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Selling on the Web 2009
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Andy NicolM: 0771 311 9699
H T I T M E O O A C T Y W etc
Chorlton5th February 2009
Andy NicolM: 0771 311 9699
What you can ask me
Marketing Web design Search Engine Optimisation Pay Per Click Usability Accessibility
Andy NicolM: 0771 311 9699
Objectives
Understand marketing principles
Understanding SEO
Understanding PPC
Understand social media basics
Decide which are appropriate for you
Andy NicolM: 0771 311 9699
What is Marketing?
Identifying (researching) needs
Product concept
The whole product
The price
Advertising
Sales support
etc
Andy NicolM: 0771 311 9699
Marketing Basics
Market Research
Marketing Plan
Market Segmentation
Competition
Product/Price/Place/Promotion
Unique Sales Proposition
Feature/Advantage/Benefit
Objectives
Strategy
Andy NicolM: 0771 311 9699
Marketing Plan
Where are you now?
Where do you want to be?
How are you going to get there?
Andy NicolM: 0771 311 9699
Traditional Marketing
Telesales
Direct Mail
Press Ads
PR
Exhibitions
Radio
Cost, reach focus.
oil rig components, cheaper phone calls, double glazing, clothes
Andy NicolM: 0771 311 9699
E-Marketing
The use of digital technologies to help sell your goods or services.
Andy NicolM: 0771 311 9699
Benefits of E-Marketing
Reach (as usual)
Potentially lower cost (really?)
Easier to measure/evaluate the results effectively (definitely)
Flexibility (definitely)
Your marketing message is always available (definitely)
e-Marketing campaigns can be more engaging (definitely)
Personalisation (definitely)
Andy NicolM: 0771 311 9699
What is your marketing mix?
Who is your target market?
What are your objectives? (SMART)
What is your budget?
Andy NicolM: 0771 311 9699
E-Marketing Channels
Website - A location on the World Wide Web
e-mail – An electronic version of a letter or hand written note.
Blog’s - A blog is a website where entries are made in journal style and often provide
commentary or news on a particular subject, such as food, politics, or local news.
Podcasts - Is a method of publishing files to the Internet e.g. audio or video file.
RSS (Really Simple Syndication) – Allows websites that want to allow other sites to
publish some of its content.
SMS Messaging - the transmission of short text messages to and from a mobile
phone, fax machine and/or IP address.
Online PR – Traditional PR extended online.
Pay for click – Google adwords
Other sites - ?
Andy NicolM: 0771 311 9699
SEO - Some definitions
Directories Search Engines SERPs Keyphrases Google Dance
Andy NicolM: 0771 311 9699
SEO - Who are the major players?
Overture
MSN
Ask
A Hitwise survey in 2006 showed 94% of UK searches were powered by a version of
Google. (Perhaps more like 70%.)
Andy NicolM: 0771 311 9699
SEO - Why is Google the biggest?
Honesty
(and some other reasons)
Andy NicolM: 0771 311 9699
SEO - What is search engine optimisation?
Strategically making you website more likely
to be ranked by search engines for keywords of your choice
- Andy Nicol, 2007
Part of Search Engine Marketing Not PPC, online advertising (screen shots)
Andy NicolM: 0771 311 9699
SEO - Why optimise your site?
183 million searches per day in US
100 million searches in Google UK per day
Andy NicolM: 0771 311 9699
SEO - How to do it
Research Keywords Strategically alter the code of your site Develop with usability in mind Build your site in DIVs Meta Data - honestly Text Density - honestly Text Menu - anchor text Internal Links - anchor text ALT tags - build for DDA - honesty Heading tags (CSS)
Andy NicolM: 0771 311 9699
SEO – How to do it
Bold, italics, bullet points Update content regularly - honestly Google PageRank Inbound links - anchor text - proactively and honestly (QUANTITY & QUALITY - PR, blogs) Google Sitemap 301 Redirects 404 Errors Friendly URLs
Andy NicolM: 0771 311 9699
SEO - Research keywords
What keywords do would you search for? What keywords would your customers search for? What does the thesaurus say What are your competitors using? *
* Competitors may be those that are already top of the search engines
Andy NicolM: 0771 311 9699
SEO - Research keywords
inventory.overture.com www.wordtracker.com http://tools.seobook.com/general/keyword https://adwords.google.com/select/keywordtoolexternal
Andy NicolM: 0771 311 9699
SEO - Which keywords
Provide a list and ask which ones to pick. generic VS niche. "web design manchester" the long tail
Andy NicolM: 0771 311 9699
SEO - What you shouldn’t do
Don’t try and fiddle the system !!
Hidden text Duplicate content Keyword Stuffing Cloaking Flash Tables
Andy NicolM: 0771 311 9699
SEO - Things that are beyond your control
Relevant URL Age of your domain (Sandbox) Dynamic content Host country lots of other factors
Or are they??????
Andy NicolM: 0771 311 9699
SEO - Checking for success
Web Position (www.webposition.com)Formerly Web Position Gold (WPG), now owned by WebTrends.
Advanced Web Ranking (www.advancedwebranking.com)Supplied by Caphyon. Uses Google API key.
Agent Web Ranking (www.agentwebranking.com)High adoption client and agency side. Uses Google API key.
Internet Business Promoter(http://www.axandra-web-site-promotion-software-tool.com)European tool, useful for international rank checking and includes sponsored listing reporting
Digital Point keyword tracking (http://www.digitalpoint.com/tools).Unlike the others, this is a free service, but can be used for smaller sites.
Google Analytics (http://www.google.com/analytics) Your log files
Andy NicolM: 0771 311 9699
Homework
View your source code is it TABLES
Research Keywords web editing and FTP
Inbound Links etc
Andy NicolM: 0771 311 9699
Watch out for Charlatans!! You cant fit 11 into 10 Google is the one that counts £1,000 / month
Andy NicolM: 0771 311 9699
PPC - Local Search
• submit to directories• careful how much you spend
Search engine usage for local search is
growing, so lets concentrate on them
Andy NicolM: 0771 311 9699
PPC - Who are the major players?
• Google Adwords (http://adwords.google.com) • Yahoo! Search Marketing (http://searchmarketing.yahoo.com) • Microsoft adCenter (http://adcenter.microsoft.com)• MIVA Pay Per Click, Pay Per Call and Pay Per Text
(www.miva.com)
Andy NicolM: 0771 311 9699
PPC - Common Mistakes
• Poor CTR• Paying too much• Inability to manage
Andy NicolM: 0771 311 9699
PPC - Key factors
• Keyphrase targetted• Pay per click, not per impression• Prominence of ad is based on bidding• Quicker than organic• Click costs can be high – conversion is important• SEO for high volume low intent – PPC for long tail?• Bid to be near the top?• Flexibility• Click fraud
Andy NicolM: 0771 311 9699
PPC - Strategy
• Research keyphrases• Long Tail• Maximise AND minimise click throughs• Landing pages• Time related variations• Quality Score• Content Network
Andy NicolM: 0771 311 9699
PPC - Keyphrases
• Adjective• Comparison• Application • Product Type• Product feature• Brand• Location• Action
• Related products or services
Andy NicolM: 0771 311 9699
PPC - Keyphrases
• Broad matching
• Exact matching
• Phrase matching
• Negative Matching
Andy NicolM: 0771 311 9699
PPC - Time Related Variations
• Holidays/Seasons• Accounting year end• During the day• During the week
Andy NicolM: 0771 311 9699
PPC - Quality Score
• clickthrough rate for keyphrase
• Relevance of ad text, keyword and landing page
• Bid level
• Ad rank
• Manual reviews of sites
Google’s success is based on giving the USER what they want.
Andy NicolM: 0771 311 9699
PPC - Content Network
• “browse mode” not “search mode”
• Inbound links?
Andy NicolM: 0771 311 9699
PPC - Bid Management Tools
• A whole new topic
• Atlas One Point, Bid Buddy
• Costly (15%)
• New skills
Andy NicolM: 0771 311 9699
PPC - Top Tips
• Don’t back the wrong keyphrase (spread risk)
• Prioritise budget on lowest CPC keyphrases
• Prioritise budget on highest converting keyphrases
• Prioritise budget on time of day for best ROI
• Don’t set a blanket CPC across all keywords
• Learn from previous campaigns
Andy NicolM: 0771 311 9699
PPC - It’s marketing
• What is the ad for? (Attention, Interest, Desire, Action)• Who is the ad for? (speak their language)• Who are you competing with? (standing out)• What is your proposition and point of difference? (4 Ps)• Where will the ads be displayed? (countries, content network)• What the constraints of editorial guidelines and process?
(repetition, superlatives, capitalisation)• How do I achieve standout? (intentional space, punctuation)• Warning – What is the impact of changing ad creative?
Buy, Get, See, Free, Save, Win,
Andy NicolM: 0771 311 9699
PPC - Ad copy
• Relate the copy to the search phrase• “Reason to click”• Credibility• Title Case and Ampersands• Price qualifier (price range, starting from)• Don’t set a blanket CPC across all keywords• Learn from previous campaigns
• Position is based on Quality Score as well as bid
Andy NicolM: 0771 311 9699
PPC - Landing Pages
• Review bounce rates across campaign• Quality score / bid price• Not just instant conversion• SEO conflicts• Integrated within site / standalone• Above the fold• Remove menu options• Phone numbers
Andy NicolM: 0771 311 9699
PPC - Landing Pages
• http://services.google.com/websiteoptimizer/
Andy NicolM: 0771 311 9699
PPC - Landing Pages
After all that effort;
Accessibility
Andy NicolM: 0771 311 9699
PPC - Click fraud
• Competitors• Affiliates• Site Owners• Customers
• Search Engines have their own systems• Monitor Google’s Invalid Clicks Report• Switch off PPC during high fraud hours
Andy NicolM: 0771 311 9699
Examples
Other considerations when choosing e-Marketing;
Wiggly Wigglers – A gardening company which releases regular podcasts on various
gardening topics.
Here it goes again - The music video was filmed in one continuous shot and was
uploaded to YouTube, where it has been viewed over fifteen million times. The video
was popular enough to earn a Grammy award for "Best Short-Form Music Video" in
2007 and the YouTube 2006 Video Award for "Most Creative Video" .
Will it blend – A series of videos made for around £5-600 each by a US blender
manufacturer, which were placed on the internet last year. Within just a few days, the
first videos had millions of views. This had a significant impact on sales. The
campaign aim was to help build brand awareness and establish Blendtec as the
premier blender manufacturer.”
Andy NicolM: 0771 311 9699
Web 2.0
Interaction/conversation not publishing
Customer Engagement
Mostly consumers, often segmented
Appealing to marketers
Effective?
Andy NicolM: 0771 311 9699
Social Media Types
Social Bookmarks
Digg www.digg.com
Reddit www.reddit.com
Delicious del.icio.us
What do they do?
How can you use them?
Andy NicolM: 0771 311 9699
Social Media Types
Social Networks
Facebook www.facebook.com
Myspace www.myspace.com
Linkedin www.linkedin.com
What do they do? (online gossiping and networking)
How can you use them? (advertising, engaging, networking)
Andy NicolM: 0771 311 9699
Social Media Types
www.manchesterdigital.com/about.asp
Website with News, Events, Digital Jobs, Tenders. It is more formal and its members
tend to be the owners of digital businesses. Averages around 800 visitors a day.
www.facebook.com/s.php?ref=search&init=q&q=manchester
%20digital&sid=d7936699c741d97b59754c4a7e04cef2#/group.php?gid=6127014011
MD Facebook group has 259 "friends", is less formal than the website and is used to
promote MD its events etc. to a wider audiance and help people from the digital
sector communicate/connect/network.
Andy NicolM: 0771 311 9699
Social Media Types
www.facebook.com/networks/networks.php#/pages/Digital-Marketing-Manchester/19610314120?ref=s
Facebook group set up by MD members to promote a regular meet up of digital
marketing people.
www.facebook.com/s.php?ref=search&init=q&q=manchester
%20digital&sid=d7936699c741d97b59754c4a7e04cef2#/group.php?
gid=27557553742
Manchester Digital/MMU Business School ProDev Day event. Facebook was used as
a way of recruiting digital companies and students to the day. Although not the only
marketing channel used the day was a success with 600 students and around
40 businesses attending.
Andy NicolM: 0771 311 9699
Social Media Types
Blogs
Blogger www.blogger.com
Twitter www.twitter.com
Gizmodo www.gizmodo.com
Technorati www.technorati.com
What do they do? (updateable news, syndication)
How can you use them? (SEO, industry monitoring, buzz creation)
Andy NicolM: 0771 311 9699
Social Media Types
Media Sharing
Youtube www.youtube.com
Flikr www.flikr.com
What do they do? (upload and share media)
How can you use them? (virals, media distribution, media hosting,
SEO)
Andy NicolM: 0771 311 9699
Social Media Types
Flikr
www.flickr.com/photos/mdda/sets/72157604946062922/
Used to store images of an event.
Andy NicolM: 0771 311 9699
Social Media Types
BlipTV
www.manchesterdigital.com/page.asp?id=3112
Used to store promotional video material.
Andy NicolM: 0771 311 9699
Other Social Media Sites
http://traffikd.com/social-media-websites/
Andy NicolM: 0771 311 9699
The Risks
Do you have the time?
Do you have the money?
Do you have anything interesting to say?
Who is listening?
You’re the boss!
