How to create a total online presence


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How to optimize your online content.

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How to create a total online presence

  1. 1. How to Create a Total Online PresenceWhen You Really Don’t Have the Time By Brad Tornberg
  2. 2. Listen before you speak Create a Google Alert for key brand, industry, client and competitive terms. Create Twitter lists for clients, competitors and key media contacts. Create Google Reader account and find twenty five industry related blogs to follow (If customers or competitors blog, add them to a folder) Investigate social settings in your CRM and add Rapportive to your email. Investigate social tools such as TweetDeck, HootSuite or SproutSocial to help monitor mentions Bonus: Add paid options like Radian6 or Trackur for deeper listening metrics
  3. 3. Optimize online content Ask at least ten customers to tell you what search terms they would use looking for a business like yours. Employ a keyword tool like Google’s Keyword Tool or the free or paid version of WordTracker to dig up lots of potential keyword phrases related to your business. Create a list of either to ten major themes that will be the basis of your content Start or restart a blog and commit to addressing your themes and actual customer questions three to five times a week. (Of course, I recommend WordPress) Share every blog post on Twitter, Facebook, LinkedIn, Google+ and StumbleUpon Bonus: Make two to three minute video overview of your post and submit to YouTube.
  4. 4. Claim your real estate Create and build out profiles in LinkedIn, Facebook, Twitter, and Google+ Create and build out profiles in Picasa, Flickr, YouTube and Slideshare Add plugins to your blog and web pages that makes all of your content sharable in social networks Start sharing your blog posts on social networks Start uploading and describing images, slide presentations and videos Share five blog posts from your Google Reader on Twitter each day Join five active groups on LinkedIn and connect with people in each group Find twenty five Facebook pages related to your business and Like them. Put all of your customers you can find in a Google+ Circle Claim your Google Places Page on Google+ Local Claim your business location on Foursquare, Twitter, Yelp and Facebook
  5. 5. Capture and segment visits Find and signup for an email service provider (ESP) – I can recommend Infusionsoft, MailChimp, Constant Contact, AWeber and Vertical Response as I’ve used each. Create a reason someone would want to give you’re their email – eBooks drawn perhaps from a collection of your best blog posts are a great place to start. Use the chosen ESPs form creation tools to put a signup form on every page. Consider a plugin such as Pippity to highlight your email offer through a pop up function (people will tell you they hate popups, but smart popups increase signup by two and three hundred percent.) Create a weekly or monthly email newsletter with best information you’ve collected through your own reading each month. Create an autoreponsder series through your ESP’s tool for each product or service Bonus: Look into tools that allow you to create content funnels such as Survey Funnel, Spring Metrics or Get Smart Content
  6. 6. Integrate landing pages Create a landing page for your eBook or newsletter that sells the signup Create landing pages for each product or service that offers your auto responder more information series (I use the WordPress plugin Premise on my site) Consider creating welcome landing pages for your LinkedIn, Google+ and Facebook profiles Look into tools such as Unbounce or Optimizely to create and track versions of pages for testing.
  7. 7. Play ratings and reviews Signup for and claim profiles on Yelp, CitySearch, Google+ Local, Bing Local and Yahoo Local Subscribe to the RSS feeds of your profiles on Google Reader so you can get notice with a new review appears Bonus: Pick one or two local review sites and start actively promoting reviews. (This is done one to one when you get a testimonial or compliment, not via mass email)
  8. 8. Go online to drive offline Create an offline call to action such as a free visit, coupon, or even evaluation Consider adding click to call/chat/schedule to make it easier for people to engage, get help and take action. Create a Google AdWords account and start driving traffic to your call to action Bonus: Create a local LinkedIn or Facebook group around a topic related to your industry and start building interest with a goal of taking the group offline as well through a tool like MeetUp
  9. 9. Analyze and test Subscribe to Occam’s Razor blog by Avinash Kaushik Create a Google Analytics account and install the tracking code on your site Create a list of core actions to track – things like newsletter signups, information requests, video views or social shares If you are running Google AdWords make sure you add conversion code so you can track what ads are getting the desired results Consider using goals in Analytics to track conversion funnels and paths Create an A/B test of your Newsletter sign-up page in Google Analytics Content Experiments function to start to learn how to optimize pages based on results. Bonus: Consider adding more robust tracking tools such as Spring Metrics, Omniture or KissMetrics
  10. 10. So….. How many things on this list can your check off? How much do you still need to understand and do? Eating The Elephant…
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