Emarketing All Dayer For Fresh Start

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At www.greatmarketingworkshops.com we create powerful marketing and sales training lessons for clients - here is an example of just one of them

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Emarketing All Dayer For Fresh Start

  1. 2. The Web Marketing Lecture My guarantee to you: Everyone of you will get an ‘aha’ moment Everyone will have at least three ‘takeaways’ Everyone of you will ‘benefit from’ this. Copyright www.greatmarketingworks.co.uk 2009 ©
  2. 3. How WE are going to do this. <ul><li>It’s going to be a lot of great information. </li></ul><ul><li>Using your minds – thinking more than usual. </li></ul><ul><li>Be mobile - you will move around sometimes. </li></ul><ul><li>Look after yourselves – this is NEW information. </li></ul><ul><li>We learn better when we RELAX. </li></ul><ul><li>Phones on silent – if important - go for it outside. </li></ul><ul><li>There may NOT be any notes…so… </li></ul><ul><li>Take notes – don’t rely on my handwriting! </li></ul><ul><li>Remember we are all at different levels of business owning – i.e. some not started yet. </li></ul><ul><li>You will all have great ideas so write them down. </li></ul><ul><li>There is a LOT of learning and it works for you. </li></ul><ul><li>So…. Let’s go! </li></ul>Copyright www.greatmarketingworks.co.uk 2009 ©
  3. 4. How do I know this? Because this is what was said about my last session: In the space of just 5 hours, can Dan Sodergren cause you to completely change the way you think about marketing your business? Can he offer proven tips and strategies that yield instant and positive results? Can he save you lots of money? Can he make you lots of money? Can he make it easy to understand whilst at the same time make it fun? In my view the answer is yes, Dan Can , he offers a completely new way of marketing and advertising your business that is not only fresh, innovative and based on scientifically proven principles, it is also fun and easy to learn. Glenn Taylor (owner of Urban Paradise ltd: www.urbanpaltd.com) Copyright www.greatmarketingworks.co.uk 2009 ©
  4. 5. The plan for this morning: <ul><li>  </li></ul><ul><li>What is marketing? </li></ul><ul><li>  </li></ul><ul><li>Getting a website </li></ul><ul><li>  </li></ul><ul><li>Writing a website (not the code but the language) </li></ul><ul><li>  </li></ul><ul><li>Getting more people to your site with optimizing </li></ul><ul><li>Creating the first few steps with SEO and links etc </li></ul><ul><li>Creating another step in the right direction with PPC </li></ul><ul><li>If we have time we might use one company in particular. </li></ul>Copyright www.greatmarketingworks.co.uk 2009 ©
  5. 6. The plan for the afternoon: <ul><li>Got the site - Got more people: Marketing using PPC </li></ul><ul><li>Got more people – Get the information: Google analytics </li></ul><ul><li>Got the information - Get the data – use the data. </li></ul><ul><li>E-marketing with e-mails: using a system: </li></ul><ul><li>E-marketing with e-mails - the sequence: </li></ul><ul><li>E-marketing with e-mails - How to right a closing sales letter: </li></ul><ul><li>Sell more: What else can we sell? </li></ul>Copyright www.greatmarketingworks.co.uk 2009 ©
  6. 7. What kind of person am I? Dan Sodergren: Motivational, marketing, man. Copyright www.greatmarketingworks.co.uk 2009 ©
  7. 8. What kind of person are we? ‘ Know thyself’ Socrates – 409 BC Copyright www.greatmarketingworks.co.uk 2009 ©
  8. 9. Draw a pig. It’s as simple as that. As simple as this  Copyright www.greatmarketingworks.co.uk 2009 ©
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  12. 14. Hmmm. Copyright www.greatmarketingworks.co.uk 2009 ©
  13. 15. The psychological pig: <ul><li>IF THE PIG IS DRAWN ON THE TOP OF THE PAGE, THE PERSON IS AN OPTIMIST AND VERY POSITIVE PERSON. </li></ul><ul><li>IF THE PIG IS DRAWN IN THE MIDDLE OF THE PAGE, THE PERSON IS REALISTIC AND FACTUAL. </li></ul><ul><li>IF THE PIG IS DRAWN ON THE BOTTOM OF THE PAGE, THE PERSON IS A PESSIMIST OR TENDS TO HAVE A NEGATIVE OUTLOOK. </li></ul><ul><li>IF THE PIG IS FACING LEFT, THE PERSON IS TRADITIONAL, FRIENDLY AND REMEMBERS BIRTHDAYS AND DATES. </li></ul><ul><li>IF THE PIG IS FACING STRAIGHT, THE PERSON IS DIRECT, LIKES TO PLAY DEVIL’S ADVOCATE AND DOESN’T AVOID ISSUES. </li></ul><ul><li>IF THE PIG IS FACING RIGHT, THE PERSON IS INNOVATIVE, ACTION-ORIENTATED, NOT FAMILY OR DATE ORIENTATED. </li></ul>
  14. 16. The psychological pig: <ul><li>IF THE PIG IS VERY DETAILED, THE PERSON IS ANALYTICAL, CAUTIOUS AND SUSPICIOUS. </li></ul><ul><li>IF THE PIG HAS LITTLE DETAIL, THE PERSON IS EMOTIONAL, BORED BY DETAIL, NAÏVE AND A RISK TAKER. </li></ul><ul><li>IF THE PIG HAS FOUR FEET, THE PERSON IS SECURE, STUBBORN AND HAS FIRM BELIEFS. </li></ul><ul><li>IF THE PIG HAS LESS THAN FOUR FEET, THE PERSON IS INSECURE OR GOING THROUGH MAJOR CHANGES IN LIFE. </li></ul><ul><li>THE LARGER THE PIGS EARS, THE BETTER LISTENER THE PERSON IS. </li></ul><ul><li>AND LAST, BUT NOT LEAST, THE LONGER THE PIGS TAIL, THE BETTER THE PERSON'S SEX LIFE. </li></ul>
  15. 17. Ok let’s move about a bit. Get into pairs: Some one be A Some one be B Copyright www.greatmarketingworks.co.uk 2009 ©
  16. 18. Ok introduce yourself To your new work partner ‘ Know someone else’ Sodergren 2009 – B D Copyright www.greatmarketingworks.co.uk 2009 ©
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  20. 23. What is G.R.E.A.T. marketing? <ul><li>Great Marketing is: </li></ul><ul><li>G: Guerrilla marketing: saving you money. </li></ul><ul><li>R: Relationship building: getting you press. </li></ul><ul><li>E: E - marketing: What we are doing today! </li></ul><ul><li>A: Action with sales skills: making money. </li></ul><ul><li>T: Time management: saving you time. </li></ul>
  21. 24. E: E - marketing: stay on target
  22. 25. My personal history of WWW: <ul><li>Why I didn’t used to like the www. </li></ul><ul><li>It was the ‘black arts’ and so people made lots of money through others ignorance. </li></ul><ul><li>It was the wide wide west of the www. where small businesses got hijacked and robbed. </li></ul><ul><li>Web developers were too techie, not designers, just code creators and only big companies got good looking sites. Sites didn’t convert well, sites didn’t make money. </li></ul><ul><li>It used to be too big. PPC had to be for the whole of the UK and so like flyering the whole country – not viable. </li></ul><ul><li>Why’s its all changed? No matter it has…. </li></ul><ul><li>It’s good now as you can monitor effectiveness, personally manage content and costs have come down. </li></ul>
  23. 26. E - Marketing: My obsession? <ul><li>Great Marketing is: </li></ul><ul><li>A process with no ending </li></ul><ul><li>A circle….. </li></ul><ul><li>If not a circle…. </li></ul><ul><li>Than a straight-line that ends with bankruptcy…. </li></ul><ul><li>That’s traditional marketing. </li></ul><ul><li>This is NOT what we want. </li></ul><ul><li>We want great marketing which is monitor able, measurable, accountable, automated and has a real big ROI – (Return on Investment) </li></ul><ul><li>So that we can take our time making our businesses work. Making new products / services and having fun.   </li></ul>Copyright www.greatmarketingworks.co.uk 2009 ©
  24. 27. The Psychological Principles of Great E-Marketing: <ul><li>Structure, </li></ul><ul><li>Systems, </li></ul><ul><li>Patience, </li></ul><ul><li>Knowledge of your customer, </li></ul><ul><li>Baby steps, </li></ul><ul><li>Clever language use, </li></ul><ul><li>Rewards and profit. </li></ul><ul><li>In essence : </li></ul><ul><li>We win the hearts before we win the minds! </li></ul><ul><li>But the most important in all these is PATIENCE…. </li></ul>
  25. 28. We act like fishermen. When we use the net. Copyright www.greatmarketingworks.co.uk 2009 ©
  26. 29. E - Marketing: The structure <ul><li>E- marketing needs structure: </li></ul><ul><li>Without structure you have anarchy… </li></ul><ul><li>Without rules you have spam! </li></ul><ul><li>With a plan you have no return on investment. </li></ul><ul><li>Without conversion tactics you have no way of monitoring effectiveness. </li></ul><ul><li>Without monitoring you are throwing your money away. </li></ul><ul><li>It’s all about getting things right at the right time. </li></ul><ul><li>Getting to the Big picture… </li></ul><ul><li>With baby steps. </li></ul><ul><li>‘ Every journey begins with a single step’ (someone) </li></ul>Copyright www.greatmarketingworks.co.uk 2009 ©
  27. 30. What we will do this morning. <ul><li>We will have a structure  </li></ul><ul><li>Getting a website– what to have on it and not </li></ul><ul><li>Getting a website– the psychology of colour </li></ul><ul><li>Writing a website – what we should say </li></ul><ul><li>Writing a website – what your developer should know </li></ul><ul><li>Getting the people – offline - online </li></ul><ul><li>Getting the people – online – SEO </li></ul><ul><li>Getting the people – online – PR </li></ul><ul><li>Getting the people – online – keywords </li></ul><ul><li>Getting the people – online – PPC (maybe this afternoon – depending on when we want lunch  ) </li></ul>
  28. 31. Websites… So many of them, so little time Copyright www.greatmarketingworks.co.uk 2009 ©
  29. 32. Websites in general: <ul><li>Why would we want a website anyway? </li></ul><ul><li>Websites can be very cost effective, they can even be free…not very many web developers will like this. </li></ul><ul><li>Websites can be anything from one page and contact details to a whole catalogue of products. </li></ul><ul><li>Websites allow use to instantly increase our product range in just a few hours. </li></ul><ul><li>Websites allow use to monitor our marketing online before spending a fortune offline. </li></ul><ul><li>Websites can be promoted on our advertising materials </li></ul><ul><li>Websites are open 24 hours a day and all over the world </li></ul><ul><li>With a website you can start collecting people’s addresses and then emailing them for FREE. </li></ul><ul><li>Websites are the future……just like garlic bread! </li></ul>
  30. 33. Websites… Getting a website– what to have on it and not! How should a website look? What should it make someone feel? (Discuss) Copyright www.greatmarketingworks.co.uk 2009 ©
  31. 34. Powerhouses! <ul><li>Could we learn a thing or two off the biggest players on the net? </li></ul><ul><li>After taking out obvious search engines and social networking sites, i.e. Google, MSN, Facebook who comes in next? </li></ul><ul><li>No. 7 BBC - http://www.bbc.co.uk/ </li></ul><ul><li>No. 9 Ebay - http://www.ebay.co.uk/ </li></ul><ul><li>No. 14 Amazon - http://www.amazon.co.uk </li></ul><ul><li>No. 18 Virgin - http://www.virginmedia.com/ </li></ul><ul><li>No. 27 HSBC - http://www.hsbc.co.uk </li></ul><ul><li>No. 30 Orange – http://orange.co.uk/ </li></ul><ul><li>No. 46 Play.com - http://www.play.com/ </li></ul><ul><li>No 70 ASOS - http://www.asos.com/ </li></ul>Copyright www.greatmarketingworks.co.uk 2009 ©
  32. 40. Websites… Getting a website– what to have on it and not! What do they all have in common? Anything? Copyright www.greatmarketingworks.co.uk 2009 ©
  33. 41. EVERYTHING!
  34. 42. Websites… The psychology behind layout – making sure we do it for them – not ourselves. Copyright www.greatmarketingworks.co.uk 2009 ©
  35. 43. Get the site <ul><li>What should it be able to do? </li></ul><ul><li>Have fast loading pages </li></ul><ul><li>No flash? </li></ul><ul><li>No big downloads? </li></ul><ul><li>Well structured – with two ways of getting to places of interest. </li></ul><ul><li>A great example of this is Amazon and 3 ways. </li></ul><ul><li>Video? </li></ul><ul><li>Pictures? </li></ul><ul><li>Colours? </li></ul>Copyright www.greatmarketingworks.co.uk 2009 ©
  36. 44. Websites… The psychology of colours: Pick your brand colours wisely. Copyright www.greatmarketingworks.co.uk 2009 ©
  37. 45. So for our website. Our website’s colour: What should it be? Our favourite colour? Copyright www.greatmarketingworks.co.uk 2009 ©
  38. 46. No! Copyright www.greatmarketingworks.co.uk 2009 ©
  39. 47. GOOGLE the psychology of colours Do this when you get home. Copyright www.greatmarketingworks.co.uk 2009 ©
  40. 48. IMPORTANT NOTICE If you use a black screen with white writing on it. People WILL NOT read it. Copyright www.greatmarketingworks.co.uk 2009 ©
  41. 50. That’s why not! If you use a white screen with black writing on it. People WILL read it. Copyright www.greatmarketingworks.co.uk 2009 ©
  42. 51. Pictures If a picture is 1000 words Then make sure the picture speaks volumes Positively! Copyright www.greatmarketingworks.co.uk 2009 ©
  43. 52. Pictures: <ul><li>Pictures produce emotional responses. </li></ul><ul><li>Pictures can be used to symbolise emotions and feelings. </li></ul><ul><li>How much is the web a visual medium? </li></ul><ul><li>What do we all like? </li></ul><ul><li>Smiling people, </li></ul><ul><li>happy people, </li></ul><ul><li>clear pictures, </li></ul><ul><li>positive pictures, </li></ul><ul><li>natural pictures, </li></ul><ul><li>professional pictures. </li></ul>Copyright www.greatmarketingworks.co.uk 2009 ©
  44. 53. Pictures Should we take the pictures ourselves? Copyright www.greatmarketingworks.co.uk 2009 ©
  45. 54. No! Copyright www.greatmarketingworks.co.uk 2009 ©
  46. 55. Where can you get good pictures! <ul><li>Professional companies </li></ul><ul><li>www.istockphoto.com </li></ul><ul><li>www.fotolia.com </li></ul><ul><li>Are they expensive? About 50p </li></ul><ul><li>NEWSFLASH – freebie ones and really rather good: www.compf ight .com </li></ul><ul><li>An example company is looking to convey the following: </li></ul><ul><li>Business Growth, Success, Positively </li></ul><ul><li>Their USP’s are: Flexibility, Caring nature, Speed in delivery. </li></ul><ul><li>What pictures should they use? </li></ul>Copyright www.greatmarketingworks.co.uk 2009 ©
  47. 57. Pictures Which pictures should you use? What are your USP’s What’s the message you what to convey?
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  51. 62. So what do these pictures say? From a previous workshop I keep this to show you  Copyright www.greatmarketingworks.co.uk 2009 ©
  52. 65. Your website: Will need some writing on it. So let’s make it the very best writing it can be: Does anyone here have a professional copywriter? Copyright www.greatmarketingworks.co.uk 2009 ©
  53. 66. Selling into the market: features vs. benefits <ul><li>Hair and Scalp </li></ul><ul><li>Great company, help people with alopecia, balding men with a brand new product etc </li></ul><ul><li>They are very technical as the founder is the vice chairman in the institute of trichology (experts in hair growth) </li></ul><ul><li>People like the BBC, FHM etc come to him for advice for their readers / listeners. </li></ul><ul><li>He is Mr Hair in the North. </li></ul>Copyright www.greatmarketingworks.co.uk 2009 ©
  54. 67. But he finds it hard to sell his products. Why do we think that is? Maybe its his language use: For example: Copyright www.greatmarketingworks.co.uk 2009 ©
  55. 68. <ul><li>Menthogen (his product) has 5 selling points </li></ul><ul><li>(according to Frank) </li></ul><ul><li>5 Alpha Reductase inhibitors slow down the shedding phase of the hair decreasing hair loss and improving growth potential </li></ul><ul><li>Vasodilators stimulate the blood vessels in the scalp increasing capillary blood flow to the hair bulb and assisting in nutritional take-up of the hair bulb </li></ul><ul><li>Regular use can increase the diameters of the hair shafts by extending the growing phase of the hair cycle </li></ul><ul><li>Increases respiration of the skin cells and follicle cells promoting stronger hair growth. </li></ul><ul><li>Phyto-eostrogens help to block the action of the hair loss receptor cells. </li></ul>
  56. 69. Did anyone understand that? No, as too technical. Copyright www.greatmarketingworks.co.uk 2009 ©
  57. 70. Why might your visitors dislike technical writing? <ul><li>Technical writing breaks principles of good writing: </li></ul><ul><li>What are they? </li></ul><ul><li>Simplicity </li></ul><ul><li>So everyone understands (KISS) </li></ul><ul><li>Empathy </li></ul><ul><li>So you can appeal to all </li></ul><ul><li>Remember his market aren’t fellow trichologists, there are normal non technical people. </li></ul><ul><li>Technical writing doesn’t let you KISS your customers </li></ul><ul><li>So love non technical writing … forever. </li></ul><ul><li>Remember people look at your home page for 8 -10 </li></ul><ul><li>seconds! </li></ul>
  58. 71. <ul><li>Menthogen (his product) has 5 selling benefits. </li></ul><ul><li>Slows down any hair thinning </li></ul><ul><li>Feeds hair </li></ul><ul><li>Makes it stronger </li></ul><ul><li>Let’s the scalp breath helping it grow more hair </li></ul><ul><li>Stops hair loss from happening in the first place </li></ul><ul><li>Where can you see the difference between the two ways? </li></ul><ul><li>How can you use this to help your business today ? </li></ul><ul><li>How did Frank use this knowledge to sell more Hairsense? </li></ul>
  59. 72. He KISSes his customers Copyright www.greatmarketingworks.co.uk 2009 ©
  60. 73. Relevance to you? Everyone tends to market their business on the features of their business. Copyright www.greatmarketingworks.co.uk 2009 ©
  61. 74. Pair work (2 minutes each) Market your business to the person you are paired with. B’s go first. Copyright www.greatmarketingworks.co.uk 2009 ©
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  65. 79. Let’s do it again. Think of 3 unique selling points for your business. Let’s take one company as the example. Copyright www.greatmarketingworks.co.uk 2009 ©
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  69. 84. Can’t we use our words betterer? Actual language is ONLY 7 – 10 % of communication so we had best get it right!! Magic vs. Tragic words Copyright www.greatmarketingworks.co.uk 2009 ©
  70. 85. Magic vs Tragic words. For years copywriters have study these words, they have compiled reports on them, they have produced millons of pounds worth of direct response advertising to get to know the Magic words which get people to buy and others which stop people buying. Here they are! Copyright www.greatmarketingworks.co.uk 2009 ©
  71. 86. The power of good words Use magic words – destroy tragic words Magic words: Free, new, you, introducing, sale, save, money, discover, results, easy, proven, guaranteed, love, benefits. Alternative, now, win, gain, happy , trustworthy, good looking, comfortable, product, healthy, safe, right, security, winnings, fun, value, advice, wanted , announcing, your, people , why. Tragic words: Buy, obligation, failure, bad, sell, loss difficult, wrong, decision, deal, liability, hard, death, order, fail, cost, worry, contract Copyright www.greatmarketingworks.co.uk 2009 ©
  72. 87. Think of an example for your company At these free workshops, we guarantee you will get some great results, as your business benefits from this alternative teaching practice from Dan Sodergren Copyright www.greatmarketingworks.co.uk 2009 ©
  73. 88. Create a couple of sentences with 3 magic words in it each. Use this on your flyers, on your websites, on your business cards! Magic words to use are: Free, new, you, introducing, sale, save, money, discover, results, easy, proven, guaranteed, love, benefits. Alternative, now, win, gain, happy , trustworthy, good looking, comfortable, product, healthy, safe, right, security, winnings, fun, value, advice, wanted , announcing, your, people , why. Copyright www.greatmarketingworks.co.uk 2009 ©
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  77. 93. Can’t we use our words better? Good question but not a great question Copyright www.greatmarketingworks.co.uk 2009 ©
  78. 94. The power of good words <ul><li>Use powerful questions – to bring people in </li></ul><ul><li>Using open questions - getting people into their world – what’s the difference in feeling between: </li></ul><ul><li>Can you create more profits? </li></ul><ul><li>V.s. </li></ul><ul><li>How can you create more profits from your existing clients? </li></ul><ul><li>Which one is betterer and why? </li></ul><ul><li>Why don’t you think of some questions for your business… you will realise how powerful they are. </li></ul>
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  82. 99. Relevance to your website Remember on average: New visitors stay on your home page for around 8 seconds! Copyright www.greatmarketingworks.co.uk 2009 ©
  83. 100. Got the site – get more people to your site – offline methods: Time to go back to traditional methods of marketing – but let’s make sure we go below the line. Copyright www.greatmarketingworks.co.uk 2009 ©
  84. 101. Get more people to your site – offline methods <ul><li>How to use your offline marketing materials to full extend. </li></ul><ul><li>What can we use? </li></ul><ul><li>Flyers, poster, in your face publicity, naked sandwich boards, PR stunts, a very bright colour for our www. to stand out, telling people face to face all the time. </li></ul><ul><li>Let’s get naughty – stickers on things ( www.thtc.co.uk ) </li></ul><ul><li>Marketing materials with a call to action on them: </li></ul><ul><li>Use magic words like: discover, experience, enjoy. </li></ul><ul><li>Special Offers – to really get them to your site. </li></ul><ul><li>Collecting data so you can tell people about your site. </li></ul><ul><li>ROI for getting people online – what have people found? </li></ul><ul><li>Why it doesn’t really work too well (Discuss) </li></ul>
  85. 102. Get the site <ul><li>Questions to ask your developer: </li></ul><ul><li>Does your site utilize clean, un-bloated code? </li></ul><ul><li>Ask your web developer if XHTML, CSS and table-less layout is used on your site. </li></ul><ul><li>XHTML and CSS are the latest web standards for building a webpage. Just ask your web designer to explain what they have done in this area. </li></ul><ul><li>Make sure they have added ‘alt’ tags to all images – if you insert an image on a page, the hover over text is the ‘alt’ text. </li></ul><ul><li>Are you using Cascading Style Sheets (CSS) to control the layout of the site? A style sheet is a file that dictates how your site looks –the html says where the outline boxes go on a page, the CSS file says how they look. </li></ul>Copyright www.greatmarketingworks.co.uk 2009 ©
  86. 103. Got the site <ul><li>Does your site have a &quot;search&quot; function? </li></ul><ul><li>If so, is it fast and useful? </li></ul><ul><li>Does it have a site map? </li></ul><ul><li>Robots love these. </li></ul><ul><li>Is it in the right place? </li></ul><ul><li>Default Locations </li></ul><ul><li>Search Engines Look for Sitemaps </li></ul><ul><li>http://www.mysite.com/sitemap.xml </li></ul><ul><li>http://www.mysite.com/sitemap.xml.gz </li></ul><ul><li>Visit http://www.xml-sitemaps.com/ for a free sitemap example. </li></ul><ul><li>I will send you this slide. </li></ul>Copyright www.greatmarketingworks.co.uk 2009 ©
  87. 104. Got the site <ul><li>Search Engine Indexing Limits </li></ul><ul><li>Page File Size: </li></ul><ul><li>No more than 150 kilobytes </li></ul><ul><li>(Before Images, CSS and other Attachments) </li></ul><ul><li>Amount of links: </li></ul><ul><li>No more than 100 unique links per page </li></ul><ul><li>Title Tag </li></ul><ul><li>No more than 70 characters </li></ul><ul><li>Meta Description: </li></ul><ul><li>No more than 155 characters </li></ul><ul><li>I will send you this slide. </li></ul>Copyright www.greatmarketingworks.co.uk 2009 ©
  88. 105. Got the site <ul><li>Depth of URL: No more than 4 </li></ul><ul><li>Bad Example: </li></ul><ul><li>http://www.mysite.com/people/places/things/noun/danny/car </li></ul><ul><li>Good Example: </li></ul><ul><li>http://www.mysite.com/people/danny/ </li></ul><ul><li>Parameters in URL: No more than 2 as Google bots can’t read them. </li></ul><ul><li>Bad Example: </li></ul><ul><li>http://www.mysite.com/brands.php?object=1&type=2&kind=3&node=5&arg </li></ul><ul><li>Good Example: </li></ul><ul><li>http://www.mysite.com/brands.php?nike </li></ul><ul><li>I will send you this slide. </li></ul>
  89. 106. Break time Have a break Have a chat Have a think Copyright www.greatmarketingworks.co.uk 2009 ©
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  93. 111. Websites… So many of them, so little time The Biggest Player on the web, the one ring who will bind them all, but hopefully not in darkness…. Google. Copyright www.greatmarketingworks.co.uk 2009 ©
  94. 112. Got the site – get more people to your site – online methods: Time to learn S E O Copyright www.greatmarketingworks.co.uk 2009 ©
  95. 113. HOW MANY WEBSITES!!! <ul><li>March 2008 Web Server Survey </li></ul><ul><li>In the March 2008 survey, we received responses from 162,662,052 sites. Growth has continued to rise over the past few months, with this month seeing a gain of four and a half million new sites. </li></ul><ul><li>The largest changes this month are once again seen amongst the blogging and social network providers. Google increases its developer share by gaining 842 thousand hostnames; most of which are used for blogspot.com blogs. Although MySpace gained nearly 200 thousand hostnames this month, the total number of active sites fell noticeably after many more users marked their profiles as private. </li></ul>
  96. 114. HOW MANY WEBSITES!!! <ul><li>February 2009 Web Server Survey </li></ul><ul><li>In the February 2009 survey Alexra received responses from 215,675,903 sites. This reflects a phenomenal monthly gain of more than 30 million sites, bringing the total up by more than 16%. </li></ul><ul><li>This majority of this month's growth is down to the appearance of 20 million Chinese sites served by QZHTTP. This web server is used by QQ to serve millions of Qzone sites beneath the qq.com domain. </li></ul><ul><li>QQ is already well known for providing the most widely used instant messenger client in China, but this month's inclusion of the Qzone blogging service instantly makes the company the largest blog site provider in the survey, surpassing the likes of Windows Live Spaces , Blogger and MySpace . </li></ul>Copyright www.greatmarketingworks.co.uk 2009 ©
  97. 115. SEO – Search Engine Optimization <ul><li>Search engines: June 2008 </li></ul><ul><li>eBay 5.5% </li></ul><ul><li>Yahoo! 4.3% </li></ul><ul><li>Microsoft 3.4% </li></ul><ul><li>Ask 2.4% </li></ul><ul><li>AOL 2.3 % </li></ul><ul><li>Google Sites 75.3% </li></ul><ul><li>Predicted that Google will be 80% of UK traffic </li></ul><ul><li>So we get to know what Google want – very quickly </li></ul>
  98. 116. Exclaimer I love Google for what it has done for marketing and how easy it is to use for small businesses. However there are: Yahoo, MSN and other search engines out there who you can use and the principles are just the same Copyright www.greatmarketingworks.co.uk 2009 ©
  99. 117. Google: as simple as that Copyright www.greatmarketingworks.co.uk 2009 ©
  100. 118. Get more people to your site – online methods <ul><li>Marketing using SEO </li></ul><ul><li>Why is SEO important? </li></ul><ul><li>Around 80% of people (84%) of people never make it past the 2 nd page of results. </li></ul><ul><li>Web surfers associate top position with brand strength. </li></ul><ul><li>Hits begets hits. </li></ul><ul><li>Some businesses are simply based on this position. </li></ul><ul><li>ASOS is a classic example. </li></ul><ul><li>Around 40% of buying will be done online by 2020. </li></ul><ul><li>Internet advertising revenue just beat TV revenue in Sept 30 th 2009. </li></ul><ul><li>The revolution is here! </li></ul>Copyright www.greatmarketingworks.co.uk 2009 ©
  101. 119. Get more people to your site – online methods <ul><li>Marketing using SEO </li></ul><ul><li>How long does it take? Being realistic about 6 weeks. </li></ul><ul><li>To 6 months! </li></ul><ul><li>Can take longer for different sites and you have to tell Google etc you exist in the first place: </li></ul><ul><li>Google is NOT omnipotent. </li></ul><ul><li>Go to http://www.google.com/addurl.html </li></ul><ul><li>Do the same for ALL other search engines. </li></ul>Copyright www.greatmarketingworks.co.uk 2009 ©
  102. 120. Get more people to your site – online methods <ul><li>Marketing using SEO </li></ul><ul><li>What should your web name be? </li></ul><ul><li>That’s easy ! </li></ul><ul><li>Your brand name? </li></ul><ul><li>Why change your name? </li></ul><ul><li>What about natural traffic ? </li></ul><ul><li>Example Joanne Ingle. </li></ul><ul><li>A photographer from Manchester, did weddings. </li></ul><ul><li>From page 14 to page 1 in 1 jump! </li></ul><ul><li>1 method – huge results – 3 times the traffic. </li></ul><ul><li>3 times the traffic – 2 times the money. </li></ul>Copyright www.greatmarketingworks.co.uk 2009 ©
  103. 121. Could you have more than one? <ul><li>Do customers like being told one name and being directed to another site? </li></ul><ul><li>In the past </li></ul><ul><li>No </li></ul><ul><li>Now </li></ul><ul><li>Maybe? </li></ul><ul><li>Alpha Batteries Ltd </li></ul><ul><li>www.batterymania.co.uk   </li></ul><ul><li>Goes to his ebay shop front – why? </li></ul>
  104. 123. For creatives or one man bands. <ul><li>What about when you give your card to someone. </li></ul><ul><li>And they only remember your name. </li></ul><ul><li>Or you are an artist and people remember your name more than your company. </li></ul><ul><li>Can you protect your brand? </li></ul><ul><li>Can you protect your name? </li></ul><ul><li>How can you fill that first page? </li></ul>Copyright www.greatmarketingworks.co.uk 2009 ©
  105. 124. Your own name Dan Sodergren Keyword used ‘ Dan Sodergren’ Copyright www.greatmarketingworks.co.uk 2009 ©
  106. 128. Your own name David Carter Keyword used ‘ David Carter – Musician ’ Copyright www.greatmarketingworks.co.uk 2009 ©
  107. 130. Your company name Paul Mason – Sewfast UK  Keyword used ‘ Sewfast UK  ’ Copyright www.greatmarketingworks.co.uk 2009 ©
  108. 133. Your company name Jeff Ellis – World Beta Ltd Keyword used ‘ World Beta Ltd ’ Copyright www.greatmarketingworks.co.uk 2009 ©
  109. 135. Your company name Jeff Ellis – World Beta Ltd Keyword used ‘ World Beta software development ’ Copyright www.greatmarketingworks.co.uk 2009 ©
  110. 137. Does Jeff Ellis have a website? What kind of free website could he get at the moment? Copyright www.greatmarketingworks.co.uk 2009 ©
  111. 138. Microsoft office live
  112. 139. Different pages there on:
  113. 140. Another free tool Google maps Nisha Srivastava Keyword used ‘ North West Yoga and Pilates Centre St helens ’
  114. 142. Get more people to your site – online methods <ul><li>Marketing using SEO </li></ul><ul><li>Should you buy .com or .co.uk </li></ul><ul><li>Google ranks you differently – I kid you not. </li></ul><ul><li>Where should your server be? In the UK. </li></ul><ul><li>Google ranks you differently – I kid you not. </li></ul><ul><li>Maybe change your host to a Manchester server </li></ul><ul><li>34 SP.com (others are available) </li></ul><ul><li>Why does Google do this? </li></ul><ul><li>Because it can ! </li></ul><ul><li>Remember Google algorithm is completely up to itself. We have NO control over it. </li></ul>Copyright www.greatmarketingworks.co.uk 2009 ©
  115. 143. Get more people to your site – online methods <ul><li>Marketing using SEO </li></ul><ul><li>Things you can do today to optimise your own site: </li></ul><ul><li>Optimise your code – how do we look at it? </li></ul><ul><li>Right click – view source…. There you go. </li></ul><ul><li>Make sure your meta description is in there. </li></ul><ul><li>Make sure your title is in there. </li></ul><ul><li>Keywords on title pages. </li></ul><ul><li>Do you url’s make sense www.greatmarketingworks.co.uk/prworkshop/prhandout . </li></ul><ul><li>Alt tag using – and making these descriptive. </li></ul><ul><li>Get into doing this all the time… </li></ul>Copyright www.greatmarketingworks.co.uk 2009 ©
  116. 144. Titles tags
  117. 145. H1 Headline Tag, meta and the rest <ul><li>Things you can do today to optimise your own site: </li></ul><ul><li>Optimise your code – how do we look at it? </li></ul><ul><li>Right click – view source…. There you go. </li></ul><ul><li>Make sure your meta description is in there. </li></ul><ul><li>Make sure your title is in there. </li></ul><ul><li>There are many things you can do </li></ul><ul><li>Today. </li></ul><ul><li>Change your title tags </li></ul><ul><li>Change your meta </li></ul><ul><li>Change your alt tags </li></ul><ul><li>Use the H1’s more </li></ul><ul><li>Get your keyword reps right </li></ul>
  118. 150. Get more people to your site – online methods <ul><li>Marketing using SEO </li></ul><ul><li>Creating content – </li></ul><ul><li>The more you change the higher you rank – this is why content management systems are best </li></ul><ul><li>The Google search engine bots need to able to tell that your site is being changed – they come back 1 month and if it is then twice a week, then every week. </li></ul><ul><li>Old version of certain sites platforms wont work on updating content i.e. word-press – so update to 2.5 </li></ul><ul><li>Blogs worth it or not and wot to write? (Discuss) </li></ul><ul><li>Blogs not worth a damn, without keywords  </li></ul>Copyright www.greatmarketingworks.co.uk 2009 ©
  119. 151. Keywords What are they? Can they be phrases too? Copyright www.greatmarketingworks.co.uk 2009 ©
  120. 152. Keywords – what are yours? <ul><li>Marketing using Keywords: </li></ul><ul><li>Researching your keywords </li></ul><ul><li>Google keywords analysis: </li></ul><ul><li>https://adwords.google.com/select/KeywordToolExternal </li></ul><ul><li>SEO book </li></ul><ul><li>http://tools.seobook.com/keyword-tools/seobook/index.php </li></ul><ul><li>You can also use things like: </li></ul><ul><li>WordTracker and Keyword Discovery – amongst others. </li></ul>Copyright Great Marketing Works 2009 (c)
  121. 154. Copyright Great Marketing Works 2009 (c)
  122. 155. Keyword Corset Lorraine Taylor – Ken Force Copyright www.greatmarketingworks.co.uk 2009 ©
  123. 157. Get more people to your site – online methods <ul><li>Marketing using Keywords: (Hair2stay.co.uk) </li></ul><ul><li>Researching your keywords </li></ul><ul><li>Why research? </li></ul><ul><li>Surely we know the best words for our market. </li></ul><ul><li>Hair2stay the company are ‘trichologists’ and so they very proudly own www.trichology.co.uk </li></ul><ul><li>How many people search for trichology? </li></ul>Copyright Great Marketing Works 2009 (c)
  124. 158. Keywords Never presume: Trichology - 16 a day hair loss – 760 a day Copyright Great Marketing Works 2009 (c)
  125. 159. Get more people to your site – online methods <ul><li>Marketing using Keywords: (Hair2stay.co.uk) </li></ul><ul><li>What about if I like two different keywords – </li></ul><ul><li>Which one is best? </li></ul><ul><li>Google trends / zeitgeist: </li></ul><ul><li>http://www.google.com/trends </li></ul><ul><li>Then rank them against each other: </li></ul><ul><li>Balding vs. hair loss the difference is stark </li></ul>Copyright Great Marketing Works 2009 (c)
  126. 160. Balding vs hair loss Copyright Great Marketing Works 2009 (c)
  127. 161. Keywords Never presume: Who owns the market for your keyword Copyright Great Marketing Works 2009 (c)
  128. 162. Get more people to your site – online methods <ul><li>Marketing using Keywords: </li></ul><ul><li>Who owns the market for keywords? </li></ul><ul><li>Different people use different search engines. </li></ul><ul><li>The activity in the marketplace at present with different companies merging together and buying each other out proves that NOT ONE PLAYER controls everything. </li></ul><ul><li>Not always Google – the market leader but not in all keywords. </li></ul><ul><li>From my own findings for clients. </li></ul><ul><li>Older people still use Yahoo and even Ask. </li></ul><ul><li>Younger people use Google. </li></ul><ul><li>Business people and sales tend to use MSN more. </li></ul>Copyright Great Marketing Works 2009 (c)
  129. 163. Keywords Never presume: People can sppell Copyright Great Marketing Works 2009 (c)
  130. 164. Get more people to your site – online methods <ul><li>Marketing using Keywords: </li></ul><ul><li>Spelling mistakes: How much do you think the spelling mistakes count for. </li></ul><ul><li>Example: </li></ul><ul><li>Accommodation </li></ul><ul><li>Accomodation </li></ul>Copyright Great Marketing Works 2009 (c) 40% of the search volume for accommodation.
  131. 165. Fairly new for your keyword searches <ul><li>Ask Google what people used to search for: </li></ul><ul><li>New is Google insights: even more fun </li></ul><ul><li>http://www.google.com/insights/search/# </li></ul>Copyright Great Marketing Works 2009 (c)
  132. 168. What about over time? Never presume: Today’s markets will last forever What about in the past? Copyright www.greatmarketingworks.co.uk 2009 ©
  133. 170. What about by region and new phrases? What about for Christening Gowns? Copyright www.greatmarketingworks.co.uk 2009 ©
  134. 174. What about the trends in just the UK? What about for financial advice? Copyright www.greatmarketingworks.co.uk 2009 ©
  135. 176. I know! But this is relevant to all ideas! As it shows you more information in a minute – than we used to get in a year! Copyright www.greatmarketingworks.co.uk 2009 ©
  136. 177. Keywords What do we do with them? It’s not just about the stuffing. Copyright Great Marketing Works 2009 (c)
  137. 178. How important are keywords? <ul><li>On-Page (Keyword-Specific) Ranking Factors </li></ul><ul><li>Keyword Use Anywhere in the Title Tag </li></ul><ul><li>Keyword Use as the First Word(s) of the Title Tag </li></ul><ul><li>Keyword Use in the Root Domain Name (e.g. keyword.com) </li></ul><ul><li>Keyword Use Anywhere in the H1 Headline Tag </li></ul><ul><li>Keyword Use in Internal Link Anchor Text on the Page </li></ul><ul><li>Keyword Use in External Link Anchor Text on the Page </li></ul>
  138. 179. On-Page (Keyword-Specific) Ranking Factors (contd) <ul><li>Keyword Use as the First Word(s) in the H1 Tag </li></ul><ul><li>Keyword Use in the First 50-100 Words in HTML on the Page </li></ul><ul><li>Keyword Use in the Page Name URL (e.g. seomoz.org/folder/keyword.html) </li></ul><ul><li>Keyword Use in other Headline Tags (<h2> – <h6>) </li></ul><ul><li>Keyword Use in Image Alt Text </li></ul><ul><li>Keyword Use / Number of Repetitions in the HTML Text on the Page </li></ul>
  139. 180. On-Page (Keyword-Specific) Ranking Factors (contd) <ul><li>Keyword Use in <b> or <strong> Tags </li></ul><ul><li>Keyword Density Formula (# of Keyword Uses ÷ Total # of Terms on the Page) </li></ul><ul><li>Keyword Use in the Page’s Query Parameters (e.g. seomoz.org/page.html?keyword) </li></ul><ul><li>Keyword Use in the Meta Description Tag </li></ul><ul><li>Keyword Use in the Page’s File Extension (e.g. seomoz.org/page.keyword) </li></ul><ul><li>Keyword Use in Comment Tags in the HTML </li></ul><ul><li>Keyword Use in the Meta Keywords Tag </li></ul>
  140. 181. Ok I will send you those pages Let’s go through a bit of that if we haven’t heard those terms before. If we have and get it – let’s skip it. Copyright Great Marketing Works 2009 (c)
  141. 182. On-Page (Non-Keyword) Ranking Factors <ul><li>Existence of Substantive, Unique Content on the Page </li></ul><ul><li>Recent (freshness) of Page Creation </li></ul><ul><li>Use of Links on the Page that Point to Other URLs on this Domain </li></ul><ul><li>Historical Content Changes (how often the page content has been updated) </li></ul><ul><li>Use of External-Pointing Links on the Page </li></ul><ul><li>Query Parameters in the URL vs. Static URL Format </li></ul><ul><li>Ratio of Code to Text in HTML </li></ul><ul><li>Existence of a Meta Description Tag </li></ul><ul><li>HTML Validation to W3C Standards </li></ul><ul><li>Use of Flash Elements (or other plug-in content) </li></ul><ul><li>Use of Advertising on the Page </li></ul><ul><li>Use of Google AdSense (specifically) on the Page </li></ul>
  142. 183. 3
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  145. 187. Get more people to your site – online methods <ul><li>Marketing using SEO </li></ul><ul><li>An example of SEO in real time action. </li></ul><ul><li>Two sites selling the same car: </li></ul><ul><li>http://www.lmcl.co.uk/ </li></ul><ul><li>http://www.emmodels.co.uk/ </li></ul><ul><li>Which one wins by the name? </li></ul><ul><li>Let’s see them and guess which one wins by the site. </li></ul>Copyright www.greatmarketingworks.co.uk 2009 ©
  146. 190. Where do they rank in SEO? http://www.emmodels.co.uk/ huge site and shop been going for 4 years. http://www.lmcl.co.uk/ a 4 page site we put up last week Never presume: Copyright www.greatmarketingworks.co.uk 2009 ©
  147. 192. Where do they rank in SEO? http://www.emmodels.co.uk/ huge site and shop been going for 4 years. http://www.lmcl.co.uk/ a 4 page site put up last week Never presume:
  148. 194. Why did we win? The power of SEO With www.lmcl.co.uk we used seo We linked into ourselves, we created alt descriptions, the url’s made sense, we were totally relevant. We did what Google wants. Time to get even more technical. Copyright www.greatmarketingworks.co.uk 2009 ©
  149. 195. How we did do it? We show you how you can do it. You go into your website and like with a car You look under the bonnet. Go to page rank in the toolbar Don’t have it – get it from Google downloads. Copyright www.greatmarketingworks.co.uk 2009 ©
  150. 196. There you go: Copyright www.greatmarketingworks.co.uk 2009 ©
  151. 197. How we did do it? We show you how you can do it. You go into your website and like with a car You look under the bonnet. Go to page rank in the toolbar Then you go to cache snap shot of page and then Full text only.
  152. 198. There you go:
  153. 199. This shows you WHAT THE GOOGLE BOTS READ. (from our friend’s car site it is.) Copyright www.greatmarketingworks.co.uk 2009 ©
  154. 202. What do those bots read? WHAT GOOGLE BOTS READ. Is whatever comes first, whatever you put in the most of, and whatever is relevant to the search i.e. the keywords, as well as the links to the page they are reading. Copyright www.greatmarketingworks.co.uk 2009 ©
  155. 205. What do those bots read? They read keywords. So we had better get good at knowing what good keywords are. Copyright www.greatmarketingworks.co.uk 2009 ©
  156. 206. Think of an example for your company How else could keywords affect our marketing? Should we use them in our writing? Copyright www.greatmarketingworks.co.uk 2009 ©
  157. 207. 3
  158. 208. 2
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  160. 211. Keywords Never presume: The length of the tail  Copyright www.greatmarketingworks.co.uk 2009 ©
  161. 212. Goodbye Pareto Principle, the new distribution <ul><li>Goodbye Pareto Principle, the new distribution </li></ul><ul><li>Long Tail: </li></ul><ul><li>by greatly lowering search costs, information technology in general and Internet markets in particular could substantially increase the collective share of hard-to-find products, thereby creating a longer tail in the distribution of sales. </li></ul><ul><li>The Internet channel exhibits a significantly less concentrated sales distribution, when compared with traditional channels. </li></ul><ul><li>An 80/20 rule fits the distribution of product sales in the catalog channel quite well, but in the Internet channel, this rule needs to be modified to a 72/28 rule in order to fit the distribution of product sales in that channel. </li></ul><ul><li>The difference in the sales distribution is highly significant, even after controlling for consumer differences. </li></ul><ul><li>Some of the most successful Internet businesses have leveraged the Long Tail as part of their businesses. Examples include eBay (auctions), Yahoo! and Google (web search), Amazon (retail) and iTunes Store (music and podcasts ) amongst the major companies, along with smaller Internet companies like Audible (audio books) and Netflix (video rental). </li></ul>
  162. 213. The Long Tail <ul><li>With the internet the long tail can go on and on and on – and even get thicker…. </li></ul>
  163. 214. The Long Tail <ul><li>Check out the different keywords </li></ul>
  164. 215. The Long Tail <ul><li>A real life example: </li></ul><ul><li>Each day NarutoWallpaper (quite niche in itself) gets over 1000 visitors from search engines. </li></ul><ul><li>From roughly 200 unique keywords but the best keyword brings almost 50% of those visitors. </li></ul><ul><li>The first keyword brings 45%, </li></ul><ul><li>the second keyword brings 20% </li></ul><ul><li>and the remaining 198 keywords account for the remaining 35% of the searches. </li></ul>Copyright www.greatmarketingworks.co.uk 2009 ©
  165. 216. The Long Tail
  166. 217. The long tail What difference could this make to you? Keywords and conversion rates. Copyright www.greatmarketingworks.co.uk 2009 ©
  167. 218. New marketing and web 2.0 <ul><li>Marketing </li></ul><ul><li>The drive to build a market and obtain revenue from the consumer demographic of the Long Tail has led businesses to implement a series of new marketing techniques, most of them based on extensive use of internet technologies. Among the most representative are: </li></ul><ul><li>New Media Marketing : a term to describe the building and managing of social networks and online or virtual communities , and extend the reach of marketing to the low-frequency, low-intensity consumer in a cost effective way. </li></ul><ul><li>Buzz Marketing: The strategic use of word of mouth , the transmission of commercial information from person to person in an online or real-world environment. </li></ul><ul><li>Viral Marketing : The intentional spreading of marketing messages using preexisting social networks, with an emphasis on the casual, non-intentional and low cost. </li></ul>Copyright www.greatmarketingworks.co.uk 2009 ©
  168. 219. 3
  169. 220. 2
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  171. 223. Other web 2.0 tricks of the trade <ul><li>What is web 2.0 </li></ul><ul><li>Everyone is talking about it. </li></ul><ul><li>Web 1.0 was people to information. </li></ul><ul><li>Web 2.0 is people to people. </li></ul><ul><li>We now have too much information. </li></ul><ul><li>We now need to have people help us through it – for people to recommend things. </li></ul><ul><li>This is the natural state of affairs </li></ul><ul><li>virtually replicated </li></ul>
  172. 224. Web 2.0 reviews and such Richard Keyword used ‘ deckers restaurant’ Copyright www.greatmarketingworks.co.uk 2009 ©
  173. 227. What else? <ul><li>Myspace. </li></ul><ul><li>Linked in. </li></ul><ul><li>Facebook. </li></ul><ul><li>Twitter. </li></ul><ul><li>What are all these good for? </li></ul><ul><li>Remember each caters for a different demographic and a different part of the marketing process. </li></ul><ul><li>Web 2.0 tools and networking sites can be great for links. </li></ul><ul><li>Do human beings use them? </li></ul>Copyright www.greatmarketingworks.co.uk 2009 ©
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  177. 232. Websites… Let’s think about LINKS Copyright www.greatmarketingworks.co.uk 2009 ©
  178. 233. The power of links <ul><li>Know the power of links – with page rank in the Google </li></ul><ul><li>search bar and: </li></ul><ul><li>Go to www.alltheweb.com or just use Google and… </li></ul><ul><li>Do a search for link: www.yourdomain.com </li></ul><ul><li>So if you're website is http://www. alpha-batteries.co.uk . </li></ul><ul><li>Make sure to include the colon after the word 'link.‘ </li></ul><ul><li>Or use http://www.iwebtool.com/backlink_checker </li></ul><ul><li>This will show you who is linking to you - and as you develop a link campaign, will help you monitor who is linking to you. </li></ul><ul><li>Links – crucial to Google. </li></ul>
  179. 235. The power of links <ul><li>Links: where else can we get them from? </li></ul><ul><li>Relevance partners and sites to link to (Discuss) </li></ul><ul><li>Blogs, </li></ul><ul><li>message boards, </li></ul><ul><li>forums, </li></ul><ul><li>trade directories, </li></ul><ul><li>Concept partners etc. </li></ul><ul><li>Web 2.0 devices </li></ul><ul><li>Even your own site (bizarrely enough) as v relevant. </li></ul>Copyright www.greatmarketingworks.co.uk 2009 ©
  180. 236. Type in site: yourdomain .co.uk You get this info of your internal links
  181. 237. The power of links <ul><li>Links: what kind of links? </li></ul><ul><li>Internal I.e. your own site with hyperlinks. </li></ul><ul><li>Incoming: from other people’s sites. </li></ul><ul><li>Reciprocal: going both ways </li></ul><ul><li>With different depths: homepage v.s. links page. </li></ul><ul><li>To different objects: pdf’s are loved. </li></ul><ul><li>What about from videos etc </li></ul><ul><li>To different domains: .gov.uk, .ac.uk. </li></ul><ul><li>From sites with different page ranks! </li></ul>Copyright www.greatmarketingworks.co.uk 2009 ©
  182. 238. Not all links are created equal <ul><li>Make sure you stay away from &quot;average&quot; sites that will give you links. It is very tempting to get links from sites that will sell you spots & sites that will do exchanges with you. </li></ul><ul><li>The reason these don't work is because Google knows what you are doing and can tell you are doing it. They are a lot smarter then people think! </li></ul><ul><li>But you have to realize that their mission is to provide the best results to the searchers. And if your site does not have the best links, your not going to get ranked high! </li></ul>Copyright www.greatmarketingworks.co.uk 2009 ©
  183. 239. Links Where will you get yours from? (Discuss) Copyright www.greatmarketingworks.co.uk 2009 ©
  184. 240. Where else can you get links? <ul><li>People often forget the power of… The online press: </li></ul><ul><li>Newspapers have online versions of themselves which have a less advertising led scope, and the editors are nicer. They need less of an emotional hook as not a buying device for them. </li></ul><ul><li>You can contact them more easily as PR companies sometimes do not. </li></ul><ul><li>Other online press to go for links are: </li></ul><ul><li>Newsletters that are not your own. </li></ul><ul><li>Other people’s websites and so giving information away for free. </li></ul><ul><li>PDF’s on people’s websites – worth 10 times that of a hyperlink. </li></ul>Copyright www.greatmarketingworks.co.uk 2009 ©
  185. 241. The Online press <ul><li>The Online press: </li></ul><ul><li>Which is much better than offline press as: </li></ul><ul><li>You can link this straight into your website </li></ul><ul><li>Links improve your SEO </li></ul><ul><li>Websites can be monitored directly without the need for asking more questions from your customers i.e. analytics. </li></ul><ul><li>Online press can be Google adworded into with placements to achieve more brand awareness. (we are doing this: this afternoon: ask me more.) </li></ul><ul><li>Top tips for the industry- Becoming the authority in the field (Discuss.) </li></ul>Copyright www.greatmarketingworks.co.uk 2009 ©
  186. 242. What to do with your links <ul><li>Update your spreadsheet – Search for your website in the big four search engines again and look to see where it ranks and make a note of it. </li></ul><ul><li>Record these in your spreadsheet. Tracking your data lets you see what techniques are working what techniques are not worth your time. </li></ul><ul><li>Test your own SEO theories and record the results - This is not really a task you can ever complete. 90% of all SEO information is already freely available if you can find it. Testing your own theories and getting good results will help you uncover the remaining 10% necessary to out perform your competition. </li></ul>Copyright www.greatmarketingworks.co.uk 2009 ©
  187. 243. The power of book marks <ul><li>Social book marking </li></ul><ul><li>Social book marking allows you to book mark your site online (like you would add the site to your ‘favourites’ in your web browser), thus all their bookmarks are stored online rather than locally in your browser. There are many sites that provide this service, e.g. http://www.dig.com and http://del.icio.us/ </li></ul><ul><li>Visit - http://www.socialmarker.com/ - it conveniently lists all book marking sites. The sites should give instructions on how to do this. You just need to make sure a link to each of the sites is clearly shown on all pages of your site, e.g. in the header, navigation bar or in the footer. </li></ul>Copyright www.greatmarketingworks.co.uk 2009 ©
  188. 245. What we have learnt this morning. How our website should look, what it should say, our USP’s, and the importance of pictures. What our web developer should be doing and what we have to ask them. When we might change our domain name, how this helps, how we can use keywords and where.   Created the first few steps in our SEO strategy by knowing the power of links and thinking about how we can get them. Copyright www.greatmarketingworks.co.uk 2009 ©
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  192. 250. The Web Marketing Lunch Break My guarantee to you: Everyone of you will get a sandwich  Copyright www.greatmarketingworks.co.uk 2009 ©
  193. 252. Here we go! How to use keywords into PPC What do we want from our visitors Marketing with e-mails and how to do this And then selling more The icing on the cake Now let’s do this! Copyright www.greatmarketingworks.co.uk 2009 ©
  194. 253. Pay per click and how it RULES! Copyright www.greatmarketingworks.co.uk 2009 ©
  195. 254. Websites… So many of them, so little time The Biggest Player on the web, the one ring who will bind them all, but hopefully not in darkness…. Google. Copyright www.greatmarketingworks.co.uk 2009 ©
  196. 255. Exclaimer I love Google for what it has done for marketing and how easy it is to use for small businesses. However there are: Yahoo, MSN and other search engines out there who you can use and the principles are just the same Copyright www.greatmarketingworks.co.uk 2009 ©
  197. 256. Get more people to your site – online methods <ul><li>Marketing using PPC. </li></ul><ul><li>Google adwords – PPC version for Google </li></ul><ul><li>Adwords is genius and a MUST for you </li></ul><ul><li>It contains several elements: </li></ul><ul><li>The adverts – teaches you how to monitor and how to create powerful concise copy / headlines. </li></ul><ul><li>Rewards and optimization – teaching you about relevance and how to maximise your spend. </li></ul><ul><li>Keywords – teaches you about meta tags and keywords for your own site and about SEO. </li></ul><ul><li>Keywords we have done – so these are covered. </li></ul>Copyright www.greatmarketingworks.co.uk 2009 ©
  198. 257. Explanation Throughout this workshop I am going to use a mixture of live demonstrations and case studies from past clients and success stories. These will come from different real companies. Copyright www.greatmarketingworks.co.uk 2009 ©
  199. 258. PPC adverts: where are they?
  200. 259. How Google PPC is so very cost effective compared to TM Number of people to your site for your investment in both time and money Copyright www.greatmarketingworks.co.uk 2009 ©
  201. 261. PPC adverts The rules: Remember keywords, ad variations and relevance. Copyright www.greatmarketingworks.co.uk 2009 ©
  202. 262. Other rules in adwords. <ul><li>Google has certain other rules for adwords. </li></ul><ul><li>You can’t lie in your adwords. </li></ul><ul><li>You can’t USE CAPS to emphasise. </li></ul><ul><li>You can’t use misleading words or too definite statements without backing up your claims. </li></ul><ul><li>ie. No – we are the best! </li></ul><ul><li>You cannot sell certain items through it. </li></ul><ul><li>You cannot be offensive. </li></ul><ul><li>You cannot use another persons brand name. </li></ul><ul><li>You can use bold to emphasise from March 09. </li></ul>Copyright www.greatmarketingworks.co.uk 2009 ©
  203. 263. PPC adverts and how they are made Remember three elements: Budget, location, and monitoring. Copyright www.greatmarketingworks.co.uk 2009 ©
  204. 267. So we have our rules Each adword / advert has the following 25 characters for the header 35 for each line after this Copyright www.greatmarketingworks.co.uk 2009 ©
  205. 268. Let’s revisit old friends Our USP’s Our benefits Powerful questions, presuppositions, magic words and the like… Copyright www.greatmarketingworks.co.uk 2009 ©
  206. 269. Can’t we use our words better? Actual language is ONLY 7 – 10 % of face to face communication But in Adwords – it is EVERYTHING! So let’s revisit our old friends. Copyright www.greatmarketingworks.co.uk 2009 ©
  207. 270. The power of good words in adwords – in the headlines. <ul><li>Use powerful questions – to bring people in </li></ul><ul><li>Using open questions - getting people into their world – what’s the difference in feeling between: </li></ul><ul><li>Can you create more profits? </li></ul><ul><li>V.s. </li></ul><ul><li>How can you create more profits from your existing clients? </li></ul><ul><li>Which one is better and why? </li></ul><ul><li>Why don’t you think of some questions for your business? You will realise how powerful they are. </li></ul>
  208. 271. Magic vs Tragic words. For years copywriters have study these words, they have compiled reports on them, they have produced millions of pounds worth of direct response advertising to get to know the Magic words which get people to buy and others which stop people buying. Here they are! Copyright www.greatmarketingworks.co.uk 2009 ©
  209. 272. The power of good words Use magic words – destroy tragic words Magic words: Free, new, you, introducing, sale, save, money, discover, results, easy, proven, guaranteed, love, benefits. Alternative, now, win, gain, happy , trustworthy, good looking, comfortable, product, healthy, safe, right, security, winnings, fun, value, advice, wanted , announcing, your, people , why. Tragic words: Buy, obligation, failure, bad, sell, loss difficult, wrong, decision, deal, liability, hard, death, order, fail, cost, worry, contract Copyright www.greatmarketingworks.co.uk 2009 ©
  210. 273. Using them in Adwords Create some powerful adverts 25 characters for the header 35 for each line after this Copyright www.greatmarketingworks.co.uk 2009 ©
  211. 274. Create a Headline with 25 characters Use this as your first advert on your adwords. Magic words to use are: Free, new, you, introducing, sale, save, money, discover, results, easy, proven, guaranteed, love, benefits. Alternative, now, win, gain, happy , trustworthy, good looking, comfortable, product, healthy, safe, right, security, winnings, fun, value, advice, wanted , announcing, your, people , why. Copyright www.greatmarketingworks.co.uk 2009 ©
  212. 275. We have a powerful headline? Create some powerful adverts 25 characters for the header 35 for each line after this Copyright www.greatmarketingworks.co.uk 2009 ©
  213. 277. Can’t we use our words better? Using presuppositions – happily when we realised that this was a great way to make more money, the whole group decided to make it really easy for us. Copyright www.greatmarketingworks.co.uk 2009 ©
  214. 278. Could we use these for our 35 character sentences? <ul><li>Use presuppositions – happily </li></ul><ul><li>Presupposition – are the quickest and easiest most effective means of persuading the unconscious mind when used sparingly. </li></ul><ul><li>Different types are: </li></ul><ul><li>When, while, during = when will you place the order? </li></ul><ul><li>Or = when is better for you Monday or Tuesday </li></ul><ul><li>Ending in ‘ly’= How quickly can we arrange the meeting? </li></ul><ul><li>Fortunately……..we can now think of some more for your businesses. </li></ul><ul><li>Amazingly, you already know even more of them. </li></ul>
  215. 279. PPC adverts How many should you have? Just the one? Copyright www.greatmarketingworks.co.uk 2009 ©
  216. 280. 1 st client: a beach in Goa Based in India – a place I went on holiday – I loved it so much and the people that I know do their PPC. (For free for charity) Copyright www.greatmarketingworks.co.uk 2009 ©
  217. 282. PPC adverts How many should you have? As many as you can  Copyright www.greatmarketingworks.co.uk 2009 ©
  218. 283. 2 nd client: a trichologist Based in the NW – a consultant trichologist with a great new product and a huge potential. Copyright www.greatmarketingworks.co.uk 2009 ©
  219. 284. PPC adverts the differences in ROI
  220. 286. But how did we get there? We do things Methodologically. In stages – baby steps With a system  Copyright www.greatmarketingworks.co.uk 2009 ©
  221. 288. PPC adverts the differences in ROI Why landing pages make all the difference and keywords too Copyright www.greatmarketingworks.co.uk 2009 ©
  222. 289. Explanation On the board with my world famous drawing abilities. Copyright www.greatmarketingworks.co.uk 2009 ©
  223. 290. Explanation Back to keyword analysis Copyright www.greatmarketingworks.co.uk 2009 ©
  224. 293. How we learn from Google PPC for our SEO Why keywords can teach you about meta tags. Copyright www.greatmarketingworks.co.uk 2009 ©
  225. 295. How this happens in real life. We learn from our PPC campaign and change the SEO of our website including the copy. Copyright www.greatmarketingworks.co.uk 2009 ©
  226. 298. How much do your adwords cost? Google tells you This can even make a difference to your next product / service and how you shape your business marketing Copyright www.greatmarketingworks.co.uk 2009 ©
  227. 299. 3 rd client: a dating company Based in Manchester wanting to branch out past one – two – one workshops. Copyright www.greatmarketingworks.co.uk 2009 ©
  228. 301. 3 rd client: a dating company What should they create next? Copyright www.greatmarketingworks.co.uk 2009 ©
  229. 303. How Google PPC is so very cost effective compared to TM Number of people to your site for your investment in both time and money Copyright www.greatmarketingworks.co.uk 2009 ©
  230. 305. How much would getting 200 people to a website cost with Traditional Marketing? Who knows? Depends on the copy writing. Depends on demographic But I can guarantee more than £39.92 Copyright www.greatmarketingworks.co.uk 2009 ©
  231. 307. How Google PPC is so very cost effective compared to TM That’s 169 people to your website for around £30. Flyers usually pull in at a rate of 0.1% to 10% depending on a whole host of factors. Copyright www.greatmarketingworks.co.uk 2009 ©
  232. 308. Let’s work that out. <ul><li>Flyers usually pull in at a rate of 0.1% to 10% depending on a whole host of factors. </li></ul><ul><li>Flyer cost: £300 per 5000. </li></ul><ul><li>Flyer design cost: £100 </li></ul><ul><li>Flyer distribution: around £150 </li></ul><ul><li>5000 flyers at 1% = 50 people to website. </li></ul><ul><li>Flyer cost £450 = around £9 per person to the website plus brand awareness. </li></ul><ul><li>ROI analysis: PPC = 18p per person. </li></ul>Copyright www.greatmarketingworks.co.uk 2009 ©
  233. 309. Save even more with PPC landing pages with relevance You can get very clever with Google and use different landing pages so that the page you point to is totally relevant to the advert = thus saving you money! Copyright www.greatmarketingworks.co.uk 2009 ©
  234. 310. 3 rd client: a dating company Based in Manchester wanting to branch out past one – two – one workshops. Copyright www.greatmarketingworks.co.uk 2009 ©
  235. 311. Our landing page:
  236. 312. So our adverts cater for this page. Copyright www.greatmarketingworks.co.uk 2009 ©
  237. 314. Advanced opt in pages What about if you had four or five different opt in pages, aligned to five different perfected adverts, using keywords from your research. What would happen? Copyright www.greatmarketingworks.co.uk 2009 ©
  238. 317. Remember the long tail
  239. 318. Long Tail Keyword selection Copyright www.greatmarketingworks.co.uk 2009 © computer 132,755 laptop 19,152 sony vaio 2,264 sony vaio z1sp 47 cheap sony vaio laptop 11 £5.00 £0.46 £0.40 £0.10 £0.10
  240. 319. Ok break time  In the break Start creating those ads Copyright www.greatmarketingworks.co.uk 2009 ©
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  244. 324. Ok – we’ve had a rest… <ul><li>Now we know how to use online PPC and SEO methods to </li></ul><ul><li>get people to our site. </li></ul><ul><li>What next? </li></ul><ul><li>Got the site - Got more people – Get the information: </li></ul><ul><li>We want to be able to monitor where they go. </li></ul><ul><li>And so we use Google Analytics. </li></ul><ul><li>A tool to monitor the traffic to and from your site. </li></ul><ul><li>Why would this be important? </li></ul><ul><li>What other information can we get from this? </li></ul><ul><li>Data not sales – not just the quick buck </li></ul><ul><li>Relationships and long term ones at that. </li></ul>Copyright www.greatmarketingworks.co.uk 2009 ©
  245. 329. Got the site - Got more people – Got the information <ul><li>Get the data </li></ul><ul><li>What data do we want apart from analytics? </li></ul><ul><li>We want people’s emails. </li></ul><ul><li>How do we get them? (Discuss) </li></ul><ul><li>The psychological principle of reciprocity </li></ul><ul><li>I am now going to use a four letter word not liked at all in the internet marketing community </li></ul><ul><li>The four letter word…… </li></ul><ul><li>W. </li></ul><ul><li>O. </li></ul><ul><li>R. </li></ul><ul><li>K. </li></ul>
  246. 330. Not an acronym, just pure and simple hard work. Internet marketing is NOT easy, it’s NOT quick, it’s NOT for everyone. However, it IS perfect for our small businesses – for reasons we know. Copyright www.greatmarketingworks.co.uk 2009 ©
  247. 331. 2 nd client: a trichologist Based in the NW – a consultant trichologist with a great new product and a huge potential. Copyright www.greatmarketingworks.co.uk 2009 ©
  248. 332. Which website would you give your details to? We own both the sites: One is Hair2stay. The other is Hairsense. Copyright www.greatmarketingworks.co.uk 2009 ©
  249. 335. Get the data <ul><li>What do we do with all this lovely data we now have? </li></ul><ul><li>In great marketing, patience is key: </li></ul><ul><li>Why? Guerrilla marketing principles </li></ul><ul><li>0 – 9 psychological steps to marketing BEFORE selling. </li></ul><ul><li>We use people’s emails to get to them as FREE. </li></ul><ul><li>We need a system that can keep in constant contact </li></ul><ul><li>www.constantcontact.com , www.icontact.com , www.aweber.com , there are others out there. </li></ul><ul><li>how we can monitor effectiveness: </li></ul><ul><li>www.icontact.com </li></ul>Copyright www.greatmarketingworks.co.uk 2009 ©
  250. 337. 4 th client: a business support organisation called Blue Orchid Based in the NW – a business supporting organisation to help start up businesses wanting an email out to their customers over Christmas 08. Copyright www.greatmarketingworks.co.uk 2009 ©
  251. 338. We used a system to monitor effectiveness of the campaign. www.constantcontact.com And these are the results Copyright www.greatmarketingworks.co.uk 2009 ©
  252. 340. Get the data <ul><li>Emailing sending: Some key principles: </li></ul><ul><li>In great marketing, patience is key: </li></ul><ul><li>Time vs. Money – traditional marketing is money based, e-marketing is time based. </li></ul><ul><li>To sell to someone, you MUST have rapport with them, to get rapport takes time and effort and a knowledge of the person. Marketing comes BEFORE selling. </li></ul><ul><li>With emails they are only SPAM when they are unsolicited (i.e. not opted into), useless info, sales directed, or add no value. </li></ul><ul><li>How can you add value to someone’s inbox? </li></ul>Copyright www.greatmarketingworks.co.uk 2009 ©
  253. 341. What would their clients want? We could ask them first… They wanted help with marketing.
  254. 342. The email campaign report for Blue Orchid: Dec 2008. <ul><li>Starting point: </li></ul><ul><li>The idea was to tie into the Christmas spirit with an offering which could be delivered to build rapport with the already contacted database which was at the time not being used. </li></ul><ul><li>The idea: </li></ul><ul><li>12 Christmas emails aligned to 12 different prizes / gifts . This idea was refined with the help of one of the Blue Orchid client who volunteered to give 12 template websites for the prizes. 12 days worth of information: the 12th top tips : to cover all aspects of small business advice from marketing to finance. </li></ul>
  255. 345. In conclusion: <ul><li>A huge response to the competition in real terms with a competition level entry rate of nearly 10% from first offer. </li></ul><ul><li>Weekend competition understandably dipped, with Friday and Monday’s being the best results from emailing. </li></ul><ul><li>Traffic to concept partners site up by 184% click through from logo placement at 6.6% and 120 clicks. </li></ul><ul><li>A total of some 80+ single entrants with more than 120 different emails sent to us. </li></ul><ul><li>Blue Orchid created another 87 meetings from this worth some £8500 in turnover from funders for the company. </li></ul>Copyright www.greatmarketingworks.co.uk 2009 ©
  256. 346. Ok we have the idea Now what is the system? Is there a structure? Copyright www.greatmarketingworks.co.uk 2009 ©
  257. 347. Use the data <ul><li>Emailing sending: The structure I have found works: </li></ul><ul><li>In great marketing, timing is key: </li></ul><ul><li>If you sell in too early, you lose out, if you contact them too late, the customer goes cold, if you don’t know the timing then people unsubscribe… </li></ul><ul><li>However, with e-marketing you can do this and you can learn as you go. Every industry is different but here are some key points to remember. </li></ul><ul><li>Contact the opt in ASAP as this is when they are ‘warm’ </li></ul><ul><li>Re contact them ASAP, with a thank you (auto responder) that adds value, establishes a reciprocal arrangement. </li></ul><ul><li>Then set up a system of at least 17 emails to sell to them </li></ul>
  258. 348. The system secret <ul><li>The information others don’t want you to know for free. </li></ul><ul><li>The structure: </li></ul><ul><li>Opt in auto responder then thank you </li></ul><ul><li>7 top tips for them to use over a week </li></ul><ul><li>Once a week ‘hello there offer’ for a month (related stuff but not always about your product) </li></ul><ul><li>Then the special offer on the 10 day with a feedback loop, a ‘quite frankly’ email </li></ul><ul><li>Then once a month for 3 months with a special offer. </li></ul><ul><li>Remember the emails are automated so they cannot be time specific, about things in the press etc. </li></ul>Copyright www.greatmarketingworks.co.uk 2009 ©
  259. 349. Emails Think about what you can write about. Think about your design. Think what do people like to open? Copyright www.greatmarketingworks.co.uk 2009 ©
  260. 350. 5 th client: a lingerie e-store called Limon Ivy Based in the NW – a start up business which is targeting larger size ladies with lingerie. Copyright www.greatmarketingworks.co.uk 2009 ©
  261. 352. Emails Should it be a template? What should it look like? Should you be brand led or design led? Copyright www.greatmarketingworks.co.uk 2009 ©
  262. 353. The client’s first go. Remember www.constantcontact.com will give you some great templates. Just let’s not use them. Copyright www.greatmarketingworks.co.uk 2009 ©
  263. 355. Let’s keep it simple. Remember www.constantcontact.com will give you some great templates. Just let’s not use them. Copyright www.greatmarketingworks.co.uk 2009 ©
  264. 357. Great email letters <ul><li>The lessons we have learnt before should help. </li></ul><ul><li>Think about your benefits. </li></ul><ul><li>Think about your USP’s. </li></ul><ul><li>Don’t have too many narratives in each email. </li></ul><ul><li>Start to think about starting the relationship and how you can add value. </li></ul><ul><li>Think about what do your customers want. </li></ul><ul><li>Think about why you are talking to them. </li></ul>Copyright www.greatmarketingworks.co.uk 2009 ©
  265. 358. For our Lingerie client <ul><li>To men on the database: and don’t forget valentines day. </li></ul><ul><li>Subject headline: A man's survival guide to forgetting the </li></ul><ul><li>BIG day – Do not read if you are a woman.... </li></ul><ul><li>Content got from: series of dating sites. </li></ul><ul><li>For our women: the new USP: larger sizes. </li></ul><ul><li>Subject headline: Curves are back – time to look gorgeous. </li></ul><ul><li>Content got from: the observer and the fashion press </li></ul><ul><li>For the whole database: Spring into action. </li></ul><ul><li>Subject headline: </li></ul><ul><li>Unknown – not done it yet  </li></ul>Copyright www.greatmarketingworks.co.uk 2009 ©
  266. 360. Emails Hot off the press. How hot? Send on Friday at 4:30 The results in 27 mins. Copyright www.greatmarketingworks.co.uk 2009 ©
  267. 362. Emails How do we right a great sales letter? Do we have time to do this now? Give your details to Dan and find out more about the Blue Orchid workshops. Copyright www.greatmarketingworks.co.uk 2009 ©
  268. 363. Got the information - Get the data – Sell more <ul><li>If you have lots of targeted people to your site. </li></ul><ul><li>You start selling more products / services. </li></ul><ul><li>It’s 14 times harder to get a new customer, so this is where traditional marketing money gets wasted. </li></ul><ul><li>34% of people who are asked as customers already would you buy again said yes they would buy again now. </li></ul><ul><li>The Parento rule (80/20): 80% of your customer comes from 20% of your customers….. FACT </li></ul>Copyright www.greatmarketingworks.co.uk 2009 ©
  269. 364. Got the information - Get the data – Sell more <ul><li>What can we sell? </li></ul><ul><li>More of your own products / services (Discuss) </li></ul><ul><li>Our own electronic products – audio products </li></ul><ul><li>New products and services after market research. </li></ul><ul><li>Concept partners goods i.e. hair and scalp working with international comb producers. </li></ul><ul><li>Turning your thoughts towards dynamic relationships. </li></ul><ul><li>You can be an electronic Affiliate for someone else with a big brand name or start your own Affiliate programmes: e.g. www.amazon.co.uk or www.assoctrac.co.uk </li></ul>Copyright www.greatmarketingworks.co.uk 2009 ©
  270. 365. Selling on the net Remember you don’t have to be e.comm. But it helps! You can get people to call you, you can email people, you can use paypal, you can use ebay, you can use other people’s websites. Copyright www.greatmarketingworks.co.uk 2009 ©
  271. 366. Got the site – Get the idea: <ul><li>When you have ‘silly numbers’ on your site </li></ul><ul><li>You can even sell the advertising space you your site www.google.com/adsense </li></ul><ul><li>You can get other people to sponsor your site. You should however be an affiliate 1 st . </li></ul><ul><li>You can then think about franchising out the website into different regions – just like a shop. </li></ul><ul><li>You would even write your own e-book about your adventures and sell that as well. </li></ul><ul><li>Get the idea……………. </li></ul><ul><li>The web is the opportunity of 1000 lifetimes </li></ul><ul><li>Remember that all great marketing is a circle. </li></ul>Copyright www.greatmarketingworks.co.uk 2009 ©
  272. 367. So what have we learnt today? <ul><li>  </li></ul><ul><li>What is marketing? </li></ul><ul><li>  </li></ul><ul><li>Getting a website </li></ul><ul><li>  </li></ul><ul><li>Writing a website (not the code but the language) </li></ul><ul><li>  </li></ul><ul><li>Getting more people to your site with optimizing </li></ul><ul><li>Creating the first few steps with SEO and links etc </li></ul><ul><li>Creating another step in the right direction with PPC </li></ul><ul><li>If we have time! – this is going to be great! </li></ul>Copyright www.greatmarketingworks.co.uk 2009 ©
  273. 368. And… <ul><li>Got the site - Got more people: Marketing using PPC </li></ul><ul><li>Got more people – Get the information: Google analytics </li></ul><ul><li>Got the information - Get the data – use the data. </li></ul><ul><li>E-marketing with e-mails: using a system: </li></ul><ul><li>E-marketing with e-mails - the sequence: </li></ul><ul><li>E-marketing with e-mails - How to right a closing sales letter: </li></ul><ul><li>Sell more: What else can we sell? </li></ul>Copyright www.greatmarketingworks.co.uk 2009 ©
  274. 369. Remember!!
  275. 370. With E - marketing We stay on target! Copyright www.greatmarketingworks.co.uk 2009 ©
  276. 371. Thanks to: Copyright www.greatmarketingworks.co.uk 2009 ©

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