Web Marketing Fundamentals

Brad NickelMarketingInnSites.com

VP of MarketingSeasite.com/Landry & Kling

Web MarketingFundamentals

What was my line?

I used to sell people for a living

Brad Nickel

ConsultantClickbrain.com

VP of MarketingSeasite.com/Landry & Kling

Web MarketingFundamentals

Plant the seeds and give you the tools

Agenda

Marketing How marketing has

changed What it means to you

What is web marketing Overview of types Your web site

Fundamentals SEO SEM Other advertising Social Media

Traditional Marketing is Dead

Customers are on to it

No more stretching the truth…. nowhere to hide

No more throwing things up to see what sticks

Consumers are empowered and expect the truth

You are perfectly positioned

Hallmarks of your service:

RelationshipsServiceShared experiencesFond memories

You are perfectly positioned

The most important component of your business online is your team. You are your brand.“Pat and Ted the owners have become like

family members”

Thank you Pat and Ted for such a wonderful stay at your beautiful bed and breakfast. You both are so welcoming and by the time we left you felt like family.

Pat and Ted could not have done more for us during our stay.

The most wonderful of all though was the friendship we now have with Pat and Ted Dobosz.

Etc., etc., etc.

How?

How do you engage yourguests to help you spread the word?

How do you find and engage potential guests?

Relationships

Who are you as a group?

Numbers from survey

Web Marketing expertise: 2.5 out of 5Social Media expertise: 2.7 out of 10Blogs: 7PPC: 4 / 12Social Media Ads: 4 / 12Most Active: St Francis / Bayfront Marin House

TripAdvisor.com

Who actively works the reviews?

Who is trackingtraffic?

What is Web Marketing?

Driving traffic to a web site and getting visitors to engage

Calls to action Inquire Subscribe Interact and remember Relate their

experience / Refer Reserve/Buy


This isn’t easy....

… but can/will eventually build great rolling momentum.


Be prepared to invest time and some money to market your property and yourself on the web


An opportunity to begin or build a relationship

Don’t rush the “sale”

Build trustOpen Channels to

communicateVerify your

greatness

What is web marketing?

Where to start: Targeting

Who are your customers? Why are they your customers? Why did they pick you? What is your value?

Where do they hangout online and off?

Verticals? History buffs, etc.

Types of web marketing

Search Engine Marketing - SEM (Advertising)

Adwords Other advertising Landing pages


Search Engine Optimization - SEO


Real world networking


Social Media


Traditional Marketing to drive traffic

Search Engine Optimization(SEO)

Your Web Site Needs To Campaign For Votes

The more votes you get the higher your sitewill rank on search engines


Votes = Linksfrom other web sites


Content = Your Site’s Campaign Platform


The better yoursite’s platform(content) the more votes(links) you will get and thebetter your ranking will be


When other relevantsites link to your sitethey are “voting”for your site


The more links to your site from other highlyranked sites in your topic area the higheryour rank in thesearch engines


You win the election when Google servesup your addresswhen content on your site matchesa user’s search, because you had more links

SEO - Tactics

High quality relevant links to your site Forum posts 3rd party blogs Comments on other blogs Controversial content Public Relations

Keyword/phrase optimized content

Follow all the rules

SEO - Content, Content, Content

Each page a topicKeyword rich

How to identify (Google tools)

Brainstorm Look at competitors Search how your

customers search Don’t try to go for

common terms Long tail terms Low counts in Google

SEO - Use a Content Management System(CMS)

If you can’t control yoursite, then you can’t controlyour marketing

WordPress Not just for blogging Install (Godaddy) or use WordPress.com

Many others available TypePad Drupal

SEO - Get free content

Directories of contentRSS feedsGuest posts

SEO - Links out = links in

Comments on other blogsBlog networksForum postsWrite free articlesContestsPost to Facebook, LinkedIn, etc. Write articles that get attention

Top 10s Secrets

SEO - Weblogs

Specialized ContentBuild

Separate hosting accounts

Hire Freelance writers

eLance Odesk

Blog specialists Performancing

Silly Rabbit Tricks Are for Kids

Slow and steady equals SEO success

No one can get you top rankings without work and original content, but they can get you banned

Check references of anyone you hire

Search Engine Marketing

Google AdwordsMaximize your

investment Learn Hire(Trada, oDesk, etc.)

The "Others" - Yahoo, MSN(Bing), etc. Cheaper Less competition


Landing pages canincrease conversions


Competing Against Each Other

Other Advertising

What other venues are available?

This Changes Everything

This Changes Everything

Blurs the lines between our personal world and business world

More open and honest communicationsSharing everythingLess divisions – more commonality

Go ahead and login

What is Social networking

Conversations


Connections


Relationships


Can you hear me?

“I just posted the coolest link ever to Facebook and none of my friends have “liked it” or commented upon it.” REFRESH

What is Social Networking?

ConnectingConversationsRelationshipsEgo

GeographyBusinessSchoolsHobbiesFamilyAny Interests

What is Social Networking?

Personal

Old friendsSchool matesFamilyNeighborsCivic

Business

PromotionsRecruitingNetworkingReferralsTestimonials

How To Use Social networking

Do you have the time?

What Networks Merit Your Attention?

Semi-closed business focused networkThe Chamber of Commerce onlineWorldwide and localFantastic business resource

FeaturesJob listingsGroupsQ&A / AnswersConnection toolsTargeted advertisingNetwork updatesRecommendations

FeaturesGroups

FeaturesQ&A / Answers

FeaturesRecommendations

FeaturesAdvertising

Value to you?

ReferralsMeetingsReferences RecommendationsNetworking

Semi-closed personal social networkClub, church, community center, bar onlineWorldwide and localFantastic personal

connectionsConnect with only Those you choose

FeaturesComments and likesThe wall

FeaturesPhotos and Videos

FeaturesConnections old and

newImportant discussions

FeaturesProfileGroups/Pages

FeaturesGroups

FeaturesIntegrate your data

and sites

FeaturesAds and pages

Getting Likes

Ask for itBribeContestsPartners

Pages – Getting Started

Ads – Getting Started

Check In

Start a conversation

Get the LikeButton Everywhere

Ask everyone to like you

Remember that likes are referrals – Their friends see it. Ask for them.

Take action while staying with you or at least remind them too.

Remind them to check in with Facebook, Foursquare, etc. – Put up a sign

Post content of value frequently

Examples:Local news and info

Examples:Humor and

ideas

Examples:Guest photos

Open personal/business social networkBroadcasting and conversationsWorldwide and localSmall bursts of info(140 characters)Follow – SubscribeReal time/live

FeaturesFast communicationsEasy to masterReciprocalEasy to share

How tosConcise communicationsShort URLs

(TinyURL)RelevantUsefulTraffic to your siteUpdate tool for biz

SEO / Social - Self-feeding strategy

Independent accounts

BlogsTwitterFacebook

Blog

Blog

Blog

Twitter

Facebook

YourSite

Don’t forget email

NewslettersBlasts – to a listThink about those

verticals

Video

People will clickPost to YouTube and all the social media sites

Detailed keyword Descriptions - SEO

Contests:Best hidden gem, tours, etc.

Calls to action

Determine what you want visitors to do

Build pages and links to get them to take that action Landing pages

Tweak then test again and again

Tracking, tracking, tracking!

Time

Allot a set amount of time each day to the tasks

Patience... breeds success. It can take months to see results

Getting Started

Jump right inHave funPlan your strategyPick a few and staySet your goalsEnjoy yourselfKeep it realKeep it freshOpen up or be left behindGive

Great Resources

Send for moreMarketingExperiments.comGoogle’s Webmaster CentralGoogle AnalyticsTools for building,

tracking, and managing your site and clients

WordPress.com

Web Marketing Fundamentals

Business

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