SOCIAL MEDIA AND YOUR WEBSITE

SHOW ME THE MONEY

How can brands actually make social a sales channel, and with a real, determined return on investment? How do you measure the success of your website? We’re going to talk about how to use your online resources to not just capture the attention of an audience, but how to define the audience you actually want and then keep them coming back for more.

TIME WELL SPENT

• Define your target audience• Website success• Be a social butterfly• What does it all mean to me? • FYI and industry terms defined

TALK TO THE COOL KIDS Target YOUR audience. Not AN audience.

ARE YOU PICKING UP WHAT I’M PUTTING DOWN?

You are capturing anaudience, but are yourelaying the correct messageto the consumer that youactually want? Defining whoyou want for customers hasto happen before you createa plan of attack. Successfulbrands using social mediaknow who their audience isand how to speak to them.

WHO’S TALKING NOW

Create a three personas. Not just age and income, but give them full identities. The exact identifying factors can be different for each company. Some examples are;

GenderAgeMarital statusHousehold incomeCareerHabits

If you had to choose one well

known persons voice for your

business, whose would it be?

Social media is just that; social. You need

to be a person that actual humans want

to converse with. Does your brand voice

speak to the target audience that you

want? Can they relate to it?

Gender- Male

Age- 64

Household Income- A lot

Marital status/kids-Divorced, 6 sons

Career- Actor

Habits- Avid golfer, active in charity events, owner of Caddy Shack, a restaurant. Bill enjoys long walks on the beach and Pina Coladas.

WWBMD?

When you are faced with a marketing decision stop and ask yourself; what

would Bill Murray do? Use your personas as your marketing moral

compass. Would this action help me influence my target market? If the answer is no, than choose another path that leads you to your defined

sources of revenue.

Name- Bill Murray

WWW.WEBSITESUCCESS.COM

Websites that work for you

GOOD, BAD, AND THE UGLY

Have you heard the expression, “Putting lipstick on a pig”? Well, when it comes to websites, it’s not just esthetics that matter. You need a site that visually creates an emotional response, but also provides a effortless way to get the information that they need. Customers have several reasons why they go on your website. Your needs, however, are pretty simple.

TOP REASONS PEOPLE VISIT YOUR SITEBook a t-timeContact informationSee the courseEvents

TOP REASONS YOU WANT PEOPLE TO VIST YOUR SITE

Sales

Here at Fore Lakes, we are all about….liability?

Clean, simple navigation with killer photography. But, when you view it on a mobile device….www.viniterragolf.com

EPIC FAIL.

Their online reservation

system on a mobile

device is a huge fail for

their customers. The

reservation plug in does

not allow you to see the

reservation side of the

screen.

If you are starting from scratch or taking an objective look at your current website, follow these simple rules to ensure a customer experience that will bring your

referrals. Golf is a social sport. If you keep ten of your repeat clients happy and engaged, they each will show ten of their friends. Make your website work smarter,

not harder.

HELP THEM FIND YOU

SCREAM OUT TO THE SEARCH ENGINES, “WE ARE HERE”!

Buy other relevant URLs and redirect them to your page

Compatibility. Does your site correctly optimize in all search engines? Do you have third party reservations systems that are updated?

Inbound/outbound links. Hyperlinks to and from other sites can greatly increase your SEO standings. Local chambers, vendors, non-profits that you support, ect.

Google Analytics

Social links/feed

Updated copy. Keep it current. A static website is a quiet website.

Photos with descriptions

Mobile navigation

Mobile reservations

Calls to action. Events and promo information must be above the page break. Keep it simple and stay above the fold

Social integration- great for info sharing and SEO.

SEO Search engine optimization (SEO)

is the process of affecting the visibility of

a website or a web page in a search

engine's "natural" or un-paid ("organic")

search results.FLASH- A WEBSITE SWEAR WORD

Flash is frequently used to add streamed video or audio players, advertisement and interactive multimedia content to

web pages, although usage of Flash on websites is declining.

Long story short, it can bog down or in some instances, make your site

unloadable.

ACQUIRE A CYBER SOCIAL SCENE

Engage to monetize

DON’T BE FRESH! UNLESS YOU ARE USING

SOCIAL MEDIA

People don’t follow a company, they follow a person. Your content MUST be a bouillabaisse of current events, local happenings, non-profit philanthropy, all mixed in with your valuable sales

and marketing initiatives. Consumers are smart. Treat them that way.

SOCIAL BEST PRACTICES FOR ROI

Make it easy to buy. Instant gratification. If you have them engaged and emotionally ready to buy, CLOSE THE DEAL. Offer your client a way to reserve now on social media, eBlasts or website offers. An electronic sale lets you collect all of the customer data at the time of sale.

Constant interaction. Brands that continuously interact on social media will see an increased lift in customer engagement and leads as a result. Social media has a 100 percent higher lead-to-close rate than traditional outbound marketing. The key is providing real value to your community, and that value will come back as direct ROI for your company when you activate sales campaigns.

Ad’s. Paid pushes can be very effective at a low cost. When planning a campaign, a paid push on Facebook for as low as $40 can work wonders.

Don’t get caught up in vanity metrics. ROI is not measured in “Likes” For example, if you’re trying to get audience members to read the new company blog, looking at page visits, time spent on particular pages, and social media shares of blog posts will let you know whether your promotional tweets and Facebook posts are working.

FACEBOOK INSIGHTS

Get the big picture. Define your audience.

Know your audience. Facebook insights can give you a window into who you are reaching and where to focus your efforts.

#Want to look up a trending topic on any

social account? Just search a keyword with a hashtag in front of it and everyone who is

talking about it will come up!

DEMYSTIFYING TWITTER

Twitter is an online social

networking service that enables users to

send and read short 140-character

messages called "tweets". Registered

users can read and post tweets, but

unregistered users can only read them.

In short, Twitter is an amazing search engine. You can sort and collect data by just using the search box and by using hashtags (#) before your content to show up where others are having similar conversations. Don’t over think it.

Instagram and Pinterest are both graphic based hobby and interests pages. Instagram has a HUGE following in the under 40 bracket. All good SEO.

LET GOOGLE DO THE WORK

Besides the fact that 90-92% of most websites organic traffic is from Google, why MUST I use Google Analytics?

Ummm…It’s FREE.

Custom Reports Analytics, custom reports allow you to see your data the way you need to see it, whenever you need it

Profile Viewing The great thing about Analytics is that you can set different profiles to focus on specific aspects of your business. Want to just see blog traffic? You can do that. Want to see just traffic from Canada? Sure. Only traffic that signed up for the newsletter? Why not?

Customizable There are tons of resources on the Internet on how to set up specific customizations

Google Analytics is a

service offered by Google that generates

detailed statistics about a website's traffic

and traffic sources and measures

conversions and sales. It's the most widely

used website statistics service. The basic

service is free of charge and a premium

version is available for a fee.

There is a plethora of information, but don’t get lost in it. Define the things that are important to you and let the rest just be background noise.

WHAT DOES THIS MEAN TO MY BUSINESS

Cliff’s notes version

BE SYSTEMATIC, BE DILIGENT

Create a marketing plan that makes sense for your financial goals. Then reverse engineer it using every tool in the tool belt.

Define your target down to the names of their kids. When discussing your marketing strategy, use their names. Know your revenue sources and treat them like family.

Always use your corporate voice. Be consistent in your copy and tone so that consumers are always talking to the same “person”.

Stay current, be real. Even if you target demographic is old and traditional, it doesn’t mean they don’t care about current events and anecdotal humor. Remember, your selling a game and games are fun.

Websites that are functional as much as visually enticing. Make sure that you are keeping the customer experience as your top priority with your website. All the pieces have to work like well oiled machine.

Install your easy button. Ask for sales at every opportunity and make it fast and easy. Every sale is revenue and a data collection opportunity.

Measure your success and don’t be afraid to make changes. Stay up to date with the latest and greatest ways to offer value to your consumer and bring in cash for your company. Create reports in Google as to never be caught behind the 8 ball.

OBLIGATORY CADDYSHACK REFERENCE

Thank you for attending!