Web Marketing Essentials For 2013 And Beyond Jasmine Sandler
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A short overview of what any marketing or communications professional needs to know to be ready to grow market share, drive qualified leads and increase online sales in 2013 and beyond. This presentation was delivered by Jasmine Sandler, CEO of Agent-cy Online Marketing and Digital Marketing consultant at the Agent-cy offices in mid-town Manhattan in october 2012.
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Web Marketing Essentials For 2013 And Beyond Jasmine Sandler
- 1. WEB MARKETING ESSENTIALS::::: 2013 & beyond | OCTO ER 2, 2012 B Pr esent ed by: Jasm ne Sandl er i C |Agent -cy EO W M ket i ng C eb ar onsul t ant 1515 Br oadw ay N N 10036 Y, Y 347-809-5480 j sandl er @agent -cy.com
- 2. EXPLOSIVE WEB USAGE:::: TH O R N TI ES A D C M E PPO TU I N O PETI TI O O LI NE ARE STRO G THAN EVER N N N ER
- 3. SEARCH CHANGES:::: PO I VE: Vi si t or engagem STI ent m t er s m e t han ever . at or PO TI VE: C SI ont ent qual i t y w l l gr owi n i m t ance i por N A VE: D EG TI upl i cat e Anchor Text and Li nks f r omA t i cl e D r ect or i es/LowQ i t y r i ual Si t es N A VE: Tar get Si t es w t h D EG TI i upl i cat e C ent ont
- 4. CONTENT CONSUMPTION:: C ent consum i on i ncr eases on t abl et and m l e and ont pt obi onl i ne vi deo l eads t he way
- 5. APP USAGE:: 1.82 Bi l l i on I phones and Andr oi ds com ned bi expect ed by 2013 Soci al & Pr oduct i vi t y Apps l eadi ng t he way: Tw t t er , i Facebook, Li nkedi n G oogl e + App m ket pl ace ar opens up added r evenue st r eam s f or i n-app ads, subscr i pt i ons
- 6. BLOGGING’S INFLUENCE:: Looki ng t o dr i ve O i ne Br and Aw eness? nl ar Jour nal i st Sear ch t he Bl ogs f or Topi cs. C om s t r ust ust er Bl ogs f or R eal r evi ew and opi ni ons on pr oduct s & s ser vi ces
- 7. MOBILE USAGE:: M l e phones w l l over t ake PC as t he m obi i s ost com on W access devi ces m eb w l dw de by 2013. or i B 2014, 3 bi l l i on Sm t phones w l l m y ar i ake I nt er net t r ansact i ons G t ner Pr edi ct i ons ar
- 8. SOCIAL RULES THE WEB:::: Thi s i s w e cust om ser vi ce l i ves & cl i ent her er r el at i onshi ps ar e devel oped
- 9. RESPONSIVE DESIGN:::: I nvest i ng i n a r esponsi ve desi gn t o suppor t m l e i s obi cr uci al
- 10. WEB MARKETING 101:: Know Who You Are Targeting Know How Your Industry Uses the Web & Marketing Channels Know Your Direct & Indirect Web Competitors Know Where Your Target Lives Online Know How Your Audience Digests Web Content Know How to Reach & Engage Across the Customer Lifecycle Know Your Online Marketing Goals and How to Track Know How to Budget for Web Marketing
- 11. WEBSITE PLANNING:::: Know Your Audience Have a website User Plan(UX) Use Wordpress or similar as a platform Define Conversion Points and Set Trackable Goals Produce and use professional copy, imagery and video Have a Mobile-Friendly Version of your site Optimize Your Site for SEO and Social
- 12. CONTENT PLANNING ESSENTIALS:::: Create Content with Your Target in Mind Make Content Shareable Utilize Your Keyword Phrases Effectively in your Content Have a Content Frequency Plan and Execute Have a Committed Resource or Team to Manage Your Content Content includes: Website Copy; Blogging; Images; Video; Podcasts, Press Releases; Webcasts; Webinars; Social Media Status/Commenting Have Tracking Metrics in Place to Track Your Success in Content Sharing
- 13. Have a Soci al SOCIAL MEDIA 101:::: St r at egy t hat ….. M akes sense f or YO R U busi ness A esses ddr YO R U t ar get audi ence Is r easonabl e t o YO R U r esour ces I s Tr acked t o YO R U success m r i cs. et
- 14. SEO 101:::: Have an SEOSt r at egy t hat ….. U i l i zes qual i t y, r el evant cont ent on a f r equent basi s t R ew your cur r ent si t e f or any SEOi ssues evi s A ds D i cat e C ent , K or d St uf f i ng and C oaki ng voi upl ont eyw l H w l r esear ched keyw ds i n m nd as el or i A esses YO R t ar get audi ence by r eal sear ch vol um ddr U e I s r easonabl e t o YO R r esour ces U I s Tr acked t o YO R success m r i cs. U et For A SEOr esour ces and t ool s, vi si t Jasm neSandl er .com LL i
- 15. GOOGLE+ ON THE UPSWING 170mm+ Google+ Users Personalized SERPs leading SEO results – affects executives’ brands Keys to success: Participation High circle counts Delivering Brand
- 16. FACEBOOK CONTENT & SHARING Keywords with Posts/Comments Shareable content – think images and video, quotes Page setup complete with calls to action Think Fans and friends of fans Connect with topic based FB pages, groups, people and comment
- 18. TWITTER LINKS & MENTIONS DRIVE SEO Followers, retweets affect real-time search Keys: Newsworthy content, events, sharing non- personal valuable information Sharing links Following credible authors, journalists & engaging in @mentions Asking for retweets Mentioning links/tweets containing “Twitter” Engaging with popular tweets that are relevant to your personal or corporate brand Using #hashtags/keywords|
- 20. LINKEDIN EFFECTIVE PROFILING HELPS SEO Company Profile Complete Images Products & Services Employees. Partners.Vendors = followers News. Fully Managed Blog Link Managing Job Updates All Key Employees Have Full Personal Profiles Personal Keywords Full Summary Multimedia content – company presentations/videos/whitepapers/articles Daily Management
- 22. PINTEREST : HIGH TAGGED IMAGE ACTIVITY DRIVES SEO Use your top keywords in your product/service title Use hashtags to categorize subjects Create simple captions with keywords Put a Pinterest icon on your website. Include your website url on all products
- 23. PINTEREST : BOARD IT, PIN IT
- 24. SOCIAL BOOKMARKING ESSENTIALS •Necessary component of your SEO Strategy •Must be frequent and appropriate •Increases social signals •Makes your content sharing easier
- 26. TRACK USER REFERENCE/KEYWORD Use Google Analytics http://www.google.com/analytics/
- 27. MEASURING YOUR SEO EFFECTIVENESS
- 28. ALL YOUR ONLINE MARKETING ANSWERS JASMINESANDLER.COM
- 29. Agent-cy services http:www.agent-cy.com Web Marketing Consulting (Hourly and by Project) Web Site Design and Development Online PR & Blogging SEO Strategy SEO Audits SEO Management Social Media Marketing Strategy Social Media Management Social Media Training
- 30. AGENT-CY CONTACT INFORMATION Agent-cy Online Marketing, Inc. 1515 Broadway, 11th Floor NY, NY 10036 (347) 809-5480 jsandler@agent-cy.com www.agent-cy.com www.jasminesandler.com
Editor's Notes
- Quality content means readable content. Social, PR teams , Marketing teams, Tech teams must work together. Website effectiveness most important and understanding audience.
- Quality content means readable content. Social, PR teams , Marketing teams, Tech teams must work together. Website effectiveness most important and understanding audience.
- Quality content means readable content. Social, PR teams , Marketing teams, Tech teams must work together. Website effectiveness most important and understanding audience.
- Quality content means readable content. Social, PR teams , Marketing teams, Tech teams must work together. Website effectiveness most important and understanding audience.
- Quality content means readable content. Social, PR teams , Marketing teams, Tech teams must work together. Website effectiveness most important and understanding audience.
- Quality content means readable content. Social, PR teams , Marketing teams, Tech teams must work together. Website effectiveness most important and understanding audience.
- Quality content means readable content. Social, PR teams , Marketing teams, Tech teams must work together. Website effectiveness most important and understanding audience.
- Quality content means readable content. Social, PR teams , Marketing teams, Tech teams must work together. Website effectiveness most important and understanding audience.
- Quality content means readable content. Social, PR teams , Marketing teams, Tech teams must work together. Website effectiveness most important and understanding audience.
- Quality content means readable content. Social, PR teams , Marketing teams, Tech teams must work together. Website effectiveness most important and understanding audience.
- Quality content means readable content. Social, PR teams , Marketing teams, Tech teams must work together. Website effectiveness most important and understanding audience.
- Quality content means readable content. Social, PR teams , Marketing teams, Tech teams must work together. Website effectiveness most important and understanding audience.
- Google + supports circle growth, provides personalized search results,
- Get seo elements in diff waysFacebook – keywords within posts/comments, shareable content – dives down into knowing target customer well, everythign they create in social geared to that person to share with those peopleAdidas – athletic based, casual brand weareres, sports related, health related to runners, show content that interest and share and add seo to tagging elements, incorporate links to Pr person to promote non-profit, get influence, totting info on fb page ex feed the hungry, eg hunger rates, how to start a panrty, food drive, not what they do but engages, their circleB2b share with my people as well, represents brand, shareableAdd seo element inPaper company – how to we get from tree to paper, love to see images and video –Images and video are HUGE – because of pinterest, facebook changed, what they do, inside of how paper is madeDomtar press releases – bring in seo, same type of info needs to be brought over to social, shared with their social audienceIm not going to get into deep uses of these tools today because I will be doing more workshops on these later check jasminesandler.comIncorporate your onsite stuff onto facebook, find related content to draw people back to your websiteNeed a call to action to get them to do somethingFb own itentity – people stay there. Content sharing. Good content.videos.images.Twitter use as a search engine- journalists use twitter as a search engine, look for an article, looking for people who are well versed, linkedin experts, linkedin coach, what is it that they do, important you are using right terminology and right hashtags. You can make them up #hashtag make twitter hastag if you want to tweet about this webinar use this #fseo. Everybody that posts about it use this. Also people have designtaedhastag #adidas. Have to train people to use. Can use in your newsletter for example, keep showing the hastag . Other people can find it. Search #hastag. #social #social media #marketing . Twitter is a huge search engine. http://goo.gl/Follow trends, trending on twitter important for content creation like google trendsFollow, be authentic, do blog postUse your search termsShare other people in your (following) their commentsDirect messaging ok…When they first follow you lets talkShare articles related to your business, share content about your authority- blog postsFollow Friday.@connect in twitter – shows who followed me and who mentioned me3rd party software – follow you automatically when you follow them. Twitter – listening toolLinkedin – connecting toolHow many times have people retweed, is content being shared = popularityAdults share on socialBring seo page to socialGoogle plus failed google wave, now getting big to google plusGet in now while its growing, you can blaze the trail.Affecting searchGoogle plusGoogle icon – show resultsResults in gogle skewed towards every you step of the wayLog out to see real resultsGoogle plus pages and accounts to give bigger seo benefit Your circle is going to see what you are writingManually go out and seek out your circlesRappaportiveLook for people that share termsWhat is your target audience looking for? Use those keywordsFaceboook – share accounts so they all connectSearch result better if you are in their circleKey item in facebook – be active on other fb pages on related itemsPaper companny ex. They should like ecofriendly items related to their business, follow government entity regulates paper industryWhen that page posts something relevant other pages see the commentsPost at least once or twice a week, videos, polls, have posting strategy, promotions, product launches, special promotions, whisper code,Get your stories read and get them to interact(like, go to store, connect via email)Build, connect, network, content boost social via stories
- 16 mm followers, video, images, share with twitter, campaign sharing, constantly asking whats your opinion, share the content…
- Continuos mentions of their followers @, own #hastag references to other followres and pages, announce sponsorships and endoresements400k followers
- Linkedin personal branding and company branding , separate keywords
- Company employees, news, images, frfequency, jobs, promotions all feed activity
- Full profile, boards for separate services, products, events, feed twitter use hashtages, use product descriptions, titles, drive ppl tow website with url on image
- Pinterest rules by beauty crafters, artistsPaper people – put up paper that they sell, equipment (non proprietary) visually share informationServices based company – article – top 5 changes to linkedin profile – graphic of title and post it on pinterest and link back to articleBusiness related quotesSeo comes in to play, area at bottom of pin where you can add into textCan use hastags into pinterestLogged into twitter, with pinterest, share infographics on marketing, social, share covers of books related to industry(amazon), share other peoples stuff from search tool, search linkedin, pin itPinboard – my boards, I can name anything I want, books to read, choose what board I want to pin toRepin put on boards.Saving a profile in linkedinMommy bloggersVideo is so important, make it fun, make it interesting, make it shareable.Content rules it allAnalytics
- Offsite linking strategy, the more promote relevant content , the more social bookmark signaling to seo
- Example 1
- Example 2