10 Takeaways for Online Success
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10 Takeaways for Online Success

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  • Required Slide Enter the course number and title for your session on this slide. In the subtitle area, enter your presenter name. As you go through each slide, please enter custom session text for each bullet that is listed in blue font and then change the text to black font; or delete the bullet altogether. It’s a good idea to state the title of your session early and remind participants of any prerequisites, experience level, or other issues that might limit the session’s applicability for anyone. That way, participants can leave early to find a more appropriate session. Tips for Capitalization and Punctuation for all slides: Slide titles should be Title case – Every Major Word is Capitalized. Slide bullets can either be title case or sentence case. With sentence case, you punctuate the bullet like you would punctuate a sentence, capitalizing only proper names or titles. Construct all of your bullets consistently. If one bullet is a complete sentence, all bullets should be complete sentences. Alternately, all bullets could be phrases. Use periods with bullets only if the bullet is a complete sentence. The most important thing to remember is that you be consistent in your capitalization and punctuation. Ideally, you would be consistent across all slides, but at a minimum, use consistent capitalization and punctuation on any given slide.
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10 Takeaways for Online Success 10 Takeaways for Online Success Presentation Transcript

  • 10 Takeaways for Online Success Hall Web Services
  • CPE Credit
    • In order to receive CPE credit for this session you must be present for the entire session.
      • Session code: ACT14-1 and ACT14-2
      • Recommended CPE credit = 2
      • Delivery Method = Group Live
      • Field of Study = Specialized Knowledge and Applications
    • Visit the Continuing Professional Education kiosks to enter CPE credit during the conference.
  • Introduction Amanda O’Brien VP of Marketing [email_address] Kasi Gajtkowski Organic Search Manager [email_address] Jenika Scott Channel Marketing Manager [email_address] Booth # 517
  • Learning Objectives
    • After participating in this session, you will be able to:
      • Interact with prospects in social media space
      • Efficiently use social networks
      • Understand the importance of a web strategy and learn how to assess your own site
      • Use site data to understand your customers and improve your website
      • Find the best keywords for your website and create content to optimize your website for organic search
      • Know the on-page SEO elements that matter
  • #1 How to Interact with Prospects Using Social Media
    • Lot of listening first and then talking
    • Be found when they are looking
    TAKEAWAY: search.twitter.com, Google Alerts, LinkedIn Questions are great listening tools.
  • #1 How to Interact with Prospects Using Social Media
    • Provide valuable information
      • Content
      • Links
      • Blog posts
      • Pain points
    • Establish yourself as an expert
      • Define your niche
      • Master of everything is a master of nothing
  • #2 Advanced Features of Twitter and LinkedIn
    • Advanced Search Options
    • Subscribe to LinkedIn Questions
  • #2 Advanced Features of Twitter and LinkedIn
    • Twitter lists
      • Content dipstick
      • Organize your followers
    • Posting to LinkedIn and Twitter at the same time
      • #in
      • Tweetdeck
      • Ping.fm
    TAKEAWAY: Connect with the right people that care about your content.
  • #3 Social Media Efficiency
    • Define your niche and stick to it
    • Social Media travel agents
    • Use an RSS reader
    TAKEAWAY: Take control of your day and content strategy by being more organized.
    • Track your time
    • Check twice a day
      • One piece of content
      • One reply to content
      • One reaction to content
    #3 Social Media Efficiency Photo credit: http://www.flickr.com/photos/8011986@N02/2707571409/
  • #4 Build Trust and Lower Risk in B2B Buying
    • Show, don’t tell
      • Success stories, testimonials, Twitter lists
    • Be consistent
    • Be helpful
    TAKEAWAY: Why should people do business with you? Lower the buyers risk.
  • #5 Develop a Web Strategy
    • Goals
    • Tactics are how you reach your goals
    • Measure to know when you’ve reached your goals
    • Adjust if it’s not working
  • #5 Develop a Web Strategy
    • What are your goals?
      • Sales increase
      • Reputation management
      • Customer service and retention
      • Build relationships
    TAKEAWAY: Know your website goals first.
  • Measuring
    • Traffic
    • Goal completions
    • Trends
    • Stickiness
  • Tactics
    • Choose the right tools
    • Web design and development
    • Organic search
    • Paid search
    • Connecting with others
  • Assess and Adjust
    • Look at analytics regularly
    • What’s working? What’s not?
    • Keep your users in mind
  • Keep In Mind
    • Budget
    • Expectations
    • Priorities
    • Timeline – Deadline?
    • Resources
    • Content
  • #6 Get to Know Users with Site Data
    • Bounce rate and pages per visit
    • Time on site
    • Content overview
    • Traffic sources
    • Goal completion
    TAKEAWAY: Using web analytics can help you better market your business online.
  • #7 Google Analytics Best Practices
    • Filter out your IP address
      • Always maintain unfiltered profile as well
    • Set up goals
    • Google Analytics Intelligence & Annotations
    TAKEAWAY: Correlate changes in web traffic with your marketing efforts.
    • What words will people use to find you?
    • Make a keyword target list
      • Brainstorm
      • Ask your coworkers
      • Talk to family & friends
    • Use Keyword Tools
      • Google AdWords Keyword Tool (free)
      • Wordtracker
      • Keyword Discovery
    #8 SEO: Find the Best Keywords for Your Website Photo credit: http://www.flickr.com/photos/alcomm/217097889/
  • #8 SEO: Find the Best Keywords for Your Website
    • Why use keyword tools?
    • Validation!
      • Are people using those search terms?
      • How many searches per day or month?
      • Additional Keyword suggestions
  • #8 SEO: Find the Best Keywords for Your Website
    • Manually test the list in the search engines
      • Assess the sector
    • Which companies come up in those searches?
      • Can you do it better?
      • What makes you unique?
    TAKEAWAY: Listen First – Talk Second Twitter Search | Google Blog Search | LinkedIn TAKEAWAY: Listen First – Talk Second Twitter Search | Google Blog Search | LinkedIn TAKEAWAY: Thoroughly research and test your keywords to ensure that people can find you.
  • #9 SEO: Which SEO page elements really matter? Where do we put those keywords?
    • Search engine spiders read text
    • Look at certain web page elements
    • Industry-developed best practices
    • SEO tells search engines what your site is about!
  • #9 SEO: Which SEO page elements really matter?
    • Title Tags: The Most Important Element
    • Use the keywords that describe each specific page
    • 5-12 words in length (or 65 characters)
    • Title tags should be unique for each web page
  • #9 SEO: Which SEO Page Elements Really Matter?
    • h1 Tags: The Most Important Text on a Web Page
    • The h1 tag is the header on a web page—like a title of a story
    • Use keywords that describe the content of that page—be specific
    • Similar to the title tag of the page
  • #9 SEO: Which SEO Page Elements Really Matter?
    • Page Names: Keyword in URLs are Important
    • www.mysite.com/crm-software-consulting is ideal
    • www.mysite.com/consulting is okay
    • www.mysite.com/432?ed=3?54 is not good
    • Use keywords and hyphens—be descriptive!
    TAKEAWAY: Listen First – Talk Second Twitter Search | Google Blog Search | LinkedIn TAKEAWAY: Listen First – Talk Second Twitter Search | Google Blog Search | LinkedIn TAKEAWAY: Use Keywords in these elements to Increase the chance of your site ranking for them.
    • Search engines read text and only text
    • Update and expand your content on a regular basis to keep search engines coming back
    • Keywords must be in your content
    • More content = more chances to use keywords
    #10 SEO: Continually Update Your Website with Content Photo credit: http://www.flickr.com/photos/lwr/376731969/
    • There are many ways to add content to your website:
    • Blogs
    • White papers
    • Case studies
    • News releases
    #10 SEO: Continually Update Your Website with Content TAKEAWAY: Listen First – Talk Second Twitter Search | Google Blog Search | LinkedIn TAKEAWAY: Listen First – Talk Second Twitter Search | Google Blog Search | LinkedIn TAKEAWAY: Adding content to your website on a regular basis is a win-win for search engines and website visitors.
  • Questions?
  • Summary
    • Listen, be found, and provide value in social media amanda@hallme.com
    • Create a web strategy, understand your users with site data, and use analytics to track performance [email_address]
    • Find the best keywords for your site, use h1 and title tags effectively, and always create valuable content for your site kasi@hallme.com
    • Visit us at Booth #517
  • Your feedback is important to us!
    • Please complete the evaluation form for this session
    • Your feedback helps us improve future sessions and presentation techniques
    • Thank you for your participation