E-marketing Class 3: Traffic José J. Cabrera y Charro Msc Office 2.94 (sporadically) 06 5395 2422

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Presentation transcript:

E-marketing Class 3: Traffic José J. Cabrera y Charro Msc Office 2.94 (sporadically)

LinkedIn group: IMM eMarketing n Did you register? n Activity n Finding inspiration n Continue!

Online marketing: TCEI-model TRAFFIC CONVERSION EXCELLENCE INNOVATION

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

Today: Traffic n What is traffic? n What are the main sources? n How to get traffic? n Is it free? n What can you pay for traffic? n Some handy tools for your projects!

Analytics & Traffic

How to get traffic? Direct traffic Referring sites Search engines

Direct traffic n Good URL n Brand recognition & preference n Word-of-mouth (tell-a-friend) n Offline advertising n Promotions n PR n Repeat visitors n ings n Satisfied customers

Is direct traffic free?

Referring sites n Incomming links n Own sites n External sites n Free n Paid n Trade n PR n Banners n Affiliates

Paying for referral traffic n CPM views(€ 0,50 - € 25,00) n CPC- click(€ 0,10 - € 10,00) n CPL- lead(€ 1,00 - € 250,00) n CPA- conversion(€ 5,00 - € 500,00) n Revenue share(5% - 50%)

Search engines

Being nr 1….

How to be up there? SEO - Organic n Search engine optimization n Free n Is it? n Takes time to build n How to do it? n On site optimization n Choose KeyWords to target n Write tekst with KW n Get incomming links n Link label n Optimize title/description SEA - Paid n Search engine advertising n Costs money n Does it? n Start inmediately n How to do it? n Optimize landing page conversion n Choose keywords n Write great ads n Manage and optimize actively n Optimize title/description

Organic vs Paid

Title/description: get the click!

How much to pay for a visitor?

How much potential traffic? n Google insight: n n Compare volume n Seasonality n Google Adwords n n Volume per Keyword n Cost per click n Check the long tail

Important questions to answer! n How much traffic is there? n How will you get traffic? n What’s your plan? n Direct visitors n Repeat visitors n Referral n Search engines n SEO n SEA n What will traffic cost you? n How will you make money on your traffic?

Course structure n 1. Introduction n 2. Conversion n 3. Traffic n 4. Excellence n 5. Innovation n 6. Statistics n 7. Your presentations!

Required reading this week n Video: cellence/hoe-een-start-up-winstgevend-werd- door-slimmer-werken/ cellence/hoe-een-start-up-winstgevend-werd- door-slimmer-werken/ n Diagram: content/uploads/Schermafbeelding om png content/uploads/Schermafbeelding om png

Contact me José J. Cabrera y Charro Office 2.94 (sporadically)

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