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How to get ahead of your competitors online in 2011. We look at what will be happening in search marketing, social media and web analytics to help businesses get advantage online. ...

How to get ahead of your competitors online in 2011. We look at what will be happening in search marketing, social media and web analytics to help businesses get advantage online.

The talk was given to over 60 business owners and marketing managers in Bournemouth, Dorset and received huge praise from all attendees.

seo, search, ppc, local listings, social, facebook, linkedin, analytics, google, adwords, bing, yahoo, success, results, 2011, online marketing, tracking, usability

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Get ahead online in 2011 Get ahead online in 2011 Presentation Transcript

  • How to get ahead of your competitors online in 2011
    October 2010
  • Today’s Agenda
    IntroductionWho uses the Internet?What’s hot in search?Social in 2011
    What your analytics should be telling youSummary
  • Some of our clients...
  • a little about us
    • Full service agency established 2003
    • Top 100 agency
    • Full team of experts
    • Award winning
    • Three offices
    • Success based on client success
    We don’t
    • Outsource
    • Have hidden costs
    • Compromise on quality
  • Why online marketing?
    If you want to grow your business, you need to grow your sales
    Millions use search engines & now social media to find services & product online everyday
    Getting online marketing right can drive £££’s in enquiries & sales
  • Who uses the Internet?
    36,820,000 Internet users in the UK
    – 72% of market
    21.8 million use Internet everyday
    UK averages 34.5 hours per month per user vs EU average of 16 hrs!
  • Who uses the Internet?
  • Who uses the Internet?
  • What’s new in digital?
    What should you be doing to get ahead?
  • search
  • http://www.google.com/local/add/businessCenter
  • How to get local listings
    • Location to ‘town centre’
    • No. of (positive) reviews
    • Quality of website
    • No. of citations
    • Completeness of profile page (categories)
  • “…88% growth year-over-year, not too far under double growth!”
    http://www.seroundtable.com/archives/022526.html
  • Bing powers Facebook search
    Bing powers Yahoo! search results
    Bing powers over 6% of UK searches (25% US) and will become a real player to compete with Google
    Bing will integrate Facebook into search results soon
  • http://www.google.co.uk/instant/
  • http://www.distilled.co.uk/blog/seo/impact-of-google-instant/
  • http://www.google.com/realtime
  • News stories can hit top of page!
    Social updates become more prominent!
    Videos gazump SEO listings!
    Related searches help lead users!
  • Key action points
    • Google is still hugely dominant but consider Bing as well as it is on the rise & links to Facebook
    • Do you optimise for Bing as well?
    • Search engines will incorporate more and more social activity into results
    • How social are you?
    • All content can be put onto SE results page. Review your local listings and consider video for quicker/better results
    • What content can you create?
  • social
  • Some eye popping social stats
  • Some eye popping social stats
    • 1.5 million business-oriented queries on YouTube every week
    • 350,000 new signups per day on Twitter
    • 80% of users have tweeted less than 10 times
    • 200m active global users of Facebook every month
    • 500m registered accounts!
    Watch this to get more stats - http://www.youtube.com/watch?v=lFZ0z5Fm-Ng
  • The power of YouTube
    YouTube is the second biggest search engine in the UK
    YouTube will shortly appear in our homes (Google TV)
    Video is 50x more likely to rank on Google than normal web pages
    http://blogs.forrester.com/interactive_marketing/2009/01/the-easiest-way.html
  • How to promote your videos
    Optimise ‘whole’ video page
    Make it findable!
  • How to promote your videos
    Post links to your video on to all of your online channels
    - Share on Facebook / Twitter
    - Embed on your website
    - Send links on emails
    - Put link in your Google Local page
  • How to promote your videos
    Set up a Promoted Video on YouTube
  • How to promote your business
    Set up your personal LinkedIn page
    Set up a business LI page
    Promote your services using LI DirectAds
  • LinkedIn to the socialsphere!
    Set your LI status to update your Twitter page
    Set your Twitter status to update your FB page
    Update three places in one! Time saver!
  • Why start in social media?
    • Become a leader in your market
    • Offer exclusive promotions to client base
    • Listen & interact with target audience
    • Crowdsource ideas on ways to improve
    • Understand what is said about your brand
  • How to start in social media
    • Decide how much time you can commit
    • Decide on the best platform for your market
    • Create a schedule of interaction with platform(s)
    • Take a long term view to success
  • Social shares help SEO
    Numerous commentators say social links help SEO
    ‘Retweets’ and shares can end up as ‘normal’ web links helping build rankings
    Social shares are also indicators of ‘useful’ content to SEs
  • Social media can (and does) work!
    Emma Bridgewater
    • Facebook & Twitter fans up to 2,000+
    • 30% increase in online sales
    Primera
    • 2,500+ visits via social channels
    • 1,000+ sign ups to newsletter
    • One of ours 
    Read more: http://www.socialsmallbiz.com/2010/07/22/social-small-biz-case-study-emma-bridgewater-pottery/
  • Key action points
    • Social media usage is still on the increase
    • Build your LinkedIn profile for B2B success
    • Do you have videos to show your expertise?
    • Videos help build trust & awareness. Promote them!
    • Social activity takes time so don’t expect results overnight. Be interactive with your activity
    • How much time can you spend online?
  • analytics
  • Which click is most important?
  • http://twittercounter.com/
  • http://su.pr/
  • http://su.pr/
  • Key action points
    • Stats can tell us a huge amount of what happens online
    • When was the last time you looked?
    • If you commit to search & social, make sure you measure!
    • There are an increasing amount of tools to help
    • Track about the whole user journey to get best ROI
    • Do you need to upgrade from Google Analytics?
  • What next?
    • Start doing these activities to get ahead next year
    • We are convinced that by working on these areas, your online business will grow
  • What next?
    • We will be running full day master classes in Dorset next Spring 2011 on
    • SME Social media marketing toolkit
    • Advanced search engine marketing
    • Using web analytics to improve sales
    • We will show you how to do these things yourself
    • If you are interested, please drop us your business card and we will be in touch…
  • What next?
    or…
    • We offer all of these things working with our clients each month
    • No hassle to you!
    • Speak to some of our clients about what we’ve done for them!
  • Some of our case studies…
    Primera Sport
    • Increase in online sales of over 100% over a three year period
    • Instigated online sales in Australia, US & Japan
    Playforce
    • Generated over £1 million in sales via search engine optimisation
    • Exceeded target of generating enquiries by over 200%
  • Thank you for listening!
    or follow us on – twitter.com/adido
  • Help needed!
    • Team triathlon! Sponsorship needed!
    http://www.justgiving.com/adido-roseroad