Web marketing workshop

1

An Introduction to Web Marketing

Gareth SearSussex Web Marketing

www.sussexwebmarketing.co.uk

www.sussexwebmarketing.co.uk 2

Web Marketing

Marketing Strategy

Google AdWords Social Media Search Engine Optimisation

HTML

Content

Links

Questions


Web Marketing

“Tactics to deliver your message, acquire customers and service those customers using the internet”


Why is it important?

• 45 trillion web pages indexed by Google 45,000,000,000,000

• 350 million top level domains350,000,000




Let’s Strategise

• Customer Research• Competitor Research - SWOT• USP (?)• Strategic Goals – SMART• Tactics• Review


Search Engine Optimisation(SEO)

It’s not a dark art. “Search Engine Optimisation involves achieving the highest position possible or ranking practical in the natural or organic listings as the main body of the

search engine results pages (SERPS) across a range of specific combinations of keywords (or key phrases)

entered by search engine users”

Chaffey et al 2009

http://www.youtube.com/watch?v=hF515-0Tduk




Organic or Natural Search Engine Results


How does it work?

• Search engines send out spiders (aka robots)

• Spiders (robots) request pages, index content, follow links.

• Index pages based on phrases in the content


How does it work?

• Ranking occurs in real time when search is done

• Search engine results are delivered based on their (apparent) relevancy to the search query

• Most people click through on the top three results


Why is this important?

Source: http://www.smartinsights.com/search-engine-optimisation-seo/seo-analytics/the-number-one-spot-how-to-use-the-new-search-curve-ctr-data/ (from data by Optify Dec 2010)

SERP position v click through rate

http://www.smartinsights.com/search-engine-optimisation-seo/seo-analytics/the-number-one-spot-how-to-use-the-new-search-curve-ctr-data/





Shhh…. “The Algorithm”


This is how it looks


Ranking Signals

• Meta data• Titles, descriptions, headers

• Content• Fresh and Relevant

• Links• Bounce rate (stickyness)• Speed• URL’s ------ and a couple of hundred more.


Meta data (What is this page about?)

• Title tag – what the page is about (60 char)• Description tag –description of the page (160 char)

• Header Tags• Keyword tag – keywords that are on the page• Alt Attribute – words that describe an image

←Title Tag

←Description


Content

• Fresh and Relevant – got a blog? • Not duplicated• Interesting and contagious

• Well written text • Videos • Graphics• Cartoons Images


Source: www.animal-space.net/2010/03/pandas.html


5 Top Tips for Content Ideas

• Know your customers – find out what they want to know about

• Write stuff that is for people – not for the search engines

• Do add in a link to your relevant product• Pictures speak louder than words and people

do like to ‘nick’ (share?) pictures• Keyword research


Another short video

http://www.youtube.com/watch?v=VZ42IMu7HIQ


Links

• Votes for your website• Websites with a quality reputation • Websites that are relevant • Link profile• Don’t forget internal link structure


A Word of Warning


5 Top Tips for Link Building

• Develop relationships• Develop amazing, contagious content

• And tell people about it!

• Get your suppliers to link to you• Authoritative sites• Develop off line PR – build relationships


Other ranking signals

• Bounce rate• Page load speed• URLS


5 Top Tips for SEO

• Check your title tags – are they relevant and only 60 characters?

• Check your description snippets – are they telling people to click through to your site

• Are you using header tags?• Are you using alt attributes for images? • Spelling, grammar, structure (Google likes it

and so will your customers)


Social Media Marketing

• What is Social Media?

• Why use Social Media?


But which social media sites?


Social Media Facts and Figures

• 1 in 7 people globally are on Facebook• Over 500,000,000 Twitter users• 150,000,000 Linked in members• 6 billion photos on Flikr (100b on fb)• 200 billion + You Tube views each month



Social Media Strategy

• Why do you need one?• Social Community (sharing, socialising, conversing)• Social Publishing (editorial, commercial, user

generating)• Social Commerce (service, sales, brand)• Social Entertaining (games, music, art)

• Think customers, messages and objectives• Return on Investment• Talk about what to say, tweets, fb posts, build up email lists, develop objectives etc get links Source: Tuten and Soloman 2012


Ideas for your strategy

• Who are your customers?• What is your product?• How do they want you to engage?• But, lets face it they are bound to be using:


The BIG 5


It’s everywhere

• Community – Twitter, G+, FB, LI• Commerce, FB, Voucher sites, Groupon, Trip

Adviser, Review sites• Publishing – Blogger, You Tube, Flikr• Entertainment - Farmville, Second life, Draw

Something


Let’s Get Social!


Plan what you are going to do

• What is happening in the world? (Example itchy dog, ticks, blog, content)

• Schedule Tweets, Facebook posts and blog updates

• Set up Google Alerts for your business name and your name


Get a powerful tool


Powerful tools

• Tweetdeck • Hootsuite• Social Sprout


Considerations

• What property do you own? • You are at the whim of FB and its changes• You own a blog, website • Return on investment – how much time do

you have, does it achieve your objectives?• Social Signals in SEO• What should you say?


5 Top Tips for Social Media

• Develop a strategy• Plan your posts, comments, tweets and use a

tool• Make sure you are social• Plan in plenty of time to do it• Measure how well it is working


Pay Per Click Advertising

£36,000,000,000.00

Another video…

http://www.youtube.com/watch?v=tx2L6EGa9DY



How does it work?

• The business sets up a campaign• End user searches on a ‘keyword’• Google runs an auction• Google displays adverts depending on the auction

outcome• End user clicks on your advert• Business pays Google for that click


Benefits of a pay per click advertising programme

• You only pay when someone clicks on your advert• Return on investment is easily measurable• Can be very targeted• The business manages the budget• Your advertising is in front of millions of people almost

instantly


Considerations

• Research – competitors and keywords• Structure – Account, Campaigns, Ad Groups• Set budgets• Look at your reports and refine your adverts,

create new campaigns and ad groups (Scrape and Stick)


Quality Score:

• Your keyword's past click through rate (CTR)

• Your display URL's past CTR• Your account CTR history• The quality of your landing

page• Your keyword/ad relevance• Your keyword/search

relevance• Geographic performance• Your ad's performance on a

site (Display network)


Title: 25 charactersDisplay URL: 35 charactersAd copy: 35 characters on each line

Total: 130 characters – less than a tweet!


5 Top Tips for Google AdWords

• Learn about it, learn as much as possible• Structure your campaigns logically• Keep short relevant keyword lists• Review your campaigns and ad groups often• Make sure your landing page is high quality

and relevant


STAR Framework

Strategy

Tactics

Analyse

Review


A few last words:

• On line PR• Buying advertising space• Affiliate marketing• Video• Forums• SMS (Text Messaging)• Pinterest, Four Square, Google Local• Bing & Yahoo


Common mistakes• No strategy• Not updating content• Not being regular on social media• Not understanding the huge amount of time

and possibly money web marketing may need• Forgetting your WIIFM’s• Not measuring, analysing, reviewing.


Question time

Thank you

http://www.youtube.com/watch?v=b7W0o65tTIQ


Web marketing workshop

Technology

search query

search engine userschaffey

web pages

natural search engineresults

index content

index pages

content ideas

web marketingtactics