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10 Simple Web Strategies Final
- 1. Web Marketing Webinars a simplified session
- 2. 10 Simple Strategies to Make your Web Marketing Click Presented by Tom Casale [email_address] Bill Kamper [email_address]
- 3. What is your Marketing Objective? Drive leads! Drive sales! Increase awareness of products or services Drive traffic to your brick and mortar, website or online store. Encourage trial or leads. Enhance or manage your reputation online. Leverage existing consumer and customer. relationships for incremental business. Higher Prestige/Industry Leader. Drive leads! Drive sales!
- 4. So where do you start?
- 5. #1. Develop a comprehensive online marketing plan “ You will now have a starting place and a destination, and you will be able to determine what it will cost you to get there. You will be going someplace.” H. Stanley Judd
- 6. Developing an Online Marketing Plan What do we know? Where do you want to go? What is your current presence in relevant online channels? Are you getting all the traffic you need? Why not? How does your potential customer or client use online media? What are the best channels to engage customers, and how? What is your competition doing? What is your conversion rate? How can we do better? What kind budget do you need to be effective? What are the best measurements for ROI? Multiple Online Channels
- 7. Create a Roadmap for Success A well-thought out roadmap will… Point you in the right direction Keep you from veering off course. Identify the quickest routes by which you can reach your business goals. Save you time. Help you to budget. Syncrohonize with your company's goals. Be in control. How to get from here to there
- 8. #2. Research words that potential customers use to search online for your type of business online “ 27 billion online searches were performed in the US alone in December 2009.” comScore
- 9. A Word About Keywords Understanding how keywords are used in searches is the life blood of a successful online marketing plan. Keywords research can tell us which terms are most competitive and relevant for your business in online searches. All your online content should be seeded with these keywords. Invest in Keyword Research! Short-tail vs. Long-tail Phrase Cheesy example: Instead of just cheese>cheese platters>gourmet cheese platters>European gourmet cheese platters... with delivery... in Chicago... South Loop.
- 10. #3. Make your website “ Google-friendly” “ Google sites ranked as the top search property worldwide with 87.8 billion searches in December 2009, or 66.8 percent of the global search market.” comScore
- 11. Optimize Your Website The key to higher search rankings is effectively using searchable keywords to optimized all of the site’s pages. If your web pages are not indexed in the first 30 listings then you are missing traffic Rank Higher in Organic Searches
- 12. A Case Study: Ten East Delaware Every page on the website must use unique keyword combinations relevant to that pages content Page titles Headlines Copy Logos Images Links
- 13. A Case Study: Ten East Delaware Ranked in the top ten for five key pages
- 14. #4. Get to the top of the search engines - now!
- 15. Paid Search (Pay-per-click) Drive substantial qualified traffic by “buying” specific keyword terms for your ad. to appear at the top of search listings or on relevant websites. You only pay for performance! Google Adwords Social Media PPC Banner & Affiliate Ads
- 16. #5. Spread your good news over the web
- 17. Online PR Distribute keyword-rich company news through multiple syndication channels. Promote events, new business, research, new services and products, key hires, etc. Positive news appears in searches, industry blogs and online media channels A few examples: http://tiny.cc/SmartResources http://tiny.cc/SmartResources2 http://tiny.cc/CovenantSecurity Fill Multiple Channels With Your News
- 18. #6. Get social!
- 19. Social Media Use the power of social networks to maximize your exposure in relevant social media spaces - Make connections - Share news - Listen and Learn - Collaborate - Engage - Go Viral Every space is different. Each must have a unique plan in place. What is the best use of social media?
- 20. Social Media Build your own internal social networks for collaboration. Join industry or association groups and forums for networking. Build alliances and contacts, improve feedback, share knowledge, or learn something new.
- 21. #7. Leverage email marketing to promote your business and build relationships
- 22. Email/Loyalty Marketing Build an permission-based marketing program to highlight new products or services, promote events, showcase videos, provide helpful tips and industry insight, conduct surveys, or make an exclusive offer. Benefits: Timely touch points, stronger relationships, metrics, and drive sales.
- 23. #8: Be an Industry leader!
- 24. Blog Marketing & Thought-leadership Write about what you know! Be the expert! Create awareness, reinforce your thought leadership (expertise), and raise your visibility in search engines. Search engines favor blog content. Content can include keywords that your site might not be able to maximize. PLUS blogs send tons of links back to your website (Google loves that). Example: http://www.HardHatChat.com and http://www.margoliscoaching.com/
- 25. #9: Tell a powerful story with hi-impact video
- 26. Video Marketing 38% of all searches are video-related - Get found! Video is powerful visual demonstration and story telling too.l Showcase your products, services, or company in action. Distribute to over 20+ video channels and through your email campaigns. Optimize with video-related keywords. Examples: http://www.youtube.com/rmkcommunities http://tiny.cc/ElevenCityDiner http://www.youtube.com/user/simmysol
- 27. #10. Broadcast your meeting or make a presentation over the web
- 28. Webcasting and Webinars Broadcast your message to a wider audience for sales presentations, panel discussions and internal meetings with multi-media interactive webcasts. Communicate and showcase your services and products to clients, field offices, or association members. Save time and money. Interactive Meeting and Presentations
- 29. Webcasting and Webinars Interactive Meeting and Presentations
- 30. #Bonus: Link up with your industry for better search results
- 31. Linking and Directories Search engines reward websites that have relevant links to other sites or blogs. Linking from industry directories, association, and partners sites will help increase traffic to your site. For example: http://tiny.cc/NEWHLINKSPAGE Create listing and links
- 32. Got Questions? Give Tom or Bill a call at 312-846-7669 Tom Casale [email_address] Bill Kamper [email_address]
- 33. Simplified Workshops Coming this Spring Give Tom or Bill a call at 312-846-7669 Hands-On Training Getting Google Friendly Going 2.0 and Beyond Email Maximization Blog Maximization Stay tuned for dates and location