How to Create an Online Presence for Your Business

1. How to Create an Online Presence for Your Business • Day 2 • E-Commerce • Search Engine Optimization • Web Analytics • Social Media Anthony W. Tucker RSU Innovation Center atucker@RSU.edu Twitter: @Brand_Tuck View this Presentation on http://www.GetMeFoundOnline.com

2. What We’re Going to Cover • Website Development • E-Commerce Website Platforms • Web Analytics • Search Engine Optimization • Pay-Per-Click Search Engine & Social Media Promotion • Social Media Development • Google • Leveraging for small business • Google industry secrets • Developing a Marketing Strategy for Your Company’s Online Assets • Pay-Per-Click Search Engine & Social Media Promotion View this Presentation on http://www.GetMeFoundOnline.com

3. Today’s Objectives • Learn how to turn your small local business into a world-wide enterprise with Shopify. • Get your website found online through leveraging: • Organic Search Engine Optimization • Hiring Someone or Doing it Yourself • Non-Organic Search Engine Optimization • Pay-Per-Click Paid Placement (Time & Space) • Google Ad Network • Unplanned Purchases • Building a new internet marketing strategy for your business. • Learn how to analyze your website’s performance. • Learn how to turn social media into a revenue stream for your business. View this Presentation on http://www.GetMeFoundOnline.com

4. Skyscrapers Aren’t Built Overnight • You will get what you put into your online presence development for you business. • If you have questions please don’t be afraid to ask today, tomorrow, next week, or whenever. The Innovation Center is a resource for you. • Frustration is bound to come when developing your online presence but you must persevere to build the competitive advantage it can bring your business or community organization. • Leverage the new Online Resource Center for industry insight, self-help videos, directory of who to hire, and register for future workshops that focus on specific online presence development functions that you would like to learn more on. View this Presentation on http://www.GetMeFoundOnline.com

5. Mail Chimp-Email Marketing

6. Homework Review

7. Homework Review Top Websites • Red Dress Boutique • Great use of custom application. • Great use of categories for types of clothes and by price range. • Easy to operate. • Does need major search engine optimization work. • Needs to encourage social sharing of every product listed. • Example: ShareThis application Top Facebook Business Pages • https://www.facebook.com/Impressionsnwa • Custom HTML Applications • Browse Store • Restock Notify • Instagram • Sign up for Shopping Cart • How to Order • Major Return on Investment on Facebook by leveraging displaying/selling product direct on Facebook with, Run/Ship & Run/Hold comments to photos on Facebook timeline. • Major website work needed to compliment social media stature. • Must champion shipping and have solid/consistent refund process in place. View this Presentation on http://www.GetMeFoundOnline.com

8. My 8 Great Tips to Market Dominance • Building the Brand • Situational Analysis • Build a Strategy for your Website Development • Build Your SEO Strategy • Build a Internet Marketing Strategy • Analyze Your Website Performance • Become Socially Responsible • Make Google Your Friend View this Presentation on http://www.GetMeFoundOnline.com

9. Step 3: Building a Strategy for your Website Revisited • Now that we know what the market looks like it is time to build a strategy for your brand. • Are you going to hire someone or do it yourself? • Have SMART goals for your website development and social media strategies. • Increase traffic from northeastern Oklahoma by 200% in first three months of new site. • Increase engagement on Facebook by 500 fans in the first three weeks of the optimized Facebook page. • Be on the first page for local results for specific industry in first six months. View this Presentation on http://www.GetMeFoundOnline.com

10. Available Platforms • Wix (Drag and Drop) • App market is available • SquareSpace (Drag and Drop) • Example: Ontario PC • Weebly (Drag and Drop) • Example: Build Bartlesville • WordPress • Example: bugRIGHT • Plug-in market is available View this Presentation on http://www.GetMeFoundOnline.com

11. E-Commerce Website Platform • Shopify is an e-commerce website platform that makes designing a website and selling products easy for small businesses. • Shopify represents an engaging user friendly website that offers search engine optimization tools to earn your site Google street cred. • Take your local business to a world-wide market with new revenue streams. • Key features of Shopify: • http://www.shopify.com/website/templates View this Presentation on http://www.GetMeFoundOnline.com

12. Options for Building Your Shopify Website Option 1 • Hire a developer to design a custom template and setup the site. • Includes setting up for search engine optimization. • Setting you as the business owner up as the admin to upload images, pages, videos, and more from mobile phone or tablet. Option 2 • Do it yourself! Take on the world-wide market with a strategy on your own! • Use a stock template from Shopify’s template market place. • Register your website with Google/Bing. • Optimizing each product page and content page with keywords and SEO tactics. • Upload images, content, and keep track of orders. • Link with social media to create traffic and additional revenue streams. • Leverage new applications to increase engagement and functionality. View this Presentation on http://www.GetMeFoundOnline.com

13. Step 4:Build Your SEO Strategy • Leverage the situational analysis conducted for the web development strategy to analyze the following: • Keywords competitors are using • SEO tactics that competitors are using • Strong Tagging • Bolded text mean, STRONG TAGGED. • Google/Bing focuses on those key terms. • Micro-Tagging • Way of the future that will tell search engines exactly what the page represents. Example: Murphy’s Steakhouse in Bartlesville, Okla. would have Micro-Tags for local restaurant with location featuring Bartlesville, Okla. or near Tulsa, Okla. • Leverage Google AdWords Keyword Tool to analyze keywords per industry • Organic vs. Non-Organic Search Engine Marketing. • Understand the importance of SEO dominance on all content. • Google/Bing can’t read or properly index Flash/Java or images without a proper ALT Tag and file name. • Continue to modifying strategy to continue to increase traffic and conversion rates. View this Presentation on http://www.GetMeFoundOnline.com

14. Option 1: Hire a SEO Juice Man • Much like scenario when hiring a web developer, must have a strategy in place before meeting with potential SEO Juice Men. • Have list of competitors readily available, geographic target market, and targeted audience. • Be ready to pay monthly fee and expect to receive updates including: • Monthly Google Analytics Report • Google AdWords Reports • Tell them you want a SEO strategy for planned and unplanned purchases. • Planned • Someone Googles the keywords, Arena Tools for Tractor, your business should be on the first page if you sell arena tools. • Unplanned • Someone who has known history of looking at arena tools for tractors on the internet or social media sees ad on a website relating to arena tools for tractors. • Think impulse buying at a grocery store with end caps and products at the check out. View this Presentation on http://www.GetMeFoundOnline.com

15. Example of SEO Juice Man View this Presentation on http://www.GetMeFoundOnline.com

16. Option 2: Do it Yourself • Leverage SEO assistance apps or plug-ins if available for your website development platform. • Register with Google Analytics to analyze traffic. • Are visitors bouncing (exiting) from you site to soon? • Are visitors getting to the desired take action page on your website? • Just because you have traffic does not mean you have the right traffic! • Conversion rates and ROI! • Have a strategy for both: • Organic SEO • How do you make your site seem more credible and relevant to search engines? • Build back links and continually add new content that is engaging and contains keywords. • Non-Organic SEO • In the beginning of launching a website or new SEO strategy it is highly recommended to leverage non-organic paid placement to earn more traffic and higher rankings. • Google AdWords • Facebook Ads • Display Ad placement on targeted websites • ESPN • High Plains Journal View this Presentation on http://www.GetMeFoundOnline.com

17. SEO Tactics That Will Earn You Google Cred • Have a domain name with specific keywords in the actual domain name. • Example: TulsaMetalRoofing.com • You can make this domain name your main domain name and then have multiple other domain names that point back to your website. • If you post videos to YouTube/Vimeo ensure that you use key terms in the title of the video and keyword section. • Have internal links on each page of your website. • Update your content regularly. • Save every image that is placed on your website with keywords. • Example: WeddingCakeBakersTulsa.jpeg View this Presentation on http://www.GetMeFoundOnline.com

18. SEO Industry Secrets • You can submit your website and subsequent webpages to be indexed by Google and Bing by registering for webmaster tools on both search engines. • You must verify your website with both Google and Bing by placing code on your website. • Strong Tag the products you offer and the markets you compete in on the homepage of your website. • Example: bugRIGHT • Get social and leverage social media! • Submit articles to targeted media contacts for publishing both in print and online. Increases traffic to website and builds credibility in the eyes of consumers and search engines. • PR Web View this Presentation on http://www.GetMeFoundOnline.com

19. Step: 5 Build a Internet Marketing Strategy • Pre-Launch • How will you tease that you are launching a new website through various promotional platforms? • Increase excitement about the process and also gain feedback from the market on what they are looking for in the site or social media? • Start collecting email addresses through Mail Chimp. • Launch • OBJECTIVE IS TO GET TRAFFIC TO YOUR SITE AND TO GET PEOPLE TALKING ABOUT YOUR NEW WEBSITE AND NEW FEATURES! • Set a aggressive budget that you are willing to work with and leverage pay-per-click paid placement through Google, Bing, YouTube, Facebook etc. • Ensure that all of your touch points with your consumers has your new website and social media pages. • Business cards • Branded clothing apparel • Banners, Billboards, Brochures, etc. • Find ways to be a guerrilla marketer when communicating your new website. • GAF Roofing example of launching brand relationship building campaign. • Launch a YouTube video of a screen shot of how to navigate through your new website. • A video for each of your target audiences that your site caters to. • After Launch • Develop a system for altering your website and social media tactics to ensure that you are staying relevant with your most profitable audiences. • Massage and tinker your internet marketing budget to find the right amount of money to spend on PPC ads through Google, Bing, YouTube, Facebook, etc. that will continue to keep you top of mind with your current customers and continuing to encourage new customers to try out your products/services. • Continue to find ways to encourage two-way communication between the company and its most profitable customers. • Social media messaging development • Website/Email survey about product performance • Encourage reviews through Google, Facebook, Angie’s List, etc.

20. Discuss Developing Systems View this Presentation on http://www.GetMeFoundOnline.com

21. Step 6: Analyze Your Website’s Performance • To continue your company’s empirical rise in the online market and to continue to increase conversion rates you must be consistently measuring your website, social media, and marketing effort’s performances. • Remember that you must set SMART goals to have specific metrics to measure success by for your business’ online performance. • Find benchmarks in your industry that you would like to see your business get to. • Nesting Necessities • Enter world-wide market by building the brand through e-commerce and social media. • You must leverage cost efficient resources to really grasp your online performance. • CrazyEGG • Raven Tools View this Presentation on http://www.GetMeFoundOnline.com

22. Option 1: Hire Help • When tracking your website, social media, and marketing effort’s performances it can become labor intensive. This is why if it is more profitable for you to be undertaking other tasks for your business rather than analyzing your performance, hire help! • If you are to hire someone make sure to know exactly what they will be providing you with each month. • Are you getting access to a custom online resource center (RavenTools) with Google Analytics, social media mentions, etc. • If there is work that is needed to be done to improve your website, social media, or marketing efforts will this individual provide suggestions and execute these suggestions once approved or are these suggestions placed on your shoulders alone? View this Presentation on http://www.GetMeFoundOnline.com

23. Option 2: Be a GUERRILLA Do It Yourself • Register for cost efficient and FREE tools that will help you make adjustments to your website, social media, and promotional strategy. • Google Analytics • CrazyEGG • Raven Tools • HootSuite • Facebook Business Page Manager Analytics • THINK RETURN ON INVESTMENT • Make updates to website, social media, and promotional strategy based on tangible analytics. Don’t fall for advertising sales reps tricks again. You own your own fate. • Remember that your online marketing strategy and value messaging is consistent with your offline marketing. View this Presentation on http://www.GetMeFoundOnline.com

24. Step 7: Become Socially (Social Media) Responsible • The important reasons why to leverage social media: • Build your brand: • Continue to build your relationship with current customers. • Enable new customers to find you. • If your brand is not finding ways to connect with the Millennial age cohort then it will die. These are the individuals that will leveraging social media platforms. • Earn Reviews to build your brand through social media • Google+ • Facebook • Push traffic to specific webpages for your company or retailers of your product. • Create another channel to generate revenue. At the end of the ROI and conversion rates are just as important on social media. • Earn search engine optimization juice for your website. Gives your company not only another touch point with your consumer but earns you credibility in the eye of the beholder, aka Google/Bing. • Enables a customer centric method for customers to tell other potential customers about your product and services through “Sharing”. • Try to encourage the sharing of company content. • Official hashtags (#) through Twitter, promotions through Facebook, etc. View this Presentation on http://www.GetMeFoundOnline.com

25. Facebook Business Pages Basics • Know the difference between a Facebook personal page and a Facebook business page. • Have a strategic plan for getting traffic to your Facebook business page. • Organic Traffic • Posting Facebook business page link or icon with accompanying link on all marketing material online and offline. • Hosting promotions for customers that run through Facebook. • “Liking” targeted businesses, retailers, or community organizations in your target market. • Example: bugRIGHT • Non-Organic Traffic Through Internal Targeting • Pay Per Click advertising on the Facebook network. • After 30 “Likes” on your Facebook business page go and claim your Facebook business page’s username. • Example: Facebook.com/RSUInnovationCenter View this Presentation http://www.GetMeFoundOnline.com

26. Facebook Business Page Advanced Tactics • Make sure to post a specific link on each and every photo or video you upload to your page. • Tag every picture and video you upload to your page. • Leverage free applications on Facebook that increase engagement with fans/followers on your Facebook page or direct the them to a specific external site. • Re-Direct • PDF-Tab-Viewer • YouTube • Instagram • Have custom applications built for your Facebook business page that can increase engagement and possibly allow the fan/follower to make a purchasing decision on the Facebook page. • Have an optimized image in each image place holder for you brand. • Facebook Timeline Cover • Facebook Profile Image • Leverage Facebook advertising platforms outside of the display network that achieve specific internal or external objectives • Facebook Offers • Promote Your Posts View this Presentation on http://www.GetMeFoundOnline.com

27. How to Schedule Your Social Media Posts • It is always a battle when trying to figure out the optimal time to spend on social media efforts for your business. Now business owners can become savvy social media marketers with all-in-one dashboards. • HootSuite • HootSuite allows you to strategically schedule your Tweets, Facebook Posts, LinkedIn Posts, and Google + Page Posts from one dashboard. • Best of all, Hootsuite is free for small businesses with less than 5 social media accounts. View this Presentation on http://www.GetMeFoundOnline.com

28. Learn More About Social Media Platforms Online • Learn more at the Online Resource Center about the following social media platforms and their importance and role in creating a solid online presence for your business. • Twitter • Google + • LinkedIn • Video Platforms • YouTube • Vimeo View this Presentation on http://www.GetMeFoundOnline.com

29. Step 8: Make Google Your Friend • Leverage the Google suite of programs for businesses (The List Could Go On Forever): • Google Webmaster Tools (Previously Discussed) • Google Analytics (Previously Discussed) • Google Places (Previously Discussed) • Organic placement in Google Search Engine Rankings • Non-Organic Options • Pay-Per-Click • Google Offers • Google Remarketing • Google Drive to Share Documents • Google Fusion Tables-BETA • Google Word, Excel, PowerPoint, etc. View this Presentation on http://www.GetMeFoundOnline.com

30. Learn More on Googling for Businesses Online • GetMeFoundOnline.com/resources

31. Homework for After Day 2 • Schedule a meeting with the RSU Innovation Center to discuss your specific online presence development needs. • This can be done by visiting RSUinnovation.com and filling out the “Request for Services” form. • Email Anthony W. Tucker at atucker@rsu.edu with any questions. View this Presentation on http://www.GetMeFoundOnline.com

32. Got Questions? Contact: Anthony W. Tucker Phone: 918-338-8039 Email: atucker@rsu.edu Twitter: Tweet questions to @Brand_Tuck with #BuildMyOnlinePresence Review Today’s Presentation and Other Resources at the new Online Resource Center for Online Presence Development: http://www.GetMeFoundOnline.com