10 Quick Tips to Give a Boost to Your Website & Online Marketing Efforts

1. 10 Quick Tips to Give a Boost to Your Website & Online Marketing Efforts

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3. Agenda What you can expect today Speaker introductions 10 tips to give a boost to your website and online marketing

4. Is This How People React to Your Website?

6. What You Can Expect Today … • Improvements you can start on right away • Practical advice for every budget • Make it easier for customers to find you online and buy from you • Broken down by: • Site tips • Customer acquisition tips

7. About Your Speakers…

8. Moderator Anita Campbell, Founder Small Business Trends http://smallbiztrends.com Twitter: @Smallbiztrends Guest Expert Jennifer Geh, Marketing Manager The Karcher Group http://tkg.com Twitter: @OhioSEO

9. Poll

10. Question: Which of the following techniques has been most successful for you online? • Search engine optimization services (SEO) • Search engine ads (e.g., Google AdWords) • Company blog • Online yellow pages, such as SuperPages.com • Social media sites such as Facebook and Twitter • Email marketing • Online press releases • Guest posting on 3rd party blogs; or article marketing • Mobile marketing • None – just getting started

11. Poll Results

12. 10 tips to give a boost to your website and online marketing …

13. Tip #1 – Create/Improve “About Us” Section • Tells visitors why you’re better than the competition • Shows visitors that you’re reputable, customer-oriented, reliable, etc. • Provides opportunity to differentiate with personality & passion • Adds credibility to your business

14. Tip #1 – Create/Improve “About Us” Section Things to include: • Company history • Why you’re better than the competition • Company awards/accolades • Certifications • Associations • Employee bios (if applicable) • Images (office, employees, signage, etc) • Message from the president/owner • Values/mission statement

15. Tip #1 – Create/Improve “About Us” Section

16. Tip #1 – Create/Improve “About Us” Section

17. Tip #2 – Update Content Why is Fresh Content Important? • Helps build authority for your site • Increases frequency of search engine spidering • Increases return visitors • Engages users on your site • Makes your site more linkable

18. Tip #2 – Update Content How to Add Updated Content • Add press releases and news articles • Embed Twitter or blog feed(s) • Add current informative articles • Implement “tips of the day”

19. Tip #2 – Update Content

20. Tip #3 – Add Testimonials & Case Studies to Your Website Their Importance… • Establishes high-quality reputation • Instills confidence in your product/service • Lends credibility to your business • Establishes history of satisfied customers • Shows experience and track record

21. Tip #3 – Add Testimonials & Case Studies to Your Website

22. Tip #4 – Incorporate Conversions Do you want your website visitors to: • Make a purchase • Contact you online • Fill out a quote request • Submit a free consultation form • Download a PDF or white paper • Sign-up for your newsletter • Pick up the phone & call • Get directions & visit your store

23. Tip #4 – Incorporate Conversions

24. Tip #4 – Incorporate Conversions

25. Tip #4 – Incorporate Conversions Do’s & Don’ts for conversion call-outs: • Do put it “above the fold” • Do match the rest of the website • Don’t overpower the page’s message/theme • Don’t put too many conversions on the page • Don’t ask too much information if using a form

26. Tip #5 – Make Contact Information Easy to Find Why Obvious Contact Information: • Makes it easy for visitors to contact you • Helps establish company is reputable • Instills confidence in company • Makes it easier for visitors to find your physical location • Increases local optimization opportunities

27. Tip #5 – Make Contact Information Easy to Find

28. Tip #6 – Implement a Search Engine Optimization Strategy SEO Can… • Increase online presence in search engines • Increase traffic to your website • Increase the number of qualified conversions from your website • Increase your local presence • Increase your online visibility

29. Tip #6 – Implement a Search Engine Optimization Strategy Getting Started with SEO • Request a website analysis from SEM company • Bring an experienced Search Engine Marketer in-house • Research & hire a reputable SEM firm to handle your website’s SEM • Learn the SEO basics (webinars, seminars, etc)

30. Tip #7 – Capitalize on Email Marketing Tips to Increase Your Email List • Include a checkbox to subscribe within your website contact form(s) • Add downloadable content to your website that requests contact info before downloading • Include “sign up” conversions throughout the website, particularly in your news section • Build a list of your current customers/clients

31. Tip #7 – Capitalize on Email Marketing

32. Tip #8 – Use Custom Landing Pages Applies to all types of marketing campaigns: email marketing, pay per click, direct mail, banner advertising, etc. always use a unique landing page

33. Tip #8 – Use Custom Landing Pages Importance of a Unique Landing Page • It takes users right to the content they’re interested in • It allows you to tailor your message, tone, etc. based on the copy that drove the click • It can provide an opportunity to “sell” your services/products/company • **the homepage could be a good landing page; however, most often its best to drive targeted traffic to a specific page just for them**

34. Tip #8 – Use Custom Landing Pages Landing Page Creation Tips • Provide conversion option(s) above the fold • Match the creative from the copy that drove the click • Minimize distractions • Utilize bullet points & short paragraphs • Re-enforce credibility • Keep the message constant, but not redundant • Include promotions or offers • TEST to see what works & what doesn’t

35. Tip #8 – Use Custom Landing Pages

36. Tip #9 – Jump Into Social Media

37. Tip #9 – Jump Into Social Media Where to Get Started… • Blog: secure a domain or create a section on your website & start writing • Twitter: secure your company name and start connecting with your market • Facebook: create a group or fan page • LinkedIn: create a company profile page or join an industry-specific group • YouTube: secure your company name; post videos if you have them

38. Tip #10 – Distribute Content Increase your online presence by distributing content on the web: • Press Releases • White Papers • Articles • Case Studies • Products • Videos • Images

39. Questions?

40. Thank you! Anita Campbellhttp://smallbiztrends.comTwitter: @smallbiztrends ~ Jennifer Geh http://tkg.com Twitter: @OhioSEO