Promoting Your Website: Tools & Tricks to Build and Keep Your Audience Presented by Tom Elliott of Joomlashack.com & Simplweb.com

Promoting Your Website:

Tools & Tricks to Build and Keep Your Audience

Presented by Tom Elliott of

Joomlashack.com & Simplweb.com

Why Listen to Me? Joomlashack.com- 2.8 million unique visitors in past two years. Simplweb.com- launched in June; over 2,500 trials created in 6 months.

Why Listen to Me?

Joomlashack.com- 2.8 million unique visitors in past two years.

Simplweb.com- launched in June; over 2,500 trials created in 6 months.

What can we accomplish in 40 minutes? Fly to 50,000 feet at Mach 1 Dive down for occasional sortie Land in time for lots of questions We are here to learn web-based tools and tricks for driving visitors to your website, and keeping them coming back for more. (No bobbleheads or Superbowl ads here.)

What can we accomplish

in 40 minutes?

Fly to 50,000 feet at Mach 1

Dive down for occasional sortie

Land in time for lots of questions

We are here to learn web-based tools and tricks for driving

visitors to your website, and keeping them coming back for

more. (No bobbleheads or Superbowl ads here.)

Agenda for the hour: Build your audience: Principles, Tools & Tricks Retain your audience: Principles, Tools & Tricks Resources to go deeper Questions, questions, questions (20 min)

Agenda for the hour:

Build your audience: Principles, Tools & Tricks

Retain your audience: Principles, Tools & Tricks

Resources to go deeper

Questions, questions, questions (20 min)

Before we begin: What’s the point of your website, anyway? You want your visitor to ______________ Buy Donate or volunteer View and click on ads Spread your message through action What is the banana at the end of the rainbow?

Before we begin: What’s the point of your website, anyway?

You want your visitor to ______________

Buy

Donate or volunteer

View and click on ads

Spread your message through action

What is the banana at the end of the rainbow?

Building Your Audience: Principles Everything Costs Something: Time or Money Make it better than expected when they land Measure everything and continuously improve

Building Your Audience:

Principles

Everything Costs Something: Time or Money

Make it better than expected when they land

Measure everything and continuously improve

Broad Channels to fly over: Search Online Advertising Fed Content Community Outreach Paid Buzz Earned Buzz Partnerships Contests

Broad Channels to fly over:

Search

Online Advertising

Fed Content

Community Outreach

Paid Buzz

Earned Buzz

Partnerships

Contests

Building Your Audience: Tools & Tricks- Search Search Most important form of marketing is search Learn SEO from smart people here at Expo- go see Steve tomorrow at 10am!

Building Your Audience: Tools & Tricks- Search

Search

Most important form of marketing is search

Learn SEO from smart people here at Expo- go see Steve tomorrow at 10am!

Building Your Audience: Tools & Tricks- Online Ads

Building Your Audience: Tools & Tricks- Online Ads

Building Your Audience: Tools & Tricks- Online Ads Google Adwords & Adsense Reinforce your search optimization Measure & Test  optimize everything else you do through Adwords

Building Your Audience: Tools & Tricks- Online Ads

Google Adwords & Adsense

Reinforce your search optimization

Measure & Test  optimize everything else you do through Adwords

Building Your Audience: Tools & Tricks- Online Ads Banner Ads Don’t lose your shirt- are you branding or driving? Use what you learned from Adwords- optimize! Diversify networks vs direct placements Newsletter ads deserve better Interactivity will be King

Building Your Audience: Tools & Tricks- Online Ads

Banner Ads

Don’t lose your shirt- are you branding or driving?

Use what you learned from Adwords- optimize!

Diversify networks vs direct placements

Newsletter ads deserve better

Interactivity will be King

Building Your Audience: Tools & Tricks- Fed Content Fed Content Why cook if you don’t feed? Mobile will change RSS- get ready Great tools: Feedburner and RSS Feeder

Building Your Audience: Tools & Tricks- Fed Content

Fed Content

Why cook if you don’t feed?

Mobile will change RSS- get ready

Great tools: Feedburner and RSS Feeder

Building Your Audience: Tools & Tricks- Community Building Community Building Go where your targets are “ You are not an opportunist” mantra Media Kits tell all M Measure with Analytics

Building Your Audience: Tools & Tricks- Community Building

Community Building

Go where your targets are

“ You are not an opportunist” mantra

Media Kits tell all

M

Measure with Analytics

Building Your Audience: Tools & Tricks- Paid Buzz Paid Buzz The Press Release Misnomer Genius of PRNewswire: “ Connecting organizations and communicators with their target audiences – the media, consumers, clients and investors - on a general or highly specific basis. We deliver these key messages through content production, news release distribution and online and broadcast media placement services.

Building Your Audience: Tools & Tricks- Paid Buzz

Paid Buzz

The Press Release Misnomer

Genius of PRNewswire:

“ Connecting organizations and communicators with their target audiences – the media, consumers, clients and investors - on a general or highly specific basis. We deliver these key messages through content production, news release distribution and online and broadcast media placement services.

Building Your Audience: Tools & Tricks- Earned Buzz Earned Buzz Stories make the world go round Validation & Credibility A relationship is worth 10 press releases Amplifier or Distortion?

Building Your Audience: Tools & Tricks- Earned Buzz

Earned Buzz

Stories make the world go round

Validation & Credibility

A relationship is worth 10 press releases

Amplifier or Distortion?

Building Your Audience: Tools & Tricks- Partnerships Partnerships Leveraging relationships for the win-win Affiliates are powerful friends Co-marketing that works: iContact

Building Your Audience: Tools & Tricks- Partnerships

Partnerships

Leveraging relationships for the win-win

Affiliates are powerful friends

Co-marketing that works: iContact

Building Your Audience: Tools & Tricks- Contests Contests Who doesn’t love to gamble? Get Value, Give Value Give the prize away 

Building Your Audience: Tools & Tricks- Contests

Contests

Who doesn’t love to gamble?

Get Value, Give Value

Give the prize away 

Keeping Your Audience: Principles Listen, listen, listen Engage, engage, engage Hug them back, let them go Again, what’s the point of engagement?

Keeping Your Audience: Principles

Listen, listen, listen

Engage, engage, engage

Hug them back, let them go

Again, what’s the point of engagement?

Channels for Engagement: Email Newsletters Email Autoresponders Building Community Surveys & Contests

Channels for Engagement:

Email Newsletters

Email Autoresponders

Building Community

Surveys & Contests

Keeping Your Audience: Tools & Tricks- Email Newsletters Email Newsletters As important as your website All about the list- build it! Consistency & Quality Subject line, headlines, images, then copy

Keeping Your Audience: Tools & Tricks- Email Newsletters

Email Newsletters

As important as your website

All about the list- build it!

Consistency & Quality

Subject line, headlines, images, then copy

Keeping Your Audience: Tools & Tricks- Email Autoresponders Email Autoresponders A “diet” of communication Build it and they will come Value every time- anticipate the need

Keeping Your Audience: Tools & Tricks- Email Autoresponders

Email Autoresponders

A “diet” of communication

Build it and they will come

Value every time- anticipate the need

Keeping Your Audience: Tools & Tricks- Communities Communities Forums Social Networks JomSocial & CommunityBuilder?

Keeping Your Audience: Tools & Tricks- Communities

Communities

Forums

Social Networks

JomSocial & CommunityBuilder?

Keeping Your Audience: Tools & Tricks- Contests & Surveys Contests & Surveys Leverage your community to do something Learn something and share Give something of value away!

Keeping Your Audience: Tools & Tricks- Contests & Surveys

Contests & Surveys

Leverage your community to do something

Learn something and share

Give something of value away!

Marketing Experiments Research-based “to discover what really works in optimization” – free newsletter! http:// www.marketingexperiments.com Marketing Sherpa Subscription-based resource database of studies- expensive but worth it! $600/year Free one month subscription http://www.marketingsherpa.com Useful Learning Resources

Marketing Experiments

Research-based “to discover what really works in optimization” – free newsletter!

http:// www.marketingexperiments.com

Marketing Sherpa

Subscription-based resource database of studies- expensive but worth it! $600/year

Free one month subscription

http://www.marketingsherpa.com