Build Your Brand Online-June 20th


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This is the second part of a two-part presentation by Anthony William Tucker that discusses how to build a brand through online dominance. This encompasses website development, search engine optimization, marketing strategy development, and social media marketing. Learn more about this workshop at,

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  • Start out the presentation by having group login to Twitter and Tweet about the event. Follow other attendees. @Brand_Tuck @RogersStateU @rsulibrary @RSUinnovation #BuildingMyOnlinePresence … Spend less than 5 minutes on this exercise. Get juices flowing in room and get people engaged with each other.Discuss the Online Presence Workshop Online Resource Center website. How to operate and what you can expect in the coming days. Ask if anyone is willing to attend a third day of the workshop to hit social media more in-depth.
  • Point of Discussion: Go around to each participant and discuss what they liked most about their favorite website and/or favorite social media page. ApplicationOrder Tickets OnlineRegister with all local event listingsHow are you getting investors, actors, volunteers, etc.Email MarketingSeating Chart ImageRent?Point of Discussion:Joseph Rivers-Film/Concert/Dance Composer Identity Update: or of Discussion: Tana LargeRound the House Consignment FurnitureSubmission Form for Consignment: Service $25: Backside Login: View accounts page like E-Bay/Craigslist—Password ProtectedMarketing: E-mail updates, Craigslist, E-Bay local, Dominate local listingsBlog: For Every Gem There’s Five Major SEO issues, it owns a top-level domain name with the major keywords!Need Local SEO Application if going through WordPressConsistency within branding visual and voice is huge!Shopify would be an ideal platform if you plan to sell products online in a specific area.Many apps for each product page to be optimized for viewing and SEO purposes.
  • App markets available for WordPress and Wix. E-commerce easy to setup on Wix and Weebly. SEO is manual on all platforms except for WordPress can leverage apps for guidance in SEO.What platform does your business currently leverage? What benefits do you see from the platform? If you don’t know what are your thoughts on the platforms available? Benefits and disadvantages…
  • Mention official affiliates of Shopify, developer market, and video series that will be launched to help you design your Shopify site.
  • Ask participants to sign in to their Google accounts. If they don’t have a Google account then we will spend the time to setup a Google account with participants.Objective is to have participants become familiar with Google AdWords Tool.
  • Must have a strategy in place to focus on geographic area depending on where you sell your product, local, regional, nationally, or internationally. Also speak on the topic of SEO for local searches for franchises and local entities. Example: Tiny Cakes and Truffles Owasso/Claremore locations & Atwoods.
  • Discuss what comes with the monthly package. Next slide will focus on organic versus non-organic search engine marketing. Outbound links and inbound links. Link building strategies.
  • Really hit home with participants about the importance of getting the right traffic to your website and getting the traffic to the desired take action page. For instance if you have a quote form online for your product and that is the method the user can take without picking up the phone to request a quote then you want to make sure it is easy for the user to get to that page.Show how to leverage
  • Show how using key terms for titles on videos and images pertaining to your company’s target market based on Google AdWords Tools research will benefit rankings.
  • Build Your Brand Online-June 20th

    1. 1. View this Presentation on
    2. 2. What We’re Going to Cover0 Website Development0E-Commerce Website Platforms0Web Analytics0Search Engine Optimization0Pay-Per-Click Search Engine & Social Media Promotion0 Social Media Development0 Google0Leveraging for small business0Google industry secrets0 Developing a Marketing Strategy for Your Company’sOnline Assets0Pay-Per-Click Search Engine & Social Media PromotionView this Presentation on
    3. 3. Today’s Objectives0 Learn how to turn your small local business into a world-wide enterprise with Shopify.0 Get your website found online through leveraging:0 Organic Search Engine Optimization0 Hiring Someone or Doing it Yourself0 Non-Organic Search Engine Optimization0 Pay-Per-Click Paid Placement (Time & Space)0 Google Ad Network0 Unplanned Purchases0 Building a new internet marketing strategy for yourbusiness.0 Learn how to analyze your website’s performance.0 Learn how to turn social media into a revenue stream foryour business.View this Presentation on
    4. 4. Skyscrapers Aren’tBuilt Overnight0 You will get what you put into your online presence developmentfor you business.0 If you have questions please don’t be afraid to ask today,tomorrow, next week, or whenever. The Innovation Center is aresource for you.0 Frustration is bound to come when developing your onlinepresence but you must persevere to build the competitiveadvantage it can bring your business or community organization.0 Leverage the new Online Resource Center for industry insight,self-help videos, directory of who to hire, and register for futureworkshops that focus on specific online presence developmentfunctions that you would like to learn more on.View this Presentation on
    5. 5. Mail Chimp-Email Marketing
    6. 6. Homework Review
    7. 7. Homework ReviewTop Websites0 Red Dress Boutique0 Great use of customapplication.0 Great use of categories fortypes of clothes and by pricerange.0 Easy to operate.0 Does need major search engineoptimization work.0 Needs to encourage socialsharing of every product listed.0 Example: ShareThisapplicationTop Facebook Business Pages0 Custom HTML Applications0 Browse Store0 Restock Notify0 Instagram0 Sign up for Shopping Cart0 How to Order0 Major Return on Investment on Facebookby leveraging displaying/selling productdirect on Facebook with, Run/Ship &Run/Hold comments to photos onFacebook timeline.0 Major website work needed to complimentsocial media stature.0 Must champion shipping and havesolid/consistent refund process in place.View this Presentation on
    8. 8. My 8 Great Tips toMarket Dominance1. Building the Brand2. Situational Analysis3. Build a Strategy for your Website Development4. Build Your SEO Strategy5. Build a Internet Marketing Strategy6. Analyze Your Website Performance7. Become Socially Responsible8. Make Google Your FriendView this Presentation on
    9. 9. Step 3: Building a Strategy for yourWebsite Revisited0 Now that we know what the market looks like it istime to build a strategy for your brand.0 Are you going to hire someone or do it yourself?0 Have SMART goals for your website development andsocial media strategies.0 Increase traffic from northeastern Oklahoma by 200%in first three months of new site.0 Increase engagement on Facebook by 500 fans in thefirst three weeks of the optimized Facebook page.0 Be on the first page for local results for specific industryin first six months.View this Presentation on
    10. 10. Available Platforms0 Wix (Drag and Drop)0 App market is available0 SquareSpace (Drag and Drop)0 Example: Ontario PC0 Weebly (Drag and Drop)0 Example: Build Bartlesville0 WordPress0 Example: bugRIGHT0 Plug-in market is availableView this Presentation on
    11. 11. E-Commerce Website Platform0 Shopify is an e-commerce website platform thatmakes designing a website and selling products easyfor small businesses.0 Shopify represents an engaging user friendly websitethat offers search engine optimization tools to earnyour site Google street cred.0 Take your local business to a world-wide market withnew revenue streams.0 Key features of Shopify:0 this Presentation on
    12. 12. Options for Building Your Shopify WebsiteOption 10 Hire a developer to designa custom template andsetup the site.0 Includes setting up forsearch engineoptimization.0 Setting you as the businessowner up as the admin toupload images, pages,videos, and more frommobile phone or tablet.Option 20 Do it yourself! Take on the world-wide market with a strategy on yourown!0 Use a stock template from Shopify’stemplate market place.0 Register your website withGoogle/Bing.0 Optimizing each product page andcontent page with keywords and SEOtactics.0 Upload images, content, and keeptrack of orders.0 Link with social media to create trafficand additional revenue streams.0 Leverage new applications to increaseengagement and functionality.View this Presentation on
    13. 13. Step 4:Build Your SEO Strategy0 Leverage the situational analysis conducted for the webdevelopment strategy to analyze the following:0 Keywords competitors are using0 SEO tactics that competitors are using0 Strong Tagging0 Bolded text mean, STRONG TAGGED.0 Google/Bing focuses on those key terms.0 Micro-Tagging0 Way of the future that will tell search engines exactly what the page represents.Example: Murphy’s Steakhouse in Bartlesville, Okla. would have Micro-Tags for localrestaurant with location featuring Bartlesville, Okla. or near Tulsa, Okla.0 Leverage Google AdWords Keyword Tool to analyze keywordsper industry0 Organic vs. Non-Organic Search Engine Marketing.0 Understand the importance of SEO dominance on all content.0 Google/Bing can’t read or properly index Flash/Java or imageswithout a proper ALT Tag and file name.0 Continue to modifying strategy to continue to increase traffic andconversion rates.View this Presentation on
    14. 14. Option 1: Hire a SEO Juice Man0 Much like scenario when hiring a web developer, must have a strategy inplace before meeting with potential SEO Juice Men.0 Have list of competitors readily available, geographic target market, andtargeted audience.0 Be ready to pay monthly fee and expect to receive updates including:0 Monthly Google Analytics Report0 Google AdWords Reports0 Tell them you want a SEO strategy for planned and unplannedpurchases.0 Planned0 Someone Googles the keywords, Arena Tools for Tractor, your businessshould be on the first page if you sell arena tools.0 Unplanned0 Someone who has known history of looking at arena tools for tractors onthe internet or social media sees ad on a website relating to arena tools fortractors.0 Think impulse buying at a grocery store with end caps and products at thecheck out.View this Presentation on
    15. 15. Example of SEO Juice ManView this Presentation on
    16. 16. Option 2: Do it Yourself0 Leverage SEO assistance apps or plug-ins if available for yourwebsite development platform.0 Register with Google Analytics to analyze traffic.0 Are visitors bouncing (exiting) from you site to soon?0 Are visitors getting to the desired take action page on your website?0 Just because you have traffic does not mean you have the right traffic!0 Conversion rates and ROI!0 Have a strategy for both:0 Organic SEO0 How do you make your site seem more credible and relevant to searchengines?0 Build back links and continually add new content that is engaging and contains keywords.0 Non-Organic SEO0 In the beginning of launching a website or new SEO strategy it is highlyrecommended to leverage non-organic paid placement to earn more trafficand higher rankings.0 Google AdWords0 Facebook Ads0 Display Ad placement on targeted websites0 ESPN0 High Plains JournalView this Presentation on
    17. 17. SEO Tactics That WillEarn You Google Cred0 Have a domain name with specific keywords in the actualdomain name.0 Example: TulsaMetalRoofing.com0 You can make this domain name your main domain name andthen have multiple other domain names that point back toyour website.0 If you post videos to YouTube/Vimeo ensure that you usekey terms in the title of the video and keyword section.0 Have internal links on each page of your website.0 Update your content regularly.0 Save every image that is placed on your website withkeywords.0 Example: WeddingCakeBakersTulsa.jpegView this Presentation on
    18. 18. SEO Industry Secrets0 You can submit your website and subsequent webpages tobe indexed by Google and Bing by registering forwebmaster tools on both search engines.0 You must verify your website with both Google and Bing byplacing code on your website.0 Strong Tag the products you offer and the markets youcompete in on the homepage of your website.0 Example: bugRIGHT0 Get social and leverage social media!0 Submit articles to targeted media contacts for publishingboth in print and online. Increases traffic to website andbuilds credibility in the eyes of consumers and searchengines.0 PR WebView this Presentation on
    19. 19. Step: 5 Build a Internet Marketing Strategy0 Pre-Launch0 How will you tease that you are launching a new website through various promotional platforms?0 Increase excitement about the process and also gain feedback from the market on what they are lookingfor in the site or social media?0 Start collecting email addresses through Mail Chimp.0 Launch0 OBJECTIVE IS TO GET TRAFFIC TO YOUR SITE AND TO GET PEOPLE TALKING ABOUT YOUR NEWWEBSITE AND NEW FEATURES!0 Set a aggressive budget that you are willing to work with and leverage pay-per-click paid placementthrough Google, Bing, YouTube, Facebook etc.0 Ensure that all of your touch points with your consumers has your new website and social media pages.0 Business cards0 Branded clothing apparel0 Banners, Billboards, Brochures, etc.0 Find ways to be a guerrilla marketer when communicating your new website.0 GAF Roofing example of launching brand relationship building campaign.0 Launch a YouTube video of a screen shot of how to navigate through your new website.0 A video for each of your target audiences that your site caters to.0 After Launch0 Develop a system for altering your website and social media tactics to ensure that you are stayingrelevant with your most profitable audiences.0 Massage and tinker your internet marketing budget to find the right amount of money to spend on PPCads through Google, Bing, YouTube, Facebook, etc. that will continue to keep you top of mind with yourcurrent customers and continuing to encourage new customers to try out your products/services.0 Continue to find ways to encourage two-way communication between the company and its mostprofitable customers.0 Social media messaging development0 Website/Email survey about product performance0 Encourage reviews through Google, Facebook, Angie’s List, etc.
    20. 20. Discuss Developing SystemsView this Presentation on
    21. 21. Step 6: Analyze Your Website’s Performance0 To continue your company’s empirical rise in the online market andto continue to increase conversion rates you must be consistentlymeasuring your website, social media, and marketing effort’sperformances.0 Remember that you must set SMART goals to have specific metrics tomeasure success by for your business’ online performance.0 Find benchmarks in your industry that you would like to see yourbusiness get to.0 Nesting Necessities0 Enter world-wide market by building the brand through e-commerce andsocial media.0 You must leverage cost efficient resources to really grasp your onlineperformance.0 CrazyEGG0 Raven ToolsView this Presentation on
    22. 22. Option 1: Hire Help0 When tracking your website, social media, and marketing effort’sperformances it can become labor intensive. This is why if it ismore profitable for you to be undertaking other tasks for yourbusiness rather than analyzing your performance, hire help!0 If you are to hire someone make sure to know exactly what theywill be providing you with each month.0 Are you getting access to a custom online resource center(RavenTools) with Google Analytics, social media mentions, etc.0 If there is work that is needed to be done to improve yourwebsite, social media, or marketing efforts will this individualprovide suggestions and execute these suggestions onceapproved or are these suggestions placed on your shouldersalone?View this Presentation on
    23. 23. Option 2: Be a GUERRILLADo It Yourself0 Register for cost efficient and FREE tools that will help you makeadjustments to your website, social media, and promotionalstrategy.0 Google Analytics0 CrazyEGG0 Raven Tools0 HootSuite0 Facebook Business Page Manager Analytics0 THINK RETURN ON INVESTMENT0 Make updates to website, social media, and promotional strategybased on tangible analytics. Don’t fall for advertising sales repstricks again. You own your own fate.0 Remember that your online marketing strategy and valuemessaging is consistent with your offline marketing.View this Presentation on
    24. 24. Step 7: Become Socially (SocialMedia) Responsible0 The important reasons why to leverage social media:0 Build your brand:0 Continue to build your relationship with current customers.0 Enable new customers to find you.0 If your brand is not finding ways to connect with the Millennial age cohort then it willdie. These are the individuals that will leveraging social media platforms.0 Earn Reviews to build your brand through social media0 Google+0 Facebook0 Push traffic to specific webpages for your company or retailers of your product.0 Create another channel to generate revenue. At the end of the ROI and conversion ratesare just as important on social media.0 Earn search engine optimization juice for your website. Gives your company not onlyanother touch point with your consumer but earns you credibility in the eye of thebeholder, aka Google/Bing.0 Enables a customer centric method for customers to tell other potential customers aboutyour product and services through “Sharing”.0 Try to encourage the sharing of company content.0 Official hashtags (#) through Twitter, promotions through Facebook, etc.View this Presentation on
    25. 25. Facebook Business Pages Basics0 Know the difference between a Facebook personal page and aFacebook business page.0 Have a strategic plan for getting traffic to your Facebook businesspage.0 Organic Traffic0 Posting Facebook business page link or icon with accompanying link on allmarketing material online and offline.0 Hosting promotions for customers that run through Facebook.0 “Liking” targeted businesses, retailers, or community organizations inyour target market.0 Example: bugRIGHT0 Non-Organic Traffic Through Internal Targeting0 Pay Per Click advertising on the Facebook network.0 After 30 “Likes” on your Facebook business page go and claim yourFacebook business page’s username.0 Example: this Presentation
    26. 26. Facebook Business PageAdvanced Tactics0 Make sure to post a specific link on each and every photo or video you upload to yourpage.0 Tag every picture and video you upload to your page.0 Leverage free applications on Facebook that increase engagement with fans/followerson your Facebook page or direct the them to a specific external site.0 Re-Direct0 PDF-Tab-Viewer0 YouTube0 Instagram0 Have custom applications built for your Facebook business page that can increaseengagement and possibly allow the fan/follower to make a purchasing decision on theFacebook page.0 Have an optimized image in each image place holder for you brand.0 Facebook Timeline Cover0 Facebook Profile Image0 Leverage Facebook advertising platforms outside of the display network that achievespecific internal or external objectives0 Facebook Offers0 Promote Your PostsView this Presentation on
    27. 27. How to Schedule Your Social Media Posts0 It is always a battle when trying to figure out theoptimal time to spend on social media efforts for yourbusiness. Now business owners can become savvysocial media marketers with all-in-one dashboards.0 HootSuite0 HootSuite allows you to strategically schedule yourTweets, Facebook Posts, LinkedIn Posts, and Google +Page Posts from one dashboard.0 Best of all, Hootsuite is free for small businesses withless than 5 social media accounts.View this Presentation on
    28. 28. Learn More About SocialMedia Platforms Online0 Learn more at the Online Resource Center about thefollowing social media platforms and theirimportance and role in creating a solid onlinepresence for your business.0 Twitter0 Google +0 LinkedIn0 Video Platforms0YouTube0VimeoView this Presentation on
    29. 29. Step 8: Make Google Your Friend0 Leverage the Google suite of programs for businesses (TheList Could Go On Forever):0 Google Webmaster Tools (Previously Discussed)0 Google Analytics (Previously Discussed)0 Google Places (Previously Discussed)0 Organic placement in Google Search Engine Rankings0 Non-Organic Options0 Pay-Per-Click0 Google Offers0 Google Remarketing0 Google Drive to Share Documents0 Google Fusion Tables-BETA0 Google Word, Excel, PowerPoint, etc.View this Presentation on
    30. 30. Learn More on Googling forBusinesses
    31. 31. Homework for After Day 20 Schedule a meeting with the RSU Innovation Center todiscuss your specific online presence developmentneeds.0 This can be done by visiting andfilling out the “Request for Services” form.0 Email Anthony W. Tucker at withany questions.View this Presentation on
    32. 32. Got Questions?Contact:Anthony W. TuckerPhone: 918-338-8039Email: atucker@rsu.eduTwitter: Tweet questions to @Brand_Tuck with#BuildMyOnlinePresenceReview Today’s Presentation and Other Resources atthe new Online Resource Center for Online PresenceDevelopment: