Brand Oklahoma: New Day 1 Presentation


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  • Start out the presentation by having group login to Twitter and Tweet about the event. Follow other attendees. @Brand_Tuck @RogersStateU @rsulibrary @RSUinnovation #BuildingMyOnlinePresence … Spend less than 5 minutes on this exercise. Get juices flowing in room and get people engaged with each other. Discuss the Online Presence Workshop Online Resource Center website. How to operate and what you can expect in the coming days. Ask if anyone is willing to attend a third day of the workshop to hit social media more in-depth.
  • Point of Discussion: Go around to each participant and discuss what they liked most about their favorite website and/or favorite social media page. Event Application Order Tickets Online Register with all local event listings How are you getting investors, actors, volunteers, etc. Email Marketing Seating Chart Image Rent? Point of Discussion: Joseph Rivers-Film/Concert/Dance Composer Brand Identity Update: or Benchmark: Point of Discussion: Tana Large Round the House Consignment Furniture Submission Form for Consignment: Appraisal Service $25: Consignment Backside Login: View accounts page like E-Bay/Craigslist—Password Protected Marketing: E-mail updates, Craigslist, E-Bay local, Dominate local listings Blog: For Every Gem There’s Five Duds Major SEO issues, it owns a top-level domain name with the major keywords! Need Local SEO Application if going through WordPress Consistency within branding visual and voice is huge! Shopify would be an ideal platform if you plan to sell products online in a specific area. Many apps for each product page to be optimized for viewing and SEO purposes.
  • App markets available for WordPress and Wix. E-commerce easy to setup on Wix and Weebly. SEO is manual on all platforms except for WordPress can leverage apps for guidance in SEO. What platform does your business currently leverage? What benefits do you see from the platform? If you don’t know what are your thoughts on the platforms available? Benefits and disadvantages…
  • Mention official affiliates of Shopify, developer market, and video series that will be launched to help you design your Shopify site.
  • Ask participants to sign in to their Google accounts. If they don’t have a Google account then we will spend the time to setup a Google account with participants. Objective is to have participants become familiar with Google AdWords Tool.
  • Must have a strategy in place to focus on geographic area depending on where you sell your product, local, regional, nationally, or internationally. Also speak on the topic of SEO for local searches for franchises and local entities. Example: Tiny Cakes and Truffles Owasso/Claremore locations & Atwoods.
  • Discuss what comes with the monthly package. Next slide will focus on organic versus non-organic search engine marketing. Outbound links and inbound links. Link building strategies.
  • Really hit home with participants about the importance of getting the right traffic to your website and getting the traffic to the desired take action page. For instance if you have a quote form online for your product and that is the method the user can take without picking up the phone to request a quote then you want to make sure it is easy for the user to get to that page. Show how to leverage
  • Show how using key terms for titles on videos and images pertaining to your company’s target market based on Google AdWords Tools research will benefit rankings.
  • Brand Oklahoma: New Day 1 Presentation

    1. 1. Brand Oklahoma:Brand Oklahoma:Online DominanceOnline DominanceAnthony William TuckerRSU Innovation Centeratucker@RSU.eduTwitter: @Brand_TuckDay 2•E-Commerce•Search EngineOptimization•Web Analytics•Social MediaView this Presentation on
    2. 2. Today’s Objectives0 Learn why you should buy-in to this process.0 Learn the step-by-step process to developing and launching awebsite.0 Learn how to turn your small local business into a world-wideenterprise with Shopify.0 Get your website found online through leveraging:0 Organic Search Engine Optimization0 Hiring Someone or Doing it Yourself0 Non-Organic Search Engine Optimization0 Pay-Per-Click Paid Placement (Time & Space)0 Google Ad Network0 Unplanned Purchases0 Building a new internet marketing strategy for your business.0 Learn how to analyze your website’s performance.0 Learn how to turn social media into a revenue stream for yourbusiness.View this Presentation on
    3. 3. Why Should I Buy-In to This?0 To ensure that your company stays relevant with your ever-changing audiences.0 Companies who are not becoming relevant or top-of-mind to people whowere born after 1980 will die eventually.0 These individuals represent the age cohort that are no older than 33 yearsold and consume the majority of their content on multiple viewingplatforms.0 The majority of these individuals grew up in the world of the internet andthe internet is second nature to them. They expect for your business to beable to found online and to offer value information online, it is not aprivilege.0 This 8 step process will develop a competitive advantage for yourcompany that is cost effective and long-term.0 No matter your size, target audience, or future growth strategy thesetactics are tried and true at helping you achieve specific goals for yourbusiness or organization.0 Don’t think that just because my competitors aren’t doing it means Ishouldn’t or the thought process of that just because I am a smallbusiness with a majority of my business from word-of-mouth that thiswon’t benefit my company.0 Build stronger relationships with current customers and put yourbrand in-front of your most profitable potential customers.0 Example: McDonalds stays relevant by connecting with audiences assoon as their able to eat whole foods. Think Happy Meals 
    4. 4. Skyscrapers Aren’tBuilt Overnight0 You will get what you put into your online presencedevelopment for you business.0 If you have questions please don’t be afraid to ask today,tomorrow, next week, or whenever. The Innovation Center is aresource for you.0 Frustration is bound to come when developing your onlinepresence but you must persevere to build the competitiveadvantage it can bring your business or community organization.0 Leverage the new Online Resource Center for industry insight,self-help videos, directory of who to hire, and register for futureworkshops that focus on specific online presence developmentfunctions that you would like to learn more on.View this Presentation on
    5. 5. Mail Chimp-Email MarketingView this Presentation on
    6. 6. Homework ReviewView this Presentation on
    7. 7. Homework Review ExampleTop Websites0Red Dress Boutique0 Great use of customapplication.0 Great use of categories fortypes of clothes and by pricerange.0 Easy to operate.0 Does need major search engineoptimization work.0 Needs to encourage socialsharing of every product listed.0 Example: ShareThisapplicationTop Facebook Business Pages0 Custom HTML Applications0 Browse Store0 Restock Notify0 Instagram0 Sign up for Shopping Cart0 How to Order0 Major Return on Investment on Facebookby leveraging displaying/selling productdirect on Facebook with, Run/Ship &Run/Hold comments to photos onFacebook timeline.0 Major website work needed to complimentsocial media stature.0 Must champion shipping and havesolid/consistent refund process in place.View this Presentation on
    8. 8. My 8 Great Tips toMarket Dominance1. Building the Brand2. Situational Analysis3. Build a Strategy for your Website Development4. Build Your SEO Strategy5. Build an Internet Marketing Strategy6. Analyze Your Website Performance7. Become Socially Responsible8. Make Google Your FriendView this Presentation on
    9. 9. Step 3: Building a Strategy for yourWebsite Revisited0 Now that we know what the market looks like it istime to build a strategy for your brand.0 Are you going to hire someone or do it yourself?0 Have SMART goals for your website development andsocial media strategies.0 Increase traffic from northeastern Oklahoma by 200%in first three months of new site.0 Increase engagement on Facebook by 500 fans in thefirst three weeks of the optimized Facebook page.0 Be on the first page for local results for specific industryin first six months.View this Presentation on
    10. 10. Available Platforms0 Wix (Drag and Drop)0 App market is available0 SquareSpace (Drag and Drop)0 Example: Ontario PC0 Weebly (Drag and Drop)0 Example: Build Bartlesville0 WordPress0 Example: bugRIGHT0 Plug-in market is availableView this Presentation on
    11. 11. Website Development Step-By-Step0 Develop a domain name strategy & buy them!0 Main Domain Name-Brand Name/Company Name0 What people will see in their internet browsers and what you will put on yourmarketing material (Brochures, Banners, Business Cards, Billboards, etc.).0 Use this domain name as your professional email address. versus Forwarding Versus Pure Email0 301 Redirects-SEO laden domain names help with search results0 Create Watch List-New top-level domain names, example: .Bank0 Wireframe how the sites should operate and what needs to be on the website.0 Purpose of the website0 What is the main call to actions I am trying to get people to take when they visit mywebsite. Buy products online, come to store to buy products, sign-up for email/blogsubscription, attend my events, order my services, buy a home, etc.0 Website layout0 Functionality, clear call to actions, the look of the site fits your company.0 Pages0 Minimum of 3-5 pages for a website.0 Decide what pages you want on your website.0 Contact page is a must and contact information in the footer and header is a must.0 Each page minus the homepage must have at least 250 words to be credible to searchengines.
    12. 12. 0 Pick a website platform for your company’s website0 Selling products online- http://www.Shopify.com0 Long-Term Solution- http://www.WordPress.org0 Short-Term Solution- http://www.Weebly.com0 Pick a host for your website0 Shopify-Host through Shopify0 Weebly-Host through Weebly0 WordPress-Pay for hosting through third-party0 Cloud Server-$35 per month0 Dedicated server space/no sharing with other companies.0 Guaranteed up-time of 99%.0 Cheaper/Slower Server- – $10-$20 per month0 Get what you pay for. Not on a dedicated server for your company, meaning you sharespace with other companies. There will be a lag time when your site loadsWebsite Development Step-By-Step
    13. 13. 0 Search for a design for your website and buy it!0 Where to start?0 Depends on your website platform, but you will need to search through availablethemes/designs for your website.0 Shopify Theme Market, WordPress Theme Market, Weebly Theme Market, Most themes/designs offer a live demo feature so you can test out the theme beforebuying it. Example: Not finding a design that can be altered to fit your needs? Have a custom themedesigned for Shopfiy, WordPress, or Weebly by a professional.0 Design Must Haves:0 Make sure that the look and feel of the design matches the image and message yourcompany is trying to convey to your audience.0 Remember you want your company to look bigger than you are and be seen as a market leaderbecause of your online presence. It’s all about image!0 Make sure that the design is responsive, meaning that it will be optimized to beviewed on multiple viewing platforms.0 Tablet, Mobile Phone, Desktop, iPod, iWhatever, etc.0 Make sure that the design is easy to navigate through and will allow you to properlydisplay your call to actions within the site.0 Make sure the design is easy to edit.0 Add content, images, video, etc.0 Edit images within call to action boxes or the slider on the homepage.0 Make sure there are multiple inner page design options.Website Development Step-By-Step
    14. 14. 0 Add content to your new website!0 Develop a system for adding content to your new web pages0 Text-Must be at least 250 words on each page to be relevant to search engines.0 Images-Images need to have an ALT TAG to tell search engines what they are looking at.0 Videos-Share playlists or single videos from YouTube/Vimeo by embedding the HMTLcode.0 Links-Provide external and internal links within your web page content. Use anchor text.Example: bugRIGHT is the official manufacturer of theMade in Oklahoma organic pest repellent.0 Develop a list of plug-ins you need and get them installed!0 Platforms:0 Shopify App Market- WordPress Plug-In Market- Weebly-N/A0 What is a plug-in?0 A plug-in is like a mobile phone application that runs in correspondence with your site tohelp make it more engaging for your customers.0 Some plug-ins are free and some cost.0 Plug-ins will automatically update for free when their programmer/designer has updatedthe application.0 Examples of plug-ins:0 Shopify-PICT- WordPress-Calendar- WordPress-SEO- Development Step-By-Step
    15. 15. Website Development Step-By-Step
    16. 16. 0 Submit website to major search engines for indexing!0 Once your site is ready to launch and has been optimize for searchengines submit to sitemap to search engines.0 What is a sitemap?0 A sitemap is a list of all the pages, blog posts, pictures, and videos thatyou have on your website that you are wanting to have indexed byGoogle/Bing.0 Where do I submit my website at?0 Google Webmaster Tools0 Verify through application.0 Bing Webmaster Tools0 Verify through application.0 How long can it take to be indexed?0 To be indexed thoroughly it can take 3-6 months, however to getGoogle/Bing to start listing your site it will take about 1 month or less.Website Development Step-By-Step
    17. 17. 0 Setup Social Media Accounts0 Have most profitable social media accounts setup and optimized for yourbusiness and ready to launch with your new website.0 Make sure that your username is the same on all platforms.0 Example: Example: or @LucasMetalWorks0 Make sure that the platform is optimized with the right information.0 Business Hours, Location, Phone, Website, etc.0 If you can choose categories for what type of business it is then make sure that is setup.0 Make sure you add another admins to the page who will be authorized to add content.0 Make sure that you have the platform optimized with the right brandvisuals in the size that is set forth by that specific platform. There should bea guide to what size to use.0 Profile Image0 Timeline Cover0 Make sure that your website has links to your new social media accounts.0 Develop a plan for updating your social media accounts regularly.0 Plan ahead and schedule with HootSuite, http://www.hootsuite.comWebsite Development Step-By-Step
    18. 18. 0 Setup your site’s online marketing strategy and budget!0 Set a monthly budget that your company is willing to spend to drawtraffic to your website and/or social media pages.0 Then leverage the programs below to target your most profitablecustomers on the internet. Be as targeted as possible, don’t bebroad based!0 Search Engine Marketing0 Google AdWords PPC0 Google Remarketing0 Social Media Marketing0 Facebook PPC Ads0 YouTube PPC Ads0 Think about who and how many you can reach and about thefrequency of how many times they will see your marketingmessage.Website Development Step-By-Step
    19. 19. 0 Update website information and social media information on allmarketing material that you use to communicate with your mostprofitable customers.0 Email signature0 Business Cards0 Buy new modern business cards- Local listings on Google, Bing, Yelp, etc.0 Print advertisements0 Radio/TV advertisements0 Banners, Billboards, etc.0 BE CONSISTENT!!Website Development Step-By-Step
    20. 20. 0 Register your site with Google Analytics!0 This will allow you the ability to track your website’s performance andgives you tangible data to make future online marketing decisions off of.0 Register with Google Analytics0 Verify through application through website platform.0 Finally, Launch the Website!0 Yes, it is time to start dominating your market!0 After launch strategy development!0 How you are going to monitor and update website content andperformance?0 How are you going to monitor and update advertising campaigns online?0 How are you going to continue to keep your social media audienceengaged?0 Submit new content to Google/Bing.0 Google Webmaster Tools0 Bing Webmaster ToolsWebsite Development Step-By-Step
    21. 21. E-Commerce Website Platform0 Shopify is an e-commerce website platform thatmakes designing a website and selling products easyfor small businesses.0 Shopify represents an engaging user friendly websitethat offers search engine optimization tools to earnyour site Google street cred.0 Take your local business to a world-wide market withnew revenue streams.0 Key features of Shopify:0 this Presentation on
    22. 22. Options for Building Your Shopify WebsiteOption 10Hire a developer to design acustom template and setupthe site.0 Includes setting up forsearch engineoptimization.0 Setting you as thebusiness owner up as theadmin to upload images,pages, videos, and morefrom mobile phone ortablet.Option 20Do it yourself! Take on the world-widemarket with a strategy on your own!0 Use a stock template from Shopify’stemplate market place.0 Register your website withGoogle/Bing.0 Optimizing each product page andcontent page with keywords and SEOtactics.0 Upload images, content, and keeptrack of orders.0 Link with social media to createtraffic and additional revenuestreams.0 Leverage new applications to increaseengagement and functionality.View this Presentation on
    23. 23. Step 4:Build Your SEO Strategy0 Leverage the situational analysis conducted for the webdevelopment strategy to analyze the following:0 Keywords competitors are using0 SEO tactics that competitors are using0 Strong Tagging0 Bolded text mean, STRONG TAGGED.0 Google/Bing focuses on those key terms.0 Micro-Tagging: Local SEO Focus0 Way of the future that will tell search engines exactly what the page represents.Example: Murphy’s Steakhouse in Bartlesville, Okla. would have Micro-Tags for localrestaurant with location featuring Bartlesville, Okla. or near Tulsa, Okla.0 Leverage Google AdWords Keyword Tool to analyze keywordsper industry0 Organic vs. Non-Organic Search Engine Marketing.0 Understand the importance of SEO dominance on all content.0 Google/Bing can’t read or properly index Flash/Java or imageswithout a proper ALT Tag and file name.0 Continue to modifying strategy to continue to increase traffic andconversion rates.View this Presentation on
    24. 24. Option 1: Hire a SEO Juice Man0 Much like scenario when hiring a web developer, must have a strategyin place before meeting with potential SEO Juice Men.0 Have list of competitors readily available, geographic target market, andtargeted audience.0 Be ready to pay monthly fee and expect to receive updates including:0 Monthly Google Analytics Report0 Google AdWords Reports0 Tell them you want a SEO strategy for planned and unplannedpurchases.0 Planned0 Someone Googles the keywords, Arena Tools for Tractor, your businessshould be on the first page if you sell arena tools.0 Unplanned0 Someone who has known history of looking at arena tools for tractors onthe internet or social media sees ad on a website relating to arena tools fortractors.0 Think impulse buying at a grocery store with end caps and products at thecheck out.View this Presentation on
    25. 25. Example of SEO Juice ManView this Presentation on
    26. 26. Option 2: Do it Yourself0 Leverage SEO assistance apps or plug-ins if available for yourwebsite development platform.0 Register with Google Analytics to analyze traffic.0 Are visitors bouncing (exiting) from you site to soon?0 Are visitors getting to the desired take action page on your website?0 Just because you have traffic does not mean you have the right traffic!0 Conversion rates and ROI!0 Have a strategy for both:0 Organic SEO0 How do you make your site seem more credible and relevant to searchengines?0 Build back links and continually add new content that is engaging and contains keywords.0 Non-Organic SEO0 In the beginning of launching a website or new SEO strategy it is highlyrecommended to leverage non-organic paid placement to earn more trafficand higher rankings.0 Google AdWords0 Facebook Ads0 Display Ad placement on targeted websites0 ESPN0 High Plains JournalView this Presentation on
    27. 27. SEO Tactics That WillEarn You Google Cred0 Have a domain name with specific keywords in the actualdomain name.0 Example: TulsaMetalRoofing.com0 You can make this domain name your main domain name andthen have multiple other domain names that point back toyour website.0 If you post videos to YouTube/Vimeo ensure that you usekey terms in the title of the video and keyword section.0 Have internal links on each page of your website.0 Update your content regularly.0 Save every image that is placed on your website withkeywords.0 Example: WeddingCakeBakersTulsa.jpegView this Presentation on
    28. 28. SEO Industry Secrets0 You can submit your website and subsequent webpages to beindexed by Google and Bing by registering for webmaster toolson both search engines.0 You must verify your website with both Google and Bing byplacing code on your website.0 Strong Tag the products you offer and the markets you competein on the homepage of your website.0 Example: bugRIGHT0 Get social and leverage social media!0 Earn and encourage reviews on sites like Google, Facebook,Angie’s List, etc.0 Submit articles to targeted media contacts for publishing both inprint and online. Increases traffic to website and buildscredibility in the eyes of consumers and search engines.0 PR WebView this Presentation on
    29. 29. Step: 5 Build a Internet Marketing Strategy0 Pre-Launch0 How will you tease that you are launching a new website through various promotional platforms?0 Increase excitement about the process and also gain feedback from the market on what they arelooking for in the site or social media?0 Start collecting email addresses through Mail Chimp.0 Launch0 OBJECTIVE IS TO GET TRAFFIC TO YOUR SITE AND TO GET PEOPLE TALKING ABOUT YOUR NEWWEBSITE AND NEW FEATURES!0 Set a aggressive budget that you are willing to work with and leverage pay-per-click paid placementthrough Google, Bing, YouTube, Facebook etc.0 Ensure that all of your touch points with your consumers has your new website and social media pages.0 Business cards0 Branded clothing apparel0 Banners, Billboards, Brochures, etc.0 Find ways to be a guerrilla marketer when communicating your new website.0 GAF Roofing example of launching brand relationship building campaign.0 Launch a YouTube video of a screen shot of how to navigate through your new website.0 A video for each of your target audiences that your site caters to.0 After Launch0 Develop a system for altering your website and social media tactics to ensure that you are stayingrelevant with your most profitable audiences.0 Massage and tinker your internet marketing budget to find the right amount of money to spend on PPCads through Google, Bing, YouTube, Facebook, etc. that will continue to keep you top of mind with yourcurrent customers and continuing to encourage new customers to try out your products/services.0 Continue to find ways to encourage two-way communication between the company and its mostprofitable customers.0 Social media messaging development0 Website/Email survey about product performance0 Encourage reviews through Google, Facebook, Angie’s List, etc.
    30. 30. Discuss Developing SystemsView this Presentation on
    31. 31. Step 6: Analyze Your Website’s Performance0 To continue your company’s empirical rise in the online market andto continue to increase conversion rates you must be consistentlymeasuring your website, social media, and marketing effort’sperformances.0 Remember that you must set SMART goals to have specific metricsto measure success by for your business’ online performance.0 Find benchmarks in your industry that you would like to see yourbusiness get to.0 Nesting Necessities0 Enter world-wide market by building the brand through e-commerce andsocial media.0 You must leverage cost efficient resources to really grasp youronline performance.0 CrazyEGG0 Raven ToolsView this Presentation on
    32. 32. Option 1: Hire Help0 When tracking your website, social media, and marketing effort’sperformances it can become labor intensive. This is why if it ismore profitable for you to be undertaking other tasks for yourbusiness rather than analyzing your performance, hire help!0 If you are to hire someone make sure to know exactly what theywill be providing you with each month.0 Are you getting access to a custom online resource center(RavenTools) with Google Analytics, social media mentions, etc.0 If there is work that is needed to be done to improve yourwebsite, social media, or marketing efforts will this individualprovide suggestions and execute these suggestions onceapproved or are these suggestions placed on your shouldersalone?View this Presentation on
    33. 33. Option 2: Be a GUERRILLADo It Yourself0 Register for cost efficient and FREE tools that will help you makeadjustments to your website, social media, and promotionalstrategy.0 Google Analytics0 CrazyEGG0 Raven Tools0 HootSuite0 Facebook Business Page Manager Analytics0 THINK RETURN ON INVESTMENT0 Make updates to website, social media, and promotional strategybased on tangible analytics. Don’t fall for advertising sales repstricks again. You own your own fate.0 Remember that your online marketing strategy and valuemessaging is consistent with your offline marketing.View this Presentation on
    34. 34. Step 7: Become Socially (SocialMedia) Responsible0 The important reasons why to leverage social media:0 Build your brand:0 Continue to build your relationship with current customers.0 Enable new customers to find you.0 If your brand is not finding ways to connect with the Millennial age cohort then itwill die. These are the individuals that will leveraging social media platforms.0 Earn Reviews to build your brand through social media0 Google+0 Facebook0 Push traffic to specific webpages for your company or retailers of your product.0 Create another channel to generate revenue. At the end of the ROI and conversion ratesare just as important on social media.0 Earn search engine optimization juice for your website. Gives your company not onlyanother touch point with your consumer but earns you credibility in the eye of thebeholder, aka Google/Bing.0 Enables a customer centric method for customers to tell other potential customersabout your product and services through “Sharing”.0 Try to encourage the sharing of company content.0 Official hashtags (#) through Twitter, promotions through Facebook, etc.View this Presentation on
    35. 35. Facebook Business Pages Basics0 Know the difference between a Facebook personal page and aFacebook business page.0 Have a strategic plan for getting traffic to your Facebook businesspage.0 Organic Traffic0 Posting Facebook business page link or icon with accompanying link on allmarketing material online and offline.0 Hosting promotions for customers that run through Facebook.0 “Liking” targeted businesses, retailers, or community organizations inyour target market.0 Example: bugRIGHT0 Non-Organic Traffic Through Internal Targeting0 Pay Per Click advertising on the Facebook network.0 After 30 “Likes” on your Facebook business page go and claim yourFacebook business page’s username.0 Example: this Presentation
    36. 36. Unlock Steps 7 & 80 Email Anthony William Tucker to unlock furtherinformation on steps 7 & 8 in the 8 step process tomarket dominance for your business.0 Email: with your request
    37. 37. Homework for After Day 20 Schedule a meeting with the RSU Innovation Center todiscuss your specific online presence developmentneeds.0 This can be done by visiting andfilling out the “Request for Services” form.0 Email Anthony W. Tucker at withany questions.View this Presentation on
    38. 38. Got Questions?Contact:Anthony W. TuckerPhone: 918-338-8039Email: atucker@rsu.eduTwitter: Tweet questions to @Brand_Tuck with#BuildMyOnlinePresenceReview Today’s Presentation and Other Resources atthe new Online Resource Center for Online PresenceDevelopment: