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A few reasons people use the Web: We love to INTERACT on the web
But What IS Online Marketing again? Step 1: Find Me! (alternate title: Looking For Love In All the Right Places) Big search engines Social networking Articles / press Paid listings Membership organizations Local search listings Your Site!
But What IS Online Marketing again? You must have a site that works and that does what a client wants, but once that’s in place, GOOD CONTENT is what will usually bring them back. Social Media is a great way to provide good content on a regular basis. Step 2: Come Back! (alternate title: Hold Me) Good structure GOOD CONTENT Good functionality
But What IS Online Marketing again? You must have a site that works and that does what a client wants, but once that’s in place, GOOD CONTENT is what will usually bring them back. Good structure GOOD CONTENT Good functionality Step 3: Do What I Want! (alternate title… oh, never mind)
Find Me: Search Engines Indexing Search Engines (spiders) use software to search almost every site on the entire Internet, each has its own private algorithms for ranking sites. Subject Directories are categorized lists of Web sites built by humans, not software. Not nearly as big as spider-built search tools.
Rankings generated by each search engine’s proprietary algorithms
Basics: Good page titles, descriptions, structure, readability (your web developer should know what these mean)
Items that will make the difference: Good content, lots of good links to your site
Links from other sites to your site are critical to building good organic results. People won’t link to you if your content is bad. So, good content is critical! What are “organic” results and how do I beef mine up?
Find Me: Search Engines From a 2007 article on www.infovis-wiki.net Ok, this is weird, but ... Smileys = Websites Fingers = Links Big = High PageRank Got it?
Definition Social media is media designed to be disseminated through social interaction, created using highly accessible and scalable publishing techniques. Social media supports the human need for social interaction , using Internet- and web-based technologies to transform broadcast media monologues (one to many) into social media dialogues (many to many). -Wikipedia, 2009
Components of Social Media Social media can be said to have three components:
Concept (art, information, or meme … your content)
Media (physical, electronic , or verbal)
Social interface (intimate direct, community engagement, social viral, electronic broadcast or syndication, or other physical media such as print)
The passenger (your content) The road (the internet) The vehicle (media choices)
Find Me: Social Media To be honest, I don't even know what ALL of these are. But I know the big ones. Grab an “AddThis” button from www.addthis.com Do you have kids? Ask them about these sites.
Communication: Today Traditional Media Electronic Social Media
Your Web Traffic Strategy: Overview The passenger (your content) Social Networking Social Bookmarking RSS Feeds Blog Contributions Microblogging Local Search Directories Organic Search Search Directories Blog or Website Paid Search
“ Our Web-based tools help bloggers, podcasters and commercial publishers promote, deliver and profit from their content on the Web.”
Helps you publish, distribute, and track your feeds
Microblogging Definition : A form of multimedia blogging that allows users to send brief text updates, either to be viewed by anyone or by a restricted group which can be chosen by the user. These messages can be submitted by a variety of means, including text messaging, instant messaging, E-mail, digital audio or the web. -Wikipedia, 2009 Good For: Promoting events, press releases, special offers, and breaking news. Examples : Twitter, Facebook, identi.ca, Jaiku
Use Twitter as a business resource to gather information, not just to disseminate it:
Begin by following other business Twitter accounts that are relevant to your business.
Post interesting, relevant, business-related information.
Social Networking Definition : Focuses on building online communities of people who share interests and/or activities, or who are interested in exploring the interests and activities of others. Most social network services are web based and provide a variety of ways for users to interact, such as e-mail and instant messaging services. Good For: Extending network, find leads, build partnerships and staying up to date within business community. Examples: LinkedIn, Facebook, Plaxo
Business referrals from pleased clients, partners, colleagues.
Great follow to connect with people from networking events or new prospects that you've met previously.
Building expertise by posting on forums and answering questions for people.
Link blogs, Twitter accounts, and other social media items to tie all your efforts together.
Social Bookmarking Definition: A method for Internet users to share, organize, search, and manage bookmarks of web resources. Unlike file sharing, the resources themselves aren't shared, merely bookmarks that reference them. -Wikipedia, 2009 Good For: Viral marketing Examples: Del.icio.us, Digg, Reddit
Social bookmarking: How to use it for business
Free and effective way to get backlinks and drive traffic to websites and blogs
Get friends and co-workers to help rank your links for more credibility and exposure
Understand how these sites work before using them, the best way is to just explore them
The most popular ones are Digg, Del.icio.us, Reddit or StumbleUpon
Can be performed by members of your marketing staff who do not necessarily know everything about the business
Example Social Media Marketing Strategy: Ingredients
Gather up the following ingredients:
Part of your website that you want to feature, let’s say blog
An RSS reader
One or two good social bookmarking sites
LinkedIn accounts for all your sales people
A Twitter account (or experiment with one of the others listed previously)
A stalwart marketing intern
Example Social Media Marketing Strategy: Prepare Your Internet expert … unpaid marketing intern (Ace) Make a list of related blogs and set them up in an RSS reader. Review each week for articles that your staff could respond to. Build up a list of followers and followed. Only “tweet” interesting things, such as links to excellent articles related to your field, or relevant news stories. You’ll use this to market your own articles. Excellent for sales person networking, but also a great way to create links to your site. Everyone in the office should have an account. Sign up, and regularly recommend good, relevant sites. You’ll use this to recommend your own when the time comes. Everyone in the office should get an account.
Example Social Media Marketing Strategy: Launch! Ace has set up your new blog, collected witty, informative articles from the staff, gotten everything ready, and now you launch it! Pick an article and talk it up … Twitter, Facebook, links on LinkedIn, thumbs up on Stumble and anything else. Remember, more links not only provide traffic via the links, they make your search rankings go up. Get creative. There are a lot of high-traffic sites where you can place a high-traffic link. For example, projects.metafilter.com is a great place to not only get feedback on your new blog, but to get traffic.
As with content updates, schedule online marketing activities
Put someone in charge of online marketing.
Try this: get an intern and tell her to spent a day finding places to place links and publish online articles, and to put the results in a spreadsheet for you. The Internet seems magical sometimes. Unfortunately, it’s not … marketing must go on, just like in the real world.