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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!
Don’t Just Survive, Thrive! What makes people come back to a website once they find it? POP QUIZ!
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
Don’t Just Survive, Thrive! How can you make your website’s visitors bend to your will and do things you want them to do on your site? POP QUIZ!
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)
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?
Don’t Just Survive, Thrive! Who’s got some suggestions on revving up your site’s organic search results? POP QUIZ!
Expensive search engine submission services are rarely useful
Search engine programmers are smart, and they have seen it all – attempting to deceive them will get you ranked lower or removed.
Example: Links from Other Sites Be creative and look for honest, relevant linking opportunities.
Don’t Just Survive, Thrive! What are some other creative ways to build links to your website? POP QUIZ!
Example: Online Newsletter What: NuRelm sends customers, partners and prospects periodic informational newsletters. Results : Much more effective than newspaper ads, much cheaper . Caution : Good newsletters require effort on your part.
eNewsletters: How do they work? 1. Subscriber Database 2. Build Database 3. Newsletter Content / Format 4. Send It! Subscriber List
Find Me: Social Networking 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.
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.
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.
Don’t Just Survive, Thrive! What other marketing tasks can you put into your marketing plan and get your hapless intern to do? How will you track what they’re doing? POP QUIZ!