Session #3, Internet Marketing Tools
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Third (of 4) distance training workshops developed for Eco Exotic, a client of the SENADA project (implemented by DAI, funded by USAID). Workshop created and delivered on June 24, 2009 by Ted Barber and Larri Cochran.
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Session #3, Internet Marketing Tools
- 1. Enterprise Workshops Distance Training Program Internet Marketing Tools Session #3 June 24, 2009 Created for Funded by
- 3. Preparing articles for publishing
- 4. Live demonstration of WordPress blog
- 6. Keywords “Green Furniture” “Sustainable Furniture” “Green Home Furnishings” “Eco Friendly Furniture”
- 7. Tags title tag alt tags
- 8. Links Vivavi Apartment Therapy
- 9. Frequency often Updates rare worse better Search Results
- 11. Follow up contacts by email
- 14. Preparing an article for publishing
- 15. Live demonstration of WordPress blog
- 17. Eco Exotic’s Keywords sustainable eco friendly green ecological furniturefurnishings homeaccessories Eco Exotic reclaimed
- 18. Example 1 Photos
- 19. Example 2 Photos
- 20. Example 3 Photos
- 21. Publishing an Article Upload article to the blog Add photos Final proof Publish article
- 23. Dashboard
- 26. Preparing an article for publishing
- 27. Live demonstration of WordPress blog
- 29. Marketing Plan
- 33. Preparing an article for publishing
- 34. Live demonstration of WordPress blog
- 36. Prepare & publish articles to blog
- 37. Creating a newsletter from your blog
- 38. Putting it all together
Notes de l'éditeur
- Start with video 7:15am EST: check technical issues (sound, video, quality, recording) Start training at 8a EST START RECORDING Ted: Welcome participants, intro Larri and me again Ted: We do a quick review of Session #2, then we’ll look at some articles and learn how to post them to the EE blog Ted: Let’s start with your questions from last week: ask Larri questions from participants (emailed)Larri: ResponsesTed: Remind participants of the purpose of paper & encourage them to ask questions Next slide
- Larri: Quick review of agenda with a tie-in reference to questions sent in by participants Next slide
- Larri: Last week we discussed many of the factors that affect the results of a search in Google or other search engines, including the four key ones: choice of keywords, use of HTML tags, getting links from other websites and the frequency with which you add new articles to the sites. Larri: When all 4 of these elements are used (in your website, blog, newsletter, etc), buyers (and anyone else) will be more likely to find EE’s website. Next slide
- Larri: We also discussed keywords – which are the 2-3 word phrases that tell both search engines and human viewers what your products and your websites are about. These are the categories we want the search engines to list you under in their databases AND the phrases for which we want our site(s) to come up when a human being searches on the search engine. Larri: And discussed some of the potential keywords for EE which included those listed on this slide. We got those phrases by looking at the Eco Exotic website, learning about your industry, looking at your competitors and learning about your target audiences; buyers and consumers. Next slide
- Larri: And we talked about “tags.” Tags refer to the HTML code that is part of every website that help the search engines understand more about your site. The more a search engine understands what your site is about and the easier it is for the search engine move through your site the better your site will show up in search results. Go to video Ted: Pause for translation, clarification, questions, discussion. Next slide
- Larri: We talked about the importance of “inbound links.” Larri: When we talk about “links” in terms of SEO, we’re talking about getting other, related websites to link to our websites/blogs. But it’s not just as easy as getting other sites to just add a simple text link to our site. What the top search engines, Google & Yahoo, actually want is for those sites to have a brief (or long!) article about our company and/or products which includes a link to our site. Next slide
- Larri: The 4th tactic is “frequency.” Frequency refers to the number of times you add new articles to your website, blog and/or newsletter. The search engines look at frequency as a measure of how important your website is to you and, therefore, to potential buyers and consumers. Next slide
- Larri: And finally, we talked about PR and Product Placement.Larri: PR is public relations, and includes things like sending press releases, following up contacts by email, and networking online. Product placement means getting your product information on targeted websites.The benefits to Eco Exotic will be lots of free publicity to potential buyers and consumers (your “human” audience) as well as very strong “in bound” links from that site – which will help boost your search engine placement. Go to video Ted: Pause for translation, clarification, questions, discussion. Next slide
- Larri: So, we’ve reviewed the topics we covered last week is session #2, now we’ll move on to this week’s topic which includes writing a brief blog article and actually uploading (publishing) it to the Eco Exotique sample blog.Larri: We’ll log on to the Eco Exotique blog (remember this is the sample blog we set up a couple of weeks ago to show you what the Eco Exotic blog might look like), and I’ll go though the entire process of how to add an article w/photos through the blog’s “dashboard” and publish it “live” to the site. Ted: If you have questions, please stop us at any time for clarification! For example, Larri will explain “dashboard” and “live.” Next slide
- Larri: These are the 5 steps for preparing an article for your blog (read them). Larri: We are actually go to show you each of these steps using a sample article I wrote yesterday in about 15 minutes. That is all it took. Remember, your articles do not need to be long. It is more important that they are frequent, that you keep adding new content (writing and photos) to your blog than long.Larri: We are going to show you this in Microsoft Word since that is probably the software most of you are using. Next slide
- Larri: As a reminder, here are the keywords we have suggested for Eco Exotic… as you get ready to write a new blog article, keep a list of these words next to you so that you are always reminded to use them.Larri: Remember that keywords tell the search engines what your blog, or specific blog article, are about – so the search engine can direct viewers to your blog when they type these keywords into a search on Google or Yahoo (or any other search engine). You’ll see how we use these keywords in just a few minutes. Ted: Question – “Ecological”? That’s not a word Americans typically use… why is that a keyword for EE?Larri: Response (for European buyers who often use that word when searching)Larri: OK, so let’s go through the 5 steps of preparing an article together. Go to Word documents Go through each of 5 steps – deciding on a topic, selecting some photos, writing a short article, editing using keywords, proofing) Ted: Question – so writing an article for EE’s blog is as simple as that? Larri: Response Go to video Ted: Pause for translation, clarification, questions, discussion.Larri: Quick review of any assignment #3 articles submitted by participants Next slide
- Larri: As a reminder, here are the keywords we have suggested for Eco Exotic… as you get ready to write a new blog article, keep a list of these words next to you so that you are always reminded to use them.Larri: Remember that keywords tell the search engines what your blog, or specific blog article, are about – so the search engine can direct viewers to your blog when they type these keywords into a search on Google or Yahoo (or any other search engine). You’ll see how we use these keywords in just a few minutes. Ted: Question – “Ecological”? That’s not a word Americans typically use… why is that a keyword for EE?Larri: Response (for European buyers who often use that word when searching)Larri: OK, so let’s go through the 5 steps of preparing an article together. Go to Word documents Go through each of 5 steps – deciding on a topic, selecting some photos, writing a short article, editing using keywords, proofing) Ted: Question – so writing an article for EE’s blog is as simple as that? Larri: Response Go to video Ted: Pause for translation, clarification, questions, discussion.Larri: Quick review of any assignment #3 articles submitted by participants Next slide
- Larri: As a reminder, here are the keywords we have suggested for Eco Exotic… as you get ready to write a new blog article, keep a list of these words next to you so that you are always reminded to use them.Larri: Remember that keywords tell the search engines what your blog, or specific blog article, are about – so the search engine can direct viewers to your blog when they type these keywords into a search on Google or Yahoo (or any other search engine). You’ll see how we use these keywords in just a few minutes. Ted: Question – “Ecological”? That’s not a word Americans typically use… why is that a keyword for EE?Larri: Response (for European buyers who often use that word when searching)Larri: OK, so let’s go through the 5 steps of preparing an article together. Go to Word documents Go through each of 5 steps – deciding on a topic, selecting some photos, writing a short article, editing using keywords, proofing) Ted: Question – so writing an article for EE’s blog is as simple as that? Larri: Response Go to video Ted: Pause for translation, clarification, questions, discussion.Larri: Quick review of any assignment #3 articles submitted by participants Next slide
- Larri: As a reminder, here are the keywords we have suggested for Eco Exotic… as you get ready to write a new blog article, keep a list of these words next to you so that you are always reminded to use them.Larri: Remember that keywords tell the search engines what your blog, or specific blog article, are about – so the search engine can direct viewers to your blog when they type these keywords into a search on Google or Yahoo (or any other search engine). You’ll see how we use these keywords in just a few minutes. Ted: Question – “Ecological”? That’s not a word Americans typically use… why is that a keyword for EE?Larri: Response (for European buyers who often use that word when searching)Larri: OK, so let’s go through the 5 steps of preparing an article together. Go to Word documents Go through each of 5 steps – deciding on a topic, selecting some photos, writing a short article, editing using keywords, proofing) Ted: Question – so writing an article for EE’s blog is as simple as that? Larri: Response Go to video Ted: Pause for translation, clarification, questions, discussion.Larri: Quick review of any assignment #3 articles submitted by participants Next slide
- Larri: So we have written an article, selected photos, and carefully checked for mistakes and making sure we have used our keywords. Larri: Now we’ll upload the article to the ExoExotique blog, add photos in the right place, proof the article one last time, and publish it. Ted: Question – Larri, what do you mean “publish”… when we upload it to the blog, isn’t the article already on the Internet?Larri: ResponseLarri: So we are about to log onto the Eco Exotique blog… remember this is the sample blog we set up a couple of weeks ago to show you what the Eco Exotic blog might look like.Larri: I’ll go though the entire process of how to add an article w/photos through the blog’s “dashboard” and publish it “live” to the site. Ted: Question – what is a “dashboard”?Larri: Let me show you… this is what the WordPress site looks like… Next slide
- Larri: First we’ll go to this website: to www.wordpress.com, and we’ll log into our account.Larri: You have a username (such as EcoExotic) and a password. Next slide
- Larri: This will bring you to the WordPress “dashboard” or user interface which is a tool that gives us the ability to manage the blog – adding new articles & photos, reviewing comments, etc.Larri: This is your dashboard that saves information for your blog (red circle around address)Larri: “visit site” it takes you to your blog so you can see what everyone else sees each time you make change. (red circle around visit site) Next slide
- Larri: And WordPress will take us to the Eco Exotique blog – again, the sample one we created for you. Now you can see what everyone will see, then go back and make changes if needed.Larri: I’ll explain all of this in a few minutes and we’ll do several demonstrations. Ted: Pause for translation, clarification, questions, discussion.Larri: OK, so let’s take our prepared article Go to EcoExotique.wordpress.com (click on image) Go through each step to publish Show results – EE’s blog Publish 2nd & 3rd articles to show steps again Go to video Ted: Pause for translation, clarification, questions, discussion. Next slide
- Ted: So we have learned how to prepare an article for Eco Exotic’s blog, and how to publish it using WordPress. We are now actually adding new content to the Internet that can help buyer find Eco Exotic when they search for sustainable furniture and home accessories. Ted: Next we will talk about a helpful tool for planning your articles in advance, so that you have ideas for your blog and frequently updating it is easy. Ted: The tool is called an Editorial Calendar, but is similar to what we recommended for EE in your marketing plan, and many tools we created in the Sustainable Production Modules. Next slide
- Ted: Here is the marketing plan that SENADA helped Eco Exotic create. It should be available to all of you. Ted: If we go to Section 7, “Marketing Mix” Next slide
- Ted: You will find something very similar to an Editorial Calendar. It’s just a way to set a schedule for writing and publishing a blog or newsletter. Next slide
- Ted: So here is an example of an Editorial Calendar. The key information it contains is a list of topics to write about, who is responsible for writing each article, the due date for it to be submitted to the editor (or whoever is responsible for managing the Eco Exotic blog), and the date it will be published. Ted: As you can see, and Editorial Calendar is very simple. It’s just a way to plan ahead so that your blog is regularly updated with articles that are connected to other events in your company, industry and the world. Ted: This sample calendar is for July, and lists 4 topics (one per week) with who is responsible for writing the article, the date it must be submitted, and the date it will be published. Next slide
- Ted: Here is another Editorial Calendar for the month of August. Ted: As you can see, there are many possible topics to write about. Go to video Ted: Pause for translation, clarification, questions, discussion. Next slide
- Larri: quick summary of key points covered today Next slide
- Ted: What’s ahead for next week, including the assignment, practicing uploading articles into the Eco Exotique blog… and we’ll leave plenty of time for the final Q&A – be sure to ask your questions! Next slide
- Go to video