Online Marketing

1. Online Marketing & Selling Online
Social Media
Nina Goodwin
@GUTS_SW @Cosmic_UK

3. Welcome & Introductions

4. Agenda
•Choosing the right online payment mechanism
•How to boost your website's visibility with SEO;
•How to increase sales with e-newsletters
•How find new customers through social media
•How to create engaging website content.

5. Selling Online – Essential Tips & Tools

6. How much do you know already?
• Does anyone here NOT have a website?
• Who is already selling online?
• Are you selling through your website? Online shops?
Both?
• Who uses a payment gateway with their bank?
• Who has used PayPal?

7. History of the World Wide Web and E-Commerce
Landscape in the UK

8. History
• Sir Tim Berners-Lee;
• Ada Lovelace;
• Over 3 billion web users;
• Over 1.2bn shop online;
• Radio: 38 years
• TV : 13 years
• Web: 4 years
• Facebook : 10 months!!

14. Reach SEO PPC
Social
media
Display
/affiliate
Convert
Website
design &
content
Landing
page
Product
page
optimization
Basket
conversion
Retain E-news CRM Personalis
ation
Social
media
Reach; Convert; Retain

16. E-commerce Community
• Sell on other platforms;
• Create your own page/shop.

17. 2. DIY E-commerce

18. Hosted, Template, No web developer

19. 3. Bespoke Ecommerce solutions

21. Merchant Account; Payment Gateway;
Payment Mechanisms.

22. What is a payment gateway?
A payment gateway is an e-commerce application service
provider service, that authorises credit card payments for e-
businesses, online retailers, bricks and clicks, or traditional
brick and mortar.

23. More about Payment Gateways
• E-commerce solution
• Authorises Credit Card Payments
• Equivalent to physical pay station
• Encrypts Credit Card information
• Carried through https.

24. What is a merchant account?
A Merchant Account is a credit account arranged between the
Merchant and a Credit Card Acquiring Bank. Before you can
get a Merchant Account you will need to go through a credit
process with the Acquiring Bank in order to assess your
suitability
• A bank account;
• Accepts card payments;
• Agreed between the merchant and the bank;
• Contractually obliges the merchant to obey the operating
regulations;
• Mostly bought direct from the bank.

27. PayPal – Free Payment Network
• Account based online system;
• 156.9 million accounts worldwide;
• Great for dipping your toe in the water;
• Integrate ‘buttons’ to your website; Easy to set up
• Desktop and mobile payments;
• Card Reader - £69.95 + 2.75% Transaction fee.

28. PayPal

29. Sage Pay

33. The 5 biggest e-commerce mistakes
•Making the checkout process to complicated;
•Being too expensive;
•Looking untrustworthy;
•Not being visible in Google;
•Not doing your research
•Know your competitors;
•Know your conversion rates;
•Know your profitability.

34. Top tips for selling online
• Your customers will shop around – make sure you look professional and your
branding and marketing shows that you are trustworthy;
• Explain everything as well as you can – through video’s, images and galleries;
• Make the process of purchasing something super easy;
• Show feedback from other customers who have purchased your product or
service
• Give them an incentive to purchase from you;
• Answer their questions without them having to ask;
• Make your products easy to find with intuitive searches and accurate
categories
• Give them a reason to come back! (Retain)

35. Understanding Search Engine
Optimisation (SEO)

37. According to HubSpot, 80%
of web traffic starts via
search queries. To Google,
the information users are
searching for is a form of
data. Through a series of
tests, Google can improve
its algorithm and more
closely align search queries
with the intent of the users.

38. SERP Page

40. Content Updates Links

41. 1. Content & Keywords;
2. Backlinks;

42. Choosing your keyword phrases
• Consider the page
• Decide 2-3 phrases
• Target multiple-word phrases
• Ensure natural language
• Semantic search.

44. Buying Theory
•More detailed search (Narrower)
•More likely to be at point of buying
•Research
•Refine
•Purchase.

46. How do we decide
Keywords?
1. Brainstorm 10 – 15 phrases for each
page - seed keywords
– Brainstorm –Analytics – any ideas?
– Look at competitor’s sites
– Look at your statistics
– Revise/add using tools
1. Check competition
2. Check popularity
3. Select from list

47. Google keyword planner tool

53. What to do next?
Audit your content…...
● Find and fix ‘thin’ content;
● Separate out pages and add more pages of content that
PEOPLE WANT TO READ!
● Explore fewer topics in greater detail on each page -
split topics onto individual pages.

54. Create a optimisation plan
• Develop a page a week and optimise a page a week;
• Reviews;
• How to guides
• Detailed reviews
• Top tips etc
• Content is for life…..

56. Step one: Create high-quality content.
Step two: Promote.
create content people crave, and then to promote that content relentlessly.

57. PageRank - defines quality of inbound links
We can’t see it anymore
Google still uses it
1 - 10
1=poor
10=amazing

58. Three important
ranking signals:
1. number of
backlinks
2. link authority
3. link diversity
Quantity - How
many links do you
have? Backlink
watch

59. Quality
High authority sites
Very relevant sites
Sites Closest to your line of work
Local sites
Anchor text: Exact-match
anchor text still has a strong
influence on rankings, but
you risk a Penguin penalty if
your links appear unnatural
or spammy. Make sure your
backlink anchor text is
diverse and organic

60. Page Rank
# Links

61. How to build backlinks
1. Creating amazing content (white papers, infographics, guides, etc.) can attract links naturally
1. You still need to obtain links manually. Start from the audience!
a. What type of content - ebook, guide, how to, lists, video, podcast ?
b. Build a list of niche targets.
i. People in your industry who share similar pieces of content
ii. Businesses you have relationships with
iii. Advocate business
iv. Local networks
c. Then, start engaging with them by commenting on their blog, sign-up for their newsletter,
DM them on Twitter.
d. Create the content and mention the people
e. Next, email people you’ve mentioned and your list in your article and those on your list
f. Don’t forget to amplify your content by using targeted social media advertising and
content syndication.

62. Backlink opportunities
a. Interviews
a. Guest blogs
a. Resource pages (on other
people’s websites
a. Submit articles
Eliminate spammy and low-quality
links; disavow them if you can’t get
them removed.

63. Backlink tools
Buzzstream
Buzzsumo
LeadPages
Mailchimp
SweetProcess
Get Five Stars

66. Social Media and SEO
1. Social sharing drives traffic to websites (incr Authority)
1. Social media profiles rank in search engines
1. Increase in backlinks;
1. Social media boosts brand awareness
1. Different search engines are partial to specific social media activity

67. Other factors
• Encryption: a strong correlation between HTTPS websites and first page
Google rankings, and SearchMetrics confirms that 45% of the top websites
all use HTTPS encryption (up from 12% in 2015). Google confirmed back
in 2014 that websites with a strong HTTPS encryption will rank better than
their HTTP counterparts, and, as of 2017, websites that have not
switched to HTTPS are now marked as unsafe in Google Chrome.
• Content influences a variety of other ranking factors, such as bounce
rate and CTR. So for best results, make sure your content is both
comprehensive and relevant to your audience.

68. Other factors
• Page speed is another important ranking factor that ties heavily into a
good user experience. Desktop websites should load in 3 seconds or less,
while mobile websites should load in 2 seconds or less
• H1 and H2 Headings:There are more landing pages with an H1 and H2 in
the source code this year. SearchMetrics found a strong correlation
between the use of at least one H2 and a higher rank.
• Anchor text: Exact-match anchor text still has a strong influence on
rankings, but you risk a Penguin penalty if your links appear unnatural or
spammy. Make sure your backlink anchor text is diverse and organic.

70. What is local?
Claim your Google My Business page.
Then
● Add a long, unique description that’s formatted correctly and
includes links.
● Choose the correct categories for your business.
● Upload as many photos as possible.
● Add a local phone number to your listing.
● Add your business address that’s consistent with that on your
website and local directories.
● Upload a high-resolution profile image and cover photo.
● Add your opening times/days (if relevant).
● Get real reviews from customers (I’ll come onto this.)

71. NAP (Name, Address, Phone Number)
• Ensure that you have your full
NAP across your whole
website (i.e. every page).
• Ensure you have the exact
same details/format when you
mention your address on other
websites (i.e. local citations).

72. Local reviews
• Local reviews have a direct impact on local search
rankings, so you’ll want to spend some time acquiring
them.
• It’s worth mentioning that this doesn’t just mean
Google reviews. You’ll also want to focus on getting
reviews on your Yelp page (they’re used by Apple
maps), along with other local directories. Your first
priority should be Google reviews though.
Hint: Create a page on your website that gives instructions
to your customers on exactly how they can review your
business (i.e. yourwebsite.com/review-us/).

73. Local On-Page SEO Factors
● Try to add your City/Region, plus a relevant keyword, within your landing
page title tag.
● Try to add your City/Region, plus a relevant keyword, within your landing
page H1 tag.
● Try to add your City/Region, plus a relevant keyword, within your landing
page URL.
● Try to add your City/Region, plus a relevant keyword, within your landing
page content.
● Try to add your City/Region, plus a relevant keyword, within your landing
page image ALT attributes.
● Embed a Google map with your business marker into your landing page.

74. Create local content
• Blog about regular volunteering with charities
• Sponsor local events
• Stay-up-to-date on community happenings
• Talk about your locality!

77. Think mobile-first, not just mobile-friendly
• One of the biggest changes we saw in 2016 was Google’s shift
towards mobile-first indexing. This means that Google’s index will
now primarily crawl the mobile version of websites as opposed to
the desktop version.
• Mobile optimization is an extremely important ranking factor.
All of the top 100 most visible domains have mobile-friendly
solutions, according to SearchMetrics.

84. Mobile tips
• It’s all about page speed - 3
seconds or less
• Mobile 2 seconds or less
• Reduce images
• Reduce content
• Reduce scrolling images
• Majority of sites tend to fall
down on usability.

85. Mobile factors to consider
Flash usage — Most mobile browsers do not render Flash and, as such, you
will want to use more modern technologies.
Small font size — This is a scaling issue and requires users to pinch the
screen to zoom in.
Touch elements too close — This is a common usability issue where it is too
hard to tap a given element without also hitting the neighboring element.
Form entry - How easy is it to fill out the form?
Interstitial usage — A full-screen pop-up often represents poor user
experience on a mobile device and is something that Google is looking to crack
down on in 2017

91. What is an email newsletter used for?
A powerful marketing and communication tool that
has various useful functions. It reminds your
customers about you; it informs users about your
products; it tells them what you have been up to;
and it helps you build a unique relationship with
them.

92. Why does email work?
Easily reach
mobile customers
without investing
in new technology.
71.2% will
delete an
email if it’s
not mobile
optimised.

93. Why does email work?
Keep loyal
customers informed
as consumers
actually read email
from their favorite
brands.

94. Why does email work?
Email coupons drive online
sales. According to Deloitte,
65% of consumers say
email coupons are
important when shopping
online.

95. Why does email work?
Email is versatile.
It’s easy to
customize and
integrate into other
marketing tactics.
Personalized
emails with names
and
recommendations
work even better.

96. Why does email work?
Email marketing is
inexpensive! It allows
business owners to
reach a large number
of consumers for
pennies per message
Allows tracking and
relationship building
as you start to
understand a
customers needs and
wants.
Can be automated
and setup with smart
hooks and triggers.

97. Do I need a newsletter?
What resources do you have available?
• Budget, time and support;
Things to consider:
• How long will it take to proof read?
• Can you create compelling calls to action?
• Will it work across all devices?
• Do you have enough content?
Do some research in your industry:
Are there successful email newsletters that people like to subscribe to? What’s
in them? Can you be as successful?

98. What is the purpose of your
email?
What do you want the recipient of the email to do?
• Sign up for an event?
• Follow you on Social Media?
• Make a purchase?
• Check out a new feature?
• Check out a new product/service?
• Book an appointment?
• Respond with feedback?

99. Who is receiving this email?
Who is the person behind the email address?
What do you know about them?
• Demographics?
• Behaviours?
• Insterests?
• Purchasing behaviour?

100. In order to have an email
campaign,
you first need email addresses.
Growing a robust email list can take time, and deciding
which offline or online tactics to use can be daunting.

101. Be clear with expectations
When recipients are about to sign up be clear with them;
• How often you send your newsletter will depend on
your business;
• Different frequencies depends on the audience and
type of business.
• If you're not sure how often you should send your
newsletters ask your customers.

102. Subscribe to my Newsletter
Ask further questions using a tick box for example:
Have you been here before?
What type of content are you interested in?
How often would you like to receive emails?
Do you have Children?

103. Ideas for Growing your email lists
Customer Request Downloads.
• When customers visit your site seeking
information, ask or require and email address to
access the item.
Examples: Whitepapers, ebooks, webinars,
infographics and case studies.

104. Ideas for Growing your email lists
• Encourage subscribers to share and forward
your emails. Include a share button that makes
sharing simple and clear.
• Promote an online contest. To enter, entrants
are required to provide an email address.
• Create a free tool/resource. Sign up is
necessary to utilize the tool.

105. Ideas for Growing your email lists
• Promote lead generation offer on social
media.
• Increasing your landing pages. Improves
SEO, gives people more reasons to find you
and give you an email address.

106. Ideas for growing your email lists
• Host an in person event like a conference,
meetup, or panel discussion. Collect emails
during registration and at the event.
• Create smart popups, opt in forms on your
site.

107. Content
• Content needs to be what your target market
will view as valuable and relevant.
• Stay focused and keep the format simple:
headline, image, teaser, button.
• Use behavioral data. Personalize email based
on your subscribers’ preferences. Make sure to
send what they signed up to

108. Content
• Use compelling images. Images should be part of
your content strategy. It has higher engagement than
text alone. Video and gifs even more.
• Take conversions seriously. Include Call To Action
(CTA’s) in the email to drive conversions.
• Put content ahead of design. Great design will
improve results, but a clear purpose, interesting
subject line and direct CTAs are most important to
influencing action.

109. Make it Visual
2.4 times
more likely to
click on a
post if images
are present

110. What’s your CTA?
Just one main thing that you would like your
subscribers to do, and the rest of the CTAs are
a “in case you have time”.

114. Content
Newsletters are a great way to keep in touch with your
subscribers.
Some tips:
•Keep it to one specific topic.
•Balance it: 90% educational, 10% promotional.
•Set expectations with consistency in timing and
frequency.
•Keep design and copy at a minimum. It’s less time
consuming and easier on the eyes for your readers.

116. Balance your Content
Balance the content of your newsletter to be
90% educational and 10% promotional.
e.g. I have a thing for shoes, and I especially love this
one shoe site. I subscribed to the company’s email list,
but it now sends me emails 2-3 times a day to buy,
buy, buy … and when I see its sender name pop up in
my inbox, I want to scream. Now, if they sent me
educational content, maybe about the latest styles of
shoes, or how to pair certain styles with certain outfits,
I might be more inclined to buy from them, or at least
start opening their emails again.

117. Keep the Content Simple &
Worth Reading
•Special Offers;
•Helpful tips and advice;
•Industry News;
•Personalisation – use first name;
•Cross Selling – use segmentation?
•Upselling – free coffee when you visit the restaurant
•Last minute offers.

118. What about Design?
• Concise copy gives your subscribers a taste of the
content, just enough to make them want to click and
learn more;
• You want to send them elsewhere, your website or
blog, to actually consume the whole piece of content;
• White space is key in email newsletters because it
helps visually; alleviate the cluttered feel, and on
mobile, makes it much easier for people to click the
right link.

119. Get Creative!
Get creative with email subject lines.;
•33% of subscribers to your newsletters will decide whether or not to
open your email based on the subject line alone;
•Are you offering a deal? What kind of deal is it? How long is it
available?
•Use Questions;
•Include your business name;
•Try conveying a sense of urgency in your subject lines ("is coming",
"get this now", "you have one day left", etc.).
•Using numbers is always a great way to grab attention as well!

120. Unsubscribe

121. Segment to Different Audiences

122. What works?
•Test, Test, Test;
•Run A/B test on subject lines; CTA; Images
•The world is your oyster for newsletters – find out
what your customers like………

135. Live Streaming

136. Tip of the iceberg…

137. Why use Social Media?
• Great business to business potential;
• Your potential customers are digitally aware;
• Reaching a wider audience;
• Building your reputation;
• Telling a story;
• Potential to align and collaborate;
• Easy to discover other accounts relevant to your
own;
• Showing the human side to the business;
• Opportunity to engage with others;
• Building trust in your customers.

138. How?
• Engage
• Converse
• Show interest
• Support
• Share & Like
• Trust
• Be human
• Be authentic
• Don’t sell

140. What to post about?
• How to’s / hints and tips / practical advice
• Studio / Office / behind the scenes
• Work in progress / latest products / special offers
• Competitions / Giveaways
• News / Press mentions
• Events / Attractions (yours or others)
• Industry statistics
• Questions / Quotes
• Colleagues / staff / clients / visitors
• Shares / blogs
• Humour!

145. Remember!
• Be professional;
• HIGH Quality Photos;
• Correct spelling and grammar;
• Excellent customer service;
• Don’t rant online or be negative;
• Deal with complaints correctly;
• Be YOU!
• Turn it around – what do ‘you’ want to see, how do ‘you’
react to things? Do that.

146. 4. Be Social

150. Tip of the iceberg…

151. Social Media Engagement Ladder

152. Listening

153. Use Social media as a highly effective listening device:
• Colleagues/staff;
• Journalists;
• Peer;
• Competitor;
• Influencers;
• Events;
• Activities;
• Customers;
• Relevant subjects/topics.
Effective listening

154. Listen in on Hashtag Conversations

155. Twitter Hours

156. Twitter Hours

158. Geographic specific
#NewtonAbott
#Devon
#Exeter
Industry specific
#Glamping;
#3Dprinting;
#Engineering
Campaign specific
#BetterForIt
#NTChallegne
Media specific
#journorequest
#prrequest

160. Create your digital magazine

161. Create collections

162. Use Instagram to Listen

163. Listening on Pinterest

164. Listening & Scheduling Tools

165. Tweetdeck

168. Share

169. The Law of Reciprocity
You can’t expect others to share your content and
talk about you if you don’t do the same for them.

171. Engage and share through influencers

173. How do you find influencers?
A tool that continues to help those find true influencers in their field is BuzzSumo.
Through this content marketing tool, you can discover, measure and monitor
content so you’re one step ahead of the game. BuzzSumo also has an influencers
and outreach feature that is made specifically for finding the top writers, bloggers
and publications in your field using the same keywords you’re trying to reach as
well.

174. Use LinkedIn
Enter specific keywords or phrases within the search box to
pull up second-degree connections and those who are
directly related to your search.

175. How do you become an influencer?
• Use your knowledge and expertise;
• Let other people tap into that;
• Content;
• Online presence;
• Becoming an expert in your field;
• People recommend you;
• Collaborations.

178. Types of Content
• Images
• Archived content
• Infographics
• Video
• Blogs
• Explainers
• Web pages
• PDF downloadable content
• Content for syndication (third party sites)
• Podcasts

179. Infographics

180. Easel.ly

181. Piktochart

182. User Generated Content
Any form of content such as:
• blogs, wikis, discussion forums, posts, chats, tweets,
podcasting, pins, digital images, video, audio files,
advertisements
and
• other forms of media that was created by users of an
online system or service, often made available via social
media websites or through Customer feedback/photos.

184. Tailor content to suit your audience

185. Where can you find your content?
• What do you already have?
• Other social media channels;
• Listening through Twitter;
• Facebook pages & groups;
• Researching via Pinterest;
• Blogs;
• News channels;
• By being at the forefront of your industry and keeping up
to date with latest news and events.

187. Visual Social Media Tools

188. The Power of Visual
• The human brain
processes visual
information 60,000 times
faster than text;
• People only remember
10% of what they hear,
20% of what they read,
but 80% of what they see
and do;
• 83% of human learning is
visual.

189. And with regards to Social Media…
• Articles that contain images get 94% more views than
articles without
• 40% of people will respond better to visual information
than plain text
• 44% of users are more likely to engage with brands if
they post pictures
• People who click on real-people photos are twice as
likely to convert to a sale
• 93% of people say that visual imagery is the #1 factor
impacting purchasing decisions.

191. Canva.com

192. Pickmonkey

193. Adobe Spark

194. Pixabay.com

197. Video Stats

198. Social Video
• Facebook live;
• Periscope;
• Snapchat;
• Instagram.

199. Key Demographic

201. What to Post?

202. How long?

205. Building up a Following
• Content, Content, Content!
• Keep it visual;
• Use video;
• Inspire, educate, entertain and inform;
• Take it slow;
• Build advocates;
If you need some help then ‘boost’ can work - not
relied upon.

207. Let’s make a plan!
• Social media planner. There are lots of free printables
online or you can create your own.
• Create two – a weekly and a monthly one.
• Monthly – mark what events are coming up, yours and
others. Exhibitions & events, seasonal, local, sales &
offers. You know to schedule content prior to these to
make the most of the promotion. Have it above your
laptop or in your studio so you can add to it.
• Weekly – content planner. Create the content and then
schedule the posts on each platform.

208. Things to remember
• Hashtags?
• Trends?
• News?
• Events?
Inform, educate, inspire & entertain

210. Plan your Content
70/20/10
• 70% planned campaigns
• 20% near future
• 10% real time
80/20
• 80% shared content
• 20% your content

211. Storing Content
• Saving on Facebook/Linkedin;
• Favourtining on Twitter;
• Private board on Pinterest
• Cloud: Google/Dropbox;
Helps you plan and manage content throughout
your channels.

212. Creating Content Boards

214. Keep in mind the following…
• Who are your users?
• Who are your competitors?
• What do you bring to the table?
• What do you hear?
• What content do you already have?
• What is the purpose of your content?
• How often should you publish & distribute content?
• Who is in charge/produce/maintain your content?

215. Social Trends for 2017
1. Social messaging; WhatsApp, Facebook
Messenger, Viber and WeChat together have
more users than the big networks: Facebook,
Twitter, LinkedIn, and Instagram.
2. Authentic content (a.k.a. live video);
3. Augmented reality;
4. Chatbots; improve customer service by quickly
responding to their comments and questions.

216. Summary
• Plan your strategy
• Where are your customers? What do they want?
• Concentrate on the channels that work for you
• Produce great content
• Give a variety of content posts
• Engage – follow, like & share (as your business)
• Keep branding consistent
• Be professional
• Speak your own voice.

218. Learning into Action
Please take a moment to identify three actions you are going to
implement following today's workshop:
Action By when
1.
2.
3.

219. Contact us
www.get-up-to-speed.co.uk
info@get-up-to-speed.co.uk