Use the Internet to Grow Your Business

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Slides for a 3.5 hour workshop I delivered as part of the McKelvey Associates NI Solicitors' CPD seminar series.

Slides for a 3.5 hour workshop I delivered as part of the McKelvey Associates NI Solicitors' CPD seminar series.

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  • 1. Use the Internet togrow your businessCPD SeminarBarry AdamsPierce CommunicationsCopyright. All Rights Reserved Pierce Communications. 2012Copyright. All Rights Reserved Pierce Communications. 2012
  • 2. Barry Adams • Digital Services Director at Pierce Communications Started as senior digital marketer • Built my first website in 1995, started my career in all things online in 1997 • Specialisation in SEO • Dutch (yes, really) • Previous employers include; Philips Electronics Honeywell Quotezone Independent News & Media (Belfast Telegraph)Copyright. All Rights Reserved Pierce Communications. 2012
  • 3. Agenda: • What makes a good website? • What drives traffic to a website? • Introduction to Search Engine Optimisation -- BREAK -- • How can you use Social Media effectively? • How blogging can help your business • Web strategy – tying it all togetherCopyright. All Rights Reserved Pierce Communications. 2012
  • 4. What makes a good website?Copyright. All Rights Reserved Pierce Communications. 2012
  • 5. First impressions matter • The “look and feel” of a website has the greatest impact on users’ credibility assessments, with professional site designs heavily influencing credibility perceptions • Once users have seen a web page, it is difficult to overcome the first impressions they form based on the professional appearance of a page’s design.*Copyright. All Rights Reserved Pierce Communications. 2012 *Source: http://research.microsoft.com/en-us/um/people/merrie/papers/WebCredibility_CHI2011.pdf
  • 6. Copyright. All Rights Reserved Pierce Communications. 2012
  • 7. Copyright. All Rights Reserved Pierce Communications. 2012
  • 8. Key Aspects of good web design • Your site’s purpose need to be instantly evident Don’t make users look for the purpose of your site Strong headlines, clearly named navigation, images • Your site needs to be easy to use Uncluttered layout, good supportive images, works in all browsers • Tell users what you expect them to do Use calls-to-action to guide the visitors to the relevant conversion pageCopyright. All Rights Reserved Pierce Communications. 2012
  • 9. Web Development best practices • Standards-based; W3C compliance is not a must, but should be worked towards Cross-browser compatibility; Internet Explorer 7,8,9 / Firefox / Google Chrome Limit 3rd party plugins; avoid Flash, Silverlight & QuickTime JavaScript is OK, within limitsCopyright. All Rights Reserved Pierce Communications. 2012
  • 10. Content Management • Open Source systems are a good choice; Easily portable so you’re not dependent on a single web developer Constantly upgraded with security fixes & functional improvements Most are based on standards and will generate compliant websites Many plugins & extensions available for extra functionality • Examples: Wordpress, MagentoCopyright. All Rights Reserved Pierce Communications. 2012
  • 11. What drives traffic to a website?Copyright. All Rights Reserved Pierce Communications. 2012
  • 12. Traffic SourcesCopyright. All Rights Reserved Pierce Communications. 2012
  • 13. Search Traffic • Search traffic is the biggest traffic driver for most websites; Search encompasses both organic search and paid search advertising Increased traffic via organic search is achieved via Search Engine Optimisation (SEO) Increased traffic via paid search advertising is done via Pay Per Click (PPC) advertising on Google AdWordsCopyright. All Rights Reserved Pierce Communications. 2012
  • 14. Search Engine Results Page*:Copyright. All Rights Reserved Pierce Communications. 2012 *SERP
  • 15. Organic search results:Copyright. All Rights Reserved Pierce Communications. 2012
  • 16. Paid search advertising:Copyright. All Rights Reserved Pierce Communications. 2012
  • 17. Other Traffic Sources • Referral traffic; Clicks from other websites on to yours Social Media can be a big driver of referral traffic • Campaigns; Email marketing • Direct traffic; Bookmarks / Favorites Clicks from external (non-browser) tools like Outlook, Mail.app, Thunderbird, Lotus Domino, etc.Copyright. All Rights Reserved Pierce Communications. 2012
  • 18. What is Search Engine Optimisation?Copyright. All Rights Reserved Pierce Communications. 2012
  • 19. Definition of SEO: Search Engine Optimisation Wikipedia: Search engine optimization (SEO) is the process of improving the visibility of a website or a web page in search engines via the "natural" or un-paid ("organic" or "algorithmic") search results. Getting more relevant traffic to websites via search engines organic results.Copyright. All Rights Reserved Pierce Communications. 2012
  • 20. Why is SEO important? Worldwide Internet Usage Over 2 billion users online 150 billion searches a month (that’s more than 49,000 searches/second) UK Internet Usage 51.4 milion users (82.5% of the population) In April 2010, Google received 4.1 billion search page views in the UK The UK internet economy is worth £121 billion = 8.3% of UK gross domestic product Search Engine Usage 89% of all online purchases in the UK begin with a search 95% of all UK Internet users choose Google as their preferred search engine Organic search results receive over 75% of all clicks 91% of users do not look past the first page of search resultsCopyright. All Rights Reserved Pierce Communications. 2012
  • 21. Clickthrough rates (CTR) on search engine results:Copyright. All Rights Reserved Pierce Communications. 2012
  • 22. SEO is about two things: Relevance AuthorityCopyright. All Rights Reserved Pierce Communications. 2012
  • 23. Relevance & Authority: Keywords Links Keywords match a search query to a Links determine which webpage ranks webpage. highest.Copyright. All Rights Reserved Pierce Communications. 2012
  • 24. The SEO process: Keyword Find the right keywords to optimise for Research On-Page Implement those keywords on the website Optimisation Make the website search-engine friendly Linkbuilding Build links to the website to increase its authorityCopyright. All Rights Reserved Pierce Communications. 2012
  • 25. The Long Tail of search wordsCopyright. All Rights Reserved Pierce Communications. 2012 Source: http://www.seomoz.org/blog/illustrating-the-long-tail
  • 26. Google Adwords Keyword Tool – http://adwords.google.com/select/KeywordToolExternal Copyright. All Rights Reserved Pierce Communications. 2012
  • 27. On-site Optimisation Elements to be optimised: + Title tags + Meta Description tags + Headlines and paragraph structure + Body text + Image alt attributes + URLs + Internal links + Sitemap (HTML and XML)Copyright. All Rights Reserved Pierce Communications. 2012
  • 28. On-Page Optimisation+ Title tag <title>Pierce Communications - Design, Marketing, Digital, Print</title>• Put your focus keywords in your title, and include your brand name (use separators like hyphens – and pipes | )• Keep it short – 65-70 characters• Unique title for every page on your websiteCopyright. All Rights Reserved Pierce Communications. 2012
  • 29. On-Page Optimisation+ Meta Description tag<meta name=‘description’ content=‘Pierce Communications is a leading marketing services agency based in Belfast, Northern Ireland. Services include print design, web design & build, SEO, PPC.’>• Not a ranking factor – but a very important click-through factor• SERPs only show 150 characters – but no guarantee they’ll actually show your description.• Try to include the focus keyword once (it’ll show as bold text text)Copyright. All Rights Reserved Pierce Communications. 2012
  • 30. On-Page Optimisation + Headlines and paragraph structure <H1> headline <H2> subheader <H3> subheaders <p> paragraphs• Allows SEs to understand the content and its context Copyright. All Rights Reserved Pierce Communications. 2012
  • 31. On-Page Optimisation+ Internal links• Link from top to bottom• Link sideways & diagonally• Use keywords in the link Wrong: To read more about wedding rings, click here. Right: Read more about wedding rings.• Use breadcrumb links:Copyright. All Rights Reserved Pierce Communications. 2012 Source: http://www.seomoz.org/blog/diagrams-for-solving-crawl-priority-indexation-issues
  • 32. Linkbuilding• Links determine a page’s authority• Higher authority = higher ranking on SERPs• More links = higher authority• Not all links are equal; 1 valuable link from a high authority website > 100 links from low-quality sites• Link text is very important; Branded link: Pierce Communications Keyword-rich link: Web Design BelfastCopyright. All Rights Reserved Pierce Communications. 2012
  • 33. How to build links? 1 Directory Submissions 2 Press Releases 3 Article Marketing & Guest Blogging 4 LinkbaitCopyright. All Rights Reserved Pierce Communications. 2012
  • 34. Want to learn more about SEO? • Training (Digital Marketing Institute) • Read SEO books; The Art of SEO • Read SEO blogs; Search Engine Land SEOmoz State of Search • Hire a professionalCopyright. All Rights Reserved Pierce Communications. 2012
  • 35. [15 minute break]Copyright. All Rights Reserved Pierce Communications. 2012
  • 36. How can you use Social Media effectively?Copyright. All Rights Reserved Pierce Communications. 2012
  • 37. What is ‘social media’? Wikipedia: “Social media includes web- and mobile-based technologies which are used to turn communication into interactive dialogue among organizations, communities, and individuals.” Social media is about conversations online about shared interests & ideas.Copyright. All Rights Reserved Pierce Communications. 2012
  • 38. The old model: BroadcastCopyright. All Rights Reserved Pierce Communications. 2012
  • 39. The new model: ConversationCopyright. All Rights Reserved Pierce Communications. 2012
  • 40. Real conversations with real people • People expect to be spoken to as if they are people • Impersonal & robotic corporate communication is unacceptableCopyright. All Rights Reserved Pierce Communications. 2012
  • 41. Authentic tone of voice • Every company has a personality • That personality should power the engagement with people on social media • Stay true to your corporate personality ‘Fake’ personalities are easily spotted and ridiculedCopyright. All Rights Reserved Pierce Communications. 2012
  • 42. The user is in control • Having conversations mean engaging with your users • Conversations happen on the user’s terms You are ‘intruding’ in their social space, so you need to make sure the conversation is worthwhile to have • The old adage ‘customer is king’ is 100% true On social media, the user is kingCopyright. All Rights Reserved Pierce Communications. 2012
  • 43. So what’s in it for me? • Conversation – not broadcast • Be authentic and true to your corporate personality • It happens on the user’s terms So why would we do social media at all?Copyright. All Rights Reserved Pierce Communications. 2012
  • 44. Because that’s where your customers are • Facebook: 900 million users 3.2 billion likes & comments every day On average users spend over 5 hours/month on FB • Twitter: 550 million users 4o0 million tweets a day • Others: LinkedIn: 150m users Google+: 170m usersCopyright. All Rights Reserved Pierce Communications. 2012
  • 45. Be realistic • Social media are social spaces; Commercial messages are rarely welcome • Understand what each social media site is good at; Use what works for each specific platform • Establish clear goals & objectives; What is it you want to achieve? What platforms should you use for that?Copyright. All Rights Reserved Pierce Communications. 2012
  • 46. Source: Go-Gulf.com, May 2012Copyright. All Rights Reserved Pierce Communications. 2012
  • 47. Facebook • The biggest social network by far and the most mature platform for businesses; Facebook Pages Facebook Advertising • Highest engagement levels of all social media platforms More time spent on Facebook than on any other site.Copyright. All Rights Reserved Pierce Communications. 2012
  • 48. Facebook Pages • A Facebook Page is the primary presence of a business on Facebook • All corporate activity on Facebook has to happen via its Page • On average only 16% of your page’s fans will see your post Solution: promoted post:Copyright. All Rights Reserved Pierce Communications. 2012
  • 49. Copyright. All Rights Reserved Pierce Communications. 2012
  • 50. Copyright. All Rights Reserved Pierce Communications. 2012
  • 51. Facebook AdvertisingCopyright. All Rights Reserved Pierce Communications. 2012
  • 52. Twitter • Used to send 140-character messages; Very good engagement levels • Limited advertising opportunities; Sponsored tweets are expensive Paid-for tweets by celebs need to be declared • Great viral potential; Twitter Retweets are more powerful than FB likes Media pay more attention to what happens on TwitterCopyright. All Rights Reserved Pierce Communications. 2012
  • 53. Twitter tools • Main Twitter account • Hashtags: #paralympics #justinbieber #followfriday • Following the right people • Engage with followers • Average half-life of a tweet: 18 minutes* * Source: http://www.seomoz.org/blog/when-is-my-tweets-prime-of-lifeCopyright. All Rights Reserved Pierce Communications. 2012
  • 54. Copyright. All Rights Reserved Pierce Communications. 2012
  • 55. LinkedIn • The most popular ‘business’ social network; Users create profiles which are more or less extended CVs Connect with (former) colleagues & business associates Share updates Get recommendations & recommend others • 150m users (May ‘12) • Primarily used for business networking; Groups Events • A popular tool for recruitersCopyright. All Rights Reserved Pierce Communications. 2012
  • 56. LinkedIn for business • Company page; Showcase products & services Add employees Post updates Advertise jobs Get recommendations • Advertising; Targeted adsCopyright. All Rights Reserved Pierce Communications. 2012
  • 57. Pinterest • Social image/video sharing network; You can upload (‘pin’) photos & videos Like & Re-pin others Comment on pins • 23 million users (Aug ‘12) 97% are femaleCopyright. All Rights Reserved Pierce Communications. 2012
  • 58. How blogging can help your businessCopyright. All Rights Reserved Pierce Communications. 2012
  • 59. What Is A Business Blog? What it shouldn’t be; • Dull corporate news • Press releases What it should be; • Interesting articles about your industry • Background about current affairs relating to your industry • Stories about the personalities in your organisation • Write-ups of events you attended • Resources you want to share • Etc…Copyright. All Rights Reserved Pierce Communications. 2012
  • 60. Others Do It, Why Should You? • Differentiating your business and services • Attracting prospects and developing new business opportunities • Helping to enhance and build your visibility and brand • Positioning yourself as an expert • Improving internal communications • It will act as a central element to SEOCopyright. All Rights Reserved Pierce Communications. 2012
  • 61. Ok, But What Are The Advantages? • Develop your position and reputation as an expert • Create a real dialogue with those who matter • Lead generation • Brand Awareness • Educational marketingCopyright. All Rights Reserved Pierce Communications. 2012
  • 62. How do I start? • What do you want to do with your business blog? • Who is your target audience? Make it local • What results are you looking to achieve? Reputation / brand awareness (Online) Enquiries • How will it integrate with your other marketing activities? • Who will be blogging and how often? Content calendarCopyright. All Rights Reserved Pierce Communications. 2012
  • 63. Corporate blog examples: • Denman: http://www.denmanbrush.com/ownyourstyle/ • GCD Technologies: http://www.gcdtech.com/blog/ • Brix Workwear: http://www.brixworkwear.com/uk/blogger/ • Emo Oil: http://www.emooil.com/category/blog • Pierce Communications: http://www.piercecommunications.co.uk/blogCopyright. All Rights Reserved Pierce Communications. 2012
  • 64. Legal blogs: • Baby Barista: http://www.babybarista.com/ • Law Actually: http://lawactually.blogspot.co.uk/ • Charon CQ: http://charonqc.wordpress.com/ And many, many more…Copyright. All Rights Reserved Pierce Communications. 2012
  • 65. Final thoughts on blogging • Legal profession already has a strong blogging community, so the appetite for it is there. • If you’re going to do it, do it properly properly. • Keep it fresh, keep it regular, keep it interesting and it will become a great asset.Copyright. All Rights Reserved Pierce Communications. 2012
  • 66. Web Strategy – tying it all togetherCopyright. All Rights Reserved Pierce Communications. 2012
  • 67. Four Steps to a Successful Digital Marketing Strategy 1. Goals & Objectives Goals 2. Audience, channels, and tactics & Objectives 3. Activity Calendar 4. Measure & Analyse Audience, Measure & Channels, Analyse Tactics Activity CalendarCopyright. All Rights Reserved Pierce Communications. 2012
  • 68. Goals & Objectives Goals & Objectives Audience, Measure & Channels, Analyse Tactics • What are you trying to accomplish? More sales? Activity Calendar More brand awareness? Better bargaining position? • How do you define success? Website visits? Number of Likes/Followers? Engagement (comments/likes/retweets)? Online enquiries? • Determine KPIs and targetsCopyright. All Rights Reserved Pierce Communications. 2012
  • 69. Goals & Objectives Audience, Channels, and Tactics Audience, Measure & Channels, Analyse Tactics • Who are you trying to reach? - Audience End customers? Retailers? Activity Calendar Define your target market • How can you best reach them? - Channels Research your target audience What online channels do they use? • How to best engage with your audience – Tactics Select the channels that match your audience & targets; SEO PPC Email Social Etc…Copyright. All Rights Reserved Pierce Communications. 2012
  • 70. Goals & Objectives Activity Calendar Audience, Measure & Channels, Analyse Tactics • Optimise existing digital assets; Website / blog Activity Calendar Social media accounts Multimedia (video, images, etc) • Create content to engage your target audience; Find out what they like & respond to, and do that. Lots. Ensure recurring engagement Keep your target KPIs in mind but don’t get too pushy • Regular content calendar to ensure constant activity; Schedule posts in advance (weekends, holidays) Align with offline marketing activities Product launches, store openings, etcCopyright. All Rights Reserved Pierce Communications. 2012
  • 71. Goals & Objectives Measure & Analyse Audience, Measure & Channels, Analyse Tactics • Analytics to determine what works & what doesn’t. Activity Calendar • Web Analytics; Google Analytics • Social Media analytics; Facebook Insights Twitter metrics (Twittercounter/Tweetstats) • Business analytics; Sales Brand perception • Use these insights to optimise your campaignsCopyright. All Rights Reserved Pierce Communications. 2012
  • 72. Questions?badams@piercecommunications.co.ukhttp://twitter.com/badamshttp://www.piercecommunications.co.ukCopyright. All Rights Reserved Pierce Communications. 2012Copyright. All Rights Reserved Pierce Communications. 2012