Part I, Drive : Search engines, links, social networks, tracking results.
Part II, Delegate : Don’t work for your website, put it to work for you.
Part III, Deliver : Put a plan in place that keeps your effort alive even when your attention is spread thin.
Who We Are
Web Site Development
Web Site Design
Content Management Software
NuRelm's niche is providing user-driven, interactive Websites that are easily editable by non-technical marketing departments and small business owners.
Why we’re presenting this
Provide real value
Present topics that NuRelm understands, but NOT imply that we are the only choice
Create useful discussions and relationships among attendees
Work with managers and business owners to help them use the Web to grow their businesses and boost sales.
Every company chooses how to build a relationship with their community. We prefer to do so in ways that : !
Who are you? Quick introduction and statement about what you’d like to get out of the presentation.
Part I: Drive Your Site!
But What IS Online Marketing?
Compelling people (the right people, not the Cialis spam guys) to FIND your website
Compelling them to COME BACK again
Compelling them to DO THINGS on your website that support your business
“ There must be a catch” you say? Well … you’re right! There is an incredible variety of ways to do these things, and they do not all work. Boiled down, sanitized, simplified, and served up with no frills in a brown paper bag, it is …
But What IS Online Marketing? 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? 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. Step 2: Come Back! (alternate title: Hold Me) Good structure GOOD CONTENT Good functionality
But What IS Online Marketing? 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.
Find Me: Search Engines
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
Find Me: Search Engines
Go to each search engine where you want to submit
Look for a link to something like “Submit your site”
Follow the instructions
Google’s “Submit your site” link is in their “About Google” section.
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?
Find Me: Search Engines From a 2007 article on www.infovis-wiki.net
Example: Links from Other Sites Be creative and look for honest, relevant linking opportunities.
Find Me: Articles / Press
Free article submission sites are all over the Web
Get recognized as an expert
It's often free
Come on, writing a good, relevant article isn't that much trouble! Ok, con your co-workers into it, it's worth it. Want to be recognized as an expert in your field? Here's your chance!
Find Me: Paid Listings
Paid listings go live immediately
Great complement to organic search efforts
Example: Check out http://adwords.google.com
Need instant gratification?
Find Me: Paid Listings Pick one or more ads Pick one or more sets of keywords Pick a max daily budget
Find Me: Membership Orgs
Ensure that your website is listed in their online directory (and if they don't have an online member directory, tell them to call NuRelm!)
Find out how you can advertise events on their email blasts
You're paying these guys … make sure you're making the most of them. Look for ways to help fellow members that also help you. We do workshops like this … fun for us, useful for you, everybody wins. We wish they would serve beer at these things, though.
Find Me: Local Search
Find out who's providing local search directories in your area and get listed.
Check out the big players:
Google - maps.google.com/golocal
Yahoo - local.yahoo.com
These are often free (Google and Yahoo are free), so make sure you're on them! Lots of organizations (like member orgs) are providing local business searches.
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.
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)
Communication: The Old Days Traditional Media
Communication: Today Traditional Media Electronic Social Media
Social Media 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
Social Media Strategy: Discussion Questions anyone?
Example Social Media 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 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.
Part III: Delegate Your Site!
What is a Business Website F or? You Expenses Clients 3 possibilities, shown via technical illustration: $ $ X $ $
What Should a Business Website D o?
Make clients love you (could replace with increase customer satisfaction, prospect confidence, employee happiness, etc)
3 possibilities, recap:
Can clients take care of simple support requests without calling you?
Can people sign up for your newsletter without manual intervention from you? (and do you have a newsletter?)
Are you able to edit your website without painful HTML editing?
If you answered no to any of these questions, then your website may be a lazy slob. Make it get off its duff! Is your website a lazy slob?
What Kind of Things Can a Web Site Do Well?
Anybody else with an Internet connection
Automate almost any simple transaction or communication between you and your …
What Tasks Does a Website Do Badly?
Closing complex sales (although a Web site can certainly help present supporting info)
Creating content (although they’re great at getting content out)
And so on …
In general, Web sites (and computers in general) can support, but not perform creative tasks …
Common Web site roles Basic business card Basic marketing tool Basic support resource E-commerce
Not-so-common Web site roles Dynamic sales tool Complex customer info database Two (or more) –way communication tool Training tool Project management tool
What Website roles are worth your time/money?
How much will it cost to implement / maintain?
How much can you save as a result?
How much more will you make as a result?
The more complex the Web site role, the more time / money / up-front labor will be required.
Part IV: Deliver Your Site! Website Maintenance & Marketing Plan
Content must stay current
Keep marketing the site
Monitor the results of your efforts
Put Web processes in place
The golden Web site rule Keeping a good Web site is an ongoing effort that starts once the site is launched. Maintaining a good Web site is an ongoing effort:
Don’t Forget About Content
Schedule site updates and stick to the schedule
Don’t let obviously old content stay on your site
Put someone in charge of your site’s content
Put a process in place to review Web site content
Seem like a pain? It is … but content is the most important part of your site, it’s worth it! Good content makes the Web go round, so don’t take yours for granted.
As with content updates, schedule online marketing activities
Put someone in charge of online marketing.
Try this: get an intern and tell him 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.
Monitor Your Plan’s Progress
Monitor site statistics (example on next page)
Ask for customer feedback (possibly with online forms)
Track business activities that originated from the Web site and assess your investment
Google Analytics will tell you more about your site visitors than you even want to know. And it’s FREE! If you don’t know how well your efforts are working then how … oh you know the rest.
You can learn:
How many people visited
What they are viewing
What search engines they used, and what search words
What kind computer they use
Much more …
Monitor your progress Web site statistics programs provide a wealth of data.
Monitor your progress: Example
Put processes in place
Come up with a plan to update content and market your site.
Track what happened.
Rinse. Lather. Repeat.
Work smarter, not … AND harder: You can not only survive this nasty recession, you can thrive. Use your best, least expensive marketing and efficiency tools and you’ll rise while everybody else drops like flies.
Treat the Web like everything else: Take a methodical approach, put processes in place, just like with other aspects of your business
www.nurelm.com [email_address] 724-430-0490
Thanks! Need Help Getting Started?? NuRelm provides FREE Web site strategy assessments!!