Broadband and Impact on the Business Bottom Line March 2014

Broadband: Impact on the Business Bottom Line

Community Technology Solutions presents

wibroadband@uwex.edu | http://broadband.uwex.edu | Twitter @WI_Broadband

Phone numbers for this meeting are:Toll: 847-413-3722Toll Free: 866-244-1377Passcode: 7560325#

Agenda

PART 1: Importance of a web presence A few statistics to start us off

PART 2: A few basics of good web site designOr, why just being online isn’t good enough

PART 3: What is SEOAnd, 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.pdfSource: 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.

Business Need=Issue

Online/Offline Consistency

SEO/SEM

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

Tools

Questions?

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

Questions?

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.

Predictive Search

Ranking Factors

http://searchengineland.com/seotable

http://backlinko.com/google-ranking-factors

Questions?

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?

Business

Social site 1: content

Social site 2: content

Social site 3: content

SEO Generation

Indexing

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?

• LinkedIN • Blogs• User forums • Review sites • Video / photo hosting• eNewsletters• …

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

So, when do I see results?

Summary

Questions?

Archive: http://broadband.uwex.edu/resources/webinars

WebWise Design & Marketingwebwisedesign.com

jhwells@webwisedesign.com

UW-Extension Community Technology Solutions broadband.uwex.eduj.smith@uwex.edu

855-306-8050