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Effective web marketing for growth
 

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

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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    Effective web marketing for growth Effective web marketing for growth Presentation Transcript

    • Business Link for Cornwall and the Isles of Scilly, Devon and Somerset
      Effective Web Marketing for Growth
      Jon Gerrard
    • Effective Web Marketing
      • Why market your business online?
      • Why Google?
      • Research, Review, Plan, Measure
      • Onsite Optimisation
      • Offsite Optimisation
      • Summary
      • Questions
    • Effective Web Marketing
      Why Market Your Business Online?
      • The internet economy is worth £100 Billion to the UK
      • 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.
    • Effective Web Marketing
      Why Google?
      • Google is still the number one search engine
      • Moving toward personalised, localised, real-time & visual searching.
      • Constantly changing, updating and growing
      • Plenty of free tools to help market your business.
      Why should I be on the first page?
      • 50% of searchers do not go past the first page
      • Less than 10% go past the second page
    • Effective Web Marketing
    • Effective Web Marketing
      Effective web marketing can:
      • Increase growth opportunities
      • Increase visibility Improve conversions
      • Grow existing markets
      • Reach new markets
      • Develop new products and services
      • Increase credibility
      • Reduce costs / Add value
    • Effective Web Marketing
      The Three Keys to Web Marketing
    • Effective Web Marketing
      The Three Keys to Web Marketing
    • Effective Web Marketing
      First some questions.
      • What are the business objectives and market strategy, Who, What, Where?
      • Review
      • Research
      • Plan
      • Measure
    • Effective Web Marketing
      Review your site.
      • Check the position
      • Check Keywords
      • Check Links
      • Check Call to Actions
      • Check Navigation
    • Effective Web Marketing
      • 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?
    • If you only take one thing away from today...
      GET......
    • Effective Web Marketing
      Google Analytics: Where are you?
      http://www.google.co.uk/analytics/
    • Effective Web Marketing
      Research:Choosing Keywords
      • Think like a customer
      • Think laterally
      • Brainstorm Keywords
      • Ask everyone
      • Search using your keywords and see what appears
      • Use the free Google keyword tool/Insights
      • Kgen/Wordtracker
      • Analytics
    • Effective Web Marketing
      Google Keyword Tool
      Google Insight
    • Effective Web Marketing
    • Effective Web Marketing
      The Three Keys to Web Marketing
    • Effective Web MarketingHow do I get on the first page of Google?
      Search Engine Optimisation (SEO) How?
      • Keywords and Phrases
      • Navigation
      • Design/Build
      Search Engine Optimisation (SEO) Why?
      • 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
    • Effective Web Marketing
    • Effective Web Marketing
      1:HTML Page Title This is what will be catalogued - about 80 characters
      • 3 or 4 keywords
      • Make each page title relevant to each particular page
      2:Meta Page Description
      • Limit to around 150 characters
      • Use on every page
      • Customise for each page
      3:Header Tags
      4:Page Content
      5:File / Image Names
      6:ALT Attributes
      • Every Image needs one
      • Build Keyword Count
      • Comply with Disability Discrimination Act - Accessibility
      7:Navigation & Navigation Link Anchor Text
      8:URLs
    • Effective Web Marketing
      Grab their ATTENTION
      Generate an INTEREST
      Build the DESIRE
      Promote the ACTION
      Visitors don’t read – they scan
      Visitors need to “get it” almost instantly
      Visitors need to know you can meet their needs
      Visitors need to know WHY they should use you
      Visitors need to TOLD what to do
    • Effective Web Marketing
      What you need is......
    • Effective Web MarketingCall to Action
      • Click here to buy
      • Call this number
      • Click here to see more
      • Contact us here
      • SALE
    • Maximise sales.
      • The Amazon way
      • Customers who bought this item also bought…..
      • Suggest accessories, products that compliment the one they have picked
    • Effective Web Marketing
      The Three Keys to Web Marketing
    • Effective Web Marketing
      Choose right mix of SEM activity
      Related to Business Objectives
      Related to Offline Marketing Activity
      SEM – Search Engine Marketing – Attracting Attention
      Link Building
      Directories
      Local Search
      Forums/Reviews
      Article Marketing/Press Releases
      Blogging/RSS
      Email Marketing
      PPC
      Social Media
      Video Marketing
    • Effective Web Marketing
      Link Building: The VAVA Principal
      Volume
      Authority
      Velocity
      Anchorage
    • Effective Web Marketing
      Volume:
      • Directories
      • Blog Postings
      • Forums
      • Complimentary Sites
      • Press
      • Happy Customers...?
      • Must be relevant
    • Effective Web Marketing
      Authority:
      • BBC
      • Government
      • Governing Bodies
      • Universities
      • Local Councils
      • National Press
      • Dmoz.org
    • Effective Web Marketing
      Velocity:
      • How quickly is your site getting fresh new links to the site.
      • The higher the velocity, the higher the ranking.
    • Effective Web Marketing
      Anchor Text
      • Instead of using the URL, use a hyperlink on text
      • Gives the opportunity to use keywords and phrases
      • Allows the SE to relate the link to the keywords.
    • Effective Web Marketing
    • Effective Web Marketing
    • Effective Web MarketingGoogle Places
    • Effective Web MarketingGoogle Base
    • Effective Web Marketing
      Selling
    • Effective Web MarketingDirectories
    • Effective Web MarketingBlogs
    • Effective Web MarketingBlogs
      Why
      • An easy way to update latest news
      • An informal way of communicating
      • Helps with the search engine position of your website
      • Opens your business to a wider audience
      • Helps keep your clients updated
      When
      • When you have something to sell
      • When you have something new to offer
      • When something changes
      • When you have some news
      • When you have something to say
    • Effective Web MarketingOnline Video Viral Marketing
    • Effective Web MarketingPay Per Click
    • Effective Web MarketingPay Per Click
    • What is Pay Per Click?
      • search engines, websites, portals, social networks
      • Training – online or locally
      • Research key phrases & competition
      • Monitor campaigns & sales
      • Manage budgets & timescales
      • Presentation – highest quality & best value
      • Focus on high performing niche key phrases
      • Be aware of negative keywords
    • Effective Web Marketing
      The highest bid does not always win.
      Quality Score
      • CTR = Click Through Ratio = the % of Clicks against Impressions
      • Ad Copy Relevance
      • Landing Page Quality
      Terminology:
      Impressions (number of time your ad is displayed)
      Clicks (number of times your ad is clicked on)
      1% is so-so to OK
      2% is OK
      3% and above is doing well
    • Email Marketing
    • Effective Web MarketingWhy Email Marketing?
      • Remind Customers that you exist
      • Promote new services, products, offers and sales
      • Build customer loyalty
      • Create email vouchers
      • Have proper Software, they look more professional and are less likely to get stuck in Spam.
    • Effective Web Marketing
      Email Marketing – The Law
      • Pre-existing relationship
      • Opt in or Double Opt in
      • Sender is clearly identified
      • Unsubscribe instructions with EVERY email
      • No consent = SPAM
      • Anti-Spam laws apply to Individualsjongerrard13@gmail.com = individual jon.gerrard@blpeninsula.co.uk = corporate
    • Effective Web Marketing
      Top 10 Email Marketing Tips
      Keep your database clean
      Use a from name your subscribers will recognise
      Don’t be a spammer
      Be relevant
      Consider your preview pane
      Have a great call to action
      Be succinct
      Get your timing right
      Test into a variety of email client
      Evaluate your results
    • Effective Web MarketingSocial Media
    • Effective Web MarketingSocial Media
      • Now Mainstream – Can’t Afford not to engage!
      • Stay in touch with existing clients
      • Reach out to new audiences and markets
      • Better understanding of related markets
      • Relative low cost of entry
      • Possible high return
    • Effective Web Marketing
      Reach new audiences
      • Facebook – 500m+ - The Big Daddy!
      • Twitter – 175m - Anybody
      • MySpace – 110m - Music & Young’Uns!
      • LinkedIn – 65m - Business
      • Plaxo – 15m - Business
      • Ecademy – 12m - Business
    • Effective Web MarketingTwitter
    • Effective Web MarketingTwitter
    • Effective Web MarketingFacebook
    • Effective Web MarketingFacebook
    • Effective Web MarketingFacebook
      • Facebook pages are used by many businesses.
      • Many of the same features available as groups, but with some extra key features.
      • Indexed by Google and available to view even if you are not a member, so promoting the page is easier.
      • Like you do with your profile, fill out your facebook page with all relevant information about your business, website URLS, etc.
    • Effective Web Marketing
    • Effective Web MarketingMonitor and Review.
      • Use Google Analytics and Google Insights
      • Monitor place, keywords, change in trends
    • Effective Web Marketing
      The Three Keys to Web Marketing
    • Effective Web Marketing
      Summary
      • Understand Business Objectives & Market
      • Review Position
      • Research Online Markets
      • Implement On Site SEO
      • Choose right mix of SEM activity
      • Related to Business Objectives
      • Monitor
      • Review
    • Effective Web Marketing
      QUESTIONS
    • Effective Web Marketing
    • Effective Web Marketing
    • Effective Web Marketing
    • Effective Web Marketing
    • Effective Web Marketing
    • Effective Web Marketing
    • Effective Web Marketing
    • Effective Web Marketing