Internet marketing simplified

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Internet marketing simplified!

• Dirk Wilson
• Fractional Advertising Pty Ltd

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About Fractional Advertising Pty Ltd

• Fractional Advertising is marketing company that
  specialises promoting the concept of Fractional
  Shared Vacation Ownership.
• We provide various internet marketing lead
  generation as well as B2B events for all shared
  ownership companies to communicate network
• Core products services
• www.fractionalownership.co.za The Fractional
  Network (50,000 users per year)
• Internet lead generation Cost Per Click
  campaigns
• Fractional Ownership Conferences 2006, 2007,
  2008, 2009
• Fractional Ownership workshops JHB, CPT, DBN

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Todays Topics VOASA conference

• Overview of South African Global internet usage
  
• Assessing your internet marketing goals
• Content strategy for your web pages
• Basic internet marketing tools on-line
  marketing channels
• Basic Social media / Web 2.0
• The power of search
• Search trends specific to Shared Vacation
  Ownership in Southern Africa

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Internet usage in South Africa

• here is an estimated 5 Million South Africans
  currently using the internet
• 4 have ADSL, 3G, HSDPA connections
• 92 have a Dial up connection
• 4 mobile phone internet access with GRPS 3G
  connections
• Each month these are roughly 7.1 million visitors
  viewing South African websites - including
  foreign visitors
• User volumes bandwidth speeds are expected to
  dramatically increase from August 2009 with the
  new Set com infrastructure already completed.
• 30 of properties purchased in South Africa were
  found via the internet

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Top 4 global internet search engines

• Number of searches in 2008 by search engine
• Google (37 billion searches) 60 of global
  searches
• Yahoo (8.5 billion searches)
• Baidu (3.3 billion searches)
• Microsoft (2.2 billion searches)

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Global internet populations number of unique
users in MILLIONS
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Global language search trends

• English language websites represent only 30 of
  the worlds websites
• Over 900 million internet users DONT speak
  English as a first language
• Key global search engines by region
• Europe,USA Africa use Google
• Chinese use Baidu to search
• Russians use Yandex to search

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What are your internet marketing goals?

• Evaluate your commercial objectives goals you
  expect to achieve from each type of advertising
  you book, for example
• Lead generation
• 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?
• Do you keep your brand visible when your
  competitors are invisible?
• Brand awareness
• Design the best banner advert you can, entice
  people to click to view more
• Select micro-targeted websites with the most
  focused audience

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What are your internet marketing goals?

• Educate Inform
• Provide reliable statistics and facts in your
  articles
• Dont make your press release a blatant sales
  pitch be subtle when promoting your company -
  editors will be more willing to publish your
  articles this way.
• Educate the buying public on the differences
  between shared ownership products
• Engage consumers with your brand / company
• Submit your comments on industry blogs, comment
  on other articles posted on websites link back
  to your website

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11 fundamentals of internet marketing success

• Optimise each page of your website (SEO - Search
  Engine Optimisation)
• Think individual web pages not website
• Hire a good copywriter frequently send articles
  to targeted websites
• Advertise on key micro-targeted websites
• Always use quality images banner adverts,
  always motivate viewers to click!
• Implement an inter-active branded social media
  campaign
• Create a blog, or frequently comment of other
  industry related blogs
• Implement a strong CPC (Cost Per Click) campaign
  Google Ad words
• Add Google Analytics to your web pages
• Each month measure the performance of all your
  marketing for ROI
• THINK FROM THE CONSUMERS PERSPECTIVE WHAT DO
  THEY WANT TO SEE HEAR ?

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Website optimisation

• Always post your articles to YOUR website first
• Each page of your website MUST have the correct
• Keywords Meta Tag information
• Page description page title
• Optimised content / copy
• Image tags (Alt tags)
• 3. The Meta tag info for each page MUST be
  related to the information on that page

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Web copywriting Article Syndication

• Hire an experienced knowledgeable professional
  that understands the industry company
• Be subtle when promoting your company products
  Dont make your articles blatant sales pitches
• Always include and image website link with each
  article you submit
• Keep paragraphs concise 4 to 6 lines per
  paragraph is good!

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Micro-targeted advertising

• Choose websites and web portals with the most
  targeted user base
• Industry specific websites are always looking for
  relative content to publish
• Choose the best position for your banner adverts,
  preferably where your banner advert will be
  displayed on every page of the website!
• Ask about the number of unique users as well as
  the number of page impressions (hits)
• Ask about the countries areas where these
  visitors are coming from

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Social media Face book

• Facebook (150 Million users)
• Create a business fan page
• Invite people to join as members
• Post articles, discussions, news
• Post video Photos
• Fans can interact with your brand
• Fans share with their friends

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Social media You Tube

• You Tube (500 Thousand videos posted)
• Create a page for your business
• Post your video clips to that page
• Embed your video links into your website for
  visitors to watch
• Consumers search for keywords
• Bandwidth is FREE
• Post your videos to other websites

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Social media twitter

• Twitter
• Barak Obama has 1,208,127 followers
• Create a business page for people to follow your
  tweets
• People search for groups people to follow their
  tweets
• Post regular comments, thoughts suggestions on
  topics
• Followers bring more followers

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Create or subscribe to a BLOG

• Create a branded blog for your company or CEO ?
• Post regular discussions articles
• Consumers can comment on your content or CEOs
  comments
• Engage consumers with your brand
• Add your video clips to your blog
• Link from /back to your website

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How does Google actually search?

• When consumers search with KEYWORDS or PHRASES
• For example Fractional ownership in Mexico
  Google spiders then.
• Search every website in the world for the web
  pages RELEVANT to the keywords
• Scans the CONTENT of each shortlisted web site
  page
• Checks over 128 algorithms on each shortlisted
  web page
• Checks for any BLACK HAT techniques used such
  as keyword stuffing
• Rates the most viewed, relevant, clean, OPTIMISED
  pages
• Then RANKS the web pages 1-10 on so forth
• ALL IN A FEW SECONDS!!!!!

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Organic ranking RIGHTCost per Click (CPC) LEFT
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Previous 12 months here are the world wide Google
searches for the for the keywords Fractional
ownership BLUE Timeshare RED
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Volume of global searches for the Keywords
Fractional Ownership Timeshare Private
Residence Club
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Growth in on-line marketing spend

• Over 2008 the UK alone spent over 3 Billion on
  internet marketing - 60 of this spend allocated
  to search campaigns alone
• With a rapidly growing internet user base
  combined with faster larger bandwidth
  allocation, South Africans are only on the tip of
  the iceberg in terms of market penetration
• By 2010 an estimated 30 million South Africans
  have fast internet access on their mobile phones
  alone.
• Internet marketing should COMPLIMENT your print
  marketing campaign, ensure that you implement
  brand experience consistency across both media
  channels.

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• Thank you for your time.