ORLD
                                   TAL Wsiness
                             W DIGI
      BRAVE NE                    ...
© 2010
                                             All Rights Reserved




W OU L D YO U R ATHER...



  Give your elevat...
© 2010
                                 All Rights Reserved




A T R EN D YO U CAN’T IGNORE:
AD BU D G E T S A R E SHIFTI...
© 2010
                                                   All Rights Reserved




TH E I N T E R N E T: KIND OF A BIG DEAL...
© 2010
                        All Rights Reserved




SO WH O’ S ONL I NE ?
© 2010
                                     All Rights Reserved




WH AT D O T H E S E SHOPPERS WANT?


  To research

  ...
© 2010
                                                                     All Rights Reserved




  WH E R E A R E P E O...
© 2010
                                   All Rights Reserved




KI N G OF T H E D IG ITAL W ORLD
© 2010
                              All Rights Reserved




WH Y S H O U L D YO U CARE?



Google has
4x the
market share...
© 2010
                                    All Rights Reserved




WH AT D O T H E S E SHOPPERS REALLY WANT?


  To get
  ...
© 2010
                                    All Rights Reserved




HO W C A N YO U G I VE THEM WHAT THEY WANT?




 Your W...
© 2010
                                                All Rights Reserved




YOU R W E B S I T E : THE ULTIMATE LEVER


...
© 2010
                                    All Rights Reserved




WHAT DOES “LEVERAGING TIME” MEAN?
© 2010
                                        All Rights Reserved




YOU R W E B S I T E : YOUR ULTIMATE MONEY TREE


  ...
© 2010
                                    All Rights Reserved




YOUR WEBSITE: ONLINE BROCHURE


 A.K.A. “A BILLBOARD IN...
© 2010
                              All Rights Reserved




THE ALTERNATIVE:
SALESPERSON IN TIMES SQUARE


Attracts shopp...
© 2010
                                                  All Rights Reserved




YOU R W E B S I T E MATTERS



  44% of a...
D O E S YOUR WEBSITE SUCK?
                                           © 2010
                                    All Right...
© 2010
                                     All Rights Reserved




TH E G O O D N E WS & THE BAD NEWS



  Bad News:
  Yo...
© 2010
                          All Rights Reserved




HO W D O I K N O W?



 “Website Grades” ~
 Most rank 5-50 out of...
© 2010
                              All Rights Reserved




TH E O P P O RT U NI TY
                          Digital Med...
© 2010
                                   All Rights Reserved




HO W D O YO U AT TRACT THESE “50” PEOPLE?



  GOAL: Lev...
© 2010
                          All Rights Reserved




TH E R OA D TO S UCCESS



  6 Fundamental
  Website Success
  St...
© 2010
                                                    All Rights Reserved




TURN YOUR WEBSITE INTO A MONEY MACHINE
...
© 2010
                                         All Rights Reserved




SUC C E S S S T R AT EGY #1: CLIENT ID



  Tip: I...
© 2010
                                         All Rights Reserved




SUC C E S S S T R AT EGY #1: CLIENT ID



 1.FOWTW...
27

                                           © 2010
                                    All Rights Reserved




 HO W D ...
© 2010
                                        All Rights Reserved




SUC C E S S S T R AT EGY #2: BRANDING


 Who are yo...
© 2010
                                        All Rights Reserved




SUC C E S S S T R AT EGY #2: BRANDING


 How do you...
© 2010
                                               All Rights Reserved




VISUA L A P P E A L


  Target Your Ideal
  ...
© 2010
                   All Rights Reserved




ME S SAGI N G


  Educate

  Inform

  Inspire

  Entertain

  Call to A...
© 2010
                 All Rights Reserved




D ES I GN


  Look
  Professional

  Look Bigger
  Than You Are

  Add Val...
© 2010
                                      All Rights Reserved




SUC C E S S S T R AT EGY #3: ACTION


  What are you
...
© 2010
                                      All Rights Reserved




SUC C E S S S T R AT EGY #3: ACTION


  Have a Specif...
35

                                               © 2010
                                        All Rights Reserved




...
© 2010
                                    All Rights Reserved




 FAS T ES T W AYS TO BUILD TRUST ONLINE


1. Offer a Gu...
© 2010
                                             All Rights Reserved




T IP : R E M EM B E R WE ’R E AL L HUM AN


  ...
© 2010
                                               All Rights Reserved




SUC C E S S S T R AT EGY #5: INTERACTIVITY

...
© 2010
                                                All Rights Reserved




SUCCESS STRATEGY #5: INTERACTIVITY


   Mak...
© 2010
                                       All Rights Reserved




SUC C E S S S T R AT EGY #5: INTERACTIVITY


Utilize...
© 2010
                                         All Rights Reserved




SUC C E S S S T R AT EGY #6: BE FINDABLE



      ...
42




 C OMM O N M I SC ONC E P TIO N
© 2010
                                              All Rights Reserved




OV ERV I EW: S E ARCH ENGINE VISI BI LITY


 ...
© 2010
                                     All Rights Reserved




HOW DOES GOOGLE DETERMINE RANKINGS?
“ON PAGE” OPTIMIZA...
© 2010
                                       All Rights Reserved




HOW DOES GOOGLE DETERMINE RANKINGS?
“OFF PAGE” OPTIM...
© 2010
                                    All Rights Reserved




HOW DOES GOOGLE DETERMINE RANKINGS?
“OFF PAGE” OPTIMIZA...
© 2010
                            All Rights Reserved




RE CAP


1. Know your client

2. Ensure brand integrity

3. Hav...
48




 5 DEADLY SEO MISTAKES
     1. No text content: Search engines use the text on the page to
        determine what a...
49




 5 DEADLY SEO MISTAKES

     4. Website builders: These are websites designed and maintained with
        a CMS. Th...
SP EC I A L OF F E R FO R C HA MB E R M EMBERS
                                                    © 2010
                ...
© 2010
                                                    All Rights Reserved




WE B I NA R TO P IC S *

1) Pros & Cons...
© 2010
        All Rights Reserved




THANK
 YOU!
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The Brave New Digital World

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The Brave New Digital World
Leveraging the Power of the Internet to Grow Your Business

You can't ignore the trends. Right before our eyes, traditional mediums (yellow pages, newspapers, TV, radio, etc.) are declining as digital mediums (websites, videos, blogs, SEO, PPC advertising, social media, etc.) become the most powerful force for marketing a small business.

Not sure where to start? Marketing Maven, Laura Capes, and Rockstar Entrepreneur, Ben Littlefield, will present 6 essential internet marketing strategies you must know to navigate this new digital world in order to compete and win online.

Published in: Education, Technology, Business
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Transcript of "The Brave New Digital World"

  1. 1. ORLD TAL Wsiness W DIGI BRAVE NE u Grow Y ourB THE rnet to Inte owe r of the gin g the P s Levera yS olution Three Sixt Capes, by Laura © 2010 All Rights Reserved
  2. 2. © 2010 All Rights Reserved W OU L D YO U R ATHER... Give your elevator pitch to a room of 500 people at a networking event? Be handed a sealed envelope with the names/ email address of 50 people actively shopping for your product or service right now?
  3. 3. © 2010 All Rights Reserved A T R EN D YO U CAN’T IGNORE: AD BU D G E T S A R E SHIFTING
  4. 4. © 2010 All Rights Reserved TH E I N T E R N E T: KIND OF A BIG DEAL The Beginning 228 million in the US (1993) = 50 websites 74% of US population Today: 234+ US not the leaders: million South Korea 77% websites and Australia 80% Netherlands 86% growing! Sweden 89% Iceland 93% Source: internetworldstats.com
  5. 5. © 2010 All Rights Reserved SO WH O’ S ONL I NE ?
  6. 6. © 2010 All Rights Reserved WH AT D O T H E S E SHOPPERS WANT? To research To learn To be entertained To buy
  7. 7. © 2010 All Rights Reserved WH E R E A R E P E O PLE LOOKING? How customers get information to make a buying decision: Customers 30% 40% 50% 60% 70% 80% want to make a search engines purchase phone book decision newspapers NOT TV mail Be “sold to”
  8. 8. © 2010 All Rights Reserved KI N G OF T H E D IG ITAL W ORLD
  9. 9. © 2010 All Rights Reserved WH Y S H O U L D YO U CARE? Google has 4x the market share of its nearest competitor: Yahoo...
  10. 10. © 2010 All Rights Reserved WH AT D O T H E S E SHOPPERS REALLY WANT? To get immediate answers
  11. 11. © 2010 All Rights Reserved HO W C A N YO U G I VE THEM WHAT THEY WANT? Your Website!
  12. 12. © 2010 All Rights Reserved YOU R W E B S I T E : THE ULTIMATE LEVER Easily Accessible Millions of Surfers Works for you 24/7 Your website is your ultimate lever
  13. 13. © 2010 All Rights Reserved WHAT DOES “LEVERAGING TIME” MEAN?
  14. 14. © 2010 All Rights Reserved YOU R W E B S I T E : YOUR ULTIMATE MONEY TREE How many of you have a website? How does it serve your business? Online Brochure? Interactive Salesperson?
  15. 15. © 2010 All Rights Reserved YOUR WEBSITE: ONLINE BROCHURE A.K.A. “A BILLBOARD IN A DESERT”
  16. 16. © 2010 All Rights Reserved THE ALTERNATIVE: SALESPERSON IN TIMES SQUARE Attracts shoppers already shopping Works for you 24/7 while you’re sleeping Delivers qualified leads to your in-box
  17. 17. © 2010 All Rights Reserved YOU R W E B S I T E MATTERS 44% of all businesses have a website Average sales for a small business = $3.6 million Average sales with a website = $5.3 million That’s a 45% increase! Source: Entrepreneur.com
  18. 18. D O E S YOUR WEBSITE SUCK? © 2010 All Rights Reserved DO E S YO U R W E B SITE SUCK?
  19. 19. © 2010 All Rights Reserved TH E G O O D N E WS & THE BAD NEWS Bad News: Your Website Probably Sucks! Good News: Most Websites Definitely Suck!
  20. 20. © 2010 All Rights Reserved HO W D O I K N O W? “Website Grades” ~ Most rank 5-50 out of ME 100 “Page Ranks” ~ Most rank 0-2 out of 10
  21. 21. © 2010 All Rights Reserved TH E O P P O RT U NI TY Digital Media is much cheaper than traditional Increase Qualified Leads Coming To Your Website Convert those Leads into New Customers Grow Your Business Without Breaking the Bank
  22. 22. © 2010 All Rights Reserved HO W D O YO U AT TRACT THESE “50” PEOPLE? GOAL: Leverage the Power of the Internet to Grow Your Business, #1 TOOL: Your Website
  23. 23. © 2010 All Rights Reserved TH E R OA D TO S UCCESS 6 Fundamental Website Success Strategies Proven to Help You Successfully Navigate the Digital World
  24. 24. © 2010 All Rights Reserved TURN YOUR WEBSITE INTO A MONEY MACHINE 1. client ID 2. branding 3. action 6. Findability 4. trust 5. interactivity
  25. 25. © 2010 All Rights Reserved SUC C E S S S T R AT EGY #1: CLIENT ID Tip: It’s not about you!!!!!!! YOU It’s about your customers!
  26. 26. © 2010 All Rights Reserved SUC C E S S S T R AT EGY #1: CLIENT ID 1.FOWTW 2.GOGI 3.GITT
  27. 27. 27 © 2010 All Rights Reserved HO W D O YO U G IV E IT TO THEM? Your Website The Internet is Your Most Powerful Delivery Vehicle Tip: Provide FREE Education
  28. 28. © 2010 All Rights Reserved SUC C E S S S T R AT EGY #2: BRANDING Who are you? What’s your purpose? What makes you unique? How do you add more value? What’s your unfair competitive advantage?
  29. 29. © 2010 All Rights Reserved SUC C E S S S T R AT EGY #2: BRANDING How do you deliver that online? Look & Feel Messaging Design
  30. 30. © 2010 All Rights Reserved VISUA L A P P E A L Target Your Ideal Customer Be Consistent Use Color Psychology Tip: Action Buttons Should be Red Source: Institute for Color Research
  31. 31. © 2010 All Rights Reserved ME S SAGI N G Educate Inform Inspire Entertain Call to Action Be relevant
  32. 32. © 2010 All Rights Reserved D ES I GN Look Professional Look Bigger Than You Are Add Value Build Trust
  33. 33. © 2010 All Rights Reserved SUC C E S S S T R AT EGY #3: ACTION What are you asking your client to do? Expecting them to call is not enough!
  34. 34. © 2010 All Rights Reserved SUC C E S S S T R AT EGY #3: ACTION Have a Specific Goal and Create a Compelling “Call to Action” Be clear about what you want them to do Make your offer enticing Provide more value Get them to say “Yes!”
  35. 35. 35 © 2010 All Rights Reserved SUC C E S S S T R AT EGY #4: BUILD TRUST People Buy from Sources They Trust Goal: Be the Expert and Trusted Advisor How Do You Convey Trust?
  36. 36. © 2010 All Rights Reserved FAS T ES T W AYS TO BUILD TRUST ONLINE 1. Offer a Guarantee 2. Include Video Testimonials 3. Use Trust Logos (BBB) 4. Have a Privacy Policy 5. Offer a Free Trial 6. Show Phone # & Address
  37. 37. © 2010 All Rights Reserved T IP : R E M EM B E R WE ’R E AL L HUM AN Avoid speaking in the 3rd person Avoid sounding like a brochure Show pictures of you and your team on the “About Us” page (the 2nd most visited page) Tell your “story” (how long in business, why you do what you do, etc.)
  38. 38. © 2010 All Rights Reserved SUC C E S S S T R AT EGY #5: INTERACTIVITY You only get 2.3 seconds to make an impression Roughly 9 out of 10 visitors will leave your site without taking any action Making your site interactive can improve your odds of getting more visitors to take action TIP: No, having a newsletter subscription form doesn’t count as being interactive!
  39. 39. © 2010 All Rights Reserved SUCCESS STRATEGY #5: INTERACTIVITY Make your site “sticky” with digital media Get them to come back for more Educate your clients with videos Offer them “cookies” Post informative blogs Engage your clients with social media
  40. 40. © 2010 All Rights Reserved SUC C E S S S T R AT EGY #5: INTERACTIVITY Utilize the “Ethical Bribe” Swap something of high value in exchange for their name and contact info Your list is the most valuable asset you have in the digital world
  41. 41. © 2010 All Rights Reserved SUC C E S S S T R AT EGY #6: BE FINDABLE Organic SEO: 400% Higher Conversions
  42. 42. 42 C OMM O N M I SC ONC E P TIO N
  43. 43. © 2010 All Rights Reserved OV ERV I EW: S E ARCH ENGINE VISI BI LITY 2-Part Concept On-Page Factors Off-Page Factors
  44. 44. © 2010 All Rights Reserved HOW DOES GOOGLE DETERMINE RANKINGS? “ON PAGE” OPTIMIZATION Elements within your website that you have the ability to control 100% controllable Represents about 20-40% of Google’s algorithm On-Page Effectiveness without Off-Page Effectiveness will destroy your rankings
  45. 45. © 2010 All Rights Reserved HOW DOES GOOGLE DETERMINE RANKINGS? “OFF PAGE” OPTIMIZATION Other websites that impact your sites search engine ranking Contributes about 60-80% of ranking results Would contribute 0% toward ranking results if on-page elements were not compliant
  46. 46. © 2010 All Rights Reserved HOW DOES GOOGLE DETERMINE RANKINGS? “OFF PAGE” OPTIMIZATION Google assigns each page it has “indexed” a “Page Rank” from 0-10 A.k.a. “page importance” or “page relevance” or “page authority” Democratic “voting system” Your page rank is your VOTING POWER
  47. 47. © 2010 All Rights Reserved RE CAP 1. Know your client 2. Ensure brand integrity 3. Have clear goals 4. Build trust 5. Be interactive 6. Get found!!!!!!!!!!!!!
  48. 48. 48 5 DEADLY SEO MISTAKES 1. No text content: Search engines use the text on the page to determine what a web page is about. If there is no text, a website is invisible to the search engines. Some designers will use "pictures of text" using their graphic design programs. These may look pretty, but the search engines can't read these images. 2. All Flash websites: Flash is indexed poorly by the search engines. Think of Flash much like any other graphic image; there is no text in Flash for the search engines to read. It is the absence of text that will hurt your rankings. 3. Splash Pages: This is a graphic entry page where often the only text present is the word "Enter." Search engines give more value to the home page than any other page on the website. Splash pages are a complete waste of the most valuable real estate.
  49. 49. 49 5 DEADLY SEO MISTAKES 4. Website builders: These are websites designed and maintained with a CMS. They have no FTP access and are marketed under names like: Websites Tonight, Websmartz and EZ Generator. This includes many special purpose websites such as Real Estate, mortgage and insurance agent websites. 5. Duplicate Content: Don't create multiple copies of your web page. These will be quickly discounted or penalized by the search engines. Search engines reward original writings and discount duplicate content. Making multiple copies of your website will not help your rankings.
  50. 50. SP EC I A L OF F E R FO R C HA MB E R M EMBERS © 2010 All Rights Reserved Online Marketing Analysis: $99 ($295 value) 6-Week Webinar Series: $79* ($179 value)
  51. 51. © 2010 All Rights Reserved WE B I NA R TO P IC S * 1) Pros & Cons of Organic vs Paid Traffic 2) To Blog or Not to Blog / Blogging Success Strategies 3) Top 5 Social Media Marketing Mistakes 4) How to Use YouTube to Grow Your Business 5) Building Relationships Online 6) Personal Mastermind Q & A Session *Classes will run Wednesdays at NOON for ... 6 weeks beginning March 17th. Cost: $79 ...
  52. 52. © 2010 All Rights Reserved THANK YOU!
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