Beginners guide to online marketing

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The talk Jon Payne gave at Bristol City Council in June 2014

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  • http://www.flickr.com/photos/31707807@N05/2968418283/ http://guycodeblog.mtv.com/2011/12/06/tattoo-hoaxes/
  • http://www.wired.com/business/2013/06/this-is-the-perfect-pinterest-picture/
  • Beginners guide to online marketing

    1. 1. BEGINNER’S GUIDE TO ONLINE MARKETING
    2. 2. NOISY LITTLE MONKEY • With a unique hybrid of search optimisation, social media marketing, creative flair and technical wizardry, we drive traffic, enquiries and sales Specialising in online activity, maximising conversions from offline SEARCH & SOCIAL MEDIA MARKETING
    3. 3. consult research traindo report
    4. 4. Over 80 businesses, charities and gov’t bodies in EU, USA & Africa WHO’D TRUST A MONKEY?
    5. 5. OOH PRETTY CLIENTS, SHINY THINGS YADDA YADDA YADDA
    6. 6. Image Credit I DON’T DO HANDOUTS
    7. 7. plan your site set goals drive traffic report From £25 per annum For close to the service level for which we’d charge up to £72,000 per annum
    8. 8. plan your site set goals drive traffic report From £25 per annum For close to the service level for which we’d charge up to £72,000 per annum
    9. 9. Image Credit
    10. 10. Image CreditImage Credit
    11. 11. Image Credit
    12. 12. Image Credit
    13. 13. PLAN • Who’s going to buy what you’re selling? • Why? • Who’s the competition? • IT IS A ZERO SUM GAME
    14. 14. PLAN THE BINARY BRIEF Brand Share Market Growth E T E T E T E T P B P B P B P B P B P B P B P B
    15. 15. PLAN THE BINARY BRIEF – ARE YOU MARKET LEADER? • Yes, you can grow the market. • If no, ONLY brand share Brand Share Market Growth E T E T E T E T P B P B P B P B P B P B P B P B
    16. 16. PLAN THE BINARY BRIEF – WHICH CUSTOMERS? • Existing customers OR Testers / New customers Brand Share Market Growth E T E T E T E T P B P B P B P B P B P B P B P B
    17. 17. PLAN THE BINARY BRIEF – PRODUCT OR BRAND? • Product or Brand? Brand Share Market Growth E T E T E T E T P B P B P B P B P B P B P B P B
    18. 18. Image Credit
    19. 19. Image Credit
    20. 20. Image Credit LOGIC MNEMONIC
    21. 21. plan your site set goals drive traffic report
    22. 22. YOU NEED A PROPER WEBSITE • Servicing clients mainly in the UK? Get a UK domain. • It should ideally match your company name AND THE DOMAIN NAME IS CRITICAL
    23. 23. YOU NEED A PROPER WEBSITE • Servicing clients mainly in the UK? Get a UK domain. • It should ideally match your company name • EXACT MATCH DOMAINS HAVE A HEAD START ON GOOGLE • www.seo.uk would be cool, no? • www.seo-social-media-marketing-cro-web-dev-training.uk isn’t AND THE DOMAIN NAME IS CRITICAL
    24. 24. YOU NEED A PROPER WEBSITE • Servicing clients mainly in the UK? Get a UK domain. • It should ideally match your company name • EXACT MATCH DOMAINS HAVE A HEAD START ON GOOGLE • www.seo.uk would be cool, no? • www.seo-social-media-marketing-cro-web-dev-training.uk isn’t • Think BINARY! • www.NoisyLittleMonkey.com markets brand not our product. http://www.cloudnext.co.uk/domains/ https://domai.nr/ are both good places to search for domain availability AND THE DOMAIN NAME IS CRITICAL
    25. 25. WORDPRESS IS A PROPER WEBSITE • In depth set up guide: http://www.noisylittlemonkey.com/start-up-websites-the-do-it- yourself-guide/ FREE. AWESOME. • It needs to be: – On www.<your domain> – Updated regularly – Give useful information – Contain unique insights / perspective / news – Running the Yoast SEO plug in http://wordpress.org/ http://yoast.com/wordpress/seo/
    26. 26. Because smartphones. CHOOSE AN ADAPTIVE DESIGN Think of mobile users
    27. 27. http://www.noisylittlemonkey.com/start-up-websites-the-do-it-yourself-guide/ SET PERMALINKS TO MAKE SENSE Think of Google
    28. 28. http://www.noisylittlemonkey.com/start-up-websites-the-do-it-yourself-guide/ SET PERMALINKS TO MAKE SENSE Think of Google
    29. 29. http://www.noisylittlemonkey.com/start-up-websites-the-do-it-yourself-guide/ USE ALT TEXT Think of blind people
    30. 30. plan your site set goals drive traffic report
    31. 31. YOU CAN MEASURE EVERYTHING • DO BOTH WITH GOOGLE ANALYTICS. YOU CAN MEASURE NOTHING
    32. 32. GOOGLE ANALYTICS Top: All non PPC Bottom: Just Google organic INSIGHT ABOUT TRAFFIC SOURCE
    33. 33. GOOGLE ANALYTICS Top: All Google Organic Bottom: Non branded search on Google INSIGHTS ABOUT WHAT PEOPLE SEARCH FOR "We've slashed our entire marketing budget by 35% yet grown our new business by 5% thanks to your advice"
    34. 34. GOOGLE ANALYTICS • OR JUST GOALS FOR FORM ENQUIRIES Use the free version of Formidible on WordPress to design your own forms. SET GOALS FOR ECOMMERCE
    35. 35. GOOGLE ANALYTICS • Universal Analytics gives you this sort of insight Upgrade to Universal Analytics tomorrow. UNDERSTAND YOUR CUSTOMERS
    36. 36. GOOGLE ANALYTICS • Particularly useful when you’re thinking about Social Outreach Possibly makes retargeting in AdWords a bit better too…? Check out http://www.noisylittlemonkey.com/3-analytics-reports-that-will-tempt-your-boss/ UNDERSTAND YOUR CUSTOMERS
    37. 37. plan your site set goals drive traffic report
    38. 38. plan your site set goals drive traffic report
    39. 39. This is Google’s search page in 2001. Getting no 1 on here was easy. NO 1 ON GOOGLE ISN’T THE GOAL TODAY
    40. 40. Getting No 1 on here? Which bit actually is No 1? THINGS. NOT STRINGS.
    41. 41. INTRODUCING THE KNOWLEDGE GRAPH http://www.youtube.com/watch?v=mmQl6VGvX-c
    42. 42. BACK TO SKOOL HOW DOES GOOGLE WORK?
    43. 43. HOW DOES GOOGLE SEARCH WORK? http://www.youtube.com/watch?v=BNHR6IQJGZs
    44. 44. LINKS? The bits of a web page that, when clicked, will take you to another web page or fire off an event
    45. 45. INTERNAL LINKS When page a links to page b, page a bestows some of its authority onto page b www.yoursite.com/page-a www.yoursite.com/page-b
    46. 46. INBOUND LINKS Cool! So long as this other site is trusted and not nasty / spammy www.yoursite.com/page-a www.anothersite.com/page-b
    47. 47. THAT’S BULL!
    48. 48. ghttp://www.google.com/trends/ HOW DO YOUR CUSTOMERS SEARCH Compare volumes… ignore the numbers
    49. 49. Search Demand Curve courtesy of SEOmoz AIM LOW(ISH). SERIOUSLY.
    50. 50. GOOGLE • If you’re a beginner, or if you’re struggling to follow this so far, avoid. ADWORDS
    51. 51. GOOGLE https://www.google.co.uk/business/ LOCAL / MY BUSINESS
    52. 52. IF THE AREA OF THIS SLIDE REPRESENTS ALL THE TRAFFIC ON THE INTERNET @MrJonPayne
    53. 53. http://mashable.com/2010/11/19/facebook-traffic-stats/ Hat Tip: https://twitter.com/kelvinnewman #BrightonSEO founder THIS MUCH IS FACEBOOK
    54. 54. Some 45 billion web pages http://www.worldwidewebsize.com/ 45 billion other web pages are fighting over the remainder @NoisyMonkey
    55. 55. OPTIMISE YOUR FB PAGE This is a organisation PAGE. Don’t use a PROFILE – PROFILES are for people, PAGES are for organisations LOCAL BUSINESS IS EASIEST TO DEVELOP @NoisyMonkey
    56. 56. OPTIMISE YOUR FB PAGE Give as much relevant information as you can SAME ADDRESS FORMAT AS GOOGLE MY BIZ @NoisyMonkey
    57. 57. THUMBS ARE THE ENEMY OF BRANDED SOCIAL
    58. 58. WE MAKE SURE CONTENT STANDS OUT CC: Dean McCoy
    59. 59. FUNNY @MrJonPayne
    60. 60. DISGUSTING @MrJonPayne
    61. 61. SEXY @MrJonPayne
    62. 62. SEXY @MrJonPayne
    63. 63. POST ON FACEBOOK STOP THE SCROLL @NoisyMonkey
    64. 64. GOOGLE+ DOMINATE THE SERPS
    65. 65. ENGAGING ON TWITTER TWEET IMAGES, VIDEOS AND GIFS @NoisyMonkey
    66. 66. HOW TO TWEET FOR ENGLAND • Get visual – people love photos! • Ask for what you want – Pls RT, Share with your friends • Seize the moment – events you attend, use hashtags • Include a call to action – join our mailing list, come along to our event • Create urgency – “enter our competition today to win a free family ticket” • Demonstrate thought leadership • Converse with people – thanks for attending, what do you think about • Own your space – engage with local community https://business.twitter.com/write-engaging-promoted-tweets- general?utm_campaign=EM_UK_RT_SMB_Email6_Write%20your%20Tweets&utm_medium=e mail&utm_source=Eloqua A QUICK GUIDE TO TWEETING @NoisyMonkey
    67. 67. LINKEDIN • WITH PEOPLE YOU’VE MET • NOT AS SCALABLE AS – FACEBOOK – TWITTER – GOOGLE+ – PINTEREST IT’S OK FOR CONNECTING
    68. 68. Pinterest Question Show of hands Intro to what pinterest, what n why examples of best practices measuring success More than just cakes and cats
    69. 69. CREATING A CONTENT CALENDAR Use tools to schedule – plan in advance JELLY BEANS AND BREAD AND BUTTER @NoisyMonkey
    70. 70. CREATING ENGAGING CONTENT https://twitter.com/hannah_bo_banna HANNAH GOES BANANAS • Entertain • Educate • Persuade • Convert @NoisyMonkey
    71. 71. EMAIL HMMM. TOUGH
    72. 72. EMAIL • USE MAILCHIMP • BE CLEAN AS A WHISTLE • TEST SUBJECT LINES HMMM. TOUGH
    73. 73. plan your site set goals drive traffic report
    74. 74. NOT INCLUDING PPC TRAFFIC Top: All non PPC Bottom: Just Google organic
    75. 75. YOU REMEMBER THOSE GOALS YOU SET UP? http://www.noisylittlemonkey.com/professor-traffic/ THIS TELLS YOU WHICH SOURCES ACTUALLY DID IT
    76. 76. YOU REMEMBER THOSE GOALS YOU SET UP? http://www.noisylittlemonkey.com/professor-traffic/ THIS TELLS YOU WHICH SOURCES ACTUALLY DID IT WOW! Our emails have massive conversion rates. BINARY!
    77. 77. plan your site set goals drive traffic report Cloudnext.co.uk for hosting and domains on the cheap, but not crap Or come to NLM for bigger projects
    78. 78. 1PM – 26th June 2014 – Arnolfini

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