Internet Marketing & SEO for Beginners
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It goes by many names: online marketing; internet marketing; web marketing...and more. It really doesn’t matter what it’s called – all you really need to know is there are many ways your business can benefit from using the internet and email to find more customers...and keep up with your competitors already marketing online! But where to start? And how to do it well? If you’re new to internet marketing, or you’ve had a go and wondered why it doesn’t seem to be working yet, this presentation could be for you. We’ll look at social media, websites, blogging, email marketing and SEO. We’ll start with the basics and then look at ways to create valuable and engaging content to attract new customers, getting the most out of your website if you have one, how to make it look professional, and lots of tips to help you put it all into practice.
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Internet Marketing & SEO for Beginners
- 1. Online Tools and Tips to Grow Your Business
- 2. My career never got this interesting! (I know, that does look remarkably like me) Image courtesy of Eleazar Paradise http://flic.kr/p/8zYMiQ
- 4. The Basics What is internet marketing? Why do you need it? How can you benefit?
- 5. Internet marketing tools and tips Website/blog Social Media – The Big Five Email Video
- 6. Improving your site’s ranking in search results Get more visitors Convert visitors into customers Monitoring your website’s performance
- 7. This is the bit where you can wake up! Got any questions? (Don’t panic, this whole presentation is on my website with a full Image courtesy of Alan Cleaver - http://flic.kr/p/7xow5v transcription!)
- 8. Image courtesy of MNSC - http://flic.kr/p/5dCJiB
- 9. Because your competitors are already using the internet to grab a slice of the action! 2008, UK online shoppers spent £30 billion. 2011 that went up to £68 billion. In 2012 it’s predicted to be £77 billion.
- 10. IGNORE THEM AT YOUR PERIL! In 2010, £1 in every £13 spent online was by older people That’s now £1 in every £8 That will go even higher as the computer literate generation gets older. Photo courtesy of by Public Places - http://flic.kr/p/cf1i7N
- 11. YOU CAN... Reach new customers (even outside your area) Communicate any time! Build a relationship/loyalty Establish your expertise Establish your brand Generate more website traffic Increase conversions City Light Customer Account Operators by Seattle Municipal Archives - http://flic.kr/p/57gjm3
- 13. The hub of your online presence
- 14. It MUST answer the users’ questions Is it up-to-date? Source: http://www.webpagesthatsuck.com Do links work? How user-friendly? How many clicks to deep pages? Easy navigation Shopping cart experience Compatible with all major browsers
- 15. •It obeys the 3-second rule •Not too much or too little text •Doesn’t skimp on design •Web pages aren’t too long •No flashing banners or garish colours •Images are good quality & download speedily •No spelling/grammar mistakes Sourced from http://www.webpagesthatsuck.com
- 16. Clear, simple Simple primary navigation layout No jargon Cute icon, used sparingly Immediate and simple call to action Neutral colour scheme Plenty of white space Video demonstration sells it Guides to make it easy www.mailchimp.co m
- 17. Go for Wordpress.org, not Wordpress.com It’s free! Customise themes – complete control over look and feel Install apps to create extra functionality on your site Self-hosted (no need for “.wordpress.org” extensions on your domain name) www.wordpress.org You’ll need a Google account to sign up It’s free! You can use your own domain name if you want Designed for simplicity www.blogger.com
- 18. The big FIVE and putting them into practice
- 19. Balance your social media content Give more than you receive Don’t always link to your own content RT/Share/Like and Comment whenever you can Get a conversation going! Don’t be too formal – this is “social” Absolutely NO typos, errors of grammar, text speak etc.
- 20. •140 characters (inc. Link to content spaces) •Follow / be followed •Works well with B2B •Username limited to 15 characters Link to photo •Customise background & font /link colours •Upload photos and # Hashtag links Retweeted Url shorteners: Bit.ly Ow.ly Goo.gl
- 21. Tag any Twitter user with “@” Twitter news feed moves fast – slim chance your post will be seen. Re-post several times (every 2 – 3 hours is acceptable) Custom background image – ideal width to work on majority of screens is approx 250 px
- 22. With 250px wide background image VIEWED ON A 24” SCREEN VIEWED ON A 15” SCREEN
- 23. •No character limit •Post links •Photos •Videos Interesting post •Ask questions / add a poll •Successful for B2C Urgh! Get rid of Link summary ugly urls in and thumbnail posts image Interaction opportunities
- 24. Best features for people to follow and interact with you easily People can “Like” your Page with no privacy risks SEO. Pages can be seen in search results No. of “Likes” unlimited Create multiple
- 25. 851px by 315px, jpg, under 100kb Profile photo 160px by 160px About Facebook apps Maximum of 12 Incredible support
- 26. Personal & business pages Add friends/fans to circles Publish posts, links, images, video, create events Use the +1 button to like and share web content Hangouts! SEO – Google integrate Google+ content in search results
- 27. 1. click 2. Drag & drop to invite 3. Name 4. Go public? (By the way, Hangouts don’t seem to like Internet Explorer, but they’re buddies with Firefox and 5. Hangout! Chrome!)
- 29. “Pin” images you find around the web (or from your own site) to themed Boards in Pinterest. Clicks on an image by visitors take them to the originating website. Visitors can Like or Repin images to their own boards, comment and follow you.
- 30. Some types of business easily lend themselves to a visual representation E-Commerce sites are a good example Traffic is driven straight to your product page! The sale is half made already...
- 31. Other types of business need a bit of creative thought... Infographics are a visual way to explain a process, data, or knowledge. So even “dry” and “boring” stuff can be made visually interesting!
- 32. And then for other professionals you can simply use Pinterest as a gallery to display your work. Photographers, architects, landscape gardeners, chefs, artists, interior designers, hairdressers and beauticians, tourism... Browse the Pinterest categories for inspiration
- 33. Professional business networking via “connections” Build your professional profile Showcase your credentials Upload your CV Professional discussion groups Share posts, photos, links
- 34. Hootsuite www.hootsuite.com Web-based application Attach files/photos to posts Schedule posts Search Reply/RT/DM/Like/ comment Pro upgrade for more bells and whistles, advanced reports etc
- 35. Tweetdeck www.tweetdeck.co m Web-based or desktop application Similar features to Hootsuite No report features Fewer social networks
- 36. Email Better chance of being seen/read than social media Newsletters Special Room for more content offers/discounts Touch base with customers New products regularly Tips / information Resource intensive Delivery problems/ISPs and firewalls etc May not display as intended Long-term reader engagement
- 37. Existing customers Web site/blog Social media incentives Visitors to your premises Telephone enquiries Incentivise! Image courtesy of Sarah G - http://flic.kr/p/6chC2r
- 38. Owned by Google Videos appear in search results Demonstrations Promotions Reviews Interviews www.youtube.com
- 39. See you in 10 minutes! Coffee Break by Kheel Center, Cornell University -
- 40. Having fun? Let’s talk about SEO Image courtesy of Andvic -
- 41. Optimised website Happy search engine Better More visibility traffic Wider sharing Deeper Improved through links engagement conversions
- 42. Visible elements on your web pages Behind the scenes External links pointing to your site
- 43. What words do people use to find what you do? Plumber Plumber in London Emergency plumber in London Go for the “long-tail”
- 44. Google Keyword Tool
- 46. Meta Title (max 70 characters) Meta Description (max 155 characters)
- 47. Right click on a web page – “View Source” Write unique, keyword-rich and user-friendly meta tags and ask your website host/developer to upload them for you if you don’t have a CMS
- 48. Main Heading (H1) Secondary Heading (H2) Keywords used throughout body text (don’t over-stuff – must read well for users) Add address at the bottom of each page
- 49. Image Alt attributes Describe images with a keyword if it is relevant Labelled images conform with modern Weymouth seafront accessibility standards – Google brownie points? Ask your web host to upload Alt tags if you
- 50. Use the “intitle” operator in Google’s search box to sniff out the competition! A web page with a title meta tag containing a keyword has a good chance of outranking a web page without
- 51. Useful, interesting or funny content is more “shareable” Shared content is a signal of recommendation Links from authoritative, respected, influential sites carry more “link-juice” Social platforms are increasingly driving shares and links Image courtesy of Ukesh Kumar -
- 52. Is content fresh, good quality, original, relevant to your niche? Is there lots of activity from users (social shares and comments)? Use Mozbar for Firefox or Chrome (www.seomoz.org/seo- toolbar)
- 53. Low quality link directories Paid links! Automated blog networks Sites with copied content Dozens of random links on the page Google’s deputies, Panda and Penguin – coming to a website near you soon!
- 54. Consistently create Advanced Google and share great search content. Quality web “guest post” + keyword directories Guest posts (articles) “guest blog” + keyword Leave a link in a “guest author “ + keyword comment (sparingly!) Ask! Have something to offer in return A YouTube channel Slideshare (www.slideshare.net )
- 55. Use Google Analytics to keep track of : How visitors use your site How visitors arrived at your site Sales and conversions Your most popular content The impact of social media on your goals
- 58. Want to know more? Click on a Keyword and select Landing Page as the secondary dimension
- 60. But if internet marketing makes you feel like this... Image courtesy of Katie@1 - Image courtesy Dace-F- http://flic.kr/p/6autQd http://flic.kr/p/9rvyH
- 61. Have a safe journey home Mandy Cochrane 01963 824822 mandy@webscenemarketing.c o.uk www.webscenemarketing.co.uk
Hinweis der Redaktion
- WelcomeThanks for coming
- Make point that internet marketing may not be glamorous...
- It’s not glamorous, but is IS very interesting, so many different ways to do itInspire new ideasWe’re a small group. Not stand on ceremony – ask questions
- Focussing on free options, because none of us has the budget to spend a fortune or hire a marketing consultant
- Nothing drives people away faster than badly executed marketing, but with a few house rules it can come over professionallyTwitter, Facebook, Google +, LinkedIn and PinterestWhat’s working and what’s not?
- Many businesses spend lots of money on their website but it never really earns its keep. Even worse is not knowing if they’re working at all. SEO is a huge subject but worth spending time on because, done right, your website can be the best tool in your marketing kit.
- It all boils down to the simple concept of using the internet and email to get your message across The marketing or promotion of products or services over the internet or email.Some marketers specialise in one or more of these niche methods of internet marketing.
- Why does your business need internet marketing? Because your competitors are already using the internet to grab a slice of the action!And by the way, online shoppers purchased an average of 39 items in 2011, spending an average of £1,500How many online shoppers are there in the UK?In 2001 there were 6 millionIn 2011 there were 32 million
- Older people are getting to grips with technology and spending more regularly online – increased by 25% since 2010.Looking at online credit card purchase in 2010, £1 in £13 was spent by older people.That’s now £1 in every £8.As the computer literate generation gets older, that spending level will go even higher.
- What is your objective?sales – brand recognition, establishing rapport or loyalty, expertise.
- We’ll look in depth at two large, popular and very effective tools, your website and social mediaThen skim through some other tools which can also be very effective.
- Whether you actually sell products from your website or not, it’s the most important place you can drive people to. It’s the hub of your online presence, the place where more information can be found about you and your business, your products, services and expertise than anywhere else.Whereas your social media can stray off-topic in order to build relationships with your customers, your website has one purpose – to solve users’ problems. What information are they looking for on your site? What do they need? Products, expert advice, details of your services? It’s that simple.
- Does it solve the user’s problem?Is it kept up-to-date?Do links between pages work?How user-friendly is it?How many clicks to get to deep pages?Easy navigationShopping cart experienceCompatible with all major browsers
- How can you help your visitors have a happy experience on your website?The three second ruleToo much or too little textText too small Don’t skimp on designPage too longFlashing bannersGarish coloursImages not downloadingImages distorted or poor qualitySpelling/grammar mistakes
- There’s one last element which makes a good website and that’s “can people find it?” But we’re going to cover that in much more detail later on.Ecommerce website - Next
- Both free offer simple set upsPlenty of design templates to choose fromSome customising options (colour schemes, multi-column layout, etc)Intuitive CMSWidgets and Gadgets add extra features to the siteTraffic management data
- This is where you get to build an interactive relationship with your customers. The benefit?Get to know you Come to like you Learn to value your opinions /expertise / quality of productsPut their trust in you These things greatly increase your chances of them becoming or remaining their customers.The benefit to them?They keep abreast of current news about something they are interested inFree tips/adviceAccess to exclusive special offers/discountsPeople are selfish – gotta get something out of it or they’ll drop you.Best reason to use social media – promote your site’s content and drive more traffic to it.Probably won’t make direct sales from social media, but it’s an important link in the sales process.
- 140 characters (inc. spaces)Follow and be followedWorks well with B2BUser name limited to 15 charactersCustomise background & font /link coloursUpload photos and linksPopular urlshorteners
- @ to tag other TwitterersRe-post to be seenCustom background image
- No character limitPost linksPhotosVideosAsk questions / add a pollMore B2C – works well with consumers because there’s more content immediately visible
- Create a page, don’t use your personal Facebook profile, or a Group, for business.It contravenes Facebook’s rules to use a personal profile for commercial gain, or to have more than one personal Facebook account. Facebook could suspend your account.
- Cover photo – represent your brand / impactNO: Price or purchase info / contact info / ref to FB features, ie share or like / Calls to action eg buy it nowProfile photo – logo is ideal, but if you’re a real “people” based business, perhaps a photo of you would work bestAbout – Set this in the Basic Information section of the page admin interface. Short, Punchy, Captures attention, Sums up what you do. Link to website good idea hereFacebook Apps – Up to 4 apps will display along the top of timeline. Use dropdown box to display max 12Consider creating custom tabs/landing pages so the visitor can do more straight from your Facebook Page (ie newsletter sign-ups, e-book downloads, events, discussions, etc). Dell’s support page is incredible.
- Facebook with bells and whistlesAdd friends to “circles”. Create as many circles as you wishPublish posts, links, images, videoHangouts!video chat with anyone in your circles, (up to 9 people at a time) host virtual meetings, share what’s on your screen, collaborate on Google docs, host a live broadcast that’s viewable on your Google+ stream, your website and your YouTube channel. Examples: virtual business meeting, seminars and tutorials, live music and rock concerts, fan groups meet-ups.
- Apps enable teams to share screens, collaborate in Google Docs, view presentationsIf a team member can’t join the hangout, you can dial them in on their telephone insteadLive broadcast for seminars, tutorials, question and answer sessions, interviews, cookery lessons, sporting events – and stream the live hangout to publicaly on your Google+ profile, your YouTube channel and your website. During broadcast look inside the hangout to see how many viewers are watching live. After it’s finished, a public recording will be uploaded to YouTube and your original Google+ post, so it’s easy for people to still comment and share it even when it’s over.
- Share interesting images around the website by pinning them to boards on your Pinterest account. Other people see them and share them in the same way as Facebook. Clicking on them takes you to the source of the image – your website? Gain followers in the same way you do on other social media.
- Encourage visitors to “pin” images from your website to their own boards. You can place “pin it” icons on your web pages.
- Growth of over 4,000% in 2011/2012Sending more traffic to websites than some search engines3rd largest social platform behind Twitter and FacebookAs with all social media, give more than you receive – don’t always pin your own stuff. Follow people with similar interests, re-pin from other boards, show your own style and personality by pinning lovely things that you see around the web.
- you’re not likely to touch base with your customers hereLinkedIn will also notify you of jobs it thinks you might be interested in.Can work if you put the time into itKnow lots of professional people who say LinkedIn gets them business
- Post simultaneously on up to 5 platforms (more if you upgrade to Pro)Only thing missing at present is the Home feed on Facebook, so you can’t see or interact with pages you follow whose posts appear in your News feed.
- The features it has, it does well, and it’s considered user-friendly, but generally Hootsuite has more and better features, including a pro version which can give you even more functionality if required for $9.99 per month.
- More in-depth info than Facebook etcCould and should put on website/blog, but no guarantee people will see it when you want them to.Mailchimp’s a great way for small businesses to start an email campaignFlexible, easy-to-build templatesNo HTML knowledgeUser-friendlyFree up to 500 subscribers and 3,000 emails per month
- Mailing list is the most important aspect of your campaignAlways strive to find new ways to add to it
- YouTube is owned by GoogleVideos appear in search resultsAnother visual platform, works well forDemonstrations, reviews, promotionsSetting up a YouTube channel is easy – took me 15 minutesEmbed on your blog or website
- social media less formal, website it gets serious.Social media is a link in the chain (meet, greet, communicate). Most important hub of your online world – the place where you’re likely to clinch a sale or prompt them to get in touch about your services – is a website.So it’s important that your website can be found.Spend fortune on building a website so it looks great, but it doesn’t get visitorsLots of reasons why. Solving those problems so you increase traffic and make your website a happier place for visitors to be is called Search Engine Optimisation.
- Brief explanation of how search engines workOld style – keyword stuffing“Hiding” keywordsBuying linksNow – search engines reward websites which solve users problems – complicated algorithms match your website against users’ search queriesSo, you’re relying on search engines like Google to list your site high in search results andLinks (referrals and recommendations) from other websites
- 3 main areas you can work on to influence search engine algorithms
- Don’t be put off by references to AdWordsExplain Broad, Exact and Phrase match
- Lots of keyword ideas to mineClick those that might be of interest, download to a spreadsheet to refer back to later onDecide which one or two key phrases you want to focus on for your Home page – explain that you can’t optimise any page of a website for more than one key idea. Examples – types of dance – different page for each type you teach – ballet, tap, modern, jazzTypes of sport – gym, swimming, aerobics, badmintonTypes of service you offer – wedding photography, family portraits, makeover photography, commercial and product photography.
- Meta title (max 70 characters inc spaces) and meta description (max 155 characters inc spaces)
- How is that search result generated? You can see those tags in the source codeMany CMSs enable you to set your own title and description tags, but if this isn’t possible, ask your web host to add them.If your existing tags aren’t particularly good, have a go at re-writing them.Don’t bother using KEYWORD meta tag
- Also add keywords to headings, sub-heads and in body textLocal search – add address to bottom of each page
- Image Alt attributesDescribe images with a keyword if it is relevantLabelled images conform with modern accessibility standards – Google brownie points?
- The title tag is one of the single most influential things you can optimise in search resultsUse the “intitle” operator in the Google search box to weight up the competition – shows how many page titles are optimised with that phraseWeigh up your chosen title keywords with how many people are likely to actually use that phrase to searchUse Google’s keyword tool to find popular keywords, then use the “intitle” operator to find out if the number of optimised pages for that phrase is competitive.
- Shared content is a signal of recommendation to GooglePopular content is more “shareable”Links from authoritative, respected, influential sites carry more “link juice”.Google recognises social platforms are increasingly driving shares of great content across the internet. Placing more emphasis on social shares and links as a sign of important content and building that into their algorithm. If your website content stimulates a high level of activity and interaction on social platforms, you’ll get Google love.
- How can you tell what is a good website to get a link from? up to date content lots of unique, original content lots of activity from users – forums, busy social media, comments on articles “look” and “feel” of the site’s quality relevant to your industryMozBar for Chrome and Firefox software can tell you a domain’s authorityA “real” organisation behind the site (eg a physical address?)
- Google is looking for a natural-looking profile of links: quality directories, blogs, websites, social mediaPanda and Penguin to root out, penalise and even ban some spammy websites
- Consistently create and share fresh website content – be patient. Blog and use all relevant social media regularlyQuality web directories – some free, some paid, don’t bother with reciprocal linksGuest postsLink in a comment – sparingly and only if it’s relevant and adds something to the topicAsk! Have something to offer – an expert guest post, a free offer, collaboration on a competition or an event of mutual interestAdvanced Google searchGoogle Alerts – email updates on latest web results for a search phrase. Look for relevant opportunities, monitor what people are saying about your brandYouTube channelSlideshare – upload presentations, videos, documents – account links to your website
- Why would you pay for a website and put in all this work, and then not monitor how it’s working?Sign up for or log into your Google account. Go to Google Analytics and sign up to create an account to access your website’s data.Once you’ve answered a few questions and entered the url of your website, it’ll produce some code, called tracking code.You’ll need to ask your web host or developer to add tracking code to each page of your website.Google Analytics will then be able to start collecting data about your website.
- It’s important to know which keywords are sending traffic to your site – it may not be the ones you think! If unusual keywords are sending traffic to your site, think about how you might create a page optimised for that keyword and turn a small amount of traffic into a larger amount.
- Which pages of your website are performing well?You’d expect lots of traffic to your home page, but if other important pages on your site are not getting traffic, better optimisation might be required. Look at the problem page and try to analyse the problem.High bounce rate on your home page or other important pages is bad news and needs investigating
- Sometimes it’s useful to know which keywords are driving traffic to which pages. Example: your primary keyword should normally drive traffic to your Home page more than any other because it’s the most important. Some pages are “accidentally” optimised for keywords and you didn’t realise!End of Analytics – play around, lots to learn and plenty of opportunities to find out more.Conversion goals – are people completing the actions you want them to or bailing out?
- Summarise what we’ve learned today: