Transcript MBA601_WK1_DISCUSSION_importance of web presence_2016

For much of our lives,
marketing for small business
meant conducting business face-to-face.
But now, with an endless supply of online
to share information, what does all this mean?
communities
Does each social platform carry longevity or is this yet another passing trend?
Throughout this course, we will be learning how to analyze, implement and
succeed with building an online presence.
In plain English…
Traditional marketing is a funnel.
Undifferentiated prospects
are shoveled into the top,
resulting in few core clients.
FLIP THE FUNNEL!
• Turn strangers
into friends
• Turn friends
into customers
• Turn customers
into …
SALES PEOPLE!
JUST THE FACTS, MA’AM.
• 80% OF ONLINE USERS SEARCH USING
SMARTPHONES
• THE USE OF MOBILE DEVICES – SMARTPHONES,
TABLETS, ETC.– INCREASED BY 67% LAST YEAR
• AMAZON SOLD $88.99 BILLION LAST YEAR
• WORLDWIDE, WE CONDUCT 131 BILLION
SEARCHES PER MONTH ON THE WEB
• 70% OF CONSUMERS CONSULT REVIEWS
AND RATINGS BEFORE PURCHASING
All data from Hubspot.com // 2014-2016
YOUR WEBSITE IS YOUR
BUSINESS’ VIRTUAL
FRONT DOOR.
• 92% OF CONSUMERS ARE MORE
CONFIDENT IN ONLINE INFORMATION
THAN FROM AN IN-STORE CLERK
• 48% OF CONSUMERS WHO ARRIVE AT
A WEBSITE THAT IS NOT WORKING WELL,
TAKE THAT AS A SIGN THE BUSINESS
DOES NOT CARE
• 70% OF CONSUMERS CONSULT REVIEWS
AND RATINGS BEFORE PURCHASING
• 47% OF CONSUMERS MAKE BUYING
DECISIONS ALONE BASED ON A BUSINESS
WEBSITE
ALL STATS FROM HUBSPOT.COM
WEB PRESENCE MEANS
MORE THAN HAVING
AN ACTIVE WEBSITE.
IT MEANS:
• ENROLLING IN DIRECTORY LISTINGS
• GAINING POSITIVE REVIEWS +
RECOMMENDATIONS
• SOCIAL MEDIA CHANNELS
• SEARCH ENGINE MARKETING +
OPTIMIZATION
• PUBLISHING CONTENT
WEB PRESENCE MEANS
CREATING COMMUNITY,
BRAND LOYALTY AND
ENGAGEMENT.
THROUGH STRATEGIES SUCH AS:
• FACEBOOK
• INSTAGRAM
• TWITTER
• LINKEDIN
• BLOGGING
• YOUTUBE
• REVIEW SITES
• SEARCH ENGINE DIRECTORIES
• USING THE RIGHT KEYWORDS WITHIN
YOUR WEB CONTENT
LET’S TALK THE SAME LANGUAGE
DO YOU KNOW THESE KEY TERMS?
THESE TERMS ARE USED ACROSS SOCIAL PLATFORMS AND WEB CHANNELS:
•
INFORMATION IS LIKED, SHARED, PINNED (EX. PINTEREST), TWEETED AND
RE-TWEETED; RE-POSTED MEANING APPROVED AND FORWARDED
•
MOST ONLINE CONTENT HAS THE GOAL OF GOING VIRAL, OR WANTING YOUR
CONTENT TO “RAPIDLY SPREAD” ACROSS ALL ONLINE CHANNELS
•
TAG – CONNECTING A USER’S PROFILE WITH YOUR CONTENT
•
HASHTAG – BY USING A “#” OR HASHTAG (NOT POUND SIGN) WITH A WORD,
NAME OR PHRASE, A KEYWORD IS CREATED, ALLOWING SEARCH ACROSS ALL
ONLINE CHANNELS.
•
URL – UNIFORM RESOURCE IDENTIFIER OR YOUR WEB ADDRESS, EX.
WWW.NAPLESBAYBLINDS.COM
•
BLOG – ONLINE WRITTEN CONTENT RANGING FROM A SMALL POST TO ELABORATE
ONLINE MAGAZINE FORMAT WITH ARTICLES, PHOTOS, AND ADS
TMI? (TOO MUCH INFORMATION?)DON’T WORRY…
THROUGHOUT THIS COURSE, WE WILL BE LEARNING HOW TO ANALYZE,
IMPLEMENT AND SUCCEED WITH BUILDING AN ONLINE PRESENCE.
WE’LL LEARN HOW TO LOOK FOR CHANNELS THAT ARE:
● INTUITIVE/EASY TO USE/ACCESSIBLE
● FACILITATES CONVERSATION/CO-CREATION/ ENCOURAGES COMMUNITY
● SUSTAINABLE/EASY UP-KEEP/FRESH CONTENT
● AND, DON’T WORRY…MOST PLATFORMS WILL BE OBSOLETE OR UPDATED
IN TWO YEARS, LOL.
Fin.
Next week: FACEBOOK 101