Workshop: Effective Internet Marketing


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Workshop sessions on Effective Internet Marketing for the Britannia Movers Annual Conference in Cardiff 2011.

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  • Introducemyself. Start timerSummary of what the talk is:- what makes a good website how we get traffic to the site (using SEO and Adwords) what we have done on the BMI site so far and what’s next time for questions and discussion at the end.
  • Summarise at this point – detail to follow
  • Websites need goals – these are sample goalsThe first is obvious, the others less so.
  • Calls to action prompt the visitor to contact you. Here are some examples.You can bullet point the end of every page with the last set.* Sample image is screen grab from britannia site
  • What makes a menu user friendly: - easy to read, no fancy animiation, doesn’t disappear when you move the mouse
  • * If your hosting is unreliable, it’s worth the additional cost to switch.
  • Examples of this:EbayAmazonGoogleRemarkable websites, not remarkable design
  • The first part of good SEO is keyword chioce.
  • First of three ongoing parts of seo
  • Once the site optimisation is complete we move onto the ongoing part of SEO starting with
  • Early on mention links from sites with similar content are good too.
  • Add other slide
  • Sample ad
  • 2nd point – generally it’s possible to trial a campaign on a small budget, then simply increase the daily spend and see returns increase proportionately.
  • Summary thoughts.How everything works together to acquire, convert and retain business. Online advertising is the only growth sector in advertising because it’s cheaper than offline, it works, and you can measure and improve on the results.
  • Add a screenshot
  • Focus on three main services, plus directing visitors to member sections. Storage and quotations also prominent. Long page, but everything above the fold. Site is not yet perfect, and we are continuing to work on and improve some areas.
  • Add shop
  • Presentation will be available after the conference.
  • Workshop: Effective Internet Marketing

    1. 1. Effective Internet Marketing<br />Ben KellyAlpha Wave Media Ltd<br />
    2. 2. What makes a good website?<br />
    3. 3. 5 Key Rules<br />Establish Goals<br />Put calls-to-action in place<br />Easy navigation<br />Quick to load<br />Presentable Design<br />Alpha Wave Media Ltd<br />
    4. 4. Goals<br />Generate enquiries<br />Support existing customers<br />Up sell other services<br />Add value to the business<br />Alpha Wave Media Ltd<br />
    5. 5. Calls To Action<br />Phone number on every page and very visible<br />Contact forms<br />End of the page:<br />Call us on<br />E-mail us on <br />Find out more about<br />See examples<br />What our customers said<br />Alpha Wave Media Ltd<br />
    6. 6. Navigation<br />Keep menu in the same place: either along the top or to the left<br />Make sure it is user friendly<br />Sign post where the user is at all times (breadcrumbs)<br />Make sure they can get back to the home page quickly (i.e. clicking the logo)<br />Alpha Wave Media Ltd<br />
    7. 7. Speed<br />Google aims to deliver all search results in 0.25 seconds<br />46% of users expect a web page to load within 2 seconds<br />90% will switch to a competitor if site fails to load<br />Google rewards sites that load quickly<br />Alpha Wave Media Ltd<br />
    8. 8. Design<br />Should serve to present the content(and the content shouldn’t suffer for the design)<br />Design should not stand out or be particularly noticeable<br />Needs to appeal to customers<br />Must not be off putting<br />Customers judge whether they like a site within 1 second<br />Alpha Wave Media Ltd<br />
    9. 9. Search Engine Optimisation (SEO) <br />
    10. 10. What is SEO<br />Aims to improve the ranking of a website for a given term in the “natural” results of search engines<br />Positions within natural search cannot be bought<br />Google uses its algorithm which looks at 200+ factors on each site to determine where it should rank<br />By scoring well on these factors SEO improves site rankings<br />Alpha Wave Media Ltd<br />
    11. 11.
    12. 12. Keyword Choice<br />Google looks at how relevant a site is to any given search query<br />Infinite Options - how to work out what is best?<br />Search Volumes<br />Competition<br />Intent<br />Multiple keywords together are good<br />All this information is free:<br />“google keyword tool”<br />Alpha Wave Media Ltd<br />
    13. 13. On Site Optimisation<br />Re-writing content with chosen keywords<br />Improving the technical aspects of the site<br />Loading times<br />Compliance<br />META tags<br />Site maps<br />Header tags<br />Image ALT tags<br />Alpha Wave Media Ltd<br />
    14. 14. Content Creation<br />Google rewards sites that are updated frequently<br />Articles/pages/news stories/blog posts can be created around a given keyword<br />Informative articles i.e. “5 tips for moving to Spain”<br />Possible to get rankings quickly for multiple keywords i.e. “removals to spain” rather than “removals”<br />Alpha Wave Media Ltd<br />
    15. 15. Link Building<br />Google looks at which sites link to which others to judge importance and assigns a PageRank to each site<br />Getting more links shows Google your site is important<br />Links should come from<br />Sites that have relevant content, irrespective of their importance (PR)<br />Sites that have a higher importance (PR), irrespective of content <br />Alpha Wave Media Ltd<br />
    16. 16. Why It Matters<br />60% of users prefer organic to paid listings<br />Less than 8% of users go beyond page 3<br />More transparent than before: black hat techniques no longer work. <br />UK businesses spent £376m on SEO last year<br />Returns are easier to measure than offline marketing<br />Alpha Wave Media Ltd<br />
    17. 17. Pay-Per-Click (PPC) Search<br />
    18. 18. Google Adwords<br />“Sponsored Ads” that sit above and to the right of natural results<br />Allow advertiser to appear on page 1 for any term instantly – at a cost.<br />Pay every time the Ad is clicked (up to maximum daily budget)<br />Alpha Wave Media Ltd<br />
    19. 19. How It Works<br />Alpha Wave Media Ltd<br />
    20. 20. Alpha Wave Media Ltd<br />
    21. 21. Why It Matters<br />Appear in Google instantly<br />Start small then scale up<br />Complete control on spend and no long term commitment<br />UK businesses spent over £3 billion on PPC last year <br />Alpha Wave Media Ltd<br />
    22. 22. Bringing it All Together<br />Alpha Wave Media Ltd<br />
    23. 23. The new BMI Website<br />
    24. 24. Site Improvements<br />New design focused on conversion<br />Improved member sections<br />Stronger calls to action<br />Better navigation<br />Interactive maps<br />Alpha Wave Media Ltd<br />
    25. 25. Alpha Wave Media Ltd<br />
    26. 26. Results<br />May 2011: 9,142 visits. Up 36.59% on May 2010 <br />9,500 enquiries generated total last year 1,000+ per month so far this year<br />May: 1,300 enquiries<br />May: highest number of visits and enquiries to date. <br />Alpha Wave Media Ltd<br />
    27. 27. Next Steps<br />Optimising Member Pages<br />Mobile Site<br />Packing Materials Shop<br />Comprehensive Quotation System with Pricing<br />Additional Blog on Relocation<br />Alpha Wave Media Ltd<br />
    28. 28. Alpha Wave Media<br />Internet Marketing Company based in Sussex<br />10 years delivering results<br />Experts in<br />Web Design<br />Search Engine Optimisation<br />Google Adwords<br />Alpha Wave Media Ltd<br />