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The document discusses the importance of diverse web content for businesses to attract online shoppers, emphasizing the need for various content types such as blogs, social media, and articles. It provides insights into keyword optimization and research tools, encouraging businesses to use multiple online channels to increase visibility and customer engagement. Informed Web Content, led by Suzanne Delzio, aims to help small businesses become independent by guiding them in creating effective content and understanding analytics tools.
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- 1. How Business isFound OnlineBy Suzanne DelzioDirector, Informed Web ContentFind these slides at :
- 2. It starts outsimply enough:Shoppers tell the world exactly what items they want by typing them into Google.
- 3. Google Delivers AnswersInthe ancient days (pre-2007), those answers were all websites. WebsiteWebsiteWebsiteWebsiteWebsiteWebsiteWebsite
- 4. Now, Google searchesand ranks EVERYTHING: Images Local SearchWebsitesBlogs PPC Ads
- 5. โEverythingโ Includes:WebsitesBlogsSocial MediaLocalSearchArticle DatabasesDiscussionsPhotosVideosNews releases Ads (PPC)
- 6. This โEverythingโ isweb content. Businesses looking to get traffic on the Internet should get as much web content on the internet in as many variations as possible.
- 7. Specifically, web contenttakes these forms: Blog posts
- 8. Ezine articles (ona directory or on a website)
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- 13. Anything useful, informationalor entertaining with a business name and link attached to it. The web content goes out through what advertisers call: channels
- 14. Consumers land atyour website because of the web content you place on the various channels.
- 15. Channels: Keyword-optimized WebsitesKeyword-optimizedBlogs Social MediaEzine Article DatabasesOnline Press Release DatabasesPay Per ClickYelp, City Search + more
- 16. The number ofoptions can make a business owner feel like this:
- 18. Rest assured. Every channel operates on one thing . . . Words!
- 19. Find the wordscustomers use to find businesses like yours with: Google Adwordsโ FREE Keyword Toolwww.adwords.google.comFREE trials and lots of free tutorial videos on:www.keyworddiscovery.comwww.SEMRush.comwww.spyfu.comwww.keywordspy.com
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- 21. Make lists ofyour most promising keywords. Use pages 23 -30 in IWCโs Business Blog Start Up Kit to complete this process step by step.
- 22. Then find thechannels YOUR customers use most:Where are they?
- 23. Research by Industry: Hubspotโs Online Marketing Opportunity by INDUSTRY Report www.hubspot.com tells you Where specific industry customers talk onlineWhere they start shopping online (e.g. search vs. social media)How customers like to research
- 24. Research by Age: 80% of Millenials on SM60% of Gen Xers on SM45% of Boomers on SM38% of Matures on SMAvailable at: www.marketingprofs.com/store/product/40/digital-marketing-factbook
- 25. Research client desiresand pain points through surveys:Survey Monkey: www.surveymonkey.com
- 26. Constant Contact: www.constantcontact.com
- 27. Aweber: www.aweber.com Each has a free trial period or a free basic membership. You canโt lose!
- 28. Then Decide Whereto Dive inTo maximize reach and reinforce branding and exposure, a business should eventually participate in as many channels as possible.
- 29. In other words,crowd the internet with directions to your website or blog
- 30. . . .by creating:Websites
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- 39. Ads (PPC)Which, again,may make you cry,
- 40. Where to start?Createa valuable, useful or entertaining that will solve your typical customerโs biggest problem. Cheat SheetEbookEmail NewsletterWhite paperUseful BlogVideo Tutorial Sometimes agencies call these pieces โthe creative.โ
- 41. Tell the worldabout your โcreative:โFacebook, Twitter, etcBlog directoriesEzine Article DirectoriesOnline Press Releases (so many free ones!)Flickr, Picasa, Shutterfly
- 42. What to talk/writeabout in the โcreative?โSolutions to your customersโ problemsResources customers can use (agencies, websites, tools)Industry news Your perception of an industry leaderโs commentsYour reaction to an event in your industryFunny or useful customer experience you can share
Editor's Notes
- #2ย This video will demonstrate just how business is found online, or, just how you can create a custom marketing plan that targets the desires and pain points of your customers.
- #3ย We all know this by now.
- #4ย For a long time, Google just delivered websites. Starting in 2007 Google started converting to โuniversal searchโ which means it would rank everything online.
- #5ย And even more . . .
- #7ย Not just writing; itโs video, audio, photo, discussion, Facebook threads, twitter feeds and more.
- #9ย All the STUFF that a business has made goes out through channels; sites where the content lives or alerts visitors to its existence. The Press Release lives on PR Web; your discussion lives on Facebook & Twitter; Google points web surfers to websites
- #10ย You can also think of them as outlets.
- #11ย This is where a companyโs stuff lives.
- #12ย The number of options and what must be done to execute each one can make a business owner feel like this:
- #14ย Rest Assured because every channel and everything in that channel operates on WORDS. Online marketing success depends in great part on Keywords, also called Keyphrases. A keyword or keyphrase can be one or multiple words.
- #15ย So a business owner must findโnot the words he or she assumes people use to find a siteโbut the real words websurfers actually do use. For instance, a dog groomerโs keywords can be more than โdog groomer
- #16ย A business ownerโs first assumption may be that people will be searching for his or her business based on the obvious keywords. But weโre often talking about desperate people here who may not know they need your service exactly. Keyword research is important.
- #17ย If this sounds too overwhelming, just download our Business Blog Start Up Kit, which in workbook form, will step you through getting the most effective keywords for your business.
- #18ย Once you have your keywords ready, find out where your customers generally hang out.
- #19ย If you want to get any online marketerโs blog feed, I highly recommend Hubspot. Here, theyโve broken down just which industries participate most in which social media channels.
- #20ย This graph is hard to see but
- #21ย They offer so much: social media integration, video integration for a very low cost.
- #22ย Do most of your clients find businesses like yours through searching Google, clicking on PPC ads, getting recommendations from friends on Facebook
- #23ย Why? Get as many links to your website and blog out there as absolutely possible.
- #24ย The first two are a no brainer, but donโt forget the rest.
- #26ย So - where to start? You need something solid that reflects your expertise and experience. That can take the form of an informational paper also known as a white paper. It can be a blog, a video tutorial . . . Post it on your site or another site (YouTube or Flickr or a Blog directory)
- #27ย Post it on your site somewhere and then. You then tell . . . Through these channels
- #28ย But wait! Business owners can become paralyzed as to what exactly to write about.
- #29ย Soemthing that goes on a business blog can go in a video; it can be photographed; you can start a discussion about it on blogs.
- #30ย One blog post can be summarized in perhaps two facebook updates. Since people on FB seem to love photos, try to get one up there with your post. Shorten those facebook updates add a link for Twitter. Put the photos with a captionโalways include wordsโon Twitter.
- #31ย If you have a big creative, break it up into smaller pieces. That way you reach those more likely to read blogs and the longer forms like ebooks or white papers. Lead people back to your large effort through Facebook, Twitter and more.
- #32ย You can also start small and go big. Let a Facebook comment expand into a couple of blog posts. The two blog posts can make an ezine article.
- #33ย I know you thought that should cover it, but stick with me while I cover one very important task.
- #34ย You MUST measure visitor response to your creative outreach efforts. And really this is the fun part. Google has developed an amazing tool to spy right into where visitors come from how long they stay, the words they floated in on and so much more. Entire courses are taught about Analytics.
- #35ย You wonโt be able to see because of this video but for this veterinary marketing site, common sense won the day, and veterinary marketing proved to be the most common word visitors came used to get to this site.
- #36ย No more bondage to advertising agencies, IT departments, so-called experts. Not only is the information free and useful, itโs fun!
- #38ย To keep even more of a close eye on your website, Google provides the free Optimizer tool. This can get a little more complex, but, if youโre willing to watch some tutorials, you can constantly run tests on how effective your headlines, graphics, calls to action all of it are.
- #39ย You may ask, . Because youโre too busy and overwhelmed running your business. That said, we know still you can do this yourself eventually. As a small business owner you know you want to do it yourself, independent of an agency. The best way to learn is to get the format set up, get some training and then have your first efforts provided. After thatโs banged out, you can do it on your own. If you donโt want to, believe me, weโre happy to take your money for any and all of these services.
- #41ย Just to review, letโs look at the whole online marketing process. The smart business owner or sole practitioner Itโs a constant process.
- #42ย Feel free to download our Business Blog Start-Up Kit from the homepage. You can find the slides for this presentation at: