24 Billion UK searches in 2012!"Do" Transactional Queries - Action queries such as buy a plane ticket or listen to a song."Know" Informational Queries - best restaurant in Belfast, or ‘historical abuse enquiry’ "Go" Navigation Queries - Search queries that seek a particular online destination, such as Facebook
ExerciseSearch for Google Keyword Tool:•Use the keyword tool to search for 3 relevantkeyphrasesUse Google search engine to search for the 3keyphrases•Assess your search engine visibility for yourorganisation•Assess competitor rankings (if applicable)
Definition:SEO is the process of increasing theranking for your website and web pages inthe natural search engine results pages.
SEO Can Bring You....Cost-effective Customer Acquisition - free toindex. Good for high volume phrasesFixed Costs - No ongoing payments for clicks asin PPCBrand Visibility - Closely associates your brandwith internet searches
Correct meta data arevitally importantfor achieving SEO success.The two most important factorsin Meta Data are:1.The Title Tag2.The Meta Description
Warning: Most websites haveincorrect meta information!Look at successful examples of search engine resultsInsert well written meta information –with the keyphrases you have chosen!Make sure the information is unique!Keywords / Meta Tags have lostimportance!
Video:OpportunitiesIncrease direct traffic to your websiteProvide great content to feed social media and emailnewslettersGreat for gaining rankings on searchPromote your brand via storiesMore engagement with social media audiences andstakeholders
Video:ChallengesThe Myth of the ‘Viral Video’ResourcesGetting the stories and formats rightMarketing your online video
Definition“The process of improving theoverall website usability andexperience in order to increase thepercentage of visitors who convertto actions.”
Why?Most of your website visitors don’t take actions on yourwebsite – 2% average!You need to map out the main marketing actionsEncourage them to convert• Sign up to a database• Download a form• Request a call back
Q. What marketing ‘conversions’ do you want your customersto take? (i.e make a donation, download a form etc)Q. Is your site optimised for conversions?Q. How might you might you improve the site?Quick Exercise
Second only to search marketing as the most effectivedigital marketing tactic!You can reach substantial numbers of email subscriberswho have opted inOver half of Internet users check or send email on atypical day.Email Marketing:Benefits
1.Driving to a poor website2.Spam filters3.Poor Content4.Email lists5.Outdated TechnologyWhat typically goeswrong with emailmarketing
“A business approach that seeks to create, developand enhance relationships with carefully targetedcustomers in order to improve customer value andcorporate profitability and thereby maximiseshareholder value”.CustomerRelationshipManagement
“Actually a lot of the success of, say,SEO or Social Media or Email Marketingor Most Forms of Marketing …….. isabout creating great content that peoplewill want to read, link to, talk about andshare.”Ashley Friedlein, Econsultancy
“The term white paper...... refers todocuments used by businesses asmarketing or sales tools. They arguethat the benefits of a particulartechnology, product or policy aresuperior for solving a specific problem”(Source: Wikipedia)