Getting Found - Part I

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Lecture 4 of my Interactive Marketing course - Websites as the center of a communications strategy.

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  • 1.GettingFoundWebsites,SearchEngines,andOnlineAdvertising

2. GettingFoundOverview 3. GettingFoundOverview Fromtoday,wewillstarttodelvedeeperintothe differenttoolsthatmakeupinteractivemarketing Sofar,wehavelooked: Acompleteoverviewofinteractivemarketing Discussedhowmarketinghaschanged Learnedhowtodayscustomergetsinformationaboutour products Now,westartbreakingitalldownintotheindividual piecesandhowtheyworktogethertocreateandsupport interactivemarketingcampaigns Itallstartswithreputationmanagement 4. TodaysLecture Websitetheinformationdistributionplatform SearchEngineshowwegetfoundontheinternet SearchEngineOptimization SearchEngineMarketing 5. BeforeWeGetStated,WeNeedToEndSomeMyths 6. MythsAboutWebsitesandMarketing InformationSellsProducts Justbecauseyouprovideinformation,doesnotmeanpeople willbuywhatyouareselling Especiallyifyouretryingtosellwithdry,personalityfree, buzzwordsandjargon Freshstorytellingistheheartofcompellingwebsites Combineswithgreatdesign,copy,architectureandSEOto buildasuccessfulwebsite Themoreyouraudiencecanenvisionthemselvesaspartof theexperience,themoretheywillbuyintoitandbuyyour product/services 7. MythsAboutWebsitesandMarketing AllStakeholdersAreCreatedEqual Successisnotdemocratic,neitherismarketing Treatingallstakeholdersasequalsmeansthateveryonefeels good,butyoudontgetthehighvaluecustomerstobuy Askyourselfwhoismostimportant Youcantcontrolwholandsonyoursite,butbydetermining themostimportantvisitor,youcandeterminehowtoaddress theirneeds Yourfocushastobeonthemostprofitableclientsbecause withoutthem,youcantserveanyclientsatall 8. MythsAboutWebsitesandMarketing AllProductsandServicesareEqual Prioritizethemostimportantservicesthosewiththehighest chanceofprofitability Makesuretheseservicescanbequicklyandeasilyfoundon yourwebsite Concentrateyourtimeandmoneyontheproducts/services thatwillgeneratethehighestROI 9. MythsAboutWebsitesandMarketing PursueNewClientsOnly Sureitsgreattogetnewclients,butgoodbusinessesmixnew andold Itcosts6timesasmuchtoattractnewcustomersastokeep existingones Forsuccessfulcompanies,80%revenuegrowthcomesfrom existingcustomers Cultivaterelationshipsandlongtermloyaltywithyourclients, makethemfeelcaredforotherwisesomeoneelsewill 10. MythsAboutWebsitesandMarketing OnlineandOfflineMarketingareDistinctChannels Traditionaladvertisingandinteractivemarketingarenot standalonesilos Offlineandonlineworkinsynergytoproducegreaterresults thaneitheralone 2/3ofonlinesearchusersperformsearchesbecauseofsome offlinechannel Whenyouprepareyourbudget,rememberitsnotaneither/or situation;itsaboth/andopportunity 11. MythsAboutWebsitesandMarketing EmbraceSocialMediaatanycost Toomanycompaniesjumpintosocialmediasbecause everyoneelseistherethatistheworstreason Itisbettertohaveafewimaginative,costeffectiveprojects thathaveashareableorviralvalue Makeyourcontentsearchablebytyingthemtokeywords Thereisnovalueincreatingcontentnoonecanfind Dontforgettoaddmetricsinplacesoyouknowiftheworkis effectiveornot 12. MythsAboutWebsitesandMarketing SearchMarketingisonlypartoftheMix SearchEngineOptimizationisthemostimportantinteractive marketingtactic BusinessesthatattaintheNo.1positiononsearchengines experienceextraordinarysuccess 70%ofInternetuserssaidthattheyclickedasearchresult withinthefirstpageofresults 92%clickaresultwithinthefirst3pagesofsearchresults 13. MythsAboutWebsitesandMarketing Yoursiteisnothingmorethansalessupport Yourwebsiteisthemostvaluableandwidelyseensalestool IfitisnotyourNo.1salesperson,changeit Makesurethatithasacalltoaction Makesurethatcontactinformationiseasilyaccessibleso customerscangetintouch Contentshouldbepersuasivesovisitorsarepromptedtotake action 14. MythsAboutWebsitesandMarketing ItsOKtospendlessthan20%ofyourmarketingbudgetononlinemarketing Marketshaveshiftedfromprintandtelevisiontoonlineand mobiledevices Mostpeoplevisitwebsitesfordecisionmakingand informationgathering 59.8%ofcompaniessaymorethanhalftheirmultichannel advertisingcampaignbudgetswillbeallocatedtodigital marketingchannels Budgettoreachandimpactthemostpeopleviaonline marketing,whichwillmeanhighersalesandbrand recognitionforyou 15. MythsAboutWebsitesandMarketing Moreclientsarealwaysbetter Atbusinessschools,welearnthatnumbersmatterandthat thepursuitofmore,more,moresolvesallproblems Butthepursuitoffewerbetterfitisasuperiorstrategyfor longerterm,mutuallyproductiveresults Thegoalisnottogetasmanyclientsaspossible,buttothe gettherightclientssotheystickwithyou Usespecifickeywordsonthewebandmakesurethelanguage isappropriateforyouraudience Filteryourclientstopicktheright,highqualityclientsforyour company Thenmakesurewhatyoupromiseiswhatyoudeliver 16. WebsitesACustomersViewIntoYourOrganization 17. OnlineCommunicationChannels 18. Yourwebsiteshouldsupportyourbusinessstrategyandobjectivesbyengaging,persuadingandgeneratingleads. 19. DifferentKindsofWebsites Todaysinternetofferscompanysanumberofdifferenttypesofwebsitesformarketing CorporateWebsites ProductWebsites Brandsites InformationalPortals ProductReviewWebsites Blogs VideoBlogs(Vlogs) Microsites 20. ButTheyComeInDifferentTechnologies WebsitedevelopedhasmovedbeyondtheplainHTML technologythatweusedinthein1980sorwhatwecan Web1.0 StraightHTML CSSbasedHTML Flash WordPress,Blogger,MoveableType 21. WhatAreTheKeystoSuccessfulWebsites?1. Doesmywebsiteportraytheimageofasuccessfulcompany? Yourwebsiteshouldengagevisitorswithprofessionaldesignand enticethemtowanttolearnmore Itshouldstronglyprojectyourimagewithstrongprofessionalbrand identity,design,layout,imagesandillustrations2. Aremycompetitorssitesattractingmoreattentionthanmine? Howdoesyourscompare?3. Ismywebsitecontentengagingandpersuasive? Whatareyourcompanyspositioning,messageandvalue propositions? Talkbetter 22. WhatAreTheKeystoSuccessfulWebsites?4.Canvisitorstomywebsitequicklyfindtheinformationthey need? Visitorsshouldbeabletofindareasofinterestquicklyandeasily Theyshouldbeabletogettowhattheywantin2clicksorless5.Isyourwebsitegeneratingsalesleads? EverypageofyourwebsiteshouldhaveaCalltoAction Offerinformationtheyfindinteresting,theywilloffertheir contactinformation FollowaGivetoGetprinciple 23. WhatAreTheKeystoSuccessfulWebsites?6. Cantargetcustomersfinditthroughsearchengines? ThepracticeofgettingyourwebsitefoundisknownasSearch EngineMarketing(SEM) SearchEngineOptimization(SEO)willgetyourwebsiteto naturallyappearonthefirstfewresultpagesofasearch usingrelevantkeywordsandphrase SearchEngineAdvertising(SEA)ispaidadvertisingonsearch engines7. Isiteasytoupdateandmaintainyourwebsite? Dependingonyourwebsite,itcouldbeextremelyeasyto updateorextremelytimeconsuming Whichisyourwebsite?