Online Presence Development


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This presentation is part one of a two part workshop that pertains to building a strategy for developing an online presence for your business. Topics including website development, when to hire a web developer, search engine optimization, website building platforms, and social media development.

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  • Start out the presentation by having group login to Twitter and Tweet about the event. Follow other attendees. @Brand_Tuck @RogersStateU @rsulibrary @RSUinnovation #BuildingMyOnlinePresence … Spend less than 5 minutes on this exercise. Get juices flowing in room and get people engaged with each other.
  • Go around the room and have each business owner/rep discuss what their business is and who is their target market. Then have them discuss their current social media and website presence.Leverage the example of rebranding Lucas Metal Works and the process it took for acceptance by company and market.Show WayBackMachine example.
  • Ask around the room about what your current online presence is for your company. Website, if so what platform is it built in. Social media, if so what platforms are you leveraging and do you encourage engagement. Who are your competitors? What is their online presence. Is there a competitive advantage available to gain through development of successful strategy. Who are you customers? Where are your customers spending their time online, Facebook, Pandora, Google Search, etc. Analyze sales data and then build targeted promotions strategy from there.
  • After analyzing the market to see what is currently there one must now build a strategy that encompasses tactics to achieve a competitive advantage. This will include hiring a web-developer/SEO Juice Man or doing it yourself.
  • Just because we decide to hire someone doesn’t mean that the journey is over and we will immediately be raised to the top of the mountain in our market because we hired someone. No, most of the time it can be the exact opposite. You must be willing to work and push the developer or SEO Juice Man along. They don’t know your industry (most likely) and they don’t know your business. You must paint a picture for them of the industry, your business, and your targeted customers. This will be accomplished with the development of the situational analysis. You must have tangible data with you as you meet with this individual.
  • Discuss in detail the specifics one must analyze when hiring a web developer. Discuss the differences between a web developer and an SEO Juice Man or a web manager/web master.Show the audience the ISSUU platform as a teaser for tools that can be leveraged to differentiate the company from its competitors.
  • Must know the difference between web developer and web master. Make sure there is a solid contingency plan in place for moving your website’s hosting service away from developer. At the end of the day there could be a bus that runs over the web developer ensure that you own your company’s domain name. Will discuss platforms in more detail later.
  • Discuss the different monthly plans for web hosting, search engine optimization, email marketing, social media marketing, non-organic search engine marketing, etc.
  • Discuss the platforms that a small business owner has when building a website and a successful online presence for their company/organization.
  • Ask if they know what platform their current website was built in? Can you log-in to the backside of the site?
  • App markets available for WordPress and Wix. E-commerce easy to setup on Wix and Weebly. SEO is manual on all platforms except for WordPress can leverage apps for guidance in SEO.What platform does your business currently leverage? What benefits do you see from the platform? If you don’t know what are your thoughts on the platforms available? Benefits and disadvantages…
  • Ask participants to sign in to their Google accounts. If they don’t have a Google account then we will spend the time to setup a Google account with participants.Objective is to have participants become familiar with Google AdWords Tool.
  • Must have a strategy in place to focus on geographic area depending on where you sell your product, local, regional, nationally, or internationally. Also speak on the topic of SEO for local searches for franchises and local entities. Example: Tiny Cakes and Truffles Owasso/Claremore locations & Atwoods.
  • Discuss what comes with the monthly package. Next slide will focus on organic versus non-organic search engine marketing. Outbound links and inbound links. Link building strategies.
  • Really hit home with participants about the importance of getting the right traffic to your website and getting the traffic to the desired take action page. For instance if you have a quote form online for your product and that is the method the user can take without picking up the phone to request a quote then you want to make sure it is easy for the user to get to that page.Show how to leverage
  • Show how using key terms for titles on videos and images pertaining to your company’s target market based on Google AdWords Tools research will benefit rankings.
  • Discuss with participants that there will be resources online both videos and pdf white papers regarding the homework assignments and topics discussed on day 1.
  • Online Presence Development

    1. 1. View this Presentation on
    2. 2. What We’re Going to Cover0 Two-Session workshop featuring practical hands-on application of web principles and web secrets.0 Topics include: 0 Solid Branding Foundation 0 Website Development 0 Hiring a Developer or Doing it Yourself 0 Search Engine Optimization 0 Pay-Per-Click Search Engine & Social Media Promotion 0 Social Media Development 0 Google 0 Leveraging for small business 0 Google industry secrets View this Presentation on
    3. 3. Objectives of Workshop0 Create consistent brand image and value message on both online and offline touch points with customers.0 Know what questions to ask when hiring website developers.0 Know where to start to build your website if you chose to do it by yourself.0 Have an organic and non-organic search engine marketing strategy.0 Understand the importance of social media and apply it.0 Know how to make Google your friend not foe.0 Give your customers the voice to build your brand.0 Analyze ROI of time spent on web/social media development. View this Presentation on
    4. 4. Skyscrapers Aren’t Built Overnight0 This is going to take work no matter if you hire someone or do it yourself.0 Be committed to making online presence a competitive advantage for your business.0 You must build a solid foundation before the first pillar can be installed.0 Find the optimal time to spend on online presence development. Think ROI!0 Before/After View this Presentation on
    5. 5. Step 1:Spreading Your Brand0 The foundation of a successful brand starts with a consistent image and value message.0 Image and value message must be transparent in online and offline marketing communications.0 Brand must be analyzed during online development.0 Why your brand over others? 0 What differentiates you from your competitors? 0 Bigger, stronger, faster, etc. 0 Communicate this value to targeted customers. View this Presentation on
    6. 6. Step 2:Situational Analysis0 Analyze current online presence of company.0 Analyze competitor’s online presence. 0 Website 0 Social Media 0 Search Engine Marketing0 Analyze who your customers are and how you can reach them online. 0 Is a competitor already accomplishing this? (b2c or b2b) 0 Where are they spending their time? Listening to music (Pandora) or playing games on their smartphone. View this Presentation on
    7. 7. Example: Ranch & Home Stores0 Market share is earned through providing means of communication with customers at every touch point possible. Leverage your resources.0 Orscheln Farm 0 0 Atwoods 0 Tractor Supply Company 0 0 View this Presentation on
    8. 8. Step 3:Build a Strategy0 Now that we know what the market looks like it is time to build a strategy for your brand.0 Are you going to hire someone or do it yourself?0 Have SMART goals for your website development and social media strategies. 0 Increase traffic from northeastern Oklahoma by 200% in first three months of new site. 0 Increase engagement on Facebook by 500 fans in the first three weeks of the optimized Facebook page. 0 Be on the first page for local results for specific industry in first six months. View this Presentation on
    9. 9. SMART Goals0 Specific0 Measurable0 Attainable0 Realistic0 Timely View this Presentation on
    10. 10. Option 1: Hire a Professional0 Still need to have SMART goals for the site that will provide the professional with metrics to be measured against.0 You will play a major role in the development of your website. 0 Browse the internet for websites in your industry that appeal to you. 0 Study the top ranked websites in your industry via Google or Bing and make notes of what functionality, aesthetics, and features you like. View this Presentation on
    11. 11. What to Look for in a Web Developer0 Analyze developer’s portfolio. 0 Do the websites have a similar characteristic or look? 0 Is it easy to find your way around without getting lost? 0 Does the site tempt you to become a customer or subscriber of the company/product? 0 Does it load fast and is it professional looking? 0 Is the site optimized for social media, SEO, and multiple viewing formats?0 Know the policy on who updates the site and what the support system is for web hosting, edits, etc.0 Full Version of Online Resource View this Presentation on
    12. 12. Key Questions for Developer0 Do you submit site to major search engines?0 Will I have 24/7 access to the site to make edits?0 If there is an issue with the site do you charge per hour or is that included in the price you have quoted me for development?0 Do you have monthly plans for search engine optimization, web hosting, & web maintenance?0 Are you building custom template or using stock template for my brand?0 What platform are you using to build my website? 0 Online versus software based. View this Presentation on
    13. 13. Example of Developer View this Presentation on
    14. 14. Option 2: Do it Yourself0 Bootstrapping the process. It is going to be wild ride but it must be strategically planned and organized.0 Be a guerrilla marketer! 0 Not always money but creativity and time.0 Don’t be afraid to ask for help!0 Know your limitations and don’t set objectives that are not realistic in the means of design or execution. 0 Development Platform Knowledge 0 Search Engine Optimization 0 Integrating Social Media 0 Writing Relevant Content 0 Engagement 0 Conversion of Leads to Sales View this Presentation on
    15. 15. Picking a Platform to Build Your Website0 Does the platform offer responsive themes/designs/layouts?0 Does the site offer social media tools organically or non- organically?0 Is there an application/plug-in market available? 0 Like Apple’s iOS application markets.0 Content Management System 0 Where can you edit your website’s content? 0 Desktop 0 Tablet 0 Mobile Phone Application View this Presentation on
    16. 16. Available Platforms0 Wix (Drag and Drop) 0 App market is available0 SquareSpace (Drag and Drop) 0 Example: Ontario PC0 Weebly (Drag and Drop) 0 Example: Build Bartlesville0 WordPress 0 Example: bugRIGHT 0 Plug-in market is available View this Presentation on
    17. 17. WordPress Musts0 Must have a responsive theme.0 Must have a theme that meets your brand image and message. 0 Have custom theme built 0 Try to customize theme in a box0 Must leverage plug-ins to build engagement and competitive advantage. 0 Tim.Ly Events Calendar 0 Yoast SEO Assistance 0 ShareThis 0 ShareaHolic 0 Google Analytics 0 Bing Site Verification 0 Store Locator Plus 0 Form Builder-Different Plug-ins Available View this Presentation on
    18. 18. Step 4:Build Your SEO Strategy 0 Leverage the situational analysis conducted for the web development strategy to analyze the following: 0 Keywords competitors are using 0 SEO tactics that competitors are using 0 Strong Tagging 0 Bolded text mean, STRONG TAGGED. 0 Google/Bing focuses on those key terms. 0 Micro-Tagging 0 Way of the future that will tell search engines exactly what the page represents. Example: Murphy’s Steakhouse in Bartlesville, Okla. would have Micro-Tags for local restaurant with location featuring Bartlesville, Okla. or near Tulsa, Okla. 0 Leverage Google AdWords Keyword Tool to analyze keywords per industry 0 Organic vs. Non-Organic Search Engine Marketing. 0 Understand the importance of SEO dominance on all content. 0 Google/Bing can’t read or properly index Flash/Java or images without a proper ALT Tag and file name. 0 Continue to modifying strategy to continue to increase traffic and conversion rates. View this Presentation on
    19. 19. Option 1: Hire a SEO Juice Man0 Much like scenario when hiring a web developer, must have a strategy in place before meeting with potential SEO Juice Men.0 Have list of competitors readily available, geographic target market, and targeted audience.0 Be ready to pay monthly fee and expect to receive updates including: 0 Monthly Google Analytics Report 0 Google AdWords Reports0 Tell them you want a SEO strategy for planned and unplanned purchases. 0 Planned 0 Someone Googles the keywords, Arena Tools for Tractor, your business should be on the first page if you sell arena tools. 0 Unplanned 0 Someone who has known history of looking at arena tools for tractors on the internet or social media sees ad on a website relating to arena tools for tractors. 0 Think impulse buying at a grocery store with end caps and products at the check out. View this Presentation on
    20. 20. Example of SEO Juice Man View this Presentation on
    21. 21. Option 2: Do it Yourself0 Leverage SEO assistance apps or plug-ins if available for your website development platform.0 Register with Google Analytics to analyze traffic. 0 Are visitors bouncing (exiting) from you site to soon? 0 Are visitors getting to the desired take action page on your website? 0 Just because you have traffic does not mean you have the right traffic! 0 Conversion rates and ROI!0 Have a strategy for both: 0 Organic SEO 0 How do you make your site seem more credible and relevant to search engines? 0 Build back links and continually add new content that is engaging and contains keywords. 0 Non-Organic SEO 0 In the beginning of launching a website or new SEO strategy it is highly recommended to leverage non-organic paid placement to earn more traffic and higher rankings. 0 Google AdWords 0 Facebook Ads 0 Display Ad placement on targeted websites 0 ESPN 0 High Plains Journal View this Presentation on
    22. 22. SEO Tactics That Will Earn You Google Cred0 Have a domain name with specific keywords in the actual domain name. 0 Example: 0 You can make this domain name your main domain name and then have multiple other domain names that point back to your website.0 If you post videos to YouTube/Vimeo ensure that you use key terms in the title of the video and keyword section.0 Have internal links on each page of your website.0 Update your content regularly.0 Save every image that is placed on your website with keywords. 0 Example: WeddingCakeBakersTulsa.jpeg View this Presentation on
    23. 23. SEO Industry Secrets0 You can submit your website and subsequent webpages to be indexed by Google and Bing by registering for webmaster tools on both search engines. 0 You must verify your website with both Google and Bing by placing code on your website.0 Strong Tag the products you offer and the markets you compete in on the homepage of your website. 0 Example: bugRIGHT0 Get social and leverage social media!0 Submit articles to targeted media contacts for publishing both in print and online. Increases traffic to website and builds credibility in the eyes of consumers and search engines. 0 PR Web View this Presentation on
    24. 24. Homework0 Create a Google AdWords Keyword research file on keywords for your business’ specific industry.0 Create one SMART goal that you have for the creation or update of your company’s website. 0 Example: increase sales of real estate in the Bixby, OK markets0 Create a list of five websites and five Facebook business pages that you like the look, the functionality, or the engagement of the site. 0 Be as specific as you can. View this Presentation on
    25. 25. Got Questions?Contact:Anthony W. TuckerPhone: 918-343-7509Email: atucker@rsu.eduTwitter: Tweet questions to @Brand_Tuck with#BuildMyOnlinePresenceReview Day 1 Presentation: you back here next Thursday, February 28, 2013. Sameroom, 310. Same time, 2:30 pm-4:30 pm.