15 ways to grow your business online | impression
TRANSCRIPT
Our team
We help businesses to grow online
15 things you can do…
… that don’t require in depth technical knowledge…
… and that will benefit you, no matter what size your business.
How does that sound?
“Successful marketing is born of clear data and an inquisitive
culture.”
#1: Gather data
What other data sources?
CRM Sales team CS team
Customer
feedback
Call tracking
Social media
Do people visit your website?
Where do they find out about you? (channels)
What pages do they look at?
How many of them convert?
What is the value of a website visitor to you?
“All marketing must begin with an understanding of your target
audience.”
#2: Learn about your audience
CRM Sales team CS team
Customer
feedback
Call tracking
Social media
Who visits your website?
Why do they visit?
What do they need?
How do they browse?
Why do they buy?
http://impression.tips/brightonlaura
“We can only know how well we’re doing when we know where we’re trying to go.”
#3: Set clear goals
What are you trying to achieve?
Lead gen = enquiries
Awareness = traffic and rankings
Sales = conversions
Sign ups = thank yous
Page views = Analytics
Engagement - time on site, bounce rate, etc
“There’s no point building a house on shoddy foundations.”
#4: Get your website technically up to scratch
“site:www.yoursite.com”
Is it being indexed?Does the number match your
expectations?
Add an XML sitemap (and submit through GSC)
Check your site is being indexed by Google
Make your website secure
Make your website mobile friendly
Test your page load speed
“Google’s job is to provide the most relevant, best result for
any search query.”
#5: Review your keyword targeting
Google understands close variants
E.g. SEO and search engine optimisation
Review all your pages
Give each one a target keyword/phrase
Does every page have a purpose?
Do you need any new pages?
“Google’s algorithms are pretty advanced… but we can still give
it clear clues as to what our page is for.”
#6: Optimise your on page content
Title tag: Fewer than 60 characters, starting with the target term
H1: The main heading reflects the target term
H2, H3, etc: Subheadings echo the target term
Text: Your text uses the target term and topically similar terms
Alt tags: Your image tags reflect the target term
Is my page the very best page about this topic?
Who outranks you?
How can you be even better?
http://impression.tips/rand10
“High rankings don’t guarantee visits… and a lack of visits can
reduce your rankings.”
#7: Optimise your meta data
Description not used by Google… but still a valuable marketing space
Provide a clear CTA to encourage people to click
Talk to your web team about ‘schema markup’ to enhance your search listings
“Getting a visitor to your website is only the first step...”
#8: Create a compelling user journey
Create compelling marketing messages to get people to your website
Then encourage them to stay with even more compelling messages, plus links through to other content and clear
calls to action
“What you say about yourself can only get you so far...”
#9: Build authority through online promotion
Who might link to your website?
Trade associati
on
High quality
directories
Sponsors
Suppliers/
partnersIndustry websites
Local media
How can you get links?
Look at who is linking to your competitors’ websites
Consider who you can ask to link to yours
Try to build a network that includes links in and out
“We only get ‘votes’ when we do something to deserve
them.”
#10: Invest in high quality content and be the best
resource
Know your audience
Consider your areas of expertise and combine with what your audience wants to know
Tap into topical areas where appropriate
Create content that’s better than anything else out there
“Spread the word further through digital PR.”
#11: Communicate and generate pressworthy stories
#journorequest
#prrequest
http://impression.tips/nottsmedia17
Know what’s happening throughout your business
Create press worthy content around your news
Tap into topical issues to become a commentator
Use Twitter and other sources to connect with the media
“Be a part of the conversation. If you don’t, they’ll talk about
you anyway.”
#12: Grow your social media following
Use Analytics to find the channels that already work
Grab your business name across all popular networks
Start by listening first
Then contribute to the conversation
“Invested wisely, advertising spend can reap rewards and
help you beat your competition.”
#13: Consider paid advertising
Have a clear message and something to promote
Find the channels that have worked well organically
Create targeted audiences based on audience criteria (social) or keywords
Assign budget on a priority basis
“We can never know the value of our work if we don’t take the
time to review it.”
#14: Measure, analyse and refine
“A marketing strategy is never ‘done’.”
#15: Review, innovate, try things!
1. Gather data2. Learn about your audience
3. Set clear goals4. Get your website technically up to scratch
5. Review your keyword targeting6. Optimise your page content
7. Optimise your meta data8. Create a compelling user journey
9. Build authority through online promotion10.Invest in high quality content
11.Communicate and generate pressworthy stories12.Grow your social following13.Consider paid advertising
14.Measure, analyse and refine15.Review and innovate!
