Getting Found - Part I

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Lecture 4 of my Interactive Marketing course - Websites as the center of a communications strategy.

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Getting Found - Part I

  1. 1. Getting
Found
Websites,
Search
Engines,
and
Online
Advertising

  2. 2. Getting
Found
Overview

  3. 3. Getting
Found
Overview
  From
today,
we
will
start
to
delve
deeper
into
the
 different
tools
that
make
up
interactive
marketing
  So
far,
we
have
looked:
   A
complete
overview
of
interactive
marketing
   Discussed
how
marketing
has
changed
   Learned
how
today’s
customer
gets
information
about
our
 products
  Now,
we
start
breaking
it
all
down
into
the
individual
 pieces
and
how
they
work
together
to
create
and
support
 interactive
marketing
campaigns
  It
all
starts
with
reputation
management

  4. 4. Today’s
Lecture
  Website
–
the
information
distribution
platform
  Search
Engines
–
how
we
get
found
on
the
internet
  Search
Engine
Optimization
  Search
Engine
Marketing

  5. 5. Before
We
Get
Stated,

We
Need
To
End
Some
Myths

  6. 6. Myths
About
Websites
and
Marketing
  Information
Sells
Products
   Just
because
you
provide
information,
does
not
mean
people
 will
buy
what
you
are
selling
   Especially
if
you’re
trying
to
sell
with
dry,
personality‐free,
 buzzwords
and
jargon
   Fresh
storytelling
is
the
heart
of
compelling
websites
   Combines
with
great
design,
copy,
architecture
and
SEO
to
 build
a
successful
website
   The
more
your
audience
can
envision
themselves
as
part
of
 the
experience,
the
more
they
will
buy
into
it
and
buy
your
 product/services

  7. 7. Myths
About
Websites
and
Marketing
  All
Stakeholders
Are
Created
Equal
   Success
is
not
democratic,
neither
is
marketing
   Treating
all
stakeholders
as
equals
means
that
everyone
feels
 good,
but
you
don’t
get
the
high
value
customers
to
buy
   Ask
yourself
who
is
most
important
   You
can’t
control
who
lands
on
your
site,
but
by
determining
 the
most
important
visitor,
you
can
determine
how
to
address
 their
needs
   Your
focus
has
to
be
on
the
most
profitable
clients
because
 without
them,
you
can’t
serve
any
clients
at
all

  8. 8. Myths
About
Websites
and
Marketing
  All
Products
and
Services
are
Equal
   Prioritize
the
most
important
services
–
those
with
the
highest
 chance
of
profitability
   Make
sure
these
services
can
be
quickly
and
easily
found
on
 your
website
   Concentrate
your
time
and
money
on
the
products/services
 that
will
generate
the
highest
ROI

  9. 9. Myths
About
Websites
and
Marketing
  Pursue
New
Clients
Only
   Sure
its
great
to
get
new
clients,
but
good
businesses
mix
new
 and
old
   It
costs
6
times
as
much
to
attract
new
customers
as
to
keep
 existing
ones
   For
successful
companies,
80%
revenue
growth
comes
from
 existing
customers
   Cultivate
relationships
and
long‐term
loyalty
with
your
clients,
 make
them
feel
cared
for
–
otherwise
someone
else
will

  10. 10. Myths
About
Websites
and
Marketing
  Online
and
Offline
Marketing
are
Distinct
Channels
   Traditional
advertising
and
interactive
marketing
are
not
 stand‐alone
silos
   Offline
and
online
work
in
synergy
to
produce
greater
results
 than
either
alone
   2/3
of
online
search
users
perform
searches
because
of
some
 offline
channel
   When
you
prepare
your
budget,
remember
it’s
not
an
either/or
 situation;
it’s
a
both/and
opportunity

  11. 11. Myths
About
Websites
and
Marketing
  Embrace
Social
Media
at
any
cost
   Too
many
companies
jump
into
social
medias
because
 everyone
else
is
there
–
that
is
the
worst
reason
   It
is
better
to
have
a
few
imaginative,
cost‐effective
projects
 that
have
a
shareable
or
viral
value
   Make
your
content
searchable
by
tying
them
to
keywords
   There
is
no
value
in
creating
content
no
one
can
find
   Don’t
forget
to
add
metrics
in
place
so
you
know
if
the
work
is
 effective
or
not

  12. 12. Myths
About
Websites
and
Marketing
  Search
Marketing
is
only
part
of
the
Mix
   Search
Engine
Optimization
is
the
most
important
interactive
 marketing
tactic
   Businesses
that
attain
the
No.
1
position
on
search
engines
 experience
extraordinary
success
   70%
of
Internet
users
said
that
they
clicked
a
search
result
 within
the
first
page
of
results
   92%
click
a
result
within
the
first
3
pages
of
search
results

  13. 13. Myths
About
Websites
and
Marketing
  Your
site
is
nothing
more
than
sales
support
   Your
website
is
the
most
valuable
and
widely
seen
sales
tool
   If
it
is
not
your
No.
1
salesperson,
change
it
   Make
sure
that
it
has
a
call
to
action
   Make
sure
that
contact
information
is
easily
accessible
so
 customers
can
get
in
touch
   Content
should
be
persuasive
so
visitors
are
prompted
to
take
 action

  14. 14. Myths
About
Websites
and
Marketing
  It’s
OK
to
spend
less
than
20%
of
your
marketing
budget
 on
online
marketing
   Markets
have
shifted
from
print
and
television
to
online
and
 mobile
devices
   Most
people
visit
websites
for
decision
making
and
 information
gathering
   59.8%
of
companies
say
more
than
half
their
multi‐channel
 advertising
campaign
budgets
will
be
allocated
to
digital
 marketing
channels
   Budget
to
reach
and
impact
the
most
people
via
online
 marketing,
which
will
mean
higher
sales
and
brand
 recognition
for
you

  15. 15. Myths
About
Websites
and
Marketing
  More
clients
are
always
better
   At
business
schools,
we
learn
that
numbers
matter
and
that
 the
pursuit
of
more,
more,
more
solves
all
problems
   But
the
pursuit
of
fewer
better‐fit
is
a
superior
strategy
for
 longer
term,
mutually
productive
results
   The
goal
is
not
to
get
as
many
clients
as
possible,
but
to
the
 get
the
right
clients
so
they
stick
with
you
   Use
specific
keywords
on
the
web
and
make
sure
the
language
 is
appropriate
for
your
audience
   Filter
your
clients
to
pick
the
right,
high‐quality
clients
for
your
 company
   Then
make
sure
what
you
promise
is
what
you
deliver

  16. 16. Websites
–

A
Customer’s
View
Into
Your
Organization

  17. 17. Online
Communication
Channels

  18. 18. “Your
website
should
support
your
business
strategy
and
objectives
by
engaging,
persuading
and
generating
leads.

  19. 19. Different
Kinds
of
Websites
  Today’s
internet
offers
company’s
a
number
of
different
 types
of
websites
for
marketing
   Corporate
Websites
   Product
Websites
   Brandsites
   Informational
Portals
   Product
Review
Websites
   Blogs
   Video
Blogs
(Vlogs)
   Microsites

  20. 20. But
They
Come
In
Different
Technologies
  Website
developed
has
moved
beyond
the
plain
HTML
 technology
that
we
used
in
the
in
1980s
or
what
we
can
 Web
1.0
   Straight
HTML
   CSS
based
HTML
   Flash
   WordPress,
Blogger,
Moveable
Type

  21. 21. What
Are
The
Keys
to
Successful
Websites?
1.  Does
my
website
portray
the
image
of
a
successful
company?
   Your
website
should
engage
visitors
with
professional
design
and
 entice
them
to
want
to
learn
more
   It
should
strongly
project
your
image
with

strong
professional
brand
 identity,
design,
layout,
images
and
illustrations

2.  Are
my
competitors’
sites
attracting
more
attention
than
 mine?
   How
does
yours
compare?
3.  Is
my
website
content
engaging
and
persuasive?
   What
are
your
company’s
positioning,
message
and
value
 propositions?
   Talk
better

  22. 22. What
Are
The
Keys
to
Successful
Websites?
4.  Can
visitors
to
my
website
quickly
find
the
information
they
 need?
   Visitors
should
be
able
to
find
areas
of
interest
quickly
and
easily
   They
should
be
able
to
get
to
what
they
want
in
2
clicks
or
less
5.  Is
your
website
generating
sales
leads?
   Every
page
of
your
website
should
have
a
Call
to
Action
   Offer
information
they
find
interesting,
they
will
offer
their
 contact
information
   Follow
a
“Give
to
Get”
principle

  23. 23. What
Are
The
Keys
to
Successful
Websites?
6.  Can
target
customers
find
it
through
search
engines?
   The
practice
of
getting
your
website
found
is
known
as
Search
 Engine
Marketing
(SEM)
   Search
Engine
Optimization
(SEO)
will
get
your
website
to
 “naturally”
appear
on
the
first
few
result
pages
of
a
search
 using
relevant
keywords
and
phrase
   Search
Engine
Advertising
(SEA)
is
paid
advertising
on
search
 engines
7.  Is
it
easy
to
update
and
maintain
your
website?
   Depending
on
your
website,
it
could
be
extremely
easy
to
 update
or
extremely
time
consuming
   Which
is
your
website?


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