GettingFound

Websites,SearchEngines,andOnlineAdvertising

GettingFoundOverview

GettingFoundOverview  Fromtoday,wewillstarttodelvedeeperintothedifferenttoolsthatmakeupinteractivemarketing

  Sofar,wehavelooked:  Acompleteoverviewofinteractivemarketing  Discussedhowmarketinghaschanged  Learnedhowtoday’scustomergetsinformationaboutourproducts

  Now,westartbreakingitalldownintotheindividualpiecesandhowtheyworktogethertocreateandsupportinteractivemarketingcampaigns

  Itallstartswithreputationmanagement

Today’sLecture Website–theinformationdistributionplatform  SearchEngines–howwegetfoundontheinternet  SearchEngineOptimization  SearchEngineMarketing

BeforeWeGetStated,WeNeedToEndSomeMyths

MythsAboutWebsitesandMarketing  InformationSellsProducts

  Justbecauseyouprovideinformation,doesnotmeanpeoplewillbuywhatyouareselling

  Especiallyifyou’retryingtosellwithdry,personality‐free,buzzwordsandjargon

  Freshstorytellingistheheartofcompellingwebsites  Combineswithgreatdesign,copy,architectureandSEOtobuildasuccessfulwebsite

  Themoreyouraudiencecanenvisionthemselvesaspartoftheexperience,themoretheywillbuyintoitandbuyyourproduct/services

MythsAboutWebsitesandMarketing  AllStakeholdersAreCreatedEqual

  Successisnotdemocratic,neitherismarketing  Treatingallstakeholdersasequalsmeansthateveryonefeelsgood,butyoudon’tgetthehighvaluecustomerstobuy

  Askyourselfwhoismostimportant  Youcan’tcontrolwholandsonyoursite,butbydeterminingthemostimportantvisitor,youcandeterminehowtoaddresstheirneeds

  Yourfocushastobeonthemostprofitableclientsbecausewithoutthem,youcan’tserveanyclientsatall

MythsAboutWebsitesandMarketing  AllProductsandServicesareEqual

  Prioritizethemostimportantservices–thosewiththehighestchanceofprofitability

  Makesuretheseservicescanbequicklyandeasilyfoundonyourwebsite

  Concentrateyourtimeandmoneyontheproducts/servicesthatwillgeneratethehighestROI

MythsAboutWebsitesandMarketing  PursueNewClientsOnly

  Sureitsgreattogetnewclients,butgoodbusinessesmixnewandold

  Itcosts6timesasmuchtoattractnewcustomersastokeepexistingones

  Forsuccessfulcompanies,80%revenuegrowthcomesfromexistingcustomers

  Cultivaterelationshipsandlong‐termloyaltywithyourclients,makethemfeelcaredfor–otherwisesomeoneelsewill

MythsAboutWebsitesandMarketing OnlineandOfflineMarketingareDistinctChannels

  Traditionaladvertisingandinteractivemarketingarenotstand‐alonesilos

  Offlineandonlineworkinsynergytoproducegreaterresultsthaneitheralone

  2/3ofonlinesearchusersperformsearchesbecauseofsomeofflinechannel

  Whenyouprepareyourbudget,rememberit’snotaneither/orsituation;it’saboth/andopportunity

MythsAboutWebsitesandMarketing  EmbraceSocialMediaatanycost

  Toomanycompaniesjumpintosocialmediasbecauseeveryoneelseisthere–thatistheworstreason

  Itisbettertohaveafewimaginative,cost‐effectiveprojectsthathaveashareableorviralvalue

  Makeyourcontentsearchablebytyingthemtokeywords  Thereisnovalueincreatingcontentnoonecanfind  Don’tforgettoaddmetricsinplacesoyouknowiftheworkiseffectiveornot

MythsAboutWebsitesandMarketing  SearchMarketingisonlypartoftheMix

  SearchEngineOptimizationisthemostimportantinteractivemarketingtactic

  BusinessesthatattaintheNo.1positiononsearchenginesexperienceextraordinarysuccess

  70%ofInternetuserssaidthattheyclickedasearchresultwithinthefirstpageofresults

  92%clickaresultwithinthefirst3pagesofsearchresults

MythsAboutWebsitesandMarketing  Yoursiteisnothingmorethansalessupport

  Yourwebsiteisthemostvaluableandwidelyseensalestool  IfitisnotyourNo.1salesperson,changeit  Makesurethatithasacalltoaction  Makesurethatcontactinformationiseasilyaccessiblesocustomerscangetintouch

  Contentshouldbepersuasivesovisitorsarepromptedtotakeaction

MythsAboutWebsitesandMarketing  It’sOKtospendlessthan20%ofyourmarketingbudgetononlinemarketing  Marketshaveshiftedfromprintandtelevisiontoonlineandmobiledevices

  Mostpeoplevisitwebsitesfordecisionmakingandinformationgathering

  59.8%ofcompaniessaymorethanhalftheirmulti‐channeladvertisingcampaignbudgetswillbeallocatedtodigitalmarketingchannels

  Budgettoreachandimpactthemostpeopleviaonlinemarketing,whichwillmeanhighersalesandbrandrecognitionforyou

MythsAboutWebsitesandMarketing Moreclientsarealwaysbetter

  Atbusinessschools,welearnthatnumbersmatterandthatthepursuitofmore,more,moresolvesallproblems

  Butthepursuitoffewerbetter‐fitisasuperiorstrategyforlongerterm,mutuallyproductiveresults

  Thegoalisnottogetasmanyclientsaspossible,buttothegettherightclientssotheystickwithyou

  Usespecifickeywordsonthewebandmakesurethelanguageisappropriateforyouraudience

  Filteryourclientstopicktheright,high‐qualityclientsforyourcompany

  Thenmakesurewhatyoupromiseiswhatyoudeliver

Websites–ACustomer’sViewIntoYourOrganization

OnlineCommunicationChannels

“Yourwebsiteshouldsupportyourbusinessstrategyandobjectivesbyengaging,persuadingandgeneratingleads.

DifferentKindsofWebsites  Today’sinternetofferscompany’sanumberofdifferenttypesofwebsitesformarketing  CorporateWebsites  ProductWebsites  Brandsites  InformationalPortals  ProductReviewWebsites  Blogs  VideoBlogs(Vlogs)  Microsites

ButTheyComeInDifferentTechnologies WebsitedevelopedhasmovedbeyondtheplainHTMLtechnologythatweusedinthein1980sorwhatwecanWeb1.0  StraightHTML  CSSbasedHTML  Flash  WordPress,Blogger,MoveableType

WhatAreTheKeystoSuccessfulWebsites?1. Doesmywebsiteportraytheimageofasuccessfulcompany?

  Yourwebsiteshouldengagevisitorswithprofessionaldesignandenticethemtowanttolearnmore

  Itshouldstronglyprojectyourimagewithstrongprofessionalbrandidentity,design,layout,imagesandillustrations

2. Aremycompetitors’sitesattractingmoreattentionthanmine?  Howdoesyourscompare?

3.  Ismywebsitecontentengagingandpersuasive?  Whatareyourcompany’spositioning,messageandvalue

propositions?  Talkbetter

4.  Canvisitorstomywebsitequicklyfindtheinformationtheyneed?

  Visitorsshouldbeabletofindareasofinterestquicklyandeasily  Theyshouldbeabletogettowhattheywantin2clicksorless

5.  Isyourwebsitegeneratingsalesleads?  EverypageofyourwebsiteshouldhaveaCalltoAction  Offerinformationtheyfindinteresting,theywilloffertheircontactinformation

  Followa“GivetoGet”principle

WhatAreTheKeystoSuccessfulWebsites?

6. Cantargetcustomersfinditthroughsearchengines?  ThepracticeofgettingyourwebsitefoundisknownasSearchEngineMarketing(SEM)

  SearchEngineOptimization(SEO)willgetyourwebsiteto“naturally”appearonthefirstfewresultpagesofasearchusingrelevantkeywordsandphrase

  SearchEngineAdvertising(SEA)ispaidadvertisingonsearchengines

7.  Isiteasytoupdateandmaintainyourwebsite?  Dependingonyourwebsite,itcouldbeextremelyeasytoupdateorextremelytimeconsuming

  Whichisyourwebsite?

WhatAreTheKeystoSuccessfulWebsites?