Building Your Brand Online-June 13th

View this Presentation on http://www.GetMeFoundOnline.com

What We’re Going to Cover
0 Two-Session workshop featuring practical hands-on application of web
principles and web secrets.
0 Topics include:
0 Solid Branding Foundation
0 Voice
0 Visual
0 Physical
0 Attitude
0 Website Development
0 Hiring a Developer or Doing it Yourself
0 Search Engine Optimization
0 Analyzing your Website Performance
0 E-Commerce
0 How to build an e-commerce website that is visually appealing, easy to function, and
has multiple payment portals/platforms (PayPal, Visa, etc.)
0 Social Media Development
0 Developing a Marketing Strategy for Your Company’s Online Assets
0 Pay-Per-Click Search Engine & Social Media Promotion
0 Google
0 Leveraging for small business
0 Google industry secrets

Objectives of Workshop
0 Create consistent brand image and value message on both online
and offline touch points with customers.
0 Know what questions to ask when hiring website developers.
0 Know where to start to build your website if you chose to do it by
yourself.
0 Have an organic and non-organic search engine marketing
strategy.
0 Understand the importance of social media and apply it.
0 Know how to make Google your friend not foe.
0 Give your customers the voice to build your brand.
0 Analyze ROI of time spent on web/social media development.
0 Have a marketing strategy in place to dominate the internet and
don’t expect to win the race if you have not flexed any heavy
arsenal.

Make Google Your Friend
Exercise

Skyscrapers Aren’t
Built Overnight
0 This is going to take work no matter if you hire
someone or do it yourself.
0 Be committed to making online presence a
competitive advantage for your business.
0 You must build a solid foundation before the first
pillar can be installed.
0 Find the optimal time to spend on online presence
development. Think ROI!
0 Before/After

My 8 Great Tips to
Market Dominance
1. Building the Brand
2. Situational Analysis
3. Build a Strategy for your Website Development
4. Build Your SEO Strategy
5. Build a Internet Marketing Strategy
6. Analyze Your Website Performance
7. Become Socially Responsible
8. Make Google Your Friend

Step 1: Building Your Brand
0 Think about spreading peanut butter on a sandwich.
0 Brand must be analyzed during online development.
0 The foundation of a successful brand starts with a consistent
image and value message.
0 Image and value message must be transparent in online and
offline marketing communications.
0 Be authentic! Build your brand around the actual advantages you
possess that are tangible. Don’t overpromise and under deliver.
0 Why your brand over others?
0 Price is not a sustainable reason for choosing one brand over
another. Appeal to your most profitable customer’s senses.
0 What differentiates you from your competitors?
0 Bigger, stronger, faster, etc.
0 Communicate this value to targeted customers.

Step 2:Situational Analysis
0 Analyze current online presence of company.
0 Analyze competitor’s online presence.
0 Website
0 Social Media
0 Search Engine Marketing
0 Analyze who your customers are and how you can
reach them online.
0 Is a competitor already accomplishing this? (b2c or b2b)
0 Where are they spending their time? Listening to music
(Pandora) or playing games on their smartphone.
0 Are you a B2B driven company? Find your audience on
professional networking sites.

Example:
Boutiques
0 Market share is earned through providing a consistent means of
communication with customers at every touch point possible. Leverage your
resources.
0 Nesting Necessities-Claremore Main Street(Just Starting Campaign)
0 http://www.nestingnecessities.com
0 https://www.facebook.com/nestingnecessities
0 Hillary’s Boutique-Claremore Main Street
0 http://www.hillarysboutique.com/
0 https://www.facebook.com/HillarysBoutique
0 Impressions-Northwest Arkansas (88K Followers)
0 http://impressionsnwa.com/
0 https://www.facebook.com/Impressionsnwa
0 The Blue Door Boutique-Georgia (227K Followers)
0 http://www.thebluedoorboutique.com/New-Kids-on-the-Colorblock-Neon.html
0 https://www.facebook.com/thebluedoorboutique

Step 3:Build a Strategy
0 Now that we know what the market looks like it is time to build a
strategy for your brand.
0 Are you going to hire someone or do it yourself?
0 Don’t expect your website to be the end all once it is complete! It
will take continuous work after the completion of the site to
ensure proper performance.
0 Have SMART goals for your website development and social
media strategies.
0 Increase traffic from northeastern Oklahoma by 200% in first
three months of new site.
0 Increase engagement on Facebook by 500 fans in the first three
weeks of the optimized Facebook page.
0 Be on the first page for local results for specific industry in first
six months.

SMART Goals
0 Specific
0 Measurable
0 Attainable
0 Realistic
0 Timely

Option 1: Hire a Professional
0 Still need to have SMART goals for the site that will
provide the professional with metrics to be measured
against.
0 You will play a major role in the development of your
website.
0 Browse the internet for websites in your industry that
appeal to you.
0 Study the top ranked websites in your industry via
Google or Bing and make notes of what
functionality, aesthetics, and features you like.
0 You will need to either create content for your
website, obtain content from your suppliers, or hire
someone to write the content.

What to Look for in a
Web Developer
0 Analyze developer’s portfolio.
0 Do the websites have a similar characteristic or look?
0 Is it easy to find your way around without getting lost?
0 Does the site tempt you to become a customer or subscriber
of the company/product?
0 Does it load fast and is it professional looking?
0 Is the site optimized for social media, SEO, and multiple
viewing formats?
0 Know the policy on who updates the site and what the
support system is for web hosting, edits, etc.
0 Full Version of Online Resource

Key Questions for Developer
0 Do you submit site to major search engines?
0 Will I have 24/7 access to the site to make edits?
0 If there is an issue with the site do you charge per hour or is that
included in the price you have quoted me for development?
0 Do you have monthly plans for search engine optimization, web
hosting, & web maintenance?
0 Are you building custom template or modifying a stock template
for my brand?
0 Are you expecting me to provide all content for the site or is
content creation included in the price?
0 What platform are you using to build my website?
0 Online versus software based.

Example of Developer
http://www.TheDrivenDesign.com
10 Minutes with The Driven Design’s David Moore

Option 2: Do it Yourself
0 Bootstrapping the process. It is going to be wild ride but it must
be strategically planned and organized.
0 Be a guerrilla marketer!
0 Not always money but creativity and time.
0 Don’t be afraid to ask for help!
0 Know your limitations and don’t set objectives that are not
realistic in the means of design or execution.
0 Development Platform Knowledge
0 Search Engine Optimization
0 Integrating Social Media
0 Writing Relevant Content-CONTENT IS KING
0 Engagement
0 Conversion of Leads to Sales

Picking a Platform to
Build Your Website
0 Does the platform offer responsive
themes/designs/layouts?
0 Does the site offer social media integration organically or
non-organically?
0 Is there an application/plug-in market available?
0 Like Apple’s iOS application markets.
0 Are you looking to sell products on your site?
0 Content Management System
0 Where can you edit your website’s content?
0 Desktop
0 Tablet
0 Mobile Phone Application

Short-Term Solution Versus Long-Term Solution
0 Long-Term solution website platform:
0 Pluses:
0 Faster hosting services available for your website-cloud servers.
0 Search Engine Optimization can be managed with ease through plug-ins and
managed by either company or professional service provider.
0 Gives company a more professional image to their audiences.
0 Allows for further customization of the website’s look, functionality, and messaging.
0 These website platforms can grow with your business if you decide to enter other
markets either geographically or different product segments.
0 More social media integrated systems.
0 Negatives:
0 Requires separate monthly hosting fees.
0 Company will have to be committed to learning how to operate the game changing
features that make these platforms so successful.
0 Edits are not done in the comfortable drag and drop system.
0 Short-Term solution website platform:
0 Negatives:
0 Search Engine Optimization is not as dominate.
0 Website platform can’t grow with your business.
0 Website doesn’t exactly fit company’s brand standards.
0 Website lacks third-party application market that allows companies to increase
functionality.
0 Pluses:
0 Easy to get started and live on the internet in hours or days.
0 Easy to edit.
0 No web-designer needed to start website.

Available Platforms
0 Wix (Drag and Drop)
0 App market is available
0 SquareSpace (Drag and Drop)
0 Example: Ontario PC
0 Weebly (Drag and Drop)
0 Example: Build Bartlesville
0 Shopify (E-Commerce)
0 Example: Nesting Necessities
0 WordPress
0 Example: bugRIGHT
0 Plug-in market is available

WordPress Musts
0 Must have a responsive theme.
0 If you have multiple brands or companies that are not related and
are marketed separately from each other look at building a multi-site
format.
0 Must have a theme that meets your brand image and message.
0 Have custom theme built
0 Try to customize theme in a box
0 Must leverage plug-ins to build engagement and competitive
advantage.
0 Time.ly Events Calendar
0 Yoast SEO Assistance
0 Yoast Local SEO Application
0 Yoast News SEO Application
0 ShareThis
0 ShareaHolic
0 Google Analytics
0 Bing Site Verification
0 Store Locator Plus
0 Form Builder-Different Plug-ins Available

Step 4:Build Your SEO Strategy
0 Leverage the situational analysis conducted for the web
development strategy to analyze the following:
0 Keywords competitors are using
0 SEO tactics that competitors are using
0 Strong Tagging
0 Bolded text mean, STRONG TAGGED.
0 Google/Bing focuses on those key terms.
0 Micro-Tagging: Local SEO Focus
0 Way of the future that will tell search engines exactly what the page represents.
Example: Murphy’s Steakhouse in Bartlesville, Okla. would have Micro-Tags for local
restaurant with location featuring Bartlesville, Okla. or near Tulsa, Okla.
0 Leverage Google AdWords Keyword Tool to analyze keywords
per industry
0 Organic vs. Non-Organic Search Engine Marketing.
0 Understand the importance of SEO dominance on all content.
0 Google/Bing can’t read or properly index Flash/Java or images
without a proper ALT Tag and file name.
0 Continue to modifying strategy to continue to increase traffic and
conversion rates.

Option 1: Hire a SEO Juice Man
0 Much like scenario when hiring a web developer, must have a strategy in
place before meeting with potential SEO Juice Men.
0 Have list of competitors readily available, geographic target market, and
targeted audience.
0 Be ready to pay monthly fee and expect to receive updates including:
0 Monthly Google Analytics Report
0 Google AdWords Reports
0 Tell them you want a SEO strategy for planned and unplanned
purchases.
0 Planned
0 Someone Googles the keywords, Arena Tools for Tractor, your business
should be on the first page if you sell arena tools.
0 Unplanned
0 Someone who has known history of looking at arena tools for tractors on
the internet or social media sees ad on a website relating to arena tools for
tractors.
0 Think impulse buying at a grocery store with end caps and products at the
check out.

Example of SEO Juice Man

Option 2: Do it Yourself
0 Leverage SEO assistance apps or plug-ins if available for your
website development platform.
0 Register with Google Analytics to analyze traffic.
0 Are visitors bouncing (exiting) from you site to soon?
0 Are visitors getting to the desired take action page on your website?
0 Just because you have traffic does not mean you have the right traffic!
0 Conversion rates and ROI!
0 Have a strategy for both:
0 Organic SEO
0 How do you make your site seem more credible and relevant to search
engines?
0 Build back links and continually add new content that is engaging and contains keywords.
0 Non-Organic SEO
0 In the beginning of launching a website or new SEO strategy it is highly
recommended to leverage non-organic paid placement to earn more traffic
and higher rankings.
0 Google AdWords
0 Facebook Ads
0 Display Ad placement on targeted websites
0 ESPN
0 High Plains Journal

SEO Tactics That Will
Earn You Google Cred
0 Have a domain name with specific keywords in the actual
domain name.
0 Example: TulsaMetalRoofing.com
0 You can make this domain name your main domain name and
then have multiple other domain names that point back to
your website.
0 If you post videos to YouTube/Vimeo ensure that you use
key terms in the title of the video and keyword section.
0 Have internal links on each page of your website.
0 Update your content regularly.
0 Save every image that is placed on your website with
keywords.
0 Example: WeddingCakeBakersTulsa.jpeg

SEO Industry Secrets
0 You can submit your website and subsequent webpages to be
indexed by Google and Bing by registering for webmaster tools
on both search engines.
0 You must verify your website with both Google and Bing by
placing code on your website.
0 Strong Tag the products you offer and the markets you compete
in on the homepage of your website.
0 Example: bugRIGHT
0 Get social and leverage social media!
0 Earn and encourage reviews on sites like
Google, Facebook, Angie’s List, etc.
0 Submit articles to targeted media contacts for publishing both in
print and online. Increases traffic to website and builds
credibility in the eyes of consumers and search engines.
0 PR Web

Homework
0 Create a list of 5 competitors in your industry and the platforms
they use to communicate with their audiences.
0 Social Media
0 Website
0 Blog
0 Do they sell online-E-Commerce?
0 Create one SMART goal that you have for the creation or update
of your company’s website.
0 Example: increase sales of real estate in the Bixby, OK markets
0 Create a list of five websites and five Facebook business pages
that you like the look, the functionality, or the engagement of the
site.
0 Be as specific as you can.
Email homework to atucker@rsu.edu by Wednesday, June 19th to
ensure that your homework is reviewed by the instructor. Failure to
complete homework will result in the participant not qualifying for the
certification.

Got Questions?
Contact:
Anthony W. Tucker
Phone: 918-343-7509
Email: atucker@rsu.edu
Twitter: Tweet questions to @Brand_Tuck with
#BuildMyOnlinePresence
Review Day 1 Presentation:
http://www.SlideShare.com/rsuInnovationCenter
Review Online Resource Center:
http://www.GetMeFoundOnline.com
See you back here next Thursday, May 16, 2013. Same room, 310. Same
time, 2:00 pm-4:30 pm.

Building Your Brand Online-June 13th

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