscription to an database? Does your website have links to your social media presence? Does your website allow any in store events or offers to be placed when necessary? Does your website allow you to post new content whenever needed blogs, video? Is your website as future proof as possible? Search Is your business set up on Google Places Isyour website searchengine engine optimised Where do you appear in search results for relevant keywords that customers might use Is your business set up on all relevant local and national directories such as Yelp, Yellow Pages, Google Places, Eatability, Urban Spoon, True Local, etc Mobile ob e Is your website optimised for mobile Can a mobile user easily find important information such as contact details, address and opening hours

45 Now What Checklist Social Media Do you use any social media Do you use the most appropriate social media network for your customers Do you provide information and education? Do you provide information on events or offers Do you promote posts to other content e.g. Blogs, g, video Do you have an database of active customers? Do you provide a regular (eg monthly) newsletter? Do you provide additional information on such as events, current produce or offers? Is your database integrated to your website Measurement Do you have access to or receive regular reports on your online traffic, sources of traffic and content engagement Do you understand the impact of online marketing on your business e.g. sales, in store visits Do you have a understand how your online marketing influences your business objectives

46 Questions

47 Connect WithMe Web: LinkedIn: au.linkedin.com/in/petepaterson Phone: Find Us on: