integrating web marketing in the energy industry
DESCRIPTION
Learn how to integrate your web marketing activities to drive new leads, grow business, and establish a bigger online presence! - Positioning your website as a resource hub (and drive new leads) - SEO (Search Engine Optimization) Best kept secret in the energy industry - What works best in the energy industry and when not to use social media Presenter Nate Stockard, with over 15 years of experience with marketing and web initiatives, will take you through each area of the major web marketing pillars and how to apply it to your business and industry!TRANSCRIPT
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Integrating Web Marketing in the Energy Industry
Presented By Nate Stockard – Blue Atlas
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Website As A Hub◦ Blog / Resources
Search Engine Optimization (SEO)
Social Media (To Use or Not to Use…)
Technologies To Consider
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“Generation PC” Executives◦ 40 – 50 yr olds◦ Use video, mobile, and similar Internet technologies
“Generation Netscape”◦ Executives Under 40◦ Go beyond simple technology, explore Twitter, blogs, collaborative
tools
C-Suite Executives Search For Themselves◦ We think they delegate, not really true◦ 60% of C-Suite conducting more than 6 searches a day on mainstream
search engines◦ 79% of C-Suite at least start the process of research (53% do it
themselves)
Who is Using The Web in Energy?
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Source: Forbes Insights Report (in association with Google)
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Have you updated your site recently?
Website
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When did you last update your website?
Why should anyone (especially prospects) come to your site?
What content are you actually providing?
Can the user navigate your site EASILY?
Website
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Your website is the hub of all of your information◦ It is the one thing online you have control fully
Make your site worth visiting◦ Resources◦ Sales Support◦ Service/Product Support
Integrate Social Media (if applicable)
Post rich media, customer-focused content
Give visitors what they want, and only what they want
Convert Traffic
Website As a Resource Hub
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Use your site to sell without selling!
Resources show you are an expert (services)
Resources show your company is credible (products)
What to share?◦ Case studies◦ Unique Product Uses◦ Product / Installation Videos (Think Customer Service)
Convert Traffic
Blog / Resources
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Where are you ranking?
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Search Engine Optimization (SEO)
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Remember the C-Suites who do their own research?◦ 40-50 yr olds are searching◦ Under 40 are using the whole web to search
I’m on Page 3, good enough?◦ 40% of clicks on a search go to #1◦ 90% of clicks go to top 10
They are searching… Why not get found?
Only 15% of leads will buy within 30 days (short sale cycle)◦ 15% will never buy◦ 70% will buy in 12 months, but will research before the purchase
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SEO – Does it matter?
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More than just ranking… Converting◦ Create Leads◦ Nurture Leads◦ Build Credibility
Increase leads for sales staff◦ Did you know they were looking?
Support sales efforts◦ Reduce education process
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SEO – What does it do for you?
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Content•Blogs /
Resources
Optimize keywords
on site
Linkbuilding
•Build Site Credibility
Convert traffic to
leads•Forms, Signups,
etc.
Analyze Traffic and
Results
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SEO – How do you do it?
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Social Media
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Everyone’s doing it, right?
Shouldn’t you?
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Social Media For Business◦ Not Just Facebook
Anything social is social media◦ Blogs, Forums, Bookmarks
Facebook and Twitter probably are a waste of time!
Back to being resourceful while helping people find you!
Social Media – What are We Talking About?
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Social Media
• Resourceful Content• Found in search engines• Exhibit knowledge
Presentation Sharing (Scribd, slideshare)
• Easy To Post• Many Searches• Better Than Just Text• Easy to share across website, email, etc.
Rich Media Sites (Youtube, Flikr, etc.)
• Easy to use• Content easily shared by readers• Easy to share across website, email, etc.
Blog (Wordpress, Blogspot)
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Not A Broadcast Medium
Build Relationships
Share Resources
Extension of Other Marketing Activities
Social Media – How To Use
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Create an online web marketing strategy◦ Coordinate with actual business goals
Update Website
Roll out resourceful content on site / blog
Consider a social media strategy
Optimize website with keywords
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What to do from here!
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832-209-8856
Twitter: twitter.com/blueatlastweet
Facebook: facebook.com/blueatlasmarketing
Linkedin: linkedin.com/company/blue-atlas-marketing
Contact Information – Blue Atlas
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