10 Takeaways for Online Success

10 Takeaways for Online SuccessHall Web Services

CPE Credit

• In order to receive CPE credit for this session you must be present for the entire session. • Session code: ACT14-1 and ACT14-2• Recommended CPE credit = 2• Delivery Method = Group Live• Field of Study = Specialized Knowledge and Applications

• Visit the Continuing Professional Education kiosks to enter CPE credit during the conference.

Introduction

Amanda O’BrienVP of Marketing

[email protected]

Kasi GajtkowskiOrganic Search Manager

[email protected]

Jenika ScottChannel Marketing Manager

[email protected]

Booth # 517

Learning Objectives• After participating in this session, you will be able to:

• Interact with prospects in social media space

• Efficiently use social networks

• Understand the importance of a web strategy and learn how to assess your own site

• Use site data to understand your customers and improve your website

• Find the best keywords for your website and create content to optimize your website for organic search

• Know the on-page SEO elements that matter

#1 How to Interact with Prospects Using Social Media• Lot of listening first and then talking

• Be found when they are looking

TAKEAWAY: search.twitter.com, Google Alerts, LinkedIn Questions are great listening tools.

#1 How to Interact with Prospects Using Social Media• Provide valuable information

– Content– Links– Blog posts– Pain points

• Establish yourself as an expert– Define your niche– Master of everything is a master of nothing

#2 Advanced Features of Twitter and LinkedIn• Advanced Search Options

• Subscribe to LinkedIn Questions

#2 Advanced Features of Twitter and LinkedIn• Twitter lists

– Content dipstick– Organize your followers

• Posting to LinkedIn and Twitter at the same time– #in– Tweetdeck– Ping.fm

TAKEAWAY: Connect with the right people thatcare about your content.

#3 Social Media Efficiency• Define your niche and stick to it

• Social Media travel agents

• Use an RSS reader

TAKEAWAY: Take control of your day and contentstrategy by being more organized.

• Track your time

• Check twice a day– One piece of content– One reply to content– One reaction to content

#3 Social Media Efficiency

Photo credit: http://www.flickr.com/photos/8011986@N02/2707571409/

#4 Build Trust and Lower Risk in B2B Buying• Show, don’t tell

– Success stories, testimonials, Twitter lists

• Be consistent

• Be helpful

TAKEAWAY: Why should people do business withyou? Lower the buyers risk.

#5 Develop a Web Strategy• Goals

• Tactics are how you reach your goals

• Measure to know when you’ve reached your goals

• Adjust if it’s not working

#5 Develop a Web Strategy• What are your goals?

– Sales increase– Reputation management– Customer service and retention– Build relationships

TAKEAWAY: Know your website goals first.

Measuring• Traffic

• Goal completions

• Trends

• Stickiness

Tactics• Choose the right tools

• Web design and development

• Organic search

• Paid search

• Connecting with others

Assess and Adjust• Look at analytics regularly

• What’s working? What’s not?

• Keep your users in mind

Keep In Mind• Budget

• Expectations

• Priorities

• Timeline – Deadline?

• Resources

• Content

#6 Get to Know Users with Site Data• Bounce rate and pages per visit

• Time on site

• Content overview

• Traffic sources

• Goal completion

TAKEAWAY: Using web analytics can help you better market your business online.

#7 Google Analytics Best Practices• Filter out your IP address

– Always maintain unfiltered profile as well

• Set up goals

• Google Analytics Intelligence & Annotations

TAKEAWAY: Correlate changes in web traffic with your marketing efforts.

What words will people use to find you?

• Make a keyword target list– Brainstorm– Ask your coworkers– Talk to family & friends

• Use Keyword Tools– Google AdWords Keyword Tool (free)– Wordtracker– Keyword Discovery

#8 SEO: Find the Best Keywords for Your Website

Photo credit: http://www.flickr.com/photos/alcomm/217097889/

#8 SEO: Find the Best Keywords for Your WebsiteWhy use keyword tools?

• Validation!– Are people using those search terms?– How many searches per day or month?– Additional Keyword suggestions

#8 SEO: Find the Best Keywords for Your Website• Manually test the list in the search engines

– Assess the sector

• Which companies come up in those searches? – Can you do it better? – What makes you unique?

TAKEAWAY: Listen First – Talk Second

Twitter Search | Google Blog Search | LinkedIn


Twitter Search | Google Blog Search | LinkedInTAKEAWAY: Thoroughly research and test your

keywords to ensure that people can find you.

#9 SEO: Which SEO page elements really matter?Where do we put those keywords?

• Search engine spiders read text

• Look at certain web page elements

• Industry-developed best practices

SEO tells search engines what your site is about!

#9 SEO: Which SEO page elements really matter?

Title Tags: The Most Important Element

• Use the keywords that describe each specific page

• 5-12 words in length (or 65 characters)

• Title tags should be unique for each web page

#9 SEO: Which SEO Page Elements Really Matter?h1 Tags: The Most Important Text on a Web Page

• The h1 tag is the header on a web page—like a title of a story

• Use keywords that describe the content of that page—be specific

• Similar to the title tag of the page

#9 SEO: Which SEO Page Elements Really Matter?Page Names: Keyword in URLs are Important

• www.mysite.com/crm-software-consulting is ideal

• www.mysite.com/consulting is okay

• www.mysite.com/432?ed=3?54 is not good

• Use keywords and hyphens—be descriptive!




Twitter Search | Google Blog Search | LinkedInTAKEAWAY: Use Keywords in these elements toIncrease the chance of your site ranking for them.

• Search engines read text and only text

• Update and expand your content on a regular basis to keep search engines coming back

• Keywords must be in your content

• More content = more chances to use keywords

#10 SEO: Continually Update Your Website with Content

Photo credit: http://www.flickr.com/photos/lwr/376731969/

There are many ways to add content to your website:

• Blogs

• White papers

• Case studies

• News releases

#10 SEO: Continually Update Your Website with Content




Twitter Search | Google Blog Search | LinkedInTAKEAWAY: Adding content to your website on aregular basis is a win-win for search engines and

website visitors.

Questions?

Summary• Listen, be found, and provide value in social media

[email protected]

• Create a web strategy, understand your users with site data, and use analytics to track performance [email protected]

• Find the best keywords for your site, use h1 and title tags effectively, and always create valuable content for your site [email protected]

• Visit us at Booth #517

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10 Takeaways for Online Success

Self Improvement

Transcript of 10 Takeaways for Online Success