Category Archives: Training

Tailored Web Marketing Training

Tailored Web Marketing Training from All Things WebNot everyone wants to or can even afford to outsource their marketing activity. If this is the case for you and your business then training is a great starting point as it will allow you to increase your knowledge of marketing, which will aid your efforts in achieving greater online visibility.

Our collection of web marketing training sessions would be perfect for anyone who manages the marketing for a business, as well as business owners and seniors who may require a more general understanding of marketing.

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How to Promote yourself and your Business Effectively on Instagram

We were asked recently by a client if they should be promoting their company on Instagram so this post has come about as we wanted to share our experiences and thoughts with others.

Feel free to check out our MD’s Instagram account @DarrenMoloney  – and check out some of his photos!

Should you be using Instagram to effectively advertise your business?

If you deal with a consumer audience (B2C) – say fashion – then it would be useful to promote your company Instagram. If you are a b2b company offering something like payroll services it’s probably not such a good idea at this moment. That said, we recommend you at least register your company username and post a few photos of you, your brand and your team to secure your account and plant your flag in Instagram’s online turf.

It’s worth setting up an account as you’ll never know when Facebook (Instagram’s pay masters) will make IG much more friendly for companies. Continue reading

10 Content Generation and Topic Ideas for Bloggers Block

 

Toni at All Things Web head in hands with bloggers block

Blogger Block Selfie!

Content, content and more content! This is what you are told by your web marketing company time and time again! Produce at least one blog a week with quality content! Create more pages!

“Yes, yes”, I hear you cry, “that is all very well but I’m stuck for things to write about!”

Well, yes I can sympathise with you – we all suffer from bloggers block at some time or other. It can be particularly difficult if you operate within a very niche market where it seems there are only a few topics that can be covered. Here are my top ten tips to get the creative juices flowing again:

 

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A Useful Website Migration Checklist – Avoid these Common Pitfalls

All Things Web Website Migration Checklist

 

If you are moving your website to a new platform, there are a few things to consider before you start. Most good web designers and developers will have a proper website migration checklist that they follow, however, if they aren’t experienced and are not talking about some of the things I mention below, you need to get an SEO company involved. This will be especially important if you rely heavily on your website for leads or revenue conversions. Working in this industry I have seen too many companies lose traffic and sales after a poorly executed site migration. Continue reading

Keyword Synonym Tools for on-page Keyword Targeting

I realised a long time ago that continually targeting a keyword phrase (or very similar phrase) in your page content to achieve higher on page relevancy was a poor man’s approach to SEO and often resulted in content that gave a bad user experience.

It is becoming increasingly apparent that trying to shoe horn the same phrase into a page’s content is going to leave you unstuck when it comes to rankings – combine it with an overall poor quality content experience and you’re site is likely to be on the receiving end of a Google Panda (4.0?) spanking!

So what can you do to vary your keywords whilst ensuring the theme of your content remains consistent? Continue reading

Digital Marketing for Small Businesses and Start Ups Launched

 

Get expert help with online marketing for your business

The interest in knowing more about how to get their business found on Google by the entrepreneurs and small business owners to whom I made a presentation at Women Outside the Box last month sparked an idea.

Start up businesses need their customers to be able to find them online, but they simply don’t have the resources to be able to employ expert help.  What’s more, they’re distracted and confused by the misselling, hype and myth that characterises the world of digital marketing.

The same is true for many smaller businesses that might not have ventured into the digital arena other than perhaps their first website or a token attempt at social media marketing.

So what if we at All Things Web developed a service whereby we could hand hold business owners and their staff through their first steps in optimising their online presence? What if we advised on rather than delivered the service, thereby empowering new and smaller businesses to look after their own online presence for a nominal outlay?  What if we helped small businesses to grow, so that they could, in time, become fully fledged clients of All Things Web?

And so our digital marketing for small businesses and start ups package was born.

Costing just £99 plus VAT per month on annual subscription, it consists of a monthly hour of phone or email support and advice from our expert team here at All Things Web.  However that’s not all……….

In addition they get:

  • a monthly ranking report showing the business’ position in the search rankings for 3 keyword phrases and tracking their position against a major competitor;
  • a monthly analytics summary tracking their website performance against its goals;
  • a monthly newsletter containing tips and expert advice;
  • free guides on subjects including how to use social media for your business;
  • access to a trusted and pre-qualified supplier network able to give advice on complementary aspects of business and marketing including web design, photography and PR;
  • plus, a discount on any additional services from All Thing Web such as ad hoc consultancy or training.

This service means that smaller businesses can access advice on a wide range of digital marketing topics according to their needs, from website userbility and social media to SEO and adwords.  Clients signing up to the service also have the benefit of our paid tools, which would cost over £100 per month alone.

Signing up for the service can be coupled with a half day of one to one tailored training from our experts to give business owners and their staff a starting point from which to access and focus their monthly advice and support.

Alternatively, the service can be punctuated by quarterly training days to better develop and tailor support for the business’ online presence.

If business owners are prepared to do a bit of DIY under our expert guidance and tutelage, they can have a tailored support package for their digital presence, allowing them to compete with the market leaders in their field at a very early stage in the business life stage.

I can’t wait to see some future global businesses take their first online steps under our tutelage and guidance!  I’ll feel SO proud to know that I was part of their success!

For more information about our digital marketing service for smaller businesses or start ups contact the team on 01793 766040.

 

The what, why and how of Social Media Marketing for Business

I am always being asked by businesses large and small about social media marketing and how it can work for their business.  It’s something they’ve been told they need to do, but often struggle to get to grips with what it entails and more importantly how exactly the time and effort involved can benefit their bottom line.

Another area of concern is around what content they should create and how they can make it unique or interesting, particularly in industries or sectors not known for their creativity.  There is usually a competitor that in their opinion is making a hash of it and whilst they don’t want to follow the same path they are not sure how to improve on what they are doing.

At All Things Web we have been advising our clients on social media as part of their wider online marketing activity for the past few years.  In an attempt to help them understand how social media marketing can help improve their online visibility and engagement with current and potential clients, we have created a series of short introductory guides covering the main Social Media channels.

At the recent Women Outside the Box event they proved incredibly popular highlighting the demand for knowledge about the subject.  We have therefore decided to make them available more widely in a fortnightly series.

They are very much intended as a starting point for businesses trying to understand social media in general and specifically to answer the following questions:

  • What social media channels are the right ones for my business?
  • What content should I be posting and how frequently?
  • How can I maximise the functionality of the channel and use it to make my business more visible?

The first in the series is an Introduction to Facebook – a channel that works particularly well for businesses targeting consumers directly.

For more help about how to use Facebook effectively for your business get in touch with the team here at All Things Web.  Whether you need help getting started, working out an effective strategy, some training or full outsourcing we can help.

 

Video, stilettos and hummingbirds

Google-HummingBird (2)

With the new algo, hummingbird, taking the limelight in the last weeks, web marketing offices have been abuzz with anticipation to see what affects this latest Google gift will have on beloved clients’ websites.

As you all know, the user intent is the key thing now and longer tail keyphrases are being interpreted better by google. It’s about conversational search as opposed to keyword search.

So, a search for ‘how to wear 5 inch stilettos without falling over’ would have, before hummingbird, shown results based around the keywords ‘5 inch stilettos’ which would give the user product based results. (Very nice but not really what was asked for).

female-entrepreneur-heels

But now, the results are more intuitive for the user:

Google_search_for_how_to_walk_in_stilettos

Video

So, more specifically, I wanted to look at how humming bird affects other media on a website, like video. Many of the same rules apply – be aware of how your target market might think, what they might need in terms of help, what questions will they ask and how can you deliver the most useful information to them. But now, be sure that long tail phrases/questions are applied into the optimisation of the video.

First create your video!

Budget will determine the quality of the video you create but budget doesn’t limit creativity. Be creative! If you want your video shared and linked to – it needs to be clever, funny, thought provoking, shocking or beautiful. Some of the most shared videos have been shot from mobile phones so don’t be deterred if you haven’t got fancy equipment.

And as I said above it needs to be directly targeted at your potential customers. Whether you are helping them with an issue or question or just giving them information – make it interesting!

Where to host your video

So, to run through a few basics, here are some options for where to host your video:

On your own site?

This will depend very much on what your aim is – Initially I would always say, put the video on your own website. You want the value of the content to be on your domain. You can always drive traffic to a landing page on your own site and maintain full control of it. Wistia can help you do this and ensure a backlink.

On Youtube?  You Tube Logo

If you have a very active youtube account with lots of followers then, you can always post it there after it’s been indexed on your own site. Youtube is great to get the social reach you want provided you have an audience there. You tube is of course owned by google and so they will attribute a large amount of authority to video content hosted there. Using the youtube keyword tool for optimisation is helpful too. Using eye catching thumbnails for your video can greatly increase click throughs. The down side is of course that it is easy for your video to be lost in amongst the millions of others hosted there (thousands of which are about cats doing weird things).

On Vidyard?  Vid yard logo

Vidyard is worth mentioning because if you need very detailed analytics data from your video campaign it will deliver.  You can control your video content with customizable players, there is A/B split testing available and very detailed analytics. You can even add pop-outs as final calls-to-action. So if you blew up a small car as part of your video viral marketing campaign – you can track everything.

 

Optimising your video

Structured data

Marking up content to help Google to read it is very important and video is no exception to that. Read here for full details of how to mark up your video using schema.org. Or you can read about using rich snippets here.

Create a video sitemap

If you have hosted the video on your own site make sure you create a video sitemap so that google know it’s there. Read this helpful guide on how to create one for your site.

Write a good title

Last year, the advice would be to get the keywords into the title. Yes, this is still important but as with page titles now, it is better if it is more of a descriptive sentence (no longer than 66 characters). This is where you need to think about what long tail phrase best describes the content of your video. Include the word ‘video’ in the title as many people search for it.

Write a good Description

Keywords are not as important here now, this is your catchy sentence to entice viewers to click on your link. It’s a good idea to include the word ‘video’.

Relevant Onpage Text

The text on the page where your video is embedded needs to be relevant and help explain what the video is about. The more information you can give google on the video content, the more likely it will rank for lots of different phrases. This advice is even more important, following on from panda, penguin and now humming bird updates. Web pages with thin content will not do well going forward even if they have good links. Make good use of the header tags on the page too.

 

Mobile Platforms for video

Because of the rise in use of smartphones, many major brands are having to incorporate mobile platforms into their marketing mix. The way that people search and share content on mobile devices is different to the way they would use a PC.

Vine    Vine Logo

Enables you to create a 6 second time lapse video on the vine app on your phone which can then be fed out to Twitter and Facebook. It will need to be catchy and tell a story in the 6 seconds. Some major brands have already utilised this app to their advantage.

Instagram   Instagram logo

Yes you can use video on Instagram too! This is a hugely popular mobile platform for sharing imagery and video. Darren takes a close look at Instagram video here.

 

Useful List of Ways to promote your video

I compiled these lists with the help of Room 214

 If you have budget:

If you don’t have budget:

  • Facebook
  • Google+
  • Twitter
  • LinkedIn
  • Tumblr
  • Blog (write a post about the video and embed it)
  • E-mail (“blast” your customers and employees)
  • Optimised Press Release (press release with the video embedded)
  • YouTube:

 

 

Supporting Female Entrepreneurs

In bright autumnal sunshine on the quayside in the centre of Bristol, the second ever festival for female entrepreneurship was staged this past week.

Themed “She Who Dares”, the event was attended by some 1000 delegates and featured a line up of outstanding speakers, including Julie Meyer of First Tuesday and Ariadne Capital renown, Geeta Sidhu-Robb of Nosh, and Helen Moloney, Director of All Things Web.

Helen Moloney and Toni Farrington of All Things WebHelen, explaining to a packed theatre of business women and men how they should go about “Getting Found On Google”, was later approached by enthusiastic students from the newly launched University of the West of England course on entrepreneurship, anxious to learn everything they could about this essential item in the toolbox of every small business with big ambition.

“I know that my generation is expected to know about this stuff, but it’s highly specialist; we don’t, and we know we should,” explained one.

Other delegates were also anxious to explore how they could maximise limited budgets while empowering themselves to conduct their own digital marketing campaigns; and there were also questions about the value of SEO companies who cold call SMEs promising a first page Google ranking on a tiny budget.

“Vitually nil”, said Helen, which had those in the room who had tried this approach nodding.

Helen’s no-nonsense and immensely pragmatic approach to using limited resources wisely, while recognising the seismic changes Google is currently undergoing, hit exactly the right note for her audience.

She and colleague Toni Farrington also ran a very busy stand in the exhibition area of the festival, offering advice, social media crib sheets, website audits and a free prize draw to win a hamper.

“It was a manic day – inspiring and tiring simultaneously”, said Helen afterwards.  “The ambition, focus and determination expressed by so many delegates were truly impressive.”

Top Tips: How to Make your Website Better (and Go Crazy with Traffic)

For many business owners knowing where to make improvements to their website to make them perform better and generate more sales and leads can be a difficult task. To help out, we have written this blog post on making your website better with the aim of increasing the amount of traffic and visitor interaction with it.

Your Website Content MUST Reflect YOUR Passion

Make your content reflect your enthusiasm for your products or services. Make people excited by your offering. Be sure to:

  • Address the issues and needs of your target market first. What problems will they have? What solutions are they looking for?
  • Display your USPs – what makes your company different to your competitors? Why should the visitor buy from you? Your content must tell them!
  • Make the website content easy to digest, avoid large areas of text. Web users tend to skim read.
  • Use illustrations or pictures to draw the eye and add visual interest.
  • Use clear calls to action – What do you want your visitors to do? Call you? Proceed to checkout? Fill out an online form?
  • Create trust and confidence by displaying clear company details, Ts and Cs and any accreditation logos.
  • Push Sale items – shout about them with a banner on the homepage.

Encourage Interaction to increase the number of Return Visitors to your Website

People love to get involved! If they can interact with your site they will return (and Google Analytics can show you this). This is also a good way to get user generated content which the search engines like. Here are some ideas of ways you can get your audience involved and interacting with your site:

  • Enable product reviews.
  • Compare products function.
  • Allow comments on blog posts or other suitable pages.
  • Add a poll so that people can register their opinion on something.
  • Add a survey with an incentive to participate.
  • Use a voting system to enable customers to rate/like products or content.
  • Add a forum or chat area.

Keeping the Content Fresh on your Website

From a visitors perspective it is important to keep your content fresh and up to date. Why would someone return to your site if the content, products and pages remained the same for many months? Depending on what you are offering here are some ideas:

  • Create a blog and update it weekly – use photos, you don’t have to “write” blog posts to tell a story
  • Add new Q and A’s regularly. Listen to questions people ask you offline and note these on your FAQ pages.
  • Add detailed advice pages or buyers guides.
  • Add interesting informational pages that relate to your product or service e.g: ‘How to…’ & “What, Why, Where’s”
  • Tell people on your Social Media platforms that you’ve updated your content
  • Create a resources page that you can add to regularly.
  • Expert Interview – publish an interview with a guru in your industry.
  • Add an area for client case studies and/or testimonials and keep it up to date.
  • Create a news section for current industry news. Use local papers and industry journals to keep you up to date.
  • Update your galleries or images regularly.
  • Conduct your own product reviews.

Make Greater Use of Cross Selling Opportunities

This may seem obvious but many website owners miss this trick. If you don’t present related items to your customers they may not bother to search for them or even realise they need them. For example, if you sell lighting – be sure to offer the light correct bulbs to the customer as well. There are a number of ways to do this effectively:

  • On the product page – “You will also need this…’ or ‘use in conjunction with…’
  • At the checkout. – ‘‘customers who bought this, also bought this…’
  • Bundle up – offer a second related product at a discount.
  • Incentive – ‘Free postage on all orders over £30…’
  • Celebrity endorsement – Ok this is a hard one to do but as an example show a picture of a celebrity wearing your matching handbag and shoes. Illustrating that the two items MUST be bought together.

Using Google Analytics

The wonderful thing about online sales and marketing is that it is all trackable through Google Analytics. This means that your strategy can be reviewed, monitored and improved as often as necessary. You can measure any interaction with your website that you can possibly imagine!:

  • Keywords – how are people finding your pages?
  • Landing pages/ Product Pages – are they converting?
  • Time on site – does your target audience engage with your content?
  • Bounce rates – Is your messaging/art direction right?
  • Onsite search – this is a great way to see what the search function is used most for. This can indicate if a product or category is missing or hard to find.

Are your Website Users getting the Best Experience?

Functionality on a website is very important. If a user can’t find what they are looking for they will very quickly give up and go elsewhere. Here are some things to look out for:

  • Navigation needs to be intuitive and in an expected position so people don’t struggle to see where to go next – 2 clicks maximum to revenue/action point.
  • Search function – test it with as many things as you can think of to check it works properly.
  • Checkout process – many customers are lost during a long and arduous checkout process. Make sure it has quick steps with clearly defined calls to action in each section.
  • Messaging – is it clear what you are offering? Is it pitched right for the target audience with appropriate language?

Get in touch if you would like to discuss getting more from your website or feel free to share some of your own tips in the comments section below.