Marketing Your Website
Driving qualified traffic to your site

Quick Questions
• Do you have a strategy for attracting visitors to your
website?
• What are the current methods you use to attract
people to your website?
• What ratio of traffic to your site is self generated
compared to delivered by search engines?
• How many people here today consider growing
website traffic a priority?

Driving Traffic To Your Site
Enterprise Email Marketing
Search marketing
Search Engine Optimisation
Online PR

E-MAIL MARKETING

E-mail Marketing
Objective What is it?
• Increase sales • Very targeted
• Increase traffic • Can be sales driven
• Newsletter based
• Increase awareness
• All companies can and should be
• Communicate with clients doing it
• High return on investments
• Access to analytics
You should be collecting
customer and prospect
email details

Enterprise E-mail Marketing

E-mail Marketing Tips
• Think about the times that you send
• Test your campaigns
• Look after your data
• Analyse your campaigns
• Use software to make all of the above easier

SEARCH ENGINE OPTIMISATION

Search Engine Optimisation
Objective What is it?
• Provides free traffic
• On-page optimisation
• Provides highly targeted • Off-page optimisation
traffic • Link building
• Becoming an authority
• Web site working 24x7 • Keywords
• Local and national search • Content
results
Don’t be tempted to take short
• Try to increase your search
cuts with SEO. White Hat is
engine footprint at all times
the way forward

On Page Optimisation
• Keyword selection
• Titles, metatags, descriptions
• Friendly URLs
• Great content
• Site maps
• Usability
• Internal linking

Off Page Optimisation
• Keyword research
• Link building (one way authority sites)
• Quality links over quantity
• Online PR

SEO Tips
• Think natural, no sudden growth in links
• Remember that the search engines have
complex algorithms
• No black hat
• No duplicate content
• Do your keyword research
• Use Google analytics
• Don’t forget local search

Search Engine Optimisation
Analysis
Online PR Link Building
Content Optimisation

SEARCH MARKETING

Search Marketing
Objective What is it?
• Quick route to market
• Pay per click
• Highly targeted
• Online advertising
• Campaign led
• Paid content
• Paid inclusion
Search Marketing can be
expensive, research your
keywords properly.

Search Marketing – Why We Do It?
• Slightly different to SEO (in our opinion)
• It’s extremely targeted
• It works quickly, compared with Search Engine
Optimisation.
With high rewards, come risk

Search Marketing Tips
• Determine your budget and your cost of
acquisition
• Keyword research is very important
• Consider the location of your ads
• If you’re paying for visitors, make sure you
have a killer landing page.

ONLINE PR

Online PR – Why We Do It
• The way that we communicate has changed.
• The way that we buy has changed.
• There is no hiding place. Embrace it and
control it.

Online PR
Objective What is it?
• Increase the number of • Web 2.0
online conversations about • Social Media
your brand • Social Bookmarking
• Blogging
• Drive targeted traffic to • Microblogging
• Forums
your website • Video Sharing
• Increase your thought • Photo Sharing
• Podcasts
leadership position
Take steps to protect your
online reputation

Online PR Lifecycle
Swap
Value Exchange experiences and
not messages
Spread your Branding
wings Consistency
Optimise and
Repeat

FINAL THOUGHT

Marketing Your Website
Blogging & Off line marketing
Micro-blogging
Video Uploading &
Podcasting Advance
Keyword
Social Research
SEO &
Search Marketing
Networking
Email
Marketing
Joint ventures Link
Building
Great Press Releases
Content

Great content
Social networking
Video uploading
Podcasts More traffic
Press releases More potential customers
Proactive link building Greater chance to build
Blogging your brand
Search engine More online conversations
optimisation Higher leadership position
Search marketing More authority
Joint ventures Greater Search Engine
Email marketing footprint.
Newsletters
Off line marketing

Traffic Sources for Generate UK October
2008
Search Engines
Social Media
Direct Traffic
Emarketing
Via other sites
PPC/Paid