The document discusses ways for businesses to win new customers through their websites. It recommends analyzing a website's current performance, researching the market and competitors, continually reviewing and improving the site, and creating a tactical plan. Key tactics include tracking user behavior, optimizing content and design, researching keywords, benchmarking against competitors, developing landing pages, and implementing an integrated digital marketing strategy using SEO, social media, email, paid ads and content marketing. The goal is to understand customers, improve usability, and match online efforts with business goals and strategies.

1. “Winning new business with
your website”
Breakfast meeting – Chorley Town Hall
13th August 2013
Welcome to . . .

2. Overview
Introductions
Current Performance
Research
Continually Review
Tactical Planning
Summary
Takeaways

3. Who we are?
Daena Hayhurst
Business Manager - Digital & Outsourcing Services
Gemma Baldwin
Marketing Manager
John Trimble
Head of Search

4. Who we are?
An eCommerce, Back Office &
Digital Marketing Provider.
We support entrepreneurial
businesses across the UK.

5. What we do?
Back Office Software
Web Design & Development
Digital Marketing
Infrastructure & Hosting
Order Fulfilment
Customer Care Centre

6. How about you?

7. Winning new business with your website
Introductions
Current Performance
Research
Continually Review
Tactical Planning
Summary
Takeaways

8. Does your website serve its
purpose?
Generate
up / cross
selling
Attract
new
visitors Explain who
you are &
your
proposition
Convert
visitors
into leads /
customers
Inspire
visitors to
take
action
Encourage
repeat
purchase

9. Track your website visitors
BOUNCE RATE
CONVERSION
TRAFFIC SOURCES
CONTENT
SOCIAL REPORTS
% NEW VISITORS
LANDING & EXIT PAGES

10. Investigate your users’ journey
users’ journey
Usability and Split Testing

11. Crazy Egg Insight
1) Heatmap
2) Scrollmap

12. Crazy Egg Insight
3) Confetti
4) Overlay

13. Winning new business with your website
Introductions
Current Performance
Research
Continually Review
Tactical Planning
Summary
Takeaways

14. Know your market online
WEBSITE
NEWS DOWNLOADS
VIDEOS TRAFFIC CTA’S
BLOG
DESIGN
PRODUCTS/
SERVICES
COMPETITORS
SOCIAL
MEDIA
PROPOSITION
SEO PPC
RANKING
EMAIL
TARGET AUDIENCE

15. Keyword research

16. Performance Benchmarking

17. Search Metrics

18. Winning new business with your website
Introductions
Current Performance
Research
Continually Review
Tactical Planning
Summary
Takeaways

19. Build landing pages
Improve relevancy.
Test them for optimum performance.

20. Keyword targeting checklist
 PAGE TITLE
 HEADLINE
 BODY TEXT
 URL
 IMAGES & IMAGE ALT ATTRIBUTES
 INTERNAL & EXTERNAL LINKS
 META DESCRIPTIONS
 META KEYWORDS
http://moz.com/blog/visual-guide-to-keyword-targeting-onpage-optimization

21. Onsite optimisation
Improve your page titles & meta descriptions.

22. Twitter Counter
Try different types of
messages and content to
increase your followers.

23. Facebook Insights
See how people are
discovering and
responding to your posts.

24. Hootsuite

25. Winning new business with your website
Introductions
Current Performance
Research
Continually Review
Tactical Planning
Summary
Takeaways

26. Tactical Planning
SEO
SEARCH
MARKETING
FACEBOOK
GOOGLE+
TESTIMONIALS
INFOGRAPHICS
BLOG
PPC TRADITIONAL
DISPLAY NETWORK
REMARKETINGONSITE OFFSITE
SOCIAL
MARKETING
LINKEDIN
CONTENT PLANING
IN MAILING
LINKEDIN ADS
PROMOTED TWEETS
TWITTER
FACEBOOK
ADVERTISING
CONTENT
MARKETING
WEBINARS
WHITE PAPERS CASESTUDIES
VIDEO
MANUAL
AUTOMATEDSEGMENTATION
FREQUENCY
RELEVANCY
TIMELY
EMAIL
MARKETING

27. Content Marketing

28. Email

29. Does your delivery match
your online strategy?
• Complete control at every touch point of
your customer’s experience with the brand
and product
• Save time, resource and ROI allowing you to
concentrate your efforts on NPD and marketing

30. Winning new business with your website
Introductions
Current Performance
Research
Continually Review
Tactical Planning
Summary
Takeaways

31. Summary
• Analyse your current position
• Research changes and the strengths
of competitors in your market
• Make considered improvements
• Create a tactical plan and schedule
your activities

32. Winning new business with your website
Introductions
Current Performance
Research
Continually Review
Tactical Planning
Summary
Takeaways

33. Question Time

34. All those questions I meant to ask…
…but didn’t.
@ExactAbacusLtd
Please contact Daena Hayhurst for
further information:
d.hayhurst@exactabacus.com
01772 455 052 Ext.1337