This document discusses various web marketing strategies including websites, search engine optimization (SEO), pay per click (PPC) advertising, email marketing, and social media. It provides information on why companies should utilize these strategies, how to implement them on your own through a do-it-yourself (DIY) approach or by outsourcing to professionals, and the costs associated with each option. Key considerations for businesses include how much time and money they have available and when they need to see results from their web marketing efforts.

1. Web Marketing: What, Why and How Carmen Fontana

2. Introduction Carmen Fontana Web Marketing Manager Google AdWords Certified Professional BS Systems & Control Engineering ME Engineering Management TiaMarshae Sanford Social Media Specialist Freelance Social Media & Email Marketing Strategist Constant Contact Certified Expert John Strathern Client Services Director Experienced in web development and sales

3. Why Web Marketing? You built a great site – now you need to get people there Find the customers versus them finding you Costs are lower than traditional advertising A Google AdWord lead can cost as little as $0.25 Measurable results See exactly how many people saw your ad and how many people acted on it

4. Does It Really Work? “SEO works!! WS Tyler’s commitment to SEO and PPC are fast becoming the foundation of our entire marketing plan. The exposure and lead generation have provided real growth opportunities for us. Our return on investment exceeded any expectations we had going into this program. “ Tony Bandera, VP Sales & Marketing WS Tyler

5. How Does It Fit into your Lead Generation Model? Web Compliments existing strategies

6. What is Web Marketing? A Variety of Methods Your Website Search Engine Optimization Pay Per Click Email Marketing Social Media

7. How to do Web Marketing? A couple strategies: DIY Hire somebody Do a combination of both Deciding what’s right for you: How much time do you have? How much money do you have? How soon do you need results?

8. Websites: Normal Evolution

9. Websites: Brochure Do It Yourself Tools GoDaddy.com Purchase domain name ($10 and up/year) “Website Tonight” Site Builder (~$10/month) Things To Include Products/Services Contact Info International Company History Key Personnel

10. Websites: Brochure

11. Websites: Brochure Hire It Out Costs $500+ for a template design $1500+ for a custom design Questions to Ask Do you use templates or custom designs? What do you do to adhere to SEO best practices? Do I own the site? How do you build the site? References, references, references!

12. Websites: Content Manager Hire It Out Types of CMS Open Source (Drupul, Joomla, etc) Boxed Solutions Custom Costs $2K - $8K Open source a little cheaper

13. Websites: Content Manager Hire It Out Continued… Questions to ask What type of CMS? Do I own the code? Template or custom design? What functionality is included? How much do enhancements cost? Request a demo!

14. Websites: Content Manager

15. Websites: Database Driven Database Driven Tie your website to another software application For example, automatically update inventory on your site Questions to ask Experience with your software Examples of other sites Cost of updates

16. Websites: E-Commerce E-commerce Sell your products online Questions to ask Examples of other sites Cost of updates Security, security, security Payment gateway (PayPal, Verisign, etc) Tie into other software?

17. Websites: Manufacturing Considerations Google Analytics Get data on your website performance # of visits, length of visit, # of return visits Location of visitor (city, state, country, network) Most popular content International Translate! Google Translator Professional translation of key pages Multiple contact methods Mobile Quickly gaining traction iPad and other devices make it relevant Content More information available online = more prequalification

18. Search Engine Optimization: What? Left hand side of Google Also called “organic” or “SEO” Position depends on 100+ factors

19. Search Engine Optimization: Why? Potential customer is actively looking for your product/service Gives you credibility Brand staying power Once you are ranked, it takes a long time to lose it

20. Search Engine Optimization: DIY Chose your keywords “1-2 rule” 1-2 keywords per page 1-2 keywords per 100 words Get linked 60%-70% of rank is link building Beg, borrow and steal Article writing Let them know you are there Submit site to search engines (i.e. Google Webmaster Tools) Get your techie stuff in order Metatitles (but not metatags) ALT tags on images Text based navigation H1 Headers

21. Search Engine Optimization: Outsourcing Expected Costs $400+ /month for an integrated link building/site optimization campaign More competitive industry = more money Questions to Ask Experience with manufacturing/industrial What do services entail? Length of contract Reporting

22. Pay Per Click: What? The right hand side of Google You choose the keywords you want to advertise on Only pay when someone clicks on your ad Ad position depends on your bid and past click through history

23. Pay Per Click: Why? Quick way to advertise on the web Pretty good visibility Control advertising costs

24. Pay Per Click: DIY Setup an account Adwords.google.com Adcenter.microsoft.com Choose your keywords, write your ad copy Set your budget Give them your credit card and go! Going forward Shoot for positions 1-3.9 Pay attention to CTR

25. Pay Per Click: Outsourcing Expected Costs $200+ /month for campaign management Google/Bing fees extra Questions to Ask Experience with manufacturing/industrial What do services entail? Length of contract Reporting

26. Email Marketing: What? Targeted messages to current customers, potential customers and other interested parties

27. Email Marketing: Why? Boost client communication Puts you in customers' inboxes more accurately than regular email. Target your audience Segment your database and create smaller customer lists based on their interests. Then send more relevant and targeted messages to them. Opportunity to brand and market new services and products Allows you to instantly share with your clients new products and services you have to offer. It can be an opportunity to offer discounts and promote special offers for loyal customers and new ones.

28. Email Marketing: DIY Major Email Programs Constant Contact ($15/month for 0-500) MailChimp ($15/month for 501-1000) Develop Content New products and services Special offers and discounts on products and services Set Distribution Schedule Once a month Tuesdays and Wednesdays Between the hours of 10:00AM – 3:00PM and 6:00PM – 8:30PM Follow CAN-SPAM Laws! Physical address on email Don’t just email random people Include opt-out

29. Social Media: What? A bunch of different websites that allow you to: Share information Talk to others Covertly advertise your brand A few of the main avenues: Facebook Twitter YouTube LinkedIn Blogging

30. Social Media: Why? Communicate with existing/potential customers Develop your brand Establish yourself as a thought leader

31. Social Media: DIY Sign up for accounts Check www.knowem.com to make sure your username is available across platforms Determine your social media strategy Goals, checkpoints Start publishing content Consistent Meaningful Interact with others Facebook: “Like” and comment Twitter: Retweet, Reply, Hashtags LinkedIn: Answer questions, follow companies

32. Social Media: Outsourcing Be certain what you are getting Custom Facebook pages Custom Twitter page Content Consulting Content Augmentation Monitoring Pricing varies Is what you are paying equal to the time you would have to put in?

33. “What should I do?” How much time do you have? How much money do you have? How soon do you need results? What kind of business do you have?

34. “I don’t have a lot of time” PPC SEO Social Media Email A BREEZE TIME CONSUMING

35. “I don’t have a lot of money” PPC SEO Social Media Email EXPENSIVE CHEAP

36. “I want instant results” PPC SEO Social Media Email SLOW FAST

37. “I have a ______________ business”

38. Discussion Questions and Discussion

39. Email carmen@wris.com for a copy of today’s presentation