This document provides information on web design, SEO, social media, and mobile marketing trends for businesses. It discusses understanding website objectives and target audiences, designing for conversions, defining target markets, finding target markets, and tips for SEO including getting local and social. It also covers using social media for business, building a following on social media, and mobile marketing trends including text messaging and consumer partnerships.

1. Market | Connect | Engage
Lesa Seibert, President
Brian Wallace, SEO/Social Media Director
Web, SEO & Social
for Business

2. Web Design & Conversions
 Understand what your site and each page is
supposed to accomplish
 Know your business online objectives
 Have a clear idea of how to convey the objectives
to site visitors
 Determine who your audience is and where they
come from
 Once this is done you will be able to create
conversions when visitors come to your site

3. Designing for Audience
 Online tools help businesses understand their
audience
 There are free tools such as Quantcast that
provide this visitor information
 Helps you determine who your visitors are and
what they might be looking for based on
demographics
 Analytics tools help you find out how your visitors
got to your site
 The information that analytics tools provide is
called Technographics

4. Designing for Source
 There are many sources/channels that your
visitors can arrive through
 Search Engines
 Link on another site
 Social Media
 A typed in URL
 Visitors who arrived through a search engine
are usually looking for something
 Visitors coming through social media want
entertainment or quick information
 Direct visitors look for trust and confidence

5. Designing for Conversion
 Your main goal is to influence conversion
 You must understand your visitor’s motivation
 Provide easy access to information and push
visitors toward an action
 Complete a form
 Register for a newsletter
 Purchase a product
 Make sure your site meets the needs of your
visitors and has something to get them to
return

6. How To Define Target Market
 The better you know your market the better
you can create your site to cater to it
 Who makes up your market?
 Moms between 25 & 45
 Computer Programmers
 Business Owners
 College Graduates
 What gender are they
 Knowing your market better than your
competitors gives you an advantage

7. Finding Your Target Market
 Look at your site traffic and analytics info
 Engage with your prospects or clients often
 Do searches on Facebook for target keywords
that best represent your product or company
 Search Google for discussion forums in similar
markets as your company

8. Website Objectives
 What do you want visitors to do once they get to
your site?
 Don’t try to “Keep up with the Jones’”
 Your online presence should complement or
enhance your offline presence
 Realize it is a tool for communicating with
current or potential customers
 Your website should be customer-focused

9. What Visitors Expect
 Is your site planned or is it a random collection
of items
 Have products, services or information easily
accessible
 Ease of Use
 No more than one click to access information
 Is your site concise and to the point
 Does it provide the content that your visitor is
there for

10. What Visitors Leave With
 Do you want them to connect with you
somehow
 Phone call
 Email
 Quote request form
 Purchase a product
 What do your visitors want before they leave?

11. Why Should Visitors Return
 Do you have constantly updated information?
 Do you have a blog?
 Do you sell products and have new items from
time to time?
 Do you offer specials from time to time?

12. Mobile Marketing Trends
 Mobile Marketing is
expected to rise from $648
million to $3.3 billion by
2013
 More and more mobile
users are reliant on their
phone for connectivity and
information

13. Advance Mobile Communication
 Current mobile devices provide for multiple
types of communication:
 Phone
 Text
 Email
 Social networking
 Blog posting
 Text messages have a
 94% open rate within
 4 minutes of receipt

14. Consumer Partnerships
 Retailers offer specials, one
day only events
 Sports teams offer free snack
or ticket during certain times
during a game – 7th inning
stretch
 Hair salons, golf courses,
doctors notify patients of open
appointments due to
cancellations
 Organizations remind
members about meetings

15. Respecting Consumer Boundaries
 An average mobile campaign
will have a 15%+ response
rate vs direct mail which is
at most 2.6%
 Text is 100% opt-in and is
permission only
 Text no more than once
weekly – respect their time
 Don’t spam

16. SMS Text For Business
 Virtually every consumer over 13 has a mobile
phone
 98% of those phones have SMS text capability
 Reach your customer where they are at any
time

17. SEO: Not an Afterthought
 Just having a website won’t bring traffic
 Careful considerations for on-page optimization
 Off-site: links and traffic
 Local SEO is taking over
 Real-time / recency considerations
 Blurring the lines into social
 Not fake!

18. Tip #1: Get Your Basics Right
 Google Webmaster tools
 Google Analytics
 Website Optimizer
 Sitemap
 Page Speed
 Stop designing bad websites!

19. Tip #2: Get Local
 Google strongly favoring locations
 Knows where you are by IP address
 Get your Google Places account
 Claim Profile
 Complete your profile

20. Tip #3: Get Social
 Google is looking for recency
 Social signals
 Overlap with local
 Real-time results
 Universal search: video, images, and more

21. Using Social Media for Business
 Survey: 80% of small biz not on social media
 15.8% of the Fortune 500 are blogging
 That’s what we call competitive advantage…
 …if you do it right
 Enter the Echo Chamber

23. Where to Focus?
 Your business is your full-time job
 Only on places you will continue to use
 Already must have user adoption
 Facebook (Page NOT user)
 LinkedIn
 Twitter
 Blog
 Youtube
 RSS / Monitoring
 Scheduling

24. Build a Following with Social
 Not
 Everyone
 Will
 Buy
 Some
 Chat
 and
 spread

25. Questions?

26. Market | Connect | Engage
Xstreme Media, LLC
18 Valleyview Drive
Fisherville, KY 40023
877-307-6418
 http://www.xstrememedia.com
 LinkedIn – http://linkedin.com/in/lesaseibert
 LinkedIn Group - http://linkedin.com/groups?gid=2143888
 Facebook Group -http://facebook.com/XstremeMedia
 Twitter – http://twitter.com/xstreme_media