Transcript Strategies and Technology for Online Multimedia Ad

Traffic Generation
Nadir Hussain
([email protected])
COO
www.MediaFlint.com
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What are the Different Sources of
Traffic
 Search Engine Advertising
 Ad Networks - Text, Banners, Videos
 Shopping Engines for ecommerce
 Search Engine Optimization
 Referring links wherever you can place them
 Advertising Locally on additional sites
 Affiliate Marketing & Networks
 Email Marketing
 Social Media/Viral Marketing/Word of Mouth
 Video Marketing
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Why Generate Traffic?
 Increase Ecommerce Purchases
 Build brand/raise awareness
 Generate Leads (email or phone calls) for
offline transactions
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Build Websites that Convert even
before you start getting traffic
 Grab user attention in first sentence
 Display Toll Free number prominently
 Use testimonials that are specific and quantifiable
 Don’t distract user with too many links
 Have a clear call to action
 State conclusions and key points first as users may not go
through the whole page
 Use short & simple sentences
 Don’t bury key messages in the middle of long paragraphs
Then Continuously Test to Improve the Conversion rates
from your website
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Search Advertising – Google
Any kind of Online Paid Advertising should start
here – Why?
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Search – Google AdWords Dynamics
 Variously Called: Sponsored Links, Paid Search, Pay

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
Per Click, Cost Per Click
Pay Per Click, not Pay Per Impression
Pay more per click for a higher ad position
Click, and get taken directly to the website
Get your Ad seen


Below the fold
On the second page
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Value Proposition of Search based
Advertising
 Target precisely on a massive scale based on
alignment with keyword
 Start with a small budget per day
 Measure and adjust to increase profits
continuously
 Align Keyword, Ad Copy and Landing Page
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Ad Networks and Shopping
Engines
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Advertise on the Ad Networks
 Google, Yahoo and Microsoft have their own
ad networks called content networks

Text, Banner, Video ads
 Other well known Ad Networks
www.ValueClick.com
 www.platform-a.com
 www.AdBrite.com

 Consider advertising on Business.com,
Facebook.com and YouTube.com
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Use Shopping Engines if you are
doing Ecommerce
 Google, Yahoo and Microsoft have their own
shopping engines
 eBay owns www.shopping.com
 Other more well known shopping engines
www.Nextag.com
 www.pricegrabber.com
 www.shopzilla.com

 Most tend to have “pay by the click” i.e. pay
per visitor
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Search Engine Optimization
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What is Search Engine Optimization
(SEO) – Contrast Sponsored Links
 Process to rank well in Natural Search or
Organic Search

Doing well on left side of search engines
 Clicks are free and links are more likely to get
clicked compared to Sponsored (2:1)
 So what is the downside?



Takes months to get there with no guarantees
Need to spend money to get there
Less flexibility on Keywords, “Ad Copy” and
Landing page
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On Site and Link Building
Campaigns
 Showing up on first page is very important,
but what is missing?

Which keyword
 After selecting the keywords to target,
develop “tailored” On Site Content
 What did Google’s algorithms change in a big
way?

Popularity of the page itself as measured by
back links
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Select the Right Keywords
 Target keywords that:
 Are popular in terms of number of searches
 Have less competition
 Have high relevance to your business
 Initially target Long Tail Keywords
 Less competition and convert better (high
relevance)
 “Later”, target more general keywords that
are more popular search terms
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Local Advertising
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Submit Website for Local Listings
 Google – http://www.google.com/local/add
 Yahoo – http://listings.local.yahoo.com/
 Yahoo Yellow Pages – through InfoUSA
http://dbupdate.infousa.com/dbupdate/yahoo
1.jsp
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Other Sites that Support Local
Advertising
 Advertising is per click or by subscription
www.superpages.com
 www.yellowpages.com
 www.citysearch.com
 www.yelp.com
 www.craigslist.org

 Vertical directories are another option
Lawyers - www.lawyers.com
 Home improvement – www.ServiceMagic.com

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Affiliate Marketing
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What is Affiliate Marketing?
 Internet based Marketing practice
 Commission based on certain actions
Signup or Sale
 Percentage of Revenues
 Bonuses for bringing in an higher level of
sales or customers or leads

 Publishers/Affiliates and Companies/Merchants
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What are Affiliates Networks?
 Bringing Affiliates and Merchants together
 Examples of Affiliate Networks
 www.LinkShare.com
 www.cj.com
 www.AffiliateFuture.com
 www.RevenueLoop.com
 www.ClickBank.com
 www.kolimbo.com
 A Company has multiple Affiliates
 An Affiliate is promoting multiple Companies
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Email Marketing
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Collect User Email Addresses the
Right Way
 Use internally generated list, if possible
 Have users opt in
 When sending emails:
 Allow user to unsubscribe
 Include your own physical address
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Plan the Email Campaign
 Test on smaller sample sizes of 1000
 Test with different subject lines
 Create email addresses on Yahoo, AOL,
Hotmail, Gmail and test sending to these
Are they received properly
 Do they end up in Spam folders

 Send on Tuesday, Wednesday or Thursday
Mornings?
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Write Email Copy for Results
 Why should my subscribers care?
 What do I want them to do about it?
 Focus on problems rather than opportunities
 Make it conversational and personal
 Give people manageable nuggets of info
 Be aware of offering customers a better deal
than they just received
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Social Media Marketing
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Social Media is User Generated
Content
 Blogs with RSS Feeds
 Reviews & Ratings
 Facebook, MySpace, LinkedIn Pages
 Digg – Voting
 Delicious – Tagging Content
 Article sites
 Press Release sites
 YouTube Videos
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Viral Marketing is Word Of Mouth
 Word of Mouth always existed, but with the
Internet, it can “go viral”
Forwarding to everyone you know and in turn,
all recipients forward to their friends
 Linking to topic of interest, generating direct
traffic and helping with SEO
 Blogging from well read blogs

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Social Media Enables Viral
Marketing
 Well read Blogs can quickly pass along
information
 A single person saying something on a well
visited site can spread like wildfire
 Voting on Digg makes “best content” rise to
the surface and widely read
 User Generated YouTube Videos can be
watched globally in minutes
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What goes Viral
 Unusual
 Outrageous
 Hilarious
 Controversy
 Celebrity
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Maximizing Traffic from Blogs
 Blog should have features such as RSS
Feeds, social bookmarking, forward to a
friend, email subscription
 Submit your blog to various search engines
and blog directories.
 www.mybloglog.com enables people to find
your blog when you have a profile there.
 Share with: Digg, Delicious, StumbleUpon,
Reddit
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Using Facebook as an Example Case
Study to Generate Traffic in Social Media
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Create a Facebook Fan Page
 Facebook can even act as a mini website
 It is Indexed by Search Engines
 Host a contest to increase exposure
 Have a link back to your website
 Run a Facebook Ad Campaign to get initial
traffic to the Fan Page
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Facebook Fan Pages are Viral
 Status updates make it to Newsfeeds of Fans
 Friends of Fans see that their Friends have become
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Fans (in their NewsFeeds)
When Members become Fans, stories are published
in their newsfeeds.
When Fans post to the Page Wall, it shows up in their
News Feeds
Fans can share the Page with their Friend
Fans can also post the Page to their Profile
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Facebook Groups are Viral, too
 People can invite others to join their group
 Groups people belong to, appear on their
profile pages.
 When people join your group, their friends
find out about it
 But they cannot be indexed by search
engines
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What else can you do on Facebook
 Add items (photos, videos) to your profile  it
appears in your friends newsfeed.
 Join a Regional Network, especially if you have a
local business.
 Facebook Connect: Website owners allow users to
login to their Facebook account from the partner
website, and post reviews on Facebook mini-feed &
Friends Newsfeeds.
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Next Steps: Create an Action Plan
Learn More
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Create an Action Plan for
Sequencing
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
Conduct Keyword Research
Get a Domain Name
Develop Your Website
Start AdWords
For Local – Get Yourself Listed
Perform SEO
Use Social Media
Extend Advertising to Yahoo, Microsoft & Other Ad
Networks
Ecommerce – Extend to Shopping Networks
Use Email Marketing & Affiliate Marketing
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Other Help Options
 On Demand Consulting for new businesses as
needed - 35% off. Now at $95/hr.
 Longer term service engagement for:




Website Design/Development
Search Engine Optimization
Online Advertising Campaign Management
Social Media Marketing
 1 Day Class on Saturday Feb. 20th:


Traffic Generation: Secrets + Action Plan/Blueprint
$150, but $95 if you sign up today
 To get today’s slides, send email to:
[email protected]
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