go fish internet marketing - 2014

Internet MarketingBy Peter

Fish24th July 2014

gofishcc

12 years

Multi-channel

Technical

Google PartnerSA Moderator

Google Partner Academy – Regional Speaker

ROI-driven

Wide variety of clients Front Runner, Afrihost, Cape Union Mart,

Thornybush, Cellini, CUM Books

Go Fish Client Catchers

What do you want to achieve?

How do you achieve growth?

Strangers

• Attract Visitors

• Convert Clients

• DelightPromote

rs

3 main channelsSearchDisplayCommunities

How do you generate traffic?

What are you selling and who are you selling to?

Search engine marketing

Quality

Two types:Free (Organic)Paid (CPC / PPC)

Search

Search Results

How does Google decide?On-site (SEO)Off-siteQuality

Free Rankings

Content types: news, general articles, blogs, product reviews etc.

Link bait

Browsing bait

Content Strategy

Google AdWords Search NetworkCPC: R2 – R200CTR: 0.5% to 10%ComplexQuality score ImmediateEffective

Paid Rankings

Keyword researchVolumeCompetitionQuality

Keyword Targeting

How long is the avg. search term?

1 2 3 4 5 6 7 8 9

Search Term Length

How long is the avg. search term?

1 Word5%

2 Words22% 3 Words

25%

4+ Words48%

20% are unique

17% are searched only twice in 90 days

8% are searched only three times in 90 days

55%45%

Searches per Month

More than onceOnce or less

Keywords

chainsaw stihl chainsaw

stihl ms 170 chainsaw online shop cape town

Buying Cycle & The Long Tail

PurchaseResearchInterest

0 50

25

75

100

LEAST likely to

buy

MOST likely to

buy

Display Advertising

YouTube Advertising

AdWords Engagement Ads

Remarketing

Remarketing

Can you segment your target market?

Others

Build a Community

Interaction-driven

Social bookmark sharing (Online word of mouth)

Social Traffic

Multi-Channel?

Conversion optimisation– Clear offer & selling point– Trust building elements– Call-to-actions

Upselling “buy a cover with that?”

Cross-selling “people who bought that also bought these…”

Remarketing follow-up marketing: promotions, new products

Revenue Generation

Conversion Funnel

Traffic

3072 to 9517210%

Conversion Rate

2.27% to 3.4%49%

Revenue

70 to 324364%

The Effect

Mark Twain:

“There are three kinds of lies: lies, damned lies, and statistics.”

Analyse traffic Focus future plans Trial-and-error results A/B testing

Web Analytics

Who brings you the most value?

18-24 25-34 35-44 45-54 55-64 65+ R-

R1.00

R2.00

R3.00

R4.00

R5.00

R6.00

R7.00

R8.00

R9.00

R10.00

R4.68

R3.80

R8.61

R5.23 R5.07

R6.45

New Visitor Returning Visitor

R3.05

R7.88

male female

R4.83

R6.24

What value do your channels bring?

R-

R2.00

R4.00

R6.00

R8.00

R10.00

R12.00

R14.00 R13.02

R9.25

R6.91 R6.50

R5.61

R4.45 R4.04

R3.04

R0.38 R0.30 R- R- R- R-

Per Visit Value by Channel

www.GoFishClientCatchers.com

011 612 7460peter@gofishcc.com

gofishcc

Thank You!