Brand Oklahoma: New Day 1 Presentation

Brand Oklahoma:
Brand Oklahoma:
Online Dominance
Online DominanceAnthony William TuckerRSU Innovation Center
atucker@RSU.edu
Twitter: @Brand_Tuck
Day 2
•E-Commerce
•Search Engine
Optimization
•Web Analytics
•Social Media
View this Presentation on http://www.GetMeFoundOnline.com

Today’s Objectives
0 Learn why you should buy-in to this process.
0 Learn the step-by-step process to developing and launching a
website.
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 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 your
business.

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 who
were born after 1980 will die eventually.
0 These individuals represent the age cohort that are no older than 33 years
old and consume the majority of their content on multiple viewing
platforms.
0 The majority of these individuals grew up in the world of the internet and
the internet is second nature to them. They expect for your business to be
able to found online and to offer value information online, it is not a
privilege.
0 This 8 step process will develop a competitive advantage for your
company that is cost effective and long-term.
0 No matter your size, target audience, or future growth strategy these
tactics are tried and true at helping you achieve specific goals for your
business or organization.
0 Don’t think that just because my competitors aren’t doing it means I
shouldn’t or the thought process of that just because I am a small
business with a majority of my business from word-of-mouth that this
won’t benefit my company.
0 Build stronger relationships with current customers and put your
brand in-front of your most profitable potential customers.
0 Example: McDonalds stays relevant by connecting with audiences as
soon as their able to eat whole foods. Think Happy Meals 

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.

Mail Chimp-Email Marketing

Homework Review

Homework Review Example
Top Websites
0Red Dress Boutique
0 Great use of custom
application.
0 Great use of categories for
types of clothes and by price
range.
0 Easy to operate.
0 Does need major search engine
optimization work.
0 Needs to encourage social
sharing of every product listed.
0 Example: ShareThis
application
Top Facebook Business Pages
0https://www.facebook.com/Impressionsnwa
0 Custom HTML Applications
0 Browse Store
0 Restock Notify
0 Instagram
0 Sign up for Shopping Cart
0 How to Order
0 Major Return on Investment on Facebook
by leveraging displaying/selling product
direct on Facebook with, Run/Ship &
Run/Hold comments to photos on
Facebook timeline.
0 Major website work needed to compliment
social media stature.
0 Must champion shipping and have
solid/consistent refund process in place.

My 8 Great Tips to
Market Dominance
1. Building the Brand
2. Situational Analysis
3. Build a Strategy for your Website Development
4. Build Your SEO Strategy
5. Build an Internet Marketing Strategy
6. Analyze Your Website Performance
7. Become Socially Responsible
8. Make Google Your Friend

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.

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

Website Development Step-By-Step
0 Develop a domain name strategy & buy them!
0 Main Domain Name-Brand Name/Company Name
0 What people will see in their internet browsers and what you will put on your
marketing material (Brochures, Banners, Business Cards, Billboards, etc.).
0 Use this domain name as your professional email address. Example:
@RSUinnovation.com versus RSUinnovation@rsu.edu.
0 Forwarding Versus Pure Email
0 301 Redirects-SEO laden domain names help with search results
0 Create Watch List-New top-level domain names, example: .Bank
0 Wireframe how the sites should operate and what needs to be on the website.
0 Purpose of the website
0 What is the main call to actions I am trying to get people to take when they visit my
website. Buy products online, come to store to buy products, sign-up for email/blog
subscription, attend my events, order my services, buy a home, etc.
0 Website layout
0 Functionality, clear call to actions, the look of the site fits your company.
0 Pages
0 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 search
engines.

0 Pick a website platform for your company’s website
0 Selling products online- http://www.Shopify.com
0 Long-Term Solution- http://www.WordPress.org
0 Short-Term Solution- http://www.Weebly.com
0 Pick a host for your website
0 Shopify-Host through Shopify
0 Weebly-Host through Weebly
0 WordPress-Pay for hosting through third-party
0 Cloud Server-http://www.rackspace.com/-$35 per month
0 Dedicated server space/no sharing with other companies.
0 Guaranteed up-time of 99%.
0 Cheaper/Slower Server- http://www.bluehost.com – $10-$20 per month
0 Get what you pay for. Not on a dedicated server for your company, meaning you share
space with other companies. There will be a lag time when your site loads

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 available
themes/designs for your website.
0 Shopify Theme Market, http://themes.shopify.com/.
0 WordPress Theme Market, http://themeforest.net/category/wordpress.
0 Weebly Theme Market, http://www.weebly.com/themes/.
0 Most themes/designs offer a live demo feature so you can test out the theme before
buying it. Example:http://themes.wegrass.com/?theme=stack
0 Not finding a design that can be altered to fit your needs? Have a custom theme
designed 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 your
company 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 leader
because of your online presence. It’s all about image!
0 Make sure that the design is responsive, meaning that it will be optimized to be
viewed 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 properly
display 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.

0 Add content to your new website!
0 Develop a system for adding content to your new web pages
0 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 HMTL
code.
0 Links-Provide external and internal links within your web page content. Use anchor text.
Example: bugRIGHT is the official manufacturer of the
Made in Oklahoma organic pest repellent.
0 Develop a list of plug-ins you need and get them installed!
0 Platforms:
0 Shopify App Market-http://apps.shopify.com/
0 WordPress Plug-In Market-http://wordpress.org/plugins/tags/plugin
0 Weebly-N/A
0 What is a plug-in?
0 A plug-in is like a mobile phone application that runs in correspondence with your site to
help 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 updated
the application.
0 Examples of plug-ins:
0 Shopify-PICT-http://apps.shopify.com/pict-shoppable-photos
0 WordPress-Calendar-http://demo.time.ly/?page_id=3566
0 WordPress-SEO-http://yoast.com/wordpress/

0 Submit website to major search engines for indexing!
0 Once your site is ready to launch and has been optimize for search
engines 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 that
you have on your website that you are wanting to have indexed by
Google/Bing.
0 Where do I submit my website at?
0 Google Webmaster Tools
0 Verify through application.
0 Bing Webmaster Tools
0 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 get
Google/Bing to start listing your site it will take about 1 month or less.

0 Setup Social Media Accounts
0 Have most profitable social media accounts setup and optimized for your
business and ready to launch with your new website.
0 Make sure that your username is the same on all platforms.
0 Example: Facebook.com/LucasMetalWorks
0 Example: Twitter.com/LucasMetalWorks or @LucasMetalWorks
0 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 brand
visuals in the size that is set forth by that specific platform. There should be
a guide to what size to use.
0 Profile Image
0 Timeline Cover
0 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.com

0 Setup your site’s online marketing strategy and budget!
0 Set a monthly budget that your company is willing to spend to draw
traffic to your website and/or social media pages.
0 Then leverage the programs below to target your most profitable
customers on the internet. Be as targeted as possible, don’t be
broad based!
0 Search Engine Marketing
0 Google AdWords PPC
0 Google Remarketing
0 Social Media Marketing
0 Facebook PPC Ads
0 YouTube PPC Ads
0 Think about who and how many you can reach and about the
frequency of how many times they will see your marketing
message.

0 Update website information and social media information on all
marketing material that you use to communicate with your most
profitable customers.
0 Email signature
0 Business Cards
0 Buy new modern business cards-http://
us.moo.com/products/business-cards.html.
0 Local listings on Google, Bing, Yelp, etc.
0 Print advertisements
0 Radio/TV advertisements
0 Banners, Billboards, etc.
0 BE CONSISTENT!!

0 Register your site with Google Analytics!
0 This will allow you the ability to track your website’s performance and
gives you tangible data to make future online marketing decisions off of.
0 Register with Google Analytics
0 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 and
performance?
0 How are you going to monitor and update advertising campaigns online?
0 How are you going to continue to keep your social media audience
engaged?
0 Submit new content to Google/Bing.
0 Google Webmaster Tools
0 Bing Webmaster Tools

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

Options for Building Your Shopify Website
Option 1
0Hire a developer to design a
custom template and setup
the site.
0 Includes setting up for
search engine
optimization.
0 Setting you as the
business owner up as the
admin to upload images,
pages, videos, and more
from mobile phone or
tablet.
Option 2
0Do it yourself! Take on the world-wide
market with a strategy on your own!
0 Use a stock template from Shopify’s
template market place.
0 Register your website with
Google/Bing.
0 Optimizing each product page and
content page with keywords and SEO
tactics.
0 Upload images, content, and keep
track of orders.
0 Link with social media to create
traffic and additional revenue
streams.
0 Leverage new applications to increase
engagement and functionality.

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: Local SEO Focus
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.

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.

Example of SEO Juice Man

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

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

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 Earn and encourage reviews on sites like Google, Facebook,
Angie’s List, etc.
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

Step: 5 Build a Internet Marketing Strategy
0 Pre-Launch
0 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 are
looking for in the site or social media?
0 Start collecting email addresses through Mail Chimp.
0 Launch
0 OBJECTIVE IS TO GET TRAFFIC TO YOUR SITE AND TO GET PEOPLE TALKING ABOUT YOUR NEW
WEBSITE AND NEW FEATURES!
0 Set a aggressive budget that you are willing to work with and leverage pay-per-click paid placement
through 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 cards
0 Branded clothing apparel
0 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 Launch
0 Develop a system for altering your website and social media tactics to ensure that you are staying
relevant with your most profitable audiences.
0 Massage and tinker your internet marketing budget to find the right amount of money to spend on PPC
ads through Google, Bing, YouTube, Facebook, etc. that will continue to keep you top of mind with your
current 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 most
profitable customers.
0 Social media messaging development
0 Website/Email survey about product performance
0 Encourage reviews through Google, Facebook, Angie’s List, etc.

Discuss Developing Systems

Step 6: 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

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?

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.

Step 7: 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 Earn Reviews to build your brand through social media
0 Google+
0 Facebook
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.

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
View this Presentation http://www.GetMeFoundOnline.com

Unlock Steps 7 & 8
0 Email Anthony William Tucker to unlock further
information on steps 7 & 8 in the 8 step process to
market dominance for your business.
0 Email: atucker@rsu.edu with your request

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.

Got Questions?
Contact:
Anthony W. Tucker
Phone: 918-338-8039
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.GetMeFoundOnline.com

Brand Oklahoma: New Day 1 Presentation

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