What is Online Now? Your time, resources and cold hard cash must be balanced with appreciating the opportunities that technology has afforded us. From search engine optimisation, still the most discussed area of the digital mix, all the way through to pay per click advertising (arguably the most misunderstood) ONLINE NOW will guide delegates along a path of learning via human behaviour, copywriting, law, strategy & planning, social media, video, Linked In and email marketing. Who is the day aimed at? Online Now is tailored to the needs of decision-makers who are actively looking to learn how to get more bang from their buck.

1. Welcome

2. There are two kinds of business
people on the internet;
successful people,
and those who quit too soon.

3. There are two kinds of business people on the internet;
successful people, and those who quit too soon.

4. There are two kinds of business people on the internet;
successful people, and those who quit too soon.

5. There are two kinds of business people on the internet;
successful people, and those who quit too soon.

6. There are two kinds of business people on the internet;
successful people, and those who quit too soon.

7. There are two kinds of business people on the internet;
successful people, and those who quit too soon.

8. There are two kinds of business people on the internet;
successful people, and those who quit too soon.

9. There are two kinds of business people on the internet;
successful people, and those who quit too soon.

10. There are two kinds of business people on the internet;
successful people, and those who quit too soon.

11. SEO
Human Behaviour
Copywriting
Law
Marketing strategy
Social Media
Video
Linked In
Email Marketing
Pay per click
There are two kinds of business people on the internet;
successful people, and those who quit too soon.

17. JC
My Name
There are two kinds of business people on the internet;
successful people, and those who quit too soon.

18. JC
My Name
There are two kinds of business people on the internet;
successful people, and those who quit too soon.

23. There are two kinds of business people on the internet;
successful people, and those who quit too soon.

24. JC
My Name
There are two kinds of business people on the internet;
successful people, and those who quit too soon.

31. JC
My Name
There are two kinds of business people on the internet;
successful people, and those who quit too soon.

32. “organize all the world’s
information and make it
universally accessible”

34. JC
My Name
There are two kinds of business people on the internet;
successful people, and those who quit too soon.

38. JC
My Name
There are two kinds of business people on the internet;
successful people, and those who quit too soon.

42. JC
My Name
There are two kinds of business people on the internet;
successful people, and those who quit too soon.

45. JC
My Name
There are two kinds of business people on the internet;
successful people, and those who quit too soon.

47. JC
My Name
There are two kinds of business people on the internet;
successful people, and those who quit too soon.

49. JC
My Name
There are two kinds of business people on the internet;
successful people, and those who quit too soon.

51. JC
My Name
There are two kinds of business people on the internet;
successful people, and those who quit too soon.

65. JC
My Name
There are two kinds of business people on the internet;
successful people, and those who quit too soon.

67. There are two kinds of business people on the internet;
successful people, and those who quit too soon.

68. Search Engine Optimisation for
2013
Cheryl Luzet
There are two kinds of business people on the internet;
successful people, and those who quit too soon.

69. More stuff….

70. Ranking high on the search engines is no
longer optional – it is critical.
Why Bother?

71. Cheryl Luzet from Wagada

72. Cheryl Luzet from Wagada

74. Functions of Google
• Crawling
• Indexing
• Calculating relevancy and authority
• Producing results for searchers

75. Aims of Google
• Produce most useful results:
– Most relevant websites
– Most user-friendly websites
– Strongest products
– Unique offering

76. But Google’s just a computer!

77. Relevancy + authority = SEO
success
Cheryl Luzet from Wagada

78. Gain Relevancy
• Focus your keywords
• Include your keywords!
• Get links from relevant websites

79. Gain Authority
• Links!
• Get an audience
• Build a brand
• Get engagement through social media

80. SEO as a Marketing Activity
Impress Your
Audience

81. Impress Google in 2013
• Influential website
• Informative and valuable content
• User-friendly
• Great products
• Unique offering
• Links from authoritative sources
• Social media engagement

82. SEO for 2013
• Boosting Relevancy
– Keyword research
– Ranking for more unusual terms
– Using your content to attract links
• Boost authority
– Strategic link building tips

83. Boost Your Relevancy and Attract Links

84. 1. Make Your Website Relevant
• Choose the correct keywords
– Assess demand and the language of your
customers
• Write content around those keywords
• Choose some long-tail keywords
There are two kinds of business people on the internet;
successful people, and those who quit too soon.

85. Google Keyword Tool

86. Don’t Forget Long-Tail Keyword Phrases
There are two kinds of business people on the internet;
successful people, and those who quit too soon.
• Longer, more specific phrases
• Searched for less often
• Less competitive phrases
• Meet customers’ needs

87. There are two kinds of business people on the internet;
successful people, and those who quit too soon.

88. Keywords on your page

89. 2. Write Content which is Shareable
There are two kinds of business people on the internet;
successful people, and those who quit too soon.
Link Bait
Attracts
Links
Shared on
Social Media

90. 3. Promote your Content
There are two kinds of business people on the internet;
successful people, and those who quit too soon.
Find an Audience

91. Boost Your Website’s Authority Through
Link Building

92. Building the Authority of Your Website
There are two kinds of business people on the internet;
successful people, and those who quit too soon.
• Strategic link building techniques
– Links that bring traffic
– Links that are purely for authority

93. Building the Authority of Your Website
There are two kinds of business people on the internet;
successful people, and those who quit too soon.
Marketing
activities
Get noticed
Be
controversial
Give
Make
friends

94. SEO for Small Businesses in 2013
• Do something real!
– Build a brand
– Write some great content
– Build high quality links that will bring traffic
– Makes friends in high places
– Good old fashioned PR - do real stuff that gets you
talked about

95. Conclusion
There are two kinds of business people on the internet;
successful people, and those who quit too soon.
• Don’t separate SEO from your other marketing
activities:
– Assessing market needs
– Branding
– Relationship building
– Advertising
– PR

96. Any questions?
There are two kinds of business people on the internet;
successful people, and those who quit too soon.
Cheryl Luzet
Cheryl.luzet@wagada.co.uk
@seo_stalbans

97. There are two kinds of business people on the internet;
successful people, and those who quit too soon.

98. “Emotion is Key to Selling”
Cannes 2013 Advertising Awards
Jonathan Smith
There are two kinds of business people on the internet;
successful people, and those who quit too soon.

99. Discover
• Why people do what they do
• Why this is important in Marketing
• Application over the 3 Stages of a Sale
• Marketing & Sales Team Congruency
• What to do next
There are two kinds of business people on the internet;
successful people, and those who quit too soon.

100. Why people do what they do
It is in our nature to Feel Good
Internally / Social Status / Family & Friends

101. Everything we do we do to Feel Good
Emotionally
This Feels Great!! Apparently So Does This!!

102. Why is this important in Marketing?
We also Buy for this same Emotional Gain
Consider common Purchases
There are two kinds of business people on the internet;
successful people, and those who quit too soon.

103. Why did you choose your car?
Practicality? Colour? Mileage? Prestige?

104. Why did you decide on that TV?
Size? Brand? Suits the Room? Advanced Technology?

105. Why that Mobile Phone?
Brand? Screen Resolution? Camera Pixels?

106. Why is this important in Marketing?
When emotionally engaged to a product or
service price is no longer the over-riding factor
There is always a cheaper option available
There are two kinds of business people on the internet;
successful people, and those who quit too soon.

107. Discover the Emotional Gains to your
Offering
Positive
Sell on these Emotions
• Freedom
• Prestige
• Social Status
• Earth Protector
• Excitement
• Family Values
Negative
Avoid these Emotions
• Fear
• Controlled
• Tied in
• Smoke & Mirrors
• Time Pressure
• Powerless

108. Application over the 3 Stages of a
Sale
1. Pre-Sale
Initial interest stage of potential clients
2. The Commitment
Signing on the line & handing over the cash
3. After Sales
Happy Camper or Buyers Remorse?

109. A Note on Objections
“Too Expensive”
• The customer cannot see the value
• Ask them why they feel this way
“It’s a lot of money”
• The customer is looking for permission to buy
• Align and ask how they would like to proceed

110. Marketing & Sales Team Congruency
If you are not excited about your business why
should anyone else be?
Don’t become the weakest link in your
Marketing Chain
Your Networking and Selling must be Congruent
with the Emotional Gains within your
Marketing

111. What to do next
• Discover the emotional attachments to
your offering
• Primarily Focus on the After Sales
Emotional Gains
• Apply Emotional Gains on all Marketing
• Watch Adverts for Emotional Interplay
• Get Excited – Enthusiasm is Infectious
There are two kinds of business people on the internet;
successful people, and those who quit too soon.

112. Remember
Emotion is Key to Selling
www.marketingpsych.co.uk

113. Break

114. The most important part of a
business website?
It’s the words.
Doug Jenner
There are two kinds of business people on the internet;
successful people, and those who quit too soon.

115. 115
How Copywriting Guru Doug Jenner
Made A Six-Figure Sum In Six Minutes!
The 7 Most Awesome
Copywriting Secrets Revealed
At Last!
The Gold-Plated Moneymaking Ideas
That Copywriters Don’t Want You To
Know About!
How To Make Millions
From Your Web Copy!
There are two kinds of business people on the internet;
successful people, and those who quit too soon.

116. 116
The 7 Most Awesome
Copywriting Secrets Revealed
At Last!
The Gold-Plated Moneymaking Ideas
That Copywriters Don’t Want You To
Know About!
How To Make Millions
From Your Web Copy!
How Copywriting Guru Doug Jenner
Made A Six-Figure Sum In Six Minutes!
There are two kinds of business people on the internet;
successful people, and those who quit too soon.

117. 117
ew ideas
There are two kinds of business people on the internet;
successful people, and those who quit too soon.

118. 118
Words
There are two kinds of business people on the internet;
successful people, and those who quit too soon.

119. 119
Website
Words
There are two kinds of business people on the internet;
successful people, and those who quit too soon.

120. 120
Websites without
Words
There are two kinds of business people on the internet;
successful people, and those who quit too soon.

121. There are two kinds of business people on the internet;
successful people, and those who quit too soon.

122. There are two kinds of business people on the internet;
successful people, and those who quit too soon.

123. There are two kinds of business people on the internet;
successful people, and those who quit too soon.

124. There are two kinds of business people on the internet;
successful people, and those who quit too soon.

125. There are two kinds of business people on the internet;
successful people, and those who quit too soon.

126. There are two kinds of business people on the internet;
successful people, and those who quit too soon.

127. There are two kinds of business people on the internet;
successful people, and those who quit too soon.

128. There are two kinds of business people on the internet;
successful people, and those who quit too soon.

129. Questions to answer
BEFORE
you write your web copy...
There are two kinds of business people on the
internet;

130. What is the purpose
of your words?
There are two kinds of business people on the internet;
successful people, and those who quit too soon.

131. Purpose - ie, why?
Sell
Amuse
Grab attention
Argue
Convince
Persuade
Inform
Entertain
Convert
There are two kinds of business people on the internet;
successful people, and those who quit too soon.

132. Purpose - ie, why?
Amuse
Grab attention
Argue
Inform
Entertain
Sell
Convince
Convert
Persuade
There are two kinds of business people on the internet;
successful people, and those who quit too soon.

133. WHO are you writing for?
There are two kinds of business people on the internet;
successful people, and those who quit too soon.

134. How well do you know
this audience of yours?
There are two kinds of business people on the internet;
successful people, and those who quit too soon.

135. WHO are they?
WHAT is their pain?
HOW are you going to cure that pain?
There are two kinds of business people on the internet;
successful people, and those who quit too soon.

136. There are two kinds of business people on the internet;
successful people, and those who quit too soon.

137. HOW are you
DIFFERENT
from your
COMPETITORS?
There are two kinds of business people on the internet;
successful people, and those who quit too soon.

138. FEATURES or BENEFITS?
New Jaguar XF...
• 7-inch colour touch display
• Stay safer with tyre TPM system
• Winter comfort heated seats
• Bi-function, HID Xenon headlights
• Smart Key Keyless Start system
There are two kinds of business people on the internet;
successful people, and those who quit too soon.

139. • 7-inch colour touch display (F)
• Stay safer with tyre TPM system (B)
• Winter comfort heated seats (F/B)
• Bi-function, HID Xenon headlights (F)
• Smart Key Keyless Start system (F)
FEATURES or BENEFITS?
New Jaguar XF...
There are two kinds of business people on the internet;
successful people, and those who quit too soon.

140. 3 features 3 benefits
There are two kinds of business people on the internet;
successful people, and those who quit too soon.

141. Know where you want
them to go...
There are two kinds of business people on the internet;
successful people, and those who quit too soon.

142. •A call to action on every
page
• Clearly devised navigation
paths
There are two kinds of business people on the internet;
successful people, and those who quit too soon.

143. Home
Products
Services
About
Contact
There are two kinds of business people on the internet;
successful people, and those who quit too soon.

144. AIDCA - A tried and true formula
Attention
Interest
Desire
Action
Credibility
There are two kinds of business people on the internet;
successful people, and those who quit too soon.

145. 145
The power of the headline...
There are two kinds of business people on the internet;
successful people, and those who quit too soon.

146. ‘Welcome to our website’ is
NOT a proper headline!
There are two kinds of business people on the internet;
successful people, and those who quit too soon.

147. Welcome to AAA Total
Plumbing
Are you in need of a plumbing contractor
for a remodeling project? Have you
sprung a leak at home or work? AAA Total
Plumbing, Inc offers you the experienced
professional technicians that can resolve
all types of commercial and residential
plumbing challenges as well as offering
experience and knowledge in installing
and maintaining fire sprinklers.
There are two kinds of business people on the internet;
successful people, and those who quit too soon.

148. Give him a benefit-led ‘you’
focused headline...
There are two kinds of business people on the internet;
successful people, and those who quit too soon.

149. ...develop interest with a
promise...
There are two kinds of business people on the internet;
successful people, and those who quit too soon.

150. 150
There are two kinds of business people on the internet;
successful people, and those who quit too soon.

151. Create desire...
There are two kinds of business people on the internet;
successful people, and those who quit too soon.

152. Flag up the counter arguments
(be a devil’s advocate)
There are two kinds of business people on the internet;
successful people, and those who quit too soon.

153. Use testimonials or other
evidence to prove your
points...
There are two kinds of business people on the internet;
successful people, and those who quit too soon.

154. The HOW...
There are two kinds of business people on the internet;
successful people, and those who quit too soon.

155. Don’t try to be complex,
flowery or impressive with
your writing
There are two kinds of business people on the internet;
successful people, and those who quit too soon.

156. “Whereas house prices had
previously suffered regional
variations, the market has
now reached relative
uniformity.”
There are two kinds of business people on the internet;
successful people, and those who quit too soon.

157. “House prices are now much
more even everywhere.”
There are two kinds of business people on the internet;
successful people, and those who quit too soon.

158. • Make your writing
‘invisible’
• Make your writing ‘you’
focused
There are two kinds of business people on the internet;
successful people, and those who quit too soon.

159. There are two kinds of business people on the internet;
successful people, and those who quit too soon.

160. futurenowinc.com/wewe
Check your site’s
‘them/us’ focus
with the ‘we/we’ test...
There are two kinds of business people on the internet;
successful people, and those who quit too soon.

161. Keep a simple sentence
structure:
• subject - verb - object
• active voice
There are two kinds of business people on the internet;
successful people, and those who quit too soon.

162. NOT like this:
“Summersol homes have been
visited by thousands of people
over the course of the past six
seasons.”
There are two kinds of business people on the internet;
successful people, and those who quit too soon.

163. Like THIS:
“Thousands of people have
visited Summersol homes in
the past six seasons.”
There are two kinds of business people on the internet;
successful people, and those who quit too soon.

164. Write like it’s a tabloid,
not a broadsheet...
There are two kinds of business people on the internet;
successful people, and those who quit too soon.

165. Indisputably, the most competitive and attractive
final this Wimbledon could have is a rematch of
the past two grand slam deciders between Andy
Murray and Novak Djokovic. The series is level
after New York and Melbourne, and there is little
between them in form and fitness after three
matches here, with the Serb perhaps in front of
the Scot.
The 16 players (seven of them unseeded) still
standing in this falling-down contest on the
slippery lawns will all reckon, with varying
degrees of conviction, that they have a chance if
they come through the fourth round, and they are
into the second week on merit.
There are two kinds of business people on the internet;
successful people, and those who quit too soon.

166. Ivan Lendl is a man on a mission – to win
Wimbledon with Andy Murray.
The US Open champion continues his quest for
home Grand Slam glory against Mikhail Youzhny,
on a day when fellow British star Laura Robson
can book a quarter-final clash with
Serena Williams. A final showdown with red-hot
world No.1 Novak Djokovic is now only three
matches away for Murray.
But the Scot’s coach Lendl, who lost the
Wimbledon final in both 1986 and 1987, insisted
returning to the final is not good enough.
There are two kinds of business people on the internet;
successful people, and those who quit too soon.

167. Avoid the ‘muffin top
sentence opener...’
There are two kinds of business people on the internet;
successful people, and those who quit too soon.

168. Value verbs over
adjectives and adverbs
There are two kinds of business people on the internet;
successful people, and those who quit too soon.

169. The James Bond Approach
to brevity...
• KISS
• Use bullets
There are two kinds of business people on the internet;
successful people, and those who quit too soon.

170. Say NO to cliches!
There are two kinds of business people on the internet;
successful people, and those who quit too soon.

171. “We tailor
bespoke solutions
to meet our
clients’ needs...”
There are two kinds of business people on the internet;
successful people, and those who quit too soon.

172. “We’re passionate
about our
solutions...”
There are two kinds of business people on the internet;
successful people, and those who quit too soon.

173. “Whether you’re...”
There are two kinds of business people on the internet;
successful people, and those who quit too soon.

174. Finally...
revise, revise, revise.
And then revise.
There are two kinds of business people on the internet;
successful people, and those who quit too soon.

175. 07973 751039
doug@bestwords.co.uk
‘Find your voice’
There are two kinds of business people on the internet;
successful people, and those who quit too soon.

176. There are two kinds of business people on the internet;
successful people, and those who quit too soon.

177. Be legal, be safe and be open
for business online
(or why the small print will kill you)
David Hughes
There are two kinds of business people on the internet;
successful people, and those who quit too soon.

178. There are two kinds of business people on the internet;
successful people, and those who quit too soon.
Email Marketing
QUIZ

179. There are two kinds of business people on the internet;
successful people, and those who quit too soon.
info@microsoft.com

180. There are two kinds of business people on the internet;
successful people, and those who quit too soon.
kate.middleton@hotmail.com

181. There are two kinds of business people on the internet;
successful people, and those who quit too soon.
beckhamfamily@btinternet.com

182. There are two kinds of business people on the internet;
successful people, and those who quit too soon.
richard.branson@virgin.com

183. There are two kinds of business people on the internet;
successful people, and those who quit too soon.

184. There are two kinds of business people on the internet;
successful people, and those who quit too soon.

185. There are two kinds of business people on the internet;
successful people, and those who quit too soon.
“Opinions are also those of
my employers. They just
don’t know it yet.”
(@AngrySubEditor)

186. There are two kinds of business people on the internet;
successful people, and those who quit too soon.
“People say, ‘How can you sell this for such a low
price?’, I say……
‘……because
it's total
crap.’
‘BTW –
views are
my own’

187. There are two kinds of business people on the internet;
successful people, and those who quit too soon.

188. There are two kinds of business people on the internet;
successful people, and those who quit too soon.

189. There are two kinds of business people on the internet;
successful people, and those who quit too soon.

190. Think tank: How to fix the HMV problem
1. All social media messages being submitted to an approval queue and
each one to be signed off by a senior manager before being
published;
2. Making sure company social media accounts are controlled by
central management – so they can be shut off in an instant, at the
touch of a button;
3. All employees to be banned from using social media at work and
have to hand over their phones as they enter the premises;
There are two kinds of business people on the internet;
successful people, and those who quit too soon.

191. Twitter Policy
David Hughes @CanopyLaw
Be positive, be open, be professional. Your views
are our views. #OpenSourceCulture
There are two kinds of business people on the internet;
successful people, and those who quit too soon.

192. There are two kinds of business people on the internet;
successful people, and those who quit too soon.

193. What you lot need to do
1. Ask permission from database contacts. Keep
your eye on the business sale
2. Encourage and educate your employees –
there’s no legal remedy for going viral
3. Don’t tie your employees up in small print –
they’re your greatest social media asset
There are two kinds of business people on the internet;
successful people, and those who quit too soon.

194. There are two kinds of business people on the internet;
successful people, and those who quit too soon.

195. Online meets Offline
-how to create a ‘cunning plan..’
Kate Adam
Meredith Marketing
There are two kinds of business people on the internet;
successful people, and those who quit too soon.

196. First there was a plan
• Vision for next 12 months
• Be specific!
• Routes to market
• Keep it simple
• AIDA
• 1 page marketing plan
• MROI
There are two kinds of business people on the internet;
successful people, and those who quit too soon.

197. Visioning
To July 2014… and beyond!
There are two kinds of business people on the internet;
successful people, and those who quit too soon.

198. Be specific
• Know your customer and target market
• Prioritise business objectives
– Increase revenue by 10%
– Attract 5 new clients per month with a value of
£500 each
– Increase spend from existing clients by 5%
There are two kinds of business people on the internet;
successful people, and those who quit too soon.

199. Know your stats
Sales ratios – widening the funnel
There are two kinds of business people on the internet;
successful people, and those who quit too soon.

200. Routes to market
• Existing clients
– How will you lock them in and keep them happy?
• New clients – direct
– Social media
– Email
– Web
– Advertising
• New clients – indirect
– Social media
– Client referrals
– Strategic alliances
There are two kinds of business people on the internet;
successful people, and those who quit too soon.

201. Marketing communications - AIDA
There are two kinds of business people on the internet;
successful people, and those who quit too soon.

202. Now for the plan
• Objectives
• Strategies
• Tactics
• Action
• Feedback / monitoring / controls
There are two kinds of business people on the internet;
successful people, and those who quit too soon.

203. Throw in a campaign
-when a competitor opens up next door
There are two kinds of business people on the internet;
successful people, and those who quit too soon.

204. Marketing campaigns – smart investing
There are two kinds of business people on the internet;
successful people, and those who quit too soon.

205. Marketing ROI
• Know your stats: what will you track?
– feedback
– monitoring
– control
• Get team on board
• Interpret and adapt
• Reap the benefits!
There are two kinds of business people on the internet;
successful people, and those who quit too soon.

206. Action!
• What are your 2 or 3 business goals
• Which routes to market will you choose?
• 2 or MAXIMUM 3 marketing strategies
that you will put in place
• How will you know you’ve succeeded?
(note, you still have this afternoon to come, so
make a note now and later)
There are two kinds of business people on the internet;
successful people, and those who quit too soon.

207. Q&A

208. Lunch

209. OnLine or OffLine
FSB is like
a lifebelt for all businesses
Maree Atkinson @fsbmaree
Federation of Small Businesses
Hertfordshire
There are two kinds of business people on the internet;
successful people, and those who quit too soon.

210. “The FSB provides such great support”
• 200,000 members - 3300 in Herts
• Business stay in business longer
• Legal support and cost reductions
• 20 different services – lots events
• Always researching business needs
• The Digital Imperative Research
• Loud voice with Government
There are two kinds of business people on the internet;
successful people, and those who quit too soon.

211. What’s it cost and what do I get?
• £120 / year for sole trader
• No contract or VAT
• Fee increases with staff
• 10 staff = £220
• Business law – unlimited free advice
• Over 600 free online documents
There are two kinds of business people on the internet;
successful people, and those who quit too soon.

212. Business law Online questions
• Bad Online reviews – eg Trip adviser
Is it defamation?
• Disputes with web-hosts and designers
• Distance selling regulations
• Compliance with Cookie regulations
• Data protections issues
• Privacy statements
There are two kinds of business people on the internet;
successful people, and those who quit too soon.

213. Employment law and Health and Safety
• Taking on staff to dealing with issues
• Staff Online issues – Twitter etc
• Misuse company time
• Downloading inappropriate information
• Health and Safety policies
• Risk Assessments , Method statements
• Some examples
There are two kinds of business people on the internet;
successful people, and those who quit too soon.

214. So much Online information to help
HMRC
• Always looking to raise revenue
• Tax investigation cover essential
• Included in FSB membership fee
• Campaign against E-Traders
• Requested details from auction sites
There are two kinds of business people on the internet;
successful people, and those who quit too soon.

215. So much Online information to help
HMRC – a bit more
• Everything on the internet for attracting
customers can also be seen by HMRC
• E.g – Several years experience with
hundreds of satisfied customers!
• Business only been going for 6 months
• HMRC try recover tax previous years
There are two kinds of business people on the internet;
successful people, and those who quit too soon.

216. HMRC and property
• Information from Land Registry
• Information from planning departments
• Property transactions
• How properties funded ?
• Rental income - is it being declared?
• Construction sector

217. Other Online Support
• Ecommerce merchant accounts
• 30% off marketing lists
• Hard copy mail shots and eshots
• FREE business banking
• Online surveys and media opportunities
• Free use Regus lounges, credit checks
• Tips on avoiding cyber crime
• Register on “Online” directory
There are two kinds of business people on the internet;
successful people, and those who quit too soon.

218. Find out how FSB can help you
• Have a chat and tell your friends
• Majority speakers here are members
• Woohoo - Free bottle champagne
• Immediate support and involvement
• Enjoy rest of the wonderful day
Thank you from @fsbmaree
www.fsb.org.uk
There are two kinds of business people on the internet;
successful people, and those who quit too soon.

219. There are two kinds of business people on the internet;
successful people, and those who quit too soon.

220. SEO
Human Behaviour
Copywriting
Law
Marketing strategy
Social Media
Video
Linked In
Email Marketing
Pay per click
There are two kinds of business people on the internet;
successful people, and those who quit too soon.

221. There are two kinds of business people on the internet;
successful people, and those who quit too soon.
Social Media
Adam Gray

222. There are two kinds of business people on the internet;
successful people, and those who quit too soon.

223. There are two kinds of business people on the internet;
successful people, and those who quit too soon.
INTERRUPTION

224. There are two kinds of business people on the internet;
successful people, and those who quit too soon.
repeat

225. There are two kinds of business people on the internet;
successful people, and those who quit too soon.
TWO PROBLEMS

226. There are two kinds of business people on the internet;
successful people, and those who quit too soon.
INUNDATION

227. There are two kinds of business people on the internet;
successful people, and those who quit too soon.

228. There are two kinds of business people on the internet;
successful people, and those who quit too soon.

229. There are two kinds of business people on the internet;
successful people, and those who quit too soon.
FRAGMENTATION

230. There are two kinds of business people on the internet;
successful people, and those who quit too soon.

231. There are two kinds of business people on the internet;
successful people, and those who quit too soon.
BROADCAST

232. There are two kinds of business people on the internet;
successful people, and those who quit too soon.

233. There are two kinds of business people on the internet;
successful people, and those who quit too soon.
la la la-la la

234. There are two kinds of business people on the internet;
successful people, and those who quit too soon.
WHAT DOES THIS MEAN?

235. There are two kinds of business people on the internet;
successful people, and those who quit too soon.
BROADCAST

236. There are two kinds of business people on the internet;
successful people, and those who quit too soon.
NARROWCAST

237. There are two kinds of business people on the internet;
successful people, and those who quit too soon.

238. There are two kinds of business people on the internet;
successful people, and those who quit too soon.

239. There are two kinds of business people on the internet;
successful people, and those who quit too soon.
SOCIAL MEDIA!

240. There are two kinds of business people on the internet;
successful people, and those who quit too soon.
• CREDIBILITY
• SIZE
• COST

241. There are two kinds of business people on the internet;
successful people, and those who quit too soon.
I am one of the top social media experts in the uk and I
can help your business achieve the growth that it deserves
through the targeted use of social media campaigns.
Adam Gray - Arrogant Selfpromoter

242. There are two kinds of business people on the internet;
successful people, and those who quit too soon.
“Adam is great at what he does, great at communicating
it, great at making others feel confident enough to get
going on projects. He is personable and generous with his
time, his expertise and his strikingly astute inputs into
organisational work. Can't recommend him enough - a
bonus to have on board.”
Pascale Palmer - Head of Communications CAFOD

243. There are two kinds of business people on the internet;
successful people, and those who quit too soon.

244. There are two kinds of business people on the internet;
successful people, and those who quit too soon.
in Q1 2011
signed up 1,000,000
new members

245. There are two kinds of business people on the internet;
successful people, and those who quit too soon.
in Q1 2011
signed up 1,000,000
new members
EVERY DAY

246. There are two kinds of business people on the internet;
successful people, and those who quit too soon.

247. There are two kinds of business people on the internet;
successful people, and those who quit too soon.

248. There are two kinds of business people on the internet;
successful people, and those who quit too soon.
young people

249. There are two kinds of business people on the internet;
successful people, and those who quit too soon.
Most popular topic?

250. There are two kinds of business people on the internet;
successful people, and those who quit too soon.
Most popular topic?
GARDENING

251. There are two kinds of business people on the internet;
successful people, and those who quit too soon.

252. There are two kinds of business people on the internet;
successful people, and those who quit too soon.
A side benefit?

253. There are two kinds of business people on the internet;
successful people, and those who quit too soon.

254. There are two kinds of business people on the internet;
successful people, and those who quit too soon.

255. There are two kinds of business people on the internet;
successful people, and those who quit too soon.
website
twitter
linkedin
facebook
myspace
youtube
slideshare
flickr
picassa eventbrite

256. There are two kinds of business people on the internet;
successful people, and those who quit too soon.
How does this help make sales?

257. There are two kinds of business people on the internet;
successful people, and those who quit too soon.
1. people LIKE you

258. There are two kinds of business people on the internet;
successful people, and those who quit too soon.
2. people TRUST you

259. There are two kinds of business people on the internet;
successful people, and those who quit too soon.
3. people BUY from you

260. There are two kinds of business people on the internet;
successful people, and those who quit too soon.
trust
friends
believe
experts
like
sharing
dialogue
openness
honesty
helping
CONVERSATION

261. There are two kinds of business people on the internet;
successful people, and those who quit too soon.
Risks

262. There are two kinds of business people on the internet;
successful people, and those who quit too soon.

263. There are two kinds of business people on the internet;
successful people, and those who quit too soon.

264. There are two kinds of business people on the internet;
successful people, and those who quit too soon.

265. There are two kinds of business people on the internet;
successful people, and those who quit too soon.

266. There are two kinds of business people on the internet;
successful people, and those who quit too soon.

267. There are two kinds of business people on the internet;
successful people, and those who quit too soon.
Biggest risk?

268. There are two kinds of business people on the internet;
successful people, and those who quit too soon.
Biggest risk?
NOT BEING AT THE PARTY!

269. There are two kinds of business people on the internet;
successful people, and those who quit too soon.
HOW TO GET STARTED

270. There are two kinds of business people on the internet;
successful people, and those who quit too soon.
Which platforms?

271. There are two kinds of business people on the internet;
successful people, and those who quit too soon.
• YouTube
• Facebook
• Google+
• LinkedIn
• Twitter
• Picasa/Flickr/Pinterest
• FourSquare

272. There are two kinds of business people on the internet;
successful people, and those who quit too soon.

273. There are two kinds of business people on the internet;
successful people, and those who quit too soon.
This is NOT a numbers game!

274. There are two kinds of business people on the internet;
successful people, and those who quit too soon.
followers ≠ listeners

275. There are two kinds of business people on the internet;
successful people, and those who quit too soon.

276. There are two kinds of business people on the internet;
successful people, and those who quit too soon.

277. There are two kinds of business people on the internet;
successful people, and those who quit too soon.

278. There are two kinds of business people on the internet;
successful people, and those who quit too soon.

279. There are two kinds of business people on the internet;
successful people, and those who quit too soon.
Engage

280. There are two kinds of business people on the internet;
successful people, and those who quit too soon.
WIIFM

281. There are two kinds of business people on the internet;
successful people, and those who quit too soon.

282. There are two kinds of business people on the internet;
successful people, and those who quit too soon.
Look at what others
do and...

283. There are two kinds of business people on the internet;
successful people, and those who quit too soon.
...IGNORE IT!

284. There are two kinds of business people on the internet;
successful people, and those who quit too soon.
You are only in
competition with
yourself

285. There are two kinds of business people on the internet;
successful people, and those who quit too soon.
Like going to the gym!

286. There are two kinds of business people on the internet;
successful people, and those who quit too soon.
Spread

287. There are two kinds of business people on the internet;
successful people, and those who quit too soon.
you friends
friends of
friends
130
16,900

288. There are two kinds of business people on the internet;
successful people, and those who quit too soon.
be
REMARKABLE

289. There are two kinds of business people on the internet;
successful people, and those who quit too soon.
1.Join the networks
2.Use
3.Socialise

290. There are two kinds of business people on the internet;
successful people, and those who quit too soon.
Thank You

291. There are two kinds of business people on the internet;
successful people, and those who quit too soon.
Adam Gray
adam@grayuk.com
07779 572122

292. There are two kinds of business people on the internet;
successful people, and those who quit too soon.

293. Sell more stuff!
Get less stuff returned!
Have fun doing it!
Simon Mercer
There are two kinds of business people on the internet;
successful people, and those who quit too soon.

294. There are two kinds of business people on the internet;
successful people, and those who quit too soon.

295. Leveraging LinkedIn
How to get new clients from
LinkedIn
Lucy Cooney, Promote to Perform
There are two kinds of business people on the internet;
successful people, and those who quit too soon.

296. There are two kinds of business people on the internet;
successful people, and those who quit too soon.
What is LinkedIn?

297. Before you start…
There are two kinds of business people on the internet;
successful people, and those who quit too soon.
Why
Do you want to
use LinkedIn?
Who
Are you looking
to connect with?
What
Are your
specific goals?

298. The Steps
There are two kinds of business people on the internet;
successful people, and those who quit too soon.
Profile
Connecti
ons
Activity
Targeting

299. Your Profile
There are two kinds of business people on the internet;
successful people, and those who quit too soon.
42%
Update their
information regularly
50.5%
Of user profiles are
100% complete

300. There are two kinds of business people on the internet;
successful people, and those who quit too soon.

301. There are two kinds of business people on the internet;
successful people, and those who quit too soon.

302. What you lot need to do
There are two kinds of business people on the internet;
successful people, and those who quit too soon.

303. There are two kinds of business people on the internet;
successful people, and those who quit too soon.

304. There are two kinds of business people on the internet;
successful people, and those who quit too soon.

305. There are two kinds of business people on the internet;
successful people, and those who quit too soon.

306. Connecting
 Database upload
 ‘People you may know’
 Shared experience / education
 Ongoing process
 ‘Open’ or ‘Selective’ networking?
There are two kinds of business people on the internet;
successful people, and those who quit too soon.

307. Be Consistently Visible and
Valuable
• Studies have shown that it takes
someone 7 exposures to you before
they really start to pay
attention, listen and determine
whether it makes sense to take the
next step.
There are two kinds of business people on the internet;
successful people, and those who quit too soon.

308. Activity
There are two kinds of business people on the internet;
successful people, and those who quit too soon.
35%
Members Access
LinkedIn daily

309. There are two kinds of business people on the internet;
successful people, and those who quit too soon.
 Network
Updates –
1st level
connections
 Group
Discussions
– group
members
 Company Updates – Company followers

310. Targeting
There are two kinds of business people on the internet;
successful people, and those who quit too soon.

311. A case study Consultancy co
There are two kinds of business people on the internet;
successful people, and those who quit too soon.
Identify
Find
Research
Connect

312. There are two kinds of business people on the internet;
successful people, and those who quit too soon.
Identify
Profile
Managing Director
Security Industry
£1 – 10m turnover
(11-200 employees)
Private Companies
Keywords
Electronic Security
CCTV
Access Control
Intruder Alarm

313. There are two kinds of business people on the internet;
successful people, and those who quit too soon.
Find
Campaign 1:
14 contacts
identified

314. There are two kinds of business people on the internet;
successful people, and those who quit too soon.
Research
Companies House
Search
2 eliminated due to being
too profitable
2 dormant company
2 poor balance sheet
1 in liquidation
2 not found
Balance:
5 contacts

315. There are two kinds of business people on the internet;
successful people, and those who quit too soon.
Connect
1 days ‘work’
£100k + revenue
5 contacts
4 connected
3 clients
1 open
opportunity

316. There are two kinds of business people on the internet;
successful people, and those who quit too soon.
The LinkedIn
Headline
challenge!

317. There are two kinds of business people on the internet;
successful people, and those who quit too soon.
There are no magic wands, no
hidden tricks, and no secret
handshakes that can bring you
immediate success, but with
time, energy and determination
you can get there.

318. Break

319. Wake Up To Email Marketing
Alison Page
There are two kinds of business people on the internet;
successful people, and those who quit too soon.

320. Results matter
• Email marketing typically returns £40 for every
£1 invested DMA 2011
• More than a third of consumers read marketing
emails on their mobile, which rises to 55%
among 18-34 year olds Steel 2013
• Emails sent on Saturdays and Sundays had
higher open, click, and transaction rates, but
much lower volume. Monday emails had the
highest revenue per email, but Friday had
better click rates Experian 2012 Q4 Email Benchmark Report
There are two kinds of business people on the internet;
successful people, and those who quit too soon.

321. 2nd only in terms of ROI to SEO
There are two kinds of business people on the internet;
successful people, and those who quit too soon.

322. Part solution to direct mail
There are two kinds of business people on the internet;
successful people, and those who quit too soon.

323. 10 compelling reasons!
There are two kinds of business people on the internet;
successful people, and those who quit too soon.

324. Rethink your strategy
There are two kinds of business people on the internet;
successful people, and those who quit too soon.

325. Measurement
There are two kinds of business people on the internet;
successful people, and those who quit too soon.

326. Real insight
• Call to action
• Post-click behaviour
• The role in conversion
• Knowledge
• Buying process
• Payment process
• Customer complaints
There are two kinds of business people on the internet;
successful people, and those who quit too soon.

327. Email Legalities
There are two kinds of business people on the internet;
successful people, and those who quit too soon.

328. Legal mandatories
There are two kinds of business people on the internet;
successful people, and those who quit too soon.
• Privacy & Electronic Communications (EC
Directive 2003) Regulations amended 2011
• Data Protection Act 1998
• Gain permission
• Quality not quantity
• Unsubscribe facility

329. Tools
There are two kinds of business people on the internet;
successful people, and those who quit too soon.

330. ESP’s
There are two kinds of business people on the internet;
successful people, and those who quit too soon.

331. ESP review
There are two kinds of business people on the internet;
successful people, and those who quit too soon.
• Ease of account set-up
• Free trial offered
• Pricing
• Templates and campaign creation
• Reporting functionality
• Training
• Help and support

332. ESP results
There are two kinds of business people on the internet;
successful people, and those who quit too soon.

333. Takeaways
There are two kinds of business people on the internet;
successful people, and those who quit too soon.

334. Optimise response rates
• Communicate with people who wish to be
communicated with!
• Keep subject lines short
• Hello, testing, testing 1, 2, 3
• Consider your timing
• Use a good copywriter
• Vary your types of communication
There are two kinds of business people on the internet;
successful people, and those who quit too soon.

335. Improve delivery %
• Use permission marketing
• Maintain a quality list
• Ensure your content doesn't trigger red flags
• Maintain your reputation
• Include whitelisting instructions
• Use an email service provider (ESP)
There are two kinds of business people on the internet;
successful people, and those who quit too soon.

336. Increase open & CTR
• Trust and relevance
• Images and attachments
• Design for the preview pane
• Consider multiple devices
• Personalise
• Clear call to action
There are two kinds of business people on the internet;
successful people, and those who quit too soon.

337. Reduce unsubscribes
• Profile permissions
• Download speed
• Could the message be the trigger?
– Could it offend or irritate?
– Could the number of messages be irritating?
– Could the irrelevance of the messages be
irritating?
There are two kinds of business people on the internet;
successful people, and those who quit too soon.

338. Your checklist
• Use the permission approach
• Maintain list hygiene
• Consider your design
• Check your email mechanics
• Test before sending
• Define your email proposition
• Segment for better results
• Deliver value
• Personalise for greater relevance
• Integrate with your other mediums
• Evaluate and learn
There are two kinds of business people on the internet;
successful people, and those who quit too soon.

339. Have you woken up to email marketing?
There are two kinds of business people on the internet;
successful people, and those who quit too soon.

340. Alison Page Marketing
There are two kinds of business people on the internet;
successful people, and those who quit too soon.
• 07963 002065
• alison@acpmarketing.co.uk
• www.alisonpagemarketing.co.uk
• www.twitter.com/@thealisonpage
• www.facebook.com/alisonpagemarketing
• www.linkedin.com/in/alisonpagemarketing
• www.linkedin.com/company/alison-page-
marketing

341. There are two kinds of business people on the internet;
successful people, and those who quit too soon.

342. Do you know……
• How many visitors came last month?
• How many pages did they view?
• Which pages did they look at?
• How long did they stay?
• Where are they located?
• Which keyword attracted them?
• Which site referred them?
• Are they new to your site?

343. www.google.com/analytics

348. • 200 character description
• Multiple categories
• Images
• Videos
• Opening times
• Coupons
• Reviews

350. There are two kinds of business people on the internet;
successful people, and those who quit too soon.

352. There are two kinds of business people on the internet;
successful people, and those who quit too soon.

353. What’s it all about?
Keywords
Ad text
Landing page
Call to action
Track conversions
Set CPC & budget
Analyse data
Refine
Visitor behaviour
Start over

354. Keywords
1

355. What’s it all about?
Keywords
Ad text
Landing page
Call to action
Track conversions
Set CPC & budget
Analyse data
Refine
Visitor behaviour
Start over

356. Ad text
1.

357. What’s it all about?
Keywords
Ad text
Landing page
Call to action
Track conversions
Set CPC & budget
Analyse data
Refine
Visitor behaviour
Start over

358. Landing page

359. Call to action

360. What’s it all about?
Keywords
Ad text
Landing page
Call to action
Track conversions
Set CPC & budget
Analyse data
Refine
Visitor behaviour
Start over

361. What’s it all about?
Keywords
Ad text
Landing page
Call to action
Track conversions
Set CPC & budget
Analyse data
Refine
Visitor behaviour
Start over

362. Track conversions

363. What’s it all about?
Keywords
Ad text
Landing page
Call to action
Track conversions
Set CPC & budget
Analyse data
Refine
Visitor behaviour
Start over

364. CPC & daily budget
1.

365. What’s it all about?
Keywords
Ad text
Landing page
Call to action
Track conversions
Set CPC & budget
Analyse data
Refine
Visitor behaviour
Start over

366. Analyse data
1.

367. What’s it all about?
Keywords
Ad text
Landing page
Call to action
Track conversions
Set CPC & budget
Analyse data
Refine
Visitor behaviour
Start over

368. Refine, refine, refine
1.

369. What’s it all about?
Keywords
Ad text
Landing page
Call to action
Track conversions
Set CPC & budget
Analyse data
Refine
Visitor behaviour
Start over

370. Visitor behaviour

371. I’m nearly done……..
Keywords
Ad text
Landing page
Call to action
Track conversions
Set CPC & budget
Analyse data
Refine
Visitor behaviour
Start over

372. PPC myths
1. Nobody clicks on the ads.
2. Being in position #1 is essential.
3. No serious buyers look after 6pm or at weekends.
4. Having lots of keywords is a good thing.
5. Run one sales message and stick to it.
6. You can set it and forget it.
7. Highest bidder gets the top slot.
8. The www is global so you will cover the whole world.
9. You don’t need PPC if you’re ranking high organically.
10. My clients don't use Google for my products/services.

373. Search audience
• accountants hemel hempstead 320 1.46
• commercial insurance broker 1600 10.41
• digital marketing agency 8100 4.67
• epublishers 590 0.81
• google adwords agencies 73 9.78
• high net worth investors 140 1.88
• intellectual property lawyer 1900 2.58
• outsourced hr 1900 7.94
• pr consultants 1900 1.58
• presentation skills training 2400 5.34
• public sector architects 28 1.29
• school academy conversion 390 1.07
• social media training 5400 3.67
• unsigned bands 4400 0.50
• clinical negligence lawyer 5400 41.85
• mortgage calculator 550000 0.97

375. Other PPC options

376. Remarketing

377. “Some say Google is God. Others say Google is Satan.
But if you think Google is too powerful, remember that unlike
other companies, all it takes is a single click to go to another
search engine.”
Sergey Brin

378. Q&A

379. Debbie Gilbert

380. Close