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2. E Marketing Chorlton09
 

2. E Marketing Chorlton09

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Selling on the Web 2009

Selling on the Web 2009

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    2. E Marketing Chorlton09 2. E Marketing Chorlton09 Presentation Transcript

    • H T I T M E O O A C T Y W etc Chorlton 5 th February 2009
    • What you can ask me
      • Marketing
      • Web design
      • Search Engine Optimisation
      • Pay Per Click
      • Usability
      • Accessibility
    • Objectives
      • Understand marketing principles
      • Understanding SEO
      • Understanding PPC
      • Understand social media basics
      • Decide which are appropriate for you
    • What is Marketing?
      • Identifying (researching) needs
      • Product concept
      • The whole product
      • The price
      • Advertising
      • Sales support
      • etc
    • Marketing Basics
      • Market Research
      • Marketing Plan
      • Market Segmentation
      • Competition
      • Product/Price/Place/Promotion
      • Unique Sales Proposition
      • Feature/Advantage/Benefit
      • Objectives
      • Strategy
    • Marketing Plan
      • Where are you now?
      • Where do you want to be?
      • How are you going to get there?
    • Traditional Marketing
      • Telesales
      • Direct Mail
      • Press Ads
      • PR
      • Exhibitions
      • Radio
      • Cost, reach focus.
      • oil rig components, cheaper phone calls, double glazing, clothes
    • E-Marketing
      • The use of digital technologies to help sell your goods or services.
    • Benefits of E-Marketing
      • Reach (as usual)
      • Potentially lower cost (really?)
      • Easier to measure/evaluate the results effectively (definitely)
      • Flexibility (definitely)
      • Your marketing message is always available (definitely)
      • e-Marketing campaigns can be more engaging (definitely)
      • Personalisation (definitely)
    • What is your marketing mix?
      • Who is your target market?
      • What are your objectives? (SMART)
      • What is your budget?
    • E-Marketing Channels
      • Website - A location on the World Wide Web
      • e-mail – An electronic version of a letter or hand written note.
      • Blog’s - A blog is a website where entries are made in journal style and often provide commentary or news on a particular subject, such as food, politics, or local news.
      • Podcasts - Is a method of publishing files to the Internet e.g. audio or video file.
      • RSS ( Really Simple Syndication) – Allows websites that want to allow other sites to publish some of its content.
      • SMS Messaging - the transmission of short text messages to and from a mobile phone, fax machine and/or IP address.
      • Online PR – Traditional PR extended online.
      • Pay for click – Google adwords
      • Other sites - ?
    • SEO - Some definitions
      • Directories
      • Search Engines
      • SERPs
      • Keyphrases
      • Google Dance
    • SEO - Who are the major players?
      • Google
      • Overture
      • MSN
      • Ask
      • A Hitwise survey in 2006 showed 94% of UK searches were powered by a version of Google. (Perhaps more like 70%.)
    • SEO - Why is Google the biggest?
      • Honesty
      • (and some other reasons)
    • SEO - What is search engine optimisation?
      • Strategically making you website more likely
      • to be ranked by search engines for keywords of your choice
      • - Andy Nicol, 2007
      • Part of Search Engine Marketing
      • Not PPC, online advertising (screen shots)
    • SEO - Why optimise your site?
      • 183 million searches per day in US
      • 100 million searches in Google UK per day
    • SEO - How to do it
      • Research Keywords
      • Strategically alter the code of your site
      • Develop with usability in mind
      • Build your site in DIVs
      • Meta Data - honestly
      • Text Density - honestly
      • Text Menu - anchor text
      • Internal Links - anchor text
      • ALT tags - build for DDA - honesty
      • Heading tags (CSS)
    • SEO – How to do it
      • Bold, italics, bullet points
      • Update content regularly - honestly
      • Google PageRank
      • Inbound links - anchor text - proactively and honestly
      • (QUANTITY & QUALITY - PR, blogs)
      • Google Sitemap
      • 301 Redirects
      • 404 Errors
      • Friendly URLs
    • SEO - Research keywords
      • What keywords do would you search for?
      • What keywords would your customers search for?
      • What does the thesaurus say
      • What are your competitors using? *
      • * Competitors may be those that are already top of the search engines
    • SEO - Research keywords
      • inventory.overture.com
      • www.wordtracker.com
      • http://tools.seobook.com/general/keyword
      • https://adwords.google.com/select/keywordtoolexternal
    • SEO - Which keywords
      • Provide a list and ask which ones to pick.
      • generic VS niche.
      • "web design manchester"
      • the long tail
    •  
    •  
    • SEO - What you shouldn’t do
      • Don’t try and fiddle the system !!
      • Hidden text
      • Duplicate content
      • Keyword Stuffing
      • Cloaking
      • Flash
      • Tables
    • SEO - Things that are beyond your control
      • Relevant URL
      • Age of your domain (Sandbox)
      • Dynamic content
      • Host country
      • lots of other factors
      • Or are they??????
    • SEO - Checking for success
      • Web Position ( www.webposition.com ) Formerly Web Position Gold (WPG), now owned by WebTrends.
      • Advanced Web Ranking ( www.advancedwebranking.com ) Supplied by Caphyon. Uses Google API key.
      • Agent Web Ranking ( www.agentwebranking.com ) High adoption client and agency side. Uses Google API key.
      • Internet Business Promoter ( http://www.axandra-web-site-promotion-software-tool.com ) European tool, useful for international rank checking and includes sponsored listing reporting
      • Digital Point keyword tracking ( http:// www.digitalpoint.com /tools ). Unlike the others, this is a free service, but can be used for smaller sites.
      • Google Analytics ( http://www.google.com/analytics )
      • Your log files
    • Homework
      • View your source code
        • is it TABLES
      • Research Keywords
        • web editing and FTP
      • Inbound Links etc
    • Watch out for Charlatans!!
      • You cant fit 11 into 10
      • Google is the one that counts
      • £1,000 / month
    • PPC - Local Search Source: Hitwise
    • PPC - Local Search
      • submit to directories
      • careful how much you spend
      • Search engine usage for local search is
      • growing, so lets concentrate on them
    • Paid Search
    • Paid Search
    • Paid Search
    • PPC - Who are the major players?
      • Google Adwords ( http:// adwords.google.com )
      • Yahoo! Search Marketing ( http:// searchmarketing.yahoo.com )
      • Microsoft adCenter ( http://adcenter.microsoft.com )
      • MIVA Pay Per Click, Pay Per Call and Pay Per Text ( www.miva.com )
    • PPC - Common Mistakes
      • Poor CTR
      • Paying too much
      • Inability to manage
    • PPC - Key factors
      • Keyphrase targetted
      • Pay per click, not per impression
      • Prominence of ad is based on bidding
      • Quicker than organic
      • Click costs can be high – conversion is important
      • SEO for high volume low intent – PPC for long tail?
      • Bid to be near the top?
      • Flexibility
      • Click fraud
    • PPC - Strategy
      • Research keyphrases
      • Long Tail
      • Maximise AND minimise click throughs
      • Landing pages
      • Time related variations
      • Quality Score
      • Content Network
    • PPC - Keyphrases
      • Adjective
      • Comparison
      • Application
      • Product Type
      • Product feature
      • Brand
      • Location
      • Action
      • Related products or services
    • PPC - Keyphrases
      • Broad matching
      • Exact matching
      • Phrase matching
      • Negative Matching
    • PPC - Keyphrases & Longtail
    • PPC - Keyphrases & Longtail
    • PPC - Manage click through rates
    • PPC - Time Related Variations
      • Holidays/Seasons
      • Accounting year end
      • During the day
      • During the week
    • PPC - Quality Score
      • clickthrough rate for keyphrase
      • Relevance of ad text, keyword and landing page
      • Bid level
      • Ad rank
      • Manual reviews of sites
      • Google’s success is based on giving the USER what they want.
    • PPC - Content Network
      • “ browse mode” not “search mode”
      • Inbound links?
    • PPC - Bid Management Tools
      • A whole new topic
      • Atlas One Point, Bid Buddy
      • Costly (15%)
      • New skills
    • PPC - Top Tips
      • Don’t back the wrong keyphrase (spread risk)
      • Prioritise budget on lowest CPC keyphrases
      • Prioritise budget on highest converting keyphrases
      • Prioritise budget on time of day for best ROI
      • Don’t set a blanket CPC across all keywords
      • Learn from previous campaigns
    • PPC - It’s marketing
      • What is the ad for? (Attention, Interest, Desire, Action)
      • Who is the ad for? (speak their language)
      • Who are you competing with? (standing out)
      • What is your proposition and point of difference? (4 Ps)
      • Where will the ads be displayed? (countries, content network)
      • What the constraints of editorial guidelines and process? (repetition, superlatives, capitalisation)
      • How do I achieve standout? (intentional space, punctuation)
      • Warning – What is the impact of changing ad creative?
      • Buy, Get, See, Free, Save, Win,
    • PPC - Ad copy
      • Relate the copy to the search phrase
      • “ Reason to click”
      • Credibility
      • Title Case and Ampersands
      • Price qualifier (price range, starting from)
      • Don’t set a blanket CPC across all keywords
      • Learn from previous campaigns
      • Position is based on Quality Score as well as bid
    • PPC - Landing Pages
    • PPC - Landing Pages
    • PPC - Landing Pages
      • Review bounce rates across campaign
      • Quality score / bid price
      • Not just instant conversion
      • SEO conflicts
      • Integrated within site / standalone
      • Above the fold
      • Remove menu options
      • Phone numbers
    • PPC - Landing Pages
      • http:// services.google.com/websiteoptimizer /
    • PPC - Landing Pages
      • After all that effort;
      • Accessibility
    • PPC - Click fraud
      • Competitors
      • Affiliates
      • Site Owners
      • Customers
      • Search Engines have their own systems
      • Monitor Google’s Invalid Clicks Report
      • Switch off PPC during high fraud hours
    • Pay per click
      • Try it, measure it, tweak it
    • Examples
      • Other considerations when choosing e-Marketing;
      • Wiggly Wigglers – A gardening company which releases regular podcasts on various gardening topics.
      • Here it goes again - The music video was filmed in one continuous shot and was uploaded to YouTube , where it has been viewed over fifteen million times. The video was popular enough to earn a Grammy award for "Best Short-Form Music Video" in 2007 and the YouTube 2006 Video Award for "Most Creative Video" .
      • Will it blend – A series of videos made for around £5-600 each by a US blender manufacturer, which were placed on the internet last year. Within just a few days, the first videos had millions of views. This had a significant impact on sales. The campaign aim was to help build brand awareness and establish Blendtec as the premier blender manufacturer.”
    • Web 2.0
      • Interaction/conversation not publishing
      • Customer Engagement
      • Mostly consumers, often segmented
      • Appealing to marketers
      • Effective?
    • Social Media Types
      • Social Bookmarks
      • Digg www.digg.com
      • Reddit www.reddit.com
      • Delicious del.icio.us
      • What do they do?
      • How can you use them?
    • Social Media Types
      • Social Networks
      • Facebook www.facebook.com
      • Myspace www.myspace.com
      • Linkedin www.linkedin.com
      • What do they do? (online gossiping and networking)
      • How can you use them? (advertising, engaging, networking)
    • Social Media Types
      • Facebook
      • www.manchesterdigital.com/about.asp Website with News, Events, Digital Jobs, Tenders. It is more formal and its members tend to be the owners of digital businesses. Averages around 800 visitors a day.
      • www.facebook.com/s.php?ref=search&init=q&q=manchester%20digital&sid=d7936699c741d97b59754c4a7e04cef2#/group.php?gid=6127014011 MD Facebook group has 259 "friends", is less formal than the website and is used to promote MD its events etc. to a wider audiance and help people from the digital sector communicate/connect/network.
    • Social Media Types
      • Facebook
      • www.facebook.com/networks/networks.php#/pages/Digital-Marketing-Manchester/19610314120?ref=s Facebook group set up by MD members to promote a regular meet up of digital marketing people.
      • www.facebook.com/s.php?ref=search&init=q&q=manchester%20digital&sid=d7936699c741d97b59754c4a7e04cef2#/group.php?gid=27557553742 Manchester Digital/MMU Business School ProDev Day event. Facebook was used as a way of recruiting digital companies and students to the day. Although not the only marketing channel used the day was a success with 600 students and around 40 businesses attending. 
    • Social Media Types
      • Blogs
      • Blogger www.blogger.com
      • Twitter www.twitter.com
      • Gizmodo www.gizmodo.com
      • Technorati www.technorati.com
      • What do they do? (updateable news, syndication)
      • How can you use them? (SEO, industry monitoring, buzz creation)
    • Social Media Types
      • Media Sharing
      • Youtube www.youtube.com
      • Flikr www.flikr.com
      • What do they do? (upload and share media)
      • How can you use them? (virals, media distribution, media hosting,
      • SEO)
    • Social Media Types
      • Flikr
      • www.flickr.com/photos/mdda/sets/72157604946062922/ Used to store images of an event.
    • Social Media Types
      • BlipTV
      • www.manchesterdigital.com/page.asp?id=3112 Used to store promotional video material.
    • Other Social Media Sites
      • http://traffikd.com/social-media-websites/
    • The Risks
      • Do you have the time?
      • Do you have the money?
      • Do you have anything interesting to say?
      • Who is listening?
      • You’re the boss!
    • Pay per click
      • … .and breath
      • Thank you