The Magic of Web Marketing

1© Business Link 2010

Making the most of your website

Agenda

• Introduction

• How big is the Internet?

• The Right Site

• Conversion, Conversion, Conversion

• Where the traffic comes from


Introduction – Business Link

• Free, impartial & confidential support

• First point of contact for business advice & fast-track to the help you need

• Help you make the most of

your business

Business Link provides information, advice & support to

help clients start, maintain & grow their business


Introduction - Business Link – Services

Who can Business Link help?

• Pre-Starts

• New businesses

• Established businesses



How does Business Link help?

Independent and Impartial advice and guidance

• Free business review

- Planning and strategy

- Customers and markets

- People and skills

- Operations and productivity

- Finance

- E-Commerce

- Sustainability



What’s next?

• Make contact

Business Link

0845 600 99 66

[email protected]

www.businesslinksw.co.uk


Introduction – Andy Poulton, IT Specialist



Agenda

• Introduction


• The Right Site




UK Internet Penetration

Source ¦ Internet World Stats

0

5

10

15

20

25

30

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.


0

20

40

60

80

100

120

140

2005 2006 2007 2008 2009 2010

£ B

n

20.429.8

46.6

64.3

88

121

Source IMRG



Agenda

• Introduction


• The Right Site




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?


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

How do I get more people to visit my website?


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

com



www.who

repr

esen

ts.co

m



www.penisland.net


The Rudiments

The right site


• Download quickly (3 – 5 seconds)

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


Grab the Attention

A –

I –

D –

A –

Grab their ATTENTION

Generate an INTEREST

Build the DESIRE

Promote the ACTION


Site Architecture

Portraits

Weddings

Boudoir

PR

CommercialHo

me

Pag

e

Intr

o P

age



Agenda

• Introduction


• The Right Site




The Business Requirement

Google Search – Printers Wiltshire,

3 options.

Local

Organic

PPC


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 - 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

Test

Measure

Feedback

Test


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 – 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 – Ask

Survey Existing Customers

– offer incentive to complete

Survey Site Visitors


Improving Conversion – Usability


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!


PPC

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 – 300m

• MySpace – 110m

• Twitter – 50m

• Bebo – 40m

• LinkedIn – 45m

• 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: [email protected]

Thank You

The Magic of Web Marketing

Business

Transcript of The Magic of Web Marketing