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Online Marketing 101

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There is so much to know when considering marketing your business online. But you have to start somewhere. A walk through the basics, with tips, tricks and tools. ...

There is so much to know when considering marketing your business online. But you have to start somewhere. A walk through the basics, with tips, tricks and tools.
Social Summit was a one day social media training workshop, at which FSC Interactive taught small businesses how to best use social media.

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Online Marketing 101 Online Marketing 101 Presentation Transcript

  • Online Marketing 101
  • Online Statistics
    • Report from Neilson Online in December 2009 there were 240 million (77.3%) Americans using the internet. Each MONTH, each US internet user averages 50 internet sessions, over 86 website visits and over 2,600 web pages views.
    • Which means…12 BILLION internet sessions, 20 BILLION website visits and 624 BILLION web pages are viewed each month in the US.
    • Google serves results for 64% of these searches
    • 81% of consumers on the Internet find products and services by using search engines. 
  • Analyze
    Optimize
    Engage
    Listen
  • All Businesses Need a Website
    Small businesses struggle with the idea of the necessity of a web site. They often ask if they aren’t selling something that can be purchased online, then why invest the time and money into a site.
    Here are 5 reasons all businesses need a site:
    • Visibility
    • Reach
    • Customer service
    • Competition
    • Credibility
  • I Have A Web Site. Now What?
  • Online Marketing Tactics
    SEO/Organic Site Traffic Development
    Link Development
    Social Media Optimization
    Video and Podcasting
    Blogging
    SEM/ Paid Search Marketing Tactics
    Web Analytics
  • Search Engines
  • Search Engine Optimization
    In addition to a site that looks good with helpful and useful information that is easy to navigate, it is important that your web pages are designed to help Search Engines index each page of your site. SEO should be at the core of your overall internet marketing strategy. It's one of the most inexpensive and effective approaches available.
    What keywords are you targeting?
    What would you Google?
    How would your mother find you in the phone book?
    Keyword Research Tools
  • Search Engine Optimization
    Is your web site optimized?
    First, Go to the Source (code that is)
  • Have you submitted your website?
    Search Engine Optimization
  • Link Development
    Have you Listed/Linked Your Business?
    New Orleans Area Listing Opportunities :
    WWL TV - www.wwltv.com WAFB - http://www.wafb.com
    Nola.com - www.nola.com
    Stay Local - www.staylocal.org
    Louisiana Weekly - www.louisianaweekly.com
    Gambit Classifieds- www.bestofneworleans.com
    StayLocal – www.staylocal.org
  • Social Media Optimization
  • Social Media Optimization
    How do I engage in the conversation?
    • Relationships and memberships
    • Cocktail party etiquette
    • Brand or product mentions
    What are people saying about you?
    • Listen to the conversations
    • Choose your voice
    • Optimize everything for your targeted keywords
  • Twitter.com
    A free social networking and micro-blogging service, that allows its users to send and read other users' updates (otherwise known as tweets), which are text-based posts of up to 140 characters in length.
    • Updates are displayed on the user's profile page and delivered to other users who have signed up to receive them.
    • Twitter has been used as a tool to connect groups of people in critical situations.
    • Research reported in New Scientist magazine in May 2008 found that blogs, maps, photo sites and instant messaging systems like Twitter did a better job of getting information out during emergencies than either the traditional news media or government emergency services.
  • Facebook.com
    A free social networking service, that allows its members to develop pages and profiles with content including calendar of events, textual content and photos. There are many applications and plug ins that can be used to enhance this social site.
    • Gives you a human connection with photos and conversations.
    • Can be used as another website with great search advantages and easily updated content.
    • Think of it as personalizing your desk, Only display on your profile what you’d put on your desk.
    • Facebook can help create connections and personalzied conversations. The more connected you are to your co-workers and clients without being intrusive, the better your working relationship.
    • Align yourself with groups related to your industry or region for networking. Use search function to look for industry related or geographic groups.
  • Video and Podcasting
  • Blogging
    Blogging is a great way to get fresh content, promote events or services and can tell a story or show your expertise or opinion. Blogs do not have to be novels or professionally written and are meant to be conversational and offer the consumer value and opinion. Blogs help you connect and humanize your brand
    Top 5 Tips to Blogging
    Is it easy to read with clearly defined content?
    Are there pictures and links to add value to the blog?
    Is it worth reading?
    What value do you offer I can’t find elsewhere?
    How does it relate to your business?
  • SEM/Paid Search Marketing
    • Search Engine Marketing (SEM) – Paid Search Results
    • Keyword Bidding (Google AdWords, AOL Search Marketing)
    • Paid Banner Placement
  • Paid Search Results
  • The Power of
    • Google Analytics is a free tool provided by Google that provides an easy to use application showing the breakdown of traffic behavior to your website – how visitors found your site and what they do when they get there.
    • Analytics is applied to a site with an easy to generate Javascript code that you add to all pages to track user behavior.
    • You can track all online sources including search engine referrals, paid search terms, email blasts, paid banners and more.
  • More Online Statistics
    • 38 % of C-Level Executives say web is the most important source of information (Forbes)
    • The average person is spending as much leisure time online as in front of the television.
    • 1/10th of 1% of web viewers is now over 1 million people
  • Summary
    • Build your website to be optimized for search and use other search optimization tactics as you can to increase rankings.
    • Utilize the many online tools available to increase brand exposure and help use your website as a sales tool.
    • To best know how to improve your website you must understand what visitors are doing on your site.
    • Use analytical data to help develop your target and online offerings.
    • You don’t have to know how to do it, you have to understand how to talk about it and how to manage it.