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Your Business Online

Date post: 21-Aug-2015
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Introduction

The new marketing paradigm

Why you should optimise your online presence

How it should tie into your business goals

Fundamentals of Search Engine Optimisation (SEO)

Introduction to social media marketing

Workshop exercises – work on your business

The New Marketing Paradigm

SM &

SEO

New Marketing: Tools to consider

Social Networking and Social Media

Blogging

Local and Universal Search

Video

Adwords

Essential Building Blocks

Google Analytics

Google Places

Content Management Systems

Google Webmaster tools

Search Engine Optimisation

Why Perform Search Engine Optimisation (SEO)?

The online retail space is set to grow with 69 per cent of respondents planning to invest in improved site content and 66 per cent will spend more time on online marketing. Some 70 per cent cited SEO as being the most effective source to acquire customers.

From Forrester Report: “Online retailing in Australia 2010: Marketing, merchandising and customer service”

Why Perform Search Engine Optimisation (SEO)?

Gives higher long term ROI compared to any other online marketing vehicles (Source: Marketing Sherpa Report 2010).

Higher natural rankings builds trust among searchers.

80% of websites are found through search engines (Source: Forrester Research).

Research suggests that if your not in the top 5 – 15 for your search terms your website is almost non- existent on the internet.

Why High Ranking Matters

Positioning is important!!

1.Above the red fold – 100 % viewed. 2.Drops to 50% - 20% below the fold.

Positioning is important!!

1.Appear on Page 1 – More traffic = More leads!

2.Appear on Page 2 – Less traffic = Less leads!

Your Competition Keeps Getting Bigger

Search Drives Sales, Both Online and Offline:

For every dollar spent online, the average search user spends $2.56 offline

'Search influences 20-30% of purchases made at retail locations’

eMarketer 2007

Search Listings

Difference between paid search listings and natural search listings

Pay Per

Click

SEO

What is SEO?

The process of ensuring that your website is highly visible and relevant to search engines:

On-Page SEO

Off-Page SEO

What is a Search Engine and how does it work?Robots, crawlers, spiders or ‘bots’

The Index

The Algorithm

What are the goals of your website?

Website goals might include

Top 5 ranking position for 10 key phrases

Increase traffic to the site by 50% in 6 months

Conversion rate increased from 1% to 2%

Online revenue increased from $15,000 per annum to $30,000

Attract additional five new leads per week

Return on Investment

Research suggests that SEO gives higher long term ROI compared to any other online marketing vehicles (Source: Marketing Sherpa Report 2010).

However ROI varies depending on industry, products, website size etc

Remember: It can take 6 months to see results

Commit to 6 months and then measure ROI

ROI should be based on clear $ return

SEO – Google Ranking Achievement Report

Keyword Sept Nov Febweb design melbourne 59 22 20

website design bendigo 4 1,2,3 1

graphic design 100+ 100+ 20

graphic design ballarat 10 9 7

web design workshops bendigo

1 1,2,3 19

online marketing mildura 1 1 1

Website Case Study - www.designexperts.com.au

Will SEO work for your business?

For smaller businesses, SEO (tends to) work best for:

Sites which sell niche products or services globally

Sites which sell in a specific location

Sites that don’t try to be all things to everybody!

Exercise

Are you on Google? Do a search for your business’ brand name at Google, Yahoo and ninemsn. Where does your website rank?

Do a search for your key product or service (not using brand names)

How do search engines reference a website?

Direct submission

Search engines can use your XML site map(if you have one)

Following links from other web pages

Is your website search engine friendly?

Content

Navigation and link structures

Site structure and layout

Poor structure and navigation cause major roadblocks

Which pages should you optimise?

Analyse your website structure and content

Prioritise your home page

Optimise your top level category pages

If you sell products at your site optimise your product pages

Which pages should you NOT optimise?

Privacy page

Terms and conditions/legal information

Disclaimers etc.

Add as PDF’s

How do people search?

People search in phases:

Broad ‘interest phase’

‘Research and refinement’ phase

‘Purchasing or buying’ phase

Who searches for your product?

Understand your target market(s):

Who are they? Develop personas

What problem are you solving for them?

How are they likely to search?

Analysing your competition

An important step in the keyword research process is competitive analysis:

Identify direct competitors

Which sites rank in top positions for your important search phrases?

Check their source code for key phrase selection

Keyword Research Tools

Keyword research tools help you:Decide on keywords and key phrases

Understand search volumes

Two types:Free

Paid

Free Keyword Research Tools

Google’s AdWords Keyword Tool

Important SEO Page Elements

Header

Body

Title Tags

Headings

Body Text

Internal Link Text

Images

Meta Data

Exercise

Identify your target market: Who are they?

What do they buy from you?

What keywords do they use?

Ask the room

Create an SEO site map for your website

How to write content which converts

Include calls to action

USP

Turn features into benefits

Write content that offers value

Off-Page SEO

Off-page optimisation

Where to get links

Importance of links

Google PageRank

Link Building

Directory Listing

Article Submission

Blog Comments

Forum Posting

Social Bookmarking

Video Submission

…..Notice how many are social media?

Ongoing SEO

Reviewing

Link building

On-page refinement

New pages

Checklist

Action Frequency

Review your ranking positions Weekly

Review your analytics Monthly

Refine your SEO procedure according to your analytics

Monthly

Link Building Ongoing/regularly

On-page refinement Monthly

New content Ongoing/frequently

Social Media Marketing

Why Social Media Marketing?

Customers are spending a large amount of time there!

It’s low cost and easy to use

It’s online word of mouth marketing – and it’s highly effective (network effect)

Why Discuss Social Media Marketing?

Social Media Risks

Fear by some businesses

Loss of control of brand

Time-wasting by employees

Waste of time and resources

And others, both real and perceived

Social Media Framework

People

Alignment with the Business

Financial Goals

Operational and Marketing Activity

Social Media Foundations

People

Can you describe your audience?

Do you know their needs?

Who are the influencers you need to reach?

Social Media Foundations

Do you have the skills, culture leadership in your business?

Do you have a social media policy?

Do you have a budget?

Do you know which tools to use?

What data are you going to collect?

Marketing Activity

What are your communications strategies?

Do you have a listening strategy?

Are you going to talk and inform?

If so, what are you going to say?

Social Media Content

Marketing Activity (continued)

Can you support your customers?

Do you have the ability to engage and energise your customers?

Marketing Activity (continued)

Conclusion

SEO and Social does provide long term ROI in many cases

You will see revenue increases if implemented correctly

It can take time to see results

Measure online success using analytics

Ensure you also measure business benefits

Small Business Mentoring Service

Business mentors help you to identify a clear direction for you and your business.Business mentors can also advise you on how to:

conduct market researchprice and/or cost your products or servicesdevelop an effective marketing strategyuse other business management tools

To arrange a session with a business mentor go to:

www.sbms.org.au

Questions?

Thank you for attending

Check outbusiness.vic.gov.au/workshops

for more workshop information


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