HARNESS THE POWER OF ONLINE MARKETING

DRIVING SUCCESS WITH DIGITAL MARKETING

TRENDS TO WATCH FOR

20.3M Canadians have a MOBILE PHONE 6.6M have a SMARTPHONE Source: Canadian Wireless Telecommnications Association, May 2011, comScore via eMarketer, May 2011 Mobile

Source: Ipsos Reid, May % look for stores/restaurants 4.4 times a month more than 40% research products and prices on their mobile phone Geolocation

Source: Facebook Source, SME Research Media U&A % of SMEs use social media 21.5M Facebook Profiles Social Media

23% of Canadians have purchased a daily deal $26M worth of deals were sold in Canada… in June alone… BUY Group Buying

SIMPLE TACTICS THAT WORK

Current users : Plan to continue using (net likely) Newcomers : Plan to begin using media (very likely) Current Media Usage % SMEs Planning To Use Online Media

Opening Hours Contact Info Maps Photos & Videos UP-TO-DATE & RICH CONTENT Update Your Website

54% of small businesses update their sites less than once a month Only 2% of small businesses update their sites more than 5 times a month… …and saw 300% more traffic than those who update their site less frequently Source: SiteKreator via ReadWriteWeb 2011 « The video has helped my business turn the heads of prospective customers and given me an edge over any competitor who lacks a video showcase. » - Bill Byrd, AALL Tech Transmission, Richmond (BC) SME Result

MY BUSINESS Get Found

SEO

SEM

Added a Phone Number = +30% number of Calls 2 Optimize keyword in URL = -33% Cost Per Call 1 Yellow Pages Case Studies TM

Your Business Be Social

Chat Forum Blog Tom Bihn – SME Success Story

SOMETIMES IT WORKS… SOMETIMES IT DOESN’T Group Buying

Test, Track, Analyze & Action

WEBSITE Updated 5x my website and saw an increase of 300% in traffic SEM Optimized keyword and got 30% more calls What’s my Cost per Lead? How many Calls became Sales? How much am I spending? SOCIAL I tested a campaign on Facebook and I have 90 additional fans Did You Get What You Paid For?

Speak to over 9.2M unique visitors 1 in 2 Canadians use our directory 24M Canadians expect a website Capture share of 3.7B searches online every month

UNDERSTANDING ONLINE BEHAVIOR & GROWING YOUR BUSINESS

WHO WE ARE

26 UNDERSTANDING USER BEHAVIOUR

Search is… The connection between intent and content User Behaviour

The 5 foundations of Search Marketing: Get the Right Message to the Right Person In the Right Place at the Right Time and deliver the Right Experience User Behaviour

The 5 foundations of Search Marketing: Get the Right Message to the Right Person In the Right Place at the Right Time and deliver the Right Experience

User Behaviour The 5 foundations of Search Marketing: Right Message Right Person Right Place Right Time Right Experience

Search Behaviour: Search Patterns on Major Engines

GoogleLiveYahoo Search Behaviour: Search Patterns on Major Engines Source- Eye Tracking II: Enquiro

Search is… The connection between intent and content User Behaviour

Search is… The connection between intent and content Intent = Keywords User Behaviour

Semantic Mapping in Search Reviews Consumer Reviews Testimonials SLR 5 Megapixel Canon Kodak Nikon Sony Small Size Easy to Use “Digital Camera” Digital Camera

“until I find you john irving” Content matched intent

Content matched intent “until I find you john irving”

Personalized Results Organic listings 3, 4 and 5 personalized Study of 16 individuals Tracked History from a previous session Provided listings based both on past clickstream and assumed place in buying funn el

The Area of Greatest Promise ?

How Important is the Area of Greatest Promise? Enquiro Microsoft Ad Relevance Test

How Important is the Area of Greatest Promise? Enquiro Microsoft Ad Relevance Test

44 SEO & SEM

Search is… The connection between intent and content Intent = Keywords User Behaviour

Keywords Brainstorm Internal Search Function Search Engine Referrals Competitors Natural Language Social Networks, Blogs, News

Let’s Talk About Spiders

1.Content 2.Content 3.Content 3 Keys To SEO

1.Content Create as much as possible 2.Content Unlock the content you have Share it with the world through linking 3.Content Keep creating more 3 Keys To SEO

Articles Blogs Corporate Info Images Video Press Releases Podcasts Webinars Whitepapers Microsites Promotions Content is...

1.Test 2.Test 3.Test 3 Keys To SEM

1.Test You’re your targeting 2.Test Your ad copy and landing pages 3.Test Keep testing 3 Keys To SEM

Understand your target market Attract a qualified audience Coach the click Allow visitors to convert in a way that is natural to them Monitor performance to enable continuous improvement Paid Search Best Practices

Write ad copy to match intent Use keywords (remember semantic mapping) Test different ad copy Landing Pages match the ad Paid Search Best Practices

Not understanding intent Not using the same language as your target market Basic optimization not done (SEO) Landing pages too generic or not giving the user what they want Top 10 Mistakes…

No analytics or not capturing the right information (i.e. cookies not set to buying cycle) Broadly defined ad-groups Set it and forget mentality Top 10 Mistakes…

Focused on click metrics instead of conversion metrics Not doing day-parting and geo-targeting Big 3 blindness Top 10 Mistakes…

HARNESS THE POWER OF ONLINE MARKETING