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SUPERFAST BUSINESS
Top Tips for Winning and Keeping Customers On-line
David Lakins
Key Multimedia Ltd
www.keymultimedia.co.uk
@davidlakins
Yesterday Today
Go to the computer
to use the Internet / web
Open a browser or App
to use the Internet / web
Internet Today
we can dream up...
http://green.autoblog.com/2011/03/17/elon-musk-tesla-model-s-third-party-apps/
Changing user behaviour
Agenda
• Search Engine Optimisation (SEO)
• Mobile marketing
• The power of e-newsletters
• Google Analytics
• Social Media
• Customer Relationship Management (CRM)
• Gaining customer insights
• Managing your on-line reputation
• Q&A
What is SEO
• Desktop
• Smartphone
• Local
• Maps & Location – Google knows where you are !
• Video
• Sound – Shazam
• Personal
What is SEO
What SEO used to be
SEO = LINKS
Then came Panda
• Panda adjusted the search rankings to favour web sites
with more pages of 'quality' content. That meant:
– Fewer near-duplicate pages
– Fewer pages with embarrassingly bad writing
– More pages with deep, useful information
– More pages that actually, load in less than 20 seconds
Then came Penguin
• Penguin introduced severe penalties for sites violating
Google's Terms of Service by acquiring links through
'artificial tactics.' Those tactics included:
• Over optimisation of page content and unnatural links
– Keyword stuffing
– Building link networks of poor quality sites and linking
them back to your primary site
– Purchasing lots of links
Check if you have been hit
• Panguin Tool – www.barracuda-digital.co.uk/panguin-tool/
More recently….
• Google Humming bird
– targets natural language search and mobile
Search is now about …
SIGNIFICANCE the quality of being worthy of attention
AUTHORSHIPwho created the content
SEO Myth:
We must rank No. 1
Future-proof SEO tactics:
• Google is moving away from links & keywords
– Ensure all content is discoverable
– Ensure all content is easily classified
– Pay attention to document structure, both in HTML and in
your writing.
– Share your content
SEO Tip 1: Understand Your Target Audience
SEO Tip 2: Create a User-Friendly and Search Engine-Friendly Website
• Can Google crawl your website easily?
– Try site:www.yourwebsite.co.uk
• Is your navigation and site architecture
easily understood?
• How do pages link within your site?
• Google Analytics - Page speed &
Bounce rates matter!
GA Bounce Rates
Google Page Speed Test
https://developers.google.com/speed/pagespeed/insights/
Google Page Speed Checker
SEO Tip 3: Your Best Friend is Google Webmaster Tools
• Set up Webmaster Tools
• Check HTML suggestions
• Check crawl errors
• Test robots.txt
• Set up an XML sitemap
SEO Tip 4: Content Creation
• Create a content strategy – drives your site architecture and navigation
• Content is an on-going task – Google loves fresh content
• Think about Hummingbird. Give your users exactly what they want.
SEO Tip 5: Title & Meta Tags are still important
• Title Tags and Meta description tags are still very important.
• Use your most important keywords in the Title tags, while
also making them something worth clicking at the search
engines.
• For your Meta descriptions, use some additional words
that best describe each page's offering.
SEO Tip 6: Micro Data & Search Rich Snippets
• Using multiple schema/mark-up types on the same page along with the data highlighter - will allow Google to display different rich snippets, according to the type of search query.
• Rich snippets boost click-through on your Google listings
– Author headshots
– Video thumbnails
– Star ratings
– On product pages
– On category pages (based on aggregate ratings)
• E-commerce sites – micro data mark-up is a MUST !
Rich Snippets
Ratings
Cooking times
Calorie Counts
SEO Tip 7: Spread the Word
• Online - learn where your target audience hangs out and become a part of their
communities. Those places may consist of
various social media such as Twitter or
Facebook, and it might include other online
communities such as blogs and forums.
• Offline, Press releases, sponsor
local events, advertise in
magazines, newspapers, mailers
or radio
• Your goal here is to do whatever it
takes to get people to know about
your brand, and ideally help you
spread the word.
Spanner in the Works – Google+
Google+
• Google+ is 3 things
• Google+ (application platform)
• Google +1 (voting system)
• Google Authorship (credits authors of content)
• As a social media platform Google+ wins BIG – mash-up
between Facebook, Twitter plus some
Google+ Integrates everywhere within Google
• YouTube
Google +1’s
• Google +1’s is a voting system for content
• Found something useful or interesting +1 it share with
your followers
Google Authorship
• Google Authorship is the power player.
• It connects content with an individual's Google+ profile.
• Note the 'individual' — companies use brand pages,
which can't use authorship.
Google+ & SEO
• Remember the old school SEO link scenario? Here's how
it might play out now:-
– I write an article
– It makes the front page of the Telegraph website
(a guy can dream)
– That alone makes it authoritative
Google+ & SEO
• But then it also gets lots of links and +1s
• If Google authorship is in place, then Google knows that
the Dave Lakins who wrote that article also wrote content
on the Key Multimedia blog
• Google can redistribute authority from the Telegraph
piece, knowing that I'm a more authoritative author than I
was before
Google+ for SEO
• Include the +1 share button
• Make your content shareable
• Ensure authorship is set up on your website / blog so that
your content can be credited to you!
<a href= https://plus.google.com/ud02761?rel=author>David Lakins</a
• Share it on Google+
Mobile Marketing
Mobile is already here!
iBGStar Blood Glucose Meter
• Connects to the Apple
iPhone and iPod touch for
the flexibility to manage
your diabetes
http://www.bgstar.com/web/ibgstar
The importance of location
Why is mobile so important?
Google – March 2013
What are people using the mobile web for?
1. Social Networking
2. News and Information (mobile search)
3. Email
•Real time
•Relevance
It’s time to go mobile
1. Standalone Mobile Site
2. Responsive Website
3. App
But it’s different to desktop!
• Touch
• Context
• Responsive
• A multitude of devices
Responsive Design
• http://ami.responsivedesign.is/ - check for responsive design
Mobiles & Email
• Users are accessing
emails first on a
smartphone then following
up on a desktop
Mobile - Key Tips
• Pay special attention to load times on mobile devices -
smartphones usually have significantly less processing power
• Make sure to test your mobile site on as many phone types and
operating systems as you can..
• Optimize your mobile site to not only load and function well, but
to tell the story of your site in a quick and concise manner.
• Mobile users have even shorter attention spans than desktop
visitors – make sure your site converts in an instant.
Social Media
Social Media = Communication
• Most people tend to focus on the channels e.g. Facebook, Twitter, forums, blogs, podcasts etc.
• Think about these channels as languages
• They can be mastered easily
but content and value of the
conversation is all it matters.
Social Media
“It's a process, not an event.”
Companies shouldn’t invest in social media for quick
results, it’s a process to build relationship with potential
clients, and maintain good relationship with existing
customers.
Seth Godin
Using social media for business
• Social media shouldn’t play the role in direct selling, it
should instead :-
– influence viral conversations,
– build brand awareness,
– improve customer service and;
– engage with your target as a “friend”
• When making purchase decisions, would you trust a
friend, or an advertisement?
Listen Directly instead of Asking
• Social media gives you the ability to “listen in” (legally and
ethically) on potential and existing customers to learn
what they think about a product / service.
Listening tools
• Google Alerts
• SocialMention
• Addictomatic
• Radian6 (paid) * recently acquired by salesforce.com
• Tweetdeck
• Hootsuite
Google Alerts
Social Mention
What is Twitter
• Tweet and your followers will see your messages
• If you follow others your Twitter timeline will display their tweets
Twitter Basics: a Tweet
• 140 characters to leave a message or an update
• You can add text and links
• You can tweet via a PC or on the go via your mobile / tablet
Twitter Basics
• Tweet - Posting a message to Twitter
• Retweet (RT) - when you re-post a message that
someone already posted. It gives credit to the author and
content provided.
• @ + name – a command which allows replies to be sent
• Direct Message - Private message sent between two
people (not shown in your public profile)
• Favourites - A public area to save your favourite tweets
Using Hashtags
• The # symbol, called a hashtag, is used to mark
keywords or topics in a tweet. It is a way to categorise
messages
– Hashtags organise your tweets
– Hashtags target your audience
– Hashtags can get you more retweets
– See what is trending and follow hashtags
#WSX
#journorequest
#dorsetbusiness
#ff
How I use Twitter
• Core number of Twitter contacts I keep in touch with on a
regular basis
• I keep a watch out for
– New followers (and will always respond / thank them)
– @davidlakins mentions of my name
• Schedule some tweets with Hootsuite
• Track specific keywords with Tweetdeck - with the notion
that I can join the conversation if necessary
Hootsuite
• Facebook is a “different animal” to Twitter and should be
treated so.
• It is a closed network – so building a following can be
more difficult than Twitter
Your goal: get FB users to Like your Page
Your goal: get FB users to Like your Page
• WHY?
• So your updates will
appear on their profile page
as viral marketing to those
who follow them
• FB post last about 1.5 days
Likes vs Engagement
• Likes are important — but the key
element is engagement!
• The more Likes you have, the more
people your message is reaching.
• Regular “likes”, comments and shares
means your follower has become a
brand advocate.
• Facebook Edgerank
What works on Facebook?
• Targeted Facebook Advertising
• Regular posting
• Strong imagery
• Soft sell
• Building followers and advocates
Best Of British Case Study
Facebook Targeted Advertising
Facebook – Key Tips
• Facebook fan page likes are precious
• Keep your Facebook Fan page populated
• Like to get Liked - find other Facebook Pages where your
target is likely to be present and like each of these pages
Pinterest joins Twitter and Facebook as
the newest Social Media tool
What is Pinterest?
• Pinterest is a virtual pinboard which allows users to
organize and share interesting content they find on the web
• A great platform for storing and sharing your brand’s
images which helps drive traffic to your company website
or even help sell products
Why is it great for businesses?
• More than 10 million users
• Fast growth
• For some businesses Pinterest is driving more traffic to
brand sites than Facebook, Twitter and Youtube
• Only social media tool where embedded links are counted
towards SEO value
Pinterest Tips
• Great potential for retailers
• Boost your brand image by sharing cool but relevant images
• If you have a catalogue this is one opportunity to digitize it
• Inspire people and generate a viral effect
• Share what’s interesting and drive traffic to your website
• Pin, re-pin and like other users’ images that you find relevant
• Keep in mind, social network rules apply
• Largest business networking site in the world
• Messages are more professional. Conversations are
geared toward partnerships and transactions
• Make sure you fill out your profile 100%
• Connect with people
• Recommend others
Join a group
and actively
contribute
to it
Update your
status with
meaningful &
appropriate content
(this is a
professional
network)
Use an
established
connection
to ‘get
introduced’
A complete
profile and
smart use of
keywords
will improve
your findability
Write a
recommendation
or endorse a skill
(don’t sit and wait to
be recommended)
Q&A
SUPERFAST BUSINESS
Top Tips for Winning and Keeping Customers On-line
David Lakins
Key Multimedia Ltd
www.keymultimedia.co.uk
@davidlakins
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