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Business Link for Cornwall and the Isles of Scilly, Devon and Somerset<br />Effective Web Marketing for Growth<br />Jon Ge...
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>Effective Web Marketing<br />Why Market Your Business Online?<br /><ul><li>The internet econom...
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 />Why Google?<br /><ul><li>Google is still the nu...
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 />
Effective Web Marketing<br />Effective web marketing can:<br />• Increase growth opportunities <br />• Increase visibility...
Effective Web Marketing<br />The Three Keys to Web Marketing<br />
Effective Web Marketing<br />The Three Keys to Web Marketing<br />
Effective Web Marketing<br />First some questions.<br /><ul><li>What are the business objectives and market strategy, Who,...
Review
Research
Plan
Measure</li></li></ul><li>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 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>If you only take one thing away from...
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 Marketing<br />The Three Keys to 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
 Customers who bought this item also bought…..
 Suggest accessories, products that compliment the one they have picked</li></li></ul><li>Effective Web Marketing<br />The...
Effective Web Marketing<br />Choose right mix of SEM activity <br />Related to Business Objectives <br />Related to Offlin...
Effective Web Marketing<br />Link Building: The VAVA Principal<br />Volume<br />Authority<br />Velocity<br />Anchorage<br />
Effective Web Marketing<br />Volume:<br /><ul><li>Directories
Blog Postings
Forums
Complimentary Sites
Press
Happy Customers...?
Must be relevant</li></li></ul><li>Effective Web Marketing<br />Authority:<br /><ul><li>BBC
Government
Governing Bodies
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Effective web marketing for growth

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The presentation for the Web Marketing For Growth Workshops run by Business Link in Ilminster (twice), Newquay and Exeter during January to March 2011

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Transcript of "Effective web marketing for growth"

  1. 1. Business Link for Cornwall and the Isles of Scilly, Devon and Somerset<br />Effective Web Marketing for Growth<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>Effective Web Marketing<br />Why Market Your Business Online?<br /><ul><li>The internet economy is worth £100 Billion to the UK
  9. 9. It has over taken Transport, Construction and Utilities
  10. 10. Small businesses online sales raise on average 43%
  11. 11. The number of internet users grow.
  12. 12. 73% of British home have Broadband and 30% of users access the web from their phones.
  13. 13. Britain is 6th in the Internet League Table
  14. 14. We export 3x as much as we import from the Internet.
  15. 15. Source: Connected Britain. </li></li></ul><li>Effective Web Marketing<br />Why Google?<br /><ul><li>Google is still the number one search engine
  16. 16. Moving toward personalised, localised, real-time & visual searching.
  17. 17. Constantly changing, updating and growing
  18. 18. 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
  19. 19. Less than 10% go past the second page</li></li></ul><li>Effective Web Marketing<br />
  20. 20. 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 />
  21. 21. Effective Web Marketing<br />The Three Keys to Web Marketing<br />
  22. 22. Effective Web Marketing<br />The Three Keys to Web Marketing<br />
  23. 23. Effective Web Marketing<br />First some questions.<br /><ul><li>What are the business objectives and market strategy, Who, What, Where?
  24. 24. Review
  25. 25. Research
  26. 26. Plan
  27. 27. Measure</li></li></ul><li>Effective Web Marketing<br />Review your site.<br /><ul><li>Check the position
  28. 28. Check Keywords
  29. 29. Check Links
  30. 30. Check Call to Actions
  31. 31. Check Navigation</li></li></ul><li>Effective Web Marketing<br /><ul><li>How many people visit your site?
  32. 32. How do they find your site?
  33. 33. What are they looking at once they get there?
  34. 34. Where do they stop looking?
  35. 35. How much do they spend on your site?
  36. 36. How much time do they spend on the site?
  37. 37. How many visits convert into sales/enquiries?
  38. 38. How do these compare to the targets set in the business objectives?</li></li></ul><li>If you only take one thing away from today...<br />GET......<br />
  39. 39. Effective Web Marketing<br />Google Analytics: Where are you?<br />http://www.google.co.uk/analytics/<br />
  40. 40. 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 />
  41. 41. Effective Web Marketing<br />Google Keyword Tool<br />Google Insight<br />
  42. 42. Effective Web Marketing<br />
  43. 43. Effective Web Marketing<br />The Three Keys to Web Marketing<br />
  44. 44.
  45. 45. Effective Web MarketingHow do I get on the first page of Google? <br />Search Engine Optimisation (SEO) How?<br /><ul><li>Keywords and Phrases
  46. 46. Navigation
  47. 47. Design/Build</li></ul>Search Engine Optimisation (SEO) Why?<br /><ul><li>It is a detailed analysis of content and layout
  48. 48. It is not an option if you want to be on the first page
  49. 49. Not a one off, it is an ongoing process</li></li></ul><li>Effective Web Marketing<br />
  50. 50. 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 />
  51. 51. 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 />
  52. 52. Effective Web Marketing<br />What you need is......<br />
  53. 53. Effective Web MarketingCall to Action<br /><ul><li>Click here to buy
  54. 54. Call this number
  55. 55. Click here to see more
  56. 56. Contact us here
  57. 57. SALE</li></li></ul><li>Maximise sales.<br /><ul><li> The Amazon way
  58. 58. Customers who bought this item also bought…..
  59. 59. Suggest accessories, products that compliment the one they have picked</li></li></ul><li>Effective Web Marketing<br />The Three Keys to Web Marketing<br />
  60. 60. 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 />
  61. 61. Effective Web Marketing<br />Link Building: The VAVA Principal<br />Volume<br />Authority<br />Velocity<br />Anchorage<br />
  62. 62. Effective Web Marketing<br />Volume:<br /><ul><li>Directories
  63. 63. Blog Postings
  64. 64. Forums
  65. 65. Complimentary Sites
  66. 66. Press
  67. 67. Happy Customers...?
  68. 68. Must be relevant</li></li></ul><li>Effective Web Marketing<br />Authority:<br /><ul><li>BBC
  69. 69. Government
  70. 70. Governing Bodies
  71. 71. Universities
  72. 72. Local Councils
  73. 73. National Press
  74. 74. Dmoz.org</li></li></ul><li>Effective Web Marketing<br />Velocity:<br /><ul><li>How quickly is your site getting fresh new links to the site.
  75. 75. The higher the velocity, the higher the ranking.</li></li></ul><li>Effective Web Marketing<br />Anchor Text<br /><ul><li>Instead of using the URL, use a hyperlink on text
  76. 76. Gives the opportunity to use keywords and phrases
  77. 77. Allows the SE to relate the link to the keywords.</li></li></ul><li>Effective Web Marketing<br />
  78. 78. Effective Web Marketing<br />
  79. 79. Effective Web MarketingGoogle Places<br />
  80. 80. Effective Web MarketingGoogle Base<br />
  81. 81. Effective Web Marketing<br />Selling<br />
  82. 82. Effective Web MarketingDirectories<br />
  83. 83. Effective Web MarketingBlogs<br />
  84. 84. Effective Web MarketingBlogs<br />Why <br /><ul><li> An easy way to update latest news
  85. 85. An informal way of communicating
  86. 86. Helps with the search engine position of your website
  87. 87. Opens your business to a wider audience
  88. 88. Helps keep your clients updated</li></ul>When<br /><ul><li>When you have something to sell
  89. 89. When you have something new to offer
  90. 90. When something changes
  91. 91. When you have some news
  92. 92. When you have something to say</li></li></ul><li>Effective Web MarketingOnline Video Viral Marketing<br />
  93. 93. Effective Web MarketingPay Per Click <br />
  94. 94. Effective Web MarketingPay Per Click<br />
  95. 95. What is Pay Per Click?<br /><ul><li> search engines, websites, portals, social networks
  96. 96. Training – online or locally
  97. 97. Research key phrases & competition
  98. 98. Monitor campaigns & sales
  99. 99. Manage budgets & timescales
  100. 100. Presentation – highest quality & best value
  101. 101. Focus on high performing niche key phrases
  102. 102. Be aware of negative keywords</li></li></ul><li>Effective Web Marketing<br />The highest bid does not always win.<br />Quality Score<br /><ul><li> CTR = Click Through Ratio = the % of Clicks against Impressions
  103. 103. Ad Copy Relevance
  104. 104. Landing Page Quality</li></ul>Terminology:<br />Impressions (number of time your ad is displayed)<br />Clicks (number of times your ad is clicked on)<br />1% is so-so to OK<br />2% is OK<br />3% and above is doing well<br />
  105. 105. Email Marketing<br />
  106. 106. Effective Web MarketingWhy Email Marketing?<br /><ul><li>Remind Customers that you exist
  107. 107. Promote new services, products, offers and sales
  108. 108. Build customer loyalty
  109. 109. Create email vouchers
  110. 110. 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
  111. 111. Opt in or Double Opt in
  112. 112. Sender is clearly identified
  113. 113. Unsubscribe instructions with EVERY email
  114. 114. No consent = SPAM
  115. 115. 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 />
  116. 116. Effective Web MarketingSocial Media<br />
  117. 117. Effective Web MarketingSocial Media<br /><ul><li>Now Mainstream – Can’t Afford not to engage!
  118. 118. Stay in touch with existing clients
  119. 119. Reach out to new audiences and markets
  120. 120. Better understanding of related markets
  121. 121. Relative low cost of entry
  122. 122. Possible high return</li></li></ul><li>Effective Web Marketing<br />Reach new audiences<br /><ul><li>Facebook – 500m+ - The Big Daddy!
  123. 123. Twitter – 175m - Anybody
  124. 124. MySpace – 110m - Music & Young’Uns!
  125. 125. LinkedIn – 65m - Business
  126. 126. Plaxo – 15m - Business
  127. 127. Ecademy – 12m - Business</li></li></ul><li>Effective Web MarketingTwitter<br />
  128. 128. Effective Web MarketingTwitter<br />
  129. 129. Effective Web MarketingFacebook<br />
  130. 130. Effective Web MarketingFacebook<br />
  131. 131. Effective Web MarketingFacebook<br /><ul><li>Facebook pages are used by many businesses.
  132. 132. Many of the same features available as groups, but with some extra key features.
  133. 133. Indexed by Google and available to view even if you are not a member, so promoting the page is easier.
  134. 134. 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 />
  135. 135. Effective Web MarketingMonitor and Review.<br /><ul><li>Use Google Analytics and Google Insights
  136. 136. Monitor place, keywords, change in trends</li></li></ul><li>Effective Web Marketing<br />The Three Keys to Web Marketing<br />
  137. 137. Effective Web Marketing<br />Summary<br /><ul><li> Understand Business Objectives & Market
  138. 138. Review Position
  139. 139. Research Online Markets
  140. 140. Implement On Site SEO
  141. 141. Choose right mix of SEM activity
  142. 142. Related to Business Objectives
  143. 143. Monitor
  144. 144. Review</li></li></ul><li>Effective Web Marketing<br />QUESTIONS<br />
  145. 145. Effective Web Marketing<br />
  146. 146. Effective Web Marketing<br />
  147. 147. Effective Web Marketing<br />
  148. 148. Effective Web Marketing<br />
  149. 149. Effective Web Marketing<br />
  150. 150. Effective Web Marketing<br />
  151. 151. Effective Web Marketing<br />
  152. 152. Effective Web Marketing<br />
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