Using the Web Arms Race to your advantage - sell more via a better site :)
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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. Selling & telling online
- 2. Smooth
- 3. Practical tips & takeaways
- 4. It used to be a lot easier
- 5. Now it’s a god-damn arms race!
- 6. Choose those with maximum benefit
- 7. Keeping things simple is fine
- 8. Let someone else do the legwork
- 9. Use arms race to OUR advantage
- 10. 1. Choose the “right” things to do ? ?
- 11. 2. Use the “right” tools to support it ? ?
- 12. Who dis?
- 15. Search under “solo travel”
- 16. Search under “Best in Ireland?”
- 17. Fashion ‘n’ the web
- 18. Web has always been about fashion
- 19. Attract ? Convert ? Retain
- 20. ? ?
- 21. Not a monologue any longer
- 23. ? ?
- 24. Also called “Content Marketing” PS - Google loves it
- 25. YOUR challenge is to maximise return from limited time & budget…
- 26. Attract ? Convert ? Retain
- 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. 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. 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. Use Google Trends to track best terms to use
- 31. Use SEOMoz (free for 14 days)
- 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. Use keywords tool to choose best ad targets
- 34. Attract ? Convert ? Retain
- 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. 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. Attract ? Convert ? Retain
- 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. The top tools you need
- 40. Create a new Google user for all your online activity
- 41. Track the quality of your website using Webmaster tools…
- 43. Track how visitors engage with your site using Google Analytics…
- 45. Track what’s being said about you using Google Alerts…
- 46. …and Hootsuite
- 48. So now what?
- 49. You’re never “done” & never “perfect”
- 50. Keep talking & keep tweaking
- 51. Forget about the “next big thing”
- 52. Attract ? Convert ? Retain
- 53. Go raibh maith agaibh