Use the Internet togrow your businessCPD SeminarBarry AdamsPierce CommunicationsCopyright. All Rights Reserved Pierce Comm...
Barry Adams   • Digital Services Director at Pierce Communications        Started as senior digital marketer   • Built my ...
Agenda:   • What makes a good website?   • What drives traffic to a website?   • Introduction to Search Engine Optimisatio...
What makes a good website?Copyright. All Rights Reserved Pierce Communications. 2012
First impressions matter • The “look and feel” of a website has the greatest   impact on users’ credibility assessments, w...
Copyright. All Rights Reserved Pierce Communications. 2012
Copyright. All Rights Reserved Pierce Communications. 2012
Key Aspects of good web design • Your site’s purpose need to be instantly evident                    Don’t make users look...
Web Development best practices • Standards-based;      W3C compliance is not a must, but should be worked      towards    ...
Content Management   • Open Source systems are a good choice;                      Easily portable so you’re not dependent...
What drives traffic to a website?Copyright. All Rights Reserved Pierce Communications. 2012
Traffic SourcesCopyright. All Rights Reserved Pierce Communications. 2012
Search Traffic • Search traffic is the biggest traffic driver for   most websites;                    Search encompasses b...
Search Engine Results Page*:Copyright. All Rights Reserved Pierce Communications. 2012                                    ...
Organic search results:Copyright. All Rights Reserved Pierce Communications. 2012
Paid search advertising:Copyright. All Rights Reserved Pierce Communications. 2012
Other Traffic Sources • Referral traffic;                    Clicks from other websites on to yours                    Soc...
What is Search Engine Optimisation?Copyright. All Rights Reserved Pierce Communications. 2012
Definition of SEO:                                                             Search Engine Optimisation   Wikipedia: Sea...
Why is SEO important?                                                             Worldwide Internet Usage   Over 2 billio...
Clickthrough rates (CTR) on search   engine results:Copyright. All Rights Reserved Pierce Communications. 2012
SEO is about two things:                              Relevance                      AuthorityCopyright. All Rights Reserv...
Relevance & Authority:                               Keywords                                   Links   Keywords match a s...
The SEO process:                                   Keyword                                                             Fin...
The Long Tail of search wordsCopyright. All Rights Reserved Pierce Communications. 2012                                   ...
Google Adwords Keyword Tool – http://adwords.google.com/select/KeywordToolExternal Copyright. All Rights Reserved Pierce C...
On-site Optimisation        Elements to be optimised:                                    +             Title tags         ...
On-Page Optimisation+            Title tag                              <title>Pierce Communications - Design,            ...
On-Page Optimisation+            Meta Description tag<meta name=‘description’ content=‘Pierce Communications is a   leadin...
On-Page Optimisation +            Headlines and paragraph structure                                                       ...
On-Page Optimisation+            Internal links• Link from top to bottom• Link sideways & diagonally• Use keywords in the ...
Linkbuilding• Links determine a page’s authority• Higher authority = higher ranking on SERPs• More links = higher authorit...
How to build links?                              1              Directory Submissions                              2      ...
Want to learn more about SEO? • Training (Digital Marketing Institute) • Read SEO books;       The Art of SEO • Read SEO b...
[15 minute break]Copyright. All Rights Reserved Pierce Communications. 2012
How can you use Social Media effectively?Copyright. All Rights Reserved Pierce Communications. 2012
What is ‘social media’? Wikipedia:   “Social media includes web- and mobile-based technologies   which are used to turn co...
The old model:                                                             BroadcastCopyright. All Rights Reserved Pierce ...
The new model:                                                             ConversationCopyright. All Rights Reserved Pier...
Real conversations with real people • People expect to be spoken to as if they are people • Impersonal & robotic corporate...
Authentic tone of voice • Every company has a personality • That personality should power the engagement with people   on ...
The user is in control • Having conversations mean engaging with your users • Conversations happen on the user’s terms    ...
So what’s in it for me? • Conversation – not broadcast • Be authentic and true to your corporate personality • It happens ...
Because that’s where your customers are • Facebook:      900 million users      3.2 billion likes & comments every day    ...
Be realistic • Social media are social spaces;      Commercial messages are rarely welcome • Understand what each social m...
Source: Go-Gulf.com, May 2012Copyright. All Rights Reserved Pierce Communications. 2012
Facebook • The biggest social network by far and the most mature   platform for businesses;      Facebook Pages      Faceb...
Facebook Pages • A Facebook Page is the primary presence of a business on   Facebook • All corporate activity on Facebook ...
Copyright. All Rights Reserved Pierce Communications. 2012
Copyright. All Rights Reserved Pierce Communications. 2012
Facebook AdvertisingCopyright. All Rights Reserved Pierce Communications. 2012
Twitter • Used to send 140-character messages;      Very good engagement levels • Limited advertising opportunities;      ...
Twitter tools •        Main Twitter account •        Hashtags: #paralympics #justinbieber #followfriday •        Following...
Copyright. All Rights Reserved Pierce Communications. 2012
LinkedIn • The most popular ‘business’ social network;      Users create profiles which are more or less      extended CVs...
LinkedIn for business • Company page;      Showcase products & services      Add employees      Post updates      Advertis...
Pinterest • Social image/video sharing   network;      You can upload (‘pin’)      photos & videos      Like & Re-pin othe...
How blogging can help your businessCopyright. All Rights Reserved Pierce Communications. 2012
What Is A Business Blog? What it shouldn’t be; • Dull corporate news • Press releases What it should be; • Interesting art...
Others Do It, Why Should You? • Differentiating your business and services • Attracting prospects and developing new busin...
Ok, But What Are The Advantages? •        Develop your position and reputation as an expert •        Create a real dialogu...
How do I start? • What do you want to do with your business blog? • Who is your target audience?     Make it local • What ...
Corporate blog examples: • Denman:   http://www.denmanbrush.com/ownyourstyle/ • GCD Technologies:   http://www.gcdtech.com...
Legal blogs: • Baby Barista:   http://www.babybarista.com/ • Law Actually:   http://lawactually.blogspot.co.uk/ • Charon C...
Final thoughts on blogging • Legal profession already has a strong blogging community, so   the appetite for it is there. ...
Web Strategy – tying it all togetherCopyright. All Rights Reserved Pierce Communications. 2012
Four Steps to a Successful Digital Marketing Strategy 1.          Goals & Objectives                                      ...
Goals                                                                         & Objectives Goals & Objectives             ...
Goals                                                                         & Objectives Audience, Channels, and Tactics...
Goals                                                                         & Objectives Activity Calendar              ...
Goals                                                                         & Objectives Measure & Analyse              ...
Questions?badams@piercecommunications.co.ukhttp://twitter.com/badamshttp://www.piercecommunications.co.ukCopyright. All Ri...
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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.

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Use the Internet to Grow Your Business

  1. 1. Use the Internet togrow your businessCPD SeminarBarry AdamsPierce CommunicationsCopyright. All Rights Reserved Pierce Communications. 2012Copyright. All Rights Reserved Pierce Communications. 2012
  2. 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. 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. 4. What makes a good website?Copyright. All Rights Reserved Pierce Communications. 2012
  5. 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. 6. Copyright. All Rights Reserved Pierce Communications. 2012
  7. 7. Copyright. All Rights Reserved Pierce Communications. 2012
  8. 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. 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. 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. 11. What drives traffic to a website?Copyright. All Rights Reserved Pierce Communications. 2012
  12. 12. Traffic SourcesCopyright. All Rights Reserved Pierce Communications. 2012
  13. 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. 14. Search Engine Results Page*:Copyright. All Rights Reserved Pierce Communications. 2012 *SERP
  15. 15. Organic search results:Copyright. All Rights Reserved Pierce Communications. 2012
  16. 16. Paid search advertising:Copyright. All Rights Reserved Pierce Communications. 2012
  17. 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. 18. What is Search Engine Optimisation?Copyright. All Rights Reserved Pierce Communications. 2012
  19. 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. 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. 21. Clickthrough rates (CTR) on search engine results:Copyright. All Rights Reserved Pierce Communications. 2012
  22. 22. SEO is about two things: Relevance AuthorityCopyright. All Rights Reserved Pierce Communications. 2012
  23. 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. 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. 25. The Long Tail of search wordsCopyright. All Rights Reserved Pierce Communications. 2012 Source: http://www.seomoz.org/blog/illustrating-the-long-tail
  26. 26. Google Adwords Keyword Tool – http://adwords.google.com/select/KeywordToolExternal Copyright. All Rights Reserved Pierce Communications. 2012
  27. 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. 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. 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. 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. 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. 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. 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. 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. 35. [15 minute break]Copyright. All Rights Reserved Pierce Communications. 2012
  36. 36. How can you use Social Media effectively?Copyright. All Rights Reserved Pierce Communications. 2012
  37. 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. 38. The old model: BroadcastCopyright. All Rights Reserved Pierce Communications. 2012
  39. 39. The new model: ConversationCopyright. All Rights Reserved Pierce Communications. 2012
  40. 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. 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. 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. 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. 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. 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. 46. Source: Go-Gulf.com, May 2012Copyright. All Rights Reserved Pierce Communications. 2012
  47. 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. 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. 49. Copyright. All Rights Reserved Pierce Communications. 2012
  50. 50. Copyright. All Rights Reserved Pierce Communications. 2012
  51. 51. Facebook AdvertisingCopyright. All Rights Reserved Pierce Communications. 2012
  52. 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. 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. 54. Copyright. All Rights Reserved Pierce Communications. 2012
  55. 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. 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. 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. 58. How blogging can help your businessCopyright. All Rights Reserved Pierce Communications. 2012
  59. 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. 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. 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. 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. 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. 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. 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. 66. Web Strategy – tying it all togetherCopyright. All Rights Reserved Pierce Communications. 2012
  67. 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. 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. 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. 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. 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. 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
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