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

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

Agenda
Evolution of a website
HTML 101
Organic vs. paid search
E-mail marketing
Website analytics
Free and Cool stuff
Questions…

Evolution of the Website
Then
Basic information source
Online brochure
Looks nice, but difficult to determine effectiveness
Expense item
Now
24/7 sales person
Virtual branch office
Held accountable for its actions (or lack of)
Expected to pay for itself (and then some)
Can you say ROI?

What Makes a Great Website?
Easy to update (CMS)
Content and branding
SEO friendly
Keywords, text, theme
“ Spider-ability”
Text, images, flash, frames
Measurement and ROI
Analytics, feedback
Conversion capability

Getting Found Online

Why It Matters…
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?

“Field of Dreams” Marketing Plan

How To Get Found Online
Pay For It
Bid on “keywords” in the various search engines
Also known as paid search or pay per click ( PPC )
Deserve It
Understand what people are looking for and give it to them
Also known as organic or natural results ( SEO )

Why Should I Bother with Search Engine Marketing?
“ 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.”
Aniz Ruda
Internet Marketing, JP Morgan Chase

Who’s Searching For You???
Every month…
14 billion online searches
89% of U.S. Internet users use search engines
Search engines are the #1 resource used by consumers looking for local services
What’s your local search position?
michigan banking Source : comScore, Hitwise

Search Trends Source : Google Insights

HTML 101 “What is Meta Data”

Behind the Scenes
View > Source
Page Title
Description
Keywords
H1, H2, H3…
Image ALT
CONTENT

Search Engine Optimization (SEO)

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, Overture.com

Key SEO Questions
How often are you adding content to your site?
How well does the text on your site match the services you offer?
Are you using press releases effectively?
Are other quality sites linking to your site?
Ever considered using a blog ?

Just adding pages and pages of content as an SEO strategy doesn’t cut it anymore
Social Media is the new way to take your SEO strategy to the next level
Social Media increases the number of high quality links & targeted traffic (2 of the most important factors in SEO)
SEO & SMO Work Together Hello. I’m SEO. And I’m SMO.

Google: “wsi eric cook”

Local Search Results

Paid Search Marketing Pay Per Click (PPC)

Defining PPC
Pay Per Click (PPC), has many aliases:
Also knows as Traffic Brokering, Keyword Marketing, and Paid Search Marketing
PPC refers to the direct purchase of premium placed advertising on your choice of search result pages
PPC “involves buying preferential positioning on a search engine when a search is made for specific words or phrases”

7 Essentials to Paid Search

More Than Google… There's a lot of searching going on out there!

Total Coverage Positioning in top paid listings Paid listings in organic directory listings

Yahoo/Google Example

You Control…
Budget (CPC)
Geographical target market
Landing page(s)
A/B split testing
Google Analytics
Turn on/off

Monitor Performance You can see what every Ad Dollar is doing for you with Paid Search Marketing for maximum ROI.

Paid Search Marketing & Display (Banners)

Reach During Surfing

Build Your Brand Online

You Control…
Budget (CPM)
Geographical target market (DMA)
Landing page(s)
A/B split testing
Google Analytics
Turn on/off

Heard of Remarketing?

Search + Display = Synergy

The Buying Funnel Display/Banner Ads Paid Search/PPC

E-Mail Marketing

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

Why E-Mail Marketing?
Saves Time
Quick Response
Lower Costs
Measurable ROI

E-Mail Checklist
Know WHY you are sending the message
Make it personal (no “BCC”) and send quality content
Ensure that your subject is valid , interesting and persuasive
State the purpose of the e-mail at the beginning
Be brief and concise
Include at least one call to action (conversion focused)
Don’t attach files for download
Ensure you can track your results (for ROI)

Website Analytics

What Campaigns Are Most Effective?
Which KPIs Lead To Conversions?
Which Strategies Need To Be Defined?
What New Opportunities Were Discovered?
Internet Marketing Metrics

Determining an ROI
WHAT are your objectives?
Leads, accounts, subscriptions, downloads
WHAT is the value?
Yes, in DOLLAR$
HOW will you measure results?
Know what activities are taking place

FREE & COOL Stuff…

Podcasting & Audio
TalkShoe .com
BlogTalkRadio .com
InstantConference .com

Webinars
DimDim .com
Also…
GoToMeeting/Webinar
WebEx
Adobe

Whitepapers & Articles
DocStoc .com
“ Community Bankers Guide to Social Network Marketing ” by Jesse Torres

Presentations
SlideShare .net
Embeds into LinkedIn & Facebook to promote and distribute

Screen Capture & Demos
JingProject.com
Snap pictures
Capture video
Share easily

Monitor the Web
Google.com/alerts

Never Miss Another Word™
www.LiveScribe.com

iPod Nano
Video | FM Radio | Voice Recorder
Pedometer | Nike+ Fitness

Questions - Eric Cook [email_address] www.LinkedIn.com/in/EricCookMBA www.Facebook.com/ECook www.Twitter.com/EricCook www.PoweredByWSI.com (269) 841-5007

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

by Eric Cook on May 05, 2010

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