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A comprehensive overview of marketing in the interactive realm of the world wide web. The workshop covers evaluating and organizing your content. Shaping your marketing message. Deploying your content on your own web site as the hub of your company's publishing hub. Optimizing and strategizing for effective search results. Establishing a presence and effectiveness in social media. Web video principles, Email marketing strategy and mobile web sites. Whew!
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Joe Smithdesigner, developer
Download this presentation fromslideshare.net/artdudejoe/
IntroductionsElevator Speech
ContentFor Interactive
Evaluate ItShape It
Organize ItSearchable It
Social Media ItEmail ItMobile ItVideo It
Content is King
Search
Re-usable
Search
Relatable
Search
Sticky
Search
Followable
Why?
Search
Companies have become their own media outlet
Your Current ContentTake a web inventory
TitleButton Title
Meta Title
Meta Description
Text content
ImagesFormsGraphics
Weed OutRedundantOut-of-date
TrivialUnclear
Inaccurate
Other Sources of ContentNews releases
Media MentionsYour Locations
Key PlayersPrinted Materials
Products & Services
Questions about content evaluation?
Effective Content CreationIdentify what prospects wantNot what you think they need
People are thinking about solving problemsNot about trees.
Ideal CustomerFirst Name
GenderAge
NeighborhoodFamily Situation
Job & SalaryOwn a pet
Conservative, Moderate or LiberalCar
Ideal Customer’s LifestyleWhat are their fears?
What do they get from you?What are their biggest dreams?
What are their nightmares?What proof do you have?
Write a letterWrite an article.
Questions about content creation?
Up Town
West Hills
South Gate
“New Red Widget Arrives”
“United Way Donations Delivered”
“Summer Hours Start Saturday”
Regular
Deluxe
Pro
Menu Driven Organization
Locations News ProductsAbout Us
Home
Content Management Systems
UsesOrganize your content
Update content at any timeSearch engine bait
Custom content like images and video
Content Management Systems
Custom CMS
Flexible designComplete integration
Simpler usability
Home
Menu as MessageAbove the ‘fold’
Story after the ‘fold’Home is not for everything
Start with simplest
Questions about Content Management & Organization?
Search
Good SearchStarts with good content
Searchable TextPage Titles
Meta Descriptionsalt you images
<h1>Headline</h1>Avoid text in images
google.com/webfontsAvoid framesets
Search
Use HTML5 for media
Search Link SeedingRelevant Links
Reciprocal LinksSocial Media
Pay Per Click
Questions about Search?
Social MediaGather Followers
Expert Tips
News
Specials
Social MediaConversation with Customers
Conversation Starters
Encourage Responses
Respond
Social MediaOutlets
facebook Twitter Google+ YouTube LinkedIn Yelp! foursquare
Social Media
Make a company pageCreate local business pages
Enter your locationCreate a “Like Me” pageGive reasons why to like
Update status weeklyUse URLs in posts
Social Media
Get an accountBrand your page
Follow related people and businessesTweet 4 times a week
Use shortened URLs in posts
Google+
Social Media
Don’t use your personal gmailCreate a business gmail account
Make a business pageRegister locations
Add people to your circlesPost weekly updates
Social Media
Add your location to all of theseEnter descriptions
Upload photos
facebook Google+ Yelp! foursquare
Questions about Social Media?
VideoAttention grabber
Immersive.Don’t do crappy videoUse a tripod, pleaseLess than 3 minutes
Host videos on YouTube or Vimeo
Email MarketingMichelle Kimball
Email Marketing Is…delivering professional email communications
to an interested audiencecontaining information they find valuable.
Email Service Providers automate best practices
Provide easy-to-use templates
Reinforce brand identity
Email addressed to recipient only
Manage lists – adding new subscribers, handling bounce-backs, removing unsubscribes
Improves email delivery, tracks results and obeys the law
Build Your List Where You Connect!
Service or Sales Calls
Events and Meetings
Email Signature
In-store Guest Book
Website Signup
Customer & Prospect Database
I want to…
PromoteMotivate purchases
Increase event attendanceInform
Inform potential customersDifferentiate my business
RelateIncrease loyalty
Encourage more referrals
Provide Value to Your AudiencePromotional Email Discounts, coupons, offers, incentives.
Relational Email Special privileges, acknowledgement
Informative Email Advice, research, facts, opinions, tips
savings
quality knowledge
Determine Appropriate FormatNewsletters
Frequency: Regular i.e. monthly / weeklyLots of educational content (typically non-promotional)
Use bullets, summarize information, be concisePromotions / Invitations / Surveys
Frequency: Depends on your business and sales cycleFocus on promotion / limited content
Use content to invite click-through or other action=Announcements
Frequency: Event-drivenPress releases, holiday greetings, thank you cards…
Use content to build deeper relationships
Frequency & Delivery TimeHow often to send
Create a master scheduleInclude frequency in online sign-up “Monthly Newsletter”
Keep content concise and relevant to planned frequency
Frequency & Delivery TimeWhen to send
When is your audience most likely to read it? Day of week (Tuesday & Wednesday)
Time of day (10am to 3pm)Test for timing
Divide your list into equal partsSend at different times and compare results
Getting Email OpenedThe “From” line
Use a name your audience recognizesInclude your organization name or brand
Refer to your business in the same way your audience does
MobileDetect mobile device Go to a separate site
Some of the same contentFormat to look good on tiny screens
Use location service
Questions?
