Integrating your website into your business marketing strategy Twitter: @finnmediamkt @denispfinnegan Facebook: /finnmediamarketing Web: www.finnmedia.ie Email: hello@finnmedia.ie www.finnmedia.ie
Our Background Qualified Digital Marketing company Building online authority for our clients • Digital Strategies – Creation & Implementation • Inbound Marketing - Google Adwords - SEO - Email • SalesBoost Service – Monthly programme to generate phone calls Visit www.finnmedia for your free review
1: Your Digital Strategy Activity Plan Integrating your website into your business marketing strategy (Part of your team – 24 Sales & Marketing Department)
Aim of the Workshop 1 importance of a focused on-line presence Understanding on-line behaviour Creating well designed website & landing page Creating your digital marketing strategy , SEO, PPC & Google Analytics . (Social Media at 8pm) Tactics to improve its success KPI’s & ROI
How people use the Internet Interact with friends & brands Find out information & news Search for products or service Play on-line games & view shows
Activities to Increase Web Traffic
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Remember a website can: • Determine quality leads which can be delivered to your inbox – Lead generation • Use SEO/PPC to find prospects who are actively searching for services/products • Collect valuable information (using Analytics) to determine what people like • Automate some processes such as selling products, downloads etc • Collect emails and contact details for your database marketing • Work along side your other marketing activities to add value to your campaigns
Stages to success 1. Design customer focused website for conversion 2. Create digital strategy to choose correct activities 3. Use KPI’s to review ROI and adapt strategy
Before you build
Research Ask plenty of questions: Why do I want a site ? What are my targets/goals? Who is my target audience? What is the online behaviour of my target audience? What devices do they use? What are the products/services you are selling? Why should people buy from you online? What are your successful competitors doing? What type of conversion pages do you need? What is the structure for my SEO strategy Have you planned the site for growth and expansion?
Case study – Legal firm with global appeal
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Header The workshop will cover: • In
Digital Marketing Strategy What is it? Digital strategy is about finding that place where the Consumer, Technology and your Brand meet. Measurements KPI’s (Key performance Indicators)
Understand your offering Describe your company in 20 words Why should people buy from you (USP) ? What is your current online presence? What marketing is working/not working? What are the benefits of your products/services – customer focused
Know your customer Segment your customer Find out what they want What influences their decision Where do they hang out? What products/services do your customers use that are associated with your products How can I find out? Primary research Ask existing customers – surveys, Talk to sales team & create profiles Secondary research Search online, blogs, Existing studies
Targeted steps Create content that appeals to your market 2. Direct that information using channels Facebook, Twitter, LinkedIn, Pinterest, (Social) Emails, Bulk text, Newsletters (Database Marketing) SEO with quality content (blogs & articles) PPC (Google Adwords) Offline channels 3. Track results using KPI Charts
KPI’s Table • Visit www.finnmedia.ie for more details
Results Focused Increase conversion rate Marketing Activities January January Conversion Rate ROI Marketing Activities January January Conversion Rate ROI Leads Sales Leads Sales Email Marketing Campaign Email Marketing Campaign SEO SEO Google Adwords Google Adwords Printed advert Printed advert Tradeshow Tradeshow etc etc
Search Engine Optimisation Why bother? “Basically, if someone wanted to find us online, they couldn’t – we didn’t exist as far as online was concerned,”
Search Engine Optimisation Optimise your website/blog to get found at the top of search engine results when your target market types in key phrases. Get found ahead of competition regardless of size Target your landing pages for different customers Allow new audience to find your services/products
How Search Works • Robots/Crawlers • Page Index • Ranking Factors Relevancy - Is content relevant? Authority – Do you control the content - leader On-site - Building or re-building your website so that it will place higher in search rankings Off-site – Build strong links with quality sites
Onsite content & structure Keywords are important as large part of what Google uses to determine your page’s relevancy. Tools to Use: • Google Adwords Keyword Tool • Google• LSI Keyword Tool • Google Trends What to Consider: • Relevancy to Content • Traffic • Competition • Long -Tail vs. Short Tail For now, just pick a keyword or phrase that you feel would be relevant and well-trafficked.
Research Use Google Adwords keyword tool to build a list of 5 keywords that are relevant to your content and would drive real traffic to your blog.
Google’s Keyword Planner Get search volume for a list of keywords in your target market
Onsite audit - Focus on your content 1. Visual vs. Text • Header Tags • Strong/Emphasis • Image Alt Tags • Internal Linking • External Linking 2. URL/Permalinks 3. Meta Data • Self-Hosted • 2. Title • 3. Description • 4. No Keywords 4. SE Readability • Java/ Flash3./index issues/etc
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Offsite Search Optimisation Building your website’s authority and relevance as perceived by Google. Authority • Pagerank • Domain Authority • Trust/Antitrust Relevance • Anchor Text • Context • Co-Citation • DoFollow/NoFollow Building links to your site • High Page Ranking Sites – Quality (Age, Natural, Relevant) • Local SEO Links • Sharable content • Anchor Text • Context
Pay Per Click (Benefits) 1. Advertise to those looking for you right now 2. Advertise to an exact geography 3. Measurable at every level
Google Adwords - Settings
Google Adword Campaign
Advanced Measuring - Google Adwords • Special Phone Numbers • Special Landing Pages or Sub-sites • Conversion Tracking • Negative Keywords
Google Analytics The workshop will cover: • Introduction to Google Analytics • Its Benefits • Measurement type explanation • Important measurements to improve performance • Goals to measure conversion • Adding filters & linking accounts •Answering questions / How to’s
IIIIIIIIIIIIIIII !!!!!!!!!!!!! !
Google Analytics WHAT IS GOOGLE ANALYTICS? Google Analytics is a service offered by Google that generates detailed statistics about a website's traffic and traffic sources and measures conversions and sales. The product is aimed at marketers and website owners who want to review the data that can assist with their website objectives.
Google Analytics WHAT DOES IT COST? The basic service is completely free of charge and is suitable for most businesses. There is a paid version available also.
Google Analytics HOW TO ADD GOOGLE ANALYTICS TO YOUR WEBSITE? Once you create an account, you will receive a snippet of code that needs to be added to every page on your website above or below the </body> code. Your website developer should assist you but ensure you create the account on your gmail/Google apps account so you have ownership on your analytics and not your web developer/digital marketer.
Set Up
Set Up
Set Up
WHAT IT CAN TRACK :
Key Metrics REAL TIME TRAFFIC You can see visitors who are on your website in real time. This is very useful if your business is shown on television and who can see how it is performing as people are watching the advertisement or programme. AUDIENCE This section of the tool allows you to see the amount of visitors that visit on your website, their locations, what browsers they use, mobile Vs desktop information and their behaviour on--line. TRAFFIC SOURCES: This will help you in choosing your inbound marketing activities as the data can tell you where your visitors arrive on the site from. This is useful if you have your website link on a 3rd party website and you need to see how successful the campaign is. This section will also tell you how successful your organic (SEO) results are performing , adword , email campaigns and how important if at all are your social media platforms in driving traffic to your website. CONTENT: The content section tells you what your most visited web pages are, including your landing pages for the website and a visitor flow map to discover how your visitors view your website. This is excellent for planning what webpages to edit or add content for as well as improving your call to actions.
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