Getting Found - Part I
-
Upload
emagine-group -
Category
Business
-
view
721 -
download
2
description
Transcript of Getting Found - Part I
GettingFound
Websites,SearchEngines,andOnlineAdvertising
GettingFoundOverview
GettingFoundOverview Fromtoday,wewillstarttodelvedeeperintothedifferenttoolsthatmakeupinteractivemarketing
Sofar,wehavelooked: Acompleteoverviewofinteractivemarketing Discussedhowmarketinghaschanged Learnedhowtoday’scustomergetsinformationaboutourproducts
Now,westartbreakingitalldownintotheindividualpiecesandhowtheyworktogethertocreateandsupportinteractivemarketingcampaigns
Itallstartswithreputationmanagement
Today’sLecture Website–theinformationdistributionplatform SearchEngines–howwegetfoundontheinternet SearchEngineOptimization SearchEngineMarketing
BeforeWeGetStated,WeNeedToEndSomeMyths
MythsAboutWebsitesandMarketing InformationSellsProducts
Justbecauseyouprovideinformation,doesnotmeanpeoplewillbuywhatyouareselling
Especiallyifyou’retryingtosellwithdry,personality‐free,buzzwordsandjargon
Freshstorytellingistheheartofcompellingwebsites Combineswithgreatdesign,copy,architectureandSEOtobuildasuccessfulwebsite
Themoreyouraudiencecanenvisionthemselvesaspartoftheexperience,themoretheywillbuyintoitandbuyyourproduct/services
MythsAboutWebsitesandMarketing AllStakeholdersAreCreatedEqual
Successisnotdemocratic,neitherismarketing Treatingallstakeholdersasequalsmeansthateveryonefeelsgood,butyoudon’tgetthehighvaluecustomerstobuy
Askyourselfwhoismostimportant Youcan’tcontrolwholandsonyoursite,butbydeterminingthemostimportantvisitor,youcandeterminehowtoaddresstheirneeds
Yourfocushastobeonthemostprofitableclientsbecausewithoutthem,youcan’tserveanyclientsatall
MythsAboutWebsitesandMarketing AllProductsandServicesareEqual
Prioritizethemostimportantservices–thosewiththehighestchanceofprofitability
Makesuretheseservicescanbequicklyandeasilyfoundonyourwebsite
Concentrateyourtimeandmoneyontheproducts/servicesthatwillgeneratethehighestROI
MythsAboutWebsitesandMarketing PursueNewClientsOnly
Sureitsgreattogetnewclients,butgoodbusinessesmixnewandold
Itcosts6timesasmuchtoattractnewcustomersastokeepexistingones
Forsuccessfulcompanies,80%revenuegrowthcomesfromexistingcustomers
Cultivaterelationshipsandlong‐termloyaltywithyourclients,makethemfeelcaredfor–otherwisesomeoneelsewill
MythsAboutWebsitesandMarketing OnlineandOfflineMarketingareDistinctChannels
Traditionaladvertisingandinteractivemarketingarenotstand‐alonesilos
Offlineandonlineworkinsynergytoproducegreaterresultsthaneitheralone
2/3ofonlinesearchusersperformsearchesbecauseofsomeofflinechannel
Whenyouprepareyourbudget,rememberit’snotaneither/orsituation;it’saboth/andopportunity
MythsAboutWebsitesandMarketing EmbraceSocialMediaatanycost
Toomanycompaniesjumpintosocialmediasbecauseeveryoneelseisthere–thatistheworstreason
Itisbettertohaveafewimaginative,cost‐effectiveprojectsthathaveashareableorviralvalue
Makeyourcontentsearchablebytyingthemtokeywords Thereisnovalueincreatingcontentnoonecanfind Don’tforgettoaddmetricsinplacesoyouknowiftheworkiseffectiveornot
MythsAboutWebsitesandMarketing SearchMarketingisonlypartoftheMix
SearchEngineOptimizationisthemostimportantinteractivemarketingtactic
BusinessesthatattaintheNo.1positiononsearchenginesexperienceextraordinarysuccess
70%ofInternetuserssaidthattheyclickedasearchresultwithinthefirstpageofresults
92%clickaresultwithinthefirst3pagesofsearchresults
MythsAboutWebsitesandMarketing Yoursiteisnothingmorethansalessupport
Yourwebsiteisthemostvaluableandwidelyseensalestool IfitisnotyourNo.1salesperson,changeit Makesurethatithasacalltoaction Makesurethatcontactinformationiseasilyaccessiblesocustomerscangetintouch
Contentshouldbepersuasivesovisitorsarepromptedtotakeaction
MythsAboutWebsitesandMarketing It’sOKtospendlessthan20%ofyourmarketingbudgetononlinemarketing Marketshaveshiftedfromprintandtelevisiontoonlineandmobiledevices
Mostpeoplevisitwebsitesfordecisionmakingandinformationgathering
59.8%ofcompaniessaymorethanhalftheirmulti‐channeladvertisingcampaignbudgetswillbeallocatedtodigitalmarketingchannels
Budgettoreachandimpactthemostpeopleviaonlinemarketing,whichwillmeanhighersalesandbrandrecognitionforyou
MythsAboutWebsitesandMarketing Moreclientsarealwaysbetter
Atbusinessschools,welearnthatnumbersmatterandthatthepursuitofmore,more,moresolvesallproblems
Butthepursuitoffewerbetter‐fitisasuperiorstrategyforlongerterm,mutuallyproductiveresults
Thegoalisnottogetasmanyclientsaspossible,buttothegettherightclientssotheystickwithyou
Usespecifickeywordsonthewebandmakesurethelanguageisappropriateforyouraudience
Filteryourclientstopicktheright,high‐qualityclientsforyourcompany
Thenmakesurewhatyoupromiseiswhatyoudeliver
Websites–ACustomer’sViewIntoYourOrganization
OnlineCommunicationChannels
“Yourwebsiteshouldsupportyourbusinessstrategyandobjectivesbyengaging,persuadingandgeneratingleads.
DifferentKindsofWebsites Today’sinternetofferscompany’sanumberofdifferenttypesofwebsitesformarketing CorporateWebsites ProductWebsites Brandsites InformationalPortals ProductReviewWebsites Blogs VideoBlogs(Vlogs) Microsites
ButTheyComeInDifferentTechnologies WebsitedevelopedhasmovedbeyondtheplainHTMLtechnologythatweusedinthein1980sorwhatwecanWeb1.0 StraightHTML CSSbasedHTML Flash WordPress,Blogger,MoveableType
WhatAreTheKeystoSuccessfulWebsites?1. Doesmywebsiteportraytheimageofasuccessfulcompany?
Yourwebsiteshouldengagevisitorswithprofessionaldesignandenticethemtowanttolearnmore
Itshouldstronglyprojectyourimagewithstrongprofessionalbrandidentity,design,layout,imagesandillustrations
2. Aremycompetitors’sitesattractingmoreattentionthanmine? Howdoesyourscompare?
3. Ismywebsitecontentengagingandpersuasive? Whatareyourcompany’spositioning,messageandvalue
propositions? Talkbetter
4. Canvisitorstomywebsitequicklyfindtheinformationtheyneed?
Visitorsshouldbeabletofindareasofinterestquicklyandeasily Theyshouldbeabletogettowhattheywantin2clicksorless
5. Isyourwebsitegeneratingsalesleads? EverypageofyourwebsiteshouldhaveaCalltoAction Offerinformationtheyfindinteresting,theywilloffertheircontactinformation
Followa“GivetoGet”principle
WhatAreTheKeystoSuccessfulWebsites?
6. Cantargetcustomersfinditthroughsearchengines? ThepracticeofgettingyourwebsitefoundisknownasSearchEngineMarketing(SEM)
SearchEngineOptimization(SEO)willgetyourwebsiteto“naturally”appearonthefirstfewresultpagesofasearchusingrelevantkeywordsandphrase
SearchEngineAdvertising(SEA)ispaidadvertisingonsearchengines
7. Isiteasytoupdateandmaintainyourwebsite? Dependingonyourwebsite,itcouldbeextremelyeasytoupdateorextremelytimeconsuming
Whichisyourwebsite?
WhatAreTheKeystoSuccessfulWebsites?