15 minute web presentation 19 aug 2010
DESCRIPTION
A 15 minute introduction to the latest web terms, how to improve your online presence and return on investment.TRANSCRIPT
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presents
Status Quo + Services
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What is SEO, SEM & PPC?
Search Engine Optimisation – adjusting on web page elements, program code by BMD.
Search Engine Marketing – on/off-line research.
Pay Per Click – advertising vehicle, e.g. Google bid for keyword, pay for user click to drive traffic.
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Pay Per Click
Your customers see your ad when they search
Your ad reaches users at the moment they demonstrate interest
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Social media optimisation
Identify the most suitable technology for your business: e.g. blogs, microblogs, social networks (facebook), media-sharing sites, social bookmarking & voting sites, article directories, review sites & forums.
Understand there are pro’s & cons of social media. E.g. Twitter – simple, immediate vs impersonal, non-targeted (no tags)
Facebook analytics – fine tuning page campaigns
Integratewith on/off-linemedia
A recent study by GuideWireGroup revealed that approximately 89 percent of businesses polled use blogs as a way to communicate with their customers.
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Online reputation management
Monitor & Moderate
Reverse SEO: - push negative listings down- identify content & keywords- press releases, competing sites, social profiles
Begin before it starts
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Web Traffic Optimisation
Plan & define business objectives.
What tools will help towards those objectives?
Define your marketing strategy
Choose your tool(s)
Designing effective architecture
Focus on call to action
Web stats analysis
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Sales conversion optimisation
Return on Investment – CPC
On-Site Metrics – Google Analytics, set goals, reports
The Destination WebsiteA sample AdWords ad
• Click: The action a user takes to select your ad and be taken to your website.
• Google charges the advertiser when a user clicks on your ad
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• Help clients meet many objectives • Determining, measuring, & tracking
metrics to ensure success
Objective Example Success Metrics
Generate awareness Build brand Educate prospects
• Targeted impressions• Qualified visits your website• Depth of involvement
• Physician questions• Coupon downloads• Doctor locator requests• Newsletter registrations• Email address opt-ins
Generate leads Identify prospects
Customer acquisition Sales
• Sales conversions = £££• Lower cost per lead/sale
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Basic Definition: CPC
CPC: cost-per-click
• Click: The action a user takes to select your ad and be taken to your website.
• Google charges the advertiser when a user clicks on your ad
The Destination WebsiteA sample AdWords ad