7 Ways to Grow Your Business Online (Notts Council April 2017)

HELLO@IMPRESSION.CO.UKhttp://impression.tips/nottsaprhttp://impression.tips/nottsapr
7 things you can do
to grow your business online
Laura Hampton
Digital Marketing Manager
Impression
laura@impression.co.uk
http://impression.tips/nottsapr

lauralhampton impressiontalk
uk.linkedin.com/in/lauralhampton
laura.hampton@impression.co.uk

Our team

We help businesses to grow online

7 things you can do…
… that don’t require in depth technical
knowledge…
… and that will benefit you, no matter
what size your business.

How does that sound?

“Successful marketing is born of
clear data and an inquisitive
culture.”

#1: Gather data

What other data sources?

CRM
Sales
team
CS team
Customer
feedback
Call
tracking
Social
media

Do people visit your website?
Where do they find out about you? (channels)
What pages do they look at?
How many of them convert?
What is the value of a website visitor to you?

“All marketing must begin with an
understanding of your target
audience.”

#2: Learn about your audience

Who visits your website?
Why do they visit?
What do they need?
How do they browse?
Why do they buy?

http://impression.tips/nottsaprhttp://impression.tips/brightonlaura

“We can only know how well we’re
doing when we know where we’re
trying to go.”

#3: Set clear goals

What are you trying to achieve?

Lead gen = enquiries
Awareness = traffic and rankings
Sales = conversions
Sign ups = thank yous
Page views = Analytics
Engagement - time on site, bounce rate, etc

“There’s no point building a house
on shoddy foundations.”

#4: Get your website technically up
to scratch

“site:www.yoursite.com”
Is it being indexed?
Does the number match your
expectations?

Add an XML sitemap (and submit through GSC)
Check your site is being indexed by Google
Make your website secure
Make your website mobile friendly
Test your page load speed

“Google’s job is to provide the most
relevant, best result for any search
query.”

#5: Review your keyword targeting

Google understands close variants
E.g. SEO and search engine
optimisation

Review all your pages
Give each one a target keyword/phrase
Does every page have a purpose?
Do you need any new pages?

“What you say about yourself can
only get you so far...”

#6: Build authority through online
promotion

Who might link to your website?

Trade
association
High
quality
directories
Sponsors
Suppliers/
partners
Industry
websites
Local
media

How can you get links?

Look at who is linking to your competitors’ websites
Consider who you can ask to link to yours
Try to build a network that includes links in and out

“We only get ‘votes’ when we do
something to deserve them.”

Know your audience
Consider your areas of expertise and combine with what
your audience wants to know
Tap into topical areas where appropriate
Create content that’s better than anything else out there

“Spread the word further through
digital PR.”

#7: Communicate and generate
pressworthy stories

#journorequest
#prrequest

http://impression.tips/nottsaprhttp://impression.tips/nottsmedia17

Know what’s happening throughout your business
Create press worthy content around your news
Tap into topical issues to become a commentator
Use Twitter and other sources to connect with the media

“Be a part of the conversation. If
you don’t, they’ll talk about you
anyway.”

Bonus Tip: Measure, analyse and
refine

1. Gather data
2. Learn about your audience
3. Set clear goals
4. Get your website technically up to scratch
5. Review your keyword targeting
6. Build authority through online promotion
7. Communicate and generate pressworthy stories
Bonus. Measure, analyse and refine

HELLO@IMPRESSION.CO.UKhttp://impression.tips/nottsaprhttp://impression.tips/nottsapr
Thank you
Laura Hampton
Digital Marketing Manager
Impression
laura@impression.co.uk

7 Ways to Grow Your Business Online (Notts Council April 2017)

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