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16th Annual Halloween & Attractions Show, March 10-13, 2011 - St. Louis, MO. ...

16th Annual Halloween & Attractions Show, March 10-13, 2011 - St. Louis, MO.

Seminar attendees will learn how to drive more traffic to their site and truly get a web site listed in the search engines.

Presented by C S Wurzberger: New Media Marketing Power & a Trip to the Zoo.com

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Getting traffic measureresults-cs_wurzberger Getting traffic measureresults-cs_wurzberger Document Transcript

  • 3/23/2011 C S Wurzberger – Internet Marketing Specialist  Over 20 years of marketing experience and I’ve helped hundreds of companies from around the world improve their search engine rankings  Specialize in promoting animal related Getting More Traffic & Measuring Results companies: Zoos, Aquariums, Conservation Centers and Green Businesses Energize your marketing with a NEW approach  Co-author of “9 Easy Steps to Planning a Profitable Web site” C S Wurzberger – Internet Marketing Specialist  Plus, I’ve placed numerous sites on the first page of Google  Today I’m going to show you the techniques to do the same© Copyright 2000-2011 C S Wurzberger Presented by C S Wurzberger © Copyright 2000-2011 May not be reproduced without permission The Current Marketing World Objective of today’s program Marketing can be an overwhelming, stressful To provide you with the tools to boost web nightmare with so many traditional and new traffic, find new customers and measure marketing options to sort through. the results Most business owners and entrepreneurs are 1. Determine your desired destination 2. Ensure your web site is optimized for the confused by the all the clutter: search engines  Blogs, social media, twitter, pay-per-click,  Present a user-friendly web site  search engine optimization, keyword selection,  Locate and place the most profitable keywords  Stay up to date with the newest algorithms web site usability, 3. Select the best marketing tools  And whatever is next … 4. Measure your results Presented by C S Wurzberger Presented by C S Wurzberger © Copyright 2000-2011 May not be reproduced without permission © Copyright 2000-2011 May not be reproduced without permission Step 1: Foundation & Destination Step 1: Determine Your Destination Evaluate your foundation and determine your Where do you want your business to be at destination the end of this year?  How do you currently find customers? What are your marketing objectives?  How many customers do you need?  We’re talking about specific goals – not just  # to breakeven and stay a float “make money”  # to grow and meet your goals  S.M.A.R.T. (specific, measurable, actionable, realistic, time-based)  What business are you in?  Generate $100,000 in sales this year  What products or services do you offer?  Cultivate 35 new customers each month  Sell 2,000 widgets this week Presented by C S Wurzberger Presented by C S Wurzberger © Copyright 2000-2011 May not be reproduced without permission © Copyright 2000-2011 May not be reproduced without permission 1
  • 3/23/2011Step 2: Optimize Site For Search Engines 9 Point Checklist for Usability The bottom line – if a web site is not user- 1. 2. Your pages loads quickly Your site clearly identifies who friendly, if viewers can’t find what they are you are. Logo & Tagline 3. Primary navigation runs across looking for, there really is not point in having the top or left 4. Buttons - use standard naming it conventions 5. Critical elements appear above Characteristics of a non-performing site the fold 6. Site is clean and easy to read,  Business goals are not being met using subheads, bullets for quick scanning  Viewers are unclear who the business is and 7. No distracting animation or popup windows what they sell 8. Easy to find contact info 9. Clear “Call to Action”  Viewers can’t easily find the info they need How user-friendly is your site? Presented by C S Wurzberger Presented by C S Wurzberger © Copyright 2000-2011 May not be reproduced without permission © Copyright 2000-2011 May not be reproduced without permission Before & After Step 2: Optimize Site For Search Engines After Redesign Keywords are the foundation:  Keywords are the words and phrases people use in their online searches to find information  The foundation of successful SEO is in knowing the keywords your prospects use in search engines to find solutions to their needs  Each web PAGE should revolve around carefully chosen and strategically placed keywords  There are many different ways to search for something  Your business may have many different keywords associated with it, depending on your target audience’s perspectiveBefore www.MendonGiftBarn.com Presented by C S Wurzberger Presented by C S Wurzberger © Copyright 2000-2011 May not be reproduced without permission © Copyright 2000-2011 May not be reproduced without permission Keep in mind people search differently 9 Steps to Finding KeywordsExample- searching for ”accounting software” 1. Make a list of all the keywords you can think of  Conceptual: “accounting software” or “accounting 2. Put yourself in your customer’s shoes programs”  Interview customers & do informal usability studies  Brand-related: a specific brand “QuickBooks®” 3. Get keywords from traffic logs  Company name-related: Let’s say your company 4. Check out your competition sells “QuickBooks®” software, but customers also  Enter your keywords and see what pages come up know your company name. Keywords could be  Discover the keywords that your competitors are “Smith’s QuickBooks®” targeting  Your name-related: If you are well-known as the 5. Cover all keyword variations owner, a keyword could be “Joan Smith  misspellings, plurals, etc. QuickBooks® Software Presented by C S Wurzberger Presented by C S Wurzberger © Copyright 2000-2011 May not be reproduced without permission © Copyright 2000-2011 May not be reproduced without permission 2
  • 3/23/2011 9 Steps to Finding Keywords Keyword Placement is Critical 6. Be descriptive  Top keyword placement locations 6. Add descriptive terms-low cost, affordable, etc.  Page titles 7. Use action words  Page headers  Body text 6. Think of what your customers would use to search  Use keyword-rich text on your pages 7. Buy, find, purchase, etc.  Put relevant keywords at top of page 8. Target local markets (NH, Concord, etc)  URL-domain name 9. Use online keyword research tools  Link content Research Tools:  Individual pages should focus on specific •Yahoo’s Search Tool keywords • Google AdWords • www.wordtracker.com  Use keywords in domain name if possible Presented by C S Wurzberger Presented by C S Wurzberger © Copyright 2000-2011 May not be reproduced without permission © Copyright 2000-2011 May not be reproduced without permission Keyword Placement is Critical Step 2: Optimize for the Search Engines This is the biggie-Web experts feel this is the most critical component of your Web marketing efforts SEO is based on algorithms and formulas that search engines use to determine how to rank Web sites SEO is the industry term for enhancing the code and content of your site so it ranks higher in the search engines Presented by C S Wurzberger Presented by C S Wurzberger © Copyright 2000-2011 May not be reproduced without permission © Copyright 2000-2011 May not be reproduced without permissionStep 2: Optimize Site For Search Engines Search Engine ResultsOngoing process  Monitor your site on a weekly, monthly, quarterly basisStay up to date on algorithm changes in the Organic Search Engines Listings  www.searchenginewatch.com a  www.searchengine-news.com h Pay-per-click Listings Presented by C S Wurzberger Presented by C S Wurzberger © Copyright 2000-2011 May not be reproduced without permission © Copyright 2000-2011 May not be reproduced without permission 3
  • 3/23/2011 Bonus – Search Engine News Step 3: Select the Best Marketing Tools  There are dozens of viable marketing tactics to chooseGoogle cracks down on junky “content from farms”  The strategy is to choose the best promotions that will  EzineArticles, HubPages.com and more reach your prospects  Plan to include a mix of offline and online marketingSocial Media becoming Truly revolutionary tactics to reach today’s busy target prospects – the power of the people bring down  Try a few at a time and always measure results Egypt  Plan to invest in professional marketing copywriters,Big Brands getting penalized JCP’s link designers, and media experts to help you develop scheme messages and materials that will workGoogle boost now targeting Smartphone users Presented by C S Wurzberger Presented by C S Wurzberger © Copyright 2000-2011 May not be reproduced without permission © Copyright 2000-2011 May not be reproduced without permission Off line marketing strategies A Trip to the Zoo.comOffline Marketing:  Identity materials Branding-all of your  Direct mail marketing materials  Printed newsletters should have the same  Radio and TV look and feel  Ads and media plan  Trade shows and expos  Business networking  Strategic alliances  Public relations Presented by C S Wurzberger Presented by C S Wurzberger © Copyright 2000-2011 May not be reproduced without permission © Copyright 2000-2011 May not be reproduced without permissionMatching Blog: The Keys to the Zoo.com Identify Which Online Tactics You Need  Email addresses & customized signature  Web site  Ad campaigns  Linking campaign  On line auctions  Email newsletters  Business Blogs  Podcasts  Social Networking  Viral marketing campaigns  Search Engine Marketing  Green Marketing Presented by C S Wurzberger Presented by C S Wurzberger © Copyright 2000-2011 May not be reproduced without permission © Copyright 2000-2011 May not be reproduced without permission 4
  • 3/23/2011 Step 3: Select the Best Marketing Tools “Ideal Customer” Profile –Niche Focus Important questions to ask yourself?  Zoo, aquarium or wildlife conservation center (annual budget of $500,000 to 20 million) who:  Who are you trying to attract to your business?  Is driven to attract more visitors, is a progressive thinker open  What makes your products or services worth to incorporating New Media, Social Media and Green buying? Marketing into a solid marketing strategy, and  Working to save endangered animals, is fun, open to creative  Do your prospects really need your products or thinking and could soar with the tools provided services?  Has integrity, high professionalism and looking to reach a  Do your prospects have the money to buy your higher level of success product at the price you are selling it at?  Is overwhelmed by all the Internet marketing choices and wants personalize service (your personal internet coach)  Are your products or services geared to a specific  Plus, may have an underperforming web site that needs to be customer group? Or are you trying to market to the redesigned to produce higher sales results and improve site masses? traffic Presented by C S Wurzberger Presented by C S Wurzberger © Copyright 2000-2011 May not be reproduced without permission © Copyright 2000-2011 May not be reproduced without permission Email Addresses & Customized Signature Email addresses must match your domain name  CS@aTriptotheZoo.com All marketing decisions are based on  Not cs@yahoo.com or cs4365@hotmail.com ATTRACTING this type of prospect Add an auto generated message to the bottom of each email you send out  Go to the help section of your email software and type in “add signature” or “signature” for directions Presented by C S Wurzberger Presented by C S Wurzberger © Copyright 2000-2011 May not be reproduced without permission © Copyright 2000-2011 May not be reproduced without permission Customized Signature Example Social Media Usage What is your strategy Presented by C S Wurzberger Presented by C S Wurzberger © Copyright 2000-2011 May not be reproduced without permission © Copyright 2000-2011 May not be reproduced without permission 5
  • 3/23/2011 Types of Social Media Sites Develop your StrategyPersonal social sites and Picture sharing : What is your pitch?  facbook.com, myspace.com What does your company do in 120Professional networking web sites: characters?  Linkedin.com  Help zoos, aquariums and conservation centers fill their locations with more visitorsCommunity-based user generated websites: What is the point of your campaign? thousands to choose from:  Build awareness  Digg.com, Twitter.com and Craigslist.com  Generate salesBlogs:  Improve loyalty  Wordpress.org, typepad.com Presented by C S Wurzberger Presented by C S Wurzberger © Copyright 2000-2011 May not be reproduced without permission © Copyright 2000-2011 May not be reproduced without permission Build your Strategy Step 4: Measure & Maximize ResultsWhere do you start? Measure your marketing results and keep  Read other Blogs and post comments your business growing  Build your company Blog  It’s critical to regularly monitor your  Join Linkedin -A great B 2 B network marketing results and make powerful updates  Join Facebook to boost sales further  # 1 visited site with 1.19 billion monthly visits Install Google Analytics or another traffic  Join Twitter – follow people who write about report software subjects you like Set key indicators – create a simple to followImportant: hang out where your ideal clients schedule hang out Presented by C S Wurzberger Presented by C S Wurzberger © Copyright 2000-2011 May not be reproduced without permission © Copyright 2000-2011 May not be reproduced without permission Now you have the tools Gift Shops of America.com 1. To set your desired destination The largest online shopping directory of gift 2. To optimize your site for the search shops across the U.S. with over 12,000 engines shops listed  Present a user-friendly web site  Locate and place the most profitable keywords Offering:  Stay up to date with the newest algorithms  Free directory listings for retailers & vendors 3. To select the best marketing tools  Resource center 4. To measure your results  Vendor / Rep directory 5. What do you do next?  Major gift marts Presented by C S Wurzberger Presented by C S Wurzberger © Copyright 2000-2011 May not be reproduced without permission © Copyright 2000-2011 May not be reproduced without permission 6
  • 3/23/2011Thank you for attending today’s program  Contact me with any follow up questions C S Wurzberger CS@aTriptotheZoo.com Presented by C S Wurzberger © Copyright 2000-2011 May not be reproduced without permission 7