Getting Found - Part I

Getting Found Websites, Search Engines, and Online Advertising

Getting Found Overview

Getting Found Overview  From today, we will start to delve deeper into the

different tools that make up interactive marketing  So far, we have looked: A complete overview of interactive marketing  Discussed how marketing has changed  Learned how today’s customer gets information about our products 

 Now, we start breaking it all down into the individual

pieces and how they work together to create and support interactive marketing campaigns  It all starts with reputation management

Today’s Lecture  Website – the information distribution platform  Search Engines – how we get found on the internet  Search Engine Optimization  Search Engine Marketing

Before We Get Stated, We Need To End Some Myths

Myths About Websites and Marketing  Information Sells Products

Just because you provide information, does not mean people will buy what you are selling  Especially if you’re trying to sell with dry, personality‐free, buzzwords and jargon  Fresh storytelling is the heart of compelling websites  Combines with great design, copy, architecture and SEO to build a successful website  The more your audience can envision themselves as part of the experience, the more they will buy into it and buy your product/services 

Myths About Websites and Marketing  All Stakeholders Are Created Equal

Success is not democratic, neither is marketing  Treating all stakeholders as equals means that everyone feels good, but you don’t get the high value customers to buy  Ask yourself who is most important  You can’t control who lands on your site, but by determining the most important visitor, you can determine how to address their needs  Your focus has to be on the most profitable clients because without them, you can’t serve any clients at all 

Myths About Websites and Marketing  All Products and Services are Equal

Prioritize the most important services – those with the highest chance of profitability  Make sure these services can be quickly and easily found on your website  Concentrate your time and money on the products/services that will generate the highest ROI 

Myths About Websites and Marketing  Pursue New Clients Only

Sure its great to get new clients, but good businesses mix new and old  It costs 6 times as much to attract new customers as to keep existing ones  For successful companies, 80% revenue growth comes from existing customers  Cultivate relationships and long‐term loyalty with your clients, make them feel cared for – otherwise someone else will 

Myths About Websites and Marketing  Online and Offline Marketing are Distinct Channels

Traditional advertising and interactive marketing are not stand‐alone silos  Offline and online work in synergy to produce greater results than either alone  2/3 of online search users perform searches because of some offline channel  When you prepare your budget, remember it’s not an either/or situation; it’s a both/and opportunity 

Myths About Websites and Marketing  Embrace Social Media at any cost

Too many companies jump into social medias because everyone else is there – that is the worst reason  It is better to have a few imaginative, cost‐effective projects that have a shareable or viral value  Make your content searchable by tying them to keywords  There is no value in creating content no one can find  Don’t forget to add metrics in place so you know if the work is effective or not 

Myths About Websites and Marketing  Search Marketing is only part of the Mix

Search Engine Optimization is the most important interactive marketing tactic  Businesses that attain the No. 1 position on search engines experience extraordinary success  70% of Internet users said that they clicked a search result within the first page of results  92% click a result within the first 3 pages of search results 

Myths About Websites and Marketing  Your site is nothing more than sales support

Your website is the most valuable and widely seen sales tool  If it is not your No. 1 salesperson, change it  Make sure that it has a call to action  Make sure that contact information is easily accessible so customers can get in touch  Content should be persuasive so visitors are prompted to take action 

Myths About Websites and Marketing  It’s OK to spend less than 20% of your marketing budget

on online marketing

Markets have shifted from print and television to online and mobile devices  Most people visit websites for decision making and information gathering  59.8% of companies say more than half their multi‐channel advertising campaign budgets will be allocated to digital marketing channels  Budget to reach and impact the most people via online marketing, which will mean higher sales and brand recognition for you 

Myths About Websites and Marketing  More clients are always better

At business schools, we learn that numbers matter and that the pursuit of more, more, more solves all problems  But the pursuit of fewer better‐fit is a superior strategy for longer term, mutually productive results  The goal is not to get as many clients as possible, but to the get the right clients so they stick with you  Use specific keywords on the web and make sure the language is appropriate for your audience  Filter your clients to pick the right, high‐quality clients for your company  Then make sure what you promise is what you deliver 

Websites – A Customer’s View Into Your Organization

Online Communication Channels

“Your website should support your business strategy and objectives by engaging, persuading and generating leads.

Different Kinds of Websites  Today’s internet offers company’s a number of different

types of websites for marketing        

Corporate Websites Product Websites Brandsites Informational Portals Product Review Websites Blogs Video Blogs (Vlogs) Microsites

But They Come In Different Technologies  Website developed has moved beyond the plain HTML

technology that we used in the in 1980s or what we can Web 1.0    

Straight HTML CSS based HTML Flash WordPress, Blogger, Moveable Type

What Are The Keys to Successful Websites?

1. Does my website portray the image of a successful company?  

Your website should engage visitors with professional design and entice them to want to learn more It should strongly project your image with strong professional brand identity, design, layout, images and illustrations

2. Are my competitors’ sites attracting more attention than

mine? 

How does yours compare?

3. Is my website content engaging and persuasive?  

What are your company’s positioning, message and value propositions?

Talk better

What Are The Keys to Successful Websites?

Can visitors to my website quickly find the information they need?

4.  

Visitors should be able to find areas of interest quickly and easily They should be able to get to what they want in 2 clicks or less

Is your website generating sales leads?

5.

Every page of your website should have a Call to Action  Offer information they find interesting, they will offer their contact information  Follow a “Give to Get” principle 

What Are The Keys to Successful Websites?

6. Can target customers find it through search engines?

The practice of getting your website found is known as Search Engine Marketing (SEM)  Search Engine Optimization (SEO) will get your website to “naturally” appear on the first few result pages of a search using relevant keywords and phrase  Search Engine Advertising (SEA) is paid advertising on search engines 

7. Is it easy to update and maintain your website?

Depending on your website, it could be extremely easy to update or extremely time consuming  Which is your website? 