“Winning new business with
your website”
Breakfast meeting – Chorley Town Hall
13th August 2013
Welcome to . . .
Overview
Introductions
Current Performance
Research
Continually Review
Tactical Planning
Summary
Takeaways
Who we are?
Daena Hayhurst
Business Manager - Digital & Outsourcing Services
Gemma Baldwin
Marketing Manager
John Trimble
...
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
Cust...
How about you?
Winning new business with your website
Introductions
Current Performance
Research
Continually Review
Tactical Planning
Sum...
Does your website serve its
purpose?
Generate
up / cross
selling
Attract
new
visitors Explain who
you are &
your
propositi...
Track your website visitors
BOUNCE RATE
CONVERSION
TRAFFIC SOURCES
CONTENT
SOCIAL REPORTS
% NEW VISITORS
LANDING & EXIT PA...
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
Sum...
Know your market online
WEBSITE
NEWS DOWNLOADS
VIDEOS TRAFFIC CTA’S
BLOG
DESIGN
PRODUCTS/
SERVICES
COMPETITORS
SOCIAL
MEDI...
Keyword research
Performance Benchmarking
Search Metrics
Winning new business with your website
Introductions
Current Performance
Research
Continually Review
Tactical Planning
Sum...
Build landing pages
Improve relevancy.
Test them for optimum performance.
Keyword targeting checklist
 PAGE TITLE
 HEADLINE
 BODY TEXT
 URL
 IMAGES & IMAGE ALT ATTRIBUTES
 INTERNAL & EXTERNA...
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
Sum...
Tactical Planning
SEO
SEARCH
MARKETING
FACEBOOK
GOOGLE+
TESTIMONIALS
INFOGRAPHICS
BLOG
PPC TRADITIONAL
DISPLAY NETWORK
REM...
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
Sum...
Summary
• Analyse your current position
• Research changes and the strengths
of competitors in your market
• Make consider...
Winning new business with your website
Introductions
Current Performance
Research
Continually Review
Tactical Planning
Sum...
Question Time
All those questions I meant to ask…
…but didn’t.
@ExactAbacusLtd
Please contact Daena Hayhurst for
further information:
d....
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Winning new business with your website

  1. 1. “Winning new business with your website” Breakfast meeting – Chorley Town Hall 13th August 2013 Welcome to . . .
  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 Gemma Baldwin Marketing Manager John Trimble Head of Search
  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? Generate up / cross selling Attract new visitors Explain who you are & your proposition Convert visitors into leads / customers Inspire visitors to take action Encourage repeat purchase
  9. 9. Track your website visitors BOUNCE RATE CONVERSION TRAFFIC SOURCES CONTENT SOCIAL REPORTS % NEW VISITORS LANDING & EXIT PAGES
  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 WEBSITE NEWS DOWNLOADS VIDEOS TRAFFIC CTA’S BLOG DESIGN PRODUCTS/ SERVICES COMPETITORS SOCIAL MEDIA PROPOSITION SEO PPC RANKING EMAIL TARGET AUDIENCE
  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 SEO SEARCH MARKETING FACEBOOK GOOGLE+ TESTIMONIALS INFOGRAPHICS BLOG PPC TRADITIONAL DISPLAY NETWORK REMARKETINGONSITE OFFSITE SOCIAL MARKETING LINKEDIN CONTENT PLANING IN MAILING LINKEDIN ADS PROMOTED TWEETS TWITTER FACEBOOK ADVERTISING CONTENT MARKETING WEBINARS WHITE PAPERS CASESTUDIES VIDEO MANUAL AUTOMATEDSEGMENTATION FREQUENCY RELEVANCY TIMELY EMAIL 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. @ExactAbacusLtd Please contact Daena Hayhurst for further information: d.hayhurst@exactabacus.com 01772 455 052 Ext.1337

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