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‘Marketing & Selling Online’Fiona McMahon
School of CommunicationUniversity of Ulster
Today’s objective: Focus on how to improve the
effectiveness of your website through a better understanding of Internet marketing techniques
Why online? In the UK: There are 40,000,000 (aged 2+) that are using the Internet Almost three quarters (73%) of those who have bought books / CDs / films
in the last six months have done so at home using online devices Only 10% have bought these products face to face in store in last six
months Almost three quarters (74%) researched books / CDs / films online before
purchasing Less than a quarter of people who have bought electronic goods in the
last six months have done so in store (23%) Over half (57%) have bought electronic goods online at home in last six
months 87% of people researched electronic products online before purchasing
Source: Internet Advertising Bureau
Why online? UK internet economy was worth £100 billion in 2009, and
is growing at a rate of 10% per year Despite the economic downturn and austerity measures
imposed by the UK Government in 2010, consumers spent £58bn online (up 16% year-on-year) and over a third of them spent between £100 and £500.
Of the 45 million active mobile users in the UK, 23 million have now engaged in m-commerce
Source: Internet Advertising Bureau
Web offering: Contact
- marketing, communication, brochureware, visibility Interact
- information exchange, communication, interaction by searching Transact
- commerce, transactions Relate – two-way relationships, integration of Internet capability,
social media
Your web offering:
It’s your customer’s answer to the question:
What makes this company valuable?
Zappos.com - Powered by service
The Zappos website loaded faster than any other retail site.
The company’s free-phone number was prominently displayed on all its web pages. The average call is answered in less than 20 seconds and operators are empowered to resolve virtually any issue.
Zappos used professional photographers to take eight photos for each style and colour of shoe, from different angles – to allow customers to view the item they are interested in, in the desired colour, from a number of different perspectives.
Zappos.com - Powered by service The website includes detailed descriptions of
shoes, including ‘added value’ information that would ordinarily be provided by experts at a shoe store, such as choosing the right size and style, and the importance of ‘gait’ when choosing a running shoe.
The site also allowed customers to provide feedback on their purchases, which were not edited (within reason – bad language was removed) with the most recent comments displaying for each shoe.
If you are interested in the Zappos story and philosophy check out CEO Tony Hsieh’s book: ‘Delivering Happiness: A Path to Profits, Passion, and Purpose’
The consumer decision journey:
Source Court et al. 2009
Google slide
© Fiona McMahon
http://www.youtube.com/watch?v=3Sk7cOqB9Dk
Right message, right people, right time = Advertising & MarketingConversion to sales = Website content and usability
Where are you now? Google Analytics? Free Establish a baseline Key Performance Indicators:
Visitors, Page views, Bounce, Keywords, http://www.google.com/intl/en/analytics/iq.html http://www.google.co.uk/trends/
Monitor & Measure Performance
The Bounce Rate is the percentage of bounced visits to your site. The following situations qualify as bounces:
A user clicks on a link deep into your site sent by a friend, reads the information on the page and closes the browser
A user comes to your homepage, looks around for a minute or two, and immediately leaves
A user comes directly to a reference page on your site from a web search, leaves the page available in the browser while completing other tasks in other browser windows and the session times out (30 mins)
Optimise your site For users as well as search engines!
When writing for the Web…
Chunking Relevant Accurate Brevity Scannable http://blog.davechaffey.com/
Source: Smith & Chaffey, 2010
seo
Title tags: Check for default titles Create unique, accurate titles for every page Search query terms are bolded (so do your
keyword research!) Title tag for home page might include name of
business/website, location, key offerings/value proposition
<65 characters
Description meta tag: clip art Develop a description tag for each page that
accurately summarise the page’s content Search query terms are bolded (so do your
keyword research!) <150 characters
Screen dump of title tag
On-page Optimisation
Source: www.seomoz.org
On-page optimisation. Include keywords… Once in the title tag, as close to the beginning as possible once in the H1 Header Tag approx 3 times in the body copy at least once in bold (<strong> or <bold>) at least once in the alt attribute of an image once in the url in the image filename; enable image Search in your Webmaster
Tools
Don’t forget the human beings!
www.hallam.biz/blog
Identifying keywords/phrases Key phrases for ‘natural’ search and paid search Use Google tools
- Google Adwords Tool - http://www.google.com/insights/search/?hl=en-GB Google
Insights for search How do your customers search?
-Navigational- Informational- Commercial- Transactional
Google Adwords & Pay Per Click www.google.com/adwords/beginnersguide Google Adwords Tool Organise campaigns by theme One theme per campaign, at least 3 ad groups for each
campaign and each ad group should then have a highly related set of targeted key phrases (between 5-50 for each group) and ads that match the specific theme.
In each campaign, create separate ad groups for each of your products, brands or types of services you offer.
Google Adwords & Pay Per Click
Use specific key phrases that directly relate to the theme of your ad group and landing page.
Key phrases that are too broad can lower your performance by generating many ad impressions but few clicks
Match keywords to ad text Think like your customers Use negative keywords Review and Refine
Google Adwords
Source: Google
Match keywords to ad text
Continual cycles of improvement:
Site structure Site content Key phrases Build inbound links Have a blog Existing measures New measures
Allocating and managing time and costs
In- bound link building: Customers, professional associations, trade bodies Identity relevant audiences (online and off) create content of
interest and generate awareness/interest http://www.google.com/blogsearch Emailing bloggers with content of interest to them and links
to your site Submit sites to directories User-generated, non-editorial
<a href="http://www.shadyseo.com" rel="nofollow">Comment spammer</a>
