Online Marketing 2014: Web, Social, SEO Basics
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The document provides an overview of online marketing strategies and tools for 2014, including: - An agenda that covers website basics, setting an online strategy, SEO, and social media tools like Facebook, Twitter, LinkedIn, Google+, and Pinterest. - Tips for quick starts in online marketing, social media rules of thumb, making websites the hub, using WordPress, search engine optimization, responsive design, and calls to action. - How to set an online strategy by understanding the company, customers, keywords, tools, frequency, measurement, and assistance needed. - Basics of social media platforms, tactics, company and showcase pages, sharing content, and growing networks.
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Online Marketing 2014: Web, Social, SEO Basics
- 1. Online Marketing 2014 What you need to know: Web and Social Dave Meyer President, BizzyWeb LLC
- 2. 2 Agenda • About Us • Online Marketing Quick Start • Website Basics • Setting Your Online Strategy • SEO Basics • Social Media Tools • Wrap-up and Q&A
- 3. 3 What We Do Web Design and Social Media Integration SEO, Content Marketing, Pay Per Click Ads, Hosting
- 6. 6 Social Media Rules of Thumb • Less selling, more helping • Serve your target market • Know your ROI (Return on Input) • Create a mix of content: – 1/3 about you – 1/3 sharing ideas & articles – 1/3 conversation with others • Engage, Inform, Capture, Convert
- 8. 8 Your Website is the Hub • It’s where they will look for you 1st • Incorporate social media • Make it easy to connect with you • Pay attention to SEO • Use contact forms to create lists
- 9. 9 WordPress
- 10. 10 Editing
- 11. 11 Search Engine Optimization (SEO) • You need meta data, keywords and descriptions • Know your keywords • Use the right tools: – Google Webmaster Tools: google.com/webmasters – Keyword Tool: adwords.google.com/o/Targeting/Explorer
- 12. 12 What is a Mobile Responsive site?
- 13. 13 Design Principles • Design for touch • Clickable phone numbers (“tel=“) • Important information up top • Make images dynamic • NO FLASH • As few clicks as possible to what your visitors want • One site for all devices = best SEO/user experience • 28% of smartphone owners access the internet mostly from their phones
- 14. 14 Land the Sale: Call to Action • Make sure you have an action on each page and tool • Get them to DO something – “Like” you, follow you, subscribe to your newsletter, etc. • Consistency is key
- 16. 16 • Key questions – Company – Customer • Social Keywords • Tools • Frequency • Measurement • Who will help? Plan Your Strategy
- 17. 17 Company • Competitive Advantage • What’s your USP • What do you need to accomplish? – Engage: Tell your story – Inform: Share your expertise – Capture: Collect information you can use to connect – Convert: Get your readers & visitors to DO something
- 18. 18 Customer • Who is your best customer? – Your favorite? – Most profitable? – Most likely to buy? – Low hanging fruit? • What do they want? – Frequently asked questions? – What are you really selling? – How will you give it to them? – Where will you find them (where do they hang out online)?
- 19. 19 • What matters most to you? – New subscribers? – New purchases? – Leads? – Email lists? • How are you moving the needle? • Measure, adjust & repeat Measurement Photo: Bill David Brooks http://www.flickr.com/photos/8011986@N02/2964298027
- 20. 20 Listen Before You Leap – search.twitter.com – Google Alerts – Advanced Facebook search – LinkedIn search
- 21. 21 Domain Names
- 22. 22 How to find a domain name • Do some research • Make it short • Stick to .com when possible for your main domain (75%) • Domain Tools – powerful research solution • Domainr – short URLs and brainstorming • DON’T register or search at godaddy (they lock domains) • Buy through BizzyWeb!
- 23. 23 What’s in a TLD? • TLD = Top Level Domain (.com, .net, .org, etc.) • Some TLDs have restrictions • Most registrars can get you almost anything you want • .com – most common, and most competition • .org – nonprofit companies (not enforced) • .net, .info, .us, .biz = other standard domains • Country codes another option (.ca, .co, .us, .me)
- 24. 24 Writing for the Web
- 25. 25 Knowing your Audience • Think about your company – What do you do for your customers? – What do you do better than anyone else? • Think about your Customer: – Know WHO you’re writing for – How are they searching for you? • Think about your strategy: – What/When/How/How often will you reach out?
- 26. 26 Readability and Scannability • Use bullets and short sentences • No unnecessary jargon • Keep it short and to the point • Don’t be too “salesy” – Answer common questions (FAQs) – Watch what your competition is doing – Share your story – Share industry news, show your expertise
- 27. 27 SEO Basics
- 28. 28 SEO Tips • Do some research – trends.google.com – google.com/insights/search • Structure your site correctly • It’s all about content – Don’t overdo the keywords – Be specific – Link to other pages and sites – Label your images • Localize – Google Places, Yahoo, Bing, Yelp, Foursquare, etc.
- 29. 29 Rules of thumb • Specify a content title (72 characters or less) • Write a helpful description (165 characters or less) • Body of post/page should contain 300 words or more – Keywords at the beginning – Watch your keyword density: Under 5.5% – One hyperlink for every 120 words – Content should be original for best effect • Meta Keywords aren’t as important anymore
- 31. 31 What’s New • New look – less orange, more gray/white • Remarketing – a great way to look at user segmentation • Annotate results • Google+ Integration
- 32. 32 WordPress Dashboard • One-click review of key stats • View visits, bounce rate, pageviews, etc. • Top Pages • Top Referrers • Top Searches
- 33. 33 Google Keyword Tool • https://adwords.google.com/o/Targeting/Explorer
- 36. 36 Passwords • Don’t be easy to guess • Use phrases or nonsense • Don’t use the same password for everything • Use a Password Manager – 1Password • Lots of options • Mobile App • $50 one-time fee – LastPass • Free version does most of what you need • Premium version $14/year – Other options: KeePass (open source) Google, Dropbox
- 37. 37 Social Settings • Watch your privacy settings • Don’t share when you’re on vacation • Make sure to check out “friends” before verifying, especially if you don’t remember them • Watch for spoofed accounts
- 38. 38 General Tips • Don’t click links from unknown emails • “hover” over links on sites before you click • NEVER post personal information to an unsolicited source • Watch for “https” on trusted sites, don’t post without it • Always log out of everything • Be careful of WiFi networks • Cover your Webcam • Watch your account activity • Update passwords as necessary
- 40. 40
- 41. 41 Facebook: Who/What/Why • 1.6 Billion users, 180 million in U.S. • 60% Female • Adults ages 18-29 • Best “mass appeal” tool • Post “human” stories, general interest • Ads allow laser focus and free research • Key: company pages • Post images for best EdgeRank
- 42. 42 Facebook Business Tactics • Search/Listen – Find examples & topics – Use Insights • Follow/Like – Customers, prospects, referral partners – Industry leaders, experts • Create – Content for your customers • Engage – Answer (and ask) questions – Thank your fans
- 43. 43 New Facebook Page Design • Follows the Timeline redesign feel from last week • Single column of updates • Page info on the left • Easy-access admin tools • Pages to watch – keep an eye on the competition or clients • Less emphasis on tabs
- 44. 44 Twitter
- 45. 45 What’s New • Slightly new look now (bigger updates soon) • Trends, Who to Follow more prominent • Connect, Discover, Me tabs • Interactions, Mentions • More focus on images & video
- 46. 46 • Coming soon, in testing now • More focus on images • “magazine style” format New “Facebooky” look? Hat tip: mashable.com
- 47. 47 General Twitter Tips • Use a custom background • Use hashtags and follow trending topics (add your thoughts!) • Share News and helpful content • Be a thought leader • Keep it interesting • Follow your best leads and referrals • Include your Twitter ID on business cards, ads, postcards, etc.
- 48. 48 Power User Tips • Keyboard shortcuts • Search #BuzzBuilders • Trends
- 49. 49
- 50. 50 LinkedIn: Who/What/Why • 225 million users • Best for professionals and executives • Great for B2B, networking • Keep up with your contacts • Share corporate news, tips & tricks
- 51. 51 Company Pages • Quick access to client teams • Can show status updates of team, key info, services • Allows visitors to “follow” • New design!
- 52. 52 Showcase Pages • Just like Company Pages • No services • Unique URL • Post updates • Shows up via Company Page
- 53. 53
- 54. 54 Google Plus: Who/What/Why • 800 million users • 69% male • Tech-savvy • Take advantage of Google’s tools and network • Great way to enhance SEO • Easy, powerful collaboration • Share corporate news & tips
- 55. 55 G+ Business Pages • Hangouts: Video Chat – On Air: Share with unlimited people – Q&A app • SEO: Pages and ratings directly boost your search engine results • Share: Post articles, photos, videos, etc. • New URL: google.com/+BizzyWeb (or yoursite)
- 56. 56
- 57. 57 Pinterest Stats • 48 million active users • 79% female • 12% of all women on the Internet • 35-44 year olds • Drives more referral traffic than LinkedIn, Google+, and YouTube combined
- 58. 58 Setting it Up • What is a pin? – An image or video, shared from your PC or mobile device • What is a board? – A set of pins, based on a topic – Create boards for recipes, style, hobbies, wishlist, etc. • What can you do? – Be interesting, and share
- 59. 59 Wrapping Up
- 60. 60 How BizzyWeb Can Help • Optimized websites for social content • Social Media • Content creation and monitoring • SEO/SEM • Web hosting • Speaking/consulting on strategy
- 61. 61 Join Us Every Wednesday! • Buzz Builders Webinars are FREE every Weds from noon to 1 p.m. • Go to BizzyWeb.com/BB to register and watch • Each week’s event is posted to YouTube • Ask questions, receive free tech support and learn about what’s new!
- 62. 62 Request a Buzz Report!