Online Marketing Seminar held March 6th 2013. Looking at 4 elements of Online Marketing - Paid Advertising, Organic Search, Social Media and Analytics.

1. Online Marketing
Seminar
Quentin Weber and Adam Crouchley

2. Some Stats That Will Blow Your
Mind!
20% of Daily Google Searches Have Never Been Searched
Before
(1)
Facebook Users in New Zealand 2,270,480 (2)
And Counting...
86.0 % of New Zealanders are Online (3)
The Average New Zealander Spends 19.4 hours Online (4)

3. Quality over Quantity
- Build on good quality
traffic
- Repair poor quality
traffic
- Improve Return on
Investment

4. Introduction

5. Measurement
and Analytics

7. Quality over Quantity
Bounce Rate
Arrives at site, views only 1 page, leaves within 30 seconds
Pages / Visit
Average amount of pages visited
Avg. Visit Duration
Average time spent onsite per visit

8. Overview

9. Compare Results
Pick dates

10. Audience
Seeing how visitors view your website

11. Audience

12. Demographics

13. Demographics

14. Audience
Mobile

15. Sources
How do they find your website?

16. Sources

17. Sources
www.dorimedia.co.nz/urlbuilder
http://dorimedia.co.nz/?utm_source=Newsletter&utm_medium=March&utm_campaign=March%2BNewsletter

18. Online and Offline Campaigns
Online - Tag Your Sources
http://socialmediaseminars.co.nz/?
utm_source=Facebook&utm_medium=CPC&utm_content=Ad1&utm_campaign
=Online%2BMarketing%2BSeminar

19. Yo
u
Do Wo
Th uld
is! n't
!!
Measuring Offline

20. That's Better

21. Content

22. Content
Understand what pages draw the most traffic to
your website and why
Which pages don't bring so much traffic to the
site?

23. Conversions

24. Conversions
Goals
Ecommerce
Multi-Channel Funnels

25. Content
Take note of the bounce rate and Avg. Time on
Page

26. In-Page Analytics

27. Event Tracking

29. Organic Search

30. Main Organic SEO points to cover
● Choosing Keywords
● Content is king
● Keywords across page
title, url, description,
within content
● How social is effecting
SEO and the changes
that google is making
this year

31. What Google Sees
Algorithm
Each year, Google changes its search algorithm up to 500 – 600 times. While
most of these changes are minor, every few months Google rolls out a “major”
algorithmic update that affect search results in significant ways.
Google’s mission is to organize the world’s information
and make it universally accessible and useful.

32. How People Search - Solving A Problem

33. Short Tail vs. Long Tail Keywords

34. What's 'Content' Got To Do With It...
Content Is King!
● Focus Keyword - Don't try
and do them all on One Page!
● 300 word minimum
● Keyword density 1-4%
● Headings and titles
● Image Alt tags

35. Example - A Cafe
Keywords:
- Stonegrill Hamilton
- Catering Hamilton
- Cafe Hamilton
Through the site we will refer to these things,
but there will be individual pages for each major
topic/keyword.

36. Other On-Page Factors
● Page URL
www.dorimedia.co.nz/?p=123 vs. www.dorimedia.co.nz/online-marketing
● Outbound Links
● Page Title
● Meta Descriptions and Meta Keywords
● Sitemap
● Categories
● Good Page Structure
○ Breadcrumbs

37. PageRank
History
Backlinks
Page Authority

38. Backlinks
Get listed on industry specific websites;
- Your suppliers
- Customers
- Associations
Add keyword rich alt tags to these links if they
are images.

39. How Social Effects Search

40. Online
Advertising

41. Main Online Advertising Points To
Cover
Choosing a platform
● Google AdWords
● Facebook Ads
● LinkedIn Ads
● Twitter Sponsored Tweets
● Bing Ads
● Individual site advertising eg TradeMe etc.
● YouTube video Ads
● Google TV Ads

42. Online vs Offline
● Changes In Time Spent With Media
● More Effective Ways To Target Customers
● Easier To Measure

43. Google Adwords
Google knows almost everything about
everyone.
Identify where your customers are surfing the
internet and how to approach them.

44. Google AdWords
Search Network
Find people that are already
looking for your product or
service
100 billion Google searches
per month

45. Choosing Keywords
Google Keyword Tool

46. Writing an Ad

47. AdWords Extensions
Location Extensions

48. AdWords Extensions
Phone Extensions
Site Extensions

49. Display Network
Display Network
TradeMe YouTube

50. What ad sizes are available to
advertisers?

51. Remarketing

52. Optimising Your Ads

53. Facebook Ads

55. Facebook Ads - Different Types
Page Post Ad
Page post like sponsored story
Page like sponsored story

56. Anatomy of a Facebook Ad

57. Facebook - Sponsored Posts

58. Facebook - Mobile Advertising

59. LinkedIn Ads
● Location – required field
● Company
○ Company Name
○ Industry
○ Company Size
● Job Title
○ Specific Job Title
○ Job Function
○ Seniority
● Schools
● Skills (Example: HTML or Project
Management)
● LinkedIn Groups
● Gender
● Age

60. Social Media

61. Understand Social Media
Generally no one wants to see a business
advertising within social media
Treat social media like a cocktail party...
- Be social
- Have fun
- Stay professional
- Make new connections
- Chat with people and build relationships

62. Choosing The Right Platform
The platform you use is not important, as long
as you use it the right way!

63. Blogging and Content Marketing
When blogging, aim to write content that will be
shared a lot.
Write content that will help people or really
entertain them.
Share your blog posts with influential people.

64. Analytics

65. Coming Up
The Twitter Revolution 2013
April 3rd, 2013.
Blogging and Content Marketing
May 1st, 2013.
LinkedIn for Networking
June 5th, 2013.

66. Q&A

67. 1. http://www.youtube.com/watch?v=QUCfFcchw1w&feature=player_embedded
2. http://www.zoomsphere.com/charts/facebook/countries/australia-oceania/
3. http://www.internetworldstats.com/sp/nz.htm
4. https://wiki.smu.edu.sg/digitalmediaasia/Digital_Media_in_New_Zealand