Web Design & Internet Marketing Basics - Brody Dorland, Something Creative, Inc.

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Information about Web Design & Internet Marketing Basics - Brody Dorland, Something...
Business & Mgmt

Published on July 31, 2009

Author: bdorland

Source: slideshare.net

Description

Originally created for an audience of hospital administrators and communications staff, this presentation covers the basics of website design, search engine optimization and internet marketing.

Promoting Your Small Business Online: Website Design & Internet Marketing Strategies Brody Dorland - Something Creative, Inc.

Introductions Presentation Approach: The Strategies Behind Effective Websites (not the technical stuff) Do These Strategies Really Work? I wouldn’t be here if they didn’t. Introduce Yourselves… Name, Company Name Do you already have a website? What is your role within your organization? Owner? Marketing/Communications Manager? Other? What is your geographic target for new patient development? National? Regional? Local? What questions do you want answered?

Presentation Approach: The Strategies Behind Effective Websites (not the technical stuff)

Do These Strategies Really Work? I wouldn’t be here if they didn’t.

Introduce Yourselves…

Name, Company Name

Do you already have a website?

What is your role within your organization?

Owner? Marketing/Communications Manager? Other?

What is your geographic target for new patient development?

National? Regional? Local?

What questions do you want answered?

What We’ll Cover… Marketing Basics The Importance of Website Content, Organization & Functionality Understanding Website Design & Usability Search Engine Optimization Internet Marketing Strategies Let’s Get Started!

Marketing Basics

The Importance of Website Content, Organization & Functionality

Understanding Website Design & Usability

Search Engine Optimization

Internet Marketing Strategies

Let’s Get Started!

I. Marketing Basics People, Messages & Vehicles People: Potential Patients, Current Patients Messages: Your Brand, Your Unique Offering Vehicles: The tactical elements that deliver your message (salespeople, advertising, PR, direct mail, tradeshows, websites , etc.) Acme Spine Center is the best!

People, Messages & Vehicles

People: Potential Patients, Current Patients

Messages: Your Brand, Your Unique Offering

Vehicles: The tactical elements that deliver your message (salespeople, advertising, PR, direct mail, tradeshows, websites , etc.)

Website Strategy Translating your marketing/sales strategy to the web What is your spine center’s main marketing/sales goal? So what does your website need to do to achieve that goal? Build brand awareness? Build credibility? Educate/inform? Generate leads?

Translating your marketing/sales strategy to the web

What is your spine center’s main marketing/sales goal?

So what does your website need to do to achieve that goal?

Build brand awareness?

Build credibility?

Educate/inform?

Generate leads?

Profiling Your Customers Buyer Personas – Explained Profile Elements Who are they? Demographics What do they want/need? What are their problems? Can they be segmented or categorized? Can you interview them to help you determine and prioritize your content strategy? What words/phrases would they use to find your services on the web? Will they be task-oriented buyers or browsers? Document all this and give each profile a name. Use these profiles to guide your website development process.

Buyer Personas – Explained

Profile Elements

Who are they? Demographics

What do they want/need?

What are their problems?

Can they be segmented or categorized?

Can you interview them to help you determine and prioritize your content strategy?

What words/phrases would they use to find your services on the web?

Will they be task-oriented buyers or browsers?

Document all this and give each profile a name.

Use these profiles to guide your website development process.

Establishing Your Brand Your Brand: Defined The defining stamp of your business A simple message (7 words or less) A visually-appealing, memorable identity Consistency across all customer touch point Logo and all identity element Color scheme Writing Style/Voice Ads Brochures Signage And of course… Your Website

Your Brand: Defined

The defining stamp of your business

A simple message (7 words or less)

A visually-appealing, memorable identity

Consistency across all customer touch point

Logo and all identity element

Color scheme

Writing Style/Voice

Ads

Brochures

Signage

And of course… Your Website

Communicating Your Unique Message Your Value Proposition: Defined Differentiation & Positioning Creating a Distinct, Descriptive Website Tagline You have 4 seconds… Examples: The Good and the Bad What do you want your buyers to believe?

Your Value Proposition: Defined

Differentiation & Positioning

Creating a Distinct, Descriptive Website Tagline

You have 4 seconds…

Examples: The Good and the Bad

What do you want your buyers to believe?

Website Strategy Summary We’ve discussed how your website should compliment your company’s sales/ marketing goals We’ve developed buyer personas We’ve determined how you want your company to be perceived visually We’ve identified your value proposition and incorporated that into a new website tagline.

We’ve discussed how your website should compliment your company’s sales/ marketing goals

We’ve developed buyer personas

We’ve determined how you want your company to be perceived visually

We’ve identified your value proposition and incorporated that into a new website tagline.

II. The Importance of Website Content, Organization & Functionality Translating Audience Needs & Your Marketing Strategy onto the Web – Content Strategy Content is King: Content brands your organization as a thought leader Engage and steer your prospective patients Write for your buyers…What problems do your services solve? Educate them Let them know about your expertise Write using your buyer’s own words (interpret medical explanations for the layperson, SEO benefits) Inform them of the latest happenings

Translating Audience Needs & Your Marketing Strategy onto the Web – Content Strategy

Content is King:

Content brands your organization as a thought leader

Engage and steer your prospective patients

Write for your buyers…What problems do your services solve?

Educate them

Let them know about your expertise

Write using your buyer’s own words (interpret medical explanations for the layperson, SEO benefits)

Inform them of the latest happenings

II. The Importance of Website Content, Organization & Functionality How will your content be developed? Do you have the capacity to do this yourselves? Will a peer review be required? In most cases, it’s best to get a website copywriter involved early on. Writing will be higher quality The writer’s laymen viewpoint often makes for more effective copy Internal people don’t have to set aside their normal jobs for weeks on end. Overall project will move much faster. Professional SE keyword integration

How will your content be developed?

Do you have the capacity to do this yourselves?

Will a peer review be required?

In most cases, it’s best to get a website copywriter involved early on.

Writing will be higher quality

The writer’s laymen viewpoint often makes for more effective copy

Internal people don’t have to set aside their normal jobs for weeks on end.

Overall project will move much faster.

Professional SE keyword integration

II. The Importance of Website Content, Organization & Functionality Content is King, It’s also a commitment… You Are What You Publish Frequent Content Updates New Articles New Service/Capabilities/Techniques New Research Findings Practice News Success Stories/Case Studies Upcoming Events So…How do you update your site? Developer maintenance agreements Content Management Systems

Content is King, It’s also a commitment…

You Are What You Publish

Frequent Content Updates

New Articles

New Service/Capabilities/Techniques

New Research Findings

Practice News

Success Stories/Case Studies

Upcoming Events

So…How do you update your site?

Developer maintenance agreements

Content Management Systems

II. The Importance of Website Content, Organization & Functionality Site Organization: An Architectural Process to Categorize Your Content Define Every Page Categorize Logically Develop Navigation…Keep it simple Use “Web Conventions” Use Obvious, Descriptive Nomenclature Minimize Clicks Create “Engineered Conversion Paths” that you will track with Website Analytics Examples

Site Organization: An Architectural Process to Categorize Your Content

Define Every Page

Categorize Logically

Develop Navigation…Keep it simple

Use “Web Conventions”

Use Obvious, Descriptive Nomenclature

Minimize Clicks

Create “Engineered Conversion Paths” that you will track with Website Analytics

Examples

Go To Site >

II. The Importance of Website Content, Organization & Functionality Website Analytics (Google Analytics) Traffic Reporting Site Usage Statistics Traffic Mapping Traffic Sources Keyword Productivity Conversion Rates Funnel Visualization Content Popularity Etc.

Website Analytics (Google Analytics)

Traffic Reporting

Site Usage Statistics

Traffic Mapping

Traffic Sources

Keyword Productivity

Conversion Rates

Funnel Visualization

Content Popularity

Etc.

II. The Importance of Website Content, Organization & Functionality Website Functionality – Providing tools that… Save Time & Effort Add Value Set Your Site Apart from Your Competitors Aid in patient management and marketing (list building, e-mail mktg) Common Tools Database Backend/Tie into other patient database systems Patient Portals Forms ( contact , patient documentation , appointment requests ) Calculators/Estimators/Quoting Engines Product/Concept Demonstrations, Animations & Videos Directions/Maps E-commerce (pay your bill online, sell training/exercise materials) Content Management Systems

Website Functionality – Providing tools that…

Save Time & Effort

Add Value

Set Your Site Apart from Your Competitors

Aid in patient management and marketing (list building, e-mail mktg)

Common Tools

Database Backend/Tie into other patient database systems

Patient Portals

Forms ( contact , patient documentation , appointment requests )

Calculators/Estimators/Quoting Engines

Product/Concept Demonstrations, Animations & Videos

Directions/Maps

E-commerce (pay your bill online, sell training/exercise materials)

Content Management Systems

Understanding Website Design & Usability #1 Rule of Website Design…Don’t make the user think. Examples: Not Thinking vs. Thinking Things that make us think: Nomenclature: Obvious vs. Vague vs. Jargon Design Elements: Buttons, Text Links, Colors, Images Site Layout: Clutter (Where Do I Start?) , Complex Navigation , Imbedded scroll bars Our job is to eliminate the question marks.

#1 Rule of Website Design…Don’t make the user think.

Examples: Not Thinking vs. Thinking

Things that make us think:

Nomenclature: Obvious vs. Vague vs. Jargon

Design Elements: Buttons, Text Links, Colors, Images

Site Layout: Clutter (Where Do I Start?) , Complex Navigation , Imbedded scroll bars

Our job is to eliminate the question marks.

Understanding Website Design & Usability The Facts of Life… We don’t read pages, we scan them. Why? We’re usually in a hurry. We know that we don’t need to read everything. We’re good at it. We don’t make optimal choices, we choose the first reasonable option. Why? We’re usually in a hurry. There’s not much penalty for guessing wrong. Guessing is often more fun.

The Facts of Life…

We don’t read pages, we scan them. Why?

We’re usually in a hurry.

We know that we don’t need to read everything.

We’re good at it.

We don’t make optimal choices, we choose the first reasonable option. Why?

We’re usually in a hurry.

There’s not much penalty for guessing wrong.

Guessing is often more fun.

Understanding Website Design & Usability The Facts of Life… We don’t figure out how things work, we muddle through. Why? People don’t read instructions. People use websites effectively in ways that are nothing like the designer intended. ( example ) It’s not important (as long as it works). If we find something that works, we stick with it.

The Facts of Life…

We don’t figure out how things work, we muddle through. Why?

People don’t read instructions.

People use websites effectively in ways that are nothing like the designer intended. ( example )

It’s not important (as long as it works).

If we find something that works, we stick with it.

Understanding Website Design & Usability Most people are just scanning, not reading (they’re whizzing by) They’re not necessarily going to make the optimal choice. And they may use your site in a very different way then you intended. So what do we need to do? We design billboards…

Most people are just scanning, not reading (they’re whizzing by)

They’re not necessarily going to make the optimal choice.

And they may use your site in a very different way then you intended.

So what do we need to do?

We design billboards…

Billboard Design 101: Designing Websites for Scanning Create a clear visual hierarchy The more important something is, the more prominent it should be. (AD example) Very Important A little less important Nowhere near as important

Create a clear visual hierarchy

The more important something is, the more prominent it should be. (AD example)

Billboard Design 101: Designing Websites for Scanning Create a clear visual hierarchy Things that are related logically are also related visually. Back Pain Neck Pain Degenerative Disc Herniated Discs Kyphosis Low Back Pain

Create a clear visual hierarchy

Things that are related logically are also related visually.

Billboard Design 101: Designing Websites for Scanning Create a clear visual hierarchy Things are “nested” visually to show what’s part of what. Newspapers are good examples (images, charts, graphics).

Create a clear visual hierarchy

Things are “nested” visually to show what’s part of what.

Newspapers are good examples (images, charts, graphics).

Billboard Design 101: Designing Websites for Scanning Conventions are our friends Newspaper Examples: Headlines, image captions, layout Life Examples: Street signs, universal symbols Web Convention Examples: Spine Universe Navigation (top horizontal or left-side vertical, tabs, text-based footer navigation) Layout – Breaking up the page content into clearly defined areas, top left logo doubles as home button Make it obvious what’s clickable (links, colors, underlines, buttons) Common web icons (cart, play)

Conventions are our friends

Newspaper Examples: Headlines, image captions, layout

Life Examples: Street signs, universal symbols

Web Convention Examples: Spine Universe

Navigation (top horizontal or left-side vertical, tabs, text-based footer navigation)

Layout – Breaking up the page content into clearly defined areas, top left logo doubles as home button

Make it obvious what’s clickable (links, colors, underlines, buttons)

Common web icons (cart, play)

Billboard Design 101: Designing Websites for Scanning Keep the NOISE DOWN! Busyness: Too many colors, featured content areas, exclamation points, animations, ads Background noise (design elements, videos, audio that detract) Examples: http://www.spinecenter.com/ http://www.laspineinstitute.com/ http:// www.livingwellspinecenter.com /

Keep the NOISE DOWN!

Busyness: Too many colors, featured content areas, exclamation points, animations, ads

Background noise (design elements, videos, audio that detract)

Examples:

http://www.spinecenter.com/

http://www.laspineinstitute.com/

http:// www.livingwellspinecenter.com /

Billboard Design 101: Designing Websites for Scanning What about animation (Flash)? Pros: Draws attention Can give high-end feel to site Can better explain a complicated concept (visually) Allows visitor to sit back (not read) and engage with your message(s). Integrate multiple messages and images within one space. DFS before DFS after

What about animation (Flash)?

Pros:

Draws attention

Can give high-end feel to site

Can better explain a complicated concept (visually)

Allows visitor to sit back (not read) and engage with your message(s).

Integrate multiple messages and images within one space.

DFS before

DFS after

Billboard Design 101: Designing Websites for Scanning What about animation? Cons: Large file sizes Can pull eyes away from main focus Some people hate flash. Not search engine friendly No linking to internal pages on Flash-based sites Difficult to pull traffic statistics from flash sites. Flash developer will have to be involved long-term example , new version

What about animation?

Cons:

Large file sizes

Can pull eyes away from main focus

Some people hate flash.

Not search engine friendly

No linking to internal pages on Flash-based sites

Difficult to pull traffic statistics from flash sites.

Flash developer will have to be involved long-term

example , new version

Billboard Design 101: Designing Websites for Scanning Street Signs & Breadcrumbs ( Walmart example) Persistent Navigation and Sub-Navigation It gives us something to hold on to. It tells us what’s here. It tells us how to use the site. Page Names/Headings (nice example of nav & headings) Footer Text Navigation – Less scrolling (example) “ You Are Here” / Breadcrumbs (example)

Street Signs & Breadcrumbs ( Walmart example)

Persistent Navigation and Sub-Navigation

It gives us something to hold on to.

It tells us what’s here.

It tells us how to use the site.

Page Names/Headings (nice example of nav & headings)

Footer Text Navigation – Less scrolling (example)

“ You Are Here” / Breadcrumbs (example)

Billboard Design 101: Designing Websites for Scanning Trunk Test – Questions: What site is this? What does this company do? What page am I on? What are the major sections of the site? What else is within this section (down this aisle) of the site? Test Site , (after)

Trunk Test – Questions:

What site is this?

What does this company do?

What page am I on?

What are the major sections of the site?

What else is within this section (down this aisle) of the site?

Test Site , (after)

Billboard Design 101: Designing Websites for Scanning Usability Testing: Defined If you want a great website, you have to test it. Testing 1 user is 100% better than testing none. Testing 1 user early on is better than testing 50 users near the end. Test subject can be anyone who uses the web Nothing beats a live audience “Get It” Test, Trunk Test, Key Task Testing

Usability Testing: Defined

If you want a great website, you have to test it.

Testing 1 user is 100% better than testing none.

Testing 1 user early on is better than testing 50 users near the end.

Test subject can be anyone who uses the web

Nothing beats a live audience

“Get It” Test, Trunk Test, Key Task Testing

IV. Search Engine Optimization (SEO): A Very Important Game The Facts: Search engines (SEs) are the primary mechanism used for researching companies, products and services. Top search engine ranking have turned home-based businesses into huge corporations in a matter of months. SEO is the primary reason why I’m here today. A search engine’s “product” is providing searchers with the most relevant content/websites. Search engine algorithms: Explained He with the highest score wins…

The Facts:

Search engines (SEs) are the primary mechanism used for researching companies, products and services.

Top search engine ranking have turned home-based businesses into huge corporations in a matter of months.

SEO is the primary reason why I’m here today.

A search engine’s “product” is providing searchers with the most relevant content/websites.

Search engine algorithms: Explained

He with the highest score wins…

IV. Search Engine Optimization (SEO): A Very Important Game Our Challenges: People don’t read on the web, but SE spiders need words to determine the content topic of each page. Highly visual pages may struggle to score well. Market/Industry Saturation Your competitors are doing it too. Examples

Our Challenges:

People don’t read on the web, but SE spiders need words to determine the content topic of each page. Highly visual pages may struggle to score well.

Market/Industry Saturation

Your competitors are doing it too.

Examples

IV. Search Engine Optimization (SEO): A Very Important Game The Solution: Develop your content for your buyers first Research and develop a long-tail keyword strategy Research/analyze your competitors’ websites and their SEO efforts Utilize proven search engine optimization techniques to make your site appear more relevant (get a higher score) than your competitors’ sites. What are SEO techniques?

The Solution:

Develop your content for your buyers first

Research and develop a long-tail keyword strategy

Research/analyze your competitors’ websites and their SEO efforts

Utilize proven search engine optimization techniques to make your site appear more relevant (get a higher score) than your competitors’ sites.

What are SEO techniques?

IV. Search Engine Optimization (SEO): A Very Important Game Keyword Research: Create a good seed list (most important terms and phrases that you think your buyers will use) Dig deeper into the “Long Tail” to identify keyword variations that give you a better chance to rank back pain , back pain relief, low back pain relief Plug that list into a keyword research tool Google Keyword Suggestion Tool WordTracker.com KeywordDiscovery.com Organize/prioritize keyword list, cross reference with your website’s content and address any holes.

Keyword Research:

Create a good seed list (most important terms and phrases that you think your buyers will use)

Dig deeper into the “Long Tail” to identify keyword variations that give you a better chance to rank

back pain , back pain relief, low back pain relief

Plug that list into a keyword research tool

Google Keyword Suggestion Tool

WordTracker.com

KeywordDiscovery.com

Organize/prioritize keyword list, cross reference with your website’s content and address any holes.

IV. Search Engine Optimization (SEO): A Very Important Game Geo-Targeting – Optimizing to target specific markets (cities, states, regions) Site Optimization Techniques: Domain name and domain age Keyword optimized file/folder structure Overall size of your site Fresh content added regularly

Geo-Targeting – Optimizing to target specific markets (cities, states, regions)

Site Optimization Techniques:

Domain name and domain age

Keyword optimized file/folder structure

Overall size of your site

Fresh content added regularly

IV. Search Engine Optimization (SEO): A Very Important Game On-Page Optimization Techniques: (example) Creating a “Spider-Friendly Page” Eliminate road blocks (fancy navigation) Keep page size down Limit FLASH usage to visual and interactive content 250-300 words of content Keyword integration within first 200 characters of the page Focus on 3-5 keyword variations per page Keyword integration within body content (improves keyword density) Title Tags, Meta Description & Keyword Tags Head Tags (<h1>,<h2>,<h3>, etc.) Alt Text Tags, Bold Tags Link Text (Anchor Text)

On-Page Optimization Techniques: (example)

Creating a “Spider-Friendly Page”

Eliminate road blocks (fancy navigation)

Keep page size down

Limit FLASH usage to visual and interactive content

250-300 words of content

Keyword integration within first 200 characters of the page

Focus on 3-5 keyword variations per page

Keyword integration within body content (improves keyword density)

Title Tags, Meta Description & Keyword Tags

Head Tags (<h1>,<h2>,<h3>, etc.)

Alt Text Tags, Bold Tags

Link Text (Anchor Text)

IV. Search Engine Optimization (SEO): A Very Important Game Scoring Update Overall website optimization = 10 points Content & On-Page Optimization = 10 points New Site SEO Score = 20/100 We have more work to do…

Scoring Update

Overall website optimization = 10 points

Content & On-Page Optimization = 10 points

New Site SEO Score = 20/100

We have more work to do…

IV. Search Engine Optimization (SEO): A Very Important Game Off-Page Optimization Techniques: Link Building: Backlinks Defined Website Directories General vs. Niche Free vs. Paid Blog / Forum Participation (comments & signatures) Link Exchanges (partner sites, auxiliary market websites, local organizations) Internet Marketing (next section)

Off-Page Optimization Techniques:

Link Building: Backlinks Defined

Website Directories

General vs. Niche

Free vs. Paid

Blog / Forum Participation (comments & signatures)

Link Exchanges (partner sites, auxiliary market websites, local organizations)

Internet Marketing (next section)

IV. Search Engine Optimization (SEO): A Very Important Game Ongoing SEO Strategies Regular content updates w/ targeted keywords/phrases Regular analysis of analytics to identify best keyword performers Tweak site content based on analysis Continually add new pages targeting new keyword variations Continued Link Building Efforts Internet Marketing (next section)

Ongoing SEO Strategies

Regular content updates w/ targeted keywords/phrases

Regular analysis of analytics to identify best keyword performers

Tweak site content based on analysis

Continually add new pages targeting new keyword variations

Continued Link Building Efforts

Internet Marketing (next section)

Internet Marketing: The New Rules of Marketing & PR The “Old Rules” of Marketing “ Marketing” meant Advertising Advertising relied on interrupting people to get them to pay attention to your message. Creativity was the most important component Advertising was one-way, company-to-consumer Advertising was exclusively about selling products. Ad campaigns had limited life. Advertising & PR were separate disciplines, run by different people with separate goals, strategies and measurement criteria.

The “Old Rules” of Marketing

“ Marketing” meant Advertising

Advertising relied on interrupting people to get them to pay attention to your message.

Creativity was the most important component

Advertising was one-way, company-to-consumer

Advertising was exclusively about selling products.

Ad campaigns had limited life.

Advertising & PR were separate disciplines, run by different people with separate goals, strategies and measurement criteria.

Internet Marketing: The New Rules of Marketing & PR The “Old Rules” of PR The only way to get “ink” was through the media. Companies communicated to journalists via press releases. Nobody saw your press releases except for a handful of reporters and editors. Companies had to wait for “big news” to write a news release. Jargon was okay because journalists understood it. News releases had to include quotes from third parties or experts. The only way buyers would learn about the release’s content was if the media printed your story.

The “Old Rules” of PR

The only way to get “ink” was through the media.

Companies communicated to journalists via press releases.

Nobody saw your press releases except for a handful of reporters and editors.

Companies had to wait for “big news” to write a news release.

Jargon was okay because journalists understood it.

News releases had to include quotes from third parties or experts.

The only way buyers would learn about the release’s content was if the media printed your story.

Internet Marketing: The New Rules of Marketing & PR The “New Rules” of Marketing & PR: Marketing is more than just advertising PR is for more than just the media You are what you publish People want authenticity, not spin People want participation, not propaganda Instead of one-way interruption, marketing is about delivering content at the moment your audience needs it. The internet has made public relations public again, and lets organizations communicate directly with buyers

The “New Rules” of Marketing & PR:

Marketing is more than just advertising

PR is for more than just the media

You are what you publish

People want authenticity, not spin

People want participation, not propaganda

Instead of one-way interruption, marketing is about delivering content at the moment your audience needs it.

The internet has made public relations public again, and lets organizations communicate directly with buyers

Internet Marketing: The New Rules of Marketing & PR Reaching Your Buyers Directly Your buyers have a need and go to the web to find a solution A suitable internet marketing strategy greatly increases your chances of hooking buyers A quick story about fishing…

Reaching Your Buyers Directly

Your buyers have a need and go to the web to find a solution

A suitable internet marketing strategy greatly increases your chances of hooking buyers

A quick story about fishing…

The Tools of Internet Marketing New Media Advertising Search Engine Advertising Online lead generation – utilizing targeted online media for new patient acquisition Pay Per Click & Pay Per Impression Models Weblogs (blogs) Blogs Explained Blogging for Business Monitoring Your Online Reputation (Google Alerts) Commenting on other blogs Developing your own blog Blog Examples – 1 , 2 , 3

New Media Advertising

Search Engine Advertising

Online lead generation – utilizing targeted online media for new patient acquisition

Pay Per Click & Pay Per Impression Models

Weblogs (blogs)

Blogs Explained

Blogging for Business

Monitoring Your Online Reputation (Google Alerts)

Commenting on other blogs

Developing your own blog

Blog Examples – 1 , 2 , 3

The Tools of Internet Marketing Forums/Message Boards (example) Liability Issues? Forums & Forum Etiquette Explained The Power of Forum Participation Creating Your Signature Social Networking Websites Explained The Power of Social Networking Creating Your Professional Profile Business-Friendly Networking Website www.linkedin.com www.facebook.com www.plaxo.com www.biznik.com www.konnects.com www.ryze.com

Forums/Message Boards (example)

Liability Issues?

Forums & Forum Etiquette Explained

The Power of Forum Participation

Creating Your Signature

Social Networking Websites

Explained

The Power of Social Networking

Creating Your Professional Profile

Business-Friendly Networking Website

www.linkedin.com

www.facebook.com

www.plaxo.com

www.biznik.com

www.konnects.com

www.ryze.com

The Tools of Internet Marketing News Release & Article Marketing News Releases vs. Articles The importance of links in your content You Are What You Publish: Developing an editorial calendar Don’t just wait for “big news”…news release ideas: Have a new take on an old problem? Serve a unique marketplace? Have interesting information to share? Doctors speaking at a conference? Win an award? Add a new service? Need to explain a new concept? Answer a frequently asked question? Publish a paper in an industry medium?

News Release & Article Marketing

News Releases vs. Articles

The importance of links in your content

You Are What You Publish: Developing an editorial calendar

Don’t just wait for “big news”…news release ideas:

Have a new take on an old problem?

Serve a unique marketplace?

Have interesting information to share?

Doctors speaking at a conference?

Win an award?

Add a new service?

Need to explain a new concept?

Answer a frequently asked question?

Publish a paper in an industry medium?

The Tools of Internet Marketing Publishing news releases through a distribution service (in addition to your website) Business Wire: www.businesswire.com Market Wire: www.marketwire.com PrimeNewswire: www.primezone.com PR Newswire: www.prnewswire.com PRWeb: www.prweb.com Purchase a coverage area based on geographical distribution Coverage will also include Google News, Yahoo News and others.

Publishing news releases through a distribution service (in addition to your website)

Business Wire: www.businesswire.com

Market Wire: www.marketwire.com

PrimeNewswire: www.primezone.com

PR Newswire: www.prnewswire.com

PRWeb: www.prweb.com

Purchase a coverage area based on geographical distribution

Coverage will also include Google News, Yahoo News and others.

The Tools of Internet Marketing Publishing articles through article marketing websites www.EzineArticles.com www.GoArticles.com www.ArticleDashboard.com www.SearchWarp.com www.ArticlesBase.com www.iSnare.com Free syndication to thousands of websites, and blogs

Publishing articles through article marketing websites

www.EzineArticles.com

www.GoArticles.com

www.ArticleDashboard.com

www.SearchWarp.com

www.ArticlesBase.com

www.iSnare.com

Free syndication to thousands of websites, and blogs

So…What’s It Going to Cost? Marketing Budget? Should be around 10% Things to consider: Monthly Hosting Upfront Strategy/Planning Design Content Development Website Construction/Programming Search Engine Optimization Monthly Internet Mktg/Adv./Lead Gen Budget Special Service Subscriptions (animations, etc.) Ongoing content development

Marketing Budget? Should be around 10%

Things to consider:

Monthly Hosting

Upfront Strategy/Planning

Design

Content Development

Website Construction/Programming

Search Engine Optimization

Monthly Internet Mktg/Adv./Lead Gen Budget

Special Service Subscriptions (animations, etc.)

Ongoing content development

Choosing a Website Development & Internet Marketing Partner Things to look for: Their website should have all the characteristics we’ve discussed today. A strong website portfolio Case studies or testimonials describing their clients’ experience A background in marketing strategy, not just programming Examples of high SE rankings for other clients An overall willingness to listen and work within your budget.

Things to look for:

Their website should have all the characteristics we’ve discussed today.

A strong website portfolio

Case studies or testimonials describing their clients’ experience

A background in marketing strategy, not just programming

Examples of high SE rankings for other clients

An overall willingness to listen and work within your budget.

Choosing a Website Development & Internet Marketing Partner Things to ask them: Are you primarily a marketing firm or a development firm? Do you provide content strategy and development services? Will I own all the files after the project is done? If no, hang up. Can you support my website maintenance, SEO and internet marketing needs long-term? Can they provide a list of client references with phone numbers?

Things to ask them:

Are you primarily a marketing firm or a development firm?

Do you provide content strategy and development services?

Will I own all the files after the project is done? If no, hang up.

Can you support my website maintenance, SEO and internet marketing needs long-term?

Can they provide a list of client references with phone numbers?

Next Steps… Have questions? Need help? Contact me… Brody Dorland - Something Creative, Inc. Phone: 913-440-9930 E-mail: [email_address] Updated Presentation for Download: www.somethingcreativeinc.com/spine-web.zip

Have questions? Need help? Contact me…

Brody Dorland - Something Creative, Inc.

Phone: 913-440-9930

E-mail: [email_address]

Updated Presentation for Download: www.somethingcreativeinc.com/spine-web.zip

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