Best Internet Practices For Business - Chandler 2009.09.10

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  • + preston.lee Preston Lee 2 months ago
    Thanks for being a great audience! For additional contact information and to contact OpenRain for professional implementation of these practices, check us out at http://openrain.com, email us at sales {at} openrain.com, or call us at (623) 691-7869.

    Preston
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Best Internet Practices For Business - Chandler 2009.09.10 - Presentation Transcript

  1. Best Internet Practices For Business http://openrain.com
  2. Today Website necessities and common mistakes. Email marketing and newsletters. Pay-per-click (PPC) advertising. Tracking and analyzing website visitor traffic. Content writing tips for search engine optimization.
  3. Websites.
  4. Website necessities. Solid branding. Content is king. Consistent. Business information. Professional. Products and services. Modern. Sample work. Usability. Meaningful imagery. Easy visitor navigation. Valuable education. Enjoyable, memorable. Specific to your office.
  5. Website necessities. Contact methods.. Call to action. Phone. Extremely obvious. Email. Easy as possible. Fax. Form submission.
  6. Website mistakes. Meaningless pictures. Dancing gerbils. Inconsistent. Scrolling or blinking text. Unclear call to action. Music. About the owner. Not indexable. Text embedded in No cross-links. graphics. 3rd-party ads. Huge/Slow graphics. No follow-up opportunities.
  7. Example: Search engine problem.
  8. Example: Search engine problem.
  9. Example: Inappropriate ads.
  10. Example: Lack of branding.
  11. Should you post pricing? It depends. Pros: Potential customers like it. Filters out people without the right budget. Cons: Hard to quote services. Does not create a personal connection. Can attract “bargain basement” leads. Alternative: Explain detailed estimate process.
  12. Email.
  13. Motivations and goals. Reach out to new potential customers that will receptive of your message. Reconnect to people that know you, but are not customers. Stay connected to existing customers with routine periodic mailings. Special announcements.
  14. Pricing. Varies. 1-2 cents/email typical. Pay as you go, or monthly fixed. Expect some form of bulk discounts. Varying tiers of services and features.
  15. Lots of vendor options. iContact Online Outbox Constant Contact SubscriberMail Vertical Response Savicom Benchmark Email Boomerang Stream Send iPost Mail Chimp Mailworkz InfusionSoft Many more...
  16. Useful features. Scheduling. Template customization. Campaign management. Reports and statistics. Integration.
  17. Examples: Integrate! Empty email has no value. Get people interested!
  18. CAN-SPAM notes. If majority of content is A label for “adult” content. sales/solicitation- it is a commercial offer. Recipient cannot be required to pay a fee or Accurate from lines. provide info other than the email address and opt-out Relevant subject lines preferences, or other steps (relative to offer in body other than sending a reply content and not deceptive) email or visiting a single Legitimate physical address web page. of publisher/advertiser.
  19. Pay-per-click. (PPC)
  20. Common terminology. SERP: Search engine CPM: Cost per thousand results page. impressions. PPC: Pay-per-click. CR: Conversion rate. PPA/CPA: Pay-per-action, Keywords/Search terms. cost-per-action. Bounce rate. CTR: Click-through rate. Pages per visit. CPC: Cost per click.
  21. SERP dissection.
  22. Analysis.
  23. Stuff you want to know. Who is visiting you? What are they interested in? When did they visit? Where are they? Why are they visiting your? How did they get here?
  24. Tons of tools and options. VisiStat eWebAnalytics Google Analytics Opentracker ShinyStat Webstats GoingUp Clicky SlimStat Yahoo! Web Analytics mviSpy Sometric MetaTraffic many, many more...
  25. Google Analytics.
  26. Overview.
  27. Location.
  28. Content.
  29. Sources.
  30. Content.
  31. Tips for effective online content. Write to the visitor. Make them want to read it. Demonstrate expertise and professionalism. Emphasize the call to action. Focus on a couple key phases per page. Use headings, bold, italics, highlighting etc.
  32. Example: Homepage content.
  33. SEO realities. The major search engine You must identify your players do not release target concepts, and can’t specific ranking heuristics. optimize for everything. Specific tactics can be You can be penalized in highly debated, and with SERPs--and potentially different end goals. blacklisted--by using some tactics. Usability guidelines sometimes run contrary to The very notion of “SEO” SEO practices, particularly is controversial in some in copy writing. circles.
  34. Optimization tips. Focus on only a couple core Generate inbound links phrases/concepts. from partner sites, PR etc. Generous use of keyword Provide meaningful phrases (and variants). outbound links. Include region-specific Lots of “experts” make keywords. (City, state etc.) generic comments or outdated information, so Remember that CPC is a make decisions scientifically, major factor! not based on random feedback.
  35. Presenter Information O p e n R a i n p rov i d e s e x p e rt web d e s i g n , Preston Lee is a founding member of OpenRain development and marketing services for the Software: bringing businesses online with dynamic desktop and mobile web. Based in Phoenix and one of internet applications. He has provided senior Arizona’s most successful web development shops, engineering leadership for Apollo Group, Cisco OpenRain services national clients and also offers Systems, the U.S. government and many other Phoenix- personalized hosted deployment and training services. area and multinational institutions where he has become recognized for a wise balance of technical, OpenRain, LLC business and customer perspectives. He has also earned 1 (623) 691-7869 MBA, BS in Computer Science & Engineering, AA and sales@openrain.com AGS degrees. http://openrain.com http://blog.openrain.com While not on the job, Preston is active in over a dozen http://twitter.com/openrain local tech communities and enjoys woodworking, music production and filling frames on his digital SLR. He can be read regularly and contacted via his blog at... http://prestonlee.com

+ Preston LeePreston Lee, 2 months ago

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