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A great website does not necessarily look beautiful. A great website is simply one that achieves the goals that YOU define. Looking good is simply the icing on the cake.
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50 Shades of Selling
1Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions > 1
50 Shades of Selling
2Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions > 2
• Sales
• Orders
• Enquiries
• Phone Calls
• Email Contact
• Downloads
• Subscriptions
• Surveys
• Video Viewings
Website Goals
50 Shades of Selling
3Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions > 3
Typical Issues
50 Shades of Selling
4Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions > 4
50 Shades of Selling
5Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions > 5
Is your site ready?
Do the pages open quickly?
Is it easy to navigate?
Loaded with compelling & relevant content?
50 Shades of Selling
6Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions > 6
A –
I –
D –
A –
Grab the ATTENTION
Generate an INTEREST
Build the DESIRE
Promote the ACTION
Does it tell the right story?
50 Shades of Selling
7Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions > 7
50 Shades of Selling
8Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions > 8
Writing great content for the web
• Think about the message you want to convey
• List the features that you want to include
• Convert those features in to benefits
• Write the content
50 Shades of Selling
9Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions > 9
Writing great content for the web
• Read out-loud
• Edit
• Incorporate your keywords for SEO
• Cut the word count in half
50 Shades of Selling
10Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions > 10
Ernest Hemingway’s Top 5 Tips for Writing Well
50 Shades of Selling
11Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions > 11
Always use short sentences
Rule No. 1
50 Shades of Selling
12Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions > 12
Use short 1st paragraphs
Rule No. 2
50 Shades of Selling
13Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions > 13
Use vigorous English
Rule No. 3
50 Shades of Selling
14Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions > 14
“Vigorous English is muscular, forceful. Vigorous English
comes from passion, focus and intention.
It’s the difference between putting in a good effort and
TRYING to move a boulder… and actually sweating, grunting,
straining your muscles to the point of exhaustion… and
MOVING the freaking thing!”
David Garfinkel
50 Shades of Selling
15Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions > 15
Be positive, not negative
Rule No. 4
50 Shades of Selling
16Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions > 16
Only use the gold
Rule No. 5
50 Shades of Selling
17Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions > 17
“I write one page of masterpiece to ninety-one pages of shit,” Hemingway confided to F. Scott Fitzgerald in 1934.
“I try to put the shit in the wastebasket.”
50 Shades of Selling
18Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions > 18
Writing great content for the web
• Make it readable for your target audience
• Target Reading Age – 12-13 yrs old
• Use tests to assess readability
Flesch Kincaid
Gunning Fog
SMOG Index
Coleman Liau Index
Automated Readability Index
Words of Caution - They may not be who you think they are
50 Shades of Selling
19Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions > 19
www.read-able.com
50 Shades of Selling
20Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions > 20
50 Shades of Selling
21Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions > 21
50 Shades of Selling
22Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions > 22
Measuring Performance
50 Shades of Selling
23Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions > 23
• How many visitors does your site attract?
• What do they do whilst they are there
– How many pages do they look at?
– How long do they spend on the site?
– How does this compare against the targets set for the site?
– How many conversions occur?• Sales
• Email contact
• Subscription
• Calls
50 Shades of Selling
24Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions > 24
Google Analytics
50 Shades of Selling
25Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions > 25
Traffic Sources
50 Shades of Selling
26Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions > 26
Webmaster – www.google.com/webmaster
50 Shades of Selling
27Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions > 27
Where does it
come from?
• Search Engine Optimisation
• Pay per Click
• Social Mediao LinkedIn
o Facebook
o Twitter
o Pinterest
o Vine
o Instagram
• Email Marketing
• Direct Marketing
• Signage
50 Shades of Selling
28Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions > 28
Where does it
come from?
• SMS
• Networking
• Advertising
• PR
• Viral Marketing
• Phone Apps
• Augmented Reality
• Location based marketing
• Blogs
• Video Marketing
• Trade shows and public fairs
50 Shades of Selling
29Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions > 29
How can I help?
• Website design – new and refurb
• Understanding Google Analytics
• Search Engine Optimisation
• Pay per click campaign set-up & management
• Email Marketing
• Video Marketing
• Location based marketing
• Social Media
50 Shades of Selling
30Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions > 30
Find mewww.enterprise-oms.co.uk
Follow me Twitter @andypoulton
Linkedin AndyPoulton
Phone me01793 23 80 20
07966 547 146