Online Word-of-Mouth
How to Excel at Online Marketing Using What You Already Know
Rasmussen College Sr. Online Marketer
@jlbraaten on Twitter
WHO IS JOSH BRAATEN?
WHO IS JOSH BRAATEN?
…originally from North Dakota
SMALL BUSINESSES KNOW HOW TO
CREATE WORD-OF-MOUTH BUZZ
SMALL BUSINESSES KNOW HOW TO
CREATE WORD-OF-MOUTH BUZZ
AMAZING PRODUCTS CREATE BUZZ
AMAZING SERVICE CREATES BUZZ
ENTERTAINING CUSTOMERS CREATE BUZZ
OR EDUCATING/ENGAGING
WHAT DOES THIS HAVE TO DO WITH THE WEB?
• Search engine optimization (SEO) theories
• Shady SEO agencies with spam tactics
• Google’s Pandas and Penguins
• Keywor...
COMPETITIVE ADVANTAGE
• Facebook
• Twitter
• LinkedIn
• Google+
• YouTube
• Pinterest
• MySpace
• Ping
• Tumblr
• Last.fm
...
YOU MAY BE LOOKING AT IT ALL WRONG
SEO AND SOCIAL MEDIA EXPLAINED SIMPLY
FOR SMALL (AND LARGE) BUSINESS
HOW TRADITIONAL WORD-OF-MOUTH WORKS
HOW TRADITIONAL WORD-OF-MOUTH WORKS
HOW TRADITIONAL WORD-OF-MOUTH WORKS
HOW SOCIAL MEDIA WORKS
HOW SEO WORKS
WHY DIDN’T SOMEONE JUST SAY THAT IN THE FIRST PLACE?
HOW TO EARN WORD-OF-MOUTH BUZZ ONLINE
OFFER AN AMAZING PRODUCT
Example: bit.ly/StarWarsDecals
ANY PRODUCT CAN BE AMAZING
Source: rasmussen.edu/accelerated
IS YOUR PRODUCT AMAZING?
Source: kissinsights.com
DO CUSTOMERS THINK YOUR PRODUCT IS AMAZING?
The internet is kind to great products.
OFFER AN AMAZING SERVICE
Book: deliveringhappiness.com
IS YOUR SERVICE AMAZING?
Source: http://www.surveymonkey.com
IS YOUR SERVICE AMAZING?
The Internet often rewards great service.
ENTERTAIN, EDUCATE, ENGAGE
11 TIPS TO START ONLINE WORD-OF-MOUTH MARKETING
1. LOCATE THE PLACES WHERE PEOPLE TALK
• Website
• Blog
• Facebook
• Google+ / Local
• Others?
2. CLAIM AND COMPLETE ONLINE IDENTITIES
3. USE COMMON SENSE TO HELP PEOPLE FIND YOU
4. CREATE AND SHARE INTERESTING, HELPFUL CONTENT
5. PICK A SCHEDULE AND COMMIT. REVISE AS NEEDED.
Online Property Frequency Action
Blog Weekly
Write one 200-800 word artic...
6. ASK YOUR CUSTOMERS FOR THEIR THOUGHTS
7. FIX WHAT’S BROKEN
8. SURPRISE YOUR CUSTOMERS
9. THEN REQUEST CREDIT WHERE IT’S DUE
10. ASK YOUR CUSTOMERS FOR A REVIEW
11. ENGAGE, ENGAGE, ENGAGE
OK, NOW I JUST HAVE TO FIND THE TIME
QUESTIONS?
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Online Word-of-Mouth: How to Excel at Online Marketing Using What You Already Know

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How do you drive the right visitors to your website? The success of any web-based business starts with ensuring the consumers looking for your business find your business. Our Rasmussen College subject matter expert, Josh Braaten, shows you how search engine optimization (SEO) and the resulting online word-of-mouth buzz can improve consumer traffic to your website or blog.

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Transcript of "Online Word-of-Mouth: How to Excel at Online Marketing Using What You Already Know"

  1. 1. Online Word-of-Mouth How to Excel at Online Marketing Using What You Already Know
  2. 2. Rasmussen College Sr. Online Marketer @jlbraaten on Twitter WHO IS JOSH BRAATEN?
  3. 3. WHO IS JOSH BRAATEN? …originally from North Dakota
  4. 4. SMALL BUSINESSES KNOW HOW TO CREATE WORD-OF-MOUTH BUZZ
  5. 5. SMALL BUSINESSES KNOW HOW TO CREATE WORD-OF-MOUTH BUZZ
  6. 6. AMAZING PRODUCTS CREATE BUZZ
  7. 7. AMAZING SERVICE CREATES BUZZ
  8. 8. ENTERTAINING CUSTOMERS CREATE BUZZ OR EDUCATING/ENGAGING
  9. 9. WHAT DOES THIS HAVE TO DO WITH THE WEB?
  10. 10. • Search engine optimization (SEO) theories • Shady SEO agencies with spam tactics • Google’s Pandas and Penguins • Keyword targeting and on-page optimization • 301 redirects and sitemaps.xml • Indexation and robot spiders • Canonicalization of URLS WHY DOES SOCIAL MEDIA COME ACROSS AS DIFFICULT?
  11. 11. COMPETITIVE ADVANTAGE • Facebook • Twitter • LinkedIn • Google+ • YouTube • Pinterest • MySpace • Ping • Tumblr • Last.fm • So.cl • Reddit • StumbleUpon • Yammer • Angie’s List • Yelp! • Google Places • Quora • Formspring • Slideshare
  12. 12. YOU MAY BE LOOKING AT IT ALL WRONG
  13. 13. SEO AND SOCIAL MEDIA EXPLAINED SIMPLY FOR SMALL (AND LARGE) BUSINESS
  14. 14. HOW TRADITIONAL WORD-OF-MOUTH WORKS
  15. 15. HOW TRADITIONAL WORD-OF-MOUTH WORKS
  16. 16. HOW TRADITIONAL WORD-OF-MOUTH WORKS
  17. 17. HOW SOCIAL MEDIA WORKS
  18. 18. HOW SEO WORKS
  19. 19. WHY DIDN’T SOMEONE JUST SAY THAT IN THE FIRST PLACE?
  20. 20. HOW TO EARN WORD-OF-MOUTH BUZZ ONLINE
  21. 21. OFFER AN AMAZING PRODUCT Example: bit.ly/StarWarsDecals
  22. 22. ANY PRODUCT CAN BE AMAZING Source: rasmussen.edu/accelerated
  23. 23. IS YOUR PRODUCT AMAZING? Source: kissinsights.com
  24. 24. DO CUSTOMERS THINK YOUR PRODUCT IS AMAZING? The internet is kind to great products.
  25. 25. OFFER AN AMAZING SERVICE Book: deliveringhappiness.com
  26. 26. IS YOUR SERVICE AMAZING? Source: http://www.surveymonkey.com
  27. 27. IS YOUR SERVICE AMAZING? The Internet often rewards great service.
  28. 28. ENTERTAIN, EDUCATE, ENGAGE
  29. 29. 11 TIPS TO START ONLINE WORD-OF-MOUTH MARKETING
  30. 30. 1. LOCATE THE PLACES WHERE PEOPLE TALK
  31. 31. • Website • Blog • Facebook • Google+ / Local • Others? 2. CLAIM AND COMPLETE ONLINE IDENTITIES
  32. 32. 3. USE COMMON SENSE TO HELP PEOPLE FIND YOU
  33. 33. 4. CREATE AND SHARE INTERESTING, HELPFUL CONTENT
  34. 34. 5. PICK A SCHEDULE AND COMMIT. REVISE AS NEEDED. Online Property Frequency Action Blog Weekly Write one 200-800 word article that entertains, educates, or engages customers Social Media Facebook: daily Twitter: 2-5x/day Google+: weekly Pinterest: weekly 7:2:1 Ratio: •7 = Other people’s helpful content •2 = Your content •1 = Your products or service Email Monthly Send an email newsletter full of the month’s content and send it to customers
  35. 35. 6. ASK YOUR CUSTOMERS FOR THEIR THOUGHTS
  36. 36. 7. FIX WHAT’S BROKEN
  37. 37. 8. SURPRISE YOUR CUSTOMERS
  38. 38. 9. THEN REQUEST CREDIT WHERE IT’S DUE
  39. 39. 10. ASK YOUR CUSTOMERS FOR A REVIEW
  40. 40. 11. ENGAGE, ENGAGE, ENGAGE
  41. 41. OK, NOW I JUST HAVE TO FIND THE TIME
  42. 42. QUESTIONS?

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