Using the Web Arms Race to your advantage - sell more via a better site :)
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Selling & telling online
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You have a business to run with limited time & budget to dedicate to online. Yet there are so many things you could be doing, e.g. Twitter, Facebook, YouTube, Pinterest, Google+, LinkedIn, Blogs, etc. The complexity is overwhelming – and seems to get worse by the day. The trick is to keep it simple and turn the internet arms-race to your advantage! In this presentation we will focus on a small number of things you can do today to get maximum bang for your buck. In particular we will look at the concept of Attract > Convert > Retain and how it should guide all your online development.
Transcript of Using the Web Arms Race to your advantage - sell more via a better site :)
Selling & telling online
Smooth
Practical tips & takeaways
It used to be a lot easier
Now it’s a god-damn arms race!
Choose those with maximum benefit
Keeping things simple is fine
Let someone else do the legwork
Use arms race to OUR advantage
1. Choose the “right” things to do
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2. Use the “right” tools to support it
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Who dis?
Search under “insomnia”
Search under “nerd”
Search under “solo travel”
Search under “Best in Ireland?”
Fashion ‘n’ the web
Web has always been about fashion
Attract Convert Retain ? ?
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Not a monologue any longer
It’s a conversation
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Also called “Content Marketing”
PS - Google loves it
YOUR challenge is to maximise return
from limited time & budget…
Attract Convert Retain ? ?
Facebook, then Twitter, then Pinterest
Pinterest audience … 70% are women (24-50)
Pinterest traffic … up to 30 site views from 1 pinner
Pinterest value … $180 per order
How to engage via Pinterest?
Make a Pin friendly website with great imagery (incl. $)
Engage on Pinterest, e.g. “Pin it to Win it”.
Activate via other networks, e.g. Facebook & Twitter.
SEO … Google wants you to do this
Make sure you have keyword descriptive <title> tags.
Make sure META DESCRIPTION is on all pages (& unique).
Use keyword heavy H1s & H2s.
Get linked to with right text “Best wedding hats in Ireland”
Use Google Trends to track
best terms to use
Use SEOMoz (free for 14 days)
Adwords … lots of space available
“Low cost - High use” terms are surprisingly profitable.
Be specific “hats weddings tralee kerry”
Try alternatives to see what works best.
Use keywords tool to choose
best ad targets
Attract Convert Retain ? ?
Build trust … show your bona-fides
If you are accredited, say it.
If you have an award, flaunt it.
If you are #1 in anything, show it.
Use words to encourage action
Promise a reward for effort.
Get visitors to act immediately.
Try different words from time to time (A/B test).
Attract Convert Retain ? ?
Close the loop
Incentivise users to connect via Social Networks.
Ask them for their email (they will give it).
Overall - keep chatting & keep listening.
The top tools you need
Create a new Google user for
all your online activity
Track the quality of your website
using Webmaster tools…
…and ClarityGrader
Track how visitors engage with your
site using Google Analytics…
… and StatCounter
Track what’s being said about
you using Google Alerts…
…and Hootsuite
…and Social Count
So now what?
You’re never “done” & never “perfect”
Keep talking & keep tweaking
Forget about the “next big thing”
Attract Convert Retain ? ?
Go raibh maith agaibh
