Web presence marketing workshop slides

Marketing as a priorityYour key to success

Feast & Famine

● Number 1 priority - marketing● New business - 80% of budget● Established business - 20% of budget

Marketing has changed

Broadcasting no longer works.

No one likes being shouted at.

We now operate in a pull economy not a push economy.

Examples of broadcast marketing:

Google Adwords

TV/Radio

Newspaper/Magazines

Yellow Pages Listings

Billboard Advertising

Telesales

Leaflet Distribution

What you should do instead:

● Listen● Listen● Listen● Listen● Listen● Create good content● Engage with your potential client base

Building a referral network

It is not about customer acquisition, it is about building a referral network.

Building a referral network

Customers are dead, long live referral networks…

Building a referral networkGoogle+ is built so you can build referral networks, but in this instance it rewards you with higher placement in search.

It tracks relationships and helps pass authority from one individual to another – vital components in Google Semantic Search

The power of Google Search

Recent statistics suggest that over 85% of all UK searches is performed on the Google Platform.

The power of Google Search

5 different types of search:

The power of Google Search

● Desktop Search● Mobile Search● YouTube Search● Maps Search● Google+ Search

Google Semantic Search

Traditional black hat SEO is based on manufacturing links.

Each SEO update gets better at spotting these fake links and penalises them.

Google Semantic Search

Semantic Search measures relationships between people.

Not just relationships between websites.

Google Semantic Search

Google+ is where those relationships are measured.

When you log into any Google property, you log in to Google+ and now your specific activity is tracked.

Two arms of a web presence

1. Content Creation2. Social Engagement

Content Creation

Creating content that your customers will find useful and relevant (two golden rules).

Good content attracts customers like bees to honey.

Content Creation

Good content is narrative based.

Good content speaks to your client in a language they understand.

Good content focuses on what the buyer wants to know.

Social Engagement

Because Google measures the social engagement linked to content, gaining social authority in search is key.

With new websites you use social engagement to drive traffic back from social media platforms, Google measures that traffic and it adds to your SEO value.

Long Tail & Short Tail Marketing

Long tail marketing is marketing that remains in search.

Short tail marketing does not appear in search.

Long Tail & Short Tail ContentLong tail content:

VideosBlogs /ArticlesWeb PagesProduct DescriptionsGoogle+ Posts

Short tail content:

Facebook Posts

Twitter Posts

LinkedIn Updates

Long Tail & Short Content

Short tail content drives traffic back to your long tail content.

It offers some information, enough to create interest, but leads back to your deeper resources.

Long Tail & Short Tail Platforms

Long tail platforms:WebsiteGoogle+YouTube

Short tail platforms

Facebook

Twitter

LinkedIn

Long Tail & Short Platforms

Use short tail platforms to drive traffic back to your website.

Use long tail platforms to provide links back to your website that remain in search.

Measuring your results

Drive all marketing through your website, it is the only place you have full control of the tracking.

Look for correlation – not causation, one is a short term measuring device, the other is a long term measuring device – quick results are not what we are expecting with web presence marketing.

Measuring your results

Measure, improve, measure, improve.

Marketing planKey clientClient needs assessmentKey objectiveContent calendarSocial engagement scheduleTime objectives

Summary

Video available on SME Heroes under the Training section.

Personal marketing plans and coaching also available.