Wow 'Em With Your Web Presence - Grassroots Strategies for Online Marketing

Download Wow 'Em With Your Web Presence - Grassroots Strategies for Online Marketing

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<ul><li> 1. Wow em with your Web Presence! Keidra Chaney, The Web Farm January 20, 2010</li></ul> <p> 2. Overview </p> <ul><li>Q &amp; A: Terre Houte </li></ul> <ul><li>Your Online Presence: Where to Start </li></ul> <ul><li>Creating Online Content: Writing </li></ul> <ul><li>Creating Online Content: SEO </li></ul> <ul><li>Blogs and Social Media </li></ul> <ul><li>Analytics and Measurement </li></ul> <ul><li>Key Take Aways </li></ul> <ul><li>Questions </li></ul> <p> 3. Your Online Presence: Where to Start?</p> <ul><li>Its not rocket science! </li></ul> <ul><li>New tools for thesame strategies. </li></ul> <ul><li>Dont be fearful, be thoughtful! </li></ul> <ul><li>Its just marketing, andyoure the expert ! </li></ul> <p> 4. Where to Start: Know Your Online Audience (s) </p> <ul><li>Who They Are: </li></ul> <ul><li>Age </li></ul> <ul><li>Gender </li></ul> <ul><li>Income </li></ul> <ul><li>Location </li></ul> <ul><li>Education </li></ul> <p> 5. Where to Start: Know Your Online Audience(s) </p> <ul><li>How they see you </li></ul> <ul><li>Most/least visited webpages </li></ul> <ul><li>How long they stay </li></ul> <ul><li>Where they come from </li></ul> <ul><li>What they find appealing </li></ul> <ul><li>What content is popular or</li></ul> <ul><li>unpopular </li></ul> <p> 6. Where to Start: Know Your Online Audience (s) </p> <ul><li>How they want to hear from you: </li></ul> <ul><li>Your website </li></ul> <ul><li>email newsletter </li></ul> <ul><li>social media </li></ul> <ul><li>maybe print? </li></ul> <ul><li>But how do you learn this? </li></ul> <p> 7. Where to Start:Get to Know Your Audience (s) </p> <ul><li>Surveys </li></ul> <ul><li>Focus Groups </li></ul> <ul><li>Analytics - using web traffic to learn about visitor behavior </li></ul> <ul><li>Testing get feedback on design and user appeal </li></ul> <ul><li>Good News: These tools are cheap and/or free! </li></ul> <p> 8. Where to Start: Define Your Online Goals </p> <ul><li>Ask yourself:</li></ul> <ul><li> What do we want people to do when they come to our website ? </li></ul> <ul><li>Buy products?</li></ul> <ul><li>Learn more about the organization? </li></ul> <ul><li>Sign up as members? </li></ul> <ul><li>Communicate/network with other members? </li></ul> <ul><li>All of the above? </li></ul> <p>You can have more than one goal! 9. Creating Online Content: Writing </p> <ul><li>Web usersscan text , not read </li></ul> <ul><li>Web readers areselfish ; they want to get to the point quick. </li></ul> <ul><li>Web readers arerestless , they tend to multitask online. </li></ul> <p>from Jakob Nielsen the guru of Web usability 10. Creating Online Content: Writing </p> <ul><li>Write in Layers </li></ul> <ul><li>Break longer text in sections </li></ul> <ul><li>Use headings and subheadings </li></ul> <ul><li>Highlight key text </li></ul> <ul><li>block quotes </li></ul> <ul><li>lists with bullet points </li></ul> <ul><li>use italics (NOT ALL CAPS) for emphasis in sentences </li></ul> <p> 11. Creating Online Content: SEO </p> <ul><li>SEO (Search Engine Optimization)</li></ul> <ul><li>Making your website for Google, Yahoo. Bing, etc. to find your site. </li></ul> <ul><li>Avoid jargon.Use tools to help find keywords your visitors would find. </li></ul> <ul><li>Avoid click here.link words so Google can pick it up. </li></ul> <ul><li>Keep headlines short:.Under 65 characters for RSS, Google search results. </li></ul> <p> 12. Creating Online Content: SEO </p> <ul><li>A final thought: </li></ul> <p>Write for people, not search engines! 13. Blogging and social media </p> <ul><li>Best Practices </li></ul> <ul><li>Where to start? Go where your audience is </li></ul> <ul><li>Decide if you have the time/staff to devote to keep up a social media presence and community </li></ul> <ul><li>Promote to your audience through existing communications (newsletters, direct mail, email) </li></ul> <p> 14. Blogging and social media Remember:Social media is a two-way conversation, create relationships, dont just promote The message is not just yours to control! 15. Analytics/Measurement Used by many e-commerce companies to measure online results . Many free and inexpensive tools to help small biz and associations Use your goals as a guide! 16. Key Takeaways </p> <ul><li>Learn about your audience </li></ul> <ul><li>Set measureable goals for success </li></ul> <ul><li>Share information with designers it helps! </li></ul> <ul><li>Consider how web users read when you create content </li></ul> <ul><li>Match social media to your audience/resources </li></ul> <ul><li>Remember social media is a conversation </li></ul> <ul><li>Measure your results! </li></ul> <ul><li>Experiment and dont fear failure </li></ul> <p> 17. Questions? </p> <ul><li>Keidra Chaney </li></ul> <ul><li>[email_address] </li></ul> <ul><li>[email_address] </li></ul> <ul><li>@kdc on Twitter </li></ul> <ul><li>Thanks! </li></ul>