Uktisw online marketing-distr
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UKTI WEB MARKETING - ONLINE MARKETING
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Uktisw online marketing-distr
- 5. Text email or HTML?
- 6. Text emails or HTML?
- 7. Received and open stats
- 8. Whos read the content?
- 11. Why Consumers Open Emails
- 15. Search Engine Market Share-International www.searchenginewatch.com www.searchenginecolossus.com http://www.searchenginelinks.co.uk/link-48.html Google’s not the only show I town… Baidu – China Naver – Korea Yandex – Russia Are dominant in their respective countries
- 16. Use www.searchenginecolossus.com to submit to country specific search engines
- 18. SEO in Business to Business
- 19. SEO in Business to Consumer
- 20. The French Site
- 21. SEO success in High Tech Manufacturing SEO in High Tech
- 22. SEO success in High Tech
- 23. Google – ‘Universal Search’ and DAO (Digital Assets Optimisation) Content retrieved from : Google maps, news, images, You Tube, Blogs, Facebok, Twitter, LinkedIn MySpace, video ,etc
- 24. Google Base – shopping results Google Base – Shopping Results
- 29. HTML Sitemap
- 31. Register with Google Webmaster Central (GWC)
- 52. Capturing content below the scroll
- 58. Internal Links
- 60. Meta Tags – The Title tag
- 61. Meta Tags – The Title tag
- 62. Different Pages Optimised for Different Keyphrases
- 64. Meta Tags Keyword and Description tags
- 70. Google Analytics – free and comprehensive
- 72. More on international SEO
- 73. Register with Google Webmaster Central (GWC)
- 74. www.manacad.com – foreign language ‘landing pages’ add metatags
- 75. Country specific top level domains
- 76. Different languages on the same domain www.pneumat-europe.com
- 81. Europages – An Effective European Business Directory
- 82. www.alibaba.com – worlds largest B2B Directory
- 83. Use www.linkpopularity.com to check links
- 87. Ensure Press Releases get Anchor text based links back to website
- 89. Use ‘AddThis’ to allow people to bookmark your pages
- 93. Marketing Internationally and the Web - Social media
- 94. Alexa.com – top sites worldwide
- 95. See the top visited sites around the world – 120 countries – top 100 sites
- 100. Put your blog at the epicentre of your social media and web marketing A typical blog….
- 102. Linking your digital assets
- 108. Advertise directly
- 110. Set up a personal profile
- 112. Instant Success with Facebook Ampfab has only been formed for 4 months...... Not only did we get an immediate order for this work which was worth about 10K, we also got an order from the firm next door for 22K and I have been assured that there will be more available from both these successful businesses plus we are now getting our name passed around to everyone they know! ADAM BECK-Ampwire Ltd
- 113. Winetravelguides.com – website, blog, facebook, twitter…
- 115. What determines what I see in my ‘top news’ feed? – Edgerank Algorithm
- 116. What determines your position? – Edgerank algorithm
- 117. My last visit to Facebook
- 121. Lots of ‘likes’ - but how important is that?
- 123. Use Twitter to promote latest music and games
- 126. What not to do?….
- 127. Twitter and realtime search
- 128. Search for ‘royal wedding’ on 29/4/2011
- 131. TweetDeck – integrate Twitter, FaceBook, LinkedIn etc within one simple to use interface
- 136. Facebook France
- 137. Facebook Germany
- 138. Twitter France
- 141. Optimise your clips…
- 142. Posted in other languages…
- 146. Who’ included in your social circle? -Twitter example me My twitter network Google will include not only the people you follow, but also the people they follow
- 150. Set up your Linkedin profile
- 151. LinkedIn-Your connections Leverage the network affect Offer freebies – eg whitepapers, ebooks
- 152. LinkedIn-Upgrade for more functionality
- 153. LinkedIn – participate in groups -or set up your own
- 154. Set up a business page -Showcase your products -Company updates -announcements -new services -communicate directly with your followers
- 155. Linkedin Answers
- 157. www.backtype.com – monitor what people are saying about you on the web
- 161. UKTI mentions
- 162. Realtime Social Media Search
- 163. Google Universal Search ‘Digital Assets optimisation’
- 168. Google Adwords
- 169. Microsoft PPC
- 172. Tap into overseas markets
- 173. Capture The Long Tail Eg’ Health insurance’ versus ‘health insurance for diabetics’, ‘….for over 45 year old men’
- 174. Capture the ‘long tail’ -200,000 keyphrases Targeted -65,000 alone for boilers -long tail phrases – ‘worcester Greenstar 28i junior combi boiler’ -Are cheaper AND convert to business easier
- 175. www.royaldubai.co.uk – PPC then SEO
- 177. www.spyfu.com
- 178. adwords.google.co.uk/ - try the tutorial
- 179. How pay-per-click works Search Term Research & Targeting Drives Quantities of Leads Title & Description Targeting Drives Quality of Leads Landing Page Targeting Drives Conversions
- 183. Keyword selection 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
- 187. An Ideal Landing Page… www.free-employer-advice.co.uk
- 189. An Ideal Landing Page… www.free-employer-advice.co.uk -Many ‘calls to action’ -Include words which reflect what has been searched for -eg ‘employment law’ -Build trust eg customer testimonials -appropriate images
Editor's Notes
- Subject lines are the first part of the process. What they see in their inbox, needs to entice them to open the email and read on. It’s worth remembering that not everyone uses outlook , some people are on web mail, so the subject line may be the only thing they can see. RETURN Subject lines are crucial - make that first impression count Esp. with rented lists, as they won’t be expecting your email. But with any email, the subject line is your opening gambit. Make it work for you. The ultimate goal is, to make them open the email… Let’s talk about spam for a moment - Capital letters, over punctuation, lines that look like replies to messages you sent or personal queries all look like spam mail and should be avoided. Even the word ‘free’ can have spam connotations these days. So keep it simple and descriptive. Give a flavour of the contents of the email - be effective and to the point An effective subject line puts the necessary information into the subject so that your readers can tell on the spot what to expect when they open the email. And make them open it. RETURN And for owned lists, use your company name as a reminder that they opted in to receive it. RETURN - this example covers all bases - it describes the contents, gives a company name and has an additional incentive ...
- Go to ‘resources’ Then ‘DMA codes of practice’ Download email guidelines Click on ‘best practice guidelines’ Then ‘use of data in direct marketing’ download See code of practice at asa.org.uk
- Emphasise the importance of a high listing – pointing out how click throughs degrade as we move down the list Point out ‘natural’ and ppc listings
- Search Submit Pro is a unique solution, designed to compliment your Sponsored Search and SEO programs. SSP allows you to manage search in a holistic way and to deliver the right message to the right consumer at the right time. To provide some context around why marketers value the SSP program, I want to start by talking a bit about the search landscape and searcher behavior. Today there are 155 million unique searchers in the U.S. and the population of searchers is growing 28% YOY. As this search activity continues to grow, these searches are also becoming more complex. In 1998 an avg query was made of 1 ½ words. Today, 57% of all queries are made up of three or more words. The explosion of search and searcher sophistication really highlights the need for having the right tools in your arsenal to target the right consumers.
- The number of monthly searches is obviously an important factor – generally a phrase with high search volume is better to capture than one for which there are not many searches. This is not always the case though if there is high business relevance associated with a particular phrase we may still want to sue it Because we cant necessarily capture all the phrases we want (we may not have appropriate web pages in our site) some prioritisation is necessary. So, for example, it might be considered more important to give ‘ heat treatment services’ a higher priority than ‘carburising services’ when we do the optimisation. We could always come back to the secondary phrase later. More about this when we discuss implementation in the next module. Sometimes its difficult to understand a searchers intent when he types in a phrase. For example one word phrases - for example, ‘atmosphere’, ‘oxidising’ and so on – are typically not good phrases to include. This is not always the case as clearly words like ‘carburising’, ‘nitriding’ and so on do have relevance even though they are only single words. Sometimes phrases can have different or multiple meanings – for example if someone searches for ‘cold treatment’ is he searching for our services or a cure for his medical condition.? In these case we should rule out the phrase or think how we could make it more specific by changing it Competition is another factor which is sometimes considered
- Your copy writing in paid search is very important.
- Links on other sites will lead visitors to you, hence in its own right it is an important aspect of online marketing leading potential customers directly to your site. Obviously the more links the more different ways leading to your site. Over and above this it is an important part of search marketing, since the more links you have the more important you are in the eyes of the search engines and the higher up in the rankings you will appear ( we’ll qualify this in more detail as we move through)
- A good example of a directory for European Businesses – 500,000 businesses in 27 languages.
- There are many PR directories which you will search for in the practical session. A great way to submit you news stories and at the same time drop your website link (on high Page Rank sites)
- Emphasise the importance of a high listing – pointing out how click throughs degrade as we move down the list Point out ‘natural’ and ppc listings