1. Website Marketing and Optimisation Techniques
Peter Bowerman E4

2. Focus Areas A Driving RELEVANT traffic to your website
B Encouraging website visitors to keep coming back

3. Importance How do people know of you?
Reliance on established methods (PR, advertising, referrals, promotions etc, ‘people already know us’…..)
- Internet creates great opportunities

4. Define objectives Site visitors Sales Leads Conversion rate
Average order value
Must be realistic – matched by a sensible budget

5. Methods
Pay per Click
SEO
Marketing

6. Pay Per Click Instant visibility Quick wins Budget limits
Typically not long term
Suitable for…..

7. SEO High ‘natural’ rankings People’s preference Don’t “cheat”
Long term
Maintain
moneysavingexpert.com A
I wasn’t aware of the difference 2%
194 votes B
I always ignore them (& use only the actual search results)
46%
3,593 votes C
I look at natural* results first (then the ads if that fails)
29%
2301 votes D
I scan the ones at the top (if they’re good I click them).
11%
827 votes E
I scan all of them top and side (if they’re good I click them) 8%
620 votes F
Who cares if they are ads if they effective? 4%
300 votes

8. Case studies Northcote Manor 99% sales generated online
1st page rankings for competitive key words
60% saving on advertising
Able to sell unlimited products nationwide with
no stockholding
Customer experience fully managed online
100% sales online
Northcote Manor
Number of relevant visitors up from
3,000 – 25,000 / month
Increase in revenues by £90,000

9. Email Marketing Replacing traditional mail shot? Cost effective
Measurable
Use with care
Legal aspects
Newsworthy not always sales led

13. Ideal campaign Ensure website itself fit for purpose
Use PPC, SEO and marketing as key elements to a marketing strategy
Measure results
Adapt and continue

14. Who to Use? PPC SEO Email marketing Understand what will be delivered
Understand how it will be delivered
Understand follow on costs
Keep monitoring

15. Summary A website usually needs to be promoted
SEO, PPC and Marketing all effective
Be very selective
Measure results
Adapt and change
Seek professionals

16. Website Marketing and Optimisation Techniques
Peter Bowerman E4 mobile