The magic of web marketing: April 2010
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The magic of web marketing: April 2010

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The magic of web marketing - your key to internet marketing success, April to June 2010

The magic of web marketing - your key to internet marketing success, April to June 2010

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    The magic of web marketing: April 2010 The magic of web marketing: April 2010 Presentation Transcript

    • Of Web Marketing The Magic
      • Introduction
      • Size does matter
      • The Right Site
      • Conversion, Conversion, Conversion
      • Where the traffic comes from
      The Magic of Web Marketing Agenda
    • Introduction - Business Link – Services
      • What’s next?
      • Make contact
      • Business Link
      • 0845 600 99 66
      • [email_address]
      • www.businesslinksw.co.uk
      • Introduction
      • Size DOES matter
      • The Right Site
      • Conversion, Conversion, Conversion
      • Where the traffic comes from
      The Magic of Web Marketing Agenda
      • 6.5 Bn
      • 1.5 Bn
      It’s all about size
    • UK Internet Penetration Source ¦ Internet World Stats 2000 2002 2004 2006 2008 15.4m 17.7m 22.5m 26.7m 30.9m 33.6m 35.8m 36.7m 41.3m 42.7m 70% 0f pop. 26% of pop.
      • £88 Bn
      • £121 Bn
      It’s all about size
    • £ Bn 20.4 29.8 46.6 64.3 88 121 Source IMRG
    • PC Laptop Netbook iPad iPhone Smart Phone WiFi 3G 4G
    •  
    • Is your business ready?
      • Do you have
      • Phone systems in place to deal with calls?
      • People to deal with enquiries?
      • Stock to deal with uplift in orders?
      • Logistics in place to deliver on new orders?
      • Cashflow to meet increased demand?
    • The 2 most common questions I don’t think my website’s working for me, what can I do? How do I get more people to visit my website?
    • 1 Answer How is your website performing right now?
      • How many visitors does your site attract?
      • What do they do whilst they are there
        • How many pages do they look at?
        • How long do they spend on the site?
        • How does this compare against the targets set for the site?
        • How many conversions occur?
          • Sales
          • Email contact
          • Subscription
          • Calls
      Website performance – what you need to know
    • Typical Web stats
    • Is this better?
    • Is this better?
    • Is this better?
    • Is this better?
    • Is this better?
    • Is this better?
    • Low conversion % - then let’s look at your site
      • Introduction
      • Size DOES matter
      • The Right Site
      • Conversion, Conversion, Conversion
      • Where the traffic comes from
      The Magic of Web Marketing Agenda
    • The Rudiments The right name The right site
    • Choosing a name
      • What name could you use? Business name Service name Product name
      • Short is good
      • Think about how and where it will be used Print In conversation
    • Choosing a name – The Good www.diy.com www.bbc.co.uk www.itv.com www.mac.com www.formula1.com www.tesco.co.uk
    • Choosing a name – The Bad www.phones4u.co.uk www.toys2wish4.com www.4learning.com www.any-domain-with-too-many-hyphens.co.uk
    • Choosing a name – The Ugly www.speedofart.com
    • Choosing a name – The Ugly www.whorepresents.com
    • Choosing a name – The Ugly www.penisland.net
    • The Rudiments The right site
      • Download quickly (3 – 5 seconds)
          • Keeps people happy
          • Keeps Google happy
      Design rudiments 1/ Speed
    • Design rudiments 2/ Navigation
      • Simple, Logical, Intuitive
    • Design rudiments 3/ Content Your words need to be aimed directly at your site visitor - they need to be punchy and compelling
      • WHY?
      • Visitors don’t read – they scan
      • Visitors need to “get it” almost instantly
      • Visitors need to know you can meet their needs
      • Visitors need to know WHY they should use you
      • Visitors need to TOLD what to do
    •  
    • Site Architecture Portraits Weddings Boudoir PR Commercial Home Page Intro Page
      • Introduction
      • How big is the Internet?
      • The Right Site
      • Conversion, Conversion, Conversion
      • Where the traffic comes from
      Making the most of your website Agenda
    • The Business Requirement Google Search – Printers Wiltshire, 3 options. Local Organic PPC
    • The Business Requirement - Printing
    •  
    •  
    • Improving Conversion - Good
      • Ensure that your pages
      • Have a goal
      • Load Quickly
      • Provide customer focused information
          • Them not me
          • Benefits not features (W.I.T.F.M)
      We have a wealth of experience and support behind us. We hold professional indemnity insurance and are registered under the Consumer Credit Act and Data Protection Act and hold the appropriate licences.
    • Improving Conversion A – I – D – A – Grab their ATTENTION Generate an INTEREST Build the DESIRE Promote the ACTION
    • Improving Conversion - Good
      • Ensure that your pages
      • Have a goal
      • Load Quickly
      • Provide customer focused information
          • Them not me
          • Benefits not features (W.I.T.F.M)
      • Sell Your business to your customers [ USP ]
      • Clearly defined actions
          • Call Now
          • Click to Buy
          • Click for more info
    • Improving Conversion – The Best Test Measure Feedback Test
    • Improving Conversion – Testing Options
      • Landing Pages
      • Compelling Copy
      • Where visitors click
      • What people do when on your site
      • Talk to people who are on your site
      • Run surveys
      • Usability Tests
    • Improving Conversion - Landing Pages Google Website Optimiser
    • Improving Conversion – Compelling Copy Tag Lines Your Tag Line – almost as powerful as the headline Use it to describe where you fit in the market place More powerful than your brand? Think McDonalds Think Intel
    • Improving Conversion – Compelling Copy Tag Lines 1 2 3 4 5 6 7 8 9
    • Improving Conversion – Compelling Copy Tag Lines – not just for Big Business
    • Improving Conversion – Compelling Copy Headlines
      • Short, Sharp, Punchy, Compelling,
      • Look at
      • Readers Digest
      • MSN
      • Any established newspaper
      • Look, learn, adapt
      7 ADHD Truths you may not know
    • Improving Conversion – Compelling Copy Be Brave, Be Bold EXPERIMENT
      • Prices, increase, decrease, odd pence
      • Free Trials
      • BOGOF
      • BNPL
      • Pay for 10 get 12
      • First one free / Second one free
      • Increase Prices
      • Standard Version / Premium Version
    • Improving Conversion – Compelling Copy Be Brave, Be Bold EXPERIMENT
      • Trial different offers
      • Add a guarantee – be brave
      • Add testimonials
      • Try BOLD
      • Try Italics
      • Try Highlighting
      • Try hand drawn annotation
    • Improving Conversion – Compelling Copy Above the fold
    • Improving Conversion - Where visitors click
    • Improving Conversion - Where visitors click
    • Improving Conversion – Talk to visitors Gadgets R Us: See the product button near the top? ME: Hi, where can I find your digicams please Gadgets R Us: Just click on that button and you’ll see an image of a digicam. Just click on that and you’re good to go ME: Yes That’s great, thank you Online
    • Improving Conversion – Ask Survey Existing Customers – offer incentive to complete Survey Site Visitors
    • Improving Conversion – Usability
    • Improving Conversion – Re-Assure
    • Great conversion % - then let’s look building visitor numbers
      • Introduction
      • Size does matter
      • The Right Site
      • Conversion, Conversion, Conversion
      • Where the traffic comes from
      The Magic of Web Marketing Agenda
    • The route to your website Search Email Networking Viral SMS Blogging Video Paid Search
      • Search Marketing
    • Search Engine Optimisation (SEO) Understanding the words and phrases that potential customers will use when they are using a search engine to locate a service and ensuring that those words and phrases are built in to your Website in the places that the search engines look
    • Probably the greatest marketing opportunity known!
    • PPC Results
    • Email Marketing
    • Why Email Marketing?
      • Build Loyalty
      • Remind former clients that you are still around
      • Advise clients of full range of services
      • Provide easy access to latest – news/advice/offers
    •  
    • Viral Marketing – How & Why
      • Get other people to do your marketing for you
      • It’s free
      • Give them something in return if possible
    •  
    • Video Marketing
      • YouTube – 1Bn videos watched………..DAILY
      • Video results appearing in Google Search
      = You’ve been framed! Business Opportunity 2nd most searched site on the internet
    • Your Video Video Marketing
    • Social Networks Business Networks
    • Online Networking - Why
      • Reach new audiences
      • Facebook – 400m
      • MySpace – 110m
      • Twitter – 105m
      • Bebo – 40m
      • LinkedIn – 65m
      • Plaxo – 15m
      • Ecademy – 12m
    • Online Networks – Why
      • Stay in touch with existing clients
      • Reach out to new audiences and markets
      • Better understanding of related markets
      • Relative low cost of entry
      • Possible high return
    •  
    • Blogging – Why
      • An easy way to update latest news
      • An informal way of communicating
      • Helps with the search engine position of your website
      • Opens your business to a wider audience
      • Helps keep your clients updated
    • Blogging – Where www.blogger.com www.wordpress.com
    •  
    • Article Marketing
      • Raise Profile
      • Build Credibility
      • Become “The Expert”
      • Develop backlinks
    • Article Marketing
    • Article Marketing
    • Article Marketing
    • Article Marketing
    • TWITTER
    • Twitter – some random Tweets
      • Introduction
      • Size does matter
      • The Right Site
      • Conversion, Conversion, Conversion
      • Where the traffic comes from
      The Magic of Web Marketing Agenda
    • Andy Poulton Business Link M: 07966 547146 E: andy.poulton@businesslinksw.co.uk W: www.businesslinksw.co.uk Thank You