Getting Digital Webinar 2: Talking Online from Chris McGuire, Occupancy Marketing
Upcoming SlideShare
Loading in...5
×
 

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

on

  • 1,177 views

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.

Statistics

Views

Total Views
1,177
Views on SlideShare
1,098
Embed Views
79

Actions

Likes
0
Downloads
4
Comments
0

7 Embeds 79

http://getambition.com 38
http://www.getambition.com 22
http://getambition.ning.com 11
http://floatspace.info 4
http://thepooka.org 2
http://www.slideshare.net 1
http://floatspace.co.uk 1
More...

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

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

    • Talking online
    • occupancy marketing | Talking online
      Chris McGuire
      Account Director
      Occupancy Marketing
      115 Hanover Street, Edinburgh
      chris@occupancymarketing.com
      0131 718 4510
    • 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
    • occupancy marketing | Talking online
      Working with 60+ clients across the following sectors:
      Finance / B2B
      eCommerce
      Tourism
      Hospitality
    • occupancy marketing | Talking online
      What do mean by talking online?
      Search Engine Optimisation
      Online Press Releases
      Social Media
    • occupancy marketing | Talking online
      What do we mean by talking online?
      • Your Website
      • Distributing News Online
      • Social Media
    • occupancy marketing | Talking online
      Your Website
      Needs to speak to 2 audiences:
      Human visitors
      Search engines
    • Search Engine Optimisation
    • 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
    • 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
    • occupancy marketing | Talking online
      Search Engine Optimisation
      Use keywords in main elements of a page:
      Browser title
      URL
      Meta tags
      On-page copy
      Links
    • 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.
    • 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
    • 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
    • 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.
    • 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.
    • Distributing News Online
    • 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
    • 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
    • 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
    • Social Media
    • occupancy marketing | Talking online
      Why use social media?
      Source: The Economist, ‘A World of Connections’, Jan 30th 2010
    • occupancy marketing | Talking online
      Why use social media?
      Source: Hitwise, ‘Facebook reaches top ranking in US’, Mar 15th 2010
    • occupancy marketing | Talking online
      Choosing your network
    • occupancy marketing | Talking online
      The obvious biggies
    • occupancy marketing | Talking online
      The obvious biggies
      http://www.facebook.com/tategallery#!/tategallery?v=wall
    • occupancy marketing | Talking online
      The obvious biggies
      http://www.youtube.com/user/metmuseum
    • occupancy marketing | Talking online
      “Artistic” networks
    • occupancy marketing | Talking online
      Create your own!
    • 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!
    • Building an audience
    • occupancy marketing | Talking online
      Building an audience
      Via your website:
      Include links to your social media channels on your website…
    • occupancy marketing | Talking online
      Building an audience
      Via your website:
      … or integrate live feeds
    • occupancy marketing | Talking online
      Building an audience
      Via your website:
      Make it easy for visitors to share content.
    • 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.)
      • Incentivise people to join(e.g. Competitions, exclusive offers, etc.)
    • occupancy marketing | Talking online
      Building an audience
      Other collateral:
      • Email newsletters
      • Confirmation emails
      • Mailshots
      • Flyers
      • Posters
      • Ticket stubs
      • Programmes
      • etc.
    • occupancy marketing | Talking online
      Building an audience
      On social networks:
      • Search & follow related users
      • Join & interact with related groups
      • Facebook advertising
    • Some handy tools
    • occupancy marketing | Talking online
      Some handy tools
    • occupancy marketing | Talking online
      Some handy tools
    • occupancy marketing | Talking online
      Some handy tools
    • occupancy marketing | Talking online
      Some handy tools
    • occupancy marketing | Talking online
      Some handy tools
    • Summary
    • 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