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Web Design & Online Marketing
• 10 years sales experience
• Sales & Marketing Director for International Training &
Business Development Company
• Certified Trainer
• 14 years marketing experience
• Associate of Chartered Institute of Marketing
• Ran his own Direct Marketing business
Natasha Jon
Urban Element Our credentials, creativity & added value
Established in Sept 2003 Based in Witney, Oxon
Team of 16
Creative Design Services User Experience
Website Design
Mobile Responsive
CMS & E-commerce
Branding and Print Online Marketing Services Audits
SEO
Content Marketing
Social Media
Pay Per Click
E-mail Marketing Bespoke Web Development .NET / SQL Server
Fundraising Apps
Environmental
Databases
Jon Natasha Karen Alex Dan Ben
First and foremost to Urban Element are its people. A team of talented
and experienced Online Marketing strategists, Project Managers,
Graphic/Web Designers and Technical Developers. This mix of design,
strategy and technical ability means we are well equipped to deal with
projects of all scales and complexity.
Matthew Matt Douglas Sacha Chris Andrew
Lucy Witold
Our Clients Client Portfolio 200+ Websites to date
(SME’s)
20 Websites to date (Large
Co’s)
Enterprise Level Apps for 5
PLC’s
Aims of the seminar
How to attract relevant site visitors and where Twitter fits into this
How Twitter can promote your business / organisation
Your questions answered (hopefully)
Lucy Alex Wittold
The process to attract relevant site visitors
Lucy Alex Wittold
Keyword Research
conference venue oxford
• Create a dedicated landing page Keyword based URL
Keyword based title
Keyword based main heading <H1>
350+ words of content relevant to keywords
Product / Service Optimisation
Conference Venue Oxford - SEO Friendly Title
• 350+ words of content relevant to your service
• Reasons to purchase or enquire • Explain benefits • Supporting information
Cross Sell
• Information
• Information
Related 1
• Information
• Information
Related 2
• Information
• Information
CTA >
<H1> Conference Venue Oxford SEO Friendly Main Heading </H1>
• Behind the decisions – strong keyword research - Search volumes
- Competition
- Relevance (to both audience and conversion stage)
http://www.website.com/Conference-Venue-Oxford
The Process • Identify the service
…to be promoted and carry out Keyword Research
Product / Service Optimisation
Tip 1: ……….. Tip 2: ……….. Tip 3: ………..
10 tips for choosing a conference venue
CTA >
Lorem ipsum dolor sit amet, eum eu atqui iuvaret vituperatoribus,
How to organise the ideal conference
CTA >
Lorem ipsum dolor sit amet, eum eu atqui iuvaret vituperatoribus,
How your venue choice can affect your conference success
CTA >
Marketing Calendar
Keyword focused posts
“#ConferenceVenues Tip 1 ……….”
“#ConferenceVenues Tip 2 ……….”
Strategic white hat link building
Lucy Alex Wittold
Champion Timber Example: Top Rankings: Timber Decking and Timber Doors
How to attract relevant site visitors
Using Twitter to Promote your Business
Objective
This is part of a 1.5 hour complimentary workshop we
run on the last Tuesday of every month.
Twitter is well established as a communication tool for
news, social interaction and celebrity following.
However, one of the most frequently asked questions
around Twitter is…
“is it right for business?”
…and more specifically “is it right for MY business?”.
Where did Twitter begin? • Twitter started in 2006
• Jack Dorsey of ODEO introduced the idea of creating an SMS (short
message service) that would allow a user to communicate with a small
group of people.
A Strategic Approach to your Online Marketing
• Research
• Plan
• Set up OPTIMALLY! (anyone involved)
• Grow your audience
• Amplify your message
• Measure and react
A Strategic Approach to your Online Marketing
•Do you have a business plan?
•Do you have a marketing plan?
• Is your website and online marketing part of
the plan?
• Is it more than a sentence / paragraph?
A Strategic Approach to your Online Marketing
• Is the part about the Online Marketing SMART?
S pecific
M easurable
A ttainable
R ealistic
T ime bound
You are far more likely to achieve your goals with set
parameters and checkpoints
A Strategic Approach to your Online Marketing
•How often and how long do you spend
reviewing your website / online presence
plan?
•Do you have a budget (money and time)?
•Have you implemented your plan?
•Are your staff, suppliers, clients
(stakeholders) On Board?
A Strategic Approach to your Online Marketing
•Let’s assume we have a plan
Marketing calendar,
Keyword research,
Topic areas,
Customer personas,
Landing page and content schedule….
Twitter: Terminology
Tweet
Each message you send out to your followers
through Twitter is called a “tweet.”
140 characters: This includes….
• Your message
• Your call to action (CTA) (use a shortener)
• Attached Images (approx. 20 characters
each)
• Hashtags
• Mentions of other users
Twitter: Terminology
Tweet
Twitter: Terminology
Retweet
Twitter is all about sharing things that your
followers might find useful, interesting, or
entertaining.
When you see a tweet that you think your
followers would be interested in, you can click
the “retweet” button to make that tweet appear
in your followers’ home feed.
They’ll know you were the one who shared
it.
Twitter: Terminology
Favourite
Favourites, represented by a small star icon in
a Tweet, are most commonly used when users
like a Tweet. Favouriting a Tweet can let the
original poster know that you liked their Tweet.
Why Favourites (to spark conversation)
• Read later
• View other people’s Favourites –
• Interact when Favourited – use this as a conversation starter
• Start a conversation - Use to subtly bring yourself to someone’s
attention.
• Use to store testimonials –
“See what our customers have been saying about us this
month. http://twitter.com/<account name>/favourites.”
Twitter: Terminology
Hashtag (#)
Hashtags tie conversations and topics together.
Easily searchable for people looking for updates on a
specific topic or event.
A hashtag is simply a keyword preceded by the hash
symbol, like #MyEvent2015
Include it in your Tweet and anyone who searches for
that hashtag will see your updates
Twitter: Terminology
@’s
You direct public messages to other Twitter users by
inserting an “@” sign immediately followed by their
username. For example, “@UEMattG
Mention
A mention is any Twitter update that contains
"@username" anywhere in the body of the Tweet.
If you include more than one person's name in your
Tweet and you use the @username format, all of
those people will see the Tweet in their Mentions tab.
Twitter: Terminology
Followers / Following
“Follow” another user to see his or her updates on your Twitter
home page
They follow you to see yours.
This is the basic social relationship of Twitter.
If you have more followers, your updates reach and
potentially influence more people.
Social connections on Twitter are not symmetrical —
Even if you follow someone he or she may choose not to follow
you back.
What can I use Twitter for?
Promotion
Seminars, workshops, events
Brand promotion
Thought leadership
Competitions
Announce deals
Blog / news promotion
Functionality
Customer Service
Product/service updates
Status updates – online/offline
What can I use Twitter for?
Website benefits
Drive direct traffic to your site (blog, service,
promotion…)
SEO benefits, Google weights Twitter
Building connections
Networking
Warm up
Research
Monitoring your brand
Monitoring market
Monitoring your customers and competition
Ask questions
Where to begin with Twitter?
It's hard to know what to do with Twitter when you first
sign up.
Do you write something?
Do you follow someone?
Even Twitter's founders didn't know what to do with
Twitter at first. Here's the first tweet ever written by the
site's co-founder, Jack Dorsey.
Step #1: Present Your Brand
A. Choose a STRONG Username
This is your first opportunity expresses your brand on.
Your This name appears next to all of your tweets
Step #1: Present Your Brand
B. Choose Your Unique Twitter Handle
Choose a good Twitter handle carefully. While you can
change it later, no one will be notified automatically
about the change
Step #1: Present Your Brand
C. Imagery - company logo or your headshot for your profile
photo.
Your Twitter profile header is a large background photo where
you can tell a story about your business
Step #1: Present Your Brand
C. Write a strong bio. Tell people WHY they should
be interested in what you have to say
Give potential followers more than just your job title
and company.
Step #2: Complete your profile
Step #3: Start Following
Start following relevant people
1.Your customers
2.Your business partners, suppliers, contractors and
vendors
3.Your competitors or peers (Their followers!)
4.Trade organizations or professional organizations for
your industry (Their followers!)
5.Businesses in your target location
6.Businesses run by people you know (your
professional network)
Step #4: Start Talking
For any Tweet you need to come armed with purpose;
Amplify – your message to as many relevant users as possible
(#, mentions and audience)
Engage – you need people to read, comment or pass your message on
Convert - click to visit a registration page or key destination page
Ask yourself this question before you hit that send button!
Is it interesting and readable?
Is it interesting enough to click?
Is it compelling and built to be retweeted?
Get those retweets up!
Get those retweets up!
The Plan
• Find the balance between what your target audience wants to
hear and conversation that promotes your business
• Become a valuable member of your audience’s community.
That’s an important first step to winning a new customer.
• Experiment with different ways to say the same thing, and see
what gets the most response
• Drive Traffic to Your Website and Blog
- Introduce an idea or incentive
- create content on your website that takes it further
- create a tweet that compels people to click to learn more
When to Tweet?
Test and use your data Experiment
Pay attention to the data about when your audience is
most receptive
Use tools
Tweriod, Klout, Followerwonk
Schedule and Measure with Tools
HootSuite
Feedly
Klout
IFTTT - automation
Twitter Mobile App
Followerwonk
A Strategic Approach to your Online Marketing
•Research
•Plan
•Set up OPTIMALLY! (anyone involved)
•Grow your audience
•Amplify your message
•Measure and react
Join us every last Tuesday of the month
Lucy Alex Wittold
Web Design & Online Marketing
Thank you