Published on February 19, 2014
Who we are Internet marketing, search engine optimization, website development, email marketing, social media and CRM consulting expert Public relations and social media marketing expert, strategist and consultant
Agenda Why doesn’t it work? 1. 2. 3. 4. 5. Bad content Confusing navigation Old functionality Ineffective at driving traffic No tracking or analytics
Marketing Bubble • Communication • Reputation • Optimization • Engagementination
Why is the Internet Important? More than 89% of consumers use search engines to make purchasing decisions.
CONTENT AND BRANDING
Content and Branding • Fresh Content • Coolness factor – interactive or interruptive • Find balance between the movement of images • Appropriate company branding • Appropriate use of flash and video • Images should support the content • Write updatable text • Skip the sound
Content • Information about: – Your Product – Updated and accurate Pricing • This is a must! – Effective Contact Information
Case Study: Content Effective Contact Information
DIFFICULT TO NAVIGATE
Difficult to Navigate • What are they looking for? • How easy is it to find information? – How many clicks does it take to find _________? – Am I led to the next step? – Is it easy and intuitive? • Does it represent your company image? • Are you proud to send your friends and relatives there?
Difficult to Navigate • Top Navigation vs Side Navigation • Buttons • Clickable text
Case Study: Mega Menus
Case Study: Enhanced Mapping
Benefits of a Mobile Site: • • • • • • • • • • Market your business and brand Increase your prospect list/email database Improve search rankings Change/add content Expand reach and increase engagement Enhance image Improve communications Market directly Better user experience Visitors will stay longer
Mobile Site Must-Haves • What’s Important to You in a Mobile Site? • Speed • Clarity • Finger-friendly
NOT BUILT TO DRIVE TRAFFIC
Search Engine Optimization (SEO) Building a Search Engine Friendly Website: 1. To show up in the organic search engines results pages (SERPs) 2. Sites like Google find your site, read your site, index your site and display your site based on how relevant your site is to the user’s search.
SEO Statistics • 93% of online experiences begin with a search engine. • 70% of the links search users click on are organic. • 75% of users never scroll past the first page of search results. • 79% of users say they always/frequently click on the natural search results. • 80% of users say they occasionally/rarely/never click on the sponsored search results. • Google owns 65-70% of the search engine market share.
Organic Search Engine • Bots and Spiders review • Relevant keywords • Title Tags • Meta Data • Proper external and internal links • Importance of Fresh, wellwritten Content
Increase Keywords REAL KEYWORD IMPROVEMENT Jan Feb Mar Apr May June July Aug Sep Oct Nov (JANUARYNOVEMBER) Business insurance atlanta Business insurance consultants Commercial insurance atlanta Commercial insurance consultants Flood insurance Georgia Health insurance conslutants atlanta Homeowners insurance atlanta Life insurance consultants Atlanta 15 Unranked to #15 40 Unranked to #40 28 30 24 36 15 25 11 11 11 Unranked to #11 25 9 14 11 10 6 9 8 9 5 5 #25 to #5 49 34 25 31 52 67 84 65 72 Unranked to #72 20 25 28 22 8 Unranked to #8 38 44 44 53 40 52 41 32 42 Unranked to #42 35 13 12 11 17 12 1 1 1 1 Unranked to #1
How to Use Social Media for a Competitive Advantage Increase Your Website’s SEO • Increase Keywords • Increase Referring URLs • Better SERP Results (Search Engine Results Page) Reputation Management • Create Credibility • Interactive Platform to Reach Buyers & Media • Fix SERP Results (Negative online publicity)
Social Media’s Influence on SEO • Social Media Sites Send Signals to Google • User-Generated Fresh Content • Optimizing your Results • Credibility
Social Media • Interactive Social Sharing Buttons • Importance of Strategy
Case Study: Social Media
PROPER CALL TO ACTION
Proper Call to Action • Contact Us • Follow up – Step by Step plan for converting leads to sales – How much time do you have? – Personalization – increases response by as much as 75% – How to respond? Email or Phone – Dedicated online sales person • Tell them what to do!!!
Goals of your Website Visitors are so EXCITED that they… 1. Drive to your Office/Location 2. Call your Sales Representative 3. Email or fill out your contact form Are people contacting you because of your website? Are you getting traffic from the search engines because of the way the site was built?
TRACKING AND ANALYTICS
Tracking and Analytics • How do you know your site is working? • What metrics do you look at on a regular basis? • What do you do with that information?
Website Tracking Metrics • Number of Visitors • Referral Source • Number of Leads Generated • Number of pageviews of: – Driving directions – Phone number – Contact Information
Measuring Effectiveness: Mobile
Measuring Effectiveness: Social
Case Study: New Website
Questions? Marketing RELEVANCE www.marketingrelevance.com @mRELEVANCE www.facebook.com/mrelevance www.youtube.com/mrelevance Mitch Levinson, MIRM, CAPS, CSP, CGP, MBA 847-259-7312 firstname.lastname@example.org Carol Morgan, MIRM, CAPS, CSP 770-383-3360x20 email@example.com Thank You!
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