Creating a Landing Page for your Campaign Site

A landing page can be used to target a niche or specific audience or user persona type for your campaign. Here are some examples of landing pages for the same product -- yet each has content themed specific to a different type of use case or audience:


From an SEO perspective, landing pages are also valuable since they help calibrate your content around a specific phrase or keyword. This can help with achieving higher relevancy on those terms for keyword indexing by the major search engines.

To build a landing page within your existing site in Wix, see these instructions. As an alternative, you can create a new landing page template as a separate site using one of these templates.

Social Media Marketing Goals and Strategies



Related Links:
Below is an example of one of the many videos posted to YouTube showing how easy it was to unlock an old version of a Kryptonite bike lock.

Social Media Marketing Plan Cycle

Listening to what people are saying about a company enables the organization to determine its current social media presence which in turn guides the setting of social media goals and strategies to achieve them.

Setting Goals is done by pinpointing the location, behavior, tastes and needs of the target audience and conducting a competitive analysis to determine an organization’s strengths and weaknesses and the opportunities and threats in the environment.

Defining Strategies must be done on a case-by-case basis, using all available pertinent information.

Identifying the Target Audience (market) enables a company to organize its marketing strategies to efficiently reach those most receptive and likely to become customers and even brand advocates.

Selecting tools is accomplished by finding the social media sites where the target audience resides and then focusing the company’s social media efforts on those platforms.

Implementing is the process whereby the goals, strategies, target market and tools are taken into consideration in creating actionable social media platform-specific marketing tactics.

Monitoring is measuring, tracking and evaluating an organization’s social media marketing initiatives.

Tuning is the constant and continuous process of adjusting and improving the elements of the plan.

Social Media Marketing Campaigns


Social Media Marketing Campaigns from Brett Atwood

Here is a handy "Creating Valuable Content" checklist that you can use in consideration of your content development strategy (courtesy of the Content Marketing Institute):

Social Media Marketing Plan - Semester Assignment

ASSIGNMENT:

Each team will collaborate to create a social media marketing plan for your brand. See info below for more criteria on what should be included. Your completed plan (due Thursday, Nov. 30) should be approximately 5-10 pages (can be longer -- but MINIMUM of five pages).

Examples of Previous Semester Social Media Marketing Plans:

About Social Media Marketing Plans

What should be in your social media marketing plan? The presentation below gives an overview of the key elements, including the following sections and elements:
  • Executive Summary/Overview
  • Social Media Presence
  • Competitive Analysis
  • Goals
  • Strategies
  • Target Market
  • Tools & Implementation
  • Monitoring & Tuning
  • Budget & ROI
In addition, your Social Media Marketing Plan should include documentation of the research and planning of your campaign, including:
  • Branding research (logo/name survey results)
  • User Personas
  • SWOT Analysis
  • Wireframe(s)

SEO Worksheets

Moz has created two helpful worksheets that you can use to better refine and define your SEO strategy.

For each of the above, please make your own copies by selecting File > Make a Copy on Google Documents so that you have your own editable version.

More context and information on these worksheets is available on the blog post How to Prioritize SEO Tasks on Moz.com.

Action Items for Optimizing your Campaign for Search Engine Discovery

Ready to Optimize?

Is your campaign site optimized for search engine discovery and indexing?

There are a few things you can do to increase the likelihood that your site will show up prominently in organic search engine results.

Add Metadata

In Wix.com, you can easily add meta title, keyword and description info. Simply go to the Settings gear icon or the Site Manager section and then select SEO (Google). Make sure to activate the "Let search engines find my website" slider, as well!

In addition, you can optimize individual pages within Wix. To do so, go to the Pages icon  and select the page you wish to optimize. Then select the gear icon and fill out the SEO title, description and keyword data for that page.

Double-Check Your Site Address

In the Settings > Site Address section, take a closer look at the URL path you have created for your brand. Is your brand name part of the URL name?

Use the SEO Wizard

Wix.com has a great SEO monitoring tool that you can find under the Site Manager (select SEO from the left-hand vertical navigation then refer to the "Get Found on Google" section to begin your audit).



Link to Social Networks

Soon, we will be creating Facebook and Twitter pages. Once those are ready, you should connect your Facebook and Twitter sites to your campaign site. Remember to also include a link back to your campaign site in your "About" fields on those social media sites, too.

Add Text Descriptors to Your Images

Do your images have tool tip text descriptors? Many images get "crawled" by search engines that rely on your text tagging and descriptions for proper indexing. In Wix.com, you can add a text tag to any image. Simply highlight the photo and select Settings and update the Title and alt text fields.

Search Engine Optimization (SEO) - Best Practices


Today in class we will look at ways to improve the search engine rankings of content in our press releases and original websites.

Search Engine Optimization (SEO) refers to the practice of refining your Web site content so that it has better visibility in search engines, such as Google.

Search engines are the primary way that people discover Web content. In the U.S., Google accounts for a vast majority of search engine referrals. Thus, it is hugely important that your content be properly indexed so that new users can discover and explore your creations.

This three-minute video gives a great overview of what SEO is all about:



But, what about specifics? Here is a great "cheat sheet" on SEO from my colleague Rebecca Cooney, an assistant professor at WSU:
Wix also has some great tips that can be reviewed at:

It's All About Algorithm

A key aspect of search engine optimization is the algorithm that drives the decisions of how search engines "rank" and determine "relevancy" for each website. Here are some resources that help explain more about the ever-changing (and somewhat secretive!) algorithms... 

Ways to Increase Referrals


The following information addresses some of the "best practices" in SEO for websites. It is essentially divided into two areas: On-page elements and Off-page elements. The on-page elements are things that you can control on your site...they are located on the pages of your site. This includes the text/copy, images, URL paths and even the design choices you make for your site. The off-page elements are located elsewhere on the web. This includes third-party websites, such as news sites, blogs and link aggregation services.

On-Page Elements:
The following on-page elements should be reviewed for possible tweaking so that your content is better surfaced in search engines for referral.

Page Title
  • The page title appears in the top bar of your browser
  • For critical areas of your Web site, does the page title in your browser contain the proper wording?
URL
  • Does the Web site URL for key areas include text that would contribute to that page being indexed on critical keywords?
"Invisible" Page Content
  • Description Field text doesn't help rankings, but it does ultimately show up in the search listings
  • Keywords description fields
    • Less is more
      • No more than 5-10 keywords in your metatag
Off-Page Elements

Inbound links

  • Increase number of Web pages that link to you
    • Seen as "vote of confidence" for relevance of your site
    • Text in link is also important ("link anchor text")
  • Increase Google's "Page Rank"
    • More links on prominent sites will also increase your page ranking
Best Practices
  • Does your blog post title contain keywords that concisely capture the blog topic and are known to be relevant to your site?
  • The very first words should be the most relevant, if possible
    • Good Example: Second Life Tutorial: Customize your Avatar
    • Bad Example: Want a New Look for your Avatar?
      • In the above example, the words "Second Life Tutorial" will match to keyword searches for people looking for second life tutorials. Further, the inclusion of "customize" and "avatar" will likely help this post show up higher in search results for people looking for help in avatar customization.
       
  • To see an example of this in action, do a Google Search on the words: Project Sansar
    • Notice how most of the top results have "Project Sansar" in the first few words of the title
  • Would your blog post title make sense if it were displayed "out of context" via a RSS feed or on a third-party Web site, such as Digg or Facebook?
    • Each post has the potential to be surfaced on third-party sites. Your headline should be constructed so that it compels someone to click on it.
  • Are there opportunities to mix in blog posts that are not time-sensitive?
    • Many blog posts will clearly be connected to a new and timely announcement or development. However, when appropriate, you might want to strategically develop topics that speak to "evergreen" topics that have a longer shelf life.
  • Consider organizing your narrative with sub-headers and integrating occasional use of bold text and lists.
    • These are believed to be minor factors in the algorithm that Google uses in determining relevance.
  • If appropriate, include links to previous related blog posts within the text of your new post.
    • Interlinking increases the odds that your posts will be indexed at a higher level, according to many SEO experts.

Share Links and Network Badges

According to many SEO experts, blogs can play a key role in helping one's overall search rankings. In the case of Google's algorithm, the "newness" and frequency of posts contribute to the perceived "relevance" of a site. However, the key is to get other blogs and sites to link directly to your blog. An increase in third party referral links results in an increased "relevance" for your site.

As expected, a new blog post typically gets a burst of traffic immediately after it is published. In most cases, the traffic declines dramatically after a day or two. However, in some cases, a blog post that is not timely might continue to drive traffic to your site long after its initial publication. This is particularly true if the post is not time-sensitive and becomes indexed and related to key terms by search engines.
  • Are you pro-actively encouraging other sites to link to your post? What third-party sites should you strategically target as significant potential recipients of your blog post?
    • Digg, Reddit and Facebook are among those social networking/aggregation sites that may help generate links to our site.
    • If you feel that the theme of your post has significance outside of our own site, then submit it! Common sense rules here, but some examples include:
      • Digg.com (submit URL here - requires registration)
      • Reddit.com (Submit URL here - requires registration)
  • Do you have a Facebook Like button on your post?
    • Make it easy for people to link to and share your info.
      • Facebook has code that allows you to add a "Like"button here

Research Links

HubSpot has some great tips on getting the most of paid search listings:
Other useful links:

WEEKS 7, 8 & 9: Website Creation Training and Workshops

SUMMARY:

Over the next weeks, we will:
  • Review our various homepage wireframes to identify and review key features that are necessary for our campaign website.
  • Learn to use a website creation tool, such as Wix or Wordpress, to build an original campaign website.
  • Be introduced to the project management service and app Trello

HOMEWORK:
  • Use your selected website creation tool to build an original website for your campaign. For this week, you will get started with the site – but the actual completion of it won’t be due for several weeks. 
  • Use this week to get familiar with the website builder and to begin your site. You may use your wireframe as a starting point to create from your site from scratch and/or identify a template that contains similar design choices and elements.

Creating a Website for your Brand Using a Content Management System (CMS)

Typically, you would have a professional web design team or resource to help you design, build and launch your website campaign. However, we lack these resources for our class campaign. Thus, we will use one of the many simplified website creation tools/content management systems (CMS) that bring slick, professional-looking websites to those who are not design experts. Many of these sites include pre-made templates that you can even use to jumpstart your designs.
With the help of these user-friendly website services, creating a new website for your brand is now easier than ever. Examples of free website/blog creation services include:
For the purpose of  this class, we will experiment with Wix.com. Use Wix.com to create an original website for your campaign. For this week, you will get started with the site – but the actual completion of it won't be due for several weeks. Use this week to get familiar with Wix.com and to begin your site. You may use your wireframe as a starting point to create from your site from scratch and/or identify a template that contains similar design choices and elements.

GETTING STARTED WITH WIX:


Learn how to get started with Wix.com with these video tutorials.

After logging in, you'll be asked to choose a template to launch the website editor -- it will appear in your browser!

Watch this overview video to learn more.

There are tons more Wix.com tutorials on the official YouTube channel.

IMPORTANT NOTE: When you register for Wix, you will be asked to create a username. Please try to create a username that includes your chosen brand name. If you can’t get an exact match, then please try to get a name that incorporates your brand name in some way. This username will actually be used to help generate the URL path for your published campaign site – so you will want to make sure that it is consistent with the branding of your campaign.

Examples of Previous Semester Campaign Sites:


Creative Commons & Finding Royalty-Free and Low-Lost Images

Creative Commons Overview

One popular option for inexpensive content is Creative Commons , where you can get free or low-cost copyright licenses for music, audio, video, clip art and photos.
Essentially, a Creative Commons license allows the creator to protect his or her creation while simultaneously allowing them to share their work without the usual restrictions of traditional copyright law. Watch the video below to get an overview of how it works.



Video not showing up? You can also access it  directly at this link.



Video not showing up? You can also access it directly at this link.

How to Give Attribution/Credit for Creative Commons Content
If you do decide to use any Creative Commons content, then you will need to pay close attention to the licensing guidelines provided for that content. In most cases, there will be a required "credit line" that you will need to provide with each image, audio or video piece of Creative Commons-licensed content that you use. For information on how to properly attribute your content, please see the following:

Royalty-free and Low-cost Image Licensing Services

Looking  for royalty-free, low-cost and/or free images to add to your campaign site?
Wix.com has built-in access to hundreds of free stock photos in over 20 categories. Learn more about the Wix.com free image directory:
Here are some other stock photo sites worth checking out: iStockphoto logo