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Pr And Marketing Presentation CSBG


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Pr And Marketing Presentation CSBG

  1. 2. How PR can help your business Chapel Street Business Group 25 November 2008
  2. 3. We all need to manage our reputations and promote our brand PR and media relations can be one of your most effective tools – and one of the most cost-effective Because... Your expertise, quality of service & credibility are mediated by others. Good communications foster this. Advertising doesn’t.
  3. 4. First of all – stock take ! What are your business objectives Evaluate your market opportunity What’s your USP? Identify your customers, partners, employees and stakeholders What do they want more of and what don’t they need?
  4. 5. <ul><li>Develop your strategy for positive exposure </li></ul><ul><li>Who are your key audiences </li></ul><ul><li>What do they expect from you? </li></ul><ul><li>Map their agenda, not yours </li></ul><ul><li>Build trust and mutual understanding for the good times (and a crisis situation might not be as bad) </li></ul>
  5. 6. <ul><li>Getting your message across </li></ul><ul><li>Channels (your own website/press room, blogs and forums, print & broadcast media, specialist media, conference/exhibition speaker) </li></ul><ul><li>Formats (surveys, media briefing paper, webinars, YouTube, case study, White Paper, press releases, viral, e-newsletters) </li></ul>
  6. 7. SEO Principles By Simon Wharton Managing Director
  7. 8. PushON is an Online Marketing agency dedicated to promoting and improving the website visibility of NW companies by enabling the people who are looking for the types of products and services you provide, to find your website quickly and easily. Who are we?
  8. 9. <ul><li>Established in 2005 </li></ul><ul><li>Team of 7 industry-proven professionals with over 39 years of technical and marketing experience in Online Marketing </li></ul><ul><li>Council member for Manchester Digital (Trade body for North West ICT and new media sectors) </li></ul><ul><li>Approved consultant to the MDDA for Online Marketing </li></ul><ul><li>Member of the Chartered Institute of Marketing (CIM) </li></ul><ul><li>Google Adwords professionally qualified </li></ul><ul><li>Demonstrable track record of success </li></ul><ul><li>Holder of Professional Indemnity Insurance </li></ul>Our Credentials:
  9. 10. <ul><li>Organic search marketing </li></ul><ul><ul><li>Search Engine Optimisation (SEO) </li></ul></ul><ul><ul><li>Search Engine Marketing (SEM) </li></ul></ul><ul><ul><li>Social Media Optimisation (SMO) </li></ul></ul><ul><li>Blog marketing </li></ul><ul><li>Online PR (e-pr) </li></ul><ul><li>Viral marketing </li></ul><ul><li>Pay per click (PPC) </li></ul><ul><li>Website Analysis </li></ul><ul><li>Consultancy </li></ul><ul><li>Outsourced online marketing department/manager </li></ul>Our core competencies and services:
  10. 11. What are Search Engines? <ul><li>An ever growing catalogue of all the websites and pages they can find on the internet </li></ul><ul><li>The main search engines in the UK are: </li></ul><ul><li>Google: </li></ul><ul><li>Live (MSN/Microsoft): </li></ul><ul><li>Ask: </li></ul><ul><li>Yahoo: </li></ul>
  11. 12. How do Search Engines work? <ul><li>In simple terms, they match a word or phrase submitted as a search term against their log of uses of that word or phrase on websites that they know about. </li></ul><ul><li>For simple words or phrases, there may be several million results </li></ul><ul><li>Search Engines use many criteria to rank those results for relevance to your search term </li></ul>
  12. 13. Google search for Free ISP PPC Results: Organic Results:
  13. 14. Why is Organic Search Important? <ul><li>6 to 8 times greater propensity to click </li></ul><ul><li>Persistence of results </li></ul><ul><li>Better ROI over time </li></ul><ul><li>Natural development of long tail/niche terms </li></ul>
  14. 15. SERP Results Eye Scanning Research
  15. 16. UK Executed Searches: Sourced from Hitwise
  16. 17. Why do Search Engines Rank Sites? Relevance!
  17. 18. How do Search Engines choose to Rank a Site? <ul><li>Meta Data </li></ul><ul><ul><li>Title </li></ul></ul><ul><ul><li>Keywords </li></ul></ul><ul><ul><li>Description </li></ul></ul><ul><li>Use of text on page </li></ul><ul><li>Frequency of updates </li></ul><ul><li>Quality of website code (indirectly) </li></ul><ul><li>Age of domain </li></ul><ul><li>Links to page/site </li></ul><ul><ul><li>Volume </li></ul></ul><ul><ul><li>Quality </li></ul></ul><ul><li>Many, many other criteria </li></ul>
  18. 19. Keyword Research: Seed List <ul><li>What keywords would you use to find a product or service like yours? </li></ul><ul><li>What keywords would your Grandmother use to find a product or service like yours? </li></ul><ul><li>What keywords do your known competitors obviously use? </li></ul><ul><li>What keywords do your actual online competitors use? </li></ul>
  19. 20. Free Online Keyword Tools:
  20. 21. Mapping Keywords <ul><li>Map Keywords to each page </li></ul><ul><li>Have 1 or 2 primary keyphrases with 1 or 2 related secondary terms </li></ul><ul><li>For the Free ISP example: </li></ul><ul><ul><li>Primary: free ISP </li></ul></ul><ul><ul><li>Secondary: free ISP UK </li></ul></ul><ul><ul><li>Tertiary: free ISP provider </li></ul></ul>
  21. 22. Where to Use Keywords? <ul><li>URL </li></ul><ul><li>Page title </li></ul><ul><li>Meta data </li></ul><ul><li>Headings </li></ul><ul><li>Menu </li></ul><ul><li>In text </li></ul><ul><li>Alt text </li></ul>
  22. 23. Use of Keywords in Meta Data <ul><li>Meta Description: </li></ul><ul><li>Use the primary and secondary keyphrases in a sensible sentence aimed at humans. </li></ul><ul><li>Length about 160 Characters </li></ul><ul><li>It is a call to action. </li></ul><ul><li>Some value in ranking </li></ul>
  23. 24. Use of Keywords in Meta Data <ul><li>Meta Keywords: </li></ul><ul><li>Little value in search due to keyword stuffing historically </li></ul><ul><li>Adds some context </li></ul><ul><li>About 8 – 10 unique per page </li></ul>
  24. 25. Headings Headings H1 >
  25. 26. Use of Key Phrases in Text <ul><li>Write good descriptive content in sensible chunks </li></ul><ul><li>Try and sensibly repeat use of your key phrase in the body text </li></ul><ul><li>Limit of usage on a page should be 5% (opinions vary!) </li></ul><ul><li>Bold </li></ul><ul><li>Italics </li></ul><ul><li>Bulleted lists </li></ul>
  26. 27. Use of Key Phrase in Alt Text Alt Text is an alternative to images Important for the visually impaired Generally appropriate to use a primary or secondary key phrase
  27. 28. Internal Linking <ul><li>Websites aren’t read like books </li></ul><ul><li>Sensible linking using good anchor text helps: </li></ul><ul><ul><li>Develop themes </li></ul></ul><ul><ul><li>Guide the Human </li></ul></ul><ul><ul><li>Add emphasis on the keyphrase on the linked to page </li></ul></ul>
  28. 29. Questions and discussion
  29. 30. Simon Wharton t: 0870 757 488 m: 07900 224 764 e: