Published on March 6, 2014
Community Technology Solutions presents Broadband: Impact on the Business Bottom Line Phone numbers for this meeting are: Toll: 847-413-3722 Toll Free: 866-244-1377 Passcode: 7560325# firstname.lastname@example.org | http://broadband.uwex.edu | Twitter @WI_Broadband
Agenda PART 1: Importance of a web presence A few statistics to start us off PART 2: A few basics of good web site design Or, why just being online isn’t good enough PART 3: What is SEO And, what does it have to do with my online presence? PART 4: What about Social Media? How Social Media fits into the mix
PART 1: Importance of a web presence Why should business have an online presence? What makes an online presence strong?
Why should a business be online? • • • • • Higher media annual revenues Increasing e-commerce sales Word of mouth advertising Customer relations Customer acquisition Sources: www.connectmn.org/sites/default/files/learn-sidebar-docs/mn_biz_2012.pdf Source: http://www.census.gov/econ/estats/2011/table4.xls
Purchasing through Social Media
Customer Acquisition through Social Media
The Mobile Revolution
E-Commerce and Mobile
Online Presence Management The process of presenting and drawing traffic to a personal or professional brand online; could include web sites, search engine optimization, paid or unpaid advertising and marketing, social media and more.
Issues B:B, B:C, B:G Being found (online or offline) Selling goods/services/ideas/self Distinction in field (expert, top of mind, trusted, etc.) Stakeholder/consumer updates Buy-in, promotion Customer support Crisis Communications Reputation Management Business Need=Issue Tools Online/Offline Consistency SEO/SEM
PART 2: A few basics of good website design • • • • • • Design Navigation/Usability Keywords/content Mobile/responsive Social integration Compliance
Design • You have only Seconds for Decision to Stay or Go • Who is Your Audience – You must know! • Page Speed (Load time) – see point #1 • Professional-Quality Photos • Typography Matters & White Space is important • Don’t Make Me Think!
Navigation/Usability • Consistent Navigation – style and placement • Make navigation links obvious • Do not use underlines except for links • User testing before launch • Don’t forget cross-browser & OS testing
Keywords/Content • Again, know your audience. • Keyword research – align with your objective • Describe the benefits of your product/service • Page Title and “meta” description • Header (H1) • Sub Headings, Short Paragraphs, Bulleted Lists
Mobile Optimization and/or Responsive Design • Again, know your audience • Know your current website visitor statistics • What are your options? – Mobile version of website? – Responsive Design? – XHTML or HTML5 Standards-Compliant website • Budget ramifications
PART 3: What is SEO? • Definition • SEO has Changed -- How and Why • Keywords and SEO • Additional components of SEO • Ranking Factors
What is SEO? Search Engine Optimization (or SEO) can be defined as the process of affecting the visibility of a website in a search engine's unpaid ("organic") or paid (advertising) search results.
How and Why SEO has Changed • Google’s Universal Search Results • Just having a website is not enough! • You Can No Longer Ignore Social Media (Especially, Google+)
Google’s Universal Search Results
Google’s Universal Search Results
Keywords and SEO • Keywords research is critical to SEO • Content must include well-placed keywords • Google’s use of keywords in ranking has changed • Keyword search need not be daunting.
Ranking Factors http://backlinko.com/google-ranking-factors http://searchengineland.com/seotable
PART 4: What About Social Media? Social media can loosely be defined as interaction among people in which they create, share, and/or exchange information and ideas in virtual communities and networks.
So, what about social media? Social site 1: content Social site 2: content Business Indexing Social site 3: content SEO Generation
Sometimes you eat the bear… Sometimes the bear eats you.
Creating a buzz
…and a few more stats • 81% : U.S. online consumers’ purchase decisions influenced by their friends’ social media posts • 77% : consumers more likely to buy a new product after learning about it from friends or family. • 72% : marketers that still don’t recognize and leverage the value of customer referrals
…like what? Issues B:B, B:C, B:G Being found (online or offline) Selling goods/services/ideas/self Distinction in field (expert, top of mind, trusted, etc.) Stakeholder/consumer updates Buy-in, promotion Customer support Crisis Communications Reputation Management • • • • • • • LinkedIN Blogs User forums Review sites Video / photo hosting eNewsletters …
So, when do I see results?
Questions? Archive: http://broadband.uwex.edu/resources/webinars WebWise Design & Marketing webwisedesign.com email@example.com UW-Extension Community Technology Solutions broadband.uwex.edu firstname.lastname@example.org 855-306-8050
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