1. E-marketing Class 3: Traffic José J. Cabrera y Charro Msc Office 2.94 (sporadically) jose.cabrera@hu.nl 06 5395 2422 http://nl.linkedin.com/in/josejaviercabreraycharro http://www.compassonlinemarketing.nl/blog

2. LinkedIn group: IMM eMarketing n Did you register? n Activity n Finding inspiration n Continue!

3. Online marketing: TCEI-model TRAFFIC CONVERSION EXCELLENCE INNOVATION

4. Remember conversion rate? Most important thing of all? Nope… No traffic, no conversion…

5. Today: Traffic n What is traffic? n What are the main sources? n How to get traffic? n Is it free? n What can you pay for traffic? n Some handy tools for your projects!

6. Analytics & Traffic

7. How to get traffic? Direct traffic Referring sites Search engines

8. Direct traffic n Good URL n Brand recognition & preference n Word-of-mouth (tell-a-friend) n Offline advertising n Promotions n PR n Repeat visitors n E-mailings n Satisfied customers

9. Is direct traffic free?

10. Referring sites n Incomming links n Own sites n External sites n Free n Paid n Trade n PR n Banners n Affiliates

11. Paying for referral traffic n CPM- 1000 views(€ 0,50 - € 25,00) n CPC- click(€ 0,10 - € 10,00) n CPL- lead(€ 1,00 - € 250,00) n CPA- conversion(€ 5,00 - € 500,00) n Revenue share(5% - 50%)

12. Search engines

13. Being nr 1….

14. How to be up there? SEO - Organic n Search engine optimization n Free n Is it? n Takes time to build n How to do it? n On site optimization n Choose KeyWords to target n Write tekst with KW n Get incomming links n Link label n Optimize title/description SEA - Paid n Search engine advertising n Costs money n Does it? n Start inmediately n How to do it? n Optimize landing page conversion n Choose keywords n Write great ads n Manage and optimize actively n Optimize title/description

15. Organic vs Paid

16. Title/description: get the click!

17. How much to pay for a visitor?

18. How much potential traffic? n Google insight: n http://www.google.com/insights/search/ http://www.google.com/insights/search/ n Compare volume n Seasonality n Google Adwords n http://adwords.google.com http://adwords.google.com n Volume per Keyword n Cost per click n Check the long tail

19. Important questions to answer! n How much traffic is there? n How will you get traffic? n What’s your plan? n Direct visitors n Repeat visitors n Referral n Search engines n SEO n SEA n What will traffic cost you? n How will you make money on your traffic?

20. Course structure n 1. Introduction n 2. Conversion n 3. Traffic n 4. Excellence n 5. Innovation n 6. Statistics n 7. Your presentations!

21. Required reading this week n Video: http://www.compassonlinemarketing.nl/blog/ex cellence/hoe-een-start-up-winstgevend-werd- door-slimmer-werken/ http://www.compassonlinemarketing.nl/blog/ex cellence/hoe-een-start-up-winstgevend-werd- door-slimmer-werken/ n Diagram: http://www.compassonlinemarketing.nl/wp- content/uploads/Schermafbeelding-2011-07- 25-om-08.35.03.png http://www.compassonlinemarketing.nl/wp- content/uploads/Schermafbeelding-2011-07- 25-om-08.35.03.png

22. Contact me José J. Cabrera y Charro jose.cabrera@hu.nl Office 2.94 (sporadically) 06 5395 2422 http://nl.linkedin.com/in/josejaviercabreraycharro http://www.compassonlinemarketing.nl/blog