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A look at what businesses can do
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The Magic of Web Marketing
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The Magic
of Web Marketing
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The Magic of Web Marketing
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Video Of Noah Kalina
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Noah Kalina
22.3m views on YouTube in 5 years
Now that’s the magic of web
marketing
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The Magic
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• Introduction
• Size does matter
• The Right Site
• Conversion, Conversion, Conversion
• Where the traffic comes from
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6.5 Bn
1.5 Bn
43m
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5
10
15
20
25
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35
40
45
1 2 3 4 5 6 7 8 9 10
Users
Users
2000 2002 2004 2006 2008
15.4
m
17.7
m
22.5
m
26.7
m
30.9
m
33.6
m
35.8
m
36.7
m
41.3
m
42.7
m
70% 0f pop.
26%
of
po
p.
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£88 Bn
£121 Bn
£140Bn
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0
20
40
60
80
100
120
140
2005 2006 2007 2008 2009 2010
£ B
n
20.4
29.8
46.6
64.3
88
121
Source IMRG
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PC
Laptop
Netbook
iPad
iPhone
Smart Phone
WiFi
3G
4G
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Is your business ready?
Do you have
• Phone systems in place to deal with calls?
• People to deal with enquiries?
• Stock to deal with uplift in orders?
• Logistics in place to deliver on new orders?
• Cashflow to meet increased demand?
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The Magic
of Web Marketing
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The Magic of Web Marketing
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Web Marketing is a Marathon
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This is a Sprint
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What is “Marketing”?
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If you paint a sign saying: “Circus coming to Town this
Sunday” – that’s Advertising
If you paint the sign on the back of an elephant and
walk it through town – that’s a Promotion
If the elephant walks through the Mayor’s
flower bed – that’s Publicity
If you can get the Mayor to laugh
about it – that’s PR
And if you planned the whole thing –
that’s Marketing!!
The Circus is Coming to
Town
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4 Ps of Marketing
Product
Place
Price
Promotion
-----------------
People
Process
Physical Environment
7 Ps of Marketing
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I don’t think my
website’s
working for me,
what can I do?
How do I get
more people to
visit my website?
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How is your website performing right now?
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• How many visitors does your site attract?
• What do they do whilst they are there – How many pages do they look at?
– How long do they spend on the site?
– How does this compare against the targets set for the site?
– How many conversions occur? • Sales
• Email contact
• Subscription
• Calls
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Dashboard
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Traffic Sources
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Keyword Effectiveness
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Low conversion % -
then let’s look at your
site
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The
right
site
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• Download quickly (3 – 5 seconds)
• Keeps people happy
• Keeps Google happy
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Navigation
• Simple
• Logical
• Intuitive
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“Mystery Meat Navigation – SH Marketing
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“Mystery Meat Navigation – Davide Cernuschi
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Your words need to be aimed directly at your site visitor - they need to be punchy and compelling
• WHY?
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
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Google Search – Printers Wiltshire,
3 options.
Local
PPC
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Improving Conversion - Good
Ensure that your pages
• Have a goal
• Load Quickly
• Provide customer focused information
- Them not me
- Benefits not features (W.I.T.F.M)
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A –
I –
D –
A –
Grab their ATTENTION
Generate an INTEREST
Build the DESIRE
Promote the ACTION
Improving Conversion - Good
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Ensure that your pages
• Have a goal
• Load Quickly
• Provide customer focused information
- Them not me
- Benefits not features (W.I.T.F.M)
• Sell Your business to your customers [ USP ]
• Clearly defined actions
- Call Now
- Click to Buy
- Click for more info
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Test
Measure
Feedback
Test
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Improving Conversion – Testing Options
• Landing Pages
• Compelling Copy
• Where visitors click
• What people do when on your site
• Talk to people who are on your site
• Run surveys
• Usability Tests
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Improving Conversion - Landing Pages
Google Website Optimizer
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Improving Conversion – Compelling Copy
Be Brave
Be Bold
EXPERIMENT
• Prices, increase, decrease, odd pence
• Free Trials
• BOGOF
• BNPL
• Pay for 10 get 12
• First one free / Second one free
• Increase Prices
• Standard Version / Premium Version
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Improving Conversion – Compelling Copy
• Trial different offers
• Add a guarantee – be brave
• Add testimonials
• Try BOLD
• Try Italics
• Try Highlighting
• Try hand drawn annotation
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Improving Conversion – Compelling Copy
Above the fold
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Improving Conversion
– Usability
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Great conversion % -
then let’s look
building visitor
numbers
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The route to your website
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Search Marketing
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Get Found
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Search Engine Optimisation (SEO)
Understanding the words and phrases that potential customers
will use when they are using a search engine to locate a service
and ensuring that those words and phrases are built in to your
Website in the places that the search engines look
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www.google.com/places
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www.google.com/places
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www.google.com/places
www.google.com/merchants
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Probably the
greatest marketing opportunity
known!
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Why Email Marketing?
• Build Loyalty
• Remind former clients that you are still around
• Advise clients of full range of services
• Provide easy access to latest – news/advice/offers
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It’s Not
Expensive
Get Emailing
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It’s
Effective
Get Emailing
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Viral Marketing’s free…..pst pass it on
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• Get other people to do your marketing for you
• It’s free
• Give them something in return if possible
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Susan Boyle’s Britain’s Got Talent Audition
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2nd
most searched
site on the
internet
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4bn
videos watched
every day
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60 hours
of new content
uploaded every
minute
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YouTube clips
now
incorporated in
Google Search
results
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Your Video
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Your Video
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Get Networking
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• 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
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Average age distribution across social network sites
0-17 18-24 25-34 35-44 45-54 55-64 65+
15%
9%
18%
25%
19%
10%
3%
Data source: Google Ad Planner
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Social Media is
the
No. 1
online activity
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2/3rds of the
Global Internet
population visit
Social
Networks
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10% of all
internet time is
spent on Social
Networks
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www.facebook.com
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If Facebook was a country it would be
1/ China
2/ India
3/ Facebook – 850m
4/ USA
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Adds 1/2m
users every
day
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5bn minutes
spent on
EVERY day
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1bn
• web links
• news stories
• blog posts
shared each week
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Facebook now
has a greater
share of the
internet than
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Business Networks
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Over 150 million
registered professional
users in more than
200 countries
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More than 2m
companies have
a Linkedin
Company Page
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Adds 1m
new members
every 12 days
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• 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
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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
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www.blogger.com
www.wordpress.com
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• Easy to use
• Easy way to keep in touch
• A way to reach potentially large market
• Short sharp communication tool
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What’s on the Horizon?
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Location Marketing
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Get Real – Augmented Reality
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• Introduction
• Size does matter
• The Right Site
• Conversion, Conversion, Conversion
• Where the traffic comes from
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What’s Next?
Copy of Slides?..............................Leave me your business card
More Workshops?.………………..Try one of these
Search Engine Optimisation
Understanding Google Ads [aka Adwords and PPC]
Guerrilla E-Marketing
Linkedin for Business
Facebook for Business
Effective Blogging
Email Marketing
Video Marketing
Twitter for Business
Effective Web Design
More help?........................................ Contact Andy
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Andy Poulton
T: 01793 745305
M: 07966 547146
W: www.wiltswebdesign.co.uk
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