Build and Keep Audience Tom Elliott

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  • Build and Keep Audience Tom Elliott

    1. 1. <ul><li>Promoting Your Website: </li></ul><ul><li>Tools & Tricks to Build and Keep Your Audience </li></ul><ul><li>Presented by Tom Elliott of </li></ul><ul><li>Joomlashack.com & Simplweb.com </li></ul>
    2. 2. <ul><li>Why Listen to Me? </li></ul><ul><li>Joomlashack.com- 2.8 million unique visitors in past two years. </li></ul><ul><li>Simplweb.com- launched in June; over 2,500 trials created in 6 months. </li></ul>
    3. 3. <ul><li>What can we accomplish </li></ul><ul><li>in 40 minutes? </li></ul><ul><li>Fly to 50,000 feet at Mach 1 </li></ul><ul><li>Dive down for occasional sortie </li></ul><ul><li>Land in time for lots of questions </li></ul><ul><li>We are here to learn web-based tools and tricks for driving </li></ul><ul><li>visitors to your website, and keeping them coming back for </li></ul><ul><li>more. (No bobbleheads or Superbowl ads here.) </li></ul>
    4. 4. <ul><li>Agenda for the hour: </li></ul><ul><li>Build your audience: Principles, Tools & Tricks </li></ul><ul><li>Retain your audience: Principles, Tools & Tricks </li></ul><ul><li>Resources to go deeper </li></ul><ul><li>Questions, questions, questions (20 min) </li></ul>
    5. 5. <ul><li>Before we begin: What’s the point of your website, anyway? </li></ul><ul><li>You want your visitor to ______________ </li></ul><ul><li>Buy </li></ul><ul><li>Donate or volunteer </li></ul><ul><li>View and click on ads </li></ul><ul><li>Spread your message through action </li></ul><ul><li>What is the banana at the end of the rainbow? </li></ul>
    6. 6. <ul><li>Building Your Audience: </li></ul><ul><li>Principles </li></ul><ul><li>Everything Costs Something: Time or Money </li></ul><ul><li>Make it better than expected when they land </li></ul><ul><li>Measure everything and continuously improve </li></ul>
    7. 7. <ul><li>Broad Channels to fly over: </li></ul><ul><li>Search </li></ul><ul><li>Online Advertising </li></ul><ul><li>Fed Content </li></ul><ul><li>Community Outreach </li></ul><ul><li>Paid Buzz </li></ul><ul><li>Earned Buzz </li></ul><ul><li>Partnerships </li></ul><ul><li>Contests </li></ul>
    8. 8. <ul><li>Building Your Audience: Tools & Tricks- Search </li></ul><ul><li>Search </li></ul><ul><li>Most important form of marketing is search </li></ul><ul><li>Learn SEO from smart people here at Expo- go see Steve tomorrow at 10am! </li></ul>
    9. 9. <ul><li>Building Your Audience: Tools & Tricks- Online Ads </li></ul>
    10. 10. <ul><li>Building Your Audience: Tools & Tricks- Online Ads </li></ul><ul><li>Google Adwords & Adsense </li></ul><ul><li>Reinforce your search optimization </li></ul><ul><li>Measure & Test  optimize everything else you do through Adwords </li></ul>
    11. 11. <ul><li>Building Your Audience: Tools & Tricks- Online Ads </li></ul><ul><li>Banner Ads </li></ul><ul><li>Don’t lose your shirt- are you branding or driving? </li></ul><ul><li>Use what you learned from Adwords- optimize! </li></ul><ul><li>Diversify networks vs direct placements </li></ul><ul><li>Newsletter ads deserve better </li></ul><ul><li>Interactivity will be King </li></ul>
    12. 12. <ul><li>Building Your Audience: Tools & Tricks- Fed Content </li></ul><ul><li>Fed Content </li></ul><ul><li>Why cook if you don’t feed? </li></ul><ul><li>Mobile will change RSS- get ready </li></ul><ul><li>Great tools: Feedburner and RSS Feeder </li></ul>
    13. 13. <ul><li>Building Your Audience: Tools & Tricks- Community Building </li></ul><ul><li>Community Building </li></ul><ul><li>Go where your targets are </li></ul><ul><li>“ You are not an opportunist” mantra </li></ul><ul><li>Media Kits tell all </li></ul><ul><li>M </li></ul><ul><li>Measure with Analytics </li></ul>
    14. 14. <ul><li>Building Your Audience: Tools & Tricks- Paid Buzz </li></ul><ul><li>Paid Buzz </li></ul><ul><li>The Press Release Misnomer </li></ul><ul><li>Genius of PRNewswire: </li></ul><ul><li>“ 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. </li></ul>
    15. 15. <ul><li>Building Your Audience: Tools & Tricks- Earned Buzz </li></ul><ul><li>Earned Buzz </li></ul><ul><li>Stories make the world go round </li></ul><ul><li>Validation & Credibility </li></ul><ul><li>A relationship is worth 10 press releases </li></ul><ul><li>Amplifier or Distortion? </li></ul>
    16. 16. <ul><li>Building Your Audience: Tools & Tricks- Partnerships </li></ul><ul><li>Partnerships </li></ul><ul><li>Leveraging relationships for the win-win </li></ul><ul><li>Affiliates are powerful friends </li></ul><ul><li>Co-marketing that works: iContact </li></ul>
    17. 17. <ul><li>Building Your Audience: Tools & Tricks- Contests </li></ul><ul><li>Contests </li></ul><ul><li>Who doesn’t love to gamble? </li></ul><ul><li>Get Value, Give Value </li></ul><ul><li>Give the prize away  </li></ul>
    18. 18. <ul><li>Keeping Your Audience: Principles </li></ul><ul><li>Listen, listen, listen </li></ul><ul><li>Engage, engage, engage </li></ul><ul><li>Hug them back, let them go </li></ul><ul><li>Again, what’s the point of engagement? </li></ul>
    19. 19. <ul><li>Channels for Engagement: </li></ul><ul><li>Email Newsletters </li></ul><ul><li>Email Autoresponders </li></ul><ul><li>Building Community </li></ul><ul><li>Surveys & Contests </li></ul>
    20. 20. <ul><li>Keeping Your Audience: Tools & Tricks- Email Newsletters </li></ul><ul><li>Email Newsletters </li></ul><ul><ul><li>As important as your website </li></ul></ul><ul><ul><li>All about the list- build it! </li></ul></ul><ul><ul><li>Consistency & Quality </li></ul></ul><ul><ul><li>Subject line, headlines, images, then copy </li></ul></ul>
    21. 21. <ul><li>Keeping Your Audience: Tools & Tricks- Email Autoresponders </li></ul><ul><li>Email Autoresponders </li></ul><ul><ul><li>A “diet” of communication </li></ul></ul><ul><ul><li>Build it and they will come </li></ul></ul><ul><ul><li>Value every time- anticipate the need </li></ul></ul>
    22. 22. <ul><li>Keeping Your Audience: Tools & Tricks- Communities </li></ul><ul><li>Communities </li></ul><ul><ul><li>Forums </li></ul></ul><ul><ul><li>Social Networks </li></ul></ul><ul><ul><li>JomSocial & CommunityBuilder? </li></ul></ul>
    23. 23. <ul><li>Keeping Your Audience: Tools & Tricks- Contests & Surveys </li></ul><ul><li>Contests & Surveys </li></ul><ul><ul><li>Leverage your community to do something </li></ul></ul><ul><ul><li>Learn something and share </li></ul></ul><ul><ul><li>Give something of value away! </li></ul></ul>
    24. 24. <ul><li>Marketing Experiments </li></ul><ul><li>Research-based “to discover what really works in optimization” – free newsletter! </li></ul><ul><li>http:// www.marketingexperiments.com </li></ul><ul><li>Marketing Sherpa </li></ul><ul><li>Subscription-based resource database of studies- expensive but worth it! $600/year </li></ul><ul><li>Free one month subscription </li></ul><ul><li>http://www.marketingsherpa.com </li></ul>Useful Learning Resources

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