Online Marketing 2014
What you need to know: Web and Social
Dave Meyer
President, BizzyWeb LLC
2
Agenda
• About Us
• Online Marketing Quick Start
• Website Basics
• Setting Your Online Strategy
• SEO Basics
• Social M...
3
What We Do
Web Design and Social Media Integration
SEO, Content Marketing, Pay Per Click Ads, Hosting
4
Social Media Setups
5
Online Marketing
Quick Start
6
Social Media Rules of Thumb
• Less selling, more helping
• Serve your target market
• Know your ROI
(Return on Input)
• ...
7
Website Basics
8
Your Website is the Hub
• It’s where they will look for you 1st
• Incorporate social media
• Make it easy to connect wit...
9
WordPress
10
Editing
11
Search Engine Optimization (SEO)
• You need meta data, keywords and descriptions
• Know your keywords
• Use the right t...
12
What is a Mobile Responsive site?
13
Design Principles
• Design for touch
• Clickable phone numbers
(“tel=“)
• Important information up top
• Make images dy...
14
Land the Sale: Call to Action
• Make sure you have an action
on each page and tool
• Get them to DO something
– “Like” ...
15
Setting Your
Online Strategy
16
• Key questions
– Company
– Customer
• Social Keywords
• Tools
• Frequency
• Measurement
• Who will help?
Plan Your Str...
17
Company
• Competitive Advantage
• What’s your USP
• What do you need to
accomplish?
– Engage: Tell your story
– Inform:...
18
Customer
• Who is your best customer?
– Your favorite?
– Most profitable?
– Most likely to buy?
– Low hanging fruit?
• ...
19
• What matters most to you?
– New subscribers?
– New purchases?
– Leads?
– Email lists?
• How are you moving
the needle...
20
Listen Before You Leap
– search.twitter.com
– Google Alerts
– Advanced Facebook
search
– LinkedIn search
21
Domain Names
22
How to find a domain name
• Do some research
• Make it short
• Stick to .com when possible
for your main domain (75%)
•...
23
What’s in a TLD?
• TLD = Top Level Domain (.com, .net, .org, etc.)
• Some TLDs have restrictions
• Most registrars can ...
24
Writing for the Web
25
Knowing your Audience
• Think about your company
– What do you do for your customers?
– What do you do better than anyo...
26
Readability and Scannability
• Use bullets and short sentences
• No unnecessary jargon
• Keep it short and to the point...
27
SEO Basics
28
SEO Tips
• Do some research
– trends.google.com
– google.com/insights/search
• Structure your site correctly
• It’s all...
29
Rules of thumb
• Specify a content title (72 characters or less)
• Write a helpful description (165 characters or less)...
30
Google Analytics
31
What’s New
• New look – less orange, more gray/white
• Remarketing – a great way to look at user
segmentation
• Annotat...
32
WordPress Dashboard
• One-click review of key stats
• View visits, bounce rate,
pageviews, etc.
• Top Pages
• Top Refer...
33
Google Keyword Tool
• https://adwords.google.com/o/Targeting/Explorer
34
• http://www.webrankpage.com/analyze/
WRPage Stats
35
Online Security
36
Passwords
• Don’t be easy to guess
• Use phrases or nonsense
• Don’t use the same password for everything
• Use a Passw...
37
Social Settings
• Watch your privacy settings
• Don’t share when you’re on vacation
• Make sure to check out “friends” ...
38
General Tips
• Don’t click links from unknown emails
• “hover” over links on sites before you click
• NEVER post person...
39
Your Social Toolbox
40
41
Facebook: Who/What/Why
• 1.6 Billion users, 180 million in U.S.
• 60% Female
• Adults ages 18-29
• Best “mass appeal” t...
42
Facebook Business Tactics
• Search/Listen
– Find examples & topics
– Use Insights
• Follow/Like
– Customers, prospects,...
43
New Facebook Page Design
• Follows the Timeline
redesign feel from last week
• Single column of updates
• Page info on ...
44
Twitter
45
What’s New
• Slightly new look now (bigger updates soon)
• Trends, Who to Follow more prominent
• Connect, Discover, Me...
46
• Coming soon, in testing now
• More focus on images
• “magazine style” format
New “Facebooky” look?
Hat tip: mashable....
47
General Twitter Tips
• Use a custom background
• Use hashtags and follow trending
topics (add your thoughts!)
• Share N...
48
Power User Tips
• Keyboard shortcuts
• Search #BuzzBuilders
• Trends
49
50
LinkedIn: Who/What/Why
• 225 million users
• Best for professionals
and executives
• Great for B2B, networking
• Keep u...
51
Company Pages
• Quick access to client teams
• Can show status updates
of team, key info, services
• Allows visitors to...
52
Showcase Pages
• Just like Company Pages
• No services
• Unique URL
• Post updates
• Shows up via Company Page
53
54
Google Plus: Who/What/Why
• 800 million users
• 69% male
• Tech-savvy
• Take advantage of Google’s tools and network
• ...
55
G+ Business Pages
• Hangouts:
Video Chat
– On Air: Share with
unlimited people
– Q&A app
• SEO: Pages and
ratings direc...
56
57
Pinterest Stats
• 48 million active users
• 79% female
• 12% of all women on the Internet
• 35-44 year olds
• Drives mo...
58
Setting it Up
• What is a pin?
– An image or video,
shared from your
PC or mobile device
• What is a board?
– A set of ...
59
Wrapping Up
60
How BizzyWeb Can Help
• Optimized websites
for social content
• Social Media
• Content creation
and monitoring
• SEO/SE...
61
Join Us Every Wednesday!
• Buzz Builders Webinars
are FREE every Weds
from noon to 1 p.m.
• Go to BizzyWeb.com/BB
to re...
62
Request a Buzz Report!
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BizzyWeb Presents: Online Marketing Basics for 2014

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BizzyWeb presents Online Marketing 2014, an overview of everything you need to know about marketing on the Web and Social Media. We cover Web and SEO basics, Facebook, LinkedIn, Twitter, Google Plus, Pinterest and tips for online security and how to set a fantastic strategy that works for you! When you're done you'll know how to Generate Buzz Without Getting Stung.

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BizzyWeb Presents: Online Marketing Basics for 2014

  1. 1. Online Marketing 2014 What you need to know: Web and Social Dave Meyer President, BizzyWeb LLC
  2. 2. 2 Agenda • About Us • Online Marketing Quick Start • Website Basics • Setting Your Online Strategy • SEO Basics • Social Media Tools • Wrap-up and Q&A
  3. 3. 3 What We Do Web Design and Social Media Integration SEO, Content Marketing, Pay Per Click Ads, Hosting
  4. 4. 4 Social Media Setups
  5. 5. 5 Online Marketing Quick Start
  6. 6. 6 Social Media Rules of Thumb • Less selling, more helping • Serve your target market • Know your ROI (Return on Input) • Create a mix of content: – 1/3 about you – 1/3 sharing ideas & articles – 1/3 conversation with others • Engage, Inform, Capture, Convert
  7. 7. 7 Website Basics
  8. 8. 8 Your Website is the Hub • It’s where they will look for you 1st • Incorporate social media • Make it easy to connect with you • Pay attention to SEO • Use contact forms to create lists
  9. 9. 9 WordPress
  10. 10. 10 Editing
  11. 11. 11 Search Engine Optimization (SEO) • You need meta data, keywords and descriptions • Know your keywords • Use the right tools: – Google Webmaster Tools: google.com/webmasters – Keyword Tool: adwords.google.com/o/Targeting/Explorer
  12. 12. 12 What is a Mobile Responsive site?
  13. 13. 13 Design Principles • Design for touch • Clickable phone numbers (“tel=“) • Important information up top • Make images dynamic • NO FLASH • As few clicks as possible to what your visitors want • One site for all devices = best SEO/user experience • 28% of smartphone owners access the internet mostly from their phones
  14. 14. 14 Land the Sale: Call to Action • Make sure you have an action on each page and tool • Get them to DO something – “Like” you, follow you, subscribe to your newsletter, etc. • Consistency is key
  15. 15. 15 Setting Your Online Strategy
  16. 16. 16 • Key questions – Company – Customer • Social Keywords • Tools • Frequency • Measurement • Who will help? Plan Your Strategy
  17. 17. 17 Company • Competitive Advantage • What’s your USP • What do you need to accomplish? – Engage: Tell your story – Inform: Share your expertise – Capture: Collect information you can use to connect – Convert: Get your readers & visitors to DO something
  18. 18. 18 Customer • Who is your best customer? – Your favorite? – Most profitable? – Most likely to buy? – Low hanging fruit? • What do they want? – Frequently asked questions? – What are you really selling? – How will you give it to them? – Where will you find them (where do they hang out online)?
  19. 19. 19 • What matters most to you? – New subscribers? – New purchases? – Leads? – Email lists? • How are you moving the needle? • Measure, adjust & repeat Measurement Photo: Bill David Brooks http://www.flickr.com/photos/8011986@N02/2964298027
  20. 20. 20 Listen Before You Leap – search.twitter.com – Google Alerts – Advanced Facebook search – LinkedIn search
  21. 21. 21 Domain Names
  22. 22. 22 How to find a domain name • Do some research • Make it short • Stick to .com when possible for your main domain (75%) • Domain Tools – powerful research solution • Domainr – short URLs and brainstorming • DON’T register or search at godaddy (they lock domains) • Buy through BizzyWeb!
  23. 23. 23 What’s in a TLD? • TLD = Top Level Domain (.com, .net, .org, etc.) • Some TLDs have restrictions • Most registrars can get you almost anything you want • .com – most common, and most competition • .org – nonprofit companies (not enforced) • .net, .info, .us, .biz = other standard domains • Country codes another option (.ca, .co, .us, .me)
  24. 24. 24 Writing for the Web
  25. 25. 25 Knowing your Audience • Think about your company – What do you do for your customers? – What do you do better than anyone else? • Think about your Customer: – Know WHO you’re writing for – How are they searching for you? • Think about your strategy: – What/When/How/How often will you reach out?
  26. 26. 26 Readability and Scannability • Use bullets and short sentences • No unnecessary jargon • Keep it short and to the point • Don’t be too “salesy” – Answer common questions (FAQs) – Watch what your competition is doing – Share your story – Share industry news, show your expertise
  27. 27. 27 SEO Basics
  28. 28. 28 SEO Tips • Do some research – trends.google.com – google.com/insights/search • Structure your site correctly • It’s all about content – Don’t overdo the keywords – Be specific – Link to other pages and sites – Label your images • Localize – Google Places, Yahoo, Bing, Yelp, Foursquare, etc.
  29. 29. 29 Rules of thumb • Specify a content title (72 characters or less) • Write a helpful description (165 characters or less) • Body of post/page should contain 300 words or more – Keywords at the beginning – Watch your keyword density: Under 5.5% – One hyperlink for every 120 words – Content should be original for best effect • Meta Keywords aren’t as important anymore
  30. 30. 30 Google Analytics
  31. 31. 31 What’s New • New look – less orange, more gray/white • Remarketing – a great way to look at user segmentation • Annotate results • Google+ Integration
  32. 32. 32 WordPress Dashboard • One-click review of key stats • View visits, bounce rate, pageviews, etc. • Top Pages • Top Referrers • Top Searches
  33. 33. 33 Google Keyword Tool • https://adwords.google.com/o/Targeting/Explorer
  34. 34. 34 • http://www.webrankpage.com/analyze/ WRPage Stats
  35. 35. 35 Online Security
  36. 36. 36 Passwords • Don’t be easy to guess • Use phrases or nonsense • Don’t use the same password for everything • Use a Password Manager – 1Password • Lots of options • Mobile App • $50 one-time fee – LastPass • Free version does most of what you need • Premium version $14/year – Other options: KeePass (open source) Google, Dropbox
  37. 37. 37 Social Settings • Watch your privacy settings • Don’t share when you’re on vacation • Make sure to check out “friends” before verifying, especially if you don’t remember them • Watch for spoofed accounts
  38. 38. 38 General Tips • Don’t click links from unknown emails • “hover” over links on sites before you click • NEVER post personal information to an unsolicited source • Watch for “https” on trusted sites, don’t post without it • Always log out of everything • Be careful of WiFi networks • Cover your Webcam • Watch your account activity • Update passwords as necessary
  39. 39. 39 Your Social Toolbox
  40. 40. 40
  41. 41. 41 Facebook: Who/What/Why • 1.6 Billion users, 180 million in U.S. • 60% Female • Adults ages 18-29 • Best “mass appeal” tool • Post “human” stories, general interest • Ads allow laser focus and free research • Key: company pages • Post images for best EdgeRank
  42. 42. 42 Facebook Business Tactics • Search/Listen – Find examples & topics – Use Insights • Follow/Like – Customers, prospects, referral partners – Industry leaders, experts • Create – Content for your customers • Engage – Answer (and ask) questions – Thank your fans
  43. 43. 43 New Facebook Page Design • Follows the Timeline redesign feel from last week • Single column of updates • Page info on the left • Easy-access admin tools • Pages to watch – keep an eye on the competition or clients • Less emphasis on tabs
  44. 44. 44 Twitter
  45. 45. 45 What’s New • Slightly new look now (bigger updates soon) • Trends, Who to Follow more prominent • Connect, Discover, Me tabs • Interactions, Mentions • More focus on images & video
  46. 46. 46 • Coming soon, in testing now • More focus on images • “magazine style” format New “Facebooky” look? Hat tip: mashable.com
  47. 47. 47 General Twitter Tips • Use a custom background • Use hashtags and follow trending topics (add your thoughts!) • Share News and helpful content • Be a thought leader • Keep it interesting • Follow your best leads and referrals • Include your Twitter ID on business cards, ads, postcards, etc.
  48. 48. 48 Power User Tips • Keyboard shortcuts • Search #BuzzBuilders • Trends
  49. 49. 49
  50. 50. 50 LinkedIn: Who/What/Why • 225 million users • Best for professionals and executives • Great for B2B, networking • Keep up with your contacts • Share corporate news, tips & tricks
  51. 51. 51 Company Pages • Quick access to client teams • Can show status updates of team, key info, services • Allows visitors to “follow” • New design!
  52. 52. 52 Showcase Pages • Just like Company Pages • No services • Unique URL • Post updates • Shows up via Company Page
  53. 53. 53
  54. 54. 54 Google Plus: Who/What/Why • 800 million users • 69% male • Tech-savvy • Take advantage of Google’s tools and network • Great way to enhance SEO • Easy, powerful collaboration • Share corporate news & tips
  55. 55. 55 G+ Business Pages • Hangouts: Video Chat – On Air: Share with unlimited people – Q&A app • SEO: Pages and ratings directly boost your search engine results • Share: Post articles, photos, videos, etc. • New URL: google.com/+BizzyWeb (or yoursite)
  56. 56. 56
  57. 57. 57 Pinterest Stats • 48 million active users • 79% female • 12% of all women on the Internet • 35-44 year olds • Drives more referral traffic than LinkedIn, Google+, and YouTube combined
  58. 58. 58 Setting it Up • What is a pin? – An image or video, shared from your PC or mobile device • What is a board? – A set of pins, based on a topic – Create boards for recipes, style, hobbies, wishlist, etc. • What can you do? – Be interesting, and share
  59. 59. 59 Wrapping Up
  60. 60. 60 How BizzyWeb Can Help • Optimized websites for social content • Social Media • Content creation and monitoring • SEO/SEM • Web hosting • Speaking/consulting on strategy
  61. 61. 61 Join Us Every Wednesday! • Buzz Builders Webinars are FREE every Weds from noon to 1 p.m. • Go to BizzyWeb.com/BB to register and watch • Each week’s event is posted to YouTube • Ask questions, receive free tech support and learn about what’s new!
  62. 62. 62 Request a Buzz Report!

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