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The magic of web marketing - DORSET

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22.04.10 Dorset - The magic of web marketing

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The magic of web marketing - DORSET

  1. 1. The Magic of Web Marketing Drive the right traffic – Provide the right information – Convert More Visitors
  2. 2. Introduction Your Presenter Drive the right traffic – Provide the right information – Convert More Visitors
  3. 3. Agenda • Introduction stuff • About this presentation • Traffic Vs Conversion • Tools you can use • Driving more traffic • Providing better content • Improving conversions
  4. 4. About You • You own or manage an SME • You have a basic understanding of the Web • You are getting some traffic to your site • You suspect you could get much better results • You’d like more enquiries or sales • You want to understand how things are changing • You’d like a morning snooze and a free lunch Drive the right traffic – Provide the right information – Convert More Visitors
  5. 5. About This Presentation • What it is • What it isn’t • Why I don’t know everything • Why Web marketing IS magical • Why it’s not magic • Your role (and it’s not making notes of the slides) Drive the right traffic – Provide the right information – Convert More Visitors
  6. 6. Web Marketing Used to be Easy! • Have a Website designed • Learn to advertise online with AdWords • Optimise your site for suitable keywords • Relax and enjoy extra sales / enquiries Drive the right traffic – Provide the right information – Convert More Visitors
  7. 7. The Tool Box • A Website Content Management System • The Google keyword Tool • Google Toolbar • Yahoo Site Explorer • Google AdWords • Google Analytics • Google Website Optimiser • Various other free websites Drive the right traffic – Provide the right information – Convert More Visitors
  8. 8. The value of conversion
  9. 9. Getting on the Same Page • Let’s do the basics • When I say Google…. • The 3 basic search types • Natural search • Paid search • Local search Drive the right traffic – Provide the right information – Convert More Visitors
  10. 10. Page 1 Search Engine Listings • A level playing field • Google is a software program • Doesn’t Google know how important I am? • It’s all about Keywords, Metadata & Links Drive the right traffic – Provide the right information – Convert More Visitors
  11. 11. Natural Search • Not a short term fix • Getting found • The best ROI • “Free” Drive the right traffic – Provide the right information – Convert More Visitors
  12. 12. Drive the right traffic – Provide the right information – Convert More Visitors
  13. 13. Paid Search • Google AdWords - What’s so great about it? • The world’s most elegant Advertising system • Split testing Ads • Driving traffic to the right page • Market research • Content network • CPA bidding Drive the right traffic – Provide the right information – Convert More Visitors
  14. 14. The Value Of Keywords Drive the right traffic – Provide the right information – Convert More Visitors
  15. 15. Local Search • Easy to do • Feedback / Review options • Put your business on the map! Drive the right traffic – Provide the right information – Convert More Visitors
  16. 16. WWW.Google.com/places Drive the right traffic – Provide the right information – Convert More Visitors
  17. 17. The Magic Ingredients • Content • Keywords • Metadata • Links • Resource Drive the right traffic – Provide the right information – Convert More Visitors
  18. 18. The Google Keyword Tool Drive the right traffic – Provide the right information – Convert More Visitors
  19. 19. The Google Keyword Tool Drive the right traffic – Provide the right information – Convert More Visitors
  20. 20. The Google Keyword Tool • Tells us how many people are looking for what • Helps us identify new opportunities • Tells us what the competition looks like • Tells us which Web pages to create • Look at number of competing pages to pick a fight you can win Drive the right traffic – Provide the right information – Convert More Visitors
  21. 21. How Google Influences Keyword Choices Drive the right traffic – Provide the right information – Convert More Visitors
  22. 22. What We Do With Keywords Optimise each page for one primary keyword/ phrase • Meta (page) title • Meta (page) description • Meta keywords (not used by Google) • URL (page name) • Header text (<H1>) • Body text • Alt tags on images • Anchor text in links Drive the right traffic – Provide the right information – Convert More Visitors
  23. 23. How To Look At Web Pages Like A Nerd
  24. 24. What We Do With Keywords Drive the right traffic – Provide the right information – Convert More Visitors The meta description (usually) The page title
  25. 25. On-Page Optimisation • Getting on the starting grid • Regular updates of well “Tuned” content • 8 Factors Drive the right traffic – Provide the right information – Convert More Visitors
  26. 26. On-Page Vs Off-Page Drive the right traffic – Provide the right information – Convert More Visitors
  27. 27. Pagerank 1-10 0 500,000 1,000,000 1,500,000 2,000,000 2,500,000 1 2 3 4 5 6 7 8 9 1 11 Google’s Popularity Competition Drive the right traffic – Provide the right information – Convert More Visitors Pag erank 1- 6 0 100 200 300 400 500 600 700 1 2 3 4 5 6 Ser i es1 • Become popular • Hang out with the popular kids •The Pagerank algorithm
  28. 28. Off-Page Optimisation • The Google Toolbar & Pagerank Indicator Drive the right traffic – Provide the right information – Convert More Visitors
  29. 29. Not all Links are Equal • Link popularity • Link age • Link topic • Link growth rate • Links from a topical community • Position on Web page • Number of links on page • Link anchor text Drive the right traffic – Provide the right information – Convert More Visitors
  30. 30. Anchor Text Links • All links that drive traffic are good • Nofollow links • Links are better if they boost your Google rankings! • You need both Site A Site B Link Link Cheese Click here Cheese Smells like cheese Cheese Interesting cheese facts Cheese More information Drive the right traffic – Provide the right information – Convert More Visitors Read more
  31. 31. Off-Page Optimisation • Miserable Failure & “The Google Bomb” Drive the right traffic – Provide the right information – Convert More Visitors Miserable failure Miserable failure Miserable failure Miserable failure Miserable failure Miserable failure Miserable failure Miserable failure
  32. 32. Tracking & Discovering Links Drive the right traffic – Provide the right information – Convert More Visitors
  33. 33. Building Inbound Links • If you build it will they come? • Longhand • Directory submission (Paid and unpaid) • Viral marketing (e-books etc) • Blogging (Nofollow issues) • Social media and Q&A sites • Social book marking • Digital PR & Article Marketing • Buying inbound links - BEWARE Drive the right traffic – Provide the right information – Convert More Visitors
  34. 34. New Google Search Opportunities • Image search • Video search • News • Shopping (Product Search) • Blog search • Personalisation & Localisation • Real-time search Drive the right traffic – Provide the right information – Convert More Visitors
  35. 35. Uh-Oh! Here Comes the Social Web… • A time of major change • Disruption & opportunity • It’s huge! Drive the right traffic – Provide the right information – Convert More Visitors
  36. 36. Social Search (SMO) • Every social site has a search box • Social sites appear in search results • Increase your digital footprint Drive the right traffic – Provide the right information – Convert More Visitors
  37. 37. The Social Web • Communities • Etiquette & Rules • Conversation opportunities • Advertising opportunities • Every social site has a search button • Better to do 2 things well… Drive the right traffic – Provide the right information – Convert More Visitors
  38. 38. Google Trends Drive the right traffic – Provide the right information – Convert More Visitors
  39. 39. Social Media Objects • Profiles in social network sites • Status updates in social sites • Blog posts • Tweets in Twitter • Pictures on picture sharing sites like Flikr • Social bookmarks • Videos on video sites • Presentations on Scribd • etc. etc. etc… Drive the right traffic – Provide the right information – Convert More Visitors
  40. 40. Driving Traffic Using Social Media (SMO) • YouTube & Video • LinkedIn • Facebook • Twitter • Blogs • Digital PR & Article Marketing • Social book marking • Driving traffic, using keywords, building links, other benefits • Using tools in orchestration Drive the right traffic – Provide the right information – Convert More Visitors
  41. 41. Driving Traffic Using Social Media (SMO) • Page titles, descriptions and other metadata is key • Focus on keywords that work • Make sure everybody using social media in your business understands which keywords to use • Grab keyword-specific social domains while you can • Setting goals & Measuring results Drive the right traffic – Provide the right information – Convert More Visitors
  42. 42. Make Your Content Shareable Drive the right traffic – Provide the right information – Convert More Visitors
  43. 43. YouTube & Video • What is YouTube? • A video sharing website to upload and share videos you create • A community • A tool for keeping up to date with the information you need • A place to build a subscriber base you can update easily Drive the right traffic – Provide the right information – Convert More Visitors
  44. 44. YouTube & Video • Why is YouTube important? • It’s the second biggest search engine in the world • It’s the 4th largest Internet property • It’s owned by Google & voted coolest online brand • Video results now show up in search results • It’s huge – 1/10th of the entire Internet bandwidth • It is a great base from which to share videos across other social networking sites Drive the right traffic – Provide the right information – Convert More Visitors
  45. 45. YouTube & Video • How do I use it to make money? • Featured videos get 10 - 30,000 views an hour • It’s still a popularity contest (views, favourites, subscribers, friends, playlists, “likes”, etc.) • It has a very strong random element • Model descriptions and tags of existing popular content on the same subject • Post video responses • Watermark your videos with a Web address • End them with a call to action • Videos are easily shared with friends Drive the right traffic – Provide the right information – Convert More Visitors
  46. 46. YouTube & Video • Links & Advertising? • Promoted videos (via AdWords) • Sponsored links (text or video) • Direct relationship if a big spender • Add a link from your YouTube Channel page • Monetise videos Drive the right traffic – Provide the right information – Convert More Visitors • Measuring Success • YouTube insight - views • Traffic measurement via Google Analytics • Create a unique URL in your watermark • Page 1 listings in Google SERPS
  47. 47. Other Video Opportunities Drive the right traffic – Provide the right information – Convert More Visitors
  48. 48. B2B Networking with LinkedIn • What is LinkedIn? • The largest and most credible business networking site on the planet – 63m + Users • A network of professionals who are: • Profiling themselves and their company • Sending out status updates • Linking • Forming groups • Having conversations • Asking questions • Answering questions • Recruiting • Endorsing and recommending each other • Searching for experts • Promoting and even attending events Drive the right traffic – Provide the right information – Convert More Visitors
  49. 49. B2B Networking with LinkedIn • How do I make money out of LinkedIn? • Participation means making new and maintaining existing business relationships • B2B Marketers can use profile information for targeting highly specific advertising messages • Adverts can be text or video • CPC or CPM options • Profiles rank in Google results • Great platform for sharing content • Link your blog, share presentations (even video), alert people to new content, auto Twitter Drive the right traffic – Provide the right information – Convert More Visitors
  50. 50. B2B Networking with LinkedIn Drive the right traffic – Provide the right information – Convert More Visitors •Measuring success • Advertising system produces reports • Traffic measurement via Google Analytics • Links to 3 websites allowed from profile • Use URLs in status updates • Profile views • New business meetings • Event attendance
  51. 51. B2C Networking with Facebook • Why would Facebook be of interest? • 400 million active users • 2.5 billion photos uploaded to the site each month • 3.5 billion pieces of content (Web links, news stories, blog posts, notes, photo albums, etc.) shared each week • 3.5 million events created each month • 20 million people become fans of Pages each day 5.3 billion fans of pages Drive the right traffic – Provide the right information – Convert More Visitors
  52. 52. B2C Networking with Facebook • Businesses typically create “Pages” that allow fans to publically declare (and share) their brand allegiance • This provides a great channel to share content (videos, pictures, news and updates) • This also creates a link between their profile and your page that is visible to any friend that might want to check • You can encourage users to share your page with their friends right from your Web site Drive the right traffic – Provide the right information – Convert More Visitors
  53. 53. B2C Networking with Facebook • Advertising & Promotions on Facebook • Can be laser focused on demographic profiles • We can advertise to the friends of our fans – and use their name • Not the same as search marketing in terms of response rates • Great for organising events • Take photos at events, tag customers, their friends get the message! Drive the right traffic – Provide the right information – Convert More Visitors
  54. 54. B2C Networking with Facebook • Advertising & Promotions on Facebook • Can be laser focused on demographic profiles • We can advertise to the friends of our fans – and use their name • Not the same as search marketing in terms of response rates • Great for organising events • Take photos at events, tag customers, their friends get the message! Drive the right traffic – Provide the right information – Convert More Visitors
  55. 55. B2C Networking with Facebook • Facebook “Like” • When 3 or more of your friends “Like” a web page – say a restaurant – you’ll know about it • This is going to be big! • New social plug-in that instantly personalises a visitors experience – showing them who they know that liked this content on your site Drive the right traffic – Provide the right information – Convert More Visitors
  56. 56. Blogging • What is blogging? • A “Naked” conversation • Every MD will be expected to have one • Most companies will have corporate blogs Drive the right traffic – Provide the right information – Convert More Visitors
  57. 57. Blogging • Why Blog? • Another Internet property • Generate additional traffic • Link to Website to pass on traffic • Provide interaction opportunities • Build a subscriber base using RSS • Blog posts can be shared with other sites such as LinkedIn • It’s dead easy Drive the right traffic – Provide the right information – Convert More Visitors
  58. 58. Blogging Drive the right traffic – Provide the right information – Convert More Visitors • What do I need to know? • Create keyword rich posts • Use keywords in tags to make the posts easy to find (and index) • Create useful and relevant content • Publicise Blog posts using Twitter, LinkedIn, Facebook and even Digital PR • Look for opportunities to pass traffic on to your site • Respond to comments / posts • Join Technorati & register Blog?? • Become a source of Google News
  59. 59. Twitter • What is Twitter? • Micro-blogging • 80% drivel • A one-to-many tool • Also one-to-one • We follow each other Drive the right traffic – Provide the right information – Convert More Visitors
  60. 60. Twitter Drive the right traffic – Provide the right information – Convert More Visitors
  61. 61. • 20% of tweets are product or service related • Another communication channel • Build a subscriber base • Subscribers have a 60% increased likelihood of buying • Builds traffic (48% of people who see a brand on twitter go on to search for it) • Tweets show up in real-time search Twitter Drive the right traffic – Provide the right information – Convert More Visitors Why Twitter?
  62. 62. • Great for news • Great for special offers • Live event coverage • Research • Recruitment • Helpdesk Twitter Drive the right traffic – Provide the right information – Convert More Visitors Why Twitter?
  63. 63. • Tweet from anywhere – publicise content on sites and blogs • # = hashtags, for search, hyperlinks • Tweetbeep! • Hootsuite • Measure impact Bit.ly – because Tweets can travel a long way! Twitter Drive the right traffic – Provide the right information – Convert More Visitors What else do you need to know?
  64. 64. Digital PR – Be The News Drive the right traffic – Provide the right information – Convert More Visitors
  65. 65. Drive the right traffic – Provide the right information – Convert More Visitors Old School PR Vs Digital PR
  66. 66. Drive the right traffic – Provide the right information – Convert More Visitors Old School PR Vs Digital PR
  67. 67. Digital PR • Releases are Optmised for keywords • Releases feature backlinks • Digital PR Results reads are measurable • Traffic is measurable via Analytics • Some links are short term • Drives very well qualified traffic Drive the right traffic – Provide the right information – Convert More Visitors
  68. 68. Article Marketing • What is article marketing? • Synergistic relationship between article author and website publisher Drive the right traffic – Provide the right information – Convert More Visitors • You control content, backlinks & anchor text • Your goals are both traffic and rank
  69. 69. Article Marketing Drive the right traffic – Provide the right information – Convert More Visitors
  70. 70. Article Marketing Drive the right traffic – Provide the right information – Convert More Visitors
  71. 71. Article Marketing Drive the right traffic – Provide the right information – Convert More Visitors • Article spinning • Builds traffic • Builds links • Highly measurable via Analytics
  72. 72. Social Bookmarking • Why? • All your bookmarks in one place • Quick, easy research resource • Sharing social community • X-Factor – vote them up • SEO, PageRank and ‘follow’ Drive the right traffic – Provide the right information – Convert More Visitors
  73. 73. Social Bookmarking – The Big Players Drive the right traffic – Provide the right information – Convert More Visitors Digg – 33.4m monthly visitors Buzz – 8.1m Reddit – 4.9m Stumbleupon – 4.4m Technorati – 3.3m Source: Ebizmba, Feb 2010
  74. 74. Social Bookmarking Drive the right traffic – Provide the right information – Convert More Visitors • Some others… • Socialmarker.com
  75. 75. A Free Directory Listing Drive the right traffic – Provide the right information – Convert More Visitors
  76. 76. Bringing it all Together • Create content on website – optimised for keywords and metadata & make it shareable • Can you create a short video on the subject? Use descriptions, tags and titles with keywords • Twitter your update with a keyword - hashtag • Mention your new article in your social networking sites – keyword links where possible • Write a related article in your Blog – find other Blogs and leave comments about your article • Submit a digital press release • Bookmark it • Post an article on an article marketing site Drive the right traffic – Provide the right information – Convert More Visitors
  77. 77. Search isn’t the only way to get Traffic • Email marketing • Traditional marketing (TV/ Radio Ads, stationery, advertising, cold calling, mail shots.) • Brand awareness • Ensure your cards, stationery, Website etc. all carry logos and addresses of all your contact channels • LinkedIn logo • Facebook Page • YouTube Channel • Twitter address • Blog address Drive the right traffic – Provide the right information – Convert More Visitors
  78. 78. Your Website Content • Who is it for? • What do they want? • What questions do they have? • How can you make it VERY easy to navigate? • What do you want them to do? • Does every page have a job? Drive the right traffic – Provide the right information – Convert More Visitors
  79. 79. Drive the right traffic – Provide the right information – Convert More Visitors Home page Signpost page Sales Page Contact Page (Conversion ) Reference Pages Landing Pages
  80. 80. Serving Our Audience • Outside in vs. Inside out • Using their language and their keywords • NLP neutral • WIIFM • Segmentation • 1st time vs. repeat visitors • B2B DMUs • Sectors • Men vs. Women • Different stages in the buying cycle Drive the right traffic – Provide the right information – Convert More Visitors
  81. 81. Krug’s Laws of Usability • Don’t Make Me Think • “It doesn’t matter how many times I have to click as long as each click is a mindless & unambiguous choice” • “Get rid of half of the words on each page and then get rid of half of what’s left” Drive the right traffic – Provide the right information – Convert More Visitors
  82. 82. Embracing Usability • Jakob Neilson’s 4 Golden Rules for Web copy • Make your copy twice as effective in terms of: • Task Time • Errors • Memory • Time to recall site structure • Subjective satisfaction (only non-mathematical element) Drive the right traffic – Provide the right information – Convert More Visitors
  83. 83. Embracing Usability • About Jakob’s test: • Same site • Same navigation structure • Four distinct writing styles • Be concise – 58% improved results • Lose the “Marketese” – 27% improved • Scannable text – 47% improved • Combined approach – 124% improvement Drive the right traffic – Provide the right information – Convert More Visitors
  84. 84. Keywords & Intent Drive the right traffic – Provide the right information – Convert More Visitors
  85. 85. What is Conversion? • Sales • Audience building • E-Mail sign-ups • RSS subscriptions • B2B – LinkedIn profile view/ link • Creating a Facebook fan • Create a Twitter follower • Attend an event • Inbound telephone calls Drive the right traffic – Provide the right information – Convert More Visitors
  86. 86. The Single Most Important Thing • Test • Evaluate • Adjust • Run • Test • Evaluate • Adjust • Run Drive the right traffic – Provide the right information – Convert More Visitors
  87. 87. Why Look at Numbers? Drive the right traffic – Provide the right information – Convert More Visitors
  88. 88. Why Look at Numbers? Drive the right traffic – Provide the right information – Convert More Visitors
  89. 89. Why Look at Numbers? Drive the right traffic – Provide the right information – Convert More Visitors
  90. 90. Google Analytics Overlay Mode Drive the right traffic – Provide the right information – Convert More Visitors
  91. 91. Goals & Funnels Drive the right traffic – Provide the right information – Convert More Visitors • What is a goal? • What are funnels? • Where do they drop out? • What can we do about it? A Visitor Enters The Funnel A Customer Leaves The Funnel
  92. 92. Goals & Funnels Drive the right traffic – Provide the right information – Convert More Visitors • What is a goal? • What are funnels? Determine a desired path through your site that you want site visitors to follow
  93. 93. Goals Drive the right traffic – Provide the right information – Convert More Visitors Step One: Assign A Goal Name Step Two: Activate Step Three: Choose Goal Position Step Four: Select Goal Type Step Five: Assign Match Type Step Six: Assign A Goal URL Step Seven: Assign A Goal Value How To Set Up A Goal In Google Analytics
  94. 94. Funnels
  95. 95. Google Website Optimiser • A/B Testing (<1,000 Page views per week) • Multivariate Testing (>1,000 Page views per week) Drive the right traffic – Provide the right information – Convert More Visitors
  96. 96. Google Website Optimiser • A/B Testing Vs Multivariate Testing Drive the right traffic – Provide the right information – Convert More Visitors
  97. 97. Google Website Optimiser Drive the right traffic – Provide the right information – Convert More Visitors
  98. 98. Google Website Optimiser • Select test and conversion pages • Create sections & variations • Install experiment code (a bit techy) • Preview & approve combinations • Review & launch • Repeat Drive the right traffic – Provide the right information – Convert More Visitors
  99. 99. Improve Your Copy • What’s the problem? • Why hasn’t the problem been solved? • What’s possible (your promise)? • What’s different now? • What should you do now? •Now you can flesh this out with • Emotion • Bonuses, guarantees and a close (a time based discount?) • Add testimonials, case studies quotes or statistics Drive the right traffic – Provide the right content – Convert More Visitors
  100. 100. Conversion Tools • Reviews • Live chat • 3rd Party feedback tools Drive the right traffic – Provide the right content – Convert More Visitors
  101. 101. Summary • Conversion should be your first priority • There are lots of ways to drive traffic • Many of these build backlinks and help our search positions • Keywords, metadata and links still ROCK • Know your keywords and use them in everything you do online • Yes, you will have to spend more time working on online marketing • Set up specific projects with SMART goals for each activity • Visits • Conversions • Backlinks • Audience Building • Focus on conversion • Web is still the most cost-effective marketing you can do Drive the right traffic – Provide the right information – Convert More Visitors

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