crouch end digital marketing & coaching workshop
TRANSCRIPT
DIGITAL MARKETING WORKSHOP
WITH
DANNY RICHMAN
WWW.SEOTRAININGLONDON.ORG
PRINT ADVERTISING SPEND SINCE 1950 ($B)
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1950 1960 1970 1980 1990 2000 2010 2020
Internet went mainstream
WWW.SEOTRAININGLONDON.ORG
EARLY DIGITAL MARKETING
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DIGITAL MARKETING SPEND SINCE 2010 ($B)
$0.00
$20.00
$40.00
$60.00
$80.00
$100.00
$120.00
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2010 2011 2012 2013 2014 2015 2016
PEOPLE DON’T WANT TO BE SHOUTED AT ANYMORE
WE DON’T NEED TO WASTE TIMETALKING TO THE WRONG TYPE OF PEOPLE
WWW.SEOTRAININGLONDON.ORG
PULL MARKETING V PUSH MARKETING
THE CUSTOMER JOURNEY
I have a problem I
need to solve
BLOGSPPC SOCIAL MEDIASEO
BLOGSPPC SOCIAL MEDIASEO
How can I find the best
supplier?
How can I get the most from my purchase?
EMAILBLOGSSOCIAL MEDIA
EMAILBLOGSSOCIAL MEDIA
I love to tell others
FIXING THE LEAK
WEB DESIGN
WWW.SEOTRAININGLONDON.ORG
WHICH CUPCAKES WOULD YOU BUY?
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WHICH KIDS SHOES WOULD YOU BUY?
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WHICH HANDBAGS WOULD YOU BUY?
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WHICH COOKIES WOULD YOU BUY?
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WHAT DO THESE WEBSITES HAVE IN COMMON?
An experienced, professional web designer!
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DID YOU BUILD YOUR OWN WEBSITE?
It could be costing you far more money than it saved
WWW.SEOTRAININGLONDON.ORG
WEBSITE BUILDERS
your choice of CMS could determine the success of your business
MY RECOMMENDATIONS
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FOR A DIY WEBSITE WITHOUT AN ONLINE SHOP
squarespace.com
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FOR A DIY WEBSITE WITH AN ONLINE SHOP
shopify.com
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FOR A WEBSITE BUILT BY A PROFESSIONAL WEB DESIGNER
HOW MUCH DOES A PROFESSIONALWEBSITE COST?
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‘BROCHURE STYLE’ WEBSITE
from
£350
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E-COMMERCE SITE
from
£600
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A SITE WITH BESPOKE CODING
from
£5,000
plus extra hosting and maintenance costs
WEBSITE CONTENT
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OFFLINE: 71% OF BRITISH ADULTS PREFERRED TO BUY FROM A SMALL BUSINESS
Small Business71%
Big Business29%
“Small businesses provide a more
personal service”
Source: YouGov Survey 2015
WWW.SEOTRAININGLONDON.ORG
ONLINE: 59% OF BRITISH ADULTS PREFERRED TO BUY FROM A BIG BUSINESS
Small Business41%
Big Business59%
“Big businesses are more trustworthy”
Source: YouGov Survey 2015
HOW TO MAKEA SMALL BUSINESS
APPEAR TRUSTWORTHY
020 8344 2323
Home | About Us | Shop | Contact Us
T&Cs | Privacy Policy | Returns
professionally-designedwebsite
3rd party reviews
professional accreditations
fixed contact details
privacy policy
security padlock
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ANSWER THIS QUESTION IN 10 SECONDS…
93.5 x 27.2 = ?
answer = 2,542.2
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DON’T MAKE ME THINK!
your website doesn’t exist in a silo
Selective Attention Test
TREAT YOUR VISITORS AS IF THEY WERE DRUNK
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THE CONVERSION FUNNEL
What do you do?
Why should I care?
How can I trust you?
What do I do next?
What do you do?
Why should I care?
Why should I care?
How can I trust you?
What do I do next?
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SPLIT TESTING
Optimizely.com - from free
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MAKE SURE THAT YOUR SITE IS RESPONSIVE
Google rewards mobile-friendly websites
HOW TO GET TRAFFIC
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THE 6 MAIN DIGITAL CHANNELS
Search Engine Optimisation (SEO)
Content Marketing (Blogging)
Pay per Click Advertising (PPC)
Email Marketing
Remarketing
Social Media
SEO
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WHERE DO YOU CLICK?
only 10% click on the ads
Source : Richman SEO Training/CINT 2013
Organic Results
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1. Relevancy
2. Links from other sites
3. Engaged search visitors
WHAT MAKES A WEBSITE RANK HIGHER ON GOOGLE?
BLOGGING
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YOUR BLOG IS NOT THE PLACE FOR SELLING
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SHARE YOUR KNOWLEDGE AND EXPERTISE
180k shares
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SHARE YOUR KNOWLEDGE AND EXPERTISE
4,300 shares | 187 links | 37 New clients
HOW TO FIND GREATCONTENT IDEAS
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KEYWORD RESEARCHER FOR GOOGLE AUTO-SUGGEST
Keyword Researcher by Clever Gizmos (how * house extension)
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WHAT CONTENT ON YOUR TOPIC HAS BEEN SHARED THE MOST?
buzzsumo.com (portrait photography)
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YOUGOV PROFILES (FREE)
combine your content topics (Mothercare)
SOCIAL MEDIA
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WHICH SOCIAL NETWORKS ARE BEST FOR YOUR TARGET MARKET?
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IS ANYONE EVEN SEEING WHAT YOU POST?
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ALWAYS TRY TO LINK BACK TO ENGAGING CONTENT ON YOUR SITE
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PAID PROMOTION ON TWITTER & FACEBOOK
target followers from as little as 2p per engagement
PPC ADVERTISING
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ADWORDS
Google advertising can be very expensive
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REMARKETING
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PPC REMARKETING
catch visitors who previously visited your site
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BID ON PROBLEM-SOLVING KEYWORDS
Look,no ads!
WEBSITE TESTING
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PEEKUSERTESTING.COM
3 x 5-min tests free per month
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MOUSEFLOW
Watch how your visitors use your website! Free for <100 visitors pm
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GET YOUR WEBSITE TESTED IN A LOCAL COFFEE SHOP
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TRACK YOUR VISITORS USING GOOGLE ANALYTICS
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TRACK YOUR RANKINGS USING GOOGLE SEARCH CONSOLE
Lots of helpful information about your site from Google
CASE STUDIES
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CASE STUDY - “BRIDAL HEADDRESSES”
• 1,600 UK searches per month
• 8 links for a No.1 position on Google
• brought 720 new visitors per month
• resulting in 45 new customers per month
• 45 new customers spent £75 average sale
• £40,500 pa just from one keyword!
now ranking on page one for 150+ keywords
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HULA GROOVE
• Top 10 on Google for over 200 relevant keywords
• Average of 150 booking enquiries per day
• Now 5 bands across the UK employing 100 musicians, singers and crew
IS IT THIS EASY?
PERSONAL & ORGANISATIONAL
CHALLENGES
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DR SALLY-ANN LAW
• E: [email protected]
• W: www.sallyannlaw-lifecoach.co.uk
WWW.SEOTRAININGLONDON.ORG
DANNY RICHMAN
• E: [email protected]
• W: seotraininglondon.org
• Twitter: DannyRichman