Marketing Online: Some Practical Lessons

In this presentation Matthew Draycott discusses marketing on-line from SEM to SMM. This is packed with hints, tricks and tips to boost any businesses performance.

Transcript

1. Marketing Online: Some Practical Lessons © Matthew Draycott Ι 2011
3. 82.5% of the UK population use the internet.
4. 82.5% of the UK population use the internet. 60% of the population use it everyday.
5. 82.5% of the UK population use the internet. 60% of the population use it everyday. 98% of A/B incomes use the internet daily.
6. 82.5% of the UK population use the internet. 60% of the population use it everyday. 98% of A/B incomes use the internet daily. Google has 89.97% of UK search traffic.
7. 82.5% of the UK population use the internet. 60% of the population use it everyday. 98% of A/B incomes use the internet daily. Google has 89.97% of UK search traffic. Over 20,000 searches per minute.
8. 82.5% of the UK population use the internet. 60% of the population use it everyday. 98% of A/B incomes use the internet daily. Google has 89.97% of UK search traffic. Over 20,000 searches per minute. 50% of net traffic uses mobile devices.
9. What are the key relationships?
10. Consumers Website / Blog Once the web was simple…
11. Consumers Social Channels Media Sharing Website / Blog …then we went social…
12. Consumers Social Channels Media Sharing Website / Blog …then we went social… …and interconnected.
13. Consumers Social Channels Media Sharing Social Bookmarks Website / Blog Now we have a semantic web.
14. 2 Challenges:
15. 2 Challenges: How to communicate a consistent and appealing brand message to consumers across the web.
16. 2 Challenges: How to communicate a consistent and appealing brand message to consumers across the web. Where to concentrate your efforts.
18. How…
19. How… SEM: Search Engine Marketing Describes marketing online through both paid and unpaid links.
20. How… SEM: Search Engine Marketing Describes marketing online through both paid and unpaid links. SEO: Search Engine Optimisation Concerned with optimising websites to improve search position.
21. How… SEM: Search Engine Marketing Describes marketing online through both paid and unpaid links. SEO: Search Engine Optimisation Concerned with optimising websites to improve search position. SMM: Social Media Marketing Marketing through social media, different to network marketing or pyramid schemes.
22. SEM: Search Engine Marketing
23. SEM: Search Engine Marketing Doing the right research.
24. Google Alerts http://www.google.com/alerts
25. Google Alerts http://www.google.com/alerts Useful to: Monitor the web for new content relevant to your business.
26. Key Words https://adwords.google.com
27. Key Words https://adwords.google.com Useful to: Helps you understand keywords and phrases relating to your business and their use on the web.
29. Paying for Keywords?
30. Paying for Keywords? Free is always best…but in the end it’s a question of ROI.
31. Twitter Trends http://trendsmap.com
32. Twitter Trends http://trendsmap.com Useful to: Helps you find a wide range of trending terms by region in real-time.
33. SEO: Search Engine Optimisation Making Websites Work.
34. Let Google Know: Submission www.google.co.uk/addurl Location ww.google.com/placesforbusiness
35. Sort out the Code:
37. This is a sample of some html, which links to the site’s result in Google.
38. This is a sample of some html, which links to the site’s result in Google. Optimise it!
39. Keywords
40. Keywords Don’t Overuse them. Make sure they appear on key pages. Occasionally highlight them.
41. Links
42. Links Link to sites and get them to link to you. Links can come from anywhere on the web! Avoid paid links.
43. Page Speed http://pagespeed.googlelabs.com
44. Page Speed http://pagespeed.googlelabs.com Useful to: Diagnose common website problems.
45. -950 A Warning! SEO Can’t be Rushed
46. Analytics http://ww.google.com/analytics
47. Analytics http://ww.google.com/analytics Useful to: Measure the effectiveness of your website.
48. SMM: Social Media Marketing
49. It’s all about conversations…
50. Gary Vaynerchuk
51. Gary Vaynerchuk Transformed his father's liquor store into a large scale retail wine store named Wine Library by starting the video blog Wine Library TV, and interacting with people using social media.
52. Why get social?
53. Millions of pieces of content shared each day.
54. Millions of pieces of content shared each day. 800 million active Facebookers, 5% login daily.
55. Millions of pieces of content shared each day. 800 million active Facebookers, 5% login daily. 100 million clicks to sites from Twitter per month.
56. Millions of pieces of content shared each day. 800 million active Facebookers, 5% login daily. 100 million clicks to sites from Twitter per month. 48hrs of video is uploaded to YouTube per minute.
57. Millions of pieces of content shared each day. 800 million active Facebookers, 5% login daily. 100 million clicks to sites from Twitter per month. 48hrs of video is uploaded to YouTube per minute. 87% of consumers trust advice over adds.
58. Millions of pieces of content shared each day. 800 million active Facebookers, 5% login daily. 100 million clicks to sites from Twitter per month. 48hrs of video is uploaded to YouTube per minute. 87% of consumers trust advice over adds. 3 times more likely to trust any peer reviews.
59. Key social sites.
60. Have you got a Facebook page?
61. Have you got a Facebook page? Is it optimised to capture user data?
62. Have you got a Facebook page? Is it optimised to capture user data? Are you populating it with content?
63. If you have a twitter feed…
64. If you have a twitter feed… …are you sharing original content.
65. If you have a twitter feed… …are you sharing original content. Or getting involved in conversations with consumers?
66. Do you have a LinkedIn page?
67. Do you have a LinkedIn page? Is it current?
68. Do you have a LinkedIn page? Is it current? Have you got recommendations?
69. 3 Tips for breaking into SMM:
70. Start by following conversations and listening to trends.
71. Try some of these.
72. Create an image.
73. That’s consistent.
74. Get involved!
75. Develop an SM Strategy with clear goals.
76. Develop an SM Strategy with clear goals. Assign responsibility for SM tasks.
77. Develop an SM Strategy with clear goals. Assign responsibility for SM tasks. Update your sites regularly.
78. Develop an SM Strategy with clear goals. Assign responsibility for SM tasks. Update your sites regularly. Don’t confuse blogs and news.
79. Develop an SM Strategy with clear goals. Assign responsibility for SM tasks. Update your sites regularly. Don’t confuse blogs and news. Don’t sell… talk and engage.
80. Develop an SM Strategy with clear goals. Assign responsibility for SM tasks. Update your sites regularly. Don’t confuse blogs and news. Don’t sell… talk and engage. Be patient a social approach takes time.
81. How can you save time online?
82. How can you save time online? Use a social aggregator.
84. @draycottmc www.mdraycott.com www.linkedin.com/in/mdraycott
85. Image Credits: All Company Logo’s and Websites used remain the property of the relevant copyright holders Flickr: TransCam Armandoalves Milos Milosevic Macten Daniel.d.slee Tienvijftien Webtreats Marc_smith Jaxxon Peter Gerdes