Introduction Let’s get to know each other.
3 Facets of Online Marketing • Search Engine Optimization • Social Media • Email Marketing
BEFORE YOU GO ALL GOOGLE-FACEBOOK-EMAIL IN YOUR MARKETING,you must make sure your website is ready for the traffic.
Pages Every Website Should Have • About Page • Staff/Team Page • Blog • Services or Storefront • Contact • Testimonials
Website Check Up • Is there a clear call-to-action? What is it and how are you making it enticing? • How are you using the upper-right-hand-quadrant? • Is there a story? Are there pictures of people? • Do you have social proof? • What is your content and what is it “doing” for your audience?
Notice that last question. What is your content doing for your audience?
You better be bloggin’. • USEFUL What practical use is your content providing? • EDUCATIONAL Does your content educate your audience or inform them? • EMOTIVE Do you make ‘em laugh or make ‘em cry? What’s the personality of your brand like?
Let’s Talk Calls to Action • This can be different for every business. • That said, across the board, I do want you to realize that building your email list should be up there in terms of your marketing priorities. As in, it should be #1 or #2. [I’ll get more into this later.] • How we get people to do what we want
Pictures of People = Your Story It’s Your Branding’s Baseline.
What Do I Mean By Branding? • Any piece of marketing material physically distributed by your office is branded • Your website is branded • Your social media channels are branded When I say branded, I mean any copy, any logo, any photos --- the content --- that your organization is using for promotional purposes.
3 Strategic Ways to MakeYour Branding Rock • Likeability • Human Touch • Storytelling
Likeability • The #1 way to attract your ideal supporters is to woo them. That means being likeable. • Listen to your audience’s thoughts + concerns. • Initiate conversation with potential friends + partners on social media. • Know who the VIPs are + how you could work together. • Express your story.
Human Touch • The Familiarity Principle
Story connects us all. Children, adults, all of us everywhere can use the magic of story to find aspects of ourselves in others, and of others in ourselves. Story reminds us that… we all have stories and that is what brings us together. -Pam Allyn Founder of Litworld
Storytelling Exercise [for later] • Write your story stream of consciousness right now for the next 2-3 minutes. • Write why you love what you do • Tell how you got started • Include a did-you-know about your business that others may not know • Then – check to see if those moving parts of your brand are telling the same story consistently.
Are Stories That Important? • The Sims, a “role-playing game” in which users can create their own lives & stories is the best-selling PC game of all time. • Every Facebook status and tweet is considered a micro-blog (in other words, a mini-story). • You watch the news, don’t you? • All forms of entertainment are based in narrative.
Okay, I believe you. Stories are important. But come on -- what does this have to do with Internet Marketing?
EVERYTHING! • Stories play on the psychology of our audience. (Hint: Knowing the psyche of your audience is essential to building a solid marketing strategy.) • Stories are the base from which we generate content and branding.
Social Proof • It is SO much easier to make the sale if you can prove your product or service actually helps other people. • Encourage testimonials on your website. • Encourage them OFF your website as well (ie. on Google Places for SEO reasons).
URHQ • Upper Right Hand Quadrant • What it means for you • What to put there
Search Engine Optimization • Good ole SEO! • Keyword Research: What it is and how to use it • Integration with Google+ and Google Places • Structured Data Markup
Blogging + SEO = PB + J • Tell your story through blogs! This is a great place to do it. • Your blog can oftentimes be integrated with your website as its own page. Especially if it is Wordpress-based.
Blog Posts • Don’t write an essay. Aim for 500 words or less. • Spread out juicy tidbits. • Include search keywords throughout your article, in the category, post tags, and in the title of the post. But don’t OD. • Good SEO: David Ortiz hit a grand slam. • Bad SEO: Papi clubbed a good one.
SEO for Your Website • Relevancy is included in the Google algorithm. If you blog on your website, you are making it more Google-friendly! • All of the pages should have keyword-rich title tags. • Alt tags (for photos) should also be keyword-rich. • Including keyword-rich image captions also makes you more Google friendly. • Include keywords throughout your copy, but don’t overdo it or Google gets mad. • Encourage clients or fans of your business to link to you with a badge.
Piggyback SEO • My favorite strategy ever • Fast • Easy • Keyword used in title of blog, title of embedded YouTube video, post tag, video tag, copy of blog, video description
Social Media Statistical Fun • Nearly 7 billion people use the Internet (which is basically the world’s population). • More than 3 billion people have email addresses. • Over 800 million people use Facebook. • 400 million Facebookers log in once per day. • 350 million of these people have Facebook on their cell phone. • Over 225 million people are on Twitter. • Over 160 million people are on Linkedin. • 50% of all mobile phone users in the US have smartphones.
And it’s all about CONTENT. • 250 million new tweets are tweeted every day. • Any given Facebooker averages about 90 unique bits of content per month. • On average, a corporate email user sends/receives about 115 emails per day. Sources for all of these stats: http://www.internetworldstats.com/stats.htm http://royal.pingdom.com/2012/01/17/internet-2011-in-numbers/
Wanna talk CONTENT? Cat videos have one of the highest likelihoods of going viral on the internet.If you add up the numbers for the top 5-performing cat posts since 2011 vs. the top 5-performing dog posts, cats are at 2,655,412 – almost 2 million more views than the top dogs, who could only muster a measly 700,729 views between them. Source: http://www.buzzfeed.com/expresident/why-are-cats-better-than-dogs-according-to-the-in
But what do I say? • Viral cat videos teach us the value of surprising our audience and making them laugh. • Social Media is mainly micro-blogging (short postings) about your business and the stories you can tell. • The way you post on each channel is different, but the content (stories) are oftentimes the same.
Some Ground Rules • Do NOT paste a press release into a Facebook post or several Twitter updates. Assume no one likes to read. • Do NOT get too-promotional. One of the best things about sharing your blogs on your social channels is that is a not-overtly-promotional way to get people interested in your business and talking to their friends about it. • Use consistent brand imaging across all of these channels. Otherwise it looks sloppy.
Facebook • Create a branded Facebook Page. • Include a Storefront and Opt-In Form • Engage! • Reply to your fans’ posts • Ask them questions to prompt discussion • Post photos (as these are more likely to provoke a response) • Create a quiz to educate the audience about you • Use it as a place to post news
Twitter Facts • Facebook is used to engage with the network who already knows you. Twitter is used to expand that network. • The lifetime of a tweet is much more brief than that of a FB post (so posting the same thing on Twitter a few times/day is acceptable). • Hashtags are keywords preluded by the # symbol. When you click a hashtag in Twitter, it will show you all of the conversation (LIVE) attributed to the hashtag. You should use hashtags related to your group.
Follow Some VIPs • Brainstorm a list of people you wish knew who you were. • Find them on Twitter. • Romance them. • Get them to do what you want. ie. You may want to befriend a local news reporter. Maybe then, they’ll be more likely to do a news story about your organization than someone else’s.
3 Steps to More Followers • Find those similar to you. • An easy way to do this is browse your current list of followers. Click one of them to see their profile. Then, click to see their list of followers. • Do they follow more people than they have followers? • If yes, go to step 3. • If no, forget about ‘em! • Have they tweeted in the past 24 hours? • If yes, follow this person. • If no, forget about ‘em!
Pinterest • Pinterest isn’t just for planning imaginary weddings, but it is 72% women ages 24 to 54. Tailor your content around that demographic. • The “news feed” is made up of captioned images, the most provocative type of content we can post anywhere. • Great place for behind-the-scenes photos of you and your staff. • Make friends with other nonprofits + support them. • When you click a pin, it drives traffic to the source. This means what you pin should be on your website. • Perfect if you have an online storefront! • You should also consider having an image gallery.
Email Marketing This is one of the most effective ways to get your audience to engage with your brand.
Email Still Totally Matters • You should have an email list. You don’t have to email them weekly, but at least once per month is still effective. • Encourage sign ups in person at events or on your website by offering an incentive (ie. a PDF worksheet). • Appeal to the skimmers: write with the audience in mind – bulleted lists, short chunks of text, bold headlines. • Write subject lines that are topical + beneficial to the person opening the message. • Make the design clean + easy to read.
What Do I Write? • Write what your audience wants to hear– not what you want to hear. • Stories • Upcoming events • Photos of you and/or your customers • Fun stuff that appeals to everyone • Pumpkin bread recipe (*yum*) • Free local event listings • Anything else you can think of!