Ohio Web Leaders

panicyfewInternet and Web Development

Nov 18, 2013 (3 years and 7 months ago)

63 views

Ohio Web Leaders

01.27.2009

Who IS This Guy?!?

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CONFIDENTIAL

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The Good, The Bad, The Ugly

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What Interactive Marketers Think Of It


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What To Do In This Area Immediately


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What To Be Careful About Doing


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What To Avoid Like The Plague

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Areas Of Discussion

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Website Design

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Website Functionality

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External Website Traffic Sources

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Search Engine Optimization

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Search Engine Marketing

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Email Marketing

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Mobile Marketing

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Ecommerce

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Social Media Marketing

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Disclaimers

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My Opinions


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For Absolute Beginners (Or Enjoy The Coffee)


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There Is An Exception To Every Rule


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Free And Fast Given Great Deal Of Weight

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Website Design

What It Is



“Make It Pretty” vs “What Makes Up Your Website” vs “Architecture”

Do Immediately



Conversion Path Analysis

Next Steps


For Certain Industries: Consider A Flash Template (
www.fortresspc.com
)


Must Have An Html “Escape Hatch”


Secondary Conversion Paths

Avoid


Pure Flash Site


A Site Less Flexible Than Your Business Needs To Be

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Website Functionality

What It Is



Making The Website Work

Do Immediately



Install Google Analytics




Install Google Analytics and Give Me The UserId and Password”

Next Steps


Create a Monthly Recurring Appointment With Yourself


Top Visited Page For The Month


Click One Thing You Haven’t Clicked Before

Avoid


Requiring Any Particular Technology For Business Critical Pathways.


Always have alternatives coded and ready to go.


“Does it require the user to have. . . [ Javascript, Cookies, Flash, ] ?”

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External Website Traffic Sources

What It Is



Getting Other Websites To Send Visitors To You

Do Immediately



Personality Based
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LinkedIn.com (DOmedia Example)



Location Based
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Google Maps (Chamber Example)

Next Steps


Carefully Considered


Wikipedia


Syndicated Press Releases

Avoid


Link Exchanges


Buying Incoming Links


Anything Inauthentic

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Search Engine Optimization

What It Is



Getting Computers To Find You

Do Immediately



Check Title, Keyword, and Description on Home and Two Levels Deep


DOmedia Example



Give Yourself A Footer

Next Steps


Carefully Considered


Keyword Biasing Pages


Geographic Optimization of a Page or Two


Get Professional Help (Barbers Don’t Cut Their Own Hair)

Avoid


Any Outsourced Firm That Talks In Timeframes Less Than Six Months

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Search Engine Marketing

What It Is



Paying For Search Placement

Do Immediately



Open a Google AdWords Account (Ads.Google.Com)


Buy Your Company’s Name and Your Name


Have Ads Go To A Target Landing Page


New Page (Probably Similar To Home Page)


No Links To This Page

Next Steps


Carefully Considered


Play With AdWords (Add It To Your Monthly Appointment)


If you think you can track ROI, get professional help

Avoid


Impatience

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Email Marketing

What It Is



Using Email To Communicate With Customers

Do Immediately



Mailto: Link To Signup For Newsletter



Create a Manual Mailing List For Your Customers



[Officer]’s Newsletter

Next Steps


Carefully Considered


Curriculum


Exact Target

Avoid


Buying Lists Of Email Addresses


Sending An Email To Anyone You Don’t Have Permission From


Making The Email About Selling


Anything Inauthentic (Would You Say It To Their Face?)

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Mobile Marketing

What It Is



Communicating With Customers Via Text Message

Do Immediately



Get Unlimited Texting Plans For Your Customer Facing Employees



Add Optional Mobile Phone Number, Carrier, and Permission To Signup / Contact
Forms

Next Steps


Carefully Considered


Consider Carefully Timed Manual Mass Text


Text Message Line On Business Cards

Avoid


Blast Texting Services


Buying Lists of Text Numbers


Anything Inauthentic

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Ecommerce

What It Is



Receiving Money Online

Do Immediately



Open a PayPal Account (Paypal.com)


Get Authenticated


Do A Test Run

Next Steps


Carefully Considered


Consider Strategic Use Of PayPay With 80 / 20 Clients

Avoid


Touching Credit Card Numbers (Maybe I’m Being Extreme)

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Social Media Marketing

What It Is



Listening Or Participating In Sections Of The Web Driven By User Created
Content

Do Immediately



LinkedIn.com (Oh Darn! Used That One Already)



Create Google Alerts


Your Name


Your Company Name


Industry

Next Steps


Carefully Considered


Become A Natural Expert In The Field

Avoid


Anything Inauthentic


Any Attempt At “Control”

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Rule Of Threes

Less Than $3,000



Do What You Can



Don’t Worry Too Much About It


$3,000
-

$30,000



Focus On Return



Trust Carefully, but Completely


$30,000 or More


Get Help Getting Help

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Thanks

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Webbed Marketing


-
Team Builder Search


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Columbus Chamber


-
Meteorologists


-
You

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Questions

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Website Design

-
Website Functionality

-
External Website Traffic Sources

-
Search Engine Optimization

-
Search Engine Marketing

-
Email Marketing

-
Mobile Marketing

-
Ecommerce

-
Social Media Marketing

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simplified
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CONFIDENTIAL

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