Brand Oklahoma: New Day 1 Presentation

Brand Oklahoma: Brand Oklahoma: Online Dominance

Online DominanceAnthony William TuckerRSU Innovation [email protected] Twitter: @Brand_Tuck

Day 2

•E-Commerce

•Search Engine

Optimization

•Web Analytics

•Social Media

View this Presentation on http://www.GetMeFoundOnline.com

mailto:[email protected]

http://www.getmefoundonline.com/

Today’s Objectives0 Learn why you should buy-in to this process.0 Learn the step-by-step process to developing and launching a

website.0 Learn how to turn your small local business into a world-wide

enterprise with Shopify.0 Get your website found online through leveraging:

0 Organic Search Engine Optimization0 Hiring Someone or Doing it Yourself

0 Non-Organic Search Engine Optimization0 Pay-Per-Click Paid Placement (Time & Space)

0 Google Ad Network0 Unplanned Purchases

0 Building a new internet marketing strategy for your business.0 Learn how to analyze your website’s performance.0 Learn how to turn social media into a revenue stream for your

business.



Why Should I Buy-In to This?0 To ensure that your company stays relevant with your ever-

changing audiences.0 Companies who are not becoming relevant or top-of-mind to people who

were born after 1980 will die eventually.0 These individuals represent the age cohort that are no older than 33 years

old and consume the majority of their content on multiple viewing platforms.

0 The majority of these individuals grew up in the world of the internet and the internet is second nature to them. They expect for your business to be able to found online and to offer value information online, it is not a privilege.

0 This 8 step process will develop a competitive advantage for your company that is cost effective and long-term. 0 No matter your size, target audience, or future growth strategy these

tactics are tried and true at helping you achieve specific goals for your business or organization.

0 Don’t think that just because my competitors aren’t doing it means I shouldn’t or the thought process of that just because I am a small business with a majority of my business from word-of-mouth that this won’t benefit my company.

0 Build stronger relationships with current customers and put your brand in-front of your most profitable potential customers.

0 Example: McDonalds stays relevant by connecting with audiences as soon as their able to eat whole foods. Think Happy Meals

Skyscrapers Aren’t Built Overnight

0 You will get what you put into your online presence development for you business.

0 If you have questions please don’t be afraid to ask today, tomorrow, next week, or whenever. The Innovation Center is a resource for you.

0 Frustration is bound to come when developing your online presence but you must persevere to build the competitive advantage it can bring your business or community organization.

0 Leverage the new Online Resource Center for industry insight, self-help videos, directory of who to hire, and register for future workshops that focus on specific online presence development functions that you would like to learn more on.



Mail Chimp-Email Marketing


http://mailchimp.com/


Homework Review



Homework Review Example Top Websites

0Red Dress Boutique0 Great use of custom

application.0 Great use of categories for

types of clothes and by price range.

0 Easy to operate.0 Does need major search engine

optimization work.0 Needs to encourage social

sharing of every product listed.0 Example: ShareThis

application

Top Facebook Business Pages0https://www.facebook.com/Impressionsnwa

0 Custom HTML Applications0 Browse Store0 Restock Notify0 Instagram0 Sign up for Shopping Cart0 How to Order

0 Major Return on Investment on Facebook by leveraging displaying/selling product direct on Facebook with, Run/Ship & Run/Hold comments to photos on Facebook timeline.

0 Major website work needed to compliment social media stature.

0 Must champion shipping and have solid/consistent refund process in place.


http://www.reddressboutique.com/index.php/shop-lookbook/red-dress-exclusive-sweet-shop-dress-mint.html

https://www.facebook.com/Impressionsnwa


My 8 Great Tips to Market Dominance

1. Building the Brand

2. Situational Analysis

3. Build a Strategy for your Website Development

4. Build Your SEO Strategy

5. Build an Internet Marketing Strategy

6. Analyze Your Website Performance

7. Become Socially Responsible

8. Make Google Your Friend



Step 3: Building a Strategy for your Website Revisited

0Now that we know what the market looks like it is time to build a strategy for your brand.

0Are you going to hire someone or do it yourself?0Have SMART goals for your website development and

social media strategies. 0 Increase traffic from northeastern Oklahoma by 200%

in first three months of new site.0 Increase engagement on Facebook by 500 fans in the

first three weeks of the optimized Facebook page.0 Be on the first page for local results for specific industry

in first six months.



Available Platforms0 Wix (Drag and Drop)

0 App market is available0 SquareSpace (Drag and Drop)

0 Example: Ontario PC0 Weebly (Drag and Drop)

0 Example: Build Bartlesville0 WordPress

0 Example: bugRIGHT0 Plug-in market is available


http://www.wix.com/

http://willowdale.ontariopc.com/Homepage

http://designers.weebly.com/dhpv.php?

http://www.bugright.com/wp-admin


Website Development Step-By-Step0 Develop a domain name strategy & buy them!

0 Main Domain Name-Brand Name/Company Name0 What people will see in their internet browsers and what you will put on your

marketing material (Brochures, Banners, Business Cards, Billboards, etc.).0 Use this domain name as your professional email address. Example:

@RSUinnovation.com versus [email protected] Forwarding Versus Pure Email

0 301 Redirects-SEO laden domain names help with search results0 Create Watch List-New top-level domain names, example: .Bank

0 Wireframe how the sites should operate and what needs to be on the website.0 Purpose of the website

0 What is the main call to actions I am trying to get people to take when they visit my website. Buy products online, come to store to buy products, sign-up for email/blog subscription, attend my events, order my services, buy a home, etc.

0 Website layout0 Functionality, clear call to actions, the look of the site fits your company.

0 Pages0 Minimum of 3-5 pages for a website. 0 Decide what pages you want on your website.

0 Contact page is a must and contact information in the footer and header is a must.0 Each page minus the homepage must have at least 250 words to be credible to search

engines.

0Pick a website platform for your company’s website0 Selling products online- http://www.Shopify.com0 Long-Term Solution- http://www.WordPress.org0 Short-Term Solution- http://www.Weebly.com

0Pick a host for your website0 Shopify-Host through Shopify0 Weebly-Host through Weebly0 WordPress-Pay for hosting through third-party

0Cloud Server-http://www.rackspace.com/-$35 per month0 Dedicated server space/no sharing with other companies.0 Guaranteed up-time of 99%.

0Cheaper/Slower Server- http://www.bluehost.com – $10-$20 per month0 Get what you pay for. Not on a dedicated server for your company, meaning you share

space with other companies. There will be a lag time when your site loads

Website Development Step-By-Step

http://www.shopify.com/

http://www.wordpress.org/

http://www.weebly.com/

http://www.rackspace.com/

http://www.rackspace.com/

http://www.bluehost.com/

0 Search for a design for your website and buy it!0 Where to start?

0 Depends on your website platform, but you will need to search through available themes/designs for your website.0 Shopify Theme Market, http://themes.shopify.com/.0 WordPress Theme Market, http://themeforest.net/category/wordpress.0 Weebly Theme Market, http://www.weebly.com/themes/.

0 Most themes/designs offer a live demo feature so you can test out the theme before buying it. Example:http://themes.wegrass.com/?theme=stack

0 Not finding a design that can be altered to fit your needs? Have a custom theme designed for Shopfiy, WordPress, or Weebly by a professional.

0 Design Must Haves:0 Make sure that the look and feel of the design matches the image and message your

company is trying to convey to your audience.0 Remember you want your company to look bigger than you are and be seen as a market leader

because of your online presence. It’s all about image!0 Make sure that the design is responsive, meaning that it will be optimized to be

viewed on multiple viewing platforms.0 Tablet, Mobile Phone, Desktop, iPod, iWhatever, etc.

0 Make sure that the design is easy to navigate through and will allow you to properly display your call to actions within the site.

0 Make sure the design is easy to edit. 0 Add content, images, video, etc.0 Edit images within call to action boxes or the slider on the homepage.0 Make sure there are multiple inner page design options.


http://themes.shopify.com/

http://themes.shopify.com/

http://themeforest.net/category/wordpress

http://themeforest.net/category/wordpress

http://www.weebly.com/themes/

http://www.weebly.com/themes/

http://themes.wegrass.com/?theme=stack

0 Add content to your new website!0 Develop a system for adding content to your new web pages

0 Text-Must be at least 250 words on each page to be relevant to search engines.0 Images-Images need to have an ALT TAG to tell search engines what they are looking at.0 Videos-Share playlists or single videos from YouTube/Vimeo by embedding the HMTL

code.0 Links-Provide external and internal links within your web page content. Use anchor text.

Example: bugRIGHT is the official manufacturer of the Made in Oklahoma organic pest repellent.

0 Develop a list of plug-ins you need and get them installed!0 Platforms:

0 Shopify App Market-http://apps.shopify.com/0 WordPress Plug-In Market-http://wordpress.org/plugins/tags/plugin0 Weebly-N/A

0 What is a plug-in?0 A plug-in is like a mobile phone application that runs in correspondence with your site to

help make it more engaging for your customers.0 Some plug-ins are free and some cost.0 Plug-ins will automatically update for free when their programmer/designer has updated

the application.0 Examples of plug-ins:

0 Shopify-PICT-http://apps.shopify.com/pict-shoppable-photos0 WordPress-Calendar-http://demo.time.ly/?page_id=35660 WordPress-SEO-http://yoast.com/wordpress/


http://www.bugright.com/

http://apps.shopify.com/

http://apps.shopify.com/

http://wordpress.org/plugins/tags/plugin

http://wordpress.org/plugins/tags/plugin

http://apps.shopify.com/pict-shoppable-photos

http://apps.shopify.com/pict-shoppable-photos

http://demo.time.ly/?page_id=3566

http://demo.time.ly/?page_id=3566

http://yoast.com/wordpress/


0Submit website to major search engines for indexing!0 Once your site is ready to launch and has been optimize for search

engines submit to sitemap to search engines.0 What is a sitemap?

0A sitemap is a list of all the pages, blog posts, pictures, and videos that you have on your website that you are wanting to have indexed by Google/Bing.

0 Where do I submit my website at?0Google Webmaster Tools

0 Verify through application.

0Bing Webmaster Tools0 Verify through application.

0 How long can it take to be indexed?0To be indexed thoroughly it can take 3-6 months, however to get

Google/Bing to start listing your site it will take about 1 month or less.


0 Setup Social Media Accounts0 Have most profitable social media accounts setup and optimized for your

business and ready to launch with your new website.0Make sure that your username is the same on all platforms.

0 Example: Facebook.com/LucasMetalWorks0 Example: Twitter.com/LucasMetalWorks or @LucasMetalWorks

0Make sure that the platform is optimized with the right information.0 Business Hours, Location, Phone, Website, etc.0 If you can choose categories for what type of business it is then make sure that is setup.0 Make sure you add another admins to the page who will be authorized to add content.

0Make sure that you have the platform optimized with the right brand visuals in the size that is set forth by that specific platform. There should be a guide to what size to use.0 Profile Image0 Timeline Cover

0Make sure that your website has links to your new social media accounts.0Develop a plan for updating your social media accounts regularly.

0 Plan ahead and schedule with HootSuite, http://www.hootsuite.com


http://www.hootsuite.com/

0Setup your site’s online marketing strategy and budget!0 Set a monthly budget that your company is willing to spend to draw

traffic to your website and/or social media pages. 0 Then leverage the programs below to target your most profitable

customers on the internet. Be as targeted as possible, don’t be broad based!0Search Engine Marketing

0 Google AdWords PPC0 Google Remarketing

0Social Media Marketing0 Facebook PPC Ads0 YouTube PPC Ads

0 Think about who and how many you can reach and about the frequency of how many times they will see your marketing message.


http://www.google.com/adwords/index.html?gclid=CITeh7vi_7cCFVRo7Aod9nkAzg#sourceid=awha&subid=us-en-ha-aw-bkup0~24261993965

http://www.google.com/ads/innovations/remarketing.html

http://www.facebook.com/ads

http://www.youtube.com/yt/promoteyourself/?sourceid=awo&subid=us-en-ha-v_ads_hasearch&utm_source=online_ads&utm_campaign=google_search&utm_medium=adcpc&utm_term=Watch-Business-Grow-YouTube-AdWords-BKWS&utm_content=CC358-YouTube-B2B-ENG-US-BKWS-YT-BRAND

0Update website information and social media information on all marketing material that you use to communicate with your most profitable customers.0 Email signature0 Business Cards

0Buy new modern business cards-http://us.moo.com/products/business-cards.html.

0 Local listings on Google, Bing, Yelp, etc.0 Print advertisements0 Radio/TV advertisements0 Banners, Billboards, etc.0 BE CONSISTENT!!


http://us.moo.com/products/business-cards.html

http://us.moo.com/products/business-cards.html

0 Register your site with Google Analytics!0 This will allow you the ability to track your website’s performance and

gives you tangible data to make future online marketing decisions off of.0Register with Google Analytics

0 Verify through application through website platform.

0 Finally, Launch the Website!0 Yes, it is time to start dominating your market!

0 After launch strategy development!0 How you are going to monitor and update website content and

performance?0 How are you going to monitor and update advertising campaigns online?0 How are you going to continue to keep your social media audience

engaged?0 Submit new content to Google/Bing.

0Google Webmaster Tools0Bing Webmaster Tools


http://www.google.com/analytics/

E-Commerce Website Platform

0Shopify is an e-commerce website platform that makes designing a website and selling products easy for small businesses.

0Shopify represents an engaging user friendly website that offers search engine optimization tools to earn your site Google street cred.

0Take your local business to a world-wide market with new revenue streams.

0Key features of Shopify:0 http://www.shopify.com/website/templates


http://www.shopify.com/website/templates




Options for Building Your Shopify Website

Option 10Hire a developer to design a custom template and setup the site.

0 Includes setting up for search engine optimization.

0 Setting you as the business owner up as the admin to upload images, pages, videos, and more from mobile phone or tablet.

Option 20Do it yourself! Take on the world-wide market with a strategy on your own!

0 Use a stock template from Shopify’s template market place.

0 Register your website with Google/Bing.

0 Optimizing each product page and content page with keywords and SEO tactics.

0 Upload images, content, and keep track of orders.

0 Link with social media to create traffic and additional revenue streams.

0 Leverage new applications to increase engagement and functionality.


http://youtu.be/gKsvU4PF2Qc


Step 4:Build Your SEO Strategy0 Leverage the situational analysis conducted for the web

development strategy to analyze the following:0 Keywords competitors are using0 SEO tactics that competitors are using

0 Strong Tagging0 Bolded text mean, STRONG TAGGED.

0 Google/Bing focuses on those key terms.

0Micro-Tagging: Local SEO Focus0 Way of the future that will tell search engines exactly what the page represents.

Example: Murphy’s Steakhouse in Bartlesville, Okla. would have Micro-Tags for local restaurant with location featuring Bartlesville, Okla. or near Tulsa, Okla.

0 Leverage Google AdWords Keyword Tool to analyze keywords per industry0 Organic vs. Non-Organic Search Engine Marketing.

0 Understand the importance of SEO dominance on all content. 0 Google/Bing can’t read or properly index Flash/Java or images

without a proper ALT Tag and file name.0 Continue to modifying strategy to continue to increase traffic and

conversion rates.


http://yoast.com/wordpress/local-seo/

https://adwords.google.com/o/Targeting/Explorer?__c=5717836841&__u=2580598361&__o=cues&ideaRequestType=KEYWORD_IDEAS


Option 1: Hire a SEO Juice Man0 Much like scenario when hiring a web developer, must have a strategy

in place before meeting with potential SEO Juice Men.0 Have list of competitors readily available, geographic target market, and

targeted audience.0 Be ready to pay monthly fee and expect to receive updates including:

0 Monthly Google Analytics Report0 Google AdWords Reports

0 Tell them you want a SEO strategy for planned and unplanned purchases.0 Planned

0 Someone Googles the keywords, Arena Tools for Tractor, your business should be on the first page if you sell arena tools.

0 Unplanned0 Someone who has known history of looking at arena tools for tractors on

the internet or social media sees ad on a website relating to arena tools for tractors.

0 Think impulse buying at a grocery store with end caps and products at the check out.



Example of SEO Juice Man



http://dev.thedrivendesign.com/search-engine-marketing/

Option 2: Do it Yourself0 Leverage SEO assistance apps or plug-ins if available for your

website development platform.0 Register with Google Analytics to analyze traffic.

0 Are visitors bouncing (exiting) from you site to soon?0 Are visitors getting to the desired take action page on your website?0 Just because you have traffic does not mean you have the right traffic!

0 Conversion rates and ROI!0 Have a strategy for both:

0 Organic SEO0 How do you make your site seem more credible and relevant to search

engines?0 Build back links and continually add new content that is engaging and contains keywords.

0 Non-Organic SEO0 In the beginning of launching a website or new SEO strategy it is highly

recommended to leverage non-organic paid placement to earn more traffic and higher rankings.0 Google AdWords0 Facebook Ads0 Display Ad placement on targeted websites

0 ESPN0 High Plains Journal



SEO Tactics That Will Earn You Google Cred

0 Have a domain name with specific keywords in the actual domain name.0 Example: TulsaMetalRoofing.com0 You can make this domain name your main domain name and

then have multiple other domain names that point back to your website.

0 If you post videos to YouTube/Vimeo ensure that you use key terms in the title of the video and keyword section.

0 Have internal links on each page of your website.0 Update your content regularly. 0 Save every image that is placed on your website with

keywords.0 Example: WeddingCakeBakersTulsa.jpeg



SEO Industry Secrets0 You can submit your website and subsequent webpages to be

indexed by Google and Bing by registering for webmaster tools on both search engines.0 You must verify your website with both Google and Bing by

placing code on your website.0 Strong Tag the products you offer and the markets you compete

in on the homepage of your website. 0 Example: bugRIGHT

0 Get social and leverage social media!0 Earn and encourage reviews on sites like Google, Facebook,

Angie’s List, etc.0 Submit articles to targeted media contacts for publishing both in

print and online. Increases traffic to website and builds credibility in the eyes of consumers and search engines.0 PR Web


http://dev.bugright.com/

http://service.prweb.com/pricing/


Step: 5 Build a Internet Marketing Strategy0 Pre-Launch

0 How will you tease that you are launching a new website through various promotional platforms?0 Increase excitement about the process and also gain feedback from the market on what they are

looking for in the site or social media?0 Start collecting email addresses through Mail Chimp.

0 Launch0 OBJECTIVE IS TO GET TRAFFIC TO YOUR SITE AND TO GET PEOPLE TALKING ABOUT YOUR NEW

WEBSITE AND NEW FEATURES!0 Set a aggressive budget that you are willing to work with and leverage pay-per-click paid placement

through Google, Bing, YouTube, Facebook etc. 0 Ensure that all of your touch points with your consumers has your new website and social media pages.

0 Business cards0 Branded clothing apparel 0 Banners, Billboards, Brochures, etc.

0 Find ways to be a guerrilla marketer when communicating your new website.0 GAF Roofing example of launching brand relationship building campaign.

0 Launch a YouTube video of a screen shot of how to navigate through your new website.0 A video for each of your target audiences that your site caters to.

0 After Launch0 Develop a system for altering your website and social media tactics to ensure that you are staying

relevant with your most profitable audiences.0 Massage and tinker your internet marketing budget to find the right amount of money to spend on PPC

ads through Google, Bing, YouTube, Facebook, etc. that will continue to keep you top of mind with your current customers and continuing to encourage new customers to try out your products/services.

0 Continue to find ways to encourage two-way communication between the company and its most profitable customers.0 Social media messaging development0 Website/Email survey about product performance0 Encourage reviews through Google, Facebook, Angie’s List, etc.

Discuss Developing Systems



Step 6: Analyze Your Website’s Performance

0 To continue your company’s empirical rise in the online market and to continue to increase conversion rates you must be consistently measuring your website, social media, and marketing effort’s performances.

0 Remember that you must set SMART goals to have specific metrics to measure success by for your business’ online performance.

0 Find benchmarks in your industry that you would like to see your business get to.0 Nesting Necessities

0 Enter world-wide market by building the brand through e-commerce and social media.

0 You must leverage cost efficient resources to really grasp your online performance.0 CrazyEGG0 Raven Tools


http://www.crazyegg.com/

http://raventools.com/


Option 1: Hire Help

0 When tracking your website, social media, and marketing effort’s performances it can become labor intensive. This is why if it is more profitable for you to be undertaking other tasks for your business rather than analyzing your performance, hire help!

0 If you are to hire someone make sure to know exactly what they will be providing you with each month.0 Are you getting access to a custom online resource center

(RavenTools) with Google Analytics, social media mentions, etc.0 If there is work that is needed to be done to improve your

website, social media, or marketing efforts will this individual provide suggestions and execute these suggestions once approved or are these suggestions placed on your shoulders alone?



Option 2: Be a GUERRILLA Do It Yourself

0 Register for cost efficient and FREE tools that will help you make adjustments to your website, social media, and promotional strategy.0 Google Analytics0 CrazyEGG0 Raven Tools0 HootSuite0 Facebook Business Page Manager Analytics

0 THINK RETURN ON INVESTMENT0 Make updates to website, social media, and promotional strategy

based on tangible analytics. Don’t fall for advertising sales reps tricks again. You own your own fate.

0 Remember that your online marketing strategy and value messaging is consistent with your offline marketing.


http://www.crazyegg.com/

http://www.hootsuite.com/


Step 7: Become Socially (Social Media) Responsible

0 The important reasons why to leverage social media:0 Build your brand:

0 Continue to build your relationship with current customers.0 Enable new customers to find you.0 If your brand is not finding ways to connect with the Millennial age cohort then it

will die. These are the individuals that will leveraging social media platforms.0 Earn Reviews to build your brand through social media

0 Google+0 Facebook

0 Push traffic to specific webpages for your company or retailers of your product.0 Create another channel to generate revenue. At the end of the ROI and conversion rates

are just as important on social media.0 Earn search engine optimization juice for your website. Gives your company not only

another touch point with your consumer but earns you credibility in the eye of the beholder, aka Google/Bing.

0 Enables a customer centric method for customers to tell other potential customers about your product and services through “Sharing”.0 Try to encourage the sharing of company content.

0 Official hashtags (#) through Twitter, promotions through Facebook, etc.


http://thesocietypages.org/graphicsociology/2011/10/04/who-is-the-millennial-generation-pew-research/

Facebook Business Pages Basics0 Know the difference between a Facebook personal page and a

Facebook business page.0 Have a strategic plan for getting traffic to your Facebook business

page.0 Organic Traffic

0 Posting Facebook business page link or icon with accompanying link on all marketing material online and offline.

0 Hosting promotions for customers that run through Facebook.0 “Liking” targeted businesses, retailers, or community organizations in

your target market.0 Example: bugRIGHT

0 Non-Organic Traffic Through Internal Targeting0 Pay Per Click advertising on the Facebook network.

0 After 30 “Likes” on your Facebook business page go and claim your Facebook business page’s username.0 Example: Facebook.com/RSUInnovationCenter

View this Presentation http://www.GetMeFoundOnline.com

Unlock Steps 7 & 8

0Email Anthony William Tucker to unlock further information on steps 7 & 8 in the 8 step process to market dominance for your business.0 Email: [email protected] with your request

Homework for After Day 2

0Schedule a meeting with the RSU Innovation Center to discuss your specific online presence development needs.0 This can be done by visiting RSUinnovation.com and

filling out the “Request for Services” form.

0Email Anthony W. Tucker at [email protected] with any questions.


Got Questions?Contact:

Anthony W. Tucker

Phone: 918-338-8039

Email: [email protected]

Twitter: Tweet questions to @Brand_Tuck with #BuildMyOnlinePresence

Review Today’s Presentation and Other Resources at the new Online Resource Center for Online Presence Development: http://www.GetMeFoundOnline.com