This document provides an introduction to targeted traffic and digital marketing solutions. It discusses key topics such as the market, message, and media that should drive targeted traffic to a website. It also outlines various digital traffic drivers and their role in search engine optimization, pay-per-click advertising, and converting leads. Specific digital marketing channels are examined, including search marketing, social media like Facebook and LinkedIn, email marketing, and re-marketing. The importance of an optimized website that can convert leads is also highlighted.

1. Introduction to
Targeted Traffic
From a Website to an Digital
Marketing Solution

2. 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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3. Nick Fenmor Collins
Built my first website in 1995. Built
one of the first eCommerce
websites in the UK in 1996
Spent 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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4. 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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5. Who’s Here Today?
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6. Most Important
Lesson in Business
Market Message Media
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7. Market
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8. What are you Selling?
Impulse Buy or
Considered Purchase
Cheap or CostlyProduct/Service
Emergency Solution
Plumbers
Electrician
Mechanical Engineer
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9. Selling Night Club Foam Party Tickets
Selling Night Club
Foam Party Tickets
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10. Selling Dentures?
Selling
Dentures
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11. Or These?
To
These?
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12. To These?
And
These?
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13. 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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14. Message
Message
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15. So What Are Your Messages?
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Fulfiling primary needs
Product or Service
Meeting more emotional requirements
Saving time
Reducing effort
Making it easy
Delivering quickly
Being Green
Fear and Security

16. Media
Media
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17. So, What Drives
Targeted Traffic…or Not?
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18. 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 22
Internet 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 answer
Source: BIGinsightTM, December 2011
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19. Semi-Targeted
Magazine
TV
Newspaper
Radio
Digital Display Advertising
Other ‘Traditional Media’
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Very Targeted
Search Marketing
SEO
PPC
Places
Re-Marketing
Social Media
eMail Marketing
Facebook Advertising
LinkedIn

20. The Role of Your Website
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Conversion of all
digital leads
Critical
in SEO
Important
for PPC

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22. 22
7%
5%
3%
53%
15%
9%

23. SEO Key Website Points
Content is still King
Blog
Write for your customers
Optimise your pages for
relevance
Use internal linking
Make it engaging and simple
to navigate
Make sure it’s fast
Make sure you’re mobile friendly
Test for errors regularly
Run Google Analytics
Run web ranking software
Measure conversions
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24. PPC
Ideally, get a professional to run it
Plan it on paper
Use keyphrase specific ads and landing pages
Employ ad extensions
If eCommerce, use Google Shopping
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25. Re-Marketing
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The most effective form
of digital marketing
Requires lots of design and
setup work
They need to have been
on your site first

26. Facebook
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27. Facebook Advertising
Highly Targeted Advertising
Age Gender Status
Interests Behaviours Geographic Area
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28. LinkedIn
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29. Email Marketing
Which software?
Infusionsoft/Hubspot
Efusion
Mail Chimp… etc
Warm list / Cold list
Segmentation
Design
Personalisation
Testing
150+ Browsers
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30. 30
Prospect
Field
Customer
Field
High Value
Customer Field

31. Any
Questions?
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