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Online marketing

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Slides from a basic online marketing course I offer for the local SCORE chapter. Offers an overview of the foundations of online marketing.

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Online marketing

  1. 1. Ken Shenkman Ph.D. June 24, 2015
  2. 2.  Don’t forget Offline ◦ Business cards ◦ Email Address  Signature ◦ Traditional Media
  3. 3.  Make Money by Being Relevant What I’m Searching For What I Find
  4. 4. Traffic User Experience
  5. 5.  Navigation  Search  Speed  Ease of Use  Value  Personality  Trust
  6. 6.  Search Traffic  Referral Traffic  Direct Traffic  Paid Traffic (Campaigns)
  7. 7. Paid Organic Local
  8. 8. The same way other people do! You tell them about yourself or Others tell them about you CONTENT LINKS
  9. 9.  Content ◦ Sitemaps ◦ Page Structure ◦ On Page Content  Links  User Experience ◦ Page Speed ◦ Bounce Rate
  10. 10. Sitemap
  11. 11.  Headings (H1) ◦ Use sparingly for important titles  Images ◦ Proper Size – SPEED MATTERS ◦ Properly tagged ◦ Avoid Flash (most people)  Multi Browser Checks
  12. 12. Page Title
  13. 13. Meta Tags
  14. 14. Page Title & Meta Tags
  15. 15. Content is King Your content must be: •Relevant •Unique •Well written Develop a content strategy
  16. 16. What Kind of Content? •Product Descriptions •About the Company •About the People •Contact Information •About your Locations Served •Blog Posts •Guest Bloggers •Videos •Social Media Content •AVOID DUPLICATE CONTENT
  17. 17. Product Description
  18. 18. Blog Post
  19. 19. Watch Out for the Panda…
  20. 20.  GOOD links are crucial for SEO ◦ From relevant sites ◦ From authoritative sites (PR) ◦ Not all at once ◦ Various keywords used for links ◦ Not all within one “network” ◦ Only from good directories  Usually not paid  Niche directories are better ◦ Don’t Link Spam!!!!!
  21. 21.  Create Linkable Content ◦ Useful/entertaining information  Written  Video  Infographic  Buy/Ask ◦ Good directories ◦ Related businesses ◦ Customers
  22. 22.  Becoming more relevant as more mobile  Google Places ◦ www.google.com/mybusiness  Yahoo ◦ smallbusiness.yahoo.com/local-listings  Bing ◦ www.bingplaces.com  Yelp, Cortera,YellowPages,etc.
  23. 23.  Fill out as much as possible ◦ Images help  Check often for reviews ◦ Respond  Update ◦ Hours ◦ Address
  24. 24.  What? ◦ Pay per Impression ◦ Pay Per Click  Many Advanced options  Negative keywords  Extensions  Time/Day breaks  Where? ◦ On Search Engines ◦ On Social Media Sites ◦ Private sites/networks
  25. 25.  Don’t just jump in ◦ Who is your audience? ◦ Where are they in Social Media? ◦ What are your goals?  Develop a strategy ◦ Sales ◦ Brand Awareness  Link them together
  26. 26. Outsource?  Depends on you ◦ Time ◦ Money ◦ Personnel  If you do outsource ◦ Different companies/different tasks ◦ Check references ◦ Clear expectations ◦ Monitor work/results  If it’s too good to be true…
  27. 27.  Google Analytics  Google Webmaster Tools ◦ http://www.youtube.com/GoogleWebmasterHelp  Bing/Yahoo Webmaster Tools  Moz.com  Searchengineland.com  Matt Cutts  Wordpress
  28. 28. Ken Shenkman BulkCandyStore.com 235 N Jog Rd West Palm Beach, Fl 33413 561-540-1600 ken@bulkcandystore.com http://www.slideshare.net/kshenkman/online- marketing-score-presentation-sept-2014

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