eMarketing Techniques for Businesses How to take advantage of the web to grow your organization

Connect to each other! Tweeting? Use “#austinconference” hashtag For real-time conversation, go to: http://www.hashtags.org/tag/austinconference Rate speakers? Use @talkr @talkr #lastname 1-5 optional description. Ex: @talkr #kleinman 3 Captivating presentation Want to test out Mozes and get text updates? Text “emarketing” to 66937 3X Breakout time updates, 2X polls (first one at 9AM)

Tweeting? Use “#austinconference” hashtag

For real-time conversation, go to:

http://www.hashtags.org/tag/austinconference

Rate speakers? Use @talkr

@talkr #lastname 1-5 optional description.

Ex: @talkr #kleinman 3 Captivating presentation

Want to test out Mozes and get text updates?

Text “emarketing” to 66937

3X Breakout time updates, 2X polls (first one at 9AM)

Keynote Speech Outline Accountability Web 1.0 -> Web 2.0 Social Media Trends Benefits of eMarketing Creating your Marketing System Specific eMarketing Techniques Website Optimization Email Marketing Search Engine Optimization Social Media Optimization

Accountability

Web 1.0 -> Web 2.0

Social Media Trends

Benefits of eMarketing

Creating your Marketing System

Specific eMarketing Techniques

Website Optimization

Email Marketing

Search Engine Optimization

Social Media Optimization

Caveat #1 – The 80/20 Principle

Caveat #2 – Water from a Firehose

Caveat #3 – Have Fun!

Caveat #4 – Marketing Foundations

Accountability

Accountability Choose a partner Introduce yourself Commit to do ONE thing you learn today Connect outside of this workshop Check up with each other - MIH

Choose a partner

Introduce yourself

Commit to do ONE thing you learn today

Connect outside of this workshop

Check up with each other - MIH

The New Web

The New Web A user driven virtual world User driven content Rich, interactive and user-friendly Community and Social Network Incorporation of Video and Mobile Ex. Blogs, wikis, social networks, online video, etc

A user driven virtual world

User driven content

Rich, interactive and user-friendly

Community and Social Network

Incorporation of Video and Mobile

Ex. Blogs, wikis, social networks, online video, etc

The Machine is Us/ing Us

Who was the person of the year in 2006?

Conduit/Feedburner iContact/Constant Contact LinkedIn/Facebook PBWiki/WetPaint Digg/StumbleUpon Upcoming.org/Confabb Technorati/Blogger

Conduit/Feedburner

iContact/Constant Contact

LinkedIn/Facebook

PBWiki/WetPaint

Digg/StumbleUpon

Upcoming.org/Confabb

Technorati/Blogger

Statistics & Trends Social media trends Facebook over 150M, $15B value A blog is created every half second Over 150K videos uploaded to YouTube every day 75% of adults 18-24 are on social networks

Social media trends

Facebook over 150M, $15B value

A blog is created every half second

Over 150K videos uploaded to YouTube every day

75% of adults 18-24 are on social networks

Benefits of eMarketing Easy to use Easy to quantify Easy to customize Easy to interact with users Time Efficient Cost efficient High Return on Investment

Easy to use

Easy to quantify

Easy to customize

Easy to interact with users

Time Efficient

Cost efficient

High Return on Investment

Creating a Marketing System

Optimizing Websites for Conversion Design Capture viewers attention immediately Make sure you have a call-to-action Get them to come back Analysis Google Analytics Google Optimizer

Design

Capture viewers attention immediately

Make sure you have a call-to-action

Get them to come back

Analysis

Google Analytics

Google Optimizer

Capture Attention Immediately

Engage your users

Google Analytics – Tracking Success

Tracking Goals in Google Analytics

Use Google Website Optimizer

Website Best Practices 1.) Make it EASY to buy 2.) ENGAGE your users 3.) GET their email

Use Email Marketing Cost effective ~ 500 = $15/month View opens and clicks Know exactly who opened it and when Develops relationships You open email from people you trust Offer a value-based monthly newsletter

Cost effective

~ 500 = $15/month

View opens and clicks

Know exactly who opened it and when

Develops relationships

You open email from people you trust

Offer a value-based monthly newsletter

Email Marketing Best Practices Focus on users needs (80%/20%) Have a call to action Track results and follow-up

Focus on users needs (80%/20%)

Have a call to action

Track results and follow-up

Tips from the Tweetisphere

Managing Relationships Customer Relationship Management Knowledge is power Gathering inquiries from website Synchronize with email marketing Create a follow-up protocol Coordinate with your team

Customer Relationship Management

Knowledge is power

Gathering inquiries from website

Synchronize with email marketing

Create a follow-up protocol

Coordinate with your team

Organic VS Paid Search

SEO VS PPC

eMarketing Best Practices – SEM Use title tags Key in to your keywords Inbound links !

Use title tags

Key in to your keywords

Inbound links !

eMarketing Best Practices – SEM Page title Keyword density H1 , H2, H3 tags Bold text Anchor text Keyword phrase or theme for each page Robot friendly page URL

Page title

Keyword density

H1 , H2, H3 tags

Bold text

Anchor text

Keyword phrase or theme for each page

Robot friendly page URL

Use Website Grader

Getting Started with Social Media What is it? POST Strategy Some of our favorites: YouTube LinkedIn Facebook Twitter Blogs

What is it?

POST Strategy

Some of our favorites:

YouTube

LinkedIn

Facebook

Twitter

Blogs

RSS – The common denominator

Getting Started with Social Media From Groundswell by Charlene Li and Josh Bernoff

The Technology & The tools

Using Blogs

Using Video

Using Twitter

Using LinkedIn and Facebook

Creating a Marketing System

Thank you! Brad Kleinman [email_address]