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This is a training that I have kept for new beginning entrepreneurs that want to optimize and advertise their key words to improve their marketing communications and to achieve their entrepreneurial goals.

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  1. 1. OPTIMIZATION AND ADVERTIZING Media Today | Media Bought © Class Communication, Catarina Myllärniemi, 2018
  2. 2. WHERE TO FIND KEYWORDS FOR SEM AND SEO? If possbile, before you design your website or register company or domain names, think about your client types – how they live and breathe. 1. Form a list of possible dream clients 2. Try to think what they are looking for 3. When they are looking for you (for example people buy jewellery such as amber as gifts) 4. What problem they try to solve with your service (bringing and giving gifts for Xmas, mothers day, ect.) 5. What ”lingo” is used and in what language (Finns are not looking for amber, they look for ”meripihka”) This is how you can come up with possible Google Search Key Words. Notice also that clients might not use the right academic terms or their terms are not grammatically correct, but the clients still use that type of wording, and it is more profitable to for you to change your wording than waiting that clients change theirs.
  3. 3. DIFFERENT CLIENT GROUPS Consider also this. How does the client perspective change when the client type changes? Are there big differences when the client is a: - key decision maker in a big company (CEO, CFO) - professional byer or purchasing specialist - entrepreneur working solo - Is this a female or male buyer – does it matter? - Where the person lives and what language he speaks. - etc. Tämä kuva, tekijä Tuntematon tekijä, käyttöoikeus: CC BY
  4. 4. DESIGN YOUR DIGITAL CUSTOMER JOURNEY 80 percent of the customers want to do background research online before the first contact. Plan your the digital customer path from google search and/or social media. How will your potential client can find your website? Why would they choose you as a service provider? Are you easy to approach? How can you get them to ask for more information? What do you do when they ask for more? This is a partially digital path with also human to human touchpoints. Similar “pictures” online via this link: https://www.tulos.fi/artikkelit/ala-keskity-vain- konversioon-vaan-asiakkaan-matkaan/ https://www.i-scoop.eu/digital-customer-experience/
  5. 5. WHERE DO YOU USE THE KEYWORDS? You can use the keywords during the very beginning of your customer journey when a client googles or bings for products and services • optimize your pages (SEO) • when you buy advertising space (SEM) Tämä kuva, tekijä Tuntematon tekijä, käyttöoikeus: CC BY-SA-NC
  6. 6. FREE TOOLS Google Trends Example: How many people have searched for amber jewellery in Finland. Google Trend shows where in Finland the searches were made, ect. Google trends shows no searches were made in English, only in Finnish (Amber = meripihka)
  7. 7. OPTIONAL TOOLS There are other tools: https://kwfinder.com/ https://moz.com https://ahrefs.com etc.
  8. 8. CONTENTS FOR OPTIMIZATION An important keyword should be followed by a little longer text, approzimately 300 words. Very brief texts will not be mistaken for marketing, not real relevant content.Tämä kuva, tekijä Tuntematon tekijä, käyttöoikeus: CC BY-SA
  9. 9. WHEN FREE OPTIMIZATION IS NOT ENOUGH I give a few more hacks for optimizing you pages in the future slides. But you might also want to register as a Google Adwords user. You can find more information about keywords on Google adwords.  Go to next slide->
  10. 10. OPTIMIZATION HACKS Do more Tämä kuva, tekijä Tuntematon tekijä, käyttöoikeus: CC BY-SA-NC
  11. 11. NAME YOUR PICS’ When you name fotography on your site, save you pictures with names from the keyword list, i.e. NOT ”picture1029_hires” Good names in Case Amber jewelery is for example: 1. ”Meripihka_korut_myshop” 2. ”myshop_meripihka”
  12. 12. LOGICALLY NAMED ATTACHMENTS If you have attachments such as guides or white papers on your site name either behind email registration or outside of it – these files also logically in the same way as the pictures, with names that are relevant for the client looking for your shop and maybe your kind of jewellery.
  13. 13. FEEL LIKE A NERD? PLUNGE INTO THE CODE https://www.youtube.com/watch?v=YJG3CSOko6c This video explains where are the <Title> and the <Metadescriptions> of 160 signs is in the code of your website, and also your competitors website. Look also for <H1>, <H2> and <H3>. Most website builders do this automatically when you fill in all the fields. Make sure you do not miss any! This way you can look up your competition and how they have done their optimization directly from their website code.
  14. 14. OG’S – HOW YOU LOOK ON FACEBOOK You can also control the accuracy of the messages that show up with your company name on the search engines like Google or Bing. Study also how to make Open Graph i.e. og’s for Facebook visibility. FB will later show these descriptions and pic’s when it shows your site. You can also control the equivalent findings for Twitter, LinkedIN and Instagram. Remember to update i.e. re-index your site on Google Cosole after you have made the changes. This makes the changes appear faster on-line. All tricks are on this video. (Google does the re-indexin automatically, but it takes a little time at the topmost a few days).
  15. 15. LINKING POLICY AND IMMATERIAL RIGHTS The Linking Policy clarifies for yourself and/or your team – and your interest groups – what kind of links can be used to connect from your site to other secure and trusted sites – on the other hand from other sites to your site. It is best practice to ask for permition – or even better, to work together to publish content. Please notice: Many companies restrict the use of their logos on other sites, so you should always ask before publishing any other company logo, pictures or even funny cartoons on your site. This is called immaterial rights (tekijänoikeus). Tämä kuva, tekijä Tuntematon tekijä, käyttöoikeus: CC BY
  16. 16. WEBSITE STRUCTURE When you have your keyword list, you need to consider what content you can create around these keywords. Each keyword might be worth a page each? When the page is named with the keyword: www.ambernet.fi/meripihkakorut the likelyhood of being higher up in the searches is even better.
  17. 17. CALL TO ACTION On every page, you should have a CTA, Call to Action For example a link to your contact me page. Also links that direct to your email can be placed via most platforms. Make a Google Analytics account to follow how clients use your pages: where they come in, and where they exit. How much time they spend the pages. REMEMBER – via optimization clients can land on any page, not only your front page! Tämä kuva, tekijä Tuntematon tekijä, käyttöoikeus: CC BY-NC-ND
  18. 18. DOMAIN-NAMES REGISTERED Consider other names such as jewellery or gem.net or www.amber.com You do not have to make several pages, just redirect to your main site, i.e. internet pages. There are several providers of domain regitering services.
  19. 19. WIKIPEDIA Make a Wikipedia entry about you as a professional profile – or about your company. Just facts, no advertising.
  20. 20. WHEN CAN YOU EXPECT RESULTS? You can expect results from SEO in three months time. This is why you cannot only rely on optimization, you have to also buy visibility and be active on the social media. The work never stops… Follow results on Google Analytics or find even more details on Google Console 1. Look how people got to your page 2. From where – directly, via adwords or natural visibility such as searchwords 3. When are they reading your pages 4. How long they were on your site and from what page they did they leave Tämä kuva, tekijä Tuntematon tekijä, käyttöoikeus: CC BY
  21. 21. SHOW ME THE MONEY When we are launching a new business and do not have contacts yet Do not have time to wait for optimization results We want to beat our competition and optimization is not enough We want our website to be one extra ”sales man” for your company We have a digital strategy and focus on other doings while the advertising does the selling for us. Tämä kuva, tekijä Tuntematon tekijä, käyttöoikeus: CC BY-SA
  22. 22. BUY HELP You can buy client email lists, media visibility and banners, announcements ect. Good contacts are media selling agencys: Dagmar, Toinen, IUM, ect. Via them you get automatically a 20% discount. Also social media agencys Someco, Koodiviidakko, Micromedia and many others can help you! Read also their blogs and get more tips! Tämä kuva, tekijä Tuntematon tekijä, käyttöoikeus: CC BY-SA
  23. 23. VISIBILITY ON SOCIAL MEDIA Facebook, LinkedIN or Instagram have different logics, called algorythms, that affect what people see. As a private person you can get different kind of visibility than as a company. Therefore it is crucial that you share and like even your own company page. Remember that you can curate, like and share as well as create publications. It is important to be active. Look for information and clients that are relevant to you and work with the algorythm, not against it. Particiapate Curate Publish • Like • Comment • Share • Choose • Post • Blog
  24. 24. ONLINE BUDGET There is no such thing as investing 10% of your turnover in advertising. It totally depends how much work you have now, where you want to be after 3 months in a year’s time, what you want to develop and sell. Things to consider How much money you’re putting in – How many leads you get? How many of those leads convert to customers. The customer lifetime value of each customer. How much it costs to service those customers.
  25. 25. INSTEAD OF HARD WORK INVEST IN SMART WORK Catarina
  26. 26. THANK YOU! IF YOU HAVE ANY QUESTIONS, DO NOT HESITATE – CONTACT ME! Catarina Myllärniemi catarina@myllarniemi.fi

This is a training that I have kept for new beginning entrepreneurs that want to optimize and advertise their key words to improve their marketing communications and to achieve their entrepreneurial goals.

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