Working the Web (so it doesn't work you)

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Presentation on basic online marketing strategies; delivered at the May 13, 2010, meeting of the Flagstaff Independent Business Alliance.

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<ul><li> 1. Working the Web<br />(so it doesnt work you)<br />Brad Kamradt<br /></li> <li> 2. Get Started<br />Audience<br />Who, exactly, is this for?<br />Purpose<br />Why do you need or want to do this?<br />What do you want your audience to think, feel, believe, do?<br />Return on investment<br />time, energy, money, ???<br />Key word: INVESTMENT<br />Good, Fast, Cheap: Pick 2 of 3<br /></li> <li> 3. Make a Plan<br />Strategic<br />How and when will you measure success and failure?<br />Integrated<br />If you build it, they will NOT necessarily come<br />What do you want?<br />Everything, of course!<br />What do you need?<br />PRIORITIZE<br />What will actually serve your needs and those of your audience?<br /></li> <li> 4. Common Options<br />Website<br />Email<br />Blog<br />Facebook<br />Twitter<br />SEO<br />SEM<br />THE LITMUS TEST<br />Which of these things actually serve my needs and the needs of my audience?<br />THE ALTERNATIVE<br />How can I leverage each of these things to serve my needs and the needs of my audience?<br /></li> <li> 5. Websites<br />Focal point of your online marketing<br />Have and use your own domain name<br />The user experience not yours is the priority<br />The Web is primarily a visual medium<br />(Search engine crawlers are not)<br />Longevity, interconnectivity, site mass<br />Audience and purpose<br />Measures of success<br />Search engine ranking, Web traffic, follow through<br /></li> <li> 6. Email<br />Reigning champ of online communication<br />Third-party services<br />Data collection and analysis, templates, automation<br />Opt in, opt out<br />Periodic, systematic<br />Audience and purpose<br />Measures of success<br />Open rates, click rates, bounce rates, forwards <br /></li> <li> 7. Online Sharing<br /></li> <li> 8. Howd you hear abut this?<br /></li> <li> 9. Email<br />Reigning champ of online communication<br />Third-party services<br />Data collection and analysis, templates, automation<br />Opt in, opt out<br />Periodic, systematic<br />Audience and purpose<br />Measures of success<br />Open rates, click rates, bounce rates, forwards <br /></li> <li> 10. Email Campaigns<br /></li> <li> 11. Blogging<br />May not be what you think<br />Publishing platform versus activity<br />Powerful built-in features<br />Search engines love blogs<br />Periodic, systematic<br />Audience and purpose<br />Measures of success<br />Engagement, participation, subscribers<br /></li> <li> 12. Facebook &amp; Twitter<br />Facebook<br />Powerful social networking<br />Free and organic<br />Will NOT just take care of itself<br />Status updates<br />Additional features<br />Photos, links, events, notes, video, discussion, reviews<br />Audience and purpose<br />Measures of success<br />Participation, fans, clicks<br />Twitter<br />Powerful social networking<br />Free and organic<br />Will NOT just take care of itself<br />Tweets<br />Additional features<br />Lists, hash tags, retweeting, direct messages<br />Audience and purpose<br />Measures of success<br />Participation, followers, clicks<br /></li> <li> 13. SEO<br />Standards-based code<br />Metatags<br />Page specific and relevant <br />Titles, descriptions, and keywords<br />Data driven and research based<br />XML Sitemap<br />Search-engine submission<br />The Big Three<br />Webmaster guidelines<br /></li> <li> 14. Search Engines<br />Source: netmarketshare.com<br /></li> <li> 15. SEO<br />Standards-based code<br />Metatags<br />Page specific and relevant <br />Titles, descriptions, and keywords<br />Data driven and research based<br />XML Sitemap<br />Search-engine submission<br />The Big Three<br />Webmaster guidelines<br /></li> <li> 16. SEM<br />Paid (and usually not cheap)<br />SEO<br />Paid placement<br />Paid inclusion<br />Contextual advertising<br />Pay-per click (Google AdWords)<br />Set daily budget<br />Bid a specified amount per click<br />Fine-tune placements based on keywords and geography<br /></li> <li> 17. But wait, theres more!<br />Google Analytics<br />Google Local Business listings<br />Contact form(s)<br />Online communities<br />Online review sites<br />Site monetization<br />E-commerce<br />More than 400 individual online marketing criteria in more than 20 different categories<br /></li> <li> 18. Takeaways<br />Online marketing is a holistic endeavor with behind the scenes, up front, technical, and non-technical aspects<br />Successful online marketing requires active participation and ongoing maintenance<br />The results of online marketing are cumulative over time, and there are very few guaranteed quick fixes <br />Online marketing is an investment and should be budgeted for like any other business expense<br />Google is your friend. So is Sweet Lid Solutions <br /></li> </ul>