Top Secrets To E-Marketing Success - PowerPoint PPT Presentation

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Top Secrets To E-Marketing Success


Top Secrets To E-Marketing Success Joseph A. Mohay Online Sales Manager – PowerPoint PPT presentation

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Title: Top Secrets To E-Marketing Success

Top Secrets To E-Marketing Success
  • Joseph A. Mohay
  • Online Sales Manager

  • 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

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 (,, etc)
  • Robust Local Content, Highly Authoritative,
    Highly Visible on Major Search Engines

Caribbean Internet Usage Today
11,394,978 internet users 5,903,520
Facebook users
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
More Than 100 Billion Searches / Month
Over 95 Start At A Search Engine Google, Yahoo,
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
Online Advertising Spend Projections
  • Online Media Spend Will Double within 3 Years

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

Good Experience Sales Conversions
  • Ten Tips For An Effective E-Commerce Website
  • 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!

Recommend Using PayPal Get Paid
  • Currently 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.

Will Your Site Be Found?
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.
Search Engine Marketing
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)

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

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

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,, etc.

Title Tag
Steps To Optimize Page
Relevant Content Keywords
Keyword Rich Anchor Text
Local Address On Each Page
Site Map Outline of Site
  • Paid Authoritative Directories (Yahoo Directory,
    DMOZ,,, 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

Basics Of Link Building
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.

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

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
  • How your Adwords campaign is structured

How do Ads Rank?
Why You Should Care about Quality Score?
- Google
Ad Structure Example
Business name Acme Real Estate
Ad Group 4 Commercial Real
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 ___________ ___________ ______
_____ ______________________ ___________ ________
___ ___________ ___________ ___________ __________
_ ___________ ___________ ___________ ___________
Campaign Targeting
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
SEM Report Sample
Focusing On All Of Your Ideal Customers!
Turning It Up When Needed!!
(No Transcript)
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

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
Joseph A. Mohay Online Sales Manager Global
Directories Miami / Cayman Islands jmohay_at_global Skype jmohay
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