web presence marketing workshop slides
TRANSCRIPT
Marketing as a priorityYour key to success
Feast & Famine
● Number 1 priority - marketing● New business - 80% of budget● Established business - 20% of budget
Marketing has changed
Broadcasting no longer works.
No one likes being shouted at.
We now operate in a pull economy not a push economy.
Examples of broadcast marketing:
Google Adwords
TV/Radio
Newspaper/Magazines
Yellow Pages Listings
Billboard Advertising
Telesales
Leaflet Distribution
What you should do instead:
● Listen● Listen● Listen● Listen● Listen● Create good content● Engage with your potential client base
Building a referral network
It is not about customer acquisition, it is about building a referral network.
Building a referral network
Customers are dead, long live referral networks…
Building a referral networkGoogle+ is built so you can build referral networks, but in this instance it rewards you with higher placement in search.
It tracks relationships and helps pass authority from one individual to another – vital components in Google Semantic Search
The power of Google Search
Recent statistics suggest that over 85% of all UK searches is performed on the Google Platform.
The power of Google Search
5 different types of search:
The power of Google Search
● Desktop Search● Mobile Search● YouTube Search● Maps Search● Google+ Search
Google Semantic Search
Traditional black hat SEO is based on manufacturing links.
Each SEO update gets better at spotting these fake links and penalises them.
Google Semantic Search
Semantic Search measures relationships between people.
Not just relationships between websites.
Google Semantic Search
Google+ is where those relationships are measured.
When you log into any Google property, you log in to Google+ and now your specific activity is tracked.
Two arms of a web presence
1. Content Creation2. Social Engagement
Content Creation
Creating content that your customers will find useful and relevant (two golden rules).
Good content attracts customers like bees to honey.
Content Creation
Good content is narrative based.
Good content speaks to your client in a language they understand.
Good content focuses on what the buyer wants to know.
Social Engagement
Because Google measures the social engagement linked to content, gaining social authority in search is key.
With new websites you use social engagement to drive traffic back from social media platforms, Google measures that traffic and it adds to your SEO value.
Long Tail & Short Tail Marketing
Long tail marketing is marketing that remains in search.
Short tail marketing does not appear in search.
Long Tail & Short Tail ContentLong tail content:
VideosBlogs /ArticlesWeb PagesProduct DescriptionsGoogle+ Posts
Short tail content:
Facebook Posts
Twitter Posts
LinkedIn Updates
Long Tail & Short Content
Short tail content drives traffic back to your long tail content.
It offers some information, enough to create interest, but leads back to your deeper resources.
Long Tail & Short Tail Platforms
Long tail platforms:WebsiteGoogle+YouTube
Short tail platforms
Long Tail & Short Platforms
Use short tail platforms to drive traffic back to your website.
Use long tail platforms to provide links back to your website that remain in search.
Measuring your results
Drive all marketing through your website, it is the only place you have full control of the tracking.
Look for correlation – not causation, one is a short term measuring device, the other is a long term measuring device – quick results are not what we are expecting with web presence marketing.
Measuring your results
Measure, improve, measure, improve.
Marketing planKey clientClient needs assessmentKey objectiveContent calendarSocial engagement scheduleTime objectives
Summary
Video available on SME Heroes under the Training section.
Personal marketing plans and coaching also available.