Marketing Proposal

1
Welcome
2
Welcome

• Newcastle Racecourse
• 16th May 2007

3
Timing

• 09.00 Presentation
• 10.30 Questions
• 11.00 Finish

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Objectives

• Understand the key issues in developing traffic
  to your website
• Understand how to get make your website work
  harder for your business
• Action plan

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Who are we?

• MBL Solutions Ltd
• Oliver Stephens
• Andy Atkins
• Dr Steve Winfield
• Amy Stafford
• Now about you
• About your website
• A quick description of your business

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Web development background

• Businesses were persuaded they needed a website
• Lost amongst thousands of websites

7
Getting found
8
Web development background

• Businesses were persuaded they needed a website
• Lost amongst thousands of websites
• Developed by technical companies producing
  technical solutions
• Difficult and expensive to change

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Today

• Visitors
• What to do with them
• Turn them into customers

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Generating web traffic
The Cooool topic of the day
Search Engine Optimisation
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Getting found
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Getting to the customer

• Waiting in your web for them
• Hunting for them
• Build a brand relationship
• Turn a visitor into a customer

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Before you start

• What do we want the site to do for you?
• Who do you want to visit?
• What do you want it to do for the visitor what
  do you want them to see?
• What do you want the visitor to do the Action?

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Agenda

• Introduction
• SEO and Online Marketing
• Offline Marketing
• Branding Online
• Integration - marketing campaigns
• Summary
• Question time

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Andy Atkins

• Search Engine and Web Marketing Consultant
• MBL Solutions Ltd

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Search engines
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Search Engine Basics

• Spiders and Bots
• Algorithms and relevance
• Popularity and inbound links
• Submissions and Site Maps
• A dynamic environment

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Whats important?

• Relevant site address (batteriesonline.co.uk vs.
  portablepower.co.uk)
• Good page descriptions
• Good keyword tags
• GREAT CONTENT
• Image tags and descriptions
• Avoiding clever code
• High quality inbound links

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How to speed up visibility

• Sponsored links - Google Adwords
• Email newsletters
• Listing on appropriate websites (stockist or
  partner listings, etc.)
• Linking in general
• Putting your website address on everything!

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Assessing Progress

• Basic Stats. (hits, page requests, unique
  visitors)
• Page Rank
• Backlinks analysis
• Indexing frequency

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The Perfect Page
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State of the Market
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Some techie stuff!
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Basic Homepage Requirements

• Very clowny
• Upfront product and buying access
• Get a Quote and newsletter facilities to
  generate leads
• Company credentials, reassuring content,
  testimonials.
• Conventional, non-challenging page layout
• Simple, fast navigation with everything available
  from the homepage
• Highly relevant content and background coding.
• Be better than the current best of the competition

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• Page URL
• Page Title
• Page description (Google - only if content is
  poor)
• Page keywords (ignored by some engines)
• PAGE CONTENT (including any image AltTags)
• All active links (inbound and outbound)

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Search Engines LOVE relevant content!!
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Web address www.clownsinsurance.co.uk
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Which of these would you go for?

• Insurance for clowns, clowns, clowns insurance,
  clowns insure, insurance
• Clown insurance from the UKs leading insurer of
  clowns
• The UKs leading provider of clown insurance
• Clown insurance for UK clowns

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Page Descriptions

• The Competition
• ltmeta name"description" content"Duck for Cover
  arranges low cost public liability insurance
  cover. Duck For Cover Entertainers Group
  arranges low cost public liability insurance for
  performers and entertainers. Duck for Cover
  specialises in performers liability
  insurance,entertainers, duck for cover
  affordable,public,cheap,low cost,free,professional
  liability insurance,product liability
  insurance,general liability insurance,business.
  "gt
• Ours
• ltmeta namedescription contentClowns
  Insurance provides low cost specialised insurance
  for UK clowns. Clowns Insurance can insure any
  full-time, part-time or weekend clown. Party
  clowns and circus clowns are insured by Clowns
  Insurancegt

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Keywords..

• clown insurance,clown insurance,clowns,clown,insur
  ance,UK, clown insurance,clowns insurance
• clown insurance,insurance for clowns,UK
  clowns,party clown insurance,part-time clown
  insurance,professional clown insurance,insuring
  UK clowns, circus clowns insurance, clowns
  liability cover
• the leading UK insurer of clowns,clown insurance
  from the UKs leading clown insurer

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The Code
lttitlegtClown Insurance - Clown Insurance From The
UKs Leading Insurer Of Clownslt "Description"
content"Clowns insurance provides low cost
specialised.." /gt "Keywords" content"Clowns,
Clowns Insurance, Insurance, Clowns Insurance
Newcastle"
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• At Clowns Insurance, we provide quality clown
  insurance and entertainer insurance for the
  entertainment industry. We also take pride in
  providing second to none customer service. With
  any request, issue or concern we will get back to
  you in a timely manner

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Homepage Content

• When youre looking for insurance dont fool
  around..
• Clowns Insurance offers a specialised
  insurance service to UK clowns. By focusing on
  the specific requirements of your clowning
  activities, we can reduce your insurance costs
  while giving you confidence that youre
  fully-covered for any eventuality.
• As a clown, we appreciate that insurance
  isnt your top priority. Thats why our policies
  are straightforward and written in plain English.
  So straightforward, in fact, that our Instant
  Cover clown insurance option can provide you
  with low-cost industry-standard cover in under 10
  minutes.
• If youre looking for a more tailored
  policy, maybe to cover other circus activities or
  because you only work part-time, our Get a
  Quote system is simple to complete and will
  provide an emailed quote within 30 minutes.
• If youre a clown whos never dealt with
  us, please have a look at our testimonials and
  industry memberships our reputation for
  customer care is second to none.
• Who wants to be a fool when you can be
  covered with Clowns.

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