The presentation for the Web Marketing For Growth Workshops run by Business Link in Ilminster (twice), Newquay and Exeter during January to March 2011

1. Business Link for Cornwall and the Isles of Scilly, Devon and Somerset Effective Web Marketing for Growth Jon Gerrard

3. Why Google?

4. Research, Review, Plan, Measure

5. Onsite Optimisation

6. Offsite Optimisation

7. Summary

9. It has over taken Transport, Construction and Utilities

10. Small businesses online sales raise on average 43%

11. The number of internet users grow.

12. 73% of British home have Broadband and 30% of users access the web from their phones.

13. Britain is 6th in the Internet League Table

14. We export 3x as much as we import from the Internet.

16. Moving toward personalised, localised, real-time & visual searching.

17. Constantly changing, updating and growing

20. Effective Web Marketing Effective web marketing can: • Increase growth opportunities • Increase visibility Improve conversions • Grow existing markets • Reach new markets • Develop new products and services • Increase credibility • Reduce costs / Add value

21. Effective Web Marketing The Three Keys to Web Marketing

22. Effective Web Marketing The Three Keys to Web Marketing

24. Review

25. Research

26. Plan

28. Check Keywords

29. Check Links

30. Check Call to Actions

32. How do they find your site?

33. What are they looking at once they get there?

34. Where do they stop looking?

35. How much do they spend on your site?

36. How much time do they spend on the site?

37. How many visits convert into sales/enquiries?

39. Effective Web Marketing Google Analytics: Where are you? http://www.google.co.uk/analytics/

40. Effective Web Marketing Research:Choosing Keywords • Think like a customer • Think laterally • Brainstorm Keywords • Ask everyone • Search using your keywords and see what appears • Use the free Google keyword tool/Insights • Kgen/Wordtracker • Analytics

41. Effective Web Marketing Google Keyword Tool Google Insight

42. Effective Web Marketing

43. Effective Web Marketing The Three Keys to Web Marketing

46. Navigation

48. It is not an option if you want to be on the first page

50. Effective Web Marketing 1:HTML Page Title This is what will be catalogued - about 80 characters • 3 or 4 keywords • Make each page title relevant to each particular page 2:Meta Page Description • Limit to around 150 characters • Use on every page • Customise for each page 3:Header Tags 4:Page Content 5:File / Image Names 6:ALT Attributes • Every Image needs one • Build Keyword Count • Comply with Disability Discrimination Act - Accessibility 7:Navigation & Navigation Link Anchor Text 8:URLs

51. Effective Web Marketing Grab their ATTENTION Generate an INTEREST Build the DESIRE Promote the ACTION Visitors don’t read – they scan Visitors need to “get it” almost instantly Visitors need to know you can meet their needs Visitors need to know WHY they should use you Visitors need to TOLD what to do

52. Effective Web Marketing What you need is......

54. Call this number

55. Click here to see more

56. Contact us here

58. Customers who bought this item also bought…..

60. Effective Web Marketing Choose right mix of SEM activity Related to Business Objectives Related to Offline Marketing Activity SEM – Search Engine Marketing – Attracting Attention Link Building Directories Local Search Forums/Reviews Article Marketing/Press Releases Blogging/RSS Email Marketing PPC Social Media Video Marketing

61. Effective Web Marketing Link Building: The VAVA Principal Volume Authority Velocity Anchorage

63. Blog Postings

64. Forums

65. Complimentary Sites

66. Press

67. Happy Customers...?

69. Government

70. Governing Bodies

71. Universities

72. Local Councils

73. National Press

76. Gives the opportunity to use keywords and phrases

78. Effective Web Marketing

79. Effective Web MarketingGoogle Places

80. Effective Web MarketingGoogle Base

81. Effective Web Marketing Selling

82. Effective Web MarketingDirectories

83. Effective Web MarketingBlogs

85. An informal way of communicating

86. Helps with the search engine position of your website

87. Opens your business to a wider audience

89. When you have something new to offer

90. When something changes

91. When you have some news

93. Effective Web MarketingPay Per Click

94. Effective Web MarketingPay Per Click

96. Training – online or locally

97. Research key phrases & competition

98. Monitor campaigns & sales

99. Manage budgets & timescales

100. Presentation – highest quality & best value

101. Focus on high performing niche key phrases

103. Ad Copy Relevance

104. Landing Page QualityTerminology: Impressions (number of time your ad is displayed) Clicks (number of times your ad is clicked on) 1% is so-so to OK 2% is OK 3% and above is doing well

105. Email Marketing

107. Promote new services, products, offers and sales

108. Build customer loyalty

109. Create email vouchers

111. Opt in or Double Opt in

112. Sender is clearly identified

113. Unsubscribe instructions with EVERY email

114. No consent = SPAM

116. Effective Web MarketingSocial Media

118. Stay in touch with existing clients

119. Reach out to new audiences and markets

120. Better understanding of related markets

121. Relative low cost of entry

123. Twitter – 175m - Anybody

124. MySpace – 110m - Music & Young’Uns!

125. LinkedIn – 65m - Business

126. Plaxo – 15m - Business

128. Effective Web MarketingTwitter

129. Effective Web MarketingFacebook

130. Effective Web MarketingFacebook

132. Many of the same features available as groups, but with some extra key features.

133. Indexed by Google and available to view even if you are not a member, so promoting the page is easier.

138. Review Position

139. Research Online Markets

140. Implement On Site SEO

141. Choose right mix of SEM activity

142. Related to Business Objectives

143. Monitor

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150. Effective Web Marketing

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152. Effective Web Marketing