Today's retail operations include more venues than ever before. As websites compete with brick and mortar stores and catalogs, new media marketing channels such as blogs, Facebook, and Twitter are rapidly growing to compete with traditional advertising. In this seminar, you'll learn to utilize all of these marketing channels to drive traffic to your retail store. You'll learn new ways to grow your retail business and reach new customers now. From the basics of driving web traffic through search engine marketing to landing page optimization, this seminar will prepare you to navigate the new retail marketing landscape to maximize your reach.

1. Using the Internet
Multichannel Marketing
Mike Dunca n
Sage Island, CEO
SageIsland.com

2. Know your Customer

6. Know their Langauge

7. Keyword Research
Keyword Selection is Key
Careful keyword selection is the heart of the SEO campaign.
Research Keywords
Create a robust keyword portfolio of relevant keyword phrases that are
searched on by potential customers. You’ll begin with your input on what your
most important keywords are, then expand that list by cross-checking the list
against the search engines’ databases of actual keyword searches. This will
help target the right words - the ones that will actually deliver customers to your
website.
keyworddiscovery.com
wordtracker.com
overture.com
Google Adwords Keyword Tool
seobook.com
seomoz.org

8. Open for Business
-Driving Traffic-

9. SEO
Have a Strategy for your site and
optimize your content
• Use keyword research to determine how customers search
• Inject keywords into body copy, titles, and images
• Be sure that your site is user friendly and search engine
friendly. Your marketing efforts won’t help you if your
website makes it difficult for users to find the information
they want.
Ranking factors:
www.seomoz.org/article/search-ranking-factors
www.vaughns-1-pagers.com/internet/google-ranking-factors.htm

11. On Page Optimization
Optimize Website Meta
<TITLE>Skateboards - Warehouse Skateboards Skate Shop</TITLE>
<META NAME="Description" CONTENT="Biggest selection of skateboards,
skateboard decks, complete skateboards, skateboard wheels, skateboard trucks,
skateboards delivered right to your door!">
<META NAME="Keywords" CONTENT="skateboards,skateboard,complete
skateboards,skateboard decks,skateboard wheels,skateboard trucks,skate
decks,warehouse skateboards">

12. Sitemap Submission
Google WebMaster Tools - www.google.com/webmasters/tools/
Bing (MSN) WebMaster Tools - www.bing.com/webmasters
Yahoo! Site Explorer - http://siteexplorer.search.yahoo.com
Create Sitemaps
www.gsitecrawler.com
Create a Robots.txt file and place in the root directory
www.yourdomain.com/robots.txt
User-agent: *
Disallow: /my-dirty-photos
Sitemap: http://www.domain.com/sitemap.xml

13. How does your site rank for SEO?
www.websitegrader.com

14. Link Building
Quality links is what you are after.
What is a Quality link?
Good Page Rank and relevant

16. Driving Relevant Traffic
Paid Search

17. Invest in a Paid Search
(pay-per-click) Campaign
• Paid search is a fast, cost effective, extremely targeted way to
increase visibility on the search engines.
• Even a small budget can be very effective if you use extremely
targeted keywords to avoid spending money on unqualified clicks.
• Write compelling ads targeted to your demographic to get attention.

18. Driving Relevant Traffic
Shopping Networks

25. Driving Relevant Traffic
Social Networks

26. “There are now at least 1.6 billion of us connected
via computer and 3 billion mobile devices that
touch the Internet. The rise of "social" technologies -
such as wikis, blogs, Twitter, SMS and social
networks - means that the barriers to participation
across the planet (in terms of the cost, access and
skills required) are rapidly approaching zero”
Joshua-Michele Ross on O’Reilly Insights – March 2009

27. What is Social Media Marketing?
Many marketers think that doing a sponsorship on
MySpace or posting a one-off campaign channel on
YouTube is social media marketing
Social Media is About Socializing!
It is about:
Weaving your content and messages into the social web
Joining the customer conversation
Making friends
Communicating with those friends
Listening to those friends
Measuring impact

32. Blogging
Pros
• Informs customers with industry & company news
• Provides a personal voice to your website
• Establishes you and your business as an authority
• Benefits search engine rankings by increasing keyword-rich
content
Cons
• Time consuming
• Requires ideas and writing skills
• Can be detrimental to brand if misused or abandoned

33. Blogging
Keep in mind
•It’s all about quality content
•Not a place to sell products
•Share information that is helpful &
interesting

34. Building your Blog
• Don’t blog from an outside website.
http://www.yourdomain.com/blog, not http://
yourdomain.blogspot.com
• By placing the blog on your website, you’re placing all of the
content from your blog directly on your site. Search engines
love frequently updated, keyword-rich content.
• Free open source software, WordPress and blogger
• Write fresh, original content regularly (at least three times a
week), and keep blog posts under 500 words each.

35. Promote your Blog
• Promote your blog in email signature, web site, &
promotional materials.
• Connect with other bloggers by linking to them,
commenting on their posts, and submitting your content
to social bookmarking sites like Digg and StumbleUpon.
• Just remember, focus on the content to keep readers
coming back for more.

37. Blog Dos
• Pay attention to headlines. Many people scan blog posts in a feed
reader like Google Reader. If the headline isn’t interesting, they
won’t click through.
• Link to other blogs in your industry to get their attention and
encourage them to link back to you.
• Keep blog posts under 500 words and break up large chunks of text
with photos, headlines, and bullets for easier reading.
• Focus on quality content, but keep SEO in mind by favoring high
traffic keywords over lower traffic phrases.
• Solicit feedback from your readers. Ask questions, include polls,
and encourage community building through comments and
participation.

38. Blog Don’ts
• Never copy and paste content from other websites to fill your
blog posts. This creates duplicate content problems and
violates copyright law.
• Avoid keyword stuffing. Your primary concern is quality
content that interests readers. SEO should always be
secondary. Use keywords only when appropriate and only if
it doesn’t compromise good writing.
• Don’t expect feedback on every post. For every commenter
there are nine “lurkers” who read without participating. Keep
soliciting feedback and trying new ways to engage those
readers, but don’t give up.

41. Facebook the Biggest!
• 300 million active users
• 50% of our active users log on to Facebook in any given day
• The fastest growing demographic is those 35 years old and older
• Average user has 130 friends on the site
• 6 billion minutes are spent on Facebook each day (worldwide)
• 40 million status updates each day
• 10 million users become fans of Pages each day
• 2 billion photos uploaded to the site each month
• 14 million videos uploaded each month
• 2 billion pieces of content
(web links, news stories, blog posts, notes, photos, etc.) shared each week
• 3 million events created each month
• 45 million active user groups exist on the site

43. Profile vs. Pages
Facebook does not allow businesses to build personal profiles.
You have two options for promoting your business:
• Build a business profile page
• Create a group for your business.
Use the page as a central hub for information about your business on
Facebook, and use the group as a forum where fans and friends can
interact with you and each other.
Remember, profiles are for people; pages are for businesses.

44. Reaching your fans on FB
• Keep a constant stream of fresh content on your
wall by uploading photos, videos, and news.
• Create a community by building a group where
members can upload their own photos and videos
and discuss your brand.
• Link your Facebook page to an RSS feed for your
blog.

49. Why Twitter for Building Your Brand?
• Twitter is 3rd largest social network after
FaceBook (1st) and MySpace (2nd)
– Over 6 million active Twitter users
– Over 55 million monthly visitors to Twitter
• Est. 5,000 new Twitter accounts every day
• Most users access via mobile
• Shouldn’t you be where your customers are?

50. Tips for Twitter
• Initiate conversation about your industry, offer tips, listen to
what people are saying about your company.
• Be proactive in responding to @ replies and direct messages.
• Offer information that customers and other people in your
network will find interesting — not just marketing and PR
speak.
• Don’t toot your own horn too much, bombard users with links,
or repetitive marketing messages.

54. Twitter Strategy
• Who do you want your audience to be?
– Consumers, businesses, strategic partners, industry experts
(including bloggers), colleagues, etc.
• Will your tone be corporate or casual?
– Research has shown users prefer Twitter interactions to be on a
more personal level
• Who will Twitter?
– Hiring a Community Manager whose job is to engage in social media
– Should employees Twitter?
• Twitter Usernames
– Claim your brand name (http://www.twitter.com/yourbrand)
Also popular: employee + brand names, CEO names

55. Twitter Do’s
• Initiate discussion around your brand
• Listen (really) what people are saying
• Keep it positive
• Respond timely to @ replies and DMs
• Keep things interesting

56. Twitter Don’ts
• Toot your own horn
• Bombard followers with links
• Disrespect the Twitter community
• Cavalier attitude about Twitter - it’s not a fad
• Auto-DMs and low quality @ replies
• Sound like a broken record

57. Build Your Follower Base
• Twitter Search | search.twitter.com/advanced
– Find your audience
• We Follow | wefollow.com
– User powered Twitter directory
• Just Tweet It | www.justtweetit.com
– Great Twitter directory; are you listed?
• Mr. Tweet | www.mrtweet.net
Discover new people, get relevant followers and usage stats.

58. Engage Your Followers
• TwtQpon | www.twtqpon.com
Create coupons for Twitter. Give incentive to follow you.
• StrawPoll | www.strawpollnow.com
Poll your followers. Ask questions about your brand, get instant
feedback
• TwitPic | www.twitpic.com
Share interesting photos of new products, office antics, and other cool stuff

59. Monitor Your Brand
• TweetScan | www.tweetscan.com
Set up alerts for mentions of your brand and related keywords;
never miss @ replies
• TweetBeep Twilert | www.tweetbeep.com
Like Google Alerts for Twitter
• Twollow | www.twollow.com
Auto-follow people that mention your brand
• Twitterless | www.twittlerless.com
Graphs your followers and tells you who stops following.
• ow.ly | cl.ig | tr.im | adjix.com | etc.
Shrink your URLs

65. Viral Marketing & Social Tagging
Add social bookmarking buttons for sites like Digg,
Del.ici.us, and Stumble to blog posts and other content
on your site to encourage users to “vote” for it.

70. YouTube Optimization
• Use keyword tags to tell readers and search engines what your video is
about.
• Create a compelling headline to encourage viewers to watch your video.
• Keep videos as short and engaging as possible with the most important
messaging in the beginning. If viewers get bored, they won’t watch the
whole thing.
• Pay attention to your thumbnail image to entice viewers to click and
watch. YouTube automatically selects a thumbnail by selecting an image
from about halfway through your video.

75. Product Reviews
• 70% of shoppers trust consumer reviews on
products. (Nielson)
• Offer users the opportunity to rate products,
provide reviews, to encourage consumers to trust
your products/brand.

78. Customer Service

82. Track Everything!

85. Search Engine Optimization – Kristopher Jones
Get to the top on Google – David Viney
Landing Page Optimization – Tim Ash
Building Findable Websites – Aarron Walter
MIKE DUNCAN
mduncan@sageisland.com
www.sageisland.com