You have a website, but... The art of getting found onlin


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In this webinar, WSI Certified Internet Business Consultant Eric Cook shares some information on how to get "seen" online by the search engines. Simply having a website is no longer enough and businesses need to take proactive steps with things like search engine optimization (SEO), paid search (PPC), display advertising and other ways to get them found online.

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  • Aniz used to be with WSI and now is in the banking industry.
  • Gather information on SEO strategies for banks…
  • You have a website, but... The art of getting found onlin

    1. 1. You Have a Website, But Who Knows… Who Cares? The Art of Getting Found Online Free Webinar Wednesdays May 5, 2010 Eric Cook, Certified Internet Business Consultant
    2. 2. Agenda <ul><li>Evolution of a website </li></ul><ul><li>HTML 101 </li></ul><ul><li>Organic vs. paid search </li></ul><ul><li>E-mail marketing </li></ul><ul><li>Website analytics </li></ul><ul><li>Free and Cool stuff </li></ul><ul><li>Questions… </li></ul>
    3. 3. Evolution of the Website <ul><li>Then </li></ul><ul><ul><li>Basic information source </li></ul></ul><ul><ul><li>Online brochure </li></ul></ul><ul><ul><li>Looks nice, but difficult to determine effectiveness </li></ul></ul><ul><ul><li>Expense item </li></ul></ul><ul><li>Now </li></ul><ul><ul><li>24/7 sales person </li></ul></ul><ul><ul><li>Virtual branch office </li></ul></ul><ul><ul><li>Held accountable for its actions (or lack of) </li></ul></ul><ul><ul><li>Expected to pay for itself (and then some) </li></ul></ul><ul><ul><li>Can you say ROI? </li></ul></ul>
    4. 4. What Makes a Great Website? <ul><li>Easy to update (CMS) </li></ul><ul><ul><li>Content and branding </li></ul></ul><ul><li>SEO friendly </li></ul><ul><ul><li>Keywords, text, theme </li></ul></ul><ul><li>“ Spider-ability” </li></ul><ul><ul><li>Text, images, flash, frames </li></ul></ul><ul><li>Measurement and ROI </li></ul><ul><ul><li>Analytics, feedback </li></ul></ul><ul><li>Conversion capability </li></ul>
    5. 5. Getting Found Online
    6. 7. Why It Matters… <ul><li>With over 14 billion searches taking place on the Internet, are you making sure that your bank is being found for the products and services that you offer? </li></ul>
    7. 8. “Field of Dreams” Marketing Plan
    8. 9. How To Get Found Online <ul><li>Pay For It </li></ul><ul><li>Bid on “keywords” in the various search engines </li></ul><ul><li>Also known as paid search or pay per click ( PPC ) </li></ul><ul><li>Deserve It </li></ul><ul><li>Understand what people are looking for and give it to them </li></ul><ul><li>Also known as organic or natural results ( SEO ) </li></ul>
    9. 10. Why Should I Bother with Search Engine Marketing? <ul><li>“ Having a website without Search Engine Optimization or Pay Per Click is like spending your entire budget on a commercial without buying any airtime to show it to the world.” </li></ul><ul><li>Aniz Ruda </li></ul><ul><li>Internet Marketing, JP Morgan Chase </li></ul>
    10. 12. Who’s Searching For You??? <ul><li>Every month… </li></ul><ul><ul><li>14 billion online searches </li></ul></ul><ul><ul><li>89% of U.S. Internet users use search engines </li></ul></ul><ul><ul><li>Search engines are the #1 resource used by consumers looking for local services </li></ul></ul><ul><li>What’s your local search position? </li></ul>michigan banking Source : comScore, Hitwise
    11. 13. Search Trends Source : Google Insights
    12. 14. HTML 101 “What is Meta Data”
    13. 15. Behind the Scenes <ul><li>View > Source </li></ul><ul><li>Page Title </li></ul><ul><li>Description </li></ul><ul><li>Keywords </li></ul><ul><li>H1, H2, H3… </li></ul><ul><li>Image ALT </li></ul><ul><li>CONTENT </li></ul>
    14. 16. Search Engine Optimization (SEO)
    15. 17. Defining SEO “ What the search engines want to see is just what your users want… Frequently updated , quality and relevant content .” Mary O’Brien Former Director of Sales,
    16. 19. Key SEO Questions <ul><li>How often are you adding content to your site? </li></ul><ul><li>How well does the text on your site match the services you offer? </li></ul><ul><li>Are you using press releases effectively? </li></ul><ul><li>Are other quality sites linking to your site? </li></ul><ul><li>Ever considered using a blog ? </li></ul>
    17. 20. <ul><li>Just adding pages and pages of content as an SEO strategy doesn’t cut it anymore </li></ul><ul><li>Social Media is the new way to take your SEO strategy to the next level </li></ul><ul><li>Social Media increases the number of high quality links & targeted traffic (2 of the most important factors in SEO) </li></ul>SEO & SMO Work Together Hello. I’m SEO. And I’m SMO.
    18. 21. Google: “wsi eric cook”
    19. 22. Local Search Results
    20. 23. Paid Search Marketing Pay Per Click (PPC)
    21. 24. Defining PPC <ul><li>Pay Per Click (PPC), has many aliases: </li></ul><ul><ul><li>Also knows as Traffic Brokering, Keyword Marketing, and Paid Search Marketing </li></ul></ul><ul><li>PPC refers to the direct purchase of premium placed advertising on your choice of search result pages </li></ul><ul><li>PPC “involves buying preferential positioning on a search engine when a search is made for specific words or phrases” </li></ul>
    22. 25. 7 Essentials to Paid Search
    23. 26. More Than Google… There's a lot of searching going on out there!
    24. 27. Total Coverage Positioning in top paid listings Paid listings in organic directory listings
    25. 28. Yahoo/Google Example
    26. 29. You Control… <ul><li>Budget (CPC) </li></ul><ul><li>Geographical target market </li></ul><ul><li>Landing page(s) </li></ul><ul><li>A/B split testing </li></ul><ul><li>Google Analytics </li></ul><ul><li>Turn on/off </li></ul>
    27. 31. Monitor Performance You can see what every Ad Dollar is doing for you with Paid Search Marketing for maximum ROI.
    28. 32. Paid Search Marketing & Display (Banners)
    29. 33. Reach During Surfing
    30. 35. Build Your Brand Online
    31. 36. You Control… <ul><li>Budget (CPM) </li></ul><ul><li>Geographical target market (DMA) </li></ul><ul><li>Landing page(s) </li></ul><ul><li>A/B split testing </li></ul><ul><li>Google Analytics </li></ul><ul><li>Turn on/off </li></ul>
    32. 37. Heard of Remarketing?
    33. 38. Search + Display = Synergy
    34. 39. The Buying Funnel Display/Banner Ads Paid Search/PPC
    35. 40. E-Mail Marketing
    36. 41. E-Mail Is Cost-Effective 1.7x 1x 4.1x 6.9x 34.3x 2.4x 1x 5.9x 7.1x 8.2x Cost per Lead Cost per Customer
    37. 42. Why E-Mail Marketing? <ul><li>Saves Time </li></ul><ul><li>Quick Response </li></ul><ul><li>Lower Costs </li></ul><ul><li>Measurable ROI </li></ul>
    38. 43. E-Mail Checklist <ul><li>Know WHY you are sending the message </li></ul><ul><li>Make it personal (no “BCC”) and send quality content </li></ul><ul><li>Ensure that your subject is valid , interesting and persuasive </li></ul><ul><li>State the purpose of the e-mail at the beginning </li></ul><ul><li>Be brief and concise </li></ul><ul><li>Include at least one call to action (conversion focused) </li></ul><ul><li>Don’t attach files for download </li></ul><ul><li>Ensure you can track your results (for ROI) </li></ul>
    39. 44. Website Analytics
    40. 45. <ul><li>What Campaigns Are Most Effective? </li></ul><ul><li>Which KPIs Lead To Conversions? </li></ul><ul><li>Which Strategies Need To Be Defined? </li></ul><ul><li>What New Opportunities Were Discovered? </li></ul>Internet Marketing Metrics
    41. 47. Determining an ROI <ul><li>WHAT are your objectives? </li></ul><ul><ul><li>Leads, accounts, subscriptions, downloads </li></ul></ul><ul><li>WHAT is the value? </li></ul><ul><ul><li>Yes, in DOLLAR$ </li></ul></ul><ul><li>HOW will you measure results? </li></ul><ul><ul><li>Know what activities are taking place </li></ul></ul>
    42. 48. FREE & COOL Stuff…
    43. 49. Podcasting & Audio <ul><li>TalkShoe .com </li></ul><ul><li>BlogTalkRadio .com </li></ul><ul><li>InstantConference .com </li></ul>
    44. 50. Webinars <ul><li>DimDim .com </li></ul><ul><li>Also… </li></ul><ul><ul><li>GoToMeeting/Webinar </li></ul></ul><ul><ul><li>WebEx </li></ul></ul><ul><ul><li>Adobe </li></ul></ul>
    45. 51. Whitepapers & Articles <ul><li>DocStoc .com </li></ul><ul><ul><li>“ Community Bankers Guide to Social Network Marketing ” by Jesse Torres </li></ul></ul>
    46. 52. Presentations <ul><li>SlideShare .net </li></ul><ul><ul><li>Embeds into LinkedIn & Facebook to promote and distribute </li></ul></ul>
    47. 53. Screen Capture & Demos <ul><li> </li></ul><ul><ul><li>Snap pictures </li></ul></ul><ul><ul><li>Capture video </li></ul></ul><ul><ul><li>Share easily </li></ul></ul>
    48. 54. Monitor the Web <ul><li> </li></ul>
    49. 55. Never Miss Another Word™ <ul><li> </li></ul>
    50. 56. iPod Nano <ul><li>Video | FM Radio | Voice Recorder </li></ul><ul><li>Pedometer | Nike+ Fitness </li></ul>
    51. 58. Questions - Eric Cook [email_address] (269) 841-5007