Online Business Marketing for the Non Technical Stefan Drew All these practical techniques are possible without writing code ….. Or being a geek!

How Do Your Customers Research and Seek Information? Yellow Pages Read a book or guide TV advert Newspaper advert Ask a friend

People take action online Your challenge today is to plan your next five online marketing actions Write down 5 words or phrases that will form the basis of your online marketing plan

Online Business Marketing Websites Do you have a website …… or an online presence Virtually every business would benefit from a website A good website costs no more than a poor one A website or blog website costs from NOTHING …. To £35m

How many website visitors do you attract each month? Who visits, from where, how do they find you? Why do they visit? What keywords do they use to find you? How do you engage with them? What is your conversion rate? What tools/technologies do you use to engage them? How does this integrate with the rest of your marketing? What are your visitors names? Discovering this information costs NOTHING

Google Analytics – free statistical software for websites

Discovering this information costs NOTHING With Google Analytics

Getting on Page One of Google Getting on Page One of Google costs NOTHING Except DIY SEO

Check via a PROXY sever… because your PC/Laptop will lie to you! Look at the white space

X2X2 X Google Adwords are a great way to get on Page One of Google.. But you have to pay each time someone clicks on the ad ADWORDS

600 million users 50% are on Facebook every day They look at 5 pages/day They see 25 inch of ads out of a possible 2.7 trillion

Google Maps

Ideal for hotels, restaurants, tyre centres, … or any product/service that may be needed when travelling

Are you on Google Maps or Google Earth? Or satnav Advertising on Satnav is FREE

Website Metatags & Content Search engines do NOT index websites They index webpages So each page has to be different with unique content and metatags, ….. Including (despite what you might have been told) unique keywords.

What are Keywords? Keywords (and keyword phrases) are a vital component of your strategy to get pre-qualified visitors to your website They are the words/phrases that people search for when seeking information from search engines They need to be very specific if you are to be found amongst the millions of webpages being searched E.g. Heating = 224,000,000 pages Solar Heating = 69,200,000 pages Solar Heating Bedfordshire = 228,000 pages

Click to add content Do directories like Yell work?

Online Directories Some directories can provide traffic and profit BUT you need to measure effectiveness over a full year.. And decide if it is a good investment

Page Content Content is King Write it for people NOT search engines Focus on specific topics Decide on your key words first

Metatags These are the “hidden” website messages you can provide for search engines To see them – right click on a website and click onto View Source.. Or similar This allows you to check the metatags on any website! On your website you can add Page Title Page descriptor Keywords

X

Choose Your Keywords Choose 10 keywords.. Keyword phrases

Write compelling copy Headlines – Dog bites man Man bites dog Keep it concise, interesting and relevant On websites …. provide a call to action?

Picture tags – Pictures are worth a thousand words Putting Alt Tags (like metatags) on pictures / screen grabs will help search engines recognise what the picture is and pushes the page up the rankings – give a photo a name before loading it …

Anchor text Search engines don’t want to “click here” They want information on what they will find So ensure the link is attached to words that explain the page to be visited.

Incoming links The more incoming links the better.. Provided they are not from Link Farms Google notes two generations of links You need a Link Strategy.

Domain name Your domain should … “Do what it says on the tin” X

How Google sees your website Check when Google last indexed your website On search engine results click on the word “cached” and it will highlight the keyword searched for and date it was “crawled” This page has since been changed but not yet crawled again

Google Likes ….“Likes” News Flash Google isn’t ranking sites on this yet.. But it probably will So think about your blogs and Likes on searches Late news Google is ranking sites on “Likes” +1 is appearing in searches

Obtain the names of your website visitors

Autoresponders What are autoresponders? An “Out of Office” function that allows you to automatically gather contact details from your website (and elsewhere) and automatically send them information, newsletters, videos, etc. …. And to do so as often as you like.. Months or even years ahead. BUT not too often please! Automatic sequences are possible.. And you can superimpose current content. Don’t ask for unnecessary information … Don’t use in an impersonal way Cost - Free or very low. Beware price per systems

How to get your business, products or services in the paper, in magazines and on websites worldwide Everyone in this room is an expert on something.. Everyone has a story to tell … So tell the media

The Results Many publications are online

Going Viral

Result … Radio interview

Business Networking sites Profile, Network, Q/A section, Groups, Promote, Sell, Recommendations etc.

Are people talking about you? What are people saying about you, your customers and your competitors? Use Google Alerts to discover Google Alerts allows you to automate any search and it will send you an each time it finds a new mention ….

“Annoying” Trends

An advert attaches to your mouse for 15 seconds … a good way to loose customers!

Google Changes.. Approx 500 per year E.g. Privacy Policy As of May 17 th Google expects Adwords advertisers to have a privacy policy on their website See In time it is possible they will cascade this to all sites included in their index

Invitation to take Action Do you have 5 online marketing actions you can now use to market your business? Speak to me about any training needs you have Subscribe to my top marketing tips at

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Thanks & Questions Stefan Drew +44 (0)