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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Effective web marketing for growth
- 1. Business Link for Cornwall and the Isles of Scilly, Devon and Somerset Effective Web Marketing for Growth Jon Gerrard
- 3. Why Google?
- 4. Research, Review, Plan, Measure
- 7. Summary
- 9. It has over taken Transport, Construction and Utilities
- 10. Small businesses online sales raise on average 43%
- 11. The number of internet users grow.
- 12. 73% of British home have Broadband and 30% of users access the web from their phones.
- 13. Britain is 6th in the Internet League Table
- 14. We export 3x as much as we import from the Internet.
- 16. Moving toward personalised, localised, real-time & visual searching.
- 17. Constantly changing, updating and growing
- 20. 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
- 21. Effective Web Marketing The Three Keys to Web Marketing
- 22. Effective Web Marketing The Three Keys to Web Marketing
- 24. Review
- 25. Research
- 26. Plan
- 28. Check Keywords
- 29. Check Links
- 30. Check Call to Actions
- 32. How do they find your site?
- 33. What are they looking at once they get there?
- 34. Where do they stop looking?
- 35. How much do they spend on your site?
- 36. How much time do they spend on the site?
- 37. How many visits convert into sales/enquiries?
- 39. Effective Web Marketing Google Analytics: Where are you? http://www.google.co.uk/analytics/
- 40. 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
- 41. Effective Web Marketing Google Keyword Tool Google Insight
- 43. Effective Web Marketing The Three Keys to Web Marketing
- 46. Navigation
- 48. It is not an option if you want to be on the first page
- 50. 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
- 51. 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
- 52. Effective Web Marketing What you need is......
- 54. Call this number
- 55. Click here to see more
- 56. Contact us here
- 58. Customers who bought this item also bought…..
- 60. 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
- 61. Effective Web Marketing Link Building: The VAVA Principal Volume Authority Velocity Anchorage
- 63. Blog Postings
- 64. Forums
- 66. Press
- 69. Government
- 70. Governing Bodies
- 71. Universities
- 72. Local Councils
- 73. National Press
- 76. Gives the opportunity to use keywords and phrases
- 79. Effective Web MarketingGoogle Places
- 80. Effective Web MarketingGoogle Base
- 81. Effective Web Marketing Selling
- 85. An informal way of communicating
- 86. Helps with the search engine position of your website
- 87. Opens your business to a wider audience
- 89. When you have something new to offer
- 91. When you have some news
- 93. Effective Web MarketingPay Per Click
- 94. Effective Web MarketingPay Per Click
- 96. Training – online or locally
- 97. Research key phrases & competition
- 98. Monitor campaigns & sales
- 99. Manage budgets & timescales
- 100. Presentation – highest quality & best value
- 101. Focus on high performing niche key phrases
- 103. Ad Copy Relevance
- 104. Landing Page QualityTerminology: 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
- 105. Email Marketing
- 107. Promote new services, products, offers and sales
- 111. Opt in or Double Opt in
- 112. Sender is clearly identified
- 113. Unsubscribe instructions with EVERY email
- 114. No consent = SPAM
- 116. Effective Web MarketingSocial Media
- 118. Stay in touch with existing clients
- 119. Reach out to new audiences and markets
- 120. Better understanding of related markets
- 121. Relative low cost of entry
- 123. Twitter – 175m - Anybody
- 124. MySpace – 110m - Music & Young’Uns!
- 125. LinkedIn – 65m - Business
- 126. Plaxo – 15m - Business
- 132. Many of the same features available as groups, but with some extra key features.
- 133. Indexed by Google and available to view even if you are not a member, so promoting the page is easier.
- 138. Review Position
- 139. Research Online Markets
- 140. Implement On Site SEO
- 141. Choose right mix of SEM activity
- 142. Related to Business Objectives
- 143. Monitor