How to Create an Online Presence for Your Business-Part 1

View this Presentation on SlideShare.com/rsuInnovationCenter

What We’re Going to Cover
0 Two-Session workshop featuring practical hands-on
application of web principles and web secrets.
0 Topics include:
0 Solid Branding Foundation
0 Website Development
0 Hiring a Developer or Doing it Yourself
0 Search Engine Optimization
0 Pay-Per-Click Search Engine & Social Media Promotion
0 Social Media Development
0 Google
0 Leveraging for small business
0 Google industry secrets


Objectives of Workshop
0 Create consistent brand image and value message on both online
and offline touch points with customers.
0 Know what questions to ask when hiring website developers.
0 Know where to start to build your website if you chose to do it by
yourself.
0 Have an organic and non-organic search engine marketing
strategy.
0 Understand the importance of social media and apply it.
0 Know how to make Google your friend not foe.
0 Give your customers the voice to build your brand.
0 Analyze ROI of time spent on web/social media development.


Skyscrapers Aren’t
Built Overnight
0 This is going to take work no matter if you hire
someone or do it yourself.
0 Be committed to making online presence a
competitive advantage for your business.
0 You must build a solid foundation before the first
pillar can be installed.
0 Find the optimal time to spend on online presence
development. Think ROI!
0 Before/After


Step 1:Spreading Your Brand
0 The foundation of a successful brand starts with a
consistent image and value message.
0 Image and value message must be transparent in
online and offline marketing communications.
0 Brand must be analyzed during online development.
0 Why your brand over others?
0 What differentiates you from your competitors?
0 Bigger, stronger, faster, etc.
0 Communicate this value to targeted customers.


Step 2:Situational Analysis
0 Analyze current online presence of company.
0 Analyze competitor’s online presence.
0 Website
0 Social Media
0 Search Engine Marketing
0 Analyze who your customers are and how you can
reach them online.
0 Is a competitor already accomplishing this? (b2c or b2b)
0 Where are they spending their time? Listening to music
(Pandora) or playing games on their smartphone.


Example:
Ranch & Home Stores
0 Market share is earned through providing means of
communication with customers at every touch point
possible. Leverage your resources.
0 Orscheln Farm
0 http://www.orschelnfarmhome.com/
0 https://www.facebook.com/orschelnfarmandhome
0 Atwoods
0 http://atwoods.com/
0 Tractor Supply Company
0 http://www.tractorsupply.com/
0 https://www.facebook.com/TractorSupplyCo


Step 3:Build a Strategy
0 Now that we know what the market looks like it is
time to build a strategy for your brand.
0 Are you going to hire someone or do it yourself?
0 Have 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.


SMART Goals
0 Specific
0 Measurable
0 Attainable
0 Realistic
0 Timely


Option 1: Hire a Professional
0 Still need to have SMART goals for the site that will
provide the professional with metrics to be measured
against.
0 You will play a major role in the development of your
website.
0 Browse the internet for websites in your industry that
appeal to you.
0 Study the top ranked websites in your industry via
Google or Bing and make notes of what
functionality, aesthetics, and features you like.


What to Look for in a
Web Developer
0 Analyze developer’s portfolio.
0 Do the websites have a similar characteristic or look?
0 Is it easy to find your way around without getting lost?
0 Does the site tempt you to become a customer or subscriber
of the company/product?
0 Does it load fast and is it professional looking?
0 Is the site optimized for social media, SEO, and multiple
viewing formats?
0 Know the policy on who updates the site and what the
support system is for web hosting, edits, etc.
0 Full Version of Online Resource


Key Questions for Developer
0 Do you submit site to major search engines?
0 Will I have 24/7 access to the site to make edits?
0 If there is an issue with the site do you charge per hour or
is that included in the price you have quoted me for
development?
0 Do you have monthly plans for search engine
optimization, web hosting, & web maintenance?
0 Are you building custom template or using stock template
for my brand?
0 What platform are you using to build my website?
0 Online versus software based.


Example of Developer

http://www.TheDrivenDesign.com


Option 2: Do it Yourself
0 Bootstrapping the process. It is going to be wild ride but it must
be strategically planned and organized.
0 Be a guerrilla marketer!
0 Not always money but creativity and time.
0 Don’t be afraid to ask for help!
0 Know your limitations and don’t set objectives that are not
realistic in the means of design or execution.
0 Development Platform Knowledge
0 Search Engine Optimization
0 Integrating Social Media
0 Writing Relevant Content
0 Engagement
0 Conversion of Leads to Sales


Picking a Platform to
Build Your Website
0 Does the platform offer responsive
themes/designs/layouts?
0 Does the site offer social media tools organically or non-
organically?
0 Is there an application/plug-in market available?
0 Like Apple’s iOS application markets.
0 Content Management System
0 Where can you edit your website’s content?
0 Desktop
0 Tablet
0 Mobile Phone Application


Available Platforms
0 Wix (Drag and Drop)
0 App market is available
0 SquareSpace (Drag and Drop)
0 Example: Ontario PC
0 Weebly (Drag and Drop)
0 Example: Build Bartlesville
0 WordPress
0 Example: bugRIGHT
0 Plug-in market is available


WordPress Musts
0 Must have a responsive theme.
0 Must have a theme that meets your brand image and message.
0 Have custom theme built
0 Try to customize theme in a box
0 Must leverage plug-ins to build engagement and competitive
advantage.
0 Tim.Ly Events Calendar
0 Yoast SEO Assistance
0 ShareThis
0 ShareaHolic
0 Google Analytics
0 Bing Site Verification
0 Store Locator Plus
0 Form Builder-Different Plug-ins Available


Step 4:Build Your SEO Strategy
0 Leverage the situational analysis conducted for the web
development strategy to analyze the following:
0 Keywords competitors are using
0 SEO tactics that competitors are using
0 Strong Tagging
0 Bolded text mean, STRONG TAGGED.
0 Google/Bing focuses on those key terms.
0 Micro-Tagging
0 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 industry
0 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.


Option 1: Hire a SEO Juice Man
0 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 Report
0 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 Unplanned
0 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.

Example of SEO Juice Man


Option 2: Do it Yourself
0 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 SEO
0 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 AdWords
0 Facebook Ads
0 Display Ad placement on targeted websites
0 ESPN
0 High Plains Journal


SEO Tactics That Will
Earn You Google Cred
0 Have a domain name with specific keywords in the actual
domain name.
0 Example: TulsaMetalRoofing.com
0 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


SEO Industry Secrets
0 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


Homework
0 Create a Google AdWords Keyword research file on
keywords for your business’ specific industry.
0 Create one SMART goal that you have for the creation
or update of your company’s website.
0 Example: increase sales of real estate in the Bixby, OK
markets
0 Create a list of five websites and five Facebook
business pages that you like the look, the
functionality, or the engagement of the site.
0 Be as specific as you can.


Got Questions?
Contact:
Anthony W. Tucker
Phone: 918-343-7509
Email: atucker@rsu.edu
Twitter: Tweet questions to @Brand_Tuck with
#BuildMyOnlinePresence
Review Day 1 Presentation:
http://www.SlideShare.com/rsuInnovationCenter

See you back here next Thursday, February 28, 2013. Same
room, 310. Same time, 2:30 pm-4:30 pm.

How to Create an Online Presence for Your Business-Part 1

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