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Winning new business with your website

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Morning seminar presented to Chorley Town Hall members in August 2013 discussing how to analyse your website to make better use for winning new business online.

Morning seminar presented to Chorley Town Hall members in August 2013 discussing how to analyse your website to make better use for winning new business online.

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  • Question to the room – what type of website so you have? Lead Generation or E-Commerce?The art of well-executed strategy starts with clearly defined goals.Build your marketing tactics around goals that meet your business objectives.
  • Show of hands – do you all know about GA?
  • A website should be fluid. Test, test, test and when you’ve done that…test some more.Crazy Egg – usability and split testing
  • Choice of four views: Heatmap, Scroll Map, Confetti and OverlayHeatmap – build a picture of the most popular regions within your site.Scrollmap – see how far your visitors are scrolling.
  • Confetti – shows clicks and where the traffic originatedOverlay – provides the number of clicks per region within your websiteOnce your usability testing is complete, start driving some traffic.
  • Review your competition. How do they execute their tactics?Is your proposition clear?What do your target audience want?
  • Enhance your search marketing usingSEMRush, a free tool that helps you to analyse keywords. Find out which keywords are driving traffic and gain valuable insight into search trends, your competition and how much they’re spending.Adjust your onsite content using the keyword research results – make your changes human, don’t stuff your content with keywords.
  • Landing pages – take your visitors from a search directly to the content they’ve expressed an interest in.Use your Google Analytics account to access Content Experiments – allows you to split test up to 5 variations of a page from separate URLs, using a random sample of site visitorsSet and test the goals that you want your visitors to accomplish.
  • Use the findings of your competitor research to adjust your strategy and tactics moving forwards.Ensure you’re positioning your business in a level or superior playing field.
  • Use the findings of your competitor research to adjust your strategy and tactics moving forwards.Ensure you’re positioning your business in a level or superior playing field.
  • Monitor your Twitter account performance.Try different types of messages and content to increase your followers.
  • Shows the measurements of your Page’s performance. Access demographic data about your audience and see how people are discovering and responding to your posts.
  • Manage social media campaigns across multiple social networks from one dashboard – Facebook, Twitter, LinkedIn and Google+ PagesIdentify and grow audiences and distribute targeted messages.Schedule campaign and geo-target.
  • What types of digital marketing do you conduct for your business?It’s no longer enough to treat channels in isolation. Think about how you can integrate your activities to create multiple touch points that could reach your audience.Content marketing pieces can be used in Search, Email and Social Marketing to provide interesting, intelligent information for your prospects and customers, as well as providing a structure to your communications.
  • One idea can go a long way. Content marketing provide users with a reason to stay on a page, and return to your site for rich information that they can’t find elsewhere. When the content is integrated with a wider digital marketing strategy it maximises your exposure. Use content marketing to populate your social media channels, email campaigns and website, as well as providing articles to compliment your blog.Ensure you segment your content to make it relevant to the recipient.
  • Keep your database up to date. Cleanse and segment your lists regularly.Do not send email blasts. Provide your recipients with preferences, allowing them to choose the types of communication they wish to receive.MailChimp - launch and track your emails. Create lists by – lifecycle, engagement, market, message etc.
  • Monitor your Twitter account feed.
  • Use the findings of your competitor research to adjust your strategy and tactics moving forwards.Ensure you’re positioning your business in a level or superior playing field.
  • Use the findings of your competitor research to adjust your strategy and tactics moving forwards.Ensure you’re positioning your business in a level or superior playing field.

Transcript

  • 1. Welcome to . . . “Winning new business with your website” Breakfast meeting – Chorley Town Hall 13th August 2013
  • 2. Overview Introductions Current Performance Research Continually Review Tactical Planning Summary Takeaways
  • 3. Who we are? Daena Hayhurst Business Manager - Digital & Outsourcing Services John Trimble Head of Search Gemma Baldwin Marketing Manager
  • 4. Who we are? An eCommerce, Back Office & Digital Marketing Provider. We support entrepreneurial businesses across the UK.
  • 5. What we do? Back Office Software Web Design & Development Digital Marketing Infrastructure & Hosting Order Fulfilment Customer Care Centre
  • 6. How about you?
  • 7. Winning new business with your website Introductions Current Performance Research Continually Review Tactical Planning Summary Takeaways
  • 8. Does your website serve its purpose? Inspire Attract new visitors Encourage repeat purchase Explain who you are & your proposition Generate up / cross selling visitors to take action Convert visitors into leads / customers
  • 9. Track your website visitors BOUNCE RATE CONVERSION TRAFFIC SOURCES % NEW VISITORS LANDING & EXIT PAGES CONTENT SOCIAL REPORTS
  • 10. Investigate your users’ journey users’ journey Usability and Split Testing
  • 11. Crazy Egg Insight 1) Heatmap 2) Scrollmap
  • 12. Crazy Egg Insight 3) Confetti 4) Overlay
  • 13. Winning new business with your website Introductions Current Performance Research Continually Review Tactical Planning Summary Takeaways
  • 14. Know your market online SEO PPC RANKING EMAIL NEWS DOWNLOADS VIDEOS TRAFFIC CTA’S BLOG DESIGN SOCIAL MEDIA COMPETITORS PROPOSITION TARGET AUDIENCE PRODUCTS/ SERVICES WEBSITE
  • 15. Keyword research
  • 16. Performance Benchmarking
  • 17. Search Metrics
  • 18. Winning new business with your website Introductions Current Performance Research Continually Review Tactical Planning Summary Takeaways
  • 19. Build landing pages Improve relevancy. Test them for optimum performance.
  • 20. Keyword targeting checklist  PAGE TITLE  HEADLINE  BODY TEXT  URL  IMAGES & IMAGE ALT ATTRIBUTES  INTERNAL & EXTERNAL LINKS  META DESCRIPTIONS  META KEYWORDS http://moz.com/blog/visual-guide-to-keyword-targeting-onpage-optimization
  • 21. Onsite optimisation Improve your page titles & meta descriptions.
  • 22. Twitter Counter Try different types of messages and content to increase your followers.
  • 23. Facebook Insights See how people are discovering and responding to your posts.
  • 24. Hootsuite
  • 25. Winning new business with your website Introductions Current Performance Research Continually Review Tactical Planning Summary Takeaways
  • 26. Tactical Planning SEARCH MARKETING PPC TRADITIONAL DISPLAY NETWORK SEGMENTATION SEO ONSITE SOCIAL MARKETING MANUAL REMARKETING OFFSITE IN MAILING TWITTER PROMOTED TWEETS GOOGLE+ FACEBOOK FACEBOOK ADVERTISING BLOG AUTOMATED RELEVANCY TIMELY LINKEDIN ADS LINKEDIN CONTENT PLANING FREQUENCY EMAIL MARKETING WHITE PAPERS WEBINARS INFOGRAPHICS TESTIMONIALS CASESTUDIES VIDEO CONTENT MARKETING
  • 27. Content Marketing
  • 28. Email
  • 29. Does your delivery match your online strategy? • Complete control at every touch point of your customer’s experience with the brand and product • Save time, resource and ROI allowing you to concentrate your efforts on NPD and marketing
  • 30. Winning new business with your website Introductions Current Performance Research Continually Review Tactical Planning Summary Takeaways
  • 31. Summary • Analyse your current position • Research changes and the strengths of competitors in your market • Make considered improvements • Create a tactical plan and schedule your activities
  • 32. Winning new business with your website Introductions Current Performance Research Continually Review Tactical Planning Summary Takeaways
  • 33. Question Time
  • 34. All those questions I meant to ask… …but didn’t. Please contact Daena Hayhurst for further information: d.hayhurst@exactabacus.com 01772 455 052 Ext.1337 @ExactAbacusLtd