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Promoting Your Business Online. Chris Wellings. www.ctc-aspire.co.uk. Agenda “Promoting your business online”. Introduction Website optimisation and traffic generation Creating a dynamic website with a “call to action” Communicating with your customers & prospects Setting up a Blog Q & A.
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Promoting Your Business Online Chris Wellings www.ctc-aspire.co.uk
Agenda“Promoting your business online” • Introduction • Website optimisation and traffic generation • Creating a dynamic website with a “call to action” • Communicating with your customers & prospects • Setting up a Blog • Q & A
Remember… in the UK • 91% of all web searches take place on Google • 4% Bing • 2% Yahoo • 2% 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 Reputation • You 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 Media • You 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.”
What Happens Next? • You are receiving visitors to your website • You are monitoring where they come from • You know which words are working for you • Youare not generating any business • Youdon’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.”
What Should You Do Next? • Respond with requested action asap • Start 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-date • To talk about your products and services • To grab Google’s attention – Google likes dynamic content • To give you something to tweet about “Build your relationship with your website visitors – get them to see you as an expert.”
… In Summary • Interact with your website visitors through your website • Capture their contact information • Communicate with them through pre-prepared email auto-responders and planned email promotions • Keep them informed through a blog • Use ‘electronic word of mouth’ to spread the message “Customer service starts the moment your website prospect first arrives at your website.”