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INTERNET MARKETING

Making the Web work for your Business

Larry Snow

International Security Driver Association, Inc.

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AGENDA

IntroductionWhy Do You Need a WebsiteThe Making of a Business Web SiteSimple Web Design TipsWeb StatisticsSearch Engine OptimizationMarketingSocial Media

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WHY DO YOU NEED A WEBSITE FOR YOUR BUSINESS?

The internet has eclipsed print 77% of daily users use the web for research 93% of B2B users use the web to begin their research process

Global reachCommunicates your products and services

Cost-effective marketing toolAdvantage over the competition

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WHY DO YOU NEED A WEBSITE FOR YOUR BUSINESS?

Credibility Extension of your businessPublic imageDefine yourself or others will

Potential clients Expect a business to have a website

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WEB SITE STATISTICS – THEN AND NOW

In 2000 there were roughly 360 million internet users and 25 million websites

In 2014 – over 2.4 billion internet users and 180 million active websites

Search for “Executive Protection” - over 1 million results; in 2010 – 205,000

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BUSINESS WEBSITES

Gone are the days of static brochure-ware

A website needs to continually evolve with new technology

Increasing influence from social media Corporations now have Facebook pages, Twitter accounts, etc.

Interact with consumers on a social stage Fish where the fish are

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CORPORATE SOCIAL MEDIA EXAMPLES

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MAKING OF A BUSINESS WEB SITE

How to get your website to stand out among the very large crowd:

A website should answer: who you are, what you do, and who you do it for

What is your strategy for your website? (information, buy products)

Plan out content for your website

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MAKING OF A BUSINESS WEB SITE

Give a good first impressionUpdate it regularlyGive value to your visitor

Create a dialogue, build a relationship

Good usability Make no assumptions with potential visitors

Visibility – Marketing your website

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SIMPLE DESIGN TIPS

Easy to read navigation and content

No blinking text (unless necessary)

Email sign up form

Contact information and form

Simple colors, simple layout, some white space is a good thing

Images – should match what you do

Post comments or feedback from customers

Don’t go “Below the Fold”

Avoid Flash intro pages

Have social media presence

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WEB DESIGN EXAMPLES

Bad Web Designhttp://www.WebPagesThatSuck.Comhttp://www.drivingskills.on.cahttp://www.georgehutchins.com http://www.gryphonsecurity.com/

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WEB STATISTICS – DATA RECORDED

Visitors

Search engine keywords Traffic sources

Referrals Direct Search Engines

Countries and cities

Visitor Internet Service Providers fort.bragg.mil Dept. of Justice

Mobile Devices

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SEARCH ENGINE OPTIMIZATION

What is it? Use of various tools to improve a web site’s ranking in

the search engines to attract more visitors

Keywords Meta tags In your content

Back-links (referrals, networking)

Search Engine Submissions

Marketing

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MARKETING YOUR BUSINESS WEBSITE

Various ways to market you or your business:

Article Marketing Write an article, submit to various directories, link back to

your website

Blogs Share information about you, your business or your

experiences

Emails Build your list! Emails are a huge win

Forums

Press Releases

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EMAIL MARKETING

Every business website needs a form to capture emails

Build your mailing list with a “hook” (value)

Use a Mailing list program (Aweber, Constant Contact)

Send a welcome emailSetup auto-responder emails (news, products, training, etc.)

Analyze the stats afterward

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BLOG / ARTICLES

Create a blog on Wordpress (free)Write about something you are passionate about (Golf, Fishing, EP, Playing the Tuba)

Use keywords in the title of your articles and that will capture reader attention (Ex. Top 10 places to play golf)

Update regularly (1 a day, a week) - consistent

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BLOG / ARTICLES

Write articles based on your experiences

250 to 750 words Short and to the point Bold key phrases and takeaways

Don’t pretend to be someone else – use your voice

Ask questions of your audienceMarket through various channels

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FORUMS

Choose forums that you can exchange knowledge

Read the agreements and obey the rulesUsername as company name (ex. ISDA)

Complete your profile; link to your website

Use regularly and participate in discussions

Forum signatures

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SOCIAL MEDIA – 2014 STATS

FacebookThe King of Social Media websitesMore than 1.3 Billion monthly users*

829 million log in dailyAverage user spends 40 minutes a day1 billion active users access Facebook through mobile devices

30 million businesses now have a Facebook Fan Page

*July 2014

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SOCIAL MEDIA - 2014 STATS

Twitter Over 255 million monthly active users 500 million Tweets are sent per day 78% of Twitter active users are on mobile

LinkedIn (2013) 300 million users Professional, Networking and groups More than 3 million companies have company pages.

In the first quarter of 2014, mobile accounted for 43% of unique visiting members to LinkedIn.

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SOCIAL MEDIA – FACEBOOK DO’S

Create a fan page for your business Add testimonials, upcoming training, etc.) Add videos and images of business services

Start an Ad campaign for your businessStart a Facebook Group and promote on website

Promote on website and through messagesSecure your privacy settings; check every so often

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SOCIAL MEDIA – FACEBOOK HEADLINES

“Israeli Soldier photographed with Arab soldier”

“Massachusetts school teacher lost her job over comments she posted to her Facebook wall”

“Florida teachers warned not to ‘friend’ students online”

“Man jealous over a message on his girlfriend's Facebook page tortured and imprisoned her for four days”

HR Executives Check Your Facebook Page

45% of Employers Now Screen Social Media Profiles

Insurance Companies now looking at Facebook pages for risky behavior

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SOCIAL MEDIA – FACEBOOK DON’TS

Don’t share too much personal information in your profile

Don’t post personal feelings about your work or co-workers

Don’t play the games and all the other periphery that Facebook offers

Don’t post images that you’ll regret later

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SOCIAL MEDIA - TWITTER

Build your followers Use programs such as Tweet adder

Add Twitter to your website and blog

Promote your business and services Be human, authentic, bring real engagement Use bit.ly to shorten URL’s; track clicks

Connect with people globally

Use Twitter Search

Use for asking questions

Keep your ratio pretty close to 1:1

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TWITTER SEARCH

http://search.twitter.com/

Find out who is tweeting about your company Customer service issues

Popular topics

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SOCIAL MEDIA - LINKEDIN

Your resume on the web - literallyProfessionalSpend some quality time and complete all the information (ex. summary, experience, history)

Make connections Join groupsNETWORK!

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SOCIAL MEDIA TAKEAWAYS

Use it as a tool to:Build relationships with your customers

Build trust

Communicate and share your knowledge – for FREE

Social profiles are extension of your brand

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TOOLS AND RESOURCES

Tweetdeck or TweetAdder http://www.tweetdeck.com/

Google Keyword Tool https://adwords.google.com/

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

Google Webmaster Tools http://www.google.com/webmasters/

Web Pages That Suck http://www.webpagesthatsuck.com/

Google Rank Checker http://www.prchecker.info/