Website Strategies For Sm Bs Slideshare

Website strategies for SMBs,

2012 and beyondPresented by John Tully, dsm-llc and Todd Harrell TeamLogic IT

Websites have replaced “traditional” means for promoting company and

productsSignificant for SMBs because:– Levels the playing field– Raises visibility / Removes risk of

invisibility– Accommodates Gen Y / Millennials

3,000,000,000

3,000,000,000

600,000,000

20%=

600,000,000

Appearing on thefirst result page

hasbecome

“important”

Appearing on thefirst result page

hasbecome “critical”!

What can be done to improve rankings and

presence?• Ramp up SEO efforts

• Consider SEM/PPC

• Utilize Local Search options• Integrate Social

Media• Prepare for Mobile Web

SEO (Search Engine Optimization)

Search engine optimization (SEO) is the process of improving the visibility of a website or a web page in search engines via the "natural" or un-paid ("organic" or "algorithmic") search results.

Source: Wikipedia

SEO

On

Page

Off

Page

SEO – On Page, #1

Follow the “rules”

SEO – On Page, #2

Develop relevant content

SEO – On Page, #3

Start & Maintain a

Blog

SEO – On Page, #4

Think about Microdata

SEO – Off Page, #1

Develop relevant

inbound links

SEM (Search Engine Marketing)

Search engine marketing, is a form of Internet marketing that seeks to promote websites by increasing their visibility in SERPs through the use of paid placement, contextual advertising, and paid inclusion.

Source: Wikipedia

SEM – #1

PPC advertising

SEM – #2

Banner ads

Local SearchGoogle and other search engines recognize the level of local search and will assist SMBs to achieve higher rankings for local solutions.

Social MediaThink of where your clients congregate and make it easy for them to share your stuff

Social Media – #1

B2C?

Social Media – #2

B2B?

Social Media – #3

Both / Either

Social Media – #4

TBD

Social Media – #5

Niche / Industry Specific

Are You Winning the Are You Winning the

Zero Moment Zero Moment of Truth?of Truth?

““Mobility” is Dramatically Mobility” is Dramatically Impacting Buying Impacting Buying

DecisionsDecisionsLocal Mobile Local Mobile

Search Search Surpasses Surpasses Desktop Desktop SearchSearch

The Rulebook Is The Rulebook Is ChangingChanging

70%2

Review Prior to Purchase

70%2

Review Prior to Purchase

79%3

Smartphone Utilization

79%3

Smartphone Utilization

54.3 MSmart Phones

Activated 1Q10

54.3 MSmart Phones

Activated 1Q10

2. “The New Info Shopper,” Penn, Schoen & Berland Associates, 20093. Google/Ipsos OTX MediaCT, “The Mobile Movement Study,” April 2011, N=5,000

You Must Be In The You Must Be In The GameGame

Leveraging the Leveraging the Zero Moment of TruthZero Moment of Truth

The Emergence of the Mobile WebThe Emergence of the Mobile Web

• Works Seamlessly on your Smart Phone’s web browser

• Separate but Connected Scaled down version of the full site to allow for easier loading, navigation

• Easy and QuickCators to the needs of the mobile phone user

Optimizing the Optimizing the ExperienceExperience

Conversations build relationshipsConversations build relationships

VisibilityVisibility

Optimizing the Optimizing the ExperienceExperience

Media RichMedia Rich

VisibilityVisibility

Conversations build relationshipsConversations build relationships

Optimizing the Optimizing the ExperienceExperience

InteractiveInteractive

Media RichMedia Rich

VisibilityVisibility

Conversations build relationshipsConversations build relationships

Optimizing the Optimizing the ExperienceExperience

Call To ActionCall To Action

InteractiveInteractive

Media RichMedia Rich

VisibilityVisibility

Conversations build relationshipsConversations build relationships

Optimizing the Optimizing the ExperienceExperience

Call To ActionCall To Action

InteractiveInteractive

Media RichMedia Rich

Linked to Social Media

Linked to Social Media

VisibilityVisibility

Conversations build relationshipsConversations build relationships

You Must Be In You Must Be In The GameThe Game

Takeaways• Environment is rapidly changing• Strategies DO exist for SMBs to

raise their profile• Those strategies needn’t be

expensive but are likely to be time consuming

• Tempus Fugit – don’t put these strategies off too long!

Thank you

Questions?