How to prospect and build an inbound marketing campaign based on Content SEO - based on real data from Irish Websites and our own strategies

1. Where to Focus your Marketing Effort
If you’re
smart…

2. WHAT ARE THE OPTIONS
ANYWAY?

3. Internet Marketing
• Search Engine Marketing
• Content Marketing
• Email Marketing
• Social Media Marketing
• Affiliate Sales
• Display Advertising

4. WE SAY IT’S
SEARCH ENGINE MARKETING
SEO (Organic)
PPC (Paid Search)
… the data
backs this up

5. ALMOST EVERYTHING IS
MEASURABLE ONLINE
So no need for guessing…

6. Introductory Note
We looked at over 3.2 million* visits to Irish
websites over the first half of 2012.
88% of the traffic is Irish based and this is a cumulative
measure of unique monthly visitors.
*a U.S. equivalent would be approx 280m (Ireland is small)

7. SEARCH TRAFFIC
Meat and Potatoes

8. Who’s looking?
63 %
Average per site
64 %
of total website traffic

9. ORGANIC SEARCH
They come to you from Google
without you paying for it…

10. Well Actually…
82 %
of total search traffic
(53% of total traffic)
76 %
average per site
Still organic though…

11. PAID SEARCH
Google Adwords and other PPC
programs.

12. Who are you paying for?
18 %
of total search traffic
-average per site is the
same.

13. DIRECT TRAFFIC
But direct from where?

14. Direct Traffic: is it from space?
• The problem with direct
traffic is that we don’t really
know where it comes from or
what affects it.
• A large percentage of it is
company employees.
• We attribute the rest to Extra
Terrestrials

15. How many space visitors?
23 %
of total website traffic
19 %
average per site

16. REFERRAL TRAFFIC
Who sends people your way?

17. Referral: Who sent who?
1.3%
11 %
Total website traffic
0.01% of Referral
0.001% of Total of Referral
1.8%
Total visits = 3 avg per site
18
Avg per site
%
0.2%
of all visits
3.3 % 0.4 %
of Referral of all traffic

18. More Aliens?
Nope…
On average 17 %
of total referral traffic came from
non social sources. Industry specific
search and listings accounted for a
good portion also.

19. BOUNCE RATES…

20. 73%
Twitter
Who bounces
the most?
66%
60% LinkedIn
43%
Facebook
Other Referral
38%
Search

21. MOBILE OR PC?

22. We’re still
and smug PCs Still
87 % Dominate
of the Market
We’re just And you’re
both PCs by
13 %
the way…
#justsayin
For now…
Anyone seen
BB?

23. FIRST OF ALL
You have to be ON the internet

24. THE PROBLEM
With Internet Marketing

25. How it often happens
• Buy a domain and
hosting.
• Build a lovely looking
website.
• Why aren’t the
customers here?
• Internet marketing
doesn’t work??

26. WEBSITE IS NOT INTERNET
MARKETING
Website is only your store…
…sort of

27. Lovely shop front but 80% never see it

28. They might see the shelf

29. Most likely
they’ll arrive
on the thing
they were
looking for…
…and then
leave straight
away.

30. INTENTION DRIVEN MARKETING
People are looking to have their
problem solved

31. Do you have the answer?
• It’s not about displaying your wares.
– People don’t care about your product
– Only that it solves there problem
• What are people searching for that you could
be a solution to?
• Use that as your guide for internet marketing

32. CONTENT MAY BE KING
Context is Queen

33. Site Structure &Conent
• Must reflect what people are looking for?
– For Paid and Organic Search
• Use the Keyword Tool to see real searches
around your industry
• Check the search volumes

34. Blogging – Article writing
• Not about your lunch…
• Solving problems of interest to your target
market
• NOT just about you. If you work in Disaster
Recovery solutions.
– Hurricane Sandy is of interest
– Changes in Cloud Computing are of interest too

35. Other Forms of Marketing
• Email
– Dependent on having a list
– Use it to drive people to website
• Affiliate Marketing
• Display Advertising
– CPM – Same principle as Print

36. THE RISE OF SOCIAL MEDIA

37. Referral: Who sent who?
1.3%
11 %
Total website traffic
0.01% of Referral
0.001% of Total of Referral
1.8%
Total visits = 3 avg per site
18
Avg per site
%
0.2%
of all visits
3.3 % 0.4 %
of Referral of all traffic

38. Social Media
• Not as simple as it seems
• Publisher model
• Content Quality is vital
• Earn the right to advertise/pitch

39. Social Media
• Facebook
– Consumer
• Linkedin
– Professional
• Twitter
– Both – Engagement is difficult

40. FOCUS ON THE GREATEST GAINS

41. Getting Started
• Focus on SEM – Greatest benefit
• Do your research
• Get your site structure and content right
• Write quality targeted content
– Supports SEM, Social and everything else

42. BE PREPARED TO INVEST
Time, Energy & Resources
In your Digital Marketing

43. David & Anton
David founded Primary Position in 2004 Anton joined Primary Position in 2011
after running one of Ireland’s largest as a partner, having previously
software development houses for several launched and grown several tech
years having previously worked for DELL. startups an international events
David is recognised as one of one of the business and a local newspaper. Anton
foremost Search Marketers in Ireland brings considerable strategic
experience to the team.

44. WE DO THIS STUFF
Digital Marketing Agency

45. What Primary Position Does
• Digital Strategy
• Search Engine Optimisation (SEO)
• Pay per click Advertising Management (PPC)
• Content Marketing
• Online Branding, PR and Reputation Management
• Social Media Strategy + Management

46. Well, get in touch then…
www.primaryposition.com
Info@primaryposition.com