Building an Internet Strategy for Business in the Digital Age

Building an Internet Strategy in the Digital Age

Essentials for Online

Did You Know? Over 8 Million Views of 3 different versions

Don Schindler Senior Digital Strategist

The Interactive Classroom Bringing Web 2.0 to the lecture series

What do you want to learn today?

Stop Me.

Ask questions. If you want to do it, let’s

do it.

72.5 % online of total US population in 2008 That’s 220,141,969 people

Generations differ when it comes to doing stuff online

Email Search

Getting News

Health Related

Social Networking

Job Searching is going through the roof

USA Today Poll

People Move Fast Instant Gratification

Instant Response

Instant Exit

Business Moves Slower Committee Planning

Scripted Communication

Calculated Moves

You can move at the speed of digital Some would say you have to

Get A Plan

Normal Marketing Plan Stick to it

Business Goals Audience

Competition Strategy

Tactics Measurement

Adjustment

The Puppy Analogy

Thanks for the free puppy

Now how much is this really going to cost me.

Internet Marketing Strategy The basics

Central Hub

What used to be a website is now a mother ship

Social Network

The internet is and always will be a social network

Google Rules

Learn search engine language and speak it fluently

GoogleYahoo!MicrosoftAOLAsk

Ads aren’t dead

You just need to say relevant things to people who really care

PAID RESULT

PAIDRESULT

Central Hub

The essentials for your mother ship

Central Hub Your Base of Operations

Domain Name Game

Know Keywords that are important Buy URLS that make sense to your

business

Valparaisojewelry.com Valparaisopearls.com

Valparaisorubies.com

Where’s the banana?

Your Call-to-Action (Conversion Point) should be obvious.

Buy Now, Email Address, Phone

Simple Design

F-Design or how we read and interact on the web.

People don’t really read –

they scan.

Click here for more information

Contact Who?

EVERY PAGE! Use a form, address, map, phone, and/or chat.

People expect a lot

Treat your website like a media property with Good Story and Personality

[click image]

Up-to-date info & feedback

Blogs allow for interaction and thought leadership online

RSS news feeds for up-

to-date info [click image]

Widgets & Apps

Widgets and Web Apps are like useful tchotchkies

Web App for Jewelry –

Name that Jewel (rates your knowledge) gives score, teaches users and easy to add to site

[click here for more examples]

Social Bookmarking

Give people an easy way to share your website with their friends or coworkers

Links you should know:

www.delicious.com

www.addthis.com

www.reddit.com

Analytics

Unique Visits Bounce Rate

Top Landing Pages Top Exit Pages

Referrals Tracking URLs [click on the image]

Marketing Strategy The basics

Google Rules

Learn search engine language and speak it fluently

GoogleYahoo!MicrosoftAOLAsk

Google Rules Learning to Speak Search Engine

What do search engines like?

It all comes down to TRUST.

If you are who you say you are then you are OK.

Search Engine Optimization?

Title Tags Meta-Tags Headings Keyword Density Text vs. Images

Finding Keywords

Exploring keywords via free Google tools

[click on the image]

Sitemap

Google wants to read and understand your website quickly. Please make sure you help it.

Sitemap Builder

PageRank

How does Google rank my page?

Link Juice

Sites “voting”

for each other. You should know what to look for and what to avoid.

Internal Link Juice

Be careful how you pass it along

How do you show up in SERP Directory?

Be listed in as many local directories as you can find.

Spying on the competition?

How to find out what the competition is doing and how they got there.

Social Networking

How to engage your customers both online and off

Social Networking Be a Chatty-Kathy

Because that’s where people spend time engaging

Because it can help you understand their needs

Because people are getting used to having virtual conversations

Because it can help your SERP

I would post videos on YouTube of my small business that my audience might find interesting

How do I rate jewelry? What I look for when evaluating diamonds?

A Page for your jewelry business

A Group for your Jewelry Association

Lots of chatter –

how to use it effectively?

Search for jewel lovers, connect to people locally

Your rolodex online that can be shared with anyone you connect to…but you can also look at theirs and see easily how you might have a mutual friend.

Ning and etc…

Starting your own social network.

Jewelrylovers.com

facilitate discussions, post videos, and have a blog. [click on the image]

Forums/Blogs

Participation in forums and leaving comments on blogs is a good way to find out what’s going on in your industry and becoming a trusted expert

Reviews

There are plenty places to leave good reviews and get bad ones. Google Maps also has reviews on your business.

Alerts

Make sure you know what your brand name is doing online with monitoring Search Tools.

Ads aren’t dead

You just need to say relevant things to people who really care

PAID RESULT

PAIDRESULT

Ads Aren’t Dead Right Audience, Right Time, Right Ad

Google Adwords

& Yahoo! Smart Ads

Do it yourself can cost you money with “stupid”

Research Your Audience

Know and verify where your target audience is online.

Make an Attack Plan

Set your spending limits –

set your ROI –

how to measure your goal conversions.

Start Small and Test

Don’t BUY broad terms with high CPC!

Language Testing –

Keyword

Testing –

Placement Testing – Spend Testing

Measure for ROI

Figure out your ROI for every ad placed.

Optimize and Adjust

With all your testing done, optimize all campaigns that are converting. Best keywords, best language, best page conversion, best ROI spend.

Integrate with Traditional

Don’t forget that there are a lot of people offline. Everything should match and work together. BUT…

Things You Learned Today –

PLAN! The basics

Central Hub Highlight –

Where’s your banana?

Social Networking Highlight –

Social Networking is for you and your business

Google Rules Highlight –

Your URL, title tags, keywords are important

Ads Aren’t Dead Highlight –

Be smart and start small

MediaSauce has many ways to help

Consulting Time -

Branding

Web Design -

Video, 3D & Animation

SEO & PPC -

Social Media Specialists

Traditional Media

Click on the image to see our flickr stream

Free Puppy Checklist

1. Revisit Marketing Plan 2. Check my website for the Basics

3. Read/Research or Hire an “Experienced”

Person

4. Get A Digital Plan in Place

Experienced Gunmen For Hire

Talk to the Sauce

Opportunities Assessment –

What are your opportunities online and how to reach them

Project Blueprint –

Just need a tactical piece of the pie

like website or video or both

Digital Blueprint –

Full blown marketing plan including all the essentials as well as how to execute

Don Schindler Senior Digital Strategist

How to get a hold of me

don.schindler@mediasauce.com

Twitter: donschindler

IM: donissauced

Cell: 317.496.2334

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