Top Secrets To E-Marketing Success

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Top Secrets To E-Marketing Success

• Joseph A. Mohay
• Online Sales Manager GlobalDirectories.com

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Agenda

• Who We Are
• Internet Usage In The Caribbean
• Types of Online Advertising
• Creating An Effective Website
• Search Engine Marketing
• Paid Search (PPC)
• Search Engine Optimization (SEO)
• Measurability and Reporting

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Global Directories 40 Years In Local Search

• Approx 2 million phonebook directories
  distributed in 16 countries in the Caribbean.
• Leading Internet Yellow Pages Sites Driving
  Hundreds Of Thousands Local Searches to our
  Advertisers (JamaicaYP.com, BarbadosYP.com, etc)
• Robust Local Content, Highly Authoritative,
  Highly Visible on Major Search Engines

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Caribbean Internet Usage Today
11,394,978 internet users 5,903,520
Facebook users
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Mobile Market Opportunity

• Caribbean has one of the highest levels of
  mobile phone penetration in the world.
• Mobile phone penetration in Latin America and
  the Caribbean reached an estimated 80 in early
  2009. The world average is approx 58.
• Together, Latin America and The Caribbean
  accounts for a total of 12 of the world's 3.97
  billion mobile subscribers.

Rise of the Caribbean Mobile Market Feb 14, 2011
1009 AM PDT
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More Than 100 Billion Searches / Month
Over 95 Start At A Search Engine Google, Yahoo,
Bing.com
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Types of Online Media

• Types
• Display
• SEM Search Engine Marketing
• SEO Search Engine Optimization
• Email Marketing
• Newsletters
• Video
• Viral Marketing (Word of Mouth)
• Classifieds
• Affiliate Marketing
• Desktop or Software
• Product Placement
• Pop Ups or Pop Unders
• Landing Pages
• Lead Gen
• Not really sold by Publishers

• Technologies
• Behavior Targeting
• Contextual Targeting
• IP or Geo Targeting
• Rich Media
• Rich Internet Applications (AJAX)
• Keyword Targeting / Adwords
• Video Scanning
• Social Media Targeting / Influencers

Est. Spending By Category
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Online Advertising Spend Projections

• Online Media Spend Will Double within 3 Years

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Effective Marketing Today
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Effective Websites
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Business Websites Inform Online Users
Accessible by all users
How to contact your business
Information about your business
Showcase why your business is different
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Consumers Want Information
Information about your business
Contact / More Info?
Why?
What?
When? How?
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Searchers Like Options
How to contact your business
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Coupons are opportunities
Give them an incentive to choose you 1st.
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Good Experience Sales Conversions

• Ten Tips For An Effective E-Commerce Website
• Make sure your site loads in 3-4 seconds or less
• Provide clear, easy-to-find contact information.
  On every page of your site
• Make stuff easy to find. From Nice Site to I
  am Ready To Buy Clear product links, sensible
  categories and a good site search on your site
  will all help
• Group information in a logical way. Put the
  pricing info, the quantity and any product
  options all right near the 'buy now' button . Put
  the product description, selling points and name
  together as well.
• Send an e-mail to customers when They place an
  order their order is confirmed their order
  ships out (include shipment tracking information

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Good Experience Sales Conversions

• Ten Tips For An Effective E-Commerce Website
  Cont.
• 6. Give your customers all the pricing
  information up-front.
• 7. Save their work if they leave a form field
  blank, show them the same page again, with all
  their data still in the form.
• 8. Offer ways to stay connected. Sign up for an
  e-mail newsletter, follow us on Facebook, Twitter
  subscribe to a latest news feed
• Write unique content with relevant keywords use
  bullets and call to action (not just paragraphs)
• Teach. Help your clients and customers make a
  good buying decision. If they dont buy they'll
  remember and they'll be back. Blogs are also
  great for educating clients and putting fresh
  content on the Search Engines. Google love its!

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Recommend Using PayPal Get Paid

• PayPal.com
• Currently PayPal.com operates at some level in
  more than 190 countries the services available
  for merchants vary from country to country.
• There are 3 basic services you can use on PayPal
• 1. Send money Money can be sent from one Paypal
  account to another from and to on any country.
• 2. Receive Money This applies to merchants that
  need payment methods on their websites. They can
  charge for credit cards for their products
• 3. Withdraw Money This is the tricky part, once
  you sold something, you need that money in your
  bank account. This can be done to a bank account,
  to a Visa Credit card, with a check from PayPal.
  This options are not available for all countries.
  You can check the available services by country
  on PayPals Website.
• For example, in Barbados you can only withdraw
  using one of this options
• To your Visa card issued in Barbados.
• To your US bank account.

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Will Your Site Be Found?
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Be Found in the Golden Triangle
The key area for top sponsored ads were looked at
by the participants 100 of the time. .
Eye-Tracking verifies the importance of page
position and rank in both Organic and PPC search
results for visibility and click through.
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Search Engine Marketing
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Search Engine Marketing Defined

• SEM is an acronym for "Search Engine Marketing.
  SEM is a form of internet marketing that seeks to
  promote websites by increasing their visibility
  in search engine result pages (SERPs).
• The primary SEM methods include
• Search engine optimization (SEO)
• Pay-per-click advertising (PPC)

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SERPs Search Engine Results Page

• Paid / Sponsored Ads
• Connect With Searchers That Are Looking For What
  You Sell. Pay Only When They Click On Your Ad And
  Go To Your Website. Get on The 1st Page Of Google
  Immediately

Organic Natural Results Website
must be deemed important In Google Eyes
Relevant, Authoritative, Popular. May Get To 1st
Page But Google Decides
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What is SEO?

• SEO is the process of editing a web sites
  content and code in order to improve visibility
  within one or more search engines. This is
  commonly referred to as on-site optimization.
• SEO also involves cultivating link popularity a
  key factor in achieving organic rankings in
  Google and other search engines. This is commonly
  referred to as off-site optimization.

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Search Engines Look For 3 Things

• Relevancy Is their rich, relevant content on
  your web pages and does the content on your web
  page inform and deliver value to the searcher.
  Content Is King!
• Popularity High number of natural-occurring
  inbound links.
• Authority Quality links deliver authority
  because they are viewed as trusted sources of
  content by Google. Internet Yellow Pages sites
  like BarbadosYP.com, JamaicaYP.com, etc.

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Title Tag
Steps To Optimize Page
Relevant Content Keywords
Keyword Rich Anchor Text
Local Address On Each Page
Site Map Outline of Site
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• Paid Authoritative Directories (Yahoo Directory,
  DMOZ, BOTW.org, Business.com, Internet Yellow
  Pages Sites)
• Local business organizations (Chamber Of
  Commerce, Design Caribbean)
• Make a list of the top sites in your Industry
  sector Hint To find sites in your industry by
  searching on industry name add url
• Issue press releases whenever you have relevant
  information to share. (PRWeb, PRLeap)
• See if retailers or other business partners might
  be willing to link to your site. Can you offer to
  do something for them like write an article in
  return for a link
• Develop business relationships with non-competing
  businesses in the same field ask if they will
  link to you and vice versa.
• Are there ways you can get involved in the
  community that would lead to reporters writing a
  story about you?
• Local newspapers and news sites are always on the
  lookout for local content.
• Find links to your competitors ? Use Yahoo Site
  Explorer

Basics Of Link Building
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What is Paid Search Marketing (PPC)?

• Pay Per Click advertising (PPC) is an auction.
• You decide how much you are willing to pay to
  appear when a keyword is searched on and which ad
  you want to appear when that happens.
• Your ad only appears to searchers looking for
  relevant products and services.
• You only pay when a searcher clicks on your ad.
• Originally the person who was willing to pay the
  most got the best position on the page.

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Why Choose You?
Make Sure You Capture You Get Them To Take Action
Contact / More Info?
Why?
What?
When? How?
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Why Invest in PPC ?

1. Effective way to reach customers at the moment
   they are ready to buy and at every other point in
   the sales/transaction funnel.
2. Your ad is only presented to consumers interested
   in your products and services and you only pay
   when they click on your ad.
3. Easy to measure consistently delivers higher
   relative ROI. (Hint Few advertisers now, lots of
   searchers are looking for you)
4. Offline Sales Occurs upwards of 50 of the time.
   (phone call, walk-in)
5. Your control where and when your ads show.
6. Targeting 1 or multiple countries with a click of
   a button
7. Dial it up and dial it down. Great for seasonal
   business

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PPC The Importance of Quality Score

• Nowadays it depends both on how much you are
  willing to pay and on your Quality Score.
• Your Quality Score varies for every keyword you
  bid on and is based on the following
• The click through rate of that keyword
• The relevancy of your ad text to the keyword it
  appears for
• The relevance of the landing page to the ad text
• The relevance of the landing page to the keyword
  
• The historical performance of your Adwords
  campaigns
• How your Adwords campaign is structured

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How do Ads Rank?
Why You Should Care about Quality Score?
- Google
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Ad Structure Example
Business name Acme Real Estate
Ad Group 4 Commercial Real
Estate
Ad Group 3 Property Mgmt
Ad Group Theme 1 Selling a Home
Ad Group Theme 2 Buying a Home
Selling a home Finding a Realtor Sell your
home ____________ ____________ ____________ ______
______ ____________ ____________ ____________ ____
________ ____________ ____________ ____________ __
__________ ____________ ____________ ____________
____________ ____________ ____________ ___________
_
Affordable homes Quality homes Homes for
sale ____________ ____________ ____________ ______
______ ____________ ____________ ____________ ____
________ ____________ ____________ ____________ __
__________ ____________ ____________ ____________
____________ ____________ ____________ ___________
_
Property Management Groups Renting my
Home ___________ ___________ ___________ ________
___ ___________ ___________ ___________ __________
_ ___________ ___________ ___________ ___________
___________ ___________ ___________ ___________ __
_________
Finding Commercial Property Affordable
Commercial Property ___________ ___________ ______
_____ ______________________ ___________ ________
___ ___________ ___________ ___________ __________
_ ___________ ___________ ___________ ___________
___________
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Campaign Targeting
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SEM Report - Sample
Driving Customers To Take Action!!
Relevant Effective Ads High CTR 2 or above
is ideal!
Testing Multiple Ads And Having A Targeted
Message Is Key To Successful Campaigns!
Allows For Multiple Target Markets-To Reach Wider
Audience
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SEM Report Sample
Focusing On All Of Your Ideal Customers!
Turning It Up When Needed!!
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Search Engine Marketing Recap SEO and PPC

• These are 2 very different methods of achieving
  search engine success that should be run in
  parallel so that the results of each can be used
  to improve the other. The key differences are
  outlined below

SEO PPC
Pros Free (you dont pay for every single click) Work done impacts on all search engines Some consumers prefer it Very versatile Very scientific Great Control Quick turnaround (results in days) You can bid on any keyword you like and as many as you like You only pay when someone clicks on your ad
Cons Less control Less scientific More difficult to analyze Have to focus on limited keywords Usually 3-12 months before impact is seen Optimization and campaign management are resource intensive can be quite complex You have to manage each search engine separately
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Questions?
Joseph A. Mohay Online Sales Manager Global
Directories Miami / Cayman Islands jmohay_at_global
directories.com Skype jmohay