Getting Digital Webinar 2: Talking Online from Chris McGuire, Occupancy Marketing
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Getting Digital Webinar 2: Talking Online from Chris McGuire, Occupancy Marketing

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This slide presentation was part of a webinar masterclass exploring how organisations successfully talk online; why there needs to be different styles of writing; and what different online channels ...

This slide presentation was part of a webinar masterclass exploring how organisations successfully talk online; why there needs to be different styles of writing; and what different online channels are for suitable for which messages. Occupancy Marketing highlights some good and bad practices, then show you some Search Engine Optimisation tools that will help your messages stand out from the noise so that you can talk effectively online.

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Getting Digital Webinar 2: Talking Online from Chris McGuire, Occupancy Marketing Presentation Transcript

  • 1. Talking online
  • 2. occupancy marketing | Talking online
    Chris McGuire
    Account Director
    Occupancy Marketing
    115 Hanover Street, Edinburgh
    chris@occupancymarketing.com
    0131 718 4510
  • 3. occupancy marketing | Talking online
    We are an internet marketing consultancy, specialising in:
    Search Engine Optimisation (SEO)
    Paid SearchMarketing (PPC)
    Analysis & Reporting
    Local Search
    International SEO
    Programmes
    Link Building
    Programmes
    Online PR Distribution
    Social Media
    Marketing
  • 4. occupancy marketing | Talking online
    Working with 60+ clients across the following sectors:
    Finance / B2B
    eCommerce
    Tourism
    Hospitality
  • 5. occupancy marketing | Talking online
    What do mean by talking online?
    Search Engine Optimisation
    Online Press Releases
    Social Media
  • 6. occupancy marketing | Talking online
    What do we mean by talking online?
    • Your Website
    • 7. Distributing News Online
    • 8. Social Media
  • occupancy marketing | Talking online
    Your Website
    Needs to speak to 2 audiences:
    Human visitors
    Search engines
  • 9. Search Engine Optimisation
  • 10. occupancy marketing | Talking online
    How search engines work
    Search engines identify keywords on page & in links to a page and use to determine the page’s subject.
    Therefore, making sure search engines pick up on the most relevant keywords is important.
    Image source: SEOMoz.org
  • 11. occupancy marketing | Talking online
    Identifying the right keywords
    Your site should include terminology people use when searching.
    Identify keywords using a keyword research tool.
    Google Keyword Tool - https://adwords.google.co.uk/select/KeywordToolExternal
  • 12. occupancy marketing | Talking online
    Search Engine Optimisation
    Use keywords in main elements of a page:
    Browser title
    URL
    Meta tags
    On-page copy
    Links
  • 13. occupancy marketing | Talking online
    Browser Title
    Ensure main keywords for the page are in the browser title
    Bad examples:
    “Home”
    “Welcome”
    “About Us”
    Good example:
    “Festival Theatre in Edinburgh | Home”
    “About the Festival Theatre Edinburgh”
    Titles should be unique for each page.
  • 14. occupancy marketing | Talking online
    URL / Web address
    Easy to read URLs are better for search engines & users
    Bad example:
    www.example.com/index.aspx?page_id=1234&cat=456
    Good example:
    www.example.com/events/ballet
    Try to ensure that each page is only accessible on one URL
  • 15. occupancy marketing | Talking online
    Meta tags
    Meta tags are less important for search engines, but meta descriptions can appear in search results.
    Meta descriptions should be kept short, to the point, relevant to the page & include a call to action.
    Meta keywords are even less important, although we would always still include as best practice.
    Meta description
  • 16. occupancy marketing | Talking online
    On page headings & copy
    On page copy should also use keywords.
    The main heading on the page should be related to the page, not to the website.
    Use keywords with some regularity throughout the page, but don’t get carried away!
    Ensure content is still read-able.
  • 17. occupancy marketing | Talking online
    Links
    Search engines use links to a page to identify its subject.
    Therefore, use keywords relevant to that page.
    Bad example:
    The sound of music, Edinburgh Playhouse
    Show runs from 1st January – 23rd March.
    More info
    Good example:
    The sound of music, Edinburgh Playhouse »
    Everyone’s favourite musical! Runs from 1st January – 23rd March.
  • 18. Distributing News Online
  • 19. occupancy marketing | Talking online
    Distributing News Online
    Take an existing press release
    Optimise to be used online
    Distribute via tools such as
    PRWeb (www.prweb.com)
    NewsVine (www.newsvine.com)
    PRLog (www.prlog.com)
    etc
  • 20. occupancy marketing | Talking online
    Why use Online Press releases?
    Build relevant links
    Release news through portal sites
    Appear in Google News results
    Get news before journalists / bloggers in relevant sectors
  • 21. occupancy marketing | Talking online
    Online Press releases techniques
    Techniques for writing online press releases are much the same as that for your website content:
    Remember keywords
    Include these in the title, copy & links to your site
    Include engaging imagery and/or video with your PR
  • 22. Social Media
  • 23. occupancy marketing | Talking online
    Why use social media?
    Source: The Economist, ‘A World of Connections’, Jan 30th 2010
  • 24. occupancy marketing | Talking online
    Why use social media?
    Source: Hitwise, ‘Facebook reaches top ranking in US’, Mar 15th 2010
  • 25. occupancy marketing | Talking online
    Choosing your network
  • 26. occupancy marketing | Talking online
    The obvious biggies
  • 27. occupancy marketing | Talking online
    The obvious biggies
    http://www.facebook.com/tategallery#!/tategallery?v=wall
  • 28. occupancy marketing | Talking online
    The obvious biggies
    http://www.youtube.com/user/metmuseum
  • 29. occupancy marketing | Talking online
    “Artistic” networks
  • 30. occupancy marketing | Talking online
    Create your own!
  • 31. Eng
    occupancy marketing | Talking online
    Finding your voice
    There are no rules
    Informal
    Short & Sweet
    Polite
    Fun
    Friendly
    Links for Further Info
    Engaging
    Quirky
    Avoid The Hard Sell
    Images
    Videos
    Polls
    Interactive content
    Incentives
    Lists!
    Quizzes
    Be Interactive
    Regular
    Learn as you go
    Not too regular!
  • 32. Building an audience
  • 33. occupancy marketing | Talking online
    Building an audience
    Via your website:
    Include links to your social media channels on your website…
  • 34. occupancy marketing | Talking online
    Building an audience
    Via your website:
    … or integrate live feeds
  • 35. occupancy marketing | Talking online
    Building an audience
    Via your website:
    Make it easy for visitors to share content.
  • 36. occupancy marketing | Talking online
    Building an audience
    Via your website:
    • Encourage sign up at key points (e.g. Once they’ve just bought a ticket, filled in a contact form, etc.)
    • 37. Incentivise people to join(e.g. Competitions, exclusive offers, etc.)
  • occupancy marketing | Talking online
    Building an audience
    Other collateral:
    • Email newsletters
    • 38. Confirmation emails
    • 39. Mailshots
    • 40. Flyers
    • 41. Posters
    • 42. Ticket stubs
    • 43. Programmes
    • 44. etc.
  • occupancy marketing | Talking online
    Building an audience
    On social networks:
    • Search & follow related users
    • 45. Join & interact with related groups
    • 46. Facebook advertising
  • Some handy tools
  • 47. occupancy marketing | Talking online
    Some handy tools
  • 48. occupancy marketing | Talking online
    Some handy tools
  • 49. occupancy marketing | Talking online
    Some handy tools
  • 50. occupancy marketing | Talking online
    Some handy tools
  • 51. occupancy marketing | Talking online
    Some handy tools
  • 52. Summary
  • 53. occupancy marketing | Talking online
    Summary
    Your Website & Search Engine Optimisation
    Ensure your website copy is search engine friendly
    Research the keywords that people search for in relation to your site
    Distributing News Online
    Use techniques such as online press releases to build links to your site
    Online PR can also help get your news before a new audience
    Social Media
    Social media is an increasingly important area of the internet
    Research and engage with the right online communities
    Promote your online activity across other marketing & collateral
    There are a wealth of handy tools out there to help manage activity across various social channels