introduction to targeted traffic
TRANSCRIPT
Introduction to Targeted TrafficFrom a Website to an DigitalMarketing Solution
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Finn Ryan
Been with ActionCoach since
2000!
Has over 20 years of International
business consultancy experience
Has consulted for many organisations from IBM and Legal & General to Nokia
and Lloyds
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Nick Fenmor Collins
Built my first website in 1995. Built one of the first eCommerce websites in the UK in 1996Spent 10 years working in ‘Blue Chip’ Sales and Marketing, latterly responsible for Digital Marketing, CRM, Database and eMail Marketing
Started Website Success in 2008• Over 200 clients• Multi-disciplined team of 14
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Plan for the Afternoon
The Role of your Website
Measuring your Results with Analytics
Digital Traffic Drivers
Market, Message, Media What are Traffic DriversCar Park
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Who’s Here Today?
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Most ImportantLesson in Business
Market Message Media
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Market
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What are you Selling?
Impulse Buy orConsidered Purchase
Cheap or CostlyProduct/Service
Emergency Solution
Plumbers
Electrician
Mechanical Engineer
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Selling Night Club Foam Party TicketsSelling Night ClubFoam Party Tickets
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Selling Dentures?
SellingDentures
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Or These?
ToThese?
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To These?
AndThese?
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Where Are Your Customers?People hang out in different places subject to:
Age Gender Marital Status
Groups Profession Circumstances
Interests/Pastimes
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Message
Message
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So What Are Your Messages?Fulfiling primary needs
Product or Service
Meeting more emotional requirementsSaving timeReducing effortMaking it easyDelivering quicklyBeing GreenFear and Security
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Media
Media
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So, What Drives Targeted Traffic…or Not?
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Which Medium Triggers Digital Search?
Adult 18+
Male Female 18-24 25-34 35-44 45-54 55-64 65+
Magazine 36% 33% 39% 32% 36% 36% 37% 37% 37%
Television/Broadcast 36 39 33 30 32 36 39 40 36
Face-to-Face 35 34 37 37 41 39 37 32 25
Newspaper 30 31 29 19 22 26 32 38 42
Cable Television 32 36 27 42 40 34 29 26 22
Radio 23 25 22 28 26 27 26 21 13
Direct Mail 35 24 26 18 23 25 25 28 28
eMail Advertising 36 25 27 25 28 29 26 25 22Internet Advertising 34 26 21 28 28 25 23 21 17
Digital/Social Media* 17 16 17 26 25 20 14 10 7
Outdoor Billboard 10 11 8 13 13 12 10 7 4
Blogs 10 10 9 22 17 9 5 4 3*Online Communities i.e. Facebook, Twitter.Note: The sum of the percent totals may be greater than 100 because the respondents can select more than one answerSource: BIGinsightTM, December 2011
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Semi-TargetedMagazineTVNewspaperRadioDigital Display AdvertisingOther ‘Traditional Media’
Very TargetedSearch Marketing
SEOPPCPlaces
Re-MarketingSocial MediaeMail MarketingFacebook AdvertisingLinkedIn
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The Role of Your Website
Conversion of all digital leads
Critical in SEO
Important for PPC
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7%5%3%53%15%9%
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SEO Key Website PointsContent is still KingBlogWrite for your customersOptimise your pages for relevance
Use internal linkingMake it engaging and simple to navigateMake sure it’s fastMake sure you’re mobile friendly
Test for errors regularlyRun Google AnalyticsRun web ranking softwareMeasure conversions
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PPCIdeally, get a professional to run itPlan it on paperUse keyphrase specific ads and landing pagesEmploy ad extensionsIf eCommerce, use Google Shopping
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Re-Marketing
The most effective form of digital marketing
Requires lots of design and setup work
They need to have been on your site first
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Facebook AdvertisingHighly Targeted Advertising
Age Gender Status
Interests Behaviours Geographic Area
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Email MarketingWhich software?
Infusionsoft/HubspotEfusionMail Chimp… etc
Warm list / Cold listSegmentationDesignPersonalisationTesting
150+ Browsers
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ProspectField
CustomerField
High Value Customer Field
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AnyQuestions?