The magic of web marketing - DORSET

The Magic of Web Marketing

Drive the right traffic – Provide the right information – Convert More Visitors

Introduction

Your Presenter


Agenda

• Introduction stuff

• About this presentation

• Traffic Vs Conversion

• Tools you can use

• Driving more traffic

• Providing better content

• Improving conversions

About You

• You own or manage an SME

• You have a basic understanding of the Web

• You are getting some traffic to your site

• You suspect you could get much better results

• You’d like more enquiries or sales

• You want to understand how things are changing

• You’d like a morning snooze and a free lunch


About This Presentation

• What it is

• What it isn’t

• Why I don’t know everything

• Why Web marketing IS magical

• Why it’s not magic

• Your role (and it’s not making notes of the slides)


Web Marketing Used to be Easy!

• Have a Website designed

• Learn to advertise online with AdWords

• Optimise your site for suitable keywords

• Relax and enjoy extra sales / enquiries


The Tool Box

• A Website Content Management System

• The Google keyword Tool

• Google Toolbar

• Yahoo Site Explorer

• Google AdWords

• Google Analytics

• Google Website Optimiser

• Various other free websites


The value of conversion

Getting on the Same Page

• Let’s do the basics

• When I say Google….

• The 3 basic search types

• Natural search

• Paid search

• Local search


Search Engine Listings

• A level playing field

• Google is a software program

• Doesn’t Google know how important I am?

• It’s all about Keywords, Metadata & Links


Natural Search

• Not a short term fix

• Getting found

• The best ROI

• “Free”


Paid Search• Google AdWords - What’s so great about it?

• The world’s most elegant Advertising system• Split testing Ads• Driving traffic to the right page• Market research• Content network• CPA bidding


The Value Of Keywords


Local Search

• Easy to do

• Feedback / Review options

• Put your business on the map!


WWW.Google.com/places


http://www.youtube.com/watch?v=TpZan96KHOM

The Magic Ingredients

• Content

• Keywords

• Metadata

• Links

• Resource


The Google Keyword Tool


The Google Keyword Tool

• Tells us how many people are looking for what

• Helps us identify new opportunities

• Tells us what the competition looks like

• Tells us which Web pages to create

• Look at number of competing pages to pick a fight you can win


How Google Influences Keyword Choices


What We Do With Keywords

Optimise each page for one primary keyword/ phrase

• Meta (page) title • Meta (page) description• Meta keywords (not used by Google)• URL (page name)• Header text (<H1>)• Body text • Alt tags on images• Anchor text in links


How To Look At Web Pages Like A Nerd

What We Do With Keywords


The meta description (usually)

The page title

On-Page Optimisation

• Getting on the starting grid

• Regular updates of well “Tuned” content

• 8 Factors


On-Page Vs Off-Page


Pagerank 1-10

0

500,000

1,000,000

1,500,000

2,000,000

2,500,000

1 2 3 4 5 6 7 8 9 1 11

Google’s Popularity Competition


Pagerank 1-6

0

100

200

300

400

500

600

700

1 2 3 4 5 6

Ser ies1

• Become popular

• Hang out with the popular kids

•The Pagerank algorithm

Off-Page Optimisation

• The Google Toolbar & Pagerank Indicator


Not all Links are Equal

• Link popularity

• Link age

• Link topic

• Link growth rate

• Links from a topical community

• Position on Web page

• Number of links on page

• Link anchor text


Anchor Text Links

• All links that drive traffic are good

• Nofollow links

• Links are better if they boost your Google rankings!

• You need both

Site A

Site BLink

Link

Cheese Click here

Cheese

Smells like cheese

Cheese

Interesting cheese

facts

CheeseMore information


Read more

Off-Page Optimisation

• Miserable Failure & “The Google Bomb”


Miserable failure

Miserable failure

Miserable failure

Miserable failure

Miserable failure

Miserable failure

Miserable failure

Miserable failure

Tracking & Discovering Links


Building Inbound Links

• If you build it will they come?

• Longhand

• Directory submission (Paid and unpaid)

• Viral marketing (e-books etc)

• Blogging (Nofollow issues)

• Social media and Q&A sites

• Social book marking

• Digital PR & Article Marketing

• Buying inbound links - BEWARE


New Google Search Opportunities

• Image search

• Video search

• News

• Shopping (Product Search)

• Blog search

• Personalisation & Localisation

• Real-time search


Uh-Oh! Here Comes the Social Web…

• A time of major change

• Disruption & opportunity

• It’s huge!


Social Search (SMO)

• Every social site has a search box

• Social sites appear in search results

• Increase your digital footprint


The Social Web

• Communities

• Etiquette & Rules

• Conversation opportunities

• Advertising opportunities

• Every social site has a search button

• Better to do 2 things well…


Google Trends


Social Media Objects

• Profiles in social network sites

• Status updates in social sites

• Blog posts

• Tweets in Twitter

• Pictures on picture sharing sites like Flikr

• Social bookmarks

• Videos on video sites

• Presentations on Scribd

• etc. etc. etc…


Driving Traffic Using Social Media (SMO)

• YouTube & Video

• LinkedIn

• Facebook

• Twitter

• Blogs

• Digital PR & Article Marketing

• Social book marking

• Driving traffic, using keywords, building links, other benefits

• Using tools in orchestration


Driving Traffic Using Social Media (SMO)

• Page titles, descriptions and other metadata is key

• Focus on keywords that work

• Make sure everybody using social media in your business understands which keywords to use

• Grab keyword-specific social domains while you can

• Setting goals & Measuring results


Make Your Content Shareable


YouTube & Video

• What is YouTube?

• A video sharing website to upload and share videos you create

• A community• A tool for keeping up to date with the

information you need• A place to build a subscriber base you can

update easily


YouTube & Video

• Why is YouTube important?

• It’s the second biggest search engine in the world

• It’s the 4th largest Internet property• It’s owned by Google & voted coolest online

brand• Video results now show up in search results• It’s huge – 1/10th of the entire Internet

bandwidth• It is a great base from which to share videos

across other social networking sites


YouTube & Video

• How do I use it to make money?

• Featured videos get 10 - 30,000 views an hour• It’s still a popularity contest (views, favourites, subscribers,

friends, playlists, “likes”, etc.)• It has a very strong random element• Model descriptions and tags of existing popular content on

the same subject• Post video responses• Watermark your videos with a Web address• End them with a call to action• Videos are easily shared with friends


YouTube & Video• Links & Advertising?

• Promoted videos (via AdWords)• Sponsored links (text or video)• Direct relationship if a big spender• Add a link from your YouTube Channel page• Monetise videos


• Measuring Success

• YouTube insight - views

• Traffic measurement via Google Analytics

• Create a unique URL in your watermark

• Page 1 listings in Google SERPS

Other Video Opportunities


B2B Networking with LinkedIn

• What is LinkedIn?

• The largest and most credible business networking site on the planet – 63m + Users

• A network of professionals who are:• Profiling themselves and their company• Sending out status updates• Linking• Forming groups• Having conversations• Asking questions• Answering questions• Recruiting• Endorsing and recommending each other• Searching for experts• Promoting and even attending events


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• How do I make money out of LinkedIn?

• Participation means making new and maintaining existing business relationships

• B2B Marketers can use profile information for targeting highly specific advertising messages

• Adverts can be text or video• CPC or CPM options• Profiles rank in Google results• Great platform for sharing content• Link your blog, share presentations (even

video), alert people to new content, auto Twitter





• Measuring success

• Advertising system produces reports

• Traffic measurement via Google Analytics• Links to 3 websites allowed from profile• Use URLs in status updates

• Profile views

• New business meetings

• Event attendance


B2C Networking with Facebook

• Why would Facebook be of interest?

• 400 million active users • 2.5 billion photos uploaded to the site each

month • 3.5 billion pieces of content (Web links, news

stories, blog posts, notes, photo albums, etc.) shared each week

• 3.5 million events created each month • 20 million people become fans of Pages each

day 5.3 billion fans of pages



• Businesses typically create “Pages” that allow fans to publically declare (and share) their brand allegiance

• This provides a great channel to share content (videos, pictures, news and updates)

• This also creates a link between their profile and your page that is visible to any friend that might want to check

• You can encourage users to share your page with their friends right from your Web site



• Advertising & Promotions on Facebook

• Can be laser focused on demographic profiles• We can advertise to the friends of our fans –

and use their name• Not the same as search marketing in terms of

response rates• Great for organising events• Take photos at events, tag customers, their

friends get the message!



• Facebook “Like”

• When 3 or more of your friends “Like” a web page – say a restaurant – you’ll know about it

• This is going to be big!

• New social plug-in that instantly personalises a visitors experience – showing them who they know that liked this content on your site


Blogging

• What is blogging?

• A “Naked” conversation• Every MD will be expected to have

one• Most companies will have

corporate blogs


Blogging

• Why Blog?

• Another Internet property• Generate additional traffic• Link to Website to pass on traffic• Provide interaction opportunities• Build a subscriber base using RSS• Blog posts can be shared with

other sites such as LinkedIn• It’s dead easy


Blogging


• What do I need to know?

• Create keyword rich posts• Use keywords in tags to make the

posts easy to find (and index)• Create useful and relevant content• Publicise Blog posts using Twitter,

LinkedIn, Facebook and even Digital PR

• Look for opportunities to pass traffic on to your site

• Respond to comments / posts• Join Technorati & register Blog??• Become a source of Google News

Twitter

• What is Twitter?

• Micro-blogging• 80% drivel• A one-to-many tool• Also one-to-one• We follow each other


Twitter


• 20% of tweets are product or service related

• Another communication channel

• Build a subscriber base

• Subscribers have a 60% increased likelihood of buying

• Builds traffic (48% of people who see a brand on twitter go on to search for it)

• Tweets show up in real-time search

Twitter


Why Twitter?

• Great for news

• Great for special offers

• Live event coverage

• Research

• Recruitment

• Helpdesk

Twitter


Why Twitter?

• Tweet from anywhere – publicise content on sites and blogs

• # = hashtags, for search, hyperlinks

• Tweetbeep!

• Hootsuite

• Measure impact Bit.ly – because Tweets can travel a long way!

Twitter


What else do you need to know?

Digital PR – Be The News



Old School PR Vs Digital PR

Digital PR

• Releases are Optmised for keywords

• Releases feature backlinks

• Digital PR Results reads are measurable

• Traffic is measurable via Analytics

• Some links are short term

• Drives very well qualified traffic


Article Marketing

• What is article marketing?

• Synergistic relationship between article author and website publisher


• You control content, backlinks & anchor text

• Your goals are both traffic and rank

Article Marketing


Article Marketing


• Article spinning

• Builds traffic

• Builds links

• Highly measurable via Analytics

Social Bookmarking

• Why?

• All your bookmarks in one place• Quick, easy research resource• Sharing social community• X-Factor – vote them up• SEO, PageRank and ‘follow’


Social Bookmarking – The Big Players


Digg – 33.4m monthly visitors

Buzz – 8.1m

Reddit – 4.9m

Stumbleupon – 4.4m

Technorati – 3.3m

Source: Ebizmba, Feb 2010

Social Bookmarking


• Some others…

• Socialmarker.com

A Free Directory Listing


Bringing it all Together

• Create content on website – optimised for keywords and metadata & make it shareable

• Can you create a short video on the subject? Use descriptions, tags and titles with keywords

• Twitter your update with a keyword - hashtag

• Mention your new article in your social networking sites – keyword links where possible

• Write a related article in your Blog – find other Blogs and leave comments about your article

• Submit a digital press release

• Bookmark it

• Post an article on an article marketing site


Search isn’t the only way to get Traffic

• Email marketing

• Traditional marketing (TV/ Radio Ads, stationery, advertising, cold calling, mail shots.)

• Brand awareness

• Ensure your cards, stationery, Website etc. all carry logos and addresses of all your contact channels• LinkedIn logo• Facebook Page• YouTube Channel• Twitter address• Blog address


Your Website Content

• Who is it for?

• What do they want?

• What questions do they have?

• How can you make it VERY easy to navigate?

• What do you want them to do?

• Does every page have a job?



Home page

Signpost page

Sales Page

Contact Page

(Conversion )

Reference Pages

Landing Pages

Serving Our Audience

• Outside in vs. Inside out

• Using their language and their keywords

• NLP neutral

• WIIFM

• Segmentation

• 1st time vs. repeat visitors• B2B DMUs• Sectors• Men vs. Women• Different stages in the buying cycle


Krug’s Laws of Usability

• Don’t Make Me Think

• “It doesn’t matter how many times I have to click as long as each click is a mindless & unambiguous choice”

• “Get rid of half of the words on each page and then get rid of half of what’s left”


Embracing Usability

• Jakob Neilson’s 4 Golden Rules for Web copy

• Make your copy twice as effective in terms of:

• Task Time

• Errors

• Memory

• Time to recall site structure

• Subjective satisfaction (only non-mathematical element)


Embracing Usability

• About Jakob’s test:

• Same site• Same navigation structure• Four distinct writing styles

• Be concise – 58% improved results

• Lose the “Marketese” – 27% improved

• Scannable text – 47% improved

• Combined approach – 124% improvement


Keywords & Intent


What is Conversion?

• Sales

• Audience building

• E-Mail sign-ups• RSS subscriptions• B2B – LinkedIn profile view/ link• Creating a Facebook fan• Create a Twitter follower• Attend an event

• Inbound telephone calls


The Single Most Important Thing

• Test

• Evaluate

• Adjust

• Run

• Test

• Evaluate

• Adjust

• Run


Why Look at Numbers?


Google Analytics Overlay Mode


Goals & Funnels


• What is a goal?

• What are funnels?

• Where do they drop out?

• What can we do about it?

A Visitor Enters The Funnel

A Customer Leaves The Funnel

Goals & Funnels


• What is a goal?

• What are funnels?

Determine a desired path through your site that you want site visitors to follow

Goals


Step One: Assign A Goal Name

Step Two: Activate

Step Three: Choose Goal Position

Step Four: Select Goal Type

Step Five: Assign Match Type

Step Six: Assign A Goal URL

Step Seven: Assign A Goal Value

How To Set Up A Goal In Google Analytics

Funnels

Google Website Optimiser

• A/B Testing (<1,000 Page views per week)

• Multivariate Testing (>1,000 Page views per week)



• A/B Testing Vs Multivariate Testing



• Select test and conversion pages

• Create sections & variations

• Install experiment code (a bit techy)

• Preview & approve combinations

• Review & launch

• Repeat


Improve Your Copy

• What’s the problem?

• Why hasn’t the problem been solved?

• What’s possible (your promise)?

• What’s different now?

• What should you do now?

•Now you can flesh this out with

• Emotion

• Bonuses, guarantees and a close (a time based discount?)

• Add testimonials, case studies quotes or statistics

Drive the right traffic – Provide the right content – Convert More Visitors

Conversion Tools

• Reviews

• Live chat

• 3rd Party feedback tools

Drive the right traffic – Provide the right content – Convert More Visitors

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Summary

• Conversion should be your first priority

• There are lots of ways to drive traffic

• Many of these build backlinks and help our search positions

• Keywords, metadata and links still ROCK

• Know your keywords and use them in everything you do online

• Yes, you will have to spend more time working on online marketing

• Set up specific projects with SMART goals for each activity

• Visits• Conversions• Backlinks• Audience Building

• Focus on conversion

• Web is still the most cost-effective marketing you can do


The magic of web marketing - DORSET

Business

Transcript of The magic of web marketing - DORSET