Sixth Story presentation


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We’re a close-knit team of brand storytellers, website designers and marketing strategists who help companies across Birmingham and the UK to look great and grow. We use our knowledge, experience and skills to create branding and communications that go above and beyond the conventional. Our sweet spots are brand stories, company logo design and bespoke web designs. That’s not all though, there’s a whole lot of other creative work that goes on at this design agency.

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Sixth Story presentation

  1. 1. Your Marketing BlueprintInbound Marketing & Online StrategySixth Story | Suite 202 at Rhubarb | 25 Heath Mill Lane | Digbeth | Birmingham | B9 4AET: 0121 7736257 | W: | E:
  2. 2. This online marketing presentation brought to you bythe marketing gurus at Sixth Story, is designed to helpyou incorporate online marketing into your businessand introduce you to inbound marketing techniques. It’s a step-by-step process to set up an e ective online marketing plan for your business. From establishing a keyword strategy to helping you get started with or be better at leveraging social media. We hope you nd this information useful and look forward to hearing the results you’ve achieved.
  3. 3. Attract>Engage>Nurture>Create Action Marketing it’s all about the pull Email Moblile Social Media your website SEO Inbound Links Content brand story PR & Brand Awareness
  4. 4. 1. Key Word StrategyLet’s assume for a moment that you have an existing website.(This step is still very important even if you’re at the outset of planningfor a new website...)Q: What is a keyword?A: It’s what your potential customers enter into a Search Engine like Google or Bing to ndproducts or services. what is a key word?Naturally if you can optimise your website for keywords that relevant to your business AND thatpeople are searching for, this will increase your chances of being found and drive quality leadsstraight to your business. It’s not always easy to “guess” what keywords people are using andbefore we introduce you to some useful tools, here are some considerations:Keyword research should be factored into your marketing plan as an on-going process thatneeds tweaking and re ning. But we all need a starting point. We recommend optimising initiallyfor 3 to 5 “business critical” keyword phrases.
  5. 5. Key things about keywords:• Think of a keyword like a shortened question, write down questions that you think are relevant to your business. It could be insightful• Ask your customer, suppliers and associates how they might search for you. Always interesting results.• This is an on-going process, the investment can take 6 weeks to start seing results and shouldn’t be undertaken for less than 6-12 months.• The more competitive your search terms are online, the more challenging it’s going to be.• In the long-term, you will save money on Paid Advertising Campaigns (PPC) and bring quali ed leads straight to your “door”.
  6. 6. 1. Key Word Strategy Follow these 3 steps to build your key word strategy 3 Optimise your website based on your chosen, nal keyword terms. 2 Now that you have your shortlist of 3 to 5 business critical keyword Choose keywords based on1 phrases, you can design and/or relevancy and how competitive optimise your website around those those search terms are. terms.Create your list of keywords. Once you have your keyword Some things you should know...a) write down the top 10 to 20 research, you will be able to narrowphrases that best describe your down the list and it’s important to * To make it absolutely worthwhile,product/services. It’s what you do by nd a balance of keywords that are you must aim to be on the rst orde nition. E.g. not just “dentist” but relevant but not too competitive or second page of the natural Search“cosmetic dentist”, or “Birmingham it’ll take too long to see your return Results.cosmetic dentist”. on investment. E.g. the word “dentist” alone will be * The shorter the search term,b) Where’s the most tra c? Plug competitive making it harder for generally the more competitive itthose keywords into Google’s you to rank. “Birmingham cosmetic will be as shown in the examples.Keyword Tool. This will give you a dentist” may still be competitive but There are opportunities for “longcomprehensive list and it’ll thrown far less so that “dentist” and that tail” search terms but these willin some other options for you to longer search term is more relevant come naturally as you understandthink about. to your business. how people are searching for you.
  7. 7. 2. Website OptimisationNow that you have your keyword research and 1%chosen some keywords, you can start to increase 5% Social Metricsyour website’s performance and chances of ranking. 20% On Page SEOThe process of doing this is called Search Engine 74% OtherOptimisation (SEO). Link PopularityThere are two sides to SEO : on-page and o -page.• On-page SEO is how well your website’s content is presented andhow readable it is to Search Engines. This is often where we can ndlots of “quick xes” and start making improvements immediately. Top Tips• Off-page SEO is how much authority that the search engines • Google doesn’t buy, People buy. So firstperceive your site to have. This takes time to build up, especially if and foremost make sure your website isyour site is new. designed and the content written for your customers.Let’s rst tackle your On-Page optimisation, following these steps over • On-page SEO may not have a the mostthe next section. weighting in SEO but you can start to make improvements right away so startAllocate 2 to 3 weeks for this exercise, depending on the size of your with that • Take time over this results don’t happen over nigh
  8. 8. 2. Website Optimisation 5 Steps to good on page SEO1 Meta Titles 2 Meta Description 4 URL Structure These are the titles that describe a Although many will say it’s not Also known as the web address. page and found in your website’s important to SEO, this text is You’ll have to rely on your web HTML. It’s the text surround by a displayed on the search engine developer to help you here but <title> tag. results page under your meta title ensuring that your URL extensions • Include keywords and make the so make it enticing for the searcher. are SEO friendly is really important. meta title no longer than 70 • Include keywords, because, well • Ensure 301 redirects are set up characters long. why not • Include keywords in your URL and • Use less than 150 to 180 make sure they are static : E.g. • Put keywords close to the characters and describe the page beginning E.g. “Cosmetic Dentists content entist |ABC Dentistry Birmingham” • Make meta titles unique across all pages of your website. 3 Images 5 Break up bodies of text with Google can’t read images so when headings you’re inserting them into a page such as <h1>, <h2> and <h3> tags. ensure that you use ALT text. (You Headings that are in bold or have usually see this appear when you bigger text are more likely to be hover over an image on a web read by Search Engines. * Always page). try to use keywords in your • Ensure ALT tag is descriptive and headings but ensure it makes sense includes a keyword to your reader rst. • Ensure the name you’ve saved the image as has a keyword
  9. 9. 2.2 Content is KingHaving a blog as part of your company website canhelp attract customers and links. Without a blog, awebsite is kind of like a brochure that doesn’t everget updated. A bit boring right?So why blog?• Search engines love websites that consistently refresh their content, it can do wonders for your PageRank. Blog• Position your self as an expert in your field by sharing your Ideas knowledge in an easy to digest way.• Keep your website dynamic and fresh. If you aren’t blogging • Top Ten Questions and your competitors are, what’s the damage? What are your common questions your customers ask. Why not write a short response for each. • Reblog...have you read an interesting blog View our blog: post recently? Why not reblog and discuss some of your opinions. • Handy tips for your customers...people love to know that you know what you are talking about show them with some insider advice
  10. 10. 2.3 Get SocialYou can leverage social media to spread the word.Sharing your content and communicating directlywith your customers isn’t an if or but any more.We recommend focusing on the major playersTwitter, Facebook and LinkedIn.Twitter : if you decide Twitter is right for your business, you can sign up fora free account at - use the name of your business as yourTwitter name, use your business logo but a real face is always nice. You canuse Twitter search to nd if people are talking about your business andindustry.Facebook : with more than 500 million users, this is a powerful platformand increase word-of-mouth marketing. For Businesses make sure youcreate a Page rather than a person or group, it’s free and easy to set up.Branded welcome pages can enhance the user experience but baby stepsat rst.LinkedIn : the B2B social network. It’s really important to create a personalpage with all your information. Once you’ve done that the feature toexplore are the Groups Feature. You can create business pro le pages tohelp create links to your website and store referrals and testimonials.We’ll be covering Social Media in more detail in a separate presentation.
  11. 11. 3. Converting Visitors to LeadsSo you’re blogging, you’re getting social and yourwebsite is optimised for search. What next?The infamous “call to action”• If you have an offer or if you want visitors to do something when theyland on your web page, make sure it’s clear. You might want to send peopleto a landing page where you can capture their data for remarketing in thefuture. (De nitely make sure you have an ‘opt-in’ to create opportunities foremailing o ers and promotions).• Make sure you have Google Analytics installed on your site so that youcan review number of visitors, how long people are on a site. Usefulinformation such as which pages people leave your website can be anindication of improvements that need to be made.• Lead Nurturing : We’ve heard that 70% of your leads will end up buyingsomething from your competitors, but not right away. (Data fromMarketingSherpa). You have to build a relationship with potentialcustomers, keep them warm and keep your brand in their mind’s eye.Building a list and using email marketing is a great and economical way ofdoing this. There are systems such as MailChimp which can help you tomanage your lists, email campaigns and provide valuable data such asopen rates and click throughs. Ask your web designers about designing abranded campaign to keep inline with your website look and feel.
  12. 12. 4. Keep it up!Once you have your strategy andyour team on board with all theregular activity such as bloggingand social media it’s reallyimportant to keep it up.Review your analytics monthly tosee where sources of tra c arecoming from and keep improvingyour website content.We wish you all the best on your journey and ifyou would like any help or more information onthe topics discussed in this presentation pleasedon’t hesitate to contact Sixth Storyby email on by phone 0121 773 6257.
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