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Welcome to . . .

“Winning new business with

your website”
Breakfast meeting – Chorley Town Hall
13th August 2013
Overview
Introductions

Current Performance
Research
Continually Review

Tactical Planning
Summary

Takeaways
Who we are?
Daena Hayhurst
Business Manager - Digital & Outsourcing Services

John Trimble
Head of Search

Gemma Baldwin
Marketing Manager
Who we are?

An eCommerce, Back Office &
Digital Marketing Provider.
We support entrepreneurial
businesses across the UK.
What we do?
Back Office Software
Web Design & Development
Digital Marketing
Infrastructure & Hosting
Order Fulfilment

Customer Care Centre
How about you?
Winning new business with your website
Introductions

Current Performance
Research
Continually Review

Tactical Planning
Summary

Takeaways
Does your website serve its
purpose?
Inspire

Attract
new
visitors

Encourage
repeat
purchase

Explain who
you are &
your
proposition

Generate
up / cross
selling

visitors to
take
action

Convert
visitors
into leads /
customers
Track your website visitors
BOUNCE RATE
CONVERSION

TRAFFIC SOURCES
% NEW VISITORS
LANDING & EXIT PAGES

CONTENT
SOCIAL REPORTS
Investigate your users’ journey
users’ journey

Usability and Split Testing
Crazy Egg Insight
1) Heatmap

2) Scrollmap
Crazy Egg Insight
3) Confetti

4) Overlay
Winning new business with your website
Introductions

Current Performance
Research
Continually Review

Tactical Planning
Summary

Takeaways
Know your market online
SEO PPC
RANKING

EMAIL

NEWS DOWNLOADS
VIDEOS TRAFFIC CTA’S
BLOG
DESIGN

SOCIAL
MEDIA

COMPETITORS
PROPOSITION

TARGET AUDIENCE

PRODUCTS/
SERVICES

WEBSITE
Keyword research
Performance Benchmarking
Search Metrics
Winning new business with your website
Introductions

Current Performance
Research
Continually Review

Tactical Planning
Summary

Takeaways
Build landing pages
Improve relevancy.
Test them for optimum performance.
Keyword targeting checklist
 PAGE TITLE
 HEADLINE
 BODY TEXT
 URL

 IMAGES & IMAGE ALT ATTRIBUTES
 INTERNAL & EXTERNAL LINKS
 META DESCRIPTIONS
 META KEYWORDS

http://moz.com/blog/visual-guide-to-keyword-targeting-onpage-optimization
Onsite optimisation
Improve your page titles & meta descriptions.
Twitter Counter
Try different types of
messages and content to
increase your followers.
Facebook Insights

See how people are
discovering and
responding to your posts.
Hootsuite
Winning new business with your website
Introductions

Current Performance
Research
Continually Review

Tactical Planning
Summary

Takeaways
Tactical Planning
SEARCH
MARKETING

PPC

TRADITIONAL

DISPLAY NETWORK SEGMENTATION

SEO
ONSITE
SOCIAL
MARKETING

MANUAL

REMARKETING

OFFSITE

IN MAILING

TWITTER
PROMOTED TWEETS

GOOGLE+
FACEBOOK
FACEBOOK
ADVERTISING

BLOG

AUTOMATED
RELEVANCY

TIMELY

LINKEDIN ADS

LINKEDIN

CONTENT PLANING

FREQUENCY

EMAIL
MARKETING

WHITE PAPERS
WEBINARS
INFOGRAPHICS

TESTIMONIALS
CASESTUDIES
VIDEO
CONTENT
MARKETING
Content Marketing
Email
Does your delivery match
your online strategy?
• Complete control at every touch point of
your customer’s experience with the brand
and product
• Save time, resource and ROI allowing you to
concentrate your efforts on NPD and marketing
Winning new business with your website
Introductions

Current Performance
Research
Continually Review

Tactical Planning
Summary

Takeaways
Summary
• Analyse your current position

• Research changes and the strengths
of competitors in your market
• Make considered improvements

• Create a tactical plan and schedule
your activities
Winning new business with your website
Introductions

Current Performance
Research
Continually Review

Tactical Planning
Summary

Takeaways
Question Time
All those questions I meant to ask…
…but didn’t.

Please contact Daena Hayhurst for
further information:
d.hayhurst@exactabacus.com
01772 455 052 Ext.1337
@ExactAbacusLtd

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Winning new business with your website

Editor's Notes

  1. Question to the room – what type of website so you have? Lead Generation or E-Commerce?The art of well-executed strategy starts with clearly defined goals.Build your marketing tactics around goals that meet your business objectives.
  2. Show of hands – do you all know about GA?
  3. A website should be fluid. Test, test, test and when you’ve done that…test some more.Crazy Egg – usability and split testing
  4. Choice of four views: Heatmap, Scroll Map, Confetti and OverlayHeatmap – build a picture of the most popular regions within your site.Scrollmap – see how far your visitors are scrolling.
  5. Confetti – shows clicks and where the traffic originatedOverlay – provides the number of clicks per region within your websiteOnce your usability testing is complete, start driving some traffic.
  6. Review your competition. How do they execute their tactics?Is your proposition clear?What do your target audience want?
  7. Enhance your search marketing usingSEMRush, a free tool that helps you to analyse keywords. Find out which keywords are driving traffic and gain valuable insight into search trends, your competition and how much they’re spending.Adjust your onsite content using the keyword research results – make your changes human, don’t stuff your content with keywords.
  8. Landing pages – take your visitors from a search directly to the content they’ve expressed an interest in.Use your Google Analytics account to access Content Experiments – allows you to split test up to 5 variations of a page from separate URLs, using a random sample of site visitorsSet and test the goals that you want your visitors to accomplish.
  9. Use the findings of your competitor research to adjust your strategy and tactics moving forwards.Ensure you’re positioning your business in a level or superior playing field.
  10. Use the findings of your competitor research to adjust your strategy and tactics moving forwards.Ensure you’re positioning your business in a level or superior playing field.
  11. Monitor your Twitter account performance.Try different types of messages and content to increase your followers.
  12. Shows the measurements of your Page’s performance. Access demographic data about your audience and see how people are discovering and responding to your posts.
  13. Manage social media campaigns across multiple social networks from one dashboard – Facebook, Twitter, LinkedIn and Google+ PagesIdentify and grow audiences and distribute targeted messages.Schedule campaign and geo-target.
  14. What types of digital marketing do you conduct for your business?It’s no longer enough to treat channels in isolation. Think about how you can integrate your activities to create multiple touch points that could reach your audience.Content marketing pieces can be used in Search, Email and Social Marketing to provide interesting, intelligent information for your prospects and customers, as well as providing a structure to your communications.
  15. One idea can go a long way. Content marketing provide users with a reason to stay on a page, and return to your site for rich information that they can’t find elsewhere. When the content is integrated with a wider digital marketing strategy it maximises your exposure. Use content marketing to populate your social media channels, email campaigns and website, as well as providing articles to compliment your blog.Ensure you segment your content to make it relevant to the recipient.
  16. Keep your database up to date. Cleanse and segment your lists regularly.Do not send email blasts. Provide your recipients with preferences, allowing them to choose the types of communication they wish to receive.MailChimp - launch and track your emails. Create lists by – lifecycle, engagement, market, message etc.
  17. Monitor your Twitter account feed.
  18. Use the findings of your competitor research to adjust your strategy and tactics moving forwards.Ensure you’re positioning your business in a level or superior playing field.
  19. Use the findings of your competitor research to adjust your strategy and tactics moving forwards.Ensure you’re positioning your business in a level or superior playing field.