SETTING UP FOR BUSINESS SUCCESS Lets Discuss all things. Google! - - PowerPoint PPT Presentation

SETTING UP FOR BUSINESS SUCCESS

Let’s Discuss all things….

Google!

Agenda for today

Micro Moments Where Do I Start? Google My Business - including maps Google Analytics Google Adwords Google Shopping Google owned Youtube

Make sure you take notes in your workbook When you leave…..

You’ll have information to take with you regarding:-

• Google My Business..how to get started
• Google Analytics..some basic steps
• Website speed test ...link to run a check
• Keyword Planner - how to check Cost per Click

costs

Micro Moments

Travel Micro Moments

The traveller's path to purchase

Additional information on P2P Please take a copy of the booklet on your chair

The digital path for travellers

Where do I start?

$500- $1000

$0 $1000+

Setting your digital budget

What can you do to start building your brand in the digital space? Obtain a regular digital presence - plus utilising the free digital tools available Will allow competitive positioning in the digital marketplace. Don’t feel that you have to have a large digital budget to succeed online in your market. Even the smallest budget can make you visible to customers.

$0

If you don’t have capacity for additional budget what can you do to start building your brand in the digital space?

• Google My Business
• Facebook Page - no cost apart from your time investment!
• Instagram Page & hashtags (#)
• Other social media relevant to your target market

(Snapchat/WeChat)

• Linkedin (corporate audiences)
• Directory Listings
• Google Analytics on your website
• Business Association Websites

Applications

• Free business tool/s to manage your presence across Google - a way to stand out
• SEO presence and credibility - higher ranking in search results
• Industry presence on directory sites
• Analytics - understand how your customer is engaging with your website, what’s

working, what’s not?

Benefits

No digital budget

Why?

• Increase your

digital footprint

• Increase your

Google ranking

• Link back to your

website

• Drive traffic to site

Get your Business Found use directory listings - they’re free!

For more look here: https://www.loginradius.com/fuel/australian-business-directory-listing-websites/

Future proof your online business. It’s important to invest time into creating a great visual experience alongside a Google responsive & customer friendly framework. Make sure you spend time in your visitors shoes - experiencing and critiquing the journey

*Make sure you have a telephone number at the top of the page Is it customer centric - do new visitors want to stay and seek *Ensure you have the logins to your website, they’re the keys to your business Check all forms Make it easy for your customer to contact you Check for broken links & pages Check site speed

https://testmysite.thinkwithgoogle.com

Website Checklist

$500- $1000

Using minimal budget is important to obtain a regular digital presence - plus utilising the free digital tools available (previously mentioned)

• Invest in regular website development - mobile or responsive
• Google Analytics
• Facebook Advertising - basics
• Short term high impact - Display campaigns
• Positioning within the digital market
• Brand Awareness
• Client Acquisition

Applications Benefits

Some digital budget

$1000+

Will allow competitive positioning in the digital marketplace

Applications

• Engaging a digital agency
• Google AdWords (SEM)
• Display and retargeting capabilities
• SEO strategy
• Social media strategy/Facebook advertising

Benefits

Digital agency to help you with:

• Measurement
• Conversion tracking
• Call recording
• Quality leads
• Phone calls - not just clicks

Competitive digital budget

CASE STUDY

PHONE NUMBER

VIDEO CALL TO ACTION IMAGE MOBILE FRIENDLY WEBSITE COPY CONTACT FORM Conversion Rate Optimisation

Future proof your online business. It’s important to invest time into creating a great visual experience alongside a Google responsive & customer friendly framework. Make sure you spend time in your visitors shoes - experiencing and critiquing the journey

*Make sure you have a telephone number at the top of the page Is it customer centric - do new visitors want to stay and seek *Ensure you have the logins to your website, they’re the keys to your business Check all forms Make it easy for your customer to contact you Check for broken links & pages Check site speed

https://testmysite.thinkwithgoogle.com

Website Checklist

https://testmysite.thinkwithgoogle.com/ https://www.tributemedia.com/blog/you-have-7-seconds-what-a-visitor-should-know-about-your-website-within-moments

Google Lighthouse

Location, Location, Location

Recommendations:

Prior to Marketing:

• Fix website Conversion issues
• Reduce page load time by following Google Lighthouse optimisation suggestions
• Create a local location for their Google My Business profile.

Marketing Strategies Moving Forward:

• Digital Engagement

○ Display advertising specifically targeted to COO’s and CFO’s of mid-tier business’. For instance a TruSkins Display execution on business news websites could be very effective.

• Digital Re-Engagement

○ Retargeting people that hit your website, currently engaged prospects.

Google My Business

Tips & Tricks

• Easy access via a click of a button to your business’

○ Hours of operation ○ Phone number ○ Website ○ Directions

• Plus gives customers insight into your business’

○ Busiest hours ○ Review ratings

Cost Effective

Showing your business in front of millions of searches each day.

Google My Business puts your business info on:

• Search
• Maps
• Google + (now for Social - no longer a business application)

So customers can find you, no matter what device they’re using.

**Refer to your workbook for set up instructions **

• Profiles appear in the local “3-

pack area” and in Google Maps results

• Local 3 pack is located in a

valuable and highly visible space on the search results page on Google

• With a highly optimised GMB

profile, a business can appear near the top of the search results for $0 expense

Visibility on Google Search & Maps

Google My Business appears in the prime real estate of search results

CPC Ads Local 3 pack Organic Results

How to optimise your profile:

• Claim the listing go to “Google My Business” - click on

Start NOW and follow the prompts

• Make sure your operating hours are accurate
• Your service category is up-to-date
• Business phone, name and address is correct & the same

as on the website

• Add images that will help potential customers choose

your business over the competition

Claiming & Optimising your GMB profile

An optimised and up to date profile signals to Google that your profile is relevant for users searching for your product or service and may boost your profile in the local 3-pack

Google Analytics

Understanding Analytics

Source: AC Nielsen DCR, July 2017

• 1. Set up your account and property

Once you have a Google account, you can go to Google Analytics and click the Sign into Google Analytics button. You will then be greeted with the three steps you must take to set up Google Analytics.

Source: AC Nielsen DCR, July 2017

After you click the Sign Up button, you will fill out information for your website.

Google Adwords

Search Engine Marketing

Why AdWords?

Your always on lead converter, making sure you’re present when your most valuable customers are ready to make a connection with your business A key strategy in expanding most digital marketing plan

• 1. Always on lead converter
• 2. You only pay when someone clicks on the ad
• 3. Target your customers most valuable to you
• 4. Flexible to move with your business needs
• 5. 100% transparent and shows true ROI

5 Key Points about AdWords (search engine marketing)

Keyword Planner

9,360 Radeladians searched for locksmiths in Adelaide during November!

Over half came from a Mobile device.

Putting the strategy into practice

Step 1. Identify cost per click (CPC) in Google Keyword Planner Step 2. Identify amount of leads required Step 3. Work out your budget Step 4. Other digital marketing tools to complement Step 5. Track & Measure - REPEAT

Benchmarking your AdWords campaign

Calculating your budget

Do you have the technical knowledge to deliver a successful campaign?

• Click through rate - average 3-5%
• Ad Rank
• Quality Score
• Ad text relevance
• Landing Page Quality
• Site Links
• Call Extensions
• Page Load time

Things to consider

The most successful marketing automation performers have an average

• f 60% higher lead-to-sale conversion rating

Automate where you can

Optimise for phone calls. Not just clicks

Optimising

Optimise for phone calls Not just clicks

Google Shopping

It delivers cheap cost per click, putting your business at the top of the page. If you have an e-commerce site or are a retailer, you need to be in this space. It’s always on lead converter, making sure you’re present when your most valuable customers are ready to make a connection with your business.

Why Google Shopping?

A Considered Click

Youtube

Source: AC Nielsen DCR, July 2017

“Digital video will prevail over TV by 2020” Google

So what do you need to do?

• Create your own YouTube Channel
• Load your video’s (iPhone videos can work)
• Embed video on your website

How can we help?

What other digital tools can you put in your toolkit?

Demographics Geography Interests Shopping & Browsing Habits Building a digital strategy will help you to reach your marketing goals in the very cost effective way.

• General Display Advertising
• Premium Audience Display Targeting
• Geo - Fencing Display
• Facebook Dynamic Ads

Targeted marketing that minimises budget wastage ($)

Geographical targeting will allow local & surrounding territories to be reached with greater precision and no wastage

kate & dan couples, no kids (18-44) evelyn & george empty nesters/retirees (45+) charlotte & oliver affluents ($1M+ in investments) Demographics Geography Interests Shopping & Browsing Habits

Audience Targeting

News Corp Australia is the only online News Publisher leveraging this rich data set to deliver certainty in your media buy. How? We are identifying the statistical connections between what Australians buy and what they watch and read across the News Corp Network.

• 181 Segments and

growing

• Lifestage
• Interest
• Region

Segment > Industry > Travel/Accommodation Domestic Leisure Travel - Heavy A News Connect Premium/Predict segment which identifies readers with strong interests in domestic destination holidays Monthly UB’s

421.07K

Monthly PV’s

49.37M

News Connect

What is Geofencing? Geo fencing means to geographically (or virtually) fence or set a boundary around a pre-decided location or an area usually for a retail business (irrespective of its size) so as to tap customers in your vicinity. It is a location-based marketing technique targeting people with intent. How does it work? Geofencing uses the location information of the user through their smartphone’s GPS service. News Xtend advanced geo-fencing technology also uses several additional techniques for more effective location targeting, such as

• a database of hundreds of thousands of predefined locations such as stores

and landmarks, sourced from 100s of data partners

• an network of 100’s of secondary data providers are used to verify these

locations and form a ‘validation stack’ of secondary signals

• ur cross-device technology allows us to extend this mobile audience to

their desktop devices as well

Geo Fencing

Why is it great for my customers?

• Some of the most accurate location targeting techniques

available, down to a 20m radius around a lat/lon location

• Higher quality and more customized targeting means your

advertiser money is better spent

• Ability to create very customized location based audiences,

with very flexible options, far more than IP based targeting

• Allows you to reach customers in real-time while they are

shopping in a specific area or even in a competitor's store, or performing a specific action such as leaving Adelaide Airport

• r the Adelaide Hills .

Target hyper-local customers

Proven Results

Facebook

News Xtend provide Facebook Ads

Facebook Ads are a compelling and targeted ad that appears in the newsfeed of a Facebook user, encouraging them to take a range of actions like engage with their brand, visit a website or buy something

Facebook

Audience targeting

Core Audiences

Select your audience manually based on characteristics such as, age and location

Custom Audiences

Upload your contact list to connect with your customers on Facebook

Lookalike Audiences

Use your customer information to find people similar to them on Facebook

Facebook

5

Top 5 Benefits

• 1. Find your most valuable customers
• 2. Campaigns tailored to business objectives
• 3. Team of 100% Australian based experts
• 4. Complimentary creative design and strategy
• 5. 100% transparent & unrivalled ROI

Facebook

News Xtend will help you navigate the digital marketing wilderness to smash your business goals. Powered by News Corp Australia and with a direct link to Google and Facebook, we provide powerful digital campaigns and first class service that our rivals can’t match. You have access to local experts who are masters of spruiking businesses - including getting you found on search engines, starting a conversation on social media and delivering your message where it matters most. News Xtend ensures every dollar you spend is an investment in improving your business and you can track your results anytime, anywhere via your online dashboard. We give you the ability to focus on your business today, while we help you catch your customers of tomorrow.

Our Purpose

To Become the Trusted Media & Marketing partner for small to medium business

Your business advantage

Thank you

For further information, please contact Curtis Humphreys Ph: 0466 848 838 E: curtis.humphreys@news.com.au