An introduction to the building blocks of an online marketing strategy. Begin by building a foundation of a robust website; add the three pillars of search marketing, e-mail marketing, and web analytics; and cap it off with a social media strategy.
Includes full presentation with links to online articles and full speaker's notes for easy understanding.
Online summary with links, plus Keynote and PDF versions, available at http://blog.hotdesign.com/building-an-online-marketing-plan/
Content Curation: The Missing Link of B2B Content Marketing - Pawan DeschpandeOnline Marketing Summit
Content Curation: The Missing Link of B2B Content Marketing
B2B companies are increasingly investing in content marketing strategies by creating original content which is both time consuming and costly. Learn how to curate content and enables your brand to become industry thought leaders, nurture leads and boost lead generation efforts.
* Pawan Deshpande, CEO, HiveFire
Managing your Reputation via Search Engines and Social Media - Kent LewisOnline Marketing Summit
Managing your Reputation via Search Engines and Social Media
Negative comments can cost a business millions of dollars. What are you doing to insure your brand is protected from negative comments and reviews? Lewis will outline successful strategies and tactics to creating a strong positive brand presence and reputation in search engines and social media. From this presentation, you will be able to develop and implement an effective online reputation management (ORM) program.
* Kent Lewis, President, Anvil Media, Inc.
Content Curation: The Missing Link of B2B Content Marketing - Pawan DeschpandeOnline Marketing Summit
Content Curation: The Missing Link of B2B Content Marketing
B2B companies are increasingly investing in content marketing strategies by creating original content which is both time consuming and costly. Learn how to curate content and enables your brand to become industry thought leaders, nurture leads and boost lead generation efforts.
* Pawan Deshpande, CEO, HiveFire
Managing your Reputation via Search Engines and Social Media - Kent LewisOnline Marketing Summit
Managing your Reputation via Search Engines and Social Media
Negative comments can cost a business millions of dollars. What are you doing to insure your brand is protected from negative comments and reviews? Lewis will outline successful strategies and tactics to creating a strong positive brand presence and reputation in search engines and social media. From this presentation, you will be able to develop and implement an effective online reputation management (ORM) program.
* Kent Lewis, President, Anvil Media, Inc.
Your 3 Most Visible Brand Assets And Why You Shouldn’t Underestimate ThemGabrielle Branch
Brand strategy in professional services goes far beyond a firm's name or logo. In this SlideShare, we take a closer look at three brand elements that are every bit as important as what people commonly think of as "brand", yet are often overlooked or underestimated for the value they bring to the table.
A HubSpot webinar that gives a high-level overview of linkedin tools for marketing, then goes into specific questions from marketers about using linkedin.
Presentation for financial advisors about social media, web marketing, analytics, email marketing and other tools and techniques to increase ones web presence.
Social Media For Business 101 - West Vancouver6S Marketing
Presentation done for the West Vancouver Chamber of Commerce Feb. 16, 2011 on using social media for business and utilizing Twitter as well as Facebook Business Pages, Facebook Places, Facebook Deals, Facebook Advertising and also seeding accounts and blog integration.
Content Marketing: Modern Techniques for Growing Your BusinessTypeset
This presentation was developed for the Breakout at the Breakwater 2010 event sponsored by Fitzgerald Photo Imaging. It supports the theme of the conference, "Education & Inspiration", by defining content marketing, giving an in-depth look at social media and presenting a case study of how one photographer's experiences with social media in his business.
Advances in technology and the explosion of the internet mean purchasing decisions are more reliant on communication and interaction with the vendor than ever before.
While the marketing exercise itself has not changed, new ways to approach these activities have changed dramatically. Business owners today must understand these developments and engage their potential client base.
Content marketing - communicating with your prospects without selling - is one way to attract the informed consumer. Developing techniques to pull customers to your door is much more effective than pushing your message out to them. The great news for small business is deploying a content marketing strategy can be a low-cost option achieving greater results. Even better, the framework for content marketing is probably already in place in your organisation. Best of all, creative industries are best poised to exploit the new trends.
This talk will explain the different components of content marketing and give detailed recommendations on how you can get started. At the end of the session, you will have clear ideas on marketing activities and techniques for immediate implementation.
LinkedIn's targeting abilities, publishing platform and advertising options make it a must-have tool for marketing and sales professionals and their companies. Get up to speed quickly with B2B lead generation with this slideshare.
Contents:
1. Individual Setup
2. Individual Publishing (Long-form posts)
3. Who’s Viewed Your Profile
4. Advanced Search
5. Groups
6. Premium Members
7. Company Page Setup
8. Company Publishing (updates)
9. Self-serve Ads
10. Marketing Solutions
Major search engines are placing more and more of an emphasis on localized search results, and often local listings will show over the main company website listing. Recent statistics show that 20% of searches are done with local intent, and on mobile that number jumps to 53%. This webinar will go over local SEO best practices on and off your website.
Social Media Crash Course - A One-Hour GuidePaul Gillin
Topics include key terms to understand; how influence works in the blogosphere; the seven applications of corporate blogs; Why business blogs succeed and don't they’re successful; how word-of-mouth spreads influence; through other social media channels; basic overview of social networks, social news, bookmarking, micro-blogging, meetups, photo-sharing, community applications, mashups.
Social Media Marketing for B2B Business Development - Business Marketing Asso...Erin Moloney
In this presentation that I gave to the Business Marketing Association's St. Louis, MO chapter on April 1, 2010, I go over the best sites to analyze for driving more leads into the sales pipeline for a B2B organization.
Your 3 Most Visible Brand Assets And Why You Shouldn’t Underestimate ThemGabrielle Branch
Brand strategy in professional services goes far beyond a firm's name or logo. In this SlideShare, we take a closer look at three brand elements that are every bit as important as what people commonly think of as "brand", yet are often overlooked or underestimated for the value they bring to the table.
A HubSpot webinar that gives a high-level overview of linkedin tools for marketing, then goes into specific questions from marketers about using linkedin.
Presentation for financial advisors about social media, web marketing, analytics, email marketing and other tools and techniques to increase ones web presence.
Social Media For Business 101 - West Vancouver6S Marketing
Presentation done for the West Vancouver Chamber of Commerce Feb. 16, 2011 on using social media for business and utilizing Twitter as well as Facebook Business Pages, Facebook Places, Facebook Deals, Facebook Advertising and also seeding accounts and blog integration.
Content Marketing: Modern Techniques for Growing Your BusinessTypeset
This presentation was developed for the Breakout at the Breakwater 2010 event sponsored by Fitzgerald Photo Imaging. It supports the theme of the conference, "Education & Inspiration", by defining content marketing, giving an in-depth look at social media and presenting a case study of how one photographer's experiences with social media in his business.
Advances in technology and the explosion of the internet mean purchasing decisions are more reliant on communication and interaction with the vendor than ever before.
While the marketing exercise itself has not changed, new ways to approach these activities have changed dramatically. Business owners today must understand these developments and engage their potential client base.
Content marketing - communicating with your prospects without selling - is one way to attract the informed consumer. Developing techniques to pull customers to your door is much more effective than pushing your message out to them. The great news for small business is deploying a content marketing strategy can be a low-cost option achieving greater results. Even better, the framework for content marketing is probably already in place in your organisation. Best of all, creative industries are best poised to exploit the new trends.
This talk will explain the different components of content marketing and give detailed recommendations on how you can get started. At the end of the session, you will have clear ideas on marketing activities and techniques for immediate implementation.
LinkedIn's targeting abilities, publishing platform and advertising options make it a must-have tool for marketing and sales professionals and their companies. Get up to speed quickly with B2B lead generation with this slideshare.
Contents:
1. Individual Setup
2. Individual Publishing (Long-form posts)
3. Who’s Viewed Your Profile
4. Advanced Search
5. Groups
6. Premium Members
7. Company Page Setup
8. Company Publishing (updates)
9. Self-serve Ads
10. Marketing Solutions
Major search engines are placing more and more of an emphasis on localized search results, and often local listings will show over the main company website listing. Recent statistics show that 20% of searches are done with local intent, and on mobile that number jumps to 53%. This webinar will go over local SEO best practices on and off your website.
Social Media Crash Course - A One-Hour GuidePaul Gillin
Topics include key terms to understand; how influence works in the blogosphere; the seven applications of corporate blogs; Why business blogs succeed and don't they’re successful; how word-of-mouth spreads influence; through other social media channels; basic overview of social networks, social news, bookmarking, micro-blogging, meetups, photo-sharing, community applications, mashups.
Social Media Marketing for B2B Business Development - Business Marketing Asso...Erin Moloney
In this presentation that I gave to the Business Marketing Association's St. Louis, MO chapter on April 1, 2010, I go over the best sites to analyze for driving more leads into the sales pipeline for a B2B organization.
An integrated communications marketing plan is necessary to sustain a competitive position in today's markets. Creating strategies for marketing, branding, public relations, design, SEO, and PPC are essential to meet company objectives, and increase growth within the business. View this slideshare presentation to learn about these factors, and questions you should be asking yourself about your business, to reach your goals.
Visit Royall Advertising at http://royalladv.com
Personal marketing enables many benefits within the workplace such as efficiency, better service to clients, alignment with others who share similar goals, strengthened relationshiops, and accountability.
Learn how to develop and implement your personal marketing plan!
-Explore interests, strengths, and your target market
-Participate in marketing activities
-Develop strategies to reach your goals
-Learn how to use social media professionally and efficiently
How Wiley Uses Word to Invite Authors, Engage Editors, Improve Production, an...toc
Panelists will address the practical application of XML production methods including evaluating your list, how and when to chunk and tag, and working with authors and editors. (Frank Grazioli, John Wiley & Sons)
NCompass Live - http://nlc.nebraska.gov/ncompasslive/
August 13, 2014
Is a life spent reading a life well-spent? Devra Dragos and Laura Johnson, from the Nebraska Library Commission, think so. They'd like to share some of the great Romances they've read lately and to hear about the Romances you and your library users are reading. Join us for our second look at what the folks from the Nebraska Library Commission are reading and suggesting to others. Everyone can benefit from a happy ending!
SARAH MLYNOWSKI is the author of nineteen books for tweens, teens and adults, including the upcoming DON’T EVEN THINK ABOUT IT from Random House, theWhatever After series from Scholastic, TEN THINGS WE DID (AND PROBABLY SHOULDN’T HAVE) from HarperCollins, SEE JANE WRITE: A GIRL’S GUIDE TO WRITING CHICK LIT from Quirk and MILKRUN from Harlequin. Her books have more than 3 million copies in print, and have been translated into twenty-seven languages and optioned to Hollywood. Sarah started her career in the marketing department of Harlequin, and has embraced every sort of social media tool – from her own website to Instagram, Wattpad, Facebook, Twitter, Pinterest, Goodreads, Google Plus, and even, once upon a time, MySpace. You can visit her at http://www.sarahm.com or find her at @SarahMlynowski.
Marketing, social media and brand awareness (DBA Live Sunderland)Tech North
Marketing, social media and brand awareness - Paul Lancaster, Plan Digital. Discover the secrets to building successful strategic marketing plans that reach new customers, retain clients and amplify your business.
Overview:
The Digital Business Academy is a free initiative from Tech City UK and UCL, created to help the nation gain FREE digital business skills.
DBA offers a range of specialist digital business courses- ranging from building brands to running online campaigns, developing digital products to raising finance- providing an easy way to gain the business skills you need for a digital world.
So whether you dream of being your own boss or want to get hired by a digital business, we’ve joined forces with leading names in the industry to give you the opportunities you need.
Link: http://www.digitalbusinessacademyuk.com/
Integrating Digital and Traditional Marketing: Bare Knuckle DigitalBare Knuckle Digital
Contact us at info@bareknuckledigital.com for more information, or questions about how to integrate your digital marketing and traditional marketing strategies. www.bareknuckledigital.com
Digital Marketing: The Essential ToolkitHarley Rivet
The essential toolkit for digital marketers including website best practices, seo tips, social media strategy, and a host of cheap effective tools you can start using right away.
This presentation has prepared for students of DAIICT by Blow Horn Media, LLP in the association with Google Business Group - Ahmedabad. Purpose of this presentation is to educate students about digital marketing, future of it and career scope in digital marketing.
LinkedIn is the largest professional social media network and provides businesses of all types -- small businesses included -- with a great platform to market themselves.
While LinkedIn is not a platform local businesses traditionally think of when looking to grow, this network of professionals offers countless marketing opportunities that can have a significant impact on your bottom line by increasing your business.
This deck will teach you:
-- How to build an engaging LinkedIn Company Page
-- Best practices
-- Getting started with LinkedIn Groups
-- Posts that will help you increase your reach
-- How to get the most out of LinkedIn endorsements
On April 13th, 2011, John Foley delivered this presentation at the PIA Georgia headquarters. He emphasized that you must execute a social media marketing strategy before you follow through on the tactics.
interlinkONE's CEO John Foley, Jr. spoke at the Charlotte DMA on April 14th 2011.
During his presentation, he provided ways for companies to succeed at social media. John provided instruction on the importance of creating a successful strategy.
How Companies are Using Social Networks and the Internet to Generate Sales 20...Social Jack
Great Presentation to a three chamber event in Northwest Indiana. Very progressive group looking to combine what they now have with what they want to do next in the Online world of Social Networks!
Best Practices To Maximize Your Social Media Monitoring Efforts Presented By ...Alterian
Featuring Connie Bensen, Director of Community Strategy
Thursday, November 19th 10:00am Central / 16.00 UK
Marketers are coming to realize that there are many benefits to gaining valuable insights from online conversations. Setting up relevant searches can prove to be a daunting challenge. Then there's the step of separating irrelevant information from actionable information. Once that point is achieved then there is the big question of how to analyze the information and reporting.
In this webinar, Connie Bensen, will explore best practices for social media monitoring & reporting. You will learn:
-Common Applications of Social Media Monitoring
-Search Design
-Dealing with Noise and Spam
-Reports and Analysis
-Actions Based on Insights that Result in ROI
Generating Leads Through Social Networking For Slide Sharemichaelbwatson
Illustrates our proprietary approach for helping clients develop effective strategies for generating leads by aligning sales strategy with social media opportunities.
Digital marketing plan - Digital marketing strategy for businessGaurav Tripathi
Digital Marketing Ideas for your small business, check this ppt and find here , how to increase online traffic, how to create brand awareness, complete digital marketing plan for your business, digital marketing strategy, seo techniques, social media marketing.
visit here www.clciktrends.com
SEO, PPC & Analytics: How to Drive Traffic to Your Website and Measure ResultsHall_
SEO and PPC are two terms that are used a lot with regards to internet marketing, but how can you make them work for your website? In this discussion, we'll cover exactly what "search engine optimization" means and a few things you can do to your site to potentially increase your search rankings; what "pay-per-click" advertising is and getting started with Google AdWords; and how to use Google Analytics to see what your visitors are doing when they get to your site.
buy old yahoo accounts buy yahoo accountsSusan Laney
As a business owner, I understand the importance of having a strong online presence and leveraging various digital platforms to reach and engage with your target audience. One often overlooked yet highly valuable asset in this regard is the humble Yahoo account. While many may perceive Yahoo as a relic of the past, the truth is that these accounts still hold immense potential for businesses of all sizes.
At Techbox Square, in Singapore, we're not just creative web designers and developers, we're the driving force behind your brand identity. Contact us today.
In the Adani-Hindenburg case, what is SEBI investigating.pptxAdani case
Adani SEBI investigation revealed that the latter had sought information from five foreign jurisdictions concerning the holdings of the firm’s foreign portfolio investors (FPIs) in relation to the alleged violations of the MPS Regulations. Nevertheless, the economic interest of the twelve FPIs based in tax haven jurisdictions still needs to be determined. The Adani Group firms classed these FPIs as public shareholders. According to Hindenburg, FPIs were used to get around regulatory standards.
Understanding User Needs and Satisfying ThemAggregage
https://www.productmanagementtoday.com/frs/26903918/understanding-user-needs-and-satisfying-them
We know we want to create products which our customers find to be valuable. Whether we label it as customer-centric or product-led depends on how long we've been doing product management. There are three challenges we face when doing this. The obvious challenge is figuring out what our users need; the non-obvious challenges are in creating a shared understanding of those needs and in sensing if what we're doing is meeting those needs.
In this webinar, we won't focus on the research methods for discovering user-needs. We will focus on synthesis of the needs we discover, communication and alignment tools, and how we operationalize addressing those needs.
Industry expert Scott Sehlhorst will:
• Introduce a taxonomy for user goals with real world examples
• Present the Onion Diagram, a tool for contextualizing task-level goals
• Illustrate how customer journey maps capture activity-level and task-level goals
• Demonstrate the best approach to selection and prioritization of user-goals to address
• Highlight the crucial benchmarks, observable changes, in ensuring fulfillment of customer needs
Company Valuation webinar series - Tuesday, 4 June 2024FelixPerez547899
This session provided an update as to the latest valuation data in the UK and then delved into a discussion on the upcoming election and the impacts on valuation. We finished, as always with a Q&A
Anny Serafina Love - Letter of Recommendation by Kellen Harkins, MS.AnnySerafinaLove
This letter, written by Kellen Harkins, Course Director at Full Sail University, commends Anny Love's exemplary performance in the Video Sharing Platforms class. It highlights her dedication, willingness to challenge herself, and exceptional skills in production, editing, and marketing across various video platforms like YouTube, TikTok, and Instagram.
At Techbox Square, in Singapore, we're not just creative web designers and developers, we're the driving force behind your brand identity. Contact us today.
Recruiting in the Digital Age: A Social Media MasterclassLuanWise
In this masterclass, presented at the Global HR Summit on 5th June 2024, Luan Wise explored the essential features of social media platforms that support talent acquisition, including LinkedIn, Facebook, Instagram, X (formerly Twitter) and TikTok.
Discover the innovative and creative projects that highlight my journey throu...dylandmeas
Discover the innovative and creative projects that highlight my journey through Full Sail University. Below, you’ll find a collection of my work showcasing my skills and expertise in digital marketing, event planning, and media production.
B2B payments are rapidly changing. Find out the 5 key questions you need to be asking yourself to be sure you are mastering B2B payments today. Learn more at www.BlueSnap.com.
2. Quick introduction Kirsti Scott, Founder and Creative Director 20+ years of experience in design and marketing We create websites, e-mails, web banners, online applications, and integrated marketing campaigns Our clients are technology, VC, and B2B companies
3. What’s the big deal about online marketing? 90%+ of people search online before making decisions, big and small Search engines find content, categorize it, and connect people with what they need To get found, you need online content that’s relevant and fresh
4. About this presentation This is an overview of the steps to creating and maintaining an online marketing presence For more detailed information on the topics covered on a slide, click on the link and you’ll go to an online article with detailed or complementary information. Some of the steps in building your online presence are “do-it-yourself” and some are “do-not-try-this-at-home” so don’t be afraid to ask for help if you need it
5. How do you create a strong online presence? An introduction to the building blocks
8. Top 5 reasons your website is the foundation 60% of prospects will visit your website Search engines direct visitors to your site First introduction might be online Prospects use traditional websites You control the information
9. 3 important things to consider Usability – architecture, navigation, and analytics Content – clear, simple, easy to contact you Design – stand out but be appropriate, use only graphics that support your messaging
10. 6 main sections your site should have Home page Products or Services About Us Contact Us Custom Information Dynamic Content
12. A search strategy is the first pillar of your plan Create content that targets your customers’ needs Use words customers search for, including negatives Long-tail keywords improve results and target your audiences Update content often Create compelling, link-worthy content
13. SEO: Getting links to your site Link to your site from social networks Comment on blogs and online communities Add yourself to online directories Use social bookmarking Submit online press releases Answer questions online Ask for customer reviews Ask for links from influencers
14. SEO: Technical recommendations Find keywords relevant to your business, include keywords in the page content, write naturally Properly name pages, meta data, headlines, URLs, and links Make clean, organized coding a priority Give it time
16. E-mail is the second pillar of your plan Users overwhelmingly prefer e-mail as a contact E-mail keeps customers informed about new products and solutions, or industry news. E-mail offers a great return on your investment
17. Build your list with customers, colleagues, people you meet, and online signups Create a master calendar and send a combination of newsletters, promotions, announcements Get results with well-designed, straightforward, compelling, brief e-mails Use analytics, testing, and segmenting to target e-mails E-mail best practices
18. Other online marketing tactics to consider Online ads – banner ads, PPC, sponsored content Video and podcasts Flash demos SMS text advertising Branded apps
20. Analysis is the third pillar of your plan Set up tools to get the most accurate analytics Web analytics SEO analytics E-mail analytics Monitor your online presence, mentions, links, activity, competitors, industry Test and refine
21. Use analytics to refine your site, SEO, and e-mails Fine tune your website and SEO Dashboard, Visitors Overview, Traffic Sources Overview, Keywords, Top Content Improve your e-mail campaigns How many were sent, received, and bounced How many people opened, clicked, forwarded, opted out, signed up What was clicked Compare to past campaigns Test and refine
22. Monitoring your online presence for free Setup an RSS reader to watch keywords, companies, people, Twitter #hashtags, LinkedIn answers Check LinkedIn and Facebook pages and groups Search for terms on Addict-o-matic Use grader.com to rank yourself Use Tweetdeck for real time info Respond to issues before they’re problems, find new customers, build your reputation
24. Social media is the capstone of your plan Social media enhances all of your other efforts. Engaged customers are more likely to buy Social media influences search results Links drive traffic to your website Conversations about you are already going on online
25. Top social media tools LinkedIn – Profiles, Companies, Groups, Answers FacebookProfiles, Pages, Groups Twitter Profiles, Companies Blogs RSS reader Local search – Google, Yahoo!, bing, getlisted. org Review sites – Yelp, TripAdvisor, industry sites Social bookmarking – StumbleUpon, Digg, Reddit Other – forums, wikis, industry or interest group websites, local websites, local organizations
26. 5 Quick steps to get online Sign up for membership on targeted sites Fill out the basic information (you can add more later) Find groups of peers and/or customers Listen and get a feel for discussion etiquette Add value to conversations
28. Keep your design and content consistent Maintain a unified designon your website, e-mails, social media sites, and presentations Make sure you develop guidelines, image and copy assets, instructions, written strategy Provide feedback on all marketing pieces anddon’t allow anything off-brand.
29. Branding and messaging across multiple media • Facebook page • Website • Blog • LinkedIn page • Twitter profile • Online forms • Everywhere!
Kirsti Scott is Scott Design’s Creative Director and Founder. Since 1993, she has led the award-winning design team at Scott Design, ensuring high-quality work on all web, interactive, and integrated marketing campaigns. Kirsti and the experienced, talented group of professional designers, producers, programmers, and writers at Scott Design create outstanding design concepts, and follow through with marketing campaigns that get you the results you need. Kirsti serves on the Board at the Santa Cruz Chamber of Commerce, on the Chamber’s Marketing and Membership committees, and is active with Santa Cruz Women in Business. Kirsti was previously an art director at CKS Partners, where she created logos, brochures, packaging, and more for Apple Computer, IBM, and other large corporate clients. Kirsti has degrees in Graphic Design from Rhode Island School of Design and in Economics from Stanford University.More info: http://www.hotdesign.com
People search online before making every kind of decision. These decisions can be big or small: where to have dinner tonight, which computer to buy, where to go to school, how to invest wisely, where to live.Create content that gets found by search engines so that people looking to make these decisions can find you online.Search engines are designed to search the web for content and then deliver relevant links to those searching for content on the web.To make sure you’re found online, you need to create content for search engines to find, categorize, and serve up to visitors.
The building blocks of an online marketing strategy: build a foundation of a robust website; add the three pillars of search marketing, e-mail marketing, and web analytics; and cap it off with a social media strategy.Your website is the foundation of your online marketing strategy. More than 60% of people go to a company’s website before contacting the company. The first pillar to build is a search strategy. More than 90% of all purchasing decisions today start with online searches. Search Engine Optimization (SEO) provides the greatest impact on where you appear in search results,E-mail marketing is the second pillar, and it should be part of every marketing campaign you launch. Users overwhelmingly prefer e-mail to other means of contact, and well-designed e-mail can be the best way to keep customers informed about new products and solutions, or industry news.The third pillar of your marketing strategy is analysis of what is working and what is not working with your strategies. You should test and refine to determine the best way to convert your target audiences into customers.Social media is the final building block of your marketing strategy. Use social media to enhance all of your other efforts. More info: http://blog.hotdesign.com/2009/06/building-an-online-marketing-strategy/
Your website is the foundation of your online marketing strategy. More than 60% of people go to a company’s website before contacting the company. Your site should be the epicenter of your marketing, with valuable content, and it should be allocated the largest part of your marketing budget. You can think of the website as your company’s lobby and budget for developing the website like you would a capital expenditure.Be sure your website has the most current information on your company’s products or services and how to contact you. And, update the content on a regular basis so the search engines are encouraged to return often, scanning for new content.
Serious prospects will visit your website.If a person is truly interested, he or she will want to check out your website. A well-designed site with plenty of valuable information, including awards and reviews, validates your credibility instantly.Search engines direct visitors to your website.A typical visitor learns about your company, searches for your company name, and reviews the results. If your site is built with SEO in mind, your home page will be at or near the top of the search results.Your website might be your first introduction.A prospect’s first interaction with your company could very well involve a visit to your company’s home page. And if that first introduction is not a positive experience, no amount of communication from your sales force will undo those initial perceptions.Most serious prospects like a traditional website.Many visitors still use traditional online sources of information, the most important of those being the home page of a website. Some customers may never see your LinkedIn bio, your Facebook page, your Twitter profile, or read that killer blog posting, but almost all serious customers eventually will want to visit your website.The website is a unified, controlled presentation of your company.On your website, you determine the page layout, messaging, and hierarchy of content. You should create and maintain a website with an honest, accurate, and positive view of what you deliver.More info: http://blog.hotdesign.com/2008/10/top-10-reasons-your-home-page-still-matters/
UsabilityYour site should be well organized and easy to use, allowing site visitors to quickly find the content for which they are looking. Make sure your top-level navigation is easy to locate and consistent throughout the site. It should be in the same place on every page. Establish a site architecture that makes sense to your audience, without duplication of content.ContentTake the time to hone your messaging so home-page visitors can quickly determine who you are, what you do, and how you are different from your competitors. Keep content on each page to a minimum. Make it easy to contact your organization, providing multiple options: e-mail, inquiry form, phone number, address, and a map to your location. For SEO, produce remarkable content to which people want to link.DesignYour site should be visually memorable and stand out from your competition, but still be appropriate for your audience. Establish two or three primary colors to use on the site. Include images, graphics, and animations that support your messaging and help site visitors understand the content, but do not include images simply as filler.More info: http://blog.hotdesign.com/2010/03/how-to-improve-your-website-in-3-steps/
Home pageYour website home page should provide an introduction to your company, letting a visitor know right away what services or products you provide and how you’re different from your competition. The most important and most frequently performed tasks should be available from the home page.Products or ServicesInclude details about exactly what you do in a products or services section. About UsInclude information about your team, your company history, how you fit in the marketplace, and your mission statement or company philosophy.Contact UsInclude as many different ways for customers to contact you as possible, including phone and fax numbers, e-mail addresses, a contact form, the physical address of your business, and a map.Custom InformationYour company’s website might include information such as pages for support, developers, partners, an online store, an image gallery, or a reservations page.Dynamic ContentInclude content that changes often to encourage visitors (and search engines) to keep returning to your site. A blog, news page, videos, and a forum are great ways to keep your site fresh.More info: http://blog.hotdesign.com/2010/04/6-main-website-sections/
The first pillar to build is a search strategy. More than 90% of all purchasing decisions today start with online searches. Search Engine Optimization (SEO) provides the greatest impact on where you appear in search results, so you should start with creating keyword-rich content for your site. Adding pay-per-click advertising multiplies the search business you’ll get from search results, so it should be the next part of your strategy that you implement.
Write clear, descriptive copy that includes key phrasesWrite for your target audience, the people you hope will visit your site. Be descriptive and clear and be sure to answer as many questions as possible on your site. Don’t lose customers because they can’t figure out how you can help them.Use words customers search for, including negativesFocus on key phrases — combinations of words that a search engine user might type and/or a site visitor seeks when scanning your web pages. Don’t be afraid to use “negative” phrases. For example, a carpet cleaning service should have phrases such as “pet stains” and “wine spills” on their site, in addition to “clean carpets.”Search engines know how often you update your pagesIf a search engine returns to your site again and again and there is no fresh content, the search engine increases the time between searches and may not refresh search results when you update your site. Writing a blog or including other fresh content ensures that your search results will get updated when you update your site.Create compelling, link-worthy contentWrite and present content that is compelling enough to make others link to your site. “link-worthy” copy will produce better short-term and long-term search results than any SEO tricks. Create content that key players in your industry find compelling, and they will link to your site.
Be sure to complete all the information in your social network profiles, including URLs of your site and/or landing pages.Comment on blog articles relevant to your industry and in online forums where you customers participate, and always include your website URL in your signature.Web directories such as http://dmoz.org and http://dir.yahoo.com allow you to add your site’s URL to categorized lists of website links. When you create new quality content, tag it on social bookmarking sites such as Digg, Reddit, Delicious, and StumbleUpon, and ask colleagues to tag it for you, too.Share company or industry news and articles on PRWeb, PRLeap, EzineArticles, GoArticles, or iSnare. These sites often rank highly and provide quality links to your site.Ask or answer questions on Yahoo! Answers, Google Groups, LinkedIn Groups, LinkedIn Answers, and Facebook Groups and provide links to relevant resources on your site and elsewhere on the web.Ask customers to review your company on relevant review sites such as Yelp, Amazon.com, Alexa , and ePinions to help build your authority. Ask an influential person in your customers’ industry for their feedback and/or link on relevant news that you share on your website or blog. Get links from your local Better Business Bureau, Chamber of Commerce, and other local or industry groups.More info: http://blog.hotdesign.com/2010/06/getting-inbound-links-to-your-site/
Include keywords on your page, but write naturallyUse a key, relevant phrase two or three times on a page, or use close variations on the phrase, so your copy won’t be redundant. Using the same phrase more than five times on a page will not improve the search results.Properly name title tags, URLs, headlines, and navigation linksGive logical, accurate names to URLs, page titles, headlines, and links. This will make your content easily accessible to the search engines. Include the same key words in the page title, URL, meta description tag, headline, navigation link, and first paragraph of the copy.The meta description tag won’t enhance your results, but it often appears as the text snippet below your listing in the search results, so it should include the relevant keyword(s) and be written to encourage searchers to click on your listing.Make clean, organized coding a priorityUse CSS to make the content easier for search engines to categories, The content in Flash components probably will not be indexed by the search engines so use it only where it truly enhances your site.Give it timeFor most sites, it takes 2-3 months for SEO initiatives to have an impact.More info: http://blog.hotdesign.com/2008/10/seo-dont-launch-your-website-without-it/
E-mail marketing is the second pillar, and it should be part of every marketing campaign you launch. Users prefer e-mail to other means of contact, and well-designed e-mail can be the best way to keep customers informed about new products and solutions, or industry news.
In a survey by Crossview on how shoppers like to receive promotional messages from retailers:- 37% prefer e-mail 23 % prefer direct mail 18% prefer text messaging 9% prefer social mediaExactTarget found that more than 90% of adults internet users in every age group subscribed to emails from brands, while significantly fewer “liked” companies on Facebook or followed them on Twitter. DMA’s Power of Direct economic-impact study found that for every dollar spent in 2009 Commercial e-mail returned $43.62 Internet search advertising returned $21.85 Non-catalog direct mail returned $15.22 Catalogs returned $7.32
Build good, permission-based e-mail listsIn order for you to legally use an e-mail list, it must be filled with customers with whom you already have a relationship. Collect e-mail addresses at events, on your website and social networks, on the phone, and at a retail location. Include your business associates, and all past and current customersCreate and send targeted e-mail campaignsNewsletters—monthly or quarterly e-mails featuring educational contentPromotions—bi-weekly or monthly e-mails featuring promotional content, offers, couponsAnnouncements—periodical e-mails, depending on content, which usually includes targeted messages about invitations, new products, or special eventsSend well-designed, straightforward, compelling, brief e-mailsDesign or select a clean, well-designed template; write a straightforward, simple “subject” line; include 2 to 3 newsworthy topics onlyEvaluate results and refine the processUse e-mail service providers analyticsto find out which information interests your readers. If your readers are divided on what they like, consider splitting your list into two or more lists, each with e-mails targeted to that list.More info: http://blog.hotdesign.com/2010/03/e-mail-best-practices/
Online ads – banner ads, PPC, sponsored contentUse part of your marketing budget to place banner ads on targeted sites, purchase keyword advertising, or pay to place content on a highly visible site.Video and podcastsSince there is less business content on YouTube and iTumes, it’s easier to rank higher in their search results.Flash demosFor complex solutions and products, or to create a compelling interactive experience, create an interactive demo or product tour using Flash. Flash is indexed by the major search engines, but does not work on all mobile devices, so use it only where appropriate.SMS text advertisingAn increasing number of shoppers prefer text messaging as a way to keep up with promotions. Consider using text messaging, especially if you have a retail location or customers in the 18-24 age group.Branded appsCreate a branded app for mobile devices or a widget that is related to your industry. For example, a laundry detergent company created an app to let you pick a fabric and a stain and the app recommended ways to remove the stain.
The third pillar of your marketing strategy is analysis of what is working and what is not working with your strategies. You should test and refine every part of your website, search strategy, and e-mail marketing to determine the best way to convert your target audiences into customers.
Before you do any more work on your online presence, set up Google Analytics. You can then use the data to refine your website, improve your search rankings, and refine your e-mail campaigns for maximum results.Use free tools to monitor your online presence, mentions, links, activity, competitors, and industry on the web and social networks.Test and refine – online marketing is an ongoing process.
Fine tune your website and SEOUsing analytics, you can find out what's appealing to your audience, pulling them into your site, and getting them to click. Use Google Analytics reports - Dashboard, Visitors Overview, Traffic Sources Overview, Keywords, and Top Content - to find out how your site is performing.Improve your e-mail campaignsAfter you send an e-mail blast, you should plan on analyzing the results: delivery results, interactions with the e-mail, design, and comparisons with previous mailings.Test and refineUpdate your content or make multiple versions of your content or e-mails and see how the results change. Look at analytics at least once a month, plus after every major website change or e-mail campaign.More info: http://blog.hotdesign.com/2010/07/use-analytics-to-improve-your-online-marketing/
Setup an RSS readerAggregate Google Alerts, Twitter Searches, and LinkedIn Answers in one place and look at them once a day.Check your social media pagesOnce a day, check LinkedIn and Facebook status updates, profiles, pages, and groups. Use monitoring sites once a week to check the buzz across the internet.Assess the quality of your online presenceUse Twitter Grader, Facebook Grader, and Website Grader to get a free analysis of your pages once a month.Monitor in real timeUse software such as TweetDeck to monitor online conversations in real time on Twitter, Facebook, and LinkedIn. Use the information you findSpot issues before they become problems, find opportunities in your marketplace to grow your business, and build a reputation as an expert in your industry by keeping on top of what’s happening online.More info: http://blog.hotdesign.com/2010/07/monitoring-your-online-presence-for-free/
Social media is the final building block of your marketing strategy. Use social media to enhance all of your other efforts. Users who engage with your company online are more likely to buy, so you should provide them a means to do so through participation in social networks, blogs, and video.
Social media marketing amplifies your marketing messagesWith each e-mail blast, banner ad, direct mail, PR, or advertising campaign, include a social media component: tweet links to your campaign, post onFacebook, update your status on LinkedIn, and share links on social bookmarking sites.Engaged customers are more likely to buyThose who “like” brands on Facebook or follow brands on twitter are more likely to buy and recommend those brands.Social media marketing improves your search engine rankingsLinks to your site improve your ranking in most search engines. These links can come from the social media sites you use to promote your brand, plus the links that others post who are interested in your company or solutions.Social media marketing drives traffic to your websitePosting links online and getting those links forwarded can generate traffic to your website.Social media marketing lets you join the conversationYour customers are probably already talking about you online, and if they’re not, you should make a place for them to do so. Participating in an online community lets you be in the conversation, promoting your company, answering questions about your solutions, and promoting quality conversations.More info: http://blog.hotdesign.com/2009/03/5-reasons-for-social-media-marketing/
Every day, business owners and advertisers hear about how they must keep up with the latest social media networks in order to have conversations with customers. There are now hundreds of options to consider, but with limited time, where is your time best spent? Whether building your company’s brand or your personal brand, the best place to start is with free online social media tools.Getting online doesn’t have to take a lot of time and effort, as long as you narrow down your options to the sites that give you the best results for your time. If you get yourself set up on these major social media sites, and devote an hour or so per week, you’ll have a great start on your social media marketing strategy.More info: http://blog.hotdesign.com/2009/06/social-media-quickstart-guide/
Sign up for membership on targeted sitesLinkedIn, Facebook, Twitter, local search, and review sites.Fill out the basic information (you can add more later)Make sure all of your company information, including keyword-rich descriptions and photos are complete and correct. Copy and paste freely between groups!Find groups of peers and/or customersFind sites, forums, and blogs where your customers participate and your industry shares helpful information and join those sites.Listen and get a feel for discussion etiquetteWatch conversations in a group for a few weeks to get a feel for which types of discussions get the most activity, what kinds of questions and advice people share, and whether or not self-promotion is welcome.Add value to conversationsWhen you comment or add to a discussion or begin a new discussion, be sure to add valuable information, your business insights, or post relevant questions.More info: http://blog.hotdesign.com/2009/10/who-what-where-when-why-how-of-social-media/
Make sure your company has a strong, cohesive brand no matter where your company appears: your website, e-mails, landing pages, social media sites, online communities, trade show presentations, news releases, sales presentations, and corporate collateral. Every piece of your marketing must be coordinated to make sure you present your company’s best face to the world.You can help everyone create marketing pieces that are great-looking while staying on brand by providing the following: A comprehensive set of style guidelines A library of imagery and approved copy assets available Ongoing, hands-on feedback on all marketing communications pieces created for your company.More info: http://blog.hotdesign.com/2009/11/celebrity-styling-for-your-company/
When you develop online sites, pages, and profiles, be sure to use consistent graphics and messaging.Develop a set of images you can use for each platform that are optimized for each useDevelop a set of copy blocks you can use in a variety of lengthsKeep a list of sites to update when you make a change in messaging or imagery, when you launch a new product, or when you have news to share.Keep things consistent everywhere!