The presentation provided tips on how to improve website reach and engagement. It covered determining the target audience, basics of an optimized website like SEO and mobile compatibility. It emphasized regularly updating content, repurposing it across channels, and using analytics to evaluate efforts. Social media, e-newsletters, and events were presented as ways to engage audiences and drive traffic back to the website.

1. How to Improve
Your Reach
Keys to maximizing your website
Presented by CEO Nancy Marshall and
Account Executive Greg Glynn
May 7, 2015#SMFM
Enter your
business card to
win the book
“PR Works” by
Nancy Marshall

2. www.marshallpr.com
Today’s presentation
• About NMC
• Determining your target audience
• Website basics in 2015
• How to drive Web traffic
• Keeping engaged with your audience
• Questions and book giveaway

3. www.marshallpr.com
About NMC
• Established in 1991
• Located in Augusta
• Full-service public relations and marketing agency
• 10 employees and network of industry partners
• The Marshall Plan®
• Provides a wide range of services for a wide range
of clients from tourism to health care

4. www.marshallpr.com
Determining Your Target Audience
• Who do you want to reach?
• What types of messages are most important
to communicate?
• What are the best ways to communicate
those messages?
• Your website is your foundation for success
• Disability access…is your site compliant?
• Time-saving services; how much can be done online?
• Mobile compatible? 63% use phone for viewing websites
• What are you measuring (Google Analytics)?
Source: Nytimes.com

5. www.marshallpr.com
Basics of a website
• Domain name
• Content, including photography
• Navigation
• “Contact Us” is critical
Bonus:
• Search engine optimization
• Social media icons
• Lead generation tool
• E-newsletter signup

6. www.marshallpr.com
Search Engine Optimization
• Search engine optimization (SEO) is the process of affecting the
visibility of a website or a Web page in a search engine’s unpaid
results
• Internet advertising is different than search engine optimization

7. www.marshallpr.com
Search Engine Optimization
• Your website should contain content that
people are searching for
• A page with the most frequently asked
questions is a great way to improve
your SEO
• Writing content that can be repurposed for
Facebook is a great way to create
engagement, drive Web traffic to your site
and educate visitors
• Your SEO will improve with fresh content
and referral traffic

8. www.marshallpr.com

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Best Practices
• Content should be updated and relevant
• Included in content is photography or video,
this sets the tone
• Navigation (menu bar)
• Ways to reach you (phone and email)
• Value of above-the-fold content
• What are you doing for lead generation?
• Use of e-newsletter and social media links
www.Manchester.govoffice2.com

10. www.marshallpr.com
Maximize your website
• Search engine optimization (SEO)
• Keep content fresh and repurpose
• Google Analytics is key
• How many visitors per month?
• What are the most popular pages?
• Inbound referrals
(where are people coming from?)
• Evaluate impact of social media efforts
• See downloads
• Event interest and registration

11. www.marshallpr.com
Events
• Create efficiencies
• Widgets for Google calendar
• SEO value of lists
• Market your town or city events
and repurpose content
• Apps can help promote events
• Capture information at events
e.g., enter-to-win contest

12. www.marshallpr.com
Lead Generation
• Capturing information is key
to top of mind awareness
and education
• Email addresses are gold;
education, news, events,
e.g., Electronic Waste Day
• Incentive to provide email address
(value exchange);
e.g., 5 Ways to Save Energy,
5 Tips to File Your Taxes
• E-newsletter sign up:
Constant Contact, MailChimp, Emma

13. www.marshallpr.com
Social Media to Consider
• Facebook: More than 310 million users
• Twitter: More than 288 million users.
• YouTube: World’s second largest search engine
• LinkedIn: More than 107 million users
• Niche social media platforms
• Instagram: More than 64 million
• Pinterest: More than 70 million
• Vine: More than 40 million
• Tumblr: More than 85 million
• Snapchat: 100 million users

14. www.marshallpr.com
Other Communication Channels
• Letters to residents
• Press releases
• Media coverage
• Visits to city or town office
• Op-ed articles on key issues
• E-newsletters
• Events
• Internal staff (message mapping)

15. www.marshallpr.com
Repurposing Content
• Share media stories about your city
or town
• Capture your own success to share
(photos and video)
• Pick an employee of the month or
unsung hero, create a template and
update it each month
• Share media stories about your city
or town

16. www.marshallpr.com
Repurposing content
• Fresh content on your website should be
shared and repurposed
• Old content can be updated and
then shared
• Create efficiencies; if you have to do it,
how can you share it?

17. www.marshallpr.com
Key Takeaways
1. Determine your target audience and how you can help them
2. Make sure your website has the basics before adding
more functionality
3. Learn from your Google Analytics
4. Repurpose content and create efficiencies
5. Stay engaged with your audience

18. www.marshallpr.com
Questions ?
Nancy Marshall
CEO
Nancy Marshall Communications
nmarshall@marshallpr.com
Greg Glynn
Account Executive
Nancy Marshall Communications
gglynn@marshallpr.com
Now Later

19. www.marshallpr.com
Book giveaway!
Now is your chance to win
PR Works by Nancy Marshall.
Put your business card in the fish bowl
and we’ll pick one lucky winner.
We’ll take the winner’s photo and
share it today on our social media websites.

20. www.marshallpr.com
Want to learn more?
Thursday, Sept. 24
8 a.m. -12 p.m.
Kaplan University
Augusta
• In-depth look at social media tactics and how to implement them
• $199, includes 4-hour session and free breakfast from Lisa’s Restaurant
All attendees should bring their laptop or tablet.
Details at: bootcamp.marshallpr.com

21. www.marshallpr.com
Connect with us!
Facebook:
Nancy Marshall Communications
Twitter: @NMCMaine
Nancy’s website: prmaven.com
Our company e-newsletter!
To sign up visit: marshallpr.com