<ul><li>Introduction </li></ul><ul><li>How big is the Internet?  </li></ul><ul><li>The Right Site </li></ul><ul><li>Conver...
Introduction –  Business Link <ul><li>Free, impartial & confidential support </li></ul><ul><li>First point of contact for ...
Introduction -  Business Link – Services  <ul><li>Who can Business Link help? </li></ul><ul><li>Pre-Starts </li></ul><ul><...
Introduction -  Business Link – Services  <ul><li>How does Business Link help? </li></ul><ul><li>Independent and Impartial...
Introduction -  Business Link – Services  <ul><li>What’s next? </li></ul><ul><li>Make contact </li></ul><ul><li>Business L...
Introduction –  Andy Poulton, IT Specialist   User Friendly
<ul><li>Introduction </li></ul><ul><li>  How big is the Internet?   </li></ul><ul><li>The Right Site </li></ul><ul><li>Con...
UK Internet Penetration  Source ¦ Internet World Stats 2000  2002  2004  2006  2008  15.4m 17.7m 22.5m 26.7m 30.9m 33.6m 3...
£ Bn 20.4 29.8 46.6 64.3 88 121 Source IMRG
<ul><li>Introduction </li></ul><ul><li>  How big is the Internet?   </li></ul><ul><li>The Right Site </li></ul><ul><li>Con...
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 m...
1 Answer  How is your website performing right now?
<ul><li>How many visitors does your site attract? </li></ul><ul><li>What do they do whilst they are there </li></ul><ul><u...
Typical Web stats
Is this better?
Is this better?
Is this better?
I don’t think my website’s working for me, what can I do? How do I get more people to visit my website?
Low conversion % - then let’s look at your site
The Rudiments The right name The right site
Choosing a name <ul><li>What name could you use? Business name Service name Product name </li></ul><ul><li>Short is good <...
Choosing a name – The Good www.diy.com www.bbc.co.uk www.itv.com www.mac.com www.formula1.com www.tesco.co.uk
Choosing a name – The Bad www.phones4u.co.uk www.toys2wish4.com www.4learning.com www.any-domain-with-too-many-hyphens.co.uk
Choosing a name – The Ugly www.speedofart.com
Choosing a name – The Ugly www.whorepresents.com
Choosing a name – The Ugly www.penisland.net
The Rudiments The right site
<ul><li>Download quickly   (3 – 5 seconds) </li></ul>Design rudiments   1/ Speed
Design rudiments   2/ Navigation <ul><li>Simple, Logical, Intuitive </li></ul>
Design rudiments 3/ Content Your words need to be aimed directly at your site visitor - they need to be punchy and compell...
Grab the Attention   A  –  I  –  D  –  A  –  Grab their  ATTENTION Generate an  INTEREST Build the  DESIRE Promote the  AC...
Site Architecture   Portraits Weddings Boudoir PR Commercial Home Page Intro Page
<ul><li>Introduction </li></ul><ul><li>  How big is the Internet?   </li></ul><ul><li>The Right Site </li></ul><ul><li>Con...
The Business Requirement  Google Search – Printers Wiltshire,  3 options.  Local Organic PPC
The Business Requirement - Printing
 
Improving Conversion - Good <ul><li>Ensure that your pages </li></ul><ul><li>Have a goal </li></ul><ul><li>Load Quickly </...
Improving Conversion - Good <ul><li>Ensure that your pages </li></ul><ul><li>Have a goal </li></ul><ul><li>Load Quickly </...
Improving Conversion – The Best Test Measure Feedback Test
Improving Conversion – Testing Options <ul><li>Landing Pages </li></ul><ul><li>Compelling Copy </li></ul><ul><li>Where vis...
Improving Conversion – Compelling Copy Headlines <ul><li>Short, Sharp, Punchy, Compelling,  </li></ul><ul><li>Look at  </l...
Improving Conversion – Compelling Copy Be Brave, Be Bold EXPERIMENT <ul><li>Prices, increase, decrease, odd pence </li></u...
Improving Conversion – Compelling Copy Be Brave, Be Bold EXPERIMENT <ul><li>Trial different offers </li></ul><ul><li>Add a...
Improving Conversion – Compelling Copy Above the fold
Improving Conversion - Where visitors click
Improving Conversion - Where visitors click
Improving Conversion – Ask Survey Existing Customers –  offer incentive to complete Survey Site Visitors
Improving Conversion – Usability
Great conversion % - then let’s look building visitor numbers
<ul><li>Introduction </li></ul><ul><li>  How big is the Internet?   </li></ul><ul><li>The Right Site </li></ul><ul><li>Con...
The route to your website Search Email Networking Viral SMS Blogging Video Paid Search
<ul><li>Search Marketing </li></ul>
Search Engine Optimisation (SEO) Understanding the words and phrases that potential customers will use when they are using...
Probably  the  greatest marketing opportunity   known!
PPC Results
Email Marketing
Why Email Marketing? <ul><li>Build Loyalty </li></ul><ul><li>Remind former clients that you are still around </li></ul><ul...
 
Viral Marketing – How & Why <ul><li>Get other people to do your marketing for you </li></ul><ul><li>It’s free </li></ul><u...
 
Video Marketing  <ul><li>YouTube – 1Bn videos watched………..DAILY </li></ul><ul><li>Video results appearing in Google Search...
Your Video Video Marketing
Social Networks Business Networks
Online Networking - Why  <ul><li>Reach new audiences </li></ul><ul><li>Facebook  – 300m </li></ul><ul><li>MySpace – 110m <...
Online Networks – Why  <ul><li>Stay in touch with existing clients </li></ul><ul><li>Reach out to new audiences and market...
 
Blogging – Why <ul><li>An easy way to update latest news </li></ul><ul><li>An informal way of communicating </li></ul><ul>...
Blogging – Where www.blogger.com www.wordpress.com
 
Article Marketing <ul><li>Raise Profile </li></ul><ul><li>Build Credibility </li></ul><ul><li>Become “The Expert” </li></u...
Article Marketing
TWITTER
Twitter – some random Tweets
<ul><li>Introduction </li></ul><ul><li>  How big is the Internet?   </li></ul><ul><li>The Right Site </li></ul><ul><li>Con...
Andy Poulton Business Link M: 07966 547146 E: andy.poulton@businesslinksw.co.uk Thank You
Upcoming SlideShare
Loading in...5
×

The Magic of Web Marketing

2,123

Published on

A look at how to measure how your website is performing, how you can measure performance and how you can turn those measurements in to an understanding of your visitor activity and turn it to your benefit

Published in: Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
2,123
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
32
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

The Magic of Web Marketing

  1. 1. <ul><li>Introduction </li></ul><ul><li>How big is the Internet? </li></ul><ul><li>The Right Site </li></ul><ul><li>Conversion, Conversion, Conversion </li></ul><ul><li>Where the traffic comes from </li></ul>Making the most of your website Agenda
  2. 2. Introduction – Business Link <ul><li>Free, impartial & confidential support </li></ul><ul><li>First point of contact for business advice & fast-track to the help you need </li></ul><ul><li>Help you make the most of your business </li></ul>Business Link provides information, advice & support to help clients start, maintain & grow their business
  3. 3. Introduction - Business Link – Services <ul><li>Who can Business Link help? </li></ul><ul><li>Pre-Starts </li></ul><ul><li>New businesses </li></ul><ul><li>Established businesses </li></ul>
  4. 4. Introduction - Business Link – Services <ul><li>How does Business Link help? </li></ul><ul><li>Independent and Impartial advice and guidance </li></ul><ul><li>Free business review </li></ul><ul><ul><ul><li>Planning and strategy </li></ul></ul></ul><ul><ul><ul><li>Customers and markets </li></ul></ul></ul><ul><ul><ul><li>People and skills </li></ul></ul></ul><ul><ul><ul><li>Operations and productivity </li></ul></ul></ul><ul><ul><ul><li>Finance </li></ul></ul></ul><ul><ul><ul><li>E-Commerce </li></ul></ul></ul><ul><ul><ul><li>Sustainability </li></ul></ul></ul>
  5. 5. Introduction - Business Link – Services <ul><li>What’s next? </li></ul><ul><li>Make contact </li></ul><ul><li>Business Link </li></ul><ul><li>0845 600 99 66 </li></ul><ul><li>[email_address] </li></ul><ul><li>www.businesslinksw.co.uk </li></ul>
  6. 6. Introduction – Andy Poulton, IT Specialist User Friendly
  7. 7. <ul><li>Introduction </li></ul><ul><li> How big is the Internet? </li></ul><ul><li>The Right Site </li></ul><ul><li>Conversion, Conversion, Conversion </li></ul><ul><li>Where the traffic comes from </li></ul>Making the most of your website Agenda
  8. 8. UK Internet Penetration Source ¦ Internet World Stats 2000 2002 2004 2006 2008 15.4m 17.7m 22.5m 26.7m 30.9m 33.6m 35.8m 36.7m 41.3m 42.7m 70% 0f pop. 26% of pop.
  9. 9. £ Bn 20.4 29.8 46.6 64.3 88 121 Source IMRG
  10. 10. <ul><li>Introduction </li></ul><ul><li> How big is the Internet? </li></ul><ul><li>The Right Site </li></ul><ul><li>Conversion, Conversion, Conversion </li></ul><ul><li>Where the traffic comes from </li></ul>Making the most of your website Agenda
  11. 11. 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?
  12. 12. 1 Answer How is your website performing right now?
  13. 13. <ul><li>How many visitors does your site attract? </li></ul><ul><li>What do they do whilst they are there </li></ul><ul><ul><li>How many pages do they look at? </li></ul></ul><ul><ul><li>How long do they spend on the site? </li></ul></ul><ul><ul><li>How does this compare against the targets set for the site? </li></ul></ul><ul><ul><li>How many conversions occur? </li></ul></ul><ul><ul><ul><li>Sales </li></ul></ul></ul><ul><ul><ul><li>Email contact </li></ul></ul></ul><ul><ul><ul><li>Subscription </li></ul></ul></ul><ul><ul><ul><li>Calls </li></ul></ul></ul>Website performance – what you need to know
  14. 14. Typical Web stats
  15. 15. Is this better?
  16. 16. Is this better?
  17. 17. Is this better?
  18. 18. I don’t think my website’s working for me, what can I do? How do I get more people to visit my website?
  19. 19. Low conversion % - then let’s look at your site
  20. 20. The Rudiments The right name The right site
  21. 21. Choosing a name <ul><li>What name could you use? Business name Service name Product name </li></ul><ul><li>Short is good </li></ul><ul><li>Think about how and where it will be used Print In conversation </li></ul>
  22. 22. Choosing a name – The Good www.diy.com www.bbc.co.uk www.itv.com www.mac.com www.formula1.com www.tesco.co.uk
  23. 23. Choosing a name – The Bad www.phones4u.co.uk www.toys2wish4.com www.4learning.com www.any-domain-with-too-many-hyphens.co.uk
  24. 24. Choosing a name – The Ugly www.speedofart.com
  25. 25. Choosing a name – The Ugly www.whorepresents.com
  26. 26. Choosing a name – The Ugly www.penisland.net
  27. 27. The Rudiments The right site
  28. 28. <ul><li>Download quickly (3 – 5 seconds) </li></ul>Design rudiments 1/ Speed
  29. 29. Design rudiments 2/ Navigation <ul><li>Simple, Logical, Intuitive </li></ul>
  30. 30. Design rudiments 3/ Content Your words need to be aimed directly at your site visitor - they need to be punchy and compelling <ul><li>WHY? </li></ul><ul><li>Visitors don’t read – they scan </li></ul><ul><li>Visitors need to “ get it ” almost instantly </li></ul><ul><li>Visitors need to know you can meet their needs </li></ul><ul><li>Visitors need to know WHY they should use you </li></ul><ul><li>Visitors need to TOLD what to do </li></ul>
  31. 31. Grab the Attention A – I – D – A – Grab their ATTENTION Generate an INTEREST Build the DESIRE Promote the ACTION
  32. 32. Site Architecture Portraits Weddings Boudoir PR Commercial Home Page Intro Page
  33. 33. <ul><li>Introduction </li></ul><ul><li> How big is the Internet? </li></ul><ul><li>The Right Site </li></ul><ul><li>Conversion, Conversion, Conversion </li></ul><ul><li>Where the traffic comes from </li></ul>Making the most of your website Agenda
  34. 34. The Business Requirement Google Search – Printers Wiltshire, 3 options. Local Organic PPC
  35. 35. The Business Requirement - Printing
  36. 37. Improving Conversion - Good <ul><li>Ensure that your pages </li></ul><ul><li>Have a goal </li></ul><ul><li>Load Quickly </li></ul><ul><li>Provide customer focused information </li></ul><ul><ul><ul><li>Them not me </li></ul></ul></ul><ul><ul><ul><li>Benefits not features (W.I.T.F.M) </li></ul></ul></ul>We have a wealth of experience and support behind us. We hold professional indemnity insurance and are registered under the Consumer Credit Act and Data Protection Act and hold the appropriate licences.
  37. 38. Improving Conversion - Good <ul><li>Ensure that your pages </li></ul><ul><li>Have a goal </li></ul><ul><li>Load Quickly </li></ul><ul><li>Provide customer focused information </li></ul><ul><ul><ul><li>Them not me </li></ul></ul></ul><ul><ul><ul><li>Benefits not features (W.I.T.F.M) </li></ul></ul></ul><ul><li>Sell Your business to your customers [ USP ] </li></ul><ul><li>Clearly defined actions </li></ul><ul><ul><ul><li>Call Now </li></ul></ul></ul><ul><ul><ul><li>Click to Buy </li></ul></ul></ul><ul><ul><ul><li>Click for more info </li></ul></ul></ul>
  38. 39. Improving Conversion – The Best Test Measure Feedback Test
  39. 40. Improving Conversion – Testing Options <ul><li>Landing Pages </li></ul><ul><li>Compelling Copy </li></ul><ul><li>Where visitors click </li></ul><ul><li>What people do when on your site </li></ul><ul><li>Talk to people who are on your site </li></ul><ul><li>Run surveys </li></ul><ul><li>Usability Tests </li></ul>
  40. 41. Improving Conversion – Compelling Copy Headlines <ul><li>Short, Sharp, Punchy, Compelling, </li></ul><ul><li>Look at </li></ul><ul><li>Readers Digest </li></ul><ul><li>MSN </li></ul><ul><li>Any established newspaper </li></ul><ul><li>Look, learn, adapt </li></ul>7 ADHD Truths you may not know
  41. 42. Improving Conversion – Compelling Copy Be Brave, Be Bold EXPERIMENT <ul><li>Prices, increase, decrease, odd pence </li></ul><ul><li>Free Trials </li></ul><ul><li>BOGOF </li></ul><ul><li>BNPL </li></ul><ul><li>Pay for 10 get 12 </li></ul><ul><li>First one free / Second one free </li></ul><ul><li>Increase Prices </li></ul><ul><li>Standard Version / Premium Version </li></ul>
  42. 43. Improving Conversion – Compelling Copy Be Brave, Be Bold EXPERIMENT <ul><li>Trial different offers </li></ul><ul><li>Add a guarantee – be brave </li></ul><ul><li>Add testimonials </li></ul><ul><li>Try BOLD </li></ul><ul><li>Try Italics </li></ul><ul><li>Try Highlighting </li></ul><ul><li>Try hand drawn annotation </li></ul>
  43. 44. Improving Conversion – Compelling Copy Above the fold
  44. 45. Improving Conversion - Where visitors click
  45. 46. Improving Conversion - Where visitors click
  46. 47. Improving Conversion – Ask Survey Existing Customers – offer incentive to complete Survey Site Visitors
  47. 48. Improving Conversion – Usability
  48. 49. Great conversion % - then let’s look building visitor numbers
  49. 50. <ul><li>Introduction </li></ul><ul><li> How big is the Internet? </li></ul><ul><li>The Right Site </li></ul><ul><li>Conversion, Conversion, Conversion </li></ul><ul><li>Where the traffic comes from </li></ul>Making the most of your website Agenda
  50. 51. The route to your website Search Email Networking Viral SMS Blogging Video Paid Search
  51. 52. <ul><li>Search Marketing </li></ul>
  52. 53. Search Engine Optimisation (SEO) Understanding the words and phrases that potential customers will use when they are using a search engine to locate a service and ensuring that those words and phrases are built in to your Website in the places that the search engines look
  53. 54. Probably the greatest marketing opportunity known!
  54. 55. PPC Results
  55. 56. Email Marketing
  56. 57. Why Email Marketing? <ul><li>Build Loyalty </li></ul><ul><li>Remind former clients that you are still around </li></ul><ul><li>Advise clients of full range of services </li></ul><ul><li>Provide easy access to latest – news/advice/offers </li></ul>
  57. 59. Viral Marketing – How & Why <ul><li>Get other people to do your marketing for you </li></ul><ul><li>It’s free </li></ul><ul><li>Give them something in return if possible </li></ul>
  58. 61. Video Marketing <ul><li>YouTube – 1Bn videos watched………..DAILY </li></ul><ul><li>Video results appearing in Google Search </li></ul>= You’ve been framed! Business Opportunity 2nd most searched site on the internet
  59. 62. Your Video Video Marketing
  60. 63. Social Networks Business Networks
  61. 64. Online Networking - Why <ul><li>Reach new audiences </li></ul><ul><li>Facebook – 300m </li></ul><ul><li>MySpace – 110m </li></ul><ul><li>Twitter – 50m </li></ul><ul><li>Bebo – 40m </li></ul><ul><li>LinkedIn – 45m </li></ul><ul><li>Plaxo – 15m </li></ul><ul><li>Ecademy – 12m </li></ul>
  62. 65. Online Networks – Why <ul><li>Stay in touch with existing clients </li></ul><ul><li>Reach out to new audiences and markets </li></ul><ul><li>Better understanding of related markets </li></ul><ul><li>Relative low cost of entry </li></ul><ul><li>Possible high return </li></ul>
  63. 67. Blogging – Why <ul><li>An easy way to update latest news </li></ul><ul><li>An informal way of communicating </li></ul><ul><li>Helps with the search engine position of your website </li></ul><ul><li>Opens your business to a wider audience </li></ul><ul><li>Helps keep your clients updated </li></ul>
  64. 68. Blogging – Where www.blogger.com www.wordpress.com
  65. 70. Article Marketing <ul><li>Raise Profile </li></ul><ul><li>Build Credibility </li></ul><ul><li>Become “The Expert” </li></ul><ul><li>Develop backlinks </li></ul>
  66. 71. Article Marketing
  67. 72. TWITTER
  68. 73. Twitter – some random Tweets
  69. 74. <ul><li>Introduction </li></ul><ul><li> How big is the Internet? </li></ul><ul><li>The Right Site </li></ul><ul><li>Conversion, Conversion, Conversion </li></ul><ul><li>Where the traffic comes from </li></ul>Making the most of your website Agenda
  70. 75. Andy Poulton Business Link M: 07966 547146 E: andy.poulton@businesslinksw.co.uk Thank You
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×