marketing your small business website march2014
DESCRIPTION
Small business owners struggle to keep up with how to market their small business website. Resource, time and most important how much budget a small business needs to be successful Online is often overlooked. How much time should you dedicate to managing your website is a question often asked by the small business owner, and the answer is really - how aggressive do you want to be - how much money do you want to make? You do need to give your website attention on a regular basis. Whilst larger brands have dedicated staff, the SME has to deliver on its products and services and drive the website, and do many other tasks to keep their business afloat and meet with customers needs. OnlineXcellence is about helping the Small Business Owner to drive their website and show the web author/manager what to do if their website is to be successful and win races. The slide presentation delivered to the Business 50 Club in Scotland gives an insight on what you have to do on a regular basis to grow your business online.TRANSCRIPT
Marketing Your SMALL BUSINESS
WEBSITEAre You Achieving OnlineXcellence? Is Your Website Making You Money?
A PRESENTATIONDELIVERED TO DELEGATES
THISTLE HOTEL GLASGOW MARCH 2014
Your presenterBrian MathersDirector ICTADVISOR LTD
Real World Internet Marketing Practitioner
Helping Websites WIN and MAKE MONEY
Our Collaborative Partners
If Your Website Was A RACING CAR
Is It Winning Races?Are You Using Wrong Marketing Fuel?
– Or – Have You Built the Wrong Racing Car?
ARE YOU FEEDING GOOGLE’S PETS?DO YOU KNOW WHICH ONE’S NEED FEED?
LEARN HOW TO FEED THESE ANIMALS
PANDA – HUMMINGBIRD - PENGUIN
PANDA DEFINITION
The change aimed to lower the rank of "low-quality sites"
or "thin sites“
and return higher-quality sites near the top of the search results.
PENGUIN DEFINITION
Aimed at decreasing search engine rankings of websites violating Google’s Webmaster Guidelines
keyword stuffing,cloaking (Sneaky redirects/Doorway Pages)participating in link schemes (excessive link
exchanging, building partner pages just for the sake of cross linking), deliberate creation of duplicate content,
and other stuff....
HUMMINGBIRD DEFINITION
The World Informed September 2013At Google’s Official Birthday (15 Years Old)
Google Started the Algorithm 30 August 2013 Search can be a More Human Way To Interact With Users and Provide a More Direct Answer
HUMMINGBIRD TELL ME AGAIN!
Think of a Car, built in the 1950sIt Might Have a Great Engine
But the Engine might lack things like Fuel Injection or unable to use unleaded Fuel.
Google has dropped the OLD ENGINE Out of the Car And Put in a New One.
Google DRAMATICALLY last updated its Algorithm 2001
THIS IS A BRAND NEW ENGINE withsome OLD PARTS like – Panda & Penguin
WHAT WEBSITE FUEL IN 2014 TO PUT IN YOUR
WEB MARKETING TANK
WHOSE ALL COMPETING IN YOUR RACE?
WEBSITE LANDING PAGES = GOALS
YOUR PRIMARY GOAL
TRAFFIC + CONVERSION = SALES ADDS TO PROFITS
OPTIMISING CONTENT for DISCOVERY & CONVERSION
YOU MUST HAVE A WEB PAGE MARKETING DISCIPLINE
SEO IS A COMPONENT OF THE BROADER TOPIC – SEARCH MARKETING
SEARCH MARKETING MEANS HAVING A WEBSITE STRATEGY
WEB STRATEGY WORKS IF YOU UNDERSTAND INTERNET MARKETING
INTERNET MARKETING = CONVERSION - GIVING PEOPLE THE RIGHT CONTENT WITH THE RIGHT OFFER AT THE RIGHT TIME
SEO IS DEAD
LONG LIVE OC/DC
A RECENT CLIENT CASE STUDYEcommerce website launched beginning 2013 – not ranking or traffic for 1 YEAR, Engaged with us January 2014
Results paid off 9 weeks later putting in Place Common Sense Search Marketing Tactics on a limited budget
YOUR MARKETING
WHAT IS THE GOAL OF THE WEBSITE
THE NUMBER 1 GOAL
MAKE MONEY
THE 2nd GOALWhat Do People Do On The Site That
MAKES ME MONEY
THE 3rd GOALHow Do I Get More People Do What I
Want Them To Do On The Site ToMAKE ME EVEN MORE MONEY
A MARKETING DISCIPLINE TO DO SEARCH MARKETING NOT SEO –
SEO IS A COMPONENT OF SEARCH MARKETING
SEARCH MARKETING MEANS HAVING A WEBSITE STRATEGY
THE STRATEGY WORKS IF YOU UNDERSTAND INTERNET MARKETING
INTERNET MARKETING – GIVING PEOPLE THE RIGHT PEOPLE THE RIGHT MESSAGE WITH THE RIGHT OFFER AT THE RIGHT TIME
THE GOAL
TRAFFIC + CONVERSION = SALES ADDS TO PROFITS
AnalyzeHow Do We Measure That?
INTERNET MARKETING
that includes
SEO IS ALL ABOUT HAVING
ASTRATEGY
www.kommand.me
www.kommand.me
Have Some BasicKnowledge of HTML
You Drive The Web ProjectNot The Web Designer
MEASURE YOUR
TECHNICAL SEO
How Do Search Engines Work?
A WEBSITE CHAMPION WITHOUT TOO MANY DISTRACTIONS
TO WORK ON YOUR WEBSITE
A WEBSITE CHAMPION WITH COMMITMENT & DETERMINATION
SETUPDASHBOARDS
TO SUIT YOUR
NEEDS
SORTOUT
YOUR LOCAL
POSITION
Responsible For Developing Content For Your Website?
Feel Like You Are Appreciated in the Role?
Gettting People To Read The Content You Want them to Read?
How Many of You Are:
Not Everybody Comes To Your Website For The Same Reasons
Break Down MotivationsWhy Did Someone Come to The Website?
What Were They Looking For?
Approach To Creating Content
www.pro-scot.com/driving-lessons/areas-covered/leven
Single domain
Shallow folder structurewith relevant words
Keywords in page name,separated by hyphen
So what are our eyes drawn to?
Heat map
HOWIMPORTANT
IS YOUR
BRAND?
The More You Listen as a
Sales Person
The More You Learn
The More you Learn
The More Intelligently You can Sell
Keywords & Keyword phrases:
Tell us what people are searching for
Allow us to answer queries in the searchers own words
Get more visits by covering the entire buying cycle
Information ArchitectureSearch vs Usability
The According to the Website Standards Association
It will take only ten seconds for a visitor to decide if he/she intends to continue viewing the Website. Wang and Huang argue that it could take as little as fifty milliseconds for a visitor to decide if a Website will satisfy their particular need. Both authors agree that if the visitor does decide to leave the Website based on a bad first impression, the chances are very high that the visitor will in all probability will never return, confirming the importance of Website usability.
FOLLOWING SLIDES Permission OF moz.com
The ‘SEO’ bitTitle
Meta
Body • Headlines• Sub headlines• Hyperlinks• Copy
Another OnlineXcellence
Client WebsiteMaking Money
How to create a keyword matrix
Go Wide
Dig Deep FOLLOWING SLIDES Courtesy OF wordtracker.com
Competitor Analysis
What are You Like on the Mobi
20%600 words = 20% read
more words = 18% read
WEBSITES with RELEVANCYFOR EXAMPLE
1.Who needs what you have?2.How does it make their life better?3.What type of search?
The most important word in your copy?
You
Give me reasons why I should buy from YOUR WEBSITE…
But first…let’s talk about
Features and benefits
Features = fact, what is it
Benefits =
the difference it makes to a customer’s life
The ‘copywriting’ bitPages to write from scratch:
Home page
Sales pages
Pages to edit:
FAQs
About Us
Articles
White Papers
Category pages
Older blog posts
Headline
Benefits
Testimonials
Raising Objections
Call to action
The ‘copywriting’ bit
Scan-ability• Headlines • Meaningful sub-headings • Bulleted lists • Bold words• Attractive Action Graphics
Before making a purchase – Reviews | Testimonials
NOT ONLINE using a CMS you have no way to react?
Important - monitor online what is said about YOU (ALERTS)
Negative Reviews – Pursue resolution methods
All POSITIVE feedback has less effect than 1 coherent NEGATIVE comment
RESPOND to NEGATIVE feedback
NEVER get involved in a FLAME WAR
ALWAYS respond CALMLY and PROFESSIONALLY
How to Handle Online Critics
Looking for Links in 2014
Asking for links is NO LONGER COOL
Creating content and getting NATURAL LINKS
without asking is exciting and fun
LINK BUILDINGANALYSIS
DEEP DIG LINK ANALYSIS
DETAILED LINK BUILDING ANALYSIS
Analyze
FOLLOWING SLIDES Courtesy OF kaushik.net
Google’s Digital Marketing Evangelist, Avinash Kaushik, recommendations
FOCUS ON 4 MEASURES TO HELP IMPROVE YOUR ONLINE MARKETING EFFORTS:
Cost per acquisition
Bounce rate
Abandonment rates
Conversion rates
ANALYTICS - WHAT SHOULD YOU REALLY MEASURE?
BOUNCE RATE
When you find content with a high bounce rate, ask yourself:
•Find your Bounce Rate Report Here
•Are you targeting the wrong audience?
•Are you delivering the wrong content for your audience?
•Are you doing enough to get traffic circulating through your site?
•Is your page badly designed? ie, is it unappealing or difficult to navigate?
ABANDONMENT RATES
Lots of people visit your site wanting something from youBut, for a variety of reasons, they’ll click away before making a CTA
•Perhaps they’re worried about you spamming their email address?•Maybe parts of your site are difficult to navigate?•Perhaps your page proposition isn’t clearly stated?•Whatever the reason these visitors are leaving, but keen to interact with someone?•Some changes to your site and it could be you•What have your GOAL PAGES to achieve?•The highest piece of work is to Optimise the Page for CONVERSION
CONVERSION RATES
Make sure you’re aware of – and always try to improve – CR’s
If your site’s generating more than a few Enquiries/Sales a month, create an
ADVANCED SEGMENT in Google Analytics
ADVANCED SEGMENT allows you to track your best customers
Helps identify where these customers come from
Helps you focus your marketing towards high-value segments of your audience.
As a rule of thumb, invest in the traffic sources that are generating your best customers.
Compare Conversions Average Conversion Rate = 2.2%
Homepage #3
• 2,682 search visitors• 22% Bounce Rate• 1.8% conversion rate • = 48 Conversions
Category Page #12
• 1,007 search visitors• 13% Bounce Rate• 4.3% Conversion Rate • = 43 Conversions
SOCIAL SITES TRENDING IN THE UK?
• Financial Turnover to achieve from Sales – Weekly | Monthly?
• Website Visitors – Daily | Weekly | Monthly?
• Page Call To Action – Buy | Ring Back | email from prospect?
Your Online Business Objectives to achieve OnlineXcellence
•Measure & Audit Your Website – Regularly
•Plan every Page and Marketing Campaign
•Benchmark Page Performance Results
•Set and manage metrics and targets
• Be dedicated and commit sufficient time to do:
SEOKeyword research & Competitor Analysis
Page authoringLink building
Analytics
Typical evolutionary processes
• Engagement • Consultation• No clear Goals • Growth
Thank YouICTADVISOR Ltd Your OnlineXcellence Partner Glenrothes | Glasgow Tel: 01592 745992 | 0141 340 9979 Email: [email protected] | [email protected]: www.onlinexcellence.com | www.ictadvisor.com