Website Strategies For Sm Bs Slideshare

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Strategies DO exist for small-to-medium businesses to maintain and enhance their web presence.

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Website Strategies For Sm Bs Slideshare

  1. 1. Website strategies for SMBs, 2012 and beyond Presented by John Tully, dsm-llc and Todd Harrell TeamLogic IT
  2. 2. Websites have replaced “traditional” means for promoting company and products <ul><li>Significant for SMBs because: </li></ul><ul><ul><li>Levels the playing field </li></ul></ul><ul><ul><li>Raises visibility / Removes risk of invisibility </li></ul></ul><ul><ul><li>Accommodates Gen Y / Millennials </li></ul></ul>
  3. 3. 3,000,000,000 3,000,000,000
  4. 6. 600,000,000 20% = 600,000,000
  5. 7. Appearing on the first result page has become “important”
  6. 11. Appearing on the first result page has become “ critical ”!
  7. 12. What can be done to improve rankings and presence? <ul><li>Ramp up SEO efforts </li></ul><ul><li>Consider SEM/PPC </li></ul><ul><li>Utilize Local Search options </li></ul><ul><li>Integrate Social Media </li></ul><ul><li>Prepare for Mobile Web </li></ul>
  8. 13. SEO (Search Engine Optimization) <ul><li>Search engine optimization (SEO) is the process of improving the visibility of a website or a web page in search engines via the &quot;natural&quot; or un-paid (&quot;organic&quot; or &quot;algorithmic&quot;) search results. </li></ul>Source: Wikipedia
  9. 14. SEO On Page Off Page
  10. 15. SEO – On Page, #1 Follow the “rules”
  11. 16. SEO – On Page, #2 Develop relevant content
  12. 17. SEO – On Page, #3 Start & Maintain a Blog
  13. 18. SEO – On Page, #4 Think about Microdata
  14. 19. SEO – Off Page, #1 Develop relevant inbound links
  15. 21. SEM (Search Engine Marketing) <ul><li>Search engine marketing, is a form of Internet marketing that seeks to promote websites by increasing their visibility in SERPs through the use of paid placement, contextual advertising, and paid inclusion . </li></ul>Source: Wikipedia
  16. 22. SEM – #1 PPC advertising
  17. 23. SEM – #2 Banner ads
  18. 24. Local Search <ul><li>Google and other search engines recognize the level of local search and will assist SMBs to achieve higher rankings for local solutions. </li></ul>
  19. 27. Social Media <ul><li>Think of where your clients congregate and make it easy for them to share your stuff </li></ul>
  20. 28. Social Media – #1 B2C?
  21. 29. Social Media – #2 B2B?
  22. 30. Social Media – #3 Both / Either
  23. 31. Social Media – #4 TBD
  24. 32. Social Media – #5 Niche / Industry Specific
  25. 33. Are You Winning the Zero Moment of Truth?
  26. 34. “ Mobility” is Dramatically Impacting Buying Decisions <ul><li>Local Mobile Search Surpasses Desktop Search </li></ul>
  27. 35. The Rulebook Is Changing 70% 2 Review Prior to Purchase 79% 3 Smartphone Utilization 54.3 M Smart Phones Activated 1Q10 2. “The New Info Shopper,” Penn, Schoen & Berland Associates, 2009 3. Google/Ipsos OTX MediaCT, “The Mobile Movement Study,” April 2011, N=5,000
  28. 36. You Must Be In The Game
  29. 37. Leveraging the Zero Moment of Truth <ul><li>Works Seamlessly on your Smart Phone ’s web browser </li></ul><ul><li>Separate but Connected Scaled down version of the full site to allow for easier loading, navigation </li></ul><ul><li>Easy and Quick Cators to the needs of the mobile phone user </li></ul>The Emergence of the Mobile Web
  30. 38. Optimizing the Experience Conversations build relationships Visibility
  31. 39. Optimizing the Experience Media Rich Visibility Conversations build relationships
  32. 40. Optimizing the Experience Interactive Media Rich Visibility Conversations build relationships
  33. 41. Optimizing the Experience Call To Action Interactive Media Rich Visibility Conversations build relationships
  34. 42. Optimizing the Experience Call To Action Interactive Media Rich Linked to Social Media Visibility Conversations build relationships
  35. 43. You Must Be In The Game
  36. 44. Takeaways <ul><li>Environment is rapidly changing </li></ul><ul><li>Strategies DO exist for SMBs to raise their profile </li></ul><ul><li>Those strategies needn’t be expensive but are likely to be time consuming </li></ul><ul><li>Tempus Fugit – don’t put these strategies off too long! </li></ul>
  37. 45. Thank you Questions?

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