Making the most of your Website

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Presentation given to delegates at the Enterprising Women Conference on November 17th 2010

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Making the most of your Website

  1. 1. 1 www.tinyurl.com/BusLinkEvents Making the most Of YOUR Website
  2. 2. 2 www.tinyurl.com/BusLinkEvents The Magic of Web Marketing Agenda • Introduction • WWW = World Wide Why! • Performance • The Right Site • Conversion, Conversion, Conversion • Where the traffic comes from
  3. 3. 3 www.tinyurl.com/BusLinkEvents Introduction - Business Link – Services What’s next? • Make contact Business Link 0845 600 99 66 enquiry@businesslinksw.co.uk www.businesslinksw.co.uk
  4. 4. 4 www.tinyurl.com/BusLinkEvents The Magic of Web Marketing Agenda • Introduction • WWW = World Wide Why • Performance • The Right Site • Conversion, Conversion, Conversion • Where the traffic comes from
  5. 5. 5 www.tinyurl.com/BusLinkEvents It’s all about size 6.5 Bn 1.5 Bn 46m
  6. 6. 6 www.tinyurl.com/BusLinkEvents It’s all about money! £88 Bn £121 Bn
  7. 7. 7 www.tinyurl.com/BusLinkEvents PC Laptop Netbook iPad iPhone Smart Phone WiFi 3G 4G It’s all about communication New ways of working means People spend more and more time online
  8. 8. 8 www.tinyurl.com/BusLinkEvents World Wide Web – The World Wide WHY! Less Paper Less Travelling Less Carbon IYRE = Improve Your Resource Efficiency
  9. 9. 9 www.tinyurl.com/BusLinkEvents Is your business ready? Do you have • Phone systems in place to deal with calls? • People to deal with enquiries? • Stock to deal with uplift in orders? • Logistics in place to deliver on new orders? • Cashflow to meet increased demand?
  10. 10. 10 www.tinyurl.com/BusLinkEvents The Magic of Web Marketing Agenda • Introduction • WWW = World Wide Why • Performance • The Right Site • Conversion, Conversion, Conversion • Where the traffic comes from
  11. 11. 11 www.tinyurl.com/BusLinkEvents The 2 most common questions I don’t think my website’s working for me, what can I do? How do I get more people to visit my website? How is your website performing right now?
  12. 12. 12 www.tinyurl.com/BusLinkEvents Website performance – what you need to know • How many visitors does your site attract? • What do they do whilst they are there – How many pages do they look at? – How long do they spend on the site? – How does this compare against the targets set for the site? – How many conversions occur? • Sales • Email contact • Subscription • Calls
  13. 13. 13 www.tinyurl.com/BusLinkEvents Typical Web stats
  14. 14. 14 www.tinyurl.com/BusLinkEvents Typical Web stats
  15. 15. 15 www.tinyurl.com/BusLinkEvents Typical Web stats
  16. 16. 16 www.tinyurl.com/BusLinkEvents How many visitors
  17. 17. 17 www.tinyurl.com/BusLinkEvents Where they came from
  18. 18. 18 www.tinyurl.com/BusLinkEvents How they found you
  19. 19. 19 www.tinyurl.com/BusLinkEvents How they found you
  20. 20. 20 www.tinyurl.com/BusLinkEvents How valuable are they
  21. 21. 21 www.tinyurl.com/BusLinkEvents How good is your content?
  22. 22. 22 www.tinyurl.com/BusLinkEvents Where do people click?
  23. 23. 23 www.tinyurl.com/BusLinkEvents Link Analytics to Adwords
  24. 24. 24 www.tinyurl.com/BusLinkEvents Link Analytics to Adwords
  25. 25. 25 www.tinyurl.com/BusLinkEvents Custom Reporting The Reports you NEED Provided WHEN you need them Delivered to WHERE you want them
  26. 26. 26 www.tinyurl.com/BusLinkEvents Custom Reporting
  27. 27. 27 www.tinyurl.com/BusLinkEvents Low conversion % - then let’s look at your site
  28. 28. 28 www.tinyurl.com/BusLinkEvents The Magic of Web Marketing Agenda • Introduction • WWW = World Wide Why • Performance • The Right Site • Conversion, Conversion, Conversion • Where the traffic comes from
  29. 29. 29 www.tinyurl.com/BusLinkEvents • Download quickly (3 – 5 seconds) • Keeps people happy • Keeps Google happy Design rudiments 1/ Speed
  30. 30. 30 www.tinyurl.com/BusLinkEvents Design rudiments 2/ Navigation • Simple, Logical, Intuitive
  31. 31. 31 www.tinyurl.com/BusLinkEvents Your words need to be aimed directly at your site visitor - they need to be punchy and compelling Design rudiments 3/ Content • WHY? 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
  32. 32. 32 www.tinyurl.com/BusLinkEvents
  33. 33. 33 www.tinyurl.com/BusLinkEvents What does your name say about you?
  34. 34. 34 www.tinyurl.com/BusLinkEvents Choosing a name – The Good www.diy.com www.blogger.com www.itv.com www.wispa.co.uk www.formula1.com www.tesco.co.uk
  35. 35. 35 www.tinyurl.com/BusLinkEvents The right Name The Bad • www.phones4u.com • www.toys2wish4.com • www.4learning.co.uk • www.any-domain-with-too-many-hyphens.co.uk
  36. 36. 36 www.tinyurl.com/BusLinkEvents Choosing a name – The Ugly w w w .speedofart.com
  37. 37. 37 www.tinyurl.com/BusLinkEvents Choosing a name – The Ugly w w w .w horepresents.com
  38. 38. 38 www.tinyurl.com/BusLinkEvents Choosing a name – The Ugly www.penisland.net
  39. 39. 39 www.tinyurl.com/BusLinkEvents The Magic of Web Marketing Agenda • Introduction • WWW = World Wide Why • Performance • The Right Site • Conversion, Conversion, Conversion • Where the traffic comes from
  40. 40. 40 www.tinyurl.com/BusLinkEvents The Business Requirement Google Search – Printers Wiltshire, 3 options. Places O rganic PPC
  41. 41. 41 www.tinyurl.com/BusLinkEvents The Business Requirement - Printing
  42. 42. 42 www.tinyurl.com/BusLinkEvents
  43. 43. 43 www.tinyurl.com/BusLinkEvents
  44. 44. 44 www.tinyurl.com/BusLinkEvents Improving Conversion - Good Ensure that your pages • Have a goal • Load Quickly • Provide customer focused information - Them not me - Benefits not features (W.I.T.F.M)
  45. 45. 45 www.tinyurl.com/BusLinkEvents Improving Conversion A – I – D – A – Grab their ATTENTION Generate an INTEREST Build the DESIRE Promote the ACTION
  46. 46. 46 www.tinyurl.com/BusLinkEvents Improving Conversion - Good Ensure that your pages • Have a goal • Load Quickly • Provide customer focused information - Them not me - Benefits not features (W.I.T.F.M) • Sell Your business to your customers [ USP ] • Clearly defined actions - Call Now - Click to Buy - Click for more info
  47. 47. 47 www.tinyurl.com/BusLinkEvents Improving Conversion – The Best Test Measure Feedback Test
  48. 48. 48 www.tinyurl.com/BusLinkEvents Improving Conversion – Testing Options • Landing Pages • Compelling Copy • Where visitors click • What people do when on your site • Talk to people who are on your site • Run surveys • Usability Tests
  49. 49. 49 www.tinyurl.com/BusLinkEvents Improving Conversion - Landing Pages www.google.com/websiteoptimizer/tour.html
  50. 50. 50 www.tinyurl.com/BusLinkEvents Improving Conversion – Compelling Copy Be Brave, Be Bold EXPERIMENT • Prices, increase, decrease, odd pence • Free Trials • BOGOF • BNPL • Pay for 10 get 12 • First one free / Second one free • Increase Prices • Standard Version / Premium Version
  51. 51. 51 www.tinyurl.com/BusLinkEvents Improving Conversion – Compelling Copy Be Brave, Be Bold EXPERIMENT • Trial different offers • Add a guarantee – be brave • Add testimonials • Try BOLD • Try Italics • Try Highlighting • Try hand drawn annotation
  52. 52. 52 www.tinyurl.com/BusLinkEvents Improving Conversion – Compelling Copy Above the fold
  53. 53. 53 www.tinyurl.com/BusLinkEvents Improving Conversion – Talk to visitors Online Gadgets R Us: See the product button near the top? ME: Hi, where can I find your digicams please Gadgets R Us: Just click on that button and you’ll see an image of a digicam. Just click on that and you’re good to go ME: Yes That’s great, thank you
  54. 54. 54 www.tinyurl.com/BusLinkEvents Improving Conversion – Ask Survey Existing Customers – offer incentive to complete Survey Site Visitors
  55. 55. 55 www.tinyurl.com/BusLinkEvents Improving Conversion – Usability
  56. 56. 56 www.tinyurl.com/BusLinkEvents Improving Conversion – Re-Assure
  57. 57. 57 www.tinyurl.com/BusLinkEvents Great conversion % - then let’s look building visitor numbers
  58. 58. 58 www.tinyurl.com/BusLinkEvents The Magic of Web Marketing Agenda • Introduction • WWW = World Wide Why • Performance • The Right Site • Conversion, Conversion, Conversion • Where the traffic comes from
  59. 59. 59 www.tinyurl.com/BusLinkEvents Search Marketing
  60. 60. 60 www.tinyurl.com/BusLinkEvents What is Search Engine Optimisation
  61. 61. 61 www.tinyurl.com/BusLinkEvents Probably the greatest marketing opportunity known!
  62. 62. 62 www.tinyurl.com/BusLinkEvents PPC Results
  63. 63. 63 www.tinyurl.com/BusLinkEvents Email Marketing
  64. 64. 64 www.tinyurl.com/BusLinkEvents Why Email Marketing? • Build Loyalty • Remind former clients that you are still around • Advise clients of full range of services • Provide easy access to latest – news/advice/offers
  65. 65. 65 www.tinyurl.com/BusLinkEvents
  66. 66. 66 www.tinyurl.com/BusLinkEvents Viral Marketing – How & Why • Get other people to do your marketing for you • It’s free • Give them something in return if possible
  67. 67. 67 www.tinyurl.com/BusLinkEvents
  68. 68. 68 www.tinyurl.com/BusLinkEvents
  69. 69. 69 www.tinyurl.com/BusLinkEvents Video Marketing • YouTube – 2Bn videos watched………..DAILY • Video results appearing in Google Search = You’ve been framed! Business Opportunity 2nd most searched site on the internet
  70. 70. 70 www.tinyurl.com/BusLinkEvents Your Video Video Marketing
  71. 71. 71 www.tinyurl.com/BusLinkEvents Business Networks
  72. 72. 72 www.tinyurl.com/BusLinkEvents http://www.youtube.com/watch?v=QLd9q88ohUs
  73. 73. 73 www.tinyurl.com/BusLinkEvents
  74. 74. 74 www.tinyurl.com/BusLinkEvents Blogging – Why • An easy way to update latest news • An informal way of communicating • Helps with the search engine position of your website • Opens your business to a wider audience • Helps keep your clients updated
  75. 75. 75 www.tinyurl.com/BusLinkEvents Blogging – Where www.blogger.com www.wordpress.com
  76. 76. 76 www.tinyurl.com/BusLinkEvents TWITTER
  77. 77. 77 www.tinyurl.com/BusLinkEvents
  78. 78. 78 www.tinyurl.com/BusLinkEvents Twitter – some random Tweets
  79. 79. 79 www.tinyurl.com/BusLinkEvents
  80. 80. 80 www.tinyurl.com/BusLinkEvents GPS driven Location Marketing
  81. 81. 81 www.tinyurl.com/BusLinkEvents AUGMENTED REALITY Real life - augmented http://www.youtube.com/watch?v=D-A1l4Jn6EY
  82. 82. 82 www.tinyurl.com/BusLinkEvents AUGMENTED REALITY
  83. 83. 83 www.tinyurl.com/BusLinkEvents Augmented Reality
  84. 84. 84 www.tinyurl.com/BusLinkEvents What’s Next? • Critically assess your site • Ensure you have some form of analytics • Ensure you understand the numbers • Look to improve conversion • Push your web marketing
  85. 85. 85 www.tinyurl.com/BusLinkEvents The Magic of Web Marketing Agenda • Introduction • WWW = World Wide WHY! • Performance • The Right Site • Conversion, Conversion, Conversion • Where the traffic comes from
  86. 86. 86 www.tinyurl.com/BusLinkEvents Andy Poulton Business Link M: 07966 547146 E: andy.poulton@businesslinksw.co.uk W: www.businesslinksw.co.uk Thank You
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