online presence development
DESCRIPTION
This presentation is part one of a two part workshop that pertains to building a strategy for developing an online presence for your business. Topics including website development, when to hire a web developer, search engine optimization, website building platforms, and social media development.TRANSCRIPT
How to Create an Online Presence for Your BusinessAnthony W. TuckerRSU Innovation [email protected] Twitter: @Brand_Tuck
Day 1
• Website
Development
• Search Engine
Optimization
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What We’re Going to Cover0Two-Session workshop featuring practical hands-on
application of web principles and web secrets.0Topics include:
0 Solid Branding Foundation0 Website Development
0Hiring a Developer or Doing it Yourself0Search Engine Optimization0Pay-Per-Click Search Engine & Social Media Promotion
0 Social Media Development0 Google
0Leveraging for small business0Google industry secrets
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Objectives of Workshop0 Create consistent brand image and value message on both
online and offline touch points with customers.0 Know what questions to ask when hiring website developers.0 Know where to start to build your website if you chose to do it
by yourself.0 Have an organic and non-organic search engine marketing
strategy.0 Understand the importance of social media and apply it.0 Know how to make Google your friend not foe.0 Give your customers the voice to build your brand.0 Analyze ROI of time spent on web/social media development.
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Skyscrapers Aren’t Built Overnight
0This is going to take work no matter if you hire someone or do it yourself.
0Be committed to making online presence a competitive advantage for your business.
0You must build a solid foundation before the first pillar can be installed.
0Find the optimal time to spend on online presence development. Think ROI!
0Before/After
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Step 1:Spreading Your Brand0The foundation of a successful brand starts with a
consistent image and value message.0 Image and value message must be transparent in
online and offline marketing communications.0Brand must be analyzed during online development.0Why your brand over others?
0 What differentiates you from your competitors?0Bigger, stronger, faster, etc.0Communicate this value to targeted customers.
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Step 2:Situational Analysis0Analyze current online presence of company.0Analyze competitor’s online presence.
0 Website0 Social Media0 Search Engine Marketing
0Analyze who your customers are and how you can reach them online. 0 Is a competitor already accomplishing this? (b2c or b2b)0 Where are they spending their time? Listening to music
(Pandora) or playing games on their smartphone.
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Example:Ranch & Home Stores
0 Market share is earned through providing means of communication with customers at every touch point possible. Leverage your resources.
0 Orscheln Farm0 http://www.orschelnfarmhome.com/0 https://www.facebook.com/orschelnfarmandhome
0 Atwoods0 http://atwoods.com/
0 Tractor Supply Company0 http://www.tractorsupply.com/0 https://www.facebook.com/TractorSupplyCo
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Step 3:Build a Strategy0Now that we know what the market looks like it is time
to build a strategy for your brand.0Are you going to hire someone or do it yourself?0Have SMART goals for your website development and
social media strategies. 0 Increase traffic from northeastern Oklahoma by 200% in
first three months of new site.0 Increase engagement on Facebook by 500 fans in the first
three weeks of the optimized Facebook page.0 Be on the first page for local results for specific industry in
first six months.
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SMART Goals
0Specific0Measurable0Attainable0Realistic0Timely
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Option 1: Hire a Professional0Still need to have SMART goals for the site that will
provide the professional with metrics to be measured against.
0You will play a major role in the development of your website.0 Browse the internet for websites in your industry that
appeal to you.0 Study the top ranked websites in your industry via
Google or Bing and make notes of what functionality, aesthetics, and features you like.
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What to Look for in a Web Developer
0 Analyze developer’s portfolio.0 Do the websites have a similar characteristic or look?0 Is it easy to find your way around without getting lost?0 Does the site tempt you to become a customer or subscriber
of the company/product?0 Does it load fast and is it professional looking?0 Is the site optimized for social media, SEO, and multiple
viewing formats?0 Know the policy on who updates the site and what the
support system is for web hosting, edits, etc.0 Full Version of Online Resource
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Key Questions for Developer0 Do you submit site to major search engines?0 Will I have 24/7 access to the site to make edits?0 If there is an issue with the site do you charge per hour or
is that included in the price you have quoted me for development?
0 Do you have monthly plans for search engine optimization, web hosting, & web maintenance?
0 Are you building custom template or using stock template for my brand?
0 What platform are you using to build my website? 0 Online versus software based.
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Example of Developer
http://www.TheDrivenDesign.com
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Option 2: Do it Yourself0 Bootstrapping the process. It is going to be wild ride but it must be
strategically planned and organized.0 Be a guerrilla marketer!
0 Not always money but creativity and time.0 Don’t be afraid to ask for help!0 Know your limitations and don’t set objectives that are not realistic
in the means of design or execution.0 Development Platform Knowledge0 Search Engine Optimization0 Integrating Social Media0 Writing Relevant Content 0 Engagement0 Conversion of Leads to Sales
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Picking a Platform to Build Your Website
0 Does the platform offer responsive themes/designs/layouts?
0 Does the site offer social media tools organically or non-organically?
0 Is there an application/plug-in market available?0 Like Apple’s iOS application markets.
0 Content Management System0 Where can you edit your website’s content?
0Desktop0 Tablet0Mobile Phone Application
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Available Platforms0 Wix (Drag and Drop)
0 App market is available0 SquareSpace (Drag and Drop)
0 Example: Ontario PC0 Weebly (Drag and Drop)
0 Example: Build Bartlesville0 WordPress
0 Example: bugRIGHT0 Plug-in market is available
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WordPress Musts0 Must have a responsive theme.0 Must have a theme that meets your brand image and message.
0 Have custom theme built0 Try to customize theme in a box
0 Must leverage plug-ins to build engagement and competitive advantage.0 Tim.Ly Events Calendar0 Yoast SEO Assistance0 ShareThis0 ShareaHolic0 Google Analytics 0 Bing Site Verification0 Store Locator Plus0 Form Builder-Different Plug-ins Available
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Step 4:Build Your SEO Strategy0 Leverage the situational analysis conducted for the web development
strategy to analyze the following:0 Keywords competitors are using0 SEO tactics that competitors are using
0 Strong Tagging0 Bolded text mean, STRONG TAGGED.
0 Google/Bing focuses on those key terms.
0Micro-Tagging0 Way of the future that will tell search engines exactly what the page represents. Example: Murphy’s
Steakhouse in Bartlesville, Okla. would have Micro-Tags for local restaurant with location featuring Bartlesville, Okla. or near Tulsa, Okla.
0 Leverage Google AdWords Keyword Tool to analyze keywords per industry0 Organic vs. Non-Organic Search Engine Marketing.
0 Understand the importance of SEO dominance on all content. 0 Google/Bing can’t read or properly index Flash/Java or images without a
proper ALT Tag and file name.0 Continue to modifying strategy to continue to increase traffic and conversion
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Option 1: Hire a SEO Juice Man0 Much like scenario when hiring a web developer, must have a strategy in
place before meeting with potential SEO Juice Men.0 Have list of competitors readily available, geographic target market, and
targeted audience.0 Be ready to pay monthly fee and expect to receive updates including:
0 Monthly Google Analytics Report0 Google AdWords Reports
0 Tell them you want a SEO strategy for planned and unplanned purchases.0 Planned
0 Someone Googles the keywords, Arena Tools for Tractor, your business should be on the first page if you sell arena tools.
0 Unplanned0 Someone who has known history of looking at arena tools for tractors on
the internet or social media sees ad on a website relating to arena tools for tractors.
0 Think impulse buying at a grocery store with end caps and products at the check out.
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Example of SEO Juice Man
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Option 2: Do it Yourself0 Leverage SEO assistance apps or plug-ins if available for your website
development platform.0 Register with Google Analytics to analyze traffic.
0 Are visitors bouncing (exiting) from you site to soon?0 Are visitors getting to the desired take action page on your website?0 Just because you have traffic does not mean you have the right traffic!
0 Conversion rates and ROI!
0 Have a strategy for both:0 Organic SEO
0 How do you make your site seem more credible and relevant to search engines?0 Build back links and continually add new content that is engaging and contains keywords.
0 Non-Organic SEO0 In the beginning of launching a website or new SEO strategy it is highly
recommended to leverage non-organic paid placement to earn more traffic and higher rankings.0 Google AdWords0 Facebook Ads0 Display Ad placement on targeted websites
0 ESPN0 High Plains Journal
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SEO Tactics That Will Earn You Google Cred
0 Have a domain name with specific keywords in the actual domain name.0 Example: TulsaMetalRoofing.com0 You can make this domain name your main domain name and
then have multiple other domain names that point back to your website.
0 If you post videos to YouTube/Vimeo ensure that you use key terms in the title of the video and keyword section.
0 Have internal links on each page of your website.0 Update your content regularly. 0 Save every image that is placed on your website with
keywords.0 Example: WeddingCakeBakersTulsa.jpeg
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SEO Industry Secrets0 You can submit your website and subsequent webpages to be
indexed by Google and Bing by registering for webmaster tools on both search engines.0 You must verify your website with both Google and Bing by
placing code on your website.0 Strong Tag the products you offer and the markets you
compete in on the homepage of your website. 0 Example: bugRIGHT
0 Get social and leverage social media!0 Submit articles to targeted media contacts for publishing both
in print and online. Increases traffic to website and builds credibility in the eyes of consumers and search engines.0 PR Web
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Homework0Create a Google AdWords Keyword research file on
keywords for your business’ specific industry.0Create one SMART goal that you have for the creation
or update of your company’s website.0 Example: increase sales of real estate in the Bixby, OK
markets0Create a list of five websites and five Facebook
business pages that you like the look, the functionality, or the engagement of the site. 0 Be as specific as you can.
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Got Questions?Contact:Anthony W. TuckerPhone: 918-343-7509Email: [email protected]: Tweet questions to @Brand_Tuck with #BuildMyOnlinePresenceReview Day 1 Presentation: http://www.SlideShare.com/rsuInnovationCenter
See you back here next Thursday, February 28, 2013. Same room, 310. Same time, 2:30 pm-4:30 pm.