INTRODUCTIONWEB MARKETINGto

Nico Wlock

April 2012

Muse Media@inc0gnico

EVERYBODY IS AN INTERNET USER

• Global:2.2billionusers• Canada:23millionsuniqueonlinevisitors(users)• Avg.Canadianspends43.5hours/monthonline(globalavg.23.1hours)• 95%ofCanadianhomesaccessbroadbandservicesthroughland-lines

AND THEY ALL USE SOCIAL MEDIA

• 89%ofCanadiansusesocialmediasites• Socialmediamarketingcampaignsaremoreeffectivethanemail(e-newsletters)andwebbanners

IT’S ALL ABOUT SHARING!

WORD OF MOUTH

Webmarketingisstillmarketing.

Thewebissimplyanewtoolthatallowsyouto:

• Haveaccesstomedia• Havescalableinteractions• Influenceconsumers

Others share their storyabout your business.

Others share your storyabout your business.

You share your storyabout your business.

WHAT DO PEOPLE DO ONLINE?

• SEARCH:78%ofuserssearchforproductsonline• LEARN:58%ofusersresearchproductsonline• PURCHASE:73%ofusersbuyonline

• SHARE

Giverecognitionforajobwelldone/punishthebrand Learnmoreaboutproduct Foradiscount Forthebrandtoreachout Feelempowered Bondwithothers

CONTENT IS KING.

HOW DO PEOPLE ACCESS THE INTERNET?

• Desktop• Mobile(accountforover50%oflocalsearches)• TV• Tablet

-Nearly50%ofCanadiansownasmartphone-20%ofallsearchesaregeographicalor“localsearches”-Companiesthatblogget55%morewebtraffic(content)

Facebook (850 million users)Twitter (100 million active users)

TIME VS. EFFORT

Webandsocialmediatoolsarelikeanyothertool.Theyrequirethoughtandeffort.Theamountofwebmarketingyoudoislikelytobelimitedbyyouravailableresources.

1. Passive Web Marketing

Bediscoverabletocustomersthatarelookingforyou.Createwebcontentthatisdiscoverablebysearchingcustomers.Optimizeyourwebsiteforsearchperformance(SEO).Createorupdatelistingsindirectoriesusedbysearchingcustomers.

2. Active Web Marketing

Beactive.Positionyourselfasaknowledgeableandvaluableresource.Setupcommunicationchannelstodeliveroutboundmessages.Setupcommunicationchannelstoreceiveinboundmessages.Regularlydeliverusefulwebcontentforcustomers.

3. Interactive Web Marketing

Createpositiveexperiencesforthecustomeroutsideofthepurchasingexperience.Buildcustomertrustandloyalty.“Listen”forbusinessopportunitiesandrespondaccordingly.Encouragebusinesstocustomerinteractions.Recognizeandpromotesupporters,advocatesandchampionsofyourbusiness.

ONLINE TOOLS

Theseareafewofthebasicandmostpowerfulonlineproperties.

• Website(Contentwarehouse)• Blog(Regularpublishing,onlinemagazine)• Facebook(Largestsocialnetwork,indexable,strengthisinsharing)• Twitter(Verypopular,customerservices,mobile,trackable)

• GooglePlaces,Foursquare(geo-localisationtools)

Have clear objectives.Use ROI metrics and analytics.

1. PASSIVE WEB MARKETING

How to Publish a Website

• Claimyourowndomainname(URL)(approx.$20/year)• Hosting(approx.$40-$70/year)• Hiredesignersorcreate your own.

1.HireWebDesigner2.BlogspotorGoogleSites(Free)3.ContentManagementSystem(CMS)(Freeand/orPaid)• Wordpress(22%ofallsites),Drupal,Joomla!,RubyonRails• Bloggingplatformthatusesthemes(templates)thatcanalsobeedited.• RequireslittletobasicknowledgeofHTML/PHPtoupdateandedit.• Mobile-friendly.• GoodforSEO.

PASSIVE WEB MARKETING, cont.

What Should My Website Look Like?

Emphasisonclean,simpleandgooddesign.

UX(UserExperience)andUXD(UserExperienceDesign):Howauserfeelsaboutaproduct,systemorservice.Maketheusers’experienceonyoursiteeasyandenjoyable.

UI(UserInterface):Howtheuserinteractswiththecomputer.Thisisimportantwhenbuildingawebsitebecauseusersinteractthroughdifferentplatforms,suchasmobile,socialTVandtablets.

PASSIVE WEB MARKETING, cont.

What Should Be On My Website?

• Productorserviceyouprovide• Aboutyouandyourbusiness• Contactinformation• Blog• Usefulresourcesforcustomers• Linkstoyoursocialmediaandcommunicationchannels• GoogleAnalytics

PASSIVE WEB MARKETING, cont.

Optimize Your Website for Search Engine Optimization (SEO)

• Usekeywordsinpagetitles,blogtitles,headings,bodycontentandlinks• Createlinkstootherpagesonyoursite• Includeimagesonyourwebpages• UsekeywordsinyourURLs• Regularlycreatefreshwebpagesorfreshcontent(blog)• Shareyourwebpagesonsocialmediaplatforms• Enableandencourageotherstoshare,likeandcomment

Make sure your business is listed onGoogle Places, Yelp, Yahoo Local and MapQuest.

2. ACTIVE WEB MARKETING

Why?

1.Earntrust:howimportantarerelationshipstoyourbusiness?2.Demonstratethatyoucare:howdoyouproveyoucare?3.Invitefeedback:arephoneandemailenoughforyourcustomers?4.Growyouronlinepresence:howdoyourcustomersfindyouonline?

How? Regularly Create and Publish Content Online

• Shortcontent:Facebook,Twitter,Google+,LinkedIn• Longcontent:Blogging,MailChimp,ConstantContact• Photos:Flickr,Facebook,Pinterest• Videos:YouTube,Vimeo• Links:Delicious,Digg

3. INTERACTIVE WEB MARKETING

• Respondtosalesinquiriesorrequestsforhelpinyourmarket.• Connect,like,followorfriendthoseyouwanttoreciprocate.• Respect,promote,encourageandcongratulatecustomers,partnersandchampions.

• PostandcommentonotherFacebookpagesandblogsrelatedtoyourbusinesstoincreaseyourreach.

Results

• Improvedvisibilityonline(includesSEOplacement)• Improvedsocialmediaactivity(customerleads)• Morenewcustomersdiscoveryouonline• Increasednumberofcustomerreferralsonline• Improvedcustomerloyalty

WHAT DO I POST?

• Linktoyourowncontentbetween25%-50%ofthetime(Creation)• Linktootherresources50%-75%ofthetime(Curation)• Media(photosandvideos,promotesharing)

• Respondtosalesinquiriesorrequestsforhelpinyourmarket.• Connect,like,followorfriendthoseyouwanttoreciprocate.• Respect,promote,encourageandcongratulatecustomers,partnersandchampions.

• PostandcommentonotherFacebookpagesandblogsrelatedtoyourbusinesstoincreaseyourreach.

Balanced curators have the highest rateof conversions.

TEN CONTENT IDEAS

1.Explainhowarecentnewseventwillaffectyourindustry. -Techannouncement,newconstruction,weatheretc.

2.Listessentialresourcesrelatedtoyourindustry.

3.Listanddebunkthemostcommonmythsinyourindustry.

4.Promptlydeliverareportfromanindustryrelatedevent. -Talktoan“expert” -Live-blogging,blogpost,interviewetc.

5.Comparesomethingcomplexormisunderstoodtosomethingsimpleorcommonlyunderstood,relativetoyourindustry.

TEN CONTENT IDEAS, cont.

6.Delivertimelyadviceornewsrelevanttoanupcomingholidayorevent.

7.Sharealistofchangesyouareconsideringforyourbusiness. -Crowdsourceyourfansfortheirideas.

8.Makealistofvaluableproductsorservicesthatarecomplimentarytoyourbusiness/industry.

9.Sharealistofyourfavoritephotosorvideosrelatedtoyourbusiness/industry. -Askforyourfanstosharetheirphotos;commentonyours.

10.Answeralistofthemostcommonlyaskedquestionsyoureceive.

IS IT WORKING? SEO, METRICS and ANALYTICS

• GoogleAnalytics:easilyintegratesintoanywebsite• FacebookInsights• TwitterAnalytics/Metrics• WebTrends(GoogleTrends)

Therearemanyservicesavailablethatanalyzeweb/socialmediaactivity.

PageLever.comCrowdBooster.comGoogleSocialPlug-inTwitSprout.com

QUESTIONS?