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