Promoting Your Business Online

Chris Wellings

www.ctc-aspire.co.uk

Agenda“Promoting your business online”

IntroductionWebsite optimisation and traffic generationCreating a dynamic website with a “call to action”Communicating with your customers & prospectsSetting up a BlogQ & A

Remember… in the UK

91% of all web searches take place on Google4% Bing2% Yahoo2% Ask

“Think Google!”

Remember… Submitting your Site

The easiest way to submit your site is to let Google find you– One inbound link will do

The best way to get all your pages listed is to submit an XML sitemap

“Make sure you are listed on Google.”

Remember… Keyword Analysis

In order to drive focused traffic to your website, you need to identify the “words” that people will use to find you.– The search terms people will “actually” type– Not the ones you “think” they will type

“Perform the Keyword Analysis.”

Remember… Optimising Your Content

You need to make sure that the “keywords” you have identified occur in your web page content:– In the HTML Title – this is the link text from Google!– In the Meta Description– In the Main Content

• In the H1 Headings tag• In the Link text• In the actual wording

“You can control what Google says about you!”

Remember… Link ReputationYou need to build quality, thematic links back to your website from third party websites, e.g.– Your customers– Your suppliers– Online directories and other resources.

“You need to build your online reputation by making sure other websites link to you.”

Remember… Social MediaYou need to use all methods currently available to promote your brand:– Blog – Linked In– Facebook– Twitter

Updated regularly (e.g. daily or at worst weekly)

“Used correctly, social media can act as ‘electronic word of mouth’ to drive substantial traffic to your website.”

Remember… Monitor Your Analytics

Use Google Analytics to track the performance of your website:– How many visitors?– Which search engine?– Which words did they type?– Which page did they land on?– How long did they stay?– etc. etc.

“Track performance, analyse, modify and try again.”

Think Like A Search Engine

Think Like A Search Engine

What Happens Next?You are receiving visitors to your websiteYou are monitoring where they come fromYou know which words are working for youYou are not generating any businessYou don’t know who your visitors are

“Your website isn’t working for you! Help?”

What Should You Do?Present your visitors with a clear “call to action”:– Complete an enquiry form– Phone or request a call back– Request a quote– Register for your newsletter– Buy a product online

“Get your website visitors to do what you want them to do!”

What Should You Do?Ask for their contact details:– Name– Email address– Phone number

Ask them to subscribe to your mailing list– To receive product information– To receive special offers and promotions

“Interact with your website visitors through your website.”

Example:

Example:

What Should You Do Next?Respond with requested action asapStart Communicating with your customers and prospects– Email– Telephone– Other?

Keep your website content interesting and up-to-date– Add a blog– Add case studies and testimonials– Add news and press releases

“Engage your website visitors, building trust & confidence.”

Why Add a Blog?Wikipedia: “A blog is a “personal journal” published on the world wide web consisting of discrete entries ("posts") typically displayed in reverse chronological order.”

To keep your customers and prospective customers up-to-dateTo talk about your products and servicesTo grab Google’s attention – Google likes dynamic contentTo give you something to tweet about

“Build your relationship with your website visitors – get them to see you as an expert.”

… In SummaryInteract with your website visitors through your websiteCapture their contact informationCommunicate with them through pre-prepared email auto-responders and planned email promotionsKeep them informed through a blogUse ‘electronic word of mouth’ to spread the message

“Customer service starts the moment your website prospect first arrives at your website.”