Cim iom-oct2010-distr
Upcoming SlideShare
Loading in...5
×
 

Cim iom-oct2010-distr

on

  • 1,449 views

 

Statistics

Views

Total Views
1,449
Views on SlideShare
1,449
Embed Views
0

Actions

Likes
2
Downloads
127
Comments
0

0 Embeds 0

No embeds

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
  • Im Jan Klin - intro In line with out theme – best return on investment marketing available to you Emphasis on driving traffic – most people have websites?
  • Search very powerful – Google rich Industry sector /type agnostics Point out ‘natural’ and ppc listings – I’ll show you how to do both Problem is ‘show industrial computers’ Show Bluechip and talk about them How big is our market on line Show adwords tool
  • This particular slide breaks down from the previous slide the exact constituent elements of online display and classified adverting.
  • 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
  • Search very powerful – Google rich Industry sector /type agnostics Point out ‘natural’ and ppc listings – I’ll show you how to do both Problem is ‘show industrial computers’ Show Bluechip and talk about them How big is our market on line Show adwords tool
  • Replace with industrial computers Real time if possible
  • Replace with industrial computers Real time if possible
  • The number of monthly searches is obviously an important factor – generally a phrase with high search volume is better to capture than one for which there are not many searches. This is not always the case though if there is high business relevance associated with a particular phrase we may still want to sue it Because we cant necessarily capture all the phrases we want (we may not have appropriate web pages in our site) some prioritisation is necessary. So, for example, it might be considered more important to give ‘ heat treatment services’ a higher priority than ‘carburising services’ when we do the optimisation. We could always come back to the secondary phrase later. More about this when we discuss implementation in the next module. Sometimes its difficult to understand a searchers intent when he types in a phrase. For example one word phrases - for example, ‘atmosphere’, ‘oxidising’ and so on – are typically not good phrases to include. This is not always the case as clearly words like ‘carburising’, ‘nitriding’ and so on do have relevance even though they are only single words. Sometimes phrases can have different or multiple meanings – for example if someone searches for ‘cold treatment’ is he searching for our services or a cure for his medical condition.? In these case we should rule out the phrase or think how we could make it more specific by changing it Competition is another factor which is sometimes considered
  • A good example of a directory for European Businesses – 500,000 businesses in 27 languages.
  • Im Jan Klin - intro In line with out theme – best return on investment marketing available to you Emphasis on driving traffic – most people have websites?

Cim iom-oct2010-distr Cim iom-oct2010-distr Presentation Transcript

  • Online Marketing 2010 – From Social Media Marketing to SEO Jan A Klin Managing Partner Jan Klin & Associates
      • 01928 788100
      • 07946 513521
      • [email_address]
    • 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
  •  
  • Ever seen this?
  • Everyone searches for everything! Search Engine Marketing is important
    • Search is powerful
    • Google dominates
    • Industry sector agnostic
    • 33% of internet users perceive a company in the top search engine rankings to be a major brand
    • Source: iProspect search engine branding survey
  • Pay Per Click and the digital media mix Source: PricewaterhouseCoopers / Internet Advertising Bureau / WARC IAB estimates for actual ad spend by format are based on samples of categorised revenue from key IAB members provided by PwC. Data excludes unclassified figures. £224.4m £20.5m £15.7m £8.8m £55.6m £10.9m £ 182.0m £80.3m £768.3m
      • Pay per Click Advertising
    • 33% of internet users perceive a company in the top search engine rankings to be a major brand
    • Source: iProspect search engine branding survey
  • What determines your ads position?
    • Bid price
    • Advert effectiveness
    • Landing page quality
  • Search Marketing in Worldwide Shipping
    • Use a combination of Pay per Click and Search engine optimisation to transform their business
    • In less than seven months , Jan Klin & Associates have transformed our business from being on the edge of Rack and Ruin , to the point that we are unable to cope with the amount of enquiries and job confirmations.
      • Andy McTaggart – Managing Director, ALS Worldmovers
  • How Much Should I Spend?
  • 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
  • Tap into overseas markets
  • 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
  • Keyword selection computer 132,755 laptop 19,152 sony vaio 2,264 sony vaio z1sp 47 cheap sony vaio laptop 11 £5.00 £0.46 £0.40 £0.10 £0.10
  • http://www.bondagetape.com/
    • 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
  • Using the Content Network
    • Use Google content network
    • Focus on what you can do at the hotel
      • Scrabble, walks etc
    • Ad appeared on Facebook and caused huge traffic spike
  • Three Steps to Success Search Term Research & Targeting Drives Quantities of Leads Title & Description Targeting Drives Quality of Leads Landing Page Targeting Drives Conversions
  • SEO – Search Engine Optimisation
    • Search is powerful
    • Google dominates
    • Industry sector agnostic
    • 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 success in High Tech Manufacturing
  • SEO success in High Tech Manufacturing
  • https:// adwords.google.co.uk/select/KeywordToolExternal
    • 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
    SEO- Strategy and Process
  • https:// adwords.google.co.uk/select/KeywordToolExternal
  • www.digitalpoint.com
  • What are the main factors to consider when selecting and prioritising keyphrases?
    • Search Volume – the number of monthly searches
      • The bigger the better?
    • Business Relevance – how important is this term to my business
    • Keyphrase relevance – what is the searcher looking for when using this phrase
      • Single word phrases are not good as its difficult to know the searchers intent
      • Phrases can have different meanings ‘eg ‘cold treatment’
      • Mix ‘long tail’ and ‘head phrases’
    • Competition – how much competition is there for this phrase
  •  
  • Sometimes it’s a problem…
    • 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
    SEO- Strategy and Process
  • www.noisekiller.co.uk
  •  
  • Textual content and copywriting
    • Write text as naturally as possible
      • At least 250 words on each page
    • Check afterwards that the target phrase(s) is included the right number of times
      • 3 repetitions per 100 words is generally enough.
      • Punctuation not important
    • The phrases can be included in:-
      • The main text
      • Header tags (h1, h2 etc)
      • In in-text links
      • In navigation links
      • In footnotes
      • In ‘alt’ tags
  • Meta Tags – The Title tag
  • Meta Tags Keyword and Description tags
  • Meta Tags – The Title and Description tags
  •  
  • Iobuild - Garden Office Manufacturer
  • Rich in Search Engine Equity
  • 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/
  • Page Rank – a measure of search engine ‘equity’ Running the cursor over this area will indicate the Page Rank In this case - 9
  • www.worklifebarrow.co.uk
  • Europages – An Effective European Business Directory
  • www.alibaba.com – worlds largest B2B Directory
  • Use www.linkpopularity.com to check links
  • Yahoo Site Explorer
  • Use ‘AddThis’ to allow people to bookmark your pages
    • 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
    SEO- Strategy and Process
  • Google Analytics – free and comprehensive
  • Social Media Marketing
  • Put your blog at the epicentre of your social media and web marketing
  • Benefits of a Good Blog
    • Good way to keep in touch with your audience
      • Rss, email, bookmarking
    • Integrated Blog (eg Wordpress) helps with SEO
      • Long tail, links
    • Search engine compliant
      • Metatagging automatic
      • Textual content
      • Adds authority
    • Your bridge to Social Media Marketing
  • 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
  • Facebook and Marketing
    • Over 500 million active users
    • Adding users at the rate of 250,000 per day
    • Top Social Search Engine
    • Largest Social media site
  • Your Facebook entry in Search Results
    • Dear friend, I am 100% serious about my business, but that is not to mean I am 100% serious about myself. That is why sometimes I wear my smoking jacket with the inside on the outside! It is also why I have put together comic tape of bloopers from my TV advertisements for your amusement. If you have a buddy who would like an amusement, why not send this on to them? To watch bloops, visit comparethemeerkat.com /my-movies To compare cheap car insurance visit comparethemarket.com Simples! All my best, Aleksandr P.S. I have over 300,000 friends on Facebook and over 9,000 followers on Twitter , who send me nice messages. If you are meerkat afficionado I would love hear from you.
  • 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
  •  
  • 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’
    • Build your fan base
      • Email your contact database
      • Link in your email signature
      • Link to your website or blog
  • 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
  • Set up a personal profile
  • Find friends and associates
  • Instant Success with Facebook Ampfab has only been formed for 4 months......  Not only did we get an immediate order for this work which was worth about 10K, we also got an order from the firm next door for 22K and I have been assured that there will be more available from both these successful businesses plus we are now getting our name passed around to everyone they know! ADAM BECK-Ampwire Ltd
  • Increase your visibility
    • Start your own discussion group or community
    • Participate in other discussion groups or networks - (55,000 active networks)
    • Become a ‘fan’
  • Winetravelguides.com – website, blog, facebook, twitter…
  • www.winetravelguides.com
    • Active on LinkedIn
    • Early adopter of Twitter
    • Blogs extensively
    • Facebook, Myspace exposure
    • Facebook
      • 1258 fans
      • Advertises daily (£5/day)
      • Posts weekly
      • 75% of leads/sales via Facebook
      • One ‘big win’
  • 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
    • Use Bit.ly to truncate tweets to 140 chars
  • What not to do….
  • Twitter and realtime search
  • Target something topical as a search tactic
  • What some do….
    • Engage with your competitors customers
      • Follow the people that follow your competitors – then they may follow you back
    • Leverage the network effect
      • Tweet something interesting and encourage followers….and followers followers to retweet
    • Search for your sector to identify business leads…
  • Target something topical as a search tactic
  • 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
  • TweetDeck – integrate Twitter, FaceBook, LinkedIn etc within one simple to use interface
  • Twellow.com
    • Twitter
    • Directory
    • See what people are tweeting about in your sector
  • YouTube and Video
    • Now the number 2 search engine
    • 90 million views/week
    • Promote your products via YouTube and other video upload sites
    • Include videos within your own website
  •  
  • Top Video sites You could use Tubemogul to submit to all major video hosting platforms
  • What else can I do?
    • Set up you own ‘channel’ where all your videos van be viewed
    • Identify what ‘tags’ top performing videos use – use the same so you appear in ‘related results’
    • Get people to comment – to help your ranking
  • Optimise your clips…
  • Video SEO guidelines -Posted
    • Ensure video is tagged with relevant keywords
    • Ensure it is in the most appropriate category
    • Overdub the video with your domain name
    • Ensure you include a clickable domain name back to your site
    • Ensure the title and description include your target keyphrases (you can use Youtube to see what the most popular phrases are in your category)
    • Ideally get a couple of friends to 'rate' your video - ratings (good or bad) have a strong impact on rankings
  • Google Universal Search and ‘Digital Assets Optimisation’
  • Images are important – 17% of searches are for images ‘alt’ tag all images and include in sitemap
  • Google Places
  • Google Base – shopping results
  • New Google filters options make ‘universal’ more important
  • Digital Assets Optimisation (DAO)
    • Optimise you website But also ensure all other digital assets get visibility..
      • Images (17% of all searches are for images)
      • Blogs
      • Videos
      • News and Press Releases
      • Social Media assets
    • AND – submit to appropriate sources…
      • Google News, Google Base, Google Local for maximum search engine visibility
    • NB – opinions and content on social media sites will become important signals for search engines
  • Instant Google – just add words
  •  
  •  
  •  
  • Marketing Evolution
    • Conventional
    • TV
    • Radio
    • Print ads
    • Telemarketing
    • Email shots
    • Direct Mail
    • Modern
    • Search marketing -(SEO,PPC)
    • RSS
    • Permission based email
    • Blogging
    • Social media
  • 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]