Tim Pritchard - SellerDeck Ignite - Big Business Show 2016

Tim Pritchard - SellerDeck Ignite - Big Business Show 2016

More than just SEO - Tim Pritchard's talk at the Big Business Show (London ExCel). For more context on this, talk to SellerDeck!

www.sellerdeck.co.uk

B1a2c497c2a4f4c67649ac46a5c97201?s=128

Tim Pritchard

May 11, 2016
Tweet

Transcript

  1. SellerDeck BUILDING UNIQUE ONLINE BUSINESSES TIM PRITCHARD MORE THAN JUST

    SEO Learn Practical Online Marketing Techniques To Generate More Sales
  2. LET’S START WITH SOME CONTEXT

  3. LET’S START WITH SOME CONTEXT

  4. LET’S START WITH SOME CONTEXT

  5. LET’S START WITH SOME CONTEXT

  6. LET’S START WITH SOME CONTEXT

  7. Things I forgot to do...   •  Hire Staff • 

    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!
  8. “There  are  no  quick  wins  in  business...   ...it  takes

     years  to  become  an  overnight  success”     ~  RICHARD  BRANSON  ~  
  9. RANK HIGHER MORE TRAFFIC MORE SALES SEARCH ENGINE OPTIMISATION

  10. None
  11. The landscape has changed •  Site Design/Tweeks •  Networking • 

    Price •  Reviews •  Marketing •  Video •  Offline Activities •  Social Influence •  Inbound Links •  Keyword Usage •  HTML TAGS •  Content •  Blogs •  User Experience •  Images •  Branding SEO has changed  
  12. Client A – Example

  13. Client A – Example

  14. Client B – Example Seasonal  drop  in  traffic  

  15. TIP 1 E-MAIL MARKETING QUICK / LOW COST / GOOD

    ROI / EASY TO TRACK
  16. E-MAIL MARKETING •  Use a sign up form •  Or

    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
  17. None
  18. Client B – Example

  19. Client B – Example

  20. Client B – Example

  21. TIP 2 KEYWORD RESEARCH UNDERSTAND YOUR MARKET / POTENTIAL VALUE

  22. •  Use a keyword tool to discover what people are

    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
  23. 5000  Impressions  per  day   5000  people  see   your

     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
  24. •  Run AdWords campaigns to test out keywords and then

    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  
  25. £985,500 £1,971,000

  26. TIP 3 IMPROVE YOUR CONTENT AND TIDY UP YOUR SITE

    INCREASE CONVERSIONS / ENCOURAGE SHARES / REPEAT VISITS
  27. None
  28. None
  29. •  Highlight your most popular products •  Make navigation easy,

    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
  30. None
  31. None
  32. •  Add YouTube videos (Guides/Help/Hands on etc) •  Add information

    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
  33. TIP 4 KEEP AN ACTIVE BLOG ANSWERS QUESTIONS / ADDS

    CONTEXT / IMPROVES SEO
  34. WHY HAVE A BLOG? Orange Sports Tennis Pump

  35. WHY HAVE A BLOG? •  What are your potential customers

    searching for?
  36. WHY HAVE A BLOG? •  What are your potential customers

    searching for?
  37. WHY HAVE A BLOG? •  A blog will add context

    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
  38. REMEMBER: Think logically •  What will your products be used

    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”
  39. REMEMBER: Think logically •  What will your products be used

    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”
  40. TIP 5 BE SOCIAL FIND NEW AUDIENCES / GROW A

    COMMUNITY / IMPROVE SEO
  41. FACEBOOK PIXEL Facebook pixel is some code you add to

    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!
  42. ESSENTIAL SOCIAL MEDIA Find and engage with new audiences • 

    Customer Service / Research / Acquisition / Promotion Paid advertising opportunities •  Reach specific audience / Remarket / Build Stay ahead •  Follow the influencers / Become an influencer
  43. ESSENTIAL SOCIAL MEDIA Find and engage with new audiences • 

    Customer Service / Research / Acquisition / Promotion Paid advertising opportunities •  Reach specific audience / Remarket / Build Stay ahead •  Follow the influencers / Become an influencer
  44. Your  Facebook    Advert   Na\onal   TV  Advert  

  45. TIP 6 DON’T FORGET THE LANDSCAPE THERE IS NO SIMPLE

    SOLUTION / HARD WORK GETS RESULTS
  46. DON’T FORGET Reviews HTML Tags Inbound Links Offline Marketing Networking

    Branding User experience etc...
  47. TIP 7 TALK TO THE EXPERTS EVOLVE YOUR BUSINESS /

    BE CONFIDENT OF RESULTS
  48. •  Website  Audits   •  E-­‐Mail  Marke\ng   •  Blogging

      •  Social  Media   •  Crea\ve  Campaigns   •  Photography   •  Videography   •  Design   •  Offline  Promo\on   •  Events  Organising   •  Training   •  Marke\ng  Consultancy   SellerDeck Ignite
  49. Thank you for listening! Any Questions? @SellerDeck #TheBusinessShow