The document provides an overview of online marketing strategies and tools for 2014, including:
- An agenda that covers website basics, setting an online strategy, SEO, and social media tools like Facebook, Twitter, LinkedIn, Google+, and Pinterest.
- Tips for quick starts in online marketing, social media rules of thumb, making websites the hub, using WordPress, search engine optimization, responsive design, and calls to action.
- How to set an online strategy by understanding the company, customers, keywords, tools, frequency, measurement, and assistance needed.
- Basics of social media platforms, tactics, company and showcase pages, sharing content, and growing networks.
2. 2
Agenda
• About Us
• Online Marketing Quick Start
• Website Basics
• Setting Your Online Strategy
• SEO Basics
• Social Media Tools
• Wrap-up and Q&A
3. 3
What We Do
Web Design and Social Media Integration
SEO, Content Marketing, Pay Per Click Ads, Hosting
6. 6
Social Media Rules of Thumb
• Less selling, more helping
• Serve your target market
• Know your ROI
(Return on Input)
• Create a mix of content:
– 1/3 about you
– 1/3 sharing ideas & articles
– 1/3 conversation with others
• Engage, Inform, Capture,
Convert
8. 8
Your Website is the Hub
• It’s where they will look for you 1st
• Incorporate social media
• Make it easy to connect with you
• Pay attention to SEO
• Use contact forms to create lists
11. 11
Search Engine Optimization (SEO)
• You need meta data, keywords and descriptions
• Know your keywords
• Use the right tools:
– Google Webmaster Tools: google.com/webmasters
– Keyword Tool: adwords.google.com/o/Targeting/Explorer
13. 13
Design Principles
• Design for touch
• Clickable phone numbers
(“tel=“)
• Important information up top
• Make images dynamic
• NO FLASH
• As few clicks as possible to
what your visitors want
• One site for all devices = best SEO/user experience
• 28% of smartphone owners access the internet
mostly from their phones
14. 14
Land the Sale: Call to Action
• Make sure you have an action
on each page and tool
• Get them to DO something
– “Like” you, follow you,
subscribe to your newsletter, etc.
• Consistency is key
16. 16
• Key questions
– Company
– Customer
• Social Keywords
• Tools
• Frequency
• Measurement
• Who will help?
Plan Your Strategy
17. 17
Company
• Competitive Advantage
• What’s your USP
• What do you need to
accomplish?
– Engage: Tell your story
– Inform: Share your expertise
– Capture: Collect information
you can use to connect
– Convert: Get your readers &
visitors to DO something
18. 18
Customer
• Who is your best customer?
– Your favorite?
– Most profitable?
– Most likely to buy?
– Low hanging fruit?
• What do they want?
– Frequently asked questions?
– What are you really selling?
– How will you give it to them?
– Where will you find them
(where do they hang out online)?
19. 19
• What matters most to you?
– New subscribers?
– New purchases?
– Leads?
– Email lists?
• How are you moving
the needle?
• Measure, adjust
& repeat
Measurement
Photo: Bill David Brooks http://www.flickr.com/photos/8011986@N02/2964298027
20. 20
Listen Before You Leap
– search.twitter.com
– Google Alerts
– Advanced Facebook
search
– LinkedIn search
22. 22
How to find a domain name
• Do some research
• Make it short
• Stick to .com when possible
for your main domain (75%)
• Domain Tools – powerful
research solution
• Domainr – short URLs and
brainstorming
• DON’T register or search at
godaddy (they lock domains)
• Buy through BizzyWeb!
23. 23
What’s in a TLD?
• TLD = Top Level Domain (.com, .net, .org, etc.)
• Some TLDs have restrictions
• Most registrars can get you almost anything you
want
• .com – most common, and most competition
• .org – nonprofit companies (not enforced)
• .net, .info, .us, .biz = other standard domains
• Country codes another option (.ca, .co, .us, .me)
25. 25
Knowing your Audience
• Think about your company
– What do you do for your customers?
– What do you do better than anyone else?
• Think about your Customer:
– Know WHO you’re writing for
– How are they searching for you?
• Think about your strategy:
– What/When/How/How often will you reach out?
26. 26
Readability and Scannability
• Use bullets and short sentences
• No unnecessary jargon
• Keep it short and to the point
• Don’t be too “salesy”
– Answer common questions (FAQs)
– Watch what your competition is doing
– Share your story
– Share industry news, show your expertise
28. 28
SEO Tips
• Do some research
– trends.google.com
– google.com/insights/search
• Structure your site correctly
• It’s all about content
– Don’t overdo the keywords
– Be specific
– Link to other pages and sites
– Label your images
• Localize
– Google Places, Yahoo, Bing,
Yelp, Foursquare, etc.
29. 29
Rules of thumb
• Specify a content title (72 characters or less)
• Write a helpful description (165 characters or less)
• Body of post/page
should contain 300
words or more
– Keywords at the
beginning
– Watch your keyword
density: Under 5.5%
– One hyperlink for every 120 words
– Content should be original for best effect
• Meta Keywords aren’t as important anymore
31. 31
What’s New
• New look – less orange, more gray/white
• Remarketing – a great way to look at user
segmentation
• Annotate results
• Google+ Integration
32. 32
WordPress Dashboard
• One-click review of key stats
• View visits, bounce rate,
pageviews, etc.
• Top Pages
• Top Referrers
• Top Searches
36. 36
Passwords
• Don’t be easy to guess
• Use phrases or nonsense
• Don’t use the same password for everything
• Use a Password Manager
– 1Password
• Lots of options
• Mobile App
• $50 one-time fee
– LastPass
• Free version does most of what you need
• Premium version $14/year
– Other options: KeePass (open source) Google, Dropbox
37. 37
Social Settings
• Watch your privacy settings
• Don’t share when you’re on vacation
• Make sure to check out “friends” before verifying,
especially if you don’t remember them
• Watch for spoofed accounts
38. 38
General Tips
• Don’t click links from unknown emails
• “hover” over links on sites before you click
• NEVER post personal information to an
unsolicited source
• Watch for “https” on trusted sites, don’t post
without it
• Always log out of everything
• Be careful of WiFi networks
• Cover your Webcam
• Watch your account activity
• Update passwords as necessary
41. 41
Facebook: Who/What/Why
• 1.6 Billion users, 180 million in U.S.
• 60% Female
• Adults ages 18-29
• Best “mass appeal” tool
• Post “human” stories,
general interest
• Ads allow laser focus
and free research
• Key: company pages
• Post images for best
EdgeRank
42. 42
Facebook Business Tactics
• Search/Listen
– Find examples & topics
– Use Insights
• Follow/Like
– Customers, prospects,
referral partners
– Industry leaders, experts
• Create
– Content for your customers
• Engage
– Answer (and ask) questions
– Thank your fans
43. 43
New Facebook Page Design
• Follows the Timeline
redesign feel from last week
• Single column of updates
• Page info on the left
• Easy-access admin tools
• Pages to watch – keep an
eye on the competition or
clients
• Less emphasis on tabs
45. 45
What’s New
• Slightly new look now (bigger updates soon)
• Trends, Who to Follow more prominent
• Connect, Discover, Me tabs
• Interactions, Mentions
• More focus on images
& video
46. 46
• Coming soon, in testing now
• More focus on images
• “magazine style” format
New “Facebooky” look?
Hat tip: mashable.com
47. 47
General Twitter Tips
• Use a custom background
• Use hashtags and follow trending
topics (add your thoughts!)
• Share News and helpful content
• Be a thought leader
• Keep it interesting
• Follow your best leads and referrals
• Include your Twitter ID on
business cards, ads, postcards, etc.
50. 50
LinkedIn: Who/What/Why
• 225 million users
• Best for professionals
and executives
• Great for B2B, networking
• Keep up with your
contacts
• Share corporate
news, tips & tricks
51. 51
Company Pages
• Quick access to client teams
• Can show status updates
of team, key info, services
• Allows visitors to “follow”
• New design!
52. 52
Showcase Pages
• Just like Company Pages
• No services
• Unique URL
• Post updates
• Shows up via Company Page
54. 54
Google Plus: Who/What/Why
• 800 million users
• 69% male
• Tech-savvy
• Take advantage of Google’s tools and network
• Great way to enhance SEO
• Easy, powerful collaboration
• Share corporate news & tips
55. 55
G+ Business Pages
• Hangouts:
Video Chat
– On Air: Share with
unlimited people
– Q&A app
• SEO: Pages and
ratings directly
boost your search
engine results
• Share: Post articles,
photos, videos, etc.
• New URL: google.com/+BizzyWeb (or yoursite)
57. 57
Pinterest Stats
• 48 million active users
• 79% female
• 12% of all women on the Internet
• 35-44 year olds
• Drives more referral traffic
than LinkedIn,
Google+, and YouTube
combined
58. 58
Setting it Up
• What is a pin?
– An image or video,
shared from your
PC or mobile device
• What is a board?
– A set of pins, based
on a topic
– Create boards for
recipes, style, hobbies, wishlist, etc.
• What can you do?
– Be interesting, and share
60. 60
How BizzyWeb Can Help
• Optimized websites
for social content
• Social Media
• Content creation
and monitoring
• SEO/SEM
• Web hosting
• Speaking/consulting
on strategy
61. 61
Join Us Every Wednesday!
• Buzz Builders Webinars
are FREE every Weds
from noon to 1 p.m.
• Go to BizzyWeb.com/BB
to register and watch
• Each week’s event is
posted to YouTube
• Ask questions, receive
free tech support and
learn about what’s new!