Dd pres 7.09

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Dd pres 7.09

  1. 1. Amber Wallace • (805) 681-1930 • amber@dowitcherdesigns.com 1 Web Marketing to the Max! Building an Effective Online Presence Amber Wallace Dowitcher Designs 805.681.1930 www.DowitcherDesigns.com
  2. 2. Amber Wallace • (805) 681-1930 • amber@dowitcherdesigns.com 2 Effective Web Communication •  In 2010, an estimated 1.83 billion people will be online worldwide •  Of the approx. 307.21 million people in the US, 223 million users are online •  73% of US population uses the internet •  What are they doing?
  3. 3. Amber Wallace • (805) 681-1930 • amber@dowitcherdesigns.com 3 Top 20 Most-Visited Sites
  4. 4. Amber Wallace • (805) 681-1930 • amber@dowitcherdesigns.com 4 Search Engines
  5. 5. Amber Wallace • (805) 681-1930 • amber@dowitcherdesigns.com 5 Social Media
  6. 6. Amber Wallace • (805) 681-1930 • amber@dowitcherdesigns.com 6 Top 20 Most-Visited Sites
  7. 7. Amber Wallace • (805) 681-1930 • amber@dowitcherdesigns.com 7 Effective Web Communication •  People use the internet to access information & to communicate •  View your website as a primary communication tool •  what should people know about your business? •  could be your unique sales proposition
  8. 8. Amber Wallace • (805) 681-1930 • amber@dowitcherdesigns.com 8 Effective Web Communication •  Present unified branding •  Inquisitive Canine, case study
  9. 9. Amber Wallace • (805) 681-1930 • amber@dowitcherdesigns.com 9 Case Study: Inquisitive Canine
  10. 10. Amber Wallace • (805) 681-1930 • amber@dowitcherdesigns.com 10 Case Study: Inquisitive Canine
  11. 11. Amber Wallace • (805) 681-1930 • amber@dowitcherdesigns.com 11 Effective Web Communication •  What do you want people to DO? •  Present clear call to action •  Buy a product, sign up for a newsletter, download free trial, contact you •  Make it as easy as possible •  Use your website real estate •  Place calls in prominent locations, above the fold
  12. 12. Amber Wallace • (805) 681-1930 • amber@dowitcherdesigns.com 12 Search Engine Optimization and Marketing •  If I build it, will they come? •  Generally sites must be submitted for inclusion to search engines •  Submit new sites, and when a site has undergone significant changes
  13. 13. Amber Wallace • (805) 681-1930 • amber@dowitcherdesigns.com 13 Search Engines Statistics
  14. 14. Amber Wallace • (805) 681-1930 • amber@dowitcherdesigns.com 14 Search Engine Optimization and Marketing •  My site is indexed… now what? •  Drive traffic to your site •  Organic vs. Paid Search
  15. 15. Amber Wallace • (805) 681-1930 • amber@dowitcherdesigns.com 15 Organic Search Results
  16. 16. Amber Wallace • (805) 681-1930 • amber@dowitcherdesigns.com 16 Search Engine Optimization and Marketing •  Organic Search—Search Engine Optimization (SEO) •  Rankings based on a number of factors, including •  age of domain •  number (and quality) of incoming links •  site content •  traffic •  Keywords & title tags
  17. 17. Amber Wallace • (805) 681-1930 • amber@dowitcherdesigns.com 17 Search Engine Optimization and Marketing •  SEO you can do now •  Use HTML text on your home page, with keywords •  Limited use of Flash (know your audience) •  Build quality links to your site •  Update title & meta tags •  Explore social media marketing
  18. 18. Amber Wallace • (805) 681-1930 • amber@dowitcherdesigns.com 18 Search Engine Optimization and Marketing •  Paid search engine marketing •  Multiple outlets •  Google adwords—pay-per-click (PPC) •  CPA (cost per acquisition or action) model •  Inexpensive to establish, easy to use •  Buy your way to the top!
  19. 19. Amber Wallace • (805) 681-1930 • amber@dowitcherdesigns.com 19 Paid Search Items
  20. 20. Amber Wallace • (805) 681-1930 • amber@dowitcherdesigns.com 20 Search Engine Optimization and Marketing •  PPC advertising •  Target specific keywords •  Broad keywords result in multiple matches, but higher expense •  Look for your target market—quality over quantity •  Use tools like the Adwords & Analytics interface to monitor campaigns
  21. 21. Amber Wallace • (805) 681-1930 • amber@dowitcherdesigns.com 21 Social Media Marketing •  Inbound vs. Outbound Marketing •  Inbound marketing •  People subscribe, sign-up, “follow” or “friend” you •  Build a network & audience online
  22. 22. Amber Wallace • (805) 681-1930 • amber@dowitcherdesigns.com 22 Inbound Marketing Search Engines Social Media
  23. 23. Amber Wallace • (805) 681-1930 • amber@dowitcherdesigns.com 23 Social Media Marketing Outbound •  Telemarketing •  Print ads •  Direct mail •  TV or radio ads Inbound •  Blogging •  RSS •  Social Media •  LinkedIn •  Facebook •  Twitter
  24. 24. Amber Wallace • (805) 681-1930 • amber@dowitcherdesigns.com 24 Social Media Marketing •  Social Media •  41.2% of businesses have employees who spend time on social media •  How do businesses use social media? •  What do they use?
  25. 25. Amber Wallace • (805) 681-1930 • amber@dowitcherdesigns.com 25 Inbound Marketing How organizations use social networks
  26. 26. Amber Wallace • (805) 681-1930 • amber@dowitcherdesigns.com 26 Inbound Marketing LinkedIn 79.3% Facebook 77.2% Twitter 75.3% Blogs 68.0% Social networking tools used by organizations
  27. 27. Amber Wallace • (805) 681-1930 • amber@dowitcherdesigns.com 27 Social Media Marketing •  LinkedIn •  43 million members in over 200 countries •  networking •  Connect with others •  Get introduced •  Showcase your experience •  Create a free profile
  28. 28. Amber Wallace • (805) 681-1930 • amber@dowitcherdesigns.com 28 Social Media Marketing •  Optimize LinkedIn Profile •  Use a photo •  Authenticity and honesty are important •  Add connections •  Fill out background information •  Make your profile public •  Add links to your blog & website
  29. 29. Amber Wallace • (805) 681-1930 • amber@dowitcherdesigns.com 29 Social Media Marketing •  Facebook •  More than 250 million active users •  More than 120 million users log on to Facebook at least once each day •  More than two-thirds of Facebook users are outside of college •  The fastest growing demographic is those 35 years old and older
  30. 30. Amber Wallace • (805) 681-1930 • amber@dowitcherdesigns.com 30 Social Media Marketing •  Facebook •  Decide how to market and brand yourself •  Individual: Profile page •  Business •  Fan page •  Can be indexed by search engines •  Group •  Is not publicly indexed, but can allow for greater interaction by members
  31. 31. Amber Wallace • (805) 681-1930 • amber@dowitcherdesigns.com 31 Social Media Marketing •  Twitter •  micro-blogging service allowing users “tweets” with up to 140 characters •  Users choose to follow others, post tweets, reply publicly or privately •  Very similar to Facebook status updates, and can be used to feed into Facebook
  32. 32. Amber Wallace • (805) 681-1930 • amber@dowitcherdesigns.com 32 Social Media Marketing Twitter Demographics
  33. 33. Amber Wallace • (805) 681-1930 • amber@dowitcherdesigns.com 33 Social Media Marketing Twitter’s International Growth
  34. 34. Amber Wallace • (805) 681-1930 • amber@dowitcherdesigns.com 34 Social Media Marketing •  Twitter Stats & Tips •  60% of US users fail to return after first month •  Users should be prepared to tweet regularly •  Follow others & engage in discussion •  Search for interesting topics/markets •  Use URL shorteners to save space •  Bit.ly, tinyurl.com, hellotxt.com
  35. 35. Amber Wallace • (805) 681-1930 • amber@dowitcherdesigns.com 35 Social Media Marketing •  Blogging •  3 important aspects in Blogosphere •  Read •  Comment •  Write •  Blog weekly for readership •  Promote through social media channels (Twitter, Digg, etc.)
  36. 36. Amber Wallace • (805) 681-1930 • amber@dowitcherdesigns.com 36 Social Media Marketing •  More Blogging Tips •  Blog on your domain if possible •  www.yourdomain.com/blog vs www.yourdomain.blogspot.com •  RSS (Real Simple Syndication) •  Allows users to subscribe to feeds to receive blog posts by email or through a Reader like Google Reader •  Build and track readership using tools like Feedburner
  37. 37. Amber Wallace • (805) 681-1930 • amber@dowitcherdesigns.com 37 Social Media Marketing •  General Social Media Tips •  Provide information & connect with others •  Don’t be “salesy” •  Provide an authentic voice •  Engage in discussions, have opinions •  Be an authority on your topic •  Give a little to get a lot
  38. 38. Amber Wallace • (805) 681-1930 • amber@dowitcherdesigns.com 38 Search Engine Optimization and Marketing •  Monitor Progress •  Use analytics software such as Google Analytics or paid solutions to track progress •  Closely track traffic sources & paid campaigns •  Allow time for changes on organic search •  Remember, SEO and SEM are never quite over...
  39. 39. Amber Wallace • (805) 681-1930 • amber@dowitcherdesigns.com 39 Search Engine Optimization and Marketing
  40. 40. Amber Wallace • (805) 681-1930 • amber@dowitcherdesigns.com 40 Search Engine Optimization and Marketing
  41. 41. Amber Wallace • (805) 681-1930 • amber@dowitcherdesigns.com 41 Hiring a web designer/developer •  Websites should be collaborations— you know your brand. Think of it as adding to your team. •  They should know something about SEO •  Even if you hire a firm for marketing, there are basic best practices.
  42. 42. Amber Wallace • (805) 681-1930 • amber@dowitcherdesigns.com 42 Hiring a web designer/developer •  You need options •  A good designer will discuss CMS options with you, whether or not you need a custom design, who will handle updates. •  Fees •  After the initial design and development, is there a monthly fee? If yes, what does it include? •  Maintain some control •  Own your domain name, even if someone else registers it for you.
  43. 43. Amber Wallace • (805) 681-1930 • amber@dowitcherdesigns.com 43 Free Online Tools •  Google analytics: www.google.com/analytics/ •  Google adwords keyword tool: adwords.google.com/select/ KeywordToolExternal •  Hubspot’s Website Grader: www.websitegrader.com •  Link Building: www.linkdiagnosis.com/ •  Competition stats: compete.com & www.quantcast.com/
  44. 44. Amber Wallace • (805) 681-1930 • amber@dowitcherdesigns.com 44 Key Points •  Websites are critical tools—develop one for your target market •  Drive traffic to your site with strong SEO & SEM •  Use Social Media to connect •  Monitor progress & adapt •  In the end, it’s all about communication...
  45. 45. Amber Wallace • (805) 681-1930 • amber@dowitcherdesigns.com 45 Contact Info Amber Wallace 805.681.1930 amber@dowitcherdesigns.com www.dowitcherdesigns.com Twitter: twitter.com/dowitcherdesign LinkedIn: linkedin.com/in/amberwallace

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