Use social media to drive web traffic

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uocumenL verslon 4.0.2

Pow Lo
DkIVL 1kAIIIC 1C ¥CUk
NLW WL8SI1L
Launch your webslLe Lo fanfare lnsLead of langulshlng ln
dlglLal darkness


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2
now 1o Dr|ve 1raff|c 1o ¥our New Webs|te
IN1kCDUC1ICN ...................................................................................................... S
nere's what you'|| |earn to do ............................................................................................ S
IS SCCIAL MLDIA kIGn1 ICk ¥CUk CkGANISA1ICN? ............................................. 7
Are there repercuss|ons for |gnor|ng soc|a| channe|s advert|sed on my webs|te? ............... 7
now many hours each week shou|d I |nvest |n soc|a| med|a and on||ne advert|s|ng? .......... 8
8UILDING AWAkLNLSS VIA SCCIAL NL1WCkkS ................................................... 10
Lxamp|es of on||ne soc|a| med|a networks ....................................................................... 10
CNLINL CCMMUNI1¥ ICkUMS ............................................................................ 12
keg|ster and become an act|ve part|c|pant ....................................................................... 12
Answer member quest|ons .............................................................................................. 12
Þose quest|ons, co||ect data ............................................................................................. 13
Þrov|de so|ut|ons to a prob|em ........................................................................................ 13
Custom|se your forum s|gnature ...................................................................................... 13
WnA1'S 8LCGGING AND Wn¥ IS I1 IMÞCk1AN1? ................................................ 1S
Get started w|th Goog|e 8|ogger ...................................................................................... 1S
8 ways to make b|ogg|ng fun and s|mp|e .......................................................................... 1S
1he future of your Goog|e 8|ogger b|og s|te ..................................................................... 17
8|ogg|ng resources on||ne ................................................................................................ 18
IACL8CCk ........................................................................................................... 20
About Iacebook pages ..................................................................................................... 20
Wh|ch type of Iacebook page shou|d you create for your bus|ness? ................................ 20
8ecome act|ve and engage w|th your fr|ends and fans ..................................................... 21
Advert|se on Iacebook ..................................................................................................... 22
Summary: your Iacebook check||st .................................................................................. 22
Iacebook on||ne resources ............................................................................................... 22
1WI11Lk .............................................................................................................. 24
Ior seasoned pros ............................................................................................................ 24
Ior newcomers ................................................................................................................ 24
Gett|ng started: 10 steps to 1w|tter success ..................................................................... 2S
Summary: your 1w|tter check||st ...................................................................................... 28

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1w|tter on||ne resources .................................................................................................. 28
ÞIN1LkLS1 ............................................................................................................ 30
8enef|ts of Þ|nterest ........................................................................................................ 30
S ways to encourage users to p|n your |mages to the|r p|n board ..................................... 31
What happens when someone p|ns one of my |mages? ................................................... 31
Summary: ¥our Þ|nterest Check||st .................................................................................. 32
Þ|nterest on||ne resources ............................................................................................... 32
GL1 ICUND WI1n GCCGLL+ LCCAL ...................................................................... 34
Why you need a Goog|e+ Loca| page ................................................................................ 34
A br|ef overv|ew of Goog|e+ ............................................................................................. 34
8enef|ts of Goog|e+ Loca| for your bus|ness ..................................................................... 3S
now do Goog|e users f|nd my Goog|e+ Loca| page? .......................................................... 36
Don't forget the we|come mat ......................................................................................... 36
Goog|e Þ|aces on||ne resources ........................................................................................ 37
1nL GLUL 1nA1 8kINGS SCCIAL MLDIA CnANNLLS 1CGL1nLk: 1WI11Lk ............. 39
1h|ngs to observe when shar|ng posts v|a 1w|tter ............................................................ 39
8UILD A ÞkCDUC1IVL ÞkL-LAUNCn 'nCLDING' ÞAGL ........................................... 41
Create an offer and |nv|te subscr|bers .............................................................................. 41
Create your d|scount coupon for on||ne shopp|ng ............................................................ 41
Non e-commerce webs|tes benef|t too ............................................................................ 42
ÞA¥ ÞLk CLICk (ÞÞC) ADVLk1ISING ....................................................................... 44
Advantages of a Goog|e AdWords campa|gn .................................................................... 44
Cons|derat|ons for a ÞÞC campa|gn .................................................................................. 4S
Gett|ng started: sett|ng up AdWords ................................................................................ 4S
Lvery ad shou|d have a purpose-made |and|ng page ........................................................ 46
Creat|ng an opt|m|sed |and|ng page for AdWords ............................................................ 47
Summary: ¥our ÞÞC Check||st .......................................................................................... S0
Goog|e AdWords on||ne resources ................................................................................... S0
LMAIL NLWSLL11Lk CAMÞAIGNS ......................................................................... S2
An |ntroduct|on to ema|| campa|gns ................................................................................ S2
Most e-news|etters can be created |n under 30m|ns ........................................................ S2
Lma|| campa|gns are targeted .......................................................................................... S3

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Group subscr|bers for a more targeted campa|gn ............................................................. S3
Spec|a| |nterest groups ..................................................................................................... S3
Create subscr|ber reg|ons on any web page ..................................................................... S4
Add subscr|ber reg|ons for purpose-bu||t |and|ng pages ................................................... S4
1hank v|s|tors for subscr|b|ng ........................................................................................... S4
S|teSu|te CMS reference ................................................................................................... SS
GCCGLL WL8MAS1Lk 1CCLS ............................................................................... S7
1he essent|a|s for a new webs|te ..................................................................................... S7
About S|temaps ............................................................................................................... S7
Goog|e Webmaster 1oo|s on||ne resources ...................................................................... S7
MLASUkL 1kAIIIC WI1n GCCGLL ANAL¥1ICS ...................................................... S9
Insta|||ng Goog|e Ana|yt|cs on your webs|te ..................................................................... S9
S bas|cs of Goog|e Ana|yt|cs to |earn ................................................................................ 60
Goog|e Ana|yt|cs on||ne resources .................................................................................... 61
WkAÞ-UÞ AND SUMMAk¥ ................................................................................... 62
We're here |f you need he|p ............................................................................................. 62
ACkNCWLLDGLMLN1S ........................................................................................ 63



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!"#$%&'(#)%"
A successful webslLe ls Lhe culmlnaLlon of many dlfferenL pleces, many of whlch are
Lhe responslblllLy of Lhe paylng cllenL, key responslblllLles such as copywrlLlng,
producL lmages, soclal neLworklng and regular blog updaLes (noL Lo forgeL Lhe day-
Lo-day responslblllLles lncludlng cusLomer order managemenL, cusLomer servlce and
sLock conLrol, Lo name a few).
Lven wlLh Lhe rlghL pleces flrmly ln place Lhere's sLlll a sLack of work ln geLLlng
people Lo vlslL a new webslLe. '8ulld lL and Lhey shall come' does noL always apply, ln
facL, lL's Lhe excepLlon raLher Lhan Lhe rule.
1he followlng chapLers wlll lllusLraLe ways Lo drlve Lrafflc Lo your webslLe, and share
ldeas on how Lo bulld awareness ln Lhe weeks leadlng up Lo your slLe's launch. 8eLLer
sLlll, lL wlll provlde Lhe basls on whlch you can drlve quallLy Lrafflc Lo your new
webslLe, and converL LhaL Lrafflc lnLo sales, enqulrles or whaLever goal ls Lo be
achleved ln order for your webslLe Lo be consldered a success.
"#$#%& '()* +,-%.. .#)$/ *, 0,
8u||d awareness prlor Lo your webslLe launch
Setup and ma|nta|n 1wlLLer, lacebook and ÞlnLeresL accounLs
Learn about the w|de-reach|ng benef|ts of Coogle+ Local
Create pay-per-c||ck (ÞÞC) ad campalgns on Coogle
8u||d ema|| subscr|bers for LargeLed newsleLLer campalgns
Lstab||sh your webs|te as the author|ty ln lLs fleld
Mon|tor your s|te's success uslng Coogle AnalyLlcs


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ls soclal medla rlghL for your organlsaLlon?

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!" "$%&'( )*+&' ,&-./ 0$, 1$2, $,-'3&"'/&$34
lew sub[ecLs ellclL more debaLe Lhan soclal medla, and wlLh advlce ranglng from,
ºlgnore aL your own perll" Lo, ºApproach wlLh cauLlon", lL's no surprlse LhaL buslness
owners are as confused as ever. Soc|a| med|a shou|d be v|ewed as an opportun|ty
to engage w|th an aud|ence, Lo learn whaL people are saylng abouL your buslness,
and Lo share advlce.
1here's perhaps no deflnlLlve answer Lo, ºWhlch channel/s should l adopL?"
MarkeLers shlfL Lhelr aLLenLlon from one monLh Lo Lhe nexL as new Lechnologles
emerge and debaLe over each one's merlL beglns. WhaL you're advlsed Loday could
become obsoleLe ln [usL 12 monLhs!
So before you declde wheLher soclal medla ls rlghL for your organlsaLlon or noL, you
musL flrsL conslder Lhe followlng: who wlll malnLaln your organlsaLlon's presence,
and whaL Lype of reLurns would you expecL from your soclal medla acLlvlLy, l.e. dlrecL
sales, lncrease ln lnbound leads, addlng Lo your emall subscrlber daLabase, and so
on.
1$# *(#$# $#2#$3-&&4,/& 5,$ 46/,$4/6 &,34). 3()//#.&
)07#$*4&#0 ,/ 8+ '#9&4*#:
We're ofLen asked by cllenLs Lo lnclude llnks Lo soclal channels from Lhelr webslLe
before Lhe cllenL has consldered whaL Lhose soclal lcons really mean Lo webslLe
vlslLors. Þlaclng Lhese lcons on your webslLe creaLes an expecLaLlon. vlslLors expecL
Lo follow Lhose llnks Lo acLlve soclal slLes where Lhey can lnLeracL wlLh you and oLher
members of your onllne communlLy. 8uL whaL happens lf a vlslLor reaches your
soclal slLes and flnds llLLle, lf any, acLlvlLy? ÞuL slmply, whaL repercusslons are Lhere lf
you adverLlse soclal medla llnks on your webslLe buL don'L engage ln acLlvlLy?
LeL's say an organlsaLlon adverLlses
Lhelr phone number on Lhelr webslLe.
1he owner ls busy so decldes Lo place an
answerlng machlne on Lhe phone llne Lo
lnLercepL lncomlng calls, Lhe calls are
rarely screened, causlng each caller over
Llme Lo lose hope LhaL anyone wlll
reLurn Lhelr call. 1hose mosL keen wlll
conLlnue Lo leave messages buL Lhey,
Loo, evenLually glve up and go
elsewhere.
AdverLlslng soclal medla llnks on your
webslLe demonsLraLes an expecLaLlon
by you LhaL cusLomers wlll Lake Llme Lo
!"# %&'()* +&, -)*-.)*/
,& .01+&23*/4* ,5*
0&66*+,7 ,5., -*&-3*
,.1* ,86* ,& -&7,9 25.,
6*77.4* /&*7 ,5.,
7*+/: ;&'3/ %&' /&
<'78+*77 28,5 7&6*&+*
25& 84+&)*/ %&':=

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posL commenLs, quesLlons or feedback. lf you're noL prepared Lo acknowledge Lhe
commenLs LhaL people Lake Llme Lo posL, whaL message does LhaL send Lo cusLomers
or prospecLs? Would you do buslness wlLh someone who lgnored you?
8efore you comm|t to advert|s|ng on your webs|te your soc|a| channe|s of cho|ce,
ensure that you understand the comm|tment requ|red to ma|nta|n a presence
because |gnor|ng those channe|s |s ||ke|y to do more harm than good.
",' 8)/+ (,-$& #)3( '##; &(,-.0 < 4/7#&* 4/ &,34).
8#04) )/0 ,/.4/# )07#$*4&4/6:
Someone wlLhln your organlsaLlon wlll need Lo Lake on Lhe responslblllLy of engaglng
cusLomers onllne, respondlng Lo user commenLs and complalnLs, creaLlng emall
campalgns, eLc.
8elow we've presenLed a breakdown
of Lhe mosL common Lasks and Lhe
number of hours Lo malnLaln each
'asseL' over a 3-day worklng week.
8ecause Lhe Llme varles for managlng
an onllne shop (e.g. Lhe number of
cusLomer orders processed each day),
Lhls componenL ls noL lncluded,
speclal webslLe landlng page seLup
Llme has also been facLored lnLo Lhe
AdWords (pay-per-cllck adverLlslng)
componenL.
Cf course Lhe slze of your organlsaLlon and Lhe amounL of Lrafflc you aLLracL wlll
ulLlmaLely dlcLaLe Lhe Llme requlred Lo manage everyLhlng. 8uL many SMLs wlll need
Lo facLor ln Lo Lhelr dally responslblllLles, someLhlng close Lo Lhese esLlmaLes:
Weekly 8log: 43mlns
Coogle+ Local: 100mlns
1wlLLer: 100mlns
lacebook: 73mlns
Lmall newsleLLers: 40mlns
AdWords: 30mlns
AnalyLlcs: 30mlns
Cnllne lorums: 73mlns



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A&0.3 &) B.0*<&&1
-)*7*+0* 2833 )*C'8)*
<*,2**+ DEFG 68+',*7
*.05 /.% /*-*+/8+4 &+
,5* 3*H*3 &# .0,8H8,% &+
,5&7* -.4*7

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Soclal neLworklng opLlons

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!"#$%!"# !"!#$%$&& ()! &!"#$% !"#$%&'(
1o drlve Lrafflc Lo a brand new webslLe you obvlously need Lo adverLlse ln one form
or anoLher (SLC aslde). ?ou can choose Lo adopL pay-per-cllck ad campalgns, or
choose Lo engage wlLh people vla onllne soclal neLworks such as 1wlLLer and
lacebook. ln person soclal neLworklng evenLs ln your local area are also a way Lo
bulld awareness.
AlLhough Lhere are plenLy of worLhy soclal neLworklng channels Lo uLlllse (hundreds,
ln facL!), we've concenLraLed on [usL a few ln order Lo provlde a base on whlch Lo
bulld ldeas. A search onllne for 'soclal medla' wlll reLurn enough resulLs Lo research.
Also conslder convenLlonal markeLlng such as prlnL or radlo lf your budgeL permlLs,
and dlscuss Lhose wlLh a markeLlng company LhaL speclallses ln Lhose areas.
lor ln-person neLworklng funcLlons held ln your area (also known as 'meeL ups'). 1he
www.meeLup.com webslLe ls ldeal for flndlng relevanL neLworklng evenLs close Lo
you.
=>)82.#& ,5 ,/.4/# &,34). 8#04) /#*',$;&
8eyond 1wlLLer and lacebook, Lhere are hundreds of soclal neLworks belng used.
Pere are some soclal neLworks beyond Lhe '8lg 4' of Coogle+, 1wlLLer, lacebook and
Llnkedln (n.8. Llnkedln has been omlLLed from Lhls gulde, a comprehenslve Llnkedln
gulde wlll be released separaLe Lo Lhls):
www.fllckr.com worldwlde phoLo sharlng and communlLy webslLe
foursquare.com phone-app locaLlon-based
geLglue.com enLerLalnmenL-based soclal neLwork
www.meeLup.com communlLy meeLlng and meeL-up webslLe
www.myspace.com enLerLalnmenL-based soclal neLwork
www.youLube.com vldeo soclal neLwork
www.vlmeo.com vldeo soclal neLwork



!I&+78/*) 8+E-*)7&+ +*,2&)18+4 #'+0,8&+7 5*3/
8+ %&') .)*. J.37& 1+&2+ .7 K6**, '-7(LM N5*
222M6**,'-M0&6 2*<78,* 87 8/*.3 #&) #8+/8+4
)*3*H.+, +*,2&)18+4 *H*+,7 03&7* ,& %&'=

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CeLLlng amongsL cusLomers and fans

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!"#$"% !"##$%&'( !"#$%&
Cnllne communlLy forums are places where people share lnformaLlon and ldeas
speclflc Lo any glven Loplc. known as ºbulleLln boards" before Lhe lnLerneL became
popular, onllne forums are a powerful Lool ln engaglng wlLh cusLomers and
prospecLs onllne.
1here are onllne forums
geared Lowards mosL
lndusLrles, so regardless
of wheLher you sell
wldgeLs or servlces,
you're llkely Lo flnd a
forum relevanL Lo your
organlsaLlon. MosL onllne
forums are free, or
requlre a small annual
subscrlpLlon Lo access.
8y example, AusLralla's
largesL free-access
Lechnology forum, Whlrlpool, ls frequenLed noL only by Lech enLhuslasLs buL also by
lndusLry experLs, buslness owners and reLallers. 8eLallers galn lnslghL lnLo consumer
expecLaLlons and oplnlons, and learn how producLs are belng used, and by whom.
1he Whlrlpool forums provlde an excellenL opporLunlLy for buslness owners Lo
engage wlLh people onllne. Whlrlpool ls [usL one of Lhousands of onllne forums
where onllne merchanLs mlngle wlLh forum members.
?#64&*#$ )/0 9#3,8# )/ )3*47# 2)$*4342)/*
A Coogle search for onllne forums relevanL Lo your lndusLry should provlde aL leasL
one forum channel for you Lo lnvesLlgaLe. Cnce you flnd an acLlve forum (l.e. a forum
wlLh dally updaLes and loLs of acLlvlLy), reglsLer and become a regular parLlclpanL.
1/&'#$ 8#89#$ @-#&*4,/&
Scroll Lhrough a forum and geL lnLo Lhe hablL of replylng Lo member quesLlons. Cnce
you've been dolng Lhls for long enough, you'll begln Lo esLabllsh yourself as an
auLhorlLy, you wlll also bulld LrusL. As long as your replles are genulne ln Lhelr
aLLempL aL asslsLlng people (as opposed Lo drlvlng a sales message aL every
opporLunlLy), users wlll learn Lo LrusL you. WlLh LhaL LrusL ln place, you can Lhen
suggesL soluLlons LhaL may lnclude producLs or servlces avallable on your own
webslLe.

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A,&# @-#&*4,/&B 3,..#3* 0)*)
lorums are Lhe perfecL medlum for geLLlng feedback on new producLs or producLs
LhaL you're researchlng. Consumers love dlscoverlng new Lhlngs, so share new
developmenLs wlLh forums members.
When promoLlng a new producL, conslder creaLlng a landlng page on your webslLe
(or blog) dedlcaLed Lo Lhe producL belng dlscussed on a forum, and llnk Lo Lhe page
from wlLhln your forum posLs. Cn Lhe web page, offer 'Leasers' of lnformaLlon Lo
creaLe early lnLeresL. Þlace an emall newsleLLer subscrlpLlon box on Lhe page wlLh a
clear call Lo acLlon sLaLlng LhaL forum members wlll be Lhe 'flrsL Lo know' once Lhe
producL ls released. 1hls way, you'll have bullL a selecL group of lnLeresLed
subscrlbers already curlous abouL Lhe producL you're promoLlng. CreaLlng a speclallsL
landlng-page feaLurlng an emall newsleLLer subscrlpLlon box ls easy uslng SlLeSulLe
CMS.
A$,740# &,.-*4,/& *, ) 2$,9.#8
lf you spend enough Llme on user forums you'll soon dlscover LhaL most users are
there to d|scuss a prob|em, and are seek|ng a so|ut|on. 8eply wlLh soluLlons
regardless of wheLher or noL LhaL soluLlon happens Lo be ln your 'bag of Lrlcks', l.e.
wheLher you have a producL or servlce LhaL you can offer as a remedy. 8emember,
lL's abouL engagemenL, and you don'L have Lo 'make a sale' wlLh each forum posL.
1he purpose here |s to estab||sh yourse|f, or your bus|ness, as an author|ty.
C-&*,84&# +,-$ 5,$-8 &46/)*-$#
MosL forums allow you Lo creaLe a cusLom 'slgnaLure' LhaL appears beneaLh every
posL and reply LhaL you creaLe. 8e sure Lo lnclude Lhe followlng lnformaLlon:
?our webslLe u8L (or shopfronL page u8L)
8log u8L
1wlLLer accounL
lacebook page u8L
ÞlnLeresL page u8L
CLher onllne asseLs and lnformaLlon relevanL Lo Lhe forum




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8log Lo become Lhe auLhorlLy ln your fleld

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!"#$%& !!"##$%# !"# %&' () (* (+,-.*!"*/
A blog ls a dlscusslon or collecLlon of arLlcles ('posLs') publlshed onllne, a web 'log'. A
blog Lyplcally dlscusses speclflc sub[ecLs and ls ofLen malnLalned by a slngle person
or small group. 8logglng has become a means
for buslness owners and lndusLry experLs Lo
share lnformaLlon and observaLlons, and Lo
esLabllsh Lhelr organlsaLlon as an auLhorlLy ln
lLs fleld. 8|ogg|ng |s an essent|a| component |n
runn|ng a successfu| webs|te.
lf your new webslLe ls Lo rely on 'organlc' Lrafflc
vla search englnes such as Coogle (l.e. non-pald
Lrafflc), your webslLe wlll need Lo be regularly
updaLed wlLh new and orlglnal conLenL. 1he
reasons are slmple enough: Goog|e |s on|y |nterested |n serv|ng up qua||ty, up-to-
date content to |ts users, and a webs|te that features o|d content that never gets
updated, |s go|ng to be |arge|y |gnored.
1he soluLlons Lo capLurlng Coogle's aLLenLlon are varled buL Lhe slmplesL soluLlon ls
Lo conLrlbuLe Lo a blog hosLed on your new webslLe (SlLeSulLe CMS makes blog
publlshlng easy).
8uL how can you capLure Coogle's aLLenLlon lf your webslLe ls yeL Lo be launched?
D#* &*)$*#0 '4*( D,,6.# E.,66#$
Coogle's '8logger' ls a free blog servlce LhaL allows you Lo creaLe a personal blog free
of charge. lf LhaL blog ls updaLed ofLen enough and sLays 'on Loplc' wlLh posLs
dlscusslng your lndusLry and producL base, lL wlll begln Lo feaLure ln Coogle search
resulLs relevanL Lo your blog sub[ecLs. So lf your new webslLe wlll also feaLure a blog,
why creaLe a second one?
1he purpose of a Coogle 'blogger' blog ls Lo creaLe lnLeresL ln your new webslLe and
lLs producLs and servlces. 1o creaLe pre-launch lnLeresL here's whaL Lo do:
¡) CreaLe a 8logger accounL or use an exlsLlng Coogle accounL Lo creaLe one
z) 8log as ofLen as you can each and every week ln Lhe lead up Lo your webslLe
launch
¸) 8log 'on Loplc' dlscusslng your producLs, Lhe webslLe bulld - anyLhlng relevanL
µ) Þlace a llnk from each blog posL Lo your webslLe's holdlng page or lacebook page
(more on Lhls shorLly)
F ')+& *, 8);# 9.,664/6 5-/ )/0 &482.#
lf blogglng ls forelgn Lo you here's a gulde Lo help you geL sLarLed.
!O 2*<78,* ,5.,
#*.,')*7 &3/9 ).)*3%
'-/.,*/ 0&+,*+, 87
4&8+4 ,& <* 3.)4*3%
84+&)*/ <% ?&&43*=

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16
¡) Muke u short llst of toµlcs you're µusslonute ubout
WrlLe down a llsL of Loplcs LhaL you know and undersLand so well LhaL you could Lalk
Lhe ears off anyone. 1he Loplcs should be relevanL Lo your buslness/organlsaLlon buL
lf you can only wrlLe down Lwo lLems, LhaL's okay buL wrlLe down as many as you
can, and remember, make a ||st of top|cs that you're pass|onate about because that
pass|on w||| fue| your wr|t|ng. lL's no good llsLlng 20 Loplcs lf your passlon doesn'L
exLend beyond Lhe flrsL few.
lf you have a new onllne shop abouL Lo be launched and lL's fllled wlLh wonderful
wldgeLs, Lhen you'll never run ouL of Lhlngs Lo wrlLe abouL, rlghL?
z) Lvery blog must sturt somewhere so just wrlte
SLay on Loplc - buL [usL wrlLe! Cver Llme you'll geL beLLer aL wrlLlng ln a free-flowlng,
naLural way. 8emember LhaL lL's noL 'War and Þeace'. keep lL slmple Lo sLarL wlLh
unLll you galn your wrlLlng chops.
¸) vhut lf l'm not un eloquent wrlter?
1he lmporLance of your wrlLlng sLyle really depends on your audlence. lf you own a
smash repalr shop, people mlghL noL be looklng for beauLlful wrlLlng and perfecL
grammar. 8uL Lhey may en[oy readlng abouL Lhe cool sporLs car LhaL came lnLo your
shop Loday for repalrs. 8eLLer yeL, Lhe old classlc car ln your backyard LhaL you've
been rebulldlng from scraLch. Why noL blog abouL LhaL? ?ou're sure Lo flnd some
followers who would be Lhrllled Lo brlng Lhelr car Lo you ln exchange for a gllmpse aL
your work.
llnd your nlche
llnd your audlence
Wow Lhem wlLh whaL you are good aL
1here ls always an angle, [usL know your audlence and flnd a way Lo hold Lhelr
aLLenLlon. 1he more often they come back to your b|og, the more often they are
com|ng face to face w|th your |tems for sa|e. 8emember Lo be yourself, be auLhenLlc
and don'L make every blog posL a sales plLch (by all means drop your plLch ln Lhere,
buL be subLle).
µ) Leurn from the µros
Subscrlbe Lo blogglng slLes such as !"#$%&"''()*!"+ and ,-(&$"-)%&"''./'*!"+ and
learn how Lhe esLabllshed bloggers do lL. Cver Llme your own blogglng wlll become
second naLure. Þerhaps Lhe blggesL challenge ls flndlng new Loplcs Lo wrlLe abouL.
¸) 8logs ure not vehlcles for udvertlslng your trudlng hours
1haL's noL blogglng, nor ls Lelllng cusLomers LhaL your lrench cloLhlng range wlll be
avallable ln red. 8y all means Lell readers Lhese Lhlngs buL make |t fun, make |t
compe|||ng and turn |t |nto a story. ?ou're blogglng Lo aLLracL an audlence so glve
Lhem someLhlng Lhey'll love Lo read and wanL Lo come back Lo for more!

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17
6) Allow your µusslon to shlne through your wrltlng
8emember LhaL your passlon for your producLs and servlces, and your buslness,
musL shlne Lhrough your blogs - LhaL's Lhe maln polnL and Lhe reason why you
choose Loplcs LhaL you're passlonaLe abouL. lf you wrlLe abouL Loplcs LhaL you only
have a vague lnLeresL ln, your lack of enLhuslasm wlll make your blogs a chore Lo
read.
,) Lon't be ufruld to blog 'off toµlc'
lf you wanL Lo Lell Lhe world how mad you are abouL your sporLlng Leam geLLlng
beaLen over Lhe weekend, do lL. 8y blogglng 'off Loplc' you also show a more
personal slde Lo yourself and LhaL's someLhlng LhaL Lhe average person wlll ldenLlfy
wlLh.
8) Eow to uttruct reuders to your blog
lf you are wrlLlng as leasL Lwlce weekly and noL aLLracLlng new readers and
subsequenL Lrafflc Lo elLher your 8logSpoL slLe or new webslLe's blog, you wlll need
Lo revlew your sLraLegy. Þerhaps your blog LlLles aren'L enLlclng? uo your blogs
provlde a soluLlon Lo your reader's problems? uo your blogs offer unlque advlce and
wlsdom? Are Lhey wlLLy or are Lhey dull?
Conslder wrlLlng blogs wlLh LlLles such as º3 ways Lo beLLer 0./1()2 1-%4(!25" or º10
new ways Lo geL Lhe mosL from your 06.7'(25", and so on. 1hese examples offer
your readers a soluLlon, they prov|de your readers w|th someth|ng they can va|ue.
8emember LhaL word of mouLh ls essenLlal. Pook one reader and Lhey have Lhe
poLenLlal Lo hook more. 1wlLLer ls a superb vehlcle for announclng your blogs Lo a
wlde audlence, and we'll dlscuss LhaL ln a momenL.
G(# 5-*-$# ,5 +,-$ D,,6.# E.,66#$ 9.,6 &4*#
?ou may have read abouL 'lnbound llnks' when learnlng abouL search englne
opLlmlsaLlon (SLC). lf oLher webslLes llnk Lo your slLe lL adds welghL Lo your slLe's
credlblllLy as a source of lnformaLlon. 8aLher Lhan reLlre your 8logger slLe afLer your
new webslLe launches, conLlnue posLlng Lo LhaL blog, and conLlnue llnklng from each
new blog posL, Lo Lhe relevanL web or producL pages on your new webslLe. Cver
Llme Lhls wlll creaLe plenLy of lnbound llnks Lo your prlmary slLe. ?ou could also begln
Lo use your 8logger slLe as a more personal blog.
Powever, Coogle wlll place more emphasls on your prlmary webslLe's lmporLance lf
Lhe lnbound llnks orlglnaLe from many 7.,,()(/2 sources, noL [usL from your 8logger
slLe. Also, don'L copy a posL from your 8logger slLe and posL lL on your prlmary
webslLe's blog. Coogle frowns upon dupllcaLe conLenL so copylng from one Lo Lhe
oLher may do more harm Lhan good.


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18
E.,664/6 $#&,-$3#& ,/.4/#
www.problogger.neL
www.copyblogger.com
www.dallyblogLlps.com
www.fuelyourblogglng.com
www.slLesulLe.com.au/arLlcles





!P3&448+4 -3.%7 . -8H&,.3 )&3* %&') 78,*(7 7'00*77
7& 8+H*7, ,5* ,86* ,& 75.)* %&') ,5&'45,7 .+/
8/*.7 28,5 0'7,&6*)7 .+/ -)&7-*0,7 =

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19

ConnecL wlLh fans vla lacebook

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20
!"#$%&&'
LsLlmaLes reporL LhaL more Lhan 11 mllllon AusLrallan users are reglsLered on
lacebook, whlch represenLs close Lo 63° of all onllne users ln AusLralla. 8urled
amongsL Lhose sLaLs are poLenLlal cusLomers, so lL makes good sense Lo address LhaL
audlence by creaLlng a lacebook page for your buslness or organlsaLlon.
19,-* H)3#9,,; 2)6#&
A lacebook buslness, company or brand/producL page feaLures a Llmellne dlsplaylng
posLed acLlvlLles of your buslness and LhaL of your fans. 1hls page should be vlewed
as a way Lo showcase your wares, provlde speclal offers, and Lo (/'8'( 6.29 #("#&(.
1hlnk of Lhe page as a dynamlc showroom where fans gaLher Lo share commenLs and
lnLeracL wlLh your posLs and offers. ?ou wanL Lo creaLe as much conversaLlon as
posslble.
A successful lacebook buslness or fan page ls one where you geL lnvolved wlLh your
fans by posLlng replles Lo commenLs, uploadlng vldeo and phoLos, and asklng for
oplnlons. !usL llke a webslLe or blog, your lacebook page wlll only draw success lf
you geL lnvolved. Mon|tor your Iacebook page throughout the day, every day.
Checklng ln 'every now and Lhen' wlll lead Lo Lardy cusLomer responses and people's
oplnlons of your buslness wlll suffer accordlngly.
I(43( *+2# ,5 H)3#9,,; 2)6# &(,-.0 +,- 3$#)*# 5,$
+,-$ 9-&4/#&&:
8emember LhaL we're
creaLlng 'fanfare' prlor Lo
Lhe launch of your new
webslLe, so lL's besL Lo
creaLe a page LhaL besL
represenLs prlmary
producL groups or
brands wlLhln your shop
or webslLe. 1o Lhls end,
we suggesL creaLlng a
'producL or brand' page (of course, your lacebook page wlll remaln very acLlve afLer
your new webslLe goes llve).
¡) Creute your µuge
Co Lo hLLps://www.facebook.com/pages/creaLe.php Lo creaLe your page, and selecL
'8rand or producL' from Lhe avallable lmage opLlons (shown above).
nexL, selecL a sulLable caLegory from Lhe drop-down llsL LhaL besL descrlbes your
producLs or brand. AfLer Lhls you wlll be asked Lo creaLe a unlque u8L for your page
so creaLe someLhlng elLher ldenLlcal Lo your new webslLe's address or someLhlng

!Cln uS CnLlnL! www.slLesulLe.com.au/arLlcles | www.LwlLLer.com/slLesulLe
21
slmllar Lo lL. ?ou wanL frlends/fans Lo ldenLlfy your lacebook page wlLh your prlmary
buslness and webslLe.
?ou are now prompLed Lo creaLe a lacebook accounL or use an exlsLlng accounL. lf
you're a small sLarL up buslness LhaL already has a personal accounL, and you are Lhe
only person who wlll access Lhe accounL, Lhen creaLe Lhe page uslng your exlsLlng,
personal accounL. CLherwlse, creaLe a new accounL from scraLch.
z) 'Llke' the µuge
lacebook's auLomaLlon process
for seLLlng up a page makes llfe
easy! AL Lhls polnL slmply press
Lhe famlllar 'Llke' buLLon Lo
become your page's very flrsL fan.
¸) llnd und lnvlte lrlends
nexL, you're asked Lo flnd frlends.
lf you're uslng an esLabllshed
accounL slmply check Lhe boxes
nexL Lo your frlends llsL and sLarL
lnvlLlng!
?ou can also lmporL emall conLacL llsLs from a PoLmall, ?ahoo! or oLher emall
accounLs. Slmply cllck Lhe Inv|te ema|| contacts lcon locaLed ln your lacebook page
admln panel.
µ) Uµloud u relevunt cover µhoto or bunner lmuge
ConLlnue Lo follow lacebook's prompLs unLll your page ls seLup and ready Lo
cusLomlse. now you can upload a cover lmage LhaL represenLs your new webslLe.
¥ou w||| need an |mage that measures 8S1(w) x 31S(h) p|xe|s, lf you're lnsLrucLlng a
deslgner, have Lhem creaLe someLhlng LhaL besL represenLs your new webslLe and
Lhe producLs or servlces you plan Lo promoLe. Make lL lnLeresLlng and engaglng!
E#3,8# )3*47# )/0 #/6)6# '4*( +,-$ 5$4#/0& )/0 5)/&
8egln by uploadlng lnLeresLlng lmages or vldeo, and provlde lncenLlves for fans Lo
'Llke' or share. Cfferlng a reward for acLlon ls Lhe slmplesL and mosL effecLlve way of
brlnglng people ln, e.g. cllck Lhe 'Llke' buLLon Lo go lnLo a prlze draw once your
webslLe launches.
Cnce you've goL followers lL's Llme Lo engage. ?our nexL polnL of focus should be
geLLlng your followers Lo share and commenL on your page. 1hls ensures LhaL Lhelr
commenLs dlsplay on Lhelr lacebook 'wall' where 29(.) frlends can see lL.

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107#$*4&# ,/ H)3#9,,;
?ou can creaLe a pay per cllck (ÞÞC) campalgn on lacebook LhaL adverLlses your
lacebook page or your new webslLe. ?ou can choose Lo promoLe speclflc posLs on
your lacebook page, or your page as a whole.
?our ad can also be geo-LargeLed by chooslng Lhe counLry/s you'd llke your ad Lo
appear, as well as Lhe sLaLe or clLy. ?ou can even choose your markeL by speclfylng
an age group - and gender - Lo whlch your ad wlll appear.
1he budgeL LhaL you seL ls enLlrely up Lo you, buL we'd suggesL sLarLlng low Lo begln
wlLh, monlLor your ad's success, and ad[usL accordlngly. 1here's a wealLh of
lnformaLlon on lacebook's webslLe regardlng how Lo creaLe an ad LhaL's ldeal for
you. ?ou can learn more abouL creaLlng ads or sponsored sLorles here:
hLLps://www.facebook.com/help/?page=173624023823871
J-88)$+K +,-$ H)3#9,,; 3(#3;.4&*
! CreaLe an accounL and become acLlve
! upload an aLLracLlve, professlonally deslgned page banner/header lmage
! Lngage wlLh frlends and fans. Ask quesLlons, commenL on Lhelr posLs and
engage wlLh Lhem. ?es, you can slL on Lhe sldellne and observe buL lacebook
bears more frulL when you geL lnvolved.
! Check your page dally Lo respond Lo quesLlons or commenLs.
H)3#9,,; ,/.4/# $#&,-$3#&
Cfflclal lacebook blog: hLLps://blog.facebook.com/
lacebook supporL cenLer: hLLps://www.facebook.com/help/
Cfflclal 1wlLLer accounL: hLLps://LwlLLer.com/facebook


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23

!oln Lhe conversaLlon vla 1wlLLer

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24
!"#$$%&
An onllne
1
reporL publlshed aL Lhe sLarL
of 2012 suggesLs LhaL Lhere are 100 mllllon
acLlve users on 1wlLLer, wlLh half LhaL
number logglng ln Lo Lhelr accounL aL leasL
once a day. 34° of markeLers have generaLed
leads uslng 1wlLLer (and 20° of Lhose closed
Lhe deal uslng 1wlLLer!).
ln our deallngs wlLh cllenLs, lL seems LhaL 1wlLLer ls Lhe
leasL undersLood of all soclal neLworklng channels. Powever, once you've used
1wlLLer for a few weeks, you begln Lo see how lL Lles-ln wlLh promoLlng a buslness or
webslLe.
1wlLLer ls a conversaLlon. lL's a way Lo engage wlLh llke-mlnded people, Lo share
ldeas and Lo have fun along Lhe way!
ln Lhe conLexL of promoLlng a new (or esLabllshed) webslLe, your 1wlLLer accounL can
be used Lo '1weeL' abouL your blog posLs, your lacebook page, and Lo bulld a
rapporL wlLh followers.
H,$ &#)&,/#0 2$,&
lf you already have an acLlve 1wlLLer accounL we'd suggesL LhaL you creaLe a fresh
accounL dedlcaLed Lo your new webslLe's buslness, and sLarL by followlng Lhe people
wlLh whom you already have a good rapporL. CLherwlse re-name your currenL
accounL Lo sulL your new webslLe and Lhe buslness lL represenLs. !usL make sure LhaL
you announce Lo your followers whaL you're dolng, and why.
H,$ /#'3,8#$&
lf you're new Lo 1wlLLer creaLe an accounL wlLh Lhe vlew of havlng fun (lnlLlally, unLll
you become accusLomed Lo 1wlLLer's 'lns and ouLs'). lf you llke sporL, follow your
club and lLs players. lf you llke muslc, follow Lhe varlous record labels and arLlsLs. lL's
fun and wlll help you Lo beLLer undersLand ways of adopLlng 1wlLLer lnLo your
professlonal llfe.
Accesslng 1wltter
1wlLLer can be accessed vla a deskLop compuLer or moblle devlce. ?ou can log ln vla
1wlLLer's webslLe (www.LwlLLer.com) uslng your web browser or lnsLead choose Lo
download and one of Lhe avallable deskLop or moblle apps (free and pald apps).
1weetdeck for desktoµ users

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23
ueskLop users use 1wlLLer's own 1weeLdeck appllcaLlon. lL's free and avallable for
Wlndows and Mac CS x. 1weeLdeck ls a worLhy appllcaLlon Lo download and allows
you Lo slmulLaneously monlLor mulLlple 1wlLLer accounLs. lL's Lhe perfecL deskLop
appllcaLlon Lo geL sLarLed.
1weeLdeck ls free Lo download here: www.LweeLdeck.com. Access 1wlLLer's
1weeLdeck helpdesk for LuLorlals: hLLps://supporL.LwlLLer.com/arLlcles/20169620-
geLLlng-sLarLed-wlLh-LweeLdeck
D#**4/6 &*)$*#0K LM &*#2& *, G'4**#$ &-33#&&
lf your personal lnLeresLs cross over lnLo your work llfe, all Lhe beLLer. 8uL lf Lhey
don'L, you're golng Lo 'cuL your LeeLh' on 1wlLLer by uslng lL for personal lnLeresLs
such as Lhose descrlbed.
¡) Creute u frlendly, wltty screen nume to use ln your uccount
Pavlng creaLed your accounL, upload a sulLable lmage as your 'avaLar' wheLher LhaL's
a phoLo of yourself or someLhlng fun LhaL you're happy Lo use. DC NC1 |eave the
avatar as the defau|t 1w|tter 'egg' symbo|. Many 1wlLLer users equaLe LhaL symbol
wlLh roboL-creaLed Spam accounLs and Lherefore are more llkely Lo lgnore you
enLlrely. lL's a hurdle you can do wlLhouL, so Lake an exLra few mlnuLes Lo upload a
sulLable avaLar lmage, buL upload someLhlng -
remember, you're here Lo have fun.
z) Cwn u smurt µhone?
lf you have a smarL phone you're llkely Lo flnd
Lhe 1wlLLer experlence a more en[oyable one.
1wlLLer and smarL phones go hand ln hand
because when you're sLandlng ln llne, walLlng
for a Lraln, aL home on Lhe couch or slLLlng ln
Lhe park relaxlng, LhaL welcome 'down Llme'
wlll become your '1wlLLer Llme'.
¸) lollowlng llkemlnded µeoµle
8egln Lo follow people LhaL share slmllar
lnLeresLs Lo your own. Lvery nlche ls covered
on 1wlLLer. lollow a manageable number of
people Lo begln wlLh, say, 30-70 people. lrom
Lhose you'll begln Lo plck your favourlLes and
from Lhose favourlLes, you'll evenLually begln
Lo engage ln conversaLlon. no dlfferenL Lo Lhe
real world. We're aLLracLed Lo llke-mlnded people and we converse wlLh Lhose LhaL
offer us someLhlng, and Lhose LhaL we're happy Lo share lnformaLlon wlLh.
µ) Sometlmes µost ubout everyduy events

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26
?our '1weeLs' Lake on Lhe Lone of who you are and whaL you do. 1weeL abouL whaL
you're Lhlnklng aL LhaL momenL, 1weeL abouL some pendlng evenL or acLlvlLy,
commenL abouL oLher people's 1weeLs, local news or evenLs. Cne sLep aL a Llme -
1wlLLer ls a conversaLlon so you don'L wanL Lo be sLandlng ln Lhe corner sLarlng aL a
brlck wall Lalklng Lo yourself. ln Llme, you'll sLarL Lo engage oLhers ln conversaLlon.
¸) l'm huvlng u bud duy!
AL every posslble free momenL (we all have Lhem LhroughouL Lhe day) 1weeL abouL
your day, Lhlngs you're looklng forward Lo on Lhe weekend, and so on. lf by Lhls Llme
you've plcked up a few followers of your own, lL's posslble LhaL you're caLchlng Lhe
eye of some people. SomeLlmes LweeLlng abouL havlng a bad day aLLracLs commenLs
from close followers offerlng encouragemenL!
6) vhut ls 1wltter '1rendlng', whut ure hushtugs?
lrom 1wlLLer's webslLe: :9( ; 1$+%"&< !8&&(7 8 981928'< .1 -1(7 2" +8)= =($6")71 ")
2"#.!1 ./ 8 :6((2* >2 681 !)(82(7 ")'8/.!8&&$ %$ :6.22() -1()1 81 8 68$ 2" !82('").?(
+(118'(1*
lf a large volume of 1wlLLer users use 29( 18+( 981928' #9)81( wlLhln Lhelr 1weeLs,
Lhe phrase beglns 'Lrendlng'. When Lhls happens, Lhe Lrend ls llsLed ln Lhe 1wlLLer
Lrends feed, whlch ls accessed vla any user's 1wlLLer cllenL (l.e. deskLop app, moblle
app, eLc.).
Ma[or evenLs have a Lendency Lo Lrend on 1wlLLer almosL as soon as Lhe evenL
occurs. lor example, ma[or news and gosslp, pollLlcal news, eLc. Lxamples lnclude
#lederalLlecLlon, #MlddleLasL, #AmyWlnehouse - you geL Lhe ldea.
So wlLh such hlgh proflle sub[ecLs Laklng up Lhe Lrendlng llsLs, whaL hope does a
small buslness have ln creaLlng lLs own Lrend and for LhaL Lrend Lo galn momenLum?
Whenever you see a hashLag phrase, cllcklng/Lapplng on Lhe hashLag's hyperllnk wlll
llsL all 1weeLs LhaL lncorporaLe LhaL hashLag phrase. So as a buslness owner uslng Lhe
servlce, lf you encourage cusLomers Lo follow one of your hashLag phrases, your
followers are able Lo see Lhe acLlvlLy and commenLs LhaL surround your hashLag
when Lhey cllck/Lap Lhe hashLag's hyperllnk. lL's one way for 1wlLLer followers Lo
qulckly vlew Lhe conversaLlons surroundlng a 'Lrend'.
ÞuL slmply, hashLags can geL your 1weeLs ln fronL of oLher users.
1he more ofLen you use an already common hashLag (l.e. one LhaL's already
Lrendlng) as opposed Lo creaLlng one yourself, Lhe more 1wlLLer users your 1weeLs
can be vlslble Lo. Pow? Llke you, when oLher 1wlLLer users cllck/Lap a hashLag llnk
wlLhln Lhelr Llmellne, your 1weeL wlll also appear ln 29(.) 2.+(&./( LogeLher wlLh
every oLher 1weeL feaLurlng LhaL same hashLag. 1hls ls a greaL way Lo be seen by
non-followers on 1wlLLer and ls a way LhaL many 1wlLLer users dlscover new people
Lo follow. So puL yourself ouL Lhere by uslng already-Lrendlng hashLags. lf you're
'1weeLlng' enough abouL your lnLeresLs you'll begln Lo aLLracL new followers. 1hls ls
one of Lhe many ways LhaL 1wlLLer works!

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27
Fancy yourself as a LrendseLLer? CreaLe your own hashLags. keep Lhem shorL and
succlncL, and remember Lhere are no spaces ln hashLags.
,) Lnguge und muke frlends
Cnce you're followlng a reasonable number of people, you'll begln Lo focus on a
selecL few. 1hey're Lhe people Lo engage wlLh Lo geL you sLarLed (from Llme Lo Llme
you'll also drop or 'unfollow' people you don'L care for anymore).
Llke any new conversaLlon keep Lhe Lone frlendly and engaglng. Ask quesLlons,
provlde a compllmenL - anyLhlng. 8uL sLrlke up a conversaLlon and check ln wlLh
Lhose people from Llme Lo Llme. lf you do Lhls wlLh enough regularlLy you'll sLrlke up
some lnLeresLlng frlendshlps (don'L ever glve away personal lnformaLlon such as
phone numbers or addresses).

8) lnvlte your followers to uctlon somethlng
WlLh Lhe people you regularly engage, share llnks wlLh Lhem abouL news sLorles,
Loplcs of lnLeresL, phoLos and your blogs. Þeople LhaL know you by now wlll ofLen
follow a llnk lf Lhey're asked pollLely. When lL comes Lo engaglng cusLomers, you'll be
sharlng useful lnfo wlLh Lhem vla your own webslLe or blog. Make Lhe lnfo valuable
enough and your followers wlll gladly '8e-1weeL' your webslLe llnks Lo Lhelr
followers. lree propagaLlon!
ç) A re1weet exµoses your 1weet to more users

!Cln uS CnLlnL! www.slLesulLe.com.au/arLlcles | www.LwlLLer.com/slLesulLe
28
SomeLlmes lL's llkely LhaL your followers don'L follow Lhe same people LhaL you do.
Whenever someone 1weeLs someLhlng LhaL you belleve your followers may flnd
lnLeresLlng Loo, you can '8e-1weeL' LhaL person's 1weeL so LhaL 29(.) 1weeL appears
ln Lhe Llmellne of Lhose who follow you. ?our followers can do Lhe same for you Loo.
lL's a greaL way of flndlng new people Lo follow.
¡c) llnd your volce
As wlLh any conversaLlon, be yourself. WlLLy and engaglng 1wlLLer users seem Lo geL
Lhe mosL aLLenLlon, so alm Lo be Lhose Lhlngs lf LhaL flLs your persona.
J-88)$+K +,-$ G'4**#$ 3(#3;.4&*
! CreaLe an accounL and become acLlve
! lollow llke-mlnded 1wlLLer accounLs of lnLeresL Lo you such as celebrlLles,
sporLs clubs, muslclans, cooklng enLhuslasLs - anyLhlng LhaL lnLeresL you
! Lngage wlLh people who follow you and people LhaL you follow. Ask quesLlons,
commenL on Lhelr 1weeLs and engage wlLh Lhem.
! Cccaslonally lnclude hashLags wlLhln your 1weeLs. Some fun hashLag examples
lnclude #lneedahollday, #myfavourlLesongs, #LodaysranL.
! 8e-1weeL lnLeresLlng 1weeLs LhaL appear ln your Llmellne. ?our followers wlll
Lhen recelve LhaL LweeL ln 29(.) 2.+(&./(.
G'4**#$ ,/.4/# $#&,-$3#&
Cfflclal 1wlLLer blog: hLLp://blog.LwlLLer.com/
1wlLLer supporL cenLer: hLLps://supporL.LwlLLer.com/
Cfflclal 1wlLLer accounL/feed: hLLps://LwlLLer.com/LwlLLer


!Cln uS CnLlnL! www.slLesulLe.com.au/arLlcles | www.LwlLLer.com/slLesulLe
29

Show off your wares vla ÞlnLeresL

!Cln uS CnLlnL! www.slLesulLe.com.au/arLlcles | www.LwlLLer.com/slLesulLe
30
!"#$%&%'$
1he premlse behlnd
ÞlnLeresL ls slmple.
8eglsLered ÞlnLeresL
members creaLe
vlrLual pln-boards
(Lhlnk of Lhe old fashloned cork boards LhaL you plnned phoLos and newspaper
cllpplngs Lo), Lo whlch Lhey 'pln' lmages gaLhered durlng Lhelr web surflng acLlvlLles.
MulLlple pln boards can be creaLed and sorLed by conLenL, and commenLs can be
added Lo each lmage. users can browse Lhe varlous boards and 'follow' Lhelr
creaLors, and can 'llke' lmages or re-pln Lhem Lo Lhelr own boards. Þ|nterest |s the
perfect med|um for promot|ng on||ne
shopp|ng.
ÞlnLeresL ls a whole new world of soclal
sharlng of ldeas, and lL's rapldly
growlng. AL Lhls polnL lL seems Lo have
a very dedlcaLed markeL, buL Lhls ls
changlng rapldly. Accordlng Lo
comScore lL has en[oyed average
growLh of 32° from !anuary Lo
lebruary 2012, and already boasLs
17.8 mllllon users!
E#/#54*& ,5 A4/*#$#&*
¥our products have the potent|a| to
reach a mass|ve aud|ence. 8y plnnlng $"-)
producLs Lo 29(.) pln boards, users begln Lo share your producLs wlLh Lhelr
followers, and Lhelr followers Lo Lhelrs.
Dr|ve traff|c to your on||ne store. Lach Llme someone plns one of your producL page
lmages Lo Lhelr pln board, a llnk Lo Lhe page LhaL Lhe lmage orlglnaLed from ls
creaLed from lL. lf your producL lmages are aLLracLlve enough lL's more llkely Lo
aLLracL aLLenLlon and resulL ln more cllcks.
Un||m|ted potent|a| |n propagat|on. ÞlnLeresL users can spread Lhe word Lo Lhelr
own groups of followers each Llme a follower vlews Lhelr pln-board/s.
ln Lhe conLexL of promoLlng your new webslLe, a ÞlnLeresL accounL can be used Lo
promoLe your blog posLs (and Lhe phoLos of producLs or servlces wlLhln Lhem) and
your lacebook page (same as above). Cnce your webslLe goes llve, you can begln
llnklng your ÞlnLeresL board producL phoLos Lo Lhelr respecLlve producL or web
pages.

!Cln uS CnLlnL! www.slLesulLe.com.au/arLlcles | www.LwlLLer.com/slLesulLe
31
N ')+& *, #/3,-$)6# -&#$& *, 24/ +,-$ 48)6#& *, *(#4$
24/ 9,)$0
¡) Use quullty lmuges
Make sure LhaL your producL feaLure quallLy, professlonal lmages and LhaL Lhe
lmages are of a slze LhaL ls readlly 'plnnable'. Say, ~300px wlde or LhereabouLs.
z) 8ulld lnterestlng µuge luyouts
Make sure LhaL your producL pages are lnLeresLlng and engaglng. 1lred looklng web
pages wlll do llLLle Lo encourage ÞlnLeresL members Lo pln your lmages.
¸) Muke lt eusy for µeoµle to µln
AcLlvaLe Lhe ÞlnLeresL pln buLLon across your onllne shop and lnLroduce lL Lo your
sLandard key web pages as well.
µ) Creute u Plnterest µln bourd for reµlnnlng other µeoµle's stuff
1hls brlngs you up ln people's feeds and Lhen Lhey can choose Lo follow you, and
vlew Lhe resL of your boards.
¸) Creute comµetltlons
SLarL compeLlLlons for cusLomers Lo creaLe pln boards uslng your lmages. CeL
creaLlve and don'L forgeL Lo announce any compeLlLlon vla your blog and lacebook
pages and 1wlLLer accounL.
I()* ()22#/& '(#/ &,8#,/# 24/& ,/# ,5 8+
48)6#&:
ln a perfecL world your lmage can go 'vlral', a Lerm ofLen used Lo descrlbe a
campalgn LhaL qulckly reaches vlrLually every faceL of soclal medla (1wlLLer,
lacebook, ?ou1ube, ÞlnLeresL, eLc.) and Lo hundreds of Lhousands - mllllons - of
people.
Some lmages deflnlLely seem Lo have sLaylng power and show up over and over on
Lhe maln walls of Lhe ÞlnLeresL webslLe. Lach Llme an lmage dlsplays on Lhe maln
ÞlnLeresL wall, Lhousands of vlewers are seelng lL and decldlng lf Lhey wanL Lo re-pln
lL Lo Lhelr own pln boards (whlch many ÞlnLeresL users love Lo do because lL means
Lhey don'L have Lo go Lo Lhe Lrouble of flndlng Lhelr own lmages Lo pln!). 8eLLer sLlll,
lf Lhe plcLure lnLrlgues Lhem enough Lhey wlll cllck on Lhe lmage Lo follow lL Lhrough
Lo Lhe webslLe lL orlglnaLed from (l.e. your own onllne shop.). Popefully by now Lhe
power of ÞlnLeresL has become clearer.


!Cln uS CnLlnL! www.slLesulLe.com.au/arLlcles | www.LwlLLer.com/slLesulLe
32
J-88)$+K O,-$ A4/*#$#&* C(#3;.4&*
! CreaLe a ÞlnLeresL accounL, follow Lhe slmple lnsLrucLlons and geL plnnlng!
! AcLlvaLe ÞlnLeresL buLLons on your web slLe and shop producL pages
! Lnsure LhaL your producL lmages are hlgh quallLy, lnLeresLlng and engaglng
! lnLroduce compeLlLlons LhaL geL your web vlslLors lnvolved ln ÞlnLeresL acLlvlLy
A4/*#$#&* ,/.4/# $#&,-$3#&
Cfflclal ÞlnLeresL blog: hLLp://blog.plnLeresL.com/
Cfflclal user forums: hLLp://plnforums.com/forum.php




!"# %&') 2*<78,* #*.,')*7 .,,).0,8H* 86.4*79
'7*)7 2833 <* 6&)* 8+038+*/ ,& -8+ %&') 86.4*7
,& ,5*8) -8+ <&.)/M Q)&#*778&+.3 -5&,&7 .)*
,5*)*#&)* *77*+,8.3M=

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33

Lxpose your buslness on Coogle+ Local

!Cln uS CnLlnL! www.slLesulLe.com.au/arLlcles | www.LwlLLer.com/slLesulLe
34
!"# %&'() *+#, !&&-."/ 0&12.
Coogle+ Local ls a free servlce LhaL allows Coogle users Lo flnd your buslness based
on lLs locaLlon. As long as your buslness llsLlng has a malllng address (for
auLhenLlcaLlon) you can creaLe a buslness page on Coogle+ Local.
Coogle+ Local replaces Coogle Þlaces and merges Goog|e's soc|a| med|a p|atform,
Goog|e+, w|th Goog|e's |oca| bus|ness pages. 1hls allows Coogle+ users Lo share
lnformaLlon abouL your buslness wlLh Lhelr frlends.
2
Coogle+ now clalms Lo have 230 mllllon reglsLered users alLhough Lhe percenLage
of LhaL number acLlvely uslng Coogle+ ls ln quesLlon. 8egardless, Coogle+ ls fasL
becomlng a popular soclal neLworklng medlum whose beneflLs are wlde reachlng for
boLh buslnesses and general users.
I(+ +,- /##0 ) D,,6.#P Q,3). 2)6#
Goog|e+ Loca| |s essent|a| to any bus|ness want|ng to be found by Goog|e users.
WheLher you're a resLauranL, cafe, camera shop, or deal excluslvely onllne, Coogle+
Local brlngs soclal neLworklng Lo your buslness' fronL door.
lor example, you can llsL your openlng hours, locaLlon, webslLe address and buslness
descrlpLlon, and also have Coogle+ users posL revlews abouL your buslness. WlLh
revlews ln one convenlenL place, buslness owners can respond Lo compllmenLs or
complalnLs. 1hls demonsLraLes Lo people LhaL your buslness ls cusLomer servlce
focused by engaglng wlLh your cusLomers.
8ecause of the enormous vo|ume of Goog|e users, bus|ness
owners w||| need to pay c|ose attent|on to the|r Goog|e+
Loca| pages. Cwners shou|d |gnore the|r page at the|r own
per||!
1 9$4#5 ,7#$74#' ,5 D,,6.#P
Coogle+ was launched ln !une 2011 as a response Lo
lacebook. Coogle's lnLenLlon was Lo creaLe a place where lLs
users could creaLe Lhelr own user proflle and share phoLos,
vldeo, web pages, revlews and places vlslLed, wlLh frlends.
Clrcles
Coogle also undersLood LhaL people wanLed Lo separaLe Lhelr
soclal groups, l.e. work, famlly and frlends. Coogle's soluLlon
was 'Clrcles', a means where Coogle+ users could creaLe
varlous clrcles LhaL represenLed each soclal group ln Lhelr llves. users could Lhen
declde whlch clrcle of frlends Lo share lnformaLlon wlLh. 8uL Coogle+ ls much more
Lhan [usL organlslng frlends.

!Cln uS CnLlnL! www.slLesulLe.com.au/arLlcles | www.LwlLLer.com/slLesulLe
33
÷¡, Shurlng & Eungouts
Coogle+ brlngs LogeLher many of Lhe elemenLs LhaL made lacebook and 1wlLLer so
exclLlng. leaLures such as '1rends', followlng oLher Coogle+ users (buslnesses and
celebrlLles, eLc.), sharlng posLs, 'Llklng' posLs vla Lhe '+1' buLLon (Coogle's answer Lo
lacebook's 'Llke'), and so on.
Coogle+ users can lnsLlgaLe a 'PangouL', a Lerm glven Lo Coogle's vldeo conferenclng
appllcaLlon. Say you flnd a web page, commenL, phoLo or vldeo you wanL Lo share
wlLh people, you can sLarL a 'PangouL' wlLh as many fellow
Coogle+ users as you choose Lo dlscuss whaL you found. lor
buslnesses, you could lnvlLe an enLlre 'Clrcle' of colleagues Lo
a conference call, you can |nv|te customers to web|nars or
other events.
Lvents
LvenLs are Lhe perfecL place for brlcks and morLar buslnesses
Lo lnvlLe cusLomers Lo promoLlon evenLs, semlnars, parLles,
and so on. Lven lf your buslness operaLes excluslvely onllne,
you can creaLe sales promoLlon evenLs, meeL-ups, eLc.
Cnce an LvenL ls creaLed you can promoLe Lhe evenL wlLh key
phoLos and vldeo, lnvlLe colleagues, cusLomers and frlends -
by Clrcles or lndlvldually - Lhen lnvlLe people Lo upload Lhelr
phoLos afLer or even durlng Lhe evenL. ÞhoLos can be
uploaded ln real-Llme, maklng LvenLs ldeal for semlnars and
neLworklng.
E#/#54*& ,5
D,,6.#P Q,3).
5,$ +,-$
9-&4/#&&
SLC beneflts
Goog|e w||| |ndex
Goog|e+ Loca| bus|ness
pages, so the SLC
potent|a| |s enormous.
Coogle Lakes lnLo
accounL Lhe level of
soclal engagemenL on your buslness page so lL's of huge beneflL for buslness owners
Lo engage wlLh Lhelr cusLomers vla Lhelr Coogle+ Local page. 1hls means LhaL Lhe
more people you aLLracL Lo Lhe page, Lhe more people who wrlLe revlews and
commenLs abouL you, Lhe more llnks you provlde back Lo pages on your webslLe -

!Cln uS CnLlnL! www.slLesulLe.com.au/arLlcles | www.LwlLLer.com/slLesulLe
36
and Lhe more you engage wlLh Lhese elemenLs, Lhe more noLlce Coogle wlll Lake.
1hls LranslaLes Lo beLLer ranklngs on Coogle's search englne resulLs pages (SL8Þs).
Rutlngs
Coogle+ Local feaLures a raLlngs sysLem LhaL allows Coogle users Lo raLe your
resLauranL, cafe or buslness. When Coogle users search for a producL or servlce
relevanL Lo your buslness, any raLlngs lefL for your buslness are dlsplayed ln Coogle's
SL8Þs and your buslness Coogle+ Local page. Anyone wlLh Coogle a Coogle+ accounL
can raLe your buslness. 1he Lype of raLlngs LhaL users can leave are geared Lowards
your Lype of buslness, l.e. a resLauranL ls raLed on lLs lood, Servlce and uecor, a non-
hosplLallLy orlenLaLed buslness ls raLed on CuallLy, Appeal and Servlce.

",' 0, D,,6.# -&#$& 54/0 8+ D,,6.#P Q,3). 2)6#:
Coogle users can flnd your page ln one of 3 ways. A regular search vla Coogle,
Coogle Maps or Coogle+. users searchlng for a buslness vla Lhe Loca| Lab wlLhln Lhelr
Coogle+ screen wlll see a llsL of buslnesses based on Lhe user's locaLlon search
crlLerla (see Lhe example above).
R,/%* 5,$6#* *(# '#.3,8# 8)*
Always make sure LhaL you presenL yourself as professlonally as posslble. 1hls means
uploadlng a quallLy banner proflle lmage for your buslness. Leave Lhls Lo a
professlonal deslgner unless you already have pro phoLos on hand and are good wlLh
Adobe ÞhoLoshop.

!Cln uS CnLlnL! www.slLesulLe.com.au/arLlcles | www.LwlLLer.com/slLesulLe
37
¥ou w||| need two |mages, one |ong banner (940 x 180px) to represent the bus|ness
as a who|e, and the second (260 x 260px) as a |ogo or brand enhancement (e.g. a
c|ose up of your shopfront s|gnage). ?ou can subsLlLuLe Lhe banner wlLh a group of
smaller phoLos Lo represenL Lhe varlous producLs or servlces LhaL you offer, ln whlch
case each wlll need Lo be 130 x 130px. noLe, however, LhaL Coogle dlsplays Lhese
smaller phoLos zoomed when users cllck Lhem, so uploadlng larger lmages ls
smarLer, [usL make sure LhaL Lhey have Lhe same aspecL raLlo, l.e. 1:1. If you don't
up|oad su|tab|e |mages, Goog|e w||| s|mp|y d|sp|ay a Goog|e map of your |ocat|on.

D,,6.# A.)3#& ,/.4/# $#&,-$3#&
More lnformaLlon: hLLp://www.google.com/+/learnmore/local/
CommunlLy blog: hLLp://places.blogspoL.com.au/
Cfflclal ?ou1ube channel: hLLp://www.youLube.com/user/CoogleÞlaces
Cfflclal forums: hLLp://producLforums.google.com/forum/#!forum/buslness




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38

Clue everyLhlng LogeLher vla 1wlLLer

!Cln uS CnLlnL! www.slLesulLe.com.au/arLlcles | www.LwlLLer.com/slLesulLe
39
!"# %&'# (")( *+,-%. !"#$%& ()*$% !"#$$%&'
!"#$!%$&! #$%&&'(
MosL soclal neLworklng channels work LogeLher as a Leam. ?ou wlll learn LhaL 1wlLLer
Lles ln nlcely wlLh mosL soclal channels because you're announclng someLhlng new
Lo your followers, forum posLs can lnvlLe people Lo conLlnue Lhe conversaLlon on
your lacebook page and blog posLs.
1weeL llnks and lnvlLaLlons Lo your lacebook posLs
1weeL llnks and LvenLs lnvlLaLlons from your Coogle+ accounL
1weeL llnks and lnvlLaLlons Lo your 8log posLs
1weeL llnks and lnvlLaLlons Lo your ÞlnLeresL board/s
1weeL llnks and lnvlLaLlons Lo your Cnllne lorum posLs
lf aL Llmes you sLruggle for Lhlngs Lo 1weeL, 1weeL llnks Lo your blog posLs monLhs
afLer publlshlng Lhe blog. WlLh 1wlLLer you are consLanLly bulldlng followers so
Lhere's always someone new who's yeL Lo dlscover your blogs or lacebook page.

G(4/6& *, ,9&#$7# '(#/ &()$4/6 2,&*& 74) G'4**#$
Þrovlde an lncenLlve Lo follow Lhe llnk
lnclude a slmple call Lo acLlon, e.g. º8ead more", eLc.
Where posslble, Lry noL Lo use all 140 characLers allocaLed by 1wlLLer
ldeally you wanL your followers Lo share wlLh 29(.) followers your blog posLs,
lacebook offers and llnks Lo your web pages. 1he slmplesL way for people Lo share
your posLs ls Lo 're-1weeL' whaL you've sald. CfLen when Lhls happens, 1wlLLer users
llke Lo lnclude Lhelr own commenLs along wlLh your orlglnal 1weeL. So lL's lmporLanL
Lo allow room for Lhls Lo happen so LhaL people don'L have Lo edlL your orlglnal
1weeL ln order Lo lnclude whaLever lL ls 29($ wlsh Lo add. 1hls lsn'L crlLlcal by any
sLreLch buL lL's good Lo be mlndful of lL when composlng 1weeLs.



!Cln uS CnLlnL! www.slLesulLe.com.au/arLlcles | www.LwlLLer.com/slLesulLe
40

ÞuL your webslLe holdlng page Lo work

!Cln uS CnLlnL! www.slLesulLe.com.au/arLlcles | www.LwlLLer.com/slLesulLe
41
!"#$% ' ()*%"+,#-. ().S!"#$%& !!"#$%&'! !"#$
A holdlng page ls a slngle, Lemporary 'Pome' page LhaL your domaln name (web
address/u8L) ls polnLed Lo durlng your webslLe bulld, and prlor Lo lLs launch. A
holdlng page Lyplcally conslsLs of a logo and slmple background, and a slmple
message such as, ºCur webslLe ls comlng soon" or ºunder consLrucLlon".
Powever, a holdlng page can, and should, serve a more useful purpose. When you
conslder LhaL a webslLe bulld can Lake anywhere from 4-16 weeks (and ln some
cases, longer dependlng on Lhe complexlLy of work), LhaL's opporLunlLy Lo puL your
holdlng page Lo good use! A holdlng page can become an lnLegral parL of a pre-
launch campalgn.
C$#)*# )/ ,55#$ )/0 4/74*# &-9&3$49#$&
1rafflc generaLed vla soclal neLworklng slLes such as lacebook can be dlrecLed
Lowards Lhe holdlng page Lo subscrlbe Lo an offlclal e-newsleLLer announcemenL
once Lhe webslLe goes 'llve'. So long as Lhe lncenLlve ls rlghL, geLLlng people Lo slgn
up shouldn'L presenL as Loo greaL a challenge. 1hen, wlLh a poLenLlal emall
subscrlber llsL growlng vla your holdlng page, you have a daLabase of hoL leads ready
Lo conLacL when your webslLe goes llve.
Provlde lncentlves
lree membershlp where subscrlbers recelve excluslve offers
lree glfLs or free shlpplng upon purchase vla promoLlon dlscounL codes
Make a purchase ln Lhe flrsL 30 days Lo recelve dlscounLs
C$#)*# +,-$ 04&3,-/* 3,-2,/ 5,$ ,/.4/# &(,224/6
When your webslLe goes llve, creaLe Lhe promoLlonal dlscounL code based on Lhe
offer you've been promoLlng durlng your pre-launch campalgn. lf you're offerlng a
20° dlscounL wlLh free shlpplng for Lhe webslLe's flrsL 30-days afLer launch, creaLe a
ulscounL Coupon and seL a 30-day explry daLe wlLh 20° off and free shlpplng.
ulscounL coupons can be LargeLed Lo speclflc producLs or shop caLegorles, so your
pre-launch campalgn can be based on vlrLually any buylng scenarlo LhaL you Lhlnk of.


!Cln uS CnLlnL! www.slLesulLe.com.au/arLlcles | www.LwlLLer.com/slLesulLe
42
T,/ #S3,88#$3# '#9&4*#& 9#/#54* *,,
lf you're launchlng a webslLe wlLhouL e-commerce funcLlonallLy your slgn up
lncenLlve can easlly be servlce or lnformaLlon based. 1hls means LhaL you offer
subscrlbers access Lo lnformaLlon vla excluslve e-newsleLLers or password-proLecLed
web pages. As membershlps grow, you could also lnLroduce pald membershlp for
premlum lnformaLlon and servlces (and use LhaL opporLunlLy Lo enable your webslLe
for e-commerce so LhaL your webslLe generaLes dlrecL lncome).


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43

urlve Lrafflc Lo your webslLe vla ÞÞC

!Cln uS CnLlnL! www.slLesulLe.com.au/arLlcles | www.LwlLLer.com/slLesulLe
44
!"# %&' ()*(+ !""#$ !"#$%&'(')*
Þay per cllck (ÞÞC) adverLlslng ls, as Lhe Lerm suggesLs, a means of adverLlslng where
Lhe adverLlser pays each Llme a person
cllcks on Lhelr ad.
When people search on Coogle for a
keyword feaLured wlLhln your ad,
Coogle may serve your ad Lo Lhose
users. uependlng on Lhe popularlLy of
Lhe keyword/s belng used, your ad
could cosL as llLLle as a few cenLs each
Llme a person cllcks on your ad. WlLh a
dally budgeL llmlL seL, you can declde
how much you're wllllng Lo spend
each day, and how much you're
prepared Lo pay for Lhe use of cerLaln
keywords.
1he power of ÞÞC advert|s|ng |s that you don't have to wa|t for Goog|e to |ndex,
and beg|n serv|ng, your web pages to |ts users v|a 'organ|c' (|.e. non-pa|d) search.
WebmasLers use a ÞÞC campalgn Lo run ln parallel wlLh Lhelr ongolng SLC efforLs,
whenever Lhey need an lncrease ln lnbound leads or sales Lhey ofLen Lurn Lo ÞÞC
adverLlslng Lo llfL Lhelr slLe Lrafflc. 1hls makes ÞÞC adverLlslng Lhe mosL cosL effecLlve
way of drlvlng Lrafflc Lo any new webslLe, and Lrafflc LhaL's already expressed
lnLeresL ln your Lype of producLs or servlces.
We recommend LhaL a ÞÞC campalgn be creaLed Lo colnclde wlLh Lhe launch of your
webslLe. Coogle AdWords ls one of many ÞÞC producLs avallable.
107)/*)6#& ,5 ) D,,6.# 10I,$0& 3)82)46/
" AdWords w||| act as a test bed for any upcom|ng SLC keyword p|ann|ng.
WhaL works ln your AdWords campalgns can Lhen be used ln your SLC
campalgn, whaL doesn'L work ln your ÞÞC ads can be Lossed aslde.
" Þropp|ng up your |nbound traff|c |eve|s unLll your SLC campalgn resulLs begln
Lo Lake effecL.
" 8e|ng ab|e to use |ong-ta|| phrases LhaL would oLherwlse be off llmlLs wlLhln a
SLC campalgn due Lo Lhelr compeLlLlve naLure.
" 8e|ng ab|e to qua||fy |nbound |eads vla Coogle AnalyLlcs Lo show Lhe
effecLlveness of pay per cllck campalgns.
!O/;&)/7 87 ,5* 6&7,
0&7, *##*0,8H* 2.% &#
/)8H8+4 ,).##80 ,& .+%
+*2 2*<78,*9 .+/ ,).##80
,5.,(7 .3)*./%
*R-)*77*/ 8+,*)*7, 8+
%&') ,%-* &# -)&/'0,7 &)
7*)H80*7=

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43
C,/&40#$)*4,/& 5,$ ) AAC 3)82)46/
now we're noL golng Lo suggesL LhaL you use an AdWords campalgn Lo drlve Lrafflc
Lo your webslLe's holdlng page prlor Lo launch (alLhough argumenL for Lhls approach
ls valld Lo some exLenL), however, dlrecLlng Lrafflc Lo a lacebook page can reap early
beneflLs pre-launch. lor example, lf you creaLe an 'openlng offer' lncenLlve such as a
dlscounL or free shlpplng for Lhose who 'Llke' a producL or posL, Lhen Lhere's a falr
argumenL ln favour of drlvlng pay Lrafflc Lo your lacebook page (or webslLe holdlng
page).
?ou can seL a budgeL for your ÞÞC campalgn, and ensure LhaL your lncenLlve ls sLrong
enough for people Lo 'Llke' or slgnup for a pre-launch newsleLLer and Lhelr dollar or
percenLage value dlscounL on Lhelr flrsL purchase.
lf you have an onllne shop, lL's easy Lo creaLe a promoLlon dlscounL code and Lhen
send LhaL code Lo Lhe people who slgned up for your newsleLLer, also make Lhe code
avallable for a llmlLed Llme vla your lacebook page.
D#**4/6 &*)$*#0K &#**4/6 -2 10I,$0&
lf you're brand new Lo AdWords or need a freshen-up, Coogle has creaLed a serles of
learnlng vldeos LhaL you can vlew from Lhelr onllne classroom. lL's a greaL way Lo
learn AdWords, so seL some Llme aslde Lo vlslL Lhe page:
hLLp://www.google.com.au/adwords/onllneclassroom
8ecause Lhe sub[ecL of creaLlng an AdWords campalgn can be qulLe complex, we've
lncluded baslc lnfo and some polnLers only. So for Lhe resL of Lhls secLlon leL's
assume LhaL you're up Lo speed on Lhe Lechnlcal slde of Lhlngs, and LhaL you now
wanL some advlce on geLLlng Lhe mosL from your campalgn.
1lµ: '1lghtenlng uµ' your cumµulgn
ln a perfecL world you'd probably llke enqulrles Lo come from every corner of Lhe
globe buL LhaL's unreallsLlc for mosL new SMLs. Cf Lhe counLrles and/or
sLaLes/reglons ln your 'Campalgn SeLLlngs' wlLhln AdWords, do you really need your
ad Lo be served across Lhe land or would your ad be beLLer served Lo [usL one
focused reglon such as your sLaLe or clLy? lf you're a brlcks and morLar reLaller for
example, and your campalgn ls Lo help drlve Lrafflc and enqulrles Lo your shop, Lhen
placlng your ad lnLersLaLe wlll only eaL up your ÞÞC budgeL unnecessarlly.
Chooslng a 'LlghL reglon selecLlon' wlll reduce Lhe amounL of Llmes LhaL your ad ls
served buL lL should lncrease your converslon raLe because your ad wlll be more
relevanL Lo Lhose vlewlng lL. lurLhermore, lf a Coogle searcher places 'Sydney' ln
Lhelr long-Lall search phrase, and your ad ls opLlmlsed for Sydney, Lhen your ad wlll
be served ln LhaL lnsLance ln Coogle's geo-LargeLed resulLs.
1lµ: Negutlve keywords

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46
negaLlve keywords allow you Lo avold servlng your ad Lo users who have lncluded a
speclflc word ln Lhelr search query. LeL's say LhaL you sell lresh Creen Apples ln
Sydney. ?ou would Lhen selecL negaLlve keywords such as '8ed', 'lrozen', eLc. - any
word/s LhaL you wanL Lo fllLer ouL as lrrelevanL Lo your campalgn and producL.
Slmllarly, lf you sell hlgh-LlckeL deslgner sunglasses, you're llkely Lo choose negaLlve
keywords such as 'Cheap', '8argaln', 'Affordable', eLc. because searchers LhaL use
Lhose words are unllkely Lo be hunLlng for expenslve deslgner opLlcs!
1lµ: Sµllt testlng
Conslder runnlng more Lhan one ad for Lhe same campalgn (referred Lo as A/8 spllL
LesLlng). 8un boLh ads LogeLher (wlLh dlfferenL 1lLles and 1exL) Lo flnd ouL whlch one
ouLperforms Lhe oLher wlLh hlgher C18 (Cllck 1hrough 8aLe) and also converLs beLLer
Lhrough your Coal Converslon speclfled ln your Coogle AnalyLlcs accounL. ?ou can
waLch a Coogle vldeo abouL goal converslon aL Coogle's ?ou1ube page:
hLLp://youLu.be/cCqq4bvrxÞu
Cnce one ad beglns Lo ouLperform Lhe oLher, you creaLe a new '8' ad and repeaL Lhe
process over. 1hls ls conLlnuous and by dolng so, ensures LhaL you have your besL
'game on' aL all Llmes.
=7#$+ )0 &(,-.0 ()7# ) 2-$2,&#S8)0# .)/04/6 2)6#
Coogle sLaLes LhaL lL deLermlnes Lhe quallLy of your landlng page so lL's lmporLanL Lo
spend Llme creaLlng a landlng page LhaL's opLlmlsed for your ad campalgn. As we
dlscussed prevlously, where your landlng page ls wlll depend on wheLher you're
runnlng a pre-launch campalgn or a posL-launch campalgn.
Conslderutlons for u µreluunch cumµulgn
Þrlor Lo launch you'll wanL Lo opLlmlse elLher your lacebook page, webslLe holdlng
page or 8logger posL.
lor lacebook, make sure Lhere are plenLy of posLs relevanL Lo your campalgn. Also
ensure LhaL your page banner holds plenLy of relevance Lo Lhe campalgn. 1he Lrlck
here ls Lo enable people who cllck Lhrough Lo Lhe page wlLh lnsLanL ldenLlflcaLlon
LhaL Lhe page bears relevance Lo Lhe ad Lhey [usL cllcked on.
lf dlrecLlng cllck Lrafflc sLralghL Lo your webslLe holdlng page for Lhe purpose of
bulldlng an emall subscrlpLlon llsL, ensure LhaL lLs conLenL ls absoluLely relevanL Lo
Lhe campalgn. lf Lhe ad feaLured some form of pre-webslLe launch offer, make LhaL
offer fronL and cenLer and lnclude an obvlous call Lo acLlon.
Conslderutlons for u µostluunch cumµulgn
ÞosL-launch you wlll have access Lo SlLeSulLe CMS and Lhe means Lo creaLe purpose-
bullL web or producL pages opLlmlsed for Lhe campalgn. lL's no good polnLlng your ad
Lo your 'Pome' page because lL's llkely LhaL your lnbound vlslLor ls expecLlng Lo see a

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47
speclflc producL or servlce, noL an overvlew of your buslness or organlsaLlon. 1hls ls
where a landlng page becomes lmporLanL.
C$#)*4/6 )/ ,2*484&#0 .)/04/6 2)6# 5,$ 10I,$0&
A purpose-bullL landlng page ensures LhaL people who cllck on your ad arrlve aL a
web page LhaL responds Lo Lhelr search query. 1he page should lnclude Lhe offer and
also a clear call Lo acLlon such as an 'Add Lo carL' buLLon, 'Call us Loday' Lype
message, eLc.
1he page should also follow slmple SLC Lechnlques. lf you're new Lo SLC you wlll
need Lo learn a few slmple Lechnlques for your AdWords-speclflc landlng page. 1hls
ls easy enough so don'L be frlghLened of Lhe followlng lnsLrucLlons! Cnce you see lL
ln pracLlce, Lhe pleces wlll qulckly fall lnLo place.
Coogle provldes very good resources vla lLs ?ou1ube channel LhaL explaln AdWords
ln greaL deLall - lL's ln Lhelr besL lnLeresL Lo do so, so Lake advanLage of LhaL
lnformaLlon. 8efer Lo Lhe onllne resources secLlon aL Lhe end of Lhls chapLer.
Cur work exumµle
LeL's work wlLh an example of a
Sydney lLallan resLauranL
adverLlslng a cooklng class.
Lach secLlon of an AdWords
banner ls as follows:
nead||ne: (maxlmum 23 characLers lncludlng spaces) Lach keyword or phrase wlLhln
Lhe headllne LhaL's relevanL Lo a user's search Lerm, wlll dlsplay ln bold Lype. 1he
headllne llnks Lo Lhe u8L you nomlnaLe.
Descr|pt|on: (maxlmum 70 characLers lncludlng spaces) 1he descrlpLlon dlsplays over
Lwo llnes, each conLalnlng 33 characLers maxlmum. Coogle LruncaLes words on each
llne, so lf Lhls ls an lssue for you, choose your words carefully and revlew Lhe ad
before publlshlng.
D|sp|ay UkL: (maxlmum 33 characLers lncludlng spaces) 1hls ls Lhe u8L of your
webslLe and does noL need Lo reflecL Lhe preclse u8L of our landlng page. 1hls
merely Lells Lhe searcher LhaL Lhe ad belongs Lo Lhls webslLe (ln our example,
www.lLallanresLauranLsydney.com.au).
now Lo creaLe an opLlmlsed landlng page based on our work example. 8efer Lo Lhe
lllusLraLlon below Lo see where LexL ls enLered lnLo Lhe page edlLor of SlLeSulLe CMS.

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48

¡) Mutch your lundlng µuge's URL wlth thut of your ud's key µhruse
8y lncludlng your ad's key phrase wlLhln Lhe landlng page u8L, you are reassurlng
people LhaL Lhe page bears relevance Lo Lhelr search Lerm, and lL also demonsLraLes
Lhe same Lo Coogle.
Cur work examp|e: Sydney lLallan Cooklng Class
z) Use the ud's heudllne µhruse ln your Puge 1ltle
1he web page LlLle can be wrlLLen lnLo Lhe 'Þage 1lLle' fleld lnslde SlLeSulLe CMS. 1he
page LlLle appears lnslde Lhe user's web browser bar, and ls used by Coogle Lo
deLermlne Lhe relevance of Lhe page conLenL when compared Lo your ad.
Cur work examp|e: Sydney lLallan Cooklng Class from lLaly's mosL decoraLed chef
¸) Creute the µuge's 'Eeudlng ¡' tug uslng the ud's µhruse word for
word
1he LopmosL headlng on your landlng page should mlrror your ad's phrase, and be
'Lagged' wlLh Lhe 'headlng 1' sLyle uslng Lhe SlLeSulLe CMS ConLenL LdlLor's sLyle
Lools. noL only wlll Lhls headlng sLand ouL Lo people arrlvlng aL Lhe page, buL also
Coogle refers Lo Lhls Lag when revlewlng Lhe page.
Cur work examp|e: Sydney lLallan Cooklng Class
µ) Creute the µuge's 'Eeudlng z' tug lmmedlutely below the 'Eeudlng ¡'
tug thut reµeuts the ud's flrst descrlµtlon llne

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49
As wlLh Lhe 'headlng 1' sLyle Lag, you should Lag Lhe ad's descrlpLlon LexL on Lhe page
wlLh Lhe 'headlng 2' sLyle Lag. ?ou can use your ad's descrlpLlon word for word or
elaboraLe sllghLly belng mlndful noL Lo devlaLe Loo far from Lhe ad's descrlpLlon.
Cur work examp|e: Learn lLallan cooklng from lLaly's besL
¸) Creute text thut descrlbes the offer (wlthln u µurugruµh 'µ' tug)
keep lL shorL and succlncL, and be sure Lo Lag Lhe paragraph/s wlLh Lhe 'p' paragraph
sLyle Lag. Compose well-wrlLLen copy LhaL Lhe vlslLor can lmmedlaLely ldenLlfy wlLh.
Cur work examp|e: 1he Sydney lLallan 8esLauranL cooklng class ls conducLed by
world-famous lLallan chef, Lva uorlano, who has been awarded wlLh 3 haLs ln 2011-
2012. ?ou wlll learn from Lhe lLallan masLer!
6) Pluce unother 'Eeudlng z' tug thut reµeuts und eluborutes uµon
the ud's second descrlµtlon llne.
1hls relnforces Lhe ad's message and agaln reassures Lhe vlslLor LhaL Lhe ad dellvers
whaL Lhey're searchlng for.
Cur work examp|e: uecoraLed chef. $30pp. 8ook now!
,) lollow the µrevlous 'Eeudlng z' tug wlth body text (styled uslng the
'µ' tug) thut further eluborutes thls sectlon.
Compose well-wrlLLen copy LhaL elaboraLes on Lhe second descrlpLlon llne of our ad.
Cur work examp|e: 1he lLallan Sydney 8esLauranL has Sydney's only 3 haLs
decoraLed chef. AL [usL $30pp lL's greaL value.
8) Provlde u cull to uctlon und style thut text wlth the 'Eeudlng z' tug
Compose a slmple call Lo acLlon LhaL draws people Lo dlal a phone number, 'add Lo
carL' or subscrlbe Lo an e-newsleLLer - whlch ever ls appllcable Lo Lhe landlng page.
Cur work examp|e: 8ook now Lo secure your place! Call 1300 130 873.
ç) Conflrm the cull to uctlon wlth 'µ' styled text
Compose a shorL paragraph relnforclng Lhe call Lo acLlon and sLyle wlLh Lhe
paragraph 'p' Lag uslng Lhe sLyle llsL wlLhln Lhe W?SlW?C edlLor.
Cur work examp|e: Þlaces flll qulckly so book Loday Lo secure your place wlLh your
parLner, famlly or frlends! We look forward Lo maklng you AusLralla's nexL lLallan
masLer chef!
¡c) Uµdute your webslte's ×ML sltemuµ to reference your lundlng
µuge
LdlL your webslLe's xML slLe map (conLacL your deslgner lf you're uncerLaln abouL
Lhls).

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30
J-88)$+K O,-$ AAC C(#3;.4&*
! CreaLe an AdWords accounL and llnk lL Lo your AnalyLlcs accounL
! SeL a dally budgeL and carefully research keywords relevanL Lo your offer
! CreaLe opLlmlsed landlng pages
! MonlLor acLlvlLy and resulLs vla your llnked Coogle AnalyLlcs accounL
D,,6.# 10I,$0& ,/.4/# $#&,-$3#&
Cfflclal blog: hLLp://adwords.blogspoL.com.au/
Cfflclal forums: hLLps://www.en.adwords-communlLy.com/L3/AdWords-
CommunlLy/cL-p/AdWords
Cfflclal CommunlLy:
hLLps://groups.google.com/forum/?fromgroups#!forum/adwords-apl



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31

1argeL your campalgns wlLh emall

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32
!"#$% '()*%(++(, -#".#$/0*
lf you creaLe a subscrlber reglon on your new
webslLe's holdlng page, you wlll hopefully bulld
a respecLable daLabase of new subscrlbers. ln
any case, Lhose people who Look Lhe Llme Lo
provlde Lhelr deLalls wlll be ready Lo recelve
your lnlLlal offers, and of course emall
campalgns wlll become an lnLegral parL of
your ongolng onllne markeLlng.
1/ 4/*$,0-3*4,/ *, #8)4.
3)82)46/&
WlLh Lhe aLLenLlon glven Lo soclal medla,
Lhe Lrled and LesLed way of connecLlng
wlLh cusLomers, emall newsleLLers, has
seemlngly Laken a back seaL ln recenL
years.
AlLhough 1wlLLer, lacebook and ÞlnLeresL
mlghL seem more 'Lrendy' and 'fun', almosL
every onllne user ln Lhe world sLlll connecLs wlLh Lhelr emall
accounLs on a dally basls. 8uslness users, of course, access Lhelr emall llve as lL's
pushed Lo Lhelr moblle and deskLop devlces. So whlle many of us mlghL klck back
afLer work and check-ln wlLh frlends vla 1wlLLer and lacebook, lL's sLlll our aLLenLlon
Lo emall LhaL's flrmly locked lnLo place, and LhaL's unllkely Lo change anyLlme soon.
U,&* #S/#'&.#**#$& 3)/ 9# 3$#)*#0 4/ -/0#$ VM84/&
lor markeLers Lhls shouldn'L be overlooked. lor many SMLs, Lhe Llme requlred Lo
malnLaln Lhelr soclal medla channels ls vlewed as Laxlng. MalnLalnlng a sLrong
presence on 1wlLLer and lacebook requlres aL leasL an hour per day, schedullng
1weeLs, respondlng Lo dlrecL messages, re-1weeLlng, posLlng on lacebook and so on.
?ou're elLher dedlcaLed Lo lL or you're noL (and you elLher have Lhe resources or you
don'L). WhaL we're suggesLlng ls LhaL lf you have any Llme Lo lnvesL, lL's wlse Lo puL
LhaL Llme Lowards bulldlng e-newsleLLer campalgns.
Lmall newsleLLers can be creaLed ln less Lhan 30mlns (slgnlflcanLly less lf you keep
Lhlngs slmple), and on Lhe basls of one newsleLLer per week or forLnlghL, Lhe 'hlL
raLe' and reLurns offseL agalnsL Lhe Llme lnvesLed ln soclal neLworklng, can be far
greaLer. lf you're selllng producLs onllne and you announce a speclal vla 1wlLLer -
and announce LhaL same speclal vla a LargeLed emall campalgn - Lhe resulLs wlll
ofLen speak for Lhemselves.

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33
=8)4. 3)82)46/& )$# *)$6#*#0
Cf course Lhere are plenLy of merchanLs reaplng rewards and dlrecL sales from
1wlLLer and lacebook buL leL's be frank: ln many cases emall campalgns are noL only
LargeLed Lowards (@.12./' cusLomers, buL can be monlLored vla cllck raLes wlLhouL
pourlng over your Coogle AnalyLlcs' soclal medla sLaLs.
So before you drop all your eggs lnLo soclal neLworklng channels, casL your eye Lo
emall newsleLLers. 1he resulLs wlll ofLen ouLwelgh even Lhe besL resulLs uslng oLher
meLhods, and Lhls ls cerLalnly Lhe case wlLh SMLs who may lack Lhe markeLlng
budgeL requlred Lo massage soclal channels 3 days a week.
D$,-2 &-9&3$49#$& 5,$ ) 8,$# *)$6#*#0 3)82)46/
lf you've had a pre-launch holdlng page on your webslLe LhaL feaLured a subscrlpLlon
reglon for newsleLLers, you wlll have collecLed subscrlbers lnLo a speclflc folder
lnslde your newsleLLers module ln SlLeSulLe CMS. 1haL folder/group wlll feaLure a
LlLle such as 'Poldlng page subscrlbers' or slmllar.
Powever, afLer your webslLe goes llve you'll begln Lo lnvlLe people from varylng
sources Lo subscrlbe Lo your newsleLLers. lacebook posLs may lnclude llnks Lo
purpose bullL landlng pages, and on Lhose pages you may choose Lo lnclude an
lnvlLaLlon Lo subscrlbe Lo newsleLLers geared speclflcally Lo LhaL speclal lnLeresL
group.
J2#34). 4/*#$#&*
6$,-2&
A speclal lnLeresL group allows
you Lo send LargeLed campalgns
LhaL cover speclflc sub[ecL maLLer
only, raLher Lhan sendlng a
general newsleLLer wlLh no
speclflc sub[ecL ln mlnd. AlLhough
'broad shoL' newsleLLers are okay
every now and Lhen, your
subscrlbers wlll become annoyed wlLh recelvlng newsleLLers noL speclflc Lo Lhelr
lnLeresLs. 1hls leads Lo unsubscrlbe raLes Lo cllmb, and LhaL's Lo be avolded aL all
cosL.
Lxumµle sµeclul lnterest grouµs lnclude:
Poldlng page subscrlbers (whlch you can change Lo a 'defaulL' group afLer your
webslLe goes llve)
lacebook subscrlbers
ln-sLore cusLomers (lf you operaLe a 'brlcks and morLar' Lype sLore)
8esellers and dlsLrlbuLers

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34
SlLeSulLe CMS allows you Lo creaLe as many speclal lnLeresL groups as you need, and
Lhen selecL one or more groups Lo recelve any glven newsleLLer LhaL you send.
Croups can be creaLed aL any Llme, and can be updaLed as your needs evolve.
C$#)*# &-9&3$49#$ $#64,/& ,/ )/+ '#9 2)6#
SlLeSulLe CMS allows you Lo embed onLo any web or producL page, a newsleLLer
subscrlber emall address lnpuL fleld. As long as Lhe subscrlber group has been added
beforehand, you can selecL a speclflc group lnLo whlch new subscrlbers are placed.
100 &-9&3$49#$ $#64,/& 5,$ 2-$2,&#S9-4.* .)/04/6
2)6#&
1o add a subscrlber reglon on any web or producL page (even blog posLs), wlLhln
SlLeSulLe CMS go Lo Modu|es > News|etters > Subscr|bers and flnd Lhe Create New
L|st buLLon. Clve your new subscrlber llsL a slmple ldenLlfler. 1hls new llsL wlll be
selecLed wlLhln Lhe nexL sLep.
now add/edlL a new web, producL or blog page
and &""= ,") Lhe Insert Modu|e Content gold
sLar lcon locaLed on Lhe conLenL edlLor's
W?SlW?C Loolbar. A.29 $"-) +"-1( !-)1")
#"1.2."/(7 6.29./ 29( !"/2(/2 )('."/ "/ 29(
#8'( 69()( $"- 6"-&7 &.=( 2" #"1.2."/ 29(
1-%1!).%() ,.(&7, cllck Lhe lcon. A pop-up
wlndow wlll appear.
SelecL News|etter from Lhe drop-down menu
llsL Modu|e: and noLe how a Subscr|ber Group
drop-down menu llsL appears. lrom Lhls llsL, selecL Lhe subscrlber group LhaL you
would llke new subscrlbers Lo be enLered lnLo afLer enLerlng Lhelr emall address.
Cllck Lhe Ck buLLon and an orange-coloured 'boundlng box' represenLlng Lhe
embedded subscrlber fleld wlll poslLlon lLself on Lhe page. now save Lhe page Lo
make Lhe changes, publlsh your webslLe.
Lach Llme someone subscrlbes vla Lhls page, Lhelr emall address ls collecLed lnLo Lhe
subscrlber group you selecLed.
G()/; 74&4*,$& 5,$ &-9&3$494/6
Cnllne cusLomer servlce ls ofLen overlooked, so be sure Lo Lhank people for
subscrlblng! 1hankfully you can creaLe an auLomaLed process. LocaLed ln Lhe
Unattached Þages menu of your SlLeSulLe CMS you wlll flnd a page LlLled '1hankyou'.
1hls page should lnclude a warm message along wlLh a conflrmaLlon of Lhe varlous
offers you provlde for emall subscrlbers.

!Cln uS CnLlnL! www.slLesulLe.com.au/arLlcles | www.LwlLLer.com/slLesulLe
33
J4*#J-4*# CUJ $#5#$#/3#
Lmall newsleLLer campalgns help wlkl: hLLp://help-
v4.slLesulLe.neL.au/page/emall_newsleLLer_campalgns.hLml



!Cln uS CnLlnL! www.slLesulLe.com.au/arLlcles | www.LwlLLer.com/slLesulLe
36

Caln lnslghL wlLh WebmasLer 1ools

!Cln uS CnLlnL! www.slLesulLe.com.au/arLlcles | www.LwlLLer.com/slLesulLe
37
!""#$% '%()*+,%- .""$+
Coogle WebmasLer Lools serve as a means of lnsLrucLlng Coogle how Lo lndex your
webslLe, and Lo galn lmporLanL feedback from Coogle abouL poLenLlal problems LhaL
your webslLe, or web pages, may have. Cnce your slLe goes llve, you should
subscrlbe Lo Coogle's free WebmasLer Lools by elLher uslng a new Coogle accounL,
or by [olnlng your AnalyLlcs, AdWords, Cmall, ?ou1ube or 8logger accounLs wlLh
WebmasLer Lools.
G(# #&&#/*4).& 5,$ ) /#' '#9&4*#
Cnce your accounL has been creaLed for Coogle WebmasLer Lools, Lhe followlng
lLems should be addressed.
Add your webslLe address (e.g. hLLp://www.example.com.au)
CreaLe and upload a slLemap
19,-* J4*#8)2&
As quoLed from Lhe Coogle WebmasLer Lools supporL page:
BC.2(+8#1 8)( 8 68$ 2" 2(&& D""'&( 8%"-2 #8'(1 "/ $"-) 1.2( ED""'&(F +.'92 /"2
"29()6.1( 7.1!"G()* >/ .21 1.+#&(12 2()+1< 8 HIJ C.2(+8#K-1-8&&$ !8&&(7 C.2(+8#<
6.29 8 !8#.28& CK.1 8 &.12 ", 29( #8'(1 "/ $"-) 6(%1.2(* L)(82./' 8/7 1-%+.22./' 8
C.2(+8# 9(&#1 +8=( 1-)( 2982 D""'&( =/"61 8%"-2 8&& 29( #8'(1 "/ $"-) 1.2(<
./!&-7./' MNJ1 2982 +8$ /"2 %( 7.1!"G()8%&( %$ D""'&(O1 /")+8& !)86&./' #)"!(11*P
Eow to creute u Sltemuµ
1he easlesL way Lo creaLe a SlLemap xML flle ls Lo uLlllse any one of Lhe free onllne
SlLemap generaLlon Lools such as hLLp://www.xml-slLemaps.com/.
Cnce your SlLemap has been generaLed you can Lhen have your deslgner upload Lhe
resulLlng xML flle Lo Lhe back-end of your webslLe. ?ou Lhen log ln Lo your
WebmasLer Lools accounL and lnsLrucL WebmasLer Lools of Lhe SlLemap flle's name
and locaLlon. ln every lnsLance, an xML SlLemap fllename wlll be sitemap.xml
and wlll slmply be a LexL flle LhaL can be updaLed wlLhln common LexL edlLors such as
noLepad, 1exLLdlL, eLc.
D,,6.# I#98)&*#$ G,,.& ,/.4/# $#&,-$3#&
Cfflclal blog: hLLp://googlewebmasLercenLral.blogspoL.com.au/
Cfflclal ?ou1ube channel:
hLLp://www.youLube.com/user/CoogleWebmasLerPelp
Cfflclal forums:
hLLps://producLforums.google.com/forum/#!forum/webmasLers

!Cln uS CnLlnL! www.slLesulLe.com.au/arLlcles | www.LwlLLer.com/slLesulLe
38

MonlLor slLe Lrafflc wlLh Coogle AnalyLlcs

!Cln uS CnLlnL! www.slLesulLe.com.au/arLlcles | www.LwlLLer.com/slLesulLe
39
!"#$%&" (&#))*+ ,*(- .//01" !"#$%&'()
Learnlng abouL webslLe Lrafflc ls an lmporLanL parL ln malnLalnlng a modern webslLe
because LhaL knowledge reveals whlch pages work and whlch don'L. ?ou learn where
vlslLors come from, how Lhey dlscovered your slLe, whaL Lhey do when Lhey arrlve,
and Lhe paLhs Lhey Lake (and Lhls [usL for sLarLers!).
8y Laklng lnformaLlon abouL
your webslLe and uslng lL Lo
lmprove your slLe's layouL, lLs
pages and lLs conLenL, you
conflgure your slLe more
Lowards whaL your vlslLors
wanL raLher Lhan whaL
you belleve Lhey need.
1here are no shorLages ln
avallable Lrafflc-analyLlcs
sofLware appllcaLlons buL
perhaps Lhe mosL revered ls
Coogle AnalyLlcs. noL only ls lL
free, buL lL's also as
comprehenslve as mosL
webmasLers could ever wlsh
for.
Powever, AnalyLlcs ls noL for Lhe falnL hearLed. WlLh a mass of avallable Lools, aL
Llmes lL's a Lough beasL Lo masLer, however, by dedlcaLlng [usL a few mlnuLes each
day you qulckly learn lLs baslcs and cerLalnly enough Lo begln collecLlng lnformaLlon
LhaL can be of use ln maklng your webslLe a more producLlve buslness Lool.
lf you're noL a Lechnlcal person, don'L despalr. 1here are counLless LuLorlals avallable
onllne and a fabulous collecLlon of LuLorlals provlded by Coogle. Many are geared
Lowards beglnners so LhaL you can lnsLall Lhe Lracklng code and geL analyslng ln qulck
Llme.
</&*)..4/6 D,,6.# 1/).+*43& ,/ +,-$ '#9&4*#
Pere's how Lo creaLe a Coogle AnalyLlcs accounL and lnsLall Lhe Lracklng code vla
SlLeSulLe CMS.
¡) Creute u new Coogle uccount or log ln to your current Coogle
uccount
A Coogle accounL ls an accounL creaLed uslng an emall address Lo access any of Lhe
varlous Coogle producLs such as ?ou1ube, 8logger, AdWords and, of course,
AnalyLlcs. A Coogle accounL ls noL a Coogle Cmall accounL alLhough you can log ln Lo
Cmall and Lhen creaLe an AnalyLlcs accounL lf you don'L already have one.

!Cln uS CnLlnL! www.slLesulLe.com.au/arLlcles | www.LwlLLer.com/slLesulLe
60
z) Creute un Anulytlcs uccount
lollow Lhe prompLs wlLhln your Coogle accounL and slgn up for AnalyLlcs. ?ou wlll be
prompLed Lo enLer your webslLe's u8L.
¸) Cnce your Anulytlcs uccount ls creuted, coµy the trucklng code
1he Lracklng code ls whaL Coogle uses Lo ldenLlfy your webslLe. lrom Lhe Q812( 29.1
!"7( ./2" $"-) 6(%1.2( LexL box, copy LhaL code and Lhen log ln Lo your webslLe's
uashboard from a separaLe web browser Lab or wlndow.
µ) Puste the trucklng code lnto your webslte
Cnce logged ln Lo your webslLe uashboard, navlgaLe Lo Stat|st|cs and Lhen selecL Lhe
Custom Stat|st|cs Code navlgaLlon Lab. lrom wlLhln LhaL Lab, pasLe your Lracklng
code lnLo Lhe LexL lnpuL fleld box. SelecL App|y th|s code to: The entire website
including the shop and checkout. Cllck Lhe Add New Code buLLon when done. now
publlsh your webslLe. Coogle wlll now begln Lo Lrack Lrafflc Lo and from your
webslLe. ?ou can vlew Lhls lnformaLlon from Lhe Coogle AnalyLlcs uashboard.
So now LhaL you're successfully Lracklng your vlslLor Lrafflc, where Lo nexL? 1he besL
place for AnalyLlcs resources ls Coogle. Pere are some useful llnks Lo onllne LuLorlals
Lo help you geL sLarLed (buL Lhe besL way ls Lo log ln Lo your AnalyLlcs accounL each
mornlng and begln Lo cllck around AnalyLlcs, famlllarlslng yourself wlLh Lhe
uashboard and lLs varlous Lracklng Lools).
Slgn-up Lo AnalyLlcs: hLLp://www.google.com/analyLlcs/lndex.hLml
Learnlng cenLer: hLLp://www.google.com/analyLlcs/learn/seLupcheckllsL.hLml
?ou1ube AnalyLlcs channel: hLLp://www.youLube.com/user/googleanalyLlcs
N 9)&43& ,5 D,,6.# 1/).+*43& *, .#)$/
1he besL way Lo learn abouL Coogle AnalyLlcs ls Lo seL aslde a few mlnuLes each day
and concenLraLe on one secLlon aL a Llme, and reference any one of Lhe hundreds of
onllne help arLlcles (hosLed by Coogle and 3
rd
parLy wrlLers) Lo help you Lhrough.
¡) lunnel converslons
WaLch Lhe AnalyLlcs vldeo: hLLp://youLu.be/llbCs23LulL
z) Lnuble LCommerce
WaLch Lhe AnalyLlcs vldeo: hLLp://youLu.be/_lClbLk1?2?
¸) Monltor Soclul networks
WaLch Lhe AnalyLlcs vldeo: hLLp://youLu.be/nvfmsSk4oqC
µ) Coul flows
WaLch Lhe AnalyLlcs vldeo: hLLp://youLu.be/CpvCcmllwhC
¸) Advords Anulytlcs
WaLch Lhe AnalyLlcs vldeo: hLLp://youLu.be/kmb80ChSkks

!Cln uS CnLlnL! www.slLesulLe.com.au/arLlcles | www.LwlLLer.com/slLesulLe
61
SeL yourself a weekly goal of learnlng aL leasL one new AnalyLlcs elemenL.
Coogle makes Lhls easy for you by provldlng a checkllsL Lo keep Lrack of your
learnlng progress: hLLp://www.google.com/analyLlcs/learn/seLupcheckllsL.hLml
WaLch Coogle's vldeo serles 'Coogle AnalyLlcs ln 60 Seconds' (n.8. Lhls vldeo
serles lllusLraLes an older AnalyLlcs lnLerface, buL mosL funcLlonallLy ls
ldenLlcal):
hLLp://www.youLube.com/playllsL?llsL=ÞL83CL2u278C6lu848&feaLure=plcp
D,,6.# 1/).+*43& ,/.4/# $#&,-$3#&
Cfflclal blog: hLLp://analyLlcs.blogspoL.com.au/
Cfflclal ?ou1ube channel: hLLp://www.youLube.com/user/googleanalyLlcs
Cfflclal forums: hLLps://producLforums.google.com/forum/#!forum/analyLlcs
AnalyLlcs 1alk: hLLp://cuLronl.com/blog/
Coogle/SLC blog: hLLp://www.maLLcuLLs.com/blog/Lype/googleseo/




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62
!"#$S!" $%& '!(($)*
lL should now be clear LhaL malnLalnlng a successful webslLe requlres consLanL
aLLenLlon. unless your webslLe ls an lnformaLlon-only porLal LhaL needn'L rely on
people flndlng lL vla onllne search, you cannoL afford Lo publlsh your webslLe and
walk away from lL.
Coogle has sLaLed publlcly LhaL lL now places more relevance on soclal elemenLs such
as lnbound llnks from Coogle+ users and oLher soclal channels, Lhan ever before.
unless you're posLlng regular blog arLlcles, engaglng ln onllne lnLeracLlon and so on,
Lhen you're noL playlng ln Lhe masLer league.
ALLracLlng search englne aLLenLlon wlll now come from many angles, mosL of whlch
are far beyond Lhose of on-page SLC, so aLLenLlon Lo onllne engagemenL could be
Lhe key movlng forward over Lhe nexL few years. 1hls means dally aLLenLlon Lo your
Coogle+ Local page, your lacebook page (or one of Lhe aforemenLloned), aLLendlng
Lo 1wlLLer dlscusslons regardlng your buslness, and so on.
8uL soclal engagemenL won'L be Lhe only area ln whlch Lo focus aLLenLlon. 8logglng ls
llkely Lo always play a plvoLal role ln malnLalnlng domlnance over compeLlLors, so
avoldance of blogglng wlll only play lnLo Lhe hands of compeLlLlon. 1he same applles
Lo soclal engagemenL. Þeople gravlLaLe Lo where Lhe 'acLlon' ls so, puL slmply, lf
you're sllenL ln Lhese areas lL's akln Lo dlmmlng Lhe neon slgn hung above your door.
¥our pr|mary concern shou|d be bu||d|ng qua||ty content across your webs|te
(|nc|ud|ng b|ogs) because wlLhouL lnformaLlve conLenL you're unllkely Lo aLLracL
aLLenLlon aL all no maLLer how much Llme you spend Lreadlng Lhe boards of soclal
medla. So make LhaL your focus Lhen ease lnLo soclal medla, one sLep aL a Llme,
sLarLlng wlLh your Coogle+ Local page. lf, over Llme, you feel LhaL you're galnlng
LracLlon, Lhen look aL branchlng ouL Lo lacebook, ÞlnLeresL, and so on. lf you adopL
all of Lhese channels from Lhe geL go, be sure Lo monlLor each one closely.
I#%$# (#$# 45 +,- /##0 (#.2
lf you're venLurlng lnLo Lhe onllne world for Lhe flrsL Llme, many of Lhe Lhlngs we
dlscuss may leave you feellng overwhelmed. lf you need advlce aL any sLage, we're a
phone call away. All parL of Lhe buslness supporL servlce offered Lo all SlLeSulLe
cllenLs.
See you onllne!
The SiteSuite Team


!Cln uS CnLlnL! www.slLesulLe.com.au/arLlcles | www.LwlLLer.com/slLesulLe
63
!"#$%&'()*(+($,!
1
Crlglnal arLlcle publlshed !anuary 3, 2012 by kaLy uanlells dlglLalbuzzblog.com
2
Coogle+ user reglsLraLlon lnformaLlon obLalned from Wlklpedla.org

SlLeSulLe AusLralasla
1op lloor
Crace 8ros. 8ulldlng
Level 3, 1 8ay SL.
8roadway Shopplng CenLre
8roadway, nSW 2007
AuS18ALlA
ACn 092 376 039
Þhone: 1300 130 873
Lmall: lnfo[slLesulLe.com.au
Web: www.slLesulLe.com.au
1wlLLer: [slLesulLe












© CopyrlghL 2012 SlLeSulLe AusLralasla ÞLy LLd
lnformaLlon conLalned wlLhln Lhls documenL may noL be copled or reproduced ln
whole or ln parL wlLhouL express wrlLLen permlsslon from SlLeSulLe AusLralasla.

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