Emarketing Techniques Workshop February 2009

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Emarketing Techniques Workshop February 2009

  1. 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. 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. 3. Accountability
  4. 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. 5. The New Web
  6. 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. 7. A Vision of Students Today
  8. 8. Who was the person of the year in 2006?
  9. 9. 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
  10. 10. Budget Line Increases VS Decreases
  11. 11. Significant Barriers to Adoption
  12. 12. 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
  13. 13. Creating a Marketing System Website Traditional Email SMO Video SEM CRM
  14. 14. 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
  15. 15. Capture Attention Immediately
  16. 16. Engage your users
  17. 17. Google Analytics – Tracking Success
  18. 18. Tracking Goals in Google Analytics
  19. 19. Use Google Website Optimizer
  20. 20. Website Best Practices 1.) Make it EASY to buy 2.) ENGAGE your users 3.) GET their email
  21. 21. 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
  22. 22. Email Marketing Best Practices 1. Focus on users needs (80%/20%) 2. Have a call to action 3. Track results and follow-up
  23. 23. Tips from the Tweetisphere
  24. 24. 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
  25. 25. Organic VS Paid Search
  26. 26. SEO VS PPC
  27. 27. eMarketing Best Practices – SEM 1. Use title tags 2. Key in to your keywords 3. Inbound links!
  28. 28. 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
  29. 29. Use Website Grader
  30. 30. Getting Started with Social Media • What is it? • POST Strategy • Some of our favorites: – YouTube – LinkedIn – Facebook – Twitter – Blogs
  31. 31. RSS – The common denominator
  32. 32. Getting Started with Social Media From Groundswell by Charlene Li and Josh Bernoff
  33. 33. 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!
  34. 34. The Technology & The tools
  35. 35. Using Blogs
  36. 36. Using Video
  37. 37. Using Twitter
  38. 38. Facebook Page
  39. 39. Using LinkedIn and Facebook
  40. 40. Creating a Marketing System Website Traditional Email SMO Video SEM CRM
  41. 41. It’s not just about your website… It’s about your web strategy. Thank you! David Toth David@WorkSmart-eMarketing.com

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