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Web Marketing Fundamentals

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These are the slides I used for my presentation to the St. Augustine, FL Historic Inns Association. Great collaborative seminar all around.

These are the slides I used for my presentation to the St. Augustine, FL Historic Inns Association. Great collaborative seminar all around.

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  • I don’t know it all. I don’t have all the ideas.
  • I don’t know it all. I don’t have all the ideas.
  • I don’t know it all. I don’t have all the ideas. I am happy to advise you and to help you refine your ideas, but ultimately you know better than anyone what makes you and your product great. Any time ask me to clarify, etc.
  • Ideas Video contest for every guest – tour of st. augustine Most incredible site in st augustine Why bed and breakfasts rule
  • Ideas Video contest for every guest – tour of st. augustine Most incredible site in st augustine Why bed and breakfasts rule
  • Ideas Video contest for every guest – tour of st. augustine Most incredible site in st augustine Why bed and breakfasts rule
  • What topics might increase rank and be relevant to your clients? Attractions here Events Resources

Web Marketing Fundamentals Web Marketing Fundamentals Presentation Transcript

  • Brad Nickel MarketingInnSites.com VP of Marketing Seasite.com/Landry & Kling Web Marketing Fundamentals
  • What was my line? I used to sell people for a living
  • Brad Nickel Consultant Clickbrain.com VP of Marketing Seasite.com/Landry & Kling Web Marketing Fundamentals
  • Plant the seeds and give you the tools
  • Agenda
    • Marketing
      • How marketing has changed
      • What it means to you
    • What is web marketing
      • Overview of types
      • Your web site
    • Fundamentals
      • SEO
      • SEM
      • Other advertising
      • Social Media
  • Traditional Marketing is Dead
    • Customers are on to it
    • No more stretching the truth…. nowhere to hide
    • No more throwing things up to see what sticks
    • Consumers are empowered and expect the truth
  • You are perfectly positioned
    • Hallmarks of your service:
    • Relationships
    • Service
    • Shared experiences
    • Fond memories
  • You are perfectly positioned
    • The most important component of your business online is your team. You are your brand.
    “ Pat and Ted the owners have become like family members” Thank you Pat and Ted for such a wonderful stay at your beautiful bed and breakfast. You both are so welcoming and by the time we left you felt like family. Pat and Ted could not have done more for us during our stay. The most wonderful of all though was the friendship we now have with Pat and Ted Dobosz. Etc., etc., etc.
  • How?
    • How do you engage your guests to help you spread the word?
    • How do you find and engage potential guests?
  • Relationships
  • Who are you as a group?
    • Numbers from survey
    • Web Marketing expertise: 2.5 out of 5
    • Social Media expertise: 2.7 out of 10
    • Blogs: 7
    • PPC: 4 / 12
    • Social Media Ads: 4 / 12
    • Most Active: St Francis / Bayfront Marin House
  • TripAdvisor.com
    • Who actively works the reviews?
    • Who is tracking traffic?
  • What is Web Marketing?
    • Driving traffic to a web site and getting visitors to engage
    • Calls to action
      • Inquire
      • Subscribe
      • Interact and remember
      • Relate their experience / Refer
      • Reserve/Buy
  • What is Web Marketing?
    • This isn’t easy....
    • … but can/will eventually build great rolling momentum.
  • What is Web Marketing? Be prepared to invest time and some money to market your property and yourself on the web
  • What is Web Marketing?
    • An opportunity to begin or build a relationship
    • Don’t rush the “sale”
    • Build trust
    • Open Channels to communicate
    • Verify your greatness
  • What is web marketing?
    • Where to start: Targeting
      • Who are your customers?
      • Why are they your customers?
      • Why did they pick you?
      • What is your value?
      • Where do they hangout online and off?
      • Verticals? History buffs, etc.
  • Types of web marketing
    • Search Engine Marketing - SEM (Advertising)
      • Adwords
      • Other advertising
      • Landing pages
  • Types of web marketing
    • Search Engine Optimization - SEO
  • Types of web marketing
    • Real world
    • networking
  • Types of web marketing
    • Social Media
  • Types of web marketing
    • Traditional Marketing to drive traffic
  • Search Engine Optimization(SEO)
      • Your Web Site Needs
      • To Campaign
      • For Votes
      • The more votes you
      • get the higher your site
      • will rank on search engines
  • Search Engine Optimization(SEO)
      • Votes = Links
      • from other web
      • sites
  • Search Engine Optimization(SEO)
      • Content =
      • Your Site’s
      • Campaign Platform
  • Search Engine Optimization(SEO)
      • The better your
      • site’s platform
      • (content) the
      • more votes(links)
      • you will get and the
      • better your
      • ranking will be
  • Search Engine Optimization(SEO)
      • When other relevant
      • sites link to your site
      • they are “voting”
      • for your site
  • Search Engine Optimization(SEO)
      • The more links to your
      • site from other highly
      • ranked sites in your
      • topic area the higher
      • your rank in the
      • search engines
  • Search Engine Optimization(SEO)
      • You win the
      • election when
      • Google serves
      • up your address
      • when content on
      • your site matches
      • a user’s search,
      • because you had more links
  • SEO - Tactics
      • High quality relevant links to your site
        • Forum posts
        • 3 rd party blogs
        • Comments on other blogs
        • Controversial content
        • Public Relations
      • Keyword/phrase optimized content
      • Follow all the rules
  • SEO - Content, Content, Content
      • Each page a topic
      • Keyword rich
        • How to identify (Google tools)
        • Brainstorm
        • Look at competitors
        • Search how your customers search
        • Don’t try to go for common terms
          • Long tail terms
          • Low counts in Google
  • SEO - Use a Content Management System(CMS)
      • If you can’t control your
      • site, then you can’t control
      • your marketing
      • WordPress
        • Not just for blogging
        • Install (Godaddy)
        • or use WordPress.com
      • Many others available
      • TypePad
      • Drupal
  • SEO - Get free content
    • Directories of content
    • RSS feeds
    • Guest posts
  • SEO - Links out = links in
    • Comments on other blogs
    • Blog networks
    • Forum posts
    • Write free articles
    • Contests
    • Post to Facebook, LinkedIn, etc.
    • Write articles that get attention
      • Top 10s
      • Secrets
  • SEO - Weblogs
    • Specialized Content
      • Build
        • Separate hosting accounts
      • Hire
        • Freelance writers
          • eLance
          • Odesk
        • Blog specialists
          • Performancing
  • Silly Rabbit Tricks Are for Kids
    • Slow and steady equals SEO success
    • No one can get you top rankings without work and original content, but they can get you banned
    • Check references of anyone you hire
  • Search Engine Marketing
    • Google Adwords
    • Maximize your investment
      • Learn
      • Hire(Trada, oDesk, etc.)
    • The "Others" - Yahoo, MSN(Bing), etc.
      • Cheaper
      • Less competition
  • Search Engine Marketing Landing pages can increase conversions
  • Search Engine Marketing Competing Against Each Other
  • Other Advertising What other venues are available?
  • This Changes Everything
  • This Changes Everything
    • Blurs the lines between our personal world and business world
    • More open and honest communications
    • Sharing everything
    • Less divisions – more commonality
    • Go ahead and login
  • What is Social networking
    • Conversations
  • What is Social networking
    • Connections
  • What is Social networking
    • Relationships
  • What is Social networking
    • Can you hear me?
    “ I just posted the coolest link ever to Facebook and none of my friends have “liked it” or commented upon it.” REFRESH
  • What is Social Networking?
    • Connecting
    • Conversations
    • Relationships
    • Ego
    • Geography
    • Business
    • Schools
    • Hobbies
    • Family
    • Any Interests
  • What is Social Networking?
    • Personal
    • Old friends
    • School mates
    • Family
    • Neighbors
    • Civic
    • Business
    • Promotions
    • Recruiting
    • Networking
    • Referrals
    • Testimonials
  • How To Use Social networking
    • Do you have the time?
  • What Networks Merit Your Attention?
    • Semi-closed business focused network
    • The Chamber of Commerce online
    • Worldwide and local
    • Fantastic business resource
    • Features
    • Job listings
    • Groups
    • Q&A / Answers
    • Connection tools
    • Targeted advertising
    • Network updates
    • Recommendations
    • Features
    • Groups
    • Features
    • Q&A / Answers
    • Features
    • Recommendations
    • Features
    • Advertising
    • Value to you?
    • Referrals
    • Meetings
    • References
    • Recommendations
    • Networking
    • Semi-closed personal social network
    • Club, church, community center, bar online
    • Worldwide and local
    • Fantastic personal connections
    • Connect with only
    • Those you choose
    • Features
    • Comments and likes
    • The wall
    • Features
    • Photos and Videos
    • Features
    • Connections old and new
    • Important discussions
    • Features
    • Profile
    • Groups/Pages
    • Features
    • Groups
    • Features
    • Integrate your data and sites
    • Features
    • Ads and pages
    • Features
    • Ads and pages
    • Getting Likes
    • Ask for it
    • Bribe
    • Contests
    • Partners
    • Pages – Getting Started
    • Pages – Getting Started
    • Ads – Getting Started
    • Check In
    • Start a conversation
    • Get the Like
    • Button
    • Everywhere
    • Ask everyone to like you
    • Remember that likes are referrals – Their friends see it. Ask for them.
    • Take action while staying with you or at least remind them too.
    • Remind them to check in with Facebook, Foursquare, etc. – Put up a sign
    • Post content of value frequently
    • Examples:
    • Local news
    • and info
    • Examples:
    • Local news
    • and info
    • Examples:
    • Humor and ideas
    • Examples:
    • Guest photos
    • Open personal/business social network
    • Broadcasting and conversations
    • Worldwide and local
    • Small bursts of info
    • (140 characters)
    • Follow – Subscribe
    • Real time/live
    • Features
    • Fast communications
    • Easy to master
    • Reciprocal
    • Easy to share
    • How tos
    • Concise communications
    • Short URLs (TinyURL)
    • Relevant
    • Useful
    • Traffic to your site
    • Update tool for biz
  • SEO / Social - Self-feeding strategy
    • Independent accounts
    • Blogs
    • Twitter
    • Facebook
    Blog Blog Blog Twitter Facebook Your Site
  • Don’t forget email
    • Newsletters
    • Blasts – to a list
    • Think about those verticals
  • Video
    • People will click
    • Post to YouTube and
    • all the social media sites
    • Detailed keyword
    • Descriptions - SEO
    • Contests:
    • Best hidden gem, tours, etc.
  • Calls to action
    • Determine what you want visitors to do
    • Build pages and links to get them to take that action
      • Landing pages
    • Tweak then test again and again
  • Tracking, tracking, tracking!
  • Tracking, tracking, tracking!
  • Time
    • Allot a set amount of time each day to the tasks
    • Patience... breeds success. It can take months to see results
  • Getting Started
    • Jump right in
    • Have fun
    • Plan your strategy
    • Pick a few and stay
    • Set your goals
    • Enjoy yourself
    • Keep it real
    • Keep it fresh
    • Open up or be left behind
    • Give
  • Great Resources
    • Send for more
    • MarketingExperiments.com
    • Google’s Webmaster Central
    • Google Analytics
    • Tools for building, tracking, and managing your site and clients
    • WordPress.com