Business Link for Cornwall and the Isles of Scilly, Devon and Somerset<br />An Introduction to Internet Marketing<br />Jon...
Effective Web Marketing<br /><ul><li>Why market your business online?
Why Google?
Research, Review, Plan, Measure
Onsite Optimisation
Offsite Optimisation
Summary
Questions</li></li></ul><li>What is Internet Marketing?<br />“Internet marketing, also referred to as i-marketing, web-mar...
Social Media
Other Online Presence
Email Marketing</li></li></ul><li>Effective Web Marketing<br />Why Market Your Business Online?<br /><ul><li>The internet ...
It has over taken Transport, Construction and Utilities
Small businesses online sales raise on average 43%
The number of internet users grow.
73% of British home have Broadband and 30% of users access the web from their phones.
Britain is 6th in the Internet League Table
We export 3x as much as we import from the Internet.
Source: Connected Britain. </li></li></ul><li>Effective Web Marketing<br />Effective web marketing can:<br />• Increase gr...
What makes a good website?<br />
What makes a good website?<br /><ul><li>Easy to find and attractive to customers
Meets customer requirements
Gives credibility to your business
Converts prospects to leads & customers
Provides return on investment
Works efficiently with/for the business </li></li></ul><li>Effective Web Marketing<br />The Three Keys to Web Marketing<br />
Effective Web Marketing<br />Review your site.<br /><ul><li>Check the position
Check Keywords
Check Links
Check Call to Actions
Check Navigation</li></li></ul><li>Effective Web Marketing<br /><ul><li>How many people visit your site?
How do they find your site?
What are they looking at once they get there?
Where do they stop looking?
How much money do they spend on your site?
How much time do they spend on the site?
How many visits convert into sales/enquiries?
How do these compare to the targets set in the business objectives?</li></li></ul><li>Effective Web Marketing<br />Why Goo...
Moving toward personalised, localised, real-time & visual searching.
 Constantly changing, updating and growing
 Plenty of free tools to help market your business. </li></ul>Why should I be on the first page?<br /><ul><li>50% of searc...
Less than 10% go past the second page</li></li></ul><li>Effective Web Marketing<br />
If you only take one thing away from today...<br />GET......<br />
Effective Web Marketing<br />Google Analytics: Where are you?<br />http://www.google.co.uk/analytics/<br />
Effective Web Marketing	<br />Research:Choosing Keywords <br />•  Think like a customer <br />•  Think laterally <br />•  ...
Effective Web Marketing<br />Google Keyword Tool<br />Google Insight<br />
Effective Web Marketing<br />
Effective Web MarketingHow do I get on the first page of Google? <br />Search Engine Optimisation (SEO) How?<br /><ul><li>...
Navigation
Design/Build</li></ul>Search Engine Optimisation (SEO) Why?<br /><ul><li>It is a detailed analysis of content and layout
It is not an option if you want to be on the first page
Not a one off, it is an ongoing process</li></li></ul><li>Effective Web Marketing<br />
Effective Web Marketing<br />1:HTML Page Title This is what will be catalogued - about 80 characters <br />	• 3 or 4 keywo...
Effective Web Marketing<br />Grab their ATTENTION<br />Generate an INTEREST<br />Build the DESIRE<br />Promote the ACTION<...
Effective Web Marketing<br />What you need is......<br />
Effective Web MarketingCall to Action<br /><ul><li>Click here to buy
Call this number
Click here to see more
Contact us here
SALE</li></li></ul><li>Maximise sales.<br /><ul><li> The Amazon way
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An intro to internet marketing

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The presentation presented to clients on 25/01/2011 at the Haynes Motor Museum, Yeovil

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  • An excellent presentation, the best I've seen. Many thanks.

    Bob Davidson
    bob@frenchpedals.co.uk
    www.frenchpedals.co.uk
    www.frenchpedalling.blogspot.com
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Transcript of "An intro to internet marketing"

  1. 1. Business Link for Cornwall and the Isles of Scilly, Devon and Somerset<br />An Introduction to Internet Marketing<br />Jon Gerrard<br />
  2. 2. Effective Web Marketing<br /><ul><li>Why market your business online?
  3. 3. Why Google?
  4. 4. Research, Review, Plan, Measure
  5. 5. Onsite Optimisation
  6. 6. Offsite Optimisation
  7. 7. Summary
  8. 8. Questions</li></li></ul><li>What is Internet Marketing?<br />“Internet marketing, also referred to as i-marketing, web-marketing, online-marketing, or e-Marketing, is the marketing of products or services over the Internet.”<br />en.wikipedia.org/wiki/Internet_marketing<br /><ul><li>Websites
  9. 9. Social Media
  10. 10. Other Online Presence
  11. 11. Email Marketing</li></li></ul><li>Effective Web Marketing<br />Why Market Your Business Online?<br /><ul><li>The internet economy is worth £100 Billion to the UK
  12. 12. It has over taken Transport, Construction and Utilities
  13. 13. Small businesses online sales raise on average 43%
  14. 14. The number of internet users grow.
  15. 15. 73% of British home have Broadband and 30% of users access the web from their phones.
  16. 16. Britain is 6th in the Internet League Table
  17. 17. We export 3x as much as we import from the Internet.
  18. 18. Source: Connected Britain. </li></li></ul><li>Effective Web Marketing<br />Effective web marketing can:<br />• Increase growth opportunities <br />• Increase visibility Improve conversions <br />• Grow existing markets <br />• Reach new markets <br />• Develop new products and services <br />• Increase credibility <br />• Reduce costs / Add value <br />
  19. 19. What makes a good website?<br />
  20. 20. What makes a good website?<br /><ul><li>Easy to find and attractive to customers
  21. 21. Meets customer requirements
  22. 22. Gives credibility to your business
  23. 23. Converts prospects to leads & customers
  24. 24. Provides return on investment
  25. 25. Works efficiently with/for the business </li></li></ul><li>Effective Web Marketing<br />The Three Keys to Web Marketing<br />
  26. 26. Effective Web Marketing<br />Review your site.<br /><ul><li>Check the position
  27. 27. Check Keywords
  28. 28. Check Links
  29. 29. Check Call to Actions
  30. 30. Check Navigation</li></li></ul><li>Effective Web Marketing<br /><ul><li>How many people visit your site?
  31. 31. How do they find your site?
  32. 32. What are they looking at once they get there?
  33. 33. Where do they stop looking?
  34. 34. How much money do they spend on your site?
  35. 35. How much time do they spend on the site?
  36. 36. How many visits convert into sales/enquiries?
  37. 37. How do these compare to the targets set in the business objectives?</li></li></ul><li>Effective Web Marketing<br />Why Google?<br /><ul><li>Google is still the number one search engine
  38. 38. Moving toward personalised, localised, real-time & visual searching.
  39. 39. Constantly changing, updating and growing
  40. 40. Plenty of free tools to help market your business. </li></ul>Why should I be on the first page?<br /><ul><li>50% of searchers do not go past the first page
  41. 41. Less than 10% go past the second page</li></li></ul><li>Effective Web Marketing<br />
  42. 42. If you only take one thing away from today...<br />GET......<br />
  43. 43. Effective Web Marketing<br />Google Analytics: Where are you?<br />http://www.google.co.uk/analytics/<br />
  44. 44. Effective Web Marketing <br />Research:Choosing Keywords <br />• Think like a customer <br />• Think laterally <br />• Brainstorm Keywords <br />• Ask everyone <br />• Search using your keywords and see what appears <br />• Use the free Google keyword tool/Insights <br />• Kgen/Wordtracker<br />• Analytics <br />
  45. 45. Effective Web Marketing<br />Google Keyword Tool<br />Google Insight<br />
  46. 46. Effective Web Marketing<br />
  47. 47.
  48. 48. Effective Web MarketingHow do I get on the first page of Google? <br />Search Engine Optimisation (SEO) How?<br /><ul><li>Keywords and Phrases
  49. 49. Navigation
  50. 50. Design/Build</li></ul>Search Engine Optimisation (SEO) Why?<br /><ul><li>It is a detailed analysis of content and layout
  51. 51. It is not an option if you want to be on the first page
  52. 52. Not a one off, it is an ongoing process</li></li></ul><li>Effective Web Marketing<br />
  53. 53. Effective Web Marketing<br />1:HTML Page Title This is what will be catalogued - about 80 characters <br /> • 3 or 4 keywords <br /> • Make each page title relevant to each particular page <br />2:Meta Page Description <br /> • Limit to around 150 characters <br /> • Use on every page <br /> • Customise for each page <br />3:Header Tags <br />4:Page Content <br />5:File / Image Names <br />6:ALT Attributes <br /> • Every Image needs one <br /> • Build Keyword Count <br /> • Comply with Disability Discrimination Act - Accessibility <br />7:Navigation & Navigation Link Anchor Text <br />8:URLs <br />
  54. 54. Effective Web Marketing<br />Grab their ATTENTION<br />Generate an INTEREST<br />Build the DESIRE<br />Promote the ACTION<br />Visitors don’t read – they scan <br />Visitors need to “get it” almost instantly <br />Visitors need to know you can meet their needs <br />Visitors need to know WHY they should use you <br />Visitors need to TOLD what to do <br />
  55. 55. Effective Web Marketing<br />What you need is......<br />
  56. 56. Effective Web MarketingCall to Action<br /><ul><li>Click here to buy
  57. 57. Call this number
  58. 58. Click here to see more
  59. 59. Contact us here
  60. 60. SALE</li></li></ul><li>Maximise sales.<br /><ul><li> The Amazon way
  61. 61. Customers who bought this item also bought…..
  62. 62. Suggest accessories, products that compliment the one they have picked</li></li></ul><li>Effective Web Marketing<br />Choose right mix of SEM activity <br />Related to Business Objectives <br />Related to Offline Marketing Activity <br />SEM – Search Engine Marketing – Attracting Attention <br />Link Building <br />Directories <br />Local Search <br />Forums/Reviews <br />Article Marketing/Press Releases <br />Blogging/RSS <br />Email Marketing <br />PPC <br />Social Media <br />Video Marketing<br />
  63. 63. Effective Web Marketing<br />Link Building<br />Volume:<br /><ul><li>Directories
  64. 64. Blog Postings
  65. 65. Forums
  66. 66. Complimentary Sites
  67. 67. Press
  68. 68. Happy Customers...?
  69. 69. Must be relevant</li></li></ul><li>Effective Web Marketing<br />Link Building<br />Authority:<br /><ul><li>BBC
  70. 70. Government
  71. 71. Governing Bodies
  72. 72. Universities
  73. 73. Local Councils
  74. 74. National Press
  75. 75. Dmoz.org</li></li></ul><li>Effective Web Marketing<br />Link Building<br />Velocity:<br /><ul><li>How quickly is your site getting fresh new links to the site.
  76. 76. The higher the velocity, the higher the ranking.</li></li></ul><li>Effective Web Marketing<br />Link Building<br />Anchor Text:<br /><ul><li>Instead of using the URL, use a hyperlink on text
  77. 77. Gives the opportunity to use keywords and phrases
  78. 78. Allows the SE to relate the link to the keywords.</li></li></ul><li>Effective Web Marketing<br />
  79. 79. Effective Web Marketing<br />
  80. 80. Effective Web MarketingGoogle Places<br />
  81. 81. Effective Web MarketingGoogle Base<br />
  82. 82. Effective Web Marketing<br />Selling<br />
  83. 83. Effective Web MarketingDirectories<br />
  84. 84. Effective Web MarketingBlogs<br />
  85. 85. Effective Web MarketingBlogs<br />Why <br /><ul><li> An easy way to update latest news
  86. 86. An informal way of communicating
  87. 87. Helps with the search engine position of your website
  88. 88. Opens your business to a wider audience
  89. 89. Helps keep your clients updated</li></ul>When<br /><ul><li>When you have something to sell
  90. 90. When you have something new to offer
  91. 91. When something changes
  92. 92. When you have some news
  93. 93. When you have something to say</li></li></ul><li>Effective Web MarketingOnline Video Viral Marketing<br />
  94. 94. Effective Web MarketingPay Per Click <br />
  95. 95. Effective Web MarketingPay Per Click<br />
  96. 96. What is Pay Per Click?<br /><ul><li> search engines, websites, portals, social networks
  97. 97. Training – online or locally
  98. 98. Research key phrases & competition
  99. 99. Monitor campaigns & sales
  100. 100. Manage budgets & timescales
  101. 101. Presentation – highest quality & best value
  102. 102. Focus on high performing niche key phrases
  103. 103. Be aware of negative keywords</li></li></ul><li>Email Marketing<br />
  104. 104. Effective Web MarketingWhy Email Marketing?<br /><ul><li>Remind Customers that you exist
  105. 105. Promote new services, products, offers and sales
  106. 106. Build customer loyalty
  107. 107. Create email vouchers
  108. 108. Have proper Software, they look more professional and are less likely to get stuck in Spam.</li></li></ul><li>Effective Web Marketing<br />Email Marketing – The Law<br /><ul><li>Pre-existing relationship
  109. 109. Opt in or Double Opt in
  110. 110. Sender is clearly identified
  111. 111. Unsubscribe instructions with EVERY email
  112. 112. No consent = SPAM
  113. 113. Anti-Spam laws apply to Individualsjongerrard13@gmail.com = individual jon.gerrard@blpeninsula.co.uk = corporate</li></li></ul><li>Effective Web Marketing<br />Top 10 Email Marketing Tips<br />Keep your database clean<br />Use a from name your subscribers will recognise<br />Don’t be a spammer<br />Be relevant<br />Consider your preview pane<br />Have a great call to action<br />Be succinct<br />Get your timing right<br />Test into a variety of email client<br />Evaluate your results<br />
  114. 114. Effective Web MarketingSocial Media<br />
  115. 115. Effective Web MarketingSocial Media<br /><ul><li>Now Mainstream – Can’t Afford not to engage!
  116. 116. Stay in touch with existing clients
  117. 117. Reach out to new audiences and markets
  118. 118. Better understanding of related markets
  119. 119. Relative low cost of entry
  120. 120. Possible high return</li></li></ul><li>Effective Web Marketing<br />Reach new audiences<br /><ul><li>Facebook – 500m+ - The Big One
  121. 121. Twitter – 175m - Anybody
  122. 122. MySpace – 110m - Music & Creative
  123. 123. LinkedIn – 65m - Business
  124. 124. Plaxo – 15m - Business
  125. 125. Ecademy – 12m - Business</li></li></ul><li>Effective Web MarketingTwitter<br />
  126. 126. Effective Web MarketingTwitter<br />
  127. 127. Effective Web MarketingFacebook<br />
  128. 128. Effective Web MarketingFacebook<br />
  129. 129. Effective Web MarketingFacebook<br /><ul><li>Facebook pages are used by many businesses.
  130. 130. Many of the same features available as groups, but with some extra key features.
  131. 131. Indexed by Google and available to view even if you are not a member, so promoting the page is easier.
  132. 132. Like you do with your profile, fill out your facebook page with all relevant information about your business, website URLS, etc.</li></li></ul><li>Effective Web Marketing<br />
  133. 133. Effective Web MarketingMonitor and Review.<br /><ul><li>Use Google Analytics and Google Insights
  134. 134. Monitor place, keywords, change in trends</li></li></ul><li>Effective Web Marketing<br />The Three Keys to Web Marketing<br />
  135. 135. Effective Web Marketing<br />Summary<br /><ul><li> Understand Business Objectives & Market
  136. 136. Review Position
  137. 137. Research Online Markets
  138. 138. Implement On Site SEO
  139. 139. Choose right mix of SEM activity
  140. 140. Related to Business Objectives
  141. 141. Monitor
  142. 142. Review</li></li></ul><li>Effective Web Marketing<br />QUESTIONS<br />
  143. 143. Effective Web Marketing<br />Jon Gerrard:<br />jon.gerrard@blpeninsula.co.uk<br />Twitter: www.twitter.com/jon_gerrard<br />

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