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Internet Marketing Presentation for the Rural Focus Project
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Focus On Internet Marketing
Effective Internet Marketing
• Why market your business online?
• Why Google?
• Research, Review, Plan, Measure
• Onsite Optimisation
• Offsite Optimisation
• Summary
• Questions
What is Internet Marketing?
• “Internet marketing, also referred to as i-marketing, web-marketing, online-marketing, or e-Marketing, is the marketing of products or services over the Internet.”
• en.wikipedia.org/wiki/Internet_marketing
• Websites
• Social Media
• Other Online Presence
• Email Marketing
Why Market Your Business Online?
• The internet economy is worth £100 Billion to the UK
• It has over taken Transport, Construction and Utilities
• Small businesses online sales raise on average 43%
• The number of internet users grow.
• 73% of British home have Broadband and 30% of users access the web from their phones.
• Britain is 6th in the Internet League Table
• We export 3x as much as we import from the Internet.
• Source: Connected Britain.
Effective Internet Marketing Can:
• Increase growth opportunities
• Increase visibility Improve conversions
• Grow existing markets
• Reach new markets
• Develop new products and services
• Increase credibility
• Reduce costs / Add value
What Makes a Good Website?
• Easy to find and attractive to customers
• Meets customer requirements
• Gives credibility to your business
• Converts prospects to leads & customers
• Provides return on investment
• Works efficiently with/for the business
Why Google?
• Google is still the number one search engine
• Moving toward personalised, localised, real-time & visual searching.
• Constantly changing, updating and growing
• Plenty of free tools to help market your business.
Why should I be on the first page?
• 50% of searchers do not go past the first page
• Less than 10% go past the second page
Why Google?
The Three Keys to Web Marketing
RRPM
OnsiteOffsite
Review your site.
• Check the position
• Check Keywords
• Check Links
• Check Call to Actions
• Check Navigation
Monitor Your Site
• How many people visit your site?
• How do they find your site?
• What are they looking at once they get there?
• Where do they stop looking?
• How much money do they spend on your site?
• How much time do they spend on the site?
• How many visits convert into sales/enquiries?
• How do these compare to the targets set in the business objectives?
If you only take one thing away from today...
Get....
Google Analytics: Where are you?
Research: Keywords
Google Keyword Tool
Research: Choosing Keywords
• Think like a customer
• Think laterally
• Brainstorm Keywords
• Ask everyone
• Search using your keywords and see what appears
• Use the free Google keyword tool/Insights
• Kgen/Wordtracker
• Analytics
Research: Keywords
Onsite Optimisation: SEO
Search Engine Optimisation (SEO) How?
• Keywords and Phrases
• Navigation
• Design/Build
Search Engine Optimisation (SEO) Why?
• It is a detailed analysis of content and layout
• It is not an option if you want to be on the first page
• Not a one off, it is an ongoing process
Onsite Optimisation: Keywords
Onsite Optimisation: Keywords
• 1:HTML Page Title This is what will be catalogued - about 80 characters
• 3 or 4 keywords
• Make each page title relevant to each particular page
• 2:Meta Page Description
• Limit to around 150 characters
• Use on every page
• Customise for each page
• 3:Header Tags
• 4:Page Content
Onsite Optimisation: Keywords
• 5:File / Image Names
• 6:ALT Attributes
• Every Image needs one
• Build Keyword Count
• Comply with Disability Discrimination Act - Accessibility
• 7:Navigation & Navigation Link Anchor Text
• 8:URLs
Onsite Optimisation: Call to Action
What you need is......
Onsite Optimisation: Call to Action
•Click here to buy
•Call this number
•Click here to see more
•Contact us here
•SALE
Onsite Optimisation: Call to Action
Maximise Sales: The Amazon way
• Customers who bought this item also bought…..
• Suggest accessories, products that compliment the one they have picked
Onsite Optimisation: Design/Build
Grab their ATTENTION
Generate an INTEREST
Build the DESIRE
Promote the ACTION
• 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
Offsite Optimisation:
• SEM – Search Engine Marketing – Attracting Attention
• Link Building
• Directories
• Local Search
• Forums/Reviews
• Blogging/RSS
• Email Marketing
• PPC
• Social Media
• Video Marketing
Offsite Optimisation: Link Building
Volume:• Directories
• Blog Postings
• Forums
• Complimentary Sites
• Press
• Happy Customers...?
• Must be relevant
Offsite Optimisation: Link Building
Authority:• BBC
• Government
• Governing Bodies
• Universities
• Local Councils
• National Press
• Dmoz.org
Offsite Optimisation: Link Building
Velocity:• How quickly is your site getting fresh new links to the site.
• The higher the velocity, the higher the ranking.
Offsite Optimisation: Link Building
Anchor Text:• Instead of using the URL, use a hyperlink on text
• Gives the opportunity to use keywords and phrases
• Allows the SE to relate the link to the keywords.
Offsite Optimisation: Local Search
Offsite Optimisation: Local Search
Offsite Optimisation: Product Search
Offsite Optimisation: Selling
Offsite Optimisation: Directories
Offsite Optimisation: Social Media
Offsite Optimisation: Social Media
• Now Mainstream – Can’t Afford not to engage!
• 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
Offsite Optimisation: Social Media
Reach new audiences
• Facebook 700m+ - The Big One
• Twitter 200m - Anybody
• LinkedIn 100m - Business
• Foursquare 10m - Location based
Offsite Optimisation: Facebook
Offsite Optimisation: LinkedIn
Offsite Optimisation: Blogs
Offsite Optimisation: Blogs
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
When
• When you have something to sell
• When you have something new to offer
• When something changes
• When you have some news
• When you have something to say
Offsite Optimisation: Blogs
When
• When you have something to sell
• When you have something new to offer
• When something changes
• When you have some news
• When you have something to say
Offsite Optimisation: Pay Per Click
Offsite Optimisation: Pay Per Click
Offsite Optimisation: Pay Per Click
• search engines, websites, portals, social networks
• Training – online or locally
• Research key phrases & competition
• Monitor campaigns & sales
• Manage budgets & timescales
• Presentation – highest quality & best value
• Focus on high performing niche key phrases
• Be aware of negative keywords
Offsite Optimisation: Email Marketing
Offsite Optimisation: Email Marketing
• Remind Customers that you exist
• Promote new services, products, offers and sales
• Build customer loyalty
• Create email vouchers
• Have proper Software, they look more professional and are less likely to get stuck in Spam.
Offsite Optimisation: Email Marketing
Email Marketing – The Law
• Pre-existing relationship
• Opt in or Double Opt in
• Sender is clearly identified
• Unsubscribe instructions with EVERY email
• No consent = SPAM
• Anti-Spam laws apply to [email protected] = [email protected] = corporate
Offsite Optimisation: Email Marketing
Top 10 Email Marketing Tips
1. Keep your database clean2. Use a from name your subscribers will recognise3. Don’t be a spammer4. Be relevant5. Consider your preview pane6. Have a great call to action7. Be succinct8. Get your timing right9. Test into a variety of email client10. Evaluate your results
The Three Keys to Web Marketing
RRPM
OnsiteOffsite
Effective Internet Marketing
QUESTIONS
Effective Internet Marketing
Contact details: Jon Gerrard
Email: [email protected]
Website: www.jongerrard.com
Twitter: www.twitter.com/jon_gerrard
LinkedIn: http://uk.linkedin.com/in/jongerrard
Or just Google Jon Gerrard
