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It goes by many names: online marketing; internet marketing; web marketing...and more. It really doesn’t matter what it’s called – all you really need to know is there are many ways your business can benefit from using the internet and email to find more customers...and keep up with your competitors already marketing online! But where to start? And how to do it well? If you’re new to internet marketing, or you’ve had a go and wondered why it doesn’t seem to be working yet, this presentation could be for you. We’ll look at social media, websites, blogging, email marketing and SEO. We’ll start with the basics and then look at ways to create valuable and engaging content to attract new customers, getting the most out of your website if you have one, how to make it look professional, and lots of tips to help you put it all into practice.
Citation preview
Online Tools and Tips
to Grow Your Business
My career never
got this
interesting!
(I know, that does look
remarkably like me)
Image courtesy of Eleazar Paradise http://flic.kr/p/8zYMiQ
This IS me!
(Reality
sucks)
The Basics
What is internet marketing?
Why do you need it?
How can you benefit?
Internet marketing tools and tips
Website/blog
Social Media – The Big Five
Video
Improving your site’s ranking in search
results
Get more visitors
Convert visitors into customers
Monitoring your website’s performance
This is the bit
where you can
wake up!
Got any
questions?
(Don’t panic, this whole
presentation is on my
website with a full
transcription!)Image courtesy of Alan Cleaver -
http://flic.kr/p/7xow5v
Image courtesy of MNSC - http://flic.kr/p/5dCJiB
2008, UK online shoppers spent £30 billion.
2011 that went up to £68 billion.
In 2012 it’s predicted to be £77 billion.
Because your competitors are already using the internet
to grab a slice of the action!
IGNORE THEM AT YOUR PERIL!
In 2010, £1 in every £13 spent online was by older people
That’s now £1 in every £8
That will go even higher as the computer literate generation gets older.
Photo courtesy of by Public Places -
http://flic.kr/p/cf1i7N
YOU CAN...
Reach new customers (even outside your area)
Communicate any time!
Build a relationship/loyalty
Establish your expertise
Establish your brand
Generate more website traffic
Increase conversions City Light Customer Account Operators by Seattle Municipal Archives -
http://flic.kr/p/57gjm3
The hub of your online presence
It MUST answer the
users’ questions
Is it up-to-date?
Do links work?
How user-friendly?
How many clicks to deep
pages?
Easy navigation
Shopping cart experience
Compatible with all major
browsers
Source: http://www.webpagesthatsuck.com
Sourced from
http://www.webpagesthatsuck.com
•It obeys the 3-second rule
•Not too much or too little text
•Doesn’t skimp on design
•Web pages aren’t too long
•No flashing banners or garish
colours
•Images are good quality &
download speedily
•No spelling/grammar mistakes
Simple primary navigation
Immediate and
simple call to action
Cute icon, used
sparingly
Plenty of white
space
Clear, simple
layout
Neutral colour scheme
Guides to make it
easy
Video demonstration sells it
No jargon
www.mailchimp.co
m
Go for Wordpress.org, not Wordpress.com
It’s free!
Customise themes – complete control over look and
feel
Install apps to create extra functionality on your site
Self-hosted (no need for “.wordpress.org”
extensions on your domain name)
www.wordpress.org
You’ll need a Google account to sign up
It’s free!
You can use your own domain name if you want
Designed for simplicity
www.blogger.com
The big FIVE and putting them into practice
Balance your social media content
Give more than you receive
Don’t always link to your own content
RT/Share/Like and Comment whenever
you can
Get a conversation going!
Don’t be too formal – this is “social”
Absolutely NO typos, errors of grammar,
text speak etc.
Link to content
# Hashtag
Link to photo
Retweeted
Url shorteners:
Bit.ly
Ow.ly
Goo.gl
•140 characters (inc.
spaces)
•Follow / be followed
•Works well with B2B
•Username limited to 15
characters
•Customise background
& font /link colours
•Upload photos and
links
Tag any Twitter user with “@”
Twitter news feed moves fast – slim chance your post
will be seen. Re-post several times (every 2 – 3 hours is
acceptable)
Custom background image – ideal width to work on majority of screens is approx 250 px
VIEWED ON A
24” SCREEN
VIEWED ON A
15” SCREEN
With 250px wide
background image
Link summary
and thumbnail
image
•No character limit
•Post links
•Photos
•Videos
•Ask questions / add
a poll
•Successful for B2C
Interesting post
Interaction opportunities
Urgh! Get rid of
ugly urls in
posts
Best features for people to follow and interact with you easily
People can “Like” your Page with no privacy risks
SEO. Pages can be seen in search results
No. of “Likes” unlimited
Create multiple Pages for sub-brands
851px by 315px, jpg, under
100kb
Profile photo 160px by 160px
About
apps
Maximum of
12 Incredible
support
Personal & business pages
Add friends/fans to circles
Publish posts, links, images, video, create events
Use the +1 button to like and share web content
Hangouts! SEO – Google
integrate Google+ content in search results
Author attribution
4. Go
public?
3. Name
1. click2. Drag & drop to
invite
5. Hangout!
(By the way, Hangouts don’t seem
to like Internet Explorer, but
they’re buddies with Firefox and
Chrome!)
“Pin” images you find
around the web (or
from your own site) to
themed Boards in
Pinterest.
Clicks on an image by
visitors take them to
the originating website.
Visitors can Like or
Repin images to their
own boards, comment
and follow you.
Some types of business
easily lend themselves to a
visual representation
E-Commerce sites are a
good example
Traffic is driven
straight to your
product page!
The sale is half
made already...
Other types of business
need a bit of creative
thought...
Infographics are a visual
way to explain a process,
data, or knowledge.
So even “dry” and “boring”
stuff can be made visually
interesting!
And then for other
professionals you can
simply use Pinterest as a
gallery to display your work.
Photographers, architects,
landscape gardeners, chefs,
artists, interior designers,
hairdressers and
beauticians, tourism...
Browse the Pinterest
categories for inspiration
Professional business networking via “connections”
Build your professional profile
Showcase your credentials
Upload your CV
Professional discussion groups
Share posts, photos, links
Hootsuitewww.hootsuite.com
Web-based application
Attach files/photos to posts
Schedule posts Search Reply/RT/DM/Like/
comment Pro upgrade for more
bells and whistles, advanced reports etc
Tweetdeck
www.tweetdeck.co
m
Web-based or
desktop application
Similar features to
Hootsuite
No report features
Fewer social
networks
Email Newsletters Special
offers/discounts New products Tips / information
Better chance of being seen/read
than social media
Room for more content
Touch base with customers
regularly
Resource intensive
Delivery problems/ISPs and
firewalls etc
May not display as intended
Long-term reader engagement
Existing customers
Web site/blog
Social media
incentives
Visitors to your
premises
Telephone enquiries
Incentivise!
Image courtesy of Sarah G - http://flic.kr/p/6chC2r
Owned by Google
Videos appear in
search results
Demonstrations
Promotions
Reviews
Interviews
www.youtube.com
Coffee Break by Kheel Center, Cornell University -
http://flic.kr/p/93uHLx
See you in
10 minutes!
Having fun?
Let’s talk about SEO
Image courtesy of Andvic -
http://flic.kr/p/7B6Mcd
Optimised
website
Happy
search engine
Better
visibility
More
traffic
Deeper
engagement
Improved
conversions
Wider sharing
through links
Visible elements on
your web pages
Behind the scenes
External links
pointing to your site
What words do people use to find what you do?
Plumber
Plumber in London
Emergency plumber in London
Go for the “long-tail”
Google Keyword Tool
Meta Title (max
70 characters)
Meta Description
(max 155
characters)
Right click on a web page – “View
Source”
Write unique, keyword-rich and user-friendly meta tags and ask your
website host/developer to upload them for you if you don’t have a CMS
Main Heading (H1)
Secondary Heading
(H2)
Keywords used
throughout body
text (don’t over-stuff
– must read well for
users)
Add address at the
bottom of each page
Image Alt attributes
Describe images with
a keyword if it is
relevant
Labelled images
conform with modern
accessibility standards
– Google brownie
points?
Ask your web host to
upload Alt tags if you
don’t have a CMS.
Weymouth seafront
Use the “intitle”
operator in Google’s
search box to sniff
out the competition!
A web page with a
title meta tag
containing a keyword
has a good chance of
outranking a web
page without
Useful, interesting or funny content is more
“shareable”
Shared content is a signal of recommendation
Links from authoritative, respected, influential sites
carry more “link-juice”
Social platforms are increasingly driving shares and
links
Image courtesy of Ukesh Kumar -
http://flic.kr/p/9Dstyf
Is content fresh, good quality, original, relevant to your
niche?
Is there lots of activity from users (social shares and
comments)?
Use Mozbar for Firefox or Chrome (www.seomoz.org/seo-
toolbar)
Low quality link directories
Paid links!
Automated blog networks
Sites with copied content
Dozens of random links
on the pageGoogle’s deputies, Panda and
Penguin – coming to a website near
you soon!
Consistently create and share great content.
Quality web directories
Guest posts (articles) Leave a link in a
comment (sparingly!) Ask! Have something
to offer in return A YouTube channel Slideshare
(www.slideshare.net )
Advanced Google
search
“guest post” + keyword
“guest blog” + keyword
“guest author “ + keyword
Use Google
Analytics to keep
track of :How visitors use your
site
How visitors arrived at
your site
Sales and conversions
Your most popular
content
The impact of social
media on your goals
Want to know more?
Click on a Keyword and select Landing
Page as the secondary dimension
But if
internet
marketing
makes you
feel like
this...
Image courtesy of Katie@1 -
http://flic.kr/p/6autQd
Image courtesy Dace-F-
http://flic.kr/p/9rvyH
Mandy Cochrane
01963 824822
o.uk
www.webscenemarketing.co.uk
Have a safe
journey home
