Market | Connect | EngageLesa Seibert, PresidentBrian Wallace, SEO/Social Media DirectorWeb, SEO & Socialfor Business
Web Design & Conversions Understand what your site and each page is supposed to accomplish Know your business online objectives Have a clear idea of how to convey the objectives to site visitors Determine who your audience is and where they come from Once this is done you will be able to create conversions when visitors come to your site
Designing for Audience Online tools help businesses understand their audience There are free tools such as Quantcast that provide this visitor information Helps you determine who your visitors are and what they might be looking for based on demographics Analytics tools help you find out how your visitors got to your site The information that analytics tools provide is called Technographics
Designing for Source There are many sources/channels that your visitors can arrive through Search Engines Link on another site Social Media A typed in URL Visitors who arrived through a search engine are usually looking for something Visitors coming through social media want entertainment or quick information Direct visitors look for trust and confidence
Designing for Conversion Your main goal is to influence conversion You must understand your visitor’s motivation Provide easy access to information and push visitors toward an action Complete a form Register for a newsletter Purchase a product Make sure your site meets the needs of your visitors and has something to get them to return
How To Define Target Market The better you know your market the better you can create your site to cater to it Who makes up your market? Moms between 25 & 45 Computer Programmers Business Owners College Graduates What gender are they Knowing your market better than your competitors gives you an advantage
Finding Your Target Market Look at your site traffic and analytics info Engage with your prospects or clients often Do searches on Facebook for target keywords that best represent your product or company Search Google for discussion forums in similar markets as your company
Website Objectives What do you want visitors to do once they get to your site? Don’t try to “Keep up with the Jones’” Your online presence should complement or enhance your offline presence Realize it is a tool for communicating with current or potential customers Your website should be customer-focused
What Visitors Expect Is your site planned or is it a random collection of items Have products, services or information easily accessible Ease of Use No more than one click to access information Is your site concise and to the point Does it provide the content that your visitor is there for
What Visitors Leave With Do you want them to connect with you somehow Phone call Email Quote request form Purchase a product What do your visitors want before they leave?
Why Should Visitors Return Do you have constantly updated information? Do you have a blog? Do you sell products and have new items from time to time? Do you offer specials from time to time?
Mobile Marketing Trends Mobile Marketing is expected to rise from $648 million to $3.3 billion by 2013 More and more mobile users are reliant on their phone for connectivity and information
Advance Mobile Communication Current mobile devices provide for multiple types of communication: Phone Text Email Social networking Blog posting Text messages have a 94% open rate within 4 minutes of receipt
Consumer Partnerships Retailers offer specials, one day only events Sports teams offer free snack or ticket during certain times during a game – 7th inning stretch Hair salons, golf courses, doctors notify patients of open appointments due to cancellations Organizations remind members about meetings
Respecting Consumer Boundaries An average mobile campaign will have a 15%+ response rate vs direct mail which is at most 2.6% Text is 100% opt-in and is permission only Text no more than once weekly – respect their time Don’t spam
SMS Text For Business Virtually every consumer over 13 has a mobile phone 98% of those phones have SMS text capability Reach your customer where they are at any time
SEO: Not an Afterthought Just having a website won’t bring traffic Careful considerations for on-page optimization Off-site: links and traffic Local SEO is taking over Real-time / recency considerations Blurring the lines into social Not fake!
Tip #1: Get Your Basics Right Google Webmaster tools Google Analytics Website Optimizer Sitemap Page Speed Stop designing bad websites!
Tip #2: Get Local Google strongly favoring locations Knows where you are by IP address Get your Google Places account Claim Profile Complete your profile
Tip #3: Get Social Google is looking for recency Social signals Overlap with local Real-time results Universal search: video, images, and more
Using Social Media for Business Survey: 80% of small biz not on social media 15.8% of the Fortune 500 are blogging That’s what we call competitive advantage… …if you do it right Enter the Echo Chamber
Where to Focus? Your business is your full-time job Only on places you will continue to use Already must have user adoption Facebook (Page NOT user) LinkedIn Twitter Blog Youtube RSS / Monitoring Scheduling
Build a Following with Social Not Everyone Will Buy Some Chat and spread