Selling On The Web Chorlton Part2 09

H T I T M E O O A C T Y W etc Chorlton 5 th February 2009

What you can ask me

Marketing

Web design

Search Engine Optimisation

Pay Per Click

Usability

Accessibility

Objectives

Understand marketing principles

Understanding SEO

Understanding PPC

Understand social media basics

Decide which are appropriate for you

What is Marketing?

Identifying (researching) needs

Product concept

The whole product

The price

Advertising

Sales support

etc

Marketing Basics

Market Research

Marketing Plan

Market Segmentation

Competition

Product/Price/Place/Promotion

Unique Sales Proposition

Feature/Advantage/Benefit

Objectives

Strategy

Marketing Plan

Where are you now?

Where do you want to be?

How are you going to get there?

Traditional Marketing

Telesales

Direct Mail

Press Ads

PR

Exhibitions

Radio

Cost, reach focus.

oil rig components, cheaper phone calls, double glazing, clothes

E-Marketing

The use of digital technologies to help sell your goods or services.

Benefits of E-Marketing

Reach (as usual)

Potentially lower cost (really?)

Easier to measure/evaluate the results effectively (definitely)

Flexibility (definitely)

Your marketing message is always available (definitely)

e-Marketing campaigns can be more engaging (definitely)

Personalisation (definitely)

What is your marketing mix?

Who is your target market?

What are your objectives? (SMART)

What is your budget?

E-Marketing Channels

Website - A location on the World Wide Web

e-mail – An electronic version of a letter or hand written note.

Blog’s - A blog is a website where entries are made in journal style and often provide commentary or news on a particular subject, such as food, politics, or local news.

Podcasts - Is a method of publishing files to the Internet e.g. audio or video file.

RSS ( Really Simple Syndication) – Allows websites that want to allow other sites to publish some of its content.

SMS Messaging - the transmission of short text messages to and from a mobile phone, fax machine and/or IP address.

Online PR – Traditional PR extended online.

Pay for click – Google adwords

Other sites - ?

SEO - Some definitions

Directories

Search Engines

SERPs

Keyphrases

Google Dance

SEO - Who are the major players?

Google

Overture

MSN

Ask

A Hitwise survey in 2006 showed 94% of UK searches were powered by a version of Google. (Perhaps more like 70%.)

SEO - Why is Google the biggest?

Honesty

(and some other reasons)

SEO - What is search engine optimisation?

Strategically making you website more likely

to be ranked by search engines for keywords of your choice

- Andy Nicol, 2007

Part of Search Engine Marketing

Not PPC, online advertising (screen shots)

SEO - Why optimise your site?

183 million searches per day in US

100 million searches in Google UK per day

SEO - How to do it

Research Keywords

Strategically alter the code of your site

Develop with usability in mind

Build your site in DIVs

Meta Data - honestly

Text Density - honestly

Text Menu - anchor text

Internal Links - anchor text

ALT tags - build for DDA - honesty

Heading tags (CSS)

SEO – How to do it

Bold, italics, bullet points

Update content regularly - honestly

Google PageRank

Inbound links - anchor text - proactively and honestly

(QUANTITY & QUALITY - PR, blogs)

Google Sitemap

301 Redirects

404 Errors

Friendly URLs

SEO - Research keywords

What keywords do would you search for?

What keywords would your customers search for?

What does the thesaurus say

What are your competitors using? *

* Competitors may be those that are already top of the search engines

SEO - Research keywords

inventory.overture.com

www.wordtracker.com

http://tools.seobook.com/general/keyword

https://adwords.google.com/select/keywordtoolexternal

SEO - Which keywords

Provide a list and ask which ones to pick.

generic VS niche.

"web design manchester"

the long tail

SEO - What you shouldn’t do

Don’t try and fiddle the system !!

Hidden text

Duplicate content

Keyword Stuffing

Cloaking

Flash

Tables

SEO - Things that are beyond your control

Relevant URL

Age of your domain (Sandbox)

Dynamic content

Host country

lots of other factors

Or are they??????

SEO - Checking for success

Web Position ( www.webposition.com ) Formerly Web Position Gold (WPG), now owned by WebTrends.

Advanced Web Ranking ( www.advancedwebranking.com ) Supplied by Caphyon. Uses Google API key.

Agent Web Ranking ( www.agentwebranking.com ) High adoption client and agency side. Uses Google API key.

Internet Business Promoter ( http://www.axandra-web-site-promotion-software-tool.com ) European tool, useful for international rank checking and includes sponsored listing reporting

Digital Point keyword tracking ( http:// www.digitalpoint.com /tools ). Unlike the others, this is a free service, but can be used for smaller sites.

Google Analytics ( http://www.google.com/analytics )

Your log files

Homework

View your source code

is it TABLES

Research Keywords

web editing and FTP

Inbound Links etc

Watch out for Charlatans!!

You cant fit 11 into 10

Google is the one that counts

£1,000 / month

PPC - Local Search Source: Hitwise

PPC - Local Search

submit to directories

careful how much you spend

Search engine usage for local search is

growing, so lets concentrate on them

Paid Search

PPC - Who are the major players?

Google Adwords ( http:// adwords.google.com )

Yahoo! Search Marketing ( http:// searchmarketing.yahoo.com )

Microsoft adCenter ( http://adcenter.microsoft.com )

MIVA Pay Per Click, Pay Per Call and Pay Per Text ( www.miva.com )

PPC - Common Mistakes

Poor CTR

Paying too much

Inability to manage

PPC - Key factors

Keyphrase targetted

Pay per click, not per impression

Prominence of ad is based on bidding

Quicker than organic

Click costs can be high – conversion is important

SEO for high volume low intent – PPC for long tail?

Bid to be near the top?

Flexibility

Click fraud

PPC - Strategy

Research keyphrases

Long Tail

Maximise AND minimise click throughs

Landing pages

Time related variations

Quality Score

Content Network

PPC - Keyphrases

Adjective

Comparison

Application

Product Type

Product feature

Brand

Location

Action

Related products or services

PPC - Keyphrases

Broad matching

Exact matching

Phrase matching

Negative Matching

PPC - Keyphrases & Longtail

PPC - Manage click through rates

PPC - Time Related Variations

Holidays/Seasons

Accounting year end

During the day

During the week

PPC - Quality Score

clickthrough rate for keyphrase

Relevance of ad text, keyword and landing page

Bid level

Ad rank

Manual reviews of sites

Google’s success is based on giving the USER what they want.

PPC - Content Network

“ browse mode” not “search mode”

Inbound links?

PPC - Bid Management Tools

A whole new topic

Atlas One Point, Bid Buddy

Costly (15%)

New skills

PPC - Top Tips

Don’t back the wrong keyphrase (spread risk)

Prioritise budget on lowest CPC keyphrases

Prioritise budget on highest converting keyphrases

Prioritise budget on time of day for best ROI

Don’t set a blanket CPC across all keywords

Learn from previous campaigns

PPC - It’s marketing

What is the ad for? (Attention, Interest, Desire, Action)

Who is the ad for? (speak their language)

Who are you competing with? (standing out)

What is your proposition and point of difference? (4 Ps)

Where will the ads be displayed? (countries, content network)

What the constraints of editorial guidelines and process? (repetition, superlatives, capitalisation)

How do I achieve standout? (intentional space, punctuation)

Warning – What is the impact of changing ad creative?

Buy, Get, See, Free, Save, Win,

PPC - Ad copy

Relate the copy to the search phrase

“ Reason to click”

Credibility

Title Case and Ampersands

Price qualifier (price range, starting from)

Don’t set a blanket CPC across all keywords

Learn from previous campaigns

Position is based on Quality Score as well as bid

PPC - Landing Pages

Review bounce rates across campaign

Quality score / bid price

Not just instant conversion

SEO conflicts

Integrated within site / standalone

Above the fold

Remove menu options

Phone numbers

PPC - Landing Pages

http:// services.google.com/websiteoptimizer /

PPC - Landing Pages

After all that effort;

Accessibility

PPC - Click fraud

Competitors

Affiliates

Site Owners

Customers

Search Engines have their own systems

Monitor Google’s Invalid Clicks Report

Switch off PPC during high fraud hours

Pay per click

Try it, measure it, tweak it

Examples

Other considerations when choosing e-Marketing;

Wiggly Wigglers – A gardening company which releases regular podcasts on various gardening topics.

Here it goes again - The music video was filmed in one continuous shot and was uploaded to YouTube , where it has been viewed over fifteen million times. The video was popular enough to earn a Grammy award for "Best Short-Form Music Video" in 2007 and the YouTube 2006 Video Award for "Most Creative Video" .

Will it blend – A series of videos made for around £5-600 each by a US blender manufacturer, which were placed on the internet last year. Within just a few days, the first videos had millions of views. This had a significant impact on sales. The campaign aim was to help build brand awareness and establish Blendtec as the premier blender manufacturer.”

Web 2.0

Interaction/conversation not publishing

Customer Engagement

Mostly consumers, often segmented

Appealing to marketers

Effective?

Social Media Types

Social Bookmarks

Digg www.digg.com

Reddit www.reddit.com

Delicious del.icio.us

What do they do?

How can you use them?

Social Media Types

Social Networks

Facebook www.facebook.com

Myspace www.myspace.com

Linkedin www.linkedin.com

What do they do? (online gossiping and networking)

How can you use them? (advertising, engaging, networking)

Social Media Types

Facebook

www.manchesterdigital.com/about.asp Website with News, Events, Digital Jobs, Tenders. It is more formal and its members tend to be the owners of digital businesses. Averages around 800 visitors a day.

www.facebook.com/s.php?ref=search&init=q&q=manchester%20digital&sid=d7936699c741d97b59754c4a7e04cef2#/group.php?gid=6127014011 MD Facebook group has 259 "friends", is less formal than the website and is used to promote MD its events etc. to a wider audiance and help people from the digital sector communicate/connect/network.

Social Media Types

Facebook

www.facebook.com/networks/networks.php#/pages/Digital-Marketing-Manchester/19610314120?ref=s Facebook group set up by MD members to promote a regular meet up of digital marketing people.

www.facebook.com/s.php?ref=search&init=q&q=manchester%20digital&sid=d7936699c741d97b59754c4a7e04cef2#/group.php?gid=27557553742 Manchester Digital/MMU Business School ProDev Day event. Facebook was used as a way of recruiting digital companies and students to the day. Although not the only marketing channel used the day was a success with 600 students and around 40 businesses attending.

Social Media Types