Transcript Global Internet Marketing

An Introduction to the
Online World for Business
Presented by Karen Porter
Department of Marketing
School of Business Administration
The University of Montana
About You




75% of you currently have Facebook profiles
All of you have cell phones; almost ½ are “smart”
95% of you have access to wi-fi
Several of you use Twitter
What You Asked For





Websites – how to build, how to get found
Blogs – how, why, where to blog
Facebook for business
Social media use for business
Other miscellaneous requests – video, pdf files, etc
What I’ll Cover









Relationship of world wide web and sites/blogs
Different types of websites and blogs
Website / blog platform recommendations
Basics of how search engines work
Importance of keywords / keyword research
Facebook for businesses & organizations
Twitter for business
Linked In for professionals
Recommendations for all kinds of online tools
The World Wide Web
Everything Starts Here
More than 1 Trillion Web Pages Currently Online
Understanding Google



Google gets 70% of search in U.S. / 80% worldwide
“Google it” has become a generic term
Google ranking algorithm has over 200 components
Sources of Web Pages

Websites






Information sites – Wikipedia, directories, WebMD, etc.
E-commerce sites – Amazon.com, eBay, shopping online
Business & organization sites – who we are / what we do
Social sites – Facebook, Twitter, LinkedIn, Pinterest, etc.
Other sites – niche topic sites, membership sites, etc.
Blogs
Each blog post becomes a new “page” in Google’s system
 Blogs as part of a website vs. blogs as standalone sites
 Commercially hosted (Blogger.com, WordPress.com)
 Privately hosted (your own domain name & hosting)
WordPress.org: a Highly Popular
Website & Blogging Platform
Why WordPress.org is a recommended platform:
25% of new sites / blogs built on this platform
Lots of expertise available to support
Content management system – anyone can update
WYSIWYG platform that is relatively easy to learn
Highly customizable







Theme options for different looks in design & layout
Ability to easy add features to your site for specific needs
Building a Website – Part 1
(Before you start building)

Determine your objectives – what is the site to do?

Conduct keyword research so you know:



which search terms consumers are using to search
how much competition for those keywords you’ll face
Free keyword search tool:

Search in Google: google keyword tool

Be sure to use “Exact Match” when doing your
keyword research

Plan your site navigation – pages, subpages, etc.

Emphasize ONE keyword per page
Building a Website – Part 2
(Building, Promoting, Monitoring)

Develop site design – look, feel, user-friendliness






Build inbound links into the site
Promote the site




No more than three main colors plus black and white
No more than three fonts / typestyles
Example: http://TheHASPC.com
Example: http://CozyCurtains.com
Social marketing (Facebook Likes, Google +1s, etc.)
Press releases, guest blogging, article marketing, etc.
Track performance with Google Analytics
Consider adding a mobile website


In late 2013 more sites will be viewed on mobile devices
than on desktop computers and laptops combined
Less than 5% of sites are currently mobile-friendly
Facebook for Business

Facebook is the largest social site in the world

Just hit 1 Billion users internationally

Profiles vs. Pages




Profiles are personal – request “friends”
“Fan” pages are professional – request “Likes”
Using a profile as a business is against Facebook terms
Set up a Facebook Page



Login to your personal Facebook account
Go to Facebook.com/pages
Select appropriate category



(do NOT select Cause or Community)
Follow prompts
Facebook Timeline went into effect March 30, 2012
Facebook for Business (cont.)

Facebook Pages Do’s and Don’ts


Do take advantage of top banner space for branding
Do not use top banner promote (no “click here,” “go to
our website,” “special sale,” “25% off,” etc.)

Do use “app” fields to get people into your interior
Facebook pages
Do post “regularly” (but don’t overdo it!)

Do post useful and helpful messages most of the time

Do engage with those who “Like” your page

Do not over-promote – it’s seen as “spamming”
Do plan your FB posts – average 1 promotional message
to every 3 – 4 helpful / informational


Twitter for Business








Twitter is like a mini-blog
Based on “following” others and getting “followers”
Do not follow anyone and everyone – search those
who have something in common
You can automatically accept new followers or you
can manually approve / disapprove
Posting frequently is acceptable in Twitter
Being overly promotional is not acceptable
As with any social media, provide useful information
and share helpful ideas, inspiration, facts, etc.
Coordinate and pre-plan Twitter and Facebook post
with a helpful tool like Hootsuite
LinkedIn for Business







LinkedIn is a professional site for business owners,
managers, entrepreneurs, and professionals
Ability to showcase your expertise / qualifications /
credentials (similar to a mini-resume)
Connect with others you know through current or
past work, school, friendship, or others
Can request introductions through others
Groups available to connect with those with like
occupations, interests, etc.
Ability to showcase expertise in Q & A forums
As with any social media, provide useful information
and share helpful ideas, inspiration, and facts vs.
focusing on promotion only
Educating & Sharing Online


Sharing documents

Convert files to PDF to ensure that virtually anyone can
open and read by using Adobe Reader or similar software

Free conversion software – use with Word, Excel, PP
http://www.freepdfcreator.org/
Free screen capture software – Jing



Excellent screen / video capture – Snagit (TechSmith)




Download free at TechSmith.com
Tutorials: http://www.techsmith.com/tutorial-jing-interactive-windows.html
Cost is just $49.95 – makes great videos from Powerpoint
with voice recording & editing capabilities
Videos upload easily to YouTube & other video sharing sites
Tutorials: http://video.techsmith.com/snagit/7/edu/tutorials/enu/sng_tutorials.html
Webinars: http://www.GotoMeeting.com/Webinar
Other Recomendations

Visit my Online & Social Media Marketing website:

Click the Resources tab on the navigation bar to find:
http://osmm.net Also my personal site: http://impactonlinemarketing.com

My personal recommendations on online resources for:








Domain names
Web hosting
Keyword research tools
“Must have” WordPress plugins
Email & auto-responder systems
Sources of royalty free photos for use online
Step-by-step instructions for setting up a simple WordPress site
Click the Whitepaper tab on the nav bar to find:

Free PDF reports you can download related to:




Facebook for business
Twitter for business
LinkedIn for business
Blogging for business
Best of Luck to You!
Karen Porter
[email protected]
[email protected]
(406) 529-8931