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Online Now Digital Day 4.7.13
 

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 ...

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 Online Now Digital Day 4.7.13 Presentation Transcript

    • 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 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.
    • 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, and those who quit too soon.
    • 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 – Unique offering
    • 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 offering • Links from authoritative sources • Social media engagement
    • SEO for 2013 • Boosting Relevancy – Keyword research – Ranking for more unusual terms – Using your content to attract links • Boost authority – Strategic link building tips
    • Boost Your Relevancy and Attract Links
    • 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.
    • Google Keyword Tool
    • 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
    • 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 who quit too soon. Link Bait Attracts Links Shared on Social Media
    • 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
    • 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 those who quit too soon. • Strategic link building techniques – Links that bring traffic – Links that are purely for authority
    • 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
    • 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
    • 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
    • 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
    • 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 internet; successful people, and those who quit too soon.
    • 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.
    • 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 of business people on the internet; successful people, and those who quit too soon.
    • 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 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.
    • 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
    • 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?
    • 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
    • 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
    • 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.
    • 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 internet; successful people, and those who quit too soon.
    • 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.
    • 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.
    • 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 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.
    • 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 who quit too soon.
    • 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.
    • 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.
    • WHO are you writing for? There are two kinds of business people on the internet; successful people, and those who quit too soon.
    • 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.
    • 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.
    • 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, and those who quit too soon.
    • 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.
    • • 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.
    • 3 features 3 benefits There are two kinds of business people on the internet; successful people, and those who quit too soon.
    • 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.
    • •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.
    • Home Products Services About Contact There are two kinds of business people on the internet; successful people, and those who quit too soon.
    • 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.
    • 145 The power of the headline... There are two kinds of business people on the internet; successful people, and those who quit too soon.
    • ‘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.
    • 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.
    • 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.
    • ...develop interest with a promise... There are two kinds of business people on the internet; successful people, and those who quit too soon.
    • 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 people, and those who quit too soon.
    • 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.
    • 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; successful people, and those who quit too soon.
    • “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.
    • “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.
    • • 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.
    • 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 the internet; successful people, and those who quit too soon.
    • 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.
    • 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.
    • 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.
    • 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.
    • 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.
    • 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.
    • Avoid the ‘muffin top sentence opener...’ There are two kinds of business people on the internet; successful people, and those who quit too soon.
    • Value verbs over adjectives and adverbs There are two kinds of business people on the internet; successful people, and those who quit too soon.
    • 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.
    • 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; successful people, and those who quit too soon.
    • “We’re passionate about our solutions...” There are two kinds of business people on the internet; successful people, and those who quit too soon.
    • “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 people, and those who quit too soon.
    • 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.
    • 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 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. Email Marketing QUIZ
    • 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@hotmail.com
    • There are two kinds of business people on the internet; successful people, and those who quit too soon. beckhamfamily@btinternet.com
    • There are two kinds of business people on the internet; successful people, and those who quit too soon. richard.branson@virgin.com
    • 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 those of my employers. They just don’t know it yet.” (@AngrySubEditor)
    • 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’
    • 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 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.
    • 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.
    • 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 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.
    • 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 on the internet; successful people, and those who quit too soon.
    • 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.
    • Visioning To July 2014… and beyond! There are two kinds of business people on the internet; successful people, and those who quit too soon.
    • 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.
    • 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.
    • 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.
    • Marketing communications - AIDA There are two kinds of business people on the internet; successful people, and those who quit too soon.
    • 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.
    • 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.
    • Marketing campaigns – smart investing There are two kinds of business people on the internet; successful people, and those who quit too soon.
    • 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.
    • 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.
    • Q&A
    • Lunch
    • 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.
    • “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.
    • 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.
    • 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.
    • 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.
    • 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.
    • 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.
    • HMRC and property • Information from Land Registry • Information from planning departments • Property transactions • How properties funded ? • Rental income - is it being declared? • Construction sector
    • 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.
    • 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.
    • 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 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 Adam Gray
    • 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 MEAN?
    • 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 • SIZE • COST
    • 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
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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. in Q1 2011 signed up 1,000,000 new members
    • 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
    • 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
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    • There are two kinds of business people on the internet; successful people, and those who quit too soon. Most popular topic? GARDENING
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    • 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 linkedin facebook myspace youtube slideshare flickr picassa eventbrite
    • There are two kinds of business people on the internet; successful people, and those who quit too soon. How does this help make sales?
    • 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
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    • 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 BEING AT THE PARTY!
    • 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 • Facebook • Google+ • LinkedIn • Twitter • Picasa/Flickr/Pinterest • FourSquare
    • 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 numbers game!
    • There are two kinds of business people on the internet; successful people, and those who quit too soon. followers ≠ listeners
    • 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
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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. Look at what others do and...
    • 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 competition with yourself
    • There are two kinds of business people on the internet; successful people, and those who quit too soon. Like going to the gym!
    • 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 friends of friends 130 16,900
    • 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 networks 2.Use 3.Socialise
    • 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@grayuk.com 07779 572122
    • 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 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.
    • 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.
    • 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. Why Do you want to use LinkedIn? Who Are you looking to connect with? What Are your specific goals?
    • 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
    • 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
    • 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 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.
    • 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.
    • 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.
    • Activity There are two kinds of business people on the internet; successful people, and those who quit too soon. 35% Members Access LinkedIn daily
    • 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
    • Targeting There are two kinds of business people on the internet; successful people, and those who quit too soon.
    • 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
    • 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
    • There are two kinds of business people on the internet; successful people, and those who quit too soon. Find Campaign 1: 14 contacts identified
    • 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
    • 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
    • There are two kinds of business people on the internet; successful people, and those who quit too soon. The LinkedIn Headline challenge!
    • 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.
    • Break
    • 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.
    • 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.
    • 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.
    • Part solution to direct mail There are two kinds of business people on the internet; successful people, and those who quit too soon.
    • 10 compelling reasons! There are two kinds of business people on the internet; successful people, and those who quit too soon.
    • Rethink your strategy There are two kinds of business people on the internet; successful people, and those who quit too soon.
    • Measurement There are two kinds of business people on the internet; successful people, and those who quit too soon.
    • 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.
    • Email Legalities There are two kinds of business people on the internet; successful people, and those who quit too soon.
    • 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
    • Tools There are two kinds of business people on the internet; successful people, and those who quit too soon.
    • ESP’s There are two kinds of business people on the internet; successful people, and those who quit too soon.
    • 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
    • ESP results There are two kinds of business people on the internet; successful people, and those who quit too soon.
    • Takeaways There are two kinds of business people on the internet; successful people, and those who quit too soon.
    • 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.
    • 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.
    • 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.
    • 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.
    • 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.
    • 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.
    • 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
    • There are two kinds of business people on the internet; successful people, and those who quit too soon.
    • 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?
    • www.google.com/analytics
    • • 200 character description • Multiple categories • Images • Videos • Opening times • Coupons • Reviews
    • 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’s it all about? Keywords Ad text Landing page Call to action Track conversions Set CPC & budget Analyse data Refine Visitor behaviour Start over
    • Keywords 1
    • 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
    • Ad text 1.
    • 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
    • Landing page
    • Call to action
    • 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
    • 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
    • Track conversions
    • 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
    • CPC & daily budget 1.
    • 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
    • Analyse data 1.
    • 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
    • Refine, refine, refine 1.
    • 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
    • Visitor behaviour
    • I’m nearly done…….. Keywords Ad text Landing page Call to action Track conversions Set CPC & budget Analyse data Refine Visitor behaviour Start over
    • 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.
    • 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
    • Other PPC options
    • Remarketing
    • “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
    • Q&A
    • Debbie Gilbert
    • Close