The magic of web marketing: April 2010
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1www.tinyurl.com/BusLinkEventsOf Web Marketing
The Magic
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The Magic of Web Marketing
Agenda
• Introduction
• Size does matter
• The Right Site
• Conversion, Conversion, Conversion
• Where the traffic comes from
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Introduction - Business Link – Services
What’s next?
• Make contact
Business Link
0845 600 99 66
www.businesslinksw.co.uk
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4www.tinyurl.com/BusLinkEvents
The Magic of Web Marketing
Agenda
• Introduction
• Size DOES matter
• The Right Site
• Conversion, Conversion, Conversion
• Where the traffic comes from
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6.5 Bn
1.5 Bn
It’s all about size
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UK Internet Penetration
Source ¦ Internet World Stats
0
5
10
15
20
25
30
35
40
45
1 2 3 4 5 6 7 8 9 10
Users
Users
2000 2002 2004 2006 2008
15.4
m
17.7
m 22.5
m 26.7
m 30.9
m
33.6
m
35.8
m
36.7
m 41.3
m
42.7
m
70% 0f pop.
26%
of
po
p.
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£88 Bn
£121 Bn
It’s all about size
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0
20
40
60
80
100
120
140
2005 2006 2007 2008 2009 2010
£ B
n
20.429.8
46.6
64.3
88
121
Source IMRG
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PCLaptopNetbookiPadiPhoneSmart PhoneWiFi3G4G
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Is your business ready?
Do you have
• Phone systems in place to deal with calls?
• People to deal with enquiries?
• Stock to deal with uplift in orders?
• Logistics in place to deliver on new orders?
• Cashflow to meet increased demand?
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The 2 most common questions
I don’t think my website’s working for me, what can I do?
How do I get more people to visit my website?
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1 Answer
How is your website performing right now?
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Website performance – what you need to know
• How many visitors does your site attract?
• What do they do whilst they are there
– 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?
• Sales• Email contact• Subscription• Calls
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Typical Web stats
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Is this better?
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Is this better?
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Is this better?
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Is this better?
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Is this better?
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Is this better?
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Low conversion % - then let’s look at your site
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The Magic of Web Marketing
Agenda
• Introduction
• Size DOES matter
• The Right Site
• Conversion, Conversion, Conversion
• Where the traffic comes from
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The Rudiments
The right name
The right site
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Choosing a name
• What name could you use?Business nameService nameProduct name
• Short is good
• Think about how and where it will be usedPrintIn conversation
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Choosing a name – The Good
www.diy.com
www.bbc.co.uk
www.itv.com
www.mac.com
www.formula1.com
www.tesco.co.uk
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Choosing a name – The Bad
www.phones4u.co.uk
www.toys2wish4.com
www.4learning.com
www.any-domain-with-too-many-hyphens.co.uk
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Choosing a name – The Ugly
www.speedofart.
com
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Choosing a name – The Ugly
www.who
repr
esen
ts.co
m
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Choosing a name – The Ugly
www.penisland.net
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The Rudiments
The right site
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• Download quickly (3 – 5 seconds)
• Keeps people happy
• Keeps Google happy
Design rudiments 1/ Speed
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Design rudiments 2/ Navigation
• Simple, Logical, Intuitive
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Your words need to be aimed directly at your site visitor - they need to be punchy and compelling
Design rudiments3/ Content
• WHY?
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
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Site Architecture
Portraits
Weddings
Boudoir
PR
CommercialHo
me
Pag
e
Intr
o P
age
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Making the most of your website
Agenda
• Introduction
• How big is the Internet?
• The Right Site
• Conversion, Conversion, Conversion
• Where the traffic comes from
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The Business Requirement
Google Search – Printers Wiltshire,
3 options.
Local
Organ
ic
PPC
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The Business Requirement - Printing
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Improving Conversion - Good
Ensure that your pages• Have a goal
• Load Quickly
• Provide customer focused information
- Them not me
- Benefits not features (W.I.T.F.M)
We have a wealth of experience and support behind us. We hold professional indemnity insurance and are registered under the
Consumer Credit Act and Data Protection Act and hold the appropriate licences.
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Improving Conversion
A –
I –
D –
A –
Grab their ATTENTION
Generate an INTEREST
Build the DESIRE
Promote the ACTION
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Improving Conversion - Good
Ensure that your pages• Have a goal
• Load Quickly
• Provide customer focused information
- Them not me
- Benefits not features (W.I.T.F.M)
• Sell Your business to your customers [ USP ]
• Clearly defined actions
- Call Now
- Click to Buy
- Click for more info
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Improving Conversion – The Best
Test
Measure
Feedback
Test
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Improving Conversion – Testing Options
• Landing Pages
• Compelling Copy
• Where visitors click
• What people do when on your site
• Talk to people who are on your site
• Run surveys
• Usability Tests
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Improving Conversion - Landing Pages
Google Website Optimiser
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Improving Conversion – Compelling Copy Tag Lines
Your Tag Line – almost as powerful as the headline
Use it to describe where you fit in the market place
More powerful than your brand?
Think McDonaldsThink Intel
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Improving Conversion – Compelling Copy Tag Lines
1
2
34 5
6
789
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Improving Conversion – Compelling Copy Tag Lines – not just for Big Business
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Improving Conversion – Compelling Copy Headlines
Short, Sharp, Punchy, Compelling,
Look at
• Readers Digest
• MSN
• Any established newspaper
Look, learn, adapt7 ADHD Truths you may not know
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Improving Conversion – Compelling Copy
Be Brave, Be Bold
EXPERIMENT• Prices, increase, decrease, odd pence
• Free Trials
• BOGOF
• BNPL
• Pay for 10 get 12
• First one free / Second one free
• Increase Prices
• Standard Version / Premium Version
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Improving Conversion – Compelling Copy
Be Brave, Be Bold
EXPERIMENT• Trial different offers
• Add a guarantee – be brave
• Add testimonials
• Try BOLD
• Try Italics
• Try Highlighting
• Try hand drawn annotation
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Improving Conversion – Compelling Copy
Above the fold
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Improving Conversion - Where visitors click
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Improving Conversion - Where visitors click
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Improving Conversion – Talk to visitors
Online
Gadgets R Us: See the product button near the top?
ME: Hi, where can I find your digicams please
Gadgets R Us: Just click on that button and you’ll see an image of a digicam. Just click on that and you’re good to go
ME: Yes
That’s great, thank you
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Improving Conversion – Ask
Survey Existing Customers
– offer incentive to complete
Survey Site Visitors
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Improving Conversion – Usability
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Improving Conversion – Re-Assure
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Great conversion % - then let’s look building visitor numbers
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The Magic of Web Marketing
Agenda
• Introduction
• Size does matter
• The Right Site
• Conversion, Conversion, Conversion
• Where the traffic comes from
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The route to your website
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Search Marketing
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Search Engine Optimisation (SEO)
Understanding the words and phrases that potential customers
will use when they are using a search engine to locate a service
and ensuring that those words and phrases are built in to your
Website in the places that the search engines look
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Probably the
greatest marketing opportunity
known!
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PPC
Results
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Email Marketing
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Why Email Marketing?
• Build Loyalty
• Remind former clients that you are still around
• Advise clients of full range of services
• Provide easy access to latest – news/advice/offers
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Viral Marketing – How & Why
• Get other people to do your marketing for you
• It’s free
• Give them something in return if possible
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Video Marketing
• YouTube – 1Bn videos watched………..DAILY
• Video results appearing in Google Search
=You’ve been framed!
Business Opportunity 2nd most searched site on the internet
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Your Video
Video Marketing
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Business Networks
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Online Networking - Why
Reach new audiences
• Facebook – 400m
• MySpace – 110m
• Twitter – 105m
• Bebo – 40m
• LinkedIn – 65m
• Plaxo – 15m
• Ecademy – 12m
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Online Networks – Why
• 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
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Blogging – Why
• 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
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Blogging – Where
www.blogger.com
www.wordpress.com
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Article Marketing
• Raise Profile
• Build Credibility
• Become “The Expert”
• Develop backlinks
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Article Marketing
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Article Marketing
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Article Marketing
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Article Marketing
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Twitter – some random Tweets
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The Magic of Web Marketing
Agenda
• Introduction
• Size does matter
• The Right Site
• Conversion, Conversion, Conversion
• Where the traffic comes from
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Andy Poulton
Business Link
M: 07966 547146
W: www.businesslinksw.co.uk
Thank You