1. Online presence, Web tools, SEO
Tony Farrelly
Web & Online Media

2. Topics Building your website Creating social media strategy
Blogging, articles, posts & advertising
SEO
Engagement
Landing Pages
Analytics

3. Building your website
Choose a hosting option (free – WIX, paid – Wordpress.com w/Blacknight solutions)
Select a relevant URL
Build your website or hire designer
Create relevant informative content
Mobile Responsive
SEO friendly
Notes:
I studied journalism and one of the first things a lecturer told us was that we had to produce simple written communications that a child of 9 or 10 could understand. Even with just a Leaving Cert, this is difficult so it takes a lot of practice.
Lots of short or long sentences in a row can be boring, so vary your sentence length. One long sentence followed by two short ones will keep the attention of your reader.

4. Building your website Options: Wix – free professional websites .
Drag & drop editor
Many different templates in free version
No coding knowledge required
Mobile Responsive
Wordpress.com
Multiple templates/themes
No coding required
Responsive + SEO friendly
Notes:
For a general reader, your article is their entertainment on the bus into work or at lunchtime so make it enjoyable. Having said most people want to learn something from your writing so make your point, and back it up with an accessible case study or piece of research that you think a general reader could repeat.

5. Building your website Purchased Options: Self-hosted Wordpress Website
Requires hosting & Domain Purchase
1000’s templates/themes available
No coding required but template setup can be tricky, but guides are available online & Youtube.
Responsive + SEO friendly
Owner has total control of files/content/security
Initial setup cost: €50-€80
Ongoing cost: approx. €30 per year

6. Building your website URL – memorable & relevant to your business
Short URL is best and easily remembered if possible
Build website:
Mobile responsive – more than 87% of internet users are smartphone users
Since 2015 smartphones used more than tablet & desktop to visit websites.

7. Building your website Website Content:
Products/Services: People need to know what you offer. (Different page per product/service = better SEO)
Web is a visual medium: Images, graphics and/or Videos are helpful
Navigation – Information can be found easily
Industries: If you serve particular industries promote that fact. Also good for SEO.
Social Media feeds if relevant

8. Building your website
Contact – The more options people have, the more likely they’ll do so. /Phone/Address visible on most pages – Header/Sidebar/Footer Call to Action: ‘Click here to subscribe’ or ‘Request more info’. Tell visitors what to do next. SEO – Search Engine Optimisation – see slide 12

9. Creating social media strategy
Top 5 Rules
Research your audience and match your choice of social media to that target demographic
Don’t just broadcast on social media – engage, it’s a conversation!
Create content that is relevant, useful and shareable.
Don’t just create content, create contentment. That rule of marketing remains the same regardless of the medium used.
When communicating via social media you are dealing with a person. Neglecting to listen and respond is always a #fail

10. Creating social media strategy
If relevant use feed on Website – keeps content refreshed – Good for SEO
Good for consumer engagement
Widely used on mobile
1st stop for potential customers to find information about your business/product
- Social media more info

11. Blogging, articles, posts & advertising
Create & share content to provide information, create engagement, connect with industry influencers, drive traffic to website & improve online presence
Blog posts on own website
Guest posts on external websites (links back & forth)
Advertising content (relevant advertising)
Videos and other visual content
Publish well-written and relevant content

12. SEO Search Engine Optimisation
Search engine algorithms (content/keywords/time online/loading time/responsive website
Create SEO friendly website;
Use keyword generators (i.e. Google keyword generator) to find best keywords and use them in content on site.
1 page per product/Service improves SEO results
Keeping content updated regularly
Fast loading, mobile responsive pages
Improves your search engine rankings
Easier to be found online

13. Engagement Engage people in conversations
Develop ongoing relationships
Establish reputation
Grow your brand
Social media, share content, opinions
Post content that answers questions
Use a consistent tone of voice that aligns with your branding

14. Landing Pages
A landing page is a web page designed to provide more information about a product, service or special offer, and encourage a visitor to answer a call to action i.e subscribe to newsletter, request price, request call back or more info.
Pages for each product/service
Landing pages are the last thing people see before deciding to use your service/product or not.
Defamaton

15. Analytics
Use analytics (Google analytics if you host website) to see what page visitors are landing on, staying on, and exiting your site from
Many online tools like Wix/wordpress have analytics ‘plugins’ (free add-ons that can be installed easily onto your website to track analytics) that will collect lots of user/visitor data for you to view.

16. Analytics
Helps you understand the type of content appeals to your visitors i.e. pages with video, infographics or text or text heavy content with bullet points etc.
These analytics can provide you with the information needed to improve the pages/content on your website going forward.

17. Questions
Ask Lisa or Linda

18. Questions
Tony Farrelly
Thanks