20 Tips in 20 minutes (to grow your business online)

transcript

HELLO@IMPRESSION.CO.UK

20 tips in 20 minutesTo help you grow your business online

Laura HamptonDigital Marketing ManagerImpressionlaura@impression.co.uk

impression.tips/20

1)Know what works for you– Google Analytics

– Google Search Console

– CRM data

– Customer feedback

– Salesperson feedback

2) Know your audience– Google Analytics

– CRM data

– Customer surveys

– Sales data

– Personas

3) Know your goals– Lead generation

– Brand awareness

– Sales

– Newsletter sign ups

– Page views

– Engagement

4) Set clear (SMART) KPIs– Lead gen = enquiries

– Awareness = traffic and rankings

– Sales = conversions

– Sign ups = thank yous

– Page views = Analytics

– Engagement - time on site, bounce rate, etc

5) Review your web content– Is it fresh and up to date?

– Is it unique to your website?

– Does it use your brand tone of voice?

– Have you used formats beyond text?

6) Invest in quality content– Google wants to surface

the best content for any given query

– Something different to your competitors

– Something new

– In a way your audience will enjoy and value

7) Optimise your pages for search

– Know what search queries you want each page to show for

– Ensure that page is the best possible result for its target query

– Review those who outrank you

– Apply basic on-page optimisation techniques

8) Improve your pages for users

– Page load speeds

– Mobile usability

– Quality of content

– Any broken elements

– Secure website

9) Share content through social

– Share your great content via social platforms

– Test which work best for your brand

– Spend time identifying influencers

– Use free tools to make the most of your time

10) Raise awareness through PR

– Use PR to tell your existing stories

– Creating newsworthy hooks through creative thinking

– Build relationships with influencers

– Use #journorequest, #prrequest and HARO

11) Reach out to relevant partners

– Identify partners who can help raise awareness

– Contribute to relevant, quality websites

– Build relationships with editors and webmasters

– Be a useful resource

12) Get reviews– Google wants to show the best

results

– Get good reviews to prove you’re the best

– Get reviews across Google Plus, reviews.co.uk, TripAdvisor etc

– Awards are also great!

13) Listen to your audience– Google Alerts

– Mention

– Hootsuite searches

– Regular brand searches

– Listen, absorb, respond!

14) Contribute to discussions– Use social media

– Reply to enquiries

– Be aware of topical stories

– Have a clear set of agreed messages

– Agree a reply process

15) Find journalists online– Find local journalists

– https://twitter.com/NottsCC/lists/local-media

– #journorequest

– #prrequest

– HARO / Gorkana

16) Invest in paid social– Organic reach is reducing…

– … but Facebook advertising can be very affordable

– Create targeted audiences

– Split test messages

– Use networks that appeal to your specific audience

17) Invest in PPC– PPC is all about putting your

brand in front of people who are ready to buy

– Google AdWords vs Bing Ads

– Use a qualified consultant to help you get more for your money

– Should always get more back than you put in

18) Go mobile first– Google’s mobile friendly test

– Responsive websites

– Mobile searches outweigh desktop

– Consider your audience

19) Measure, analyse, refine– Remember your KPIs and

SMART goals

– Google Analytics

– Use ‘goals’ and event tracking

– Trackable URLs

– Regular reports

20) Give it time– Only do what you have time to do

– Don’t expect incredible results right away…

– … but do identify quick wins alongside long term goals

Thank youLaura Hampton

Digital Marketing ManagerImpression

laura@impression.co.uk

impression.tips/20

20 Tips in 20 minutes (to grow your business online)

Business