The talk Jon Payne gave at Bristol City Council in June 2014

1. BEGINNER’S GUIDE TO ONLINE MARKETING

2. NOISY LITTLE MONKEY
• With a unique hybrid of search optimisation, social media
marketing, creative flair and technical wizardry, we drive
traffic, enquiries and sales
Specialising in online activity, maximising conversions from offline
SEARCH & SOCIAL MEDIA MARKETING

3. consult
research
traindo
report

4. Over 80 businesses, charities and gov’t bodies in EU, USA & Africa
WHO’D TRUST A MONKEY?

5. OOH PRETTY CLIENTS, SHINY THINGS
YADDA YADDA YADDA

6. Image Credit
I DON’T DO
HANDOUTS

7. plan
your
site
set
goals
drive
traffic
report
From £25 per annum
For close to the service level for which we’d charge up to £72,000 per annum

8. plan
your
site
set
goals
drive
traffic
report
From £25 per annum
For close to the service level for which we’d charge up to £72,000 per annum

9. Image Credit

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13. PLAN
• Who’s going to buy what you’re selling?
• Why?
• Who’s the competition?
• IT IS A ZERO SUM GAME

14. PLAN
THE BINARY BRIEF
Brand Share Market Growth
E T E T E T E T
P B P B P B P B P B P B P B P B

15. PLAN
THE BINARY BRIEF – ARE YOU MARKET LEADER?
• Yes, you can grow the market.
• If no, ONLY brand share
Brand Share Market Growth
E T E T E T E T
P B P B P B P B P B P B P B P B

16. PLAN
THE BINARY BRIEF – WHICH CUSTOMERS?
• Existing customers OR Testers / New customers
Brand Share Market Growth
E T E T E T E T
P B P B P B P B P B P B P B P B

17. PLAN
THE BINARY BRIEF – PRODUCT OR BRAND?
• Product or Brand?
Brand Share Market Growth
E T E T E T E T
P B P B P B P B P B P B P B P B

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LOGIC
MNEMONIC

21. plan
your
site
set
goals
drive
traffic
report

22. YOU NEED A PROPER WEBSITE
• Servicing clients mainly in the UK? Get a UK domain.
• It should ideally match your company name
AND THE DOMAIN NAME IS CRITICAL

23. YOU NEED A PROPER WEBSITE
• Servicing clients mainly in the UK? Get a UK domain.
• It should ideally match your company name
• EXACT MATCH DOMAINS HAVE A HEAD START ON
GOOGLE
• www.seo.uk would be cool, no?
• www.seo-social-media-marketing-cro-web-dev-training.uk isn’t
AND THE DOMAIN NAME IS CRITICAL

24. YOU NEED A PROPER WEBSITE
• Servicing clients mainly in the UK? Get a UK domain.
• It should ideally match your company name
• EXACT MATCH DOMAINS HAVE A HEAD START ON
GOOGLE
• www.seo.uk would be cool, no?
• www.seo-social-media-marketing-cro-web-dev-training.uk isn’t
• Think BINARY!
• www.NoisyLittleMonkey.com markets brand not our product.
http://www.cloudnext.co.uk/domains/
https://domai.nr/ are both good places to search for domain availability
AND THE DOMAIN NAME IS CRITICAL

25. WORDPRESS IS A PROPER WEBSITE
• In depth set up guide:
http://www.noisylittlemonkey.com/start-up-websites-the-do-it-
yourself-guide/
FREE. AWESOME.
• It needs to be:
– On www.<your domain>
– Updated regularly
– Give useful information
– Contain unique insights / perspective / news
– Running the Yoast SEO plug in
http://wordpress.org/ http://yoast.com/wordpress/seo/

26. Because smartphones.
CHOOSE AN ADAPTIVE DESIGN
Think of mobile users

27. http://www.noisylittlemonkey.com/start-up-websites-the-do-it-yourself-guide/
SET PERMALINKS TO MAKE SENSE
Think of Google

28. http://www.noisylittlemonkey.com/start-up-websites-the-do-it-yourself-guide/
SET PERMALINKS TO MAKE SENSE
Think of Google

29. http://www.noisylittlemonkey.com/start-up-websites-the-do-it-yourself-guide/
USE ALT TEXT
Think of blind people

30. plan
your
site
set
goals
drive
traffic
report

31. YOU CAN MEASURE EVERYTHING
• DO BOTH WITH GOOGLE ANALYTICS.
YOU CAN MEASURE NOTHING

32. GOOGLE ANALYTICS
Top: All non PPC
Bottom: Just Google organic
INSIGHT ABOUT TRAFFIC SOURCE

33. GOOGLE ANALYTICS
Top: All Google Organic
Bottom: Non branded search on Google
INSIGHTS ABOUT WHAT PEOPLE SEARCH FOR
"We've slashed our entire marketing budget by 35% yet grown our new
business by 5% thanks to your advice"

34. GOOGLE ANALYTICS
• OR JUST GOALS FOR FORM ENQUIRIES
Use the free version of Formidible on WordPress to design your own forms.
SET GOALS FOR ECOMMERCE

35. GOOGLE ANALYTICS
• Universal Analytics gives you this sort of insight
Upgrade to Universal Analytics tomorrow.
UNDERSTAND YOUR CUSTOMERS

36. GOOGLE ANALYTICS
• Particularly useful when you’re thinking about Social Outreach
Possibly makes retargeting in AdWords a bit better too…? Check out
http://www.noisylittlemonkey.com/3-analytics-reports-that-will-tempt-your-boss/
UNDERSTAND YOUR CUSTOMERS

37. plan
your
site
set
goals
drive
traffic
report

38. plan
your
site
set
goals
drive
traffic
report

39. This is Google’s search page in 2001. Getting no 1 on here was easy.
NO 1 ON GOOGLE ISN’T THE GOAL TODAY

40. Getting No 1 on here? Which bit actually is No 1?
THINGS. NOT STRINGS.

41. INTRODUCING THE KNOWLEDGE GRAPH
http://www.youtube.com/watch?v=mmQl6VGvX-c

42. BACK TO SKOOL
HOW DOES GOOGLE WORK?

43. HOW DOES GOOGLE SEARCH WORK?
http://www.youtube.com/watch?v=BNHR6IQJGZs

44. LINKS?
The bits of a web page that, when clicked, will take you to another web page or fire off an event

45. INTERNAL LINKS
When page a links to page b, page a bestows some of its authority onto page b
www.yoursite.com/page-a
www.yoursite.com/page-b

46. INBOUND LINKS
Cool! So long as this other site is trusted and not nasty / spammy
www.yoursite.com/page-a
www.anothersite.com/page-b

47. THAT’S BULL!

49. ghttp://www.google.com/trends/
HOW DO YOUR CUSTOMERS SEARCH
Compare
volumes…
ignore the
numbers

50. Search Demand Curve courtesy of SEOmoz
AIM LOW(ISH). SERIOUSLY.

51. GOOGLE
• If you’re a beginner, or if you’re struggling to follow this so far,
avoid.
ADWORDS

52. GOOGLE
https://www.google.co.uk/business/
LOCAL / MY BUSINESS

55. IF THE AREA OF THIS
SLIDE REPRESENTS ALL
THE TRAFFIC ON
THE INTERNET
@MrJonPayne

56. http://mashable.com/2010/11/19/facebook-traffic-stats/
Hat Tip: https://twitter.com/kelvinnewman #BrightonSEO founder
THIS MUCH
IS FACEBOOK

57. Some 45 billion web pages
http://www.worldwidewebsize.com/
45 billion other
web pages are
fighting over the
remainder
@NoisyMonkey

58. OPTIMISE YOUR FB PAGE
This is a organisation PAGE. Don’t use a PROFILE – PROFILES are for people,
PAGES are for organisations
LOCAL BUSINESS IS EASIEST TO DEVELOP
@NoisyMonkey

59. OPTIMISE YOUR FB PAGE
Give as much relevant information as you can
SAME ADDRESS FORMAT AS GOOGLE MY BIZ
@NoisyMonkey

60. THUMBS ARE THE ENEMY
OF BRANDED SOCIAL

61. WE MAKE SURE CONTENT STANDS OUT
CC: Dean McCoy

62. FUNNY
@MrJonPayne

63. DISGUSTING
@MrJonPayne

64. SEXY
@MrJonPayne

65. SEXY
@MrJonPayne

66. POST ON FACEBOOK
STOP THE SCROLL
@NoisyMonkey

67. GOOGLE+
DOMINATE THE SERPS

68. ENGAGING ON TWITTER
TWEET IMAGES, VIDEOS AND GIFS
@NoisyMonkey

69. HOW TO TWEET FOR ENGLAND
• Get visual – people love photos!
• Ask for what you want – Pls RT, Share with your friends
• Seize the moment – events you attend, use hashtags
• Include a call to action – join our mailing list, come along to
our event
• Create urgency – “enter our competition today to win a free
family ticket”
• Demonstrate thought leadership
• Converse with people – thanks for attending, what do you
think about
• Own your space – engage with local community
https://business.twitter.com/write-engaging-promoted-tweets-
general?utm_campaign=EM_UK_RT_SMB_Email6_Write%20your%20Tweets&utm_medium=e
mail&utm_source=Eloqua
A QUICK GUIDE TO TWEETING
@NoisyMonkey

70. LINKEDIN
• WITH PEOPLE YOU’VE MET
• NOT AS SCALABLE AS
– FACEBOOK
– TWITTER
– GOOGLE+
– PINTEREST
IT’S OK FOR CONNECTING

71. Pinterest
Question Show of hands
Intro to what pinterest, what n why
examples of
best practices
measuring success
More than
just cakes
and cats

72. CREATING A CONTENT CALENDAR
Use tools to schedule – plan in advance
JELLY BEANS AND BREAD AND BUTTER
@NoisyMonkey

73. CREATING ENGAGING CONTENT
https://twitter.com/hannah_bo_banna
HANNAH GOES BANANAS
• Entertain
• Educate
• Persuade
• Convert
@NoisyMonkey

74. EMAIL
HMMM. TOUGH

75. EMAIL
• USE MAILCHIMP
• BE CLEAN AS A WHISTLE
• TEST SUBJECT LINES
HMMM. TOUGH

76. plan
your
site
set
goals
drive
traffic
report

77. NOT INCLUDING PPC TRAFFIC
Top: All non PPC
Bottom: Just Google organic

78. YOU REMEMBER THOSE GOALS YOU SET UP?
http://www.noisylittlemonkey.com/professor-traffic/
THIS TELLS YOU WHICH SOURCES ACTUALLY DID IT

79. YOU REMEMBER THOSE GOALS YOU SET UP?
http://www.noisylittlemonkey.com/professor-traffic/
THIS TELLS YOU WHICH SOURCES ACTUALLY DID IT
WOW! Our emails have massive conversion rates. BINARY!

80. plan
your
site
set
goals
drive
traffic
report
Cloudnext.co.uk for hosting and domains on the cheap, but not crap
Or come to NLM for bigger projects

81. 1PM – 26th June 2014 – Arnolfini