1. It’s not just about your website…
It’s about your web strategy.
eMarketing Techniques for Educators
By David Toth
David@WorkSmart-eMarketing.com

2. Keynote Speech Outline
• Accountability
• Web 1.0 -> Web 2.0
• Social Media Trends
• Benefits of eMarketing
• Creating your Marketing System
• Specific eMarketing Techniques
– Website Optimization
– Email Marketing
– Search Engine Optimization
– Social Media Optimization

3. Accountability

4. Accountability
1. Choose a partner
2. Introduce yourself
3. Commit to do ONE thing you learn today
4. Connect outside of this workshop
5. Check up with each other - MIH

5. The New Web

6. The New Web
• A user driven virtual world
– User driven content
– Rich, interactive and user-friendly
– Community and Social Network
– Incorporation of Video and Mobile
Ex. Blogs, wikis, social networks, online video, etc

7. A Vision of Students Today

8. Who was the person of the year in 2006?

10. Statistics & Trends
• Social media trends
– Facebook over 175M, $15B value
– A blog is created every half second
– Over 150K videos uploaded to YouTube every day
– 75% of adults 18-24 are on social networks

11. Budget Line Increases VS Decreases

12. Significant Barriers to Adoption

13. Benefits of eMarketing
• Easy to use
• Easy to quantify
• Easy to customize
• Easy to interact with users
• Time Efficient
• Cost efficient
• High Return on Investment

14. Creating a Marketing System
Website
Traditional Email
SMO Video
SEM CRM

15. Optimizing Websites for Conversion
• Design
– Capture viewers attention immediately
– Make sure you have a call-to-action
– Get them to come back
• Analysis
– Google Analytics
– Google Optimizer

16. Capture Attention Immediately

17. Engage your users

18. Google Analytics – Tracking Success

19. Tracking Goals in Google Analytics

20. Use Google Website Optimizer

21. Website Best Practices
1.) Make it EASY to buy
2.) ENGAGE your users
3.) GET their email

22. Use Email Marketing
• Cost effective
– ~ 500 = $15/month
• View opens and clicks
– Know exactly who opened it and when
• Develops relationships
– You open email from people you trust
• Offer a value-based monthly newsletter

23. Email Marketing Best Practices
1. Focus on users needs (80%/20%)
2. Have a call to action
3. Track results and follow-up

24. Tips from the Tweetisphere

25. Managing Relationships
• Customer Relationship Management
– Knowledge is power
– Gathering inquiries from website
– Synchronize with email marketing
– Create a follow-up protocol
– Coordinate with your team

27. Organic VS Paid Search

28. SEO VS PPC

29. eMarketing Best Practices – SEM
1. Use title tags
2. Key in to your keywords
3. Inbound links!

30. eMarketing Best Practices – SEM
• Page title
• Keyword density
• H1, H2, H3 tags
• Bold text
• Anchor text
• Keyword phrase or theme for each page
• Robot friendly page URL

31. Use Website Grader

32. Getting Started with Social Media
• What is it?
• POST Strategy
• Some of our favorites:
– YouTube
– LinkedIn
– Facebook
– Twitter
– Blogs

33. RSS – The common denominator

34. Getting Started with Social Media
From Groundswell by Charlene Li and Josh Bernoff

35. General Tips for Social Media
• Tip #1
– Leverage signature lines
• ‘Follow Us on Twitter’, ‘See Us on YouTube’, ‘Connect to Us
on Facebook’
• Tip #2
– Leverage evangelists
• Encourage sharing
– Twitter, Digg, Reddit
• Tip #3
– Systematize and Calendarize
• KISS!

36. The Technology & The tools

37. Using Blogs

38. Using Video

39. Using Twitter

40. Facebook Page

41. Using LinkedIn and Facebook

42. Creating a Marketing System
Website
Traditional Email
SMO Video
SEM CRM

43. It’s not just about your website…
It’s about your web strategy.
Thank you!
David Toth
David@WorkSmart-eMarketing.com