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Selling & telling online
Smooth
Practical tips & takeaways
It used to be a lot easier
Now it’s a god-damn arms race!
Choose those with maximum benefit
Keeping things simple is fine
Let someone else do the legwork
Use arms race to OUR advantage
1. Choose the “right” things to do




        ?            ?
2. Use the “right” tools to support it




         ?               ?
Who dis?
Search under “insomnia”
Search under “nerd”
Search under “solo travel”
Search under “Best in Ireland?”
Fashion ‘n’ the web
Web has always been about fashion
Attract   ?   Convert   ?   Retain
?   ?
Not a monologue any longer
It’s a conversation
?   ?
Also called “Content Marketing”




         PS - Google loves it
YOUR challenge is to maximise return
   from limited time & budget…
Attract   ?   Convert   ?   Retain
Facebook, then Twitter, then Pinterest



    Pinterest audience … 70% are women (24-50)
 Pinterest traffic … up to 30 sit...
How to engage via Pinterest?



Make a Pin friendly website with great imagery (incl. $)
      Engage on Pinterest, e.g. “...
SEO … Google wants you to do this


  Make sure you have keyword descriptive <title> tags.
Make sure META DESCRIPTION is o...
Use Google Trends to track
    best terms to use
Use SEOMoz (free for 14 days)
Adwords … lots of space available



“Low cost - High use” terms are surprisingly profitable.
      Be specific “hats wedd...
Use keywords tool to choose
      best ad targets
Attract   ?   Convert   ?   Retain
Build trust … show your bona-fides



          If you are accredited, say it.
        If you have an award, flaunt it.
  ...
Use words to encourage action



          Promise a reward for effort.
         Get visitors to act immediately.
Try diff...
Attract   ?   Convert   ?   Retain
Close the loop



Incentivise users to connect via Social Networks.
    Ask them for their email (they will give it).
    ...
The top tools you need
Create a new Google user for
   all your online activity
Track the quality of your website
   using Webmaster tools…
…and ClarityGrader
Track how visitors engage with your
   site using Google Analytics…
… and StatCounter
Track what’s being said about
  you using Google Alerts…
…and Hootsuite
…and Social Count
So now what?
You’re never “done” & never “perfect”
Keep talking & keep tweaking
Forget about the “next big thing”
Attract   ?   Convert   ?   Retain
Go raibh maith agaibh
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Using the Web Arms Race to your advantage - sell more via a better site :) Slide 1 Using the Web Arms Race to your advantage - sell more via a better site :) Slide 2 Using the Web Arms Race to your advantage - sell more via a better site :) Slide 3 Using the Web Arms Race to your advantage - sell more via a better site :) Slide 4 Using the Web Arms Race to your advantage - sell more via a better site :) Slide 5 Using the Web Arms Race to your advantage - sell more via a better site :) Slide 6 Using the Web Arms Race to your advantage - sell more via a better site :) Slide 7 Using the Web Arms Race to your advantage - sell more via a better site :) Slide 8 Using the Web Arms Race to your advantage - sell more via a better site :) Slide 9 Using the Web Arms Race to your advantage - sell more via a better site :) Slide 10 Using the Web Arms Race to your advantage - sell more via a better site :) Slide 11 Using the Web Arms Race to your advantage - sell more via a better site :) Slide 12 Using the Web Arms Race to your advantage - sell more via a better site :) Slide 13 Using the Web Arms Race to your advantage - sell more via a better site :) Slide 14 Using the Web Arms Race to your advantage - sell more via a better site :) Slide 15 Using the Web Arms Race to your advantage - sell more via a better site :) Slide 16 Using the Web Arms Race to your advantage - sell more via a better site :) Slide 17 Using the Web Arms Race to your advantage - sell more via a better site :) Slide 18 Using the Web Arms Race to your advantage - sell more via a better site :) Slide 19 Using the Web Arms Race to your advantage - sell more via a better site :) Slide 20 Using the Web Arms Race to your advantage - sell more via a better site :) Slide 21 Using the Web Arms Race to your advantage - sell more via a better site :) Slide 22 Using the Web Arms Race to your advantage - sell more via a better site :) Slide 23 Using the Web Arms Race to your advantage - sell more via a better site :) Slide 24 Using the Web Arms Race to your advantage - sell more via a better site :) Slide 25 Using the Web Arms Race to your advantage - sell more via a better site :) Slide 26 Using the Web Arms Race to your advantage - sell more via a better site :) Slide 27 Using the Web Arms Race to your advantage - sell more via a better site :) Slide 28 Using the Web Arms Race to your advantage - sell more via a better site :) Slide 29 Using the Web Arms Race to your advantage - sell more via a better site :) Slide 30 Using the Web Arms Race to your advantage - sell more via a better site :) Slide 31 Using the Web Arms Race to your advantage - sell more via a better site :) Slide 32 Using the Web Arms Race to your advantage - sell more via a better site :) Slide 33 Using the Web Arms Race to your advantage - sell more via a better site :) Slide 34 Using the Web Arms Race to your advantage - sell more via a better site :) Slide 35 Using the Web Arms Race to your advantage - sell more via a better site :) Slide 36 Using the Web Arms Race to your advantage - sell more via a better site :) Slide 37 Using the Web Arms Race to your advantage - sell more via a better site :) Slide 38 Using the Web Arms Race to your advantage - sell more via a better site :) Slide 39 Using the Web Arms Race to your advantage - sell more via a better site :) Slide 40 Using the Web Arms Race to your advantage - sell more via a better site :) Slide 41 Using the Web Arms Race to your advantage - sell more via a better site :) Slide 42 Using the Web Arms Race to your advantage - sell more via a better site :) Slide 43 Using the Web Arms Race to your advantage - sell more via a better site :) Slide 44 Using the Web Arms Race to your advantage - sell more via a better site :) Slide 45 Using the Web Arms Race to your advantage - sell more via a better site :) Slide 46 Using the Web Arms Race to your advantage - sell more via a better site :) Slide 47 Using the Web Arms Race to your advantage - sell more via a better site :) Slide 48 Using the Web Arms Race to your advantage - sell more via a better site :) Slide 49 Using the Web Arms Race to your advantage - sell more via a better site :) Slide 50 Using the Web Arms Race to your advantage - sell more via a better site :) Slide 51 Using the Web Arms Race to your advantage - sell more via a better site :) Slide 52 Using the Web Arms Race to your advantage - sell more via a better site :) Slide 53
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You have a business to run with limited time & budget to dedicate to online.

Yet there are so many things you could be doing, e.g. Twitter, Facebook, YouTube, Pinterest, Google+, LinkedIn, Blogs, etc. The complexity is overwhelming – and seems to get worse by the day.

The trick is to keep it simple and turn the internet arms-race to your advantage!

In this presentation we will focus on a small number of things you can do today to get maximum bang for your buck. In particular we will look at the concept of Attract > Convert > Retain and how it should guide all your online development.

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Using the Web Arms Race to your advantage - sell more via a better site :)

  1. 1. Selling & telling online
  2. 2. Smooth
  3. 3. Practical tips & takeaways
  4. 4. It used to be a lot easier
  5. 5. Now it’s a god-damn arms race!
  6. 6. Choose those with maximum benefit
  7. 7. Keeping things simple is fine
  8. 8. Let someone else do the legwork
  9. 9. Use arms race to OUR advantage
  10. 10. 1. Choose the “right” things to do ? ?
  11. 11. 2. Use the “right” tools to support it ? ?
  12. 12. Who dis?
  13. 13. Search under “insomnia”
  14. 14. Search under “nerd”
  15. 15. Search under “solo travel”
  16. 16. Search under “Best in Ireland?”
  17. 17. Fashion ‘n’ the web
  18. 18. Web has always been about fashion
  19. 19. Attract ? Convert ? Retain
  20. 20. ? ?
  21. 21. Not a monologue any longer
  22. 22. It’s a conversation
  23. 23. ? ?
  24. 24. Also called “Content Marketing” PS - Google loves it
  25. 25. YOUR challenge is to maximise return from limited time & budget…
  26. 26. Attract ? Convert ? Retain
  27. 27. Facebook, then Twitter, then Pinterest Pinterest audience … 70% are women (24-50) Pinterest traffic … up to 30 site views from 1 pinner Pinterest value … $180 per order
  28. 28. How to engage via Pinterest? Make a Pin friendly website with great imagery (incl. $) Engage on Pinterest, e.g. “Pin it to Win it”. Activate via other networks, e.g. Facebook & Twitter.
  29. 29. SEO … Google wants you to do this Make sure you have keyword descriptive <title> tags. Make sure META DESCRIPTION is on all pages (& unique). Use keyword heavy H1s & H2s. Get linked to with right text “Best wedding hats in Ireland”
  30. 30. Use Google Trends to track best terms to use
  31. 31. Use SEOMoz (free for 14 days)
  32. 32. Adwords … lots of space available “Low cost - High use” terms are surprisingly profitable. Be specific “hats weddings tralee kerry” Try alternatives to see what works best.
  33. 33. Use keywords tool to choose best ad targets
  34. 34. Attract ? Convert ? Retain
  35. 35. Build trust … show your bona-fides If you are accredited, say it. If you have an award, flaunt it. If you are #1 in anything, show it.
  36. 36. Use words to encourage action Promise a reward for effort. Get visitors to act immediately. Try different words from time to time (A/B test).
  37. 37. Attract ? Convert ? Retain
  38. 38. Close the loop Incentivise users to connect via Social Networks. Ask them for their email (they will give it). Overall - keep chatting & keep listening.
  39. 39. The top tools you need
  40. 40. Create a new Google user for all your online activity
  41. 41. Track the quality of your website using Webmaster tools…
  42. 42. …and ClarityGrader
  43. 43. Track how visitors engage with your site using Google Analytics…
  44. 44. … and StatCounter
  45. 45. Track what’s being said about you using Google Alerts…
  46. 46. …and Hootsuite
  47. 47. …and Social Count
  48. 48. So now what?
  49. 49. You’re never “done” & never “perfect”
  50. 50. Keep talking & keep tweaking
  51. 51. Forget about the “next big thing”
  52. 52. Attract ? Convert ? Retain
  53. 53. Go raibh maith agaibh
  • phongns

    Dec. 26, 2014
  • ChristinaJohns

    Oct. 19, 2014

You have a business to run with limited time & budget to dedicate to online. Yet there are so many things you could be doing, e.g. Twitter, Facebook, YouTube, Pinterest, Google+, LinkedIn, Blogs, etc. The complexity is overwhelming – and seems to get worse by the day. The trick is to keep it simple and turn the internet arms-race to your advantage! In this presentation we will focus on a small number of things you can do today to get maximum bang for your buck. In particular we will look at the concept of Attract > Convert > Retain and how it should guide all your online development.

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