Ohio Web Leaders

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Ohio Web Leaders 01.27.2009
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Who IS This Guy?!?
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The Good, The Bad, The Ugly

• What Interactive Marketers Think Of It
• What To Do In This Area Immediately
• What To Be Careful About Doing
• - What To Avoid Like The Plague

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Areas Of Discussion

• 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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Disclaimers

• My Opinions
• For Absolute Beginners (Or Enjoy The Coffee)
• There Is An Exception To Every Rule
• 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 Havent 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 - LinkedIn.com (DOmedia
  Example)
• Location Based - 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 Dont 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 Companys 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
• Officers Newsletter
• Next Steps Carefully Considered
• Curriculum
• Exact Target
• Avoid
• Buying Lists Of Email Addresses
• Sending An Email To Anyone You Dont 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 Im 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
• Dont 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

• Webbed Marketing
• Team Builder Search
• Columbus Chamber
• Meteorologists
• You

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Questions

• 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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CONFIDENTIAL