Creating awareness using modern media
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This document discusses strategies for creating awareness online using modern media. It recommends identifying content that interests target audiences, optimizing websites for natural search engine rankings using relevant keywords, and regularly sending useful content to those who found a company online in order to stay connected with them over time. Publicizing content through social media is also suggested.
Creating awareness using modern media
- 1. Creating Awareness Using Modern Media Raj Khera CEO, MailerMailer MailerMailer.com Copyright 2012 MailerMailer LLC. All Rights Reserved. 1
- 2. Outline Getting Found Online Building Trust Staying Connected >>> Engagement (i.e., Why We Built Presstacular) 2
- 3. Getting Found Online 3
- 4. Getting Found Online Paid Search Natural Results Search “PPC” Results “Organic” blog.mailermailer.com 4
- 5. Paid Search – AdWords (PPC) Enter a keyword here Google gives you many more options here Plus estimated monthly search volume 5
- 6. Natural Search 5-6 times more clicks than paid listings Results in 3-6 months Cheaper long-term strategy if you can wait for results Do-it-yourself option really works and it’s not that hard. Really. 6
- 7. Natural Search – Copywriting Copywriting for your web site Keyword proximity and density “Washington DC real estate” is better than “real estate in the Washington, D.C. area” Descriptive text: • GOOD: “Our accounting and bookkeeping services” • BAD: “Our services” 250+ words per page; embed keywords in text Use singular and plural tenses 7
- 8. Natural Search – Copywriting cont’d Copywriting for your web site Use keyword as filename, dashes as spaces • dc-real-estate.html, hollywood-sign.jpg Target 2-3 keywords per page; use 3-4x Target different keywords on each page • Highly competitive term: “accounting services” • Better bet: “bookkeeping for government contractors in Maryland” Use Google Keyword Tool to see number of monthly searches 8
- 9. Natural Search – Copywriting cont’d Copywriting for your web site Hyperlink keywords to other pages on your site • BAD: Click here • GOOD: See more sample marketing plan Home page links: every page should be accessible within 2-3 clicks No more than 100 links per page • Google might think you are a “link farm” 9
- 10. Natural ranking – HTML Tags <Title> tag and filename 50-75 characters max Title text shown in the blue bar in your browser Use keyword phrase Title and filename used in determining relevancy • <title>Sample Marketing Plan and Free Marketing Plans</title> • Notice use of singular and plural keyword “marketing plan/s” 10
- 11. Natural ranking – HTML Tags <H1> tag Header tag used to identify page topic Use keyword phrase • <h1>Sample Marketing Plan for Travel Agency</h1> 11
- 12. Natural ranking – HTML Tags <META DESCRIPTION> tag Description tag used on search result page If no META DESCRIPTION tag present, Google uses opening text on page in search result 12
- 13. Natural ranking – HTML Tags <IMG SRC ALT> tag Description tag used for images Ex: <img src=http://www.mysite.com/mylogo.jpg ALT=“MailerMailer logo” 13
- 14. Natural search – Link Strategy Increase number of “keyword links” pointing to your site Easy way: write unique articles for others to post (don’t use identical content on your site since Google won’t know “authority” site) and include your byline Copyright 2012 by http://www.morebusiness.com where you can find this free sample business plan and 100 more Links from .gov, .mil, and .edu sites are valued more since they are hard to get 14
- 15. Building Trust 15
- 16. Who do you find interesting? At work or on Facebook or Twitter: Those who talk about themselves – “me” Those who share information – “you” 16
- 17. Who do you trust? When you don’t know a person or an company, what makes you trust them? Those who talk about what they offer and how good they are – “me” Those who listen, educate and comfort you without pressure – “you” 17
- 18. Me vs. You Marketing Me You What we do What you do Our projects Your goals How good we are What problems need solving? Preferred words: Preferred words: “Our Services” “How to…” “Our Clients” “eBook on…” “Our Staff” “Free Report on…” “We can help you” “We can help you” 18
- 19. Which one would you trust? Buy from? 19
- 20. What is your online focus? Our services Our capabilities Our clients Our projects Our staff 20
- 21. Instead, Add Something They Want Resources for Small Businesses 5 handy Windows productivity tricks that you didn’t know 10-point customer retention checklist to review every quarter How to write the best job descriptions that attract the best candidates Video: 4 ways to inspire your staff 21
- 22. Something for Each Audience Segment The Money Person 4 inexpensive ways to upgrade your staff’s technical skills Maximizing ROI for your technology investment The Manager The 10 Best Interview Questions to Ask Podcast: Come work for us - Company Perks The Marketing Person Does social media make sense for your company 22
- 23. Something for Each Audience Segment The Money Person 4 inexpensive ways to upgrade your staff’s technical skills Maximizing ROI for your technology investment The Manager The 10 Best Interview Questions to Ask Podcast: Come work for us - Company Perks The Marketing Person Does social media make sense for your company 23
- 24. Mix in Getting the Word Out Keyword search: best interview questions: 24
- 25. Staying in Touch (Why We Built Presstacular) 25
- 26. So They Found You, Now What? Get their contact info 26
- 27. Send Useful Content Regularly What to send Ideas, Tips, News, eBook Special Deals, Coupons Licensed or purchased relevant content Or hire company to do this Reinforces the “touch” 7 touches till client buys Portrays you as an expert Keeps you in their minds 27
- 28. Publicize Using Social Media Post content to blogs, Twitter, Facebook, LinkedIn, PRWeb Watch what you post Report findings on… Office move eBook explaining… New hire Just won a huge Won a ho-hum contract contract and adding # jobs… blog.mailermailer.com Copyright 2010 MailerMailer LLC. All Rights Reserved. 28
- 29. Summary Identify material that others find interesting Choose keywords carefully for search engines Stay in touch with those who found you (if you haven’t sent a message in 3 months, they’ve forgotten you) Publicize using social media 29