Your Organization Has a Website. Now what? 3 Ways to Increase Performance

Your Organization Has a Website. Now What?
3 Ways to Increase Performance
Presented by:

Glenn Melvin, President

christianmarketingintitute.com

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Who am I? I’m Glenn
• Glenn Melvin, President of Christian Marketing
Institute
• Website design, SEO and Internet marketing firm
• Certified SEO professional
• enKap-online FDA compliance info provider
• Webinars, training content, etc..
• 10 years in pharma industry-publications,
marketing and conference company
christianmarketinginstitute.com

3 Ways to Increase Website Performance

• 1. Content
• 2. Search Engine Optimization (SEO)
• 3. Social Media


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Content
• #1 Way to Increase Website Performance


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Types of Content
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Press releases
White papers
Case studies
Video clips
Podcasts
Powerpoint presentations
Blog

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Google

Owns 70+% of the world’s search market


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Google
• Why do I need content on our website?
• Wants our websites to be
a content rich experience
for visitors
• Relevance and authority
• Original
• Frequency
• Then, page rankings

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Google as Regulatory Body
• Google Panda-2011-removed poor quality or content thin
sites from the top of Google’s results pages.
• Is designed to reduce rankings for low quality sites
• Low quality sites- low-value added for users, copy content
from other websites or sites that are just not very useful
• Provide better rankings for high quality sites-sites with
original content and information
• What is Google afraid of?


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What’s a Blog?
• Short informative articles/posts (800 words or less)
where the author:
• Shares their experiences, knowledge
• Information
• Focus on niche interests and topics of interest.
• Find the information need and fill it

Enables you to stay on page 1 

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Benefits of Blogs
• The most bang for the marketing
buck on a limited budget
• Blogging causes your website to change,
which causes the spiders to crawl it again to
index the page. It will get you more traffic and
more links.
• People love tips, tricks and lists. Customers
will read and share them.

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Blogs Work: Numbers Tell Story
• 57% of companies using blogs reported that
they acquired customers from leads generated
directly from their blogs
• 55% more website visitors for companies that
blog


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Content Rules
• Content-sales pitch-ineffective
• Focus the content on your target audience
• Determining the niche. Your
prospects/customer’s information needs


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People are interested in
reading?
• How do you determine what people are
interested in reading about or searching for?
• Google Keyword planner tool


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Subject Matter Expert
• Publishing consistent content enables you to
be the Subject Matter Expert
• Credibility
• Authority
• The Person to turn to…

What’s the alternative? Show vs. Tell

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Feeding the Search Engines
• Content marketing works by providing fresh
material for the search engines to index,
thereby keeping your website in the queue
that feeds the search engine results pages and
helping your website attain page 1 ranking of
Google search results
• Once you’re there…
• Page 2

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Content Marketing…The
Competition
• Content Marketing differentiates you from
your competition…
• We are the only…
• We specialize in…


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Importance of Visual
Content Marketing

• Adding this “rich snippets” information to your Google search listings draws
the eye, and can increase your listings' click-through rates by 30%
• Use visual content (photos, video, etc.) whenever possible


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Search Engine Optimization (SEO)


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SEO-This Presentation
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Review some basic concepts, show examples
Free information resources
Simple, free implementation tools to get started
Take back home and get started
Can do yourself-time

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*Information source-Tampa SEO Training Academy

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Getting Your Website Found Online
• Search Engine Optimization (SEO)-The “Secret
Sauce” to getting your website found online
• MOST CRITICAL IMPLEMENTATION STRATEGY


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SEO Explained (1 of 2)

• Search Engine Optimization (SEO)
• Makes it easier for search engines (Google) to
locate and index a site for the appropriate
keywords
• Strategies and techniques used to increase the
quality and volume of visitors to a website
• Helps a website achieve a higher ranking with the
major search engines (Google) when certain
keywords and phrases are put in the search field

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SEO Explained (2 of 2)
• The art and science of publishing and marketing
content in a way that brings significant profitable
and targeted traffic to your website
• Is the application of techniques that make
websites and web content more findable for
particular keywords being searched on by search
engine users
• Is a component (one of the most important) of
Internet marketing

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Google Search Engine
Search Engine


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Why Do SEO?
• Search Engine Optimization (SEO)-provides:
– Markets your website
– Competitive advantage
– One of the best investments of your marketing
$$$-long term
– Purchasing online real estate
– Increasing your digital “foot print”
– Putting your org in front of customers/prospects

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SEO Objective


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Sites Who Don’t Have SEO
• Your org may be saturated with competition and all
of them have websites
• If your pages aren’t optimized, search engines
(Google, Bing and Yahoo!) may be passing over your
website in order to display your competitor’s
websites.
• May hurt your biz, potential clients are searching for
your products/services, you may not show up on
rankings

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And the result is…


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SEO Implementation
• Keyword Research-Backbone of SEO
• 1St thing you do to successfully implement SEO
• Free tool


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Google Keyword Planner
• Google’s new keyword research tool aimed at
helping your business choose the best
keywords to optimize and advertise for.
• Get search volume, which provides you with
monthly online search volume, keyword
competition and CPC for each keyword.
• Looking for high volume and low competition
keywords

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Google Keyword Planner
• *Keyword ideas
• Take 5-6 keyword phrases and get started with
those
• Choose keyword phrases that are fair to high
usage, but with low competition for search
results


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Free
Easy to use
*SEO friendly-SEO Yoast plugin
Allows you to integrate a blog on your site
Open source-60 million+ users
Easily customizable
Integrates easily with PayPal/Credit card processors
2000+ options for website designs
Wordpress.org-start building/moving your website

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SEO Basics-Google Analytics
What Google Analytics does…


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Social Media


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Social Media Defined
• “Social media are digital platforms used for
engagement and content delivery”
- Meredith Gould, The Social Media Gospel


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The Nerve Center

• Your website is your org’s information hub
• Drive traffic to your website. You are in
control.
• Social media (Facebook, YouTube, Linkedin,
etc.) serve as distribution channels


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Social Media
• Social Media transforms people from content
readers into publishers.


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Why do Social Media?
• Allows us to become an industry authority and
expert
• It’s now an accepted part of any company’s
marketing initiatives
• If you’re not doing it, you’re losing prospects and
opportunities!
• The fastest growing population using social media
are 45 – 54 year olds - 55% of this age group does
some sort of social media
*Information courtesy of Tampa SEO Academy


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Linkedin
• 200 million active users
• Seen as Business-to-Business (B2B) channel
• 75 of Fortune 100 companies use Linkedin as
its corporate hiring solution
• Validation


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Linkedin: What We Did
• What we did on Linkedin Graphic-GMP, GLP
and GCP Training Content
• Created groups 2009
• Posted content
• Poured the foundation for a community
• Largest group in our biz niche-3K+
• Control of who is in the group, content sent
out to group

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1 billion active users
1 trillion page views per month
425 million mobile users
20 minutes spent per visit
Viewed as Business to Consumer channel
Google has declared Facebook is the most visited site on the Internet
Generates 3.2b likes and comments daily
Users that access Facebook on mobile devices are twice as active compared to
non-mobile users


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Twitter
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140 character tweets
465 million accounts
1 million accounts added daily
340 million tweets per day
4,000 tweets per second
60% of users access via mobile device

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Google and YouTube
• Google Owns YouTube
• Videos are 50x more likely to appear on the
first page of search results than any given text
page, but…


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Why Use Videos?
“…Videos-effective in reaching audio-visual learners,
those who retain information by hearing and seeing,
listening and watching.”
“YouTube is perfect for finding instructional videos
about setting up and using social media.”


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Social Media Implementation
• Time and Goal Dependent
• Publish regularly scheduled blog posts containing original
content that is useful to your audience, and add links to the
posts on your social media profiles. This will drive traffic to
your site.
• Set Google alerts for news relevant to your business and
your market, and tweet/post those links on your profiles –
this is a way of aggregating / curating content for your
followers.
• Post daily – anything from questions from your followers
(FAQ) to sharing someone else’s content.

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What do I do first?
• Consider the following below:
• What do you want to happen as a result of using social
media
• Who do we most want to reach?
• How will we know we’ve suceeded?
• Example of an action plan: Write a weekly blog, post it on
your website, and take an excerpt of the blog and post to
several groups on Linkedin
• Develop a following of people on Facebook, Linkedin,
Twitter, etc… who are interested in you or your
products/services

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Social Media & SEO


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Social Media Biz Benefits
• Social media works by providing a platform (or several!)
where businesses can:
• Reach an ever-expanding network of followers
• Build up a database of users who actually want information
on their products and services (email)
• Drive traffic to their website
• Increase the searchability of their website through use of
keywords and other “get found” tactics
• Engage with their current and prospective customers
• Get feedback on products and services
• Conduct research on customer needs and wants

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Faith Providing a Framework For
Using Social Media
• “Believing in Gospel teachings calls us to model what we
believe while using social media by offering helpful
information, providing comfort, sharing joy, and engaging in
conversations that build and unite, rather than tear down or
divide the people of God.”
• “Social media provides a means for sharing faith as well as
modeling Christian life beyond the building we call church.”


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Social Media Responsibility


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Online Postings Reflect
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Values
Maturity
Professionalism
Character
Personality
Habits
But….

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Job Seekers
Beware
• "Your first impression isn't made with a firm
handshake—it's with a Google search," says
Dan Schawbel, the author of "Me 2.0.”
• Everything we do…with millions of people
with smart phones….can be put on social
media

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Be Careful
• Lawyers and Investigators use social media
in civil and criminal matters


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Social Media Requires:
Requires to be successful:
• Commitment
• Vision
• Simple plan


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Summary
• 3 things to do: Formula that gets results
• Write content-search engines require it, help
us market your company/expertise
• Use SEO for search engines/people to locate
your content
• Social Media to distribute content


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Jeremiah 29:11
For I know the plans I have for you,” declares the
Lord, “plans to prosper you and not to harm you,
plans to give you hope and a future.”


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Contact Us
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For more information on:
Internet marketing/Social media
Website design
Getting your website found online through
Search Engine Optimization (SEO)
Business consulting services
Glenn Melvin
561-308-3093
glenn@christianmarketinginstitute.com

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Your Organization Has a Website. Now what? 3 Ways to Increase Performance

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