Beyond SEO - Targeted visibility across the web

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Beyond SEO - Targeted Visibility Across the Web was a workshop at the 2011 Vermont Travel Industry Conference. Prepared by Gregg Banse of Direct Design and Lara Dickson of Deep Dish Creative, this presentation shows you why and how to attract qualified visitors - without the help of search engines – through the use of strategic networking, link building, email and ad buys. A bit of research and planning can yield substantial results. We show you how to locate, evaluate, develop strategies for, and monitor success with online networking, link networks, email campaigns and paid placements to boost your visibility and convert visitors into buyers.

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Beyond SEO - Targeted visibility across the web

  1. 1. BEYOND Search Engine Optimization Search Engine Optimization Targeted Visibility Across the Webdeepdishcreative BEYOND Search Engine Optimization Targeted Visibility Across the Web
  2. 2. INTRODUCTIONWe will show you why and how to attract qualified visitors - without the help of search engines – throughthe use of strategic networking, link building, email and ad buys. A bit of research and planning can yieldsubstantial results. You’ll learn how to locate, evaluate, develop strategies for, and monitor successwith online networking, link networks, email campaigns and paid placements to boost your visibility andconvert visitors into buyers. GREGG BANSE Gregg is currently the president of 7th Pixel, a web strategies firm in Montpelier, and transitioning to partner at Direct Design, a full-service media firm in Burlington. Gregg lives in Montpelier with his daughter and a very needy cat. LARA DICKSON Armed with a background in destination marketing, Lara helps her local and national clients create or reposition their online presence and brand reach by creating interesting, user-friendly / search engine-friendly and engaging websites, email and social media outposts. deepdishcreative BEYOND Search Engine Optimization Targeted Visibility Across the Web
  3. 3. THE STANDARD PROCESSGOALSMEASUREMENTEVALUATIONYOUR PERSONALOCATE YOUR AUDIENCECREATE PATHWAYSENGAGE, INFORM, ENTICEdeepdishcreative BEYOND Search Engine Optimization Targeted Visibility Across the Web
  4. 4. GOALSGoals are the results you want to achieve with your website.ACTIONS LIKE INTANGIBLES LIKE➡ phone call ➡ making available important➡ email generation information about services or➡ email list signup products➡ product purchase➡ etc. deepdishcreative BEYOND Search Engine Optimization Targeted Visibility Across the Web
  5. 5. MEASUREMENTSuccess needs to be measured. How will you measure it?COMMON YARDSTICKS➡ Increase in the number of visitors to your website➡ Increase in the number of sales or lead generationsfrom your website (phone calls, email, or contact form)➡ Increase in mentions and attention from press,audience and competition deepdishcreative BEYOND Search Engine Optimization Targeted Visibility Across the Web
  6. 6. YOUR PERSONAHow do you want to be perceived online?➡ Be genuine➡ Be clear about what and why youre communicating deepdishcreative BEYOND Search Engine Optimization Targeted Visibility Across the Web
  7. 7. EVALUATIONYour current website is out there. How well is it doing?➡Are you getting visitors and are they the people youremarketing too?➡ Is your website easy to navigate and is it easy to findkey information?➡ Do you include calls to action and are they being usedby your visitors? deepdishcreative BEYOND Search Engine Optimization Targeted Visibility Across the Web
  8. 8. LOCATE YOUR AUDIENCEThe key is to find your market. Where do they hang out online?➡ Research and monitor➡ Lurking is useful➡ What online resources might they be visiting/using?➡ Where do your competitors get links from?➡ What discussion forums might your market visit?➡ What are the authority websites? deepdishcreative BEYOND Search Engine Optimization Targeted Visibility Across the Web
  9. 9. CREATE PATHWAYSHow will your audience get to your website without search? Pathways arethe vehicles that deliver visitors to your website.➡ Straight up links➡ Advertisements➡ Videos➡ Print materials➡ Photo Galleries➡ Bios on blogs➡ Bios & signatures on discussion forums➡ Links in emails and email newsletters deepdishcreative BEYOND Search Engine Optimization Targeted Visibility Across the Web
  10. 10. ENGAGE, INFORM, ENTICEWhat areas of expertise do you have that your market would find useful?➡ Marketing through demonstration of expertise➡ Answer questions but dont solicit➡ Leading versus pushing deepdishcreative BEYOND Search Engine Optimization Targeted Visibility Across the Web
  11. 11. THE TOOLSUSE SEARCH: Google, Facebook, Twitter, SHOWS & PRESENTATIONSYahoo!, Bing LINK NETWORKS & NETWORKINGBLOGGING PAY PER CLICK & AD PLACEMENTSUSE SOCIAL MEDIA: Facebook, Twitter,YouTube, LinkedIn, Flickr, Foursquare, etc PRINT MEDIAEMAIL MARKETING PRINT MAILINGSWORD OF MOUTH LANDING PAGESMEETINGS & INFORMAL CONTACT FORMSGATHERINGS UNIQUE PHONE NUMBERS deepdishcreative BEYOND Search Engine Optimization Targeted Visibility Across the Web
  12. 12. SEARCHWHO WILL WIN?Profiles and PlacesBloggingVideoSomeone who owns, tracks and analyzes itFresh, relevant, and interesting contentdeepdishcreative BEYOND Search Engine Optimization Targeted Visibility Across the Web
  13. 13. BLOGGING A business that blogs has:WHO WILL WIN? 55% more website visitors 97% more inbound links 434% more pages indexed by search enginesOfficial websitesCatering to a nicheBlog postsCommenting on other blogsVideoSharableFresh, relevant, and interesting contentdeepdishcreative BEYOND Search Engine Optimization Targeted Visibility Across the Web
  14. 14. SOCIAL MEDIAWHO WILL WIN?A real (human) voiceResponse and considerationConsistent presencePromoting othersThe Cool factorSomeone who owns, tracks and analyzes itFresh, relevant, and interesting contentdeepdishcreative BEYOND Search Engine Optimization Targeted Visibility Across the Web
  15. 15. WORD OF MOUTH{see social media and resources}Facebook Foursquare (location apps)Twitter YelpYouTube Channel TripAdvisor deepdishcreative BEYOND Search Engine Optimization Targeted Visibility Across the Web
  16. 16. EMAIL MARKETINGWHO WILL WIN?Succinct and specific messagingCalls to actionSpecific landing pagesOpt-in subscribingSharableSomeone who owns, tracks and analyzes itFresh, relevant, and interesting contentdeepdishcreative BEYOND Search Engine Optimization Targeted Visibility Across the Web
  17. 17. LANDING PAGESWHO WILL WIN?Succinct and specific messagingCalls to actionSomeone who owns, tracks and analyzes itFresh, relevant, and interesting contentdeepdishcreative BEYOND Search Engine Optimization Targeted Visibility Across the Web
  18. 18. PRINT MEDIAWHO WILL WIN?PRINT ADVERTISING - add your social places and review links to all of your printadvertising. Use logos (their free to use) and your @ or location name: /myawesomebizMENUS & BROCHURES - add your social places to your menus, brochures, rack cardsbusiness cards, punch cards, catering brochures, to-go menus. Again, use logos alongwith your @ or location name. Encourage check-ins with location based apps likeFoursquare, Facebook Places, GoWallaON THE FRONT DOOR - request and post your business on your front door, orelevators, restroom doors, windows, LCD streams. Branded stickers (which areinstantly recognizable) are FREE from Foursquare and FB, etc. Just ask.WEBSITE - seems obvious but include a link to EVERYWHERE your bizlives online: review sites, location places, Twitter, FB, video channels,online profiles, LinkedIn Groups, various blogs, etc.TV & Radio - end your messages with your social places deepdishcreative BEYOND Search Engine Optimization Targeted Visibility Across the Web
  19. 19. STRATEGYCURRENT CONDITIONSWHAT ARE YOU WILLING TO DO?WEAVING THE PLAN‣ see Evaluationdeepdishcreative BEYOND Search Engine Optimization Targeted Visibility Across the Web
  20. 20. WHAT ARE YOU WILLING TO DO?➡ How much change are you willing to do (website,online presence, print, etc)➡ How much effort are you willing to put into buildingand maintaining an online presenceTOOLS: Editorial Calendar, Hootsuite and Tweetdeck scheduled tweets, Ping.fm deepdishcreative BEYOND Search Engine Optimization Targeted Visibility Across the Web
  21. 21. CURRENT CONDITIONSYou should know what the current situation of your website and youronline presence are.➡ How many visitors and who are they➡ How is the current website being used➡ How are your customers finding you nowTOOLS: Google analytics, Facebook Insights, Crazy Egg, Hubspot.com tools deepdishcreative BEYOND Search Engine Optimization Targeted Visibility Across the Web
  22. 22. WEAVING THE PLANEvaluate the current conditions and contrast with where you want to be.➡ Set timelines➡ Review your level of commitment / time available➡ Learn the tools and techniques deepdishcreative BEYOND Search Engine Optimization Targeted Visibility Across the Web
  23. 23. AUDIENCE EXAMPLESLODGINGDININGPRODUCTdeepdishcreative BEYOND Search Engine Optimization Targeted Visibility Across the Web
  24. 24. Q&Adeepdishcreative BEYOND Search Engine Optimization Targeted Visibility Across the Web
  25. 25. RESOURCESListening Writing for the web Sharing Wide Range MarketingGoogle Alerts SocialMediaExaminer.com Facebook, Twitter, YouTube Channel mashable.com ClickZ.comSocialMention.com ProBlogger.com Slideshare.com inc.com MarketingSherpa.comTopsy.com tourism-industry.alltop.com commarts.com ScreenMediadaily.com CopyBlogger.com EZarticles.com howdesign.com Sphinn.comTwitter # hashtags AMEX Open ForumSocial Media Measurement Webmaster Review Sites DirectoriesTourismCurrents.com Google Analytics webmasterworld.com yelp.com botw.orgSocialMediaExaminer.com quantcast.com alistapart.com kayak.com dirjournal.comMariSmith.com alexa.com evolt.org tripadvisor.com dmoz.orgTwitterforRestos.com Facebook Insights Google webmaster tools travelpost.com dir.yahoo.comTravel2dot0.com WebsiteGrader.com Yahoo Webmaster help greenhotelreviews.com business.comsocialmediatoday.com BlogGrader.com Bing Webmaster Tools vtliving.com galaxy.comIntels Guidelines TwitterGrader.com concierge.com joeant.comSocial Media Governance zagat.com hotvsnot.comUsing Social Media in Business urbanspoon.com whatuseek.comScreenMedia Daily dine.com goguides.com 7dvt.com vermontvacationguide.org (coming this summer)Vermont Centric Calendars Discussionfindandgoseek.net #tourismchat Location Mobile Research7dvt.com #TNI foursquare.com Twitter Updating PewInternet.orgvermontvacation.com yelp.com #blogchat foodspotting NNGroup.comChambers Of Commerce Facebook Places LinkedIn Groups urbanspoon.comGovernment websites Google PlacesLibrary websites deepdishcreative BEYOND Search Engine Optimization Targeted Visibility Across the Web
  26. 26. THANK YOU GREGG BANSE LARA DICKSON gbanse@7thpixel.com lara@deepdishcreative.com 7thpixel.com DeepDishCreative.com twitter.com/greggbanse twitter.com/deepdishcreates linkedin.com/in/greggbanse linkedin.com/in/laradickson facebook.com/twitterforrestosdeepdishcreative BEYOND Search Engine Optimization Targeted Visibility Across the Web

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