When Your Online Presence Sucks

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The ABCs of building an effective presence online to gain authority, drive leads, and ultimately capture business through your site, your blog and your network.

Published in: Business, Technology

When Your Online Presence Sucks

  1. 1. When Your Online Presence Stinks The ABC’s of fully leveraging online media to engage an audience
  2. 2. Address, Analytics, Authority <ul><li>Register your business with Google, Bing, Yahoo! and add your address to the footer of every page on your site. </li></ul><ul><li>Fully leverage analytics to measure the business your site is generating, not just the traffic. </li></ul><ul><li>Building authority online takes time, effort, and momentum. It’s a marathon, not a sprint. </li></ul>
  3. 3. Blog Utilize a blog to build authority in your industry, differentiate yourself, target additional relevant keyword combinations, interact personally with your audience and generate leads.
  4. 4. CMS, Contrast, Cross-Browser, Comments <ul><li>A content management system allows you to make changes to your site without understanding how to develop. CMS also communicate with search engines effectively. </li></ul><ul><li>Utilize contrasting colors in your site so that the text is easier to read. </li></ul><ul><li>Ensure your site looks great on all browsers, including mobile ones. </li></ul><ul><li>Leave comments to add value on other leaders’ blogs and articles to build authority and begin to network. </li></ul>
  5. 5. Design, Depth Complex shadows, depth lighting and highlights make your site much more appealing. Design is an investment. A better design will yield improved click-through rates and more business.
  6. 6. Emphasis, Email Utilize headlines, bold/strong, emphasis, and bulleted points effectively. Readers scan sites now searching for their answers. Utilize emails to re-engage audiences, automated campaigns to keep them engaged, customer emails to upsell and provide additional value, etc.
  7. 7. Fold, Flash, Footer, Facebook <ul><li>Keep your calls to action above the fold. </li></ul><ul><li>Avoid Flash when you can, Ajax is fully capable. </li></ul><ul><li>Fat footers can supply a ton more information to your visitors without taking up space or distracting them. </li></ul><ul><li>Syndicate to a Facebook page – meet your prospects and customers where they are, then draw them back to your site. </li></ul>
  8. 8. Graphics Utilize graphics to both capture the eye and to help your visitors assign the content to memory.
  9. 9. Headlines, Headings, HTML5 <ul><li>Use headlines to capture attention, set expectations of the content that’s coming, and use keywords that users will utilize </li></ul><ul><li>Discover HTML5 and the capabilities it provides with regard to video, site design, etc. </li></ul>
  10. 10. Internal Linking <ul><li>Develop a site hierarchy that is natural for your audience, not your company. </li></ul><ul><li>Your hierarchy should be based on what people are looking for, not organized per your departments, products, or services. </li></ul><ul><li>Ensure that your site is organized with an emphasis on the key pages. </li></ul><ul><li>Organize links by keyword so search engines understand the pages, their keywords, and their importance. </li></ul><ul><li>Avoid “Read More…”, “Next…” etc. </li></ul>
  11. 11. Just Enough <ul><li>Your site should not be a comprehensive description of everything you do. </li></ul><ul><li>You should have just enough information on your site to lead and prequalify your visitors, but not too much to turn them away. </li></ul>
  12. 12. Keywords Understanding the words people are utilizing to search for your products and services, and using those words effectively, will improve your ability to be found, and help you to communicate with them more effectively.
  13. 13. Landing Pages Effectively designed landing pages can increase your conversions exponentially.
  14. 14. Mobile More and more people are accessing your site by mobile device. Utilize specific anchor tags, like href=“tel:3174562564” so they can simply click and call.
  15. 15. Navigation, Network Simplify your navigation and only provide the minimum to direct your audience. Keep subhierarchies at a minimum. It’s better to have a wide, shallow site than a deep one. Build your network online through each medium and use each effectively.
  16. 16. Originality Make your site remarkable… and people will remark on it.
  17. 17. Phone, Places If you want people to call, put your phone number on every page. Register your site with Places.
  18. 18. Questions Answer questions. People are seeking your help… if you’re not there, they’ll pick someone else.
  19. 19. Registration When people are looking for something, they’ll gladly trade information for it. Get them to register, then use that information responsibly to market to them.
  20. 20. Search Engine Optimization, Social Media, Simplicity <ul><li>The easiest way to find new visitors is to have them find you! Search is the easiest way. </li></ul><ul><li>Syndicate your news and blog… everywhere. </li></ul><ul><li>Keep it simple. Complex sites increase the likelihood of a visitor being frustrated and leaving. </li></ul>
  21. 21. Twitter Don’t underestimate the power of Twitter, the viral ease it provides, the ability to find prospects, and the traffic it’s driving. Referrals from Twitter.com within your application only account for 18% of total Twitter traffic due to mobile and desktop app popularity.
  22. 22. Ugly If it’s ugly, keep it off your site.
  23. 23. Video <ul><li>Video is for visitors who don’t wish to read. </li></ul><ul><li>Video is for a deeper personal connection. </li></ul><ul><li>Video is for explaining difficult concepts. </li></ul>
  24. 24. Whitespace Allow enough room between elements to make pages easy to digest and attractive.
  25. 25. Extra Content Provide additional resources that requires registration!
  26. 26. Zen Tap into people’s emotions. Avoid features, functionality and too many details.
  27. 27. DK New Media <ul><li>Twitter: @douglaskarr @dknewmedia @mktgtechblog @corpblogging </li></ul><ul><li>Facebook: You’ll find pages for all of the above, too! </li></ul><ul><li>Site: http://www.dknewmedia.com </li></ul><ul><li>Blog: http://www.marketingtechblog.com </li></ul><ul><li>Book: http://www.corporatebloggingtips.com </li></ul>

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