10 Takeaways for Online Success

Download 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