where to focus your digital marketing if you're smart. (2013)
TRANSCRIPT
Internet Marketing• Search Engine Marketing• Content Marketing• Email Marketing• Social Media Marketing• Affiliate Sales• Display Advertising
Introductory Note
We looked at over 3.2 million* visits to Irish websites over the first half of 2012.
88% of the traffic is Irish based and this is a cumulative measure of unique monthly visitors.
*a U.S. equivalent would be approx 280m (Ireland is small)
82% of total search traffic(53% of total traffic)
76% average per siteStill organic though…
Well Actually…
Direct Traffic: is it from space?• The problem with direct
traffic is that we don’t really know where it comes from or what affects it.
• A large percentage of it is company employees.
• We attribute the rest to Extra Terrestrials
We don’t really…
Referral: Who sent who?
11%Total website traffic
18%Avg per site 3.3%
of Referral
0.4% of all traffic
1.3% of Referral
0.2% of all visits
0.01% of Referral0.001% of Total
Total visits = 31.8% avg per site
More Aliens?Nope…On average
17%
of total referral traffic came from non social sources. Industry specific search and listings accounted for a good portion also.
We’re still
87% of the Market
and smug
We’re just
13% For now…
And you’re both PCs by the way…#justsayin
Anyone seen BB?
PCs Still Dominate
How it often happens• Buy a domain and
hosting.• Build a lovely looking
website.• Why aren’t the
customers here?• Internet marketing
doesn’t work??
Do you have the answer?• It’s not about displaying your wares.
– People don’t care about your product– Only that it solves there problem
• What are people searching for that you could be a solution to?
• Use that as your guide for internet marketing
Site Structure & Conent• Must reflect what people are looking for?
– For Paid and Organic Search• Use the Keyword Tool to see real searches
around your industry• Check the search volumes
Blogging – Article writing• Not about your lunch…• Solving problems of interest to your target
market• NOT just about you. If you work in Disaster
Recovery solutions. – Hurricane Sandy is of interest– Changes in Cloud Computing are of interest too
Other Forms of Marketing• Email
– Dependent on having a list– Use it to drive people to website
• Affiliate Marketing• Display Advertising
– CPM – Same principle as Print
Referral: Who sent who?
11%Total website traffic
18%Avg per site 3.3%
of Referral
0.4% of all traffic
1.3% of Referral
0.2% of all visits
0.01% of Referral0.001% of Total
Total visits = 31.8% avg per site
Social Media• Not as simple as it seems• Publisher model• Content Quality is vital• Earn the right to advertise/pitch
Social Media• Facebook
– Consumer• Linkedin
– Professional• Twitter
– Both – Engagement is difficult
Getting Started• Focus on SEM – Greatest benefit• Do your research• Get your site structure and content right• Write quality targeted content
– Supports SEM, Social and everything else
David & Anton
David founded Primary Position in 2004 after running one of Ireland’s largest software development houses for several years having previously worked for DELL. David is recognised as one of one of the foremost Search Marketers in Ireland
Anton joined Primary Position in 2011 as a partner, having previously launched and grown several tech startups an international events business and a local newspaper. Anton brings considerable strategic experience to the team.
What Primary Position Does• Digital Strategy• Search Engine Optimisation (SEO)• Pay per click Advertising Management (PPC)• Content Marketing• Online Branding, PR and Reputation Management• Social Media Strategy + Management
Well, get in touch then…
www.primaryposition.com