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

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.

Published in: Technology, Design
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Transcript

  • 1.  
  • 2.
    • The Role of the Internet as a Marketing Tool
    • How to Evaluate Your Website’s Potential
    • Essentials of Internet Marketing
    • Five Things You Can Do Today to Improve Your Search Engine Rankings
    Today’s Agenda
  • 3.
    • The Internet’s impact on retail sales is not limited to what is bought online.
    • 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.
    • In 2012 cross-channel sales is supposed to account for 38% of total U.S. retail sales .
    Increasing Role of E-Commerce in the Retail Shopping Environment
  • 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%
  • 5. Online Shoppers Are Buyers! Source: Multichannelmerchant.com; wholesalecentral.com After online research 71% went to the store to shop 62% bought
  • 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
  • 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 .
  • 8. Case Study: Brentwood Granite
    • Brentwood Granite was presented with an overall digital solution separate from their current print budget.
    • Solutions included:
      • A website redesign
      • Search Engine Optimization (SEO)
      • Google Pay-Per-Click campaign
    • Since the launch of their new website on May 7 th , online traffic generated from the search engine has doubled.
      • In fact, every month Brentwood Granite is seeing an increase of users versus the previous month.
    • $40,000 in sales directly from their online marketing
    • 357% ROI in the first 3 Months.
  • 9. How to Evaluate Your Website’s Potential
    • What Is Success?
    • What Is Your Market Potential?
    • How Marketable Is Your Website?
    • What Are Your Post-Visit Strategies?
    • How Do You Market Your Website?
    • How Do You Track Your Success?
  • 10. How to Evaluate Your Website’s Potential
    • What Is Success?
    • Brand Exposure
    • Lead Generation
    • Direct Sales (ecommerce)
    • Drive Walk-In Visits
    • Drive Phone Calls
    • Capture Data
  • 11. How to Evaluate Your Website’s Potential
    • What Is Your Market Potential?
    • Search Frequency
    • Competition
    • Current Performance
  • 12.
    • How Marketable Is Your Website?
    • Technologies
    • Content
    • Engagement
    • Design
    How to Evaluate Your Website’s Potential Flash vs. HTML Golden Triangle
  • 13. How To Evaluate Your Website’s Potential
  • 14. How To Evaluate Your Website’s Potential
  • 15. How to Evaluate Your Website’s Potential
    • How Do You Market Your Website?
    • Online
    • Offline
    • Viral & Social
  • 16.
    • How do you Market Your Website?
    • Online
    • Offline
    • Viral & Social
  • 17. How to Evaluate Your Website’s Potential
    • What Are Your Post-Visit Strategies?
    • Auto-Replies
    • Call-Back Schedules
    • Email Database Marketing
    • Online-Only Incentives
  • 18.
    • How Do You Track Your Success?
    • Website Analytics
    • Tracking URLs
    • Phone Tracking
    How to Evaluate Your Website’s Potential .com/Free
  • 19. How to Evaluate Your Website’s Potential
  • 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
  • 21. Search Engine Marketing www. google.com / local /add Paid Search Local Search Organic Search
  • 22. Search Engine Optimization
      • Search Engine Optimization (SEO)
      • Natural Organic Rankings
    • 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.
    • 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.
  • 23. Algorithms and Spiders Spider Index
  • 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)
  • 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.
  • 26. Pay-Per-Click
      • Major Search Engine Campaigns
      • Google, Bing, Yahoo, even Facebook!
    • Great for immediate exposure and results
    • 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.
    • The ad only shows when users search for a term that has been predetermined.
  • 27. Search Engine Marketing www. google.com / local /add Paid Search Local Search Organic Search
  • 28.  
  • 29. Pay-Per-Click
      • Major Search Engine Campaigns
      • Google, Bing, Yahoo, even Facebook!
    • Advertiser only pays when a searcher clicks through to their website.
    • Payment is based on a bidding system - very easy to budget!
    • All users are different so you always want to have multiple campaigns running.
  • 30. Pay-Per-Click Major Search Engines (Tier 1 vs. Tier 3)
  • 31. Pay-Per-Click Google: Google Adwords 70% Yahoo!: Search Marketing 20% MSN (Bing): Microsoft Adcenter 10%
  • 32. Market Growth and Potential Internet Users in the World Growth From 1995 - 2010
  • 33. Five Things You Can Do Today To Improve Your Search Engine Rankings
    • Add Google Analytics
    • Analyze Your “Call to Actions”
    • Create Consistency
    • Review Your On-Page SEO
    • Get Social & Get Local
  • 34. Five Things You Can Do Today To Improve Your Search Engine Rankings
    • 1. Add Google Analytics
    • How many people?
    • How did they find me?
    • What were they interested in?
    • What did they do?
    • Where do they live?
  • 35. Five (5) Things You Can Do Today To Improve Your Search Engine Rankings
    • Add Google Analytics
  • 36. Five (5) Things You Can Do Today To Improve Your Search Engine Rankings
    • Add Google Analytics
  • 37. Five (5) Things You Can Do Today To Improve Your Search Engine Rankings
    • Add Google Analytics
  • 38. Five (5) Things You Can Do Today To Improve Your Search Engine Rankings
    • Add Google Analytics
  • 39. Five (5) Things You Can Do Today To Improve Your Search Engine Rankings
    • Add Google Analytics
  • 40. Five Things You Can Do Today to Improve Your Search Engine Rankings
    • 2. Analyze Your “Call-to-Actions”
    • Do they exist?
    • Are they prominently placed?
    • Do they function?
  • 41.  
  • 42. Five Things You Can Do Today to Improve Your Search Engine Rankings
    • 3. Create Consistency
    • Does your website match your offline?
    • Does your message stay the same?
    • Is there consistency throughout your site?
  • 43. Five Things You Can Do Today to Improve Your Search Engine Rankings
    • 4. Review Your On-Page SEO
    • META Tags
    • TITLE Tags
    • Internal Links
    • Anchor Text
  • 44. Five Things You Can Do Today to Improve Your Search Engine Rankings
    • Review Your On-Page SEO
    • META Tags
  • 45. Five Things You Can Do Today To Improve Your Search Engine Rankings
    • Review Your On-Page SEO
    • TITLE Tags
  • 46. Five Things You Can Do Today to Improve Your Search Engine Rankings
    • 4. Review Your On-Page SEO
    • META Tags
    • TITLE Tags
    • Internal Links
    • Anchor Text
  • 47. Five Things You Can Do Today To Improve Your Search Engine Rankings
    • 5. Get Social & Get Local
    www. google.com / local /add
  • 48. Link to Williamson County Fair Facebook Page.
  • 49.  
  • 50.  
  • 51.  
  • 52.  
  • 53.  
  • 54.  
  • 55.  
  • 56.  
  • 57.  
  • 58. Any Questions?

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