2. What We’re Going to Cover
0 Website Development
0 E-Commerce Website Platforms
0 Web Analytics
0 Search Engine Optimization
0 Pay-Per-Click Search Engine & Social Media Promotion
0 Social Media Development
0 Google
0 Leveraging for small business
0 Google industry secrets
0 Building Your Brand’s Identity
0 Presented by Branding Specialist, Brandon Irby
View this Presentation on http://www.OnlinePresenceDevelopment.Weebly.Com
3. Today’s Objectives
0 Learn how to turn your small local business into a
world-wide enterprise with Shopify.
0 Get your website found online through leveraging:
0 Organic Search Engine Optimization
0 Hiring Someone or Doing it Yourself
0 Non-Organic Search Engine Optimization
0 Pay-Per-Click Paid Placement (Time & Space)
0 Google Ad Network
0 Unplanned Purchases
0 Learn how to analyze your website’s performance.
0 Learn how to turn social media into a revenue stream
for your business.
View this Presentation on http://www.OnlinePresenceDevelopment.Weebly.Com
4. Skyscrapers Aren’t
Built Overnight
0 You will get what you put into your online presence development
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 a resource for you.
0 Frustration is bound to come when developing your online
presence but you must persevere to build the competitive
advantage 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
future workshops that focus on specific online presence
development functions that you would like to learn more on.
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5. Homework Review
Top Websites Top Facebook Business Pages
0 Red Dress Boutique 0 https://www.facebook.com/Impressionsnwa
0 Great use of custom 0 Custom HTML Applications
application. 0 Browse Store
0 Restock Notify
0 Great use of categories for 0 Instagram
types of clothes and by 0 Sign up for Shopping Cart
price range. 0 How to Order
0 Easy to operate. 0 Major Return on Investment on Facebook
by leveraging displaying/selling product
0 Does need major search direct on Facebook with, Run/Ship &
engine optimization work. Run/Hold comments to photos on
Facebook timeline.
0 Needs to encourage social 0 Major website work needed to compliment
sharing of every product social media stature.
listed. 0 Must champion shipping and have
0 Example: ShareThis solid/consistent refund process in place.
application
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6. Step 3: Building a Strategy for your
Website Revisited
0 Now that we know what the market looks like it is
time 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 and
social 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 the
first three weeks of the optimized Facebook page.
0 Be on the first page for local results for specific industry
in first six months.
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7. Available Platforms
0 Wix (Drag and Drop)
0 App market is available
0 SquareSpace (Drag and Drop)
0 Example: Ontario PC
0 Weebly (Drag and Drop)
0 Example: Build Bartlesville
0 WordPress
0 Example: bugRIGHT
0 Plug-in market is available
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8. E-Commerce Website Platform
0 Shopify is an e-commerce website platform that
makes designing a website and selling products easy
for small businesses.
0 Shopify represents an engaging user friendly website
that offers search engine optimization tools to earn
your site Google street cred.
0 Take your local business to a world-wide market with
new revenue streams.
0 Key features of Shopify:
0 http://www.shopify.com/website/templates
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9. Options for Building Your Shopify Website
Option 1 Option 2
0 Hire a developer to design 0 Do it yourself! Take on the
world-wide market with a
a custom template and strategy on your own!
setup the site. 0 Use a stock template from
0 Includes setting up for Shopify’s template market place.
0 Register your website with
search engine Google/Bing.
optimization. 0 Optimizing each product page
and content page with keywords
0 Setting you as the business and SEO tactics.
owner up as the admin to 0 Upload images, content, and keep
upload track of orders.
images, pages, videos, and 0 Link with social media to create
traffic and additional revenue
more from mobile phone streams.
or tablet.
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10. Step 4:Build Your SEO Strategy
0 Leverage the situational analysis conducted for the web
development strategy to analyze the following:
0 Keywords competitors are using
0 SEO tactics that competitors are using
0 Strong Tagging
0 Bolded text mean, STRONG TAGGED.
0 Google/Bing focuses on those key terms.
0 Micro-Tagging
0 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 local
restaurant with location featuring Bartlesville, Okla. or near Tulsa, Okla.
0 Leverage Google AdWords Keyword Tool to analyze keywords
per industry
0 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 images
without a proper ALT Tag and file name.
0 Continue to modifying strategy to continue to increase traffic and
conversion rates.
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11. Option 1: Hire a SEO Juice Man
0 Much like scenario when hiring a web developer, must have a strategy in
place before meeting with potential SEO Juice Men.
0 Have list of competitors readily available, geographic target market, and
targeted audience.
0 Be ready to pay monthly fee and expect to receive updates including:
0 Monthly Google Analytics Report
0 Google AdWords Reports
0 Tell them you want a SEO strategy for planned and unplanned
purchases.
0 Planned
0 Someone Googles the keywords, Arena Tools for Tractor, your business
should be on the first page if you sell arena tools.
0 Unplanned
0 Someone who has known history of looking at arena tools for tractors on
the internet or social media sees ad on a website relating to arena tools for
tractors.
0 Think impulse buying at a grocery store with end caps and products at the
check out.
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12. Example of SEO Juice Man
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13. Option 2: Do it Yourself
0 Leverage SEO assistance apps or plug-ins if available for your
website 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 SEO
0 How do you make your site seem more credible and relevant to search
engines?
0 Build back links and continually add new content that is engaging and contains keywords.
0 Non-Organic SEO
0 In the beginning of launching a website or new SEO strategy it is highly
recommended to leverage non-organic paid placement to earn more traffic
and higher rankings.
0 Google AdWords
0 Facebook Ads
0 Display Ad placement on targeted websites
0 ESPN
0 High Plains Journal
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14. SEO Tactics That Will
Earn You Google Cred
0 Have a domain name with specific keywords in the actual
domain name.
0 Example: TulsaMetalRoofing.com
0 You can make this domain name your main domain name and
then have multiple other domain names that point back to
your website.
0 If you post videos to YouTube/Vimeo ensure that you use
key 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 with
keywords.
0 Example: WeddingCakeBakersTulsa.jpeg
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15. SEO Industry Secrets
0 You can submit your website and subsequent webpages to
be indexed by Google and Bing by registering for
webmaster tools on both search engines.
0 You must verify your website with both Google and Bing by
placing code on your website.
0 Strong Tag the products you offer and the markets you
compete in on the homepage of your website.
0 Example: bugRIGHT
0 Get social and leverage social media!
0 Submit articles to targeted media contacts for publishing
both in print and online. Increases traffic to website and
builds credibility in the eyes of consumers and search
engines.
0 PR Web
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16. Step 5: Analyze Your Website’s Performance
0 To continue your company’s empirical rise in the online market and
to continue to increase conversion rates you must be consistently
measuring your website, social media, and marketing effort’s
performances.
0 Remember that you must set SMART goals to have specific metrics to
measure success by for your business’ online performance.
0 Find benchmarks in your industry that you would like to see your
business get to.
0 Nesting Necessities
0 Enter world-wide market by building the brand through e-commerce and
social media.
0 You must leverage cost efficient resources to really grasp your online
performance.
0 CrazyEGG
0 Raven Tools
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17. Option 1: Hire Help
0 When tracking your website, social media, and marketing effort’s
performances it can become labor intensive. This is why if it is
more profitable for you to be undertaking other tasks for your
business rather than analyzing your performance, hire help!
0 If you are to hire someone make sure to know exactly what they
will 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 your
website, social media, or marketing efforts will this individual
provide suggestions and execute these suggestions once
approved or are these suggestions placed on your shoulders
alone?
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18. Option 2: Be a GUERRILLA
Do It Yourself
0 Register for cost efficient and FREE tools that will help you make
adjustments to your website, social media, and promotional
strategy.
0 Google Analytics
0 CrazyEGG
0 Raven Tools
0 HootSuite
0 Facebook Business Page Manager Analytics
0 THINK RETURN ON INVESTMENT
0 Make updates to website, social media, and promotional strategy
based on tangible analytics. Don’t fall for advertising sales reps
tricks again. You own your own fate.
0 Remember that your online marketing strategy and value
messaging is consistent with your offline marketing.
View this Presentation on http://www.OnlinePresenceDevelopment.Weebly.Com
19. Step 6: Become Socially (Social
Media) Responsible
0 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 it will die. These are the individuals that will leveraging social media
platforms.
0 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 rates are just as important on social media.
0 Earn search engine optimization juice for your website. Gives your company
not only another touch point with your consumer but earns you credibility in
the eye of the beholder, aka Google/Bing.
0 Enables a customer centric method for customers to tell other potential
customers about your product and services through “Sharing”.
0 Try to encourage the sharing of company content.
0 Official hashtags through Twitter, promotions through Facebook, etc.
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20. Facebook Business Pages Basics
0 Know the difference between a Facebook personal page and a
Facebook business page.
0 Have a strategic plan for getting traffic to your Facebook business
page.
0 Organic Traffic
0 Posting Facebook business page link or icon with accompanying link on all
marketing material online and offline.
0 Hosting promotions for customers that run through Facebook.
0 “Liking” targeted businesses, retailers, or community organizations in
your target market.
0 Example: bugRIGHT
0 Non-Organic Traffic Through Internal Targeting
0 Pay Per Click advertising on the Facebook network.
0 After 30 “Likes” on your Facebook business page go and claim your
Facebook business page’s username.
0 Example: Facebook.com/RSUInnovationCenter
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21. Facebook Business Page
Advanced Tactics
0 Make sure to post a specific link on each and every photo or video you upload to your
page.
0 Tag every picture and video you upload to your page.
0 Leverage free applications on Facebook that increase engagement with fans/followers
on your Facebook page or direct the them to a specific external site.
0 Re-Direct
0 PDF-Tab-Viewer
0 YouTube
0 Instagram
0 Have custom applications built for your Facebook business page that can increase
engagement and possibly allow the fan/follower to make a purchasing decision on the
Facebook page.
0 Have an optimized image in each image place holder for you brand.
0 Facebook Timeline Cover
0 Facebook Profile Image
0 Leverage Facebook advertising platforms outside of the display network that achieve
specific internal or external objectives
0 Facebook Offers
0 Promote Your Posts
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22. How to Schedule Your Social Media Posts
0 It is always a battle when trying to figure out the
optimal time to spend on social media efforts for your
business. Now business owners can become savvy
social media marketers with all-in-one dashboards.
0 HootSuite
0 HootSuite allows you to strategically schedule your
Tweets, Facebook Posts, LinkedIn Posts, and Google +
Page Posts from one dashboard.
0 Best of all, Hootsuite is free for small businesses with
less than 5 social media accounts.
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23. Learn More About Social
Media Platforms Online
0 Learn more at the Online Resource Center about the
following social media platforms and their
importance and role in creating a solid online
presence for your business.
0 Twitter
0 Google +
0 LinkedIn
0 Video Platforms
0 YouTube
0 Vimeo
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24. Homework for After Day 2
0 Schedule a meeting with the RSU Innovation Center to
discuss your specific online presence development
needs.
0 This can be done by visiting RSUinnovation.com and
filling out the “Request for Services” form.
0 Email Anthony W. Tucker at atucker@rsu.edu with
any questions.
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25. Got Questions?
Contact:
Anthony W. Tucker
Phone: 918-343-7509
Email: atucker@rsu.edu
Twitter: Tweet questions to @Brand_Tuck with
#BuildMyOnlinePresence
Review Today’s Presentation and Other Resources at
the new Online Resource Center for Online Presence
Development:
http://www.OnlinePresenceDevelopment.Weebly.Com
Editor's Notes
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.http://theaterbartlesville.com/index.php?p=mainEvent ApplicationOrder Tickets OnlineRegister with all local event listingsHow are you getting investors, actors, volunteers, etc.Email MarketingSeating Chart ImageRent?
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.