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

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