How to market your web site using Internet Marketing

Marketing Your Website

Driving qualified traffic to your site

• Do you have a strategy for attracting visitors to your website?

• What are the current methods you use to attract people to your website?

• What ratio of traffic to your site is self generated compared to delivered by search engines?

• How many people here today consider growing website traffic a priority?

Quick Questions

Driving Traffic To Your Site

Enterprise Email Marketing

Search marketing

Search Engine Optimisation

Online PR

E-MAIL MARKETING

E-mail Marketing

Objective

• Increase sales

• Increase traffic

• Increase awareness

• Communicate with clients

What is it?

• Very targeted

• Can be sales driven

• Newsletter based

• All companies can and should be doing it

• High return on investments

• Access to analytics

You should be collecting customer and prospect email details

Enterprise E-mail Marketing

E-mail Marketing Tips

• Think about the times that you send

• Test your campaigns

• Look after your data

• Analyse your campaigns

• Use software to make all of the above easier

SEARCH ENGINE OPTIMISATION

Search Engine Optimisation

Objective

• Provides free traffic

• Provides highly targeted traffic

• Web site working 24x7

• Local and national search results

• Try to increase your search engine footprint at all times

What is it?

• On-page optimisation

• Off-page optimisation

• Link building

• Becoming an authority

• Keywords

• Content

Don’t be tempted to take short cuts with SEO. White Hat is

the way forward

On Page Optimisation

• Keyword selection

• Titles, metatags, descriptions

• Friendly URLs

• Great content

• Site maps

• Usability

• Internal linking

Off Page Optimisation

• Keyword research

• Link building (one way authority sites)

• Quality links over quantity

• Online PR

SEO Tips

• Think natural, no sudden growth in links

• Remember that the search engines have complex algorithms

• No black hat

• No duplicate content

• Do your keyword research

• Use Google analytics

• Don’t forget local search

Search Engine Optimisation

Analysis

Link Building

OptimisationContent

Online PR

SEARCH MARKETING

Search Marketing

Objective

• Quick route to market

• Highly targeted

• Campaign led

What is it?

• Pay per click

• Online advertising

• Paid content

• Paid inclusion

Search Marketing can be expensive, research your keywords properly.

Search Marketing – Why We Do It?

• Slightly different to SEO (in our opinion)

• It’s extremely targeted

• It works quickly, compared with Search Engine Optimisation.

With high rewards, come risk

Search Marketing Tips

• Determine your budget and your cost of acquisition

• Keyword research is very important

• Consider the location of your ads

• If you’re paying for visitors, make sure you have a killer landing page.

ONLINE PR

Online PR – Why We Do It

• The way that we communicate has changed.

• The way that we buy has changed.

• There is no hiding place. Embrace it and control it.

Online PR

Objective

• Increase the number of online conversations about your brand

• Drive targeted traffic to your website

• Increase your thought leadership position

What is it?

• Web 2.0

• Social Media

• Social Bookmarking

• Blogging

• Microblogging

• Forums

• Video Sharing

• Photo Sharing

• Podcasts

Take steps to protect your online reputation

Online PR Lifecycle

Value ExchangeSwap

experiences and not messages

Spread your wings

Branding Consistency

Optimise and Repeat

FINAL THOUGHT

Marketing Your Website

Great Content

Link Building

Email Marketing

Social Networking

Advance Keyword Research

Joint ventures

SEO & Search Marketing

Blogging & Micro-blogging

Off line marketing

Video Uploading & Podcasting

Press Releases

Great contentSocial networkingVideo uploadingPodcastsPress releasesProactive link buildingBloggingSearch engine optimisationSearch marketingJoint venturesEmail marketingNewslettersOff line marketing

More trafficMore potential customersGreater chance to build your brandMore online conversationsHigher leadership positionMore authorityGreater Search Engine footprint.

Traffic Sources for Generate UK October 2008

Search Engines

Social Media

Direct Traffic

Emarketing

Via other sites

PPC/Paid