The magic of web marketing - DORSET

The Magic of Web Marketing Drive the right traffic – Provide the right information – Convert More Visitors

Introduction
Your Presenter
Drive the right traffic – Provide the right information – Convert More Visitors

Agenda
Introduction stuff
About this presentation
Traffic Vs Conversion
Tools you can use
Driving more traffic
Providing better content
Improving conversions

About You
You own or manage an SME
You have a basic understanding of the Web
You are getting some traffic to your site
You suspect you could get much better results
You’d like more enquiries or sales
You want to understand how things are changing
You’d like a morning snooze and a free lunch

About This Presentation
What it is
What it isn’t
Why I don’t know everything
Why Web marketing IS magical
Why it’s not magic
Your role (and it’s not making notes of the slides)

Web Marketing Used to be Easy!
Have a Website designed
Learn to advertise online with AdWords
Optimise your site for suitable keywords
Relax and enjoy extra sales / enquiries

The Tool Box
A Website Content Management System
The Google keyword Tool
Google Toolbar
Yahoo Site Explorer
Google AdWords
Google Analytics
Google Website Optimiser
Various other free websites

The value of conversion

Getting on the Same Page
Let’s do the basics
When I say Google….
The 3 basic search types
Natural search
Paid search
Local search

Search Engine Listings
A level playing field
Google is a software program
Doesn’t Google know how important I am?
It’s all about Keywords, Metadata & Links

Natural Search
Not a short term fix
Getting found
The best ROI
“ Free”

Paid Search
Google AdWords - What’s so great about it?
The world’s most elegant Advertising system
Split testing Ads
Driving traffic to the right page
Market research
Content network
CPA bidding

The Value Of Keywords Drive the right traffic – Provide the right information – Convert More Visitors

Local Search
Easy to do
Feedback / Review options
Put your business on the map!

WWW.Google.com/places Drive the right traffic – Provide the right information – Convert More Visitors

The Magic Ingredients
Content
Keywords
Metadata
Links
Resource

The Google Keyword Tool Drive the right traffic – Provide the right information – Convert More Visitors

The Google Keyword Tool
Tells us how many people are looking for what
Helps us identify new opportunities
Tells us what the competition looks like
Tells us which Web pages to create
Look at number of competing pages to pick a fight you can win

How Google Influences Keyword Choices Drive the right traffic – Provide the right information – Convert More Visitors

What We Do With Keywords
Optimise each page for one primary keyword/ phrase
Meta (page) title
Meta (page) description
Meta keywords (not used by Google)
URL (page name)
Header text (<H1>)
Body text
Alt tags on images
Anchor text in links

How To Look At Web Pages Like A Nerd

What We Do With Keywords Drive the right traffic – Provide the right information – Convert More Visitors The meta description (usually) The page title

On-Page Optimisation
Getting on the starting grid
Regular updates of well “Tuned” content
8 Factors

On-Page Vs Off-Page Drive the right traffic – Provide the right information – Convert More Visitors

Google’s Popularity Competition Drive the right traffic – Provide the right information – Convert More Visitors
Become popular
Hang out with the popular kids
The Pagerank algorithm

Off-Page Optimisation
The Google Toolbar & Pagerank Indicator

Not all Links are Equal
Link popularity
Link age
Link topic
Link growth rate
Links from a topical community
Position on Web page
Number of links on page
Link anchor text

Anchor Text Links
All links that drive traffic are good
Nofollow links
Links are better if they boost your Google rankings!
You need both
Site A Site B Link Link Cheese Click here Cheese Smells like cheese Cheese Interesting cheese facts Cheese More information Drive the right traffic – Provide the right information – Convert More Visitors Read more

Off-Page Optimisation
Miserable Failure & “The Google Bomb”
Drive the right traffic – Provide the right information – Convert More Visitors Miserable failure Miserable failure Miserable failure Miserable failure Miserable failure Miserable failure Miserable failure Miserable failure

Tracking & Discovering Links Drive the right traffic – Provide the right information – Convert More Visitors

Building Inbound Links
If you build it will they come?
Longhand
Directory submission (Paid and unpaid)
Viral marketing (e-books etc)
Blogging (Nofollow issues)
Social media and Q&A sites
Social book marking
Digital PR & Article Marketing
Buying inbound links - BEWARE

New Google Search Opportunities
Image search
Video search
News
Shopping (Product Search)
Blog search
Personalisation & Localisation
Real-time search

Uh-Oh! Here Comes the Social Web…
A time of major change
Disruption & opportunity
It’s huge!

Social Search (SMO)
Every social site has a search box
Social sites appear in search results
Increase your digital footprint

The Social Web
Communities
Etiquette & Rules
Conversation opportunities
Advertising opportunities
Every social site has a search button
Better to do 2 things well…

Google Trends Drive the right traffic – Provide the right information – Convert More Visitors

Social Media Objects
Profiles in social network sites
Status updates in social sites
Blog posts
Tweets in Twitter
Pictures on picture sharing sites like Flikr
Social bookmarks
Videos on video sites
Presentations on Scribd
etc. etc. etc…

Driving Traffic Using Social Media (SMO)
YouTube & Video
LinkedIn
Facebook
Twitter
Blogs
Digital PR & Article Marketing
Social book marking
Driving traffic, using keywords, building links, other benefits
Using tools in orchestration

Driving Traffic Using Social Media (SMO)
Page titles, descriptions and other metadata is key
Focus on keywords that work
Make sure everybody using social media in your business understands which keywords to use
Grab keyword-specific social domains while you can
Setting goals & Measuring results

Make Your Content Shareable Drive the right traffic – Provide the right information – Convert More Visitors

YouTube & Video
What is YouTube?
A video sharing website to upload and share videos you create
A community
A tool for keeping up to date with the information you need
A place to build a subscriber base you can update easily

YouTube & Video
Why is YouTube important?
It’s the second biggest search engine in the world
It’s the 4 th largest Internet property
It’s owned by Google & voted coolest online brand
Video results now show up in search results
It’s huge – 1/10th of the entire Internet bandwidth
It is a great base from which to share videos across other social networking sites

YouTube & Video
How do I use it to make money?
Featured videos get 10 - 30,000 views an hour
It’s still a popularity contest (views, favourites, subscribers, friends, playlists, “likes”, etc.)
It has a very strong random element
Model descriptions and tags of existing popular content on the same subject
Post video responses
Watermark your videos with a Web address
End them with a call to action
Videos are easily shared with friends

YouTube & Video
Links & Advertising?
Promoted videos (via AdWords)
Sponsored links (text or video)
Direct relationship if a big spender
Add a link from your YouTube Channel page
Monetise videos
Measuring Success
YouTube insight - views
Traffic measurement via Google Analytics
Create a unique URL in your watermark
Page 1 listings in Google SERPS

Other Video Opportunities Drive the right traffic – Provide the right information – Convert More Visitors

B2B Networking with LinkedIn
What is LinkedIn?
The largest and most credible business networking site on the planet – 63m + Users
A network of professionals who are:
Profiling themselves and their company
Sending out status updates
Linking
Forming groups
Having conversations
Asking questions
Answering questions
Recruiting
Endorsing and recommending each other
Searching for experts
Promoting and even attending events

B2B Networking with LinkedIn
How do I make money out of LinkedIn?
Participation means making new and maintaining existing business relationships
B2B Marketers can use profile information for targeting highly specific advertising messages
Adverts can be text or video
CPC or CPM options
Profiles rank in Google results
Great platform for sharing content
Link your blog, share presentations (even video), alert people to new content, auto Twitter

B2B Networking with LinkedIn Drive the right traffic – Provide the right information – Convert More Visitors
Measuring success
Advertising system produces reports
Traffic measurement via Google Analytics
Links to 3 websites allowed from profile
Use URLs in status updates
Profile views
New business meetings
Event attendance

B2C Networking with Facebook
Why would Facebook be of interest?
400 million active users
2.5 billion photos uploaded to the site each month
3.5 billion pieces of content (Web links, news stories, blog posts, notes, photo albums, etc.) shared each week
3.5 million events created each month
20 million people become fans of Pages each day 5.3 billion fans of pages

Businesses typically create “Pages” that allow fans to publically declare (and share) their brand allegiance
This provides a great channel to share content (videos, pictures, news and updates)
This also creates a link between their profile and your page that is visible to any friend that might want to check
You can encourage users to share your page with their friends right from your Web site

Advertising & Promotions on Facebook
Can be laser focused on demographic profiles
We can advertise to the friends of our fans – and use their name
Not the same as search marketing in terms of response rates
Great for organising events
Take photos at events, tag customers, their friends get the message!

Facebook “Like”
When 3 or more of your friends “Like” a web page – say a restaurant – you’ll know about it
This is going to be big!
New social plug-in that instantly personalises a visitors experience – showing them who they know that liked this content on your site

Blogging
What is blogging?
A “Naked” conversation
Every MD will be expected to have one
Most companies will have corporate blogs

Blogging
Why Blog?
Another Internet property
Generate additional traffic
Link to Website to pass on traffic
Provide interaction opportunities
Build a subscriber base using RSS
Blog posts can be shared with other sites such as LinkedIn
It’s dead easy

Blogging
What do I need to know?
Create keyword rich posts
Use keywords in tags to make the posts easy to find (and index)
Create useful and relevant content
Publicise Blog posts using Twitter, LinkedIn, Facebook and even Digital PR
Look for opportunities to pass traffic on to your site
Respond to comments / posts
Join Technorati & register Blog??
Become a source of Google News

Twitter
What is Twitter?
Micro-blogging
80% drivel
A one-to-many tool
Also one-to-one
We follow each other

Twitter Drive the right traffic – Provide the right information – Convert More Visitors

Twitter
20% of tweets are product or service related
Another communication channel
Build a subscriber base
Subscribers have a 60% increased likelihood of buying
Builds traffic (48% of people who see a brand on twitter go on to search for it)
Tweets show up in real-time search
Drive the right traffic – Provide the right information – Convert More Visitors Why Twitter?

Twitter
Great for news
Great for special offers
Live event coverage
Research
Recruitment
Helpdesk
Drive the right traffic – Provide the right information – Convert More Visitors Why Twitter?

Twitter
Tweet from anywhere – publicise content on sites and blogs
# = hashtags, for search, hyperlinks
Tweetbeep!
Hootsuite
Measure impact Bit.ly – because Tweets can travel a long way!
Drive the right traffic – Provide the right information – Convert More Visitors What else do you need to know?

Digital PR – Be The News Drive the right traffic – Provide the right information – Convert More Visitors

Old School PR Vs Digital PR Drive the right traffic – Provide the right information – Convert More Visitors

Digital PR
Releases are Optmised for keywords
Releases feature backlinks
Digital PR Results reads are measurable
Traffic is measurable via Analytics
Some links are short term
Drives very well qualified traffic

Article Marketing
What is article marketing?
Synergistic relationship between article author and website publisher
You control content, backlinks & anchor text
Your goals are both traffic and rank

Article Marketing Drive the right traffic – Provide the right information – Convert More Visitors

Article Marketing
Article spinning
Builds traffic
Builds links
Highly measurable via Analytics

Social Bookmarking
Why?
All your bookmarks in one place
Quick, easy research resource
Sharing social community
X-Factor – vote them up
SEO, PageRank and ‘follow’

Social Bookmarking – The Big Players Drive the right traffic – Provide the right information – Convert More Visitors Digg – 33.4m monthly visitors Buzz – 8.1m Reddit – 4.9m Stumbleupon – 4.4m Technorati – 3.3m Source: Ebizmba, Feb 2010

Social Bookmarking Drive the right traffic – Provide the right information – Convert More Visitors
Some others…
Socialmarker.com

A Free Directory Listing Drive the right traffic – Provide the right information – Convert More Visitors

Bringing it all Together
Create content on website – optimised for keywords and metadata & make it shareable
Can you create a short video on the subject? Use descriptions, tags and titles with keywords
Twitter your update with a keyword - hashtag
Mention your new article in your social networking sites – keyword links where possible
Write a related article in your Blog – find other Blogs and leave comments about your article
Submit a digital press release
Bookmark it
Post an article on an article marketing site

Search isn’t the only way to get Traffic
Email marketing
Traditional marketing (TV/ Radio Ads, stationery, advertising, cold calling, mail shots.)
Brand awareness
Ensure your cards, stationery, Website etc. all carry logos and addresses of all your contact channels
LinkedIn logo
Facebook Page
YouTube Channel
Twitter address
Blog address

Your Website Content
Who is it for?
What do they want?
What questions do they have?
How can you make it VERY easy to navigate?
What do you want them to do?
Does every page have a job?

Drive the right traffic – Provide the right information – Convert More Visitors Home page Signpost page Sales Page Contact Page (Conversion ) Reference Pages Landing Pages

Serving Our Audience
Outside in vs. Inside out
Using their language and their keywords
NLP neutral
WIIFM
Segmentation
1 st time vs. repeat visitors
B2B DMUs
Sectors
Men vs. Women
Different stages in the buying cycle

Krug’s Laws of Usability
Don’t Make Me Think
“ It doesn’t matter how many times I have to click as long as each click is a mindless & unambiguous choice”
“ Get rid of half of the words on each page and then get rid of half of what’s left”

Embracing Usability
Jakob Neilson’s 4 Golden Rules for Web copy
Make your copy twice as effective in terms of:
Task Time
Errors
Memory
Time to recall site structure
Subjective satisfaction (only non-mathematical element)

Embracing Usability
About Jakob’s test:
Same site
Same navigation structure
Four distinct writing styles
Be concise – 58% improved results
Lose the “Marketese” – 27% improved
Scannable text – 47% improved
Combined approach – 124% improvement

Keywords & Intent Drive the right traffic – Provide the right information – Convert More Visitors

What is Conversion?
Sales
Audience building
E-Mail sign-ups
RSS subscriptions
B2B – LinkedIn profile view/ link
Creating a Facebook fan
Create a Twitter follower
Attend an event
Inbound telephone calls

The Single Most Important Thing
Test
Evaluate
Adjust
Run
Test
Evaluate
Adjust
Run

Why Look at Numbers? Drive the right traffic – Provide the right information – Convert More Visitors

Google Analytics Overlay Mode Drive the right traffic – Provide the right information – Convert More Visitors

Goals & Funnels
What is a goal?
What are funnels?
Where do they drop out?
What can we do about it?
Drive the right traffic – Provide the right information – Convert More Visitors A Visitor Enters The Funnel A Customer Leaves The Funnel

Goals & Funnels
What is a goal?
What are funnels?
Drive the right traffic – Provide the right information – Convert More Visitors Determine a desired path through your site that you want site visitors to follow

Goals Drive the right traffic – Provide the right information – Convert More Visitors Step One: Assign A Goal Name Step Two: Activate Step Three: Choose Goal Position Step Four: Select Goal Type Step Five: Assign Match Type Step Six: Assign A Goal URL Step Seven: Assign A Goal Value How To Set Up A Goal In Google Analytics

Funnels

A/B Testing (<1,000 Page views per week)
Multivariate Testing (>1,000 Page views per week)

A/B Testing Vs Multivariate Testing

Google Website Optimiser Drive the right traffic – Provide the right information – Convert More Visitors

Select test and conversion pages
Create sections & variations
Install experiment code (a bit techy)
Preview & approve combinations
Review & launch
Repeat

Improve Your Copy
What’s the problem?
Why hasn’t the problem been solved?
What’s possible (your promise)?
What’s different now?
What should you do now?
Now you can flesh this out with
Emotion
Bonuses, guarantees and a close (a time based discount?)
Add testimonials, case studies quotes or statistics
Drive the right traffic – Provide the right content – Convert More Visitors

Conversion Tools
Reviews
Live chat
3 rd Party feedback tools
Drive the right traffic – Provide the right content – Convert More Visitors

Summary
Conversion should be your first priority
There are lots of ways to drive traffic
Many of these build backlinks and help our search positions
Keywords, metadata and links still ROCK
Know your keywords and use them in everything you do online
Yes, you will have to spend more time working on online marketing
Set up specific projects with SMART goals for each activity
Visits
Conversions
Backlinks
Audience Building
Focus on conversion
Web is still the most cost-effective marketing you can do

The magic of web marketing - DORSET

by Business Link South West - Events on Apr 26, 2010

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The magic of web marketing - DORSET — Presentation Transcript