Working the Web(so it doesn’t work you)
Brad Kamradt
Get StartedAudience
Who, exactly, is this for?
Purpose Why do you need or want to do this? What do you want your audience to think, feel,
believe, do?
“Return” on “investment” time, energy, money, ???
Key word: INVESTMENT Good, Fast, Cheap: Pick 2 of 3
Make a PlanStrategic
How – and when – will you measure success and failure?
Integrated If you build it, they will NOT necessarily come
What do you want? Everything, of course!
What do you need? PRIORITIZE
What will actually serve your needs and those of your audience?
Common OptionsWebsite
Blog
SEO
SEM
THE LITMUS TEST Which of these
things actually serve my needs and the needs of my audience?
THE ALTERNATIVE How can I leverage
each of these things to serve my needs and the needs of my audience?
WebsitesFocal point of your online marketing
Have – and use – your own domain name
The user experience – not yours – is the priority
The Web is primarily a visual medium (Search engine “crawlers” are not)
Longevity, interconnectivity, site mass
Audience and purpose
Measures of success Search engine ranking, Web traffic, follow through
EmailReigning champ of online communication
Third-party services Data collection and analysis, templates,
automation
Opt in, opt out
Periodic, systematic
Audience and purpose
Measures of success Open rates, click rates, bounce rates, forwards
Online Sharing
How’d you hear abut this?
Email Newslet-
ter57%
Online Events
Calendar7%
SL Blog7%
Facebook7%
Word of Mouth14%
Other7%
RSVP Data
Paper NewsletterEmail NewsletterMagazine or NewspaperPress ReleaseOnline Events CalendarOther Events CalendarFiBA WebsiteSweet Lid BlogFacebookTwitterLinked InWord of MouthOther
EmailReigning champ of online communication
Third-party services Data collection and analysis, templates,
automation
Opt in, opt out
Periodic, systematic
Audience and purpose
Measures of success Open rates, click rates, bounce rates, forwards
Email Campaigns
BloggingMay not be what you think
Publishing platform versus activity
Powerful built-in features
Search engines love blogs
Periodic, systematic
Audience and purpose
Measures of success Engagement, participation, subscribers
Facebook & TwitterFacebook
Powerful social networking
“Free” and organic Will NOT just take care of
itself
Status updates
Additional features Photos, links, events, notes,
video, discussion, reviews
Audience and purpose
Measures of success Participation, fans, clicks
Twitter Powerful social networking
“Free” and organic Will NOT just take care of
itself
Tweets
Additional features Lists, hash tags, retweeting,
direct messages
Audience and purpose
Measures of success Participation, followers, clicks
SEOStandards-based code
Metatags Page specific and relevant Titles, descriptions, and keywords Data driven and research based
XML Sitemap
Search-engine submission The Big Three
Webmaster guidelines
Search Engines
87%
Yahoo5%
Bing3%
Other5%
Global Market Share(April 2010)
GoogleYahooBingEveryone Else
Source: netmarketshare.com
SEOStandards-based code
Metatags Page specific and relevant Titles, descriptions, and keywords Data driven and research based
XML Sitemap
Search-engine submission The Big Three
Webmaster guidelines
SEMPaid (and usually not cheap)
SEO Paid placement Paid inclusion Contextual advertising
Pay-per click (Google AdWords) Set daily budget Bid a specified amount per click Fine-tune placements based on keywords and
geography
But wait, there’s more! Google Analytics
Google Local Business listings
Contact form(s)
Online communities
Online review sites
Site monetization
E-commerce
More than 400 individual online marketing criteria in more than 20 different categories
TakeawaysOnline marketing is a holistic endeavor with behind
the scenes, up front, technical, and non-technical aspects
Successful online marketing requires active participation and ongoing maintenance
The results of online marketing are cumulative over time, and there are very few guaranteed “quick fixes”
Online marketing is an investment and should be budgeted for like any other business expense
Google is your friend. So is Sweet Lid Solutions
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