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

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  • 1. Wow em with your Web Presence! Keidra Chaney, The Web Farm January 20, 2010

2. Overview

  • Q & A: Terre Houte
  • Your Online Presence: Where to Start
  • Creating Online Content: Writing
  • Creating Online Content: SEO
  • Blogs and Social Media
  • Analytics and Measurement
  • Key Take Aways
  • Questions

3. Your Online Presence: Where to Start?

  • Its not rocket science!
  • New tools for thesame strategies.
  • Dont be fearful, be thoughtful!
  • Its just marketing, andyoure the expert !

4. Where to Start: Know Your Online Audience (s)

  • Who They Are:
  • Age
  • Gender
  • Income
  • Location
  • Education

5. Where to Start: Know Your Online Audience(s)

  • How they see you
  • Most/least visited webpages
  • How long they stay
  • Where they come from
  • What they find appealing
  • What content is popular or
  • unpopular

6. Where to Start: Know Your Online Audience (s)

  • How they want to hear from you:
  • Your website
  • email newsletter
  • social media
  • maybe print?
  • But how do you learn this?

7. Where to Start:Get to Know Your Audience (s)

  • Surveys
  • Focus Groups
  • Analytics - using web traffic to learn about visitor behavior
  • Testing get feedback on design and user appeal
  • Good News: These tools are cheap and/or free!

8. Where to Start: Define Your Online Goals

  • Ask yourself:
  • What do we want people to do when they come to our website ?
  • Buy products?
  • Learn more about the organization?
  • Sign up as members?
  • Communicate/network with other members?
  • All of the above?

You can have more than one goal! 9. Creating Online Content: Writing

  • Web usersscan text , not read
  • Web readers areselfish ; they want to get to the point quick.
  • Web readers arerestless , they tend to multitask online.

from Jakob Nielsen the guru of Web usability 10. Creating Online Content: Writing

  • Write in Layers
  • Break longer text in sections
  • Use headings and subheadings
  • Highlight key text
  • block quotes
  • lists with bullet points
  • use italics (NOT ALL CAPS) for emphasis in sentences

11. Creating Online Content: SEO

  • SEO (Search Engine Optimization)
  • Making your website for Google, Yahoo. Bing, etc. to find your site.
  • Avoid jargon.Use tools to help find keywords your visitors would find.
  • Avoid click here.link words so Google can pick it up.
  • Keep headlines short:.Under 65 characters for RSS, Google search results.

12. Creating Online Content: SEO

  • A final thought:

Write for people, not search engines! 13. Blogging and social media

  • Best Practices
  • Where to start? Go where your audience is
  • Decide if you have the time/staff to devote to keep up a social media presence and community
  • Promote to your audience through existing communications (newsletters, direct mail, email)

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

  • Learn about your audience
  • Set measureable goals for success
  • Share information with designers it helps!
  • Consider how web users read when you create content
  • Match social media to your audience/resources
  • Remember social media is a conversation
  • Measure your results!
  • Experiment and dont fear failure

17. Questions?

  • Keidra Chaney
  • [email_address]
  • [email_address]
  • @kdc on Twitter
  • Thanks!

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