seo and online marketing mastery session 3
DESCRIPTION
This months session is all about building yourself a secure online foundation on which to base your business. We look at: * The business goals that you need in place so that your website has focus. * The tone that you need to set so that you resonate and engage with your audience. * The social networks that you'll want to use to funnel your customers back to your website. * Keeping an eye on your competitors and making sure that you plug any gaps in the market. * Consistency in your branding and message across all the various networks.TRANSCRIPT
SEO and Online Marketing Mastery
Keri Jaehnig of Idea Girl Media
& Ki0e Walker of Avidmode
Session 3 – Planning Your Website for a Social World
Website & Social Media
considera2ons for the
Successful Small Business Owner
Why Have a Website?
It’s your storefront on the internet
Making Your Website Work for Your Business
Construct your website to feed the
goals that you’ve set for your business
A good example of a goal oriented site
that lets the product shine through:
hDp://esmajewelry.com/
This site is a DIY site. Amy is currently
working on it and it’s evolving piece by
piece.
The goals of her site are:
1. To sell jewelry
2. To capture leads
3. To connect and get social
Getting the Tone Right
hDp://esmajewelry.com/about/
• Her about page is human and also shows
her making the jewlery
• Showing the tools of her trade builds
trust, allows customers into her
workshop and demonstrates the value
and uniqueness of her product
• Note the one call to ac2on – join my list!
Flowing Tone Throughout the Site
hDp://esmajewelry.com/blog/
The blog concentrates on what her target audience are interested in:
• The jewelry pieces
• The inspira2on for the pieces
• How you can wear the pieces and how they will make the wearer feel
This con2nues right the way through to the community that she runs through her list.
Plenty of special offers and extra insights are given to those that sign up.
NB I’d add a call to acAon for list building at the top of the home page.
Translating the Case Study to Your Business
Ø Write down your aspira2ons for your
business, if you don’t have them
already.
Ø Make sure that you give yourself no
more than 4 goals to focus on.
Ø Make sure that the goals are
sensible, but that they stretch you.
For example:
“I’ll have 100 email/newsleDer signups
by year end that I deliver valuable
content to once a month.”
or
“I’ll have made my 50th sale of product x
via the website by year end”
Will Your Website Get You To Your Goals?
From a technical perspec2ve:
Ø Are you on the right pla[orm?
Ø Are you using your own domain?
Ø Is your hos2ng le]ng you down?
Ø Have you got the right mix of plugins to increase your func2onality?
Ø Have you installed analy2cs so that you can track your progress?
Ø What are the SEO items that you need to work on that you uncovered during your SEO audit?
Once you have this list you’ll be able to start building your plan to make the changes. You’ll want to finish your research and put together the plan this month, so that you can start making the changes bit by bit from next month.
Will Your Website Get You To Your Goals?
From a user experience perspec2ve:
Ø Do your visitors know what you want them
to do next?
Ø Are you calling them to ac2on?
Ø Is your site easy on the eye, to read and to navigate?
Ø Is your site friendly and welcoming?
Ø Is the design up to date and responsive across mobile devices?
Ø Do you educate and inform in order to
slowly build trust and loyalty?
Once you have this list you’ll be able to start
building your plan to make the changes. You’ll
want to finish your research and put together
the plan this month, so that you can start
making the changes bit by bit from next month.
Goals For Social Media Integration
Relevancy & Consistency of
Your Online Presence
“With Social Media so prevalent we are all extremely visible. Your prospec2ve clients, your peers and your compe22on can drill as deep as they wish searching, reading and
gathering informa2on online about you and posted by you without you ever knowing who’s searching. Depending on what they find, your prospects may choose to do
business with you or not.”
~Mari Smith
First things first – Scope out your compeBBon!
Jus2ninsd | Flickr
• What are market leaders look like in your niche?
• What are they doing that is working?
• How can you emulate that in your own style?
• What are their weaknesses?
• How can you capitalize on open doors?
Ques2ons To Consider
Differen2ators What makes YOU special that will help shine the spotlight on why people should choose you and
your business to serve them?
Rosswebsdale | Flickr
Online Real Estate
Jakarta.diplo.de
Your Website Home Base ←
“VacaBon Rentals”
→
➠ ➠ ➠
The Importance of Consistency In Branding
• Is it appealing?
• ADrac2ve from website to social pla[orms?
• Are you following pla[orm rules best prac2ces?
• Using op2mal dimension sizes?
• Facebook Text Guidelines: hDp://bit.ly/FB20textrule
• Will visitors know they are at your home base or outpost (obvious recognizable)?
Make It Appealing
hDp://pinterest.com/pin/185703184607122862/
By prdaily.com
Homework
Homework this month is all around researching and planning the changes that you’re going to make over the coming months.
Worksheets/checklists will be posted under the “homework” sec2on of the group to help you with this.
If you get stuck or need some clarificaAon
jump into the group and ask!
You Can Reach Us At…
– ideagirlmedia.com
Ideagirlmedia.com
Facebook.com/ideagirlmedia
@kerijaehnig
www.avidmode.com
Facebook.com/avidmode
@Ki]e_Walker