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Your Organization Has a Website. Now what? 3 Ways to Increase Performance
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Your Organization Has a Website. Now what? 3 Ways to Increase Performance

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Three ways to Increase Website Performance …

Three ways to Increase Website Performance
1. Content
2. Search Engine Optimization
3. Social Media

Published in: Technology, Design

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  • 1. Your Organization Has a Website. Now What? 3 Ways to Increase Performance Presented by: Glenn Melvin, President christianmarketingintitute.com 1
  • 2. Who am I? I’m Glenn • Glenn Melvin, President of Christian Marketing Institute • Website design, SEO and Internet marketing firm • Certified SEO professional • enKap-online FDA compliance info provider • Webinars, training content, etc.. • 10 years in pharma industry-publications, marketing and conference company christianmarketinginstitute.com
  • 3. 3 Ways to Increase Website Performance • 1. Content • 2. Search Engine Optimization (SEO) • 3. Social Media christianmarketingintitute.com 3
  • 4. Content • #1 Way to Increase Website Performance christianmarketingintitute.com 4
  • 5. Types of Content • • • • • • • Press releases White papers Case studies Video clips Podcasts Powerpoint presentations Blog christianmarketingintitute.com 5
  • 6. Google Owns 70+% of the world’s search market christianmarketingintitute.com 6
  • 7. Google • Why do I need content on our website? • Wants our websites to be a content rich experience for visitors • Relevance and authority • Original • Frequency • Then, page rankings christianmarketingintitute.com 7
  • 8. Google as Regulatory Body • Google Panda-2011-removed poor quality or content thin sites from the top of Google’s results pages. • Is designed to reduce rankings for low quality sites • Low quality sites- low-value added for users, copy content from other websites or sites that are just not very useful • Provide better rankings for high quality sites-sites with original content and information • What is Google afraid of? christianmarketingintitute.com 8
  • 9. What’s a Blog? • Short informative articles/posts (800 words or less) where the author: • Shares their experiences, knowledge • Information • Focus on niche interests and topics of interest. • Find the information need and fill it Enables you to stay on page 1
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  • 10. Benefits of Blogs • The most bang for the marketing buck on a limited budget • Blogging causes your website to change, which causes the spiders to crawl it again to index the page. It will get you more traffic and more links. • People love tips, tricks and lists. Customers will read and share them. christianmarketingintitute.com 10
  • 11. Blogs Work: Numbers Tell Story • 57% of companies using blogs reported that they acquired customers from leads generated directly from their blogs • 55% more website visitors for companies that blog christianmarketingintitute.com 11
  • 12. Content Rules • Content-sales pitch-ineffective • Focus the content on your target audience • Determining the niche. Your prospects/customer’s information needs christianmarketingintitute.com 12
  • 13. People are interested in reading? • How do you determine what people are interested in reading about or searching for? • Google Keyword planner tool christianmarketingintitute.com 13
  • 14. Subject Matter Expert • Publishing consistent content enables you to be the Subject Matter Expert • Credibility • Authority • The Person to turn to… What’s the alternative? Show vs. Tell christianmarketingintitute.com 14
  • 15. Feeding the Search Engines • Content marketing works by providing fresh material for the search engines to index, thereby keeping your website in the queue that feeds the search engine results pages and helping your website attain page 1 ranking of Google search results • Once you’re there… • Page 2 christianmarketingintitute.com 15
  • 16. Content Marketing…The Competition • Content Marketing differentiates you from your competition… • We are the only… • We specialize in… christianmarketingintitute.com 16
  • 17. Importance of Visual Content Marketing • Adding this “rich snippets” information to your Google search listings draws the eye, and can increase your listings' click-through rates by 30% • Use visual content (photos, video, etc.) whenever possible christianmarketingintitute.com 17
  • 18. Search Engine Optimization (SEO) • #2 Way to Increase Website Performance christianmarketingintitute.com 18
  • 19. SEO-This Presentation • • • • • Review some basic concepts, show examples Free information resources Simple, free implementation tools to get started Take back home and get started Can do yourself-time • *Information source-Tampa SEO Training Academy christianmarketingintitute.com 19
  • 20. Getting Your Website Found Online • Search Engine Optimization (SEO)-The “Secret Sauce” to getting your website found online • MOST CRITICAL IMPLEMENTATION STRATEGY christianmarketingintitute.com 20
  • 21. SEO Explained (1 of 2) • Search Engine Optimization (SEO) • Makes it easier for search engines (Google) to locate and index a site for the appropriate keywords • Strategies and techniques used to increase the quality and volume of visitors to a website • Helps a website achieve a higher ranking with the major search engines (Google) when certain keywords and phrases are put in the search field christianmarketingintitute.com 21
  • 22. SEO Explained (2 of 2) • The art and science of publishing and marketing content in a way that brings significant profitable and targeted traffic to your website • Is the application of techniques that make websites and web content more findable for particular keywords being searched on by search engine users • Is a component (one of the most important) of Internet marketing christianmarketingintitute.com 22
  • 23. Google Search Engine Search Engine christianmarketingintitute.com 23
  • 24. Why Do SEO? • Search Engine Optimization (SEO)-provides: – Markets your website – Competitive advantage – One of the best investments of your marketing $$$-long term – Purchasing online real estate – Increasing your digital “foot print” – Putting your org in front of customers/prospects christianmarketingintitute.com 24
  • 25. SEO Objective christianmarketingintitute.com 25
  • 26. Sites Who Don’t Have SEO • Your org may be saturated with competition and all of them have websites • If your pages aren’t optimized, search engines (Google, Bing and Yahoo!) may be passing over your website in order to display your competitor’s websites. • May hurt your biz, potential clients are searching for your products/services, you may not show up on rankings christianmarketingintitute.com 26
  • 27. Page 2 And the result is… christianmarketingintitute.com 27
  • 28. SEO Implementation • Keyword Research-Backbone of SEO • 1St thing you do to successfully implement SEO • Free tool christianmarketingintitute.com 28
  • 29. christianmarketingintitute.com 29
  • 30. Google Keyword Planner • Google’s new keyword research tool aimed at helping your business choose the best keywords to optimize and advertise for. • Get search volume, which provides you with monthly online search volume, keyword competition and CPC for each keyword. • Looking for high volume and low competition keywords christianmarketingintitute.com 30
  • 31. Google Keyword Planner • *Keyword ideas • Take 5-6 keyword phrases and get started with those • Choose keyword phrases that are fair to high usage, but with low competition for search results christianmarketingintitute.com 31
  • 32. • • • • • • • • • Free Easy to use *SEO friendly-SEO Yoast plugin Allows you to integrate a blog on your site Open source-60 million+ users Easily customizable Integrates easily with PayPal/Credit card processors 2000+ options for website designs Wordpress.org-start building/moving your website christianmarketingintitute.com 32
  • 33. SEO Basics-Google Analytics What Google Analytics does… christianmarketingintitute.com 33
  • 34. Social Media • #3 Way to Increase Website Performance christianmarketingintitute.com 34
  • 35. Social Media Defined • “Social media are digital platforms used for engagement and content delivery” - Meredith Gould, The Social Media Gospel christianmarketingintitute.com 35
  • 36. The Nerve Center • Your website is your org’s information hub • Drive traffic to your website. You are in control. • Social media (Facebook, YouTube, Linkedin, etc.) serve as distribution channels christianmarketingintitute.com 36
  • 37. Social Media • Social Media transforms people from content readers into publishers. christianmarketingintitute.com 37
  • 38. Why do Social Media? • Allows us to become an industry authority and expert • It’s now an accepted part of any company’s marketing initiatives • If you’re not doing it, you’re losing prospects and opportunities! • The fastest growing population using social media are 45 – 54 year olds - 55% of this age group does some sort of social media *Information courtesy of Tampa SEO Academy christianmarketingintitute.com 38
  • 39. Linkedin • 200 million active users • Seen as Business-to-Business (B2B) channel • 75 of Fortune 100 companies use Linkedin as its corporate hiring solution • Validation christianmarketingintitute.com 39
  • 40. Linkedin: What We Did • What we did on Linkedin Graphic-GMP, GLP and GCP Training Content • Created groups 2009 • Posted content • Poured the foundation for a community • Largest group in our biz niche-3K+ • Control of who is in the group, content sent out to group christianmarketingintitute.com 40
  • 41. • • • • • • • • 1 billion active users 1 trillion page views per month 425 million mobile users 20 minutes spent per visit Viewed as Business to Consumer channel Google has declared Facebook is the most visited site on the Internet Generates 3.2b likes and comments daily Users that access Facebook on mobile devices are twice as active compared to non-mobile users christianmarketingintitute.com 41
  • 42. Twitter • • • • • • 140 character tweets 465 million accounts 1 million accounts added daily 340 million tweets per day 4,000 tweets per second 60% of users access via mobile device christianmarketingintitute.com 42
  • 43. Google and YouTube • Google Owns YouTube • Videos are 50x more likely to appear on the first page of search results than any given text page, but… christianmarketingintitute.com 43
  • 44. Why Use Videos? “…Videos-effective in reaching audio-visual learners, those who retain information by hearing and seeing, listening and watching.” “YouTube is perfect for finding instructional videos about setting up and using social media.” - Meredith Gould, The Social Media Gospel christianmarketingintitute.com 44
  • 45. Social Media Implementation • Time and Goal Dependent • Publish regularly scheduled blog posts containing original content that is useful to your audience, and add links to the posts on your social media profiles. This will drive traffic to your site. • Set Google alerts for news relevant to your business and your market, and tweet/post those links on your profiles – this is a way of aggregating / curating content for your followers. • Post daily – anything from questions from your followers (FAQ) to sharing someone else’s content. christianmarketingintitute.com 45
  • 46. What do I do first? • Consider the following below: • What do you want to happen as a result of using social media • Who do we most want to reach? • How will we know we’ve suceeded? • Example of an action plan: Write a weekly blog, post it on your website, and take an excerpt of the blog and post to several groups on Linkedin • Develop a following of people on Facebook, Linkedin, Twitter, etc… who are interested in you or your products/services christianmarketingintitute.com 46
  • 47. Social Media & SEO christianmarketingintitute.com 47
  • 48. Social Media Biz Benefits • Social media works by providing a platform (or several!) where businesses can: • Reach an ever-expanding network of followers • Build up a database of users who actually want information on their products and services (email) • Drive traffic to their website • Increase the searchability of their website through use of keywords and other “get found” tactics • Engage with their current and prospective customers • Get feedback on products and services • Conduct research on customer needs and wants christianmarketingintitute.com 48
  • 49. Faith Providing a Framework For Using Social Media • “Believing in Gospel teachings calls us to model what we believe while using social media by offering helpful information, providing comfort, sharing joy, and engaging in conversations that build and unite, rather than tear down or divide the people of God.” • “Social media provides a means for sharing faith as well as modeling Christian life beyond the building we call church.” - Meredith Gould, The Social Media Gospel christianmarketingintitute.com 49
  • 50. Social Media Responsibility christianmarketingintitute.com 50
  • 51. Online Postings Reflect • • • • • • • Values Maturity Professionalism Character Personality Habits But…. christianmarketingintitute.com 51
  • 52. Job Seekers Beware • "Your first impression isn't made with a firm handshake—it's with a Google search," says Dan Schawbel, the author of "Me 2.0.” • Everything we do…with millions of people with smart phones….can be put on social media christianmarketingintitute.com 52
  • 53. Be Careful • Lawyers and Investigators use social media in civil and criminal matters christianmarketingintitute.com 53
  • 54. Social Media Requires: Requires to be successful: • Commitment • Vision • Simple plan christianmarketingintitute.com 54
  • 55. Summary • 3 things to do: Formula that gets results • Write content-search engines require it, help us market your company/expertise • Use SEO for search engines/people to locate your content • Social Media to distribute content christianmarketingintitute.com 55
  • 56. Jeremiah 29:11 For I know the plans I have for you,” declares the Lord, “plans to prosper you and not to harm you, plans to give you hope and a future.” christianmarketingintitute.com 56
  • 57. Contact Us • • • • • • • • For more information on: Internet marketing/Social media Website design Getting your website found online through Search Engine Optimization (SEO) Business consulting services Glenn Melvin 561-308-3093 glenn@christianmarketinginstitute.com christianmarketingintitute.com 57