<ul><li>The Role of the Internet as a Marketing Tool </li></ul><ul><li>How to Evaluate Your Website’s Potential </li></ul>...
<ul><li>The Internet’s impact on retail sales is not limited to what is bought online. </li></ul><ul><li>Cross-channel sho...
How They Shop What is most important during their online investigation: 54%   cited retailer website 50%   cited search en...
Online Shoppers Are Buyers! Source: Multichannelmerchant.com; wholesalecentral.com After online research 71%  went to the ...
If You’re Not Maximizing Online,  You’re Missing a Huge Opportunity There are more than  820,000  adult  (75%) users of th...
Retailers who effectively build bridges between their locations and websites stand to be the big winners in the research-o...
Case Study: Brentwood Granite <ul><li>Brentwood Granite was presented with an overall digital solution separate from their...
How to Evaluate Your  Website’s Potential <ul><li>What Is Success? </li></ul><ul><li>What Is Your Market Potential? </li><...
How to Evaluate Your  Website’s Potential <ul><li>What Is Success? </li></ul><ul><li>Brand Exposure </li></ul><ul><li>Lead...
How to Evaluate Your  Website’s Potential <ul><li>What Is Your Market Potential? </li></ul><ul><li>Search Frequency </li><...
<ul><li>How Marketable Is Your Website? </li></ul><ul><li>Technologies </li></ul><ul><li>Content </li></ul><ul><li>Engagem...
How To Evaluate Your  Website’s Potential
How To Evaluate Your  Website’s Potential
How to Evaluate Your  Website’s Potential <ul><li>How Do You Market Your Website? </li></ul><ul><li>Online </li></ul><ul><...
<ul><li>How do you Market Your Website? </li></ul><ul><li>Online </li></ul><ul><li>Offline </li></ul><ul><li>Viral & Socia...
How to Evaluate Your  Website’s Potential <ul><li>What Are Your Post-Visit Strategies? </li></ul><ul><li>Auto-Replies </li...
<ul><li>How Do You Track Your Success? </li></ul><ul><li>Website Analytics </li></ul><ul><li>Tracking URLs </li></ul><ul><...
How to Evaluate Your  Website’s Potential
Essentials of Internet Marketing Search Engine Marketing SEO Pay-Per-Click 71%  of local searchers  follow-up  with an in-...
Search Engine Marketing www. google.com / local /add Paid Search Local Search Organic Search
Search Engine Optimization <ul><ul><li>Search Engine Optimization (SEO)  </li></ul></ul><ul><ul><li>Natural Organic Rankin...
Algorithms and Spiders Spider Index
Algorithms and Spiders What are they looking for? The same things you are looking for: Site Architecture (URL & Page Struc...
SEO Expectations SEO cannot be guaranteed. Google and only Google decides who ranks #1 on Google. Good SEO provides the “o...
Pay-Per-Click <ul><ul><li>Major Search Engine Campaigns </li></ul></ul><ul><ul><li>Google, Bing, Yahoo, even Facebook! </l...
Search Engine Marketing www. google.com / local /add Paid Search Local Search Organic Search
 
Pay-Per-Click <ul><ul><li>Major Search Engine Campaigns </li></ul></ul><ul><ul><li>Google, Bing, Yahoo, even Facebook! </l...
Pay-Per-Click Major Search Engines (Tier 1 vs. Tier 3)
Pay-Per-Click Google: Google Adwords 70% Yahoo!:  Search Marketing 20% MSN (Bing):   Microsoft Adcenter 10%
Market Growth and Potential Internet Users  in the World  Growth  From 1995 - 2010
Five Things You Can Do Today To Improve Your Search Engine Rankings <ul><li>Add Google Analytics </li></ul><ul><li>Analyze...
Five Things You Can Do Today To Improve Your Search Engine Rankings <ul><li>1. Add Google Analytics </li></ul><ul><li>How ...
Five (5) Things You Can Do Today To Improve Your Search Engine Rankings <ul><li>Add Google Analytics </li></ul>
Five (5) Things You Can Do Today To Improve Your Search Engine Rankings <ul><li>Add Google Analytics </li></ul>
Five (5) Things You Can Do Today To Improve Your Search Engine Rankings <ul><li>Add Google Analytics </li></ul>
Five (5) Things You Can Do Today To Improve Your Search Engine Rankings <ul><li>Add Google Analytics </li></ul>
Five (5) Things You Can Do Today To Improve Your Search Engine Rankings <ul><li>Add Google Analytics </li></ul>
Five Things You Can Do Today to Improve Your Search Engine Rankings <ul><li>2. Analyze Your “Call-to-Actions” </li></ul><u...
 
Five Things You Can Do Today to Improve Your Search Engine Rankings <ul><li>3. Create Consistency </li></ul><ul><li>Does y...
Five Things You Can Do Today to Improve Your Search Engine Rankings <ul><li>4. Review Your On-Page SEO </li></ul><ul><li>M...
Five Things You Can Do Today to Improve Your Search Engine Rankings <ul><li>Review Your On-Page SEO </li></ul><ul><li>META...
Five Things You Can Do Today To Improve Your Search Engine Rankings <ul><li>Review Your On-Page SEO </li></ul><ul><li>TITL...
Five Things You Can Do Today to Improve Your Search Engine Rankings <ul><li>4. Review Your On-Page SEO </li></ul><ul><li>M...
Five Things You Can Do Today To Improve Your Search Engine Rankings <ul><li>5. Get Social & Get Local </li></ul>www. googl...
Link to Williamson County Fair Facebook Page.
 
 
 
 
 
 
 
 
 
Any Questions?
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Thrive I - What Has Your Website Done For You Lately?

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In partnership with local chamber of commerce organizations the Tennessean Media Group and 1100 Broadway created and performed a series of seminars targeted to local small businesses in an effort to introduce them to marketing and advertising concepts and tools.

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Thrive I - What Has Your Website Done For You Lately?

  1. 2. <ul><li>The Role of the Internet as a Marketing Tool </li></ul><ul><li>How to Evaluate Your Website’s Potential </li></ul><ul><li>Essentials of Internet Marketing </li></ul><ul><li>Five Things You Can Do Today to Improve Your Search Engine Rankings </li></ul>Today’s Agenda
  2. 3. <ul><li>The Internet’s impact on retail sales is not limited to what is bought online. </li></ul><ul><li>Cross-channel shoppers are using the web as a product research tool, regardless of whether a purchase takes place on a website or in a brick-and-mortar establishment. </li></ul><ul><li>In 2012 cross-channel sales is supposed to account for 38% of total U.S. retail sales . </li></ul>Increasing Role of E-Commerce in the Retail Shopping Environment
  3. 4. How They Shop What is most important during their online investigation: 54% cited retailer website 50% cited search engines Source: Multichannelmerchant.com; wholesalecentral.com 57% of shoppers do their research using a combination of store visits & online investigation before making a purchase 57%
  4. 5. Online Shoppers Are Buyers! Source: Multichannelmerchant.com; wholesalecentral.com After online research 71% went to the store to shop 62% bought
  5. 6. If You’re Not Maximizing Online, You’re Missing a Huge Opportunity There are more than 820,000 adult (75%) users of the Internet in the Nashville area. Source: Scarborough 2009; US Census
  6. 7. Retailers who effectively build bridges between their locations and websites stand to be the big winners in the research-online/ buy-in-store era .
  7. 8. Case Study: Brentwood Granite <ul><li>Brentwood Granite was presented with an overall digital solution separate from their current print budget. </li></ul><ul><li>Solutions included: </li></ul><ul><ul><li>A website redesign </li></ul></ul><ul><ul><li>Search Engine Optimization (SEO) </li></ul></ul><ul><ul><li>Google Pay-Per-Click campaign </li></ul></ul><ul><li>Since the launch of their new website on May 7 th , online traffic generated from the search engine has doubled. </li></ul><ul><ul><li>In fact, every month Brentwood Granite is seeing an increase of users versus the previous month. </li></ul></ul><ul><li>$40,000 in sales directly from their online marketing </li></ul><ul><li>357% ROI in the first 3 Months. </li></ul>
  8. 9. How to Evaluate Your Website’s Potential <ul><li>What Is Success? </li></ul><ul><li>What Is Your Market Potential? </li></ul><ul><li>How Marketable Is Your Website? </li></ul><ul><li>What Are Your Post-Visit Strategies? </li></ul><ul><li>How Do You Market Your Website? </li></ul><ul><li>How Do You Track Your Success? </li></ul>
  9. 10. How to Evaluate Your Website’s Potential <ul><li>What Is Success? </li></ul><ul><li>Brand Exposure </li></ul><ul><li>Lead Generation </li></ul><ul><li>Direct Sales (ecommerce) </li></ul><ul><li>Drive Walk-In Visits </li></ul><ul><li>Drive Phone Calls </li></ul><ul><li>Capture Data </li></ul>
  10. 11. How to Evaluate Your Website’s Potential <ul><li>What Is Your Market Potential? </li></ul><ul><li>Search Frequency </li></ul><ul><li>Competition </li></ul><ul><li>Current Performance </li></ul>
  11. 12. <ul><li>How Marketable Is Your Website? </li></ul><ul><li>Technologies </li></ul><ul><li>Content </li></ul><ul><li>Engagement </li></ul><ul><li>Design </li></ul>How to Evaluate Your Website’s Potential Flash vs. HTML Golden Triangle
  12. 13. How To Evaluate Your Website’s Potential
  13. 14. How To Evaluate Your Website’s Potential
  14. 15. How to Evaluate Your Website’s Potential <ul><li>How Do You Market Your Website? </li></ul><ul><li>Online </li></ul><ul><li>Offline </li></ul><ul><li>Viral & Social </li></ul>
  15. 16. <ul><li>How do you Market Your Website? </li></ul><ul><li>Online </li></ul><ul><li>Offline </li></ul><ul><li>Viral & Social </li></ul>
  16. 17. How to Evaluate Your Website’s Potential <ul><li>What Are Your Post-Visit Strategies? </li></ul><ul><li>Auto-Replies </li></ul><ul><li>Call-Back Schedules </li></ul><ul><li>Email Database Marketing </li></ul><ul><li>Online-Only Incentives </li></ul>
  17. 18. <ul><li>How Do You Track Your Success? </li></ul><ul><li>Website Analytics </li></ul><ul><li>Tracking URLs </li></ul><ul><li>Phone Tracking </li></ul>How to Evaluate Your Website’s Potential .com/Free
  18. 19. How to Evaluate Your Website’s Potential
  19. 20. Essentials of Internet Marketing Search Engine Marketing SEO Pay-Per-Click 71% of local searchers follow-up with an in-store visit. 62% end up making a purchase Source: Multichannelmerchant.com; wholesalecentral.com
  20. 21. Search Engine Marketing www. google.com / local /add Paid Search Local Search Organic Search
  21. 22. Search Engine Optimization <ul><ul><li>Search Engine Optimization (SEO) </li></ul></ul><ul><ul><li>Natural Organic Rankings </li></ul></ul><ul><li>SEO is the process of increasing the amount of visitors to a Website by ranking high in the natural search results of a search engine. </li></ul><ul><li>The higher a Web site ranks in the results of a search, the greater the chance that that site will be visited by a user. </li></ul>
  22. 23. Algorithms and Spiders Spider Index
  23. 24. Algorithms and Spiders What are they looking for? The same things you are looking for: Site Architecture (URL & Page Structure) Content Relevancy (Search engines read text) Links: Trust & Authority (prominence of the site)
  24. 25. SEO Expectations SEO cannot be guaranteed. Google and only Google decides who ranks #1 on Google. Good SEO provides the “opportunity” to rank on the 1 st page for relevant keyword phrases. SEO has the greatest long term value and is a process that takes time (as least 6-12 months to rank). The search engines like natural (organic) growth for a web site.
  25. 26. Pay-Per-Click <ul><ul><li>Major Search Engine Campaigns </li></ul></ul><ul><ul><li>Google, Bing, Yahoo, even Facebook! </li></ul></ul><ul><li>Great for immediate exposure and results </li></ul><ul><li>Great way to drive qualified traffic to a website by targeting searchers that type in a keyword search term that matches your business’s products and services. </li></ul><ul><li>The ad only shows when users search for a term that has been predetermined. </li></ul>
  26. 27. Search Engine Marketing www. google.com / local /add Paid Search Local Search Organic Search
  27. 29. Pay-Per-Click <ul><ul><li>Major Search Engine Campaigns </li></ul></ul><ul><ul><li>Google, Bing, Yahoo, even Facebook! </li></ul></ul><ul><li>Advertiser only pays when a searcher clicks through to their website. </li></ul><ul><li>Payment is based on a bidding system - very easy to budget! </li></ul><ul><li>All users are different so you always want to have multiple campaigns running. </li></ul>
  28. 30. Pay-Per-Click Major Search Engines (Tier 1 vs. Tier 3)
  29. 31. Pay-Per-Click Google: Google Adwords 70% Yahoo!: Search Marketing 20% MSN (Bing): Microsoft Adcenter 10%
  30. 32. Market Growth and Potential Internet Users in the World Growth From 1995 - 2010
  31. 33. Five Things You Can Do Today To Improve Your Search Engine Rankings <ul><li>Add Google Analytics </li></ul><ul><li>Analyze Your “Call to Actions” </li></ul><ul><li>Create Consistency </li></ul><ul><li>Review Your On-Page SEO </li></ul><ul><li>Get Social & Get Local </li></ul>
  32. 34. Five Things You Can Do Today To Improve Your Search Engine Rankings <ul><li>1. Add Google Analytics </li></ul><ul><li>How many people? </li></ul><ul><li>How did they find me? </li></ul><ul><li>What were they interested in? </li></ul><ul><li>What did they do? </li></ul><ul><li>Where do they live? </li></ul>
  33. 35. Five (5) Things You Can Do Today To Improve Your Search Engine Rankings <ul><li>Add Google Analytics </li></ul>
  34. 36. Five (5) Things You Can Do Today To Improve Your Search Engine Rankings <ul><li>Add Google Analytics </li></ul>
  35. 37. Five (5) Things You Can Do Today To Improve Your Search Engine Rankings <ul><li>Add Google Analytics </li></ul>
  36. 38. Five (5) Things You Can Do Today To Improve Your Search Engine Rankings <ul><li>Add Google Analytics </li></ul>
  37. 39. Five (5) Things You Can Do Today To Improve Your Search Engine Rankings <ul><li>Add Google Analytics </li></ul>
  38. 40. Five Things You Can Do Today to Improve Your Search Engine Rankings <ul><li>2. Analyze Your “Call-to-Actions” </li></ul><ul><li>Do they exist? </li></ul><ul><li>Are they prominently placed? </li></ul><ul><li>Do they function? </li></ul>
  39. 42. Five Things You Can Do Today to Improve Your Search Engine Rankings <ul><li>3. Create Consistency </li></ul><ul><li>Does your website match your offline? </li></ul><ul><li>Does your message stay the same? </li></ul><ul><li>Is there consistency throughout your site? </li></ul>
  40. 43. Five Things You Can Do Today to Improve Your Search Engine Rankings <ul><li>4. Review Your On-Page SEO </li></ul><ul><li>META Tags </li></ul><ul><li>TITLE Tags </li></ul><ul><li>Internal Links </li></ul><ul><li>Anchor Text </li></ul>
  41. 44. Five Things You Can Do Today to Improve Your Search Engine Rankings <ul><li>Review Your On-Page SEO </li></ul><ul><li>META Tags </li></ul>
  42. 45. Five Things You Can Do Today To Improve Your Search Engine Rankings <ul><li>Review Your On-Page SEO </li></ul><ul><li>TITLE Tags </li></ul>
  43. 46. Five Things You Can Do Today to Improve Your Search Engine Rankings <ul><li>4. Review Your On-Page SEO </li></ul><ul><li>META Tags </li></ul><ul><li>TITLE Tags </li></ul><ul><li>Internal Links </li></ul><ul><li>Anchor Text </li></ul>
  44. 47. Five Things You Can Do Today To Improve Your Search Engine Rankings <ul><li>5. Get Social & Get Local </li></ul>www. google.com / local /add
  45. 48. Link to Williamson County Fair Facebook Page.
  46. 58. Any Questions?
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