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Marketing your business


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From Streatham business networking on 21st November 2013

From Streatham business networking on 21st November 2013

Published in: Technology, Design

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  • 1. Brand
  • 2. Why is brand so important?
  • 3. Logo evolution
  • 4. Logo evolution
  • 5. Logo evolution
  • 6. Logo application
  • 7. Design to be Memorable
  • 8. Design to Engage
  • 9. Source: Social Marketing Forum, December 2010
  • 10. 7 Key Ingredients to Website Design
  • 11. Brand / Logo
  • 12. Imagery
  • 13. Call to Actions
  • 14. Content
  • 15. Social Media
  • 16. Testimonials / Reviews
  • 17. Navigation / Structure
  • 18. Website Design Live chat is a tool that can be used to increase conversions Clear brand identity Trackable phone number Engage with clients through social media The banner area is ideal for highlighting offers and services Clear call-to-action
  • 19. Mobile Design A mobile site is meant to be designed to be easy to use and to contain the most key information for users on the go. A mobile site should not have all pages from your website.
  • 20. Mobile design By 2014 more users will be browsing on a mobile device than desktops. Mobile sites need to be easy to use and have a cut down version of the most important content. You can use your analytics to work out what pages are more important to mobile users and the % of traffic you are receiving from which devices. Source: Morgan Stanley, April 2010
  • 21. Design Case Studies
  • 22. Design Case Studies
  • 23. Design Case Studies
  • 24. Search Engine Optimisation
  • 25. Source: International Telecommunication Union, November 2011
  • 26. Source: International Telecommunication Union, November 2011 Ofcom April 2013
  • 27. Search Engine Market Share UK – 90% UK – 5.3% Source: The E Word Feb 2013 UK – 2.3% UK – 1.5% UK – 0.7%
  • 28. Paid vs. Natural
  • 29. SEO Positioning
  • 30. Online Marketing does not need to be complicated Traffic Conversions ROI
  • 31. Our SEO Process… Planning, Research & Analysis Keyword Research On-Site Optimisation Off-Site Optimisation Measurement & Refinement
  • 32. Planning, Research & Analysis We would audit the site to make sure the search engine Robots and Spiders can find what they are looking for. We’ll also look at other potential technical issues such as duplicate content and page load time.
  • 33. Keyword Research
  • 34. Keyword Research
  • 35. On-Page On-site SEO consists of optimising the actual content itself We’ll look at meta tags, H tags and alt tags On-Page We’ll then ensure that the content has just the right keyword density so that the search engines know exactly what the page is about
  • 36. Off Site Optimisation Traditional Methods New Methods Paid Links Link Baiting Directory Submissions Social Media Sharing Site Wide Blog Links Blog Guest Posting Forum Posts Infographics Reciprocal Linking Press Releases
  • 37. Results and Analysis Everything we do is tracked and monitored to ensure the strategy is working and delivering results. Our constant analysis allows us to continually plan where to take the strategy to next…
  • 38. SEO – ‘Linkbaiting’ It’s all about creating great content other users would naturally want to share or link back to… Infographics Whitepapers Videos Slide Shows Press Releases
  • 39. Infographics
  • 40. Infographics On average we are exposed to the equivalent of 174 newspapers full of information each day. 99% of all sensory information is filtered out from the brain immediately, infographics are in the 1% that is kept. 90% of information that is transmitted to the brain is visual – with 50% of the brain being dedicated to visual. Visuals are processed 60,000 times faster than text. People only remember 20% of what they read.
  • 41. Infographics In 2 years, search volume for infographics has increased by over 800% Publishers that use infographics on average grow in traffic 12% more than those who don’t. On average there are 17k tweets a day about infographics … your firms could occupy some of these!!
  • 42. Egress Case Study We created this infographic for Egress based on statistics that were taken from a survey they published in SC Magazine. We then reached out to key figures within the industry to see if they would publish the blog We promoted it through social media Our aim was to increase traffic, raise awareness and create quality backlinks to the Egress website
  • 43. Egress Case Study This graph shows how many pageviews the infographic has received since its launch The Infographic was spotted by Legal IT Africa and was used to promote their event
  • 44. Blogging Blogs are a great opportunity to create lots of good, useful content. Blogs allow your team to individually have a voice and to become thought leaders within their fields. Blogs start conversations and give constant reason for new content. Blogs work best if you create ‘champions’ within the team that are in charge of writing a couple of posts each week…
  • 45. SEO – Blogging Vs. News Blogging Often ‘opinion-based’ News News articles are often longer than blog posts Blogs can provide ‘tips’ Blog posts can be short and snappy News stories announce launches, events etc… News articles are more serious Can be more ‘personal’ and fun
  • 46. Waterfront case study
  • 47. SEO – Slideshare Founded in 2006, SlideShare is the world’s largest community for sharing presentations. It is within the top 200 visited sites in the world, with over 130 million pageviews each month.
  • 48. SEO – Webinars Using the same principle of the slideshare presentations, you could start to run webinars – as webinars are a fantastic, cheap way to engage with an audience. These could be on any topics relevant to the business and they become a soft sales technique These same slides/video of webinar can be shared online.
  • 49. SEO – Video Video is a fantastic way to get good, quality content out there that users will digest and remember. Online video viewers reached 170 million at the end of 2012 Google owns YouTube – therefore great for SEO. YouTube is the 2nd largest search engine
  • 50. SEO – Video
  • 51. Google+ Google+ is Google’s answer to Facebook Google+ currently has 500 million users Google+ acquired its first 10 million users faster than Facebook and Twitter!
  • 52. Google+ Business Page Events Integration with Google+ Local Profile Picture Cover Photo Circles Wall Posts
  • 53. Google+ Personal Page Profile Picture Cover Photo Photos Events Circles Wall Posts
  • 54. Google+ Terminology ‘Circles’ – On Google+ you can divide the people you follow into ‘circles’ and they can also add you to their circles ‘Hangouts’ – Allow you to talk with multiple people ‘Trends’ – As with Twitter various topics can ‘trend’ ‘Local’ – Businesses are linked to their Google+ Local profile though their Google+ page
  • 55. How to Utilize Google+ For Businesses…
  • 56. Why Google? Google has merged ‘Google Places’ with ‘Google+’ to create Google+ Local This is a handy tool for local businesses Google acquired ‘Zagat’ - a tool for online ratings and reviews
  • 57. Why Google? The reviews, powered by Zagat, help to build trust Reviews are being utilised more and more online…think TripAdvisor!
  • 58. Why Google? Google+ Local listings help to increase website traffic If you don’t rank in the local listings then you will be missing out on vital traffic and leads Google+ Local listings direct traffic into Google+
  • 59. Using Google+ Google Hangouts
  • 60. Using Google+ Google Hangouts Chat face-to-face with up to 10 people You are able to connect via a computer, smartphone or tablet You can host virtual meeting – you can utilise tools such as Google docs and share your screen You can then broadcast your conversation to the world!
  • 61. Google Authorship By implementing the rel=author tag on your blog you can be an authority source in your field and generate listings such as those to the left
  • 62. Google AuthorRank Another algorithm to consider? Authority of publishing sites Google+ engagement level Avg. PR AuthorRank # of ‘circlers’ +1s/Shares per post Comments per Post Posting Frequency
  • 63. What is PPC?
  • 64. PPC – What’s it good for? Offers/Promotions To compensate for low SEO traffic To target new markets Seasonal trends
  • 65. Terminology Campaign This defines the daily budget, language, geographic scope and networks where ads are displayed. Ad An individual ad within the AdGroup AdGroup A group of ads within a campaign Impressions The number of times your ad has been seen CPC Cost per click CTR Click through rate Cost/Conv Cost per conversion Broad Match Google matches ads based on any words within the phase searched Broad Match Modifier By inseting a ‘+’ before each word in the phrase that must be included within the users search term, Google also substitutes misspellings and similar words Phrase Match Ad is only shown if the phrase is included within the users search Negative Keywords Best example of this is ‘Free’
  • 66. Setting up a campaign…Keyword Research Keyword Research is vitally important to any paid search campaign. The keyword tool allows you to research the estimated CPC’s and Volume.
  • 67. Creating a Campaign Select the network for your campaign
  • 68. Setting up a campaign…Devices When setting up a campaign you can choose which device your ads are displayed on. Best practice would be to set up targeted campaigns per device.
  • 69. Setting up a campaign…Locations Google AdWords allows you to target your campaigns by location. This really important for being more specific with your targeting. This also helps control budget.
  • 70. Good AdCopy
  • 71. Ad Preview Tool This tool allows you to test how you ads appear depending on location and device.
  • 72. Setting up a campaign…AdExtensions
  • 73. Bidding You can set daily budgets and maximum CPC’s for your keywords at an AdGroup level to control your spending.
  • 74. Setting up a campaign…AdRotation Google AdWords allows you to optimise how your ads shown to offer the best return on investment.
  • 75. Setting up a campaign…Scheduling Google AdWords allows you to schedule your ads to show them at the most efficient times.
  • 76. Conversion Tracking Really important to track all of your campaigns within the bigger picture of your overall analytics to compare traffic sources. Conversions can be tracked as goals in analytics.
  • 77. Telephone Tracking Tracking conversions is very important, but the telephone calls must not be forgotten. We use intelligent URLs to dynamically change the phone number when a user comes from PPC. Google do have a paid solution for this.
  • 78. Campaign Analysis Camapaign and AdGroup monitoring is really important: CTR Conv. Rate Av. Position Lost Rank Lost Budget
  • 79. AdGroup Analysis Monitoring individual keywords and ad copy performance is really important to make sure you are not wasting budget.
  • 80. Quality Score CTR Keyword Relevancy Landing Page Quality Score Historical Performance Ad Relevancy Other Relevancy Factors
  • 81. Social
  • 82. Facebook Facebook is the most well known and most used social network. There are currently 1 billion people registered to Facebook Facebook is more of a branding tool than a lead generation tool
  • 83. Google + Social networks are becoming increasingly popular and Google want to ensure that they keep their share of the audience If users are logged into Google + they will start to see their searches become more personalised + Pages are starting show in the SERPs
  • 84. Twitter Twitter is a fantastic way to engage with current and potential users It offers you a platform to discuss industryrelated news There are strong signals that ‘shares’ on Twitter are starting to influence ranking positions
  • 85. YouTube 1 in every 20 users that leave Google go directly to YouTube, showing the power that the site has YouTube could offer a friendly modern face to the business, potentially creating short videos This could open your website up to a new audience and create greater engagement on the new site as videos do keep users on the website longer. Source:, June 2012
  • 86. LinkedIn In June 2012 there were more than 200 million professionals on LinkedIn worldwide LinkedIn is good for networking, and opening up potential commercial opportunities People often look for recommendations on LinkedIn, meaning that it’s important that your staff are signed up LinkedIn can also be used to broadcast news and updates
  • 87. When engaging with social media… It is KEY to manage your reputation. Keep an eye on what people are saying… A bad comment can be turned into a positive!
  • 88. Why Send Email Campaigns? Email is important for the customer life cycle Email campaigns enable you to engage with your client base Email campaigns are great for brand awareness, seasonal offers and promotions
  • 89. Email Marketing Including social sharing tools in an email increases click through rates by 55% Research from GetResponse
  • 90. Email Marketing - Tracking Our email marketing dashboard allows clients to see email results and manage their database.
  • 91. Tracking to ensure ROI
  • 92. Constant Measurement and Refinement
  • 93. Google Analytics Google Analytics is a service that enables you to track key visitor statistics such as: Visits Unique Visits Time on Site Average Page Views Bounce Rate
  • 94. Google Analytics You can view these key metrics via this simple dashboard…
  • 95. Google Analytics Further to this you can drill deeper into this data: You can filter visits by traffic source You can filter visits by device/location/operating system etc… You can track conversions as ‘goals’ You can now track visits that are generated through social networks too…
  • 96. Google Analytics Google Analytics is a great tool for tracking your online marketing campaigns. For example, Being able to see which keywords generated traffic for your website is vital if you’re looking to run a search engine optimisation campaign!
  • 97. Rank Tracking Our SEO software allows us to track weekly the fluctuations in ranking positions for keywords and also to monitor the technical performance of the website.
  • 98. Who are Reflect Digital?