Internet marketing simplified!Internet marketing simplified!

Dirk Wilson Dirk Wilson

Fractional Advertising Pty LtdFractional Advertising Pty Ltd

About Fractional Advertising Pty Ltd About Fractional Advertising Pty Ltd

• Fractional Advertising is marketing company that specialises promoting the concept of Fractional Advertising is marketing company that specialises promoting the concept of Fractional & Shared Vacation Ownership.Fractional & Shared Vacation Ownership.

• We provide various internet marketing lead generation as well as B2B events for all shared We provide various internet marketing lead generation as well as B2B events for all shared ownership companies to communicate & network ownership companies to communicate & network

Core products & services Core products & services

• www.fractionalownership.co.zawww.fractionalownership.co.za & The Fractional Network ( & The Fractional Network (50,000 users per year50,000 users per year))• Internet lead generation & Cost Per Click campaigns Internet lead generation & Cost Per Click campaigns • Fractional Ownership Conferences 2006, 2007, 2008, 2009Fractional Ownership Conferences 2006, 2007, 2008, 2009• Fractional Ownership workshops JHB, CPT, DBN Fractional Ownership workshops JHB, CPT, DBN

Today’s Topics VOASA conferenceToday’s Topics VOASA conference

1.1. Overview of South African & Global internet usage Overview of South African & Global internet usage 2.2. Assessing your internet marketing goals Assessing your internet marketing goals 3.3. Content strategy for your web ‘pages’ Content strategy for your web ‘pages’ 4.4. Basic internet marketing tools & on-line marketing channels Basic internet marketing tools & on-line marketing channels 5.5. Basic Social media / Web 2.0 Basic Social media / Web 2.0 6.6. The power of search The power of search 7.7. Search trends specific to Shared Vacation Ownership in Southern Africa Search trends specific to Shared Vacation Ownership in Southern Africa

Internet usage in South AfricaInternet usage in South Africa

here is an estimated here is an estimated 5 Million5 Million South Africans currently using the internet South Africans currently using the internet

• 4% have ADSL, 3G, HSDPA connections 4% have ADSL, 3G, HSDPA connections • 92% have a Dial up connection 92% have a Dial up connection • 4% mobile phone internet access with GRPS & 3G connections 4% mobile phone internet access with GRPS & 3G connections

Each month these are roughly Each month these are roughly 7.1 million7.1 million visitors viewing South African websites - visitors viewing South African websites - including foreign visitors including foreign visitors

User volumes & bandwidth speeds are expected to dramatically increase from August User volumes & bandwidth speeds are expected to dramatically increase from August 2009 with the new Set com infrastructure already completed. 2009 with the new Set com infrastructure already completed.

30%30% of properties purchased in South Africa were found via the internet of properties purchased in South Africa were found via the internet

Top 4 global internet search enginesTop 4 global internet search engines

Number of searches in 2008 by search engine Number of searches in 2008 by search engine

1.1. Google (37 billion searches) = Google (37 billion searches) = 60% of global searches60% of global searches 2.2. Yahoo (8.5 billion searches) Yahoo (8.5 billion searches) 3.3. Baidu (3.3 billion searches) Baidu (3.3 billion searches) 4.4. Microsoft (2.2 billion searches) Microsoft (2.2 billion searches)

Global internet populations & number of Global internet populations & number of unique users unique users in in MILLIONSMILLIONS

Global language & search trendsGlobal language & search trends

• English language websites represent English language websites represent only only 30%30% of the worlds websites of the worlds websites

• Over 900 million internet users Over 900 million internet users DON’T speak English as a first DON’T speak English as a first language language

Key global search engines by region Key global search engines by region

• Europe,USA & Africa use ‘Google’Europe,USA & Africa use ‘Google’• Chinese use ‘Baidu’ to search Chinese use ‘Baidu’ to search • Russians use ‘Yandex’ to search Russians use ‘Yandex’ to search

What are your internet marketing goals?What are your internet marketing goals? Evaluate your commercial objectives & goals you expect to achieve from each type of advertising Evaluate your commercial objectives & goals you expect to achieve from each type of advertising

you book, for example: you book, for example:

Lead generationLead generation

• What quantity & quality lead to you expect to achieve in current economic times? What quantity & quality lead to you expect to achieve in current economic times?

• What lead ‘converted to sale’ rate is acceptable for the total amount spent? What lead ‘converted to sale’ rate is acceptable for the total amount spent?

• Do you keep your brand visible when your competitors are invisible? Do you keep your brand visible when your competitors are invisible?

Brand awarenessBrand awareness

• Design the best banner advert you can, entice people to click to ‘view more’ Design the best banner advert you can, entice people to click to ‘view more’

• Select Select micro-targeted micro-targeted websites with the most focused audience websites with the most focused audience

What are your internet marketing goals?What are your internet marketing goals?

Educate & InformEducate & Inform

• Provide reliable statistics and facts in your articles Provide reliable statistics and facts in your articles

• Don’t make your press release a blatant sales pitchDon’t make your press release a blatant sales pitch – be subtle when promoting your – be subtle when promoting your company - editors will be more willing to publish your articles this way.company - editors will be more willing to publish your articles this way.

• Educate the buying public on the Educate the buying public on the differencesdifferences between shared ownership products between shared ownership products

Engage consumers with your brand / company Engage consumers with your brand / company

• Submit your comments on industry blogs, comment on other articles posted on Submit your comments on industry blogs, comment on other articles posted on websites & link back to your website websites & link back to your website

11 fundamentals of internet marketing success11 fundamentals of internet marketing success

1.1. Optimise each page of your website (SEO - Search Engine Optimisation) Optimise each page of your website (SEO - Search Engine Optimisation) 2.2. Think individual web ‘pages’ not websiteThink individual web ‘pages’ not website3.3. Hire a good copywriter & frequently send articles to targeted websites Hire a good copywriter & frequently send articles to targeted websites 4.4. Advertise on key micro-targeted websites Advertise on key micro-targeted websites 5.5. Always use quality images & banner adverts, always motivate viewers to click! Always use quality images & banner adverts, always motivate viewers to click! 6.6. Implement an inter-active branded social media campaign Implement an inter-active branded social media campaign 7.7. Create a blog, or frequently comment of other industry related blogs Create a blog, or frequently comment of other industry related blogs 8.8. Implement a strong CPC (Cost Per Click) campaign – Google Ad words Implement a strong CPC (Cost Per Click) campaign – Google Ad words 9.9. Add Google Analytics to your web ‘pages’ Add Google Analytics to your web ‘pages’ 10.10. Each month measure the performance of all your marketingEach month measure the performance of all your marketing for ROI for ROI

11.11. THINK FROM THE CONSUMERS PERSPECTIVE – WHAT DO THEY WANT TO SEE & HEAR ?THINK FROM THE CONSUMERS PERSPECTIVE – WHAT DO THEY WANT TO SEE & HEAR ?

Website optimisationWebsite optimisation 1.1. Always post your articles to YOUR Always post your articles to YOUR

website first website first

2.2. Each page of your website MUST Each page of your website MUST have the correct: have the correct:

• Keywords & Meta Tag information Keywords & Meta Tag information • Page description & page title Page description & page title • Optimised content / copy Optimised content / copy • Image tags (Alt tags)Image tags (Alt tags)

3. The Meta tag info for each page MUST 3. The Meta tag info for each page MUST be related to the information on be related to the information on that pagethat page

Web copywriting & Article SyndicationWeb copywriting & Article Syndication • Hire an experienced & Hire an experienced &

knowledgeable professional that knowledgeable professional that understands the industry & company understands the industry & company

• Be subtle when promoting your Be subtle when promoting your company & products – Don’t make company & products – Don’t make your articles blatant sales pitches your articles blatant sales pitches

• Always include and image & website Always include and image & website link with each article you submit link with each article you submit

• Keep paragraphs concise 4 to 6 Keep paragraphs concise 4 to 6 lines per paragraph is goodlines per paragraph is good!!

Micro-targeted advertisingMicro-targeted advertising • Choose websites and web portals Choose websites and web portals

with the most targeted user base with the most targeted user base

• Industry specific websites are Industry specific websites are always always looking for looking for relative relative content to publish content to publish

• Choose the best position for your Choose the best position for your banner adverts, preferably where banner adverts, preferably where your banner advert will be displayed your banner advert will be displayed on every page of the website! on every page of the website!

• Ask about the number of unique Ask about the number of unique users as well as the number of page users as well as the number of page impressions (hits) impressions (hits)

• Ask about the countries & areas Ask about the countries & areas where these visitors are coming fromwhere these visitors are coming from

Facebook Facebook (150 Million users) (150 Million users)

• Create a business fan page Create a business fan page • Invite people to join as membersInvite people to join as members• Post articles, discussions, news Post articles, discussions, news • Post video & Photos Post video & Photos • Fans can interact with your brand Fans can interact with your brand • Fans share with their friends Fans share with their friends

Social media – Face bookSocial media – Face book

Social media – You TubeSocial media – You Tube

You TubeYou Tube (500 Thousand videos posted) (500 Thousand videos posted)

• Create a page for your business Create a page for your business • Post your video clips to that page Post your video clips to that page • Embed your video links into your Embed your video links into your

website for visitors to watchwebsite for visitors to watch• Consumers search for keywords Consumers search for keywords • Bandwidth is FREE Bandwidth is FREE • Post your videos to other websites Post your videos to other websites

Social media – twitterSocial media – twitter TwitterTwitter Barak Obama has Barak Obama has 1,208,1271,208,127 followers followers

• Create a business page for people Create a business page for people to follow your ‘tweets’ to follow your ‘tweets’

• People search for groups & people People search for groups & people to follow their tweets to follow their tweets

• Post regular comments, thoughts & Post regular comments, thoughts & suggestions on topics suggestions on topics

• Followers bring more followers Followers bring more followers

Create Create oror subscribe to a BLOG subscribe to a BLOG • Create a branded blog for your Create a branded blog for your

company or CEO ? company or CEO ?

• Post regular discussions & articles Post regular discussions & articles

• Consumers can comment on your Consumers can comment on your content or CEO’s comments content or CEO’s comments

• Engage consumers with your Engage consumers with your brand brand

• Add your video clips to your blog Add your video clips to your blog

• Link from /back to your websiteLink from /back to your website

How does Google actually search?How does Google actually search?

When consumers search with When consumers search with KEYWORDSKEYWORDS or or PHRASES PHRASES

For example ‘For example ‘Fractional ownership in MexicoFractional ownership in Mexico’ Google spiders then….’ Google spiders then….

• Search every website in the world for the web pages Search every website in the world for the web pages RELEVANTRELEVANT to the keywords to the keywords • Scans the Scans the CONTENTCONTENT of each shortlisted web site page of each shortlisted web site page • Checks over 128 algorithms on each shortlisted web page Checks over 128 algorithms on each shortlisted web page • Checks for any ‘Checks for any ‘BLACK HATBLACK HAT’ techniques used – such as keyword stuffing ’ techniques used – such as keyword stuffing • Rates the Rates the most viewedmost viewed, , relevantrelevant, clean, , clean, OPTIMISEDOPTIMISED pages pages• Then Then RANKSRANKS the web pages 1-10 on so forth the web pages 1-10 on so forth

ALL IN A FEW SECONDS!!!!!ALL IN A FEW SECONDS!!!!!

Organic ranking Organic ranking RIGHTRIGHTCost per Click (CPC) Cost per Click (CPC) LEFTLEFT

Previous 12 months here are the world wide Google Previous 12 months here are the world wide Google searches for the for the keywords: searches for the for the keywords: ‘Fractional ownership’ ‘Fractional ownership’ BLUE BLUE & & ‘Timeshare’ ‘Timeshare’ REDRED

Volume of global searches for the Keywords: Volume of global searches for the Keywords:

‘‘Fractional OwnershipFractional Ownership’ | ‘’ | ‘TimeshareTimeshare’ | ’ | Private Residence ClubPrivate Residence Club

Growth in on-line marketing spendGrowth in on-line marketing spend

Over 2008 the UK alone spent over £ 3 Billion on internet marketing - 60 % of Over 2008 the UK alone spent over £ 3 Billion on internet marketing - 60 % of this spend allocated to ‘search’ campaigns alone this spend allocated to ‘search’ campaigns alone

With a rapidly growing internet user base – combined with faster & larger With a rapidly growing internet user base – combined with faster & larger bandwidth allocation, South Africans are only on the tip of the iceberg in bandwidth allocation, South Africans are only on the tip of the iceberg in terms of market penetration terms of market penetration

By 2010 an estimated 30+ million South Africans have fast internet access on By 2010 an estimated 30+ million South Africans have fast internet access on their mobile phones alone. their mobile phones alone.

Internet marketing should COMPLIMENT your print marketing campaign, ensure Internet marketing should COMPLIMENT your print marketing campaign, ensure that you implement brand experience consistency across both media that you implement brand experience consistency across both media channels. channels.

Thank you for your time. Thank you for your time.