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Workshop maximizing yourwebsite-7-22-10

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  • NuRelm, Inc. Maximizing Your Website's Potential How to make the most of your website through proven strategies NuRelm E-Business Software [email protected] NuRelm, NuContent and Osmosis are trademarks of NuRelm, Inc. 2005 NuRelm, Inc. All Rights Reserved

  • What Well CoverAgenda:IntroductionsPart I, Drive: Search engines, links, social networks, tracking results.Part II, Delegate: Dont work for your website, put it to work for you.Part III, Deliver: Put a plan in place that keeps your effort alive even when your attention is spread thin.

  • Who We AreNuRelm provides:Web Site DevelopmentWeb Site DesignCustom Programming Content Management SoftwareOnline Marketing

    NuRelm's niche is providing user-driven, interactive Websites that are easily editable by non-technical marketing departments and small business owners.

  • Why were presenting thisProvide real valuePresent topics that NuRelm understands, but NOT imply that we are the only choiceCreate useful discussions and relationships among attendeesWork with managers and business owners to help them use the Web to grow their businesses and boost sales.Every company chooses how to build a relationship with their community. We prefer to do so in ways that :!

  • Who are you?Quick introduction and statement about what youd like to get out of the presentation.

  • Part I: Drive

  • But What IS Online Marketing?Compelling people (the right people, not the Cialis spam guys) to FIND your websiteCompelling them to COME BACK againCompelling them to DO THINGS on your website that support your business There must be a catch you say? Well youre right! There is an incredible variety of ways to do these things, and they do not all work.Boiled down, sanitized, simplified, and served up with no frills in a brown paper bag, it is

  • But What IS Online Marketing?Step 1: Find Me! (alternate title: Looking For Love In All the Right Places)Big search enginesSocial networkingArticles / pressPaid listingsMembership organizationsLocal search listings

  • But What IS Online Marketing?You must have a site that works and that does what a client wants, but once thats in place, GOOD CONTENT is what will usually bring them back.Step 2: Come Back! (alternate title: Hold Me)Good structureGOOD CONTENTGood functionality

  • But What IS Online Marketing?You must have a site that works and that does what a client wants, but once thats in place, GOOD CONTENT is what will usually bring them back.Good structureGOOD CONTENTGood functionalityStep 3: Do What I Want! (alternate title oh, never mind)

  • Find Me: Search EnginesIndexing Search Engines (spiders) use software to search almost every site on the entire Internet, each has its own private algorithms for ranking sites.Subject Directories are categorized lists of Web sites built by humans, not software. Not nearly as big as spider-built search tools.

  • Find Me: Search EnginesRankings generated by each search engines proprietary algorithmsBasics: Good page titles, descriptions, structure, readability (your web developer should know what these mean)Items that will make the difference: Good content, lots of good links to your siteLinks from other sites to your site are critical to building good organic results. People wont link to you if your content is bad. So, good content is critical!What are organic results and how do I beef mine up?

  • Find Me: Search Engines

  • Find Me: Search EnginesRegister:Go to each search engine where you want to submitLook for a link to something like Submit your siteFollow the instructionsGoogles Submit your site link is in their About Google section.

  • Find Me: Search EnginesFrom a 2007 article on www.infovis-wiki.netOk, this is weird, but ...

    Smileys = WebsitesFingers = LinksBig = High PageRank

    Got it?

  • Find Me: Search EnginesFrom a 2007 article on www.infovis-wiki.net

  • Example: Links from Other SitesBe creative and look for honest, relevant linking opportunities.

  • Find Me: Articles / PressFree article submission sites are all over the WebBenefits:Get recognized as an expertBuilt trustIt's often freeExample sites:www.ezinearticles.comwww.goarticles.comCome on, writing a good, relevant article isn't that much trouble! Ok, con your co-workers into it, it's worth it.Want to be recognized as an expert in your field? Here's your chance!

  • Find Me: Paid ListingsPaid listings go live immediatelyGreat complement to organic search effortsExample: Check out http://adwords.google.comNeed instant gratification?

  • Find Me: Paid ListingsPick one or more adsPick one or more sets of keywordsPick a max daily budget

  • Find Me: Membership OrgsEnsure that your website is listed in their online directory (and if they don't have an online member directory, tell them to call NuRelm!)Find out how you can advertise events on their email blastsYou're paying these guys make sure you're making the most of them.Look for ways to help fellow members that also help you. We do workshops like this fun for us, useful for you, everybody wins. We wish they would serve beer at these things, though.

  • Find Me: Local SearchFind out who's providing local search directories in your area and get listed.Check out the big players:Google - maps.google.com/golocalYahoo - local.yahoo.comThese are often free (Google and Yahoo are free), so make sure you're on them!Lots of organizations (like member orgs) are providing local business searches.

  • Find Me: Social MediaTo be honest, I don't even know what ALL of these are. But I know the big ones. Grab an AddThis button from www.addthis.comDo you have kids? Ask them about these sites.

  • Components of Social Media Social media can be said to have three components:Concept (art, information, or meme your content)Media (physical, electronic, or verbal)Social interface (intimate direct, community engagement, social viral, electronic broadcast or syndication, or other physical media such as print)The passenger (your content)The road (the internet)The vehicle (media choices)

  • Communication: The Old DaysTraditional Media

  • Communication: TodayTraditional MediaElectronic Social Media

  • Social Media Strategy: OverviewThe passenger (your content)Social NetworkingSocial BookmarkingRSS FeedsBlog ContributionsMicrobloggingLocal Search DirectoriesOrganic SearchSearch DirectoriesBlog or WebsitePaid Search

  • Social Media Strategy: DiscussionQuestions anyone?

  • Example Social Media Strategy: PrepareYour Internet expert unpaid marketing intern (Ace)Make a list of related blogs and set them up in an RSS reader. Review each week for articles that your staff could respond to.Build up a list of followers and followed. Only tweet interesting things, such as links to excellent articles related to your field, or relevant news stories. Youll use this to market your own articles.Excellent for sales person networking, but also a great way to create links to your site. Everyone in the office should have an account.Sign up, and regularly recommend good, relevant sites. Youll use this to recommend your own when the time comes. Everyone in the office should get an account.

  • Example Social MediaStrategy: Launch!Ace has set up your new blog, collected witty, informative articles from the staff, gotten everything ready, and now you launch it!Pick an article and talk it up Twitter, Facebook, links on LinkedIn, thumbs up on Stumble and anything else. Remember, more links not only provide traffic via the links, they make your search rankings go up.Get creative. There are a lot of high-traffic sites where you can place a high-traffic link. For example, projects.metafilter.com is a great place to not only get feedback on your new blog, but to get traffic.

  • Part III: Delegate

  • What is a Business Website For?YouExpensesClients3 possibilities, shown via technical illustration:$$X

  • What Should a Business Website Do?3 possibilities, recap:Reduce expensesIncrease revenuesMake clients love you (could replace with increase customer satisfaction, prospect confidence, employee happiness, etc)

  • Be HonestCan clients take care of simple support requests without calling you?Can people sign up for your newsletter without manual intervention from you? (and do you have a newsletter?)Are you able to edit your website without painful HTML editing?If you answered no to any of these questions, then your website may be a lazy slob. Make it get off its duff!Is your website a lazy slob?

  • What Kind of Things Can a Web Site Do Well?Automate almost any simple transaction or communication between you and your ClientsEmployeesVendorsAnybody else with an Internet connection

  • What Tasks Does a Website Do Badly?In general, Web sites (and computers in general) can support, but not perform creative tasks Closing complex sales (although a Web site can certainly help present supporting info)Creating content (although theyre great at getting content out)And so on

  • Common Web site roles

  • Not-so-common Web site roles

  • What Website roles are worth your time/money?The more complex the Web site role, the more time / money / up-front labor will be required.How much will it cost to implement / maintain?How much can you save as a result?How much more will you make as a result?

  • Part IV: Deliver

  • Content must stay currentKeep marketing the siteMonitor the results of your effortsPut Web processes in placeKeeping a good Web site is an ongoing effort that starts once the site is launched.The golden Web site ruleMaintaining a good Web site is an o

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