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    Dd pres 7.09 Dd pres 7.09 Presentation Transcript

    • Web Marketing to the Max! Building an Effective Online Presence Amber Wallace Dowitcher Designs 805.681.1930 www.DowitcherDesigns.comAmber Wallace • (805) 681-1930 • amber@dowitcherdesigns.com 1
    • Effective Web Communication •  In 2010, an estimated 1.83 billion people will be online worldwide •  Of the approx. 307.21 million people in the US, 223 million users are online •  73% of US population uses the internet •  What are they doing?Amber Wallace • (805) 681-1930 • amber@dowitcherdesigns.com 2
    • Top 20 Most-Visited SitesAmber Wallace • (805) 681-1930 • amber@dowitcherdesigns.com 3
    • Search EnginesAmber Wallace • (805) 681-1930 • amber@dowitcherdesigns.com 4
    • Social MediaAmber Wallace • (805) 681-1930 • amber@dowitcherdesigns.com 5
    • Top 20 Most-Visited SitesAmber Wallace • (805) 681-1930 • amber@dowitcherdesigns.com 6
    • Effective Web Communication •  People use the internet to access information & to communicate •  View your website as a primary communication tool •  what should people know about your business? •  could be your unique sales propositionAmber Wallace • (805) 681-1930 • amber@dowitcherdesigns.com 7
    • Effective Web Communication •  Present unified branding •  Inquisitive Canine, case studyAmber Wallace • (805) 681-1930 • amber@dowitcherdesigns.com 8
    • Case Study: Inquisitive CanineAmber Wallace • (805) 681-1930 • amber@dowitcherdesigns.com 9
    • Case Study: Inquisitive CanineAmber Wallace • (805) 681-1930 • amber@dowitcherdesigns.com 10
    • Effective Web Communication •  What do you want people to DO? •  Present clear call to action •  Buy a product, sign up for a newsletter, download free trial, contact you •  Make it as easy as possible •  Use your website real estate •  Place calls in prominent locations, above the foldAmber Wallace • (805) 681-1930 • amber@dowitcherdesigns.com 11
    • Search Engine Optimization and Marketing •  If I build it, will they come? •  Generally sites must be submitted for inclusion to search engines •  Submit new sites, and when a site has undergone significant changesAmber Wallace • (805) 681-1930 • amber@dowitcherdesigns.com 12
    • Search Engines StatisticsAmber Wallace • (805) 681-1930 • amber@dowitcherdesigns.com 13
    • Search Engine Optimization and Marketing •  My site is indexed… now what? •  Drive traffic to your site •  Organic vs. Paid SearchAmber Wallace • (805) 681-1930 • amber@dowitcherdesigns.com 14
    • Organic Search ResultsAmber Wallace • (805) 681-1930 • amber@dowitcherdesigns.com 15
    • Search Engine Optimization and Marketing •  Organic Search—Search Engine Optimization (SEO) •  Rankings based on a number of factors, including •  age of domain •  number (and quality) of incoming links •  site content •  traffic •  Keywords & title tagsAmber Wallace • (805) 681-1930 • amber@dowitcherdesigns.com 16
    • Search Engine Optimization and Marketing •  SEO you can do now •  Use HTML text on your home page, with keywords •  Limited use of Flash (know your audience) •  Build quality links to your site •  Update title & meta tags •  Explore social media marketingAmber Wallace • (805) 681-1930 • amber@dowitcherdesigns.com 17
    • Search Engine Optimization and Marketing •  Paid search engine marketing •  Multiple outlets •  Google adwords—pay-per-click (PPC) •  CPA (cost per acquisition or action) model •  Inexpensive to establish, easy to use •  Buy your way to the top!Amber Wallace • (805) 681-1930 • amber@dowitcherdesigns.com 18
    • Paid Search ItemsAmber Wallace • (805) 681-1930 • amber@dowitcherdesigns.com 19
    • Search Engine Optimization and Marketing •  PPC advertising •  Target specific keywords •  Broad keywords result in multiple matches, but higher expense •  Look for your target market—quality over quantity •  Use tools like the Adwords & Analytics interface to monitor campaignsAmber Wallace • (805) 681-1930 • amber@dowitcherdesigns.com 20
    • Social Media Marketing •  Inbound vs. Outbound Marketing •  Inbound marketing •  People subscribe, sign-up, “follow” or “friend” you •  Build a network & audience onlineAmber Wallace • (805) 681-1930 • amber@dowitcherdesigns.com 21
    • Inbound Marketing Search Engines Social MediaAmber Wallace • (805) 681-1930 • amber@dowitcherdesigns.com 22
    • Social Media Marketing Outbound Inbound •  Telemarketing •  Blogging •  Print ads •  RSS •  Direct mail •  Social Media •  LinkedIn •  TV or radio ads •  Facebook •  TwitterAmber Wallace • (805) 681-1930 • amber@dowitcherdesigns.com 23
    • Social Media Marketing •  Social Media •  41.2% of businesses have employees who spend time on social media •  How do businesses use social media? •  What do they use?Amber Wallace • (805) 681-1930 • amber@dowitcherdesigns.com 24
    • Inbound Marketing How organizations use social networksAmber Wallace • (805) 681-1930 • amber@dowitcherdesigns.com 25
    • Inbound Marketing Social networking tools used by organizations LinkedIn 79.3% Facebook 77.2% Twitter 75.3% Blogs 68.0%Amber Wallace • (805) 681-1930 • amber@dowitcherdesigns.com 26
    • Social Media Marketing •  LinkedIn •  43 million members in over 200 countries •  networking •  Connect with others •  Get introduced •  Showcase your experience •  Create a free profileAmber Wallace • (805) 681-1930 • amber@dowitcherdesigns.com 27
    • Social Media Marketing •  Optimize LinkedIn Profile •  Use a photo •  Authenticity and honesty are important •  Add connections •  Fill out background information •  Make your profile public •  Add links to your blog & websiteAmber Wallace • (805) 681-1930 • amber@dowitcherdesigns.com 28
    • Social Media Marketing •  Facebook •  More than 250 million active users •  More than 120 million users log on to Facebook at least once each day •  More than two-thirds of Facebook users are outside of college •  The fastest growing demographic is those 35 years old and olderAmber Wallace • (805) 681-1930 • amber@dowitcherdesigns.com 29
    • Social Media Marketing •  Facebook •  Decide how to market and brand yourself •  Individual: Profile page •  Business •  Fan page •  Can be indexed by search engines •  Group •  Is not publicly indexed, but can allow for greater interaction by membersAmber Wallace • (805) 681-1930 • amber@dowitcherdesigns.com 30
    • Social Media Marketing •  Twitter •  micro-blogging service allowing users “tweets” with up to 140 characters •  Users choose to follow others, post tweets, reply publicly or privately •  Very similar to Facebook status updates, and can be used to feed into FacebookAmber Wallace • (805) 681-1930 • amber@dowitcherdesigns.com 31
    • Social Media Marketing Twitter DemographicsAmber Wallace • (805) 681-1930 • amber@dowitcherdesigns.com 32
    • Social Media Marketing Twitter’s International GrowthAmber Wallace • (805) 681-1930 • amber@dowitcherdesigns.com 33
    • Social Media Marketing •  Twitter Stats & Tips •  60% of US users fail to return after first month •  Users should be prepared to tweet regularly •  Follow others & engage in discussion •  Search for interesting topics/markets •  Use URL shorteners to save space •  Bit.ly, tinyurl.com, hellotxt.comAmber Wallace • (805) 681-1930 • amber@dowitcherdesigns.com 34
    • Social Media Marketing •  Blogging •  3 important aspects in Blogosphere •  Read •  Comment •  Write •  Blog weekly for readership •  Promote through social media channels (Twitter, Digg, etc.)Amber Wallace • (805) 681-1930 • amber@dowitcherdesigns.com 35
    • Social Media Marketing •  More Blogging Tips •  Blog on your domain if possible •  www.yourdomain.com/blog vs www.yourdomain.blogspot.com •  RSS (Real Simple Syndication) •  Allows users to subscribe to feeds to receive blog posts by email or through a Reader like Google Reader •  Build and track readership using tools like FeedburnerAmber Wallace • (805) 681-1930 • amber@dowitcherdesigns.com 36
    • Social Media Marketing •  General Social Media Tips •  Provide information & connect with others •  Don’t be “salesy” •  Provide an authentic voice •  Engage in discussions, have opinions •  Be an authority on your topic •  Give a little to get a lotAmber Wallace • (805) 681-1930 • amber@dowitcherdesigns.com 37
    • Search Engine Optimization and Marketing •  Monitor Progress •  Use analytics software such as Google Analytics or paid solutions to track progress •  Closely track traffic sources & paid campaigns •  Allow time for changes on organic search •  Remember, SEO and SEM are never quite over...Amber Wallace • (805) 681-1930 • amber@dowitcherdesigns.com 38
    • Search Engine Optimization and MarketingAmber Wallace • (805) 681-1930 • amber@dowitcherdesigns.com 39
    • Search Engine Optimization and MarketingAmber Wallace • (805) 681-1930 • amber@dowitcherdesigns.com 40
    • Hiring a web designer/developer •  Websites should be collaborations— you know your brand. Think of it as adding to your team. •  They should know something about SEO •  Even if you hire a firm for marketing, there are basic best practices.Amber Wallace • (805) 681-1930 • amber@dowitcherdesigns.com 41
    • Hiring a web designer/developer •  You need options •  A good designer will discuss CMS options with you, whether or not you need a custom design, who will handle updates. •  Fees •  After the initial design and development, is there a monthly fee? If yes, what does it include? •  Maintain some control •  Own your domain name, even if someone else registers it for you.Amber Wallace • (805) 681-1930 • amber@dowitcherdesigns.com 42
    • Free Online Tools •  Google analytics: www.google.com/analytics/ •  Google adwords keyword tool: adwords.google.com/select/ KeywordToolExternal •  Hubspot’s Website Grader: www.websitegrader.com •  Link Building: www.linkdiagnosis.com/ •  Competition stats: compete.com & www.quantcast.com/Amber Wallace • (805) 681-1930 • amber@dowitcherdesigns.com 43
    • Key Points •  Websites are critical tools—develop one for your target market •  Drive traffic to your site with strong SEO & SEM •  Use Social Media to connect •  Monitor progress & adapt •  In the end, it’s all about communication...Amber Wallace • (805) 681-1930 • amber@dowitcherdesigns.com 44
    • Contact Info Amber Wallace 805.681.1930 amber@dowitcherdesigns.com www.dowitcherdesigns.com Twitter: twitter.com/dowitcherdesign LinkedIn: linkedin.com/in/amberwallaceAmber Wallace • (805) 681-1930 • amber@dowitcherdesigns.com 45