Welcome
There are two kinds of business
people on the internet;
successful people,
and those who quit too soon.
There are two kinds of business people on the internet;
successful people, and those who quit too soon.
There are two kinds of business people on the internet;
successful people, and those who quit too soon.
There are two kinds of business people on the internet;
successful people, and those who quit too soon.
There are two kinds of business people on the internet;
successful people, and those who quit too soon.
There are two kinds of business people on the internet;
successful people, and those who quit too soon.
There are two kinds of business people on the internet;
successful people, and those who quit too soon.
There are two kinds of business people on the internet;
successful people, and those who quit too soon.
There are two kinds of business people on the internet;
successful people, and those who quit too soon.
SEO
Human Behaviour
Copywriting
Law
Marketing strategy
Social Media
Video
Linked In
Email Marketing
Pay per click
There ar...
JC
My Name
There are two kinds of business people on the internet;
successful people, and those who quit too soon.
JC
My Name
There are two kinds of business people on the internet;
successful people, and those who quit too soon.
There are two kinds of business people on the internet;
successful people, and those who quit too soon.
JC
My Name
There are two kinds of business people on the internet;
successful people, and those who quit too soon.
JC
My Name
There are two kinds of business people on the internet;
successful people, and those who quit too soon.
“organize all the world’s
information and make it
universally accessible”
JC
My Name
There are two kinds of business people on the internet;
successful people, and those who quit too soon.
JC
My Name
There are two kinds of business people on the internet;
successful people, and those who quit too soon.
JC
My Name
There are two kinds of business people on the internet;
successful people, and those who quit too soon.
JC
My Name
There are two kinds of business people on the internet;
successful people, and those who quit too soon.
JC
My Name
There are two kinds of business people on the internet;
successful people, and those who quit too soon.
JC
My Name
There are two kinds of business people on the internet;
successful people, and those who quit too soon.
JC
My Name
There are two kinds of business people on the internet;
successful people, and those who quit too soon.
JC
My Name
There are two kinds of business people on the internet;
successful people, and those who quit too soon.
There are two kinds of business people on the internet;
successful people, and those who quit too soon.
Search Engine Optimisation for
2013
Cheryl Luzet
There are two kinds of business people on the internet;
successful people...
More stuff….
Ranking high on the search engines is no
longer optional – it is critical.
Why Bother?
Cheryl Luzet from Wagada
Cheryl Luzet from Wagada
Functions of Google
• Crawling
• Indexing
• Calculating relevancy and authority
• Producing results for searchers
Aims of Google
• Produce most useful results:
– Most relevant websites
– Most user-friendly websites
– Strongest products
...
But Google’s just a computer!
Relevancy + authority = SEO
success
Cheryl Luzet from Wagada
Gain Relevancy
• Focus your keywords
• Include your keywords!
• Get links from relevant websites
Gain Authority
• Links!
• Get an audience
• Build a brand
• Get engagement through social media
SEO as a Marketing Activity
Impress Your
Audience
Impress Google in 2013
• Influential website
• Informative and valuable content
• User-friendly
• Great products
• Unique ...
SEO for 2013
• Boosting Relevancy
– Keyword research
– Ranking for more unusual terms
– Using your content to attract link...
Boost Your Relevancy and Attract Links
1. Make Your Website Relevant
• Choose the correct keywords
– Assess demand and the language of your
customers
• Write con...
Google Keyword Tool
Don’t Forget Long-Tail Keyword Phrases
There are two kinds of business people on the internet;
successful people, and thos...
There are two kinds of business people on the internet;
successful people, and those who quit too soon.
Keywords on your page
2. Write Content which is Shareable
There are two kinds of business people on the internet;
successful people, and those w...
3. Promote your Content
There are two kinds of business people on the internet;
successful people, and those who quit too ...
Boost Your Website’s Authority Through
Link Building
Building the Authority of Your Website
There are two kinds of business people on the internet;
successful people, and thos...
Building the Authority of Your Website
There are two kinds of business people on the internet;
successful people, and thos...
SEO for Small Businesses in 2013
• Do something real!
– Build a brand
– Write some great content
– Build high quality link...
Conclusion
There are two kinds of business people on the internet;
successful people, and those who quit too soon.
• Don’t...
Any questions?
There are two kinds of business people on the internet;
successful people, and those who quit too soon.
Che...
There are two kinds of business people on the internet;
successful people, and those who quit too soon.
“Emotion is Key to Selling”
Cannes 2013 Advertising Awards
Jonathan Smith
There are two kinds of business people on the in...
Discover
• Why people do what they do
• Why this is important in Marketing
• Application over the 3 Stages of a Sale
• Mar...
Why people do what they do
It is in our nature to Feel Good
Internally / Social Status / Family & Friends
Everything we do we do to Feel Good
Emotionally
This Feels Great!! Apparently So Does This!!
Why is this important in Marketing?
We also Buy for this same Emotional Gain
Consider common Purchases
There are two kinds...
Why did you choose your car?
Practicality? Colour? Mileage? Prestige?
Why did you decide on that TV?
Size? Brand? Suits the Room? Advanced Technology?
Why that Mobile Phone?
Brand? Screen Resolution? Camera Pixels?
Why is this important in Marketing?
When emotionally engaged to a product or
service price is no longer the over-riding fa...
Discover the Emotional Gains to your
Offering
Positive
Sell on these Emotions
• Freedom
• Prestige
• Social Status
• Earth...
Application over the 3 Stages of a
Sale
1. Pre-Sale
Initial interest stage of potential clients
2. The Commitment
Signing ...
A Note on Objections
“Too Expensive”
• The customer cannot see the value
• Ask them why they feel this way
“It’s a lot of ...
Marketing & Sales Team Congruency
If you are not excited about your business why
should anyone else be?
Don’t become the w...
What to do next
• Discover the emotional attachments to
your offering
• Primarily Focus on the After Sales
Emotional Gains...
Remember
Emotion is Key to Selling
www.marketingpsych.co.uk
Break
The most important part of a
business website?
It’s the words.
Doug Jenner
There are two kinds of business people on the i...
115
How Copywriting Guru Doug Jenner
Made A Six-Figure Sum In Six Minutes!
The 7 Most Awesome
Copywriting Secrets Revealed...
116
The 7 Most Awesome
Copywriting Secrets Revealed
At Last!
The Gold-Plated Moneymaking Ideas
That Copywriters Don’t Want...
117
ew ideas
There are two kinds of business people on the internet;
successful people, and those who quit too soon.
118
Words
There are two kinds of business people on the internet;
successful people, and those who quit too soon.
119
Website
Words
There are two kinds of business people on the internet;
successful people, and those who quit too soon.
120
Websites without
Words
There are two kinds of business people on the internet;
successful people, and those who quit t...
There are two kinds of business people on the internet;
successful people, and those who quit too soon.
There are two kinds of business people on the internet;
successful people, and those who quit too soon.
There are two kinds of business people on the internet;
successful people, and those who quit too soon.
There are two kinds of business people on the internet;
successful people, and those who quit too soon.
There are two kinds of business people on the internet;
successful people, and those who quit too soon.
There are two kinds of business people on the internet;
successful people, and those who quit too soon.
There are two kinds of business people on the internet;
successful people, and those who quit too soon.
There are two kinds of business people on the internet;
successful people, and those who quit too soon.
Questions to answer
BEFORE
you write your web copy...
There are two kinds of business people on the
internet;
What is the purpose
of your words?
There are two kinds of business people on the internet;
successful people, and those wh...
Purpose - ie, why?
Sell
Amuse
Grab attention
Argue
Convince
Persuade
Inform
Entertain
Convert
There are two kinds of busin...
Purpose - ie, why?
Amuse
Grab attention
Argue
Inform
Entertain
Sell
Convince
Convert
Persuade
There are two kinds of busin...
WHO are you writing for?
There are two kinds of business people on the internet;
successful people, and those who quit too...
How well do you know
this audience of yours?
There are two kinds of business people on the internet;
successful people, an...
WHO are they?
WHAT is their pain?
HOW are you going to cure that pain?
There are two kinds of business people on the inter...
There are two kinds of business people on the internet;
successful people, and those who quit too soon.
HOW are you
DIFFERENT
from your
COMPETITORS?
There are two kinds of business people on the internet;
successful people, an...
FEATURES or BENEFITS?
New Jaguar XF...
• 7-inch colour touch display
• Stay safer with tyre TPM system
• Winter comfort he...
• 7-inch colour touch display (F)
• Stay safer with tyre TPM system (B)
• Winter comfort heated seats (F/B)
• Bi-function,...
3 features 3 benefits
There are two kinds of business people on the internet;
successful people, and those who quit too so...
Know where you want
them to go...
There are two kinds of business people on the internet;
successful people, and those who...
•A call to action on every
page
• Clearly devised navigation
paths
There are two kinds of business people on the internet;...
Home
Products
Services
About
Contact
There are two kinds of business people on the internet;
successful people, and those ...
AIDCA - A tried and true formula
Attention
Interest
Desire
Action
Credibility
There are two kinds of business people on th...
145
The power of the headline...
There are two kinds of business people on the internet;
successful people, and those who ...
‘Welcome to our website’ is
NOT a proper headline!
There are two kinds of business people on the internet;
successful peop...
Welcome to AAA Total
Plumbing
Are you in need of a plumbing contractor
for a remodeling project? Have you
sprung a leak at...
Give him a benefit-led ‘you’
focused headline...
There are two kinds of business people on the internet;
successful people...
...develop interest with a
promise...
There are two kinds of business people on the internet;
successful people, and those...
150
There are two kinds of business people on the internet;
successful people, and those who quit too soon.
Create desire...
There are two kinds of business people on the internet;
successful people, and those who quit too soon.
Flag up the counter arguments
(be a devil’s advocate)
There are two kinds of business people on the internet;
successful p...
Use testimonials or other
evidence to prove your
points...
There are two kinds of business people on the internet;
success...
The HOW...
There are two kinds of business people on the internet;
successful people, and those who quit too soon.
Don’t try to be complex,
flowery or impressive with
your writing
There are two kinds of business people on the internet;
s...
“Whereas house prices had
previously suffered regional
variations, the market has
now reached relative
uniformity.”
There ...
“House prices are now much
more even everywhere.”
There are two kinds of business people on the internet;
successful peopl...
• Make your writing
‘invisible’
• Make your writing ‘you’
focused
There are two kinds of business people on the internet;
...
There are two kinds of business people on the internet;
successful people, and those who quit too soon.
futurenowinc.com/wewe
Check your site’s
‘them/us’ focus
with the ‘we/we’ test...
There are two kinds of business people on...
Keep a simple sentence
structure:
• subject - verb - object
• active voice
There are two kinds of business people on the i...
NOT like this:
“Summersol homes have been
visited by thousands of people
over the course of the past six
seasons.”
There a...
Like THIS:
“Thousands of people have
visited Summersol homes in
the past six seasons.”
There are two kinds of business peo...
Write like it’s a tabloid,
not a broadsheet...
There are two kinds of business people on the internet;
successful people, ...
Indisputably, the most competitive and attractive
final this Wimbledon could have is a rematch of
the past two grand slam ...
Ivan Lendl is a man on a mission – to win
Wimbledon with Andy Murray.
The US Open champion continues his quest for
home Gr...
Avoid the ‘muffin top
sentence opener...’
There are two kinds of business people on the internet;
successful people, and t...
Value verbs over
adjectives and adverbs
There are two kinds of business people on the internet;
successful people, and tho...
The James Bond Approach
to brevity...
• KISS
• Use bullets
There are two kinds of business people on the internet;
success...
Say NO to cliches!
There are two kinds of business people on the internet;
successful people, and those who quit too soon.
“We tailor
bespoke solutions
to meet our
clients’ needs...”
There are two kinds of business people on the internet;
succes...
“We’re passionate
about our
solutions...”
There are two kinds of business people on the internet;
successful people, and t...
“Whether you’re...”
There are two kinds of business people on the internet;
successful people, and those who quit too soon.
Finally...
revise, revise, revise.
And then revise.
There are two kinds of business people on the internet;
successful peo...
07973 751039
doug@bestwords.co.uk
‘Find your voice’
There are two kinds of business people on the internet;
successful peo...
There are two kinds of business people on the internet;
successful people, and those who quit too soon.
Be legal, be safe and be open
for business online
(or why the small print will kill you)
David Hughes
There are two kinds ...
There are two kinds of business people on the internet;
successful people, and those who quit too soon.
Email Marketing
QU...
There are two kinds of business people on the internet;
successful people, and those who quit too soon.
info@microsoft.com
There are two kinds of business people on the internet;
successful people, and those who quit too soon.
kate.middleton@hot...
There are two kinds of business people on the internet;
successful people, and those who quit too soon.
beckhamfamily@btin...
There are two kinds of business people on the internet;
successful people, and those who quit too soon.
richard.branson@vi...
There are two kinds of business people on the internet;
successful people, and those who quit too soon.
There are two kinds of business people on the internet;
successful people, and those who quit too soon.
There are two kinds of business people on the internet;
successful people, and those who quit too soon.
“Opinions are also...
There are two kinds of business people on the internet;
successful people, and those who quit too soon.
“People say, ‘How ...
There are two kinds of business people on the internet;
successful people, and those who quit too soon.
There are two kinds of business people on the internet;
successful people, and those who quit too soon.
There are two kinds of business people on the internet;
successful people, and those who quit too soon.
Think tank: How to fix the HMV problem
1. All social media messages being submitted to an approval queue and
each one to b...
Twitter Policy
David Hughes @CanopyLaw
Be positive, be open, be professional. Your views
are our views. #OpenSourceCulture...
There are two kinds of business people on the internet;
successful people, and those who quit too soon.
What you lot need to do
1. Ask permission from database contacts. Keep
your eye on the business sale
2. Encourage and educ...
There are two kinds of business people on the internet;
successful people, and those who quit too soon.
Online meets Offline
-how to create a ‘cunning plan..’
Kate Adam
Meredith Marketing
There are two kinds of business people...
First there was a plan
• Vision for next 12 months
• Be specific!
• Routes to market
• Keep it simple
• AIDA
• 1 page mark...
Visioning
To July 2014… and beyond!
There are two kinds of business people on the internet;
successful people, and those w...
Be specific
• Know your customer and target market
• Prioritise business objectives
– Increase revenue by 10%
– Attract 5 ...
Know your stats
Sales ratios – widening the funnel
There are two kinds of business people on the internet;
successful peop...
Routes to market
• Existing clients
– How will you lock them in and keep them happy?
• New clients – direct
– Social media...
Marketing communications - AIDA
There are two kinds of business people on the internet;
successful people, and those who q...
Now for the plan
• Objectives
• Strategies
• Tactics
• Action
• Feedback / monitoring / controls
There are two kinds of bu...
Throw in a campaign
-when a competitor opens up next door
There are two kinds of business people on the internet;
successf...
Marketing campaigns – smart investing
There are two kinds of business people on the internet;
successful people, and those...
Marketing ROI
• Know your stats: what will you track?
– feedback
– monitoring
– control
• Get team on board
• Interpret an...
Action!
• What are your 2 or 3 business goals
• Which routes to market will you choose?
• 2 or MAXIMUM 3 marketing strateg...
Q&A
Lunch
OnLine or OffLine
FSB is like
a lifebelt for all businesses
Maree Atkinson @fsbmaree
Federation of Small Businesses
Hertfo...
“The FSB provides such great support”
• 200,000 members - 3300 in Herts
• Business stay in business longer
• Legal support...
What’s it cost and what do I get?
• £120 / year for sole trader
• No contract or VAT
• Fee increases with staff
• 10 staff...
Business law Online questions
• Bad Online reviews – eg Trip adviser
Is it defamation?
• Disputes with web-hosts and desig...
Employment law and Health and Safety
• Taking on staff to dealing with issues
• Staff Online issues – Twitter etc
• Misuse...
So much Online information to help
HMRC
• Always looking to raise revenue
• Tax investigation cover essential
• Included i...
So much Online information to help
HMRC – a bit more
• Everything on the internet for attracting
customers can also be see...
HMRC and property
• Information from Land Registry
• Information from planning departments
• Property transactions
• How p...
Other Online Support
• Ecommerce merchant accounts
• 30% off marketing lists
• Hard copy mail shots and eshots
• FREE busi...
Find out how FSB can help you
• Have a chat and tell your friends
• Majority speakers here are members
• Woohoo - Free bot...
There are two kinds of business people on the internet;
successful people, and those who quit too soon.
SEO
Human Behaviour
Copywriting
Law
Marketing strategy
Social Media
Video
Linked In
Email Marketing
Pay per click
There ar...
There are two kinds of business people on the internet;
successful people, and those who quit too soon.
Social Media
Adam ...
There are two kinds of business people on the internet;
successful people, and those who quit too soon.
There are two kinds of business people on the internet;
successful people, and those who quit too soon.
INTERRUPTION
There are two kinds of business people on the internet;
successful people, and those who quit too soon.
repeat
There are two kinds of business people on the internet;
successful people, and those who quit too soon.
TWO PROBLEMS
There are two kinds of business people on the internet;
successful people, and those who quit too soon.
INUNDATION
There are two kinds of business people on the internet;
successful people, and those who quit too soon.
There are two kinds of business people on the internet;
successful people, and those who quit too soon.
There are two kinds of business people on the internet;
successful people, and those who quit too soon.
FRAGMENTATION
There are two kinds of business people on the internet;
successful people, and those who quit too soon.
There are two kinds of business people on the internet;
successful people, and those who quit too soon.
BROADCAST
There are two kinds of business people on the internet;
successful people, and those who quit too soon.
There are two kinds of business people on the internet;
successful people, and those who quit too soon.
la la la-la la
There are two kinds of business people on the internet;
successful people, and those who quit too soon.
WHAT DOES THIS MEA...
There are two kinds of business people on the internet;
successful people, and those who quit too soon.
BROADCAST
There are two kinds of business people on the internet;
successful people, and those who quit too soon.
NARROWCAST
There are two kinds of business people on the internet;
successful people, and those who quit too soon.
There are two kinds of business people on the internet;
successful people, and those who quit too soon.
There are two kinds of business people on the internet;
successful people, and those who quit too soon.
SOCIAL MEDIA!
There are two kinds of business people on the internet;
successful people, and those who quit too soon.
• CREDIBILITY
• SI...
There are two kinds of business people on the internet;
successful people, and those who quit too soon.
I am one of the to...
There are two kinds of business people on the internet;
successful people, and those who quit too soon.
“Adam is great at ...
There are two kinds of business people on the internet;
successful people, and those who quit too soon.
There are two kinds of business people on the internet;
successful people, and those who quit too soon.
in Q1 2011
signed ...
There are two kinds of business people on the internet;
successful people, and those who quit too soon.
in Q1 2011
signed ...
There are two kinds of business people on the internet;
successful people, and those who quit too soon.
There are two kinds of business people on the internet;
successful people, and those who quit too soon.
There are two kinds of business people on the internet;
successful people, and those who quit too soon.
young people
There are two kinds of business people on the internet;
successful people, and those who quit too soon.
Most popular topic?
There are two kinds of business people on the internet;
successful people, and those who quit too soon.
Most popular topic...
There are two kinds of business people on the internet;
successful people, and those who quit too soon.
There are two kinds of business people on the internet;
successful people, and those who quit too soon.
A side benefit?
There are two kinds of business people on the internet;
successful people, and those who quit too soon.
There are two kinds of business people on the internet;
successful people, and those who quit too soon.
There are two kinds of business people on the internet;
successful people, and those who quit too soon.
website
twitter
li...
There are two kinds of business people on the internet;
successful people, and those who quit too soon.
How does this help...
There are two kinds of business people on the internet;
successful people, and those who quit too soon.
1. people LIKE you
There are two kinds of business people on the internet;
successful people, and those who quit too soon.
2. people TRUST you
There are two kinds of business people on the internet;
successful people, and those who quit too soon.
3. people BUY from...
There are two kinds of business people on the internet;
successful people, and those who quit too soon.
trust
friends
beli...
There are two kinds of business people on the internet;
successful people, and those who quit too soon.
Risks
There are two kinds of business people on the internet;
successful people, and those who quit too soon.
There are two kinds of business people on the internet;
successful people, and those who quit too soon.
There are two kinds of business people on the internet;
successful people, and those who quit too soon.
There are two kinds of business people on the internet;
successful people, and those who quit too soon.
There are two kinds of business people on the internet;
successful people, and those who quit too soon.
There are two kinds of business people on the internet;
successful people, and those who quit too soon.
Biggest risk?
There are two kinds of business people on the internet;
successful people, and those who quit too soon.
Biggest risk?
NOT ...
There are two kinds of business people on the internet;
successful people, and those who quit too soon.
HOW TO GET STARTED
There are two kinds of business people on the internet;
successful people, and those who quit too soon.
Which platforms?
There are two kinds of business people on the internet;
successful people, and those who quit too soon.
• YouTube
• Facebo...
There are two kinds of business people on the internet;
successful people, and those who quit too soon.
There are two kinds of business people on the internet;
successful people, and those who quit too soon.
This is NOT a numb...
There are two kinds of business people on the internet;
successful people, and those who quit too soon.
followers ≠ listen...
There are two kinds of business people on the internet;
successful people, and those who quit too soon.
There are two kinds of business people on the internet;
successful people, and those who quit too soon.
There are two kinds of business people on the internet;
successful people, and those who quit too soon.
There are two kinds of business people on the internet;
successful people, and those who quit too soon.
There are two kinds of business people on the internet;
successful people, and those who quit too soon.
Engage
There are two kinds of business people on the internet;
successful people, and those who quit too soon.
WIIFM
There are two kinds of business people on the internet;
successful people, and those who quit too soon.
There are two kinds of business people on the internet;
successful people, and those who quit too soon.
Look at what other...
There are two kinds of business people on the internet;
successful people, and those who quit too soon.
...IGNORE IT!
There are two kinds of business people on the internet;
successful people, and those who quit too soon.
You are only in
co...
There are two kinds of business people on the internet;
successful people, and those who quit too soon.
Like going to the ...
There are two kinds of business people on the internet;
successful people, and those who quit too soon.
Spread
There are two kinds of business people on the internet;
successful people, and those who quit too soon.
you friends
friend...
There are two kinds of business people on the internet;
successful people, and those who quit too soon.
be
REMARKABLE
There are two kinds of business people on the internet;
successful people, and those who quit too soon.
1.Join the network...
There are two kinds of business people on the internet;
successful people, and those who quit too soon.
Thank You
There are two kinds of business people on the internet;
successful people, and those who quit too soon.
Adam Gray
adam@gra...
There are two kinds of business people on the internet;
successful people, and those who quit too soon.
Sell more stuff!
Get less stuff returned!
Have fun doing it!
Simon Mercer
There are two kinds of business people on the in...
There are two kinds of business people on the internet;
successful people, and those who quit too soon.
Leveraging LinkedIn
How to get new clients from
LinkedIn
Lucy Cooney, Promote to Perform
There are two kinds of business p...
There are two kinds of business people on the internet;
successful people, and those who quit too soon.
What is LinkedIn?
Before you start…
There are two kinds of business people on the internet;
successful people, and those who quit too soon.
...
The Steps
There are two kinds of business people on the internet;
successful people, and those who quit too soon.
Profile
...
Your Profile
There are two kinds of business people on the internet;
successful people, and those who quit too soon.
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There are two kinds of business people on the internet;
successful people, and those who quit too soon.
There are two kinds of business people on the internet;
successful people, and those who quit too soon.
What you lot need to do
There are two kinds of business people on the internet;
successful people, and those who quit too ...
There are two kinds of business people on the internet;
successful people, and those who quit too soon.
There are two kinds of business people on the internet;
successful people, and those who quit too soon.
There are two kinds of business people on the internet;
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There are two kinds of business people on the internet;
successful people, and those who quit too soon.
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There are two kinds of business people on the internet;
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10 compelling reasons!
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There are two kinds of business people on the internet;
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Do you know……
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www.google.com/analytics
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Online Now Digital Day 4.7.13
Online Now Digital Day 4.7.13
Online Now Digital Day 4.7.13
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Online Now Digital Day 4.7.13
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Online Now Digital Day 4.7.13

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What is Online Now? Your time, resources and cold hard cash must be balanced with appreciating the opportunities that technology has afforded us. From search engine optimisation, still the most discussed area of the digital mix, all the way through to pay per click advertising (arguably the most misunderstood) ONLINE NOW will guide delegates along a path of learning via human behaviour, copywriting, law, strategy & planning, social media, video, Linked In and email marketing.
Who is the day aimed at? Online Now is tailored to the needs of decision-makers who are actively looking to learn how to get more bang from their buck.

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Online Now Digital Day 4.7.13

  1. 1. Welcome
  2. 2. There are two kinds of business people on the internet; successful people, and those who quit too soon.
  3. 3. There are two kinds of business people on the internet; successful people, and those who quit too soon.
  4. 4. There are two kinds of business people on the internet; successful people, and those who quit too soon.
  5. 5. There are two kinds of business people on the internet; successful people, and those who quit too soon.
  6. 6. There are two kinds of business people on the internet; successful people, and those who quit too soon.
  7. 7. There are two kinds of business people on the internet; successful people, and those who quit too soon.
  8. 8. There are two kinds of business people on the internet; successful people, and those who quit too soon.
  9. 9. There are two kinds of business people on the internet; successful people, and those who quit too soon.
  10. 10. There are two kinds of business people on the internet; successful people, and those who quit too soon.
  11. 11. SEO Human Behaviour Copywriting Law Marketing strategy Social Media Video Linked In Email Marketing Pay per click There are two kinds of business people on the internet; successful people, and those who quit too soon.
  12. 12. JC My Name There are two kinds of business people on the internet; successful people, and those who quit too soon.
  13. 13. JC My Name There are two kinds of business people on the internet; successful people, and those who quit too soon.
  14. 14. There are two kinds of business people on the internet; successful people, and those who quit too soon.
  15. 15. JC My Name There are two kinds of business people on the internet; successful people, and those who quit too soon.
  16. 16. JC My Name There are two kinds of business people on the internet; successful people, and those who quit too soon.
  17. 17. “organize all the world’s information and make it universally accessible”
  18. 18. JC My Name There are two kinds of business people on the internet; successful people, and those who quit too soon.
  19. 19. JC My Name There are two kinds of business people on the internet; successful people, and those who quit too soon.
  20. 20. JC My Name There are two kinds of business people on the internet; successful people, and those who quit too soon.
  21. 21. JC My Name There are two kinds of business people on the internet; successful people, and those who quit too soon.
  22. 22. JC My Name There are two kinds of business people on the internet; successful people, and those who quit too soon.
  23. 23. JC My Name There are two kinds of business people on the internet; successful people, and those who quit too soon.
  24. 24. JC My Name There are two kinds of business people on the internet; successful people, and those who quit too soon.
  25. 25. JC My Name There are two kinds of business people on the internet; successful people, and those who quit too soon.
  26. 26. There are two kinds of business people on the internet; successful people, and those who quit too soon.
  27. 27. Search Engine Optimisation for 2013 Cheryl Luzet There are two kinds of business people on the internet; successful people, and those who quit too soon.
  28. 28. More stuff….
  29. 29. Ranking high on the search engines is no longer optional – it is critical. Why Bother?
  30. 30. Cheryl Luzet from Wagada
  31. 31. Cheryl Luzet from Wagada
  32. 32. Functions of Google • Crawling • Indexing • Calculating relevancy and authority • Producing results for searchers
  33. 33. Aims of Google • Produce most useful results: – Most relevant websites – Most user-friendly websites – Strongest products – Unique offering
  34. 34. But Google’s just a computer!
  35. 35. Relevancy + authority = SEO success Cheryl Luzet from Wagada
  36. 36. Gain Relevancy • Focus your keywords • Include your keywords! • Get links from relevant websites
  37. 37. Gain Authority • Links! • Get an audience • Build a brand • Get engagement through social media
  38. 38. SEO as a Marketing Activity Impress Your Audience
  39. 39. Impress Google in 2013 • Influential website • Informative and valuable content • User-friendly • Great products • Unique offering • Links from authoritative sources • Social media engagement
  40. 40. SEO for 2013 • Boosting Relevancy – Keyword research – Ranking for more unusual terms – Using your content to attract links • Boost authority – Strategic link building tips
  41. 41. Boost Your Relevancy and Attract Links
  42. 42. 1. Make Your Website Relevant • Choose the correct keywords – Assess demand and the language of your customers • Write content around those keywords • Choose some long-tail keywords There are two kinds of business people on the internet; successful people, and those who quit too soon.
  43. 43. Google Keyword Tool
  44. 44. Don’t Forget Long-Tail Keyword Phrases There are two kinds of business people on the internet; successful people, and those who quit too soon. • Longer, more specific phrases • Searched for less often • Less competitive phrases • Meet customers’ needs
  45. 45. There are two kinds of business people on the internet; successful people, and those who quit too soon.
  46. 46. Keywords on your page
  47. 47. 2. Write Content which is Shareable There are two kinds of business people on the internet; successful people, and those who quit too soon. Link Bait Attracts Links Shared on Social Media
  48. 48. 3. Promote your Content There are two kinds of business people on the internet; successful people, and those who quit too soon. Find an Audience
  49. 49. Boost Your Website’s Authority Through Link Building
  50. 50. Building the Authority of Your Website There are two kinds of business people on the internet; successful people, and those who quit too soon. • Strategic link building techniques – Links that bring traffic – Links that are purely for authority
  51. 51. Building the Authority of Your Website There are two kinds of business people on the internet; successful people, and those who quit too soon. Marketing activities Get noticed Be controversial Give Make friends
  52. 52. SEO for Small Businesses in 2013 • Do something real! – Build a brand – Write some great content – Build high quality links that will bring traffic – Makes friends in high places – Good old fashioned PR - do real stuff that gets you talked about
  53. 53. Conclusion There are two kinds of business people on the internet; successful people, and those who quit too soon. • Don’t separate SEO from your other marketing activities: – Assessing market needs – Branding – Relationship building – Advertising – PR
  54. 54. Any questions? There are two kinds of business people on the internet; successful people, and those who quit too soon. Cheryl Luzet Cheryl.luzet@wagada.co.uk @seo_stalbans
  55. 55. There are two kinds of business people on the internet; successful people, and those who quit too soon.
  56. 56. “Emotion is Key to Selling” Cannes 2013 Advertising Awards Jonathan Smith There are two kinds of business people on the internet; successful people, and those who quit too soon.
  57. 57. Discover • Why people do what they do • Why this is important in Marketing • Application over the 3 Stages of a Sale • Marketing & Sales Team Congruency • What to do next There are two kinds of business people on the internet; successful people, and those who quit too soon.
  58. 58. Why people do what they do It is in our nature to Feel Good Internally / Social Status / Family & Friends
  59. 59. Everything we do we do to Feel Good Emotionally This Feels Great!! Apparently So Does This!!
  60. 60. Why is this important in Marketing? We also Buy for this same Emotional Gain Consider common Purchases There are two kinds of business people on the internet; successful people, and those who quit too soon.
  61. 61. Why did you choose your car? Practicality? Colour? Mileage? Prestige?
  62. 62. Why did you decide on that TV? Size? Brand? Suits the Room? Advanced Technology?
  63. 63. Why that Mobile Phone? Brand? Screen Resolution? Camera Pixels?
  64. 64. Why is this important in Marketing? When emotionally engaged to a product or service price is no longer the over-riding factor There is always a cheaper option available There are two kinds of business people on the internet; successful people, and those who quit too soon.
  65. 65. Discover the Emotional Gains to your Offering Positive Sell on these Emotions • Freedom • Prestige • Social Status • Earth Protector • Excitement • Family Values Negative Avoid these Emotions • Fear • Controlled • Tied in • Smoke & Mirrors • Time Pressure • Powerless
  66. 66. Application over the 3 Stages of a Sale 1. Pre-Sale Initial interest stage of potential clients 2. The Commitment Signing on the line & handing over the cash 3. After Sales Happy Camper or Buyers Remorse?
  67. 67. A Note on Objections “Too Expensive” • The customer cannot see the value • Ask them why they feel this way “It’s a lot of money” • The customer is looking for permission to buy • Align and ask how they would like to proceed
  68. 68. Marketing & Sales Team Congruency If you are not excited about your business why should anyone else be? Don’t become the weakest link in your Marketing Chain Your Networking and Selling must be Congruent with the Emotional Gains within your Marketing
  69. 69. What to do next • Discover the emotional attachments to your offering • Primarily Focus on the After Sales Emotional Gains • Apply Emotional Gains on all Marketing • Watch Adverts for Emotional Interplay • Get Excited – Enthusiasm is Infectious There are two kinds of business people on the internet; successful people, and those who quit too soon.
  70. 70. Remember Emotion is Key to Selling www.marketingpsych.co.uk
  71. 71. Break
  72. 72. The most important part of a business website? It’s the words. Doug Jenner There are two kinds of business people on the internet; successful people, and those who quit too soon.
  73. 73. 115 How Copywriting Guru Doug Jenner Made A Six-Figure Sum In Six Minutes! The 7 Most Awesome Copywriting Secrets Revealed At Last! The Gold-Plated Moneymaking Ideas That Copywriters Don’t Want You To Know About! How To Make Millions From Your Web Copy! There are two kinds of business people on the internet; successful people, and those who quit too soon.
  74. 74. 116 The 7 Most Awesome Copywriting Secrets Revealed At Last! The Gold-Plated Moneymaking Ideas That Copywriters Don’t Want You To Know About! How To Make Millions From Your Web Copy! How Copywriting Guru Doug Jenner Made A Six-Figure Sum In Six Minutes! There are two kinds of business people on the internet; successful people, and those who quit too soon.
  75. 75. 117 ew ideas There are two kinds of business people on the internet; successful people, and those who quit too soon.
  76. 76. 118 Words There are two kinds of business people on the internet; successful people, and those who quit too soon.
  77. 77. 119 Website Words There are two kinds of business people on the internet; successful people, and those who quit too soon.
  78. 78. 120 Websites without Words There are two kinds of business people on the internet; successful people, and those who quit too soon.
  79. 79. There are two kinds of business people on the internet; successful people, and those who quit too soon.
  80. 80. There are two kinds of business people on the internet; successful people, and those who quit too soon.
  81. 81. There are two kinds of business people on the internet; successful people, and those who quit too soon.
  82. 82. There are two kinds of business people on the internet; successful people, and those who quit too soon.
  83. 83. There are two kinds of business people on the internet; successful people, and those who quit too soon.
  84. 84. There are two kinds of business people on the internet; successful people, and those who quit too soon.
  85. 85. There are two kinds of business people on the internet; successful people, and those who quit too soon.
  86. 86. There are two kinds of business people on the internet; successful people, and those who quit too soon.
  87. 87. Questions to answer BEFORE you write your web copy... There are two kinds of business people on the internet;
  88. 88. What is the purpose of your words? There are two kinds of business people on the internet; successful people, and those who quit too soon.
  89. 89. Purpose - ie, why? Sell Amuse Grab attention Argue Convince Persuade Inform Entertain Convert There are two kinds of business people on the internet; successful people, and those who quit too soon.
  90. 90. Purpose - ie, why? Amuse Grab attention Argue Inform Entertain Sell Convince Convert Persuade There are two kinds of business people on the internet; successful people, and those who quit too soon.
  91. 91. WHO are you writing for? There are two kinds of business people on the internet; successful people, and those who quit too soon.
  92. 92. How well do you know this audience of yours? There are two kinds of business people on the internet; successful people, and those who quit too soon.
  93. 93. WHO are they? WHAT is their pain? HOW are you going to cure that pain? There are two kinds of business people on the internet; successful people, and those who quit too soon.
  94. 94. There are two kinds of business people on the internet; successful people, and those who quit too soon.
  95. 95. HOW are you DIFFERENT from your COMPETITORS? There are two kinds of business people on the internet; successful people, and those who quit too soon.
  96. 96. FEATURES or BENEFITS? New Jaguar XF... • 7-inch colour touch display • Stay safer with tyre TPM system • Winter comfort heated seats • Bi-function, HID Xenon headlights • Smart Key Keyless Start system There are two kinds of business people on the internet; successful people, and those who quit too soon.
  97. 97. • 7-inch colour touch display (F) • Stay safer with tyre TPM system (B) • Winter comfort heated seats (F/B) • Bi-function, HID Xenon headlights (F) • Smart Key Keyless Start system (F) FEATURES or BENEFITS? New Jaguar XF... There are two kinds of business people on the internet; successful people, and those who quit too soon.
  98. 98. 3 features 3 benefits There are two kinds of business people on the internet; successful people, and those who quit too soon.
  99. 99. Know where you want them to go... There are two kinds of business people on the internet; successful people, and those who quit too soon.
  100. 100. •A call to action on every page • Clearly devised navigation paths There are two kinds of business people on the internet; successful people, and those who quit too soon.
  101. 101. Home Products Services About Contact There are two kinds of business people on the internet; successful people, and those who quit too soon.
  102. 102. AIDCA - A tried and true formula Attention Interest Desire Action Credibility There are two kinds of business people on the internet; successful people, and those who quit too soon.
  103. 103. 145 The power of the headline... There are two kinds of business people on the internet; successful people, and those who quit too soon.
  104. 104. ‘Welcome to our website’ is NOT a proper headline! There are two kinds of business people on the internet; successful people, and those who quit too soon.
  105. 105. Welcome to AAA Total Plumbing Are you in need of a plumbing contractor for a remodeling project? Have you sprung a leak at home or work? AAA Total Plumbing, Inc offers you the experienced professional technicians that can resolve all types of commercial and residential plumbing challenges as well as offering experience and knowledge in installing and maintaining fire sprinklers. There are two kinds of business people on the internet; successful people, and those who quit too soon.
  106. 106. Give him a benefit-led ‘you’ focused headline... There are two kinds of business people on the internet; successful people, and those who quit too soon.
  107. 107. ...develop interest with a promise... There are two kinds of business people on the internet; successful people, and those who quit too soon.
  108. 108. 150 There are two kinds of business people on the internet; successful people, and those who quit too soon.
  109. 109. Create desire... There are two kinds of business people on the internet; successful people, and those who quit too soon.
  110. 110. Flag up the counter arguments (be a devil’s advocate) There are two kinds of business people on the internet; successful people, and those who quit too soon.
  111. 111. Use testimonials or other evidence to prove your points... There are two kinds of business people on the internet; successful people, and those who quit too soon.
  112. 112. The HOW... There are two kinds of business people on the internet; successful people, and those who quit too soon.
  113. 113. Don’t try to be complex, flowery or impressive with your writing There are two kinds of business people on the internet; successful people, and those who quit too soon.
  114. 114. “Whereas house prices had previously suffered regional variations, the market has now reached relative uniformity.” There are two kinds of business people on the internet; successful people, and those who quit too soon.
  115. 115. “House prices are now much more even everywhere.” There are two kinds of business people on the internet; successful people, and those who quit too soon.
  116. 116. • Make your writing ‘invisible’ • Make your writing ‘you’ focused There are two kinds of business people on the internet; successful people, and those who quit too soon.
  117. 117. There are two kinds of business people on the internet; successful people, and those who quit too soon.
  118. 118. futurenowinc.com/wewe Check your site’s ‘them/us’ focus with the ‘we/we’ test... There are two kinds of business people on the internet; successful people, and those who quit too soon.
  119. 119. Keep a simple sentence structure: • subject - verb - object • active voice There are two kinds of business people on the internet; successful people, and those who quit too soon.
  120. 120. NOT like this: “Summersol homes have been visited by thousands of people over the course of the past six seasons.” There are two kinds of business people on the internet; successful people, and those who quit too soon.
  121. 121. Like THIS: “Thousands of people have visited Summersol homes in the past six seasons.” There are two kinds of business people on the internet; successful people, and those who quit too soon.
  122. 122. Write like it’s a tabloid, not a broadsheet... There are two kinds of business people on the internet; successful people, and those who quit too soon.
  123. 123. Indisputably, the most competitive and attractive final this Wimbledon could have is a rematch of the past two grand slam deciders between Andy Murray and Novak Djokovic. The series is level after New York and Melbourne, and there is little between them in form and fitness after three matches here, with the Serb perhaps in front of the Scot. The 16 players (seven of them unseeded) still standing in this falling-down contest on the slippery lawns will all reckon, with varying degrees of conviction, that they have a chance if they come through the fourth round, and they are into the second week on merit. There are two kinds of business people on the internet; successful people, and those who quit too soon.
  124. 124. Ivan Lendl is a man on a mission – to win Wimbledon with Andy Murray. The US Open champion continues his quest for home Grand Slam glory against Mikhail Youzhny, on a day when fellow British star Laura Robson can book a quarter-final clash with Serena Williams. A final showdown with red-hot world No.1 Novak Djokovic is now only three matches away for Murray. But the Scot’s coach Lendl, who lost the Wimbledon final in both 1986 and 1987, insisted returning to the final is not good enough. There are two kinds of business people on the internet; successful people, and those who quit too soon.
  125. 125. Avoid the ‘muffin top sentence opener...’ There are two kinds of business people on the internet; successful people, and those who quit too soon.
  126. 126. Value verbs over adjectives and adverbs There are two kinds of business people on the internet; successful people, and those who quit too soon.
  127. 127. The James Bond Approach to brevity... • KISS • Use bullets There are two kinds of business people on the internet; successful people, and those who quit too soon.
  128. 128. Say NO to cliches! There are two kinds of business people on the internet; successful people, and those who quit too soon.
  129. 129. “We tailor bespoke solutions to meet our clients’ needs...” There are two kinds of business people on the internet; successful people, and those who quit too soon.
  130. 130. “We’re passionate about our solutions...” There are two kinds of business people on the internet; successful people, and those who quit too soon.
  131. 131. “Whether you’re...” There are two kinds of business people on the internet; successful people, and those who quit too soon.
  132. 132. Finally... revise, revise, revise. And then revise. There are two kinds of business people on the internet; successful people, and those who quit too soon.
  133. 133. 07973 751039 doug@bestwords.co.uk ‘Find your voice’ There are two kinds of business people on the internet; successful people, and those who quit too soon.
  134. 134. There are two kinds of business people on the internet; successful people, and those who quit too soon.
  135. 135. Be legal, be safe and be open for business online (or why the small print will kill you) David Hughes There are two kinds of business people on the internet; successful people, and those who quit too soon.
  136. 136. There are two kinds of business people on the internet; successful people, and those who quit too soon. Email Marketing QUIZ
  137. 137. There are two kinds of business people on the internet; successful people, and those who quit too soon. info@microsoft.com
  138. 138. There are two kinds of business people on the internet; successful people, and those who quit too soon. kate.middleton@hotmail.com
  139. 139. There are two kinds of business people on the internet; successful people, and those who quit too soon. beckhamfamily@btinternet.com
  140. 140. There are two kinds of business people on the internet; successful people, and those who quit too soon. richard.branson@virgin.com
  141. 141. There are two kinds of business people on the internet; successful people, and those who quit too soon.
  142. 142. There are two kinds of business people on the internet; successful people, and those who quit too soon.
  143. 143. There are two kinds of business people on the internet; successful people, and those who quit too soon. “Opinions are also those of my employers. They just don’t know it yet.” (@AngrySubEditor)
  144. 144. There are two kinds of business people on the internet; successful people, and those who quit too soon. “People say, ‘How can you sell this for such a low price?’, I say…… ‘……because it's total crap.’ ‘BTW – views are my own’
  145. 145. There are two kinds of business people on the internet; successful people, and those who quit too soon.
  146. 146. There are two kinds of business people on the internet; successful people, and those who quit too soon.
  147. 147. There are two kinds of business people on the internet; successful people, and those who quit too soon.
  148. 148. Think tank: How to fix the HMV problem 1. All social media messages being submitted to an approval queue and each one to be signed off by a senior manager before being published; 2. Making sure company social media accounts are controlled by central management – so they can be shut off in an instant, at the touch of a button; 3. All employees to be banned from using social media at work and have to hand over their phones as they enter the premises; There are two kinds of business people on the internet; successful people, and those who quit too soon.
  149. 149. Twitter Policy David Hughes @CanopyLaw Be positive, be open, be professional. Your views are our views. #OpenSourceCulture There are two kinds of business people on the internet; successful people, and those who quit too soon.
  150. 150. There are two kinds of business people on the internet; successful people, and those who quit too soon.
  151. 151. What you lot need to do 1. Ask permission from database contacts. Keep your eye on the business sale 2. Encourage and educate your employees – there’s no legal remedy for going viral 3. Don’t tie your employees up in small print – they’re your greatest social media asset There are two kinds of business people on the internet; successful people, and those who quit too soon.
  152. 152. There are two kinds of business people on the internet; successful people, and those who quit too soon.
  153. 153. Online meets Offline -how to create a ‘cunning plan..’ Kate Adam Meredith Marketing There are two kinds of business people on the internet; successful people, and those who quit too soon.
  154. 154. First there was a plan • Vision for next 12 months • Be specific! • Routes to market • Keep it simple • AIDA • 1 page marketing plan • MROI There are two kinds of business people on the internet; successful people, and those who quit too soon.
  155. 155. Visioning To July 2014… and beyond! There are two kinds of business people on the internet; successful people, and those who quit too soon.
  156. 156. Be specific • Know your customer and target market • Prioritise business objectives – Increase revenue by 10% – Attract 5 new clients per month with a value of £500 each – Increase spend from existing clients by 5% There are two kinds of business people on the internet; successful people, and those who quit too soon.
  157. 157. Know your stats Sales ratios – widening the funnel There are two kinds of business people on the internet; successful people, and those who quit too soon.
  158. 158. Routes to market • Existing clients – How will you lock them in and keep them happy? • New clients – direct – Social media – Email – Web – Advertising • New clients – indirect – Social media – Client referrals – Strategic alliances There are two kinds of business people on the internet; successful people, and those who quit too soon.
  159. 159. Marketing communications - AIDA There are two kinds of business people on the internet; successful people, and those who quit too soon.
  160. 160. Now for the plan • Objectives • Strategies • Tactics • Action • Feedback / monitoring / controls There are two kinds of business people on the internet; successful people, and those who quit too soon.
  161. 161. Throw in a campaign -when a competitor opens up next door There are two kinds of business people on the internet; successful people, and those who quit too soon.
  162. 162. Marketing campaigns – smart investing There are two kinds of business people on the internet; successful people, and those who quit too soon.
  163. 163. Marketing ROI • Know your stats: what will you track? – feedback – monitoring – control • Get team on board • Interpret and adapt • Reap the benefits! There are two kinds of business people on the internet; successful people, and those who quit too soon.
  164. 164. Action! • What are your 2 or 3 business goals • Which routes to market will you choose? • 2 or MAXIMUM 3 marketing strategies that you will put in place • How will you know you’ve succeeded? (note, you still have this afternoon to come, so make a note now and later) There are two kinds of business people on the internet; successful people, and those who quit too soon.
  165. 165. Q&A
  166. 166. Lunch
  167. 167. OnLine or OffLine FSB is like a lifebelt for all businesses Maree Atkinson @fsbmaree Federation of Small Businesses Hertfordshire There are two kinds of business people on the internet; successful people, and those who quit too soon.
  168. 168. “The FSB provides such great support” • 200,000 members - 3300 in Herts • Business stay in business longer • Legal support and cost reductions • 20 different services – lots events • Always researching business needs • The Digital Imperative Research • Loud voice with Government There are two kinds of business people on the internet; successful people, and those who quit too soon.
  169. 169. What’s it cost and what do I get? • £120 / year for sole trader • No contract or VAT • Fee increases with staff • 10 staff = £220 • Business law – unlimited free advice • Over 600 free online documents There are two kinds of business people on the internet; successful people, and those who quit too soon.
  170. 170. Business law Online questions • Bad Online reviews – eg Trip adviser Is it defamation? • Disputes with web-hosts and designers • Distance selling regulations • Compliance with Cookie regulations • Data protections issues • Privacy statements There are two kinds of business people on the internet; successful people, and those who quit too soon.
  171. 171. Employment law and Health and Safety • Taking on staff to dealing with issues • Staff Online issues – Twitter etc • Misuse company time • Downloading inappropriate information • Health and Safety policies • Risk Assessments , Method statements • Some examples There are two kinds of business people on the internet; successful people, and those who quit too soon.
  172. 172. So much Online information to help HMRC • Always looking to raise revenue • Tax investigation cover essential • Included in FSB membership fee • Campaign against E-Traders • Requested details from auction sites There are two kinds of business people on the internet; successful people, and those who quit too soon.
  173. 173. So much Online information to help HMRC – a bit more • Everything on the internet for attracting customers can also be seen by HMRC • E.g – Several years experience with hundreds of satisfied customers! • Business only been going for 6 months • HMRC try recover tax previous years There are two kinds of business people on the internet; successful people, and those who quit too soon.
  174. 174. HMRC and property • Information from Land Registry • Information from planning departments • Property transactions • How properties funded ? • Rental income - is it being declared? • Construction sector
  175. 175. Other Online Support • Ecommerce merchant accounts • 30% off marketing lists • Hard copy mail shots and eshots • FREE business banking • Online surveys and media opportunities • Free use Regus lounges, credit checks • Tips on avoiding cyber crime • Register on “Online” directory There are two kinds of business people on the internet; successful people, and those who quit too soon.
  176. 176. Find out how FSB can help you • Have a chat and tell your friends • Majority speakers here are members • Woohoo - Free bottle champagne • Immediate support and involvement • Enjoy rest of the wonderful day Thank you from @fsbmaree www.fsb.org.uk There are two kinds of business people on the internet; successful people, and those who quit too soon.
  177. 177. There are two kinds of business people on the internet; successful people, and those who quit too soon.
  178. 178. SEO Human Behaviour Copywriting Law Marketing strategy Social Media Video Linked In Email Marketing Pay per click There are two kinds of business people on the internet; successful people, and those who quit too soon.
  179. 179. There are two kinds of business people on the internet; successful people, and those who quit too soon. Social Media Adam Gray
  180. 180. There are two kinds of business people on the internet; successful people, and those who quit too soon.
  181. 181. There are two kinds of business people on the internet; successful people, and those who quit too soon. INTERRUPTION
  182. 182. There are two kinds of business people on the internet; successful people, and those who quit too soon. repeat
  183. 183. There are two kinds of business people on the internet; successful people, and those who quit too soon. TWO PROBLEMS
  184. 184. There are two kinds of business people on the internet; successful people, and those who quit too soon. INUNDATION
  185. 185. There are two kinds of business people on the internet; successful people, and those who quit too soon.
  186. 186. There are two kinds of business people on the internet; successful people, and those who quit too soon.
  187. 187. There are two kinds of business people on the internet; successful people, and those who quit too soon. FRAGMENTATION
  188. 188. There are two kinds of business people on the internet; successful people, and those who quit too soon.
  189. 189. There are two kinds of business people on the internet; successful people, and those who quit too soon. BROADCAST
  190. 190. There are two kinds of business people on the internet; successful people, and those who quit too soon.
  191. 191. There are two kinds of business people on the internet; successful people, and those who quit too soon. la la la-la la
  192. 192. There are two kinds of business people on the internet; successful people, and those who quit too soon. WHAT DOES THIS MEAN?
  193. 193. There are two kinds of business people on the internet; successful people, and those who quit too soon. BROADCAST
  194. 194. There are two kinds of business people on the internet; successful people, and those who quit too soon. NARROWCAST
  195. 195. There are two kinds of business people on the internet; successful people, and those who quit too soon.
  196. 196. There are two kinds of business people on the internet; successful people, and those who quit too soon.
  197. 197. There are two kinds of business people on the internet; successful people, and those who quit too soon. SOCIAL MEDIA!
  198. 198. There are two kinds of business people on the internet; successful people, and those who quit too soon. • CREDIBILITY • SIZE • COST
  199. 199. There are two kinds of business people on the internet; successful people, and those who quit too soon. I am one of the top social media experts in the uk and I can help your business achieve the growth that it deserves through the targeted use of social media campaigns. Adam Gray - Arrogant Selfpromoter
  200. 200. There are two kinds of business people on the internet; successful people, and those who quit too soon. “Adam is great at what he does, great at communicating it, great at making others feel confident enough to get going on projects. He is personable and generous with his time, his expertise and his strikingly astute inputs into organisational work. Can't recommend him enough - a bonus to have on board.” Pascale Palmer - Head of Communications CAFOD
  201. 201. There are two kinds of business people on the internet; successful people, and those who quit too soon.
  202. 202. There are two kinds of business people on the internet; successful people, and those who quit too soon. in Q1 2011 signed up 1,000,000 new members
  203. 203. There are two kinds of business people on the internet; successful people, and those who quit too soon. in Q1 2011 signed up 1,000,000 new members EVERY DAY
  204. 204. There are two kinds of business people on the internet; successful people, and those who quit too soon.
  205. 205. There are two kinds of business people on the internet; successful people, and those who quit too soon.
  206. 206. There are two kinds of business people on the internet; successful people, and those who quit too soon. young people
  207. 207. There are two kinds of business people on the internet; successful people, and those who quit too soon. Most popular topic?
  208. 208. There are two kinds of business people on the internet; successful people, and those who quit too soon. Most popular topic? GARDENING
  209. 209. There are two kinds of business people on the internet; successful people, and those who quit too soon.
  210. 210. There are two kinds of business people on the internet; successful people, and those who quit too soon. A side benefit?
  211. 211. There are two kinds of business people on the internet; successful people, and those who quit too soon.
  212. 212. There are two kinds of business people on the internet; successful people, and those who quit too soon.
  213. 213. There are two kinds of business people on the internet; successful people, and those who quit too soon. website twitter linkedin facebook myspace youtube slideshare flickr picassa eventbrite
  214. 214. There are two kinds of business people on the internet; successful people, and those who quit too soon. How does this help make sales?
  215. 215. There are two kinds of business people on the internet; successful people, and those who quit too soon. 1. people LIKE you
  216. 216. There are two kinds of business people on the internet; successful people, and those who quit too soon. 2. people TRUST you
  217. 217. There are two kinds of business people on the internet; successful people, and those who quit too soon. 3. people BUY from you
  218. 218. There are two kinds of business people on the internet; successful people, and those who quit too soon. trust friends believe experts like sharing dialogue openness honesty helping CONVERSATION
  219. 219. There are two kinds of business people on the internet; successful people, and those who quit too soon. Risks
  220. 220. There are two kinds of business people on the internet; successful people, and those who quit too soon.
  221. 221. There are two kinds of business people on the internet; successful people, and those who quit too soon.
  222. 222. There are two kinds of business people on the internet; successful people, and those who quit too soon.
  223. 223. There are two kinds of business people on the internet; successful people, and those who quit too soon.
  224. 224. There are two kinds of business people on the internet; successful people, and those who quit too soon.
  225. 225. There are two kinds of business people on the internet; successful people, and those who quit too soon. Biggest risk?
  226. 226. There are two kinds of business people on the internet; successful people, and those who quit too soon. Biggest risk? NOT BEING AT THE PARTY!
  227. 227. There are two kinds of business people on the internet; successful people, and those who quit too soon. HOW TO GET STARTED
  228. 228. There are two kinds of business people on the internet; successful people, and those who quit too soon. Which platforms?
  229. 229. There are two kinds of business people on the internet; successful people, and those who quit too soon. • YouTube • Facebook • Google+ • LinkedIn • Twitter • Picasa/Flickr/Pinterest • FourSquare
  230. 230. There are two kinds of business people on the internet; successful people, and those who quit too soon.
  231. 231. There are two kinds of business people on the internet; successful people, and those who quit too soon. This is NOT a numbers game!
  232. 232. There are two kinds of business people on the internet; successful people, and those who quit too soon. followers ≠ listeners
  233. 233. There are two kinds of business people on the internet; successful people, and those who quit too soon.
  234. 234. There are two kinds of business people on the internet; successful people, and those who quit too soon.
  235. 235. There are two kinds of business people on the internet; successful people, and those who quit too soon.
  236. 236. There are two kinds of business people on the internet; successful people, and those who quit too soon.
  237. 237. There are two kinds of business people on the internet; successful people, and those who quit too soon. Engage
  238. 238. There are two kinds of business people on the internet; successful people, and those who quit too soon. WIIFM
  239. 239. There are two kinds of business people on the internet; successful people, and those who quit too soon.
  240. 240. There are two kinds of business people on the internet; successful people, and those who quit too soon. Look at what others do and...
  241. 241. There are two kinds of business people on the internet; successful people, and those who quit too soon. ...IGNORE IT!
  242. 242. There are two kinds of business people on the internet; successful people, and those who quit too soon. You are only in competition with yourself
  243. 243. There are two kinds of business people on the internet; successful people, and those who quit too soon. Like going to the gym!
  244. 244. There are two kinds of business people on the internet; successful people, and those who quit too soon. Spread
  245. 245. There are two kinds of business people on the internet; successful people, and those who quit too soon. you friends friends of friends 130 16,900
  246. 246. There are two kinds of business people on the internet; successful people, and those who quit too soon. be REMARKABLE
  247. 247. There are two kinds of business people on the internet; successful people, and those who quit too soon. 1.Join the networks 2.Use 3.Socialise
  248. 248. There are two kinds of business people on the internet; successful people, and those who quit too soon. Thank You
  249. 249. There are two kinds of business people on the internet; successful people, and those who quit too soon. Adam Gray adam@grayuk.com 07779 572122
  250. 250. There are two kinds of business people on the internet; successful people, and those who quit too soon.
  251. 251. Sell more stuff! Get less stuff returned! Have fun doing it! Simon Mercer There are two kinds of business people on the internet; successful people, and those who quit too soon.
  252. 252. There are two kinds of business people on the internet; successful people, and those who quit too soon.
  253. 253. Leveraging LinkedIn How to get new clients from LinkedIn Lucy Cooney, Promote to Perform There are two kinds of business people on the internet; successful people, and those who quit too soon.
  254. 254. There are two kinds of business people on the internet; successful people, and those who quit too soon. What is LinkedIn?
  255. 255. Before you start… There are two kinds of business people on the internet; successful people, and those who quit too soon. Why Do you want to use LinkedIn? Who Are you looking to connect with? What Are your specific goals?
  256. 256. The Steps There are two kinds of business people on the internet; successful people, and those who quit too soon. Profile Connecti ons Activity Targeting
  257. 257. Your Profile There are two kinds of business people on the internet; successful people, and those who quit too soon. 42% Update their information regularly 50.5% Of user profiles are 100% complete
  258. 258. There are two kinds of business people on the internet; successful people, and those who quit too soon.
  259. 259. There are two kinds of business people on the internet; successful people, and those who quit too soon.
  260. 260. What you lot need to do There are two kinds of business people on the internet; successful people, and those who quit too soon.
  261. 261. There are two kinds of business people on the internet; successful people, and those who quit too soon.
  262. 262. There are two kinds of business people on the internet; successful people, and those who quit too soon.
  263. 263. There are two kinds of business people on the internet; successful people, and those who quit too soon.
  264. 264. Connecting  Database upload  ‘People you may know’  Shared experience / education  Ongoing process  ‘Open’ or ‘Selective’ networking? There are two kinds of business people on the internet; successful people, and those who quit too soon.
  265. 265. Be Consistently Visible and Valuable • Studies have shown that it takes someone 7 exposures to you before they really start to pay attention, listen and determine whether it makes sense to take the next step. There are two kinds of business people on the internet; successful people, and those who quit too soon.
  266. 266. Activity There are two kinds of business people on the internet; successful people, and those who quit too soon. 35% Members Access LinkedIn daily
  267. 267. There are two kinds of business people on the internet; successful people, and those who quit too soon.  Network Updates – 1st level connections  Group Discussions – group members  Company Updates – Company followers
  268. 268. Targeting There are two kinds of business people on the internet; successful people, and those who quit too soon.
  269. 269. A case study Consultancy co There are two kinds of business people on the internet; successful people, and those who quit too soon. Identify Find Research Connect
  270. 270. There are two kinds of business people on the internet; successful people, and those who quit too soon. Identify Profile Managing Director Security Industry £1 – 10m turnover (11-200 employees) Private Companies Keywords Electronic Security CCTV Access Control Intruder Alarm
  271. 271. There are two kinds of business people on the internet; successful people, and those who quit too soon. Find Campaign 1: 14 contacts identified
  272. 272. There are two kinds of business people on the internet; successful people, and those who quit too soon. Research Companies House Search 2 eliminated due to being too profitable 2 dormant company 2 poor balance sheet 1 in liquidation 2 not found Balance: 5 contacts
  273. 273. There are two kinds of business people on the internet; successful people, and those who quit too soon. Connect 1 days ‘work’ £100k + revenue 5 contacts 4 connected 3 clients 1 open opportunity
  274. 274. There are two kinds of business people on the internet; successful people, and those who quit too soon. The LinkedIn Headline challenge!
  275. 275. There are two kinds of business people on the internet; successful people, and those who quit too soon. There are no magic wands, no hidden tricks, and no secret handshakes that can bring you immediate success, but with time, energy and determination you can get there.
  276. 276. Break
  277. 277. Wake Up To Email Marketing Alison Page There are two kinds of business people on the internet; successful people, and those who quit too soon.
  278. 278. Results matter • Email marketing typically returns £40 for every £1 invested DMA 2011 • More than a third of consumers read marketing emails on their mobile, which rises to 55% among 18-34 year olds Steel 2013 • Emails sent on Saturdays and Sundays had higher open, click, and transaction rates, but much lower volume. Monday emails had the highest revenue per email, but Friday had better click rates Experian 2012 Q4 Email Benchmark Report There are two kinds of business people on the internet; successful people, and those who quit too soon.
  279. 279. 2nd only in terms of ROI to SEO There are two kinds of business people on the internet; successful people, and those who quit too soon.
  280. 280. Part solution to direct mail There are two kinds of business people on the internet; successful people, and those who quit too soon.
  281. 281. 10 compelling reasons! There are two kinds of business people on the internet; successful people, and those who quit too soon.
  282. 282. Rethink your strategy There are two kinds of business people on the internet; successful people, and those who quit too soon.
  283. 283. Measurement There are two kinds of business people on the internet; successful people, and those who quit too soon.
  284. 284. Real insight • Call to action • Post-click behaviour • The role in conversion • Knowledge • Buying process • Payment process • Customer complaints There are two kinds of business people on the internet; successful people, and those who quit too soon.
  285. 285. Email Legalities There are two kinds of business people on the internet; successful people, and those who quit too soon.
  286. 286. Legal mandatories There are two kinds of business people on the internet; successful people, and those who quit too soon. • Privacy & Electronic Communications (EC Directive 2003) Regulations amended 2011 • Data Protection Act 1998 • Gain permission • Quality not quantity • Unsubscribe facility
  287. 287. Tools There are two kinds of business people on the internet; successful people, and those who quit too soon.
  288. 288. ESP’s There are two kinds of business people on the internet; successful people, and those who quit too soon.
  289. 289. ESP review There are two kinds of business people on the internet; successful people, and those who quit too soon. • Ease of account set-up • Free trial offered • Pricing • Templates and campaign creation • Reporting functionality • Training • Help and support
  290. 290. ESP results There are two kinds of business people on the internet; successful people, and those who quit too soon.
  291. 291. Takeaways There are two kinds of business people on the internet; successful people, and those who quit too soon.
  292. 292. Optimise response rates • Communicate with people who wish to be communicated with! • Keep subject lines short • Hello, testing, testing 1, 2, 3 • Consider your timing • Use a good copywriter • Vary your types of communication There are two kinds of business people on the internet; successful people, and those who quit too soon.
  293. 293. Improve delivery % • Use permission marketing • Maintain a quality list • Ensure your content doesn't trigger red flags • Maintain your reputation • Include whitelisting instructions • Use an email service provider (ESP) There are two kinds of business people on the internet; successful people, and those who quit too soon.
  294. 294. Increase open & CTR • Trust and relevance • Images and attachments • Design for the preview pane • Consider multiple devices • Personalise • Clear call to action There are two kinds of business people on the internet; successful people, and those who quit too soon.
  295. 295. Reduce unsubscribes • Profile permissions • Download speed • Could the message be the trigger? – Could it offend or irritate? – Could the number of messages be irritating? – Could the irrelevance of the messages be irritating? There are two kinds of business people on the internet; successful people, and those who quit too soon.
  296. 296. Your checklist • Use the permission approach • Maintain list hygiene • Consider your design • Check your email mechanics • Test before sending • Define your email proposition • Segment for better results • Deliver value • Personalise for greater relevance • Integrate with your other mediums • Evaluate and learn There are two kinds of business people on the internet; successful people, and those who quit too soon.
  297. 297. Have you woken up to email marketing? There are two kinds of business people on the internet; successful people, and those who quit too soon.
  298. 298. Alison Page Marketing There are two kinds of business people on the internet; successful people, and those who quit too soon. • 07963 002065 • alison@acpmarketing.co.uk • www.alisonpagemarketing.co.uk • www.twitter.com/@thealisonpage • www.facebook.com/alisonpagemarketing • www.linkedin.com/in/alisonpagemarketing • www.linkedin.com/company/alison-page- marketing
  299. 299. There are two kinds of business people on the internet; successful people, and those who quit too soon.
  300. 300. Do you know…… • How many visitors came last month? • How many pages did they view? • Which pages did they look at? • How long did they stay? • Where are they located? • Which keyword attracted them? • Which site referred them? • Are they new to your site?
  301. 301. www.google.com/analytics
  302. 302. • 200 character description • Multiple categories • Images • Videos • Opening times • Coupons • Reviews
  303. 303. There are two kinds of business people on the internet; successful people, and those who quit too soon.
  304. 304. There are two kinds of business people on the internet; successful people, and those who quit too soon.
  305. 305. What’s it all about? Keywords Ad text Landing page Call to action Track conversions Set CPC & budget Analyse data Refine Visitor behaviour Start over
  306. 306. Keywords 1
  307. 307. What’s it all about? Keywords Ad text Landing page Call to action Track conversions Set CPC & budget Analyse data Refine Visitor behaviour Start over
  308. 308. Ad text 1.
  309. 309. What’s it all about? Keywords Ad text Landing page Call to action Track conversions Set CPC & budget Analyse data Refine Visitor behaviour Start over
  310. 310. Landing page
  311. 311. Call to action
  312. 312. What’s it all about? Keywords Ad text Landing page Call to action Track conversions Set CPC & budget Analyse data Refine Visitor behaviour Start over
  313. 313. What’s it all about? Keywords Ad text Landing page Call to action Track conversions Set CPC & budget Analyse data Refine Visitor behaviour Start over
  314. 314. Track conversions
  315. 315. What’s it all about? Keywords Ad text Landing page Call to action Track conversions Set CPC & budget Analyse data Refine Visitor behaviour Start over
  316. 316. CPC & daily budget 1.
  317. 317. What’s it all about? Keywords Ad text Landing page Call to action Track conversions Set CPC & budget Analyse data Refine Visitor behaviour Start over
  318. 318. Analyse data 1.
  319. 319. What’s it all about? Keywords Ad text Landing page Call to action Track conversions Set CPC & budget Analyse data Refine Visitor behaviour Start over
  320. 320. Refine, refine, refine 1.
  321. 321. What’s it all about? Keywords Ad text Landing page Call to action Track conversions Set CPC & budget Analyse data Refine Visitor behaviour Start over
  322. 322. Visitor behaviour
  323. 323. I’m nearly done…….. Keywords Ad text Landing page Call to action Track conversions Set CPC & budget Analyse data Refine Visitor behaviour Start over
  324. 324. PPC myths 1. Nobody clicks on the ads. 2. Being in position #1 is essential. 3. No serious buyers look after 6pm or at weekends. 4. Having lots of keywords is a good thing. 5. Run one sales message and stick to it. 6. You can set it and forget it. 7. Highest bidder gets the top slot. 8. The www is global so you will cover the whole world. 9. You don’t need PPC if you’re ranking high organically. 10. My clients don't use Google for my products/services.
  325. 325. Search audience • accountants hemel hempstead 320 1.46 • commercial insurance broker 1600 10.41 • digital marketing agency 8100 4.67 • epublishers 590 0.81 • google adwords agencies 73 9.78 • high net worth investors 140 1.88 • intellectual property lawyer 1900 2.58 • outsourced hr 1900 7.94 • pr consultants 1900 1.58 • presentation skills training 2400 5.34 • public sector architects 28 1.29 • school academy conversion 390 1.07 • social media training 5400 3.67 • unsigned bands 4400 0.50 • clinical negligence lawyer 5400 41.85 • mortgage calculator 550000 0.97
  326. 326. Other PPC options
  327. 327. Remarketing
  328. 328. “Some say Google is God. Others say Google is Satan. But if you think Google is too powerful, remember that unlike other companies, all it takes is a single click to go to another search engine.” Sergey Brin
  329. 329. Q&A
  330. 330. Debbie Gilbert
  331. 331. Close

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