Handout: Preparing for a Pandemic: Raising Campaign Online Visibility

presents Preparing for a Pandemic: Raising Campaign Online Visibility Friday, February 12, 2010 1:00 – 2:00 COntent LeadeRs: Larry Himelfarb, Asst Director, Online Services, American Nurses Assn Jessica ek, Web Communications Editor, American Nurses Assn don Baker, Partner, NSI Partners The unofficial alternative to the canceled Tech10 Washington, dC

PrEPArINg fOr A PANDEmIC: rAISINg CAmPAIgN ONlINE vISIbIlIty A Search-Marketing Strategy Overview The following eight steps will help you start (plus popular variants) into the pages’ Title tags, optimizing your website for higher search rank- Meta description tags, headlines and important ings and more conversions. text. Search spiders from Google, Yahoo! and Bing will scan these elements of your pages to 1 establish Campaign Goals & Metrics help them determine the pages’ topics—better Decide upon your search-marketing goals. These optimization will help produce higher search can include increasing website traffic (total or to rankings. specific site sections/pages) to improve brand reach, or increasing visitor conversions (e.g., 6 Pursue Inbound Links sales, downloads, sign-ups or leads). Getting links to your site from other quality sites will tend to boost its rankings on Google. Getting 2 determine Keyword-Phrase sets such links—from partner and complementary Specific keyword phrases are the heart of your sites, press releases and online news—is impor- search-marketing campaign -- you will use them tant to your site’s success. on your website and all other searchable content. Determining your phrase set will involve your 7 Pursue social-Media Links staff, your website statistics and other research. Links to your site from social-media sites can Search consultants can help by using specialized have an important impact on search rankings, tools to help uncover additional and unexpected and serve as fresh traffic sources. Be sure to phrases used by consumers, who often are include social media in your total linkbuilding unaware of industry jargon. campaign. (See Page 2 for social-media tips.) 3 establish Baseline site 8 track Progress Visibility vs. Competition Use website-analytics tools to slice-and-dice your Running searches with your new keyword-phrase site’s traffic data and gain valuable insights re- set will help benchmark your site’s current visibility garding traffic sources, time-on-site, bounce rates level, and identify competitors’ websites you can and much more. In addition, track your search be examine to understand how they’ve acquired rankings for important keyword phrases, plus new their high rankings. friends/follows from social-media sites. Reviewing trends over time helps you tailor your site devel- 4 Run a targeted Pay-Per-Click opment and marketing campaigns. ad Campaign Pay-per-click (PPC) ads are displayed when searchers type your important keyword phrases into search boxes at Google or other search portals. The data collected in a PPC campaign provides real-world evidence of the relative popularity of specific phrases, which will help you further target your phrase set. The campaign also gives you a jump-start against your competitors, as it provides instant first-page visibility as your organic (free) rankings improve. 5 Optimize Important site Pages Here’s where you really begin to apply what you’ve learned from keyword research. Map your most important phrases against your most important/relevant site pages, and work those phrases © 2010 NSI Partners Larry Himelfarb Jessica Ek Don Baker Larry.Himelfarb@ana.org Jessica.Ek@ana.org Don@nsipartners.com 301.628.5115 301.628.5110 719.328.0042

PrEPArINg fOr A PANDEmIC: rAISINg CAmPAIgN ONlINE vISIbIlIty 10 Best Practices For social-Media success 1 establish a social-Media strategy 6 Claim Your Brand Determine your organization’s goals for social Register your business identity on social networks, media use. In addition to promoting your organi- if only to keep squatters from claiming them. Keep zation or industry, remember the importance of your eyes open for new social networks, and reg- reputation management. Being alerted to poten- ister your identity as soon as you can. tial public-relations problems spreading through social media helps you respond before they 7 Join In morph into public-relations disasters. Get involved in your chosen networks, and build your reputation there. Put on a human face by 2 Identify & Follow Important Voices identifying the employee(s) speaking for your Listen to what is going on in the social media company. Find ways to position yourself as a space. Find and monitor your industry’s important leader in your space, by sharing your expertise blogs, forums, Twitter users. Tracking your repu- and answering others’ questions. At the same tation online can involve simple tools like RSS time, adopt an informal, personable voice that feeds, or a comprehensive tracking tool or service makes it easy for others to interact with your to help manage the process, e.g., Reputation- organization. Connect (www.nsipartners.com/repcon- nect.html). 8 Promote Yourself—and Others 3 establish a Corporate Policy While a primary goal will be to share your Develop a complete workplace policy own ideas and content, social-media con- on social media for your employees. versation is a two-way street. Ask your Beyond marketing communications, find followers for feedback and ideas, thereby ways to use the cost efficiency of social including them in the decision-making media for improving internal commu- process and building personal connec- nications. Make sure your employees tions. Engaged followers are more likely know the official company policy for social-media to become your “evangelists” who share with oth- participation. ers their passion for your ideas and goals. 4 Develop a Network and 9 Stay Active Content strategy Unlike traditional public relations, your engage- Once you identify and begin tracking online con- ment with social media must be continuous to versations relevant to your organization, you can reap long-term benefits. You should blog, tweet, decide what networks in which you’ll participate. comment, and/or share links every week. You can Whether you use a blog, Facebook or Twitter repackage posts for other media, direct friends to pages, Squidoo lenses, Stumbleupon or YouTube new website content, guest-blog -- the possibili- accounts depend on where the important conver- ties are nearly endless. What’s important is to stay sations are occurring. You also need a process engaged in active dialogue with your audience. to develop, review and deliver your content to the chosen social networks. 10 Measure and track Results Use website analytics and a social-media track- 5 Define Success Metrics ing tool to track and report on social media’s Every organization or campaign will have unique impact on your website traffic, plus the share and goals for social-media engagement. You may sentiment of online conversations relevant to your want to increase website traffic, develop a large organization and topics. Over time, you’ll notice blog or Twitter following, or publish your con- the impact of your efforts, and learn to target your tent on as many social networks as possible. resources more effectively. Set goals and decide on ways to track progress toward those goals. © 2010 NSI Partners Larry Himelfarb Jessica Ek Don Baker Larry.Himelfarb@ana.org Jessica.Ek@ana.org Don@nsipartners.com 301.628.5115 301.628.5110 719.328.0042

Handout: Preparing for a Pandemic: Raising Campaign Online Visibility

by Don Baker on Feb 11, 2010

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Handout: Preparing for a Pandemic: Raising Campaign Online Visibility — Document Transcript