Superfast Business - Winning and Keeping Customers Online


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Superfast Business - offers fully funded support to help ambitious businesses in the South West with a focus on rural areas identify, maximise and profit from the opportunities that superfast broadband and new technologies present. They have a team of expert advisers, a programme of events on hot topics offering inspirational insights and practical solutions and access to IT specialists and knowledge.

The service is aimed at businesses who have heard superfast broadband is coming to their area or are already experiencing good connection speeds and fulfill ERDF eligibility criteria.

Register on their website today to see if your business is able to access the full support package and keep up to date with the latest technologies and information.

t: 0845 603 8593

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Superfast Business - Winning and Keeping Customers Online

  1. 1. SUPERFAST BUSINESS Top Tips for Winning and Keeping Customers On-line David Lakins Key Multimedia Ltd @davidlakins
  2. 2. Yesterday Go to the computer to use the Internet / web Today Open a browser or App to use the Internet / web
  3. 3. Internet Today
  4. 4. we can dream up...
  5. 5. Changing user behaviour
  6. 6. Agenda • Search Engine Optimisation (SEO) • Mobile marketing • The power of e-newsletters • Google Analytics • Social Media • Customer Relationship Management (CRM) • Gaining customer insights • Managing your on-line reputation • Q&A
  7. 7. What is SEO • Desktop • Smartphone • Local • Maps & Location – Google knows where you are ! • Video • Sound – Shazam • Personal
  8. 8. What is SEO
  9. 9. What SEO used to be SEO = LINKS
  10. 10. Then came Panda • Panda adjusted the search rankings to favour web sites with more pages of 'quality' content. That meant: – – – – Fewer near-duplicate pages Fewer pages with embarrassingly bad writing More pages with deep, useful information More pages that actually, load in less than 20 seconds
  11. 11. Then came Penguin • Penguin introduced severe penalties for sites violating Google's Terms of Service by acquiring links through 'artificial tactics.' Those tactics included: • Over optimisation of page content and unnatural links – Keyword stuffing – Building link networks of poor quality sites and linking them back to your primary site – Purchasing lots of links
  12. 12. Check if you have been hit • Panguin Tool –
  13. 13. More recently…. • Google Humming bird – targets natural language search and mobile
  14. 14. Search is now about … SIGNIFICANCE the quality of being worthy of attention AUTHORSHIP who created the content
  15. 15. SEO Myth: We must rank No. 1
  16. 16. Future-proof SEO tactics: • Google is moving away from links & keywords – Ensure all content is discoverable – Ensure all content is easily classified – Pay attention to document structure, both in HTML and in your writing. – Share your content
  17. 17. SEO Tip 1: Understand Your Target Audience
  18. 18. SEO Tip 2: Create a User-Friendly and Search EngineFriendly Website • Can Google crawl your website easily? – Try • Is your navigation and site architecture easily understood? • How do pages link within your site? • Google Analytics - Page speed & Bounce rates matter!
  19. 19. GA Bounce Rates
  20. 20. Google Page Speed Checker Google Page Speed Test
  21. 21. SEO Tip 3: Your Best Friend is Google Webmaster Tools • Set up Webmaster Tools • Check HTML suggestions • Check crawl errors • Test robots.txt • Set up an XML sitemap
  22. 22. SEO Tip 4: Content Creation • Create a content strategy – drives your site architecture and navigation • Content is an on-going task – Google loves fresh content • Think about Hummingbird. Give your users exactly what they want.
  23. 23. SEO Tip 5: Title & Meta Tags are still important • Title Tags and Meta description tags are still very important. • Use your most important keywords in the Title tags, while also making them something worth clicking at the search engines. • For your Meta descriptions, use some additional words that best describe each page's offering.
  24. 24. SEO Tip 6: Micro Data & Search Rich Snippets • Using multiple schema/mark-up types on the same page along with the data highlighter - will allow Google to display different rich snippets, according to the type of search query. • Rich snippets boost click-through on your Google listings – – – – – Author headshots Video thumbnails Star ratings On product pages On category pages (based on aggregate ratings) • E-commerce sites – micro data mark-up is a MUST !
  25. 25. Rich Snippets Ratings Cooking times Calorie Counts
  26. 26. SEO Tip 7: Spread the Word • Online - learn where your target audience hangs out and become a part of their communities. Those places may consist of various social media such as Twitter or Facebook, and it might include other online communities such as blogs and forums. • Offline, Press releases, sponsor local events, advertise in magazines, newspapers, mailers or radio • Your goal here is to do whatever it takes to get people to know about your brand, and ideally help you spread the word.
  27. 27. Spanner in the Works – Google+
  28. 28. Google+ • Google+ is 3 things • Google+ (application platform) • Google +1 (voting system) • Google Authorship (credits authors of content) • As a social media platform Google+ wins BIG – mash-up between Facebook, Twitter plus some
  29. 29. Google+ Integrates everywhere within Google • YouTube • Google
  30. 30. Google +1’s • Google +1’s is a voting system for content • Found something useful or interesting +1 it share with your followers
  31. 31. Google Authorship • Google Authorship is the power player. • It connects content with an individual's Google+ profile. • Note the 'individual' — companies use brand pages, which can't use authorship.
  32. 32. Google+ & SEO • Remember the old school SEO link scenario? Here's how it might play out now:– I write an article – It makes the front page of the Telegraph website (a guy can dream) – That alone makes it authoritative
  33. 33. Google+ & SEO • But then it also gets lots of links and +1s • If Google authorship is in place, then Google knows that the Dave Lakins who wrote that article also wrote content on the Key Multimedia blog • Google can redistribute authority from the Telegraph piece, knowing that I'm a more authoritative author than I was before
  34. 34. Google+ for SEO • Include the +1 share button • Make your content shareable • Ensure authorship is set up on your website / blog so that your content can be credited to you! <a href=>David Lakins</a • Share it on Google+
  35. 35. Mobile Marketing
  36. 36. Mobile is already here!
  37. 37. iBGStar Blood Glucose Meter • Connects to the Apple iPhone and iPod touch for the flexibility to manage your diabetes
  38. 38. The importance of location
  39. 39. Why is mobile so important? Google – March 2013
  40. 40. What are people using the mobile web for? 1. Social Networking 2. News and Information (mobile search) 3. Email • Real time • Relevance
  41. 41. It’s time to go mobile 1. Standalone Mobile Site 2. Responsive Website 3. App
  42. 42. But it’s different to desktop! • Touch • Context • Responsive • A multitude of devices
  43. 43. Responsive Design • - check for responsive design
  44. 44. Mobiles & Email • Users are accessing emails first on a smartphone then following up on a desktop
  45. 45. Mobile - Key Tips • Pay special attention to load times on mobile devices - smartphones usually have significantly less processing power • Make sure to test your mobile site on as many phone types and operating systems as you can.. • Optimize your mobile site to not only load and function well, but to tell the story of your site in a quick and concise manner. • Mobile users have even shorter attention spans than desktop visitors – make sure your site converts in an instant.
  46. 46. Social Media
  47. 47. Social Media = Communication • Most people tend to focus on the channels e.g. Facebook, Twitter, forums, blogs, podcasts etc. • Think about these channels as languages • They can be mastered easily but content and value of the conversation is all it matters.
  48. 48. Social Media “It's a process, not an event.” Companies shouldn’t invest in social media for quick results, it’s a process to build relationship with potential clients, and maintain good relationship with existing customers. Seth Godin
  49. 49. Using social media for business • Social media shouldn’t play the role in direct selling, it should instead :– – – – influence viral conversations, build brand awareness, improve customer service and; engage with your target as a “friend” • When making purchase decisions, would you trust a friend, or an advertisement?
  50. 50. Listen Directly instead of Asking • Social media gives you the ability to “listen in” (legally and ethically) on potential and existing customers to learn what they think about a product / service.
  51. 51. Listening tools • Google Alerts • SocialMention • Addictomatic • Radian6 (paid) * recently acquired by • Tweetdeck • Hootsuite
  52. 52. Google Alerts
  53. 53. Social Mention
  54. 54. What is Twitter • Tweet and your followers will see your messages • If you follow others your Twitter timeline will display their tweets
  55. 55. Twitter Basics: a Tweet • 140 characters to leave a message or an update • You can add text and links • You can tweet via a PC or on the go via your mobile / tablet
  56. 56. Twitter Basics • Tweet - Posting a message to Twitter • Retweet (RT) - when you re-post a message that someone already posted. It gives credit to the author and content provided. • @ + name – a command which allows replies to be sent • Direct Message - Private message sent between two people (not shown in your public profile) • Favourites - A public area to save your favourite tweets
  57. 57. Using Hashtags • The # symbol, called a hashtag, is used to mark keywords or topics in a tweet. It is a way to categorise messages – Hashtags organise your tweets – Hashtags target your audience – Hashtags can get you more retweets – See what is trending and follow hashtags #WSX #journorequest #dorsetbusiness #ff
  58. 58. How I use Twitter • Core number of Twitter contacts I keep in touch with on a regular basis • I keep a watch out for – New followers (and will always respond / thank them) – @davidlakins mentions of my name • Schedule some tweets with Hootsuite • Track specific keywords with Tweetdeck - with the notion that I can join the conversation if necessary
  59. 59. Hootsuite
  60. 60. Facebook • Facebook is a “different animal” to Twitter and should be treated so. • It is a closed network – so building a following can be more difficult than Twitter
  61. 61. Your goal: get FB users to Like your Page
  62. 62. Your goal: get FB users to Like your Page • WHY? • So your updates will appear on their profile page as viral marketing to those who follow them • FB post last about 1.5 days
  63. 63. Likes vs Engagement • Likes are important — but the key element is engagement! • The more Likes you have, the more people your message is reaching. • Regular “likes”, comments and shares means your follower has become a brand advocate. • Facebook Edgerank
  64. 64. What works on Facebook? • Targeted Facebook Advertising • Regular posting • Strong imagery • Soft sell • Building followers and advocates
  65. 65. Best Of British Case Study
  66. 66. Facebook Targeted Advertising
  67. 67. Facebook – Key Tips • Facebook fan page likes are precious • Keep your Facebook Fan page populated • Like to get Liked - find other Facebook Pages where your target is likely to be present and like each of these pages
  68. 68. Pinterest joins Twitter and Facebook as the newest Social Media tool
  69. 69. What is Pinterest? • Pinterest is a virtual pinboard which allows users to organize and share interesting content they find on the web • A great platform for storing and sharing your brand’s images which helps drive traffic to your company website or even help sell products
  70. 70. Why is it great for businesses? • More than 10 million users • Fast growth • For some businesses Pinterest is driving more traffic to brand sites than Facebook, Twitter and Youtube • Only social media tool where embedded links are counted towards SEO value
  71. 71. Pinterest Tips • Great potential for retailers • Boost your brand image by sharing cool but relevant images • If you have a catalogue this is one opportunity to digitize it • Inspire people and generate a viral effect • Share what’s interesting and drive traffic to your website • Pin, re-pin and like other users’ images that you find relevant • Keep in mind, social network rules apply
  72. 72. LinkedIn • Largest business networking site in the world • Messages are more professional. Conversations are geared toward partnerships and transactions • Make sure you fill out your profile 100% • Connect with people • Recommend others
  73. 73. Join a group and actively contribute to it
  74. 74. Update your status with meaningful & appropriate content (this is a professional network)
  75. 75. Use an established connection to ‘get introduced’
  76. 76. A complete profile and smart use of keywords will improve your findability
  77. 77. Write a recommendation or endorse a skill (don’t sit and wait to be recommended)
  78. 78. Q&A
  79. 79. SUPERFAST BUSINESS Top Tips for Winning and Keeping Customers On-line David Lakins Key Multimedia Ltd @davidlakins