3. ‣ What you will take home from this
presentation
‣ Review different types of web
marketing, including social media
‣ Discuss how each web marketing
effort ties in with SEO
4. Take homes
‣ Few ideas to start with right now
‣ Few ideas for future improvements
‣ Some technical terms you may not
have known before
5. Web marketing
‣ How it’s different from traditional
marketing
‣ Taking the leap over
‣ Good Web 2.0 strategies
6. SEO
‣ How web marketing ties in with SEO
‣ Improving your visibility
‣ Some useful technical terms
27. Brand is not a logo
‣ Brand is a message based upon a
promise
‣ Corporate identity is the name, logo,
marketing materials
‣ Branding conveys character and
purpose
‣ Brand has personality - a corporation
doesn’t
32. Web usability
‣ Is: how easy the site is to use
‣ Usability testing looks at:
‣ Presenting info in clear way
‣ Giving right choices in obvious way
‣ Removing ambiguity
‣ Placing important things in view
34. Results of testing
‣ Good things to know:
‣ How visitors use a site
‣ Where they spend the most time
‣ How their eyes move across the page
‣ How long the site keeps their attention
before they leave
35.
36.
37.
38. The usability affect
‣ Failure rate in 2000: 39%, 2010: 22%
‣ Means in 2000, 39% of customers
failed to accomplish what they went
to the site for
‣ Today web conversion rates have
doubled, so twice as many
customers! Jakob Nielsen
39. Good web design
‣ Interface is clean, simple, familiar
‣ Navigation format
‣ Placement of navigation
‣ Not too much stuff going on
40. Good web design
‣ Know what you want to tell the user
in the first 3 seconds on your site
‣ Who you are & what you do
‣ What about your products/services
they need to know
‣ The home page is the place to
make your first impression!
46. The problem
Killer Web content... probably
represents less than 10% of
content published on the Web,
because – let’s face it – most
content just gets in the way.
Gerry McGovern
47. ‣ Take this opportunity to:
‣ Provide visitors with the right
content at the right time
‣ Make it compelling enough to
respond to
48. Be the visitor
‣ Put yourself in their shoes:
‣ Are you getting what you need
right away?
‣ Was the time spent useful?
‣ Less is more
51. It is not the strongest of the
species that survive, nor the
most intelligent, but the one
most responsive to change.
Charles Darwin
52. Some statistics
‣ 3 out of 4 Americans use social
technology
‣ 2/3 of the global internet population
visits social networks
‣ Social networks account for 10% of
all internet time
Forrester, 2008 &
Nielsen, 2009
53. Some more statistics
‣ 58% of small business agree that
social media is a good way to
increase business & know what
people are saying
‣ 46% wish they knew more
‣ 27% think it’s just for young people
Ad-ology study, 2009
54. The fear
‣ Too much technology
‣ Will waste my time
‣ Won’t be able to understand it fully
55. Benefits
‣ 50% generating leads
‣ 45% keeping up with industry
‣ 44% monitor online conversations
56. ‣ 12 million users
‣ Micro-blogging site
‣ Good for retail, restaurants, service-
oriented business
‣ 19% say more effective than others
59. ‣ Supports people sharing ideas, news,
thoughts, advice
‣ Lets you connect with clients
‣ Zappos connects with customers by
letting employees tweet
‣ Comcast offers online “real time”
customer service
60. ‣ Tweet the stuff that matters to them
‣ Know your goal & be knowledgeable
‣ Create relationships first
‣ Follow relevant brands & companies
‣ Ask questions, chat, inform
‣ Add links
61. ‣ 50 million users
‣ Professional networking site
‣ Good for business & industry assoc.,
alumni, recent grads, other
professionals
‣ 21% say more effective than others
62. ‣ Apps to leverage business, generate
reports, reach wider audience
‣ Many professionals have a profile
‣ You likely already know people
‣ Improves your visibility,
connectibility
63. ‣ Build network of past colleagues,
friends, industry experts
‣ Use groups to promote your
business
‣ Let people know you, then your biz
65. ‣ 400 million users
‣ Social networking site for friends,
peers, trusted associates
‣ Good for schools, non-profits,
political fundraisers, experts
‣ 33% say more effective than others
66. ‣ 50% of users log in daily
‣ Posting of photos, links, stories, blog
posts, notes, events
‣ Business pages for news, events
‣ Conversations with fans, friends
67. ‣ Update at least every 2 or 3 days
‣ Effective communication counts
‣ Be professional until you know each
other better
‣ Create special interest forums and
groups
68. ‣ Pull your posts to your site using a
feed or java script
‣ Repurpose content by sharing it
‣ Only create accounts if you take the
time to use them
‣ No one likes a silent account
General tips
69. ‣ Be genuine
‣ No one likes a sales guy
‣ Let them get to know you before you
try to get them to buy something
‣ Make sure your tone & content match
your brand
General tips
