Selling On The Web Chorlton Part2 09


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It’s never been more important for businesses to get the best out of their online presence, especially now given the challenging economic climate and the increasing importance customers attach to the internet in getting information about goods and services, and getting the best deal.

Therefore we have designed an event for small businesses in South Manchester already trading online or who want to start using the internet to develop a competitive edge.

The event will provide an overview of selling on the web, plus it is an excellent opportunity to meet and network with other local businesses.

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Selling On The Web Chorlton Part2 09

  1. 1. H T I T M E O O A C T Y W etc Chorlton 5 th February 2009
  2. 2. What you can ask me <ul><li>Marketing </li></ul><ul><li>Web design </li></ul><ul><li>Search Engine Optimisation </li></ul><ul><li>Pay Per Click </li></ul><ul><li>Usability </li></ul><ul><li>Accessibility </li></ul>
  3. 3. Objectives <ul><li>Understand marketing principles </li></ul><ul><li>Understanding SEO </li></ul><ul><li>Understanding PPC </li></ul><ul><li>Understand social media basics </li></ul><ul><li>Decide which are appropriate for you </li></ul>
  4. 4. What is Marketing? <ul><li>Identifying (researching) needs </li></ul><ul><li>Product concept </li></ul><ul><li>The whole product </li></ul><ul><li>The price </li></ul><ul><li>Advertising </li></ul><ul><li>Sales support </li></ul><ul><li>etc </li></ul>
  5. 5. Marketing Basics <ul><li>Market Research </li></ul><ul><li>Marketing Plan </li></ul><ul><li>Market Segmentation </li></ul><ul><li>Competition </li></ul><ul><li>Product/Price/Place/Promotion </li></ul><ul><li>Unique Sales Proposition </li></ul><ul><li>Feature/Advantage/Benefit </li></ul><ul><li>Objectives </li></ul><ul><li>Strategy </li></ul>
  6. 6. Marketing Plan <ul><li>Where are you now? </li></ul><ul><li>Where do you want to be? </li></ul><ul><li>How are you going to get there? </li></ul>
  7. 7. Traditional Marketing <ul><li>Telesales </li></ul><ul><li>Direct Mail </li></ul><ul><li>Press Ads </li></ul><ul><li>PR </li></ul><ul><li>Exhibitions </li></ul><ul><li>Radio </li></ul><ul><li>Cost, reach focus. </li></ul><ul><li>oil rig components, cheaper phone calls, double glazing, clothes </li></ul>
  8. 8. E-Marketing <ul><li>The use of digital technologies to help sell your goods or services. </li></ul>
  9. 9. Benefits of E-Marketing <ul><li>Reach (as usual) </li></ul><ul><li>Potentially lower cost (really?) </li></ul><ul><li>Easier to measure/evaluate the results effectively (definitely) </li></ul><ul><li>Flexibility (definitely) </li></ul><ul><li>Your marketing message is always available (definitely) </li></ul><ul><li>e-Marketing campaigns can be more engaging (definitely) </li></ul><ul><li>Personalisation (definitely) </li></ul>
  10. 10. What is your marketing mix? <ul><li>Who is your target market? </li></ul><ul><li>What are your objectives? (SMART) </li></ul><ul><li>What is your budget? </li></ul>
  11. 11. E-Marketing Channels <ul><li>Website - A location on the World Wide Web </li></ul><ul><li>e-mail – An electronic version of a letter or hand written note. </li></ul><ul><li>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. </li></ul><ul><li>Podcasts - Is a method of publishing files to the Internet e.g. audio or video file. </li></ul><ul><li>RSS ( Really Simple Syndication) – Allows websites that want to allow other sites to publish some of its content. </li></ul><ul><li>SMS Messaging - the transmission of short text messages to and from a mobile phone, fax machine and/or IP address. </li></ul><ul><li>Online PR – Traditional PR extended online. </li></ul><ul><li>Pay for click – Google adwords </li></ul><ul><li>Other sites - ? </li></ul>
  12. 12. SEO - Some definitions <ul><li>Directories </li></ul><ul><li>Search Engines </li></ul><ul><li>SERPs </li></ul><ul><li>Keyphrases </li></ul><ul><li>Google Dance </li></ul>
  13. 13. SEO - Who are the major players? <ul><li>Google </li></ul><ul><li>Overture </li></ul><ul><li>MSN </li></ul><ul><li>Ask </li></ul><ul><li>A Hitwise survey in 2006 showed 94% of UK searches were powered by a version of Google. (Perhaps more like 70%.) </li></ul>
  14. 14. SEO - Why is Google the biggest? <ul><li>Honesty </li></ul><ul><li>(and some other reasons) </li></ul>
  15. 15. SEO - What is search engine optimisation? <ul><li>Strategically making you website more likely </li></ul><ul><li>to be ranked by search engines for keywords of your choice </li></ul><ul><li>- Andy Nicol, 2007 </li></ul><ul><li>Part of Search Engine Marketing </li></ul><ul><li>Not PPC, online advertising (screen shots) </li></ul>
  16. 16. SEO - Why optimise your site? <ul><li>183 million searches per day in US </li></ul><ul><li>100 million searches in Google UK per day </li></ul>
  17. 17. SEO - How to do it <ul><li>Research Keywords </li></ul><ul><li>Strategically alter the code of your site </li></ul><ul><li>Develop with usability in mind </li></ul><ul><li>Build your site in DIVs </li></ul><ul><li>Meta Data - honestly </li></ul><ul><li>Text Density - honestly </li></ul><ul><li>Text Menu - anchor text </li></ul><ul><li>Internal Links - anchor text </li></ul><ul><li>ALT tags - build for DDA - honesty </li></ul><ul><li>Heading tags (CSS) </li></ul>
  18. 18. SEO – How to do it <ul><li>Bold, italics, bullet points </li></ul><ul><li>Update content regularly - honestly </li></ul><ul><li>Google PageRank </li></ul><ul><li>Inbound links - anchor text - proactively and honestly </li></ul><ul><li>(QUANTITY & QUALITY - PR, blogs) </li></ul><ul><li>Google Sitemap </li></ul><ul><li>301 Redirects </li></ul><ul><li>404 Errors </li></ul><ul><li>Friendly URLs </li></ul>
  19. 19. SEO - Research keywords <ul><li>What keywords do would you search for? </li></ul><ul><li>What keywords would your customers search for? </li></ul><ul><li>What does the thesaurus say </li></ul><ul><li>What are your competitors using? * </li></ul><ul><li>* Competitors may be those that are already top of the search engines </li></ul>
  20. 20. SEO - Research keywords <ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul>
  21. 21. SEO - Which keywords <ul><li>Provide a list and ask which ones to pick. </li></ul><ul><li>generic VS niche. </li></ul><ul><li>&quot;web design manchester&quot; </li></ul><ul><li>the long tail </li></ul>
  22. 24. SEO - What you shouldn’t do <ul><li>Don’t try and fiddle the system !! </li></ul><ul><li>Hidden text </li></ul><ul><li>Duplicate content </li></ul><ul><li>Keyword Stuffing </li></ul><ul><li>Cloaking </li></ul><ul><li>Flash </li></ul><ul><li>Tables </li></ul>
  23. 25. SEO - Things that are beyond your control <ul><li>Relevant URL </li></ul><ul><li>Age of your domain (Sandbox) </li></ul><ul><li>Dynamic content </li></ul><ul><li>Host country </li></ul><ul><li>lots of other factors </li></ul><ul><li>Or are they?????? </li></ul>
  24. 26. SEO - Checking for success <ul><li>Web Position ( ) Formerly Web Position Gold (WPG), now owned by WebTrends. </li></ul><ul><li>Advanced Web Ranking ( ) Supplied by Caphyon. Uses Google API key. </li></ul><ul><li>Agent Web Ranking ( ) High adoption client and agency side. Uses Google API key. </li></ul><ul><li>Internet Business Promoter ( ) European tool, useful for international rank checking and includes sponsored listing reporting </li></ul><ul><li>Digital Point keyword tracking ( http:// /tools ). Unlike the others, this is a free service, but can be used for smaller sites. </li></ul><ul><li>Google Analytics ( ) </li></ul><ul><li>Your log files </li></ul>
  25. 27. Homework <ul><li>View your source code </li></ul><ul><ul><li>is it TABLES </li></ul></ul><ul><li>Research Keywords </li></ul><ul><ul><li>web editing and FTP </li></ul></ul><ul><li>Inbound Links etc </li></ul>
  26. 28. Watch out for Charlatans!! <ul><li>You cant fit 11 into 10 </li></ul><ul><li>Google is the one that counts </li></ul><ul><li>£1,000 / month </li></ul>
  27. 29. PPC - Local Search Source: Hitwise
  28. 30. PPC - Local Search <ul><li>submit to directories </li></ul><ul><li>careful how much you spend </li></ul><ul><li>Search engine usage for local search is </li></ul><ul><li>growing, so lets concentrate on them </li></ul>
  29. 31. Paid Search
  30. 32. Paid Search
  31. 33. Paid Search
  32. 34. PPC - Who are the major players? <ul><li>Google Adwords ( http:// ) </li></ul><ul><li>Yahoo! Search Marketing ( http:// ) </li></ul><ul><li>Microsoft adCenter ( ) </li></ul><ul><li>MIVA Pay Per Click, Pay Per Call and Pay Per Text ( ) </li></ul>
  33. 35. PPC - Common Mistakes <ul><li>Poor CTR </li></ul><ul><li>Paying too much </li></ul><ul><li>Inability to manage </li></ul>
  34. 36. PPC - Key factors <ul><li>Keyphrase targetted </li></ul><ul><li>Pay per click, not per impression </li></ul><ul><li>Prominence of ad is based on bidding </li></ul><ul><li>Quicker than organic </li></ul><ul><li>Click costs can be high – conversion is important </li></ul><ul><li>SEO for high volume low intent – PPC for long tail? </li></ul><ul><li>Bid to be near the top? </li></ul><ul><li>Flexibility </li></ul><ul><li>Click fraud </li></ul>
  35. 37. PPC - Strategy <ul><li>Research keyphrases </li></ul><ul><li>Long Tail </li></ul><ul><li>Maximise AND minimise click throughs </li></ul><ul><li>Landing pages </li></ul><ul><li>Time related variations </li></ul><ul><li>Quality Score </li></ul><ul><li>Content Network </li></ul>
  36. 38. PPC - Keyphrases <ul><li>Adjective </li></ul><ul><li>Comparison </li></ul><ul><li>Application </li></ul><ul><li>Product Type </li></ul><ul><li>Product feature </li></ul><ul><li>Brand </li></ul><ul><li>Location </li></ul><ul><li>Action </li></ul><ul><li>Related products or services </li></ul>
  37. 39. PPC - Keyphrases <ul><li>Broad matching </li></ul><ul><li>Exact matching </li></ul><ul><li>Phrase matching </li></ul><ul><li>Negative Matching </li></ul>
  38. 40. PPC - Keyphrases & Longtail
  39. 41. PPC - Keyphrases & Longtail
  40. 42. PPC - Manage click through rates
  41. 43. PPC - Time Related Variations <ul><li>Holidays/Seasons </li></ul><ul><li>Accounting year end </li></ul><ul><li>During the day </li></ul><ul><li>During the week </li></ul>
  42. 44. PPC - Quality Score <ul><li>clickthrough rate for keyphrase </li></ul><ul><li>Relevance of ad text, keyword and landing page </li></ul><ul><li>Bid level </li></ul><ul><li>Ad rank </li></ul><ul><li>Manual reviews of sites </li></ul><ul><li>Google’s success is based on giving the USER what they want. </li></ul>
  43. 45. PPC - Content Network <ul><li>“ browse mode” not “search mode” </li></ul><ul><li>Inbound links? </li></ul>
  44. 46. PPC - Bid Management Tools <ul><li>A whole new topic </li></ul><ul><li>Atlas One Point, Bid Buddy </li></ul><ul><li>Costly (15%) </li></ul><ul><li>New skills </li></ul>
  45. 47. PPC - Top Tips <ul><li>Don’t back the wrong keyphrase (spread risk) </li></ul><ul><li>Prioritise budget on lowest CPC keyphrases </li></ul><ul><li>Prioritise budget on highest converting keyphrases </li></ul><ul><li>Prioritise budget on time of day for best ROI </li></ul><ul><li>Don’t set a blanket CPC across all keywords </li></ul><ul><li>Learn from previous campaigns </li></ul>
  46. 48. PPC - It’s marketing <ul><li>What is the ad for? (Attention, Interest, Desire, Action) </li></ul><ul><li>Who is the ad for? (speak their language) </li></ul><ul><li>Who are you competing with? (standing out) </li></ul><ul><li>What is your proposition and point of difference? (4 Ps) </li></ul><ul><li>Where will the ads be displayed? (countries, content network) </li></ul><ul><li>What the constraints of editorial guidelines and process? (repetition, superlatives, capitalisation) </li></ul><ul><li>How do I achieve standout? (intentional space, punctuation) </li></ul><ul><li>Warning – What is the impact of changing ad creative? </li></ul><ul><li>Buy, Get, See, Free, Save, Win, </li></ul>
  47. 49. PPC - Ad copy <ul><li>Relate the copy to the search phrase </li></ul><ul><li>“ Reason to click” </li></ul><ul><li>Credibility </li></ul><ul><li>Title Case and Ampersands </li></ul><ul><li>Price qualifier (price range, starting from) </li></ul><ul><li>Don’t set a blanket CPC across all keywords </li></ul><ul><li>Learn from previous campaigns </li></ul><ul><li>Position is based on Quality Score as well as bid </li></ul>
  48. 50. PPC - Landing Pages
  49. 51. PPC - Landing Pages
  50. 52. PPC - Landing Pages <ul><li>Review bounce rates across campaign </li></ul><ul><li>Quality score / bid price </li></ul><ul><li>Not just instant conversion </li></ul><ul><li>SEO conflicts </li></ul><ul><li>Integrated within site / standalone </li></ul><ul><li>Above the fold </li></ul><ul><li>Remove menu options </li></ul><ul><li>Phone numbers </li></ul>
  51. 53. PPC - Landing Pages <ul><li>http:// / </li></ul>
  52. 54. PPC - Landing Pages <ul><li>After all that effort; </li></ul><ul><li>Accessibility </li></ul>
  53. 55. PPC - Click fraud <ul><li>Competitors </li></ul><ul><li>Affiliates </li></ul><ul><li>Site Owners </li></ul><ul><li>Customers </li></ul><ul><li>Search Engines have their own systems </li></ul><ul><li>Monitor Google’s Invalid Clicks Report </li></ul><ul><li>Switch off PPC during high fraud hours </li></ul>
  54. 56. Pay per click <ul><li>Try it, measure it, tweak it </li></ul>
  55. 57. Examples <ul><li>Other considerations when choosing e-Marketing; </li></ul><ul><li>Wiggly Wigglers – A gardening company which releases regular podcasts on various gardening topics. </li></ul><ul><li>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 &quot;Best Short-Form Music Video&quot; in 2007 and the YouTube 2006 Video Award for &quot;Most Creative Video&quot; . </li></ul><ul><li>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.” </li></ul>
  56. 58. Web 2.0 <ul><li>Interaction/conversation not publishing </li></ul><ul><li>Customer Engagement </li></ul><ul><li>Mostly consumers, often segmented </li></ul><ul><li>Appealing to marketers </li></ul><ul><li>Effective? </li></ul>
  57. 59. Social Media Types <ul><li>Social Bookmarks </li></ul><ul><li>Digg </li></ul><ul><li>Reddit </li></ul><ul><li>Delicious </li></ul><ul><li>What do they do? </li></ul><ul><li>How can you use them? </li></ul>
  58. 60. Social Media Types <ul><li>Social Networks </li></ul><ul><li>Facebook </li></ul><ul><li>Myspace </li></ul><ul><li>Linkedin </li></ul><ul><li>What do they do? (online gossiping and networking) </li></ul><ul><li>How can you use them? (advertising, engaging, networking) </li></ul>
  59. 61. Social Media Types <ul><li>Facebook </li></ul><ul><li> 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. </li></ul><ul><li> MD Facebook group has 259 &quot;friends&quot;, 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. </li></ul>
  60. 62. Social Media Types <ul><li>Facebook </li></ul><ul><li> Facebook group set up by MD members to promote a regular meet up of digital marketing people. </li></ul><ul><li> 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.  </li></ul>
  61. 63. Social Media Types <ul><li>Blogs </li></ul><ul><li>Blogger </li></ul><ul><li>Twitter </li></ul><ul><li>Gizmodo </li></ul><ul><li>Technorati </li></ul><ul><li>What do they do? (updateable news, syndication) </li></ul><ul><li>How can you use them? (SEO, industry monitoring, buzz creation) </li></ul>
  62. 64. Social Media Types <ul><li>Media Sharing </li></ul><ul><li>Youtube </li></ul><ul><li>Flikr </li></ul><ul><li>What do they do? (upload and share media) </li></ul><ul><li>How can you use them? (virals, media distribution, media hosting, </li></ul><ul><li>SEO) </li></ul>
  63. 65. Social Media Types <ul><li>Flikr </li></ul><ul><li> Used to store images of an event. </li></ul>
  64. 66. Social Media Types <ul><li>BlipTV </li></ul><ul><li> Used to store promotional video material. </li></ul>
  65. 67. Other Social Media Sites <ul><li> </li></ul>
  66. 68. The Risks <ul><li>Do you have the time? </li></ul><ul><li>Do you have the money? </li></ul><ul><li>Do you have anything interesting to say? </li></ul><ul><li>Who is listening? </li></ul><ul><li>You’re the boss! </li></ul>
  67. 69. Pay per click <ul><li>… .and breath </li></ul>
  68. 70. <ul><li>Thank you </li></ul>