Internet Marketing - Making the Web Work for Your Business
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A small piece to a larger presentation that I presented to security businesses. Emphasis on the power of social media, why you need a website, and sharing valuable, relevant, FREE information.
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Internet Marketing - Making the Web Work for Your Business
- 1. INTERNET MARKETING Making the Web work for your Business Larry Snow International Security Driver Association, Inc. 1
- 2. AGENDA Introduction Why DoYou Need aWebsite The Making of a BusinessWeb Site Simple Web DesignTips Web Statistics Search Engine Optimization Marketing Social Media 2
- 3. WHY DOYOU NEED A WEBSITE FORYOUR BUSINESS? The internet has eclipsed print 77% of daily users use the web for research 93% of B2B users use the web to begin their research process Global reach Communicates your products and services Cost-effective marketing tool Advantage over the competition 3
- 4. WHY DOYOU NEED A WEBSITE FORYOUR BUSINESS? Credibility Extension of your business Public image Define yourself or others will Potential clients Expect a business to have a website 4
- 5. WEB SITE STATISTICS –THEN AND NOW In 2000 there were roughly 360 million internet users and 25 million websites In 2014 – over 2.4 billion internet users and 180 million active websites Search for “Executive Protection” - over 1 million results; in 2010 – 205,000 5
- 6. BUSINESS WEBSITES Gone are the days of static brochure-ware A website needs to continually evolve with new technology Increasing influence from social media Corporations now have Facebook pages,Twitter accounts, etc. Interact with consumers on a social stage Fish where the fish are 6
- 8. MAKING OF A BUSINESS WEB SITE How to get your website to stand out among the very large crowd: A website should answer: who you are, what you do, and who you do it for What is your strategy for your website? (information, buy products) Plan out content for your website 8
- 9. MAKING OF A BUSINESS WEB SITE Give a good first impression Update it regularly Give value to your visitor Create a dialogue, build a relationship Good usability Make no assumptions with potential visitors Visibility – Marketing your website 9
- 10. SIMPLE DESIGNTIPS Easy to read navigation and content No blinking text (unless necessary) Email sign up form Contact information and form Simple colors, simple layout, some white space is a good thing Images – should match what you do Post comments or feedback from customers Don’t go “Below the Fold” Avoid Flash intro pages Have social media presence 10
- 11. WEB DESIGN EXAMPLES BadWeb Design http://www.WebPagesThatSuck.Com http://www.drivingskills.on.ca http://www.georgehutchins.com http://www.gryphonsecurity.com/ 11
- 12. WEB STATISTICS – DATA RECORDED Visitors Search engine keywords Traffic sources Referrals Direct Search Engines Countries and cities Visitor Internet Service Providers fort.bragg.mil Dept. of Justice Mobile Devices 12
- 13. SEARCH ENGINE OPTIMIZATION What is it? Use of various tools to improve a web site’s ranking in the search engines to attract more visitors Keywords Meta tags In your content Back-links (referrals, networking) Search Engine Submissions Marketing 13
- 14. MARKETINGYOUR BUSINESS WEBSITE Various ways to market you or your business: Article Marketing Write an article, submit to various directories, link back to your website Blogs Share information about you, your business or your experiences Emails Build your list! Emails are a huge win Forums Press Releases 14
- 15. EMAIL MARKETING Every business website needs a form to capture emails Build your mailing list with a “hook” (value) Use a Mailing list program (Aweber, Constant Contact) Send a welcome email Setup auto-responder emails (news, products, training, etc.) Analyze the stats afterward 15
- 16. BLOG / ARTICLES Create a blog onWordpress (free) Write about something you are passionate about (Golf, Fishing, EP, Playing theTuba) Use keywords in the title of your articles and that will capture reader attention (Ex.Top 10 places to play golf) Update regularly (1 a day, a week) - consistent 16
- 17. BLOG / ARTICLES Write articles based on your experiences 250 to 750 words Short and to the point Bold key phrases and takeaways Don’t pretend to be someone else – use your voice Ask questions of your audience Market through various channels 17
- 18. FORUMS Choose forums that you can exchange knowledge Read the agreements and obey the rules Username as company name (ex. ISDA) Complete your profile; link to your website Use regularly and participate in discussions Forum signatures 18
- 19. SOCIAL MEDIA – 2014 STATS Facebook The King of Social Media websites More than 1.3 Billion monthly users* 829 million log in daily Average user spends 40 minutes a day 1 billion active users access Facebook through mobile devices 30 million businesses now have a Facebook Fan Page 19 *July 2014
- 20. SOCIAL MEDIA - 2014 STATS Twitter Over 255 million monthly active users 500 millionTweets are sent per day 78% ofTwitter active users are on mobile LinkedIn (2013) 300 million users Professional, Networking and groups More than 3 million companies have company pages. In the first quarter of 2014, mobile accounted for 43% of unique visiting members to LinkedIn. 20
- 21. SOCIAL MEDIA – FACEBOOK DO’S Create a fan page for your business Add testimonials, upcoming training, etc.) Add videos and images of business services Start an Ad campaign for your business Start a Facebook Group and promote on website Promote on website and through messages Secure your privacy settings; check every so often 21
- 22. SOCIAL MEDIA – FACEBOOK HEADLINES “Israeli Soldier photographed with Arab soldier” “Massachusetts school teacher lost her job over comments she posted to her Facebook wall” “Florida teachers warned not to ‘friend’ students online” “Man jealous over a message on his girlfriend's Facebook page tortured and imprisoned her for four days” HR Executives CheckYour Facebook Page 45% of Employers Now Screen Social Media Profiles Insurance Companies now looking at Facebook pages for risky behavior 22
- 23. SOCIAL MEDIA – FACEBOOK DON’TS Don’t share too much personal information in your profile Don’t post personal feelings about your work or co-workers Don’t play the games and all the other periphery that Facebook offers Don’t post images that you’ll regret later 23
- 24. SOCIAL MEDIA -TWITTER Build your followers Use programs such asTweet adder AddTwitter to your website and blog Promote your business and services Be human, authentic, bring real engagement Use bit.ly to shorten URL’s; track clicks Connect with people globally UseTwitter Search Use for asking questions Keep your ratio pretty close to 1:1 24
- 25. TWITTER SEARCH http://search.twitter.com/ Find out who is tweeting about your company Customer service issues Popular topics 25
- 26. SOCIAL MEDIA - LINKEDIN Your resume on the web - literally Professional Spend some quality time and complete all the information (ex. summary, experience, history) Make connections Join groups NETWORK! 26
- 27. SOCIAL MEDIATAKEAWAYS Use it as a tool to: Build relationships with your customers Build trust Communicate and share your knowledge – for FREE Social profiles are extension of your brand 27
- 28. TOOLS AND RESOURCES Tweetdeck orTweetAdder http://www.tweetdeck.com/ Google KeywordTool https://adwords.google.com/ Google Analytics http://www.google.com/analytics/ Google WebmasterTools http://www.google.com/webmasters/ Web PagesThat Suck http://www.webpagesthatsuck.com/ Google Rank Checker http://www.prchecker.info/ 28
Editor's Notes
- Question: do you have a website? People now search the web for all answers and research. Best doctors, plumbers, etc. You have to stand out from the millions of websites and thousands that are in your area of expertise Gone are the days of flipping through the yellow pages book and picking the first company you see Marketing tool – all your information about you, your company and what you do all in one place If your competition doesn’t have a website, or it is a poor design you have the advantage
- Very important to plan out your website. What are you going to say to potential customers. Navigation, order of pages, contact us page, email addresses, phone #’s
- According to one study nearly half of visitors to a website judge it by the design. Your website is an extension of your business. It runs 7/24 and is always visible. Websites need to dress to impress. Needs to be visually appealing. Visitors will leave in a matter of seconds. Make no assumptions with your content. First time visitors don’t know anything about you are or your website. If they need to make a transaction keep it simple. If they are looking for information show it right on the home page.
- Use flip chart. Or show on web. 93% believe that company websites should have a social media presence.
- Website stats are invaluable bits of information. Behind the scenes servers that host your website collect bits of information about you and your hosting provider shares it with you their customer in nice tidy charts. Hits are registered as each element from 1 web page gets requested from the server 1 visit is counted as a person who spends a minute or two clicking through your website. Keywords are search phrases that visitors search for in Google and reach your website Referrals are links to your website from other websites. The more links the better. Visitor ISP’s or Internet Service Providers provide interesting clues. If it’s a .mil or .gov (fort.bragg.mil)
- Very simple to do. Wordpress operates like Word. Topics that you are knowledgeable will make you want to write without getting writer’s block. Use keyword phrases within your content
- Doesn’t have to be war and peace. A simple, useful, article Caveat: anything you post to the article directories becomes their property. Registration is needed to post to directories Directories give you a “resource box” on the bottom to put a link back to your website. Every link back to your website increases your PageRank. Title of your article should contain keywords that someone would use in Google.
- If you are in security – find security forums; or find forums that complement each other – security and executive protection. Exchange knowledge While signing up be sure to read the agreements. Sometime there are strict rules that prohibit posting links in discussions. Your goal is for forum members to visit your website and buy your products or services I suggest that your profile name be your business name. Complete your profile. Sometimes there is a field where you can add a small bio about you. Absolutely include the link back to your website. Use the forums regularly – to gain “rank” or respect among other posters. Forum signature – include an image and website URL. Is shown in every post you make
- Question: Who has social media accounts?
- Recent headlines and articles Keep your personal feelings off of Facebook Security and privacy settings. Every time Facebook launches a new widget on their platform privacy settings get reset to default. Always check. Recommend custom – friends only
- Increasing your followers will increase your Twitter “status.” The more followers you have the more likely you will have Twitter requests Twitter search – searches all of twitter. You can find the hot topics, form an opinion on your blog or website, and tweet it. Ask questions. What’s the best security driver school. What’s the best paper for faxing? No ROI – Twitter is growing and changing but right now, you spend your time on here without much gain other than your followers. Keep it all business
- Connections friends, colleagues, trainers, other people with similar interests Groups – I did a search for EP and came up with about 5 pages worth. Pick and choose wisely. Choose groups that are active! Belonging to a group is not a status symbol What can you do in LinkedIn: NETWORK, give opinions, share knowledge
- People buy from those they know and trust The goal of social media is for people to buy your products and services it to get them to visit your website where they can learn more about you and what you do and hopefully buy your products Research – say you are introducing a new product or service, or perhaps new training, asking your social media followers is a great way to get instant feedback. Customer Service – yes indeed I’ve seen some companies using Facebook and Twitter as a customer service interface. Got a problem post it to our Facebook page