Presentation on theme: "Demystifying Online Marketing Maureen Kelly taraworks.com."— Presentation transcript:
Demystifying Online Marketing Maureen Kelly taraworks.com
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 key ways to drive traffic to your site organic (SEO) pay per click (PPC) social networking
Organic Search free (an illusion) important highly competitive long term ROI
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
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. use keywords in various permutations within the content anchor text - deep links to addition onsite content 'see apartments for rent'
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
PPC – first steps set up an adwords account decide on a budget create campaigns create ad groups and ad copy
Social Media has to be a daily habit separate personal from business effective if done right annoying if done wrong
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
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?
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
Weigh up your options budget resources skills tools vendors
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!