In Field of Dreams 1989 the American fantasy film about building a Baseball stadium to attract fans in rural Iowa the fantasy came true in Hollywood style but in the real world its tougher Even the best designed sites will fail if there isnt proactive promotion or a powerful brand to ID: 1011349
Download Presentation The PPT/PDF document "1 7 Chapter Traffic building" is the property of its rightful owner. Permission is granted to download and print the materials on this web site for personal, non-commercial use only, and to display it on your personal computer provided you do not modify the materials and that you retain all copyright notices contained in the materials. By downloading content from our website, you accept the terms of this agreement.
1. 17ChapterTraffic buildingIn Field of Dreams (1989), the American fantasy film about building a Baseball stadium to attract fans in rural Iowa, the fantasy came true in Hollywood style, but in the real world it’s tougher. Even the best designed sites will fail if there isn’t proactive promotion or a powerful brand to attract visits. Products that succeed are not always the best ones, but rather, reasonably good ones that (a) everyone knows about; and (b) everyone can easily find when they need them. The same is true of web sites. This chapter shows you how to build traffic – how to acquire the right visitors to your site or other forms of online presence in order to achieve the right marketing outcomes for you. You will get a briefing on the different digital communications channels including search engine marketing, online PR, online partnerships, interactive advertising, opt-in email and viral marketing. We will also show you that to succeed with your online communications also means gaining different forms of visibility on partner sites which are themselves successful in traffic building.
2. 27.1 Introduction to traffic buildingKey aspects of traffic buildingTargetsTechniquesTimingTraffic quality rather than quantity
3. 37.1 Introduction to traffic building
4. 47.2 Search engine marketing - SEOSearch Engine Optimization Achieving the highest position or ranking practical in the natural or organic listings on search engine result pages after a specific combination of keywordsPaid search marketing or Pay Per Click
5. 57.2 Search engine marketing - SEO
6. 67.2 Search engine marketing - SEOKeyphrase analysisDemand analysisPerformance analysisGap analysisSet goals and select keyphrases
7. 77.2 Search engine marketing - SEOSEO strategyOn-page optimizationExternal linking or off-site optimizationsInternal link structuresUser behaviour signals
8. 87.2 Search engine marketing - SEOMaximize quality links from and to different sites – run a link-building campaign
9. 97.3 Paid or Pay Per Click search marketingSimilar to conventional advertisingTwo main advantagesThe advertiser is not paying for the ad to be displayedPPC advertising is highly targetedPPC has other advantagesGood accountabilityPredictableTechnically simpler than SEOSpeedBrandingRemarketingBUTCompetitive and expensiveInappropriateNeeds specialist knowledgeTime-consumingIrrelevant
10. 107.3 Paid or Pay Per Click search marketing
11. 117.3 Paid or Pay Per Click search marketingCost Per Acquisition (CPA) = (100/ Conversion rate %) x Cost Per Click
12. 127.4 Banner advertisingContextual advertising and behavioural targetingProgrammatic ads Target more relevant audiencesTailor and personalize adsRemarket or serve an ad to someone who was a previous visitor to your web siteRemarketing The practice of delivering display-advertising to either previous visitors of your site or to web searchers seeking out products and terms similar to yours on major search enginesLocation-based ads v2Campaign automation
13. 137.4 Banner advertising
14. 147.5 Native advertisingNative ads must not disrupt or upset the editorial, but must seemingly and seamlessly blend with the content surrounding it.ExampleA video appearing alongside a publisher’s own video content, especially one that riffs on the subject matter of the editorial. Or Facebook’s promoted stories that appear alongside users’ status updates and are tellingly often similar in theme. The ads that appears alongside the results of Google searches are a cruder form of native. Goodwin (2014)
15. 157.6 Online PRPublic relations is about reputation – the result of what you do, what you say and what others say about you. Public relations is the discipline which looks after reputation, with the aim of earning understanding and support and influencing opinion and behaviour. It is the planned and sustained effort to establish and maintain goodwill and mutual understanding between an organisation and its publics [its target audience including potential customers and stakeholders]. CIPR (2014)Online influencer outreach and online reputation managementKey differences between online PR and traditional PRThe audience is connected to organizationsThe members of the audience are connected to each otherThe audience has access to other informationAudiences pull informationCreating a plan for online PRSearch marketing activities (SEO)Brand engagement activitiesBuzz-building activitiesDefensive and crisis PR
16. 167.6 Online PR
17. 177.7 Online partnershipsLink-building Affiliate marketingPay Per Performance form of marketing communications – commission-based arrangement where the merchant only pays when they make the sale or get a lead.
18. 187.7 Online partnershipsLink-building Affiliate marketingPay Per Performance form of marketing communications – commission-based arrangement where the merchant only pays when they make the sale or get a lead.WidgetsDifferent forms of tools made available on a web site or an user’s desktop. They either provide some functionality (calculator) or they provide real-time information (news or weather).Online sponsorshipThe linking of a brand with related content or context for the purpose of creating brand awareness and strengthening brand appeal in a form that is clearly distinguishable from a banner, button or other standardized unit.
19. 197.8 Opt-in emailEmail marketing success factorsCreativeRelevanceIncentiveTargeting and timingIntegrationCopyAttributesLanding pageEffective email should…Grab attention in subject line and bodyBe brief and be relevant to targetBe personalized Provide opt-out or ‘unsubscribe’ option by lawHyperlinks to web site for more detailed contentHave a clear call-to-action at the start and end of the messageBe tested for effectivenessOperate within legal and ethical constraints for a country
20. 207.9 Viral marketingClever, or shocking idea, or a highly informative idea which makes compulsive viewing.Harnesses the network effect of the Internet and can be effective in reaching a large number of people rapidly.It requires…Creative materialShared experienceSendingPromotingTracking
21. 217.10 Online traffic buildingImportant aspects of the online brand we communicate:The brand name and URLOnline Value PropositionTraditional brand valueSales promotions and offers4 popular tactical communications toolsAdvertisingWord of mouthPRDirect mail and physical remindersBenefits of integrated communicationsPickton and Broderick (2000)CoherenceConsistencyContinuityComplementary
22. 227.10 Online traffic building
23. 23Chapter summaryTraffic building or visitor acquisition is dependent on defining the appropriate targets of traffic quantity and quality, using the correct combination of online and offline techniques and using both campaign-based and continuous timing.An organization’s presence on a range of search engines should be achieved and then optimized by using specialist techniques such rewriting copy, redesign and link building. Pay Per Click can be essential to achieve visibility in competitive markets.Organizations should consider their online reputation and visibility by reviewing options for online PR and their representation on a range of portals.You should review your potential online partners to drive visitors by link building, affiliate marketing and online sponsorship.A wide range of different types of interactive ads can be used to refer traffic to the site and can also be used for brand building.Opt-in email is an effective method of communication since it is a push method, delivering information to the mail inbox of the audience. Viral digital marketing techniques involve transmitting a marketing message using word of mouth or online word of mouth.Offline communications are essential to achieve reach amongst an audience to increase awareness and explain the online value proposition.