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Promote Your Business Online

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    Promote Your Business Online Promote Your Business Online Presentation Transcript

    • Promote Your Business Online Internet Marketing Strategies and Tactics Small Business Seminar, MacForce Theater Small Business Seminar MacForce Theater June 30, 2010
    • S O? SEM? SEO? S ? PPC? SMM? SMO? C? S ? S O? • What does it all mean? – SEO: Search Engine Optimization – PPC: Pay Per Click Advertising C Cli k d ii – SEM: Search Engine Marketing – SMM: Social Media Marketing – SMO: Social Media Optimization SMO: Social Media Optimization – SERP: Search Engine Results Page
    • SEO: Search Engine Optimization g p
    • S O: Search g e Optimization SEO: Sea c Engine Opt at o • Two sides to this coin: – On‐Page Factors – Off Page Factors Off‐Page Factors • What is most important? • You need the first side of the coin to get the second side t work t th d id to k optimally.
    • S O: Search g e Optimization SEO: Sea c Engine Opt at o • Some On-Page Factors On Page • Domain Name • Page Name • Title Tag • Meta Description • Meta Keywords Meta Keywords • H1 Tag • Bolded Text • Link Text • 1% to 2% keyword density for Google
    • S O: Search g e Optimization SEO: Sea c Engine Opt at o • On-Page Factors • Domain Name:www physicalmedicineandrehab com Domain Name:www.physicalmedicineandrehab.com
    • S O: Search g e Optimization SEO: Sea c Engine Opt at o • On-Page Factors • Domain Name:www physicalmedicineandrehab com Domain Name:www.physicalmedicineandrehab.com
    • S O: Search g e Optimization SEO: Sea c Engine Opt at o • On-Page Factors • Domain Name: www.pdxpartybus.com
    • S O: Search g e Optimization SEO: Sea c Engine Opt at o • On-Page Factors • Domain Name: www pdxpartybus com Domain Name: www.pdxpartybus.com
    • S O: Search g e Optimization SEO: Sea c Engine Opt at o • On-Page Factors • Page Name: The‐Pros‐of‐Divorce.html Page Name: The Pros of Divorce.html
    • S O: Search g e Optimization SEO: Sea c Engine Opt at o • On-Page Factors • Page Name: The‐Pros‐of‐Divorce.html Page Name: The Pros of Divorce.html
    • S O: Search g e Optimization SEO: Sea c Engine Opt at o • On-Page Factors: Title Tag
    • S O: Search g e Optimization SEO: Sea c Engine Opt at o • On-Page Factors: Title Tag
    • S O: Search g e Optimization SEO: Sea c Engine Opt at o • On-Page Factors: H1 Tag
    • S O: Search g e Optimization SEO: Sea c Engine Opt at o • On-Page Factors: H1 Tag
    • S O: Search g e Optimization SEO: Sea c Engine Opt at o • On-Page Factors: Link Text
    • S O: Search g e Optimization SEO: Sea c Engine Opt at o • On-Page Factors: Link Text
    • S O: Search g e Optimization SEO: Sea c Engine Opt at o • On-Page Factors: Keyword Density
    • S O: Search g e Optimization SEO: Sea c Engine Opt at o • On-Page Factors: Keyword Density
    • S O: Search g e Optimization SEO: Sea c Engine Opt at o • Off-Page Factors Off Page • Inbound Links A th it Sit –Authority Sites –Directories –Internet Press Releases –Article Marketing
    • S O: Search g e Optimization SEO: Sea c Engine Opt at o • Off-Page Factors Off Page • Inbound Links A th it Sit –Authority Sites –.edu’s and .gov’s are best –PageRank above 5
    • S O: Search g e Optimization SEO: Sea c Engine Opt at o • Off-Page Factors: Authority Sites
    • S O: Search g e Optimization SEO: Sea c Engine Opt at o • Off-Page Factors: Directories
    • S O: Search g e Optimization SEO: Sea c Engine Opt at o • Off-Page Factors: Directories
    • S O: Search g e Optimization SEO: Sea c Engine Opt at o • Off-Page Factors: Directories
    • S O: Search g e Optimization SEO: Sea c Engine Opt at o • Off-Page Factors: Vertical Directories • TIP G TIP: Google “submit a site [insert keyword]” l “ b it it [i tk d]”
    • S O: Search g e Optimization SEO: Sea c Engine Opt at o • Off-Page Factors: Vertical Directories
    • S O: Search g e Optimization SEO: Sea c Engine Opt at o • Off-Page Factors: Online Press Releases
    • S O: Search g e Optimization SEO: Sea c Engine Opt at o • Off-Page Factors: Online Press Releases
    • S O: Search g e Optimization SEO: Sea c Engine Opt at o • Off-Page Factors: Online Press Releases • Received offers for products to be included in the  Gift Bags for: – The Miss America Pageant – Billboard Magazine’s Oscar Night Party • Moved ranking to Number 5 spot on first page for  the Keyword Phrase “Mineral Makeup” • Gained interviews from a variety of magazines
    • S O: Search g e Optimization SEO: Sea c Engine Opt at o • Off-Page Factors: Online Press Releases – List of Free Press Release Submission sites:  http://nakedpr.com/2007/07/29/big‐list‐of‐free‐ press‐release‐distribution‐sites/ l d b /
    • S O: Search g e Optimization SEO: Sea c Engine Opt at o • Off-Page Factors: Article Marketing
    • Anti-Spamming Guidelines
    • Anti-Spamming Gu de es t Spa g Guidelines Don't: • Keyword stuff tags • Repeat keywords over and over again in your text. text For example: <META name="keywords" content="holiday cruises, holiday cruises, holiday cruises, holiday cruises, holiday cruises, holiday cruises cruises cruises, holiday cruises, holiday”>
    • Anti-Spamming Gu de es t Spa g Guidelines • Don't use tiny text for the purpose of repeating keyword after keyword ti k d ft k d • Don't use invisible text • Don't use redirect tags if possible • D 't duplicate content or use mirror Don't d li t t t i pages • Don't use multiple title tags
    • Social Media
    • Why Social Media? y Soc a ed a? • Social Media helps you: – Connect with  • Customers • Vendors d • Competition – Drive Traffic to your Blogs and Websites Drive Traffic to your Blogs and Websites – Helps establish you as a thought leader in your  Niche
    • Soc a ed a a et g Social Media Marketing Social media sites fall into different categories: t i Social “bookmarking” sites such as: bookmarking a) Digg b) reddit c) StumbleUpon d) del.icio.us
    • Soc a ed a a et g Social Media Marketing
    • Soc a ed a a et g Social Media Marketing
    • Soc a ed a a et g Social Media Marketing Identity-based sites are based on who you de t ty based s tes y are and the type of business you’re in and are based on connecting with networks of friends, friends associates and contacts you know know.
    • Soc a ed a a et g Social Media Marketing – Linked In ed
    • Soc a ed a a et g aceboo Social Media Marketing - Facebook
    • Social Media Marketing - Blogging Your own Blog is an identity-based social media site if you open up comments. http://www.southwestwashingtonzest.com/
    • Soc a ed a a et g Social Media Marketing Message boards, forums, and newsgroups (such as Yahoo! Groups and Google Groups) g p
    • Soc a ed a a et g Social Media Marketing - Twitter tte
    • C eat g Social ed a a Creating a Soc a Media Plan If you enter into social media  without a plan, you will fail.  ith t l ill f il Period. http://outspokenmedia.com/social media/social media planning/ http://outspokenmedia com/social‐media/social‐media‐planning/
    • C eat g Social ed a a Creating a Soc a Media Plan Understand your audience: 1. What is your niche? 2. What does your niche need?  (Describe their needs NOT what you offer) (D ib h i d NOT h ff ) 3. What are your reader’s pain points?  (List all of your reader’s pain points) (Li t ll f d ’ i i t) 4. What emotions are evoked by their big pain? 5. What do you do? (How do you solve your reader s problems?) 5 What do you do? (How do you solve your reader’s problems?) 6. Who are your competitors? 7. What differentiates your writing from the competition? 7 What differentiates your writing from the competition?
    • C eat g Social ed a a Creating a Soc a Media Plan Niche Example: Myrna Oakley’s Beat is the Pacific Northwest Within her beat she has created several niches: • Bed And Breakfasts • Small Inns • Small Towns & Big Towns • Live Local Theater • Historical Places • Small cafes, coffee shops, and bakeries b k i
    • C eat g Social ed a a Creating a Soc a Media Plan Once you have Decided on your Niche: Create your brand! Secure your brand!
    • C eat g Social ed a a Creating a Soc a Media Plan Brand Examples - Ronda Roaring http://www.ilovethefingerlakes.com
    • C eat g Social ed a a Creating a Soc a Media Plan Brand Examples: Jan Jackson http://www.countrytraveleronline.com/
    • C eat g Social ed a a Creating a Soc a Media Plan Secure your brand http://knowem.com/
    • C eat g Social ed a a Creating a Soc a Media Plan Determine how you will measure your success Blog comments ? Conversions ? Links ? Links ? Twitter talk ? Better brand recognition ?
    • C eat g Social ed a a Creating a Soc a Media Plan Understand your Customers; hang out where they hang out out. Are they on: Facebook? Linked In? Twitter? Why the need to follow your customers? You want to know what they want and place yourself ahead of the competition
    • C eat g Social ed a a Creating a Soc a Media Plan They could be somewhere more niched: http://www.exploroo.com/ http://www exploroo com/
    • C eat g Social ed a a Creating a Soc a Media Plan Or: http://www.passportstamp.com/ http://www passportstamp com/
    • C eat g Social ed a a Creating a Soc a Media Plan Additional Social Networking Travel Sites: Additional Social Networking Travel Sites: TravBuddy: http://www.travbuddy.com/ Travellerspoint: http://www.travellerspoint.com/ WAYN: http://www.wayn.com/waynsplash.html CouchSurfing:  http://www.couchsurfing.org/ CouchSurfing: htt // h fi / Wattpad: http://www.wattpad.com/
    • C eat g Social ed a a Creating a Soc a Media Plan Once you have your Social Media Plan in order, it is time to get connected to the world through Social Media Marketing. ld th h S i l M di M k ti Let s Let’s take a look at:
    • Soc a ed a a et g Social Media Marketing
    • Soc a ed a a et g Social Media Marketing This is  what your  visitors see  visitors see when they  visit your  page 
    • Soc a ed a a et g Social Media Marketing When people  Wh l connect with  you, you will  receive requests q
    • Soc a ed a a et g Social Media Marketing You can search for  friends and  Facebook offers  friend suggestions
    • Soc a ed a a et g Social Media Marketing The Wall is a  compilation  of activity  generated by  you and your  friends
    • Soc a ed a a et g Social Media Marketing Be sure to select  Be sure to select your custom  username. Use your Brand.
    • Soc a ed a a et g Social Media Marketing Help Causes that  Help Causes that are important to  you with the  Causes app. Support causes  that support  your niche. your niche.
    • Soc a ed a a et g Social Media Marketing Promote your  y Cause by sending  emails to your   subscribers
    • Soc a ed a a et g Social Media Marketing Create a Group  around your  niche
    • Soc a ed a a et g Social Media Marketing •Considered more social than business •Lots of Quizzes •Lots of Quizzes •Can add your Twitter Feed •Fan Pages Fan Pages •Lots of Apps •Can organize your friends in categories •Writers •Publishers Edit •Editors •Family, etc.
    • Soc a ed a a et g Social Media Marketing Ways to build your presence on Facebook •Create a Cause •Develop a Group Develop a Group •Post Videos, Photos and Links •Design a quiz •Post your Events •Create a Community or Business Page E ti it bl t h •Every time you write a new blog post, share  it on Facebook
    • Soc a ed a a et g Social Media Marketing
    • Soc a ed a a et g Social Media Marketing Your  public  public profile
    • Soc a ed a a et g Social Media Marketing Goal is to  Goal is to develop a  100%  complete  profile
    • Soc a ed a a et g Social Media Marketing Start developing  your connections
    • Soc a ed a a et g Social Media Marketing Recommendations  build credibility
    • Soc a ed a a et g Social Media Marketing Build your own  Build your own Community through  the Groups Function
    • Soc a ed a a et g Social Media Marketing Join groups like this  Join groups like this one for Pacific  Northwest Writers
    • Soc a ed a a et g Social Media Marketing Get Answers
    • Soc a ed a a et g Social Media Marketing Build your position  as an expert by  answering questions
    • Soc a ed a a et g Social Media Marketing Share your world  through a variety of apps
    • Soc a ed a a et g Social Media Marketing Post your  events for  free
    • Soc a ed a a et g Social Media Marketing Keep track of  Keep track of Company Buzz
    • Soc a ed a a et g Social Media Marketing Easily change  your settings  at any time
    • Soc a ed a a et g Social Media Marketing
    • Soc a ed a a et g Social Media Marketing Considered for business networking •Great place to find jobs •Develop business •Promote projects and opportunities •Promote projects and opportunities •Keep track of your competition
    • Soc a ed a a et g Social Media Marketing Ways to market a business on Linked In •Start a Group •Join Groups  •Complimentary •Directly related •Post your Events •Answer Questions •Ask for recommendations •Post updates •Post updates 
    • Soc a ed a a et g Social Media Marketing
    • Soc a ed a a et g Social Media Marketing Sharing ideas  Sharing ideas 140  characters  at a time
    • Soc a ed a a et g Social Media Marketing Hash tags allow you to search for  topics on which people  are tweeting and for which you are interested
    • Soc a ed a a et g Social Media Marketing Direct Messaging allows you to  communicate with only one person directly
    • Soc a ed a a et g Social Media Marketing Tools You can see who  is talking about  you and reply  back to them
    • Soc a ed a a et g Social Media Marketing Tools Automate  your  tweeting i
    • Soc a ed a a et g Social Media Marketing Considered a micro-blogging network gg g •Great place to research trends •Wonderful for sharing ideas g g •Excellent for getting the word out about  what you do http://webcommunityforum.com/2008/09/21‐ways‐to‐market‐your‐business‐on‐twitter/
    • Soc a ed a a et g Social Media Marketing Ways to market a business on Twitter •Be sure to follow the 80/20 rule when tweeting. Be sure to follow the 80/20 rule when tweeting. •Craft an appropriate Twitter Policy, and encourage your  employees to sign up for accounts on Twitter. employees to sign up for accounts on Twitter. •As the owner of your business, register your  @ @companyname and use it for all your tweets. p y y •Use Twitter Search to find and respond to tweets about  y your products or your brand. p y •Ask for feedback on your products and then follow up  with the responses you get. http://webcommunityforum.com/2008/09/21‐ways‐to‐market‐your‐business‐on‐twitter/
    • Steps to Take p
    • Soc a ed a Opt Social Media Optimization at o Rules to guide your thinking: • Increase linkability (write content that people will want to link to) • Make tagging easy (include tags as well as links to social media sites) • Reward inbound links (link back to people who link to you) • Help your content travel (include a bio; mention your content to others)
    • First Steps st • Focus on the Basics • Social Media Marketing Social Media Marketing – Establish your goals for Social Media and develop  y your profile and content around that goal (see:  p g ( http://www.chrisbrogan.com/starting‐a‐social‐ media‐strategy/) – St t ith Start with one platform and become comfortable  l tf db f t bl before adding another – Employ the 80/20 rule:  80% content that will help  p y / p others, 20% or less self‐promotion
    • Next Steps e t • Focus on the Basics • Social Media Marketing Social Media Marketing – Share specials regarding your business – Incorporate terminology on your profile that is Incorporate terminology on your profile that is  optimized for your business and the people you  want to reach – Form a group for your business niche and invite  customers to join – Add upcoming events being held in your field and Add upcoming events being held in your field and  share them with your “friends”
    • Next Steps e t Implement a Social Media Listening Tool • Google Alerts – Google Alerts is the steady rock in the sometimes white water world Google Alerts is the steady rock in the sometimes white‐water world  of monitoring. You can easily target keywords that are important to  your brand and receive streaming or batched reports—choose your  own adventure. • Technorati – Billing itself as "the leading blog search engine," Technorati has been  helping bloggers and those with their fingers on the blog pulse stay  informed for years. • Jodange – Tracking your brand or a product is one thing, but turning that  tracking into a measure of consumer sentiment about your brand or  product is something completely different. For that, Jodange has  TOM (Top of Mind), which tracks consumer sentiment about your  ( p ), y brand or product across the Web. http://www.marketingprofs.com/9/essential‐social‐media‐listening‐tools‐mcdaniel.asp
    • Final Word a o d • Focus on the Basics – Remember, Social Media is about helping others – Make sure to temper self promotion with a Make sure to temper self promotion with a  healthy dose of useful information for your  friends. It will pay off in the long run!
    • Questions? ti
    • Thank you!
    • Contact Information Colleen W i ht C ll Wright info@seotrainingnw.com www.seotrainingnw.com