Workshop: Effective Internet Marketing

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Workshop sessions on Effective Internet Marketing for the Britannia Movers Annual Conference in Cardiff 2011.

Workshop sessions on Effective Internet Marketing for the Britannia Movers Annual Conference in Cardiff 2011.

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  • Introducemyself. Start timerSummary of what the talk is:- what makes a good website how we get traffic to the site (using SEO and Adwords) what we have done on the BMI site so far and what’s next time for questions and discussion at the end.
  • Summarise at this point – detail to follow
  • Websites need goals – these are sample goalsThe first is obvious, the others less so.
  • Calls to action prompt the visitor to contact you. Here are some examples.You can bullet point the end of every page with the last set.* Sample image is screen grab from britannia site
  • What makes a menu user friendly: - easy to read, no fancy animiation, doesn’t disappear when you move the mouse
  • * If your hosting is unreliable, it’s worth the additional cost to switch.
  • Examples of this:EbayAmazonGoogleRemarkable websites, not remarkable design
  • The first part of good SEO is keyword chioce.
  • First of three ongoing parts of seo
  • Once the site optimisation is complete we move onto the ongoing part of SEO starting with
  • Early on mention links from sites with similar content are good too.
  • Add other slide
  • Sample ad
  • 2nd point – generally it’s possible to trial a campaign on a small budget, then simply increase the daily spend and see returns increase proportionately.
  • Summary thoughts.How everything works together to acquire, convert and retain business. Online advertising is the only growth sector in advertising because it’s cheaper than offline, it works, and you can measure and improve on the results.
  • Add a screenshot
  • Focus on three main services, plus directing visitors to member sections. Storage and quotations also prominent. Long page, but everything above the fold. Site is not yet perfect, and we are continuing to work on and improve some areas.
  • Add shop
  • Presentation will be available after the conference.

Transcript

  • 1. Effective Internet Marketing
    Ben KellyAlpha Wave Media Ltd
  • 2. What makes a good website?
  • 3. 5 Key Rules
    Establish Goals
    Put calls-to-action in place
    Easy navigation
    Quick to load
    Presentable Design
    Alpha Wave Media Ltd
  • 4. Goals
    Generate enquiries
    Support existing customers
    Up sell other services
    Add value to the business
    Alpha Wave Media Ltd
  • 5. Calls To Action
    Phone number on every page and very visible
    Contact forms
    End of the page:
    Call us on
    E-mail us on
    Find out more about
    See examples
    What our customers said
    Alpha Wave Media Ltd
  • 6. Navigation
    Keep menu in the same place: either along the top or to the left
    Make sure it is user friendly
    Sign post where the user is at all times (breadcrumbs)
    Make sure they can get back to the home page quickly (i.e. clicking the logo)
    Alpha Wave Media Ltd
  • 7. Speed
    Google aims to deliver all search results in 0.25 seconds
    46% of users expect a web page to load within 2 seconds
    90% will switch to a competitor if site fails to load
    Google rewards sites that load quickly
    Alpha Wave Media Ltd
  • 8. Design
    Should serve to present the content(and the content shouldn’t suffer for the design)
    Design should not stand out or be particularly noticeable
    Needs to appeal to customers
    Must not be off putting
    Customers judge whether they like a site within 1 second
    Alpha Wave Media Ltd
  • 9. Search Engine Optimisation (SEO)
  • 10. What is SEO
    Aims to improve the ranking of a website for a given term in the “natural” results of search engines
    Positions within natural search cannot be bought
    Google uses its algorithm which looks at 200+ factors on each site to determine where it should rank
    By scoring well on these factors SEO improves site rankings
    Alpha Wave Media Ltd
  • 11.
  • 12. Keyword Choice
    Google looks at how relevant a site is to any given search query
    Infinite Options - how to work out what is best?
    Search Volumes
    Competition
    Intent
    Multiple keywords together are good
    All this information is free:
    “google keyword tool”
    Alpha Wave Media Ltd
  • 13. On Site Optimisation
    Re-writing content with chosen keywords
    Improving the technical aspects of the site
    Loading times
    Compliance
    META tags
    Site maps
    Header tags
    Image ALT tags
    Alpha Wave Media Ltd
  • 14. Content Creation
    Google rewards sites that are updated frequently
    Articles/pages/news stories/blog posts can be created around a given keyword
    Informative articles i.e. “5 tips for moving to Spain”
    Possible to get rankings quickly for multiple keywords i.e. “removals to spain” rather than “removals”
    Alpha Wave Media Ltd
  • 15. Link Building
    Google looks at which sites link to which others to judge importance and assigns a PageRank to each site
    Getting more links shows Google your site is important
    Links should come from
    Sites that have relevant content, irrespective of their importance (PR)
    Sites that have a higher importance (PR), irrespective of content
    Alpha Wave Media Ltd
  • 16. Why It Matters
    60% of users prefer organic to paid listings
    Less than 8% of users go beyond page 3
    More transparent than before: black hat techniques no longer work.
    UK businesses spent £376m on SEO last year
    Returns are easier to measure than offline marketing
    Alpha Wave Media Ltd
  • 17. Pay-Per-Click (PPC) Search
  • 18. Google Adwords
    “Sponsored Ads” that sit above and to the right of natural results
    Allow advertiser to appear on page 1 for any term instantly – at a cost.
    Pay every time the Ad is clicked (up to maximum daily budget)
    Alpha Wave Media Ltd
  • 19. How It Works
    Alpha Wave Media Ltd
  • 20. Alpha Wave Media Ltd
  • 21. Why It Matters
    Appear in Google instantly
    Start small then scale up
    Complete control on spend and no long term commitment
    UK businesses spent over £3 billion on PPC last year
    Alpha Wave Media Ltd
  • 22. Bringing it All Together
    Alpha Wave Media Ltd
  • 23. The new BMI Website
  • 24. Site Improvements
    New design focused on conversion
    Improved member sections
    Stronger calls to action
    Better navigation
    Interactive maps
    Alpha Wave Media Ltd
  • 25. Alpha Wave Media Ltd
  • 26. Results
    May 2011: 9,142 visits. Up 36.59% on May 2010
    9,500 enquiries generated total last year 1,000+ per month so far this year
    May: 1,300 enquiries
    May: highest number of visits and enquiries to date.
    Alpha Wave Media Ltd
  • 27. Next Steps
    Optimising Member Pages
    Mobile Site
    Packing Materials Shop
    Comprehensive Quotation System with Pricing
    Additional Blog on Relocation
    Alpha Wave Media Ltd
  • 28. Alpha Wave Media
    Internet Marketing Company based in Sussex
    10 years delivering results
    Experts in
    Web Design
    Search Engine Optimisation
    Google Adwords
    Alpha Wave Media Ltd