10 Takeaways for Online Success

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  • 10 Takeaways for Online Success Hall Web Services
  • CPE Credit
    • In order to receive CPE credit for this session you must be present for the entire session.
      • Session code: ACT14-1 and ACT14-2
      • Recommended CPE credit = 2
      • Delivery Method = Group Live
      • Field of Study = Specialized Knowledge and Applications
    • Visit the Continuing Professional Education kiosks to enter CPE credit during the conference.
  • Introduction Amanda OBrien VP of Marketing [email_address] Kasi Gajtkowski Organic Search Manager [email_address] Jenika Scott Channel Marketing Manager [email_address] Booth # 517
  • Learning Objectives
    • After participating in this session, you will be able to:
      • Interact with prospects in social media space
      • Efficiently use social networks
      • Understand the importance of a web strategy and learn how to assess your own site
      • Use site data to understand your customers and improve your website
      • Find the best keywords for your website and create content to optimize your website for organic search
      • Know the on-page SEO elements that matter
  • #1 How to Interact with Prospects Using Social Media
    • Lot of listening first and then talking
    • Be found when they are looking
    TAKEAWAY: search.twitter.com, Google Alerts, LinkedIn Questions are great listening tools.
  • #1 How to Interact with Prospects Using Social Media
    • Provide valuable information
      • Content
      • Links
      • Blog posts
      • Pain points
    • Establish yourself as an expert
      • Define your niche
      • Master of everything is a master of nothing
  • #2 Advanced Features of Twitter and LinkedIn
    • Advanced Search Options
    • Subscribe to LinkedIn Questions
  • #2 Advanced Features of Twitter and LinkedIn
    • Twitter lists
      • Content dipstick
      • Organize your followers
    • Posting to LinkedIn and Twitter at the same time
      • #in
      • Tweetdeck
      • Ping.fm
    TAKEAWAY: Connect with the right people that care about your content.
  • #3 Social Media Efficiency
    • Define your niche and stick to it
    • Social Media travel agents
    • Use an RSS reader
    TAKEAWAY: Take control of your day and content strategy by being more organized.
    • Track your time
    • Check twice a day
      • One piece of content
      • One reply to content
      • One reaction to content
    #3 Social Media Efficiency Photo credit: http://www.flickr.com/photos/8011986@N02/2707571409/
  • #4 Build Trust and Lower Risk in B2B Buying
    • Show, dont tell
      • Success stories, testimonials, Twitter lists
    • Be consistent
    • Be helpful
    TAKEAWAY: Why should people do business with you? Lower the buyers risk.
  • #5 Develop a Web Strategy
    • Goals
    • Tactics are how you reach your goals
    • Measure to know when youve reached your goals
    • Adjust if its not working
  • #5 Develop a Web Strategy
    • What are your goals?
      • Sales increase
      • Reputation management
      • Customer service and retention
      • Build relationships
    TAKEAWAY: Know your website goals first.
  • Measuring
    • Traffic
    • Goal completions
    • Trends
    • Stickiness
  • Tactics
    • Choose the right tools
    • Web design and development
    • Organic search
    • Paid search
    • Connecting with others
  • Assess and Adjust
    • Look at analytics regularly
    • Whats working? Whats not?
    • Keep your users in mind
  • Keep In Mind
    • Budget
    • Expectations
    • Priorities
    • Timeline Deadline?
    • Resources
    • Content
  • #6 Get to Know Users with Site Data
    • Bounce rate and pages per visit
    • Time on site
    • Content overview
    • Traffic sources
    • Goal completion
    TAKEAWAY: Using web analytics can help you better market your business online.
  • #7 Google Analytics Best Practices
    • Filter out your IP address
      • Always maintain unfiltered profile as well
    • Set up goals
    • Google Analytics Intelligence & Annotations
    TAKEAWAY: Correlate changes in web traffic with your marketing efforts.
    • What words will people use to find you?
    • Make a keyword target list
      • Brainstorm
      • Ask your coworkers
      • Talk to family & friends
    • Use Keyword Tools
      • Google AdWords Keyword Tool (free)
      • Wordtracker
      • Keyword Discovery
    #8 SEO: Find the Best Keywords for Your Website Photo credit: http://www.flickr.com/photos/alcomm/217097889/
  • #8 SEO: Find the Best Keywords for Your Website
    • Why use keyword tools?
    • Validation!
      • Are people using those search terms?
      • How many searches per day or month?
      • Additional Keyword suggestions
  • #8 SEO: Find the Best Keywords for Your Website
    • Manually test the list in the search engines
      • Assess the sector
    • Which companies come up in those searches?
      • Can you do it better?
      • What makes you unique?
    TAKEAWAY: Listen First Talk Second Twitter Search | Google Blog Search | LinkedIn TAKEAWAY: Listen First Talk Second Twitter Search | Google Blog Search | LinkedIn TAKEAWAY: Thoroughly research and test your keywords to ensure that people can find you.
  • #9 SEO: Which SEO page elements really matter? Where do we put those keywords?
    • Search engine spiders read text
    • Look at certain web page elements
    • Industry-developed best practices
    • SEO tells search engines what your site is about!
  • #9 SEO: Which SEO page elements really matter?
    • Title Tags: The Most Important Element
    • Use the keywords that describe each specific page
    • 5-12 words in length (or 65 characters)
    • Title tags should be unique for each web page
  • #9 SEO: Which SEO Page Elements Really Matter?
    • h1 Tags: The Most Important Text on a Web Page
    • The h1 tag is the header on a web pagelike a title of a story
    • Use keywords that describe the content of that pagebe specific
    • Similar to the title tag of the page
  • #9 SEO: Which SEO Page Elements Really Matter?
    • Page Names: Keyword in URLs are Important
    • www.mysite.com/crm-software-consulting is ideal
    • www.mysite.com/consulting is okay
    • www.mysite.com/432?ed=3?54 is not good
    • Use keywords and hyphensbe descriptive!
    TAKEAWAY: Listen First Talk Second Twitter Search | Google Blog Search | LinkedIn TAKEAWAY: Listen First Talk Second Twitter Search | Google Blog Search | LinkedIn TAKEAWAY: Use Keywords in these elements to Increase the chance of your site ranking for them.
    • Search engines read text and only text
    • Update and expand your content on a regular basis to keep search engines coming back
    • Keywords must be in your content
    • More content = more chances to use keywords
    #10 SEO: Continually Update Your Website with Content Photo credit: http://www.flickr.com/photos/lwr/376731969/
    • There are many ways to add content to your website:
    • Blogs
    • White papers
    • Case studies
    • News releases
    #10 SEO: Continually Update Your Website with Content TAKEAWAY: Listen First Talk Second Twitter Search | Google Blog Search | LinkedIn TAKEAWAY: Listen First Talk Second Twitter Search | Google Blog Search | LinkedIn TAKEAWAY: Adding content to your website on a regular basis is a win-win for search engines and website visitors.
  • Questions?
  • Summary
    • Listen, be found, and provide value in social media amanda@hallme.com
    • Create a web strategy, understand your users with site data, and use analytics to track performance [email_address]
    • Find the best keywords for your site, use h1 and title tags effectively, and always create valuable content for your site kasi@hallme.com
    • Visit us at Booth #517
  • Your feedback is important to us!
    • Please complete the evaluation form for this session
    • Your feedback helps us improve future sessions and presentation techniques
    • Thank you for your participation