2. Your Trainers
• Andy Atkins
» MD of Web Kinetics (Part of the MBL Solutions Network)
» 10+ years experience in online marketing
• Peter Wilson
» Head – Paid Search & Affiliate at MBL Solutions
» 10+ experience with brands such as Shell, Lycos,
Capital One
4. An Action-
Packed
Agenda
• Introduction to Internet Marketing
• SEO – What, Why and How…..
• Good, Bad and Ugly - SEO Example
• Online Advertising – Adwords, Banners, etc.
• Form-filling & Lunch
• Social Media – What, Why and How….
• Online PR – Where & How
• Email Marketing – Making it Work
• Web Analytics – Theory & Practice
Along the way – some exercises, group work and a few laughs!
5. Objectives
for Today
• Understand the Key Methods for Generating Relevant
Online Traffic
• Be able to understand and challenge the advice of web
professionals
• Understand the Effective Use of the Internet for marketing
& Communication
• Understand Online Methods for Gaining & Retaining
Customers
• Know how to Interpret Standard Web Metrics
6. What is
Internet
Marketing?
Marketing, via the internet, of
goods, services or assets that
exist either online or offline
(or both!)
However, there is often leakage into the offline
marketing world (e.g. PR)
13. Key Components –
Web Presence
Model
Website(s)
Blog
Social Network
Pages
Video Hosting
Sites
Image Hosting
Sites
14. Key Components –
Web Presence
Model
Website(s)
Blog
Social Network
Pages
Video Hosting
Sites
Image Hosting
Sites
HIGH INVOLVEMENT
15. Key Components –
Web Presence
Model
Website(s)
Blog
Social Network
Pages
Video Hosting
Sites
Image Hosting
Sites
HIGH INVOLVEMENT
PR
Distribution
Blog
Directories
Article
Submission
Partner
Links
Directory
Submissions
Affiliate
programmes
PPC/PPA
Advertising
Display
Advertising
LOW INVOLVEMENT
17. Before you
Start
• What do you want the site/content to do for you?
• Who do you want to visit?
• What do you want it to do for the visitor – what
do you want them to see? (Immediately)
• Where do you want to take them with one click?
• What do you want the visitor to do – the Action?
19. Which
Keywords?
• High traffic and/or Niche Keywords?
• What do the competition target?
• Which terms are most relevant to your
industry?
• Which terms are most relevant to your
site?
23. Webpage –
Hidden
Anatomy
<head><title> Training Courses and workshops for business - North East BIC
<meta id="ctl00_head_metaDescription" name="description" content="Training in marketing,
law, IT, business planning and finance. Training courses and workshops for small business run
by the BIC. NVQ Assessment Centre and Business Link approved"></meta>
<meta id="ctl00_head_metaKeywords" name="keywords" content="north east training,
training providers north east,sunderland,be your own boss,stimulating software innovation,
software ventures,marketing magic,newcastle enterprise package,flexible families,marketing training,
law training,it training,business planning,accounting courses"></meta>
<h1>Business Skills and Training</h1>
<img src="/images/hotlink_button.png" alt="More information"
Page Title
Meta Description
Meta Keywords
H1 Header
Image
Alt Tag
24. Search Engine
Basics
Data Collection (Spiders and ‘Bots)
• URL
• Page Title (c. 60 characters)
• Meta Description (c. 160 characters)
• Meta Keywords???
• H1 Header
• Text content
• Image Alt Tags
• Internal Links
• External Links
• Site Map
28. The
Structure of
Ranking
On Page Elements
Site Structure
Site Theme
Page Structure
Page Content
Meta Data
Off Page Elements
Links Strategy
PPC Campaigns
Social Media
Domain Name 40% Ranking
Significance
60% Ranking
Significance
29. Key SEO
Elements –
On-Page
• Relevant site address (batteriesonline.co.uk vs. portablepower.co.uk)
• Good page title and meta description
• Good meta keywords??? (search terms)
• Great content
• H1 Headers
• Image tags and descriptions
• Internal links
30. Key SEO
Elements –
On-Page
• XML Sitemap
• Regular Change
• Avoiding ‘clever code’
• Age of Domain
• Site Theme & Authority
31. Key SEO
Elements –
Off-Page
• High quality Inbound Links from other Websites
• Links from social media sites
• Links from high-ranking directories
• Links on Article Distribution Sites
• Links on Press Release Distribution Sites
• Avoiding ‘spammy’ or non-relevant links
32. Marketing
Elements of a
Great Website
• Theme
• Authority
• Highly-relevant and segmented content
• Competitor-referenced
• Search-engine verified and submitted
• Meta and H1’s for at least Homepage & Tier 2 pages
• Lots of inbound links from relevant, quality sources
• Lots of self-generated inbound content
33. How to speed
up visibility
• Sponsored links – e.g. Google Adwords
• Email newsletters
• Listing on appropriate websites (stockist or partner listings, etc.)
• Linking in general
• Putting your website address on everything!
48. Types of
Affiliate
• PPC Affiliates
• Cashback
• Voucher Code
• Social Media
• Niche / Blog
• Price Comparison
• Pure Content
• Arbitrage
49. Affiliate
Pro’s & Con’s
Pro’s
• Instant online sales network
• CPA model means you only
pay when a sale is made
• Good affiliates will drive
substantial levels of
conversion
• Good networks have
comprehensive marketing
and monitoring tools
• Increases your internet
visibility vs. the competition
Con’s
• Only really effective for
‘packaged’ goods and
services
• Very focused on
consumer markets
• Reporting isn’t 100%
accurate
• Relatively high ‘entry
costs’
• Significant time required
to manage the network
51. Display – A Muddled
Picture!
Display advertising can be the result of affiliate programmes, some
PPC campaigns, working via an advertising network or bought
direct from a site owner. It’s usually bought on a CPM
(sometimes CPC basis).
52. • Think first about the kinds of
sites that will be most useful
to YOU….
1. Visitor types and reason for visiting
2. Levels of traffic
3. Affordability
• Identify how key sites operate
their advertising
1. Niche markets often rely on site-run advertising
2. Is there a dominant website/ad network in the sector?
3. What types of ad stand out visually and in terms of message?
• Get a costed proposal from an
ad network, even if it’s only to
provide insight
• Apply the usual rules to your
advertising (clear, competitive
Display – A
Muddled Picture!
53. PPC
Advertising
• Google Adwords or Bing/Yahoo AdCenter
• Google has a 80%+ share of UK search volumes
• AdCenter has better conversion rates
56. PPC
Advertising
• Should be called ‘search advertising’
• Provides immediate high-ranking visibility and message
• Usually costed on a cost-per-click basis, but ‘content network’ can
be bought on a cost-per-thousand impressions basis
• Search advertising requires careful management to ensure cost-
effectiveness
• Click costs are extremely ‘search term dependent’ i.e. a click can
cost 10p in one market and £10 in another!
• Both networks have very comprehensive control systems for both
spend management and campaign analysis……
57.
58. How do you
Start (Google
example)?
1. Set up a Google Account
2. Add Adwords to the account (need credit card)
3. Set basic settings (language, network, budget, etc.)
4. Write ad text
5. Choose keywords/phrases (after researching them) and
max. PPC
6. GO LIVE!
7. Monitor and change…..and monitor and change……or
stop!
59. Key Paid
Search
Metrics
• Clicks
• Impressions
• Cost
• Bounce Rate
• Pages per Visit/Time on Site (need analytics link)
• Goals (site-specific and need analytics link)
• Conversions
62. Using
PPC/Search
adv.
Effectively
• Launches (products, services or a website, etc.)
• Promotions or events
• Secondary or ‘Long-tail’ Keywords (not on the SEO list)
• Low-cost keywords
• To ‘spike’ competitors
Remember – Paid Search is very context-dependent,
so plan and measure carefully!
72. Is there a
point?
• Atlantic Telegraph 1856
Oscar Wilde was asked what he thought of this amazing
media innovation. “it depends whether they have
something interesting to talk about”
• Michelin 1900
1. Food (tyres get you there)
2. Useful
3. Participation
4. Free
5. Show (advocate)
6. Bibendum had his own newspaper column
73. Social Media -
What is it?
• Social Networking
– Communications between people with similar interests
• Social media
– The online tools which allow this to happen
• What are we trying to do?
– SEO and Linking
– Create a web presence
– Develop brand positioning – especially extension
– Encourage and manage the discussion and
communications about our brand and products online
– Advocates and Viral
74. Social Media
Issue No. 1
Social Media is not homogenous, so it’s a nonsense to
talk of ‘doing social media’….
78. Social
Media- How
Big is It?
• Facebook now has 23 million UK users (Feb 2010)
• LinkedIn continues to grow with 45 million global
members and 1.8 million UK visitors per month
• YouTube should serve 75 billion video streams to 375
million viewers in 2010
• Social media is now the No.2 online activity for UK
internet users, beating email usage, and just behind
search engines!
• 77% of active internet users read blogs regularly
• Over half of internet-using adults maintain a social
network profile
• Facebook’s core UK user is in the 25-34 age group
79. Are they all
doing the
same things?
• Spectators
– Reading, watching, listening
• Joiners
– Signing up for networks
• Collectors
– RSS tagging
• Critics
– Commenting / reviewing
• Creators
– Publishing
82. Blog and
Blogging
• Easy to build – Wordpress
• On site or off site?
• Searchable content
• Blog Directories/ Other blogs/ Your own site
• Be interesting / not salesy
• Couple of times a month
83. Social Media
What Can You
Do With It?
• Linking value for search engine rankings (“no-follow” issue)
cooksandkitchens.co.uk
Link Type
Well-sauted Blog
Dailymade Blog
Fatlemon Blog
Caked Crusader Blog
Article Hut Article Directory
Buzzle Article Directory
Ezine Article Directory
Squidoo Expert UGC community
Stumbled-Upon Bookmarking Site
Slideshare Presentation Community
MumsNet Community
Hitched Community
Brownbook Business Review Site
84. Social Media
What Can You
Do With It?
• Linking value for search engine rankings (‘no-follow’ issue)
• Additional Search Engine Entries (search term ‘webkinetics’)
Position Type
1 Website
2 Website
4 Twitter
5 Slideshare
7 Blogstorm
8 FreeIndex
9 YouTube
10 PRLog
11 Flickr
12 Twitter
14 Facebook
15 Brownbook
85. Social Media
What Can You
Do With It?
• Linking value for search engine rankings (‘no-follow’ issue)
• Additional Search Engine Entries
• Establishing Credentials as a Sharer/Innovator
90. Social Media-
What Can You
Do With It?
• Linking value for search engine rankings (‘no-follow’ issue)
• Additional Search Engine Entries
• Establishing Credentials as a Sharer/Innovator
• Targeting a particular group or type of customer/user
• Developing segmented communications
97. Social Media-
What Can You
Do With It?
• Linking value for search engine rankings (‘no-follow’ issue)
• Additional Search Engine Entries
• Establishing Credentials as a Sharer/Innovator
• Branding opportunities – innovative, sharing
• Targeting a particular group or type of customer/user
• Developing segmented communications
• Respond to customer/press comments
104. Social Media-
What Can You
Do With It?
• Linking value for search engine rankings (‘no-follow’ issue)
• Additional Search Engine Entries
• Establishing Credentials as a Sharer/Innovator
• Branding opportunities – innovative, sharing
• Targeting a particular group or type of customer/user
• Developing segmented communications
• Respond to customer/press comments
• Create news/noise
111. What Might
WE Use for a
Client?
• Blog (with links to your site)
• Squidoo lens
• MySpace
• Facebook Page
• LinkedIn
• Tagging (delicious, stumbleupon,
Digg)
• You Tube
• Slideshare
• Flickr
• Twitter
• Article Sites
• PR Sites
• Tradespace
• Niche - Home Business Network /
Mothers / etc..
• Micro sites
112. Social Media-
How to
Approach It….
1. Understand what the major platform types offer and how
they work
2. Decide if social media might play a part in achieving your
marketing objectives
3. Decide which platforms are most relevant to you and your
online objectives
4. Establish an activity plan based on exactly what you want
each platform to deliver
5. Accept that most effective social media activity involves
continued interaction i.e. time &/or money
114. Your Social
Media Task
• You are an insurance company which sells to clowns –
Clowns Insurance
• How would you use You Tube to promote the company or
services. What creative ideas have you got?
• The best idea will win a prize at the end of the series of events.
117. Public
Relations
• Management of communications through 3rd
parties especially
opinion formers through editorial
• Blurring of boundaries
– Opinion formers and now bloggers and advocates (creators)
– We can create editorial
118. Public
Relations
• Regular website review columns
• News editorial
– Exciting picture
– Web traffic news
– Changing trends
– Feedback
– New web service
119. Email DM
• Responsive
• Cost effective
• Directs traffic to your
site
• Builds membership
• Fantastic stats
120. Email is
measurable
• Depending on the tool you’re using
• Open Rates
• Clicks
• Bounces
– Soft
– Hard
• Issues
– Getting through
– Getting opened
– Getting a response
121. Email
success
• Hosting and Technical
– Authenticated**
– Blacklists
• Data
– Sign up process
– Legal and Unsubscribe**
– Personal**
– Viral
122. Email
success
• Design and Content
– Subject line
– Calls to action
– Relevance and targeting
– Spam words**
– Pictures v words**
– Preview pane
• Technical
– Coding
– Rendering
123. A typical
decision
process
Awareness
of the need
Awareness
of suppliers
Build relationship
with suppliers
(brands)
SALE!
Aftersales
and support
Detail
information
stage
Confirmation
and
reassurance
128. Marketing
Rule Number
1
• Marketing now is very much about good data and building
relationships
• Good data beats everything
• Best data is the data you collect (websites [and events] are great at
this)
• Then you’re in control of communications and relationship building
132. Web Analytics-
Some
Questions….
• What are they?!
• Are analytics packages any good?
• What are the important metrics?
• Can you do everything with a free tool like Google Analytics?
• What can you do once you have the information?
• Is it worth the time and effort?
133. A Definition
Web analytics is the measurement, collection, analysis and reporting of
internet data for the purposes of understanding and optimizing web usage.
Web analytics is not just a tool for measuring website traffic but can be
used as a tool for business research and market research. Web analytics
provides data on the number of visitors, page views, etc. to gauge the
popularity of the sites which will help to do the market research.
There are two categories of web analytics; off-site and on-site web
analytics.
‘Wikipedia’
134. Analytics
Packages
• Who uses one?
• Which one?
• What information do you use it for?
• What do you do with the information?
• What doesn’t it tell you?
135. What Do We Want
to Know? On-Site
Analytics
Hits, Page Requests, Unique Visitors?
136.
137. • Hits, Page Requests,
Unique Visitors?
• Where did they come
from (search, twitter
feed, newsletter, ad.,,
geography, etc.)?
What Do We Want to Know? On-Site Analytics
138.
139.
140.
141. What Do We Want
to Know? On-Site
Analytics
• Hits, Page Requests, Unique Visitors?
• Where did they come from (search, twitter feed,
newsletter, ad.,, geography, etc.)?
• What search terms generated visitors?
142.
143. What Do We Want
to Know? On-Site
Analytics
• Hits, Page Requests, Unique Visitors?
• Where did they come from (search, twitter feed,
newsletter, ad.,, geography, etc.)?
• What search terms generated visitors?
• What did they do on the site and how long did they stay?
144.
145. What Do We Want to
Know? On-Site
Analytics
• Hits, Page Requests, Unique Visitors?
• Where did they come from (search, twitter feed,
newsletter, ad.,, geography, etc.)?
• What search terms generated visitors?
• What did they do on the site and how long did they stay?
• Did we convert anyone (download, email capture, sale)?
146.
147. BUT HOW DO YOU USE
ANALYTICS TO
ACTUALLY IMPROVE A
PAGE?
148. What Do We Want to
Know? On-Site Analytics-
Page Analysis
• Keyword analysis
• Competitor Comparison
• Content Analysis
• Coding Analysis
149. What Do We Want to
Know? Off-Site
Analysis
• Overall Context
Thanks to Andy for taking you through a quite technical summary of SEO.
Im going to try and be less technical but hopefully be just as incitive.
Who uses social media personally?
Who uses social media professionally?
We have already looked at how we can target people that are using search engines to access your site but now we are looking at how we target those engaging with the wider internet and particularly Social Media.
I hope so but its not always as clear cut, it may not suit every business in the room.
Social media isnt really a new thing in my eyes as it has been round for hundreds of years in the form of networking and talking to people just as we are doing today… but more about that in a minute.
From an Internet perspective it isn’t necessarilly new either as Discussion and sharing of information was also the cornerstone of the internet what is changing is our perspective of sharing information and the way we are digesting that information.
Well I think Oscar Wilde sets the first rule of Social Media and sharing of information. There isnt any point in talking about it unless people will want to listen.
Michelin also had a very unique idea and this concept is now widely used in Social Media as well as with mobile media like iPhones and Android systems.
In 1900 these guys were trail blazers they wanted a different way of reaching theere customer base or quite frankly they may have just wanted a way of finding good restaurants. The tyre isnt the most compelling of propositions to many but they created a brand equity and positioning from the little guide book which is still strong today.
The 6 corner stones of what Micelin did can and are great examples of what we should be looking to achieve from our social media interaction.
So what is it?
What are we trying to do by have a social media presence?
The last but by far the least is make money!
After outline move to next slide.
Every piece of social media is different and quite often reaches other people and target groups than the other and will be more or less useful for your business. Some are also easier to interact with but all will take time in one form or another.
like any business activity you need to ask yourself is your time better spent elsewhere and keep clear business objectives and not get caught up with chatting with Sally from Middlesborough.
Well don’t worry if your not already but again the question is do you need to be?
Facebook has 23 million UK users
Linked in has 45 million globally and all business orientated.
Youtube has 75 billion video streams
77% of internet users read blogs
The average Facebook user is 25 – 34 in the UK probably older than you thought, the number of 18 – 24 yo on Facebook is declining probably has something to do with the fact there Mum and Dad use Facebook so they don’t want too.
The population using Social Media in this particular case Facebook could be your core market and it has some great opportunities.
Forrester a well respected research company has classified the wonderful people using Social Media.
Another company called Andersen Analytics has taken things a bit further and found out those using Twitter are more likely to be having sex, Linked in users like Soap Operas and Myspace users are lazy and don’t exercise but then 99% of all facts are wrong so take what you will from those.
So next page.
Essentially we have a mixture of sites some for talking, some for sharing some offer ranking value, some don’t some take more time than others and some will have more value again though the key is discovering that for yourself or talking to a supposed expert like myself and letting them point you in the direction.
http://www.viddler.com/explore/BTTradespace/videos/273/
Blogging is incredibly important to the consumer.
How many people have heard of Martin Lewis?
The chap behind Kashflow started to comment and interact on Accounting Web. Now Accounting web is where all the cool accountants ahang out to discuss whatever accounts discuss.
What Kashflow did was really get involved with community and established himself a major reputation by interacting and answering questions. What he also did was pick holes in other peoples products but more importantly the wholes that could be filled by his own software. And of course each, post or cooment also included a link to his own.
This in turn led to Kashflow becoming a major player in the market place for online accountancy tool alongside obviously a number of other factors.
Its really easy to do too, with systems such as Wordpress and Blogger you can easilly set up a blog, basically if you can use Microsoft Word you should be able to blog although it might take you a little time to start with.
It’s a fantastic way to interact and can also create valuable links and comments and flow of information which is a really nice SEO benefit to have too.