Working the Web (so it doesn't work you)

Working the Web
(so it doesn’t work you)
Brad Kamradt

Get Started
Audience
Who, exactly, is this for?
Purpose
Why do you need or want to do this?
What do you want your audience to think, feel, believe, do?
“Return” on “investment”
time, energy, money, ???
Key word: INVESTMENT
Good, Fast, Cheap: Pick 2 of 3

Make a Plan
Strategic
How – and when – will you measure success and failure?
Integrated
If you build it, they will NOT necessarily come
What do you want?
Everything, of course!
What do you need?
PRIORITIZE
What will actually serve your needs and those of your audience?

Common Options
Website
Email
Blog
Facebook
Twitter
SEO
SEM
THE LITMUS TEST
Which of these things actually serve my needs and the needs of my audience?
THE ALTERNATIVE
How can I leverage each of these things to serve my needs and the needs of my audience?

Websites
Focal point of your online marketing
Have – and use – your own domain name
The user experience – not yours – is the priority
The Web is primarily a visual medium
(Search engine “crawlers” are not)
Longevity, interconnectivity, site mass
Audience and purpose
Measures of success
Search engine ranking, Web traffic, follow through

Email
Reigning champ of online communication
Third-party services
Data collection and analysis, templates, automation
Opt in, opt out
Periodic, systematic
Measures of success
Open rates, click rates, bounce rates, forwards

Online Sharing

How’d you hear abut this?

Email
Reigning champ of online communication
Third-party services
Data collection and analysis, templates, automation
Opt in, opt out
Measures of success
Open rates, click rates, bounce rates, forwards

Email Campaigns

Blogging
May not be what you think
Publishing platform versus activity
Powerful built-in features
Search engines love blogs
Measures of success
Engagement, participation, subscribers

Facebook & Twitter
Facebook
Powerful social networking
“Free” and organic
Will NOT just take care of itself
Status updates
Additional features
Photos, links, events, notes, video, discussion, reviews
Measures of success
Participation, fans, clicks
Twitter
Powerful social networking
“Free” and organic
Will NOT just take care of itself
Tweets
Additional features
Lists, hash tags, retweeting, direct messages
Measures of success
Participation, followers, clicks

SEO
Standards-based code
Metatags
Page specific and relevant
Titles, descriptions, and keywords
Data driven and research based
XML Sitemap
Search-engine submission
The Big Three
Webmaster guidelines

Search Engines
Source: netmarketshare.com

SEO
Standards-based code
Metatags
Page specific and relevant
Titles, descriptions, and keywords
Data driven and research based
XML Sitemap
Search-engine submission
The Big Three
Webmaster guidelines

SEM
Paid (and usually not cheap)
SEO
Paid placement
Paid inclusion
Contextual advertising
Pay-per click (Google AdWords)
Set daily budget
Bid a specified amount per click
Fine-tune placements based on keywords and geography

But wait, there’s more!
Google Analytics
Google Local Business listings
Contact form(s)
Online communities
Online review sites
Site monetization
E-commerce
More than 400 individual online marketing criteria in more than 20 different categories

Takeaways
Online marketing is a holistic endeavor with behind the scenes, up front, technical, and non-technical aspects
Successful online marketing requires active participation and ongoing maintenance
The results of online marketing are cumulative over time, and there are very few guaranteed “quick fixes”
Online marketing is an investment and should be budgeted for like any other business expense
Google is your friend. So is Sweet Lid Solutions 

Working the Web (so it doesn't work you)

by bkamradt on Jul 05, 2010

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Working the Web (so it doesn’t work you) — Presentation Transcript