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Micro Share Web Seminar
 

Micro Share Web Seminar

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MicroShare LLC. Social Media Seminar

MicroShare LLC. Social Media Seminar

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Micro Share Web Seminar Micro Share Web Seminar Presentation Transcript

  • MicroShare LLC. Web Series Seminar
    Prepared for
    October 28th, 2009
  • MicroShare LLC’s mission is to provide our customers with the most functional solution to fulfill their organizational goals. Through client interaction and attention to detail, we ensure that our consulting efforts provide tangible value to our customers by aligning information technology with their business strategies. We strive to exceed our client’s expectations.
    Mission Statement
  • Agenda
    Introductions
    Search Engine Optimization (SEO)
    Search Engine Marketing (SEM)
    Social Media
    Q & A
  • What you will learn today?
    An understanding of different methods for driving traffic to your Web-Site.
    SEO / SEM tools available to you.
    Which strategy is appropriate for you.
    How Social Media fits into your Web-Marketing Strategy.
  • What is Search Engine Optimization?
    SEO is the process of improving organic rankings in search engine results.
    Organic search results are listings on search engine results pages that appear because of their relevance to the search terms, as opposed to their being adverts.
    SEO is not based on a pay per visitor or click model.
  • Statistics for Web Strategy
    42% of search users click the top-ranking link.
    8% click second-ranking link
    62% of search users click a link on the first page
    77% of search users choose organic over paid listing when searching, 67% choose organic search when purchasing.
    When the searcher is purchasing, organic click-through generates 25% higher conversion rates than equivalent Pay-Per-Click click-through.
    40% of SEO campaigns aware of their ROI achieve returns in excess of 500%, while only 22% of PPC campaigns were able to achieve this value.
  • SEO Best Practices
    Link Exchange Campaign
    Keyword Analysis
    Competitive Analysis
    Create a “Related Links” page
    Create “Link to us”
    Best sites to exchange links
    Use standard E-Mail template
    Use WordTracker to help come up with a list of two to four word phrases. 100 Keywords initially.
    Search
    Ranking
    Who is your competition. What is your competitor doing? Where does he rank? Why?
    Submit your site to;
    Open Directory Project
    Yahoo, Google, Bing, about.com etc. Plus industry specific.
    Submit Site to SE
    Include Keyword Where?
    In the title
    H1 and H2
    First paragraph
    Text of links
    Link to each page from your Site-Map, and from each page to your home page. Also Crosslink same topics.
    Links
    Optimize every
    page
  • Monitor your Progress
    Monitor your site traffic – It contains a wealth of information
    Check to see that all new pages are indexed in google
    Check your sites ranking on your chosen keywords once a month.
    Regularly check your incoming links as part of your campaign.
  • SEO Tools
    Google Alerts
    Google Analytics
    Adwords
    Word Tracker
    SEO Digger – Hijack keywords your competitor uses
  • What is Search Engine Marketing?
    SEM is the process of promoting websites by increasing their visibility in search engines through the use of paid placement, contextual advertising, and or paid inclusion.
    Popular SEM Pay Per Click (PPC) Providers;
    Google Adwords
    Yahoo Search Marketing
    Bing (Microsoft AD Center)
  • Adwords
    Introduction to AdWords
    Google’s Ad Distribution Network
    Benefits of AdWords
    Online Advertising Stats and Trends
    Basic AdWords Features
  • Introduction to Adwords
    Typical search page
  • What can Adwords do my business
    Get you found by the largest search engine audience in the world.
    Deliver low cost lead generation/ customer acquisition.
    Complement your “Organic” search engine results.
    Generate near instant results.
    Help you launch a new site or previously un-marketed site.
    Opportunistic marketing and product promotions.
    Deliver an outstanding return on investment.
  • How do I use Adwords?
    Choose the Keywords or Key phrases to sponsor.
    Write Ads.
    Control where and to whom your Ads are delivered.
    Get almost instant feedback on how your Ads are received.
    Monitor conversion rates.
    Adjust and fine tune based upon results.
    Control budgets.
  • What Google Can do for advertisers
    Advertising on Google can help an advertiser meet many objectives
    Determining, measuring, and tracking metrics helps ensure success
  • Benefits of Adwords
    No minimum spend
    You choose your own maximum daily spending limit (daily budget)
    Choose how much you want to pay per click for every keyword
    Pay Google for users who click on your ad
    More cost-effective than Yellow Pages, Banner Ads & Direct Mail*
    Conversion tracking = real-time return-on-investment data
  • How PPC pricing typically works
    Bid per click
    Advertiser A $1.00 Rank 1
    Advertiser B $0.75 Rank 2
    Advertiser C $0.50 Rank 3
  • How Google Adwords refined the process
  • Quality Score
    “The quality score is determined by the keyword’s click through
    rate (CTR), relevance of Ad text, historical keyword performance
    and other relevancy factors”
    Quality score is critical to your ROI.
    Therefore these 4 key factors are critical to your success.
    1. CTR
    2. Relevance of Ad text
    3. Historical Keyword Performance
    4. “Other relevancy factors…”
    Understand Google’s passion for relevancy.
    A Googlebot will visit your site within 30 seconds of placing an Ad,
    so it would seem that they are checking landing pages for what
    they deem good Web practice (relevance to keyword, Ad, lack of
    pop-ups etc..).
  • Selecting Keywords
    Brainstorm Keywords & Phrases – Check your own server logs
    Product names, brand names, model numbers, codes
    Use Google’s Keyword Suggestion Tool
    Think laterally – misspellings, hyphenated phrases, quirky phrases, even URLS!
    Think problem and solution
    Ask Customers
    Check Competitor sites Meta data
  • Landing Pages
    Should be designed for Keywords/ Ad groups/ Ads
    Content should match the promise of the Ad
    Should contain “substantial relevant content”
    Can you rapidly build and tweak these pages in order to fine-tune results?
    Should be easily navigable
    Should conform with Google’s guidelines for site layout in order to maximize
    Quality Score
  • Bidding Strategy
    Beware “Happy clickers”!
    Ignore your ego.
    You need a good CTR so bid high enough to achieve it.
    As your Quality Score rises you can probably reduce your bid.
  • Tracking & Managing Campaigns
    CTR does not equal ROI.
    Conversions must be measured (Sales, Leads, Sign-ups, Page Views & “Others”).
    All conversions can be assigned values.
    Actual Sales Values can also be tracked.
    How Google tracks conversions.
  • Online Advertising Stats & Trends
  • 40%
    Search
    Search Advertising is Far More Cost Effective
    Search Advertising is cheap and effective vs. other ad methods
    Source: Piper Jeffery & Co.
  • Search Now the Largest Share of Online Ads
    % Online Advertising Revenue
    Growth of Search: Marketers are voting with their dollars
    Other
    Rich Media
    Sponsorships
    • Search now the most dominant form of online advertising
    • Nearly 3x growth in since start of 2003
    • 35 searches per user per month in U.S.
    • 73% search penetration
    Classifieds
    Banners
    Search
    Source: Interactive Advertising Bureau, PricewaterhouseCoopers
  • Benefits of AdWords: High ROI
    Sample Budget
    A business may receive substantially more than one thousand clicks, since AdWords discounts the price of each click, but for this example, we’ll assume they get exactly one thousand clicks for their budget.
    If 10% of these clicks convert into sales, this would produce 100 sales.
    If the average sale amount is one hundred dollars, the initial one thousand dollar investment will have returned ten thousand dollars in sales.
  • Basic Features of AdWords
    Cost-per-click pricing
    Ad impressions & click-through rates
    Language & location targeting
  • Basic Definition: CPC
    CPC: cost-per-click
    • Click:The action a user takes to select your ad and be taken to your website.
    • Google charges the advertiser when a user clicks on your ad
    A sample AdWords ad
    The Destination Website
  • Basic Definition: CTR
    Clicks
    Impressions
    = CTR (expressed as %)
    CTR: clickthrough rate
    Impression:The appearance of your ad on Google or one of our partner sites
  • CTR Examples
    20 clicks
    1000 impressions
    Example Advertiser A:
    = 0.02 = 2%
    3 clicks
    100 impressions
    Example Advertiser B:
    = 0.03 = 3%
    CTR is how Google measures relevance
  • Benefits of AdWords – Location & Language Targeting
    Targeting options:you can target ads by location and language
    • Regional/Local, Country, Global & Customized Targeting
    • Roughly 40 different language targeting options to choose from
  • Region/City Targeting Examples
    When should you use regional targeting?
    Example: you have local flower shops in the San Francisco Bay Area
    Example: you run a restaurant in Chicago
  • Country Targeting
    When should you use country targeting?
    • Use if you have national or global customers
    • Example:you ship to the U.S. only. Target your campaign to the U.S.
  • If you have a global business, give your campaigns global exposure
    Example:If you sell DVDs and have worldwide distribution, you should target your campaign to all countries
    Global Targeting
  • Customized Targeting
    Use Customized Targeting to target highly specific areas
    For example, to reach customers located in an area that cannot be targeted accurately using region or city targeting
    Example: pizza delivery service
  • 10 Step Success Plan
    Evaluate the potential and likely costs, competition and set realistic goals and targets
    Think like a customer and come up with a big list of Keywords/Key phrases break down your keywords into small, tightly focused clusters (Ad groups) and match to highly relevant Ads
    Brainstorm Ads
    Choose or create landing pages that match keywords/ groups / Ad
    Set up a tracking system
    Split-test Ads, refine constantly – apply lessons learned (not just to the Web)
    Delete keywords that don’t perform / recreate with new Ad before forgetting
    Keep brainstorming new keywords
    Keep monitoring your conversation rates at every stage – including repeat
    Visitors – keep improving – have I mentioned ROI yet?
    (Perrymarshall.com - contains a wealth of PPC information)
  • SMM: Social Media Marketing
    Why
    How
    Where
    The 4 Cs
  • HOW can I fit more into my day?
    With the right tools… your just making notes!
    Ping.fm: visit 1 website to update social networks of your choice including Twitter, Myspace, Linkedin, etc.
    Tweetlater: schedule your tweets
    Social Oomph: schedule your tweets & social media monitoring via email.
  • WHY Social Media Marketing?
    High search engine rankings
    Connect with customers & separate yourself from the competition (engagement).
    Improve your website: Add urgency & “now” with daily specials, upcoming events, etc.
    Get found by Social Media Searchers
    EASY! Most of this stuff can be done from your phone.
    FREE!
  • Social Media Strategy
    Relevant
    Search
    Google
    Search
    Local
    Search
    When was the last time you got out a phone book? New customers are searching for you and don’t know it!
    Wordpress, Youtube videos & Linkedin get preferred treatment in Google!
    Twitter
    Facebook
    LinkedIN
    Youtube
    Etc.
    Give your regular customers reasons to keep you front of mind!
    Today’s specials are…
    CRM
    “Regulars”
    Twitter & Youtube are “location based”
    Improved
    website!
    CRM
    New Customers
    Widgets display your Twitter “tweets” on your website’s homepage! Embed Youtube videos right on your site or blog!
    Separate your biz from the competition! Tell your story in your words (video)!
  • SMM Spike: Blog stats example
  • SMM Spike: Tagging
  • 4 Cs to successful SMM
    Commit: Expect to keep this up for a long time! KEY: Make it part of your routine!
    Communicate: 2 ways, don’t just broadcast interact!
    Concise: keep it short & sweet! Move discussions to email or phone.
    Consistent: regular updates work best! Once a day (up to 4 times?) for Twitter & Facebook, Update blogs once a week.
  • Questions….