The Magic of Web Marketing

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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 …

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

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  • 1.
    • Introduction
    • How big is the Internet?
    • The Right Site
    • Conversion, Conversion, Conversion
    • Where the traffic comes from
    Making the most of your website Agenda
  • 2. Introduction – Business Link
    • Free, impartial & confidential support
    • First point of contact for business advice & fast-track to the help you need
    • Help you make the most of your business
    Business Link provides information, advice & support to help clients start, maintain & grow their business
  • 3. Introduction - Business Link – Services
    • Who can Business Link help?
    • Pre-Starts
    • New businesses
    • Established businesses
  • 4. Introduction - Business Link – Services
    • How does Business Link help?
    • Independent and Impartial advice and guidance
    • Free business review
        • Planning and strategy
        • Customers and markets
        • People and skills
        • Operations and productivity
        • Finance
        • E-Commerce
        • Sustainability
  • 5. Introduction - Business Link – Services
    • What’s next?
    • Make contact
    • Business Link
    • 0845 600 99 66
    • [email_address]
    • www.businesslinksw.co.uk
  • 6. Introduction – Andy Poulton, IT Specialist User Friendly
  • 7.
    • Introduction
    • How big is the Internet?
    • The Right Site
    • Conversion, Conversion, Conversion
    • Where the traffic comes from
    Making the most of your website Agenda
  • 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. £ Bn 20.4 29.8 46.6 64.3 88 121 Source IMRG
  • 10.
    • Introduction
    • How big is the Internet?
    • The Right Site
    • Conversion, Conversion, Conversion
    • Where the traffic comes from
    Making the most of your website Agenda
  • 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. 1 Answer How is your website performing right now?
  • 13.
    • 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
    Website performance – what you need to know
  • 14. Typical Web stats
  • 15. Is this better?
  • 16. Is this better?
  • 17. Is this better?
  • 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. Low conversion % - then let’s look at your site
  • 20. The Rudiments The right name The right site
  • 21. Choosing a name
    • What name could you use? Business name Service name Product name
    • Short is good
    • Think about how and where it will be used Print In conversation
  • 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. 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. Choosing a name – The Ugly www.speedofart.com
  • 25. Choosing a name – The Ugly www.whorepresents.com
  • 26. Choosing a name – The Ugly www.penisland.net
  • 27. The Rudiments The right site
  • 28.
    • Download quickly (3 – 5 seconds)
    Design rudiments 1/ Speed
  • 29. Design rudiments 2/ Navigation
    • Simple, Logical, Intuitive
  • 30. Design rudiments 3/ Content Your words need to be aimed directly at your site visitor - they need to be punchy and compelling
    • 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
  • 31. Grab the Attention A – I – D – A – Grab their ATTENTION Generate an INTEREST Build the DESIRE Promote the ACTION
  • 32. Site Architecture Portraits Weddings Boudoir PR Commercial Home Page Intro Page
  • 33.
    • Introduction
    • How big is the Internet?
    • The Right Site
    • Conversion, Conversion, Conversion
    • Where the traffic comes from
    Making the most of your website Agenda
  • 34. The Business Requirement Google Search – Printers Wiltshire, 3 options. Local Organic PPC
  • 35. The Business Requirement - Printing
  • 36.  
  • 37. 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)
    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.
  • 38. 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
  • 39. Improving Conversion – The Best Test Measure Feedback Test
  • 40. 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
  • 41. Improving Conversion – Compelling Copy Headlines
    • Short, Sharp, Punchy, Compelling,
    • Look at
    • Readers Digest
    • MSN
    • Any established newspaper
    • Look, learn, adapt
    7 ADHD Truths you may not know
  • 42. 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
  • 43. 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
  • 44. Improving Conversion – Compelling Copy Above the fold
  • 45. Improving Conversion - Where visitors click
  • 46. Improving Conversion - Where visitors click
  • 47. Improving Conversion – Ask Survey Existing Customers – offer incentive to complete Survey Site Visitors
  • 48. Improving Conversion – Usability
  • 49. Great conversion % - then let’s look building visitor numbers
  • 50.
    • Introduction
    • How big is the Internet?
    • The Right Site
    • Conversion, Conversion, Conversion
    • Where the traffic comes from
    Making the most of your website Agenda
  • 51. The route to your website Search Email Networking Viral SMS Blogging Video Paid Search
  • 52.
    • Search Marketing
  • 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
  • 54. Probably the greatest marketing opportunity known!
  • 55. PPC Results
  • 56. Email Marketing
  • 57. 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
  • 58.  
  • 59. Viral Marketing – How & Why
    • Get other people to do your marketing for you
    • It’s free
    • Give them something in return if possible
  • 60.  
  • 61. Video Marketing
    • YouTube – 1Bn videos watched………..DAILY
    • Video results appearing in Google Search
    = You’ve been framed! Business Opportunity 2nd most searched site on the internet
  • 62. Your Video Video Marketing
  • 63. Social Networks Business Networks
  • 64. Online Networking - Why
    • Reach new audiences
    • Facebook – 300m
    • MySpace – 110m
    • Twitter – 50m
    • Bebo – 40m
    • LinkedIn – 45m
    • Plaxo – 15m
    • Ecademy – 12m
  • 65. Online Networks – Why
    • Stay in touch with existing clients
    • Reach out to new audiences and markets
    • Better understanding of related markets
    • Relative low cost of entry
    • Possible high return
  • 66.  
  • 67. 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
  • 68. Blogging – Where www.blogger.com www.wordpress.com
  • 69.  
  • 70. Article Marketing
    • Raise Profile
    • Build Credibility
    • Become “The Expert”
    • Develop backlinks
  • 71. Article Marketing
  • 72. TWITTER
  • 73. Twitter – some random Tweets
  • 74.
    • Introduction
    • How big is the Internet?
    • The Right Site
    • Conversion, Conversion, Conversion
    • Where the traffic comes from
    Making the most of your website Agenda
  • 75. Andy Poulton Business Link M: 07966 547146 E: andy.poulton@businesslinksw.co.uk Thank You