15 minute web presentation 19 aug 2010

385 views

Published on

A 15 minute introduction to the latest web terms, how to improve your online presence and return on investment.

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

  • Be the first to like this

No Downloads
Views
Total views
385
On SlideShare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
4
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide
  • Mike Mills, director of BMD Web Site Developers, has served a large range of clients during his 15 years of experience in business communications in a wide field of industries including transport logistics, tourism, government, education, retail and hospitality. He has long-term maintenance contracts with many clients involving project management, technical support and consultancy, software internationalisation and maintenance and development and implementation of coding standards and website design standards. Mike has focused on developing web-based systems for both small-to-medium enterprises and corporations, especially health-care turnkey solutions. His skills have evolved with the industry, allowing him to keep pace with commercial products such as Microsoft's DOT Net and open source tools like SUN JAVA and PHP. Mike has an Associate Diploma of Marketing.
  • SEO is an acronym for S earch E ngine O ptimisation. To achieve good search results in search engines, your web pages must be created with relevant and related terms that will be used by your potential web user. Research and analysis using special tools helps the web developer to build a better page that can be indexed by search engines such as Google. SEM represents S earch E ngine M arketing is a much broader term that encompasses much more than just web pages. Good marketing starts with research both on and offline. PPC is defined as P ay P er C lick. A click is defined as the action a user takes to select your ad, and be taken to your website. AdWords charges for advertising using Cost per Click pricing, often abbreviated as CPC. CPC is used more often now rather than PPC.
  • Online advertising can measure the number of times your banner or text is clicked. Google offers advertising on its search pages. Advertising on search results is charged on a cost per click basis. The cost varies depending on the bid value of the search term. Cost per Click, or CPC advertising, means your AdWords account is only charged when a user clicks on your ad and is taken to your website. You are not charged at all when your ad appears on Google and does not receive a click. An internet user will go to Google to find information. To do this, they will enter a search query and Google returns a list of search results. Alongside those search results, your AdWords ad could appear. This is a great way to increase the visibility of your business, and drive traffic to your website. When a user sees and is interested in your ad, they will click on it. This will lead them to a webpage of your choosing, where they can find the product you are advertising and become a customer of yours.
  • A recent study by GuideWireGroup revealed that approximately 89 percent of businesses polled use blogs as a way to communicate with their customers. Burson-Marsteller found that 15% of Fortune 500 companies have blogs. A successful business blog can generate tens of thousands of dollars in revenue each year. Although business blogging is an important mainstream marketing tool, it requires a commitment of time and resources. Blogs need to be maintained with fresh, original and insightful new material on a regular basis. Planning your blogging strategy is key to a greater chance of success. 10 tips for launching your business blog: 1. Identify your readers – understand your target market. 2. Create social media accounts - Facebook, Twitter, LinkedIn and YouTube. 3. Establish your social media presence - join forums, listen to conversations 4. Determine where to place your blog – url, same site, blogger 5. Use the right keywords – your business search terms 6. Choose a blogging platform – WordPress 7. Plan your posts – start with one main topic and draft a few blogs in advance. 8. Network with influencers – checkout other bloggers in industry. Contribute. 9. Promote your blog – RSS feed, press release , submít articles, bookmarking 10. Measure results.
  • Google adapts to the change in users on-line behaviour. As social interactions become more important Google has modified their search engine. The new Search Engine Ranking Positions place much more emphasis on social search results . The same goes for location. You'll notice " nearby " is one of the options. Discussions is another option. Google appears to draw from a variety of sources for this one, but it stands to reason that engaging in conversation throughout the web has some value to Google's results. There are definitely a lot of results from forums in these results - another reason forum participation can be a valuable use of your time. Forums and Q&A are actually a couple of sub-options, but I've seen blog posts in the discussions results too. Social media can boost exposure through the networks of the people you interact with the most.
  • Integration The main focus of Web 2.0 is web applications should be able to share data and play nicely together. Nearly every part of your social media marketing effort can integrate with at least one other part, and users of one kind of social media are likely to be users of other types; it makes sense to invite those who interact with you on Twitter to join your page on Facebook. Here are several examples: • Your Facebook page can be connected to your Twitter account to pull in your tweets. • Your LinkedIn account can include recent posts from your blog as well as presentations you’ve uploaded to SlideShare. • Plug-ins can be used to automatically tweet your new blog posts. • Your blog should have buttons for easy submission and voting on social news and bookmarking sites. • Your YouTube videos can be embedded on your blog and on your Facebook page. • Your blog can automatically publish daily posts of the links you’ve bookmarked on Delicious. • Your blog should have TweetMeme buttons to allow your readers to easily tweet about your content.
  • Is playing on Facebook just wasting time? To show business value and return on investment (ROI) for marketing campaigns, effective measurement is key. The ROI, or return on investment, from your on-line marketing efforts can be measurable and meaningful in a new way. To calculate the actual ROI from your efforts, simply deduct the cost of your work (include monetary and time investments) from the income generated. If the result is a positive number, your investment has been profitable; if not, you should revisit your campaigns to see what is working and what is not. Note which sites and tactics are generating the most value. Not all businesses can beneficially engage all types of social media; focus on the ones that work for you. The two easiest engagement metrics are time on-site and page views per visit. Bounce rates are a great way to identify which pages or sources of traffic are totally not working for you. AdWords charges for advertising using Cost per Click pricing, often abbreviated as CPC. It is important to define what a click means for Google AdWords. A click is defined as the action a user takes to select your ad, and be taken to your website. Cost per Click, or CPC advertising, means your AdWords account is only charged when a user clicks on your ad and is taken to your website. You are not charged at all when your ad appears on Google and does not receive a click. Let’s review the basic AdWords model, and see how it can be effective for your business. An internet user will go to Google to find information. To do this, they will enter a search query and Google returns a list of search results. Alongside those search results, your AdWords ad could appear. This is a great way to increase the visibility of your business, and drive traffic to your website. When a user sees and is interested in your ad, they will click on it. This will lead them to a webpage of your choosing, where they can find the product you are advertising and become
  • Google adwords professional can help a business meet many objectives. When selling AdWords, determining your customers’ metrics in advance can help you sell a Google advertising program that will meet their objectives and ensure success. For example, if advertiser’s marketing objectives are branding, building awareness or educating prospects… AdWords can target that message to an audience that is likely to be receptive. If the advertiser’s objective is generating leads, or identifying sales prospects, AdWords will track ads that lead to these results, for example, driving event registrations or newsletter sign-ups. Lastly, if the advertiser wants to generate sales and acquire new customers, talk with them and find out how they measure this, is it thru sales conversions, site registrations, or thru requests for catalogs or store locations. Marketers use the AdWords platform to meet many objectives. Probe in detail, to discover the advertiser’s marketing objectives and how they plan to measure their advertising program’s success.
  • AdWords charges for advertising using Cost per Click pricing, often abbreviated as CPC. It is important to define what a click means for Google AdWords. ANIMATION A click is defined as the action a user takes to select your ad, and be taken to your website. ANIMATION Cost per Click, or CPC advertising, means your AdWords account is only charged when a user clicks on your ad and is taken to your website. You are not charged at all when your ad appears on Google and does not receive a click. Let’s review the basic AdWords model, and see how it can be effective for your business. ANIMATION An internet user will go to Google to find information. To do this, they will enter a search query and Google returns a list of search results. ANIMATION Alongside those search results, your AdWords ad could appear. This is a great way to increase the visibility of your business, and drive traffic to your website. ANIMATION When a user sees and is interested in your ad, they will click on it. This will lead them to a webpage of your choosing, where they can find the product you are advertising and become a customer of yours.
  • 15 minute web presentation 19 aug 2010

    1. 1. presents Status Quo + Services
    2. 2. What is SEO, SEM & PPC? S earch E ngine O ptimisation – adjusting on web page elements, program code by BMD. S earch E ngine M arketing – on/off-line research. P ay P er C lick – advertising vehicle, e.g. Google bid for keyword, pay for user click to drive traffic.
    3. 3. Pay Per Click Your customers see your ad when they search Your ad reaches users at the moment they demonstrate interest
    4. 4. Social media optimisation Identify the most suitable technology for your business: e.g. blogs, microblogs, social networks (facebook), media-sharing sites, social bookmarking & voting sites, article directories, review sites & forums. Understand there are pro’s & cons of social media. E.g. Twitter – simple, immediate vs impersonal, non-targeted (no tags) Facebook analytics – fine tuning page campaigns Integrate with on/off-line media A recent study by GuideWireGroup revealed that approximately 89 percent of businesses polled use blogs as a way to communicate with their customers.
    5. 5. Online reputation management Monitor & Moderate Reverse SEO: - push negative listings down - identify content & keywords - press releases, competing sites, social profiles Begin before it starts
    6. 6. Web Traffic Optimisation Plan & define business objectives. What tools will help towards those objectives? Define your marketing strategy Choose your tool(s) Designing effective architecture Focus on call to action Web stats analysis
    7. 7. Sales conversion optimisation Return on Investment – CPC On-Site Metrics – Google Analytics, set goals, reports The Destination Website A sample AdWords ad <ul><li>Click: The action a user takes to select your ad and be taken to your website. </li></ul><ul><li>Google charges the advertiser when a user clicks on your ad </li></ul>
    8. 8. <ul><li>Help clients meet many objectives </li></ul><ul><li>Determining, measuring, & tracking metrics to ensure success </li></ul><ul><li>Generate awareness </li></ul><ul><li>Build brand </li></ul><ul><li>Educate prospects </li></ul><ul><li>Targeted impressions </li></ul><ul><li>Qualified visits your website </li></ul><ul><li>Depth of involvement </li></ul><ul><li>Physician questions </li></ul><ul><li>Coupon downloads </li></ul><ul><li>Doctor locator requests </li></ul><ul><li>Newsletter registrations </li></ul><ul><li>Email address opt-ins </li></ul><ul><li>Generate leads </li></ul><ul><li>Identify prospects </li></ul><ul><li>Customer acquisition </li></ul><ul><li>Sales </li></ul><ul><li>Sales conversions = £££ </li></ul><ul><li>Lower cost per lead/sale </li></ul>Objective Example Success Metrics
    9. 9. Basic Definition: CPC CPC: cost-per-click <ul><li>Click: The action a user takes to select your ad and be taken to your website. </li></ul><ul><li>Google charges the advertiser when a user clicks on your ad </li></ul>The Destination Website A sample AdWords ad

    ×