Website Optimisation

RT @seohimanshu Two Powerful ways to reduce bounce rate http://bit.ly/hSc5E0 #bounce #rate #google #analytics
20 Ways to Make Money Blogging in 2011 dotsauce.com/2010/12/21/20-… via @DotSauce
Ultimate list of landing page conversion optimization tools raventools.com/blog/the-ultim… via @RavenTools #CTA
6 tips for an effective ‘call to action’ – Small Business Blog from Microsoft – Site Home – TechNet Blogs : http://bit.ly/houNMG
RT @unbounce Your Landing Page Sucks! Here are 10 Examples That Don’t… http://bit.ly/glRcyl
Ultimate list of conversion optimization tools raventools.com/blog/the-ultim… via @RavenTools
Landing Page Ideas To Explode Business http://shar.es/0zSTV
An introduction to Google Webmaster Tools glennward.co.uk/2010/03/an-int… @glennmward #SEO #glennward posted 17.03.80
7 ways Google Analytics can help when redesigning your website – iCrossing http://bit.ly/dC9TBK

Digital Advertising

6 Predictions for Digital Advertising in 2011 mashable.com/2010/12/21/adv… via @mashbusiness @mashable #DigitalMarketing #DigitalAdvertising
Marketing Strategy Planning managersblog.net/marketing-stra…
Europe’s concerns over behavioural advertising intensify | News | Marketing Week marketingweek.co.uk/disciplines/di…
How to turn consumer inaction into action: five tips econsultancy.com/blog/6673-how-… via @Econsultancy
Integrating marketing activity across all your channels: a #JUMPchallenge post econsultancy.com/blog/6632-why-… via @Econsultancy
Interesting post – 6 Best Practices for Developing a Mobile Marketing App in 30 Days. http://hub.am/avsVok

SEO

The Top 10 Internet & Search Marketing Trends for 2011 | Web SEO Analytics http://bit.ly/eWCxbx
Blog commenting useful for SEO? http://bit.ly/c9L7oP #seo #sem #keywords
RT @sejournal 2011 SEO and Social Media Checklist | Search Engine Journal http://bit.ly/dMFtnT
Web 2.0 : SEO : ERP : CRM : SCM : Software: SEO Via Updated Content – Affect Google Rankings? http://j.mp/fXrv0V
Seven Free SEO Tips to Boost Your Site’s Traffic – http://b2l.me/avfzum
Intoduction to Search Engine Optimisation – SEO Learn at lunch glennward.co.uk/2009/04/intodu… via @glennmward #seo
RT @crearegroup Will Google TV impact SEO? http://bit.ly/9qciER
Currently reading Drive traffic increase conversions http://www.terry-heffernan.info/drive-traffic-increase-conversions/1156/173/
Beyond SEO, getting the right traffic for your product glennward.co.uk/2009/06/beyond… @glennmward glennward.co.uk #SEO

PPC

ppc campaigns organic search results vs the paid ones http://bit.ly/efEpu2 #ppc #search
PPC Blunders- Know, Avoid And Earn http://bit.ly/fWTnV6
Understanding the science of PPC digital marketing – Make Pay Per Click work for your business glennward.co.uk/2009/11/unders… via @glennmward #ppc

Analytics

Text analytics: a key trend to watch over the next three years | Forrester Blogs http://bit.ly/ggdccY
New blog post: Monitoring your B2B online marketing efforts using Custom Reporting in Google Analytics http://bit.ly/eMurEg
Web Analytics – Art or Science? http://bit.ly/DmkuQ via @jonnylongden
Introduction to Google Analytics and other website analytical tools glennward.co.uk/2009/11/introd… via @glennmward #seo #google #analytics
Tracking social media conversions using Google Analytics http://dld.bz/y76R
Tracking HTML5 Video with Google Analytics (and goodbye to Flash) | Elisa DBI http://bit.ly/aRFYz8

Social Media

Revolutionize Your Social Media Strategy In 2011- 39 Useful Tips To Follow http://bit.ly/ftPwDe
Email is dead. Long live email. gfktechtalk.com/2010/12/07/ema… via @GfKTechTalk #facebook #email #gmail #socialmedia
Social Commerce: Active Social Media Users Say Companies Can Do More with Social Networks http://bit.ly/9eJ1hM
RT @infinigraph Fan Value, Customer Loyalty and Social Conversation http://post.ly/15PwB
RT @bulletproofmar: Get your visitors to buy by pressing the right emotional buttons. #B2B social media #Digital http://bit.ly/8tABRR
Currently Browsing: Social Media Exposure: Better Than Ads and Cheaper, Too. http://is.gd/fR2Mg
Good set of simple social media marketing rules! RT @GreenBuzzAgency 8 Rules: Marketing in the Music Industry http://bit.ly/9u1kMv
Why social media needs to learn the marketing basics econsultancy.com/blog/6516-why-… via @Econsultancy
RT @GreenBuzzAgency Using Facebook as a Strategic Marketing Channel http://bit.ly/bJJnD6

Misc

10 Cloud Computing Expectations for 2011 – http://bizcloudnetwork.com/2010/10-cloud-computing-expectations-for-2011/
Consumers are moving to the cloud, time for the music industry to follow gfktechtalk.com/2010/12/10/con… via @GfKTechTalk #music #cloud #download
RIM boss challenges Apple’s HTML5 video claims | NetBenefit Blog http://bit.ly/aAJtuC

My good friend Merrin Wake emailed me the other day for some advice on getting traffic through to her blog secretsofmotherhood after reading a few pages I established that identifying the readership in this situation would be slightly different than I am used to as the users are not business users and not consumers. Merrin said that the blog was set up with social media tools, in this situation is key to go an extra mile when talking to your readers. Establish your voice and create conversations with your readers, this way passive absorbers of your information start to become your brand advocates. It only takes a couple of power users of your website pushing your message to feel like you have a mini marketing team working for you and you are laying down the foundations to facilitate some viral marketing.

Remember that no two people browse the Internet in the same way! We all have our favorite platforms, our favorite browser plugins and we all use social media in different ways so make sure your blog caters for as many of these people as possible not just your preferences. Share buttons with limited clicks is essential for the reader to spread the word. Subscribe Fields for those who wish to be sent a email digest.  Follow and Like Buttons for those who passively watch you through social media platforms. RSS feeds (in particular Feedburner) for those who will watch you from their email client.

Link exchange,
Obviously, search engine optimization should be at the for front of your mind not just during site design but on every post, every keyword and every heading. Link exchange is vital to your SEO and I don’t just mean sending out annoying emails to similar sites asking to swap links I mean, where are your potential readers? Are they on Facebook? If so, have they joined a group in which you can start a discussion that links back to your pages, can you get them discussing and spreading the conversation to various other platforms such as digg, delicious, yahoo buzz etc? Inbound links are important not just for traffic but also for search engine bots to find your site. Outbound links have to quality sites have similar effects.

The paid way
If your site is making some money then the quick way is to incorporate some pay per click adverting or direct advertising on websites you would like to be seen. There is an art to this so don’t take it on lightly but here are some starting points to get you thinking. See my Digital Marketing posts.

Also see,
Introduction to Search Engine Optimisation
Beyond SEO – The right traffic to your site
An Introduction to Google Webmaster Tools
Introduction to Google Analytics and other website analytical tools
Introduction to Pay Per Click Campaigns
PPC Pay Per Click Marketing and purchase process
Integrating online video into your digital marketing strategy

Everyone is banging on about the power of video and how companies can use it in deliverables, and as part of their Marketing collateral and I agree, it is a powerful tool, without it I would be jobless, but before you start to plan your next epic, pause to think about it’s delivery and the cost implications of this.

I have spent a year now developing a video service in a company and to some extent an industry that until recently could not see how video could benefit the product. The main issue has not been producing the video or encouraging execs to come up with new ways in which to use video, it has been the means of delivery. Like any digital marketing there is absolutely no point in producing something that is not viewed by a high volume of people and more importantly, performs a function. Similarly to the everyone creating a Facebook page merely because they can mentality, putting video out there and doing it badly has the adverse effect on proving your understanding of the landscape and damages the brand rather than enhances it.

So what are your options? Well of course you can invest in a bespoke video delivery platform, buy something off the shelf that meets the companies needs but this is large initial step and a large spend, especially if you have not been involved in video in the past. Much like eBay is no longer an online garage sale, blogs are no children’s online diaries, Youtube is definitely not an online repository for unprofessional home videos, in fact Youtube is now one of the largest online search engines and any digital marketer cannot ignore this.

So how do you make it work for your product? Well, while you cannot set out to make a viral video, you can maximise the exposure you receive from your production by setting clear objectives and planning far beyond that of uploading your one video to an account on YouTube and hoping people might come across it. My biggest rule is allowing people to decide upon their own browsing habits. Don’t dictate to them how they should arrive at your product because you’ll loose them at the first awkward click routine or navigation that takes more than a few seconds of their time. Although many of the online spaces provide a quick and easy means of providing link building to your website, pay every one due attention, think about the usability issues and make sure there are no awkward, dead or complicated links to your pages. Don’t presume that a person will take the time to navigate to the correct page on your site if you dump them on your homepage. More often than not they won’t complete this part of the journey.

So, back to video. Take time producing your online space whether it be on YouTube, Vimeo etc. Remember that just uploading it is not enough, promote your video with appropriate means, social media, press releases, email marketing etc. If you have produced your video well and it does the job then send the user to the relevant page on your site and to your product.

If you are in doubt about your video, usability or quality of the landing page then don’t do it! Unfortunately it’s far easier to damage a brand than it is to build it.

You could always use Grab, Apple Macs built in screen capture software but I will tell you how to print screen in seconds, even capture screen images ready to go straight into you blog or powerpoint presentation, already cropped and re sized without the need to use a program such as Adobe Photoshop.

Screen_GrabOk, first method. Hold SHIFT + COMMAND + 3 to print the entire screen, this will automatically place a high .png file on your desktop with a generic name.

Second method, SHIFT + COMMAND + 4 provides you with a set of cross hairs to select your desired workspace. Click and hold at the top left of the part of the screen you wish to capture and then drag diagonally down until all of the area is highlighted, release the mouse and the image will be generated and saved to your desktop.Print_Screen If you change your mind press escape to remove the cross hairs.

Be sure to name the image in a way the the search engines can read what it is, for example My_Screen_Grab.jpg

Insert the image into your blog, web page etc and have a brew with the time you just saved faffing about with picture editing programs.

No matter how much time you manage to save through innovative thinking, technology improvements etc you always manage to fill the saved time with something new. So, how do keep up with technology and still do your day job. The short answer is with great difficultly but I shall share a few things I do to make life easier and a few things to think about for the future.

Firstly, I have a few magazines that I really identify with, I currently read .net magazine, stuff, wired digital video (when I find somewhere that sells it) video editor and the online Layers Magazine. Granted I don’t often manage the time to read them cover to cover but Reading the articles that really interest you watching a few tutorials and trying out the trials softwares usually keep my brain ticking over. The trick is to use the time that you would otherwise be waiting around, I sometimes put video tutorials on my desktop and delete them as and when I have watched them, this provides me opportunity to make use of passenger time in the car, on the train etc. Also if you keep up to date with softwares make the first thing you do when you get hold of a new version, watch the video tutorials and have a play with the additions. Often they cover all the major improvements to that version and keeps you up to speed.

If I’m honest, I am not a newspaper reader but recent shifts in social media has enabled me to absorb news type information that I choose to on the train at a glance. I use my Twitter account in conjunction with my blog, which I’ll get onto in a minute but by following some carefully chosen twitterers I can quickly browse and read the things I want to read about very efficiently. I also sign up to groups on website such as chinwag, this way I get continuous emails from the conversations going on from people like me talking about subjects that are relevant to what I do, there is no need to feel you need to take part but it’s a great way to keep up to date and possibly make new connections. At University I was not a massive fan of blogging, I thought blogging about my weekly progression about my digital media course was completely pointless and never received any viewers. I now have my own blog, as you know! Mainly to share the things I have researched in the past in order to hopefully save time learning, but also I regularly visit choice sites that I know write in a succinct manor and are up to date with the latest software, technology and goings on in Market Research world. I currently read TechCrunch, The Tech Sage among others and continually check back to the Apple site, Adobe, Revostock, and my favourite tech brands.

Although the aforementioned social media platforms provide an alternative networking platform I still think face to face networking is invaluable. Attending trade shows, going on training courses and showing your face at events is a great way to keep in touch and up to date.

One of my biggest time savers is not where and how to find the data but automating your daily routines that eat up your time. For example, getting to grips with RSS feeds and establishing an RSS reader that you are comfortable with (a post on RSS feeds to come soon) this means that information is delivered to you and you do not have to go out and fetch it, it also means that you can read it at your leisure when you do not have an Internet connection. Another prime example is the amount of time I spend on eBay, to speed things up I save my regular searches, motorbike, favourite windsurfing brands etc and set the interval for eBay to email me a summary and an end date for the emails to stop. Similarly write routines on your operating system, I use automator on the mac to get the computer to work for you, open programs, perform backups etc if you regularly do it, automate it!