1. Market | Connect | Engage
Lesa Seibert, President
Brian Wallace, SEO/Social Media Director
Web, SEO & Social
for Business

2. Web Design & Conversions
 Understand what your site and each page is
supposed to accomplish
 Know your business online objectives
 Have a clear idea of how to convey the objectives
to site visitors
 Determine who your audience is and where they
come from
 Once this is done you will be able to create
conversions when visitors come to your site

3. Designing for Audience
 Online tools help businesses understand their
audience
 There are free tools such as Quantcast that
provide this visitor information
 Helps you determine who your visitors are and
what they might be looking for based on
demographics
 Analytics tools help you find out how your visitors
got to your site
 The information that analytics tools provide is
called Technographics

4. Designing for Source
 There are many sources/channels that your
visitors can arrive through
 Search Engines
 Link on another site
 Social Media
 A typed in URL
 Visitors who arrived through a search engine
are usually looking for something
 Visitors coming through social media want
entertainment or quick information
 Direct visitors look for trust and confidence

5. Designing for Conversion
 Your main goal is to influence conversion
 You must understand your visitor’s motivation
 Provide easy access to information and push
visitors toward an action
 Complete a form
 Register for a newsletter
 Purchase a product
 Make sure your site meets the needs of your
visitors and has something to get them to
return

6. How To Define Target Market
 The better you know your market the better
you can create your site to cater to it
 Who makes up your market?
 Moms between 25 & 45
 Computer Programmers
 Business Owners
 College Graduates
 What gender are they
 Knowing your market better than your
competitors gives you an advantage

7. Finding Your Target Market
 Look at your site traffic and analytics info
 Engage with your prospects or clients often
 Do searches on Facebook for target keywords
that best represent your product or company
 Search Google for discussion forums in similar
markets as your company

8. Website Objectives
 What do you want visitors to do once they get to
your site?
 Don’t try to “Keep up with the Jones’”
 Your online presence should complement or
enhance your offline presence
 Realize it is a tool for communicating with
current or potential customers
 Your website should be customer-focused

9. What Visitors Expect
 Is your site planned or is it a random collection
of items
 Have products, services or information easily
accessible
 Ease of Use
 No more than one click to access information
 Is your site concise and to the point
 Does it provide the content that your visitor is
there for

10. What Visitors Leave With
 Do you want them to connect with you
somehow
 Phone call
 Email
 Quote request form
 Purchase a product
 What do your visitors want before they leave?

11. Why Should Visitors Return
 Do you have constantly updated information?
 Do you have a blog?
 Do you sell products and have new items from
time to time?
 Do you offer specials from time to time?

12. Mobile Marketing Trends
 Mobile Marketing is
expected to rise from $648
million to $3.3 billion by
2013
 More and more mobile
users are reliant on their
phone for connectivity and
information

13. Advance Mobile Communication
 Current mobile devices provide for multiple
types of communication:
 Phone
 Text
 Email
 Social networking
 Blog posting
 Text messages have a
 94% open rate within
 4 minutes of receipt

14. Consumer Partnerships
 Retailers offer specials, one
day only events
 Sports teams offer free snack
or ticket during certain times
during a game – 7th inning
stretch
 Hair salons, golf courses,
doctors notify patients of open
appointments due to
cancellations
 Organizations remind
members about meetings

15. Respecting Consumer Boundaries
 An average mobile campaign
will have a 15%+ response
rate vs direct mail which is
at most 2.6%
 Text is 100% opt-in and is
permission only
 Text no more than once
weekly – respect their time
 Don’t spam

16. SMS Text For Business
 Virtually every consumer over 13 has a mobile
phone
 98% of those phones have SMS text capability
 Reach your customer where they are at any
time

17. SEO: Not an Afterthought
 Just having a website won’t bring traffic
 Careful considerations for on-page optimization
 Off-site: links and traffic
 Local SEO is taking over
 Real-time / recency considerations
 Blurring the lines into social
 Not fake!

18. Tip #1: Get Your Basics Right
 Google Webmaster tools
 Google Analytics
 Website Optimizer
 Sitemap
 Page Speed
 Stop designing bad websites!

19. Tip #2: Get Local
 Google strongly favoring locations
 Knows where you are by IP address
 Get your Google Places account
 Claim Profile
 Complete your profile

20. Tip #3: Get Social
 Google is looking for recency
 Social signals
 Overlap with local
 Real-time results
 Universal search: video, images, and more

21. Using Social Media for Business
 Survey: 80% of small biz not on social media
 15.8% of the Fortune 500 are blogging
 That’s what we call competitive advantage…
 …if you do it right
 Enter the Echo Chamber

23. Where to Focus?
 Your business is your full-time job
 Only on places you will continue to use
 Already must have user adoption
 Facebook (Page NOT user)
 LinkedIn
 Twitter
 Blog
 Youtube
 RSS / Monitoring
 Scheduling

24. Build a Following with Social
 Not
 Everyone
 Will
 Buy
 Some
 Chat
 and
 spread

25. Questions?

26. Market | Connect | Engage
Xstreme Media, LLC
18 Valleyview Drive
Fisherville, KY 40023
877-307-6418
 http://www.xstrememedia.com
 LinkedIn – http://linkedin.com/in/lesaseibert
 LinkedIn Group - http://linkedin.com/groups?gid=2143888
 Facebook Group -http://facebook.com/XstremeMedia
 Twitter – http://twitter.com/xstreme_media