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This is the presentation from the 1st Quarter of the ISBDC Business in the Digital Age Series. It covers Google Rules, formulating a strategy for business online, and more...
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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
Internet Marketing Strategy The basics
Social Network
The internet is and always will be a social network
Internet Marketing Strategy The basics
Google Rules
Learn search engine language and speak it fluently
GoogleYahoo!MicrosoftAOLAsk
Internet Marketing Strategy The basics
Ads aren’t dead
You just need to say relevant things to people who really care
PAID RESULT
PAIDRESULT
Internet Marketing Strategy The basics
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
Central Hub Your Base of Operations
Where’s the banana?
Your Call-to-Action (Conversion Point) should be obvious.
Buy Now, Email Address, Phone
Central Hub Your Base of Operations
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
Central Hub Your Base of Operations
Contact Who?
EVERY PAGE! Use a form, address, map, phone, and/or chat.
Central Hub Your Base of Operations
People expect a lot
Treat your website like a media property with Good Story and Personality
[click image]
[click image]
[click image]
Central Hub Your Base of Operations
Up-to-date info & feedback
Blogs allow for interaction and thought leadership online
RSS news feeds for up-
to-date info [click image]
Central Hub Your Base of Operations
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]
Central Hub Your Base of Operations
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
Central Hub Your Base of Operations
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.
Google Rules Learning to Speak Search Engine
Search Engine Optimization?
URL
Title Tags Meta-Tags Headings Keyword Density Text vs. Images
Google Rules Learning to Speak Search Engine
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
Google Rules Learning to Speak Search Engine
Google Rules Learning to Speak Search Engine
PageRank
How does Google rank my page?
Google Rules Learning to Speak Search Engine
Link Juice
Sites “voting”
for each other. You should know what to look for and what to avoid.
Google Rules Learning to Speak Search Engine
Internal Link Juice
Be careful how you pass it along
Google Rules Learning to Speak Search Engine
How do you show up in SERP Directory?
Be listed in as many local directories as you can find.
Google Rules Learning to Speak Search Engine
Spying on the competition?
How to find out what the competition is doing and how they got there.
[click on the image]
Internet Marketing Strategy The basics
Social Networking
How to engage your customers both online and off
Social Networking Be a Chatty-Kathy
Why?
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
Social Networking Be a Chatty-Kathy
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?
Social Networking Be a Chatty-Kathy
A Page for your jewelry business
A Group for your Jewelry Association
Social Networking Be a Chatty-Kathy
Lots of chatter –
how to use it effectively?
Search for jewel lovers, connect to people locally
[click on the image]
Social Networking Be a Chatty-Kathy
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.
[click on the image]
Social Networking Be a Chatty-Kathy
Ning and etc…
Starting your own social network.
Jewelrylovers.com
to
facilitate discussions, post videos, and have a blog. [click on the image]
Social Networking Be a Chatty-Kathy
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
Social Networking Be a Chatty-Kathy
Reviews
There are plenty places to leave good reviews and get bad ones. Google Maps also has reviews on your business.
Social Networking Be a Chatty-Kathy
Alerts
Make sure you know what your brand name is doing online with monitoring Search Tools.
Internet Marketing Strategy The basics
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”
tax.
Ads Aren’t Dead Right Audience, Right Time, Right Ad
Research Your Audience
Know and verify where your target audience is online.
Ads Aren’t Dead Right Audience, Right Time, Right Ad
Make an Attack Plan
Set your spending limits –
set your ROI –
know
how to measure your goal conversions.
Ads Aren’t Dead Right Audience, Right Time, Right Ad
Start Small and Test
Don’t BUY broad terms with high CPC!
Language Testing –
Keyword
Testing –
Placement Testing – Spend Testing
Ads Aren’t Dead Right Audience, Right Time, Right Ad
Measure for ROI
Figure out your ROI for every ad placed.
Ads Aren’t Dead Right Audience, Right Time, Right Ad
Optimize and Adjust
With all your testing done, optimize all campaigns that are converting. Best keywords, best language, best page conversion, best ROI spend.
Ads Aren’t Dead Right Audience, Right Time, Right Ad
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
Twitter: donschindler
IM: donissauced
Cell: 317.496.2334
