Sixth Story presentation

This online marketing presentation brought to you by the marketing gurus at Sixth Story, is designed to help you incorporate online marketing into your business and introduce you to inbound marketing techniques.

It’s a step-by-step process to set up an e�ective online marketing plan for your business.

From establishing a keyword strategy to helping you get started with or be better at leveraging social media.

We hope you �nd this information useful and look forward to hearing the results you’ve achieved.

Attract>Engage>Nurture>Create

This online marketing presentation brought to you by the marketing gurus at Sixth Story, is designed to help you incorporate online marketing into your business and introduce you to inbound marketing techniques.

It’s a step-by-step process to set up an e�ective online marketing plan for your business.

From establishing a keyword strategy to helping you get started with or be better at leveraging social media.

We hope you �nd this information useful and look forward to hearing the results you’ve achieved.

your websiteSEOInbound Links

Email Moblile

Social Media

Content

brand story

PR & Brand Awareness

Action Marketingit’s all about the pull

1. Key Word Strategy

Let’s assume for a moment that you have an existing website.(This step is still very important even if you’re at the outset of planning for a new website...)

Q: What is a keyword?A: It’s what your potential customers enter into a Search Engine like Google or Bing to �nd products or services.

Naturally if you can optimise your website for keywords that relevant to your business AND that people are searching for, this will increase your chances of being found and drive quality leads straight to your business. It’s not always easy to “guess” what keywords people are using and before we introduce you to some useful tools, here are some considerations:

Keyword research should be factored into your marketing plan as an on-going process that needs tweaking and re�ning. But we all need a starting point. We recommend optimising initially for 3 to 5 “business critical” keyword phrases.

Attract>Engage>Nurture>Create

what is a key word?

Key things about keywords:

• Think of a keyword like a shortened question, write down questions that you think are relevant to your business. It could be insightful

• Ask your customer, suppliers and associates how they might search for you. Always interesting results.

• This is an on-going process, the investment can take 6 weeks to start seing results and shouldn’t be undertaken for less than 6-12 months.

• The more competitive your search terms are online, the more challenging it’s going to be.

• In the long-term, you will save money on Paid Advertising Campaigns (PPC) and bring quali�ed leads straight to your “door”.

1. Key Word Strategy

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Create your list of keywords.

a) write down the top 10 to 20 phrases that best describe your product/services. It’s what you do by de�nition. E.g. not just “dentist” but “cosmetic dentist”, or “Birmingham cosmetic dentist”.

b) Where’s the most tra�c? Plug those keywords into Google’s Keyword Tool. This will give you a comprehensive list and it’ll thrown in some other options for you to think about.

Choose keywords based on relevancy and how competitive those search terms are.

Once you have your keyword research, you will be able to narrow down the list and it’s important to �nd a balance of keywords that are relevant but not too competitive or it’ll take too long to see your return on investment. E.g. the word “dentist” alone will be competitive making it harder for you to rank. “Birmingham cosmetic dentist” may still be competitive but far less so that “dentist” and that longer search term is more relevant to your business.

Optimise your website based on your chosen, �nal keyword terms.

Now that you have your shortlist of 3 to 5 business critical keyword phrases, you can design and/or optimise your website around those terms.

Some things you should know...

* To make it absolutely worthwhile, you must aim to be on the �rst or second page of the natural Search Results.

* The shorter the search term, generally the more competitive it will be as shown in the examples. There are opportunities for “long tail” search terms but these will come naturally as you understand how people are searching for you.

Follow these 3 steps to build your key word strategy

Now that you have your keyword research and chosen some keywords, you can start to increase your website’s performance and chances of ranking. The process of doing this is called Search Engine Optimisation (SEO).

There are two sides to SEO : on-page and o�-page.

• On-page SEO is how well your website’s content is presented and how readable it is to Search Engines. This is often where we can �nd lots of “quick �xes” and start making improvements immediately.

• Off-page SEO is how much authority that the search engines perceive your site to have. This takes time to build up, especially if your site is new.

Let’s �rst tackle your On-Page optimisation, following these steps over the next section.

Allocate 2 to 3 weeks for this exercise, depending on the size of your website.

2. Website Optimisation

• Google doesn’t buy, People buy. So first and foremost make sure your website is designed and the content written for your customers.

• On-page SEO may not have a the most weighting in SEO but you can start to make improvements right away so start with that �rst.

• Take time over this results don’t happen over nigh

Top Tips

Social Metrics

On Page SEO

Other

Link Popularity

74%

20%

1%5%

• Google doesn’t buy, People buy. So first and foremost make sure your website is designed and the content written for your customers.

• On-page SEO may not have a the most weighting in SEO but you can start to make improvements right away so start with that �rst.

• Take time over this results don’t happen over nigh

2. Website Optimisation

Meta Titles These are the titles that describe a page and found in your website’s HTML. It’s the text surround by a <title> tag. • Include keywords and make the meta title no longer than 70 characters long. • Put keywords close to the beginning E.g. “Cosmetic Dentists |ABC Dentistry Birmingham”• Make meta titles unique across all pages of your website.

Meta Description Although many will say it’s not important to SEO, this text is displayed on the search engine results page under your meta title so make it enticing for the searcher. • Include keywords, because, well why not • Use less than 150 to 180 characters and describe the page content

ImagesGoogle can’t read images so when you’re inserting them into a page ensure that you use ALT text. (You usually see this appear when you hover over an image on a web page). • Ensure ALT tag is descriptive and includes a keyword• Ensure the name you’ve saved the image as has a keyword

URL Structure Also known as the web address. You’ll have to rely on your web developer to help you here but ensuring that your URL extensions are SEO friendly is really important. • Ensure 301 redirects are set up • Include keywords in your URL and make sure they are static : E.g. www.abcdentistry.co.uk/cosmetic-dentist Break up bodies of text with headings such as <h1>, <h2> and <h3> tags. Headings that are in bold or have bigger text are more likely to be read by Search Engines. �* Always try to use keywords in your headings but ensure it makes sense to your reader �rst.

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5 Steps to good on page SEO

Meta Description Although many will say it’s not important to SEO, this text is displayed on the search engine results page under your meta title so make it enticing for the searcher. • Include keywords, because, well why not • Use less than 150 to 180 characters and describe the page content

ImagesGoogle can’t read images so when you’re inserting them into a page ensure that you use ALT text. (You usually see this appear when you hover over an image on a web page). • Ensure ALT tag is descriptive and includes a keyword• Ensure the name you’ve saved the image as has a keyword

URL Structure Also known as the web address. You’ll have to rely on your web developer to help you here but ensuring that your URL extensions are SEO friendly is really important. • Ensure 301 redirects are set up • Include keywords in your URL and make sure they are static : E.g. www.abcdentistry.co.uk/cosmetic-dentist Break up bodies of text with headings such as <h1>, <h2> and <h3> tags. Headings that are in bold or have bigger text are more likely to be read by Search Engines. �* Always try to use keywords in your headings but ensure it makes sense to your reader �rst.

Having a blog as part of your company website can help attract customers and links. Without a blog, a website is kind of like a brochure that doesn’t ever get updated. A bit boring right?

So why blog?

• Search engines love websites that consistently refresh their content, it can do wonders for your PageRank.

• Position your self as an expert in your field by sharing your knowledge in an easy to digest way.

• Keep your website dynamic and fresh. If you aren’t blogging and your competitors are, what’s the damage?

2.2 Content is King

• Top Ten Questions What are your common questions your customers ask. Why not write a short response for each.

• Reblog...have you read an interesting blog post recently? Why not reblog and discuss some of your opinions.

• Handy tips for your customers...people love to know that you know what you are talking about show them with some insider advice

Blog Ideas

http://www.sixthstory.co.uk/blog/View our blog:

2.3 Get Social

• Top Ten Questions What are your common questions your customers ask. Why not write a short response for each.

• Reblog...have you read an interesting blog post recently? Why not reblog and discuss some of your opinions.

• Handy tips for your customers...people love to know that you know what you are talking about show them with some insider advice

You can leverage social media to spread the word. Sharing your content and communicating directly with your customers isn’t an if or but any more. We recommend focusing on the major players Twitter, Facebook and LinkedIn.

Twitter : if you decide Twitter is right for your business, you can sign up for a free account at www.twitter.com - use the name of your business as your Twitter name, use your business logo but a real face is always nice. You can use Twitter search to �nd if people are talking about your business and industry.

Facebook : with more than 500 million users, this is a powerful platform and increase word-of-mouth marketing. For Businesses make sure you create a Page rather than a person or group, it’s free and easy to set up. Branded welcome pages can enhance the user experience but baby steps at �rst.

LinkedIn : the B2B social network. It’s really important to create a personal page with all your information. Once you’ve done that the feature to explore are the Groups Feature. You can create business pro�le pages to help create links to your website and store referrals and testimonials.

We’ll be covering Social Media in more detail in a separate presentation.

3. Converting Visitors to Leads

So you’re blogging, you’re getting social and your website is optimised for search. What next?

The infamous “call to action”

• If you have an offer or if you want visitors to do something when they land on your web page, make sure it’s clear. You might want to send people to a landing page where you can capture their data for remarketing in the future. (De�nitely make sure you have an ‘opt-in’ to create opportunities for emailing o�ers and promotions).

• Make sure you have Google Analytics installed on your site so that you can review number of visitors, how long people are on a site. Useful information such as which pages people leave your website can be an indication of improvements that need to be made.

• Lead Nurturing : We’ve heard that 70% of your leads will end up buying something from your competitors, but not right away. (Data from MarketingSherpa). You have to build a relationship with potential customers, keep them warm and keep your brand in their mind’s eye. Building a list and using email marketing is a great and economical way of doing this. There are systems such as MailChimp which can help you to manage your lists, email campaigns and provide valuable data such as open rates and click throughs. Ask your web designers about designing a branded campaign to keep inline with your website look and feel.

4. Keep it up!Once you have your strategy and your team on board with all the regular activity such as blogging and social media it’s really important to keep it up. Review your analytics monthly to see where sources of tra�c are coming from and keep improving your website content.

We wish you all the best on your journey and if you would like any help or more information on the topics discussed in this presentation please don’t hesitate to contact Sixth Storyby email on [email protected] by phone 0121 773 6257.

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