The magic of web marketing: April 2010
-
Upload
business-link-south-west-events -
Category
Business
-
view
487 -
download
3
description
Transcript of The magic of web marketing: April 2010
1www.tinyurl.com/BusLinkEventsOf Web Marketing
The Magic
2www.tinyurl.com/BusLinkEvents
The Magic of Web Marketing
Agenda
• Introduction
• Size does matter
• The Right Site
• Conversion, Conversion, Conversion
• Where the traffic comes from
3www.tinyurl.com/BusLinkEvents
Introduction - Business Link – Services
What’s next?
• Make contact
Business Link
0845 600 99 66
www.businesslinksw.co.uk
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
5www.tinyurl.com/BusLinkEvents
6.5 Bn
1.5 Bn
It’s all about size
6www.tinyurl.com/BusLinkEvents
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.
7www.tinyurl.com/BusLinkEvents
£88 Bn
£121 Bn
It’s all about size
8www.tinyurl.com/BusLinkEvents
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
9www.tinyurl.com/BusLinkEvents
PCLaptopNetbookiPadiPhoneSmart PhoneWiFi3G4G
10www.tinyurl.com/BusLinkEvents
11www.tinyurl.com/BusLinkEvents
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?
12www.tinyurl.com/BusLinkEvents
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?
13www.tinyurl.com/BusLinkEvents
1 Answer
How is your website performing right now?
14www.tinyurl.com/BusLinkEvents
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
15www.tinyurl.com/BusLinkEvents
Typical Web stats
16www.tinyurl.com/BusLinkEvents
Is this better?
17www.tinyurl.com/BusLinkEvents
Is this better?
18www.tinyurl.com/BusLinkEvents
Is this better?
19www.tinyurl.com/BusLinkEvents
Is this better?
20www.tinyurl.com/BusLinkEvents
Is this better?
21www.tinyurl.com/BusLinkEvents
Is this better?
22www.tinyurl.com/BusLinkEvents
Low conversion % - then let’s look at your site
23www.tinyurl.com/BusLinkEvents
The Magic of Web Marketing
Agenda
• Introduction
• Size DOES matter
• The Right Site
• Conversion, Conversion, Conversion
• Where the traffic comes from
24www.tinyurl.com/BusLinkEvents
The Rudiments
The right name
The right site
25www.tinyurl.com/BusLinkEvents
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
26www.tinyurl.com/BusLinkEvents
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
27www.tinyurl.com/BusLinkEvents
Choosing a name – The Bad
www.phones4u.co.uk
www.toys2wish4.com
www.4learning.com
www.any-domain-with-too-many-hyphens.co.uk
28www.tinyurl.com/BusLinkEvents
Choosing a name – The Ugly
www.speedofart.
com
29www.tinyurl.com/BusLinkEvents
Choosing a name – The Ugly
www.who
repr
esen
ts.co
m
30www.tinyurl.com/BusLinkEvents
Choosing a name – The Ugly
www.penisland.net
31www.tinyurl.com/BusLinkEvents
The Rudiments
The right site
32www.tinyurl.com/BusLinkEvents
• Download quickly (3 – 5 seconds)
• Keeps people happy
• Keeps Google happy
Design rudiments 1/ Speed
33www.tinyurl.com/BusLinkEvents
Design rudiments 2/ Navigation
• Simple, Logical, Intuitive
34www.tinyurl.com/BusLinkEvents
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
35www.tinyurl.com/BusLinkEvents
36www.tinyurl.com/BusLinkEvents
Site Architecture
Portraits
Weddings
Boudoir
PR
CommercialHo
me
Pag
e
Intr
o P
age
37www.tinyurl.com/BusLinkEvents
Making the most of your website
Agenda
• Introduction
• How big is the Internet?
• The Right Site
• Conversion, Conversion, Conversion
• Where the traffic comes from
38www.tinyurl.com/BusLinkEvents
The Business Requirement
Google Search – Printers Wiltshire,
3 options.
Local
Organ
ic
PPC
39www.tinyurl.com/BusLinkEvents
The Business Requirement - Printing
40www.tinyurl.com/BusLinkEvents
41www.tinyurl.com/BusLinkEvents
42www.tinyurl.com/BusLinkEvents
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.
43www.tinyurl.com/BusLinkEvents
Improving Conversion
A –
I –
D –
A –
Grab their ATTENTION
Generate an INTEREST
Build the DESIRE
Promote the ACTION
44www.tinyurl.com/BusLinkEvents
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
45www.tinyurl.com/BusLinkEvents
Improving Conversion – The Best
Test
Measure
Feedback
Test
46www.tinyurl.com/BusLinkEvents
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
47www.tinyurl.com/BusLinkEvents
Improving Conversion - Landing Pages
Google Website Optimiser
48www.tinyurl.com/BusLinkEvents
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
49www.tinyurl.com/BusLinkEvents
Improving Conversion – Compelling Copy Tag Lines
1
2
34 5
6
789
50www.tinyurl.com/BusLinkEvents
Improving Conversion – Compelling Copy Tag Lines – not just for Big Business
51www.tinyurl.com/BusLinkEvents
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
52www.tinyurl.com/BusLinkEvents
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
53www.tinyurl.com/BusLinkEvents
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
54www.tinyurl.com/BusLinkEvents
Improving Conversion – Compelling Copy
Above the fold
55www.tinyurl.com/BusLinkEvents
Improving Conversion - Where visitors click
56www.tinyurl.com/BusLinkEvents
Improving Conversion - Where visitors click
57www.tinyurl.com/BusLinkEvents
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
58www.tinyurl.com/BusLinkEvents
Improving Conversion – Ask
Survey Existing Customers
– offer incentive to complete
Survey Site Visitors
59www.tinyurl.com/BusLinkEvents
Improving Conversion – Usability
60www.tinyurl.com/BusLinkEvents
Improving Conversion – Re-Assure
61www.tinyurl.com/BusLinkEvents
Great conversion % - then let’s look building visitor numbers
62www.tinyurl.com/BusLinkEvents
The Magic of Web Marketing
Agenda
• Introduction
• Size does matter
• The Right Site
• Conversion, Conversion, Conversion
• Where the traffic comes from
63www.tinyurl.com/BusLinkEvents
The route to your website
64www.tinyurl.com/BusLinkEvents
Search Marketing
65www.tinyurl.com/BusLinkEvents
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
66www.tinyurl.com/BusLinkEvents
Probably the
greatest marketing opportunity
known!
67www.tinyurl.com/BusLinkEvents
PPC
Results
68www.tinyurl.com/BusLinkEvents
Email Marketing
69www.tinyurl.com/BusLinkEvents
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
70www.tinyurl.com/BusLinkEvents
71www.tinyurl.com/BusLinkEvents
Viral Marketing – How & Why
• Get other people to do your marketing for you
• It’s free
• Give them something in return if possible
72www.tinyurl.com/BusLinkEvents
73www.tinyurl.com/BusLinkEvents
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
74www.tinyurl.com/BusLinkEvents
Your Video
Video Marketing
75www.tinyurl.com/BusLinkEvents
Business Networks
76www.tinyurl.com/BusLinkEvents
Online Networking - Why
Reach new audiences
• Facebook – 400m
• MySpace – 110m
• Twitter – 105m
• Bebo – 40m
• LinkedIn – 65m
• Plaxo – 15m
• Ecademy – 12m
77www.tinyurl.com/BusLinkEvents
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
78www.tinyurl.com/BusLinkEvents
79www.tinyurl.com/BusLinkEvents
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
80www.tinyurl.com/BusLinkEvents
Blogging – Where
www.blogger.com
www.wordpress.com
81www.tinyurl.com/BusLinkEvents
82www.tinyurl.com/BusLinkEvents
Article Marketing
• Raise Profile
• Build Credibility
• Become “The Expert”
• Develop backlinks
83www.tinyurl.com/BusLinkEvents
Article Marketing
84www.tinyurl.com/BusLinkEvents
Article Marketing
85www.tinyurl.com/BusLinkEvents
Article Marketing
86www.tinyurl.com/BusLinkEvents
Article Marketing
87www.tinyurl.com/BusLinkEvents
88www.tinyurl.com/BusLinkEvents
Twitter – some random Tweets
89www.tinyurl.com/BusLinkEvents
The Magic of Web Marketing
Agenda
• Introduction
• Size does matter
• The Right Site
• Conversion, Conversion, Conversion
• Where the traffic comes from
90www.tinyurl.com/BusLinkEvents
Andy Poulton
Business Link
M: 07966 547146
W: www.businesslinksw.co.uk
Thank You