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Fat Cake Credentials Presentation
11
Part 1:
A Short Introduction
& Our Credentials
It’s all about horses!
Why Fat Cake?
The ESSENCE
of what we do:
“FAT CAKE MEDIA was born of our clients' need for multi-channel online marketing with a focus on the entire online conversion funnel including: seo & search, conversion optimisation, analytics, performance monitoring and ROI analysis.”
Our mission...
[well sort of]...
1) SEO & Search Strategy: Drive Quality Traffic via organic search, Pay-per-click & optimised content.
2) Conversion Optimisation: Quality content gets visitors to BUY, SIGN UP, LIKE, JOIN, and CONVERT into fans & brand evangelists.
We align your
business strategy
with your
online strategy
for business results.
Online Engagement Funnel
3) Social Media Engagement: Build a community of passionate fans around your brand using Facebook, Twitter, LinkedIn, Google+, Pintrest etc..
Or in other words...
When it comes to your customers...
Meri F. Harli
Search Strategist
• Search Strategist & SEO Web Copywriter
• First-generation digital native
• Career began at Wired Magazine, San Francisco, 1995
• 17+ years online experience
• Founder, MeriWords Pty Ltd - est. 2007
• Re-branded Fat Cake Media - early 2012
• 100% business-centric, ROI approach
The team...
Robert Marks
SEO Copywriter
DJ Singh
SEO Copywriter
Why choose us?
People are ALREADY talking about your business on social media.
CONNECT your website with customers ALREADY searching for your services and products.
COMMUNICATE
$elling Benefits so that people are compelled to take ACTION and BUY / sign up / follow you.
• We keep up to date on the latest Google Algorithm
developments (e.g. recent Panda & Penguin updates)
If you’re not part of the conversation,
you’re missing an opportunity.
• Our focus is more than just Google rankings: it’s the entire
sales conversion funnel via multi-channel marketing.
How do we do this?
• More than driving visitors or web traffic, but about
what you’re going to do with them when they get there.
We follow the 8-second rule!
• Making sure your online strategy aligns with your
business strategy for real-world business results.
Get your customers to
recommend your business to their friends...
and their friends’ friends...
... and so on.
“Visitors decide to stay or leave your website in
8 seconds or less.”
[Jakob Nielsen - web usability guru]
Search Engine Optimisation (SEO) improves the quality & volume of traffic and gets you to page 1
(for top keywords).
Let’s get the traffic flowing...
with a cohesive & optimised multi-channel strategy.
You have 8 short seconds!
To stop your visitor from clicking out by doing 3 (very important) things...
1.
OFFER: What are you offering? What’s in it for me?
(answer need, fix problem, create demand)
TRUST: Why should I trust you?
2.
(connect, build trust & credibility)
CONVERT:
3.
(become a member/sign up/join/register etc.)
Education & Training
Retail
BUSINESS OBJECTIVES:
Adage Job Search needed more web traffic, more engagement, and more registrations from mature-age job seekers.
Boosting traffic & conversions!
Case Study #2:
Adage Job Search
SEO/Social Media/Usability
Financial & Legal
Tech & IT
Get in touch...
A Few Quick
Case Studies
Number Crunch
THE SOLUTION:
Get Butler Plumbing to Page 1
for the keyword:
‘commercial plumbing melbourne’ AND get more sales conversions from website.
BUSINESS OBJECTIVE:
Butler Plumbing needed more commercial plumbing work in inner city Melbourne.
Housing & Construction
Health & Wellbeing
Government
meri@fatcake.com.au
http://www.fatcake.com
+61 408 369 935
In short...
We align your
business strategy
with your
online strategy
for business results.
11.5 MILLION
2.5 MILLION
2 MILLION
1 MILLION
* AUSTRALIANS
Main sources of new business?
#1 Website
# 2 Word-of-Mouth
Getting to Page 1 and staying there!
Butler Plumbing
SEO/Usability/Redesign
Case Study #1:
BEFORE
THE RESULTS:
(30 days after go-live)
Met and exceeded KPI’s
BEFORE
Step 2.
Conversion
(sales, sign up, follow, share, “like” )
“Get the horse to drink.”
12 months on from optimisation...
Business Result
+37.1%
...increased business growth.
AFTER
• Site NOT ranking on Google for top keywords
• LOW registrations [low conversions]
• Graphic design confusing: visitors would click out
• Visitors to site had NO IDEA what the site was about
• KPIs: 15% or more increase across all major metrics
THE CHALLENGE:
AFTER
The website also helped to CONVERT customer ‘word of mouth’ referrals.
Majority of all new business enquiries came from the website.
Step 3.
Social Media
(social strategy & engagement)
“Get the horse to tell its friends about your brand.”
Online Marketing Specialists
Online results. Business growth. Sweet.
www.fatcake.com
...in first 30 days.
Page Views up by
+32.9%
Our clients
include a vast range of industries...
New customers from website increased by...
(That is real SALES, not just enquiries or calls!)
+240.9%
...in first 30 days.
Visits from organic search up by:
+54.4%
...in first 30 days.
+7,671.7%
traffic-to-site up by
Registrations up by
...in first 30 days.
+16.3%
Step 1.
Search Strategy
(SEO, Pay-per-click, Google)
“Lead the horse to water.”