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Top Secrets To E-Marketing Success Joseph A. Mohay Online Sales Manager –

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Presentation on theme: "Top Secrets To E-Marketing Success Joseph A. Mohay Online Sales Manager –"— Presentation transcript:

1 Top Secrets To E-Marketing Success Joseph A. Mohay Online Sales Manager –

2 Agenda Who We Are Internet Usage In The Caribbean Types of Online Advertising Creating An Effective Website Search Engine Marketing Paid Search (PPC) Search Engine Optimization (SEO) Measurability and Reporting

3 Global Directories – 40 Years In Local Search 1.Approx: 2 million phonebook directories distributed in 16 countries in the Caribbean. 2.Leading Internet Yellow Pages Sites – Driving Hundreds Of Thousands Local Searches to our Advertisers (,, etc) 3.Robust Local Content, Highly Authoritative, Highly Visible on Major Search Engines

4 Caribbean Internet Usage Today 11,394,978 internet users 5,903,520 Facebook users

5 Mobile Market Opportunity Caribbean has one of the highest levels of mobile phone penetration in the world. Mobile phone penetration in Latin America and the Caribbean reached an estimated 80% in early The world average is approx 58%. Together, Latin America and The Caribbean accounts for a total of 12% of the world's 3.97 billion mobile subscribers. Rise of the Caribbean Mobile Market Feb 14, :09 AM PDT

6 More Than 100 Billion Searches / Month 6 Over 95% Start At A Search Engine: Google, Yahoo,

7 7 Types of Online Media Types Display SEM Search Engine Marketing * SEO Search Engine Optimization * Marketing Newsletters Video Viral Marketing (Word of Mouth) * Classifieds Affiliate Marketing * Desktop or Software Product Placement Pop Ups or Pop Unders Landing Pages Lead Gen * Not really sold by Publishers Technologies Behavior Targeting Contextual Targeting IP or Geo Targeting Rich Media Rich Internet Applications (AJAX) Keyword Targeting / Adwords Video Scanning Social Media Targeting / Influencers Est. Spending By Category

8 Online Advertising Spend Projections 8 Online Media Spend Will Double within 3 Years

9 Results Social (Facebook, Twitter etc.) Web Presence (SEO Friendly) Paid (Pay For Performance) Traditional Media (Yellow Pages, Trade Magazine, Newspapers Effective Marketing Today…

10 Effective Websites

11 Business Websites Inform Online Users 11

12 Consumers Want Information 12 Contact / More Info? Why? What? When? How?

13 Searchers Like Options 13

14 Coupons are opportunities 14

15 Good Experience = Sales Conversions Ten Tips For An Effective E-Commerce Website 1.Make sure your site loads in 3-4 seconds or less 2.Provide clear, easy-to-find contact information. On every page of your site 3.Make stuff easy to find. From Nice Site to I am Ready To Buy Clear product links, sensible categories and a good site search on your site will all help 4.Group information in a logical way. Put the pricing info, the quantity and any product options all right near the 'buy now' button. Put the product description, selling points and name together as well. 5.Send an to customers when: They place an order; their order is confirmed; their order ships out (include shipment tracking information

16 Good Experience = Sales Conversions Ten Tips For An Effective E-Commerce Website Cont. 6.Give your customers all the pricing information up-front. 7. Save their work if they leave a form field blank, show them the same page again, with all their data still in the form. 8.Offer ways to stay connected. Sign up for an newsletter, follow us on Facebook, Twitter subscribe to a latest news feed 9Write unique content with relevant keywords use bullets and call to action (not just paragraphs) 10Teach. Help your clients and customers make a good buying decision. If they dont buy they'll remember and they'll be back. Blogs are also great for educating clients and putting fresh content on the Search Engines. Google love its!

17 Recommend Using PayPal – Get Paid Currently operates at some level in more than 190 countries; the services available for merchants vary from country to country. There are 3 basic services you can use on PayPal 1. Send money – Money can be sent from one Paypal account to another from and to on any country. 2. Receive Money – This applies to merchants that need payment methods on their websites. They can charge for credit cards for their products 3. Withdraw Money – This is the tricky part, once you sold something, you need that money in your bank account. This can be done to a bank account, to a Visa Credit card, with a check from PayPal. This options are not available for all countries. You can check the available services by country on PayPals Website. For example, in Barbados you can only withdraw using one of this options: o To your Visa card issued in Barbados. o To your US bank account.

18 Will Your Site Be Found? 18

19 Be Found in the Golden Triangle The key area for top sponsored ads were looked at by the participants 100% of the time.. Eye-Tracking verifies the importance of page position and rank in both Organic and PPC search results for visibility and click through.

20 Search Engine Marketing

21 SEM is an acronym for "Search Engine Marketing. SEM is a form of internet marketing that seeks to promote websites by increasing their visibility in search engine result pages (SERPs). The primary SEM methods include: – Search engine optimization (SEO) – Pay-per-click advertising (PPC) Search Engine Marketing Defined

22 Organic Natural Results Website must be deemed important In Google Eyes Relevant, Authoritative, Popular. May Get To 1 st Page But Google Decides SERPs – Search Engine Results Page Paid / Sponsored Ads Connect With Searchers That Are Looking For What You Sell. Pay Only When They Click On Your Ad And Go To Your Website. Get on The 1 st Page Of Google Immediately

23 What is SEO? SEO is the process of editing a web sites content and code in order to improve visibility within one or more search engines. This is commonly referred to as on-site optimization. SEO also involves cultivating link popularity; a key factor in achieving organic rankings in Google and other search engines. This is commonly referred to as off-site optimization.

24 Search Engines Look For 3 Things: Relevancy: Is their rich, relevant content on your web pages and d oes the content on your web page inform and deliver value to the searcher. Content Is King! Popularity: High number of natural- occurring inbound links. Authority: Quality links deliver authority because they are viewed as trusted sources of content by Google. Internet Yellow Pages sites like,, etc.

25 Title Tag Relevant Content + Keywords Local Address On Each Page Site Map – Outline of Site Keyword Rich Anchor Text Steps To Optimize Page

26 Paid Authoritative Directories (Yahoo Directory, DMOZ,,, Internet Yellow Pages Sites) Local business organizations (Chamber Of Commerce, Design Caribbean) Make a list of the top sites in your Industry sector Hint: To find sites in your industry by searching on industry name + add url Issue press releases whenever you have relevant information to share. (PRWeb, PRLeap)press releases See if retailers or other business partners might be willing to link to your site. Can you offer to do something for them like write an article in return for a link Develop business relationships with non-competing businesses in the same field ask if they will link to you and vice versa. Are there ways you can get involved in the community that would lead to reporters writing a story about you? Local newspapers and news sites are always on the lookout for local content. Find links to your competitors Use Yahoo Site ExplorerYahoo Site Explorer Basics Of Link Building

27 What is Paid Search Marketing (PPC)? Pay Per Click advertising (PPC) is an auction. You decide how much you are willing to pay to appear when a keyword is searched on and which ad you want to appear when that happens. Your ad only appears to searchers looking for relevant products and services. You only pay when a searcher clicks on your ad. Originally the person who was willing to pay the most got the best position on the page.

28 Why Choose You? 28 Contact / More Info? Why? What? When? How?

29 Why Invest in PPC ? 1.Effective way to reach customers at the moment they are ready to buy and at every other point in the sales/transaction funnel. 2.Your ad is only presented to consumers interested in your products and services and you only pay when they click on your ad. 3.Easy to measure & consistently delivers higher relative ROI. (Hint: Few advertisers now, lots of searchers are looking for you) 1.Offline Sales Occurs upwards of 50% of the time. (phone call, walk-in) 4.Your control where and when your ads show. 1.Targeting 1 or multiple countries with a click of a button 2.Dial it up and dial it down. Great for seasonal business

30 PPC: The Importance of Quality Score Nowadays it depends both on how much you are willing to pay and on your Quality Score. Your Quality Score varies for every keyword you bid on and is based on the following: The click through rate of that keyword The relevancy of your ad text to the keyword it appears for The relevance of the landing page to the ad text The relevance of the landing page to the keyword The historical performance of your Adwords campaigns How your Adwords campaign is structured

31 - Google Why You Should Care about Quality Score? How do Ads Rank?

32 Ad Structure Example Ad Structure Example Business name – Acme Real Estate Ad Group Theme 1 Selling a Home Ad Group Theme 2 Buying a Home Ad Group 3 Property Mgmt Ad Group 4 Commercial Real Estate Selling a home Finding a Realtor Sell your home ____________ Affordable homes Quality homes Homes for sale ____________ Property Management Groups Renting my Home ___________ Finding Commercial Property Affordable Commercial Property ___________ ___________

33 Campaign Targeting:

34 SEM Report - Sample Driving Customers To Take Action!! Relevant & Effective Ads = High CTR 2% or above is ideal! Allows For Multiple Target Markets-To Reach Wider Audience Testing Multiple Ads And Having A Targeted Message Is Key To Successful Campaigns!

35 SEM Report Sample Turning It Up When Needed!! Focusing On All Of Your Ideal Customers!


37 Search Engine Marketing Recap – SEO and PPC These are 2 very different methods of achieving search engine success that should be run in parallel so that the results of each can be used to improve the other. The key differences are outlined below: SEOPPC Pros Free (you dont pay for every single click) Work done impacts on all search engines Some consumers prefer it Very versatile Very scientific Great Control Quick turnaround (results in days) You can bid on any keyword you like and as many as you like You only pay when someone clicks on your ad Cons Less control Less scientific More difficult to analyze Have to focus on limited keywords Usually 3-12 months before impact is seen Optimization and campaign management are resource intensive & can be quite complex You have to manage each search engine separately

38 Questions? Joseph A. Mohay – Online Sales Manager Global Directories – Miami / Cayman Islands Skype: jmohay

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