The document provides an overview of strategies for maximizing the potential of a website through proven online marketing techniques. It discusses driving traffic to the site through search engines, links, social media, and tracking results. It also recommends delegating tasks so the website works for the business rather than the other way around. Maintaining relevant content, ongoing marketing efforts, and implementing processes to monitor progress are key to keeping a website effective over time.

1. NuRelm, Inc. Maximizing Your Website's Potential How to make the most of your website through proven strategies NuRelm E-Business Software [email_address] NuRelm, NuContent and Osmosis are trademarks of NuRelm, Inc. © 2005 NuRelm, Inc. All Rights Reserved

5. Who are you? Quick introduction and statement about what you’d like to get out of the presentation.

6. Part I: Drive Your Site!

8. But What IS Online Marketing? Step 1: Find Me! (alternate title: Looking For Love In All the Right Places)‏ Big search engines Social networking Articles / press Paid listings Membership organizations Local search listings Your Site!

9. But What IS Online Marketing? You must have a site that works and that does what a client wants, but once that’s in place, GOOD CONTENT is what will usually bring them back. Step 2: Come Back! (alternate title: Hold Me)‏ Good structure GOOD CONTENT Good functionality

10. But What IS Online Marketing? You must have a site that works and that does what a client wants, but once that’s in place, GOOD CONTENT is what will usually bring them back. Good structure GOOD CONTENT Good functionality Step 3: Do What I Want! (alternate title… oh, never mind)‏

11. Find Me: Search Engines Indexing Search Engines (spiders) use software to search almost every site on the entire Internet, each has its own private algorithms for ranking sites. Subject Directories are categorized lists of Web sites built by humans, not software. Not nearly as big as spider-built search tools.

13. Find Me: Search Engines

15. Find Me: Search Engines From a 2007 article on www.infovis-wiki.net Ok, this is weird, but ... Smileys = Websites Fingers = Links Big = High PageRank Got it?

16. Find Me: Search Engines From a 2007 article on www.infovis-wiki.net

17. Example: Links from Other Sites Be creative and look for honest, relevant linking opportunities.

20. Find Me: Paid Listings Pick one or more ads Pick one or more sets of keywords Pick a max daily budget

23. Find Me: Social Media To be honest, I don't even know what ALL of these are. But I know the big ones. Grab an “AddThis” button from www.addthis.com Do you have kids? Ask them about these sites.

25. Communication: The Old Days Traditional Media

26. Communication: Today Traditional Media Electronic Social Media

27. Social Media Strategy: Overview The passenger (your content) ‏ Social Networking Social Bookmarking RSS Feeds Blog Contributions Microblogging Local Search Directories Organic Search Search Directories Blog or Website Paid Search

28. Social Media Strategy: Discussion Questions anyone?

29. Example Social Media Strategy: Prepare Your Internet expert … unpaid marketing intern (Ace) ‏ Make a list of related blogs and set them up in an RSS reader. Review each week for articles that your staff could respond to. Build up a list of followers and followed. Only “tweet” interesting things, such as links to excellent articles related to your field, or relevant news stories. You’ll use this to market your own articles. Excellent for sales person networking, but also a great way to create links to your site. Everyone in the office should have an account. Sign up, and regularly recommend good, relevant sites. You’ll use this to recommend your own when the time comes. Everyone in the office should get an account.

30. Example Social Media Strategy: Launch! Ace has set up your new blog, collected witty, informative articles from the staff, gotten everything ready, and now you launch it! Pick an article and talk it up … Twitter, Facebook, links on LinkedIn, thumbs up on Stumble and anything else. Remember, more links not only provide traffic via the links, they make your search rankings go up. Get creative. There are a lot of high-traffic sites where you can place a high-traffic link. For example, projects.metafilter.com is a great place to not only get feedback on your new blog, but to get traffic.

31. Part III: Delegate Your Site!

32. What is a Business Website F or? You Expenses Clients 3 possibilities, shown via technical illustration: $ $ X $ $

37. Common Web site roles Basic business card Basic marketing tool Basic support resource E-commerce

38. Not-so-common Web site roles Dynamic sales tool Complex customer info database Two (or more) –way communication tool Training tool Project management tool

40. Part IV: Deliver Your Site! Website Maintenance & Marketing Plan

46. Monitor your progress: Example