IDEP - How To Market and Advertise Your Business Online
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Transcript of IDEP - How To Market and Advertise Your Business Online
How To Market and Advertise Your Business Using Social Media
Illawarra
What’s tonight about?
• Using Social Media To Reach Your Target Market
• The Pros and Cons of Digital Advertising
• How to Write Powerful Online Ads
• 3 Keys To Avoid Over Spending
Some Facts
• 89.62% of Australians use the internet
• Making 6,000,000 searches per done on Google Australia
• 63.9% of people use search engines as first step in buying
• 54.6% start searching 1-3 months before buying
• 59.6% of clicks are on top 3 organic listings
• 55% of people spend less than 15 seconds on a website
= Traffic
Paid Adverts
Search
Social Media
© Mayvin Training Institute Pty Ltd
When is traffic
worthless?
© Mayvin Training Institute Pty Ltd
© Mayvin Training Institute Pty Ltd
It should be clear and easy to navigate
Show the value you offer
Be customer centric
Be interactive
Show your brand and brand values
CAPTURE LEADS© Mayvin Training Institute Pty Ltd
Your Website is Your Place of Business
Which Social Media Platforms?
© Mayvin Training Institute Pty Ltd
• Facebook – too many people to ignore
• Linked In – B2B and professional networking
• Instagram – 17 – 35 year olds
• Pinterest – female, 30+
• Twitter – news, publishing, celebs,drive traffic
• YouTube – huge volume of video being consumed by all ages
Which Platforms?
Pros and Cons
What Can Digital Ads Do?
• Send traffic anywhere on the internet• Your social media platforms• Your website• A landing page
• Increase visibility of your posts/updates• Get your business on page 1!• Increase brand awareness
• broadly available
• targeted audience
• cost effective
• measurable
Benefits/Opportunities
Risks
• terminology can be tricky
• learn first
• results depend on quality of ads
• you commit to a budget, it is likely to be spent
• test, tweak and re-test
Terminology
1. Pay Per Impression (PPM)
• You pay when your ad is shown
2. Pay Per Click (PPC)
• You pay when your ad is clicked
3. Boost Post
• Pushes post into more newsfeeds
Powerful Ads
What is the trick?
© Mayvin Training Institute Pty Ltd
Powerful ads:
1. High click through rateNo of appearances/times on screen x 100%
No of times clicked
2. High conversion No of times clicks x 100% No of transactions
5 Keys to Powerful Ads
1. Send traffic somewhere they can convert2. Short and sweet – no need to fill all space3. Include CTA (reason to click)4. Exclude irrelevant audience5. Know your keywords
Identify a need
Choose a tool to search with
Describe their need to
search tool
Search tool provides
search results
Click relevant results to find
info/products/businesses
© Mayvin Training Institute Pty Ltd
How Do People Search1
5
4 3
2
The words “searchers” use are called search terms
OR
Keywords to the person trying to be found
IT IS CRITICAL TO KNOW YOUR KEYWORDS
© Mayvin Training Institute Pty Ltd
How Will People Find You?
• Use Google Keyword Plannerhttp://www.adwords.google.com/
• Go to Tools, Keyword Planner
• Search and sort
• Choose at least 20 core target keywords
© Mayvin Training Institute Pty Ltd
Choose Your Keywords
Let’s get your business on Page 1!1. Choose 1 keyword for which you are currently not on page 1
2. Go to http://www.adwords.google.com/
3. Sign in or create an account
4. Select Campaigns
5. Click +Campaign and selectSearch Network only
6. Choose your audience
7. Nominate your budget
8. Write your ad
9. Submit for review
3 Keys To Avoid Overspending
1. Know your target audience• who• where
2. Define budget carefully • daily budget• start and end date
3. Split test, split test, split test and monitor and measure
Thank you for attendingSee you ONLINE!