Welcome to . . .

“Winning new business with

your website”
Breakfast meeting – Chorley Town Hall
13th August 2013
Overview
Introductions

Current Performance
Research
Continually Review

Tactical Planning
Summary

Takeaways
Who we are?
Daena Hayhurst
Business Manager - Digital & Outsourcing Services

John Trimble
Head of Search

Gemma Baldwin
M...
Who we are?

An eCommerce, Back Office &
Digital Marketing Provider.
We support entrepreneurial
businesses across the UK.
What we do?
Back Office Software
Web Design & Development
Digital Marketing
Infrastructure & Hosting
Order Fulfilment

Cus...
How about you?
Winning new business with your website
Introductions

Current Performance
Research
Continually Review

Tactical Planning
S...
Does your website serve its
purpose?
Inspire

Attract
new
visitors

Encourage
repeat
purchase

Explain who
you are &
your
...
Track your website visitors
BOUNCE RATE
CONVERSION

TRAFFIC SOURCES
% NEW VISITORS
LANDING & EXIT PAGES

CONTENT
SOCIAL RE...
Investigate your users’ journey
users’ journey

Usability and Split Testing
Crazy Egg Insight
1) Heatmap

2) Scrollmap
Crazy Egg Insight
3) Confetti

4) Overlay
Winning new business with your website
Introductions

Current Performance
Research
Continually Review

Tactical Planning
S...
Know your market online
SEO PPC
RANKING

EMAIL

NEWS DOWNLOADS
VIDEOS TRAFFIC CTA’S
BLOG
DESIGN

SOCIAL
MEDIA

COMPETITORS...
Keyword research
Performance Benchmarking
Search Metrics
Winning new business with your website
Introductions

Current Performance
Research
Continually Review

Tactical Planning
S...
Build landing pages
Improve relevancy.
Test them for optimum performance.
Keyword targeting checklist
 PAGE TITLE
 HEADLINE
 BODY TEXT
 URL

 IMAGES & IMAGE ALT ATTRIBUTES
 INTERNAL & EXTERN...
Onsite optimisation
Improve your page titles & meta descriptions.
Twitter Counter
Try different types of
messages and content to
increase your followers.
Facebook Insights

See how people are
discovering and
responding to your posts.
Hootsuite
Winning new business with your website
Introductions

Current Performance
Research
Continually Review

Tactical Planning
S...
Tactical Planning
SEARCH
MARKETING

PPC

TRADITIONAL

DISPLAY NETWORK SEGMENTATION

SEO
ONSITE
SOCIAL
MARKETING

MANUAL

R...
Content Marketing
Email
Does your delivery match
your online strategy?
• Complete control at every touch point of
your customer’s experience with ...
Winning new business with your website
Introductions

Current Performance
Research
Continually Review

Tactical Planning
S...
Summary
• Analyse your current position

• Research changes and the strengths
of competitors in your market
• Make conside...
Winning new business with your website
Introductions

Current Performance
Research
Continually Review

Tactical Planning
S...
Question Time
All those questions I meant to ask…
…but didn’t.

Please contact Daena Hayhurst for
further information:
d.hayhurst@exacta...
Upcoming SlideShare
Loading in …5
×

Winning new business with your website

420 views
300 views

Published on

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.

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

  • Be the first to like this

No Downloads
Views
Total views
420
On SlideShare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
1
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide
  • 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.
  • Winning new business with your website

    1. 1. Welcome to . . . “Winning new business with your website” Breakfast meeting – Chorley Town Hall 13th August 2013
    2. 2. Overview Introductions Current Performance Research Continually Review Tactical Planning Summary Takeaways
    3. 3. Who we are? Daena Hayhurst Business Manager - Digital & Outsourcing Services John Trimble Head of Search Gemma Baldwin Marketing Manager
    4. 4. Who we are? An eCommerce, Back Office & Digital Marketing Provider. We support entrepreneurial businesses across the UK.
    5. 5. What we do? Back Office Software Web Design & Development Digital Marketing Infrastructure & Hosting Order Fulfilment Customer Care Centre
    6. 6. How about you?
    7. 7. Winning new business with your website Introductions Current Performance Research Continually Review Tactical Planning Summary Takeaways
    8. 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. 9. Track your website visitors BOUNCE RATE CONVERSION TRAFFIC SOURCES % NEW VISITORS LANDING & EXIT PAGES CONTENT SOCIAL REPORTS
    10. 10. Investigate your users’ journey users’ journey Usability and Split Testing
    11. 11. Crazy Egg Insight 1) Heatmap 2) Scrollmap
    12. 12. Crazy Egg Insight 3) Confetti 4) Overlay
    13. 13. Winning new business with your website Introductions Current Performance Research Continually Review Tactical Planning Summary Takeaways
    14. 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. 15. Keyword research
    16. 16. Performance Benchmarking
    17. 17. Search Metrics
    18. 18. Winning new business with your website Introductions Current Performance Research Continually Review Tactical Planning Summary Takeaways
    19. 19. Build landing pages Improve relevancy. Test them for optimum performance.
    20. 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. 21. Onsite optimisation Improve your page titles & meta descriptions.
    22. 22. Twitter Counter Try different types of messages and content to increase your followers.
    23. 23. Facebook Insights See how people are discovering and responding to your posts.
    24. 24. Hootsuite
    25. 25. Winning new business with your website Introductions Current Performance Research Continually Review Tactical Planning Summary Takeaways
    26. 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. 27. Content Marketing
    28. 28. Email
    29. 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. 30. Winning new business with your website Introductions Current Performance Research Continually Review Tactical Planning Summary Takeaways
    31. 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. 32. Winning new business with your website Introductions Current Performance Research Continually Review Tactical Planning Summary Takeaways
    33. 33. Question Time
    34. 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

    ×