On-Line Marketing James Pennington Director of IT & Research September 21 st 2010

1. On-Line MarketingJames PenningtonDirector of IT & ResearchSeptember 21st 2010

2. Agenda • 9:00 Introduction • Planning & Objectives • 9:30 What does your website say? • Usability & Professionalism • 10:00 Am I saying the right things? • Users, Who are they? What do they want? What am I saying? • 10:30 Coffee • 10:45 Off-Site Optimisation Techniques • PPC Advertising & Social Media • 11:30 Measuring Success • 11:50 TAW – Lucy Prinsep • 12:00 Finish

3. “We provide expert, impartial business and IT consultancy services to small and medium sized business. ” Introduction to the National B2B Centre

4. PlanningUnderstand the Goal / Objectives • What is the goal of the site? • In other words, when it's working great, what specific outcomes will occur? • Who are we trying to reach? • Is it everyone? • Our customers? • A certain kind of prospect?

5. Objectives Exercise • Why do you have a website? • Which part of your business does it support? • Does it work?

6. Why Have a Website? Measurement Network marketing Mobile support users Improve efficiency cut costs find new users sell product Deliver leads Provide better service

7. Why do you have a website? • Sell • Using the internet as a sales tool. • Serve • Using the internet as customer service tool. • Save • Add value for customers, pre or post sales. • Speak • Using the internet as a communications tool. • Sizzle • Brand development and added value

8. Where do I start? On-Line Marketing is wasted if..... • Your website is ....................

9. What do I look like...... • Remember Usability? • How do people see your website? • Can they find what they are looking for? • Are the right messages in the correct place? • Is it all consistent across the site?

10. Why is it important? • Visitors fail to locate information they are looking for on a website 60% of the time. • Forrester Research estimates • 50% of potential sales are lost because users cannot find information • 40% of user do not return after a poor experience • Millard states – ‘The best sites are usable only 42% of the time.’

11. Understand the User • Who are we trying to reach? • Is it everyone? • Who are our customers? • What do they look like?

12. Who are you trying to reach? • User profiles • Who are they? What do they want? • Priority? • User requirements • Different tasks • What do you need to offer • Different messages, offers, styles, keywords, language

13. User Types Exercise • List your key users type? • Arrange in priority? • What do they look like? • What do they do?

14. 10 Top Tips: • 6. Inviting Content • 7. Organised • 8. Visual Appeal • 9. Trustworthy • 10. Polished • 1. First Glance • 2. Navigation • 3. Contact Details • 4. Call to Action • 5. Above the Fold

15. Assess your website? • Would I buy from this website? • Does everything work properly? • Will they just take my money? • What does it say about us? • Am I talking to the right people? • Do I sell my product / services?

16. Where does SEO fit? Good SEO: Aim to get all pages in Search Engine index for relevant keyword phrases. Every page is a home page..... In the eyes of the search engine Every page should have a purpose...what do you want visitors to do.

17. Basics • Keywords • Page Titles • Page Content • Inbound Links

18. What is it you do - KEYWORDS • People may use different words to you to describe your product or service • Have you “stepped into your customer shoes” yet? • Think about: • Peoples problems • What do they need help with.

19. Keywords Exercise

20. Page Titles

21. Importance of Title Tags

22. What do I say? • Should Have a Logical Flow • Introduce – Highlight - Summarise • Customer centric • Discuss one topic per page • Include call to action • Use localisation (target for an area – address information) • No set length – should be enough to influence the user

23. On-Site SEOKeep it Simple • Include ‘Title’ keyword phrases • Our organic dog food is of far higher quality than competing brands of organic dog food. We use only the best ingredients in Happy Puppy Organic Dog Food. Dogs all over the country enjoy gourmet dining from a bag of Happy Puppy Organic Dog Food. Try a bag of this premium organic dog food today! • ‘KISS’ • how will it benefit, not how it does it……

24. How well am I doing? • Take a keyword phrase • Search Google and note the top sites • Search Google / Yahoo / Bing using the following commands: • Site: www.domainname.com • Link: www.domainname.com • www.domainname.com • Browser Add-Ins • Chrome / Firefox – SEO Plugins

25. Remember the key point... It’s a user that buys or telephones you about your products or services....... I’ve never known the search engine do either

26. Coffee Break

27. Social Media Internet technologies that allow people/ businesses to; • Create • Capture • Share • Promote Content

28. What You Can Do With Social Media • Expand network of contactsGet referrals. Engage with experts • Research your market Ask questions. Get feedback. • CollaborateWith colleagues, associates, suppliers & customers • Customer service.Capture requests. Solutions out. • Project your profile Show credibility, personality and expertise • Improve your website optimisationInbound links. Increased traffic. • Promote your business to target audiencesLocally, nationally & globally. Companies, groups, individuals.

29. Social Media Why Use? • Communities • User generated content • Applications • Personalisation • Trust

30. To Blog or Not to Blog? • Focused Articles • Target at customer issues • Providing answers to questions • Easy to use tools • Picked up by Search Engines faster than a website • Capture and Direct Users

31. Plan your activity • Must be part of overall marketing plan • A Social Media site/community could be defined as; • A channel to market • A market in its own right • Opportunity to focus on specific prospect profiles • Choose the Social Media sites that fit your prospects.

32. What should I do? Understand your users.......... Use the tools where they spend their time Understand the tool.....

33. Success Audit • Generating the right content for the right Social Media channels • Topic Brainstorm • Company news · Use of the product/service · Benefits • Client wins · Client questions · Hobbies • Expertise · Implementation stories · Staff • What formats do you have/ could you create? • Brochures · FAQs · PressPhotos • Graphics · Press releases · Articles/presentations • Where could you use this material? • Website · Online press release · Newsletter • Blog – yours, another · Twitter · Linkedin discussion • YouTube/Vimeo · Facebook · Article site • What preparation does it need? • 140 characters · Cut and paste Create a series

34. Protect the Brand 20 years to develop 20 secs to destroy

35. PPC – Pay Per Click - Why? • Top listings in Search Engines • Pay for traffic • Targeted user • Position dependant on cost • Advert and landing page dependant

36. Effective Ad Copy • Match ad titles to keywords • More specific headlines tend to have higher CTR • Use appropriate text for the intended user • 6 speed, 250bhp – or ‘zoom zoom’ • Filter out unwanted traffic • Low APR car loans – be specific • Add a “call to action”

37. Landing Pages • Keep the pages simple and uncluttered • Too much information distracts • Focus only on the linkage to the advert • Reduce appearance of other data and navigation • Don’t use the homepage • 30 – 40% lower conversion rates

38. Identify additional markets • Advertising via • Facebook • LinkedIn • Twitter

39. Remember • Have a plan / Have Deep pockets? • Know your users and where they live? • Target your adverts correctly?

40. Analytics • Insight into how effective the website is • Highlight areas that need improving • Identify search phrases for optimising the site • Show sites that direct traffic to you • Segment data from geographic regions

41. AnalyticsWhat can we track? Visitor Loyalty Number of Colours Number of visits Where People Come From Pages Left From Route through Site Search Engine Volume Pages viewed / visit New / Returning Type of Browser PPC Campaigns Time of Day Pages Accessed Time on Site Screen Resolution Defined Actions Page Effectiveness Search Phrases Used Number of hits Visitor Latency

42. Most Important Metric BOUNCE RATE I Came I Puked I Left

43. Other Key Metrics • What drives the business? • How do you measure success? • Traffic • Customer loyalty • Sales • Profit • Do you measure costs of using the web?

44. What does your website say about you?

45. Technology @ Work • Lucy Prinsep

46. Q & A • Q&A • What do you want to know?