driving web traffic presentation @ unsw kensington
TRANSCRIPT
Driving Web Traffic
@MatthewForzanewebmarketing.com.au
UNSW Kensington “Masters of Marketing”
CAUTIONThe following presentation may contain coarse language.
Parental supervision is advised.
@MatthewForzanewebmarketing.com.au
@MatthewForzanewebmarketing.com.au
Driving Web Traffic
@MatthewForzanewebmarketing.com.au
UNSW Kensington “Masters of Marketing”
@MatthewForzanewebmarketing.com.au
1.
2.
3.
4.
5
.
Digital Direction
1. Impressions
2. Clicks
3. Engagement
4. Conversion
5. $
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Campaign Workflow
Setting the Strategy
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Selecting channels
Common Channels
● Searcho Organic
o Paid
● Social
● Referral
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Organic Search (SEO)
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Search Engine Optimisation
Search (Organic)
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C.L.A.P4 Key Principles of SEO
Content
Links
Age
Pages
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Content
Links
Age
Pages
Email Marketing (EDM)
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Electronic Direct Mail
Common Misconceptions
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of Electronic Direct Mail...
1. Who reads emails
anymore?
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71% of Australian consumers check email at the
beginning of the day…
.... while only 17% check Facebook
Source: pira.com.au
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@MatthewForzanewebmarketing.com.au
2. SPAM! SPAM!
SPAMSPAMSPAMSPAM
77% of people prefer to receive marketing messages
via Email
Source: marketingland.com
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3.Quantity > Quality
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Quantity Quality
4. If I give out my email address,
I’ll get spammed!
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5. Who clicks these emails
anyway?
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Nigerian Prince Needs Your Help!
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1 out of 12,500,000 spam emails will get a response
Source: econsultancy.com
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Researchers estimate that with a large list,
spammers can earn up to $3.5mil / year
Source: techrada.com
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Average Open Rate: 20%
Average Click Through Rate: 5.5%
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How Does Email Marketing Work?
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Campaign
Hi (firstname),
We’re having 20% off all our items!
Come and check out our sale. You’ve
been a loyal customer of ours so use
this coupon code [lolfreestuff] to get
free shipping too! WOW!
Linktowebsite
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Database
A Good Email Campaign Will...
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Have Strong Calls to Action
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Be Relevant & Engaging
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Arouse Curiosity
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Be Highly Targeted
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Examples
jetstar.com.au - buy one, get one free.
bookdepository.co.uk - 10% off next order.
Content Marketing
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Content is Married to SEO & Social
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Infographics
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Case Study - dollarshaveclub.com
● Invested $4,500
● 5,000 Signups on the FIRST DAY
● ~6.4 million views
● 2nd page of Google for “mens razors”
● Still being used in case studies :P
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Another Example
howfastisthenbn.com.au
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Content Marketing Summary
● Creativity is more important than the amount of marketing $$ you have to
spend
● Create the best content that you possibly can and everything else will
come
o Rankings from links
o Traffic from rankings
o Sales from traffic
● Create content that web-savvy people want share
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Cheers! Keep in touch :)
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@MatthewForzan
ewebmarketing.com.au