effective web marketing for growth

Effective Web Marketing for Growth

Jon Gerrard

Business Link for Cornwall and the Isles of Scilly, Devon and Somerset

Effective Web Marketing

• Why market your business online?• Why Google?• Research, Review, Plan, Measure• Onsite Optimisation• Offsite Optimisation• Summary• Questions

Effective Web Marketing

Why Market Your Business Online?• The internet economy is worth £100 Billion to the UK• It has over taken Transport, Construction and Utilities• Small businesses online sales raise on average 43%• The number of internet users grow.• 73% of British home have Broadband and 30% of users

access the web from their phones.• Britain is 6th in the Internet League Table• We export 3x as much as we import from the Internet.

• Source: Connected Britain.

Effective Web Marketing

Why Google?• Google is still the number one search engine• Moving toward personalised, localised, real-time & visual searching.• Constantly changing, updating and growing• Plenty of free tools to help market your business.

Why should I be on the first page?• 50% of searchers do not go past the first page• Less than 10% go past the second page

Effective Web Marketing

Effective Web Marketing

Effective web marketing can:

• Increase growth opportunities

• Increase visibility Improve conversions

• Grow existing markets

• Reach new markets

• Develop new products and services

• Increase credibility

• Reduce costs / Add value

Effective Web Marketing

The Three Keys to Web Marketing

RRPM

OnsiteOffsite

Effective Web Marketing

The Three Keys to Web Marketing

RRPM

OnsiteOffsite

Effective Web Marketing

First some questions.• What are the business objectives and market strategy,

Who, What, Where?

• Review• Research• Plan• Measure

Effective Web Marketing

Review your site.

• Check the position• Check Keywords• Check Links• Check Call to Actions• Check Navigation

Effective Web Marketing• How many people visit your site?• How do they find your site?• What are they looking at once they get there?• Where do they stop looking?• How much do they spend on your site?• How much time do they spend on the site?• How many visits convert into sales/enquiries?• How do these compare to the targets set in the business

objectives?

If you only take one thing away from today...

GET......

Effective Web MarketingGoogle Analytics: Where are you?

http://www.google.co.uk/analytics/

Effective Web Marketing

Research: Choosing Keywords

• Think like a customer

• Think laterally

• Brainstorm Keywords

• Ask everyone

• Search using your keywords and see what appears

• Use the free Google keyword tool/Insights

• Kgen/Wordtracker

• Analytics

Effective Web Marketing

Google Keyword Tool

Google Insight

Effective Web Marketing

Effective Web Marketing

The Three Keys to Web Marketing

RRPM

OnsiteOffsite

Effective Web MarketingHow do I get on the first page of Google?

Search Engine Optimisation (SEO) How?• Keywords and Phrases• Navigation• Design/Build

Search Engine Optimisation (SEO) Why?• It is a detailed analysis of content and layout• It is not an option if you want to be on the first page• Not a one off, it is an ongoing process

Effective Web Marketing

Effective Web Marketing1:HTML Page Title This is what will be catalogued - about 80

characters • 3 or 4 keywords

• Make each page title relevant to each particular page

2:Meta Page Description • Limit to around 150 characters

• Use on every page

• Customise for each page

3:Header Tags

4:Page Content

5:File / Image Names

6:ALT Attributes • Every Image needs one

• Build Keyword Count

• Comply with Disability Discrimination Act - Accessibility

7:Navigation & Navigation Link Anchor Text

8:URLs

Effective Web Marketing

Grab their ATTENTION

Generate an INTEREST

Build the DESIRE

Promote the ACTION

Visitors don’t read – they scan

Visitors need to “get it” almost instantly

Visitors need to know you can meet their needs

Visitors need to know WHY they should use you

Visitors need to TOLD what to do

Effective Web Marketing

What you need is......

Effective Web MarketingCall to Action•Click here to buy•Call this number•Click here to see more•Contact us here•SALE

Maximise sales.

• The Amazon way• Customers who bought this item also bought…..• Suggest accessories, products that compliment the one they have picked

Effective Web Marketing

The Three Keys to Web Marketing

RRPM

OnsiteOffsite

Effective Web MarketingChoose right mix of SEM activity

Related to Business Objectives

Related to Offline Marketing Activity

SEM – Search Engine Marketing – Attracting Attention

Link Building

Directories

Local Search

Forums/Reviews

Article Marketing/Press Releases

Blogging/RSS

Email Marketing

PPC

Social Media

Video Marketing

Effective Web Marketing

Link Building: The VAVA Principal

Volume

Authority

Velocity

Anchorage

Effective Web Marketing

Volume:• Directories• Blog Postings• Forums• Complimentary Sites• Press• Happy Customers...?• Must be relevant

Effective Web Marketing

Authority:• BBC• Government• Governing Bodies• Universities• Local Councils• National Press• Dmoz.org

Effective Web Marketing

Velocity:• How quickly is your site getting fresh new links to the

site.• The higher the velocity, the higher the ranking.

Effective Web Marketing

Anchor Text• Instead of using the URL, use a hyperlink on text• Gives the opportunity to use keywords and phrases• Allows the SE to relate the link to the keywords.

Effective Web Marketing

Effective Web Marketing

Effective Web MarketingGoogle Places

Effective Web MarketingGoogle Base

Effective Web Marketing

Selling

Effective Web MarketingDirectories

Effective Web MarketingBlogs

Effective Web MarketingBlogsWhy

• An easy way to update latest news

• An informal way of communicating

• Helps with the search engine position of your website

• Opens your business to a wider audience

• Helps keep your clients updated

When

• When you have something to sell

• When you have something new to offer

• When something changes

• When you have some news

• When you have something to say

Effective Web Marketing

Online Video Viral Marketing

Effective Web MarketingPay Per Click

Effective Web MarketingPay Per Click

• search engines, websites, portals, social networks• Training – online or locally • Research key phrases & competition • Monitor campaigns & sales• Manage budgets & timescales• Presentation – highest quality & best value• Focus on high performing niche key phrases• Be aware of negative keywords

What is Pay Per Click?

Effective Web Marketing

The highest bid does not always win.

Quality Score• CTR = Click Through Ratio = the % of Clicks against Impressions• Ad Copy Relevance• Landing Page Quality

Terminology:Impressions (number of time your ad is displayed)

Clicks (number of times your ad is clicked on)

1% is so-so to OK

2% is OK

3% and above is doing well

Email Marketing

Effective Web MarketingWhy Email Marketing?

• Remind Customers that you exist• Promote new services, products, offers and sales• Build customer loyalty• Create email vouchers• Have proper Software, they look more professional and

are less likely to get stuck in Spam.

Effective Web MarketingEmail Marketing – The Law

• Pre-existing relationship

• Opt in or Double Opt in

• Sender is clearly identified

• Unsubscribe instructions with EVERY email

• No consent = SPAM

• Anti-Spam laws apply to Individualsjongerrard13@gmail.com = individualjon.gerrard@blpeninsula.co.uk = corporate

Effective Web Marketing

Top 10 Email Marketing Tips

1. Keep your database clean

2. Use a from name your subscribers will recognise

3. Don’t be a spammer

4. Be relevant

5. Consider your preview pane

6. Have a great call to action

7. Be succinct

8. Get your timing right

9. Test into a variety of email client

10. Evaluate your results

Effective Web MarketingSocial Media

Effective Web MarketingSocial Media

• Now Mainstream – Can’t Afford not to engage!

• Stay in touch with existing clients

• Reach out to new audiences and markets

• Better understanding of related markets

• Relative low cost of entry

• Possible high return

Effective Web Marketing

Reach new audiences

• Facebook – 500m+ - The Big Daddy!

• Twitter – 175m - Anybody

• MySpace – 110m - Music & Young’Uns!

• LinkedIn – 65m - Business

• Plaxo – 15m - Business

• Ecademy – 12m - Business

Effective Web MarketingTwitter

Effective Web MarketingTwitter

Effective Web MarketingFacebook

Effective Web MarketingFacebook

Effective Web MarketingFacebook• Facebook pages are used by many businesses.• Many of the same features available as groups, but with

some extra key features. • Indexed by Google and available to view even if you are

not a member, so promoting the page is easier.• Like you do with your profile, fill out your facebook page

with all relevant information about your business, website URLS, etc.

Effective Web Marketing

Effective Web MarketingMonitor and Review.

• Use Google Analytics and Google Insights• Monitor place, keywords, change in trends

Effective Web Marketing

The Three Keys to Web Marketing

RRPM

OnsiteOffsite

Effective Web MarketingSummary

• Understand Business Objectives & Market• Review Position• Research Online Markets• Implement On Site SEO• Choose right mix of SEM activity

•Related to Business Objectives• Monitor• Review

Effective Web Marketing

QUESTIONS

Effective Web Marketing

Effective Web Marketing

Effective Web Marketing

Effective Web Marketing

Effective Web Marketing

Effective Web Marketing

Effective Web Marketing

Effective Web Marketing