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Demystifying Online Marketing

Demystifying Online Marketing . Maureen Kelly t araworks.com. Why bother ?. i t’s a way people view and judge your product or service if you build it … they won’t just come y our website is a vital marketing tool i t attracts & captures prospects h elps turn prospects into clients

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Demystifying Online Marketing

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  1. Demystifying Online Marketing Maureen Kelly taraworks.com

  2. Why bother ? • it’s a way people view and judge your product or service • if you build it … they won’t just come • your website is a vital marketing tool • it attracts & captures prospects • helps turn prospects into clients • provides a platform for maintaining client relationships and online dialogue

  3. 3 key ways to drive traffic to your site • organic (SEO) • pay per click (PPC) • social networking

  4. Organic Search • free (an illusion) • important • highly competitive • long term ROI

  5. Organic – first steps • establish keyword matrix • tag pages (browser title, meta tag, H1 and H2 and alt tags) • keyword rich content • fresh keyword rich content • backlinks

  6. Key Components for SEO • browser title - this is what is displayed in the browser header Stump Luxury Apartments | Luxury Apartments in Hackensack | Rentals in Hackensack | Jones • meta description - this is what is displayed on the search result page under the hyperlink The Stump is a luxury apartment rental building in Hackensack NJ, built and managed by Jones, which offers a range of studios, one bedroom, two bedroom and garden apartments for rent. • header hitle(H1 tag) - this is what is displayed in the header Apartments for rent in The Stump, Hackensack, NJ • alt tag - this is what is displayed as an image tag The Stump in Hackensack, NJ, offers luxury rentals of studio, one bedroom and , two bedroom apartments. • usekeywords in various permutations within the content • anchor text - deep links to addition onsite content 'see apartments for rent'

  7. PPC - Overview • short lead time • immediate results • effective • ~ 70% of web users DO NOT click on these ads • great way to get quick information about search traffic and valuable keywords & strings

  8. PPC – first steps • set up an adwords account • decide on a budget • create campaigns • create ad groups and ad copy

  9. Social Media • has to be a daily habit • separate personal from business • effective if done right • annoying if done wrong

  10. Social Media – first steps • decide on your strategy • set up your blog (integrate with domain name) • set up profile (Facebook, Twitter, Pinterest) • link to your site • integrate threads • comment on others

  11. Things to establish … • what are your business goals? • what are your onsite goals to support them? • how much money do you have to spend? • how much time do you have to spend? • DIY or hire a vendor?

  12. Fix your site first • know what you want your users to do • create effective landing pages • create clear action oriented messaging to guide them • give users what you promise • include testimonials • no more than 2 clicks to your call to action • make sure CTAs work • use dedicated phone numbers • add skype plug in • make sure you have process and resources to follow up

  13. Weigh up your options • budget • resources • skills • tools • vendors

  14. Conclusion • not rocket science • detail oriented • time consuming • no short cuts for organic • PPC can be expensive if not done well • make sure your site works before you spend money driving traffic to it!

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