• Share
  • Email
  • Embed
  • Like
  • Save
  • Private Content
Cim hull-oct2011-distr
 

Cim hull-oct2011-distr

on

  • 1,400 views

CIM Presentation - Hull-Oct 2011

CIM Presentation - Hull-Oct 2011

Statistics

Views

Total Views
1,400
Views on SlideShare
1,361
Embed Views
39

Actions

Likes
0
Downloads
18
Comments
0

2 Embeds 39

http://paper.li 38
http://www.linkedin.com 1

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
  • Emphasise the importance of a high listing – pointing out how click throughs degrade as we move down the list Point out ‘natural’ and ppc listings
  • Emphasise the importance of a high listing – pointing out how click throughs degrade as we move down the list Point out ‘natural’ and ppc listings
  • Links on other sites will lead visitors to you, hence in its own right it is an important aspect of online marketing leading potential customers directly to your site. Obviously the more links the more different ways leading to your site. Over and above this it is an important part of search marketing, since the more links you have the more important you are in the eyes of the search engines and the higher up in the rankings you will appear ( we’ll qualify this in more detail as we move through)
  • There are many PR directories which you will search for in the practical session. A great way to submit you news stories and at the same time drop your website link (on high Page Rank sites)

Cim hull-oct2011-distr Cim hull-oct2011-distr Presentation Transcript

    • Maximising the Effectiveness of your Online Marketing – From Social Media Marketing to SEO
    • Jan Klin
    • Managing Partner
    • Jan Klin & Associates
    • 01928 788100
    • Search marketing
      • Search Engine Optimisation (SEO)
      • Pay per Click advertising (PPC)
      • Best practice
    • Links and Directories
    • Blogging – your bridge to social media marketing
    • Social Media Marketing
      • Facebook, YouTube, Twitter
    • Q&A
    Agenda
  • Marketing Evolution
    • Conventional
    • TV
    • Radio
    • Print ads
    • Telemarketing
    • Email shots
    • Direct Mail
    • Modern
    • Search marketing -(SEO,PPC)
    • RSS
    • Permission based email
    • Blogging
    • Social media
      • Search Marketing – Maximising your position in the hitlist
      • Click throughs dissipate as we move down the list
    • 33% of internet users perceive a company in the top search engine rankings to be a major brand
    • Source: iProspect search engine branding survey
  • Google Adwords
  • What determines your ads position?
    • Bid price
    • Advert effectiveness
    • Landing page quality
  • WHY USE PAY PER CLICK?
    • Capture many – 100’s, 1000’s of keyphrases
      • No website changes like optimisation
    • For short term promotions
    • For new websites
    • Drive country specific searchers
      • Geographic targeting
    • Keyphrase analysis
      • More accurate than the tools
    • For websites difficult to optimise
      • Flash etc
  • Capture The Long Tail Eg’ Health insurance’ versus ‘health insurance for diabetics’, ‘….for over 45 year old men’
  • Capture the ‘long tail’ -200,000 keyphrases Targeted -65,000 alone for boilers -long tail phrases – ‘worcester Greenstar 28i junior combi boiler’ -Are cheaper AND convert to business easier
  • How pay-per-click works Search Term Research & Targeting Drives Quantities of Leads Title & Description Targeting Drives Quality of Leads Landing Page Targeting Drives Conversions
  • https:// adwords.google.co.uk/select/KeywordToolExternal
    • Choose titles and descriptions that are relevant to the search
      • Strong ‘call to action’
    • Repeat search terms in the ad
    Do’s and Dont’s
    • The ad links directly to the relevant landing page
    Do’s and Dont’s
  • Landing Pages
    • Its not just the home page which needs to engage your audience
    • Pages searchers and browsers land on which are ‘call to action’ rich
    • Designed to get visitors to contact you or buy from you
  • An Ideal Landing Page… www.free-employer-advice.co.uk -Many ‘calls to action’ -Include words which reflect what has been searched for -eg ‘employment law’ -Build trust eg customer testimonials -appropriate images
    • SEO –Search Engine Optimisation
    • SEO– Maximising your position in the hitlist
    • Click throughs dissipate as we move down the list
    • 33% of internet users perceive a company in the top search engine rankings to be a major brand
    • Source: iProspect search engine branding survey
  • SEO in Business to Consumer
  • SEO success in High Tech Manufacturing SEO in High Tech
  • SEO success in High Tech
  • Google Base – shopping results Google Base – Shopping Results
  • Google Places
    • Address details on optimised (home) page
    • Geo info in ‘title’ tag
    • Entry in local directories – eg Yell
    • Entry in Tripadvisor if you are a hotel
    • 1. Auditing your current performance
    • 2. Strategic selection of keyphrases
    • 3. Build Content around keyphrases on webpages
      • Utilise correct ‘keyword density’
      • Check/correct internal linking
    • 4.Optimise metadata for the keyphrases
    • 5. Implementing the changes
      • Phase the approach to new pages
    • 6.Build Backlinks to your site
    • 7. Monitor, Measure and Modify
    Strategy and Process
  • The Spidering Process
  • Are you in the Google index? Site:www.yourdomain.com
    • Use the ‘Site’ command with your domain name at the Google search box
    • For Example:
    • Site:www.businesslinkkent.com
    • 497 web pages in the index
  • HTML Sitemap
  • Register with Google Webmaster Central (GWC)
  • Getting the right domain and hosting
    • UK company
    • Targeting the UK
    • In UK English
    • Weak on inbound links
    • .com domain
    • But - Google thinks it’s NORWEGIAN
      • Because that’s where it’s hosted…….
    • 1. Auditing your current performance
    • 2. Strategic selection of keyphrases
    • 3. Build Content around keyphrases on webpages
      • Utilise correct ‘keyword density’
      • Check/correct internal linking
    • 4.Optimise metadata for the keyphrases
    • 5. Implementing the changes
      • Phase the approach to new pages
    • 6.Build Backlinks to your site
    • 7. Monitor, Measure and Modify
    Strategy and Process
  • Keyphrase Selection
    • It’s a two stage process…
    • 1. Developing the Initial List
    • 2. Refining and shortlisting your choices
    • See http://janaklin.blogspot.com/2005/06/lesson-3finding-keyphrases-to.html
  • Developing the Initial List
    • - Brainstorm with your self and others you work with - Look at what competitors use (‘view’; ‘source’ then see the meta data and visible text) - Any brand names or generic product types which are relevant
    • - Study your web stats for keyphrases which have driven people to your site
    • - Take you mates down the pub and ask them what they would type in to find you
    • - Use web based tools eg Google Keyword Tool
    • - You could even ask your customers and suppliers
  • https:// adwords.google.co.uk/select/KeywordToolExternal
  • www.digitalpoint.com
  • Keyphrase Analysis
    • Or…run a pay per click campaign!
      • 3 months
    • This way you’ll find out what really works
      • What converts to sales or enquiries
  •  
    • 1. Auditing your current performance
    • 2. Strategic selection of keyphrases
    • 3. Build Content around keyphrases on webpages
      • Utilise correct ‘keyword density’
      • Check/correct internal linking
    • 4.Optimise metadata for the keyphrases
    • 5. Implementing the changes
      • Phase the approach to new pages
    • 6.Build Backlinks to your site
    • 7. Monitor, Measure and Modify
    Strategy and Process
  • Textual content is King
    • There is no substitute for good ‘keyword rich’ content
      • At least 200-250 words
      • Content semantically related to keywords (LSI)
        • Eg, valentine, love, hearts, romance
        • Focus on natural writing of copy
    • Add new relevant content as often as you can
      • Use pdf’s, word documents
      • New pages with related content – eg history, background, instructions
  • The Keyword Density Issue for Visible Text
    • What do you think of this bit of copywriting!
    • Our Yellow widgets are the best in the UK and if you buy our yellow widgets you will be sure you have bought the best yellow widgets you can buy and absolutely envied by the rest of the yellow widget buying community both here in the UK and the rest of the yellow widget buying community throughout the world. Yes, you really need to buy our award winning yellow widgets. Click here to buy yellow widgets
    • 1%-3% is ideal (keep below 10%)
    • Check you density with:
      • www.ranks.nl/tools/spider.html
  • Google’s ‘Panda’ Update – Emphasis on Quality Content
    • Sites with copied content are
    • getting penalised
    • -Emphasis needs to be on original and interesting content
    • -Copy writing needs to be a
    • priority activity of SEO
    • -’Duplicate content’ is a definite no - no
  • www.aadrvarksafaris.com
  •  
  •  
  •  
    • 1. Auditing your current performance
    • 2. Strategic selection of keyphrases
    • 3. Build Content around keyphrases on webpages
    • 4.Optimise metadata for the keyphrases
        • Title tag, description tag, keyword tag,
        • H1 Tag (see lloyd and Asg)
    • 5. Implementing the changes
      • Phase the approach to new pages
    • 6.Build Backlinks to your site
    • 7. Monitor, Measure and Modify
    Strategy and Process
  • Meta Tags – The Title tag
  • Meta Tags – The Title tag
  • Different Pages Optimised for Different Keyphrases
  • Meta Tags Keyword and Description tags
    • 1. Auditing your current performance
    • 2. Strategic selection of keyphrases
    • 3. Build Content around keyphrases on webpages
    • 4.Optimise metadata for the keyphrases
        • Title tag, description tag, keyword tag,
        • H1 Tag (see lloyd and Asg)
    • 5. Implementing the changes
      • Phase the approach to new pages
    • 6.Build Backlinks to your site
    • 7. Monitor, Measure and Modify
    Strategy and Process
  • Where do links come from?
    • Directories
      • General
      • Industry specific
      • Some free some paid for
    • Strategic Partnership links
    • Reciprocal links
    • In newsgroups and other forums
    • Portals
      • Geographic
      • ecommerce
    • In Blogs
    • Banners
    • Affiliates
    • Social Media sites
    • 1. Auditing your current performance
    • 2. Strategic selection of keyphrases
    • 3. Build Content around keyphrases on webpages
    • 4.Optimise metadata for the keyphrases
        • Title tag, description tag, keyword tag,
        • H1 Tag (see lloyd and Asg)
    • 5. Implementing the changes
      • Phase the approach to new pages
    • 6.Build Backlinks to your site
    • 7. Monitor, Measure and Modify
    Strategy and Process
  • Google Analytics – free and comprehensive
    • Link Building
  • Link Building Strategies
    • Why is link building important?
    • 1. Links from other sites to ours generate traffic for us
      • Eg A reference from a directory such as Yell.com will lead people directly to us
    • 2. It is an important factor in our search engine rankings
      • The more links the more important we are for search engines
      • CHECK YOUR LINKS AT www.linkpopularity.com
  • Where do links come from?
    • Directories
      • -General
      • -Industry specific
      • -Some free some paid for
    • Strategic Partnership links
    • Reciprocal links
    • In newsgroups and other forums
    • Social Bookmarking sites
    • In Blogs
    • Article and Press release submission
    • Affiliates
    • Free lessons at http://www.janklin.com/blog/
  • Use www.linkpopularity.com to check links
  • Yahoo Site Explorer
  • Where do these links come from? PR (‘Public Relations ’) Sites
    • PR Directories
    • Examples
      • PRWeb
      • PR World
      • Marketwire
      • Business Wire
      • PR Newswire
  • Ensure Press Releases get Anchor text based links back to website
  • www.dgcos.org.uk
    • Using Logos/accreditations to get backlinks
    • Logo gets sent to accredited members to afix to their website
    • Code is included within the logo with ‘anchor text’ based link back to website
  • www.janklin.com – free lessons
    • http://www.janklin.com/blog/lesson-7-link-building-1
    • http://www.janklin.com/blog/lesson-10-link-building-2
  • - Social Media Marketing
  • Alexa.com – top sites worldwide
  • Social Media and SEO
    • Social Media Marketing is important in its own right
      • Facebook, Twitter, Youtube, LinkedIn
    • Social Media activity is increasingly important as a signal for search engine rankings
      • Particularly Twitter and Facebook
    • Social Media properties get displayed in search results
      • Google Universal and Digital Assets Optimisation
  • What can we use Social Media for?
    • Brand awareness
    • Brand advocacy
    • Generating traffic and sales
    • Customer service and information
    • Customer support
  • Social Media Marketing Confused by Social Media?
  • Linking your digital assets
    • Your Blog
    • -articles
    • Press releases
    • Lessons
    • -reviews
    • -guides
    • ……
    PR sites (eg PRweb.com) Social Bookmarking sites (eg delicious.com ) Social Networking sites (eg Facebook) Syndicate content to other blogs Microblogging sites (eg Twitter) RSS to others Email to contact database Video sites (eg YouTube) Submit to article sites
  • Put your blog at the epicentre of your social media and web marketing A typical blog….
  • blog.everythingdinosaur.co.uk
    • Blogs twice a week
    • Captures several hundred ‘long tail’ phrases
    • Over half total web traffic comes from blog
  • Facebook and Marketing
    • Over 600 million active users
    • Adding users at the rate of 250,000 per day
    • Top Social Search Engine
    • Largest Social media site
  • What can I do on Facebook?
    • Set up a business page
      • Build a fan base, get found by search
    • Advertise directly
    • Set up a personal page
    • Engage in discussion groups and networks
    • Through interaction and engagement
      • Create brand awarness, build advocacy, generate traffic and sales, customer service, research /data
  •  
  • www.winetravelguides.com
  • Develop your visibility
    • Create an engaging page
      • Events, videos, discussions, photos, blog articles
    • Get found by search
      • based on content and number of ‘fans’
      • Get people to ‘like’ you
    • Build your fan base
      • Email your contact database
      • Link in your email signature
      • Link to your website or blog
      • Advertise!
  • Advertise directly
  • Advertise Directly
    • Target by gender,age, location, keywords…
    • Use ‘pay per click’ or ‘pay per view’
      • Low click through rates so PPC best
    • Use Google Adwords content targeting
  • Winetravelguides.com – website, blog, facebook, twitter…
  • www.winetravelguides.com
    • Active on LinkedIn
    • Early adopter of Twitter
    • Blogs extensively
    • Facebook, Myspace exposure
    • Facebook
      • 1054 fans
      • Advertises daily (£5/day)
      • Posts weekly
      • 55% of leads/sales via Facebook
      • One ‘big win’
  • What determines what I see in my ‘top news’ feed? – Edgerank Algorithm
  • My last visit to Facebook
  • What determines your position? – Edgerank algorithm
  • Edgerank Algorithm
    • 95% of Facebook users use ‘top news’
      • Clearly if you want top visibility for your brand you need to understand ‘edgerank’
    • Egderank based on:-
    • Affinity, Edge weight, recency (so post often)
    • ‘ Edges’ are every interaction you have on Facebook
      • Eg – uploading a photo, ‘liking’ something etc
  • Affinity
    • Is a measure of how ‘friendly’ or ‘close’ you are with someone or some brand
    • For example –
      • if you comment on someones photo they are more likely to appear in your feed
      • If you snoop on someones profile (eg ex girlfriend) she is more likely to appear in your feed
    • Therefore – ensure you get people to interract with your fan page!
  • Edge Weight
    • All ‘edges’ arent created equal
    • We know that photos, videos and links have high edge weight
    • Knowing this we should use these edges and encourage people to interact with them
      • So use a variety of these objects in your status updates to appeal to different people who respond to different object
      • Encourage them click on a photo or video
      • Encourage them to click on a link, etc
      • In short encourage interaction with you via multiple objects
  • Lots of ‘likes’ - but how important is that?
  • Lots of interaction to engage fans, increase affinity and increase sales
    • Encourage interaction
    • Add free downloads of vids and music
    • Competitions (eg tickets to shows) to engage fans and their friends
    • Vids and music have high edge weight
    • Posting twice a day for recency
  • Use Twitter to promote latest music and games
  • Twitter - Microblogging
    • Twitter and promotion
    • Twitter and real time search
  • Twitter and Promotion
    • Promotion of your products, websites, events…..
    • 140 characters BUT links back to more detailed content
    • Link your Blog to Twitter to save time
  • What not to do?….
  • Twitter and realtime search
  • Search for ‘royal wedding’ on 29/4/2011
  • Twitter for Business Leads
    • Searches for tweets relating to play equipment
    • Responds to situations requiring product supply to generate business opportunities
  • Twitter and Promoted Tweats – see the 140 second video- http://help.twitter.com/entries/142161
    • Twitter’s first real attempt at monetisation
    • Pay to have your selected tweats appear at the top of the search list
    • People carry out keyword searches (or select trending topics) and advertisers tweats take top position in the search results
    • Pricing initially based on ‘cost per impression’ basis – but probably will be on PPC basis moving forwards
  • Cloggs and Social Media
    • Started Sept 2009
    • 3 in house members of marketing team – plus all staff encouraged to tweet
    • Daily activity on Facebook and Twitter
    • Encourage people to ‘share’ – ie post references on their walls
    • Encourage people to retweet
    • To date have around 17000 fans, and 9000 followers
    • Do weekly blogging
    • Traffic conversions from web visitors - slightly higher than search marketing
    Helps with search engines
  • Cloggs and Social Media
    • They follow their competitors followers – who in turn follow them
    • Encourage people to follow/like them in return for getting regular offers and promotions
    • Use social media to enagage and interact with their customers – offers, problems , etc
    • Use social media also for email database sign-ups
    • Only generates less than £10k per month
    • Need to scale it to 100,000 plus followers fans for it to be major contributer – and they plan for this to happen
  • YouTube and Video
    • Now the number 2 search engine
    • Promote your products via YouTube and other video upload sites
    • Include videos within your own website
  •  
  • Optimise your clips…
  • Posted in other languages…
  • Google Plus – Serious Facebook competition?
    • 45million users in first month
    • Similar functionality to FBook
    • No business pages yet
  • Google’s Plus One
    • Coming soon – similar to Facebooks ‘like’ button
    • Allows you to mark web pages you like from search results
    • Google will then include these sites in your search results
    • More importantly Google will include sites marked by people in your social circle – equivalent to getting recommendations from friends
    • You need to be signed in, and have a Google profile
  • LinkedIn
    • 100 million on line, Business focussed
    • Set up a profile
      • And get found
    • Set up connections with other people
      • Leverage the network affect
    • Participate in groups
      • Set up your own; participate with others
    • Jobs
      • Search for jobs, advertise your cv, advertise your position via your network
  • Set up your Linkedin profile
  • LinkedIn-Your connections Leverage the network affect
  • LinkedIn – participate in groups -or set up your own
  • www.backtype.com – monitor what people are saying about you on the web
  •  
  • www.socialmention.com
  • UKTI mentions
  • Google Universal Search ‘Digital Assets optimisation’
    • For a copy of the slides please email…. [email_address] …also for free online marketing lessons
      • Jan Klin & Associates
      • 01928 788100
      • 07946 513521
      • [email_address]