Decorate the restaurant • Create a menu / recipes • Train staff • Fit a kitchen • Fit toilets • Market research • Source Furniture • Advertise / Promotion • Find Suppliers • Print Menus • ....Lots of stuff!
an ‘opt in’ at checkout • You can offer white papers / discounts / content etc... • Don’t flood users inboxes • Make sure your brand is represented • Think outside the box / remember seasonality of relevant events • Understand your goals • Use the data you get to segment and follow up
searching for • WordTracker – Try free option • KeywordDiscovery – Free trial available • Google Adwords Keyword Tool – Free to use • Google Trends • Microsoft Bing Ads Intelligence • A good SEO tool will show you the level of competition for each keyword • Create a ‘go to’ list of keywords to base your content around KEYWORDS
advert on Google for your chosen test keyword. 100 visits Of those impressions, 100 people click through to your site. 3 conversions Of those click-‐ throughs, 3 people go on to buy something (a 3% conversion rate) £300 Profit • Run AdWords campaigns to test out keywords and then track the conversions KEYWORDS
track the conversions KEYWORDS 5000 Impressions per day 5000 people see your naturally ranked keyword. 900 -‐ 1800 visits Of those impressions, 900 -‐ 1800 people click through to your site. (18 – 36% CTR) £3 per visit Each of those visits is worth £3 £2700 -‐ £5400
regardless of the platform accessed on • Give each product its own dedicated page • Use traffic light colours for psychological signaling – e.g. Green buttons for ‘Buy it now’ TIDY YOUR SITE
pages (Style guides for clothing / Written user guides etc) • Link to relevant blog articles (on your own blog!) • Use Infographics • Include an FAQ • Professional Photography IDEAS FOR IMPROVING YOUR CONTENT
to your content, and help you to rank higher • Blogs help to familiarize customers with you as a company – you can tell your story • Good blogs will get you noticed and encourage social shares • They can help answer questions a shopper might have • They can encourage a community spirit and discussion
for? • What are the benefits to the customer? • Even ‘boring’ products have interesting uses/stories to tell • Grey socks – Worn by school kids, purchased by mums: “Top 5 healthy snacks for lunchboxes” • Diodes – Used in circuitry: “Three steps to select a protection diode to protect high-speed interfaces from ESD strikes”
for? • What are the benefits to the customer? • Even ‘boring’ products have interesting uses/stories to tell • Grey socks – Worn by school kids, purchased by mums: “Top 5 healthy snacks for lunchboxes” • Diodes – Used in circuitry: “Three steps to select a protection diode to protect high-speed interfaces from ESD strikes”
your site. You can then: • Remarket to those who have visited your site • Target those who visit certain pages • Target those who have not hit your site in a certain amount of time ... And plenty more things!
Customer Service / Research / Acquisition / Promotion Paid advertising opportunities • Reach specific audience / Remarket / Build Stay ahead • Follow the influencers / Become an influencer
Customer Service / Research / Acquisition / Promotion Paid advertising opportunities • Reach specific audience / Remarket / Build Stay ahead • Follow the influencers / Become an influencer