Crouch End Digital Marketing & Coaching Workshop

transcript

DIGITAL MARKETING WORKSHOP

DANNY RICHMAN

WWW.SEOTRAININGLONDON.ORG

PRINT ADVERTISING SPEND SINCE 1950 ($B)

1950 1960 1970 1980 1990 2000 2010 2020

Internet went mainstream

EARLY DIGITAL MARKETING

DIGITAL MARKETING SPEND SINCE 2010 ($B)

$20.00

$40.00

$60.00

$80.00

$100.00

$120.00

$140.00

$160.00

$180.00

2010 2011 2012 2013 2014 2015 2016

PEOPLE DON’T WANT TO BE SHOUTED AT ANYMORE

WE DON’T NEED TO WASTE TIMETALKING TO THE WRONG TYPE OF PEOPLE

PULL MARKETING V PUSH MARKETING

THE CUSTOMER JOURNEY

I have a problem I

need to solve

BLOGSPPC SOCIAL MEDIASEO

How can I find the best

supplier?

How can I get the most from my purchase?

EMAILBLOGSSOCIAL MEDIA

I love to tell others

FIXING THE LEAK

WEB DESIGN

WHICH CUPCAKES WOULD YOU BUY?

WHICH KIDS SHOES WOULD YOU BUY?

WHICH HANDBAGS WOULD YOU BUY?

WHICH COOKIES WOULD YOU BUY?

WHAT DO THESE WEBSITES HAVE IN COMMON?

An experienced, professional web designer!

DID YOU BUILD YOUR OWN WEBSITE?

It could be costing you far more money than it saved

WEBSITE BUILDERS

your choice of CMS could determine the success of your business

MY RECOMMENDATIONS

FOR A DIY WEBSITE WITHOUT AN ONLINE SHOP

squarespace.com

FOR A DIY WEBSITE WITH AN ONLINE SHOP

shopify.com

FOR A WEBSITE BUILT BY A PROFESSIONAL WEB DESIGNER

HOW MUCH DOES A PROFESSIONALWEBSITE COST?

‘BROCHURE STYLE’ WEBSITE

E-COMMERCE SITE

A SITE WITH BESPOKE CODING

£5,000

plus extra hosting and maintenance costs

WEBSITE CONTENT

OFFLINE: 71% OF BRITISH ADULTS PREFERRED TO BUY FROM A SMALL BUSINESS

Small Business71%

Big Business29%

“Small businesses provide a more

personal service”

Source: YouGov Survey 2015

ONLINE: 59% OF BRITISH ADULTS PREFERRED TO BUY FROM A BIG BUSINESS

Small Business41%

Big Business59%

“Big businesses are more trustworthy”

Source: YouGov Survey 2015

HOW TO MAKEA SMALL BUSINESS

APPEAR TRUSTWORTHY

020 8344 2323

Home | About Us | Shop | Contact Us

T&Cs | Privacy Policy | Returns

professionally-designedwebsite

3rd party reviews

professional accreditations

fixed contact details

privacy policy

security padlock

ANSWER THIS QUESTION IN 10 SECONDS…

93.5 x 27.2 = ?

answer = 2,542.2

DON’T MAKE ME THINK!

your website doesn’t exist in a silo

Selective Attention Test

TREAT YOUR VISITORS AS IF THEY WERE DRUNK

THE CONVERSION FUNNEL

What do you do?

Why should I care?

How can I trust you?

What do I do next?

What do you do?

Why should I care?

How can I trust you?

What do I do next?

SPLIT TESTING

Optimizely.com - from free

MAKE SURE THAT YOUR SITE IS RESPONSIVE

Google rewards mobile-friendly websites

HOW TO GET TRAFFIC

THE 6 MAIN DIGITAL CHANNELS

Search Engine Optimisation (SEO)

Content Marketing (Blogging)

Pay per Click Advertising (PPC)

Email Marketing

Remarketing

Social Media

WHERE DO YOU CLICK?

only 10% click on the ads

Source : Richman SEO Training/CINT 2013

Organic Results

1. Relevancy

2. Links from other sites

3. Engaged search visitors

WHAT MAKES A WEBSITE RANK HIGHER ON GOOGLE?

BLOGGING

YOUR BLOG IS NOT THE PLACE FOR SELLING

SHARE YOUR KNOWLEDGE AND EXPERTISE

180k shares

SHARE YOUR KNOWLEDGE AND EXPERTISE

4,300 shares | 187 links | 37 New clients

HOW TO FIND GREATCONTENT IDEAS

KEYWORD RESEARCHER FOR GOOGLE AUTO-SUGGEST

Keyword Researcher by Clever Gizmos (how * house extension)

WHAT CONTENT ON YOUR TOPIC HAS BEEN SHARED THE MOST?

buzzsumo.com (portrait photography)

YOUGOV PROFILES (FREE)

combine your content topics (Mothercare)

SOCIAL MEDIA

WHICH SOCIAL NETWORKS ARE BEST FOR YOUR TARGET MARKET?

IS ANYONE EVEN SEEING WHAT YOU POST?

ALWAYS TRY TO LINK BACK TO ENGAGING CONTENT ON YOUR SITE

PAID PROMOTION ON TWITTER & FACEBOOK

target followers from as little as 2p per engagement

PPC ADVERTISING

ADWORDS

Google advertising can be very expensive

REMARKETING

PPC REMARKETING

catch visitors who previously visited your site

BID ON PROBLEM-SOLVING KEYWORDS

Look,no ads!

WEBSITE TESTING

PEEKUSERTESTING.COM

3 x 5-min tests free per month

MOUSEFLOW

Watch how your visitors use your website! Free for <100 visitors pm

GET YOUR WEBSITE TESTED IN A LOCAL COFFEE SHOP

TRACK YOUR VISITORS USING GOOGLE ANALYTICS

TRACK YOUR RANKINGS USING GOOGLE SEARCH CONSOLE

Lots of helpful information about your site from Google

CASE STUDIES

CASE STUDY - “BRIDAL HEADDRESSES”

• 1,600 UK searches per month

• 8 links for a No.1 position on Google

• brought 720 new visitors per month

• resulting in 45 new customers per month

• 45 new customers spent £75 average sale

• £40,500 pa just from one keyword!

now ranking on page one for 150+ keywords

HULA GROOVE

• Top 10 on Google for over 200 relevant keywords

• Average of 150 booking enquiries per day

• Now 5 bands across the UK employing 100 musicians, singers and crew

IS IT THIS EASY?

PERSONAL & ORGANISATIONAL

CHALLENGES

DR SALLY-ANN LAW

• E: sallyannlaw.coach@gmail.com

• W: www.sallyannlaw-lifecoach.co.uk

DANNY RICHMAN

• E: danny@richmanseo.co.uk

• W: seotraininglondon.org

• Twitter: DannyRichman