how to improve your reach: keys to maximizing your website
TRANSCRIPT
How to Improve Your Reach
Keys to maximizing your website
Presented by CEO Nancy Marshall andAccount Executive Greg Glynn
May 7, 2015 #SMFM
Enter your business card to
win the book “PR Works” by Nancy Marshall
www.marshallpr.com
Today’s presentation• About NMC• Determining your target audience• Website basics in 2015• How to drive Web traffic• Keeping engaged with your audience• Questions and book giveaway
www.marshallpr.com
About NMC• Established in 1991• Located in Augusta• Full-service public relations and marketing agency• 10 employees and network of industry partners• The Marshall Plan® • Provides a wide range of services for a wide range
of clients from tourism to health care
www.marshallpr.com
Determining Your Target Audience• Who do you want to reach?• What types of messages are most important
to communicate?• What are the best ways to communicate
those messages?• Your website is your foundation for success• Disability access…is your site compliant?• Time-saving services; how much can be done online?• Mobile compatible? 63% use phone for viewing websites• What are you measuring (Google Analytics)? Source: Nytimes.com
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Basics of a website• Domain name• Content, including photography • Navigation• “Contact Us” is critical Bonus:• Search engine optimization• Social media icons• Lead generation tool• E-newsletter signup
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Search Engine Optimization
• Search engine optimization (SEO) is the process of affecting the visibility of a website or a Web page in a search engine’s unpaid results• Internet advertising is different than search engine optimization
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Search Engine Optimization• Your website should contain content that
people are searching for• A page with the most frequently asked
questions is a great way to improve your SEO• Writing content that can be repurposed for
Facebook is a great way to create engagement, drive Web traffic to your site and educate visitors• Your SEO will improve with fresh content
and referral traffic
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Best Practices • Content should be updated and relevant• Included in content is photography or video,
this sets the tone• Navigation (menu bar)• Ways to reach you (phone and email)• Value of above-the-fold content • What are you doing for lead generation?• Use of e-newsletter and social media links
www.Manchester.govoffice2.com
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Maximize your website • Search engine optimization (SEO)• Keep content fresh and repurpose• Google Analytics is key
• How many visitors per month?• What are the most popular pages?• Inbound referrals
(where are people coming from?)• Evaluate impact of social media efforts• See downloads• Event interest and registration
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Events• Create efficiencies• Widgets for Google calendar• SEO value of lists• Market your town or city events
and repurpose content• Apps can help promote events• Capture information at events
e.g., enter-to-win contest
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Lead Generation • Capturing information is key
to top of mind awareness and education• Email addresses are gold;
education, news, events, e.g., Electronic Waste Day• Incentive to provide email address (value
exchange); e.g., 5 Ways to Save Energy, 5 Tips to File Your Taxes• E-newsletter sign up:
Constant Contact, MailChimp, Emma
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Social Media to Consider• Facebook: More than 310 million users • Twitter: More than 288 million users.• YouTube: World’s second largest search engine• LinkedIn: More than 107 million users• Niche social media platforms• Instagram: More than 64 million • Pinterest: More than 70 million • Vine: More than 40 million • Tumblr: More than 85 million • Snapchat: 100 million users
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Other Communication Channels• Letters to residents• Press releases• Media coverage• Visits to city or town office• Op-ed articles on key issues• E-newsletters• Events• Internal staff (message mapping)
www.marshallpr.com
Repurposing Content• Share media stories about your city
or town• Capture your own success to share
(photos and video)• Pick an employee of the month or
unsung hero, create a template and update it each month• Share media stories about your city
or town
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Repurposing content• Fresh content on your website should be
shared and repurposed• Old content can be updated and
then shared• Create efficiencies; if you have to do it,
how can you share it?
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Key Takeaways
1. Determine your target audience and how you can help them2. Make sure your website has the basics before adding
more functionality3. Learn from your Google Analytics4. Repurpose content and create efficiencies5. Stay engaged with your audience
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Questions ?
Nancy Marshall CEO
Nancy Marshall [email protected]
Greg GlynnAccount Executive
Nancy Marshall [email protected]
Now Later
www.marshallpr.com
Book giveaway!Now is your chance to win PR Works by Nancy Marshall.
Put your business card in the fish bowland we’ll pick one lucky winner.We’ll take the winner’s photo and share it today on our social media websites.
www.marshallpr.com
Want to learn more? Thursday, Sept. 24 8 a.m. -12 p.m. Kaplan University Augusta
• In-depth look at social media tactics and how to implement them• $199, includes 4-hour session and free breakfast from Lisa’s Restaurant
All attendees should bring their laptop or tablet.
Details at: bootcamp.marshallpr.com
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Connect with us!
Facebook:Nancy Marshall Communications
Twitter: @NMCMaine
Nancy’s website: prmaven.com
Our company e-newsletter!To sign up visit: marshallpr.com