The magic of web marketing: April 2010

1www.tinyurl.com/BusLinkEventsOf Web Marketing

The Magic

2www.tinyurl.com/BusLinkEvents

The Magic of Web Marketing

Agenda

• Introduction

• Size does matter

• The Right Site

• Conversion, Conversion, Conversion

• Where the traffic comes from

Introduction - Business Link – Services

What’s next?

• Make contact

Business Link

0845 600 99 66

enquiry@businesslinksw.co.uk

www.businesslinksw.co.uk

Agenda

• Introduction

• Size DOES matter

• The Right Site

6.5 Bn

1.5 Bn

It’s all about size

UK Internet Penetration

Source ¦ Internet World Stats

1 2 3 4 5 6 7 8 9 10

2000 2002 2004 2006 2008

m 22.5

m 26.7

m 30.9

m 41.3

70% 0f pop.

£88 Bn

£121 Bn

It’s all about size

2005 2006 2007 2008 2009 2010

20.429.8

Source IMRG

PCLaptopNetbookiPadiPhoneSmart PhoneWiFi3G4G

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?

The 2 most common questions

I don’t think my website’s working for me, what can I do?

How do I get more people to visit my website?

1 Answer

How is your website performing right now?

Website performance – what you need to know

• 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

Typical Web stats

Is this better?

Low conversion % - then let’s look at your site

Agenda

• Introduction

• Size DOES matter

• The Right Site

The Rudiments

The right name

The right site

Choosing a name

• What name could you use?Business nameService nameProduct name

• Short is good

• Think about how and where it will be usedPrintIn conversation

Choosing a name – The Good

www.diy.com

www.bbc.co.uk

www.itv.com

www.mac.com

www.formula1.com

www.tesco.co.uk

Choosing a name – The Bad

www.phones4u.co.uk

www.toys2wish4.com

www.4learning.com

www.any-domain-with-too-many-hyphens.co.uk

Choosing a name – The Ugly

www.speedofart.

www.who

www.penisland.net

The Rudiments

The right site

• Download quickly (3 – 5 seconds)

• Keeps people happy

• Keeps Google happy

Design rudiments 1/ Speed

Design rudiments 2/ Navigation

• Simple, Logical, Intuitive

Your words need to be aimed directly at your site visitor - they need to be punchy and compelling

Design rudiments3/ Content

• 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

Site Architecture

Portraits

Weddings

Boudoir

CommercialHo

Making the most of your website

Agenda

• Introduction

• How big is the Internet?

• The Right Site

The Business Requirement

Google Search – Printers Wiltshire,

3 options.

The Business Requirement - Printing

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)

We have a wealth of experience and support behind us. We hold professional indemnity insurance and are registered under the

Consumer Credit Act and Data Protection Act and hold the appropriate licences.

Improving Conversion

Grab their ATTENTION

Generate an INTEREST

Build the DESIRE

Promote the ACTION

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)

• Sell Your business to your customers [ USP ]

• Clearly defined actions

- Call Now

- Click to Buy

- Click for more info

Improving Conversion – The Best

Measure

Feedback

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

Improving Conversion - Landing Pages

Google Website Optimiser

Improving Conversion – Compelling Copy Tag Lines

Your Tag Line – almost as powerful as the headline

Use it to describe where you fit in the market place

More powerful than your brand?

Think McDonaldsThink Intel

Improving Conversion – Compelling Copy Tag Lines

Improving Conversion – Compelling Copy Tag Lines – not just for Big Business

Improving Conversion – Compelling Copy Headlines

Short, Sharp, Punchy, Compelling,

Look at

• Readers Digest

• MSN

• Any established newspaper

Look, learn, adapt7 ADHD Truths you may not know

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

Be Brave, Be Bold

EXPERIMENT• Trial different offers

• Add a guarantee – be brave

• Add testimonials

• Try BOLD

• Try Italics

• Try Highlighting

• Try hand drawn annotation

Above the fold

Improving Conversion - Where visitors click

Improving Conversion – Talk to visitors

Online

Gadgets R Us: See the product button near the top?

ME: Hi, where can I find your digicams please

Gadgets R Us: Just click on that button and you’ll see an image of a digicam. Just click on that and you’re good to go

ME: Yes

That’s great, thank you

Improving Conversion – Ask

Survey Existing Customers

– offer incentive to complete

Survey Site Visitors

Improving Conversion – Usability

Improving Conversion – Re-Assure

Great conversion % - then let’s look building visitor numbers

Agenda

• Introduction

• The Right Site

The route to your website

Search Marketing

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

Probably the

greatest marketing opportunity

known!

Results

Email Marketing

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

Viral Marketing – How & Why

• Get other people to do your marketing for you

• It’s free

• Give them something in return if possible

Video Marketing

• YouTube – 1Bn videos watched………..DAILY

• Video results appearing in Google Search

=You’ve been framed!

Business Opportunity 2nd most searched site on the internet

Your Video

Video Marketing

Business Networks

Online Networking - Why

Reach new audiences

• Facebook – 400m

• MySpace – 110m

• Twitter – 105m

• Bebo – 40m

• LinkedIn – 65m

• Plaxo – 15m

• Ecademy – 12m

Online Networks – Why

• 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

Blogging – 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

Blogging – Where

www.blogger.com

www.wordpress.com

Article Marketing

• Raise Profile

• Build Credibility

• Become “The Expert”

• Develop backlinks

Article Marketing

TWITTER

Twitter – some random Tweets

Agenda

• Introduction

• The Right Site

Andy Poulton

Business Link

M: 07966 547146

E: andy.poulton@businesslinksw.co.uk

W: www.businesslinksw.co.uk

Thank You

The magic of web marketing: April 2010

Business

Transcript of The magic of web marketing: April 2010

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