increasing online visibility
TRANSCRIPT
Increasing Online Visibility
Online Visibility - Overview
Potential customers search the Web:
• They’ll find you through your business & mobile website, search sites like
Google, Yahoo!, Bing, Facebook, Twitter, You Tube, review sites, and local
media sites like JSOline and TMJ4.
How do customers find YOU?
Organic Search Engine &
Search Engine Marketing
• Combined search engine results :
• During May 2011 there were over 17 billion U.S.
searches conducted on the Internet 1 .
• 80% of Americans under the age of 65 are
using the Internet 2 . Organic/Natural Results
Position is determined by search
algorithms which assess
relevancy
Sponsored/Paid Results
Paid advertising containing a
2-5 word title (call to action)
and 2 short lines of text
1.- Comscore,.com, U.S. Search rankings- 2011
2. Nielsen/Net Rating Survey, Yahoo! Search,
SEMPO
Organic 80%
Paid 20%
Be Found Using Search
Google’s Organic Search PageRank algorithm to improve the quality of local search results.
Mobile Search Statistics From AT&T:
43% Of Local Mobile Searchers
“Come Through The Door”
Make it simple and easy for them to find the information they need without investing too much time to find it.
Reaching More Potential Customers
Most businesses have a static website &
typically have only one way to offer their
customers information
Ideally, business should have a fresh webpage and multiple ways to be found
Desktop &
Mobile Sites
Local Directories Social Media Content Sites
Something Is Better Than Nothing
Webpage Listings Rep Manag.
Webpage Listings Rep Manag. Social CRM
Commit to a Website that gives your customers more than an electronic brochure, be sure you are listed with the correct information in
directories, and monitor your online reputation on a regular basis.
Add social to grow your digital footprint and get more of your quality content indexed across the Net.
Web + Mobile Listings Rep Manag. Social CRM
Adding mobile and paid marketing to the mix to drive demand for your products and/or service.
Marketing
Quality Content A-Z
Webpage Directory
Listings
Real-time
Updates
Photos Videos
Offers Product
Updates
Comments Reputation Replies
Links Reviews Referrals Shares &
Likes
Comments
Earned Content
Your Content
trust builders for prospective/new/potential customers
Customer Engagement Management
•Reach Customers on Multiple Platforms
•Generate Leads & Build Brand Awareness
•Track & Analyze
•Monitor Brand & Reputation
Social Marketing Pages
Discover Your Sweet Spot Go Where Your Customers Are
Anyone from Estate Agents, to Cake makers, furniture upholsterers or travel agents could possibly use Pinterest to build
interest in their products.*
* Which Social Media Platform is Right For Your Business? Posted September 20,2012
What Are The Benefits?
Display Advertising
• Geo targeting to reach consumers near your store
• Demo targeting by age, gender
• Behavioral targeting to reach consumers based on
prior interest in your products/services
Digital Relevancy Is Not
Without Its Challenges
In Summary
Promotion
Digital Marketing
Social CRM
SMS
“I need to get the word
out about news,
special events, and
deals.”
Performance Search
Engine
Optimization
Targeted Marketing
Retargeting
Managed Pay-Per-Click
SEM
Programs
“I need to drive
continuous
leads.”
Presence
Websites,
Mobile
Sites
“I want my business to be
found and the information
to be accurate.”
Directory Management
&
Reputation Monitoring
&
Press Releases
