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@SLCSEM Presents Online Marketing Basics to Women's Business Council
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@SLCSEM Presents Online Marketing Basics to Women's Business Council

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#SLCSEM members Elisabeth Osmeloski (@elisabethos, @sengineland ) - Allison Schwam ( @schwamee ) - Rebecca Babicz (@bebabz @seocom) - Maria Corcoran ( @mariacorcoran )

#SLCSEM members Elisabeth Osmeloski (@elisabethos, @sengineland ) - Allison Schwam ( @schwamee ) - Rebecca Babicz (@bebabz @seocom) - Maria Corcoran ( @mariacorcoran )

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  • 1. What You Need To Know About Online Marketing presented by #SLCSEM members: Elisabeth Osmeloski, elisabeth@SearchEngineLand.com @elisabethos Rebecca Babicz, rebecca@SEO.com @bebabz Allison Schwam, SundanceCatalog.com @schwamee Maria Corcoran, Adobe, mcorcora@adobe.com @mariacorcoran
  • 2. getting startedhttp://www.slcsem.org @SLCSEM
  • 3. simple answer....yes, of course! if you... • want customers to find you • want customers to learn more about your services • call you for an appointment / reservation • sell products directly online
  • 4. unlike a romantic comedy... ... building a website doesnt always result in a happy ending... • websites can be costly • websites need maintenance • websites can be a pain to update
  • 5. basic website needs•• design should reflect positively on your brand• easily communicate who you are: o Who (About us) o What (Homepage) o When & Where (Location & Hours, Contact info ) o Why (Should they trust you?)• accessible & usable for the greatest majority of users, W3C compliance• adhere to best practices for SEO / search engine guidelines• encourage others to share / talk about your business
  • 6. thinking local...
  • 7. What Is SEO?SEO = Search Engine Optimization
  • 8. Basic SEOElements
  • 9. Search Engine Results Page Search Query Google PlacesPaidSearch Adwith SellerReviews &Sitelinks SEO Listing Paid Search Ads
  • 10. Paid SearchPaying for your website to have a position on the search results page (SERP) of asearch engine (ie Google). For each visitor that clicks on your link you arecharged at a cost per click (CPC) rate in a bidding auction.Benefits: • Only pay when you drive traffic to your site • Select the search queries you deem relevant to your business • Control over the advertising message • Real-time control over advertising spend • Lots of performance data
  • 11. Paid Search ComponentsKeywords: Match types & negativesAccount Structure: Campaigns & ad groupsAd Copy: 70 characters & testingLanding Pages: Relevant & conversion orientedTools: Save time & prioritize projectsPerformance Data: Daily monitoring, testing & optimizations
  • 12. Keyword Details• Search Query = an inquiry submitted to a search engine• Keyword = word or words in a PPC account with a bid, landing page & ad• Keyword Negative = word or words that block ads from appearing• Match Type = exact, phrase, broad & now broad match modifier
  • 13. Ad Copy“A/B Testing”: evenlyrotate 2 versions of an ad Location Extension Reviews
  • 14. Quality ScoreThe Search Engines calculate a Quality Score for each keyword. They look at avariety of factors to measure how relevant the keyword is to the ad text and to ausers search query. A keywords Quality Score updates frequently and is closelyrelated to its performance. In general, a high Quality Score means that the keywordwill trigger ads in a higher position and at a lower cost-per-click (CPC).
  • 15. My Advice• Set a low budget• Use exact match keywords at first• Turn off the Display Network• Use geographic targeting (City/State)• Use Google Extensions (Location, Phone, Sitelinks)• Hire a local SEM expert to do campaign set up
  • 16. Content/Blogging/Social Media/PRRebecca Babicz/ PR Coordinator
  • 17. Creating ContentYour Business is a Newspaper and youre the journalist.
  • 18. The power of BlogsA website will receive 55% more traffic if you have a blog.
  • 19. Types of Content
  • 20. Where to find Ideas"Good artists borrow. great artists steal."
  • 21. Writing for the Web
  • 22. Clickable Title Good Imagery SubtitlesShareable Bullets
  • 23. Clickable Titles100- 118characters
  • 24. Social Media
  • 25. Goals for Social MediaGoal #1: Raise Brand AwarenessGoal #2: Increase Website TrafficGoal #3: Increase Amount of Time Visitor Spends on WebsiteGoal #4: Convert Visitors to Customers
  • 26. Build Your Following
  • 27. social media platforms
  • 28. Public RelationsBlogging, social media and content = Brand PromotionPublic Relations= Brand Trust
  • 29. McDonalds
  • 30. You can do it! Twitter: @Bebabz
  • 31. Using Analytics to drive Successhttp://www.slcsem.org @SLCSEM
  • 32. What is Analytics
  • 33. Before implementing Analytics• Properly Set Goals o SMARTER• Avoid Fake or Misleading Goals• Document your websites path to success• Understand your customer
  • 34. Planning and attention to details matter• How is your website structured? o Have you set your customer up for conversion?• Plan your analytics implementation based on your KPIs
  • 35. Measurement Timelines • Let your data define your timelines • Set correct expectations with yourself and other stakeholders • Dont spend time chasing Unicorns
  • 36. Reporting and AnalysisWhat is the question you are trying to answer? Traffic Reports Conversion Reports Visit trending Conversion Funnel Bounce Rates Pathing Pathing Fall out Reporting Referring Domains Micro-conversion tracking Device Report Lead Generation Keyword Reports Non Performing Assets
  • 37. Dont Get Stuck in Data Paralysis
  • 38. Online Marketing Providers to get you startedSearch Engine Marketing Local Social Analytics ReferencesGoogle Adwords Google places Twitter Google Analytics SLC SEMBing Adcenter Yelp 4Square Core Metrics/IBM Search Engine LandSEO.com Citysearch Google + Omniture/Adobe SEOMozBrightEdge UrbanSpoon Facebook Webtrends Google Blogs Additional Tools - Raven Tools Localeeze Conductor Google Keyword tool, conversion optimizer