Ryan Cormier's "Effective Marketing & Branding Thru Your Website" presentation from the June 14, 2011 Impact Your Business breakfast at Colonial Country Club.

1. Effective Marketing & Branding Thru Your Website

2. A great website can change everything.

3. Cold, Hard Facts. 57% of Americans use the Internet every day 33% of US consumers spend ≥ 3 hours online every day 46% of daily searches are on products & services 20% of monthly Google searches are for local businesses 60% of clicks go to the top 3 search results (Stats taken from HubSpot) www.ratiodigital.com facebook.com/ratiodigital twitter.com/ratiodigital

4. Is your business being found online?

5. Let’s Talk Anatomy. www.ratiodigital.com facebook.com/ratiodigital twitter.com/ratiodigital

6. Let’s Talk Anatomy. www.ratiodigital.com facebook.com/ratiodigital twitter.com/ratiodigital

7. Let’s Talk Anatomy. www.ratiodigital.com facebook.com/ratiodigital twitter.com/ratiodigital

8. Let’s Talk Anatomy. www.ratiodigital.com facebook.com/ratiodigital twitter.com/ratiodigital

9. Let’s Talk Anatomy. www.ratiodigital.com facebook.com/ratiodigital twitter.com/ratiodigital

10. Let’s Talk Anatomy. www.ratiodigital.com facebook.com/ratiodigital twitter.com/ratiodigital

11. Let’s Talk Anatomy. www.ratiodigital.com facebook.com/ratiodigital twitter.com/ratiodigital

12. Let’s Talk Anatomy. www.ratiodigital.com facebook.com/ratiodigital twitter.com/ratiodigital

13. Let’s Talk Anatomy. www.ratiodigital.com facebook.com/ratiodigital twitter.com/ratiodigital

14. Your website is useless if people can’t find it.

15. Start by asking yourself some basic questions: What is my #1 goal for this site? How am I going to reach that goal? What do I need my customers to know? How am I going to measure my ROI? Write down these questions and your answers. Then, take that piece of paper and… It All Starts With Strategy. www.ratiodigital.com facebook.com/ratiodigital twitter.com/ratiodigital

16. Throw it in the trash.

17. Start by asking yourself some basic questions: What is my #1 goal for this site? How am I going to reach that goal? What do I need my customers to know? How am I going to measure my ROI? Let’s Have Another Look. www.ratiodigital.com facebook.com/ratiodigital twitter.com/ratiodigital

18. Start by asking yourself some basic questions: What is my #1 goal for this site? How am I going to reach that goal? What do Ineed my customers to know? How am Igoing to measure my ROI? Let’s Have Another Look. www.ratiodigital.com facebook.com/ratiodigital twitter.com/ratiodigital

19. Start by asking yourself some basic questions: What is my #1 goal for this site? How am I going to reach that goal? What do I need my customers to know? How am I going to measure my ROI? Let’s Have Another Look. www.ratiodigital.com facebook.com/ratiodigital twitter.com/ratiodigital

20. Start by asking yourself some basic questions: What is my #1 goal for this site? How am I going to reach that goal? What do I need my customers to know? How am I going to measure my ROI? Let’s Have Another Look. www.ratiodigital.com facebook.com/ratiodigital twitter.com/ratiodigital

21. Start by asking yourself some basic questions: What is my #1 goal for this site? How am I going to reach that goal? What do I need my customers to know? How am I going to measure my ROI? Let’s Have Another Look. www.ratiodigital.com facebook.com/ratiodigital twitter.com/ratiodigital

22. Start by asking yourself some basic questions: What is my #1 goal for this site? How am I going to reach that goal? What do I need my customers to know? How am I going to measure my ROI? Avoid your needs at all costs. Users don’t care. Let’s Have Another Look. www.ratiodigital.com facebook.com/ratiodigital twitter.com/ratiodigital

23. Design with the user in mind.

24. Start by asking yourself some basic questions: What is the #1 thing users need to get from the site? How am I going to fulfill that need? What do I need to know about users of the site? How am Igoing to make sure I’m on the right track? Let’s Try This Again. www.ratiodigital.com facebook.com/ratiodigital twitter.com/ratiodigital

25. Start by asking yourself some basic questions: What is the #1 thing users need to get from the site? How am I going to fulfill that need? What do I need to know about users of the site? How am Igoing to make sure I’m on the right track? Now you’re focusing on the needs of the end user. Let’s Try This Again. www.ratiodigital.com facebook.com/ratiodigital twitter.com/ratiodigital

26. The more you get to know your customers, the better you will be at meeting their needs. What is the age range of my customers? Are they mostly male? Female? Evenly mixed? Where are they located? What are they interested in? Knowing these basics will allow you to visually appeal to customers’ tastes. That being said, 2 things you absolutely must know about them are… Get To Know Your Customers. www.ratiodigital.com facebook.com/ratiodigital twitter.com/ratiodigital

27. 1) How they search 2) How they buy

28. 1) How customers search

29. Search Habits: “Just Browsing” www.ratiodigital.com facebook.com/ratiodigital twitter.com/ratiodigital

30. Search Habits: “Just Browsing” www.ratiodigital.com facebook.com/ratiodigital twitter.com/ratiodigital

31. Search Habits: “Just Browsing” www.ratiodigital.com facebook.com/ratiodigital twitter.com/ratiodigital

32. Search Habits: “Just Browsing” www.ratiodigital.com facebook.com/ratiodigital twitter.com/ratiodigital

33. Search Habits: “Preliminary Research” www.ratiodigital.com facebook.com/ratiodigital twitter.com/ratiodigital

34. Search Habits: “Preliminary Research” www.ratiodigital.com facebook.com/ratiodigital twitter.com/ratiodigital

35. Search Habits: “Preliminary Research” www.ratiodigital.com facebook.com/ratiodigital twitter.com/ratiodigital

36. Search Habits: “Comparison Search” www.ratiodigital.com facebook.com/ratiodigital twitter.com/ratiodigital

37. Search Habits: “Comparison Search” www.ratiodigital.com facebook.com/ratiodigital twitter.com/ratiodigital

38. Search Habits: “Comparison Search” www.ratiodigital.com facebook.com/ratiodigital twitter.com/ratiodigital

39. Search Habits: “Comparison Search” www.ratiodigital.com facebook.com/ratiodigital twitter.com/ratiodigital

40. Search Habits: “I’m Ready To Buy” www.ratiodigital.com facebook.com/ratiodigital twitter.com/ratiodigital

41. Search Habits: “I’m Ready To Buy” www.ratiodigital.com facebook.com/ratiodigital twitter.com/ratiodigital

42. Search Habits: “I’m Ready To Buy” www.ratiodigital.com facebook.com/ratiodigital twitter.com/ratiodigital

43. Search Habits: “I’m Ready To Buy” www.ratiodigital.com facebook.com/ratiodigital twitter.com/ratiodigital

44. We talked about 4 main user search habits: “Just browsing” “Preliminary research” “Comparison search” “I’m ready to buy” Knowing where your customers fit in this purchase cycle is crucial to your online success! To Recap: www.ratiodigital.com facebook.com/ratiodigital twitter.com/ratiodigital

45. 2) How customers buy

46. Buying Habits www.ratiodigital.com facebook.com/ratiodigital twitter.com/ratiodigital Can your product be purchased online?

47. Buying Habits www.ratiodigital.com facebook.com/ratiodigital twitter.com/ratiodigital Might users want to test the product in person?

48. Buying Habits www.ratiodigital.com facebook.com/ratiodigital twitter.com/ratiodigital Can your service even be purchased online?

49. Buying Habits www.ratiodigital.com facebook.com/ratiodigital twitter.com/ratiodigital Reviews. Reviews. Reviews.

50. Consumer insights are the key to your content.

51. Let’s look at some examples.

52. Air Conditioners. www.ratiodigital.com facebook.com/ratiodigital twitter.com/ratiodigital

53. Natural, Seamless Brand Integration www.ratiodigital.com facebook.com/ratiodigital twitter.com/ratiodigital

54. Notice How The Colors Work Together? www.ratiodigital.com facebook.com/ratiodigital twitter.com/ratiodigital

55. Icons Are Great For Simplifying Content. www.ratiodigital.com facebook.com/ratiodigital twitter.com/ratiodigital

56. Same Product. Much Different Feel. www.ratiodigital.com facebook.com/ratiodigital twitter.com/ratiodigital

57. Good Branding, Although Inconsistent. www.ratiodigital.com facebook.com/ratiodigital twitter.com/ratiodigital

58. Nice, Consistent Colors. www.ratiodigital.com facebook.com/ratiodigital twitter.com/ratiodigital

59. Navigation Is Not As Intuitive… www.ratiodigital.com facebook.com/ratiodigital twitter.com/ratiodigital

60. Where Does The User Start? www.ratiodigital.com facebook.com/ratiodigital twitter.com/ratiodigital

61. See The Difference? www.ratiodigital.com facebook.com/ratiodigital twitter.com/ratiodigital

62. Next step: optimize

63. Let’s Talk Patio Furniture. www.ratiodigital.com facebook.com/ratiodigital twitter.com/ratiodigital

64. Got Title Tags? www.ratiodigital.com facebook.com/ratiodigital twitter.com/ratiodigital

65. Make Headlines. www.ratiodigital.com facebook.com/ratiodigital twitter.com/ratiodigital

66. Keywords Are Key. www.ratiodigital.com facebook.com/ratiodigital twitter.com/ratiodigital

67. More Than Meets The Eye… www.ratiodigital.com facebook.com/ratiodigital twitter.com/ratiodigital

68. Don’t Forget The URL. www.ratiodigital.com facebook.com/ratiodigital twitter.com/ratiodigital

69. Have a Clear Call-To-Action. www.ratiodigital.com facebook.com/ratiodigital twitter.com/ratiodigital

70. Once you have traffic, it’s time to analyze

71. Step 1: Grab The Code. www.ratiodigital.com facebook.com/ratiodigital twitter.com/ratiodigital

72. The Dashboard Is Your Friend. www.ratiodigital.com facebook.com/ratiodigital twitter.com/ratiodigital

73. Traffic Reports You Will Actually Like. www.ratiodigital.com facebook.com/ratiodigital twitter.com/ratiodigital

74. Geographic Data? Yes Please! www.ratiodigital.com facebook.com/ratiodigital twitter.com/ratiodigital

75. Find Out How They Found You. www.ratiodigital.com facebook.com/ratiodigital twitter.com/ratiodigital

76. Challenge Yourself With Goals. www.ratiodigital.com facebook.com/ratiodigital twitter.com/ratiodigital

77. Ready to take it up a notch? Paid search can help

78. Let’s Revisit Google. www.ratiodigital.com facebook.com/ratiodigital twitter.com/ratiodigital

79. Let’s Revisit Google. www.ratiodigital.com facebook.com/ratiodigital twitter.com/ratiodigital

80. Often referred to as PPC, or Pay-Per-Click You can choose to pay for clicks or impressions Your ads are triggered by keywords in searches You can set & maintain a daily budget Available on major search engines: Google Yahoo Bing What Exactly Is Paid Search? www.ratiodigital.com facebook.com/ratiodigital twitter.com/ratiodigital

81. See results with any budget No long-term commitment: stop/start whenever Target users who are looking to buy Extremely measurable results Make changes/adjustments instantly Why You Should Consider Paid Search: www.ratiodigital.com facebook.com/ratiodigital twitter.com/ratiodigital

82. Setup a free Google AdWords account Start a new ad campaign Specify your: Desired daily budget & ad schedule Desired geographic reach Payment/bidding options Ad copy: headline, 2 description lines, display URL Desired keywords (ad triggers) All It Takes (Using Google For Example): www.ratiodigital.com facebook.com/ratiodigital twitter.com/ratiodigital

83. Keyword: Term or phrase that triggers your ad Cost-per-Click (CPC): Payment method where you only pay when a user clicks your ad Cost-per-Impression (CPI): Payment method where you pay any time your ad is seen Clickthrough Rate (CTR): # clicks your ad receives divided by its total # of impressions Quality Score: A measure of how relevant your ad, keyword or Web page is Terminology To Know: www.ratiodigital.com facebook.com/ratiodigital twitter.com/ratiodigital

84. Track Your Leads! www.ratiodigital.com facebook.com/ratiodigital twitter.com/ratiodigital A contact form will allow you to measure how many leads you are getting via paid search.

85. And finally…

86. Keep it current!

87. Questions?

88. Thank You!Ryan CormierRatio Digital Mediafacebook.com/ratiodigitaltwitter.com/ratiodigital