10 takeaways for online success
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10 Takeaways for Online SuccessHall 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 O’BrienVP of Marketing
Kasi GajtkowskiOrganic Search Manager
Jenika ScottChannel Marketing Manager
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 thatcare 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 contentstrategy 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, don’t tell
– Success stories, testimonials, Twitter lists
• Be consistent
• Be helpful
TAKEAWAY: Why should people do business withyou? Lower the buyers risk.
#5 Develop a Web Strategy• Goals
• Tactics are how you reach your goals
• Measure to know when you’ve reached your goals
• Adjust if it’s 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
• What’s working? What’s 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 WebsiteWhy 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 | LinkedInTAKEAWAY: 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 page—like a title of a story
• Use keywords that describe the content of that page—be 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 hyphens—be descriptive!
TAKEAWAY: Listen First – Talk Second
Twitter Search | Google Blog Search | LinkedIn
TAKEAWAY: Listen First – Talk Second
Twitter Search | Google Blog Search | LinkedInTAKEAWAY: Use Keywords in these elements toIncrease 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 | LinkedInTAKEAWAY: Adding content to your website on aregular basis is a win-win for search engines and
website visitors.
Questions?
Summary• Listen, be found, and provide value in social media
• Create a web strategy, understand your users with site data, and use analytics to track performance [email protected]
• Find the best keywords for your site, use h1 and title tags effectively, and always create valuable content for your site [email protected]
• 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