The document summarizes key points from a marketing lecture, including: 1. The lecture will provide an 'aha moment' and at least three takeaways for attendees. 2. The presentation will cover getting and optimizing a website, search engine optimization, pay-per-click advertising, and email marketing strategies. 3. Effective marketing requires structure, systems, patience, and knowledge of customers. Baby steps and clever language use are important principles.

2. The Web Marketing Lecture My guarantee to you: Everyone of you will get an ‘aha’ moment Everyone will have at least three ‘takeaways’ Everyone of you will ‘benefit from’ this. Copyright www.greatmarketingworks.co.uk 2009 ©

4. How do I know this? Because this is what was said about my last session: In the space of just 5 hours, can Dan Sodergren cause you to completely change the way you think about marketing your business? Can he offer proven tips and strategies that yield instant and positive results? Can he save you lots of money? Can he make you lots of money? Can he make it easy to understand whilst at the same time make it fun? In my view the answer is yes, Dan Can , he offers a completely new way of marketing and advertising your business that is not only fresh, innovative and based on scientifically proven principles, it is also fun and easy to learn. Glenn Taylor (owner of Urban Paradise ltd: www.urbanpaltd.com) Copyright www.greatmarketingworks.co.uk 2009 ©

7. What kind of person am I? Dan Sodergren: Motivational, marketing, man. Copyright www.greatmarketingworks.co.uk 2009 ©

8. What kind of person are we? ‘ Know thyself’ Socrates – 409 BC Copyright www.greatmarketingworks.co.uk 2009 ©

9. Draw a pig. It’s as simple as that. As simple as this  Copyright www.greatmarketingworks.co.uk 2009 ©

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14. Hmmm. Copyright www.greatmarketingworks.co.uk 2009 ©

17. Ok let’s move about a bit. Get into pairs: Some one be A Some one be B Copyright www.greatmarketingworks.co.uk 2009 ©

18. Ok introduce yourself To your new work partner ‘ Know someone else’ Sodergren 2009 – B D Copyright www.greatmarketingworks.co.uk 2009 ©

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24. E: E - marketing: stay on target

28. We act like fishermen. When we use the net. Copyright www.greatmarketingworks.co.uk 2009 ©

31. Websites… So many of them, so little time Copyright www.greatmarketingworks.co.uk 2009 ©

33. Websites… Getting a website– what to have on it and not! How should a website look? What should it make someone feel? (Discuss) Copyright www.greatmarketingworks.co.uk 2009 ©

40. Websites… Getting a website– what to have on it and not! What do they all have in common? Anything? Copyright www.greatmarketingworks.co.uk 2009 ©

41. EVERYTHING!

42. Websites… The psychology behind layout – making sure we do it for them – not ourselves. Copyright www.greatmarketingworks.co.uk 2009 ©

44. Websites… The psychology of colours: Pick your brand colours wisely. Copyright www.greatmarketingworks.co.uk 2009 ©

45. So for our website. Our website’s colour: What should it be? Our favourite colour? Copyright www.greatmarketingworks.co.uk 2009 ©

46. No! Copyright www.greatmarketingworks.co.uk 2009 ©

47. GOOGLE the psychology of colours Do this when you get home. Copyright www.greatmarketingworks.co.uk 2009 ©

48. IMPORTANT NOTICE If you use a black screen with white writing on it. People WILL NOT read it. Copyright www.greatmarketingworks.co.uk 2009 ©

50. That’s why not! If you use a white screen with black writing on it. People WILL read it. Copyright www.greatmarketingworks.co.uk 2009 ©

51. Pictures If a picture is 1000 words Then make sure the picture speaks volumes Positively! Copyright www.greatmarketingworks.co.uk 2009 ©

53. Pictures Should we take the pictures ourselves? Copyright www.greatmarketingworks.co.uk 2009 ©

54. No! Copyright www.greatmarketingworks.co.uk 2009 ©

57. Pictures Which pictures should you use? What are your USP’s What’s the message you what to convey?

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62. So what do these pictures say? From a previous workshop I keep this to show you  Copyright www.greatmarketingworks.co.uk 2009 ©

65. Your website: Will need some writing on it. So let’s make it the very best writing it can be: Does anyone here have a professional copywriter? Copyright www.greatmarketingworks.co.uk 2009 ©

67. But he finds it hard to sell his products. Why do we think that is? Maybe its his language use: For example: Copyright www.greatmarketingworks.co.uk 2009 ©

69. Did anyone understand that? No, as too technical. Copyright www.greatmarketingworks.co.uk 2009 ©

72. He KISSes his customers Copyright www.greatmarketingworks.co.uk 2009 ©

73. Relevance to you? Everyone tends to market their business on the features of their business. Copyright www.greatmarketingworks.co.uk 2009 ©

74. Pair work (2 minutes each) Market your business to the person you are paired with. B’s go first. Copyright www.greatmarketingworks.co.uk 2009 ©

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79. Let’s do it again. Think of 3 unique selling points for your business. Let’s take one company as the example. Copyright www.greatmarketingworks.co.uk 2009 ©

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84. Can’t we use our words betterer? Actual language is ONLY 7 – 10 % of communication so we had best get it right!! Magic vs. Tragic words Copyright www.greatmarketingworks.co.uk 2009 ©

85. Magic vs Tragic words. For years copywriters have study these words, they have compiled reports on them, they have produced millons of pounds worth of direct response advertising to get to know the Magic words which get people to buy and others which stop people buying. Here they are! Copyright www.greatmarketingworks.co.uk 2009 ©

86. The power of good words Use magic words – destroy tragic words Magic words: Free, new, you, introducing, sale, save, money, discover, results, easy, proven, guaranteed, love, benefits. Alternative, now, win, gain, happy , trustworthy, good looking, comfortable, product, healthy, safe, right, security, winnings, fun, value, advice, wanted , announcing, your, people , why. Tragic words: Buy, obligation, failure, bad, sell, loss difficult, wrong, decision, deal, liability, hard, death, order, fail, cost, worry, contract Copyright www.greatmarketingworks.co.uk 2009 ©

87. Think of an example for your company At these free workshops, we guarantee you will get some great results, as your business benefits from this alternative teaching practice from Dan Sodergren Copyright www.greatmarketingworks.co.uk 2009 ©

88. Create a couple of sentences with 3 magic words in it each. Use this on your flyers, on your websites, on your business cards! Magic words to use are: Free, new, you, introducing, sale, save, money, discover, results, easy, proven, guaranteed, love, benefits. Alternative, now, win, gain, happy , trustworthy, good looking, comfortable, product, healthy, safe, right, security, winnings, fun, value, advice, wanted , announcing, your, people , why. Copyright www.greatmarketingworks.co.uk 2009 ©

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93. Can’t we use our words better? Good question but not a great question Copyright www.greatmarketingworks.co.uk 2009 ©

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99. Relevance to your website Remember on average: New visitors stay on your home page for around 8 seconds! Copyright www.greatmarketingworks.co.uk 2009 ©

100. Got the site – get more people to your site – offline methods: Time to go back to traditional methods of marketing – but let’s make sure we go below the line. Copyright www.greatmarketingworks.co.uk 2009 ©

106. Break time Have a break Have a chat Have a think Copyright www.greatmarketingworks.co.uk 2009 ©

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111. Websites… So many of them, so little time The Biggest Player on the web, the one ring who will bind them all, but hopefully not in darkness…. Google. Copyright www.greatmarketingworks.co.uk 2009 ©

112. Got the site – get more people to your site – online methods: Time to learn S E O Copyright www.greatmarketingworks.co.uk 2009 ©

116. Exclaimer I love Google for what it has done for marketing and how easy it is to use for small businesses. However there are: Yahoo, MSN and other search engines out there who you can use and the principles are just the same Copyright www.greatmarketingworks.co.uk 2009 ©

117. Google: as simple as that Copyright www.greatmarketingworks.co.uk 2009 ©

124. Your own name Dan Sodergren Keyword used ‘ Dan Sodergren’ Copyright www.greatmarketingworks.co.uk 2009 ©

128. Your own name David Carter Keyword used ‘ David Carter – Musician ’ Copyright www.greatmarketingworks.co.uk 2009 ©

130. Your company name Paul Mason – Sewfast UK Keyword used ‘ Sewfast UK ’ Copyright www.greatmarketingworks.co.uk 2009 ©

133. Your company name Jeff Ellis – World Beta Ltd Keyword used ‘ World Beta Ltd ’ Copyright www.greatmarketingworks.co.uk 2009 ©

135. Your company name Jeff Ellis – World Beta Ltd Keyword used ‘ World Beta software development ’ Copyright www.greatmarketingworks.co.uk 2009 ©

137. Does Jeff Ellis have a website? What kind of free website could he get at the moment? Copyright www.greatmarketingworks.co.uk 2009 ©

138. Microsoft office live

139. Different pages there on:

140. Another free tool Google maps Nisha Srivastava Keyword used ‘ North West Yoga and Pilates Centre St helens ’

144. Titles tags

151. Keywords What are they? Can they be phrases too? Copyright www.greatmarketingworks.co.uk 2009 ©

154. Copyright Great Marketing Works 2009 (c)

155. Keyword Corset Lorraine Taylor – Ken Force Copyright www.greatmarketingworks.co.uk 2009 ©

158. Keywords Never presume: Trichology - 16 a day hair loss – 760 a day Copyright Great Marketing Works 2009 (c)

160. Balding vs hair loss Copyright Great Marketing Works 2009 (c)

161. Keywords Never presume: Who owns the market for your keyword Copyright Great Marketing Works 2009 (c)

163. Keywords Never presume: People can sppell Copyright Great Marketing Works 2009 (c)

168. What about over time? Never presume: Today’s markets will last forever What about in the past? Copyright www.greatmarketingworks.co.uk 2009 ©

170. What about by region and new phrases? What about for Christening Gowns? Copyright www.greatmarketingworks.co.uk 2009 ©

174. What about the trends in just the UK? What about for financial advice? Copyright www.greatmarketingworks.co.uk 2009 ©

176. I know! But this is relevant to all ideas! As it shows you more information in a minute – than we used to get in a year! Copyright www.greatmarketingworks.co.uk 2009 ©

177. Keywords What do we do with them? It’s not just about the stuffing. Copyright Great Marketing Works 2009 (c)

181. Ok I will send you those pages Let’s go through a bit of that if we haven’t heard those terms before. If we have and get it – let’s skip it. Copyright Great Marketing Works 2009 (c)

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190. Where do they rank in SEO? http://www.emmodels.co.uk/ huge site and shop been going for 4 years. http://www.lmcl.co.uk/ a 4 page site we put up last week Never presume: Copyright www.greatmarketingworks.co.uk 2009 ©

192. Where do they rank in SEO? http://www.emmodels.co.uk/ huge site and shop been going for 4 years. http://www.lmcl.co.uk/ a 4 page site put up last week Never presume:

194. Why did we win? The power of SEO With www.lmcl.co.uk we used seo We linked into ourselves, we created alt descriptions, the url’s made sense, we were totally relevant. We did what Google wants. Time to get even more technical. Copyright www.greatmarketingworks.co.uk 2009 ©

195. How we did do it? We show you how you can do it. You go into your website and like with a car You look under the bonnet. Go to page rank in the toolbar Don’t have it – get it from Google downloads. Copyright www.greatmarketingworks.co.uk 2009 ©

196. There you go: Copyright www.greatmarketingworks.co.uk 2009 ©

197. How we did do it? We show you how you can do it. You go into your website and like with a car You look under the bonnet. Go to page rank in the toolbar Then you go to cache snap shot of page and then Full text only.

198. There you go:

199. This shows you WHAT THE GOOGLE BOTS READ. (from our friend’s car site it is.) Copyright www.greatmarketingworks.co.uk 2009 ©

202. What do those bots read? WHAT GOOGLE BOTS READ. Is whatever comes first, whatever you put in the most of, and whatever is relevant to the search i.e. the keywords, as well as the links to the page they are reading. Copyright www.greatmarketingworks.co.uk 2009 ©

205. What do those bots read? They read keywords. So we had better get good at knowing what good keywords are. Copyright www.greatmarketingworks.co.uk 2009 ©

206. Think of an example for your company How else could keywords affect our marketing? Should we use them in our writing? Copyright www.greatmarketingworks.co.uk 2009 ©

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211. Keywords Never presume: The length of the tail  Copyright www.greatmarketingworks.co.uk 2009 ©

216. The Long Tail

217. The long tail What difference could this make to you? Keywords and conversion rates. Copyright www.greatmarketingworks.co.uk 2009 ©

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224. Web 2.0 reviews and such Richard Keyword used ‘ deckers restaurant’ Copyright www.greatmarketingworks.co.uk 2009 ©

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232. Websites… Let’s think about LINKS Copyright www.greatmarketingworks.co.uk 2009 ©

236. Type in site: yourdomain .co.uk You get this info of your internal links

239. Links Where will you get yours from? (Discuss) Copyright www.greatmarketingworks.co.uk 2009 ©

245. What we have learnt this morning. How our website should look, what it should say, our USP’s, and the importance of pictures. What our web developer should be doing and what we have to ask them. When we might change our domain name, how this helps, how we can use keywords and where. Created the first few steps in our SEO strategy by knowing the power of links and thinking about how we can get them. Copyright www.greatmarketingworks.co.uk 2009 ©

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250. The Web Marketing Lunch Break My guarantee to you: Everyone of you will get a sandwich  Copyright www.greatmarketingworks.co.uk 2009 ©

252. Here we go! How to use keywords into PPC What do we want from our visitors Marketing with e-mails and how to do this And then selling more The icing on the cake Now let’s do this! Copyright www.greatmarketingworks.co.uk 2009 ©

253. Pay per click and how it RULES! Copyright www.greatmarketingworks.co.uk 2009 ©

254. Websites… So many of them, so little time The Biggest Player on the web, the one ring who will bind them all, but hopefully not in darkness…. Google. Copyright www.greatmarketingworks.co.uk 2009 ©

255. Exclaimer I love Google for what it has done for marketing and how easy it is to use for small businesses. However there are: Yahoo, MSN and other search engines out there who you can use and the principles are just the same Copyright www.greatmarketingworks.co.uk 2009 ©

257. Explanation Throughout this workshop I am going to use a mixture of live demonstrations and case studies from past clients and success stories. These will come from different real companies. Copyright www.greatmarketingworks.co.uk 2009 ©

258. PPC adverts: where are they?

259. How Google PPC is so very cost effective compared to TM Number of people to your site for your investment in both time and money Copyright www.greatmarketingworks.co.uk 2009 ©

261. PPC adverts The rules: Remember keywords, ad variations and relevance. Copyright www.greatmarketingworks.co.uk 2009 ©

263. PPC adverts and how they are made Remember three elements: Budget, location, and monitoring. Copyright www.greatmarketingworks.co.uk 2009 ©

267. So we have our rules Each adword / advert has the following 25 characters for the header 35 for each line after this Copyright www.greatmarketingworks.co.uk 2009 ©

268. Let’s revisit old friends Our USP’s Our benefits Powerful questions, presuppositions, magic words and the like… Copyright www.greatmarketingworks.co.uk 2009 ©

269. Can’t we use our words better? Actual language is ONLY 7 – 10 % of face to face communication But in Adwords – it is EVERYTHING! So let’s revisit our old friends. Copyright www.greatmarketingworks.co.uk 2009 ©

271. Magic vs Tragic words. For years copywriters have study these words, they have compiled reports on them, they have produced millions of pounds worth of direct response advertising to get to know the Magic words which get people to buy and others which stop people buying. Here they are! Copyright www.greatmarketingworks.co.uk 2009 ©

272. The power of good words Use magic words – destroy tragic words Magic words: Free, new, you, introducing, sale, save, money, discover, results, easy, proven, guaranteed, love, benefits. Alternative, now, win, gain, happy , trustworthy, good looking, comfortable, product, healthy, safe, right, security, winnings, fun, value, advice, wanted , announcing, your, people , why. Tragic words: Buy, obligation, failure, bad, sell, loss difficult, wrong, decision, deal, liability, hard, death, order, fail, cost, worry, contract Copyright www.greatmarketingworks.co.uk 2009 ©

273. Using them in Adwords Create some powerful adverts 25 characters for the header 35 for each line after this Copyright www.greatmarketingworks.co.uk 2009 ©

274. Create a Headline with 25 characters Use this as your first advert on your adwords. Magic words to use are: Free, new, you, introducing, sale, save, money, discover, results, easy, proven, guaranteed, love, benefits. Alternative, now, win, gain, happy , trustworthy, good looking, comfortable, product, healthy, safe, right, security, winnings, fun, value, advice, wanted , announcing, your, people , why. Copyright www.greatmarketingworks.co.uk 2009 ©

275. We have a powerful headline? Create some powerful adverts 25 characters for the header 35 for each line after this Copyright www.greatmarketingworks.co.uk 2009 ©

277. Can’t we use our words better? Using presuppositions – happily when we realised that this was a great way to make more money, the whole group decided to make it really easy for us. Copyright www.greatmarketingworks.co.uk 2009 ©

279. PPC adverts How many should you have? Just the one? Copyright www.greatmarketingworks.co.uk 2009 ©

280. 1 st client: a beach in Goa Based in India – a place I went on holiday – I loved it so much and the people that I know do their PPC. (For free for charity) Copyright www.greatmarketingworks.co.uk 2009 ©

282. PPC adverts How many should you have? As many as you can  Copyright www.greatmarketingworks.co.uk 2009 ©

283. 2 nd client: a trichologist Based in the NW – a consultant trichologist with a great new product and a huge potential. Copyright www.greatmarketingworks.co.uk 2009 ©

284. PPC adverts the differences in ROI

286. But how did we get there? We do things Methodologically. In stages – baby steps With a system  Copyright www.greatmarketingworks.co.uk 2009 ©

288. PPC adverts the differences in ROI Why landing pages make all the difference and keywords too Copyright www.greatmarketingworks.co.uk 2009 ©

289. Explanation On the board with my world famous drawing abilities. Copyright www.greatmarketingworks.co.uk 2009 ©

290. Explanation Back to keyword analysis Copyright www.greatmarketingworks.co.uk 2009 ©

293. How we learn from Google PPC for our SEO Why keywords can teach you about meta tags. Copyright www.greatmarketingworks.co.uk 2009 ©

295. How this happens in real life. We learn from our PPC campaign and change the SEO of our website including the copy. Copyright www.greatmarketingworks.co.uk 2009 ©

298. How much do your adwords cost? Google tells you This can even make a difference to your next product / service and how you shape your business marketing Copyright www.greatmarketingworks.co.uk 2009 ©

299. 3 rd client: a dating company Based in Manchester wanting to branch out past one – two – one workshops. Copyright www.greatmarketingworks.co.uk 2009 ©

301. 3 rd client: a dating company What should they create next? Copyright www.greatmarketingworks.co.uk 2009 ©

303. How Google PPC is so very cost effective compared to TM Number of people to your site for your investment in both time and money Copyright www.greatmarketingworks.co.uk 2009 ©

305. How much would getting 200 people to a website cost with Traditional Marketing? Who knows? Depends on the copy writing. Depends on demographic But I can guarantee more than £39.92 Copyright www.greatmarketingworks.co.uk 2009 ©

307. How Google PPC is so very cost effective compared to TM That’s 169 people to your website for around £30. Flyers usually pull in at a rate of 0.1% to 10% depending on a whole host of factors. Copyright www.greatmarketingworks.co.uk 2009 ©

309. Save even more with PPC landing pages with relevance You can get very clever with Google and use different landing pages so that the page you point to is totally relevant to the advert = thus saving you money! Copyright www.greatmarketingworks.co.uk 2009 ©

310. 3 rd client: a dating company Based in Manchester wanting to branch out past one – two – one workshops. Copyright www.greatmarketingworks.co.uk 2009 ©

311. Our landing page:

312. So our adverts cater for this page. Copyright www.greatmarketingworks.co.uk 2009 ©

314. Advanced opt in pages What about if you had four or five different opt in pages, aligned to five different perfected adverts, using keywords from your research. What would happen? Copyright www.greatmarketingworks.co.uk 2009 ©

317. Remember the long tail

318. Long Tail Keyword selection Copyright www.greatmarketingworks.co.uk 2009 © computer 132,755 laptop 19,152 sony vaio 2,264 sony vaio z1sp 47 cheap sony vaio laptop 11 £5.00 £0.46 £0.40 £0.10 £0.10

319. Ok break time  In the break Start creating those ads Copyright www.greatmarketingworks.co.uk 2009 ©

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330. Not an acronym, just pure and simple hard work. Internet marketing is NOT easy, it’s NOT quick, it’s NOT for everyone. However, it IS perfect for our small businesses – for reasons we know. Copyright www.greatmarketingworks.co.uk 2009 ©

331. 2 nd client: a trichologist Based in the NW – a consultant trichologist with a great new product and a huge potential. Copyright www.greatmarketingworks.co.uk 2009 ©

332. Which website would you give your details to? We own both the sites: One is Hair2stay. The other is Hairsense. Copyright www.greatmarketingworks.co.uk 2009 ©

337. 4 th client: a business support organisation called Blue Orchid Based in the NW – a business supporting organisation to help start up businesses wanting an email out to their customers over Christmas 08. Copyright www.greatmarketingworks.co.uk 2009 ©

338. We used a system to monitor effectiveness of the campaign. www.constantcontact.com And these are the results Copyright www.greatmarketingworks.co.uk 2009 ©

341. What would their clients want? We could ask them first… They wanted help with marketing.

346. Ok we have the idea Now what is the system? Is there a structure? Copyright www.greatmarketingworks.co.uk 2009 ©

349. Emails Think about what you can write about. Think about your design. Think what do people like to open? Copyright www.greatmarketingworks.co.uk 2009 ©

350. 5 th client: a lingerie e-store called Limon Ivy Based in the NW – a start up business which is targeting larger size ladies with lingerie. Copyright www.greatmarketingworks.co.uk 2009 ©

352. Emails Should it be a template? What should it look like? Should you be brand led or design led? Copyright www.greatmarketingworks.co.uk 2009 ©

353. The client’s first go. Remember www.constantcontact.com will give you some great templates. Just let’s not use them. Copyright www.greatmarketingworks.co.uk 2009 ©

355. Let’s keep it simple. Remember www.constantcontact.com will give you some great templates. Just let’s not use them. Copyright www.greatmarketingworks.co.uk 2009 ©

360. Emails Hot off the press. How hot? Send on Friday at 4:30 The results in 27 mins. Copyright www.greatmarketingworks.co.uk 2009 ©

362. Emails How do we right a great sales letter? Do we have time to do this now? Give your details to Dan and find out more about the Blue Orchid workshops. Copyright www.greatmarketingworks.co.uk 2009 ©

365. Selling on the net Remember you don’t have to be e.comm. But it helps! You can get people to call you, you can email people, you can use paypal, you can use ebay, you can use other people’s websites. Copyright www.greatmarketingworks.co.uk 2009 ©

369. Remember!!

370. With E - marketing We stay on target! Copyright www.greatmarketingworks.co.uk 2009 ©

371. Thanks to: Copyright www.greatmarketingworks.co.uk 2009 ©