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How to Create an Online Presence for Your BusinessAnthony W. TuckerRSU Innovation [email protected] Twitter: @Brand_Tuck
Day 2
• E-Commerce
• Search Engine
Optimization
• Web Analytics
• Social Media
View this Presentation on http://www.OnlinePresenceDevelopment.Weebly.Com
What We’re Going to Cover0 Website Development
0E-Commerce Website Platforms0Web Analytics0Search Engine Optimization0Pay-Per-Click Search Engine & Social Media Promotion
0 Social Media Development0 Google
0Leveraging for small business0Google industry secrets
0 Building Your Brand’s Identity0Presented by Branding Specialist, Brandon Irby
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Today’s Objectives0Learn how to turn your small local business into a
world-wide enterprise with Shopify.0Get your website found online through leveraging:
0 Organic Search Engine Optimization0Hiring Someone or Doing it Yourself
0 Non-Organic Search Engine Optimization0Pay-Per-Click Paid Placement (Time & Space)
0 Google Ad Network0 Unplanned Purchases
0Learn how to analyze your website’s performance.0Learn how to turn social media into a revenue stream
for your business.
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Skyscrapers Aren’t Built Overnight
0 You will get what you put into your online presence development for you business.
0 If you have questions please don’t be afraid to ask today, tomorrow, next week, or whenever. The Innovation Center is a resource for you.
0 Frustration is bound to come when developing your online presence but you must persevere to build the competitive advantage it can bring your business or community organization.
0 Leverage the new Online Resource Center for industry insight, self-help videos, directory of who to hire, and register for future workshops that focus on specific online presence development functions that you would like to learn more on.
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Homework Review Top Websites
0 Red Dress Boutique0 Great use of custom application.0 Great use of categories for types
of clothes and by price range.0 Easy to operate.0 Does need major search engine
optimization work.0 Needs to encourage social
sharing of every product listed.0 Example: ShareThis application
Top Facebook Business Pages0 https://www.facebook.com/Impressionsnwa
0 Custom HTML Applications0 Browse Store0 Restock Notify0 Instagram0 Sign up for Shopping Cart0 How to Order
0 Major Return on Investment on Facebook by leveraging displaying/selling product direct on Facebook with, Run/Ship & Run/Hold comments to photos on Facebook timeline.
0 Major website work needed to compliment social media stature.
0 Must champion shipping and have solid/consistent refund process in place.
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Step 3: Building a Strategy for your Website Revisited
0Now that we know what the market looks like it is time to build a strategy for your brand.
0Are you going to hire someone or do it yourself?0Have SMART goals for your website development and
social media strategies. 0 Increase traffic from northeastern Oklahoma by 200% in first
three months of new site.0 Increase engagement on Facebook by 500 fans in the first
three weeks of the optimized Facebook page.0 Be on the first page for local results for specific industry in
first six months.
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Available Platforms0 Wix (Drag and Drop)
0 App market is available0 SquareSpace (Drag and Drop)
0 Example: Ontario PC0 Weebly (Drag and Drop)
0 Example: Build Bartlesville0 WordPress
0 Example: bugRIGHT0 Plug-in market is available
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E-Commerce Website Platform
0Shopify is an e-commerce website platform that makes designing a website and selling products easy for small businesses.
0Shopify represents an engaging user friendly website that offers search engine optimization tools to earn your site Google street cred.
0Take your local business to a world-wide market with new revenue streams.
0Key features of Shopify:0 http://www.shopify.com/website/templates
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Options for Building Your Shopify Website
Option 10 Hire a developer to design a
custom template and setup the site.0 Includes setting up for
search engine optimization.0 Setting you as the business
owner up as the admin to upload images, pages, videos, and more from mobile phone or tablet.
Option 20 Do it yourself! Take on the world-
wide market with a strategy on your own!0 Use a stock template from Shopify’s
template market place.0 Register your website with
Google/Bing.0 Optimizing each product page and
content page with keywords and SEO tactics.
0 Upload images, content, and keep track of orders.
0 Link with social media to create traffic and additional revenue streams.
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Step 4:Build Your SEO Strategy0 Leverage the situational analysis conducted for the web development
strategy to analyze the following:0 Keywords competitors are using0 SEO tactics that competitors are using
0 Strong Tagging0 Bolded text mean, STRONG TAGGED.
0 Google/Bing focuses on those key terms.
0Micro-Tagging0 Way of the future that will tell search engines exactly what the page represents. Example: Murphy’s
Steakhouse in Bartlesville, Okla. would have Micro-Tags for local restaurant with location featuring Bartlesville, Okla. or near Tulsa, Okla.
0 Leverage Google AdWords Keyword Tool to analyze keywords per industry0 Organic vs. Non-Organic Search Engine Marketing.
0 Understand the importance of SEO dominance on all content. 0 Google/Bing can’t read or properly index Flash/Java or images without a proper
ALT Tag and file name.0 Continue to modifying strategy to continue to increase traffic and conversion
rates.
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Option 1: Hire a SEO Juice Man0 Much like scenario when hiring a web developer, must have a strategy in
place before meeting with potential SEO Juice Men.0 Have list of competitors readily available, geographic target market, and
targeted audience.0 Be ready to pay monthly fee and expect to receive updates including:
0 Monthly Google Analytics Report0 Google AdWords Reports
0 Tell them you want a SEO strategy for planned and unplanned purchases.0 Planned
0 Someone Googles the keywords, Arena Tools for Tractor, your business should be on the first page if you sell arena tools.
0 Unplanned0 Someone who has known history of looking at arena tools for tractors on
the internet or social media sees ad on a website relating to arena tools for tractors.
0 Think impulse buying at a grocery store with end caps and products at the check out.
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Example of SEO Juice Man
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Option 2: Do it Yourself0 Leverage SEO assistance apps or plug-ins if available for your website
development platform.0 Register with Google Analytics to analyze traffic.
0 Are visitors bouncing (exiting) from you site to soon?0 Are visitors getting to the desired take action page on your website?0 Just because you have traffic does not mean you have the right traffic!
0 Conversion rates and ROI!
0 Have a strategy for both:0 Organic SEO
0 How do you make your site seem more credible and relevant to search engines?0 Build back links and continually add new content that is engaging and contains keywords.
0 Non-Organic SEO0 In the beginning of launching a website or new SEO strategy it is highly
recommended to leverage non-organic paid placement to earn more traffic and higher rankings.0 Google AdWords0 Facebook Ads0 Display Ad placement on targeted websites
0 ESPN0 High Plains Journal
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SEO Tactics That Will Earn You Google Cred
0 Have a domain name with specific keywords in the actual domain name.0 Example: TulsaMetalRoofing.com0 You can make this domain name your main domain name and
then have multiple other domain names that point back to your website.
0 If you post videos to YouTube/Vimeo ensure that you use key terms in the title of the video and keyword section.
0 Have internal links on each page of your website.0 Update your content regularly. 0 Save every image that is placed on your website with
keywords.0 Example: WeddingCakeBakersTulsa.jpeg
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SEO Industry Secrets0 You can submit your website and subsequent webpages to be
indexed by Google and Bing by registering for webmaster tools on both search engines.0 You must verify your website with both Google and Bing by
placing code on your website.0 Strong Tag the products you offer and the markets you
compete in on the homepage of your website. 0 Example: bugRIGHT
0 Get social and leverage social media!0 Submit articles to targeted media contacts for publishing both
in print and online. Increases traffic to website and builds credibility in the eyes of consumers and search engines.0 PR Web
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Step 5: Analyze Your Website’s Performance
0 To continue your company’s empirical rise in the online market and to continue to increase conversion rates you must be consistently measuring your website, social media, and marketing effort’s performances.
0 Remember that you must set SMART goals to have specific metrics to measure success by for your business’ online performance.
0 Find benchmarks in your industry that you would like to see your business get to.0 Nesting Necessities
0 Enter world-wide market by building the brand through e-commerce and social media.
0 You must leverage cost efficient resources to really grasp your online performance.0 CrazyEGG0 Raven Tools
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Option 1: Hire Help
0 When tracking your website, social media, and marketing effort’s performances it can become labor intensive. This is why if it is more profitable for you to be undertaking other tasks for your business rather than analyzing your performance, hire help!
0 If you are to hire someone make sure to know exactly what they will be providing you with each month.0 Are you getting access to a custom online resource center
(RavenTools) with Google Analytics, social media mentions, etc.0 If there is work that is needed to be done to improve your website,
social media, or marketing efforts will this individual provide suggestions and execute these suggestions once approved or are these suggestions placed on your shoulders alone?
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Option 2: Be a GUERRILLA Do It Yourself
0 Register for cost efficient and FREE tools that will help you make adjustments to your website, social media, and promotional strategy.0 Google Analytics0 CrazyEGG0 Raven Tools0 HootSuite0 Facebook Business Page Manager Analytics
0 THINK RETURN ON INVESTMENT0 Make updates to website, social media, and promotional strategy based
on tangible analytics. Don’t fall for advertising sales reps tricks again. You own your own fate.
0 Remember that your online marketing strategy and value messaging is consistent with your offline marketing.
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Step 6: Become Socially (Social Media) Responsible
0 The important reasons why to leverage social media:0 Build your brand:
0 Continue to build your relationship with current customers.0 Enable new customers to find you.0 If your brand is not finding ways to connect with the Millennial age cohort then it
will die. These are the individuals that will leveraging social media platforms.0 Push traffic to specific webpages for your company or retailers of your product.0 Create another channel to generate revenue. At the end of the ROI and conversion
rates are just as important on social media.0 Earn search engine optimization juice for your website. Gives your company not only
another touch point with your consumer but earns you credibility in the eye of the beholder, aka Google/Bing.
0 Enables a customer centric method for customers to tell other potential customers about your product and services through “Sharing”.0 Try to encourage the sharing of company content.
0 Official hashtags through Twitter, promotions through Facebook, etc.
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Facebook Business Pages Basics0 Know the difference between a Facebook personal page and a Facebook
business page.0 Have a strategic plan for getting traffic to your Facebook business page.
0 Organic Traffic0 Posting Facebook business page link or icon with accompanying link on all marketing
material online and offline.0 Hosting promotions for customers that run through Facebook.0 “Liking” targeted businesses, retailers, or community organizations in your target
market.0 Example: bugRIGHT
0 Non-Organic Traffic Through Internal Targeting0 Pay Per Click advertising on the Facebook network.
0 After 30 “Likes” on your Facebook business page go and claim your Facebook business page’s username.0 Example: Facebook.com/RSUInnovationCenter
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Facebook Business Page Advanced Tactics
0 Make sure to post a specific link on each and every photo or video you upload to your page.0 Tag every picture and video you upload to your page.0 Leverage free applications on Facebook that increase engagement with fans/followers on
your Facebook page or direct the them to a specific external site.0 Re-Direct0 PDF-Tab-Viewer0 YouTube0 Instagram
0 Have custom applications built for your Facebook business page that can increase engagement and possibly allow the fan/follower to make a purchasing decision on the Facebook page.
0 Have an optimized image in each image place holder for you brand.0 Facebook Timeline Cover0 Facebook Profile Image
0 Leverage Facebook advertising platforms outside of the display network that achieve specific internal or external objectives0 Facebook Offers0 Promote Your Posts
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How to Schedule Your Social Media Posts
0 It is always a battle when trying to figure out the optimal time to spend on social media efforts for your business. Now business owners can become savvy social media marketers with all-in-one dashboards.0 HootSuite
0HootSuite allows you to strategically schedule your Tweets, Facebook Posts, LinkedIn Posts, and Google + Page Posts from one dashboard.
0Best of all, Hootsuite is free for small businesses with less than 5 social media accounts.
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Learn More About Social Media Platforms Online
0Learn more at the Online Resource Center about the following social media platforms and their importance and role in creating a solid online presence for your business.0 Twitter0 Google +0 LinkedIn0 Video Platforms
0YouTube0Vimeo
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Homework for After Day 2
0Schedule a meeting with the RSU Innovation Center to discuss your specific online presence development needs.0 This can be done by visiting RSUinnovation.com and
filling out the “Request for Services” form.0Email Anthony W. Tucker at [email protected] with
any questions.
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Got Questions?Contact:Anthony W. TuckerPhone: 918-343-7509Email: [email protected]: Tweet questions to @Brand_Tuck with #BuildMyOnlinePresenceReview Today’s Presentation and Other Resources at the new Online Resource Center for Online Presence Development: http://www.OnlinePresenceDevelopment.Weebly.Com