Your website is the core of your online business presence and marketing strategy. It is your modern-day yellow-page advertisement, your 24-by-7-by-365 face to the world of potential customers, and the only part of your online business strategy that you control 100%. Yet most entrepreneurs believe that they can build their website once and forget about it. Nothing could be further from the truth. Like a house, your website must be built well, maintained constantly, and improved periodically. Your website is home base, it is where all other online efforts terminate – the goal of Social/Local/Mobile is to support Search Engine Optimization, and the goal of Search Engine Optimization is to drive potential customers to your website. Therefore, making the right managerial decisions about your website’s purpose, name, hosting, design, aesthetics, improvements, and so forth is essential to making the right decisions about the future of your business. This class will empower the modern-day entrepreneur with the tools and concepts necessary to create a dynamic and influential website that resides at the core of your online business strategy. This class is presented by Ken Partain, an online marketing specialist and owner of IPG Search Marketing and Ron Hash, a Business Advisor with the Texas State University Small Business Development Center.

1. Online Mastery – Dynamic Websites
Online Strategy
Website / Blog
Search Engine Optimization
Social Media

2. Online Mastery – Dynamic Websites
Why?
The Internet is the new Medium
Because it's voluntary and permission based
Massive Shift from Outbound to Inbound Marketing
Even when referred, people will Google you before
doing business with you

3. Online Mastery – Dynamic Websites
Why?
Yellow Pages are facing extinction
Your prospects are already online
Over 17 Billion searches per month in the US
97% of all searches for products and services begin online
Over 20% of all searches include local intent

4. Online Mastery – Dynamic Websites
Online Strategy
Hub & Spoke
Creating Content
Avoid Digital Sharecropping

5. Online Mastery – Dynamic Websites
Website / Blog
Set up Interactive Website / Blog
Search Friendly
Mobile Responsive

6. Online Mastery – Dynamic Websites
Website / Blog
What is the purpose?
Lead Generation
Education / Training
Membership
Ecommerce

7. Online Mastery – Dynamic Websites
Website / Blog
Choosing a Domain Name
Company Name
Location
Keywords

8. Online Mastery – Dynamic Websites
Website / Blog
Hosting
Shared
Virtual Private Server – VPS
Dedicated

9. Online Mastery – Dynamic Websites
Website / Blog
Design & Development
DIY
Template
Custom

10. Online Mastery – Dynamic Websites
Website / Blog
Blogging / Content Management System
WordPress - #1 Open Source CMS

11. Online Mastery – Dynamic Websites
Website / Blog
What is a blog?
“A type of website that is usually arranged in
chronological order from the most recent ‘post’ (or entry)
at the top of the main page to the older entries towards
the bottom.” Darren Rowse – Problogger.net
Source: http://www.problogger.net/archives/2005/02/05/what-is-a-blog/

12. Online Mastery – Dynamic Websites
Website / Blog
Why should you have a blog?
Conversation
Education
Marketing
Rankings

13. Online Mastery – Dynamic Websites
Website / Blog
Blog Components
Content
Comments
Archives
Feeds

14. Online Mastery – Dynamic Websites
Website / Blog
What to Write About
Lists Reviews
How-to Regular Features
Tell a Story Local Events
Interviews

15. Online Mastery – Dynamic Websites
Website / Blog
Creating Content
Create a Keyword List
Set up Alerts
Subscribe to Related Blogs
Piggy-back on Major News

16. Online Mastery – Dynamic Websites
Website / Blog
Creating Content
Use User Generated Content
Invite Others to Guest Post

17. Online Mastery – Dynamic Websites
Website / Blog
Optimizing Your Content
Make Navigation Easy
Create Keyword-rich Content
Post Regularly
Include Links

18. Online Mastery – Dynamic Websites
Website / Blog
Show Some Link Love
Inbound – links from related, authoritative sites
Internal – links to other pages on your site
External – links to related, authoritative sites that
don't compete with you

19. Online Mastery – Dynamic Websites
Website / Blog
Connecting With Your Audience
Be Human
Engage and Reply to Comments
Don't use Corporate Jargon
Give Visitors a Reason to Return

20. Online Mastery – Dynamic Websites
Website / Blog
Promoting Your Blog
Comment on Related Blogs
Submit to Blog Directories
Share on Social Media
Network with Other Local and Industry Bloggers

21. Online Mastery – Dynamic Websites
Measuring & Tracking Successes
Success Depends on Your Goals
Followers Pins
Likes Shares
Mentions Website Traffic
Reach Website Engagement
Retweets Sales

22. Online Mastery – Dynamic Websites
Measuring & Tracking Successes
Google Analytics - google.com/analytics

23. Online Mastery – Dynamic Websites
Measuring & Tracking Successes
Google Analytics - google.com/analytics
Direct Traffic
Referral Traffic
Search Traffic
# of Keywords driving
search traffic

24. Online Mastery – Dynamic Websites
Measuring & Tracking Successes
Google Analytics - google.com/analytics
Direct Traffic Visitors
Referral Traffic Pageviews
Search Traffic Pages per Visit
# of Keywords driving Bounce Rate
search traffic
Average Time on Site

25. Online Mastery – Dynamic Websites
Questions?

26. Online Mastery – Dynamic Websites
Connect With the SBDC Connect With Ken
314 E Highland Mall Blvd Phone - 512-651-2963
Suite 304
Austin, TX 78752 Email – kenpartain@wemakemarketingeasy.com
Phone – 512-610-0996 Website – WeMakeMarketingEasy.com
Website – AustinSmallBusinessAnswers.com Facebook – Facebook.com/IPGSearchMarketing
Facebook - Facebook.com/TXStateSBDC Twitter – Twitter.com/kenpartain
Twitter - Twitter.com/#!/txstatesbdc LinkedIn – Linkedin.com/in/kenpartain
YouTube - Youtube.com/user/TxStateSBDC Google+ - http://EZ.com/IPGGooglePlus