20 tips in 20 minutes (to grow your business online)
TRANSCRIPT
20 tips in 20 minutesTo help you grow your business online
Laura HamptonDigital Marketing [email protected]
impression.tips/20
1)Know what works for you– Google Analytics
– Google Search Console
– CRM data
– Customer feedback
– Salesperson feedback
2) Know your audience– Google Analytics
– CRM data
– Customer surveys
– Sales data
– Personas
3) Know your goals– Lead generation
– Brand awareness
– Sales
– Newsletter sign ups
– Page views
– Engagement
4) Set clear (SMART) KPIs– Lead gen = enquiries
– Awareness = traffic and rankings
– Sales = conversions
– Sign ups = thank yous
– Page views = Analytics
– Engagement - time on site, bounce rate, etc
5) Review your web content– Is it fresh and up to date?
– Is it unique to your website?
– Does it use your brand tone of voice?
– Have you used formats beyond text?
6) Invest in quality content– Google wants to surface
the best content for any given query
– Something different to your competitors
– Something new
– In a way your audience will enjoy and value
7) Optimise your pages for search
– Know what search queries you want each page to show for
– Ensure that page is the best possible result for its target query
– Review those who outrank you
– Apply basic on-page optimisation techniques
8) Improve your pages for users
– Page load speeds
– Mobile usability
– Quality of content
– Any broken elements
– Secure website
9) Share content through social
– Share your great content via social platforms
– Test which work best for your brand
– Spend time identifying influencers
– Use free tools to make the most of your time
10) Raise awareness through PR
– Use PR to tell your existing stories
– Creating newsworthy hooks through creative thinking
– Build relationships with influencers
– Use #journorequest, #prrequest and HARO
11) Reach out to relevant partners
– Identify partners who can help raise awareness
– Contribute to relevant, quality websites
– Build relationships with editors and webmasters
– Be a useful resource
12) Get reviews– Google wants to show the best
results
– Get good reviews to prove you’re the best
– Get reviews across Google Plus, reviews.co.uk, TripAdvisor etc
– Awards are also great!
13) Listen to your audience– Google Alerts
– Mention
– Hootsuite searches
– Regular brand searches
– Listen, absorb, respond!
14) Contribute to discussions– Use social media
– Reply to enquiries
– Be aware of topical stories
– Have a clear set of agreed messages
– Agree a reply process
15) Find journalists online– Find local journalists
– https://twitter.com/NottsCC/lists/local-media
– #journorequest
– #prrequest
– HARO / Gorkana
16) Invest in paid social– Organic reach is reducing…
– … but Facebook advertising can be very affordable
– Create targeted audiences
– Split test messages
– Use networks that appeal to your specific audience
17) Invest in PPC– PPC is all about putting your
brand in front of people who are ready to buy
– Google AdWords vs Bing Ads
– Use a qualified consultant to help you get more for your money
– Should always get more back than you put in
18) Go mobile first– Google’s mobile friendly test
– Responsive websites
– Mobile searches outweigh desktop
– Consider your audience
19) Measure, analyse, refine– Remember your KPIs and
SMART goals
– Google Analytics
– Use ‘goals’ and event tracking
– Trackable URLs
– Regular reports
20) Give it time– Only do what you have time to do
well
– Don’t expect incredible results right away…
– … but do identify quick wins alongside long term goals
Thank youLaura Hampton
Digital Marketing ManagerImpression
impression.tips/20