NuRelm, Inc. Online Marketing Sampler Platter NuRelm E-Business Software [email protected] NuRelm, NuContent and Osmosis are trademarks of NuRelm, Inc. 2005 NuRelm, Inc. All Rights Reserved
What Well CoverAgenda:IntroductionsIngredients: Elements of your online marketing programPrep: Getting everything readyCook: Put your plan in actionEnjoy: Measure results, adjust, do it all over again
Who We AreNuRelm provides Internet-based software and services to a wide variety of industries, including construction, medical, manufacturing, and non-profit.
What We Do
Who are you?Quick introduction and statement about what youd like to get out of the presentation.
First Thing First ...Build a Good Web Site:Full of good, up-to-date informationVisually pleasingEasy to navigateNo broken links, pages, functions/graphicsDont submit a site that makes you look bad.
Planning a WebsiteWho is your audience and what do they want?What are the sites goals?What content needs to be on the site?How will content be structured?What functionality will you need to support these things?
Online Marketing: The Two Big QuestionsTwo Basic Questions:How will people find your website in the first place?What makes people come back to (or tell a friend)?If we can answer these questions, then we know where to start.?????
How Do They Find Your Site?Where visitors come from:Search enginesLinks from other sitesOnline communitiesOffline marketingReferrals from other peopleGood news: you can influence all of these items!!
What Makes Them Come Back?People return for Good, relevant, updated contentEvent listingsProgram descriptionsGood, frequent articlesOnline communitiesDiscussion forums (not easy to get started)BlogsGetting people to return to your site does not have to cost money, but it requires your time.
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
Dont Just Survive, Thrive!What makes people come back to a website once they find it?POP QUIZ!
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
Dont Just Survive, Thrive!How can you make your websites visitors bend to your will and do things you want them to do on your site?POP QUIZ!
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 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?
Dont Just Survive, Thrive!Whos got some suggestions on revving up your sites organic search results?POP QUIZ!
Tell Search Engines: How Do I Register?Different for Each Search Tool: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.
Tell Search Engines: How Do I Register?
Who Should I Register With?Pick a Few Top Search EnginesSpiders: Google, Bing Directories: Yahoo, DMOZ.org, About.com (check out http://www.wordsinarow.com/wheretogo.html for an interesting list of directories)Dont worry about registering with everyone - choose 3 to 8 top spiders and any directories that seem relevant.
How do SEs Rank My Site?Theyre All Different:Other links to your site: commonly usedRelevant content: commonly usedHuman ranking: always used on directory listingsMeta tags: rarely used for rankingEvery common ranking technique relies on good Web site content.
Find Me: Search EnginesFrom a 2007 article on www.infovis-wiki.netOk, this is weird, but ...
Smileys = WebsitesFingers = LinksBig = High PageRank
What Not to Do There Are No ShortcutsFake meta-tags dont work anymoreFake entry pages rarely workExpensive search engine submission services are rarely usefulSearch engine programmers are smart, and they have seen it all attempting to deceive them will get you ranked lower or removed.
Example: Links from Other SitesBe creative and look for honest, relevant linking opportunities.
Dont Just Survive, Thrive!What are some other creative ways to build links to your website?POP QUIZ!
Example: Online NewsletterWhat: NuRelm sends customers, partners and prospects periodic informational newsletters. Results: Much more effective than newspaper ads, much cheaper. Caution: Good newsletters require effort on your part.
eNewsletters: How do they work?1. Subscriber Database2. Build Database3. Newsletter Content / Format4. Send It!
Find Me: Social NetworkingTo 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.
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
Dont Just Survive, Thrive!Which keyword will cost you less per click on AdWords: auto repair ormonroeville auto repair ?POP QUIZ!
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.
Keep MarketingAs with content updates, schedule online marketing activitiesPut someone in charge of online marketing.
Try this: get an intern and tell him to spent a day finding places to place links and publish online articles, and to put the results in a spreadsheet for you.The Internet seems magical sometimes. Unfortunately, its not marketing must go on, just like in the real world.
Dont Just Survive, Thrive!What other marketing tasks can you put into your marketing plan and get your hapless intern to do? How will you track what theyre doing?POP QUIZ!
Monitor Your Plans ProgressMonitor site statistics (example on next page)Ask for customer feedback (possibly with online forms)Track business activities that originated from the Web site and assess your investment
Google Analytics will tell you more about your site visitors than you even want to know. And its FREE!If you dont know how well your efforts are working then how oh you know the rest.
Web site statistics programs provide a wealth of data.You can learn:How many people visitedWhat they are viewingWhat search engines they used, and what search wordsWhat kind computer they useMuch more Monitor your progress
Monitor your progress: Example
Put processes in placeCome up with a plan to update content and market your site.Do it.Track what happened.Rinse. Lather. Repeat.
Work smarter, not harder: small / medium orgs can compete with big business on the WebTreat the Web like everything else: take a methodical approach, put processes in place, just like with other aspects of your businessConclusion
Sam Shaaban [email protected] 724-430-0490
******************************Cost: Compare to print advertising!
Effectiveness: If you can come up with something people are interested in enough to subscribe, they will read it! Also, compare to our own experience with print advertising.****************
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