Superfast Business - Winning and keeping customers online (Dorset)

1. SUPERFAST BUSINESS Top Tips for Winning and Keeping Customers On-line David Lakins Key Multimedia Ltd www.keymultimedia.co.uk @davidlakins
2. Yesterday Go to the computer to use the Internet / web Today Open a browser or App to use the Internet / web
3. Internet Today
4. we can dream up... http://green.autoblog.com/2011/03/17/elon-musk-tesla-model-s-third-party-apps/
5. Changing user behaviour
6. • Youtube clip - fountain
7. Agenda • Search Engine Optimisation (SEO) • Mobile marketing • The power of e-newsletters • Google Analytics • Social Media • Customer Relationship Management (CRM) • Gaining customer insights • Managing your on-line reputation • Q&A
8. What is SEO • Desktop • Smartphone • Local • Maps & Location – Google knows where you are ! • Video • Sound – Shazam • Personal • Google Glass • Google Now • Google’s Knowledge Graph
9. What is SEO
10. What SEO used to be SEO = LINKS
11. Then came Panda • Panda adjusted the search rankings to favour web sites with more pages of 'quality' content. That meant: – – – – Fewer near-duplicate pages Fewer pages with embarrassingly bad writing More pages with deep, useful information More pages that actually, load in less than 20 seconds
12. Then came Penguin • Penguin introduced severe penalties for sites violating Google's Terms of Service by acquiring links through 'artificial tactics.' Those tactics included: • Over optimisation of page content and unnatural links – Keyword stuffing – Building link networks of poor quality sites and linking them back to your primary site – Purchasing lots of links
13. Check if you have been hit • Panguin Tool – www.barracuda-digital.co.uk/panguin-tool/
14. More recently…. • “not provided” – limiting the keyword data you can see in Google Analytics
15. More recently…. • Google Humming bird – targets natural language search and mobile
16. Search is now about … SIGNIFICANCE the quality of being worthy of attention AUTHORSHIP who created the content
17. SEO Myth: We must rank No. 1
18. Future-proof SEO tactics: • Google is moving away from links & keywords – Ensure all content is discoverable – Ensure all content is easily classified – Pay attention to document structure, both in HTML and in your writing. – Share your content
19. SEO Tip 1: Understand Your Target Audience
20. SEO Tip 2: Create a User-Friendly and Search EngineFriendly Website • Can Google crawl your website easily? – Try site:www.yourwebsite.co.uk • Is your navigation and site architecture easily understood? • How do pages link within your site? • Google Analytics - Page speed & Bounce rates matter!
21. Google Page Speed Checker Google Page Speed Test https://developers.google.com/speed/pagespeed/insights/
22. GA Bounce Rates
23. SEO Tip 3: Your Best Friend is Google Webmaster Tools • Set up Webmaster Tools • Check HTML suggestions • Check crawl errors • Test robots.txt • Set up an XML sitemap
24. SEO Tip 4: Content Creation • Create a content strategy – drives your site architecture and navigation • Content is an on-going task – Google loves fresh content • Think about Hummingbird. Give your users exactly what they want.
25. SEO Tip 5: Title & Meta Tags are still important • Title Tags and Meta description tags are still very important. • Use your most important keywords in the Title tags, while also making them something worth clicking at the search engines. • For your Meta descriptions, use some additional words that best describe each page's offering.
26. SEO Tip 6: Micro Data & Search Rich Snippets • Using multiple schema/mark-up types on the same page along with the data highlighter - will allow Google to display different rich snippets, according to the type of search query. • Rich snippets boost click-through on your Google listings – – – – – Author headshots Video thumbnails Star ratings On product pages On category pages (based on aggregate ratings) • E-commerce sites – micro data mark-up is a MUST !
27. Rich Snippets
28. SEO Tip 7: Spread the Word • Online - learn where your target audience hangs out and become a part of their communities. Those places may consist of various social media such as Twitter or Facebook, and it might include other online communities such as blogs and forums. • Offline, Press releases, sponsor local events, advertise in magazines, newspapers, mailers or radio • Your goal here is to do whatever it takes to get people to know about your brand, and ideally help you spread the word.
29. SEO Round-up • Put your address on every page • Make sure local citations match your address • Make linking easy • Make sharing easy • Avoid page duplication • Page speed matters • Give search engines what people want
30. Spanner in the Works – Google+
31. Google+ • Google+ is 3 things • Google+ (application platform) • Google +1 (voting system) • Google Authorship (credits authors of content) • As a social media platform Google+ wins BIG – mash-up between Facebook, Twitter plus some
32. Google+ Integrates everywhere within Google • YouTube • Google
33. Google +1’s • Google +1’s is a voting system for content • Found something useful or interesting +1 it share with your followers
34. Google Authorship • Google Authorship is the power player. • It connects content with an individual's Google+ profile. • Note the 'individual' — companies use brand pages, which can't use authorship.
35. Google+ & SEO • Remember the old school SEO link scenario? Here's how it might play out now:– I write an article – It makes the front page of the Telegraph website (a guy can dream) – That alone makes it authoritative
36. Google+ & SEO • But then it also gets lots of links and +1s • If Google authorship is in place, then Google knows that the Dave Lakins who wrote that article also wrote content on the Key Multimedia blog • Google can redistribute authority from the Telegraph piece, knowing that I'm a more authoritative author than I was before
37. Google+ for SEO • Include the +1 share button • Make your content shareable • Ensure authorship is set up on your website / blog so that your content can be credited to you! <a href= https://plus.google.com/ud02761?rel=author>David Lakins</a • Share it on Google+
38. Mobile Marketing
39. We have only just started with Mobile
40. Mobile is already here!
41. iBGStar Blood Glucose Meter • Connects to the Apple iPhone and iPod touch for the flexibility to manage your diabetes http://www.bgstar.com/web/ibgstar
42. The importance of location
43. The importance of location
44. Why is mobile so important? Google – March 2013
45. What are people using the mobile web for? 1. Social Networking 2. News and Information (mobile search) 3. Email • Real time • Relevance
46. It’s time to go mobile
47. It’s time to go mobile 1. Standalone Mobile Site 2. Responsive Website 3. App
48. But it’s different to desktop! • Touch • Context • Responsive • A multitude of devices
49. Responsive Design • http://ami.responsivedesign.is/ - check for responsive design
50. Mobiles & Email • Users are accessing emails first on a smartphone then following up on a desktop
51. Mobile - Key Tips • Pay special attention to load times on mobile devices - smartphones usually have significantly less processing power • Make sure to test your mobile site on as many phone types and operating systems as you can. It’s not a one-size-fits-all world. • Optimize your mobile site to not only load and function well, but to tell the story of your site in a quick and concise manner. • Mobile users have even shorter attention spans than desktop visitors – make sure your site converts in an instant. • Ensure emails are readable on a smartphone device
52. Email • Email has been around for ever – even before the web • Some would say it is not as shiny and exciting as social media
53. Email • E-mail is still a personal, one-to-one medium • Email is effective because it’s permission-based. • With the prevalence of smartphones and tablets, they’re always listening • But the window is narrow. When people read email on a mobile device they do it quickly. That means your emails must be powerful enough to grab attention. • It is 100% measurable
54. Social Media
55. Social Media = Communication • Most people tend to focus on the channels e.g. Facebook, Twitter, forums, blogs, podcasts etc. • Think about these channels as languages • They can be mastered easily but content and value of the conversation is all it matters.
56. Social Media “It's a process, not an event.” Companies shouldn’t invest in social media for quick results, it’s a process to build relationship with potential clients, and maintain good relationship with existing customers. Seth Godin
57. Ideal Social Media Strategy
58. Social Media • Social Media Strategy is NOT the same as Digital Marketing!
59. Using social media for business • Social media shouldn’t play the role in direct selling, it should instead :– – – – influence viral conversations, build brand awareness, improve customer service and; engage with your target as a “friend” • When making purchase decisions, would you trust a friend, or an advertisement?
60. Listen Directly instead of Asking • Social media gives you the ability to “listen in” (legally and ethically) on potential and existing customers to learn what they think about a product / service.
61. Listening tools • Google Alerts • SocialMention • Addictomatic • Radian6 (paid) * recently acquired by salesforce.com • Tweetdeck • Hootsuite
62. Google Alerts
63. Social Mention
64. What is Twitter • Tweet and your followers will see your messages • If you follow others your Twitter timeline will display their tweets
65. Twitter Basics: a Tweet • 140 characters to leave a message or an update • You can add text and links • You can tweet via a PC or on the go via your mobile / tablet
66. Twitter Basics • Tweet - Posting a message to Twitter • Retweet (RT) - when you re-post a message that someone already posted. It gives credit to the author and content provided. • @ + name – a command which allows replies to be sent • Direct Message - Private message sent between two people (not shown in your public profile) • Favourites - A public area to save your favourite tweets
67. Using Hashtags • The # symbol, called a hashtag, is used to mark keywords or topics in a tweet. It is a way to categorise messages – Hashtags organise your tweets – Hashtags target your audience – Hashtags can get you more retweets – See what is trending and follow hashtags #WSX #journorequest #staycation #dorsetbusiness
68. Twitter - Starting out • Easy – go to www.twitter.com • Pick a username • Fill out the biography so people know what to expect from you • Now you are ready to send your first “Tweet” • Find people to follow by adding friends or by searching your interests • Listen and find who want to follow • Update regularly
69. How I use Twitter • Core number of Twitter contacts I keep in touch with on a regular basis • I keep a watch out for – New followers (and will always respond / thank them) – @davidlakins mentions of my name • Schedule some tweets with Hootsuite • Track specific keywords with Tweetdeck - with the notion that I can join the conversation if necessary
70. Hootsuite
71. Facebook • Facebook is a “different animal” to Twitter and should be treated so. • It is a closed network – so building a following can be more difficult than Twitter
72. Your goal: get FB users to Like your Page
73. Your goal: get FB users to Like your Page • WHY? • So your updates will appear on their profile page as viral marketing to those who follow them • FB post last about 1.5 days
74. Likes vs Engagement • Likes are important — but the key element is engagement! • The more Likes you have, the more people your message is reaching. • Regular “likes”, comments and shares means your follower has become a brand advocate. • Facebook Edgerank
75. Best Of British Holiday Park - Case Study • Increased following from 180 to over 8,000 likes in six months – – – – – Targeted Facebook Advertising Regular posting Strong imagery Soft sell Building followers and advocates
76. Best Of British Case Study
77. Facebook Targeted Advertising
78. Facebook – Key Tips • Facebook fan page likes are precious • Keep your Facebook Fan page populated • Like to get Liked - find other Facebook Pages where your target is likely to be present and like each of these pages
79. Pinterest joins Twitter and Facebook as the newest Social Media tool
80. What is Pinterest? • Pinterest is a virtual pinboard which allows users to organize and share interesting content they find on the web • A great platform for storing and sharing your brand’s images which helps drive traffic to your company website or even help sell products
81. Why is it great for businesses? • More than 10 million users • Fast growth • For some businesses Pinterest is driving more traffic to brand sites than Facebook, Twitter and Youtube • Only social media tool where embedded links are counted towards SEO value
82. Pinterest Tips • Great potential for retailers • Boost your brand image by sharing cool but relevant images • If you have a catalogue this is one opportunity to digitize it • Inspire people and generate a viral effect • Share what’s interesting and drive traffic to your website • Pin, re-pin and like other users’ images that you find relevant • Keep in mind, social network rules apply
83. LinkedIn • Largest business networking site in the world • Messages are more professional. Conversations are geared toward partnerships and transactions • Make sure you fill out your profile 100% • Connect with people • Recommend others
84. Join a group and actively contribute to it
85. Update your status with meaningful & appropriate content (this is a professional network)
86. Use an established connection to ‘get introduced’
87. A complete profile and smart use of keywords will improve your findability
88. Write a recommendation or endorse a skill (don’t sit and wait to be recommended)
89. Q&A
90. SUPERFAST BUSINESS Top Tips for Winning and Keeping Customers On-line David Lakins Key Multimedia Ltd www.keymultimedia.co.uk @davidlakins

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{"49":"If you though mobile wasn’t important here’s a few stats\nhttp://www.sitepronews.com/2013/09/25/seo-strategies-mobile-phones-tablets/ \nMore people will access the mobile web than the via a desktop.\nSource: Gartner in 2013 \nSource: Morgan Stanley in 2015\n","5":"Even bus companies have seen an opportunity to differentiate by offering free WiFi to its passengers.\nSo now they can enjoy wireless web browsing whilst sat in a traffic jam.\nThe world is changing!\nFirst Bus company offer free Wifi on their buses whilst they tweet and Facebook delays and timetables \n","66":"Campaign Monitor\nMailchimp\n","33":"As a quick summary, be sure to use your most important keywords in the Title tags, while also making them something worth clicking at the search engines. For your Meta descriptions, use some additional words that best describe each page's offering. And for any blog posts or articles that you may have, your Titles should typically be the Title or headline of the article, and the Meta description should be a great sentence or two summary of what one will read in the article.\n","22":"Myth #3 We must rank number one. \nStudies of clickthrough rates and user behavior have shown that searchers favor the top search #1 results -- particularly the top 3 listings. However, it’s also been shown that on subsequent pages, being listed toward the top of the page shows similar click behavior. Now with search results also being appended with author profiles and rich snippets, clickthrough rates are proving to be higher on those listings even if they do not appear within the top results. The takeaway here is that relevant information and user-friendly listings are more valuable than just rank. So, no, you do not need to rank in first place anymore to see success\n","11":"Search is now so embedded in our day-to-day lives – imagine what it would be like without Google for 48 hours!\n","50":"Why is smartphone so important?\nIt’s called a smartphone for a reason…\nAre aware of their location\nAdd to that data from other sensors within their surroundings – and we have some interesting times ahead\n","34":"As a quick summary, be sure to use your most important keywords in the Title tags, while also making them something worth clicking at the search engines. For your Meta descriptions, use some additional words that best describe each page's offering. And for any blog posts or articles that you may have, your Titles should typically be the Title or headline of the article, and the Meta description should be a great sentence or two summary of what one will read in the article.\n","23":"Google's moving away from links and keywords. There's no getting around that. That is not the 'death of SEO,' but it does require a shift towards the things that have always been the best, most future-proof SEO tactics:\nEnsure all content is discoverable.\nEnsure all content is easily classified.\nPay attention to document structure, both in HTML and in your writing.\nShare that stuff!\n","12":"You get the idea: A world of links and words makes content into a volume play, not a quality play. Webheads figured out pretty quickly that bulk trumped brains and mechanized around it.\n","95":"Facebook Insights - \n","7":"Instantaneous access to information\nInstant gratification\nAccessibility / transparency / connectivity\nConnected audience\n","24":"You have to truly understand your target audience\nYou need to know who they are and what they would be searching for on Google\nHow do they search?\nWhat stage of decision making are they in?\nWhat competitors are they looking at too?\nStart researching !\n","2":"We have come a long way from the early days of the Internet – when we would need to physically go to the computer to use the Internet or send an email.\nToday we live in a world where you switch on your phone, open your tablet and you are connected straight away. \n","63":"Pay special attention to load times on mobile devices; this is even more critical than on your desktop website, as smartphones usually have significantly less processing power. Google is still keen on penalizing sites with long load times.\nMake sure to test your mobile site on as many phone types and operating systems as you can. It’s not a one-size-fits-all world, and many issues are specific to device types and the user’s OS version. You don’t need to cater to everyone, but make sure it functions well on all the current heavy hitters.\nOptimize your mobile site to not only load and function well, but to tell the story of your site in a quick and concise manner. Mobile users have even shorter attention spans than desktop visitors – make sure your site converts in an instant.\n","19":"Then, to wrap up all this in a nice, fun package, Google started encrypting search terms. In English, that means the search phrases folks use to find your site no longer show up in your analytics software. Instead, you get a nice, illuminating '(not provided).'\nFirst it was 5% of search traffic. Then it was 40%. Now, Google's moving to 100% 'not provided'. Why?\nPartly to put on a good show of privacy-consciousness.\nAnd partly to push us marketers out of the world of links and words, by depriving us of the words. A lot of folks reacted with horror and disbelief.\n","80":"Hashtags can be any string of characters following a # hashtag sign or pound sign\nThey are a product of the Twitter community, Twitter didn’t create them – formed as a way of organizing conversations\nWere the most popular form of trending topic in 2010 – not any specific keyword, just hashtags in general – they are taking off\nWhen someone sees a hashtag, it signals a topic. When they search for that hashtag, your tweet will appear in the timeline.\nFind out what currently trending hashtags mean by exploring what people are saying about them – click around the “Trending Topics” module on the right hand side panel of Twitter.com to see current hashtags, or go to What the Trend to see user-created explanations of currently trending topics, including hashtags.\nThey organize your tweets by giving them context, help target your audience by indicating what topics you tweet about often (if you use #marketing101 for instance in several tweets, quick and easy way to let people know your niche), and can get you more retweets if you are entering into relevant hashtag conversations with others \nBe sure you don’t “hijack” hashtags – only use them when they are relevant to your tweet and your brand – don’t simply add a trending hashtag to one of your tweets to get it in front of more eyeballs, people will reject your tweet\nYou can follow hashtags using TweetChat or another hashtag monitoring service – this is great to have open if you’re at a conference or following a live tweeting event and want to catch everything that is said\nFinally, hashtag chats are a great way to network with others in your niche. These are conversations that occur around a specific hashtag at a specific time each week or month. There are blogging hashtag chats, marketing, leadership, social media etc etc etc. I have a list of these and more info on AllTwitter which I’ve linked to at the end of the preso.\n","58":"If you don’t have a mobile site for your online business yet, it’s way past time. If you’re ready to hit the small screen with a big splash, you have two options – and this may even be your most important mobile decision:\n1) Stand Alone Mobile Site – Many businesses opt to create a site unique for mobile users (also called an m.). These are advantageous because they allow your business to address the specific needs of your mobile customer, without watering down your traditional website.\n2) Responsive Web Design – Responsive design is all the rage these days, and for good reason – Google has named it their preferred method for mobile. Responsive design is a site developed to automatically adjust screen dimensions and graphical elements to fit smaller screens. The important factor here is that your URL remains the same for all versions of your site. To quote Google: “Sites that use responsive web design, i.e. sites that serve all devices on the same set of URLs, with each URL serving the same HTML to all devices and using just CSS to change how the page is rendered on the device. This is Google’s recommended configuration.”\nWhich should you use? It truly depends on your business\n","36":"Create a website and they will come – NOT!\nIn most cases you'll need to do both online and offline marketing. \nOnline - learn where your target audience hangs out and become a part of their communities. Those places may consist of various social media such as Twitter or Facebook, and it might include other online communities such as blogs and forums. \nOffline, you may want to participate in and/or sponsor local events, advertise in magazines, newspapers, mailers, radio, or television. Your goal here is to do whatever it takes to get people to know about your brand, and ideally help you spread the word.\n","14":"The Panda and Penguin updates were designed to do one thing: Force website operators to provide words and links that help Google figure out what's relevant to which query. And, force website operators to stop cranking out junk food.\nGoogle decided to clean\nPanda adjusted the search rankings to favor web sites with more pages of 'quality' content. That meant:\nFewer near-duplicate pages\nFewer pages with embarrassingly bad writing\nMore pages with deep, useful information\nMore pages that actually, you know, load in less than 20 seconds\nPanda hit some content farms pretty hard. I have to admit, I chuckled a little. Read more about Panda on Search Engine Land.\nup \n","3":"Today we see all manner of devices connecting to the Internet.... There are hardly any cables – and certainly none of those dial up noises\nWe have smartphones, games consoles, tablets, watches, that all connect to the Internet over WiFi – there is Smart TV that has web access – I can even set my SKY box to record the football from here if I have forgotten to do it at home.\nCurrent state of the Internet\nChanging customer behaviour\nWhat it means for business owners\nGoogle Glass\nSmart watches\nWearable Technology\nApps\nTV on-demand\nWatching downloaded content on a mobile or tablet\n","64":"Email has been around forever (it predates the Web), so it’s not surprising that, for some, it has lost its lustre. For one, it’s not exciting enough; other social media platforms have come with fanfare.\nEmail has been around for ever – even before the web\nSome would say it is not as shiny and exciting as social media\nE-mail is still a personal, one-to-one medium\nEmail is effective because it’s permission-based. The people on your email list have given you the go-ahead to send them messages. They’re bought in. And, with the prevalence of smartphones and tablets, they’re always listening. In fact, email is the number-one activity for people on their phones.\nThe “new inbox” that Jenkins references in the title of his book is an inbox that’s always on. People check email constantly, wherever they are, and that enables you to stay connected. But the window is narrow. When people read email on a mobile device they do it quickly. That means your emails must be powerful enough to grab attention.\n","20":"All sounds doom and gloom – but search is very exciting time\n","15":"The Panda and Penguin updates were designed to do one thing: Force website operators to provide words and links that help Google figure out what's relevant to which query. And, force website operators to stop cranking out junk food.\nGoogle decided to clean\nPanda adjusted the search rankings to favor web sites with more pages of 'quality' content. That meant:\nFewer near-duplicate pages\nFewer pages with embarrassingly bad writing\nMore pages with deep, useful information\nMore pages that actually, you know, load in less than 20 seconds\nPanda hit some content farms pretty hard. I have to admit, I chuckled a little. Read more about Panda on Search Engine Land.\nup \n","4":"There are even cars that not only have SatNav but also internet access – you obviously need to be stationery to use it ;0)\n","65":"Email has been around forever (it predates the Web), so it’s not surprising that, for some, it has lost its lustre. For one, it’s not exciting enough; other social media platforms have come with fanfare.\nEmail has been around for ever – even before the web\nSome would say it is not as shiny and exciting as social media\nE-mail is still a personal, one-to-one medium\nEmail is effective because it’s permission-based. The people on your email list have given you the go-ahead to send them messages. They’re bought in. And, with the prevalence of smartphones and tablets, they’re always listening. In fact, email is the number-one activity for people on their phones.\nThe “new inbox” that Jenkins references in the title of his book is an inbox that’s always on. People check email constantly, wherever they are, and that enables you to stay connected. But the window is narrow. When people read email on a mobile device they do it quickly. That means your emails must be powerful enough to grab attention.\n","54":"Mobile Search\nReal time\nRelevance\n","32":"Create a content strategy – drives your site architecture and navigation\nContent is an on-going task – Google loves fresh content\nGive your users exactly what they want. And because you already know who they are, you should be able to start writing your content directly to them. By doing that, you'll naturally be using the kinds of words that they use when seeking out your products and services at search engines. That's really all that SEO copywriting is about.\n"}

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