Effective web marketing for growth

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

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.

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 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

The Three Keys to Web Marketing

First some questions.
What are the business objectives and market strategy, Who, What, Where?
Review
Research
Plan
Measure

Review your site.
Check the position
Check Keywords
Check Links
Check Call to Actions
Check Navigation

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......

Google Analytics: Where are you?
http://www.google.co.uk/analytics/

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

Google Keyword Tool
Google Insight

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

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

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

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

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

Link Building: The VAVA Principal
Volume
Authority
Velocity
Anchorage

Volume:
Directories
Blog Postings
Forums
Complimentary Sites
Press
Happy Customers...?
Must be relevant

Authority:
BBC
Government
Governing Bodies
Universities
Local Councils
National Press
Dmoz.org

Velocity:
How quickly is your site getting fresh new links to the site.
The higher the velocity, the higher the ranking.

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 MarketingGoogle Places

Effective Web MarketingGoogle Base

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

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

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.

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

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

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 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 MarketingMonitor and Review.
Use Google Analytics and Google Insights
Monitor place, keywords, change in trends

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

QUESTIONS

Effective web marketing for growth

by Jon Gerrard on Mar 04, 2011

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Effective web marketing for growth — Presentation Transcript