digital marketing series: creating a compelling & search engine optimized website for your it...
DESCRIPTION
Compelling content is the cornerstone of your digital marketing plan. During a CompTIA webinar presented by Dan Shapero, founder, ClikCloud, review industry research covering IT buying patterns and preferences of small to medium-sized businesses. Apply this information directly to content creation, search engine optimization, “Call to Action” development, and how to maximize your marketing efforts with a website that converts. Your website is an essential part of your digital marketing program - make sure it is search engine ready.TRANSCRIPT
Digital Marketing Webinar Series:
Creating a Compelling & Search Engine Optimized
Website for Your IT Managed Services Business
June 26, 2013
ClikCloud Digital Marketing
Turnkey Digital Marketing Service for MSPs
• Fully Hosted SEO Websites
• Blogging Service
• Email Marketing
• Performance Reporting
Dan Shapero
FounderClikCloud
Digital Marketingwww.clikcloud.com
• CompTIA BOD 2008 – 2011
• SVP/EVP Kaseya 2006 – 2011
• 20 Year Technology Industry Veteran
• Contributing Writer SMB Nation & CRN
Agenda
• Site Fundamentals• SEO Best Practices• Creating Compelling• Getting Your Site to Convert• Analyzing Statistics and Metrics
Website Site Objectives
Educational
Informational
Sales Leads
Operational
Support your Brand
Website Fundamentals• Ensure Your Phone
Number is Prominent throughout your site
• Have a Strong, Easy to Find “Call to Action”
• Include Keyword Rich Content
• Add a Human Element
On Page Search Engine Optimization (SEO)
Search Engine Optimization• Content is
Key!– Prominence– Frequency– Targeted Key
Words and Phrases
Anatomy of a Search
Other Considerations
• Header Tags• Alt Image Tags• Meta Tags
– Titles– Description– Keywords
• Targeting– Local– Don’t Forget Mobile
Creating Compelling Content and Keeping it Current with Blogs
Developing your message
• Connect with Your Customer– Peace of Mind– Fixing IT Costs– Avoiding Downtime
• Describe What You Do– O/S Security Patch– PC Repair and Proactive Maintenance– Remote Support– Backup
11
Impact of Blogging
• Educates your visitor• Keeps your site current• Contributes to your SEO• RSS Subscribers• Contributes to your newsletter• Contributes to the industry
12
Productive Keyword Themes
Productive Keyword Themes
Productive Keyword Themes
Getting Your Site to Convert with Pay Per Click Advertising
Why Pay Per Click?
Supports Your Brand
Google has 66%+
Market Share
Fast to Implement
Pay for Results
Only
Source of Incremental Site Traffic
Pay-Per-Click Pre Flight Check List
• Geo Targeting• Don’t Forget Mobile• Keyword Discovery• Optimized Landing Pages• Tracking and Reporting
Optimized Landing Page
• Support Your Call To Action
• Add a Human Element• Set Expectations• Keep Your Qualification
Form “Above the Fold”
19
Measuring Results With Website Analytics
What to Track
• Visitors & Page Views• Navigation Paths• Referral Sources
– By Search Engine– By Keyword
• Conversion Tracking• Visitor Data
By the numbers…
Search Result: Blog
Referral Source
Trends over Time
Summary
• Understand your Site Objective
• Build a Content Rich Site with Your Customer in Mind
• Augment with PPC• Monitor and
Analyze Results
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ClikCloud OverviewPay-as-you-go Digital Marketing Service• Custom Tailored Website• Bi-Monthly Blog Content• Monthly Newsletter• Pay-per-click Ad Management• Hosting & Web Analytics Included
Attendee Offer:Free Marketing ConsultationEmail: [email protected]:”Consultation”
“As an MSP, it is awesome to have an expert in the field looking at our pay-per-click conversions, SEO and all aspects of this key marketing component."
Fernando EizaguirrePresident, Seattle based ITMOX
For More Info visit:ClikCloud.com/CompTIA
Your IT Industry Association
Get this recorded webinar at www.comptia.org:
Digital Marketing Series: Creating a Compelling & Search Engine Optimized Website for Your IT Managed Services Business
Register for future webinars at: www.comptia.org/events/webinars