Dd pres 7.09

Amber Wallace • (805) 681-1930 • amber@dowitcherdesigns.com 1
Web Marketing to the Max!
Building an Effective Online Presence
Amber Wallace
Dowitcher Designs
805.681.1930
www.DowitcherDesigns.com

Effective Web Communication
•  In 2010, an estimated 1.83 billion
people will be online worldwide
•  Of the approx. 307.21 million
people in the US, 223 million users
are online
•  73% of US population uses the
internet
•  What are they doing?

Top 20 Most-Visited Sites

Search Engines

Social Media

Top 20 Most-Visited Sites

•  People use the internet to access
information & to communicate
•  View your website as a primary
communication tool
•  what should people know about your
business?
•  could be your unique sales
proposition

•  Present unified branding
•  Inquisitive Canine, case study

Case Study: Inquisitive Canine

•  What do you want people to DO?
•  Present clear call to action
•  Buy a product, sign up for a newsletter,
download free trial, contact you
•  Make it as easy as possible
•  Use your website real estate
•  Place calls in prominent locations, above
the fold

Search Engine Optimization and Marketing
•  If I build it, will they come?
•  Generally sites must be submitted
for inclusion to search engines
•  Submit new sites, and when a site has
undergone significant changes

Search Engines Statistics

•  My site is indexed… now what?
•  Drive traffic to your site
•  Organic vs. Paid Search

Organic Search Results

•  Organic Search—Search Engine
Optimization (SEO)
•  Rankings based on a number of
factors, including
•  age of domain
•  number (and quality) of incoming links
•  site content
•  traffic
•  Keywords & title tags

•  SEO you can do now
•  Use HTML text on your home page,
with keywords
•  Limited use of Flash (know your
audience)
•  Build quality links to your site
•  Update title & meta tags
•  Explore social media marketing

•  Paid search engine marketing
•  Multiple outlets
•  Google adwords—pay-per-click (PPC)
•  CPA (cost per acquisition or action)
model
•  Inexpensive to establish, easy to use
•  Buy your way to the top!

Paid Search Items

•  PPC advertising
•  Target specific keywords
•  Broad keywords result in multiple
matches, but higher expense
•  Look for your target market—quality over
quantity
•  Use tools like the Adwords & Analytics
interface to monitor campaigns

Social Media Marketing
•  Inbound vs. Outbound Marketing
•  Inbound marketing
•  People subscribe, sign-up, “follow” or
“friend” you
•  Build a network & audience online

Inbound Marketing
Search Engines Social Media

Outbound
•  Telemarketing
•  Print ads
•  Direct mail
•  TV or radio ads
Inbound
•  Blogging
•  RSS
•  Social Media
•  LinkedIn
•  Facebook
•  Twitter

•  Social Media
•  41.2% of businesses have employees
who spend time on social media
•  How do businesses use social media?
•  What do they use?

Inbound Marketing
How organizations use social networks

Inbound Marketing
LinkedIn 79.3%
Facebook 77.2%
Twitter 75.3%
Blogs 68.0%
Social networking tools used by organizations

•  LinkedIn
•  43 million members in over 200
countries
•  networking
•  Connect with others
•  Get introduced
•  Showcase your experience
•  Create a free profile

•  Optimize LinkedIn Profile
•  Use a photo
•  Authenticity and honesty are important
•  Add connections
•  Fill out background information
•  Make your profile public
•  Add links to your blog & website

•  Facebook
•  More than 250 million active users
•  More than 120 million users log on to
Facebook at least once each day
•  More than two-thirds of Facebook
users are outside of college
•  The fastest growing demographic is
those 35 years old and older

•  Facebook
•  Decide how to market and brand
yourself
•  Individual: Profile page
•  Business
•  Fan page
•  Can be indexed by search engines
•  Group
•  Is not publicly indexed, but can allow for
greater interaction by members

•  Twitter
•  micro-blogging service allowing users
“tweets” with up to 140 characters
•  Users choose to follow others, post
tweets, reply publicly or privately
•  Very similar to Facebook status
updates, and can be used to feed into
Facebook

Twitter Demographics

Twitter’s International Growth

•  Twitter Stats & Tips
•  60% of US users fail to return after
first month
•  Users should be prepared to tweet
regularly
•  Follow others & engage in discussion
•  Search for interesting topics/markets
•  Use URL shorteners to save space
•  Bit.ly, tinyurl.com, hellotxt.com

•  Blogging
•  3 important aspects in Blogosphere
•  Read
•  Comment
•  Write
•  Blog weekly for readership
•  Promote through social media
channels (Twitter, Digg, etc.)

•  More Blogging Tips
•  Blog on your domain if possible
•  www.yourdomain.com/blog vs
www.yourdomain.blogspot.com
•  RSS (Real Simple Syndication)
•  Allows users to subscribe to feeds to
receive blog posts by email or through a
Reader like Google Reader
•  Build and track readership using tools
like Feedburner

•  General Social Media Tips
•  Provide information & connect with
others
•  Don’t be “salesy”
•  Provide an authentic voice
•  Engage in discussions, have opinions
•  Be an authority on your topic
•  Give a little to get a lot

•  Monitor Progress
•  Use analytics software such as Google
Analytics or paid solutions to track
progress
•  Closely track traffic sources & paid
campaigns
•  Allow time for changes on organic
search
•  Remember, SEO and SEM are never
quite over...

Hiring a web designer/developer
•  Websites should be collaborations—
you know your brand. Think of it as
adding to your team.
•  They should know something about
SEO
•  Even if you hire a firm for marketing,
there are basic best practices.

Hiring a web designer/developer
•  You need options
•  A good designer will discuss CMS options
with you, whether or not you need a
custom design, who will handle updates.
•  Fees
•  After the initial design and development,
is there a monthly fee? If yes, what does
it include?
•  Maintain some control
•  Own your domain name, even if someone
else registers it for you.

Free Online Tools
•  Google analytics:
www.google.com/analytics/
•  Google adwords keyword tool:
adwords.google.com/select/
KeywordToolExternal
•  Hubspot’s Website Grader:
www.websitegrader.com
•  Link Building:
www.linkdiagnosis.com/
•  Competition stats:
compete.com & www.quantcast.com/

Key Points
•  Websites are critical tools—develop
one for your target market
•  Drive traffic to your site with
strong SEO & SEM
•  Use Social Media to connect
•  Monitor progress & adapt
•  In the end, it’s all about
communication...

Contact Info
Amber Wallace
805.681.1930
amber@dowitcherdesigns.com
www.dowitcherdesigns.com
Twitter: twitter.com/dowitcherdesign
LinkedIn: linkedin.com/in/amberwallace

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