Palestra "Google Marketing" Blumenau - 30jul09
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Transcript of Palestra "Google Marketing" Blumenau - 30jul09
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Arthur Schopenhauer (1788-1860)
“Todo o homem
toma os limites de
GOOGLE MARKETING – BLUMENAU – 30/07/09
toma os limites de
seu próprio campo
de visão como os
limites do mundo”
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MUDANÇA DE PARADIGMAS
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Blogs e microblogs
Wikis
SAAS
Redes sociais
Credibilidade
“Grátis”
Melhoria contínua
Ferramentas
Conteúdo
Atitudes
WEB 2.0
GOOGLE MARKETING – BLUMENAU – 30/07/09
Redes sociais
Mashups
Tags
Palavras-chaveReputação
Comentários
Crowdsourcing
WEB 2.0
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Negócio: VENDA DE CAMISETAS
Criação do site: 2005
Faturamento: R$ 1,3 milhões/ano
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Acessos: 12 mil/dia
Vende 2 mil camisetas por mês
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Negócio: COMÉRCIO DE RELÓGIOS PERSONALIZADOS
Criação do site: 2004
Faturamento: R$ 125 mil/ano
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Negócio: CONSULTAS MÉDICAS
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Negócio: CONSULTAS MÉDICAS
Criação do site: 2001
Faturamento: R$ 3 milhões/ano
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Negócio: AUTO-AJUDA
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Negócio: AUTO-AJUDA
Criação do site: 2006
Faturamento: R$5.062
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Negócio: SERVIÇOS
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Negócio: SERVIÇOS
Criação do site: 2005
Faturamento: R$ 4 milhões
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GOOGLE MARKETING – BLUMENAU – 30/07/09O mundo mudou muito…
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“EXISTE VIDA ALÉM DOS COMERCIAIS
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COMERCIAIS DE 30 SEGUNDOS”
Jim Stegel – diretor global de mídia da Procter & Gamble
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Dos 64,5 milhões de internautas com mais de 16 anos identificados pela 3ª edição da pesquisa F/Radar, 51% citam a busca de informação como principal
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de informação como principal motivo da navegação e 48% levam em consideração a opinião de seus pares publicada na internet, antes de efetuar uma compra.
19
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Os 4 ingredientes de um site de sucesso
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MARKETING DE BUSCAS
SEOADWORDS
Sites de referência- blogs, YouTube, Twitter- redes sociais “googláveis”- sites colaborativos
MARKETING VIRAL
Usuários
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- sites colaborativos
Site da empresa- conteúdo (palavras-chave)
- estrutura
SITE PERSUASIVO
CONVERSÃO
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80% dos brasileiros frequentam sites de redes sociais e relacionamentos.
Os brasileiros são também os que passam mais tempo nesses sites quando estão online: 23%.
GOOGLE MARKETING – BLUMENAU – 30/07/09 22
quando estão online: 23%.
Estima-se que haja no mundo 300 milhões de usuários em redes sociais, sendo que o internauta brasileiro acessa mais o Orkut do que o e-mail.
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EM MARKETING VIRAL, ESFORÇO NÃO
PROJETEI ISSO PARA NAVEGAR NA HORIZONTAL
MAS NA VERTICAL TAMBÉM É BOM
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ESFORÇO NÃO É IGUAL A RESULTADO
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SE FOR PROPAGANDA, TEM QUE SER MUITO BEM FEITA (youtube)
14 m
ilhõe
s de
vis
ualiz
açõe
sem
men
os d
e 20
dia
s
GOOGLE MARKETING – BLUMENAU – 30/07/09
VÍDEO
14 m
ilhõe
s de
vis
ualiz
açõe
sem
men
os d
e 20
dia
s
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OU SER ALGO INUSITADO DEMAIS PARA NÃO SER VIRALIZADO (youtube)
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OU APROVEITAR UM EVENTO QUE TODOS JÁ ESTEJAM COMENTANDO (site)
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GOOGLE MARKETING – BLUMENAU – 30/07/09GOOGLE MARKETING – BLUMENAU – 30/07/09
Enfermeira, por favor, acesse o Google e digite: “Problemas em cirurgia no rim”.
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OTIMIZANDO SITES DE REFERÊNCIA
GOOGLE MARKETING – BLUMENAU – 30/07/09 34
OU
COMO APROVEITAR O MARKETING DE OPORTUNIDADE CAPITALIZANDO AS BUSCAS DO GOOGLE EM POUCOS MINUTOS PARA SUA MARCA?
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•Encontrabilidade tráfego
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• Usabilidade
• Credibilidade
• Vendabilidade
conversão
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CICLO DE DECISÃO DE COMPRA DO CONSUMIDOR
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Comprometimento
Reciprocidade
Prova Social
Autoridade
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Vendabilidade
Escassez
Comprometimento
Números
Afinidade
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RECIPROCIDADE
AFINIDADE
ESCASSEZ
RECIPROCIDADE
RECIPROCIDADE
GOOGLE MARKETING – BLUMENAU – 30/07/09 54
AUTORIDADE
PROVA SOCIAL
COMPROMETIMENTO
COMPROMETIMENTO
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PROVA SOCIAL
AFINIDADE
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AUTORIDADE
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VENDA O BENEFÍCIO (SONHO)
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TEXTO VENDEDOR
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MINIMIZAÇÃO DO MEDO
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PROVA SOCIAL
RECIPROCIDADE
5 mil pedidos por mês
28 mil clientes cadastrados
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SUGESTÃO DE PRODUTOS AOS
LIGHT USERS
VENDA A SOLUÇÃO
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CONTEÚDO + PUBLICIDADE
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PROVA SOCIAL = CREDIBILIDADE
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Clientes
Terceiros
Cre
dib
ilid
adeAssessoria de
imprensa
Depoimentos
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Funcionários
Empresa
Cre
dib
ilid
ade
mídia
mídia
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RT
RT
Blog
Siteotimizado
Blogspessoais
GOOGLE MARKETING – BLUMENAU – 30/07/09 62A c
om
un
icaç
ão 2
.0C
on
rad
o A
do
lph
o
Sites de referência
Blog corporativo
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Acho que ele já pode usar o computador...ele só diz “GOOGLE”!
63
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SEOOTIMIZAÇÃO
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OTIMIZAÇÃO DE SITES
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O consumidor leva 1,1 segundo para ver o
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resultado de uma busca (5% do seu tempo
de navegação), sendo que 98% visualizam o
resultado orgânico ou não pago e 96%
olham os três primeiros resultados
dos links patrocinados.
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Os compradores olham um número maior de resultados de
busca (10), demoram mais tempo vendo a lista (11,4 s) e se
concentram nos nomes das marcas que lhes são mais familiares. 66
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As pessoas que
buscam somente por
informações olham
menos resultados de
busca (8) e gastam
menos tempo (9,4 s).
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menos tempo (9,4 s).
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...90% das buscas terminam antes de chegar à quarta página e mais de 62% das solicitações nem
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solicitações nem sequer ultrapassam a primeira página...
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...36% dos internautas acreditam que as companhias que aparecem em primeiro lugar
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primeiro lugar representam as principais marcas do mercado...
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“A melhor maneira de encontrar o seu cliente é
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seu cliente é ser encontrado por ele”
Monteiro Lobato
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“Você é o que você busca”
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busca”A importância de saber as palavras-chave do seu negócio
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Mulheres: cada vez mais presentes na web
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PALAVRASGENÉRICAS
PALAVRASESPECÍFICAS
X
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ALCANÇANDO A 1ª POSIÇÃO DO GOOGLE
Palavras-chave no domínioTítulo de cada página
Tag <H1>URL “amigável”
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Idade do domínioTextos âncora (com links internos)
Negrito em palavras-chaveSite em HTML
Links Externos para cada página (Page-Rank)
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O “PAGE-RANK”
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Uma maneira rápida de gerar conteúdo para o seu site é utilizar o Google Alertas do Google News.
Alguns jornais ainda não aprenderam a otimizar suas manchetes para o Google News
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CRITÉRIOS PARA DETERMINAÇÃO DAS MELHORES PALAVRAS-CHAVE
N° de ocorrências
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N° de ocorrências
Volume de buscas
Relevância86
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De 01/01/2006 a 01/02/2006 - palavra “hotel fazenda”
De 01/06/2007 a 01/07/2007 - palavra “hotel fazenda”
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A INTERNET NÃO É UMA REDE DE COMPUTADORES,
É UMA REDE DE PESSOAS.
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É UMA REDE DE PESSOAS.
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CLICK
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GOOGLE ADWORDS:A ARTE DA GUERRA
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GUERRA
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A BUSCA
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O MUNDO É PLANO
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WIKINOMICS
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A CAUDA LONGA
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GOOGLE MARKETING
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