Show 63
9.14.13

WEBSITES ARE DEAD : LONG LIVE THE WEB SITE
Why Local Businesses Don't Need Big
Budgets for Their Content ...
• It’s time to kill the web site…….at least the old definition of
a web site. Time to break the old conceptions of what a
...
EDGE OF THE WEB
• Good Afternoon / I’m Erin Sparks / Joining Me In Studio Is Matt

Roberts / Thomas Brodbeck from Site Str...
EDGE OF THE WEB
• This Show Is Delivered By Site Strategics / We Are A Local
Indianapolis Web Design And Internet Marketin...
• HOW YOU GET A HOLD OF US:
• www.SiteStrategics.com
• www.EdgeoftheWebRadio.com
• Simply Google ―Indiana SEO‖

• Twitter:...
Segment 1: News
• SEW : Google+ Brings Automatic Authorship to WordPress &
Typepad, Lets You Embed Posts / Simon Heseltine...
WE’VE GOT AN APP!
•
•
•
•
•
•

Listen to our podcasts
All of our Videos
Twitter Feed
Facebook
Photos of the Show
Stats Bra...
NEWSLETTER SIGNUP
•HEY, WE WANTED TO EXTEND OUT AN INVITE TO JOIN UP TO
OUR EDGE TALK NEWSLETTER!

•FREE NEWSLETTER – AND ...
Coming Up
The Definition of a Website Must be Updated
Out With The Old
Unfortunately, the current outdated definition of a...
Segment 2 :
The Definition of a Website Must be Updated

1-877-SEO-4-WEB
1-877-736-4932

10
INTRO

• Stay with us this segment…

• We’re talking about the Why The Definition of a Website
Must be Updated

1-877-SEO-...
EDGE OF THE WEB
• Thanks For Listening / I’m Erin Sparks / Joined By My

Colleague Tom Brodbeck with Site Strategics / Che...
AND – NEW SERVICE FROM SITE STRATEGICS

We are the fast & easy way for small businesses to
make Mobile Apps
We talked abou...
#EDGETALK : DEFINITION OF WEB SITE

• SEARCH ENGINE WATCH : Rebecca Murtagh
• For years, the website has been defined as a...
#EDGETALK : DEFINITION OF WEB SITE

• Out With The Old
• Unfortunately, the current outdated definition of a website has
p...
#EDGETALK : DEFINITION OF WEB SITE

• Merriam-Webster currently defines the website as "a group of
World Wide Web pages us...
#EDGETALK : DEFINITION OF WEB SITE
• Isn't the website more than a mere set of related web pages?
Doesn't it have to be mo...
#EDGETALK : DEFINITION OF WEB SITE

• The Website Process is Broken
• In light of the way the website has been defined ove...
#EDGETALK : DEFINITION OF WEB SITE
• The Gauntlet of Project-dom
• A project has a beginning and an end. There is a time w...
#EDGETALK : DEFINITION OF WEB SITE

• This approach has perpetuated the perception of the website
as a static project, rat...
#EDGETALK : DEFINITION OF WEB SITE

• Not surprisingly, the myopic view of the website as a project,
rather than a living ...
IF YOU’RE TUNING IN!

If you just tuned in:
You’re Listing to
Edge of the Web Radio
We’re talking about the changing
defin...
#EDGETALK : DEFINITION OF WEB SITE

• What the Website Should Be

• A successful website is a nimble environment, responsi...
#EDGETALK : DEFINITION OF WEB SITE

• So, When Does the Life of The Website Begin?

• Perspective defines the life of a we...
#EDGETALK : DEFINITION OF WEB SITE

• The problem with this thinking: it flies in the face of what the
website means to th...
#EDGETALK : DEFINITION OF WEB SITE

• This is why it's imperative that the brand own the website,
from strategic planning,...
#EDGETALK : DEFINITION OF WEB SITE

• The Website Process Should Never Begin With Design
• Design is fun and creative. And...
#EDGETALK : DEFINITION OF WEB SITE

• Help the designer by first preparing a plan and site map. You
can get started by ask...
#EDGETALK : DEFINITION OF WEB SITE

• These questions will naturally lead into discussion around
requirements for applicat...
#EDGETALK : DEFINITION OF WEB SITE

• Are Customers Satisfied?

• This is one of the most important questions when determi...
#EDGETALK : DEFINITION OF WEB SITE
• Many organizations find themselves having to guess or read
between the lines in websi...
#EDGETALK : DEFINITION OF WEB SITE

• The Website as a Business Asset

• The bottom line is the bottom line. What good is ...
#EDGETALK : DEFINITION OF WEB SITE

• Where Does Responsibility For the Website Lie?
• The responsibility for the website ...
#EDGETALK : DEFINITION OF WEB SITE

• Should the Website be Redefined?
• So, have I made the case?
• Should the website be...
What’s Coming Up
• COMING UP /
• We’re talking to Douglas Karr of Marketing Tech Blog, covering
the most recent Internet M...
Segment 3 :
Marketing TechBlog

1-877-SEO-4-WEB
1-877-736-4932

36
#EDGETALK#

•

YOU’RE LISTENING TO EDGE OF THE WEB RADIO

•

WE’RE TALKING ABOUT INTERNET MARKETING AND INTERNET
CONTENT T...
WE NOW BRING YOU THE MAN BEHIND THE LATEST
INTERNET NEWS AND ONLINE TOOLS
Douglas Karr from MARKETING TECH BLOG INTRO

1-8...
Thanks to Doug from Marketing Tech Blog – always
bringing a unique perspective on today’s endless internet
landscape,
I me...
Break
Back: Segment

4

COMING UP / ALRIGHT –
Time and again we hear the same old argument that we shouldn't
be building l...
Segment 4 :
LOW BUDGET CONTENT

1-877-SEO-4-WEB
1-877-736-4932

41
INTRO

• If you run a local business and have a relatively small budget
for your online marketing, is spending that money ...
REJOIN
THANKS FOR LISTENING / I’M ERIN SPARKS / JOINED BY THOMAS

BRODBECK / THIS SHOW IS PRESENTED BY SITE STRATEGICS /
C...
NEWSLETTER SIGNUP
•Hey, we wanted to extend out an invite to join up to our Edge Talk
Newsletter!

•Free newsletter – and ...
WE’VE GOT AN APP!
•
•
•
•
•
•

Listen to our podcasts
All of our Videos
Twitter Feed
Facebook
Photos of the Show
Stats Bra...
AND – NEW SERVICE FROM SITE STRATEGICS

We are the fast & easy way for small businesses to
make Mobile Apps
We talked abou...
REWIND
We talked about the new definition of the term ―web site‖
1. We talked about the old defintion of a web site, and h...
Low Budget Content Marketing

ARTICLE: MOZ / Matthew Barby
Time and again we hear the same old argument that we
shouldn't ...
Low Budget Content Marketing
• Big brands vs. local businesses
• The marketing goals for local business and multinational
...
Low Budget Content Marketing

• Content is EVERYTHING

• When we think of "content," we typically think of articles,
webpa...
Low Budget Content Marketing
• Content is the staff within your business.
• Content is the design of your shop/office.

• ...
Low Budget Content Marketing

• Turning your staff into content
• Most local businesses are heavily focused around deliver...
Low Budget Content Marketing

• Within a coffee shop business, the staff are just as important
as the food/drink itself.

...
Low Budget Content Marketing

• For years, major international brands have been looking at
ways to differentiate themselve...
Low Budget Content Marketing

• I'm not saying that you should start making all your staff wear
hot-pants and revealing to...
IF YOU’RE TUNING IN!

If you just tuned in:
You’re Listing to
Edge of the Web Radio
We’re talking about low budget
content...
Low Budget Content Marketing
• Turning your shop/office into content
• Like with your staff, your business premises can be...
Low Budget Content Marketing

• Design your space to be unique and it could become one of
the best evergreen content asset...
Low Budget Content Marketing

• Your products are content
• The products and services that you offer can both be used
with...
Low Budget Content Marketing

• We might say that our coffee shop sells a range of different
coffees, some sandwiches and ...
Low Budget Content Marketing

• Make some art on your latte. Make a creative design.

• Apparently "latte art" is pretty p...
Low Budget Content Marketing

• Seasonal product themes can be another fantastic way to
augment your current product offer...
Low Budget Content Marketing
• A few actionable content ideas for local businesses
• Your staff:
• Have your staff wearing...
Low Budget Content Marketing

• Your premises:
• Create a funky design to your office/shop that is going to
invoke convers...
Low Budget Content Marketing

• Your products:

• Offer discounts on your products when a customer shares
them via social ...
Low Budget Content Marketing

• Product/service collateral:

• Spice up your menus and include social media links within
e...
Low Budget Content Marketing
• Your customers:
• Run surveys and polls with your customers and publish the
results on your...
Low Budget Content Marketing

• SPECIAL THANKS TO MATT BRADY. FIND HIS ENTIRE
ARTICLE ON MOZ.com

1-877-SEO-4-WEB
1-877-73...
#EXIT#
OUTRO MUSIC BED CLOSE TEXT
THANKS FOR LISTENING TO EDGE OF THE WEB
RADIO / A SPECIAL THANK YOU TO MY COLLEAGUE AT
S...
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Show 63 | Websites Are Dead | Edge of the Web Radio

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Consider this: There are about 700 million websites. But to most of us, only a tiny fraction of those sites exist because we jump from bookmark to bookmark, scanning our favorite homepages and refreshing our feeds. Marketers everywhere are asking, "Why do so many websites fall short?"

We're giving you the Three Deadly Reasons Most Websites Fail

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Show 63 | Websites Are Dead | Edge of the Web Radio

  1. 1. Show 63 9.14.13 WEBSITES ARE DEAD : LONG LIVE THE WEB SITE Why Local Businesses Don't Need Big Budgets for Their Content Marketing 1
  2. 2. • It’s time to kill the web site…….at least the old definition of a web site. Time to break the old conceptions of what a web site really is. • Also : If you are a local business, do you need a BIG BUDGET for your CONTENT MARKETING? NO!!!! SAY IT WITH ME! NOOOOO!!!!! Find out what you can do and how to do it……TODAY ON THE EDGE! 1-877-SEO-4-WEB 1-877-736-4932 2
  3. 3. EDGE OF THE WEB • Good Afternoon / I’m Erin Sparks / Joining Me In Studio Is Matt Roberts / Thomas Brodbeck from Site Strategics and Doug Karr From Marketing Tech Blog • Every Week We Bring You The Latest Internet & Mobile Marketing Trends / And The Cutting Edge Internet Marketing News To Use For A More Effective & Successful Online Strategy / Why? So You Can Spend Less Administrative Time In Your Business / Make More Money Without Wasting Your Days Away 1-877-SEO-4-WEB 1-877-736-4932 3
  4. 4. EDGE OF THE WEB • This Show Is Delivered By Site Strategics / We Are A Local Indianapolis Web Design And Internet Marketing Company / We Are Known Locally And Nationally For Search Engine Optimization / Google Dominance That Will Actually Translate To Sales – Not Just Good Rankings / For Your Free Consultation Go To Site Strategics Dot Com / That’s S-i-t-eStrategics Dot Com Or Call Us At 317-882-85 Hundred / That’s 882-85 Hundred 1-877-SEO-4-WEB 1-877-736-4932 4
  5. 5. • HOW YOU GET A HOLD OF US: • www.SiteStrategics.com • www.EdgeoftheWebRadio.com • Simply Google ―Indiana SEO‖ • Twitter: @erinsparks, @douglaskarr • Youtube: youtube/sitestrategics • NOW / LET’S FIND OUT WHAT’S HOT OF THE PRESS IN TODAY’S WEB WORLD INTERNET MARKETING NEWS INTRO 1-877-SEO-4-WEB 1-877-736-4932 5
  6. 6. Segment 1: News • SEW : Google+ Brings Automatic Authorship to WordPress & Typepad, Lets You Embed Posts / Simon Heseltine • MARKETING LAND : Facebook Rolls Out Bigger, Uniform Image Sizes And Larger Canvas For All Ad Formats / Ginny Marvin • THE VERGE : Advertisements are coming to Instagram / T.C. Sottek • SEJ : Facebook Rolling Out Social Search Conversation Tools / Kelsey Jones 1-877-SEO-4-WEB 1-877-736-4932 6
  7. 7. WE’VE GOT AN APP! • • • • • • Listen to our podcasts All of our Videos Twitter Feed Facebook Photos of the Show Stats Bragging Page And…. • 1-877-SEO-4-WEB 1-877-736-4932 7 Score My Site Tool! Submit your site, and we’ll review it for you – give you some knowledge about hor the engines see you!
  8. 8. NEWSLETTER SIGNUP •HEY, WE WANTED TO EXTEND OUT AN INVITE TO JOIN UP TO OUR EDGE TALK NEWSLETTER! •FREE NEWSLETTER – AND COVERS EVERYTHING WE’RE ABOUT TO COVER ON THE SHOW AND MUCH MORE. •GET A LITTLE INSIDER INFORMATION: •WE ARE DROPPING A USEFUL PRO TIP INTO EACH NEWSLETTER AS WELL. GREAT TECHNIQUES TO MAKE YOUR SITE SING! •SIMPLY SIGNUP FOR THE NEWSLETTER ON EDGE OF THE WEB DOT COM OR SITE STRATEGICS DOT COM! 1-877-SEO-4-WEB 1-877-736-4932 8
  9. 9. Coming Up The Definition of a Website Must be Updated Out With The Old Unfortunately, the current outdated definition of a website has perpetuated the view of a website as an exercise in technology, rather than a function of business. Let’s talk about what the definition of a web site really is, Stay tuned to the Edge! 1-877-SEO-4-WEB 1-877-736-4932 9
  10. 10. Segment 2 : The Definition of a Website Must be Updated 1-877-SEO-4-WEB 1-877-736-4932 10
  11. 11. INTRO • Stay with us this segment… • We’re talking about the Why The Definition of a Website Must be Updated 1-877-SEO-4-WEB 1-877-736-4932 11
  12. 12. EDGE OF THE WEB • Thanks For Listening / I’m Erin Sparks / Joined By My Colleague Tom Brodbeck with Site Strategics / Check Us Out At Site Strategics Dot Com / We Are Your Local Internet Marketing Management Company / We Do Cost Effective Web Design / With Google – Yahoo – Bing Search Engine Marketing Management That Not Only Provides You Great Rankings On Searches But Also Translates Into Actual Sales • Come In, Have A Cup Of Coffee And Let’s Talk About Your Online Success 1-877-SEO-4-WEB 1-877-736-4932 12
  13. 13. AND – NEW SERVICE FROM SITE STRATEGICS We are the fast & easy way for small businesses to make Mobile Apps We talked about how many apps are being launched daily, more apps are launched than babies being born daily! The reality is that with the adoption of the mobile devices and the ―second screen‖ marketing, the ability to connect with consumer loyalty is stronger than ever. Building an app can connect you to your customer It’s easy and fast We have templates for: • Restaurants • Realtors • Lawyers • Bands • Sports • Churches • Professional Services 1-877-SEO-4-WEB 1-877-736-4932 13
  14. 14. #EDGETALK : DEFINITION OF WEB SITE • SEARCH ENGINE WATCH : Rebecca Murtagh • For years, the website has been defined as a computer term representing pages on the World Wide Web. • This outdated perception is holding brands back from embracing the website for what it really is. 1-877-SEO-4-WEB 1-877-736-4932 14
  15. 15. #EDGETALK : DEFINITION OF WEB SITE • Out With The Old • Unfortunately, the current outdated definition of a website has perpetuated the view of a website as an exercise in technology, rather than a function of business. 1-877-SEO-4-WEB 1-877-736-4932 15
  16. 16. #EDGETALK : DEFINITION OF WEB SITE • Merriam-Webster currently defines the website as "a group of World Wide Web pages usually containing hyperlinks to each other and made available online by an individual, company, educational institution, government, or organization." • Here's how Wikipedia defines it: "A website is hosted on at least one web server, accessible via a network such as the Internet or a private local area network through an Internet address known as a Uniform Resource Locator. 1-877-SEO-4-WEB 1-877-736-4932 16
  17. 17. #EDGETALK : DEFINITION OF WEB SITE • Isn't the website more than a mere set of related web pages? Doesn't it have to be more, if it will serve any meaningful purpose? • In With The New • In her new book, she proposed a new definition for the website, as: • A digital environment capable of delivering information and solutions and promoting interaction between people, places, and things to support the goals of the organization it was created for. 1-877-SEO-4-WEB 1-877-736-4932 17
  18. 18. #EDGETALK : DEFINITION OF WEB SITE • The Website Process is Broken • In light of the way the website has been defined over the years, it isn't too difficult to understand why in 2013 those responsible for building websites continue to view the website in the same as they did in the 1990s; as a project. 1-877-SEO-4-WEB 1-877-736-4932 18
  19. 19. #EDGETALK : DEFINITION OF WEB SITE • The Gauntlet of Project-dom • A project has a beginning and an end. There is a time when the project is deemed "complete". This flies in the face of what a website is, or at least it should be. In today's ever-changing digital landscape, a website is never "done." Ever! • Website designers, developers, webmasters, and marketers perpetuate the website as a project. For them, the website is a deliverable that quantifies a finite, measurable accomplishment. Because these are the professionals responsible for a large part of the website discussion, this perspective has become adopted by their clients: the business or brand that will depend upon the website to achieve goals. 1-877-SEO-4-WEB 1-877-736-4932 19
  20. 20. #EDGETALK : DEFINITION OF WEB SITE • This approach has perpetuated the perception of the website as a static project, rather than a living, breathing extension of the business or brand. • As a result, the website budget is defined to creation, and few, if any organizations allocate resources to manage the website as a business asset, equally as vital to the operation as the physical store-front, office building, equipment, etc. 1-877-SEO-4-WEB 1-877-736-4932 20
  21. 21. #EDGETALK : DEFINITION OF WEB SITE • Not surprisingly, the myopic view of the website as a project, rather than a living extension of the business focused on serving users, has resulted in the creation of many mediocre and non-performing environments. • This could account for why a high percentage of brands revealed in a survey by WhatUsersDo.com that, despite 78 percent being extremely or "quite" to delivering the best user experience, 60 percent rate their brand's website as average, or below averag 1-877-SEO-4-WEB 1-877-736-4932 21
  22. 22. IF YOU’RE TUNING IN! If you just tuned in: You’re Listing to Edge of the Web Radio We’re talking about the changing definition of the term ―web site‖ 1-877-SEO-4-WEB 1-877-736-4932 22
  23. 23. #EDGETALK : DEFINITION OF WEB SITE • What the Website Should Be • A successful website is a nimble environment, responsive to industry developments, emerging trends, behavior of competitors, as well as meeting and exceeding customer expectations. A static environment, essentially a brochure, is simply not enough to serve the sustainable brand in today's marketplace. • Once and for all: the website is not a project. 1-877-SEO-4-WEB 1-877-736-4932 23
  24. 24. #EDGETALK : DEFINITION OF WEB SITE • So, When Does the Life of The Website Begin? • Perspective defines the life of a website. • For those who manage the website as a project (designers, developers, SEO professionals, content writers), the life of the website begins when the project is approved, the schedule is built, and a budget is agreed upon. It's important to note that these players also view the project (website) as "done" when they deliver it. 1-877-SEO-4-WEB 1-877-736-4932 24
  25. 25. #EDGETALK : DEFINITION OF WEB SITE • The problem with this thinking: it flies in the face of what the website means to the business. • For the brand, the website is an expense until the website goes live. Then, and only then, will the website be considered an asset. By the time the business is looking to the website to deliver results, the website designers, developers, SEO professionals, etc. have already moved on to their next project. 1-877-SEO-4-WEB 1-877-736-4932 25
  26. 26. #EDGETALK : DEFINITION OF WEB SITE • This is why it's imperative that the brand own the website, from strategic planning, to design, optimization, post-live analysis, and ongoing management. Doing so not only improves communication, but also reduces costs and improves performance and ROI. 1-877-SEO-4-WEB 1-877-736-4932 26
  27. 27. #EDGETALK : DEFINITION OF WEB SITE • The Website Process Should Never Begin With Design • Design is fun and creative. And nine times out of 10, most brands begin the process to build a website with adesign, whether it's new or a redesign. Rushing into design without a strategic plan is one of the reasons so many websites fail to meet the expectations or deliver ROI. • Think about it. Design is solving problems. If you haven't defined the problems, you can't possibly expect the design to present meaningful solutions. 1-877-SEO-4-WEB 1-877-736-4932 27
  28. 28. #EDGETALK : DEFINITION OF WEB SITE • Help the designer by first preparing a plan and site map. You can get started by asking key questions: • Who are your target audiences? • What information do you wish to provide? • How can you present it so they may convert themselves to customers? 1-877-SEO-4-WEB 1-877-736-4932 28
  29. 29. #EDGETALK : DEFINITION OF WEB SITE • These questions will naturally lead into discussion around requirements for application integration, SEO, video, social media, etc. The more prepared you are, the closer the website design, and every other aspect of the website will be to supporting the goals of the brand, and serving its audiences, saving a great deal of time, money, and frustration. 1-877-SEO-4-WEB 1-877-736-4932 29
  30. 30. #EDGETALK : DEFINITION OF WEB SITE • Are Customers Satisfied? • This is one of the most important questions when determining the success of a brand for a business operating in a competitive industry. • The website fails to deliver ROI when it doesn't attract new audiences, deliver a quality user experience, and convert visitors to customers. In other words, if the customer isn't satisfied, the website has failed. 1-877-SEO-4-WEB 1-877-736-4932 30
  31. 31. #EDGETALK : DEFINITION OF WEB SITE • Many organizations find themselves having to guess or read between the lines in website analytics reports to determine customer satisfaction. There are many tools and services available to capture feedback from visitors. • Google offers a website survey product called Google Consumer Survey. The survey's default questions are free, but customization will result in charges. • Despite acknowledging the importance of user experience, a surprising number of brands will fail to improve the user experience, regardless of what a website user survey may tell them. 1-877-SEO-4-WEB 1-877-736-4932 31
  32. 32. #EDGETALK : DEFINITION OF WEB SITE • The Website as a Business Asset • The bottom line is the bottom line. What good is a website that you invest $10,000, $100,000 or $1 million in if it won't support the immediate and long-term goals of the business? • The website isn't a communication, technological fete, or expression of creativity. It can be these things, but it must first and foremost serve the mission and objectives of the organization it was built to support. 1-877-SEO-4-WEB 1-877-736-4932 32
  33. 33. #EDGETALK : DEFINITION OF WEB SITE • Where Does Responsibility For the Website Lie? • The responsibility for the website is that of the business or brand. Website designers, developers, and programmers will admit that they would much prefer to be provided with clear direction, rather than to try to read the minds of their client. • Only after the website has been properly planned, with clearly stated goals, a sitemap, visitor personas, a specific strategy to differentiate from competitors and paths to conversion…by the brand, should website design, programming, SEO, video and content be initiated. 1-877-SEO-4-WEB 1-877-736-4932 33
  34. 34. #EDGETALK : DEFINITION OF WEB SITE • Should the Website be Redefined? • So, have I made the case? • Should the website be redefined? And, are brands ready to embrace the website as an extension of the business, rather than a project? 1-877-SEO-4-WEB 1-877-736-4932 34
  35. 35. What’s Coming Up • COMING UP / • We’re talking to Douglas Karr of Marketing Tech Blog, covering the most recent Internet Marketing News – as well as proven Internet Marketing Techniques • COMING UP ON THE EDGE! 1-877-SEO-4-WEB 1-877-736-4932 35
  36. 36. Segment 3 : Marketing TechBlog 1-877-SEO-4-WEB 1-877-736-4932 36
  37. 37. #EDGETALK# • YOU’RE LISTENING TO EDGE OF THE WEB RADIO • WE’RE TALKING ABOUT INTERNET MARKETING AND INTERNET CONTENT TRENDS OF 2013 YOU WILL HEAR NO WHERE ELSE • WE’RE PRESENTED BY SITE STRATEGICS • YOUR LOCAL FACE TO FACE WEB DESIGN AND INTERNET MARKETING COMPANY – CALL US AT 1-877-SEO-4-WEB • WE’RE ONLINE AT S-I-T-E STRATEGICS DOT COM. You can catch all the information from the Show at EDGE OF THE RADIO DOT COM. We’ve got videos and audio of everything we do on the show and more. 1-877-SEO-4-WEB 1-877-736-4932 37
  38. 38. WE NOW BRING YOU THE MAN BEHIND THE LATEST INTERNET NEWS AND ONLINE TOOLS Douglas Karr from MARKETING TECH BLOG INTRO 1-877-SEO-4-WEB 1-877-736-4932 38
  39. 39. Thanks to Doug from Marketing Tech Blog – always bringing a unique perspective on today’s endless internet landscape, I mean – man, you bring us up to date and help us focus in on the latest trends, Doug, tell the people how to check out what you do and how to follow you. 1-877-SEO-4-WEB 1-877-736-4932 39
  40. 40. Break Back: Segment 4 COMING UP / ALRIGHT – Time and again we hear the same old argument that we shouldn't be building links, but that we should be focusing on developing exciting and unique content that encourages organic linking all by itself. I completely agree with this statement, but I see businesses misinterpret this far too often. If you run a local business and have a relatively small budget for your online marketing, is spending that money on a flashy infographic going to be the best use of your resources? More often than not, it isn't. We’ll talk about how you can perform Content Maketing on a small budget – coming up after the break! 1-877-SEO-4-WEB 1-877-736-4932 40
  41. 41. Segment 4 : LOW BUDGET CONTENT 1-877-SEO-4-WEB 1-877-736-4932 41
  42. 42. INTRO • If you run a local business and have a relatively small budget for your online marketing, is spending that money on a flashy infographic going to be the best use of your resources? • Paying for a lot of new content writing – not in the cards? • More often than not, it isn't. We’re going to talk about Content Marketing on a small budget – so stay tuned. 1-877-SEO-4-WEB 1-877-736-4932 42
  43. 43. REJOIN THANKS FOR LISTENING / I’M ERIN SPARKS / JOINED BY THOMAS BRODBECK / THIS SHOW IS PRESENTED BY SITE STRATEGICS / CHECK US OUT AT SITE STRATEGICS DOT COM / WE ARE YOUR LOCAL INTERNET MARKETING MANAGEMENT COMPANY / WE DO COST EFFECTIVE WEB DESIGN / WITH GOOGLE – YAHOO – BING / SEARCH ENGINE MARKETING MANAGEMENT THAT NOT ONLY PROVIDES YOU GREAT RANKINGS ON SEARCHES BUT ALSO TRANSLATES INTO SALES 1-877-SEO-4-WEB 1-877-736-4932 43
  44. 44. NEWSLETTER SIGNUP •Hey, we wanted to extend out an invite to join up to our Edge Talk Newsletter! •Free newsletter – and covers everything we’re ABOUT to cover on the show and much more. •Get a little insider information: •We are dropping a useful PRO TIP into each Newsletter as well. Great techniques to make your site sing! •Simply signup for the Newsletter on Edge of the Web dot Com or Site Strategics dot com! 1-877-SEO-4-WEB 1-877-736-4932 4
  45. 45. WE’VE GOT AN APP! • • • • • • Listen to our podcasts All of our Videos Twitter Feed Facebook Photos of the Show Stats Bragging Page And…. • 1-877-SEO-4-WEB 1-877-736-4932 45 Score My Site Tool! Submit your site, and we’ll review it for you – give you some knowledge about hor the engines see you!
  46. 46. AND – NEW SERVICE FROM SITE STRATEGICS We are the fast & easy way for small businesses to make Mobile Apps We talked about how many apps are being launched daily, more apps are launched than babies being born daily! The reality is that with the adoption of the mobile devices and the ―second screen‖ marketing, the ability to connect with consumer loyalty is stronger than ever. Building an app can connect you to your customer It’s easy and fast We have templates for: • Restaurants • Realtors • Lawyers • Bands • Sports • Churches • Professional Services 1-877-SEO-4-WEB 1-877-736-4932 46
  47. 47. REWIND We talked about the new definition of the term ―web site‖ 1. We talked about the old defintion of a web site, and how it doesn’t fit in today’s world 2. The website process is broken 3. It’s not a project – it doesn’t end What the Website Should Be A successful website is a nimble environment, responsive to industry developments, emerging trends, behavior of competitors, as well as meeting and exceeding customer expectations. A static environment, essentially a brochure, is simply not enough to serve the sustainable brand in today's marketplace. 1-877-SEO-4-WEB 1-877-736-4932 47
  48. 48. Low Budget Content Marketing ARTICLE: MOZ / Matthew Barby Time and again we hear the same old argument that we shouldn't be building links, but that we should be focusing on developing exciting and unique content that encourages organic linking all by itself. I completely agree with this statement, but I see businesses misinterpret this far too often. If you run a local business and have a relatively small budget for your online marketing, is spending that money on a flashy infographic going to be the best use of your resources? More often than not, it isn't. 1-877-SEO-4-WEB 1-877-736-4932 48
  49. 49. Low Budget Content Marketing • Big brands vs. local businesses • The marketing goals for local business and multinational brands are often quite similar in basic principle—they want to establish their brand name as a leader within their field and the geographic areas that they serve. The big difference here is that a local business is looking for large levels of brand exposure to their customers on a micro-level (i.e. they want to reach their customers within the local area that they serve). Major brands also want maximum brand exposure to their customers but on a macro level—they want to be recognised the world over, and to do this they need to spend big on reaching everyone. • This is where the content of these two types of businesses becomes different. 1-877-SEO-4-WEB 1-877-736-4932 49
  50. 50. Low Budget Content Marketing • Content is EVERYTHING • When we think of "content," we typically think of articles, webpage text, and imagery. This is one of the greatest reasons for failure within content marketing campaigns. Having a very linear and restricted view of what content is will only restrict and inhibit results. 1-877-SEO-4-WEB 1-877-736-4932 50
  51. 51. Low Budget Content Marketing • Content is the staff within your business. • Content is the design of your shop/office. • Content is your products and services. • Content is the menus on your tables. • Content is your company values. • Content is your customers. • Content is EVERYTHING. 1-877-SEO-4-WEB 1-877-736-4932 51
  52. 52. Low Budget Content Marketing • Turning your staff into content • Most local businesses are heavily focused around delivering a high level of customer service to gain positive feedback for their business. • Herein lies an amazing opportunity for content that will boost the awareness and reach of your brand. 1-877-SEO-4-WEB 1-877-736-4932 52
  53. 53. Low Budget Content Marketing • Within a coffee shop business, the staff are just as important as the food/drink itself. • In some cases they are more important. • If you have built in strong customer service that sets you apart from your competitors then, believe it or not, people will talk about you. • Considering the work that goes into building local citations and reviews for SEO, utilizing your staff to encourage these makes sense. 1-877-SEO-4-WEB 1-877-736-4932 53
  54. 54. Low Budget Content Marketing • For years, major international brands have been looking at ways to differentiate themselves from their competitors. Just look at the likes of Hooters; everyone knows about them because of their staff and the outfits that they wear. • One simple thing that has got them where they are today, and that has become one of the most iconic pieces of content within the restaurant industry is the Hooters uniform. 1-877-SEO-4-WEB 1-877-736-4932 54
  55. 55. Low Budget Content Marketing • I'm not saying that you should start making all your staff wear hot-pants and revealing tops—as fun as that might sound, but what I'm saying is that you can give your staff a unique edge that makes them a piece of creative content. • For example, Matt Barby visited a coffee shop a few weeks back and some of the staff had aprons on with a big QR code on the front that said "zap me for a 10% discount." When you scanned the QR code you had to like their Facebook page and the member of staff would give you a discount there and then... awesome! 1-877-SEO-4-WEB 1-877-736-4932 55
  56. 56. IF YOU’RE TUNING IN! If you just tuned in: You’re Listing to Edge of the Web Radio We’re talking about low budget content marketing for your web site 1-877-SEO-4-WEB 1-877-736-4932 56
  57. 57. Low Budget Content Marketing • Turning your shop/office into content • Like with your staff, your business premises can become an awesome content example. With the example of a local coffee shop, it's easy to get creative on a small budget to gain attention—create a unique style and do something different. Also, make it easier to tie in your offline presence with your online presence. • For example, you could have your Twitter handle stenciled onto the wall. If you want to get really creative then you could have a chalkboard where you write out your recent tweets as they happen in chalk—this would certainly engage your customers within the shop and I can guarantee it would get people talking about you. 1-877-SEO-4-WEB 1-877-736-4932 57
  58. 58. Low Budget Content Marketing • Design your space to be unique and it could become one of the best evergreen content assets that your business could have. 1-877-SEO-4-WEB 1-877-736-4932 58
  59. 59. Low Budget Content Marketing • Your products are content • The products and services that you offer can both be used within other content or as creative content in their own right. • You don't need to have the most unique product in the world, and sometimes this isn't actually possible within standardized product industries. Let's look at a coffee shop, for example. 1-877-SEO-4-WEB 1-877-736-4932 59
  60. 60. Low Budget Content Marketing • We might say that our coffee shop sells a range of different coffees, some sandwiches and a selection of cakes/pastries. • The first thing you would think of to make them stand out from the competition is quality. • The only problem here is that it's hard to show the quality of these products to someone who hasn't actually tasted them; plus, when all of your competitors claim to have the "best quality products," it can be hard to stand out. With this in mind, why not try something a little different... 1-877-SEO-4-WEB 1-877-736-4932 60
  61. 61. Low Budget Content Marketing • Make some art on your latte. Make a creative design. • Apparently "latte art" is pretty popular, and to be honest, if that was served in front of me, the first thing that I'd do would be to take a picture and share it on Facebook/Twitter. 1-877-SEO-4-WEB 1-877-736-4932 61
  62. 62. Low Budget Content Marketing • Seasonal product themes can be another fantastic way to augment your current product offering and turn it into creative content. • At the local coffee shop that Matt goes to, they create crazy cupcake variations on Halloween and decorate the whole shop. That's just asking to be talked about on social media and can result in some tasty links as a byproduct. 1-877-SEO-4-WEB 1-877-736-4932 62
  63. 63. Low Budget Content Marketing • A few actionable content ideas for local businesses • Your staff: • Have your staff wearing unique uniforms that will get people talking about your brand. • Encourage your staff to interact through social media with customers. • Record videos of your staff at work that shows off their expertise (this could be a tutorial video on "how to bake the perfect cupcake," or "how to spray your car bumper"). It doesn't have to be amazing production work; an iPhone will often do the job here. 1-877-SEO-4-WEB 1-877-736-4932 63
  64. 64. Low Budget Content Marketing • Your premises: • Create a funky design to your office/shop that is going to invoke conversation. • "Socialise" your shop front by including your social media accounts within the décor. For example, having your Twitter handle stenciled on the wall. • Offer free WiFi to customers on the condition that they "like" your Facebook page. 1-877-SEO-4-WEB 1-877-736-4932 64
  65. 65. Low Budget Content Marketing • Your products: • Offer discounts on your products when a customer shares them via social media. • Differentiate them in a way that will invoke an emotional response from your customers; for example, latte art. • Create seasonal product range themes that will get mentioned. 1-877-SEO-4-WEB 1-877-736-4932 65
  66. 66. Low Budget Content Marketing • Product/service collateral: • Spice up your menus and include social media links within each of them. • Add QR codes to the bottom of your till receipts. • Create 101 guides and eBooks that are related to your niche. 1-877-SEO-4-WEB 1-877-736-4932 66
  67. 67. Low Budget Content Marketing • Your customers: • Run surveys and polls with your customers and publish the results on your website and social media accounts. • Encourage customers to engage with your brand on social media whilst they're with you for an incentive. • Run weekly giveaway competitions on Facebook that involve your customers having to tag a friend in the comments of the post and sharing it to their friends. When they receive their free product/service—get a photo of them and post it across your social media page. 1-877-SEO-4-WEB 1-877-736-4932 67
  68. 68. Low Budget Content Marketing • SPECIAL THANKS TO MATT BRADY. FIND HIS ENTIRE ARTICLE ON MOZ.com 1-877-SEO-4-WEB 1-877-736-4932 68
  69. 69. #EXIT# OUTRO MUSIC BED CLOSE TEXT THANKS FOR LISTENING TO EDGE OF THE WEB RADIO / A SPECIAL THANK YOU TO MY COLLEAGUE AT SITE STRATEGICS – THOMAS BRODBECK / AND DOUG KARR/MARTY THOMPSON FROM MARKETING TECH BLOG / WE WISH YOU A GREAT WEEKEND AND MAKE SURE TO CHECK OUT OUR MUST SEE VIDEOS AND MUCH MORE INSIDER INFO AT EDGE OF THE WEB RADIO DOT COM / THAT’S EDGE OF THE WEB RADIO DOT COM / WE WILL TALK TO YOU NEXT WEEK 1-877-SEO-4-WEB 1-877-736-4932 69
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