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E-marketing Class 3: Traffic

E-marketing Class 3: Traffic. José J. Cabrera y Charro Msc Office 2.94 (sporadically) jose.cabrera@hu.nl 06 5395 2422 http://nl.linkedin.com/in/josejaviercabreraycharro http://www.compassonlinemarketing.nl/blog. LinkedIn group : IMM eMarketing. Did you register? Activity

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E-marketing Class 3: Traffic

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  1. E-marketingClass 3: Traffic José J. Cabrera y Charro Msc Office 2.94 (sporadically) jose.cabrera@hu.nl 06 5395 2422 http://nl.linkedin.com/in/josejaviercabreraycharro http://www.compassonlinemarketing.nl/blog

  2. LinkedIngroup: IMM eMarketing • Didyou register? • Activity • Findinginspiration • Continue!

  3. Online marketing: TCEI-model TRAFFIC CONVERSION EXCELLENCE INNOVATION

  4. Remember conversion rate? Most important thing of all? Nope… No traffic, no conversion…

  5. Today: Traffic • What is traffic? • What are the main sources? • How to get traffic? • Is it free? • Whatcanyoupayfor traffic? • Somehandy tools foryourprojects!

  6. Analytics & Traffic

  7. How to get traffic? Direct traffic Referring sites Search engines

  8. Direct traffic • Good URL • Brand recognition & preference • Word-of-mouth (tell-a-friend) • Offline advertising • Promotions • PR • Repeatvisitors • E-mailings • Satisfiedcustomers

  9. Is direct traffic free?

  10. Referring sites • Incomming links • Own sites • External sites • Free • Paid • Trade • PR • Banners • Affiliates

  11. Payingforreferral traffic • CPM - 1000 views (€ 0,50 - € 25,00) • CPC - click (€ 0,10 - € 10,00) • CPL - lead (€ 1,00 - € 250,00) • CPA - conversion (€ 5,00 - € 500,00) • Revenue share (5% - 50%)

  12. Search engines

  13. Being nr 1….

  14. How tobe up there? SEO - Organic SEA - Paid Search engine advertising Costs money Does it? Start inmediately How to do it? Optimize landing page conversion Choosekeywords Write greatads Manage andoptimizeactively Optimizetitle/description • Search engine optimization • Free • Is it? • Takes time tobuild • How to do it? • On site optimization • ChooseKeyWordsto target • Write tekst with KW • Get incomming links • Link label • Optimizetitle/description

  15. OrganicvsPaid

  16. Title/description: get the click!

  17. How muchtopayfor a visitor? DiaperDeals

  18. How muchpotential traffic? • Google insight: • http://www.google.com/insights/search/ • Compare volume • Seasonality • Google Adwords • http://adwords.google.com • Volume per Keyword • Cost per click • Check the long tail

  19. Important questionstoanswer! • How much traffic is there? • How will you get traffic? • What’s your plan? • Direct visitors • Repeat visitors • Referral • Search engines • SEO • SEA • What will traffic cost you? • How will you make money on your traffic?

  20. Course structure • 1. Introduction • 2. Conversion • 3. Traffic • 4. Excellence • 5. Innovation • 6. Statistics • 7. Yourpresentations!

  21. Required reading this week • Video: http://www.compassonlinemarketing.nl/blog/excellence/hoe-een-start-up-winstgevend-werd-door-slimmer-werken/ • Diagram: http://www.compassonlinemarketing.nl/wp-content/uploads/Schermafbeelding-2011-07-25-om-08.35.03.png

  22. Contact me José J. Cabrera y Charro jose.cabrera@hu.nl Office 2.94 (sporadically) 06 5395 2422 http://nl.linkedin.com/in/josejaviercabreraycharro http://www.compassonlinemarketing.nl/blog

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