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

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

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Presentation on basic online marketing strategies; delivered at the May 13, 2010, meeting of the Flagstaff Independent Business Alliance.

Presentation on basic online marketing strategies; delivered at the May 13, 2010, meeting of the Flagstaff Independent Business Alliance.

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

    • 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
      Audience and purpose
      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
      Periodic, systematic
      Audience and purpose
      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
      Periodic, systematic
      Audience and purpose
      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
      Audience and purpose
      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
      Audience and purpose
      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 