We’re a close-knit team of brand storytellers, website designers and marketing strategists who help companies across Birmingham and the UK to look great and grow. We use our knowledge, experience and skills to create branding and communications that go above and beyond the conventional. Our sweet spots are brand stories, company logo design and bespoke web designs. That’s not all though, there’s a whole lot of other creative work that goes on at this design agency.

1. Your Marketing Blueprint
Inbound Marketing & Online Strategy
Sixth Story | Suite 202 at Rhubarb | 25 Heath Mill Lane | Digbeth | Birmingham | B9 4AE
T: 0121 7736257 | W: www.sixthstory.co.uk | E: haveacuppa@sixthstory.co.uk

2. This online marketing presentation brought to you by
the marketing gurus at Sixth Story, is designed to help
you incorporate online marketing into your business
and introduce you to inbound marketing techniques.
It’s a step-by-step process to set up an e ective online marketing
plan for your business.
From establishing a keyword strategy to helping you get started
with or be better at leveraging social media.
We hope you nd this information useful and look forward to
hearing the results you’ve achieved.

3. Attract>Engage>Nurture>Create
Action Marketing
it’s all about the pull
Email
Moblile
Social Media your website
SEO
Inbound Links
Content
brand story
PR & Brand
Awareness

4. 1. Key Word Strategy
Let’s assume for a moment that you have an existing website.
(This step is still very important even if you’re at the outset of planning
for a new website...)
Q: What is a keyword?
A: It’s what your potential customers enter into a Search Engine like Google or Bing to nd
products or services.
what is a key word?
Naturally if you can optimise your website for keywords that relevant to your business AND that
people are searching for, this will increase your chances of being found and drive quality leads
straight to your business. It’s not always easy to “guess” what keywords people are using and
before we introduce you to some useful tools, here are some considerations:
Keyword research should be factored into your marketing plan as an on-going process that
needs tweaking and re ning. But we all need a starting point. We recommend optimising initially
for 3 to 5 “business critical” keyword phrases.

5. Key things about keywords:
• Think of a keyword like a shortened question,
write down questions that you think are
relevant to your business. It could be insightful
• Ask your customer, suppliers and associates
how they might search for you. Always
interesting results.
• This is an on-going process, the investment
can take 6 weeks to start seing results and
shouldn’t be undertaken for less than 6-12
months.
• The more competitive your search terms are
online, the more challenging it’s going to be.
• In the long-term, you will save money on Paid
Advertising Campaigns (PPC) and bring
quali ed leads straight to your “door”.

6. 1. Key Word Strategy
Follow these 3 steps to build
your key word strategy 3
Optimise your website based on
your chosen, nal keyword
terms.
2 Now that you have your shortlist of
3 to 5 business critical keyword
Choose keywords based on
1
phrases, you can design and/or
relevancy and how competitive
optimise your website around those
those search terms are. terms.
Create your list of keywords.
Once you have your keyword Some things you should know...
a) write down the top 10 to 20 research, you will be able to narrow
phrases that best describe your down the list and it’s important to * To make it absolutely worthwhile,
product/services. It’s what you do by nd a balance of keywords that are you must aim to be on the rst or
de nition. E.g. not just “dentist” but relevant but not too competitive or second page of the natural Search
“cosmetic dentist”, or “Birmingham it’ll take too long to see your return Results.
cosmetic dentist”. on investment.
E.g. the word “dentist” alone will be * The shorter the search term,
b) Where’s the most tra c? Plug competitive making it harder for generally the more competitive it
those keywords into Google’s you to rank. “Birmingham cosmetic will be as shown in the examples.
Keyword Tool. This will give you a dentist” may still be competitive but There are opportunities for “long
comprehensive list and it’ll thrown far less so that “dentist” and that tail” search terms but these will
in some other options for you to longer search term is more relevant come naturally as you understand
think about. to your business. how people are searching for you.

7. 2. Website Optimisation
Now that you have your keyword research and 1%
chosen some keywords, you can start to increase 5%
Social Metrics
your website’s performance and chances of ranking. 20%
On Page SEO
The process of doing this is called Search Engine
74% Other
Optimisation (SEO). Link Popularity
There are two sides to SEO : on-page and o -page.
• On-page SEO is how well your website’s content is presented and
how readable it is to Search Engines. This is often where we can nd
lots of “quick xes” and start making improvements immediately. Top Tips
• Off-page SEO is how much authority that the search engines
• Google doesn’t buy, People buy. So first
perceive your site to have. This takes time to build up, especially if
and foremost make sure your website is
your site is new. designed and the content written for
your customers.
Let’s rst tackle your On-Page optimisation, following these steps over • On-page SEO may not have a the most
the next section. weighting in SEO but you can start to
make improvements right away so start
Allocate 2 to 3 weeks for this exercise, depending on the size of your with that rst.
website.
• Take time over this results don’t happen
over nigh

8. 2. Website Optimisation
5 Steps to good on page SEO
1 Meta Titles 2 Meta Description 4 URL Structure
These are the titles that describe a Although many will say it’s not Also known as the web address.
page and found in your website’s important to SEO, this text is You’ll have to rely on your web
HTML. It’s the text surround by a displayed on the search engine developer to help you here but
<title> tag. results page under your meta title ensuring that your URL extensions
• Include keywords and make the so make it enticing for the searcher. are SEO friendly is really important.
meta title no longer than 70 • Include keywords, because, well • Ensure 301 redirects are set up
characters long. why not • Include keywords in your URL and
• Use less than 150 to 180 make sure they are static : E.g.
• Put keywords close to the
characters and describe the page www.abcdentistry.co.uk/cosmetic-d
beginning E.g. “Cosmetic Dentists
content entist
|ABC Dentistry Birmingham”
• Make meta titles unique across all
pages of your website. 3 Images 5 Break up bodies of text with
Google can’t read images so when headings
you’re inserting them into a page such as <h1>, <h2> and <h3> tags.
ensure that you use ALT text. (You Headings that are in bold or have
usually see this appear when you bigger text are more likely to be
hover over an image on a web read by Search Engines. * Always
page). try to use keywords in your
• Ensure ALT tag is descriptive and headings but ensure it makes sense
includes a keyword to your reader rst.
• Ensure the name you’ve saved the
image as has a keyword

9. 2.2 Content is King
Having a blog as part of your company website can
help attract customers and links. Without a blog, a
website is kind of like a brochure that doesn’t ever
get updated. A bit boring right?
So why blog?
• Search engines love websites that consistently refresh their
content, it can do wonders for your PageRank. Blog
• Position your self as an expert in your field by sharing your Ideas
knowledge in an easy to digest way.
• Keep your website dynamic and fresh. If you aren’t blogging • Top Ten Questions
and your competitors are, what’s the damage? What are your common questions your
customers ask. Why not write a short
response for each.
• Reblog...have you read an interesting blog
View our blog: http://www.sixthstory.co.uk/blog/
post recently? Why not reblog and discuss
some of your opinions.
• Handy tips for your customers...people love
to know that you know what you are talking
about show them with some insider advice

10. 2.3 Get Social
You can leverage social media to spread the word.
Sharing your content and communicating directly
with your customers isn’t an if or but any more.
We recommend focusing on the major players
Twitter, Facebook and LinkedIn.
Twitter : if you decide Twitter is right for your business, you can sign up for
a free account at www.twitter.com - use the name of your business as your
Twitter name, use your business logo but a real face is always nice. You can
use Twitter search to nd if people are talking about your business and
industry.
Facebook : with more than 500 million users, this is a powerful platform
and increase word-of-mouth marketing. For Businesses make sure you
create a Page rather than a person or group, it’s free and easy to set up.
Branded welcome pages can enhance the user experience but baby steps
at rst.
LinkedIn : the B2B social network. It’s really important to create a personal
page with all your information. Once you’ve done that the feature to
explore are the Groups Feature. You can create business pro le pages to
help create links to your website and store referrals and testimonials.
We’ll be covering Social Media in more detail in a separate presentation.

11. 3. Converting Visitors to Leads
So you’re blogging, you’re getting social and your
website is optimised for search. What next?
The infamous “call to action”
• If you have an offer or if you want visitors to do something when they
land on your web page, make sure it’s clear. You might want to send people
to a landing page where you can capture their data for remarketing in the
future. (De nitely make sure you have an ‘opt-in’ to create opportunities for
emailing o ers and promotions).
• Make sure you have Google Analytics installed on your site so that you
can review number of visitors, how long people are on a site. Useful
information such as which pages people leave your website can be an
indication of improvements that need to be made.
• Lead Nurturing : We’ve heard that 70% of your leads will end up buying
something from your competitors, but not right away. (Data from
MarketingSherpa). You have to build a relationship with potential
customers, keep them warm and keep your brand in their mind’s eye.
Building a list and using email marketing is a great and economical way of
doing this. There are systems such as MailChimp which can help you to
manage your lists, email campaigns and provide valuable data such as
open rates and click throughs. Ask your web designers about designing a
branded campaign to keep inline with your website look and feel.

12. 4. Keep it up!
Once you have your strategy and
your team on board with all the
regular activity such as blogging
and social media it’s really
important to keep it up.
Review your analytics monthly to
see where sources of tra c are
coming from and keep improving
your website content.
We wish you all the best on your journey and if
you would like any help or more information on
the topics discussed in this presentation please
don’t hesitate to contact Sixth Story
by email on haveacuppa@sixthstory.co.uk
or by phone 0121 773 6257.

13. Brought to you by