Online Marketing Extravaganza 2011

ONLINE MARKETINGEXTRAVAGANZA

2011

Agenda

1. Who are we.2. Online Marketing Success3. Lets get serious about Social Media

Refreshments and Networking4. SEO – The Hard Facts5. Is your Marketing Strategy Integrated?Q&A...

Digital Marketing Agency

HQ: NEWBURY

LONDON OFFICE50 Liverpool St

Happy BunchHappy Customers

Our website

Our blog

So what do we do?

We quite simply work hard with our clients to achieve their online objectives.

We form strategic partnerships with our clients and develop our relationships through coaching, training and deliverables.

WEBSITE DESIGN & BUILD

WEB ANALYTICS

ONLINE STRATEGY

Consultancy

Customer ServiceSupport

Transfer Skills

WEBSITE & ONLINE PLATFORMS

Online Marketing Success

Agenda

• Where to start?• The 6 essential components to

online success• Elements of an online strategy• An online road map• What do you do when things

aren’t working

Where to Start?

“a failure to plan is a plan to fail”.

A Clear Vision

Goals and Objectives

Do you have them?

Do I need loads of money?

Can

anyone

do it??

Fact or Myth?

I don’t have time!

Know your stuff!

DO YOU KNOW WHICH AREAS OF

YOUR MARKETING WORKS BEST?

Know your stuff!

DO YOU KNOW HOW

BIG YOUR FOOTPRINT IS?

Know your stuff!

DO YOU REALLY KNOW YOUR

COMPETITORS?

Know your stuff!

DO YOU REALLY KNOW YOUR

CUSTOMERS?

Know your stuff!

140 million. The average number of Tweets people sent

per day

2nd biggest search engine

Be careful!

...Attract More New Customers, Sell More to Existing Customers, and Bring Back Your Customers More Often, With Less Effort — No Matter What Product or Service You Sell

"You Will Discover The Secrets To Making $50,247 Per Month Online And How To Grow Your Own Insane Profit Machine - Even If You're Totally New To The Web!"

Be bold!

The 6 Essential Componentsto Online Success

Does your Website deliver?

INTERACTIV

E

Are the platforms you use effective?

?....have you

Can you measure?

DATA

Be proactive!

Elements of an online strategy

Building an online road map

Research

Network

Content Strategy

On-page SEO

Explore

WEBSITE DESIGN & BUILD

WEB ANALYTICS

ONLINE STRATEGY

Consultancy

Customer ServiceSupport

Transfer Skills

WEBSITE & ONLINE PLATFORMS

If you’re not achieving...

Ask yourself a number of straight questions...• Are my goals realistic?• Have you done your research?• Do I have the correct platforms in place?• Do I invest enough time?• When needed do I invest enough money?• Do I have enough resource?• Is your strategy effective? Re-evaluate!

Finally...don’t take the easy option..

• Don’t be fooled• Don’t be tempted• Online marketing is a long

term and continuous commitment

• Cheap is not always best

Let’s Get Serious – About Social Media

Amanda Hill

What the heck is Social Media?

Why Bother?

Isn’t that better?

Get yourself seen…

Let the business come to you…

Examples…

Which ones fit your strategy?

Learning the new Lingo…

But I don’t have time… really?

About me…

• Amanda Hill• The Social Media Cafe• @amanda_hill• 07976 808811

Founder of The Social Media Cafe Ex national journalist who learned the hard way how powerful using on-line is to grow your business and now shares it with small and large companies all over the UK…

SEOThe Hard Facts!

1.) SEO Cannot Guarantee ResultsNo one can guarantee a #1 ranking on Google – Google Webmaster Guidelines

2.) Keywords Don't Remain Top Forever

3.) Rankings Can Fluctuate at Times

4.) SEO is Not About Mass Link Building

What is better?5 links from related sources

Or150 links from directories and spam sites

5.) SEO is Just Like Website Maintenance It Has To Be On-going

Content

Link building

Social

Review

Improve

6.) Slow and Steady Wins the Race

Instant or quick wins come in the form of Pay Per Click

7.) Nobody is partnered with Google

Google is a search engine not a marketing agency

8.) Buying Links is Bad and Will Result in Penalties at Some Point

4 P’s of SEO

Patience

PersistencePerseverance

Proactive

Patience

• No one is really patient, especially in business – everyone has bills to pay, bosses to report to, investors to satisfy…

• Often making it difficult to justify SEO spend in one quarter when results might happen the next quarter.

Persistence

• SEO isn’t something you can spend a few weeks doing, and then sit back and watch the traffic increase.

• In competitive niches, the competition is going to be working on something every day to reach a goal. Unless you’re doing the same or better, you’ll simply miss out

Perseverance

• No matter how strong your SEO strategy is, you don’t control the SERPs, the search engines do.

• Yes, you can influence it (sometimes very heavily), but you can’t control it.

Proactive

• Any SEO work done today likely won’t affect traffic or revenue today.

• Think and plan ahead. Make sure you factor in the long-term to your day-to-day activities.

Making SEO WorkFor Your Business

Laying Foundations• Perform keyword research for your niche

• Create a simple website structure

• Create unique content and page titles

• Build links to your new content from related sources

Page StructureInclude your KW in:• Page title• H1, H2 elements• Variations

throughout content body

• ALT tags of images

• Ideally image file name

Laying Foundations

• Ensure your site has a sitemap

• Create a robots.txt file - A robots.txt file is one that tells the search engines what they can and cannot index.

Making It Work

To ensure the hours you spend on SEO are worthwhile it is vital to track and measure every step and process taken

Making It Work

• SEO is an evolving beast and requires time and attention to improve results

• Constantly review your competition and the work they are doing

• Build authoritative links to your content

Making It Work

• Set yourself clear and realistic objectives

• Use industry knowledge – widely available from blogs including ours

• DO NOT try to cheat the system, you will be caught out

Want to win at SEO?

Create a solid foundation andgradually – patiently

build on it.

& Together creating truly integrated

Marketing Campaigns

INTRODUCTION TO Q ASSOCIATESIn their own words:

Q Associates is an award-winning provider of integrated IT infrastructure and data management solutions.

We provide specialised services for the design, deployment and management of optimised computing environments. In partnership with our customers, our aim is to deliver

maximum business efficiency through impartial IT excellence and commercial agility.

& Together creating truly integrated

Marketing Campaigns

KEY OBJECTIVES• Increase revenues for NetApp• Increase visibility and profile with NetApp• Increase the number of sales opportunities• Compete for key NetApp partner awards for 2011

& Together creating truly integrated

Marketing Campaigns

WHAT WE DO FOR THEM:• We work closely with their marketing department• We provide support and activities based on key objectives• We work hard to try to understand their complex business

& Together creating truly integrated

Marketing Campaigns

EMAIL MARKETING

& Together creating truly integrated

Marketing Campaigns

DIRECT MAIL

& Together creating truly integrated

Marketing Campaigns

WEB

& Together creating truly integrated

Marketing Campaigns

NEWS / SOCIALINTRODUCTION TO Q ASSOCIATES

& Together creating truly integrated

Marketing Campaigns

TELEMARKETING

& Together creating truly integrated

Marketing Campaigns

VIDEO