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Web Design & Internet Marketing Basics - Brody Dorland, Something Creative, Inc.
 

Web Design & Internet Marketing Basics - Brody Dorland, Something Creative, Inc.

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Originally created for an audience of hospital administrators and communications staff, this presentation covers the basics of website design, search engine optimization and internet marketing.

Originally created for an audience of hospital administrators and communications staff, this presentation covers the basics of website design, search engine optimization and internet marketing.

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  • What is marketing? People, Messages & Vehicles. It really doesn’t get simpler than that. What is marketing strategy? Research, Planning & Development of these elements to achieve a specific goal. Define and target the right audiences Carefully craft the right message that speaks directly to the needs of those audiences Package and deliver those messages in the most effective communication vehicles Your website (and the internet in general) is one of your marketing vehicles. It’s also the vehicle with the most options, the most horsepower and the most efficient when you consider the costs involved.
  • What is Website Strategy? Website strategy is taking your company’s marketing and sales strategy and translating it into a website that will compliment your sales and marketing efforts. What is your Spine Center’s main marketing/sales goal? Based on that goal, what does your website need to do to achieve that goal? Build brand awareness? Build credibility? Educate/inform? Generate leads? These answers provide the basis from which we will develop your new website.
  • After we’ve identified the overall goal of the website, The next step is to profile your customers or patients. To do this, we want to create what are known as buyer personas. Can any of you name any of the more well known buyer personas (aka demographic profiles) around the U.S.? Soccer Moms – Bill Clinton’s political consultants created this persona in preparation for the 1996 presidential election. The soccer mom was "the overburdened middle income working mother who ferries her kids from soccer practice to scouts to school. She's the key swing consumer in the marketplace, and the key swing voter who will decide the election”. NASCAR dad refers broadly to a demographic group of white, usually middle-aged, working-class or lower-middle-class men. The term was often used during the United States presidential election of 2004 These personas have been so well defined and engrained in our culture that you immediately get a mental image of those people. And knowing these people’s demographics, their needs and problems gives us the ability to understand and communicate with them very effectively. As part of the website strategy exercise, it is very important for us to create individual buyer personas that emulate your target customers. When we do this right, those personas guide every decision we make regarding website content, design and usability. Let’s go through this exercise right now and come up with two buyer personas that we’ll use throughout this presentation.
  • A quick exercise here…I’m going to say a few brand names and I’d like you guys to just shout out words that would characterize that brand in your minds. Mercedes – Unlike Any Other Apple – Think Different Starbucks Now I’ll throw out a few taglines and tell me what the brand is…. Don’t leave home without it. (1975) American Express Where’s the beef? (1984) Wendy’s Tastes great, less filling. (1974) Miller Lite Melts in your mouth, not in your hands. (1954) M&M Candies Takes a licking and keeps on ticking. (1956) Timex Our ultimate goal as marketers is to create and establish a solid brand and then reinforce that brand with everything that we do. Sidenote: A new website project often doubles as the launch of a new brand facelift.
  • Definition: The unique value a business offers to its customers. It's why your customers will want to do business with you. Questions: What are some of the things that make your businesses unique? What things will your two buyer personas focus on? What will be important to them? How will you differentiate yourself from your competition? - Different services - Better doctors - Other? Knowing this information, I like to work this into a website tagline. Now, this is different than a corporate tagline that may make up your brand. There is a difference. Examples: Bad - Creating Relationships. Building Trust. Changing Lives. Bad – Turnkey Business Solutions Good – YouTube.com – Broadcast Yourself Good – Smartvacuums.com – Our Business Sucks But It’s Really Picking Up.
  • So at this point in the project, we’ve determined several things: We’ve discussed how your website should compliment your company’s sales/ marketing goals We’ve developed buyer personas We’ve determined how you want your company to be perceived visually We’ve identified your value proposition and incorporated that into a new website tagline. After exhausting many of these high-level strategic conversations, it’s time to start mapping out your site. Any questions before we move on?
  • Now comes the MOST important part of the entire website planning process. Content Development. Content is King: Be a thought leader – put your original ideas and your expertise out there. People will notice and come to you first. Engage and steer your prospective patients – Hook them early and then steer them down the conversion path (which ends when they pick up the phone). Educate them – People want to learn about their condition. Your site can give them that. And it could save time for your doctors. Let them know about your expertise – Communicating your expertise will give them the confidence to do business with you. Write for your buyers…What problems do your services solve? – It’s not about you, it’s about them and their pain. Empathize and tell them how your services will help. Write using your buyer’s own words – Can your medical explanations be interpreted for your patients? SEO benefits… Inform them of the latest happenings – Let them know you’re an active, growing, thriving organization.
  • How will your content be developed? Do you have the capacity to do this yourselves? Will a peer review be required? In most cases, it’s best to get a website copywriter involved early on. - Writing will be higher quality - The writer’s laymen viewpoint often makes for more effective copy - Internal people don’t have to set aside their normal jobs for weeks on end. - Overall project will move much faster. - Professional search engine keyword integration
  • You Are What You Publish…So you need to think like a publisher: Let’s say your website is a monthly magazine, and every month it has the same articles, would anyone subscribe? Your competition is also putting out monthly magazines and they have fresh articles every month and their subscriber base is steadily growing.
  • Site Organization: An Architectural Process to Categorize Your Content Define Every Page Categorize Logically Develop Navigation…Keep it simple Use “Web Conventions” – “About Us” Use Obvious, Descriptive Nomenclature Minimize Clicks Create “Engineered Conversion Paths” that you will track with Website Analytics Walk through AD sitemap - then point out things on the site.
  • Scoliosis Example: Let’s say I’m looking for information on Scoliosis. Thinking questions – Hmmm. Pretty busy. Where should I start? Looks like the specialize in disk replacement…Is that all they do? Is that the navigation or is that it over there? Ok, there’s spinal conditions. Which should I choose? Scoliosis is listed under both? Design Elements: Buttons should look like buttons. Text links should be differentiated with a color and/or underlined. Too much use of color is distracting. Images should be used to compliment your content, not draw attention away from what you want site visitors to ultimately do on your site. You get the point. When we’re creating a website, our job is to eliminate question marks. Extreme Examples…
  • Use Newspaper Example for Scanning
  • Example: Search engines are a good example. Many people type a website’s entire URL into the search box, instead of typing the URL into the address bar.
  • So…
  • Faced with the fact that your visitors are “whizzing by”, the most important headings should be larger, bolder, in a distinctive color and set off by whitespace or near the top of the page.
  • Without having to think, this design is telling the user that these items are related and probably some sort of navigation bar.
  • All examples of “noisy” sites.
  • Flash animation is everywhere these days, but there is a right way and a wrong way to use it.
  • Flash animation is everywhere these days, but there is a right way and a wrong way to use it. The right way: Use it sparingly to engage and entertain your visitors or to improve upon the explanation of a concept (like spinal surgery procedures). The wrong way: Don’t build your entire site in flash unless you are a flash developer.
  • It’s a fact – People won’t use your website if they can’t find their way around it. Walmart story – Home Décor, Housewares & Appliances. I’ll try housewares. I head to the housewares area, then I start looking at the signs on the end of each aisle. I see Crafts, Gifts & Celebrations, Home Improvement, Kitchen & Dining, Storage & Organization. I’ll try kitchen and dining. So I think I’ve got the right aisle, so I start looking at the individual products. But it looks like I’ve guessed wrong. No brita filters. So I try another aisle, and another aisle and I start to get frustrated. I finally have to find a walmart employee and ask. They walk me to the “Heating & Cooling” aisle in the Appliances section and the filters happen to be placed right next to the dehumidifiers. Who knew! I use this story to illustrate the point of a store’s “navigational system”.
  • Trunk Test – Set up the test. Pick a volunteer. I’m going to ask these questions. MASS (old and new)
  • After we’ve worked on a site for a few weeks, we no longer have a fresh perspective. We know too much. The only way to find out if the site really works is to test it. While multiple tests is better, only doing one test will show you several things that you can do to improve your website. The earlier we test in the development process, the easier and less costly it will be for us to make modifications later on. Recruiting perfect test subjects is overrated. Usability Testing software now provides the ability for others to watch the usability tests in real time or at their leisure. Common tests. Example: I want you to download our brochure on Scoliosis procedures and then request an appointment for next Friday. Drop them on the Homepage and let them go. Have your notepad ready. Take a break?
  • SEO basically becomes a game. And he with the highest score wins. And from this point forward, we’re going to start keeping score.
  • Challenges: People don’t read on the web, but SE spiders need words to determine the content topic of each page. Highly visual pages may struggle to score well. Market/Industry Saturation Your competitors are spending money on SEO too. Examples: warehouse shelving, Kansas Back pain
  • What are SEO techniques? Things that we can do to your overall site Things that we can do to individual pages Things we can do on the internet (off your site) to build your site’s presence/stature.
  • But before we do anything, we need to do our research… Keywords are the heart of SEO.
  • Creating a “Spider-Friendly Page” Eliminate road blocks (navigation) Keep page size down Limit FLASH usage to visual and interactive content 250-300 words of content Focus on 3-5 keyword variations per page Keyword integration within body content (improves keyword density) Title Tags Meta Description & Keyword Tags Head Tags (,,, etc.) Alt Text Tags Bold Tags Link Text (Anchor Text)
  • Creating a “Spider-Friendly Page” Eliminate road blocks (navigation) Keep page size down Limit FLASH usage to visual and interactive content 250-300 words of content Focus on 3-5 keyword variations per page Keyword integration within body content (improves keyword density) Title Tags Meta Description & Keyword Tags Head Tags (,,, etc.) Alt Text Tags Bold Tags Link Text (Anchor Text)
  • Intro: Prior to the web, organizations had only two significant choices to attract attention: Buy expensive advertising or get third-party ink from the media. But the web has changed the rules. The web is not TV. Organization that understand the new rules of marketing and PR develop relationships directly with consumers like you and me.
  • Search Engine Advertising – Search “Spine Center” - Point out Goolge Adwords Sponsored Ads – Explain Pay Per Click Concept Online lead generation (new patient acquisition) Pay per click vs. Pay per impression Ask Audience: How many of you read blogs? Setting up google alerts for key terms may bring all kinds of opportunities, ideas Blog advantages: A more candid arena Start conversations and get direct feedback from buyers Fresh content SEO fodder Disclaimer: If you can’t commit to blogging consistently, then don’t start a blog.
  • How many of you participate in social networking sites now? How do you use them?

Web Design & Internet Marketing Basics - Brody Dorland, Something Creative, Inc. Web Design & Internet Marketing Basics - Brody Dorland, Something Creative, Inc. Presentation Transcript

  • Promoting Your Small Business Online: Website Design & Internet Marketing Strategies Brody Dorland - Something Creative, Inc.
  • Introductions
    • Presentation Approach: The Strategies Behind Effective Websites (not the technical stuff)
    • Do These Strategies Really Work? I wouldn’t be here if they didn’t.
    • Introduce Yourselves…
      • Name, Company Name
      • Do you already have a website?
      • What is your role within your organization?
        • Owner? Marketing/Communications Manager? Other?
      • What is your geographic target for new patient development?
        • National? Regional? Local?
      • What questions do you want answered?
  • What We’ll Cover…
    • Marketing Basics
    • The Importance of Website Content, Organization & Functionality
    • Understanding Website Design & Usability
    • Search Engine Optimization
    • Internet Marketing Strategies
    • Let’s Get Started!
  • I. Marketing Basics
    • People, Messages & Vehicles
    • People: Potential Patients, Current Patients
    • Messages: Your Brand, Your Unique Offering
    • Vehicles: The tactical elements that deliver your message (salespeople, advertising, PR, direct mail, tradeshows, websites , etc.)
    Acme Spine Center is the best!
  • Website Strategy
    • Translating your marketing/sales strategy to the web
    • What is your spine center’s main marketing/sales goal?
    • So what does your website need to do to achieve that goal?
      • Build brand awareness?
      • Build credibility?
      • Educate/inform?
      • Generate leads?
  • Profiling Your Customers
    • Buyer Personas – Explained
    • Profile Elements
      • Who are they? Demographics
      • What do they want/need?
      • What are their problems?
      • Can they be segmented or categorized?
      • Can you interview them to help you determine and prioritize your content strategy?
      • What words/phrases would they use to find your services on the web?
      • Will they be task-oriented buyers or browsers?
    • Document all this and give each profile a name.
    • Use these profiles to guide your website development process.
  • Establishing Your Brand
    • Your Brand: Defined
      • The defining stamp of your business
      • A simple message (7 words or less)
      • A visually-appealing, memorable identity
      • Consistency across all customer touch point
        • Logo and all identity element
        • Color scheme
        • Writing Style/Voice
        • Ads
        • Brochures
        • Signage
        • And of course… Your Website
  • Communicating Your Unique Message
    • Your Value Proposition: Defined
    • Differentiation & Positioning
    • Creating a Distinct, Descriptive Website Tagline
      • You have 4 seconds…
      • Examples: The Good and the Bad
    • What do you want your buyers to believe?
  • Website Strategy Summary
    • We’ve discussed how your website should compliment your company’s sales/ marketing goals
    • We’ve developed buyer personas
    • We’ve determined how you want your company to be perceived visually
    • We’ve identified your value proposition and incorporated that into a new website tagline.
  • II. The Importance of Website Content, Organization & Functionality
    • Translating Audience Needs & Your Marketing Strategy onto the Web – Content Strategy
    • Content is King:
      • Content brands your organization as a thought leader
      • Engage and steer your prospective patients
      • Write for your buyers…What problems do your services solve?
      • Educate them
      • Let them know about your expertise
      • Write using your buyer’s own words (interpret medical explanations for the layperson, SEO benefits)
      • Inform them of the latest happenings
  • II. The Importance of Website Content, Organization & Functionality
    • How will your content be developed?
      • Do you have the capacity to do this yourselves?
      • Will a peer review be required?
    • In most cases, it’s best to get a website copywriter involved early on.
      • Writing will be higher quality
      • The writer’s laymen viewpoint often makes for more effective copy
      • Internal people don’t have to set aside their normal jobs for weeks on end.
      • Overall project will move much faster.
      • Professional SE keyword integration
  • II. The Importance of Website Content, Organization & Functionality
    • Content is King, It’s also a commitment…
      • You Are What You Publish
      • Frequent Content Updates
        • New Articles
        • New Service/Capabilities/Techniques
        • New Research Findings
        • Practice News
        • Success Stories/Case Studies
        • Upcoming Events
      • So…How do you update your site?
        • Developer maintenance agreements
        • Content Management Systems
  • II. The Importance of Website Content, Organization & Functionality
    • Site Organization: An Architectural Process to Categorize Your Content
      • Define Every Page
      • Categorize Logically
      • Develop Navigation…Keep it simple
      • Use “Web Conventions”
      • Use Obvious, Descriptive Nomenclature
      • Minimize Clicks
      • Create “Engineered Conversion Paths” that you will track with Website Analytics
      • Examples
  • Go To Site >
  • II. The Importance of Website Content, Organization & Functionality
    • Website Analytics (Google Analytics)
      • Traffic Reporting
      • Site Usage Statistics
      • Traffic Mapping
      • Traffic Sources
      • Keyword Productivity
      • Conversion Rates
      • Funnel Visualization
      • Content Popularity
      • Etc.
  • II. The Importance of Website Content, Organization & Functionality
    • Website Functionality – Providing tools that…
      • Save Time & Effort
      • Add Value
      • Set Your Site Apart from Your Competitors
      • Aid in patient management and marketing (list building, e-mail mktg)
    • Common Tools
      • Database Backend/Tie into other patient database systems
      • Patient Portals
      • Forms ( contact , patient documentation , appointment requests )
      • Calculators/Estimators/Quoting Engines
      • Product/Concept Demonstrations, Animations & Videos
      • Directions/Maps
      • E-commerce (pay your bill online, sell training/exercise materials)
      • Content Management Systems
  • Understanding Website Design & Usability
    • #1 Rule of Website Design…Don’t make the user think.
    • Examples: Not Thinking vs. Thinking
    • Things that make us think:
      • Nomenclature: Obvious vs. Vague vs. Jargon
      • Design Elements: Buttons, Text Links, Colors, Images
      • Site Layout: Clutter (Where Do I Start?) , Complex Navigation , Imbedded scroll bars
    • Our job is to eliminate the question marks.
  • Understanding Website Design & Usability
    • The Facts of Life…
      • We don’t read pages, we scan them. Why?
        • We’re usually in a hurry.
        • We know that we don’t need to read everything.
        • We’re good at it.
      • We don’t make optimal choices, we choose the first reasonable option. Why?
        • We’re usually in a hurry.
        • There’s not much penalty for guessing wrong.
        • Guessing is often more fun.
  • Understanding Website Design & Usability
    • The Facts of Life…
      • We don’t figure out how things work, we muddle through. Why?
        • People don’t read instructions.
        • People use websites effectively in ways that are nothing like the designer intended. ( example )
        • It’s not important (as long as it works).
        • If we find something that works, we stick with it.
  • Understanding Website Design & Usability
    • Most people are just scanning, not reading (they’re whizzing by)
    • They’re not necessarily going to make the optimal choice.
    • And they may use your site in a very different way then you intended.
    • So what do we need to do?
    • We design billboards…
  • Billboard Design 101: Designing Websites for Scanning
    • Create a clear visual hierarchy
      • The more important something is, the more prominent it should be. (AD example)
    Very Important A little less important Nowhere near as important
  • Billboard Design 101: Designing Websites for Scanning
    • Create a clear visual hierarchy
      • Things that are related logically are also related visually.
    Back Pain Neck Pain Degenerative Disc Herniated Discs Kyphosis Low Back Pain
  • Billboard Design 101: Designing Websites for Scanning
    • Create a clear visual hierarchy
      • Things are “nested” visually to show what’s part of what.
      • Newspapers are good examples (images, charts, graphics).
  • Billboard Design 101: Designing Websites for Scanning
    • Conventions are our friends
      • Newspaper Examples: Headlines, image captions, layout
      • Life Examples: Street signs, universal symbols
      • Web Convention Examples: Spine Universe
        • Navigation (top horizontal or left-side vertical, tabs, text-based footer navigation)
        • Layout – Breaking up the page content into clearly defined areas, top left logo doubles as home button
        • Make it obvious what’s clickable (links, colors, underlines, buttons)
        • Common web icons (cart, play)
  • Billboard Design 101: Designing Websites for Scanning
    • Keep the NOISE DOWN!
      • Busyness: Too many colors, featured content areas, exclamation points, animations, ads
      • Background noise (design elements, videos, audio that detract)
      • Examples:
        • http://www.spinecenter.com/
        • http://www.laspineinstitute.com/
        • http:// www.livingwellspinecenter.com /
  • Billboard Design 101: Designing Websites for Scanning
    • What about animation (Flash)?
      • Pros:
        • Draws attention
        • Can give high-end feel to site
        • Can better explain a complicated concept (visually)
        • Allows visitor to sit back (not read) and engage with your message(s).
        • Integrate multiple messages and images within one space.
      • DFS before
      • DFS after
  • Billboard Design 101: Designing Websites for Scanning
    • What about animation?
      • Cons:
        • Large file sizes
        • Can pull eyes away from main focus
        • Some people hate flash.
        • Not search engine friendly
        • No linking to internal pages on Flash-based sites
        • Difficult to pull traffic statistics from flash sites.
        • Flash developer will have to be involved long-term
      • example , new version
  • Billboard Design 101: Designing Websites for Scanning
    • Street Signs & Breadcrumbs ( Walmart example)
      • Persistent Navigation and Sub-Navigation
        • It gives us something to hold on to.
        • It tells us what’s here.
        • It tells us how to use the site.
      • Page Names/Headings (nice example of nav & headings)
      • Footer Text Navigation – Less scrolling (example)
      • “ You Are Here” / Breadcrumbs (example)
  • Billboard Design 101: Designing Websites for Scanning
    • Trunk Test – Questions:
      • What site is this?
      • What does this company do?
      • What page am I on?
      • What are the major sections of the site?
      • What else is within this section (down this aisle) of the site?
    • Test Site , (after)
  • Billboard Design 101: Designing Websites for Scanning
    • Usability Testing: Defined
      • If you want a great website, you have to test it.
      • Testing 1 user is 100% better than testing none.
      • Testing 1 user early on is better than testing 50 users near the end.
      • Test subject can be anyone who uses the web
      • Nothing beats a live audience
      • “Get It” Test, Trunk Test, Key Task Testing
  • IV. Search Engine Optimization (SEO): A Very Important Game
    • The Facts:
      • Search engines (SEs) are the primary mechanism used for researching companies, products and services.
      • Top search engine ranking have turned home-based businesses into huge corporations in a matter of months.
      • SEO is the primary reason why I’m here today.
      • A search engine’s “product” is providing searchers with the most relevant content/websites.
      • Search engine algorithms: Explained
      • He with the highest score wins…
  • IV. Search Engine Optimization (SEO): A Very Important Game
    • Our Challenges:
      • People don’t read on the web, but SE spiders need words to determine the content topic of each page. Highly visual pages may struggle to score well.
      • Market/Industry Saturation
      • Your competitors are doing it too.
    • Examples
  • IV. Search Engine Optimization (SEO): A Very Important Game
    • The Solution:
      • Develop your content for your buyers first
      • Research and develop a long-tail keyword strategy
      • Research/analyze your competitors’ websites and their SEO efforts
      • Utilize proven search engine optimization techniques to make your site appear more relevant (get a higher score) than your competitors’ sites.
    • What are SEO techniques?
  • IV. Search Engine Optimization (SEO): A Very Important Game
    • Keyword Research:
      • Create a good seed list (most important terms and phrases that you think your buyers will use)
      • Dig deeper into the “Long Tail” to identify keyword variations that give you a better chance to rank
        • back pain , back pain relief, low back pain relief
      • Plug that list into a keyword research tool
        • Google Keyword Suggestion Tool
        • WordTracker.com
        • KeywordDiscovery.com
      • Organize/prioritize keyword list, cross reference with your website’s content and address any holes.
  • IV. Search Engine Optimization (SEO): A Very Important Game
    • Geo-Targeting – Optimizing to target specific markets (cities, states, regions)
    • Site Optimization Techniques:
      • Domain name and domain age
      • Keyword optimized file/folder structure
      • Overall size of your site
      • Fresh content added regularly
  • IV. Search Engine Optimization (SEO): A Very Important Game
    • On-Page Optimization Techniques: (example)
      • Creating a “Spider-Friendly Page”
        • Eliminate road blocks (fancy navigation)
        • Keep page size down
        • Limit FLASH usage to visual and interactive content
        • 250-300 words of content
        • Keyword integration within first 200 characters of the page
        • Focus on 3-5 keyword variations per page
      • Keyword integration within body content (improves keyword density)
      • Title Tags, Meta Description & Keyword Tags
      • Head Tags (<h1>,<h2>,<h3>, etc.)
      • Alt Text Tags, Bold Tags
      • Link Text (Anchor Text)
  • IV. Search Engine Optimization (SEO): A Very Important Game
    • Scoring Update
      • Overall website optimization = 10 points
      • Content & On-Page Optimization = 10 points
      • New Site SEO Score = 20/100
    • We have more work to do…
  • IV. Search Engine Optimization (SEO): A Very Important Game
    • Off-Page Optimization Techniques:
      • Link Building: Backlinks Defined
      • Website Directories
        • General vs. Niche
        • Free vs. Paid
      • Blog / Forum Participation (comments & signatures)
      • Link Exchanges (partner sites, auxiliary market websites, local organizations)
      • Internet Marketing (next section)
  • IV. Search Engine Optimization (SEO): A Very Important Game
    • Ongoing SEO Strategies
      • Regular content updates w/ targeted keywords/phrases
      • Regular analysis of analytics to identify best keyword performers
      • Tweak site content based on analysis
      • Continually add new pages targeting new keyword variations
      • Continued Link Building Efforts
      • Internet Marketing (next section)
  • Internet Marketing: The New Rules of Marketing & PR
    • The “Old Rules” of Marketing
      • “ Marketing” meant Advertising
      • Advertising relied on interrupting people to get them to pay attention to your message.
      • Creativity was the most important component
      • Advertising was one-way, company-to-consumer
      • Advertising was exclusively about selling products.
      • Ad campaigns had limited life.
      • Advertising & PR were separate disciplines, run by different people with separate goals, strategies and measurement criteria.
  • Internet Marketing: The New Rules of Marketing & PR
    • The “Old Rules” of PR
      • The only way to get “ink” was through the media.
      • Companies communicated to journalists via press releases.
      • Nobody saw your press releases except for a handful of reporters and editors.
      • Companies had to wait for “big news” to write a news release.
      • Jargon was okay because journalists understood it.
      • News releases had to include quotes from third parties or experts.
      • The only way buyers would learn about the release’s content was if the media printed your story.
  • Internet Marketing: The New Rules of Marketing & PR
    • The “New Rules” of Marketing & PR:
      • Marketing is more than just advertising
      • PR is for more than just the media
      • You are what you publish
      • People want authenticity, not spin
      • People want participation, not propaganda
      • Instead of one-way interruption, marketing is about delivering content at the moment your audience needs it.
      • The internet has made public relations public again, and lets organizations communicate directly with buyers
  • Internet Marketing: The New Rules of Marketing & PR
    • Reaching Your Buyers Directly
      • Your buyers have a need and go to the web to find a solution
      • A suitable internet marketing strategy greatly increases your chances of hooking buyers
      • A quick story about fishing…
  • The Tools of Internet Marketing
    • New Media Advertising
      • Search Engine Advertising
      • Online lead generation – utilizing targeted online media for new patient acquisition
      • Pay Per Click & Pay Per Impression Models
    • Weblogs (blogs)
      • Blogs Explained
      • Blogging for Business
        • Monitoring Your Online Reputation (Google Alerts)
        • Commenting on other blogs
        • Developing your own blog
      • Blog Examples – 1 , 2 , 3
  • The Tools of Internet Marketing
    • Forums/Message Boards (example)
      • Liability Issues?
      • Forums & Forum Etiquette Explained
      • The Power of Forum Participation
      • Creating Your Signature
    • Social Networking Websites
      • Explained
      • The Power of Social Networking
      • Creating Your Professional Profile
      • Business-Friendly Networking Website
        • www.linkedin.com
        • www.facebook.com
        • www.plaxo.com
        • www.biznik.com
        • www.konnects.com
        • www.ryze.com
  • The Tools of Internet Marketing
    • News Release & Article Marketing
      • News Releases vs. Articles
      • The importance of links in your content
      • You Are What You Publish: Developing an editorial calendar
      • Don’t just wait for “big news”…news release ideas:
        • Have a new take on an old problem?
        • Serve a unique marketplace?
        • Have interesting information to share?
        • Doctors speaking at a conference?
        • Win an award?
        • Add a new service?
        • Need to explain a new concept?
        • Answer a frequently asked question?
        • Publish a paper in an industry medium?
  • The Tools of Internet Marketing
    • Publishing news releases through a distribution service (in addition to your website)
      • Business Wire: www.businesswire.com
      • Market Wire: www.marketwire.com
      • PrimeNewswire: www.primezone.com
      • PR Newswire: www.prnewswire.com
      • PRWeb: www.prweb.com
    • Purchase a coverage area based on geographical distribution
    • Coverage will also include Google News, Yahoo News and others.
  • The Tools of Internet Marketing
    • Publishing articles through article marketing websites
      • www.EzineArticles.com
      • www.GoArticles.com
      • www.ArticleDashboard.com
      • www.SearchWarp.com
      • www.ArticlesBase.com
      • www.iSnare.com
    • Free syndication to thousands of websites, and blogs
  • So…What’s It Going to Cost?
    • Marketing Budget? Should be around 10%
    • Things to consider:
      • Monthly Hosting
      • Upfront Strategy/Planning
      • Design
      • Content Development
      • Website Construction/Programming
      • Search Engine Optimization
      • Monthly Internet Mktg/Adv./Lead Gen Budget
      • Special Service Subscriptions (animations, etc.)
      • Ongoing content development
  • Choosing a Website Development & Internet Marketing Partner
    • Things to look for:
      • Their website should have all the characteristics we’ve discussed today.
      • A strong website portfolio
      • Case studies or testimonials describing their clients’ experience
      • A background in marketing strategy, not just programming
      • Examples of high SE rankings for other clients
      • An overall willingness to listen and work within your budget.
  • Choosing a Website Development & Internet Marketing Partner
    • Things to ask them:
      • Are you primarily a marketing firm or a development firm?
      • Do you provide content strategy and development services?
      • Will I own all the files after the project is done? If no, hang up.
      • Can you support my website maintenance, SEO and internet marketing needs long-term?
      • Can they provide a list of client references with phone numbers?
  • Next Steps…
    • Have questions? Need help? Contact me…
      • Brody Dorland - Something Creative, Inc.
      • Phone: 913-440-9930
      • E-mail: [email_address]
    • Updated Presentation for Download: www.somethingcreativeinc.com/spine-web.zip