2. E Marketing Chorlton09

transcript

Andy NicolM: 0771 311 9699

E: andy@sputnikinternet.com

H T I T M E O O A C T Y W etc

Chorlton5th February 2009

Andy NicolM: 0771 311 9699

What you can ask me

Marketing Web design Search Engine Optimisation Pay Per Click Usability Accessibility

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Objectives

Understand marketing principles

Understanding SEO

Understanding PPC

Understand social media basics

Decide which are appropriate for you

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What is Marketing?

Identifying (researching) needs

Product concept

The whole product

The price

Advertising

Sales support

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Marketing Basics

Market Research

Marketing Plan

Market Segmentation

Competition

Product/Price/Place/Promotion

Unique Sales Proposition

Feature/Advantage/Benefit

Objectives

Strategy

Andy NicolM: 0771 311 9699

Marketing Plan

Where are you now?

Where do you want to be?

How are you going to get there?

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Traditional Marketing

Telesales

Direct Mail

Press Ads

Exhibitions

Cost, reach focus.

oil rig components, cheaper phone calls, double glazing, clothes

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E-Marketing

The use of digital technologies to help sell your goods or services.

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Benefits of E-Marketing

Reach (as usual)

Potentially lower cost (really?)

Easier to measure/evaluate the results effectively (definitely)

Flexibility (definitely)

Your marketing message is always available (definitely)

e-Marketing campaigns can be more engaging (definitely)

Personalisation (definitely)

Andy NicolM: 0771 311 9699

What is your marketing mix?

Who is your target market?

What are your objectives? (SMART)

What is your budget?

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E-Marketing Channels

Website - A location on the World Wide Web

e-mail – An electronic version of a letter or hand written note.

Blog’s - A blog is a website where entries are made in journal style and often provide

commentary or news on a particular subject, such as food, politics, or local news.

Podcasts - Is a method of publishing files to the Internet e.g. audio or video file.

RSS (Really Simple Syndication) – Allows websites that want to allow other sites to

publish some of its content.

SMS Messaging - the transmission of short text messages to and from a mobile

phone, fax machine and/or IP address.

Online PR – Traditional PR extended online.

Pay for click – Google adwords

Other sites - ?

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SEO - Some definitions

Directories Search Engines SERPs Keyphrases Google Dance

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SEO - Who are the major players?

Google

Overture

A Hitwise survey in 2006 showed 94% of UK searches were powered by a version of

Google. (Perhaps more like 70%.)

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SEO - Why is Google the biggest?

Honesty

(and some other reasons)

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SEO - What is search engine optimisation?

Strategically making you website more likely

to be ranked by search engines for keywords of your choice

- Andy Nicol, 2007

Part of Search Engine Marketing Not PPC, online advertising (screen shots)

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SEO - Why optimise your site?

183 million searches per day in US

100 million searches in Google UK per day

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SEO - How to do it

Research Keywords Strategically alter the code of your site Develop with usability in mind Build your site in DIVs Meta Data - honestly Text Density - honestly Text Menu - anchor text Internal Links - anchor text ALT tags - build for DDA - honesty Heading tags (CSS)

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SEO – How to do it

Bold, italics, bullet points Update content regularly - honestly Google PageRank Inbound links - anchor text - proactively and honestly (QUANTITY & QUALITY - PR, blogs) Google Sitemap 301 Redirects 404 Errors Friendly URLs

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SEO - Research keywords

What keywords do would you search for? What keywords would your customers search for? What does the thesaurus say What are your competitors using? *

* Competitors may be those that are already top of the search engines

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SEO - Research keywords

inventory.overture.com www.wordtracker.com http://tools.seobook.com/general/keyword https://adwords.google.com/select/keywordtoolexternal

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SEO - Which keywords

Provide a list and ask which ones to pick. generic VS niche. "web design manchester" the long tail

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SEO - What you shouldn’t do

Don’t try and fiddle the system !!

Hidden text Duplicate content Keyword Stuffing Cloaking Flash Tables

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SEO - Things that are beyond your control

Relevant URL Age of your domain (Sandbox) Dynamic content Host country lots of other factors

Or are they??????

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SEO - Checking for success

Web Position (www.webposition.com)Formerly Web Position Gold (WPG), now owned by WebTrends.

Advanced Web Ranking (www.advancedwebranking.com)Supplied by Caphyon. Uses Google API key.

Agent Web Ranking (www.agentwebranking.com)High adoption client and agency side. Uses Google API key.

Internet Business Promoter(http://www.axandra-web-site-promotion-software-tool.com)European tool, useful for international rank checking and includes sponsored listing reporting

Digital Point keyword tracking (http://www.digitalpoint.com/tools).Unlike the others, this is a free service, but can be used for smaller sites.

Google Analytics (http://www.google.com/analytics) Your log files

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Homework

View your source code is it TABLES

Research Keywords web editing and FTP

Inbound Links etc

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Watch out for Charlatans!! You cant fit 11 into 10 Google is the one that counts £1,000 / month

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PPC - Local Search

Source: Hitwise

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PPC - Local Search

• submit to directories• careful how much you spend

Search engine usage for local search is

growing, so lets concentrate on them

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Paid Search

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Paid Search

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Paid Search

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PPC - Who are the major players?

• Google Adwords (http://adwords.google.com) • Yahoo! Search Marketing (http://searchmarketing.yahoo.com) • Microsoft adCenter (http://adcenter.microsoft.com)• MIVA Pay Per Click, Pay Per Call and Pay Per Text

(www.miva.com)

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PPC - Common Mistakes

• Poor CTR• Paying too much• Inability to manage

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PPC - Key factors

• Keyphrase targetted• Pay per click, not per impression• Prominence of ad is based on bidding• Quicker than organic• Click costs can be high – conversion is important• SEO for high volume low intent – PPC for long tail?• Bid to be near the top?• Flexibility• Click fraud

Andy NicolM: 0771 311 9699

PPC - Strategy

• Research keyphrases• Long Tail• Maximise AND minimise click throughs• Landing pages• Time related variations• Quality Score• Content Network

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PPC - Keyphrases

• Adjective• Comparison• Application • Product Type• Product feature• Brand• Location• Action

• Related products or services

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PPC - Keyphrases

• Broad matching

• Exact matching

• Phrase matching

• Negative Matching

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PPC - Keyphrases & Longtail

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PPC - Keyphrases & Longtail

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PPC - Manage click through rates

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PPC - Time Related Variations

• Holidays/Seasons• Accounting year end• During the day• During the week

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PPC - Quality Score

• clickthrough rate for keyphrase

• Relevance of ad text, keyword and landing page

• Bid level

• Ad rank

• Manual reviews of sites

Google’s success is based on giving the USER what they want.

Andy NicolM: 0771 311 9699

PPC - Content Network

• “browse mode” not “search mode”

• Inbound links?

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PPC - Bid Management Tools

• A whole new topic

• Atlas One Point, Bid Buddy

• Costly (15%)

• New skills

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PPC - Top Tips

• Don’t back the wrong keyphrase (spread risk)

• Prioritise budget on lowest CPC keyphrases

• Prioritise budget on highest converting keyphrases

• Prioritise budget on time of day for best ROI

• Don’t set a blanket CPC across all keywords

• Learn from previous campaigns

Andy NicolM: 0771 311 9699

PPC - It’s marketing

• What is the ad for? (Attention, Interest, Desire, Action)• Who is the ad for? (speak their language)• Who are you competing with? (standing out)• What is your proposition and point of difference? (4 Ps)• Where will the ads be displayed? (countries, content network)• What the constraints of editorial guidelines and process?

(repetition, superlatives, capitalisation)• How do I achieve standout? (intentional space, punctuation)• Warning – What is the impact of changing ad creative?

Buy, Get, See, Free, Save, Win,

Andy NicolM: 0771 311 9699

PPC - Ad copy

• Relate the copy to the search phrase• “Reason to click”• Credibility• Title Case and Ampersands• Price qualifier (price range, starting from)• Don’t set a blanket CPC across all keywords• Learn from previous campaigns

• Position is based on Quality Score as well as bid

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PPC - Landing Pages

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PPC - Landing Pages

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PPC - Landing Pages

• Review bounce rates across campaign• Quality score / bid price• Not just instant conversion• SEO conflicts• Integrated within site / standalone• Above the fold• Remove menu options• Phone numbers

Andy NicolM: 0771 311 9699

PPC - Landing Pages

• http://services.google.com/websiteoptimizer/

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PPC - Landing Pages

After all that effort;

Accessibility

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PPC - Click fraud

• Competitors• Affiliates• Site Owners• Customers

• Search Engines have their own systems• Monitor Google’s Invalid Clicks Report• Switch off PPC during high fraud hours

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Pay per click

Try it, measure it, tweak it

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Examples

Other considerations when choosing e-Marketing;

Wiggly Wigglers – A gardening company which releases regular podcasts on various

gardening topics.

Here it goes again - The music video was filmed in one continuous shot and was

uploaded to YouTube, where it has been viewed over fifteen million times. The video

was popular enough to earn a Grammy award for "Best Short-Form Music Video" in

2007 and the YouTube 2006 Video Award for "Most Creative Video" .

Will it blend – A series of videos made for around £5-600 each by a US blender

manufacturer, which were placed on the internet last year. Within just a few days, the

first videos had millions of views. This had a significant impact on sales. The

campaign aim was to help build brand awareness and establish Blendtec as the

premier blender manufacturer.”

Andy NicolM: 0771 311 9699

Web 2.0

Interaction/conversation not publishing

Customer Engagement

Mostly consumers, often segmented

Appealing to marketers

Effective?

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Social Media Types

Social Bookmarks

Digg www.digg.com

Reddit www.reddit.com

Delicious del.icio.us

What do they do?

How can you use them?

Andy NicolM: 0771 311 9699

Social Media Types

Social Networks

Facebook www.facebook.com

Myspace www.myspace.com

Linkedin www.linkedin.com

What do they do? (online gossiping and networking)

How can you use them? (advertising, engaging, networking)

Andy NicolM: 0771 311 9699

Social Media Types

Facebook

www.manchesterdigital.com/about.asp

Website with News, Events, Digital Jobs, Tenders. It is more formal and its members

tend to be the owners of digital businesses. Averages around 800 visitors a day.

www.facebook.com/s.php?ref=search&init=q&q=manchester

%20digital&sid=d7936699c741d97b59754c4a7e04cef2#/group.php?gid=6127014011

MD Facebook group has 259 "friends", is less formal than the website and is used to

promote MD its events etc. to a wider audiance and help people from the digital

sector communicate/connect/network.

Andy NicolM: 0771 311 9699

Social Media Types

Facebook

www.facebook.com/networks/networks.php#/pages/Digital-Marketing-Manchester/19610314120?ref=s

Facebook group set up by MD members to promote a regular meet up of digital

marketing people.

www.facebook.com/s.php?ref=search&init=q&q=manchester

%20digital&sid=d7936699c741d97b59754c4a7e04cef2#/group.php?

gid=27557553742

Manchester Digital/MMU Business School ProDev Day event. Facebook was used as

a way of recruiting digital companies and students to the day. Although not the only

marketing channel used the day was a success with 600 students and around

40 businesses attending.

Andy NicolM: 0771 311 9699

Social Media Types

Blogger www.blogger.com

Twitter www.twitter.com

Gizmodo www.gizmodo.com

Technorati www.technorati.com

What do they do? (updateable news, syndication)

How can you use them? (SEO, industry monitoring, buzz creation)

Andy NicolM: 0771 311 9699

Social Media Types

Media Sharing

Youtube www.youtube.com

Flikr www.flikr.com

What do they do? (upload and share media)

How can you use them? (virals, media distribution, media hosting,

Andy NicolM: 0771 311 9699

Social Media Types

www.flickr.com/photos/mdda/sets/72157604946062922/

Used to store images of an event.

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Social Media Types

BlipTV

www.manchesterdigital.com/page.asp?id=3112

Used to store promotional video material.

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Other Social Media Sites

http://traffikd.com/social-media-websites/

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The Risks

Do you have the time?

Do you have the money?

Do you have anything interesting to say?

Who is listening?

You’re the boss!

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Pay per click

….and breath

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Thank you

2. E Marketing Chorlton09

Technology