How to get ahead of your competitors online in 2011. We look at what will be happening in search marketing, social media and web analytics to help businesses get advantage online. The talk was given to over 60 business owners and marketing managers in Bournemouth, Dorset and received huge praise from all attendees. seo, search, ppc, local listings, social, facebook, linkedin, analytics, google, adwords, bing, yahoo, success, results, 2011, online marketing, tracking, usability

1. How to get ahead of your
competitors online in 2011
October 2010

2. Today’s Agenda
Introduction
Who uses the Internet?
What’s hot in search?
Social in 2011
What your analytics should be telling you
Summary

3. Some of our clients...

4. a little about us
• Full service agency established 2003
• Top 100 agency
• Full team of experts
• Award winning
• Three offices
• Success based on client success
We don’t
• Outsource
• Have hidden costs
• Compromise on quality

5. Why online marketing?
If you want to grow your business, you need to
grow your sales
Millions use search engines & now social media to
find services & product online everyday
Getting online marketing right can drive £££’s in
enquiries & sales

6. Who uses the Internet?
36,820,000 Internet users in the UK
– 72% of market
21.8 million use Internet everyday
UK averages 34.5 hours per month per user vs EU
average of 16 hrs!

7. Who uses the Internet?

8. Who uses the Internet?

9. What’s new in digital?
What should you be doing to
get ahead?

10. search

12. http://www.google.com/local/add/businessCenter

13. • Location to ‘town centre’
• No. of (positive) reviews
• Quality of website
• No. of citations
• Completeness of profile page (categories)
How to get local listings

14. http://www.seroundtable.com/archives/022526.html
“…88% growth year-over-
year, not too far under
double growth!”

15. Bing powers Facebook search
Bing powers Yahoo! search results
Bing powers over 6% of UK searches (25% US)
and will become a real player to compete with
Google
Bing will integrate Facebook into
search results soon

17. http://www.google.co.uk/instant/

19. http://www.distilled.co.uk/blog/seo/impact-of-google-instant/

20. http://www.google.com/realtime

22. News
stories can
hit top of
page!
Social updates become
more prominent!
Related searches
help lead users!
Videos gazump SEO listings!

23. • Google is still hugely dominant but consider Bing as well
as it is on the rise & links to Facebook
• Do you optimise for Bing as well?
• Search engines will incorporate more and more social
activity into results
• How social are you?
• All content can be put onto SE results page. Review your
local listings and consider video for quicker/better results
• What content can you create?
Key action points

24. social

25. Some eye popping social stats

26. • 1.5 million business-oriented queries on YouTube every
week
• 350,000 new signups per day on Twitter
• 80% of users have tweeted less than 10 times
• 200m active global users of Facebook every month
• 500m registered accounts!
Watch this to get more stats - http://www.youtube.com/watch?v=lFZ0z5Fm-Ng
Some eye popping social stats

27. YouTube is the second biggest search engine
in the UK
YouTube will shortly appear in our homes
(Google TV)
Video is 50x more likely to rank on Google
than normal web pages
The power of YouTube
http://blogs.forrester.com/interactive_marketing/2009/01/the-easiest-way.html

28. How to promote your videos
Optimise ‘whole’ video page
Make it findable!

29. How to promote your videos
Post links to your video on to all of your
online channels
- Share on Facebook / Twitter
- Embed on your website
- Send links on emails
- Put link in your Google Local page

30. How to promote your videos
Set up a Promoted Video on YouTube

31. How to promote your business
Set up your personal LinkedIn page
Set up a business LI page
Promote your services using LI DirectAds

33. LinkedIn to the socialsphere!
Set your LI status to update your Twitter page
Set your Twitter status to update your FB page
Update three places in one! Time saver!

34. Why start in social media?
• Become a leader in your market
• Offer exclusive promotions to client base
• Listen & interact with target audience
• Crowdsource ideas on ways to improve
• Understand what is said about your brand

35. How to start in social media
• Decide how much time you can commit
• Decide on the best platform for your market
• Create a schedule of interaction with
platform(s)
• Take a long term view to success

36. Numerous commentators say social links
help SEO
‘Retweets’ and shares can end up as ‘normal’
web links helping build rankings
Social shares are also indicators of ‘useful’
content to SEs
Social shares help SEO

37. Social media can (and does) work!
Emma Bridgewater
• Facebook & Twitter fans up to 2,000+
• 30% increase in online sales
Primera
• 2,500+ visits via social channels
• 1,000+ sign ups to newsletter
• One of ours 
Read more: http://www.socialsmallbiz.com/2010/07/22/social-small-biz-case-study-emma-bridgewater-pottery/

38. • Social media usage is still on the increase
• Build your LinkedIn profile for B2B success
• Do you have videos to show your expertise?
• Videos help build trust & awareness.
Promote them!
• Social activity takes time so don’t expect results
overnight. Be interactive with your activity
• How much time can you spend online?
Key action points

39. analytics

42. PPC
• orange widget
SEO
• orange widget abc1
Direct
• www.greatwidgets.com
SEO
• great widget company

43. PPC
• orange widget
SEO
• orange widget abc1
Direct
• www.greatwidgets.com
SEO
• great widget company
Which click is most
important?

50. http://twittercounter.com/

51. http://su.pr/

52. http://su.pr/

53. • Stats can tell us a huge amount of what happens online
• When was the last time you looked?
• If you commit to search & social, make sure you measure!
• There are an increasing amount of tools to help
• Track about the whole user journey to get best ROI
• Do you need to upgrade from Google Analytics?
Key action points

54. • Start doing these activities to get ahead next year
• We are convinced that by working on these
areas, your online business will grow
What next?

55. • We will be running full day master classes in
Dorset next Spring 2011 on
• SME Social media marketing toolkit
• Advanced search engine marketing
• Using web analytics to improve sales
• We will show you how to do these things yourself
• If you are interested, please drop us your
business card and we will be in touch…
What next?

56. or…
• We offer all of these things working
with our clients each month
• No hassle to you!
• Speak to some of our clients about what
we’ve done for them!
What next?

57. Some of our case studies…
Primera Sport
• Increase in online sales of over 100% over a three year period
• Instigated online sales in Australia, US & Japan
Playforce
• Generated over £1 million in sales via search engine optimisation
• Exceeded target of generating enquiries by over 200%

58. Thank you for listening!
or follow us on – twitter.com/adido

59. • Team triathlon! Sponsorship needed!
Help needed!
http://www.justgiving.com/adido-roseroad