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Online Visibility


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How to attract business with your website and social media

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Online Visibility

  1. 1. Online  Visibility   How  to  aract  business  with  your  website  and  social  media  
  2. 2. What We’ll Cover Today: How to increase the effectiveness of your website  How to build brand engagement with Social Media How to set goals and measure results
  3. 3. How to increase theeffectiveness of your website
  4. 4. Know your goals.
  5. 5. Sample goals:  Universal goal: “I want a site that looks professional, loads fast, and tells our story.”  Show up in search engines so more people visit my website and more prospects call me  More interaction with customers (project tracking, etc.)  Sell more products online  Provide resources for employees  Shows off our portfolio and helps me close more sales
  6. 6. Spy on your competitorsLook at other sites in your industry – What do they include that could help you achieve your goals?
  7. 7. Think about your brand  What is your value statement?  Why should potential customers buy from you?  What makes your company different?  S.W.O.T. Analysis: Strengths, Weaknesses, Opportunities, Threats  Your site has to convey your brand in all areas: look, content, tools, etc.
  8. 8. Use good design  Conveys your brand in colors and style (Modern? Friendly? High tech? Personal?)  Clean and simple  Keep navigation consistent  Make contact information obvious, on every page
  9. 9. Use Good Quality Photography  Hire a professional  If you are taking the photos yourself:   Good lighting   Consistent backgrounds for products   Watch the shadows – be thoughtful
  10. 10. Plan your home page  Logo, contact info, a brief intro to your company, navigation bar  Identify a few top places in your site you want visitors to see  What else needs to be on your home page? News? A log in screen? Twitter feed?
  11. 11. Make it easy to navigate
  12. 12. Choose your main level navigation carefully
  13. 13. Use consistent sub-navigation
  14. 14. Develop your site map by organizingother pages under these main areas   Home   About Us •  History •  Staff   Services •  Web Design •  PortfolioThis determines page count (and usually cost)
  15. 15. Make a list of any applications youwant and add them to your site map  Photo gallery  Calendar  Password protected log in  Facebook or twitter feed  Videos  Blog
  16. 16. Provide good content.
  17. 17. First name your site audiences Businesses? Consumers? Customers? Employees? Investors? Potential Employees? What Industries?
  18. 18. What are they looking for?What content do you need to serve them? Write down the top messages for each audience.
  19. 19. Next, if Search Engine Optimization is important – choose your top ten:  Choose ten top key phrases  Be REALISTIC – not just “engineer” but rather “huntsville engineer”  List variations of these too such as engineer in huntsville, huntsville engineering company, engineering company huntsville
  20. 20. Write your content  Use your top ten SEO key phrase list and make sure you use these statements on almost every page within your content, several times if possible, but don’t overdo it  Keep it simple - short text sections broken up by sub headers - bullet lists are great  Make sure all of your key messages are told
  21. 21. Make sure your site is functional and usable  Big part of this is navigation structure  Watch file sizes  No splash screens  Add applications that encourage interaction  Direct visitors to top content or contact info
  22. 22. Make sure it is well-programmedand reliably hosted
  23. 23. Use a CMS = Easy to maintain
  24. 24. Content Management Systems  Opensource CMS systems (Joomla, Wordpress, Drupal) – you will need a programmer  Hosted CMS systems – you can build your own
  25. 25. Build Your Own Website
  26. 26. Industry specific websites
  27. 27. Search Engine Optimization (SEO)
  28. 28. Put search words and phrases in your content  Make a list of 10-20 search phrases  Use these (and variations) throughout site, combine with location  Put in page headers and image ALT tags (don’t go overboard)
  29. 29. Other things you can do:  Get as many reputable sites as possible to link to your site   Association listings   Facebook, Twitter, etc.  Use bullet lists <ul><li>  Use <H1> title tags
  30. 30. Ways to push traffic to your site  Social media  Permission-based email newsletters  Press releases  Advertising  Business cards
  31. 31. Run an AdWords Campaign (pay-per-click)
  32. 32. Run an AdWords Campaign (pay-per-click)  You can set your own budget  You can determine how long and how often you run your campaign  Ability to target specific customers through location and keywords  Often has a positive impact on organic Google search results
  33. 33. Pay per Click (AdWords)  Trackable results, ability to modify the campaign at any time – integrates with Google Analytics  Needs to be actively monitored by tracking results and adjusting campaign  Create landing pages to increase conversion rates and (sometimes) lower cost of campaign
  34. 34. Blogging is great for SEO  Short articles – very personal, conversational – your thoughts on your business, your industry, your life  Cross link with all other social media and feed into your website  According to emarketer, 53.5% of internet users read blogs
  35. 35. Link/integrate  with    your  social  media  sites  
  36. 36. Integrate  Facebook  into  your  site  
  37. 37. Integrate  Facebook  into  your  site  
  38. 38. Integrate  your  site  into  Facebook  
  39. 39. Embed  Flickr  galleries  on  your  site  
  40. 40. Brand  your  Twi>er  Page  
  41. 41. Brand  your  YouTube  Channel  
  42. 42. Cross Link Everything!!  Facebook feed and/or “like” button integrations on your website  Facebook posts links about news on the website  Youtube channel has a video that promotes the company – and website  Flickr feeds photo galleries on site
  43. 43. Case Study:Red Sage Christmas Giveaway 2010
  44. 44. Facebook Advertising
  45. 45. Make sure your site works onvarious devices
  46. 46. Mobile Friendly Templates
  47. 47. Keep your site updated!!!!
  48. 48. With  social  media  and     so  many  opDons  now,    do  you  sDll  need  a  website?  
  49. 49. How to build brandengagement with social media
  50. 50. Know your goals.(sound familiar?)
  51. 51. Sample goals:  Increase traffic to a store  Create brand awareness  Promote a cause or campaign  Provide customer service  Generate business leads  Encourage customer engagement
  52. 52. Know who you are trying to reach  Age  Gender  Geography  Interests/Hobbies  Industry  Business people  General public
  53. 53. Go where your targets are
  54. 54. Facebook  Largest social media networking site right now  Primarily business to consumer  86% - 25 years and up  68% - 35 years and up  46% - 45 years and up
  55. 55. Facebook for Business Best Practices•  Post 4 – 7 times per week•  Know your goals •  Advertise specials •  Share new products •  Build a friendly, personal brand feel •  Share news•  Convey your brand
  56. 56. Good post examples:
  57. 57. More than words:
  58. 58. Twitter  Growing social media networking site  Primarily business to consumer  81% - 25 years and up  58% - 35 years and up  33% - 45 years and up
  59. 59. Twitter for Business Best Practices  Post several times per day  Know your goals •  Connect with others with similar interests •  Follow topics and contribute thoughts •  Share education, quotable quotes •  Share news, blog postings, etc. •  Keep top of mind awareness •  Grow your network with others
  60. 60. Pinterest  Great for referring links  Primarily business to consumer  Mostly females with interests in fashion, cooking, and DIY  90% - 25 years and up  64% - 35 years and up  35% - 45 years and up
  61. 61. Pinterest for Business Best Practices  Consider this if trying to reach women  Know your goals •  Showcase products •  Showcase ideas •  Showcase projects
  62. 62. Google Plus  Newer social media networking site  Primarily business to consumer  Much younger, male audience  A lot of techies  50% - 25 years and up  22% - 35 years and up  11% - 45 years and up
  63. 63. Google+ for Business Best Practices•  Post 4 – 7 times per week, like Facebook•  Know your goals •  Advertise specials •  Share new products •  Build a friendly, personal brand feel •  Share news•  Convey your brand
  64. 64. LinkedIn  Great networking tool  Primarily business to business  64% users use it for business growth  96% - 25 years and up  81% - 35 years and up  49% - 45 years and up
  65. 65. LinkedIn for Business Best Practices  Use daily or several times per week  Know your goals •  Recruit employees •  Target prospects and find common contacts •  Portray and active, professional personal image •  Request testimonials
  66. 66. Create your own community through a blog
  67. 67. Growing your Audience
  68. 68. Follow to be followed:  Follow industry leaders on social media and on their blogs  Promote those already championing for you  Be an active follower by retweeting, sharing, and commenting  Actively participate in LinkedIn Groups  Continuously find and add LinkedIn connections
  69. 69. Be your own distributer:  Use press release distribution services like or  Share your own web and blog content through your social media networks  Encourage people to connect with you by adding icons to your website and online/ print communications
  70. 70. Conduct a promotion on Facebook to gain fans  Be sure you know (and follow Facebook rules)  Host a contest using a 3rd party app (North Social, Wildfire are good options)  Offer a social media follower only promotion
  71. 71. Pay for exposure:  Google AdWords  Bing/Yahoo! paid ads  Facebook ads  Facebook sponsored posts  Other online advertising
  72. 72. Give it time!  It can take up to a year of diligent work to see the results of a good social media campaign
  73. 73. Monitoring your Brand Online
  74. 74. Know what is being said  Whether you use social media or not, people may still be talking about you on it  What is being said may change your business model  Monitor all social media platforms for comments about you or your company and respond quickly if the site will allow you to do so
  75. 75. Respond quickly to any negative posts  Do not get into a “he said she said” argument if the post was negative – respond professionally and move it offline
  76. 76. Don’t say that!:
  77. 77. A textbook best practice response:
  78. 78. Find the silver lining:  If at all possible, respond to negative posts rather than delete them  Turn a negative into a positive by offering stellar customer service to right the wrong (where possible)  Make changes in response to common complaints
  79. 79. Good to great:  Got a good comment – don’t forget to respond to these too!
  80. 80.  Offered by Constant Contact  Monitors: •  Facebook •  Twitter •  LinkedIn •  Foursquare  Reports are emailed to you
  81. 81.  Search for variations  Find people singing your praises and follow them  Search for your competitors  Search for industry terms
  82. 82.  Set up alerts for your company name, products, and other identifying keywords  Set up alerts associated with your competitors  Set up alerts for terms associated with your industry
  83. 83. Google Analytics – Referral Sites  If you have Google Analytics or another visitor tracking service, watch for articles, forums, and blogs linking to your site
  84. 84. Tips, tricks, & timesavers: How to make it easier to manage all of this work
  85. 85. Choosing How to Participate  What do you have time to be consistent with? (Don’t start a blog if you aren’t committed to keeping it going)  Where is your audience?
  86. 86. Take your cue from the magazines:  Decide what topics you’ll cover  Use an editorial calendar to keep things organized  Be prepared to change, add, or completely deviate from the plan to respond to current events
  87. 87. Share the load:  Encourage ideas from employees or members of your organization  Give others a chance to create blogs, posts, videos, photos, and more  Share the floor with other industry experts and guests
  88. 88. Find the buzz:  Find your muse through sites like: •  LinkedIn Answers •  Yahoo! Answers •  Twitter Searches •  Industry blogs and news sites •  Competitor sites
  89. 89. Borrow from others:  ReTweet  Share  Repin  Link
  90. 90. Carve out time:  Devote a realistic amount of time for social media each week – half hour a day? One hour a week?  Make it a priority and be committed to it  Scale back and focus on one thing if time is an issue  Don’t forget to take the time to plan in advance
  91. 91. Schedule ahead:  Great free (to cheap) tools for this: •  Facebook – allows scheduling now • – Facebook Page & Twitter • – Facebook and Twitter •  TweetDeck – Facebook, Twitter
  92. 92. Review and adapt:  Track changes in web visitor statistics (Google Analytics is great for this)  Track which posts, tweets, etc. get the most shares and comments  Track which blog posts and authors get the most readers, shares, and comments  Check your goals and modify your actions as needed
  93. 93. How to set goals and measure results
  94. 94. Sample Website Goals:  Increase # of visitors each month at least by 5%  Maintain 55% of traffic coming from search engines  First page rank for “Huntsville Web Design”  10% of site visitors convert into leads each month
  95. 95. Sample Social Media Goals:  Increase the number of people who actively engage with a like or a share or a mention by 5 each month  Get three-four responses on average for all posts within one month  Gain 10 new followers/fans each month
  96. 96. Measuring Website Results with Google Analytics:Answers questions such as:  How much traffic is coming to the site?  How did visitors get to the site?  What keywords are working best?  What content is working best?  How did social users engage with the site?
  97. 97. Google Analytics - Referrers:
  98. 98. Google Analytics - Keywords:
  99. 99. Google Analytics - Social:
  100. 100. Facebook Insights  Answers questions such as: •  How did people respond to my posts? •  How far is my reach? •  How much has my following grown? •  Which types of posts are the most shared and commented on?
  101. 101. Measure your personal online influence with•  Measures engagement with your personal social media accounts•  Measures reach by the number of people who share your posts and how many followers they expose you to•  Requires very consistent effort and very high quality posts to score high•  Great way to look at who is most influential online and how they are using social media
  102. 102. Thank you! Ellen Didier ellendidier