Cam Kennedy

8/3/2019 Cam Kennedy

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uHi, my name is Alister Simpson. I'm aProfessional Marketing Consultant atEast One Marketing. This report is to beused as a guide improving your currentmarketing practices"


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CA ERDNKENNEDY

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MARKETINGGRADE

OUT OF 10 0

Learn how well you are doingacross 3 critical areas of yourmarketing.ToFuTop of the FunnelAre you doing enough to bring visitors to yourwebsite and fill the top of your sales and mar-keting funnel? How are your content creation,optimization and website promotion skills?MoFuMiddle of the FunnelHow do you do when i t comes to convertingtraffic into leads and leads into customers? Doyour landing pages, conversion forms, emailmarketing and social media efforts compare?AnalyticsAnalyticsDo you know what marketing activities areworking (or aren't working)? Do you measureyour successes and failures?

Report fo r www.cameronkennedy.com

Top of the Funnel (ToFu}Fil l the top of your sales an d marketin g funnel by creating, optimizing, and promoting uniqueand Interesting content.

Middle of the Funnel fMoFu}Convert traffic Into leads and leads Into customers by focusing on the middle of your funnel an dusing landing pages, conversion forms, email marketing an d social media.

AnalyticsKnow what marketing activit ies ar e working (o r aren't working) fo r you by measuring yoursuccesses an d failures .

- .cameronkennedy.com

26/oCORRECT

8/oCORRECT

Oo/oCORRECT


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Top of the FunnelCreating, optimizing, and promoting content are keys to f i l l ing the top of yoursales and marketing funnel with more website traff ic and leads. The good newsis that companies who create, optimize and promote their blogs get 55% moretraff ic and 70% more leads than those who dont.

Top 3 Things To Do1. Create a blog for your company.2. Setup a 301 redirect to www.cameronkennedy.com.3. Tweet more frequently.

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SloggingEvery web page ha s th e potential to rank well in search engines an d draw traff ic f rom other sources, l ike socia l media sites an dth e blogosphere . Of course, whether a page draws traff ic (and l inks) depends on whether it 's opt im ize d an d ho w remarkable(useful , interesting, et c .) it is . Slogging is a great way to ad d interesting content to your site so yo u ca n ge t more traff ic an dleads.

Yikes! We can't find a blog fo r you.Have a blog that we couldn't find?

Yikes! It looks like you don't have a blog! How can that be? Surely you already know thatblogging is the best way there is to reach your target audience with the useful, educationalinformation they're out there looking for. Not to mention how much it helps your searchrankings_But you knew that Didn't you?

Did yo u know that eompanie: t h ; ~ t blog ga t 55o/omore web traffic an d 70o/o more lead: th:.ntho:: that don' t?


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Optimizing your content is a ke y step to ensure yo u give your valuable content the b est chance possible of drawing traffic from th eweb. In essence, this section is about maximizing your ROC - return on content .

Your site has 1,130 pages indexed by search engines. 40 o/o of daily =arch. : ar e fo r re :earch onproduct: or :ervice: . Th mo .. page: you have,th e better chance you have of ranking high .

Search engines look fo r fresh content so tha t they can serve it up la ter in searchresults. If they don' t index it , resul ts won' t show it . The more fresh content yo ucreate , th e more ofte.n search engines will come back looking fo r more. It 's abeautifu l th ing . It 's the cycle of life.

Oops, looks like you're missing a 301 redirect.To a search engine, "craigs list.com" and "www .craigs list.com " are not the same thing_Set upa permanent redirect (also known as a "301 redirect") so that you get full credit for what's onyour site, no matter how it's accessed_

70 o/o of th e link: :earch u:er : click on ar eorganic not paid . U:ing keyword-rich al t textcan help yo u rank higher : o that you can capture: om of that deliciou: organic traffic fo ryour:elf . Yum.

X We found 70 images on your homepage , and 39 of them have al t tags.0 ou ch - you don't have alt tags on all your images! Images are invisible to search engines, and alt tags are a wicked easy way to tell search engines

what your page is about. Tuck in a keyword between some al t tags and maximize the impact of the images on your site_See Details

X How do your internal pages look?0 Fo r a litt le extra fun, we analyzed a few internal pages on your site to see how well those were optimized_ t looks like you should look into changing page

titles that start with your company name, if you have page descriptions on all your pages and if they are unique_Easy things to change, but they make abig difference_

Page Title Page Descri ption

Fin ancial Recru itment Consultancy d Cameron Ke nn edyCameron Kennedy is a leading, London-based financial recruitment consultancyspecialising in Banking, Insurance, Investment Management, Hedge Fund, PrivateEquity and Commerce & Industry jobs_

Cameron Ke nnedy (None)Cameron Ke nnedy (None)

How many page titles start with your company name? 2You've done a great job optimizing you r page titles for you r company name_The problem is,that's the easiest thing in the world to rank for! The fi rst word in a page title is given the mostweight (or importance) by Google_Use something other than your company name to giveyou rself a boost ran king for other keywords_

Do you have page descriptions and are they unique? NoYou are either missing page descriptions, or those you have aren't all unique_While pagedescriptions don't direc tly affect your search rankings, they do affect how likely someone is toclick on you r sea rch results_The text you put in your page description shows up prominentlyin search engine results_Make sure it's compelling to get more people to c lick_

IIOo/o of al l organic click: go to th e to p threeorganic :earch re:ult : . Snag on e of tho: : po t :by optim izing your page title:.

7!So/o of u:er : never go further t ha n th e fir :tpage of :earch re:ult : . Compelling pagede:cription: ca n help you : tand out.


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Your mozRank is 4.8 .mozRank is on a scale of 1 to 10 an d is SEOmoz's 10-point measure of l in kauthori ty an d popular ity. I t 's simi lar to th e ol d Google Page Rank an d islogar ithmic, so bear that in mind, too. (That means i t 's ten t imes as hard to movefrom a 3 to a 4 as i t is to move from a 2 to a 3. )

20 other sites have linked to your site.Every l ink to your site i s another vote in the giant popular ity contest that is theinte.met. The more sites that l ink to you, the better yo u will rank. Keep oncreat ing an d sharing al l that great content, an d you' ll keep moving closer to th eto p of th e charts.

Here are 1 0 authoritative pages that are linking to you.

Sllo/o of uk internet.. , . ..,. :;earch online b eforethey make a purcha:e , even when th e purcha:ei:; made at a local bu:. in=

Companie:; that blog have 117o/o more inboundlink:; than tho:;e that do n 't. Creating greatcontent i:; th e ke y to getting inbound link:; -there':; ju:;t no :;ub:.titute.

I t 's not enough to just get li nks from other si tes - those sites need to be trustworthy an d authoritat ive, too. Natura ll y, these ar eharder to come by . But you're doing great so f a r - keep i t up !

Domain Linking Pagegaapweb.com Cameron Kennedy Fin01.nce an d Account ing j ob : ..experteer.co.uk Cameron KennedyHeadhunte..,. an d HR Con:.ultant:; a ...020.co.uk Accounbncy, Banking & Finance ReCI'Uitment ..velvet-club.com Velvet Job:; Recruiter Indexi-recruit.com http://www.i-recruit.com/recruiter.phtml?u.-www ...ukweb:;tart.com London Employment agencie:; Job:; work agency li:. ..finance!l.bg Paoor a TbPCH opyM aa Forex H sanyTHa TbproBHR foundya.co.uk Jo b :;earchingcareeradvance.co.uk Accountancy Job:; from Career Advance Career A ..boolc;onbiz.com Finance Manager/Financial Controller : Boolc;onB ..

SOCIAL/MOBILE MEDIA

Having a website that displays well on mobile devices is becoming more an d more im portant as 35/o of adults In th e UK have a smartphone an d 87/o of smartphone ownersaccess th e internet on their mobile devices. When mobile optimizing your site, yo u wantto take into account smaller screen sizes an d slower bandwidths. This means usingsmaller images and font sizes, thinking about how much content is displayed on a singlepage.

X Do you have a mobile version of your website? No

X Do yo u have Apple icons? No0 The iPhone and iPad both allow use rs to add a qu ick link to the desktop of their dev ice for

easy access _Don 't let a ha rd-to-see sc reenshot (which is the defau lt opt ion ) rob you of anexce llent brand ing opportunity!

Do you have a meta viewport tag? NoO The meta viewport tag te lls a mob ile dev ice how to orient a page when it's loaded . It also

de term ines if a page can be scaled large r or sma ller and if it shou ld rotate as the use r rota testheir mob ile dev ice _Be friend ly to you r mob ile users by inc lud ing th is on you r site_

By th e en d of 2012, 50% of British peopleare predicted to ow n a smartphone. Ye p

Stso/o of C-leve( executive: u :e a :m:u tphone.

74o/o o f . :martphone u.:er: have made a purc.ha:efrom their :martphone.


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Social57o/o of small businesses sa y social media is benef icia l to thei r business, which is no wonder since being active on Twit ter an dFacebook ha s been shown to increase th e number of inbound l inks, traff ic an d leads. As a resu l t, 54o/o of companies increasedthei r investment in social media & blogs in 2011.

Are you on Twitter? YesWe found the account IZI!Cameronkennedy that looks l ike i t belongs to you. Yo u ' rerocking ou t on Twitter, wh ich i s great! Now make sure that yo u ' re sharingawesome content there, to o . Want more folks to visit your blog? Blog posts sharedon Twit ter get 117o/o more ,page views than those no t shared. That 's a big number.

Comp:anie: with over 1,000 Twitter follower:ge t ISX more tr:aHic.

Follower: Following37

Upd:ate:2

Sorry, there was a problem checking ho w many t imes yourhomepage has been tweeted.

You average 623 days, 3 hours between tweets.It looks like you're in a bit of a Tw itter slump. Tweet mo re regu larly if you want to harness allthe power of Tw itter. Share your blog posts, relevant news articles, and interesting stuff fromother sites.

Your Klout Score is IIQYour Klout Score is a measure of how much influence you have in social media. It looks atyour reach, influence, and the power of your network. From the looks of it, you've got somework to do if you want to inc rease the amount of influence you have in the social mediasphere.K powered

More th:an 1/2 of :active Twitter u:er:: followcompanies, br.ands, or products on socialnetwork:.

Ne:arly 2/ 3 of Internet u:er:: regul:arly u :e :asocial network.

Klout measures your online influence from your socialnetworksKlout measures influence online using data from your socialnetworks. Anywhere you have an online presence, you have theopportunity to influence people by creating or sharing content thatinspires actions such as likes, retweets, comments and more. Themore engagement your posts receive, the more influential you are.Klout uses this information to provide you a Klout Score thatmeasures your overall influence.


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........No - facebook Business Profile found!Facebook has over 30 mill ion users in th e UK, representing almosthalf the population. It s the second most visited website in the UK,behind Google, and over two thirds of it s UK users are of employmentage. Well known consumer brands are seeing the l ine betweencustomer an d potential employee becoming more blurred. A highstreet brand telecommunications company already recruits 16/o ofi ts retai l staff from its customer base and Facebook pages provide anideal opportunity for companies to target an engaged community withrecrui tment messages and vacancies.One of th e benefits of Facebook is that i t can be enhanced with furtherdevelopment to provide an enhanced Facebook career site tocomplement th e standard features, including, job family an d employeeprofiles, vacancies and an application process l inked to th e main careerwebsite.

Social Media and Social Networking has had a dramatic impact onrecruitment, opening opportunit ies for both recrui tment agenciesand in-house recruiters. The potential reach through Social Mediaprovides employers with an ideal opportunity to attract talentoutside of the traditional media channels.Whether you are already using Twitter, Facebook and Linkedlnas your recruitment content distribution channels for relevantcontent, you should be looking to develop 'Brand Outposts'and Communities which feedback to your corporate careerwebsite. East One has experience of implementingsuccessful Social Media strategies that can help you avoidthe common pitfalls.

UK Facebook Age Split

Facebook is now a bigger national past-t imein th e UK than watching TV (a s of March 2011).Source: Expansys survey


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Middle of the FunnelTh e middle of th e funnel is all about converting th e traff ic yo u get intoprospects and leads and then nurturing your leads and prospects in order tomake it more l ikely that they wil l become customers. You do this by usinglanding pages, blogs, conversion forms, email marketing an d social media.

3 Things To Do1. Share links to landing pages with forms on Twitter.2. Reply to individuals on Twitter to be more conversational.3. Get more mentions on Twitter by being more conversational.

GeneralTh e most general tools in th e middle of your funnel have to do with col lect ing leads an d nurturing those leads into customers.Making i t easy fo r customers to give yo u their informat ion through forms on your website and understanding th e tools you areusing to nurture those leads are th e be g inning of an optimized middle of the funnel.

Are you using landing pages with forms to co nvert your visitorsinto leads? Yes

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It looks like yo u a lready know that landing pages with conversion forms are agreat wa y to get leads from your website because we found at least on e on yoursite. Make sure yo u are collecting contact information from your visitors so thatyo u ca n follow up with them later an d be in touch. Without landing pages. yo uca n ' t convert your website traffic into customers.

Are you using any marketing automation software? NoIt doesn't look like you are using anything to automate your marketing efforts. Automation canbe an effective tool when used to engage potential customers on their terms. You don't wantto use marketing automation to force leads through your old school sa les process by beatingthem into submiss ion with endless programmed ema ils_

Your visitors are not engaged when on your site.Visitor Engagement looks at how many times your visitors came to your site, how long theystayed around and how many pages they viewed_ n general, we want to see that peoplecame to your site and stayed around because of all your great contentAverage Number of Visits Per Person : Not EngagedVisitors come to your website fewer than 1.5 times on average per month_Average Le ngth of Stay: Not EngagedVisitors stay on your website for less than a minute on average'Average Pages Per Visit : Not EngagedVisitors view fewer than 2 pages on average each time they visit your webs ite_

poworod by compete

Bu: in = : with 31 to 40 landing page: ge t 7Xmore lead: than tho: with only 1 to !1.

Yo u c:.an automat your market ing eHort.:, bu tbeware, your email databa.:e expire: at a r-ate of2!Jo/o pe r year.

T w t h i r d ~ of marketer.; :a y their eompany blogi : critical or important to their bu.:ine:.: . Partof th e rea:on i: ha t blog: ar e a great wa y toengage your vi : i tor:.


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BloggingBlogg ing is a great way to get more t raf f ic and leads but i t 's also a great way to convert leads into customers. Ha vi ng va luablean d relevant cal ls to act ion, a l lowing readers to subscr ibe and encourag i ng them to fol low yo u i n socia l media are great ways toleverage your blog an d get more.

Your blog isn't getting leads fo r you, because you don't have ablog!Jus t a reminder, companies that blog get 55% more web traff ic an d 70 % moreleads than those t ha t don' t . Don' t yo u l i ke t raf f i c and leads?

People can't subscribe to your blog, because yo u don't have ablog!Jus t a reminder, companies that blog get 55% more web traff ic and 70% moreleads than those t ha t don' t . Don' t yo u l i ke t raf f i c and leads?

Social

Bu:oin=:o with more than 40 landing page:; get12 X more lead:; than tho.:e with only a fe wlanding page:;.

315o/o of daily internet u:;er.: read 5 to 10 blogpo.:t!: per da y .

Social media is about more than th e number of fans, friends an d fo l lows you have. Are yo u leveraging soc i al media to get moreleads an d customers? Do you engage in th e conversation or jus t ta lk about yourse lf?

Sorry, we weren't able to detect if yo u are linking to your socialmedia accounts on your homepage.

0 of your last 10 tweets were replies to somebody else.0 Twi tter should be more than your personal soap box. If a ll you 're doing is tweeting about

yourself and your business, people aren't going to be listening very much. Instead, tryengaging with your fo llowers by replying to THEIR tweets, asking questions. and just chattingonce in a while. You like to chat, don 't you? Su re you do.

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@Cameronkennedy was mentioned 0 times by other people in thelast 24 hours on Tw itter.It doesn't look like anyone has mentioned your Twitte r handle in the last 24 hours. Let 's givethem someth ing to talk about! Go write a rea lly ste llar blog post RIGHT NOW and post it toTwitte r.

0 of your last 10 tweets link to a landing page.0 You like leads, right? Because inc luding enticing offers and relevant links in your social media

stream can inc rease your lead generation rate by 90% or more. But hey, only if you likeleads.

Internet u.:r: :;pend 3X more t ime on blog:an d :ociial networlc: than on email.

Companie : that u : Twitter average 2x morelead.: pe r month than tho:;e that do not.

Companie.: with 1000+ Twitter follower.: get IIXmore traHic on their web:i te : than t ho : withfewer Twitter follower:.

3Do/o of 828 companie : u: ing Twit ter haveacquired new cu:tomer. : from it .


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AnalyticsMeasuring your successes (and fai lures) is th e only way to know what marketingact ivit ies are working fo r you. If yo u can' t measure how many visits, leads an dcustomers your dif ferent campaigns generate, you need to reevaluate howyo u ' re measuring your act ivit ies.

2 Things To Do1. Start measuring your marketing with analytics.2. Attract more website visitors using inbound marketing.

X It doesn't look like you are using software to measure your website.O Are you measuring your website's effectiveness at all? Because it looKs li l


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"This report is compiled to raise awareness of yourcurrent marketing practices and will highlight thenecessary steps that a company would need to take inorder to maximise exposure to their brand. Pleasecontact me i f you have any questions or would like toknow how mobile marketing could play a vital role inyour future marketing efforts"Alister Simpson - East One Marketing


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