10 Simple Web Strategies Final


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A web marketing roadmap for success in 2010 presented by Tom Casale and Bill Kamper, Principals, Simplified Solutions - a Chicago online marketing agency.

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10 Simple Web Strategies Final

  1. 1. Web Marketing Webinars a simplified session
  2. 2. 10 Simple Strategies to Make your Web Marketing Click Presented by Tom Casale [email_address] Bill Kamper [email_address]
  3. 3. What is your Marketing Objective? <ul><li>Drive leads! Drive sales! </li></ul><ul><li>Increase awareness of products or services </li></ul><ul><li>Drive traffic to your brick and mortar, website or online store. </li></ul><ul><li>Encourage trial or leads. </li></ul><ul><li>Enhance or manage your reputation online. </li></ul><ul><li>Leverage existing consumer and customer. relationships for incremental business. </li></ul><ul><li>Higher Prestige/Industry Leader. </li></ul><ul><li>Drive leads! Drive sales! </li></ul>
  4. 4. So where do you start?
  5. 5. #1. Develop a comprehensive online marketing plan “ You will now have a starting place and a destination, and you will be able to determine what it will cost you to get there. You will be going someplace.” H. Stanley Judd
  6. 6. Developing an Online Marketing Plan <ul><li>What do we know? Where do you want to go? </li></ul><ul><li>What is your current presence in relevant online channels? </li></ul><ul><li>Are you getting all the traffic you need? Why not? </li></ul><ul><li>How does your potential customer or client use online media? </li></ul><ul><li>What are the best channels to engage customers, and how? </li></ul><ul><li>What is your competition doing? </li></ul><ul><li>What is your conversion rate? How can we do better? </li></ul><ul><li>What kind budget do you need to be effective? </li></ul><ul><li>What are the best measurements for ROI? </li></ul>Multiple Online Channels
  7. 7. Create a Roadmap for Success <ul><li>A well-thought out roadmap will… </li></ul><ul><li>Point you in the right direction </li></ul><ul><li>Keep you from veering off course. </li></ul><ul><li>Identify the quickest routes by which you can reach your business goals. </li></ul><ul><li>Save you time. </li></ul><ul><li>Help you to budget. </li></ul><ul><li>Syncrohonize with your company's goals. </li></ul><ul><li>Be in control. </li></ul>How to get from here to there
  8. 8. #2. Research words that potential customers use to search online for your type of business online “ 27 billion online searches were performed in the US alone in December 2009.” comScore
  9. 9. A Word About Keywords <ul><li>Understanding how keywords are used in searches is the life blood of a successful online marketing plan. </li></ul><ul><li>Keywords research can tell us which terms are most competitive and relevant for your business in online searches. </li></ul><ul><li>All your online content should be seeded with these keywords. </li></ul><ul><li>Invest in Keyword Research! </li></ul>Short-tail vs. Long-tail Phrase Cheesy example: Instead of just cheese>cheese platters>gourmet cheese platters>European gourmet cheese platters... with delivery... in Chicago... South Loop.
  10. 10. #3. Make your website “ Google-friendly” “ Google sites ranked as the top search property worldwide with 87.8 billion searches in December 2009, or 66.8 percent of the global search market.” comScore
  11. 11. Optimize Your Website <ul><li>The key to higher search rankings is effectively using searchable keywords to optimized all of the site’s pages. </li></ul><ul><li>If your web pages are not indexed in the first 30 listings then you are missing traffic </li></ul>Rank Higher in Organic Searches
  12. 12. A Case Study: Ten East Delaware <ul><li>Every page on the website must use unique keyword combinations relevant to that pages content </li></ul><ul><li>Page titles </li></ul><ul><li>Headlines </li></ul><ul><li>Copy </li></ul><ul><li>Logos </li></ul><ul><li>Images </li></ul><ul><li>Links </li></ul>
  13. 13. A Case Study: Ten East Delaware Ranked in the top ten for five key pages
  14. 14. #4. Get to the top of the search engines - now!
  15. 15. Paid Search (Pay-per-click) <ul><li>Drive substantial qualified traffic by “buying” specific keyword terms for your ad. to appear at the top of search listings or on relevant websites. </li></ul><ul><li>You only pay for performance! </li></ul>Google Adwords Social Media PPC Banner & Affiliate Ads
  16. 16. #5. Spread your good news over the web
  17. 17. Online PR <ul><li>Distribute keyword-rich company news through multiple syndication channels. </li></ul><ul><li>Promote events, new business, research, new services and products, key hires, etc. </li></ul><ul><li>Positive news appears in searches, industry blogs and online media channels </li></ul><ul><li>A few examples: </li></ul><ul><li>http://tiny.cc/SmartResources </li></ul><ul><li>http://tiny.cc/SmartResources2 </li></ul><ul><li>http://tiny.cc/CovenantSecurity </li></ul>Fill Multiple Channels With Your News
  18. 18. #6. Get social!
  19. 19. Social Media <ul><li>Use the power of social networks to maximize your exposure in relevant social media spaces </li></ul><ul><li>- Make connections </li></ul><ul><li>- Share news </li></ul><ul><li>- Listen and Learn </li></ul><ul><li>- Collaborate </li></ul><ul><li>- Engage </li></ul><ul><li>- Go Viral </li></ul><ul><li>Every space is different. Each must have a unique plan in place. </li></ul>What is the best use of social media?
  20. 20. Social Media <ul><li>Build your own internal social networks for collaboration. </li></ul><ul><li>Join industry or association groups and forums for networking. </li></ul><ul><li>Build alliances and contacts, improve feedback, share knowledge, or learn something new. </li></ul>
  21. 21. #7. Leverage email marketing to promote your business and build relationships
  22. 22. Email/Loyalty Marketing <ul><li>Build an permission-based marketing program to highlight new products or services, promote events, showcase videos, provide helpful tips and industry insight, conduct surveys, or make an exclusive offer. </li></ul><ul><li>Benefits: Timely touch points, stronger relationships, metrics, and drive sales. </li></ul>
  23. 23. #8: Be an Industry leader!
  24. 24. Blog Marketing & Thought-leadership <ul><li>Write about what you know! Be the expert! </li></ul><ul><li>Create awareness, reinforce your thought leadership (expertise), and raise your visibility in search engines. </li></ul><ul><li>Search engines favor blog content. </li></ul><ul><li>Content can include keywords that your site might not be able to maximize. </li></ul><ul><li>PLUS blogs send tons of links back to your website (Google loves that). </li></ul><ul><li>Example: http://www.HardHatChat.com and http://www.margoliscoaching.com/ </li></ul>
  25. 25. #9: Tell a powerful story with hi-impact video
  26. 26. Video Marketing <ul><li>38% of all searches are video-related - Get found! </li></ul><ul><li>Video is powerful visual demonstration and story telling too.l </li></ul><ul><li>Showcase your products, services, or company in action. </li></ul><ul><li>Distribute to over 20+ video channels and through your email campaigns. </li></ul><ul><li>Optimize with video-related keywords. </li></ul>Examples: http://www.youtube.com/rmkcommunities http://tiny.cc/ElevenCityDiner http://www.youtube.com/user/simmysol
  27. 27. #10. Broadcast your meeting or make a presentation over the web
  28. 28. Webcasting and Webinars <ul><li>Broadcast your message to a wider audience for sales presentations, panel discussions and internal meetings with multi-media interactive webcasts. </li></ul><ul><li>Communicate and showcase your services and products to clients, field offices, or association members. </li></ul><ul><li>Save time and money. </li></ul>Interactive Meeting and Presentations
  29. 29. Webcasting and Webinars <ul><li>Interactive Meeting </li></ul><ul><li>and Presentations </li></ul>
  30. 30. #Bonus: Link up with your industry for better search results
  31. 31. Linking and Directories <ul><li>Search engines reward websites that have relevant links to other sites or blogs. </li></ul><ul><li>Linking from industry directories, association, and partners sites will help increase traffic to your site. </li></ul><ul><li>For example: http://tiny.cc/NEWHLINKSPAGE </li></ul>Create listing and links
  32. 32. Got Questions? Give Tom or Bill a call at 312-846-7669 Tom Casale [email_address] Bill Kamper [email_address]
  33. 33. Simplified Workshops Coming this Spring Give Tom or Bill a call at 312-846-7669 <ul><li>Hands-On Training </li></ul><ul><ul><li>Getting Google Friendly </li></ul></ul><ul><ul><li>Going 2.0 and Beyond </li></ul></ul><ul><ul><li>Email Maximization </li></ul></ul><ul><ul><li>Blog Maximization </li></ul></ul>Stay tuned for dates and location