Jon Ray, Field Marketing Lead Running Your Business Online.
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Transcript of Jon Ray, Field Marketing Lead Running Your Business Online.
• Jon Ray, Field Marketing Lead
Running Your Business Online
What is Texas Get Your Business Online?
• A new program from Google that provides an easy, free, and fast way to get your business online.
• Here’s what you get:• A free, easy-to-build, professional website• A free customized domain name and hosting for one year• A free local business listing on Google Places• Free tools, resources, and local events
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www.texasgetonline.com
Google’s search and advertising tools generated $64 billion of economic activity in 2010
Being online leads to economic growth
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Source: BIA/Kelsey Group, User View Wave VII, May 2010
97%of consumers now use online media when researching
products or services in their local area
Customers are online – can they find you?
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Get Found
Helping customers find your shop or office with Google Places–for free.
Attract Customers
Helping promote your business with ads and recommendations through social search. AdWords – Google +1 – AdWords Express
Market Intelligence
Helping you analyze website traffic to identify why people are coming to your site.
Office Productivity
Helping you reduce costs and become more productive at the office.
Overview of Google’s online tools
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Your Website on Google
Your website on Google
In this section we’ll cover:
• The anatomy of a search engine results page
• An introduction to search engine optimization
• Tips for promoting your website
• An introduction to Webmaster Central
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Query (Keyword)
The anatomy of a search results page
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Organic Results
Organic results on a search results page
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Ads (Google AdWords)
The anatomy of a search results page
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Local Results(Places Pages)
The anatomy of a search results page
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• Content is king:
• Use keywords
• Be engaging (attract links)
• Keep it fresh (blogger.com)
• Use Webmaster Tools (google.com/webmasters)
• Alerts
• Notifications
• Data
• Use caution & set realistic expectations
Search Engine Optimization (SEO)
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1. Use email for efficient, inexpensive communication.
2. Use social media to develop relationships with fans.
3. Promote your website on receipts and other print materials.
4. Give people an incentive to visit you online.
5. Invite happy customers to write reviews.
More tips for promoting your website
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www.google.com/webmasters
Webmaster Central
What you can get out of it:• Sitemap submissions• Actionable info on how Google and humans see your site• Early warnings (such as accidentally blocking Google)
Helpful resources:• New tools & best practices• Webmaster info & policies• SEO Starter Guide• Answers from other webmasters
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Introducing Social Search
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Search is becoming more social
In this section we’ll cover:
• The ways Search is becoming social
• An introduction to the +1 Button
• How the +1 Button works
• Adding the +1 Button to your site
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Consumers trust people they know
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90%Of consumers online
trust recommendations from people they know
90%Of consumers online
trust recommendations from people they know
71%Say reviews from family
members or friends influence purchase decisions
71%Say reviews from family
members or friends influence purchase decisions
Today, sharing methods don’t surface
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Anyone know a good hotel in Madrid?
Anyone know a good hotel in Madrid?
TodayToday6 months ago6 months ago
I stayed at the best hotel
in Madrid!
I stayed at the best hotel
in Madrid!
Recommendations get lost in Recommendations get lost in Activity streams Email inboxes
Available on: Google search results Google search ads 3rd Party sites
Available on: Google search results Google search ads 3rd Party sites
The +1 button, recommendations redesigned
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Brian’s friend Mary now sees a personal annotation showing that Brian +1’d it.
Brian clicks the +1 button next to your ad or organic
search result.
How the +1 button button works
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Recommendations by Google
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Searchers see personalized annotations from:
• Gmail chat buddies
• Google contacts in the My Contacts group
• Google+ Circles
• People they’re following in Reader & Buzz
Google shows recommendations from your connections:
…their friends and contacts see personal annotations when
your website appears in search results and ads with the same
final landing page URL.
When a visitor clicks the +1 button on your website…
+1 button on your website
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Google Places
Google Places
In this section we’ll cover:
• An introduction to Google Places
• The anatomy of a Places page
• Creating offers (coupons) in Places
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Local Listings on Google Maps
Local Listings on Google Search Results
20% of searches on Googleare related to location
Product overview: Google Places
How does it work?• People search Google and Google Maps
to find local businesses
• Business listings are gathered from many sources including:
• Websites
• Yellow pages data
• Direct feed and submissions
• Businesses can add or edit their business listings via Google Places
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Reviews
Images
Ratings
Details
Map andStreet View
Ads
Accurate address & phone
Anatomy of a Place Page
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Add offers to your listing for free
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Measure impact
Metrics Dashboard• Monitor your listing using the Google Places dashboard.• How many people saw your business listing?• What searches sent traffic to your business listing?• Make advertising and expansion decisions with data you can’t
get anywhere else!
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Step 1: Go to google.com/places and select Get your business found on Google
Step 2: Enter your country and business phone number
Step 3: Enter/edit business details
Step 4: Verify your listing
Getting started with Google Places
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Attract Customers
Attract customers
In this section we’ll cover:
• An introduction to Google AdWords & AdWords Express. We’ll address questions like:• How much does it cost?• How do I control where ads show and what they say?• Can I track it?
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Traditional Advertising Advertising Through Google
Customers
A paradigm shift
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www.AdvancedPlumbingPro.comPays for the visitor to their site
You pay only for clicks
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You’re in control
AdWords gives you the flexibility to meet goals and be successful
• You control the cost
• You decide where ads appear
• You control marketing messages
• No minimum term length
• Determine your exact ROI
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Sign-up at:
adwords.google.com
NEW! AdWords Express
www.google.com/awexpress
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Market Intelligence
Market Intelligence
In this section we’ll cover:
• An introduction to Google Analytics. We’ll address questions like:
• Why does tracking matter?• How can GA help my business or organization?• What kinds of reports can I see?
• Plus:• Google Insights for Search• Google Alerts
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Missed OpportunitiesWebsite Visitors Who Did Not Become Customers
Why analytics and website optimization matter
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Am I creating effective content?
How can I improve site interaction?
What keywords did they use to get there?
Where are my visitors coming from?
Where are visitors abandoning my shopping
cart? Why?
Find Answers to Difficult Questions
www.google.com/analytics
Product overview: Google Analytics
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Visitors overview
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Search engines and keywords
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Gain insights into what the world is searching for
www.google.com/insights/search
Product overview: Google Insights for Search
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To Google Insights to predict product sales
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www.google.com/alerts
Product overview: Google Alerts
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Google Apps
Product overview: Google Apps
In this section we’ll cover:
• An introduction to Google Apps
• Gmail
• Google Docs, including:• Word processing• Spreadsheets• Presentations
• Google Calendar
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www.google.com/a
Product overview: Google Apps
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Product overview: Gmail
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Product overview: Google Docs and Spreadsheets
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Product overview: Calendar
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Recap
Google Places
Google Places helps customers find your shop or office – for free.
Google AdWords & Social Search
AdWords promotes your business with ads. +1 helps customers find you through recommendations.
Google Analytics, Alerts, Insights
Google Analytics helps you analyze your website traffic – for free.
Google Apps
Google Apps reduces costs and helps you become more productive at the office.
After this session you should know about...
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You will need a Google account
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www.texasgetonline.com
Google AdWords: adwords.google.com
Google Places: www.google.com/placesforbusiness
Google Analytics: www.google.com/analytics
Google Apps: www.google.com/a
Thank You!
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