by michelle henson operite marketing...by michelle henson. operite marketing . ... marketing...
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Finding more customers through online marketing strategiesBy Michelle HensonOperite Marketing www.operite.com.au
22 years in Marketing, MBA
3 Countries
Lead Generation
Owner of multiple businesses
Large range of industries –majority small business from 2-50 employees
SMMW18
Operite – what we do
SALES
81% of shoppers conduct online research before making big purchases. 72% of consumers who did a local search visited a store within 8km. 30% of mobile searches are related to a location. 28% of searches for something nearby result in a purchase. Local searches lead 50% of mobile visitors to visit stores within one day. 78% of local-mobile searches result in offline purchases. 71% of B2B researchers start their research with a generic search. B2B researchers do 12 searches on average prior to engaging on a specific brand's site. 72% of marketers say relevant content creation was the most effective SEO tactic. Important for when you are not ranking
(Source: https://www.hubspot.com/marketing-statistics)
Digital marketing is an umbrella term for all of your online marketing efforts. Businesses leverage digital channels such as Google search, social media, email, and their websites to connect with their current and prospective customers.
Search Engine Optimisation (SEO) - The process of optimising your website to ‘rank’ higher in search engine results pages, therefore increasing the amount of organic (or free) traffic that your website receives.
Content Marketing - The creation and promotion of content assets for the purpose of generating brand awareness, traffic growth, lead generation, or customers.
Inbound Marketing - Inbound marketing refers to the ‘full-funnel’ approach to attracting, converting, closing, and delighting customers using online content.
Social Media Marketing - The practice of promoting your brand and your content on social media channels to increase brand awareness, drive traffic, and generate leads for your business.
Native Advertising - refers to advertisements that are primarily content-led and featured on a platform alongside other, non-paid content. BuzzFeed sponsored posts are a good example, but many people also consider social media advertising to be ‘native’ -- for example, Facebook advertising and Instagram advertising.
Pay-Per-Click (PPC) - A method of driving traffic to your website by paying a publisher every time your ad is clicked. One of the most common types of PPC is Google AdWords.
Marketing Automation - software that exists with the goal of automating marketing actions. Email Marketing - Companies use email marketing as a way of communicating with their audiences. Email is often used to promote content, discounts and events, as well as to direct people towards the business’ website.
Online PR – The practice of securing earned online coverage with digital publications, blogs, and other content-based websites. It’s much like traditional PR, but in the online space.
MEASURING YOUR SITE PERFORMANCE No point in marketing if you have low scores
Open on Desktop
Open on Mobile
https://gtmetrix.com/
https://developers.google.com/speed/pagespeed/insights/
https://tools.pingdom.com/
https://seositecheckup.com/
Use these tools to measure Mobile vs Desktop and identify key issues
There are no diet pills
Be wary of SEO firms and web consultants or agencies that send you email out of the blue.
No one can guarantee a #1 ranking on Google.
Do your own analysis & research
Factor costs vs time & knowledge. From $200 pw
Technical SEO vs Content
Check Google Guidelines
Adwords help is legit to a point
Good to have an understanding of SEO yourself as no one knows your business or industry like you do
Every 1% makes a difference Claim your listing on Google & Bing (verify) Page Speed Relevance of content Backlinks – Local Search, Yellow Pages, Clients, Articles, Blogs, Social, Industry Directories Mobile Responsiveness Search Console & Sitemaps Alt Tag images (Yoast seo) Optimise images Meta Tags & Site Descriptions REVIEWS Keywords in text, pages, Meta, images Structured Data – products, opening times, location
Important for; Search Ranking Website Ads Content Getting the right visitors
Answer the public
Google Keyword Planner
kwfinder.com
SEMrush
Every persona has a different need or want for your product
Generic advertising does not appeal to all and leads to lower CTR and higher Bounce
Personas lead to better targeting of ads & content
More cost effective
Proper Keyword targeting
Improve results and ROI
1. Facebook – 15,000,000 Monthly Active Australian Users (steady)2. YouTube – 15,000,000 Unique Australian Visitors per month (UAVs)3. Instagram – 9,000,000 Monthly Active Australian Users (FB/ Instagram data)4. WordPress.com – 5,700,0005. WhatsApp – 5,000,000 Active Australian Users6. LinkedIn – 4,200,000 Monthly Active Australian Users approx7. Snapchat – 4,000,000 DAILY Active Australian Users (Snapchat data)8. Tumblr – 3,800,0009. Twitter – 3,000,000 Monthly Active Australian Users approx10. Tinder – 3,000,000 Australian users (my estimation)11. TripAdvisor – 2,800,00012. WeChat - 2,750,000 Monthly Active Australian Users approx13. Yelp – 1,500,00014. Blogspot- 1,300,00015. Flickr – 480,00016. Pinterest – 290,00017. Reddit – 110,00018. MySpace – 75,00019. RenRen – 70,000 Monthly Active Australian Users approx20. Google Plus – 55,000 Monthly active Australian users approx21. StumbleUpon – 39,00022.Weibo – 30,000 Monthly Active Australian Users approx23. Foursquare/Swarm – 10,00024. Digg – 10,00025 P i 9 000
Organic vs PAID
Engagement
Quality vs Quantity of followers
Organic & Boosted vs Ads
Facebook Business Insights
Pixel
Can go straight to Insta
Audience Selection
Video
Headline 230 Characters
Headline 130 Characters
Description80 Characters
SitelinksNo guarantee of what will showGoogle chooses
Call outsNo guarantee of what will showGoogle chooses
Text path2 x 15 Characters
INSTAGRAM STORIES & HIGHLIGHTS All-hashtag
#darwin #darwinnt #darwinlife#darwinning #darwinwaterfront#darwinstyle #darwinfood#darwinharbour #darwinfoodies#darwincity #darwinwedding#darwinfestival #darwinfashion#darwinmums #darwinfoodie#darwinfitness #darwincup#darwinonthetrail #darwintours#eatshopdarwin #tourismtopend
Hootsuite – manage up to 3 social channels for free
Linktr.ee – multiple links from BIO in Instagram
Mailchimp – free email marketing up to 2,000 subscribers
Canva – design your own graphics easily without design skills
Planoly – Instagram Planner
CRM system or Database Mailchimp, Infusion Soft, Constant Contact, Autopilot, Hubspot
Diligence in entering manual leads
Automate capture/FB/Web integrations
Follow NPP – Privacy Statement
SPAM ACT
Frequency
Relevancy
Customize the “From” line.
Write clear subject lines.
Address your reader by name.
Brand your company.
Personalize your content.
Deliver a strong call to action. Send HTML and plain text emails.
Make it easy to unsubscribe.
How is this set-up on your site
Google Console
Google Tag Manager
Adwords tracking
Bounce Rate
Traffic Sources
Entry Page
Marketing that involves the creation and sharing of online material (such as videos, blogs, and social media posts) that does not explicitly promote a brand but is intended to stimulate interest in its products or services.
“If you’re not content marketing, you're not marketing"
LinkedIn Articles
Blog Articles
Ebooks, Reports, Infographics
Videos, how-to, storytelling, experience
Outbrain
Increase your entry pages
Provide Value
Build Trust
Position yourself as the leader/expert
Need skill or supplier with writing (ghostblogging)
Keywords
Topics
Placements
5% to maintain level of business GR
10% for growth
Can include; Marketing Personnel/Consultants Social Media Marketing Online Marketing, Adwords, Retargetting Apps & Subscriptions Website Collateral ATL Advertising CRM
Grants available for Marketing from NTG - $5,000
MARKETING PLANNING SESSIONS Can be hard to do all on your own SEO OneonOne Consulting Specific Projects Marketing planning workshop with
likeminded business owners Identify your target audience personas Build 6 month Marketing Plan Create Content Calendar Set-up social automation Choose the best Social Platforms Adwords written
Email me for further information [email protected]
Action! Do something day to get your marketing in motion
Presentation available at www.operite.com.au/tools
Adwords character excel tool