Answer essential questions as you design and build your website--target your audiences, understand what they're looking for, ensure you're seen and recognized at a gland. Then choose the right social media platform for your business and audiences.

1. Get Your
Business Online
Essentialsforyourwebsiteandsocialmedia

2. Weliveinan
overwhelmed,
time-starvedculture
packedwith
toomanychoices.

3. 89% of consumers research online before buying
94% of B2B buyers research online before contacting a vendor
By a show of hands …
Who uses the internet to
research before making a
decision—to compare,
check reviews, learn about
an organization or product?
We all want to explore before we choose

4. Being open
isn’t
enough.
Today your online
brand is vital.
Your virtual front
door is your
website, and
social media is a
path to your door.

5. • 87% of American adults are online.
• 80% of Americans shop online, 15% buy online
weekly.
• 1 in 5 Americans and 36% of 18-39 year-olds
are online ‘almost constantly’
• 79% of internet users (68% of
all U.S. adults) use Facebook
• Consumer review sites like Yelp
are growing exponentially
• Obsession? 53% of Facebook users
check their accounts several
times every day.
Find your audiences online

6. How’s your online brand?
Do you have a website?
What’s your biggest question or concern?
What results are you seeing?
What about social media?
If you’re on social, which networks?
What results?

7. Your online brand propels
your marketing forward

8. Without marketing, organizations fail.
What is branding?
“Marketing is branding. The two
concepts are so inextricably linked that it
is impossible to separate them.
Furthermore, since everything a company
does can contribute to the brand-building
process, marketing is not a function that
can be considered in isolation.”
–AlRies

9. And social media marketing?
Like all good marketing ...
Based on your marketing goals
• Targeted audiences/ideal customers
• Marketing objectives and strategy
• Positioning, the real you
Long term and integrated
• Online and offline

10. Let’s transform your website …
WITH5VITALQUESTIONS
1. Where are they looking?
2. What do they see?
3. Do you stand out in 3?
4. What’s in it for me?
5. Is it easy to choose?

11. Search Engine Optimization (SEO)
Content (copy and images)
• Valuable content
• Fresh content makes Google happy
• Page titles, meta descriptions
• Keywords
• One topic/keyword per page
1.Helpthemfindyou
Online marketing is about people
and how they choose.

12. Today’s audiences are
different.
Rethink your online brand
to reach them.
Online. Mobile. Mapped.
Yelped. Googled. Liked.
Shared. Streamed. Texted.
Emailed. Clicked.
1.Wherearetheylooking?

13. What do they want from you?

14. 2.Iftheyfindyou,whatdotheysee?
Where am I?
What do you do?
• At a glance
• Simple navigation
• Large type
• Visible calls to action

16. Is it clear
what you
provide?

17. 3.Canthey“getit”in3?
Top level benefits,
reasons to choose
• Pictures support message
• Testimonials, statistics
• Specific, not general
• Move visitors to next pages
• Easy to read, scan

18. • Active headline
• Strong photo
• “What’s in it for me?”
• Deck to introduce
• Visual categories
McMinnvilleBusiness.com

19. • Shorter paragraphs
• Fewer sentences in each paragraph
• Fewer words in a sentence
• Simpler words
• Set “readability statistics”
Better writing: Flesch–Kincaid Scale

21. 4.What’sinitforme?
WIIFM all your marketing
• Audiences first, not you
• “You” vs. “we”
• Simple, direct, easy to read
• Pictures tell the story
• Answer FAQs
• What do they care about?

23. Don’tforgettoproof
Spell check doesn’t catch
• Buy vs. but
• There vs. their
• Went vs. want
• Pubic vs. public
Ensure correct usage
• There, their, they’re
• Your, you’re
• Ensure vs. insure
• More than vs. over

24. Questionyourself
What does this REALLY mean?
Even if it sounds good at first,
how can you write to explain it
more clearly
• Quality … what does that
mean?
• Service … what does that
really mean?
Needs? NO …
• Objectives
• Goals
• Interests
• Plans
Or … ?

25. 5.Isiteasytochoose?
Calls to action, options
• No dead-ends on pages
• GET vs. SUBMIT
• Landing pages, focused
• Tiles and buttons

26. We don’t read, we scan
Eye tracking
What draws the eye?
General scanning behavior:
• Faces and strong color elements
• Headlines, subheads and captions first
• Indicators, arrows
• People photos should face in to the
content

27. Eye tracking
Directing the eye, look where the face is looking

28. Think mobile
It’s where your audiences are
Responsive formats
So much information!
Stop and breathe … questions?

29. Ok, let’s talk social

30. The BIG SIX
Each has its own
audience and type of
users. Who do you
need to reach?

31. Social is an add on,
not instead of.
It’s an amplifier, a way to
build visibility and your network.
Choose wisely.

32. Social media is just that … social. Each platform has a
different audience, different attitude.

33. Social + wine
• Facebook, social sharing
• LinkedIn, professional
B2B, resume
• Pinterest, women,
recipes, shopping
• Instagram, photos,
younger audience
• Google+ collections
• Twitter, news in 140
characters

34. Social speak,
a language of its own.
Tweet, post, like, hashtag,
retweet, emoji, meme, stream
share, followers, collection, views

35. Hashtag, what the heck is it?
… a word or phrase preceded by a hash or pound sign
(#) and used to identify messages on a specific topic
• Most often used on Twitter and Instagram
• Also works on Facebook, Pinterest, LinkedIn, Google+
• Makes it easy to search for specific topics or info
• Great for events (attendees use the same hashtag to find
one another or comment)

36. #ccducks
#creativeco
#marketingbrains
#ducksinarow
#creativity
#rubberduckies

37. Tweet and retweet / like and share
Twitter is all about the tweet
• A retweet is a tweet shared from someone you follow
to your profile (to those that follow you)
Facebook is all about the posts and likes
• When you “like” a brand page you are a follower
• You can “tag” your friends in your photos (and those
friends can block tagging)

38. Everyone wants
followers, lots and
lots of followers.

39. It’s all about building the network
Present a post, comment, video …
• If people like it they can comment or “like” in Facebook,
then share on their page … more people will see it
• A tweet can be retweeted again and again with or
without comments
• Hashtags make topics findable and followable
• Going viral means there are lots and lots of shares and
views

40. And we want
everyone to
share...

41. Getting started
with social media marketing
… it’s still marketing.
Think like a marketer.

42. • Choose the platform
that’s right for your audiences.
• Build posts with strong brand
visuals.
• Plan a campaign to connect
back to your website.
• Manage your brand voice
• Use analytics to see what
works, what people respond
to.

43. What will delight
your audiences?
Be social,
don’t sell.
What’s interesting,
human, friendly,
real, shareable?
Have fun with it.

44. What’s a meme?
A picture is worth 60,000 words … usually square,
works on multiple networks, shareable

45. Build a visual campaign
Create images that work together, profile images,
cover photos, memes

46. 1. Don’t spread yourself too thin
2. Don’t dabble, commit
3. A picture is worth 60,000 words
4. Quality visuals are essential
5. Social media is about people
Tentipstowinatsocial,1to5

47. 6. Organic reach is good, paid reach is better
7. Share, don’t sell
8. Don’t “silo” your messages, drive
to your blog or website
9. Use a management system
10. Build a library of images, ideas
Tentipstowinatsocial,6to10

48. You own your website
 Focus efforts there first
 Deliver what people look for
Stand out, be clear
 Use pictures/graphics to tell
your story, WIIFM
 People scan online
Be human, authentic
 Consistent brand voice
 Helpful and valuable
Long term effort
 Can’t set it and leave itNeed some help?
Ask about our marketing
consulting offer.

49. Visit our website at
www.creativeco.com to download
our free ebook

50. THANK YOU!
Anymorequestions?