Objectives of this course…
• Fundamental understanding of how to
p o ote you bus ess o t e te et
promote your business on the internet.
• Provide overview of website design, common
terms, deployment considerations.
• Overview of cost effective ways to promote
your company online.
Website and Online Marketing
W b it d O li M k ti
Denise Reier, President / Owner
1. Understanding web terms
2 Website design basics, Do s and Don ts
Website design basics Do’s and Don’ts
3. Domain name registration and hosting
Promoting and driving traffic to your site
Understanding how search engines work
(Google, Yahoo, MSN, etc)
(Google Yahoo MSN etc)
6. Tips for effective email marketing campaigns
7. Security, privacy and anti‐spam laws
Common Terms and Acronyms
Term Definition / Use
URL Uniform Resource Locator. The internet address consisting of;
HyperText Markup Language. This is the language (code) used to structure text and
Markup Language. This is the language (code) used to structure text and
multimedia documents and interpreted by web browsers. E.g.
Keywords and descriptions used within the html code, that is hidden from the user. Used by
search engines to appropriately categorize and describe whatever’s being searched.
WEBSITE DESIGN BASICS
SEM Search Engine Marketing. Combination of techniques and practices (SEO, PPC, PFI) with
search engines and directories, to promote your products and services.
SEO Search Engine Optimization. Combination of techniques to increase ranking among common
Search Engine Optimization Combination of techniques to increase ranking among common
PPC Pay Per Click. Ads you place for your website with a search engine (e.g. Google). You bid the
amount you are willing to pay per click. The more you bid, the higher your add will appear in
the search results. Google AdWords is the most popular form of PPC for small businesses,
because it allows you to control your expenses by setting daily maximum for each ad.
PFI Pay For Inclusion. Online directories like Yahoo Directory
9 Things beginners should know about creating a
Do you need a website? website
Great websites: unique, useful, informative, engaging
• Importance of being on the Web
1. Keep the site content fresh and current
– 94% of decision maker research vendors online prior 2. Create a reason for the user to come back and promote your web
to making a purchase. address EVERYWHERE!
3. Make sure all links work and don’t have pages that are empty or
– Credibility “under construction”
• A website can make a small business “bigger than life” 4. Make your images and photos small
5. Make sure your site is search‐engine friendly and continue to
• What type of website? optimize it for better search engine ranking
6. Cross‐link your site with other directories, associations, business
– Brochure‐ware to eCommerce
Brochure ware to eCommerce partners, social media networks…
partners social media networks
7. Use google analytics or other analytical tool
• Will you promote it? 8. Refine your site search terms and keywords and resubmit to the
search engines often
9. Get rid “90’s” habits ‐ counters, overly‐animated gifs, bad colors
(hot pink and black), etc.
Usability Considerations Managing Images
• Try to keep relevant information with in 2‐3 clicks and • Make images and photos as small as possible
most IMPORTANT information closest to the home page. – Decrease size and resolution
• 96dpi is common for the web
– Tools: Microsoft Paint (change size) Adobe Photoshop (size
Tools: Microsoft Paint (change size), Adobe Photoshop (size,
resolution), etc. Microsoft Publisher (both size and resolution)
1.2MB (that’s 1,286KB) 38KB file at 72dpi
file at 300dpi
Managing Images (cont’d) Content
• Different types of images used on the Web
– .jpg (good multi‐purpose image, common on the web. Good
• Make your copy relevant to your target
– .png ((good quality, can also have transparent background)
d li l h b k d)
– .gif (can make background transparent, more common that • Use meaningful words that describe what you
.png, but not quality is not as great do, for whom, and why they should care
– .bmp (usually larger image, quality is good, not as common on
the web) • Make sure you describe your product or service
• Add text to your Images (Alt Tag) relevant to the audience in words they will
– vs. SC0001IMG.JPG
• Use as few words as possible
• Avoid fluff
Name your Pages Linking and Tagging
• Make the .html file meaningful • Make sure ALL links work
– Index‐3.html vs. services.html
Index 3.html vs. services.html • If you have links in a flash or animation, make sure
there is a text‐version that provides the same
• Make sure each page has a title on the top of navigation
the browser • Use a sitemap
– You may need to change the html code to do this of – Not the kind you see, the invisible kind…
the web tool you’re using doesn’t do this – Tells search engines how and what to crawl and index
t ti ll ! – Can help you skip over pages you may be working on ,
or sensitive information / content you’re not ready to
Test your Site
• Test your site with various web browsers;
– Internet Explorer (vs 6 and 7), Netscape, others.
Internet Explorer (vs 6 and 7), Netscape, others.
• Mobile devices?
– How important is it to be viewed on iPhone or
DOMAIN NAME REGISTRATION
AND HOSTING CONSIDERATIONS
Domain Names Purchasing your Domain
• Domain name is the URL that is registered that represents your
website (e.g. adagomarketing.com) • First…is the domain you want, available?
• Domain name extensions;
• .com (company)
( ) • Direct domain purchasing options;
Direct domain purchasing options;
• .gov (government)
• .edu (education – Networksolutions.com
• .net (network)
• .org (non‐profit organization)
• .info (informational)
• .biz (business, not often used)
• Buy from Hosting Providers;
• .uk (United Kingdom….or similar for other countries)
– JustHost, Yahoo, GoDaddy, FatCow, etc.
• Domain names do not necessarily have to be your company
name, but it is helpful to build brand awareness. • Average cost $7‐10 first year, $20‐25 each there
The Top 10‐Best Web Hosting Sites
The Top 10‐ Hosting Providers
• Domain name registration? • My Preference (more features)
• Storage space? JustHost.com
• Bandwidth? – More robust features
• Email addresses?
E il dd ? – Extensible
– Fast servers
• Technical support?
– Great for eCommerce / Shopping cart
• Backup support? sites
• Design tools, templates or use • My Preference (simple site):
your own? Yahoo.com
• Ease of use? – Free site builder tools or use your own
• Shopping cart? – Basic add‐ons are free
• Blogs? – Awesome tech support (speaks English)
– Unlimited storage and bandwidth
U li it d t d b d idth
• Payment processing? – Reporting of site statistics
• search feature? – Easy search engine submission
• Forms or other custom features? – Integrated marketing features
• Are the add‐on features free or
Promoting your website
• Optimize your web pages with meta tags
– Keywords (meaningful, and perhaps local geo)
Keywords (meaningful, and perhaps local geo)
PROMOTING AND DRIVING TRAFFIC
TO YOUR SITE
Tip: Select “View / Source” from your web browser to see html code
Check out your competition!
Submit your site to Search Engines Cross‐
Cross‐link your site with others
• Many web hosting providers have easy feature • Associations
to accomplish this (e.g. Yahoo) • Industry trade groups
• Chamber of Commerce
Chamber of Commerce
• Partners / Alliances
• Social media networks (LinkedIn, Facebook,
• Newsletters signup (make it meaningful and / or
• Promote a useful cause…”breast cancer”
How do you get on Google?
• No perfect science…
• Paid placements get top billing (PPC, PPI)
• Buy words (some are more expensive than others)
• Things to increase your chances that are free;
Section: 5 –
Meta tags (keywords, descriptions and localization)
– Page titles
THE MYSTERY OF SEARCH ENGINES – Page content
– Create new / fresh content and re‐submit often
Other Ranking Considerations…
• Content relevancy
– Are you describing your product / service relevant
Are you describing your product / service relevant
to the market you serve?
• Localization / geography
– Locally operated small businesses, can take
advantage of local searches
SOCIAL MEDIA MARKETING:
PUTTING IT TO WORK FOR YOU
Social Media Sites Social Media Examples – B2C
Social Media Examples –
– Professional network used for primarily for business • Absolut Vodka – Online Video on YouTube and Using
connections – 37M professionals. Easy to view profiles, get
connected, and recruit talent. Facebook to house their Top Bartender fan page.
– Not just for kids anymore – demographic of social network is
changing. Has nice privacy features. 30B views monthly! • BMW – Utilizing Facebook to promote their 1‐Series
– Still carries juvenile feel, but, like Facebook, becoming huge
Road Trip and they have created a Rampenfest Page
– Video‐based media, widely used by B2C and B2B companies.
• Twitter • Dunkin Donuts – That's right they've found value in
– Used for communication and conversing about key topics.
One of the fastest social media sites with over 3M messages social media and have set up a microblogging Twitter
per day. Must follow the twitter etiquette to be effective.
d f ll h b ff
Provides search engine to check your “buzz” level. account.
– Image and video hosting with online community features.
Widely used for bloggers as a photo database. As of Nov • E*Trade – Utilizes YouTube to promote online trading
2008, claims to have over 3B images.
Social Media Examples – B2B
Social Media Examples – B2B Example with Facebook
B2B Example with Facebook
• Social media marketing has not caught on as • Jeffrey Gitomer – Sales Evangelist
quickly in B2B business, but that’s changing... – 1,730 friends / connections
– 69% of B2B buyers use social media to “assist” in business
development and decision making
• In a recent study by KnowledgeStorm of B2B
technology decision makers:
– 90% Participate in Video
– 80% Participate in Blogs
80% Participate in Blogs
– 80% Participate in Wikis
– 69% Participate in Social Networks
– 53% Participate in Podcasts
• Email marketing allows for the most careful aim of
Section: 7 • The most cost effective marketing method
• Unsolicited email has approximately 5% return
TIPS FOR EFFECTIVE ONLINE • Permission‐based email has about 15+% return
2009 Top Email Service Providers Lists: Geographic / Demographic variables…
– consider the geographic level you will target (local, state, national,
– Can you classify them as rural, suburban, urban, or an mix of any of these?
y y , , , y
– What characteristics will your target market share that will differentiate
them from others?
– These variables should be measurable and can include any of the
• Age gender
• Race • Resources available to help you define
• Ethnicity g p y g
the demographics of your target market.
• Income – U.S. Census Bureau
• Education – Consumer Spending Surveys
• Occupation – Business Expense Surveys
• Family size – American Factfinder
• Marital status – State and county Quick Facts
• Social class – EasiDemographics
Lists: Psychographics of your market…
• Psychographics help define characteristics of a group based on their
lifestyle, personality, and social class.
• One of the most popular surveys of psychographics is known as the VALS
(Value, Attitude, Lifestyle Surveys)
(Value Attitude Lifestyle Surveys)
– VALS place consumers into certain segments based on their responses to a
– There are eight segments that they may be placed into.
– These segments are then defined by certain characteristics and traits that they
– For more information go to :
• Zip Code Psychographics
– People with similar lifestyles tend to live in the vicinity of one another.
– Zip code psychographics can help you define characteristics of a region by just SECURITY, PRIVACY AND ANTI‐
SECURITY, PRIVACY AND ANTI‐
knowing its zip code
– For more information go to:
• But be aware anti‐spam laws, for a summary of
t ese a s go to
these laws go to:
• Use unsubscribe and opt‐out in email
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