Building an Internet Strategy for Business in the Digital Age

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This is the presentation from the 1st Quarter of the ISBDC Business in the Digital Age Series. It covers Google Rules, formulating a strategy for business online, and more...

This is the presentation from the 1st Quarter of the ISBDC Business in the Digital Age Series. It covers Google Rules, formulating a strategy for business online, and more...

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  • 1. Building an Internet Strategy in the Digital Age Essentials for Online
  • 2. Did You Know? Over 8 Million Views of 3 different versions
  • 3. Don Schindler Senior Digital Strategist
  • 4. The Interactive Classroom Bringing Web 2.0 to the lecture series What do you want to learn today? Stop Me. Ask questions. If you want to do it, let’s do it.
  • 5. 72.5 % online of total US population in 2008 That’s 220,141,969 people
  • 6. Generations differ when it comes to doing stuff online Email Search Getting News Health Related Social Networking Job Searching is going through the roof USA Today Poll
  • 7. People Move Fast Instant Gratification Instant Response Instant Exit
  • 8. Business Moves Slower Committee Planning Scripted Communication Calculated Moves
  • 9. You can move at the speed of digital Some would say you have to Get A Plan
  • 10. Normal Marketing Plan Stick to it Business Goals Audience Competition Strategy Tactics Measurement Adjustment
  • 11. The Puppy Analogy Thanks for the free puppy Now how much is this really going to cost me.
  • 12. Internet Marketing Strategy The basics Central Hub What used to be a website is now a mother ship
  • 13. Internet Marketing Strategy The basics Social Network The internet is and always will be a social network
  • 14. Internet Marketing Strategy The basics Google Rules Google Yahoo! Microsoft Learn search engine AOL language and speak Ask it fluently
  • 15. Internet Marketing Strategy The basics Ads aren’t dead PAID RESULT You just need to say relevant PAID things to people RESULT who really care
  • 16. Internet Marketing Strategy The basics Central Hub The essentials for your mother ship
  • 17. Central Hub Your Base of Operations Domain Name Game Know Keywords that are important Buy URLS that make sense to your business Valparaisojewelry.com Valparaisopearls.com Valparaisorubies.com
  • 18. Central Hub Your Base of Operations Where’s the banana? Your Call-to-Action (Conversion Point) should be obvious. Buy Now, Email Address, Phone
  • 19. Central Hub Your Base of Operations Simple Design F-Design or how we read and interact on the web. People don’t really read – they scan. Click here for more information
  • 20. Central Hub Your Base of Operations Contact Who? EVERY PAGE! Use a form, address, map, phone, and/or chat.
  • 21. Central Hub Your Base of Operations [click image] [click image] People expect a lot [click image] Treat your website like a media property with Good Story and Personality
  • 22. Central Hub Your Base of Operations Up-to-date info & feedback Blogs allow for interaction and thought leadership online RSS news feeds for up- to-date info [click image]
  • 23. Central Hub Your Base of Operations Widgets & Apps Widgets and Web Apps are like useful tchotchkies Web App for Jewelry – Name that Jewel (rates your knowledge) gives [click here for more examples] score, teaches users and easy to add to site
  • 24. Central Hub Your Base of Operations Social Bookmarking Give people an easy way to share your website with their friends or coworkers Links you should know: www.delicious.com www.addthis.com www.reddit.com
  • 25. Central Hub Your Base of Operations Analytics Unique Visits Bounce Rate Top Landing Pages Top Exit Pages Referrals Tracking URLs [click on the image]
  • 26. Marketing Strategy The basics Google Rules Google Yahoo! Microsoft Learn search engine AOL language and speak Ask it fluently
  • 27. Google Rules Learning to Speak Search Engine What do search engines like? It all comes down to TRUST. If you are who you say you are then you are OK.
  • 28. Google Rules Learning to Speak Search Engine Search Engine Optimization? URL Title Tags Meta-Tags Headings Keyword Density Text vs. Images
  • 29. Google Rules Learning to Speak Search Engine Finding Keywords Exploring keywords via free Google tools [click on the image]
  • 30. Google Rules Learning to Speak Search Engine Sitemap Google wants to read and understand your website quickly. Please make sure you help it. Sitemap Builder
  • 31. Google Rules Learning to Speak Search Engine PageRank How does Google rank my page?
  • 32. Google Rules Learning to Speak Search Engine Link Juice Sites “voting” for each other. You should know what to look for and what to avoid.
  • 33. Google Rules Learning to Speak Search Engine Internal Link Juice Be careful how you pass it along
  • 34. Google Rules Learning to Speak Search Engine How do you show up in SERP Directory? Be listed in as many local directories as you can find.
  • 35. Google Rules Learning to Speak Search Engine Spying on the competition? How to find out what the competition is doing and how they got there. [click on the image]
  • 36. Internet Marketing Strategy The basics Social Networking How to engage your customers both online and off
  • 37. Social Networking Be a Chatty-Kathy Why? Because that’s where people spend time engaging Because it can help you understand their needs Because people are getting used to having virtual conversations Because it can help your SERP
  • 38. Social Networking Be a Chatty-Kathy I would post videos on YouTube of my small business that my audience might find interesting How do I rate jewelry? What I look for when evaluating diamonds?
  • 39. Social Networking Be a Chatty-Kathy A Page for your jewelry business A Group for your Jewelry Association
  • 40. Social Networking Be a Chatty-Kathy [click on the image] Lots of chatter – how to use it effectively? Search for jewel lovers, connect to people locally
  • 41. Social Networking Be a Chatty-Kathy Your rolodex online that can be shared with anyone you connect to…but you can also look at theirs and see easily how you might have a [click on the image] mutual friend.
  • 42. Social Networking Be a Chatty-Kathy Ning and etc… Starting your own social network. Jewelrylovers.com to facilitate discussions, post videos, and have a blog. [click on the image]
  • 43. Social Networking Be a Chatty-Kathy Forums/Blogs Participation in forums and leaving comments on blogs is a good way to find out what’s going on in your industry and becoming a trusted expert
  • 44. Social Networking Be a Chatty-Kathy Reviews There are plenty places to leave good reviews and get bad ones. Google Maps also has reviews on your business.
  • 45. Social Networking Be a Chatty-Kathy Alerts Make sure you know what your brand name is doing online with monitoring Search Tools.
  • 46. Internet Marketing Strategy The basics Ads aren’t dead PAID RESULT You just need to say relevant PAID things to people RESULT who really care
  • 47. Ads Aren’t Dead Right Audience, Right Time, Right Ad Google Adwords & Yahoo! Smart Ads Do it yourself can cost you money with “stupid” tax.
  • 48. Ads Aren’t Dead Right Audience, Right Time, Right Ad Research Your Audience Know and verify where your target audience is online.
  • 49. Ads Aren’t Dead Right Audience, Right Time, Right Ad Make an Attack Plan Set your spending limits – set your ROI – know how to measure your goal conversions.
  • 50. Ads Aren’t Dead Right Audience, Right Time, Right Ad Start Small and Test Don’t BUY broad terms with high CPC! Language Testing – Keyword Testing – Placement Testing – Spend Testing
  • 51. Ads Aren’t Dead Right Audience, Right Time, Right Ad Measure for ROI Figure out your ROI for every ad placed.
  • 52. Ads Aren’t Dead Right Audience, Right Time, Right Ad Optimize and Adjust With all your testing done, optimize all campaigns that are converting. Best keywords, best language, best page conversion, best ROI spend.
  • 53. Ads Aren’t Dead Right Audience, Right Time, Right Ad Integrate with Traditional Don’t forget that there are a lot of people offline. Everything should match and work together. BUT…
  • 54. Things You Learned Today – PLAN! The basics Central Hub Highlight – Where’s your banana? Social Networking Highlight – Social Networking is for you and your business Google Rules Highlight – Your URL, title tags, keywords are important Ads Aren’t Dead Highlight – Be smart and start small
  • 55. MediaSauce has many ways to help - Consulting Time - Branding - Web Design - Video, 3D & Animation - SEO & PPC - Social Media Specialists - Traditional Media Click on the image to see our flickr stream
  • 56. Free Puppy Checklist 1. Revisit Marketing Plan 2. Check my website for the Basics 3. Read/Research or Hire an “Experienced” Person 4. Get A Digital Plan in Place
  • 57. Experienced Gunmen For Hire Talk to the Sauce Opportunities Assessment – What are your opportunities online and how to reach them Project Blueprint – Just need a tactical piece of the pie like website or video or both Digital Blueprint – Full blown marketing plan including all the essentials as well as how to execute
  • 58. Don Schindler Senior Digital Strategist How to get a hold of me don.schindler@mediasauce.com Twitter: donschindler IM: donissauced Cell: 317.496.2334