Web Design & Online Marketingmediafiles.thedms.co.uk/Publication/OS-OXM/cms/pdf/Urban Elemen… · Web Design & Online Marketing • 10 years sales experience • Sales & Marketing

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

Twitter

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


•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?


• 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


•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?


•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


Tweet


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.


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.”


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


@’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.


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


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


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


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


•Research

•Plan

•Set up OPTIMALLY! (anyone involved)

•Grow your audience

•Amplify your message

•Measure and react

Join us every last Tuesday of the month

Twitter

Lucy Alex Wittold

Web Design & Online Marketing

Thank you

Web Design & Online Marketingmediafiles.thedms.co.uk/Publication/OS-OXM/cms/pdf/Urban Elemen… · Web Design & Online Marketing • 10 years sales experience • Sales & Marketing

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