Web Marketing: Alternative Ways to Attract Business Domenica Di Lieto Commercial Director - Shine Marketing

Web Marketing: Alternative Ways to Attract Business Importance of the web in capitalising on opportunities How to make your website your most important marketing tool 4 routes to grow business Search Engine Optimisation Pay-Per-Click Advertising Email Affiliate Partnerships

Importance of the web in capitalising on opportunities

How to make your website your most important marketing tool

4 routes to grow business

Search Engine Optimisation

Pay-Per-Click Advertising

Email

Affiliate Partnerships

Capitalising on web opportunities Your website is often the first contact a buyer will have with your brand – does your website reflect your brand and what you have to offer? Your website is a 24/7 sales opportunity. If you are not selling online, why not? All marketing; PR, sale promotion, advertising and direct mail will lead the respondent back to your website- Are all your messages consistent? 72% use the internet to research products -that’s wholesalers, retailers and customers. Would they be able to find you?

Your website is often the first contact a buyer will have with your brand – does your website reflect your brand and what you have to offer?

Your website is a 24/7 sales opportunity. If you are not selling online, why not?

All marketing; PR, sale promotion, advertising and direct mail will lead the respondent back to your website- Are all your messages consistent?

72% use the internet to research products -that’s wholesalers, retailers and customers. Would they be able to find you?

How to make your website your most important marketing tool You have invested heavily in packaging- does your web design reflect this? Do you regularly update your website with new products, press releases, advice, recipes and encourage visitors to come back? Do you use your website to track all your marketing activity to measure true ROI? What tracking do you have in place in order to measure web traffic?

You have invested heavily in packaging- does your web design reflect this?

Do you regularly update your website with new products, press releases, advice, recipes and encourage visitors to come back?

Do you use your website to track all your marketing activity to measure true ROI?

What tracking do you have in place in order to measure web traffic?

4 Ways to Grow Your Business Online Search Engines Pay Per Click Advertising Email Marketing Affiliate Partnerships

Search Engines

Pay Per Click Advertising

Email Marketing

Affiliate Partnerships

Search Engine Optimisation

What phrases do you want to rank for? What phrases are people actually using to find you and your competitors? Some UK Search numbers from August: Organic Chocolate 2,900 Belgian Chocolate 4,400 White Chocolate 33,100 (source Google Keyword Tool)

What phrases are people actually using to find you and your competitors?

Some UK Search numbers from August:

Organic Chocolate 2,900

Belgian Chocolate 4,400

White Chocolate 33,100 (source Google Keyword Tool)

Making your website more visible? So you are going to invest in your website, how can you ensure buyers can find it and you? You need a website that search engines can read and understand It needs to reflect your brand, but also have enough useful copy that can be read by Google You need to show authority in your subject – Google looks for similar sites linking to yours.

So you are going to invest in your website, how can you ensure buyers can find it and you?

You need a website that search engines can read and understand

It needs to reflect your brand, but also have enough useful copy that can be read by Google

You need to show authority in your subject – Google looks for similar sites linking to yours.

Ranking Well in Google Top ranking sites have 3 things in common Readable by search engines Useful content Lots of links from other websites

Top ranking sites have 3 things in common

Readable by search engines

Useful content

Lots of links from other websites

‘Readable by Google’ Quality images, but also plenty of text Google is not very good at understanding pictures, no matter how beautiful!

Quality images, but also plenty of text

Google is not very good at understanding pictures, no matter how beautiful!

‘Useful Content’ Green & Blacks has a wealth of background information Recipes History of the brand Trade Opportunities The manufacturing process

Green & Blacks has a wealth of background information

Recipes

History of the brand

Trade Opportunities

The manufacturing process

‘Links from Other sites’ Green & Blacks has over 3,000 links from other websites Other Sites in their own group BBC News Blogs and niche sites

Green & Blacks has over 3,000 links from other websites

Other Sites in their own group

BBC News

Blogs and niche sites

Pay Per Click Advertising

Pay Per Click Advertising

Pay Per Click Advertising Pay Per Click advertising works best where: You sell direct to the consumer Have demand for the type of products you sell Have reasonably high margins per order (e.g. £10 +)

Pay Per Click advertising works best where:

You sell direct to the consumer

Have demand for the type of products you sell

Have reasonably high margins per order (e.g. £10 +)

Step 1: The Keywords What are people looking for? Use tools like ‘Google Adwords Keyword Tool to help Pay Per Click Advertising

Step 1: The Keywords

What are people looking for?

Use tools like ‘Google Adwords Keyword Tool to help

Step 2: The Advert Make sure it matches the search Repeat the keywords in your ad State Benefits on your advert Pay Per Click Advertising

Step 2: The Advert

Make sure it matches the search

Repeat the keywords in your ad

State Benefits on your advert

Step 3: The Landing Page Don’t Just send them to your homepage Make it easy to buy / contact you Pay Per Click Advertising

Step 3: The Landing Page

Don’t Just send them to your homepage

Make it easy to buy / contact you

Email Marketing

Email Marketing Email Marketing works best where: You can build a list of regular buyers (If not start today!) You have frequent repeat purchase or predictable seasons (Xmas & Valentines) Works very well for short-term offers, clearance, last-minute sales.

Email Marketing works best where:

You can build a list of regular buyers (If not start today!)

You have frequent repeat purchase or predictable seasons (Xmas & Valentines)

Works very well for short-term offers, clearance, last-minute sales.

Email Marketing Start Building Your List Today Offer incentives to sign up Future offers Recipe lists to download Discount codes

Start Building Your List Today

Offer incentives to sign up

Future offers

Recipe lists to download

Discount codes

Email Marketing Keep It simple Few Messages Make it useful for your reader, the ‘So What?’ factor is very high when reading emails. Give useful tips, funny stories and take time to build a personality for your brand. Works as well for businesses as consumers

Keep It simple

Few Messages

Make it useful for your reader, the ‘So What?’ factor is very high when reading emails.

Give useful tips, funny stories and take time to build a personality for your brand.

Works as well for businesses as consumers

Affiliate Partnerships

Affiliate Partnerships Online tracking means that your advertising can followed through click by click from another site to your order page Other sites can now be paid on a commission basis for promoting you.

Online tracking means that your advertising can followed through click by click from another site to your order page

Other sites can now be paid on a commission basis for promoting you.

Affiliate Partnerships

Affiliate Partnerships Online affiliate partnerships work best where You sell online You have already proven your online business model (50-100K sales p.a. minimum)

Online affiliate partnerships work best where

You sell online

You have already proven your online business model

(50-100K sales p.a. minimum)

Affiliate Partnerships A few food companies using this channel include: Abel & Cole Virginia Hayward Direct Wines (inc Laithwaites & Sunday Times) Green & Blacks Natoora Farmers Market

A few food companies using this channel include:

Abel & Cole

Virginia Hayward

Direct Wines (inc Laithwaites & Sunday Times)

Green & Blacks

Natoora Farmers Market

Summary Your Website is your only piece of marketing investment that is available worldwide, 24/7 Make sure it reflects your brand Make sure it can be found Use it to develop prospect & customer lists You don’t need huge budgets to get the basics right.

Your Website is your only piece of marketing investment that is available worldwide, 24/7

Make sure it reflects your brand

Make sure it can be found

Use it to develop prospect & customer lists

You don’t need huge budgets to get the basics right.