Web Marketing Workshop


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a 50 slide deck covering the basics of web marketing, that every business should know. It will help you to undertand your web marketing team, web developer and help you to increase your Google search engine results page.

In this slide deck we explore Social Media Strategy and how to make effective use of Google AdWords.

If you have any questions please get in touch.

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Web Marketing Workshop

  1. 1. An Introduction to Web Marketing Gareth Sear Sussex Web Marketing 1www.sussexwebmarketing.co.uk
  2. 2. Web Marketing Marketing StrategySearch Engine Optimisation Social Media Google AdWords HTML Content Links Questions www.sussexwebmarketing.co.uk 2
  3. 3. Web Marketing“Tactics to deliver your message, acquirecustomers and service those customers usingthe internet” www.sussexwebmarketing.co.uk 3
  4. 4. Why is it important?• 45 trillion web pages indexed by Google 45,000,000,000,000• 350 million top level domains 350,000,000 www.sussexwebmarketing.co.uk 4
  5. 5. www.sussexwebmarketing.co.uk 5
  6. 6. www.sussexwebmarketing.co.uk 6
  7. 7. Let’s Strategise• Customer Research• Competitor Research - SWOT• USP (?)• Strategic Goals – SMART• Tactics• Review www.sussexwebmarketing.co.uk 7
  8. 8. Search Engine Optimisation (SEO) It’s not a dark art. “Search Engine Optimisation involves achieving the highest position possible or ranking practical in the natural or organic listings as the main body of the search engine results pages (SERPS) across a range of specific combinations of keywords (or key phrases) entered by search engine users”Chaffey et al 2009 www.sussexwebmarketing.co.uk 8
  9. 9. Organic or Natural Search Engine Results www.sussexwebmarketing.co.uk 9
  10. 10. How does it work?• Search engines send out spiders (aka robots)• Spiders (robots) request pages, index content, follow links.• Index pages based on phrases in the content www.sussexwebmarketing.co.uk 10
  11. 11. How does it work?• Ranking occurs in real time when search is done• Search engine results are delivered based on their (apparent) relevancy to the search query• Most people click through on the top three results www.sussexwebmarketing.co.uk 11
  12. 12. Why is this important? SERP position v click through rateSource: http://www.smartinsights.com/search-engine-optimisation-seo/seo-analytics/the-number-one-spot-how-to-use-the-new-search-curve-ctr-data/ (from data by Optify Dec 2010) www.sussexwebmarketing.co.uk 12
  13. 13. Shhh…. “The Algorithm” www.sussexwebmarketing.co.uk 13
  14. 14. This is how it looks www.sussexwebmarketing.co.uk 14
  15. 15. Ranking Signals• Meta data • Titles, descriptions, headers• Content • Fresh and Relevant• Links• Bounce rate (stickyness)• Speed• URL’s ------ and a couple of hundred more. www.sussexwebmarketing.co.uk 15
  16. 16. Meta data (What is this page about?) • Title tag – what the page is about (60 char) • Description tag –description of the page (160 char) ←Title Tag ←Description • Header Tags • Keyword tag – keywords that are on the page • Alt Attribute – words that describe an image www.sussexwebmarketing.co.uk 16
  17. 17. Content• Fresh and Relevant – got a blog?• Not duplicated• Interesting and contagious • Well written text • Videos • Graphics • Cartoons Images www.sussexwebmarketing.co.uk 17
  18. 18. Source: www.animal-space.net/2010/03/pandas.html www.sussexwebmarketing.co.uk 18
  19. 19. 5 Top Tips for Content Ideas• Know your customers – find out what they want to know about• Write stuff that is for people – not for the search engines• Do add in a link to your relevant product• Pictures speak louder than words and people do like to ‘nick’ (share?) pictures• Keyword research www.sussexwebmarketing.co.uk 19
  20. 20. Another short video www.sussexwebmarketing.co.uk 20
  21. 21. Links• Votes for your website• Websites with a quality reputation• Websites that are relevant• Link profile• Don’t forget internal link structure www.sussexwebmarketing.co.uk 21
  22. 22. A Word of Warning www.sussexwebmarketing.co.uk 22
  23. 23. 5 Top Tips for Link Building• Develop relationships• Develop amazing, contagious content • And tell people about it!• Get your suppliers to link to you• Authoritative sites• Develop off line PR – build relationships www.sussexwebmarketing.co.uk 23
  24. 24. Other ranking signals• Bounce rate• Page load speed• URLS www.sussexwebmarketing.co.uk 24
  25. 25. 5 Top Tips for SEO• Check your title tags – are they relevant and only 60 characters?• Check your description snippets – are they telling people to click through to your site• Are you using header tags?• Are you using alt attributes for images?• Spelling, grammar, structure (Google likes it and so will your customers) www.sussexwebmarketing.co.uk 25
  26. 26. Social Media Marketing• What is Social Media?• Why use Social Media? www.sussexwebmarketing.co.uk 26
  27. 27. But which social media sites? www.sussexwebmarketing.co.uk 27
  28. 28. Social Media Facts and Figures• 1 in 7 people globally are on Facebook• Over 500,000,000 Twitter users• 150,000,000 Linked in members• 6 billion photos on Flikr (100b on fb)• 200 billion + You Tube views each month www.sussexwebmarketing.co.uk 28
  29. 29. www.sussexwebmarketing.co.uk 29
  30. 30. Social Media Strategy• Why do you need one? • Social Community (sharing, socialising, conversing) • Social Publishing (editorial, commercial, user generating) • Social Commerce (service, sales, brand) • Social Entertaining (games, music, art)• Think customers, messages and objectives• Return on Investment• Talk about what to say, tweets, fb posts, build up email lists, develop objectives etc get linksSource: Tuten and Soloman 2012 www.sussexwebmarketing.co.uk 30
  31. 31. Ideas for your strategy• Who are your customers?• What is your product?• How do they want you to engage?• But, lets face it they are bound to be using: www.sussexwebmarketing.co.uk 31
  32. 32. The BIG 5 www.sussexwebmarketing.co.uk 32
  33. 33. It’s everywhere• Community – Twitter, G+, FB, LI• Commerce, FB, Voucher sites, Groupon, Trip Adviser, Review sites• Publishing – Blogger, You Tube, Flikr• Entertainment - Farmville, Second life, Draw Something www.sussexwebmarketing.co.uk 33
  34. 34. Let’s Get Social! www.sussexwebmarketing.co.uk 34
  35. 35. Plan what you are going to do• What is happening in the world? (Example itchy dog, ticks, blog, content)• Schedule Tweets, Facebook posts and blog updates• Set up Google Alerts for your business name and your name www.sussexwebmarketing.co.uk 35
  36. 36. Get a powerful tool www.sussexwebmarketing.co.uk 36
  37. 37. Powerful tools• Tweetdeck• Hootsuite• Social Sprout www.sussexwebmarketing.co.uk 37
  38. 38. Considerations• What property do you own?• You are at the whim of FB and its changes• You own a blog, website• Return on investment – how much time do you have, does it achieve your objectives?• Social Signals in SEO• What should you say? www.sussexwebmarketing.co.uk 38
  39. 39. 5 Top Tips for Social Media• Develop a strategy• Plan your posts, comments, tweets and use a tool• Make sure you are social• Plan in plenty of time to do it• Measure how well it is working www.sussexwebmarketing.co.uk 39
  40. 40. Pay Per Click Advertising £36,000,000,000.00 Another video… www.sussexwebmarketing.co.uk 40
  41. 41. www.sussexwebmarketing.co.uk 41
  42. 42. How does it work?• The business sets up a campaign• End user searches on a ‘keyword’• Google runs an auction• Google displays adverts depending on the auction outcome• End user clicks on your advert• Business pays Google for that click www.sussexwebmarketing.co.uk 42
  43. 43. Benefits of a pay per click advertising programme • You only pay when someone clicks on your advert • Return on investment is easily measurable • Can be very targeted • The business manages the budget • Your advertising is in front of millions of people almost instantly www.sussexwebmarketing.co.uk 43
  44. 44. Considerations• Research – competitors and keywords• Structure – Account, Campaigns, Ad Groups• Set budgets• Look at your reports and refine your adverts, create new campaigns and ad groups (Scrape and Stick) www.sussexwebmarketing.co.uk 44
  45. 45. Quality Score: • Your keywords past click through rate (CTR) • Your display URLs past CTR • Your account CTR history • The quality of your landing page • Your keyword/ad relevance • Your keyword/search relevance • Geographic performance • Your ads performance on a site (Display network)www.sussexwebmarketing.co.uk 45
  46. 46. Title: 25 charactersDisplay URL: 35 charactersAd copy: 35 characters on each lineTotal: 130 characters – less than a tweet! www.sussexwebmarketing.co.uk 46
  47. 47. 5 Top Tips for Google AdWords• Learn about it, learn as much as possible• Structure your campaigns logically• Keep short relevant keyword lists• Review your campaigns and ad groups often• Make sure your landing page is high quality and relevant www.sussexwebmarketing.co.uk 47
  48. 48. STAR Framework StrategyReview Tactics Analyse www.sussexwebmarketing.co.uk 48
  49. 49. A few last words:• On line PR• Buying advertising space• Affiliate marketing• Video• Forums• SMS (Text Messaging)• Pinterest, Four Square, Google Local• Bing & Yahoo www.sussexwebmarketing.co.uk 49
  50. 50. Common mistakes• No strategy• Not updating content• Not being regular on social media• Not understanding the huge amount of time and possibly money web marketing may need• Forgetting your WIIFM’s• Not measuring, analysing, reviewing. www.sussexwebmarketing.co.uk 50
  51. 51. Thank youQuestion time www.sussexwebmarketing.co.uk 51
  52. 52. www.sussexwebmarketing.co.uk 52