A comprehensive overview of marketing in the interactive realm of the world wide web. The workshop covers evaluating and organizing your content. Shaping your marketing message. Deploying your content on your own web site as the hub of your company's publishing hub. Optimizing and strategizing for effective search results. Establishing a presence and effectiveness in social media. Web video principles, Email marketing strategy and mobile web sites. Whew!

1. Joe Smith
designer, developer
Download this presentation from
slideshare.net/artdudejoe/

2. Introductions
Elevator Speech

3. Content
For Interactive
Evaluate It
Shape It
Organize It
Searchable It
Social Media It
Email It
Mobile It
Video It

4. Content is King
Why?
Sticky Search
Search Re-usable
Followable Search
Search Relatable
Search

5. Companies have become
their own media outlet

6. Your Current Content
Take a web inventory
Text content
Title Images
Butt on Title
Forms
Met a Title
n G raphics
scriptio
Meta De

7. Weed Out
Redundant
Out-of-date
Trivial
Unclear
Inaccurate

8. Other Sources of Content
News releases
Media Mentions
Your Locations
Key Players
Printed Materials
Products & Services

9. Questions about
content evaluation?

10. Effective Content Creation
Identify what prospects want
Not what you think they need
People are thinking about solving problems
Not about trees.

11. Ideal Customer
First Name
Gender
Age
Neighborhood
Family Situation
Job & Salary
Own a pet
Conservative, Moderate or Liberal
Car

12. Ideal Customer’s Lifestyle
What are their fears?
What do they get from you?
What are their biggest dreams?
What are their nightmares?
What proof do you have?
Write a letter
Write an article.

13. Questions about
content creation?

14. Menu Driven Organization
Home
About Us Locations News Products
“New Red
Up Town Widget Regular
Arrives”
“United Way
West Hills Donations Deluxe
Delivered”
“Summer Hours
South Gate Start Saturday”
Pro

15. Content Management Systems
Uses
Organize your content
Update content at any time
Search engine bait
Custom content like images and video

16. Content Management Systems

17. Custom CMS
Flexible design
Complete integration
Simpler usability

18. Home
Menu as Message
Above the ‘fold’
Story after the ‘fold’
Home is not for everything
Start with simplest

19. Questions about Content
Management & Organization?

20. Search

21. Good Search
Starts with good content

22. Searchable Text
Page Titles
Meta Descriptions
alt you images
<h1>Headline</h1>
Avoid text in images
google.com/webfonts
Avoid framesets

23. Search
Use HTML5 for media

24. Search Link Seeding
Relevant Links
Reciprocal Links
Social Media

25. Pay Per Click

26. Questions about Search?

27. Social Media
Gather Followers
Expert Tips
News
Specials

28. Social Media
Conversation with Customers
Conversation Starters
Encourage Responses
Respond

29. Social Media
Outlets
facebook Twitter Google+ YouTube LinkedIn Yelp! foursquare

30. Social Media
Facebook
Make a company page
Create local business pages
Enter your location
Create a “Like Me” page
Give reasons why to like
Update status weekly
Use URLs in posts

31. Social Media
Twitter
Get an account
Brand your page
Follow related people and businesses
Tweet 4 times a week
Use shortened URLs in posts

32. Social Media
Google+
Don’t use your personal gmail
Create a business gmail account
Make a business page
Register locations
Add people to your circles
Post weekly updates

33. Social Media
facebook Google+ Yelp! foursquare
Add your location to all of these
Enter descriptions
Upload photos

34. Questions about Social Media?

35. Video
Attention grabber
Immersive.
Don’t do crappy video
Use a tripod, please
Less than 3 minutes
Host videos on YouTube or Vimeo

36. Email Marketing
Michelle Kimball

37. Email Marketing Is…
delivering professional email communications
to an interested audience
containing information they find valuable.

38. Email Service Providers
automate best practices
Provide easy-to-use templates
Reinforce brand identity
Email addressed to recipient only
Manage lists – adding new subscribers, handling
bounce-backs, removing unsubscribes
Improves email delivery, tracks results and obeys the law

39. Build Your List Where You Connect!
Service or Sales Calls
Events and Meetings
Email Signature Customer & Prospect
Database
In-store Guest Book
Website Signup

40. I want to…
Promote
Motivate purchases
Increase event attendance
Inform
Inform potential customers
Differentiate my business
Relate
Increase loyalty
Encourage more referrals

41. Provide Value to Your Audience
Promotional Email Discounts, coupons, offers, incentives.
Relational Email Special privileges, acknowledgement
Informative Email Advice, research, facts, opinions, tips
savings
quality knowledge

42. Determine Appropriate Format
Newsletters
Frequency: Regular i.e. monthly / weekly
Lots of educational content (typically non-promotional)
Use bullets, summarize information, be concise
Promotions / Invitations / Surveys
Frequency: Depends on your business and sales cycle
Focus on promotion / limited content
Use content to invite click-through or other action=
Announcements
Frequency: Event-driven
Press releases, holiday greetings, thank you cards…
Use content to build deeper relationships

43. Frequency & Delivery Time
How often to send
Create a master schedule
Include frequency in online sign-up “Monthly Newsletter”
Keep content concise and relevant to planned frequency

44. Frequency & Delivery Time
When to send
When is your audience most likely to read it?
Day of week (Tuesday & Wednesday)
Time of day (10am to 3pm)
Test for timing
Divide your list into equal parts
Send at different times and compare results

45. Getting Email Opened
The “From” line
Use a name your audience recognizes
Include your organization name or brand
Refer to your business in the same way
your audience does

46. Mobile
Detect mobile device
Go to a separate site
Some of the same content
Format to look good on tiny screens
Use location service

47. Questions?