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Using the Web Arms Race to your advantage - sell more via a better site :)
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Using the Web Arms Race to your advantage - sell more via a better site :)

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You have a business to run with limited time & budget to dedicate to online. …

You have a business to run with limited time & budget to dedicate to online.

Yet there are so many things you could be doing, e.g. Twitter, Facebook, YouTube, Pinterest, Google+, LinkedIn, Blogs, etc. The complexity is overwhelming – and seems to get worse by the day.

The trick is to keep it simple and turn the internet arms-race to your advantage!

In this presentation we will focus on a small number of things you can do today to get maximum bang for your buck. In particular we will look at the concept of Attract > Convert > Retain and how it should guide all your online development.

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Transcript

  • 1. Selling & telling online
  • 2. Smooth
  • 3. Practical tips & takeaways
  • 4. It used to be a lot easier
  • 5. Now it’s a god-damn arms race!
  • 6. Choose those with maximum benefit
  • 7. Keeping things simple is fine
  • 8. Let someone else do the legwork
  • 9. Use arms race to OUR advantage
  • 10. 1. Choose the “right” things to do ? ?
  • 11. 2. Use the “right” tools to support it ? ?
  • 12. Who dis?
  • 13. Search under “insomnia”
  • 14. Search under “nerd”
  • 15. Search under “solo travel”
  • 16. Search under “Best in Ireland?”
  • 17. Fashion ‘n’ the web
  • 18. Web has always been about fashion
  • 19. Attract ? Convert ? Retain
  • 20. ? ?
  • 21. Not a monologue any longer
  • 22. It’s a conversation
  • 23. ? ?
  • 24. Also called “Content Marketing” PS - Google loves it
  • 25. YOUR challenge is to maximise return from limited time & budget…
  • 26. Attract ? Convert ? Retain
  • 27. Facebook, then Twitter, then Pinterest Pinterest audience … 70% are women (24-50) Pinterest traffic … up to 30 site views from 1 pinner Pinterest value … $180 per order
  • 28. How to engage via Pinterest?Make a Pin friendly website with great imagery (incl. $) Engage on Pinterest, e.g. “Pin it to Win it”. Activate via other networks, e.g. Facebook & Twitter.
  • 29. SEO … Google wants you to do this Make sure you have keyword descriptive <title> tags.Make sure META DESCRIPTION is on all pages (& unique). Use keyword heavy H1s & H2s.Get linked to with right text “Best wedding hats in Ireland”
  • 30. Use Google Trends to track best terms to use
  • 31. Use SEOMoz (free for 14 days)
  • 32. Adwords … lots of space available“Low cost - High use” terms are surprisingly profitable. Be specific “hats weddings tralee kerry” Try alternatives to see what works best.
  • 33. Use keywords tool to choose best ad targets
  • 34. Attract ? Convert ? Retain
  • 35. Build trust … show your bona-fides If you are accredited, say it. If you have an award, flaunt it. If you are #1 in anything, show it.
  • 36. Use words to encourage action Promise a reward for effort. Get visitors to act immediately.Try different words from time to time (A/B test).
  • 37. Attract ? Convert ? Retain
  • 38. Close the loopIncentivise users to connect via Social Networks. Ask them for their email (they will give it). Overall - keep chatting & keep listening.
  • 39. The top tools you need
  • 40. Create a new Google user for all your online activity
  • 41. Track the quality of your website using Webmaster tools…
  • 42. …and ClarityGrader
  • 43. Track how visitors engage with your site using Google Analytics…
  • 44. … and StatCounter
  • 45. Track what’s being said about you using Google Alerts…
  • 46. …and Hootsuite
  • 47. …and Social Count
  • 48. So now what?
  • 49. You’re never “done” & never “perfect”
  • 50. Keep talking & keep tweaking
  • 51. Forget about the “next big thing”
  • 52. Attract ? Convert ? Retain
  • 53. Go raibh maith agaibh