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

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The magic of web marketing: April 2010

  1. 1. Of Web Marketing The Magic
  2. 2. <ul><li>Introduction </li></ul><ul><li>Size does matter </li></ul><ul><li>The Right Site </li></ul><ul><li>Conversion, Conversion, Conversion </li></ul><ul><li>Where the traffic comes from </li></ul>The Magic of Web Marketing Agenda
  3. 3. Introduction - Business Link – Services <ul><li>What’s next? </li></ul><ul><li>Make contact </li></ul><ul><li>Business Link </li></ul><ul><li>0845 600 99 66 </li></ul><ul><li>[email_address] </li></ul><ul><li>www.businesslinksw.co.uk </li></ul>
  4. 4. <ul><li>Introduction </li></ul><ul><li> Size DOES matter </li></ul><ul><li>The Right Site </li></ul><ul><li>Conversion, Conversion, Conversion </li></ul><ul><li>Where the traffic comes from </li></ul>The Magic of Web Marketing Agenda
  5. 5. <ul><li>6.5 Bn </li></ul><ul><li>1.5 Bn </li></ul>It’s all about size
  6. 6. 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.
  7. 7. <ul><li>£88 Bn </li></ul><ul><li>£121 Bn </li></ul>It’s all about size
  8. 8. £ Bn 20.4 29.8 46.6 64.3 88 121 Source IMRG
  9. 9. PC Laptop Netbook iPad iPhone Smart Phone WiFi 3G 4G
  10. 11. Is your business ready? <ul><li>Do you have </li></ul><ul><li>Phone systems in place to deal with calls? </li></ul><ul><li>People to deal with enquiries? </li></ul><ul><li>Stock to deal with uplift in orders? </li></ul><ul><li>Logistics in place to deliver on new orders? </li></ul><ul><li>Cashflow to meet increased demand? </li></ul>
  11. 12. 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?
  12. 13. 1 Answer How is your website performing right now?
  13. 14. <ul><li>How many visitors does your site attract? </li></ul><ul><li>What do they do whilst they are there </li></ul><ul><ul><li>How many pages do they look at? </li></ul></ul><ul><ul><li>How long do they spend on the site? </li></ul></ul><ul><ul><li>How does this compare against the targets set for the site? </li></ul></ul><ul><ul><li>How many conversions occur? </li></ul></ul><ul><ul><ul><li>Sales </li></ul></ul></ul><ul><ul><ul><li>Email contact </li></ul></ul></ul><ul><ul><ul><li>Subscription </li></ul></ul></ul><ul><ul><ul><li>Calls </li></ul></ul></ul>Website performance – what you need to know
  14. 15. Typical Web stats
  15. 16. Is this better?
  16. 17. Is this better?
  17. 18. Is this better?
  18. 19. Is this better?
  19. 20. Is this better?
  20. 21. Is this better?
  21. 22. Low conversion % - then let’s look at your site
  22. 23. <ul><li>Introduction </li></ul><ul><li> Size DOES matter </li></ul><ul><li>The Right Site </li></ul><ul><li>Conversion, Conversion, Conversion </li></ul><ul><li>Where the traffic comes from </li></ul>The Magic of Web Marketing Agenda
  23. 24. The Rudiments The right name The right site
  24. 25. Choosing a name <ul><li>What name could you use? Business name Service name Product name </li></ul><ul><li>Short is good </li></ul><ul><li>Think about how and where it will be used Print In conversation </li></ul>
  25. 26. 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
  26. 27. Choosing a name – The Bad www.phones4u.co.uk www.toys2wish4.com www.4learning.com www.any-domain-with-too-many-hyphens.co.uk
  27. 28. Choosing a name – The Ugly www.speedofart.com
  28. 29. Choosing a name – The Ugly www.whorepresents.com
  29. 30. Choosing a name – The Ugly www.penisland.net
  30. 31. The Rudiments The right site
  31. 32. <ul><li>Download quickly (3 – 5 seconds) </li></ul><ul><ul><ul><li>Keeps people happy </li></ul></ul></ul><ul><ul><ul><li>Keeps Google happy </li></ul></ul></ul>Design rudiments 1/ Speed
  32. 33. Design rudiments 2/ Navigation <ul><li>Simple, Logical, Intuitive </li></ul>
  33. 34. Design rudiments 3/ Content Your words need to be aimed directly at your site visitor - they need to be punchy and compelling <ul><li>WHY? </li></ul><ul><li>Visitors don’t read – they scan </li></ul><ul><li>Visitors need to “get it” almost instantly </li></ul><ul><li>Visitors need to know you can meet their needs </li></ul><ul><li>Visitors need to know WHY they should use you </li></ul><ul><li>Visitors need to TOLD what to do </li></ul>
  34. 36. Site Architecture Portraits Weddings Boudoir PR Commercial Home Page Intro Page
  35. 37. <ul><li>Introduction </li></ul><ul><li> How big is the Internet? </li></ul><ul><li>The Right Site </li></ul><ul><li>Conversion, Conversion, Conversion </li></ul><ul><li>Where the traffic comes from </li></ul>Making the most of your website Agenda
  36. 38. The Business Requirement Google Search – Printers Wiltshire, 3 options. Local Organic PPC
  37. 39. The Business Requirement - Printing
  38. 42. Improving Conversion - Good <ul><li>Ensure that your pages </li></ul><ul><li>Have a goal </li></ul><ul><li>Load Quickly </li></ul><ul><li>Provide customer focused information </li></ul><ul><ul><ul><li>Them not me </li></ul></ul></ul><ul><ul><ul><li>Benefits not features (W.I.T.F.M) </li></ul></ul></ul>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.
  39. 43. Improving Conversion A – I – D – A – Grab their ATTENTION Generate an INTEREST Build the DESIRE Promote the ACTION
  40. 44. Improving Conversion - Good <ul><li>Ensure that your pages </li></ul><ul><li>Have a goal </li></ul><ul><li>Load Quickly </li></ul><ul><li>Provide customer focused information </li></ul><ul><ul><ul><li>Them not me </li></ul></ul></ul><ul><ul><ul><li>Benefits not features (W.I.T.F.M) </li></ul></ul></ul><ul><li>Sell Your business to your customers [ USP ] </li></ul><ul><li>Clearly defined actions </li></ul><ul><ul><ul><li>Call Now </li></ul></ul></ul><ul><ul><ul><li>Click to Buy </li></ul></ul></ul><ul><ul><ul><li>Click for more info </li></ul></ul></ul>
  41. 45. Improving Conversion – The Best Test Measure Feedback Test
  42. 46. Improving Conversion – Testing Options <ul><li>Landing Pages </li></ul><ul><li>Compelling Copy </li></ul><ul><li>Where visitors click </li></ul><ul><li>What people do when on your site </li></ul><ul><li>Talk to people who are on your site </li></ul><ul><li>Run surveys </li></ul><ul><li>Usability Tests </li></ul>
  43. 47. Improving Conversion - Landing Pages Google Website Optimiser
  44. 48. 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
  45. 49. Improving Conversion – Compelling Copy Tag Lines 1 2 3 4 5 6 7 8 9
  46. 50. Improving Conversion – Compelling Copy Tag Lines – not just for Big Business
  47. 51. Improving Conversion – Compelling Copy Headlines <ul><li>Short, Sharp, Punchy, Compelling, </li></ul><ul><li>Look at </li></ul><ul><li>Readers Digest </li></ul><ul><li>MSN </li></ul><ul><li>Any established newspaper </li></ul><ul><li>Look, learn, adapt </li></ul>7 ADHD Truths you may not know
  48. 52. Improving Conversion – Compelling Copy Be Brave, Be Bold EXPERIMENT <ul><li>Prices, increase, decrease, odd pence </li></ul><ul><li>Free Trials </li></ul><ul><li>BOGOF </li></ul><ul><li>BNPL </li></ul><ul><li>Pay for 10 get 12 </li></ul><ul><li>First one free / Second one free </li></ul><ul><li>Increase Prices </li></ul><ul><li>Standard Version / Premium Version </li></ul>
  49. 53. Improving Conversion – Compelling Copy Be Brave, Be Bold EXPERIMENT <ul><li>Trial different offers </li></ul><ul><li>Add a guarantee – be brave </li></ul><ul><li>Add testimonials </li></ul><ul><li>Try BOLD </li></ul><ul><li>Try Italics </li></ul><ul><li>Try Highlighting </li></ul><ul><li>Try hand drawn annotation </li></ul>
  50. 54. Improving Conversion – Compelling Copy Above the fold
  51. 55. Improving Conversion - Where visitors click
  52. 56. Improving Conversion - Where visitors click
  53. 57. 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
  54. 58. Improving Conversion – Ask Survey Existing Customers – offer incentive to complete Survey Site Visitors
  55. 59. Improving Conversion – Usability
  56. 60. Improving Conversion – Re-Assure
  57. 61. Great conversion % - then let’s look building visitor numbers
  58. 62. <ul><li>Introduction </li></ul><ul><li>Size does matter </li></ul><ul><li>The Right Site </li></ul><ul><li>Conversion, Conversion, Conversion </li></ul><ul><li>Where the traffic comes from </li></ul>The Magic of Web Marketing Agenda
  59. 63. The route to your website Search Email Networking Viral SMS Blogging Video Paid Search
  60. 64. <ul><li>Search Marketing </li></ul>
  61. 65. 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
  62. 66. Probably the greatest marketing opportunity known!
  63. 67. PPC Results
  64. 68. Email Marketing
  65. 69. Why Email Marketing? <ul><li>Build Loyalty </li></ul><ul><li>Remind former clients that you are still around </li></ul><ul><li>Advise clients of full range of services </li></ul><ul><li>Provide easy access to latest – news/advice/offers </li></ul>
  66. 71. Viral Marketing – How & Why <ul><li>Get other people to do your marketing for you </li></ul><ul><li>It’s free </li></ul><ul><li>Give them something in return if possible </li></ul>
  67. 73. Video Marketing <ul><li>YouTube – 1Bn videos watched………..DAILY </li></ul><ul><li>Video results appearing in Google Search </li></ul>= You’ve been framed! Business Opportunity 2nd most searched site on the internet
  68. 74. Your Video Video Marketing
  69. 75. Social Networks Business Networks
  70. 76. Online Networking - Why <ul><li>Reach new audiences </li></ul><ul><li>Facebook – 400m </li></ul><ul><li>MySpace – 110m </li></ul><ul><li>Twitter – 105m </li></ul><ul><li>Bebo – 40m </li></ul><ul><li>LinkedIn – 65m </li></ul><ul><li>Plaxo – 15m </li></ul><ul><li>Ecademy – 12m </li></ul>
  71. 77. Online Networks – Why <ul><li>Stay in touch with existing clients </li></ul><ul><li>Reach out to new audiences and markets </li></ul><ul><li>Better understanding of related markets </li></ul><ul><li>Relative low cost of entry </li></ul><ul><li>Possible high return </li></ul>
  72. 79. Blogging – Why <ul><li>An easy way to update latest news </li></ul><ul><li>An informal way of communicating </li></ul><ul><li>Helps with the search engine position of your website </li></ul><ul><li>Opens your business to a wider audience </li></ul><ul><li>Helps keep your clients updated </li></ul>
  73. 80. Blogging – Where www.blogger.com www.wordpress.com
  74. 82. Article Marketing <ul><li>Raise Profile </li></ul><ul><li>Build Credibility </li></ul><ul><li>Become “The Expert” </li></ul><ul><li>Develop backlinks </li></ul>
  75. 83. Article Marketing
  76. 84. Article Marketing
  77. 85. Article Marketing
  78. 86. Article Marketing
  79. 87. TWITTER
  80. 88. Twitter – some random Tweets
  81. 89. <ul><li>Introduction </li></ul><ul><li>Size does matter </li></ul><ul><li>The Right Site </li></ul><ul><li>Conversion, Conversion, Conversion </li></ul><ul><li>Where the traffic comes from </li></ul>The Magic of Web Marketing Agenda
  82. 90. Andy Poulton Business Link M: 07966 547146 E: andy.poulton@businesslinksw.co.uk W: www.businesslinksw.co.uk Thank You

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