The document outlines various strategies for enhancing online marketing solutions, focusing on aspects such as sales orders, web content, and performance measurement. Key topics include effective writing techniques, website readiness, and the importance of engaging content that resonates with the target audience. It also emphasizes utilizing analytics and diverse traffic sources to assess and improve online marketing efforts.

1. 50 Shades of Selling
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2. 50 Shades of Selling
Website Goals
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Sales
Orders
Enquiries
Phone Calls
Email Contact
Downloads
Subscriptions
Surveys
Video Viewings
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3. 50 Shades of Selling
Typical Issues
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4. 50 Shades of Selling
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5. 50 Shades of Selling
Is your site ready?
Do the pages open quickly?
Is it easy to navigate?
Loaded with compelling & relevant content?
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6. 50 Shades of Selling
Does it tell the right story?
A – Grab the ATTENTION
I – Generate an INTEREST
D – Build the DESIRE
A – Promote the ACTION
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7. 50 Shades of Selling
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8. 50 Shades of Selling
Writing great content for the web
• Think about the message you want to convey
• List the features that you want to include
• Convert those features in to benefits
• Write the content
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9. 50 Shades of Selling
Writing great content for the web
• Read out-loud
• Edit
• Incorporate your keywords for SEO
• Cut the word count in half
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10. 50 Shades of Selling
Ernest Hemingway’s Top 5 Tips for Writing Well
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11. 50 Shades of Selling
Rule No. 1
Always use short sentences
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12. 50 Shades of Selling
Rule No. 2
Use short 1st paragraphs
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13. 50 Shades of Selling
Rule No. 3
Use vigorous English
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14. 50 Shades of Selling
“Vigorous English is muscular, forceful. Vigorous English
comes from passion, focus and intention.
It’s the difference between putting in a good effort and
TRYING to move a boulder… and actually sweating, grunting,
straining your muscles to the point of exhaustion… and
MOVING the freaking thing!”
David Garfinkel
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15. 50 Shades of Selling
Rule No. 4
Be positive, not negative
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16. 50 Shades of Selling
Rule No. 5
Only use the gold
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17. 50 Shades of Selling
“I write one page of masterpiece
to ninety-one pages of shit,”
Hemingway confided to F. Scott
Fitzgerald in 1934.
“I try to put the shit in the wastebasket.”
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18. 50 Shades of Selling
Writing great content for the web
• Make it readable for your target audience
Words of Caution - They may not be who you think they are
• Target Reading Age – 12-13 yrs old
• Use tests to assess readability
Flesch Kincaid
Gunning Fog
SMOG Index
Coleman Liau Index
Automated Readability Index
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19. 50 Shades of Selling
www.read-able.com
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20. 50 Shades of Selling
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21. 50 Shades of Selling
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22. 50 Shades of Selling
Measuring Performance
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23. 50 Shades of Selling
• How many visitors does your site attract?
• What do they do whilst they are there
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How many pages do they look at?
How long do they spend on the site?
How does this compare against the targets set for the site?
How many conversions occur?
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Sales
Email contact
Subscription
Calls
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24. 50 Shades of Selling
Google Analytics
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25. 50 Shades of Selling
Traffic Sources
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26. 50 Shades of Selling
Webmaster – www.google.com/webmaster
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27. 50 Shades of Selling
Where does it
come from?
• Search Engine Optimisation
• Pay per Click
• Social Media
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LinkedIn
Facebook
Twitter
Pinterest
Vine
Instagram
• Email Marketing
• Direct Marketing
• Signage
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28. 50 Shades of Selling
Where does it
come from?
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SMS
Networking
Advertising
PR
Viral Marketing
Phone Apps
Augmented Reality
Location based marketing
Blogs
Video Marketing
Trade shows and public fairs
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29. 50 Shades of Selling
How can I help?
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Website design – new and refurb
Understanding Google Analytics
Search Engine Optimisation
Pay per click campaign set-up & management
Email Marketing
Video Marketing
Location based marketing
Social Media
• Facebook
• Linkedin
• Twitter
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30. 50 Shades of Selling
Find me
www.enterprise-oms.co.uk
andy@enterprise-oms.co.uk
Follow me
Twitter
Linkedin
@andypoulton
AndyPoulton
Phone me
01793 23 80 20
07966 547 146
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