Growing Your Website & Building Your Profile Online
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Growing Your Website & Building Your Profile Online

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A workshop presented by Mick Gibson in New Zealand on How to Grow Your Website & Build Your Profile Online (as part of the New Zealand Trade & Enterprise Training Program) Covering the following ...

A workshop presented by Mick Gibson in New Zealand on How to Grow Your Website & Build Your Profile Online (as part of the New Zealand Trade & Enterprise Training Program) Covering the following topcs:

1. Do I Need a Website - YES or NO?
- Deciding whether a website will help your business (or not)


2. What You Need to Know Before Getting your Website Built.
- Do It Yourself?
- Planning Your Site
- Site Design & Layout
- Getting Your Website Built
- Ongoing Considerations

3. How to Get More Customers/ Visitors to Your Website.
- Search Engine Marketing (Google Adwords)
- Search Engine Optimisation (SEO)
- Social Networking (Facebook, Twitter, Squidoo, Stumbleupon & More)
- Blogs
- Offline Advertising

4. Converting Website Visitors to Customers & Sales.
- Content
- Layout
- Calls to Action

5. How to Keep Customers Coming Back to Your Website.
- Newsletters
- Specials
- Customer Surveys
- Current News

6. Learn What's Happening On Your Website.
- Google Analytics/ Web stats
- Defining Measures for Success

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Growing Your Website & Building Your Profile Online Growing Your Website & Building Your Profile Online Presentation Transcript

  • Growing Your Website & Building a Profile on the Web Mick Gibson - 13th May 2009
  • Introduction
    • Mick Gibson (Director of www.MickG.co.nz )
    • I Love the Web! And have been actively involved with it for over 7 years
    • I Help Get More Customers and Better Results for my Clients on the Web
    • Learn more ?
    • My Background - www.Linkedin.com/in/mickg
    • My Thoughts on the Web - http://makethewebwork4you.blogspot.com
    • My Day-to-Day Insights - www.twitter.com/mickg
    • Google Adwords - www.squidoo.com/googleadwordsrkool
  • Overview
    • Part 1 - The importance of websites
      • Q&A and Workshop
    • Break
    • Part 2 – Get Traffic, Get Customers
      • Q&A and Workshop
    • Next Steps
  • Part 1 – The importance of websites
    • Do you need a website?
    • DIY vs Professional
    • Planning your site
    • Design and layout
    • Website building
    • Website maintenance
  • Do you need a website? Yes You Do!
  • DIY vs Professional
    • DIY
    • Got the skills? Got the time?
    • Static vs dynamic
    • Website in a box
    • Online resources
    • How important is your website?
    • Professional
    • How serious are you?
    • First impressions last
    • Make it work
    • Leverage their expertise
    • Invest wisely
    • Don’t forget maintenance/ support
  • Planning your site
    • What are the  objectives of your website?
    • Who is your target audience?
    • What does a visitor expect from your site?
    • What do you want the visitor to do?
    • Why should a visitor return to your site?
  • What are the  objectives of your website?
    • Increase in the number of visitors
    • Reduce support costs
    • Convey the mission and vision of offering
    • Sell products/ services to a wider market
    • Increase our visibility in the marketplace by establishing our expertise
    • Reduce phone calls for store hours and location
    • Provide additional more detailed information
    • Build a customer base
  • Who is your target audience?
    • Who are they?
    • Where are they?
    • What do they want?
    • Why do they want it?
    • How do they want it?
    • When do they want it?
    • What are their capabilities?
  • What does a visitor expect from your site?
    • Relevant content, relevant content, relevant content
    • Ease of navigation
    • Speed
    • Credibility
    • Entertainment
    • Information
  • What do you want the visitor to do?
    • Be clear about what you want to achieve
    • Make sure you are delivering what they want
    • Make sure they take away a good impression of your business
    • Tell a great story
    • Make action easy
  • Why should a visitor return to your site?
    • You want repeat visits, you want referrals, you want loyalty
    • Make your website earn its keep
    • Provide fresh content
    • Provide relevant content
    • Newsletters
    • Offers
  • Site Design and Layout
    • Page layout
    • Compatibility and functionality
    • Navigation
    • Colours and graphics
    • Frames – just don’t
  • Site Design - Bad
  • Site Design - Good
  • Content Presentation
    • Clean, crisp, professional
    • Web writing techniques: headings, bullet points, short sentences in short paragraphs, use of white space
    • Content organised consistently
    • Information is easy to find (minimal clicks)
    • Content does not date and is kept fresh
    • Content is free of typographical and grammatical errors
  • Hiring a designer
    • Previous experience, with examples
    • Capabilities and resources
    • Static vs Content Management
    • Optimisation
    • Methodology and Communication
    • Ownership
    • Maintenance
    • Cost
    • Know Your Exit Strategy
  • Hosting
    • Web host basics
    • Domain name
    • Hosting Plans - Storage Vs Traffic
    • Free vs Paid
    • Reliability and backup
    • Trustworthiness
  • Questions?
  • Workshop - Session 1 - Objectives
    • To Get You Thinking about Websites :
    • Why do you have a website?
    • Where does your website sit in your marketing mix?
    • Do you get any business through your website? How do you know?
    • Where do you get most of your business from? How do you know?
    • What would you like to get from the web - in terms of growing your business?
    • What sort of websites do you like/use and why? (eg blogs, message boards, ecommerce, news sites, facebook)
    • What annoys you the most about the web?
    • What website do you admire and why?
    • How often/regularly do you update your own website?
  • Let’s Take a Break :-)
  • Part 2 – Get Traffic, Get Customers
    • Search Engine Marketing
    • Search Engine Optimisation
    • Social Networking
    • Blogs
    • Offline Advertising
  • Marketing your products and services online
    • Offline advertising
      • Business cards
      • Letterheads
      • Advertising
      • Word of mouth
    • Online advertising
      • Search engines like Google (organic search results)
      • Search engine Advertising (paid-for search results)
      • Links from other websites
      • Paid for links
      • Social Media
    Getting Visitors to Your Site
  • Paid Vs. Organic Search Results Paid Search Results (sponsored) Organic Search Results (natural)
  • Overview of Social Networking
  • Search Engine Marketing
    • The process of paying money to search engines or directories to enhance your website's position
    • Jumping the Queue
    • Appear precisely on first page of the Search Engine you want
    • Google Adwords ™ is the market leader.
  • Google Adwords
    • Your ad appears next to relevant Google search results. When users click on your ad, it links them to your website.
    • You are exposed at the precise moment your customer is searching for your products or services.
    Your advert only gets displayed for the keywords you have chosen and the keywords people are using in their searches.
  • Let Your Customers Find You
    • So instead of looking for an audience, you’ve got an audience that’s looking for you !
  • So What Makes Up a Google Advert ?
    • Display URL (35 character limit)
    • Ad Text (35 character limit)
    • Ad Title (25 character limit)
  • Target By Location & Language
    • Target at neighbourhood, city, region, national or global level.
    • Designate your own geographic radius or boundary.
    • 40 different languages, more than 190 countries.
  • Content Ads
  • Only pay for clicks
    • Huge ROI
    • You decide the price
    • Pay per click, not appearance
  • Measure, Track & Optimise
    • Increase revenue by reinvesting profit
    How AdWords Can Pay for Itself $300 initial investment in AdWords 0.50 CPC ≥ 600 clicks 10% conversion rate = 60 sales Average sale = $50 $0.3K investment returns $3K in sales Reinvest profits, increase budget
  • Benefits of Adwords/SEM
    • Generate awareness
    • Build brand
    • Educate prospects
    • Targeted impressions
    • Qualified visits your website
    • Depth of involvement
    • Request for proposals
    • Coupon downloads
    • Newsletter registrations
    • Email address opt-ins
    • Generate leads
    • Identify prospects
    • Customer acquisition
    • Sales
    • Sales conversions = $$$
    • Lower cost per lead/sale
    Objective Example Success Metrics
  • Benefits of AdWords: Timing
    • You reach your audience at the right time , with the right message
  • Benefits of AdWords: Flexibility
    • See your ads on Google quickly.
    • Optimize and change your ads continually to increase ROI.
    • Target multiple locations and languages.
    • No minimum spend.
    • You choose your own maximum daily spending limit (daily budget)
    • Choose how much you want to spend per click for every keyword
    Benefits of AdWords: Cost
  • Benefits of AdWords: Measurement
  • Benefits of AdWords: Summary
    • Reach
        • Access to 80% of Internet users worldwide
    • Cost
        • Low costs for high ROI
        • Pay only when users click on your ads
    • Timing
        • Ads are seen by users looking to purchase
        • Reach your audience at the right time, with the right message
    • Flexibility
        • Start advertising quickly
        • Unlimited changes, whenever you want
        • You can target ads to the specific location & language of your customers
    • Measurement
        • Tracking and reporting allow ongoing optimisation, and better ROI
  • Search Engine Optimisation (SEO)
    • Is the process of optimising your website so that it will be found easier by search engines like Google.
    • Aims to achieve higher “organic” search engine results
    • Involves some technical optimisation but mostly content
  • The “SECRET” to getting found in Google:
    • Is written on page two of their website:
    • “ Create a useful, information-rich site, and write pages that clearly and accurately describe your content ”
    • “ Have other relevant sites link to yours ”
    The “SECRET” to getting found in Google:
  • Google loves:
    • Good content
    • As much information about you, your business and your products as possible
    • Relevant information
    • Links to your site from other relevant websites
  • Google does not like:
    • Flashy, showy sites with little actual content
    • Sites with no links pointing to it
    • Sites with excessive duplicated content
    • Sites that are hard to navigate and slow to load
    • Sites that are inaccessible
    • When you try and trick it
  • SEO takes time
    • 1 week for home page to be indexed
    • 1 month for web site to be indexed
    • 3 months to get a PageRank (and start appearing in organic SERPs)
    • 1 year to get achieve your objectives
  • Influencers of Search Results
    • URL
    • Page Title
    • Description Meta tags
    • Header Tags
    • Content
    • Image alt tags
    • Incoming links
    • Age of site
  • The Importance of Page Titles This is how page titles appear in search results Does this search result inspire your confidence that this website will meet your needs? Compare this result to this one. Which one better meets your request as a searcher?
  • The Importance of Description Tags Compare this description to this one. Which one better describes what you are looking for?
  • The Importance of Heading Tags
  • Content – Be Search-Friendly
    • Research your keywords
    • Be user centric
    • Have focussed pages
    • Repeat keywords
    • Social media is a conversation online.
      • Look who’s talking :
      • your customers
      • your employees
      • your investors
      • your critics
      • your fans
      • your competition ....
      • anyone who has internet access and an opinion .
    Social Media What is It?
    • The conversation is not :
      • controlled
      • organized
      • “ on message ”
    • The conversation is :
      • organic
      • complex
      • speaks in a human voice
    • Social media is not a strategy or a tactic – it’s simply a channel .
    Social Media Conversation
    • Social Networks
    • News & Bookmarking
    • Blogs
    • Microblogging
    • Video Sharing
    • Photo Sharing
    • Message boards
    • Wikis
    • Related:
      • Podcasts
      • Real Simple Syndication (RSS)
      • Social Media Press Release
    Social Media is Powered by:
    • The power to define and control a brand is shifting from corporations and institutions to individuals and communities .
    Social Media IS Changing Our World
    • 91 % say consumer reviews are the #1 aid to buying decisions - JC Williams Group
    • 87 % trust a friend’s recommendation over critic’s review - Marketing Sherpa
    • 3 times more likely to trust peer opinions over advertising for purchasing decisions - Jupiter Research
    • 1 word-of-mouth conversation has impact of 200 TV ads - BuzzAgent
    • * Slide courtesy of Digital Influence Group
    Social Media Influences People
    • Social media sites are the fastest-growing category on the web, doubling their traffic over the last year.
      • 73 % of active online users have read a blog
      • 45 % have started their own blog
      • 39 % subscribe to an RSS feed
      • 57 % have joined a social network
      • 55 % have uploaded photos
      • 83 % have watched video clips
        • Universal McCann’s Comparative Study on Social Media Trends, April 2008. 17,000 respondents from 29 countries, *using internet at least every other day
    People ARE Using Social Media
      • Learn what people are saying about you
      • Create buzz for events & campaigns
      • Increase brand exposure
      • Identify and recruit influencers to spread your message
      • Find new opportunities and customers
      • Support your products and services
      • Improve your search engine visibility
      • Gain competitive intelligence
      • Get your message out fast
      • Retain clients by establishing a personal relationship
      • Be an industry leader – not a follower
    How You Can Use Social Media
    • Be yourself , make some friends , and share
    • Avoid puffery (people will ignore it)
    • Avoid evasion and lying (people won’t ignore it)
    • Admit your mistakes right away
    • Make your content easy to share
    • Win friends by promoting other people’s content if it interests you
    • Incorporate tools that promote sharing:
      • Share This, RSS feeds, Email a friend
    A Few Do’s and Don’ts for Social Media
  • Social Media Tools - Just a Few of Them! Publish Connect Collaborate Discover
  • Connect
    • Social Networking Sites
    • People and organizations connect and interact with friends, colleagues and fans .
    • Social Bookmarking sites
    • Allow users to save , share , organize , comment on and search webpage bookmarks
    Discover
  • Collaborate
  • Publish
    • RSS is a way for content publishers to make blog entries , news headlines , events , podcasts and other content available to subscribers.
    • An effective way to distribute your content and lead users back to your website
    RSS (Really Simple Syndication)
    • Peer-to-peer discussions are more influential than the mass media
    • Participate by enabling and actively feeding the conversation
    • Be transparent & honest
    3 ‘Key’ Things to Remember about Social Media
  • Blogs – What Are They?
    • A blog is a website with regular entries of commentary or news
    • Blogs serve to establish your company as transparent , relevant , active , and expert
  • Blogging – 5 reasons why you should
    • Generate awareness
    • Increase your search ranking
    • Obtain feedback
    • Keep learning
    • Create and manage your company perception
  • Blogs – Before you start
    • Are you committed?
    • Are you focussed?
    • Do you have something to add?
    • Are you patient?
    • Who do you want to talk to?
    • Are you prepared to have a conversation?
  • Blogs – Do’s & Don’ts
    • Do
    • post on a regular schedule
    • encourage conversation by asking questions
    • respond to customers ' questions and concerns
    • use a few bloggers from your company for more viewpoints
    • post product reviews from customers or industry experts
    • Don’t
    • write press releases – be real about why something is exciting
    • let complaints go unanswered
    • make users register to comment – they won’t bother delete fair but critical comments
  • Converting visitors to Sales
    • Give them want they want/need
      • Three click rule
    • Give them information
      • Features & benefits
      • Unique Selling Point
    • Remember the ‘5’ P’s
      • Product
      • Price
      • Place (distribution)
      • Promotion
      • People
  • Conversion
    • 100 visitors to site
    • Each visitor costs $ 0.22c ( for example )
    • 1% conversion rate from visitor to sale
    • Each sale costs $ 22.00
  • Conversion
    • 100 visitors to site
    • Each visitor costs $ 0.42c ( for example )
    • 1% 2% conversion rate from visitor to sale
    • Each sale costs $ 42.00 $ 21.00
    • Better conversions
    • More info, targeted content
    • Easy to buy, secure and fast
  • Your Visitors are Tough Customers
    • They don’t read; they scan
      • We read 30% slower off the screen than off of paper
    • They’re impatient; they won’t wait
      • 8 second rule
    • They can’t remember much
      • Our brains can’t handle more than 7 items at once
  • Make It Easy for Them
    • Less is more. Keep it short and punchy.
    • Don’t just reuse content from print
    • Use bullet points
    • Use white space
    • Restrict the number of choices available
  • Writing for the Web
    • Must be value-added, compelling, interactive, fresh, well-written, concise, readable, tailored to the individual’s needs
    • No marketingspeak
    • WIIFM
    • Content needs to be written as much for search engines as for humans
    • Don’t overhype
  • “ You” & “your” vs. “We” & “our”
    • Web site copy that’s all about “us”
    • We all love talking about ourselves. But does the visitor really care?
    • Should be a 7:1 ratio of “you” and “your” to “we” and “our”
    • Is your site ‘company facing’ instead of ‘customer facing’?
  • The Offer
    • Give a compelling value proposition
    • Make it relevant
    • Sign up for e-newsletter
    • Free downloads (white paper, screensaver, etc.)
    • A Guarantee
    • Customer Testimonials
  • Call-to-Action
    • Provide enough info to get people to Act (there and then)
    • Invite your visitors to act eg:
      • Download a copy of ….
      • Contact us for…
      • Keep in touch …
      • Become a member …
    • Every page should have a clear ‘call-to-action’ to get your visitors to take the next step
    • Email newsletter
    • Memberships
    • Off-season offers
    • Membership competitions
    • Regular articles
    • What’s new
    • Specials
    • Customer Surveys
    • Twitter
    Keep Customers Coming Back to Your Website
  • The Follow-up
    • Find Ways to Maintain contact with visitors to your website.
    • People NEVER mind you contacting them to say a polite - Thank You!
    • With each contact, try to get increasing levels of permission
      • e.g. email -> phone -> in-person meeting -> proposal -> sale
  • Learn what is happening on your site
    • What are web metrics/ Analytics?
    • It’s the measuring of that ‘hidden’ data on your website, that allows you to discover
    • Where your site visitors come from
    • what pages they visit
    • how long they stay
    • what they buy
    • what makes them give up
    • how often they return.
  • Where do I start?
    • G oogle Analytics has become the standard for web metrics analysis.
    • I t is free
    • I t is easy to install
    • I t can export reports in a variety of formats
    • It keeps a history of your information
    • There are a number of metrics :
  • Google Analytics - Visits
    • Visits
    • T his will let you know how many people are visiting your site.
  • Google Analytics - Page Views
    • Page Views
    • T his will let you know how many pages have been viewed for that time period. (And you can compare time periods too)
  • Google Analytics - Pages/ Visit
    • Pages/Visit
    • T his will let you know how many pages a person is looking at per visit. You want it to be at least 2 pages per visit. If this number is 1.00, then you have a serious problem with your website navigation or usability.
  • Google Analytics - Pages/ Visit
    • Geographical Location/ Map Overlay
    • T his lets you know where the visitors to your site are located (geographically) It provides this information both on Country and City level. Remember - this type of info is just a gauge - and can’t be considered 100% accurate. It can however paint you picture of where most of your customers/ visitors are located. And you can then use this to inform your ongoing marketing initiatives.
  • Google Analytics - Content
    • Content Overview
    • This gives you a quick look at which of your pages are the top pages on your site. If your home page has a huge number of visits and everything else is low, then you have a serious issue on your site. People aren’ t leaving your home page (to view other pages)
  • Google Analytics - Referring Sites
    • Referring Sites
    • S ee how people are finding your website, and which sites they are linking to you from.
  • Google Analytics - Keywords
    • Keywords
    • L ook at the keywords people are using in search engines to find your website.
  • Google Analytics - Goals
    • Goals
    • Y ou can even set up goals/ to monitor if people are reaching a certain ‘key’ page within your site. Normally this is a contact page, a thank-you page, a successful order page.
    • When people reach these page(s) it’s often referred to as a ‘conversion’
    • This allows you to learn which: marketing channels, geographic locations, keywords - are providing ‘conversions’, and therefore allows you to make better decisions.
  • Google Analytics - Conclusion
    • Google Analytics can offer you a great deal of information.
    • It Allows you to - Find Out What Happens After They Click .
    • It Helps you identify areas for improvement on your site so you can turn more clicks into customers!
    • If you havent got it on your site, then get it installed today! ( http://www.google.com/analytics/sign_up.html )
  • Questions?
  • Workshop - Session 2 - Objectives
    • To get you to start identifying opportunities of How to Grow Your Website.
    • Make a list of some of the things you have searched for, and successfully found on Google?
    • Write a Google Ad to promote your own town/ city..
    • Identify a list of social media sites/ services that you use. eg: Facebook, Youtube, Twitter, Linkedin etc.
    • Make a list of blogs that you read and like?
    • Identify a list of ‘Calls to Action’ that could be included in your website(s) (Contact us for.., Download fact sheet, Request a quote etc)
    • Write a list of things that make you feel more comfortable about purchasing or requesting information on the web? (Guarantees, full contact details, photos of staff, return policies etc)
    • Identify a list of ways you could get people to revisit your website. (Join newsletter, Become a member, Print this coupon etc)
  • Suggested Resources
    • I’ve placed a whole lot of information for you on the Web (Where else!)
    • You can view it at:
    • www.mickg.co.nz/new-zealand-trade-enterprise-web-workshop.html
    • Thanks again for your time, and interest. I look forward to working with you to Grow Your Business on the Web.
  • Remember These 3 Key Things
    • Having a Website, means you give people the chance to find you 24 hours a day, 7 days a week, and 365 days a year. It's an investment - that works for you .. continuously.
    • Remember that 'It's Not About You and Your Business" BUT rather about "What you can offer others"
    • Being able to be found on Google (and quickly) is essential !
  • We’re Done!
  • Need More Info / Assistance?
    • My Background - www. Linkedin . com/in/mickg
    • My Thoughts on the Web - http://makethewebwork4you. blogspot .com
    • My Day-to-Day Insights - www.twitter. com/mickg
    • Google Adwords Tips - www.squidoo.com/googleadwordsrkool