improving your website - 9 tips for making it effective for your business
Post on 13-Jul-2015
331 Views
Preview:
TRANSCRIPT
#gemsseminars
Improving Your Website:
Make it Effective for Your
Business
Empowering You to Harness the
Power of the Web!
Rebecca KotzWeb Marketing Consultant
#gemsseminars
What we’ll cover …
• Outbound Marketing
• Inbound Marketing
• 9 Ways to Improve Your Website
Empowering You to Harness the
Power of the Web!
#gemsseminars
Traditional Outbound Marketing
Empowering You to Harness the
Power of the Web!
Tradeshows
Telemarketing
Paid Advertising
Direct Mail
TV / Radio Ads
Company
Prospects
Interruption
•Spam blockers
• Sirius radio
• Tivo
• Do-Not-Call List
• Caller ID
• Trash can!
#gemsseminars
Online Statistics
97% Research products and services online before they
purchase.
55% Of all local searches are done with an intent to buy.
80% Of all local searches result in a phone call or visit a
store and 60% of those result in a purchase.
Empowering You to Harness the
Power of the Web!
#gemsseminars
Why use Inbound Marketing?
0
20
40
60
80
Social Marketing Programs
Direct Marketing Programs
Media Advertising Programs
ROI Comparison by Marketing Program
ROI
60:1
11:12:1
Outbound marketing: $1 Investment = $11 Return
Inbound marketing: $1 Investment = $60 Return
Source: Next Century Media. (Jan. 2009). 2008 Social Marketing ROI Report and Benchmark Guide. Powered.com
[Online] Available: http://poweredcorp.dc.powered.com/download/p/courseId/24
43/White_Paper_2008_Soc.htm?courseSessionId=2201 [Nov. 4, 2009].
Empowering You to Harness the
Power of the Web!
#gemsseminars
Inbound Marketing Components
Empowering You to Harness the
Power of the Web!
Keywords
• Bridge the Internet to your website through search engine optimization and online advertising.
Web Design & Structure
• Keyword optimization.
• Easily add/edit content.
• Web 2.0 and social media integration.
• Well organized design.
Post Content
• Keyword-based content.
• Start conversations, educate, be an expert .
• Blogs, videos, white papers, e-books, RSS, free tools/trials.
Participate & Build
• Where is your target market congregating?
• Join or create social media communities, participate regularly.
• Build links to website.
Measure & Track
• Benchmarking,statistics and analysis.
• Continual evaluation to keep up with an ever changing environment.
#gemsseminars
Why is a Bad website… BAD?
• Lost opportunity!
– Little to no traffic.
– Visitors bounce and never return.
– Lack of lead capture.
– Too little or too much information.
– Difficult or confusing to navigate.
Empowering You to Harness the
Power of the Web!
#gemsseminars
What does a Good Website do?
• Pulls in traffic from search engines.
• Captures leads.
• Provides competitive differentiation.
Empowering You to Harness the
Power of the Web!
A quality website is your 24/7 sales team!
#gemsseminars
Tip 1: Calls to Action
• Capture lead info with an offering:
– Webinar
– Whitepaper or ebook
– Trial or product sample
– Contest
– Coupon / discount
– Special tool
– Proposal / quote
– eNewsletter
Empowering You to Harness the
Power of the Web!
Include at least 1 call to action on
your website to increase visitor
interactions.
#gemsseminars
Tip 2: Create Content
• Create 1,000s of pages!
– Small business websites have approx. 10-20 pages
(home, about us, product, contact us…)
– Add photos, blog posts, videos, podcasts, webinars,
presentations, kits, whitepapers, ebooks, online tools,
games, quizzes, press releases, etc.
Empowering You to Harness the
Power of the Web!
The more content on your website, the better your
chances of being found by your target audience.
Create 1-2 pages a week!
#gemsseminars
Tip 3: Blog
• Want to be at the top of page 1?
– One of the best ways is to blog.
• Add a blog to your website to increase your
search engine rankings:
– Adds keyword-rich pages.
– Increases the potential for incoming links.
Empowering You to Harness the
Power of the Web!
Create a plan for content and post to your blog
once a week about topics important in your
industry. Use good keywords!
#gemsseminars
Tip 4: Social Media
• Facebook – A Business Party After Work
• Twitter – The Old Water Cooler
• LinkedIn – A Networking Event
• YouTube – Open Mic Night
Empowering You to Harness the
Power of the Web!
Join social media sites and post tips with links to
your blog posts, special content and offerings to
help increase leads.
#gemsseminars
Tip 5: Monitor
• Install traffic analytics into your website.
– Google analytics
• Utilize monitoring tools to find mentions of your
company, products, services, etc.
– Google alerts
– TweetBeep
Empowering You to Harness the
Power of the Web!
Analyze your website monthly for
the amount of traffic, # of new
visitors and length of time a visitor
stays on your site.
#gemsseminars
Tip 6: Increase Links
• Directories
• Blogs
• Social media sites: digg, delicious, twitter, …
• Partners
• Customers
• Membership organizations
• Charities
• Vendors
Empowering You to Harness the
Power of the Web!
You want lots of links to your
website to increase your rankings
and help attract more visitors.
#gemsseminars
Tip 7: Optimize for Keywords
• Update your page content and page titles to be
keyword-rich.
– Keywords = the words your customers type into
Google search to find your company, products and
services
• To find good keywords, try:
– seokeywordanalysis.com
– google.com/sktool
Empowering You to Harness the
Power of the Web!
A website without keywords is like a
car without gas… it’s going
nowhere!
#gemsseminars
Websites with Keywords
• 75% of clicks are to natural search results.
Empowering You to Harness the
Power of the Web!
#gemsseminars
Advertising with Keywords
• 25% of clicks are with ads…
Empowering You to Harness the
Power of the Web!
#gemsseminars
Tip 8: Usability
• Make sure your website is easy to use:
– Navigation
– Search
– Site map
– White space
– Images
– Consistency of font, design, voice
– Quick load time
Empowering You to Harness the
Power of the Web!
Analyze your homepage and every
page on your website to make sure
it is easy for visitors to use.
#gemsseminars
Tip 9: Business Processes
Empowering You to Harness the
Power of the Web!
• Google Map Integration
• Comment System
• Weather
• Event Calendar
• Photo Gallery
• Document Manager
• Message Board
• Forms System
• Live Chat
• E-News System
• Quiz / Survey System
• Online Donations
• Product Catalogue
• E-Commerce Shopping System
• Employment System
• Event Registration
Try to incorporate some sort of
business processes to streamline
your sales process.
#gemsseminars
Virtual Coaching
• Go to www.gems-solutions.com/virtual-coaching
to sign-up for FREE 9 Lessons to help you
improve your website.
• Simply add your name and email address.
Empowering You to Harness the
Power of the Web!
#gemsseminars
Thank you!
GEMS Solutions, LLC
• Website Design
• Website Marketing
• Website Training
• Website Seminars
www.gems-solutions.com
Connect with Us!
www.twitter.com/gemssolutions
www.facebook.com/gemssolutions
Empowering You to Harness the
Power of the Web!
top related