Internet Marketing Integrating Online and Offline Strategies

Jumat, 13 Januari 2017

stasia kudrez: hi everybody. my name is stasia. and i'll be with youfor the next 50 minutes to show you how you can growyour business online using google's tools. so what exactly is this programanyway, get your business online? it's a program fromgoogle designed

to make it fast and easy toget your business online. we're providing a freewebsite from startlogic for an entire year. and that includes a domainname and hosting and the tools that can help you manage yoursite, plus free online tools and training fromevents like this. so what are we goingto be actually covering in the next 50 minutes? we're going to be talkingabout your opportunities

for getting found on google. and i'll cover a bunch ofthings, including search engine marketing and searchengine optimization. we'll also talk about how youcan use google's free tools to get insight into howpeople are searching online and how people arefinding your website and what they're doingwhen they get there. we'll talk about officeproductivity tools, including googleapps for business,

which is one of my favorites. i use it every singleday to run my business. and at the end,we'll recap and we'll talk about that getting foundon google, insight, productivity tools, and then we'll go overyour to-dos and your homework from today's session. ok. so let's start by talkingabout getting found on google. so why is this so important?

did you know thatevery single day there are billions ofsearches on google? and every timesomebody searches, it's an opportunityfor your business to show up at the momentthat they're actually looking for you. even if a very small percentageof that number of searches is actually a potentialcustomer for you, it is your unique opportunityto connect to them

at that very moment thatthey're looking for you. so we're going to talk abouta few things in this session. we're going to talk abouthow google search works to explain your differentopportunities to appear on the page. i'll talk about searchengine optimization. we'll talk about some tips forpromoting your website, search engine marketing, and last, yourwebsite on multiple devices. that's a lot of stuff to cover.

so grab a penciland follow along. and we'll go through thisas quickly as we can. i like to start bytalking about why, why you actuallycare about this. well, research shows that97% of online consumers are now starting thatshopping process online. it used to be that when youwanted to buy something, you would go into a store. and you would look at all ofthe products on the shelves

to see what theylook like and see which one would be themost appropriate for you. but now there's this new idea,the zero moment of truth. and that means that beforesomebody even goes into a store and sees a product or callsup your business and talks to a sales rep,they actually start by doing a search,usually on google, to start doing thatresearch online. so even if this personisn't ready to buy yet,

if your website shows up andgives them the information that they're looking for,it's your opportunity to develop thatrelationship with them right at the beginning. and hopefully, they'llbecome your customer. if you don't havea website, you're essentially digitally invisible. it's really, reallyimportant more than ever for you to actuallyshow up when people

are doing these searches. that's why i'm really excitedto be part of this program to help businesses like yoursget a free website for a year. so let's go throughsome of the ways that you can actuallyget found on google. so when you go togoogle.com, you start by typing insome words or a phrase that you are lookingfor at that time. and that is calledthe search query.

so a lot of times,people think, well, i did a search for the name ofmy business and i showed up, so i'm done. and that's great. that's the first good step. and i would encourage you allto go and try that out and see what shows up when we searchfor the name of your business. but what if i justmoved to your town and i don't know anyof the businesses?

i don't know whothe pediatrician is in town or theveterinarian or what the best indianrestaurant to eat at is. so what you wantto start doing is start doing searches onmore generic search queries. start typing in things thatpotential customers might be looking for, problemsthat they need to solve, symptoms that they're trying todiagnose and see what shows up. these are all reallyimportant words and phrases

for your businessto show up on when people are doing those searches. and if you don't, you havesome work cut out ahead of you. so when you do asearch, you type in those words and phrases. and then google is basicallygoing to look through how many billions and billions of webpages, trillions of web pages, and try to create on thefly the best list of results for that searcher atthat moment in time.

and that's the reallyamazing thing about google is that they can gothrough so many web pages so quickly to constructthis list for you. and so in the centerwell of the page, those are the organicor the natural results. and those are the web pages thatgoogle's organic algorithm have determined are thebest set of results now, you can't pay google toappear in the organic results. it's entirely determinedbased on the quality

of that site for that searcher. however, you can do thingsto help google understand what your websiteis about, which can increase youropportunities for showing up higher in those results. and we'll cover thatin a few minutes. the next section of this pagethat i wanted to point out is where theadvertisements appear. and those can appear abovethose organic results

and to the side ofthose organic results. now the big differenceshere-- well, first of all, these are ads-- is thatfor the results that fall in that center well,if somebody clicks on them, it's free to you. it doesn't cost thewebsite any money. with theseadvertisement results, it's not going to costyou to show an ad. but it will cost you ifsomebody then clicks on that ad

and visits your website. but these are two distinctareas of this page. and both give you opportunitiesto show your business when people are searching for you. so let's start with seo,search engine optimization. and seo is basicallythe process of trying to make your websitemore visible to google, which can then increase thepossibility that your site will be listed higher inthose organic results

when people are doing a search. so what is the most importantthing that you can do? and the first and foremostthing to do is to add content. content is what tells googlewhat your web pages are about. and the more you haveand the more relevant it is to your business,the better your chances are for appearing higherin those search results. now, when you write thatcontent on your web pages, you want to think aboutwhat types of things people

might actually be searching for. what words and keywords arerelevant to your business? you don't want to then writethose words over and over again 100 times on a web page. that's not going to help. but you do want to stay veryfocused on those sets of words that reflect how people mightactually be searching for you. and then if youwrite to those words, you can help googleunderstand that, hey,

that's what this web page, thatis what this website is about. and it can helpimprove your chances for appearing on the page. another thing that'sreally important is to keep yourwebsite up to date. one of the nice things aboutthe website tool that's part of the gybo program isthat you have the ability to log in 24/7 and makeupdates to your pages. and that would holdtrue for any website,

no matter whatplatform you're using. you want to go and keepadding content to it. it does not have to be a lot. it could simply be a blog whereyou add a post every few days or every week to tellpeople what's new or to put up a new photographof something that happened, a customer shot, a product shot. but the more you putinto your website, the more you will get back.

another thing that's a goodbenefit from adding content is that it increases the chancesthat people will actually link to your site. and that's what you want. you want to have good usefulinformation for your customers so that if my friendcolby sees that i put up a great article that'srelevant to her business, she might put it on her blog. and then her friendwhitney might

read it and say,oh, that's great. i'm going to putit up on my blog. and people will be linkinginto me, which shows me that this page is valuableto people who are reading it. so it's a good thing tokeep adding to your site. now the first tool that i'mgoing to introduce you to you is a free tool from googlecalled webmaster tools. and it's atwww.google.com/webmasters. and webmaster toolsprovides a bunch

of reports thatcan help show you how google sees your website. it can tell you things likewhat pages they're looking at, what search queries broughtvisits to your site. it also lets yousign up for alerts. and alerts cantell you if there's any kind of problem with googlereading the pages of your site. it also allows youto submit a site map. and a site map helps tell googlewhat your website is about,

which can then improve yourchances for getting correctly listed in that index. anyway, it's free. it's at google.com/webmasters. the last thing i'm goingto say about search engine optimization is thatit's important to set realistic expectations. if you do create awebsite at www.gybo.com, then that's great.

and that's definitelyyour first step. but it can take timefor google to go and actually index those pages. and then those pages areessentially competing. they're in the mixwith every other web page about thatparticular topic. so it can take timefor your website to start appearing in theindex and higher in that index. but the more you give in to thatsite, the more you'll get back.

so those are my tips forsearch engine optimization. now that i've kindof depressed you and told you that it cantake a while for your site to get listed, letme give you some tips to help you in the meantime. one of my favorite waysto promote my website, my products, myservices, is email. it's fast. it's efficient.

there are somereally cool things that you can do withemail these days. you can do things liketarget particular groups of people with special content. you can personalize it sopeople know that it's from you. if anyone's takenmy class out there, you've probably heardabout my bearded dragon. her name is elizaand i love her. i got her at a pet store thatkeeps a customer profile on me.

and they know that i havea pet bearded dragon. and so every twoweeks, they email me a coupon for24 free crickets. and it's about $2worth of crickets, but i print that couponout every single time. and then i go into thestore to get my free offer. and what do you know? while i'm there i may as willget some bags of dog food. and, oh, i thinki need some food

for the crickets,all sorts of stuff. so using that emailto get people in and to build that relationshipis really important. one little caveat with email. don't send too many. it's important to keepthat relationship going. but i don't knowhow many out there-- i don't know how manypeople are watching me. is it one?

is it a million? i don't know. but however many ofyou are out there, you probably start your dayby pulling open your laptop and then deleting the first500 emails that you'll never have time to read,because you've got to do the restof your business for the rest of the day. you don't want to bein that group of emails

that gets immediately deleted. so every time yousend an email, think about the person who's goingto get that in their inbox. is it something they need? is it something thatthey'll want to open? is it something that will getthem to open it the next time? but if you do this right, it canreally work for your business. now, social mediais another great way to develop yourrelationships with your fans.

yesterday we talked aboutcreating google+ pages for your business. if you weren'table to check that, you can go back andreview the videos. and you can actually downloadthe workbook from yesterday to get that information. social media is a great wayto put that personal face, that personalitybehind your business. it's also a great wayto do practical things,

like, for example, filllast-minute cancellations. my friend kim-- hi, kim--in nashville, tennessee is a massage therapist. and if she has a cancellationfor say an afternoon appointment, she will go toevery social media platform that she uses. and she'll say i'll give you$25 off if you take my 3 o'clock appointment. so there are some reallypractical ways to do it.

another thing that youcan do if you're just creating your websitetoday or this week with get your businessonline, you may have been only using printmaterial to run your business. so now take a look atwhat you've been doing. and then add the urlto your new site there. that could be your receipts. that could be your businesscards, your estimates, your invoices, yourpackaging material.

you can put those stickerson the windows of your car. but you want tolet the world know that your new website exists. now when you startbuilding your new website, you'll think aboutthe obvious pages. you'll think about buildingyour home page and maybe your contact us page. but i want you toalso think-- and this applies to existingwebsites as well.

i want you to thinkmore long term. i want you to thinkabout not this week, but next week and nextmonth and next year. why would somebody, after they'dvisited your website once, want to come back? because that is whatyou're trying to do. you're trying to developthat relationship where someone says, ok. here i am a month later.

and i need to know this or ineed an answer to this question or i think i might needthis product or service. and they think toreturn to your website to go find that information. and again, that mightbe adding a blog to your website with usefulinformation and tips. that might behaving your specials for your restaurantup every week. but you want to give peoplean incentive, a reason

to come back to your site. and last but notleast, invite people. tell them about yoursite and say, hey. you know, if you had a goodexperience, leave a review. tell people about my business. the word of mouth,online and offline, is a very powerful wayto market your business. so that finishes seo and sometips for promoting your site. let's go to ournext topic, which

is search engine marketing. i'm not going to talka whole lot about this, because we have anupcoming session. we'll do a fullhalf an hour talking about sem, which stands forsearch engine marketing. you can advertiseusing sem on google. and google uses something calleda pay-per-click model, or ppc. and in a nutshell, itmeans that you're not going to pay google forthe privilege of showing

your ad on google's web pages. you're only going to pay ifsomebody then clicks on that ad and visits the website. there are two options, googleadwords and adwords express. again, in the nextsession, we'll really break down thedifferences between these two models. they both work in essentiallythe same way, though. i'm thinking about something.

i want to buy something. i want to learn something. i'm trying to find agood restaurant here in mountain view, california. i'm trying to find a clothingboutique, because my shoes are uncomfortable up here. so i type it in. i'm like, ok, i'm lookingfor a clothing boutique. and voila, i see a googlesearch engine results page.

and it gives me those lists ofresults, including those ads. and i may see an ad at thetop that says, hey, look. there's a clothingboutique that's in walking distance from wherei'm giving today's shoot. so i could get over there. and i click on that linkto visit the website to see their hours orto get their directions or to see what their phonenumber is so i can call them. the important thing herethat i want to drive home,

though, is that google's jobis to show an ad when somebody does that searchand to then send that person to the website. so when they get to thatwebsite, it is your job, it's your responsibilityto then make that sale. that website has to getsomebody in and say, look. this is where thatinformation is. here are the productsand services. that's one of thereasons that i really

like the website that we'reoffering from startlogic, because it gives you thesereally professional templates. and your websitewill look great. but it has to beprofessional and easy to use, because if a visitorcan't figure out what they're supposed todo on that website, then it doesn't matter if googleactually sent them there. you'll probably lose the sale. again, an advertiseris only going

to pay for the click on an ad. that's why it's called ppc. so you do the search. the ad appears either atthe top or on the side. and then it sendsthem to the website. we'll do another full sessionon adwords and adwords express if you have morequestions about that. and we'll be back for the q&a. all right.

last but not leastin this section, we'll talk aboutmaking your website work on multiple devices. how many of you out there don'thave a cell phone on them? i'll bet it's very few of you. almost everyone whocomes to my classes has a phone in their pocket. and some people havemultiple devices, whether that's multiplephones or a tablet

and a cell phone and a laptop. but more and morepeople these days are carrying these phonesthat are called smartphones. and they are connectedto the internet. and if you look atyour website reports-- we'll talk aboutgoogle analytics in more detail--you can actually see a breakdown, apercentage and the raw number of how many people arevisiting your website

from these mobile devices. and i'll tell you it isincreasingly significant. so not only do you need to havea website for your business, but you need tohave a website that looks good on a mobile deviceand is easy for somebody to use on that small screen. some of the big rules ofthumb for a mobile website, first, make it thumb-friendly. you know, it's kind of ironic.

i've been an internetprofessional for a long time. i practically-- youknow, i feel naked now because i don'thave my phone on me for this presentation. but for as much asi use that phone, i still have a little troublewith that tiny keyboard trying to figure out andclicking on the buttons. so the easier it isfor that website for me to navigate by pressing withthose thumbs, the more likely

it is that i'll actuallyinteract with that business. another thing--and i can't believe i'm going to saythis-- all right. i just turned 40. and so it's really true. when you turn 40,or at least for me, i have trouble readingthat little screen now. so you want to make sure thatyour fonts are large enough so people who don't havethose reading glasses on

don't have to squint or do thatto actually read those screens. so make sure that your fonts arelarge enough and clear enough for people to actuallyunderstand that information. and you want to writeclear, concise content. if you're working on alaptop or desktop computer, you have a fairly largescreen available to you to read those words. but on a mobile phone, youhave a much smaller screen. so it makes sense that whenyou write your content,

you want to get all of themost important information up at the top. back from my journalism days, wewould say don't bury the lead. and that's essentially truefor the smartphone audience. you want to make sure thatthat critical information, whether that's your address oryour phone number or your store hours, are up there at thetop where people don't have to scroll down over and overto find that information. if you want to learn moreabout mobile advertisement,

mobile devices, websiteson mobile phones, you can go to google'sresource website. it's at www.google.com/think/multiscreen. what's next? let's talk aboutgetting unique insight. so we're going to talkin this section about why tracking mattersto your business. i'm going to give you anintroduction to google analytics.

i'll talk about google trends. and then i will talkabout google alerts. you ready? so let's start off by why? so look at this screenhere and imagine that this entirered box represents people who visited your website. and at the very bottom of thebox, you see that blue line. and that blue line representspeople who visited your website

and then completeda desired action. in online marketing, wecall that a conversion. so let's take the easiestexample of a conversion. if you are ane-commerce website, meaning you sellproducts on your site, you basically wantsomeone to visit the site, go and find a product,put in the shopping cart, put in the credit card, andthen check out and buy it. and that's it.

that is a conversion. it can be a littletrickier, though, because i'll beta lot of folks out there don't havee-commerce sites or don't plan to havee-commerce sites. so what is a conversion for you? well, i'll put it out there. you need to have something,because if you aren't putting a goal for your website, ifyou aren't defining a goal,

there's no way tomeasure whether or not it's actually working for you. so let's take an example. let's say that you are a serviceprovider here in mountain view. your goal for yourwebsite could be to have people fillout a form on your site to request a quote for services. if you are arestaurant, your goal might be to have someoneemail you to set up

a reservation fordinner for tonight. if you were a software provider,and it was a much longer sales cycle, maybe someonewouldn't buy it right away, maybe a conversionwould be someone to actually callyou on the phone or to schedule an appointment totalk to one of your sales reps. whatever your goal is,your business goal, you need to figureout how you're going to measure that andapply that to your website.

once you do, here's wherewe get back to our slide, the line at the bottomtypically reflects the people whoactually converted. and so that big redarea at the top, those are the people thatcame to your site. but then they left. those were your low-hangingfruit that for whatever reason didn't actuallycomplete that desired action. so here is the challengefor every online marketer.

it's to bring that blue linea little bit higher so that we get more conversionsfrom the people that actually visited our website. so enter our next product,which is google analytics. it's a free tool. you can get it atwww.google.com/analytics. and so what exactlyis analytics? it's a free, easyto use web tool that provides reports thatshow you how visitors actually

found your site and whatthey did when they got there. and it can measurethe effectiveness of your online andyour offline campaigns. i used to use this wayback when in my agency days when it was a productcalled urchin. and google actuallybought the product. and then they made itfreely available for people. and it's not a stripped-downproduct at all. if anything, it hasjust grown and it

has become more and morepowerful over the years. if you advertisewith google adwords, google analytics isan absolute must, because they have nowintegrated those reports. so you can really see how wellyour advertising campaigns are doing in google analytics. so what do you dowith google analytics? you answer questions. and if you were toset this up, it's

a fairly simpleprocess to do so. you simply create the account. and then you put alittle piece of code on the web pages on yourwebsite that you want to track. you then go in andyou see these reports. now, how many out there inthe audience, how many of you are web analysts? anyone? i'm guessing thatvery few of you are.

and so the mostcommon reaction that i see from someone who's lookingat it for the very first time who's not in the internetindustry is, oh my gosh. you know, maybe i getwhat these reports are. but i have no ideawhat i'm supposed to do next withthis information. so what i encouragebusinesses to do is to approach it froma different angle. instead of going intothe reports and digging

in and trying to figure outwhat those numbers mean, instead think about someof the business questions that would be helpful for you. and maybe a good businessquestion is, all right. well, i want to knowwhat people are actually typing into google thatbring them to my website. and so you can usethat information to get a sense of whatpeople are interested in. if everyone who isvisiting your site

is interested inthis topic and you don't have a lot ofinformation about it, it helps you figure outwhat maybe your next content plan will be, whatkinds of sections you want to buildout in your website, what kinds of specials,what kinds of coupons, what kind of offers you might have. you might also see, all right. well, when theylook at the website,

what pages are theyactually reading? and you can see even wherethey leave those pages. so you can say, all right. they looked at these pages. but then 90% of my visitorsare actually leaving here. and that can giveyou a clue why. maybe that page isn'twritten as well. maybe that page there's noobvious next step for them to take.

maybe that is theobvious endpoint of their visit to the site. but then you cansee that, all right. i'm going to closeup the call to action and tell them what iwant them to do next, or add my phone number. if you have ane-commerce website, there's some reallycool built-in features where you canactually see things

like how far a customer gotdown in that shopping cart. you can see where they addedthe products and at what point they abandoned it. and that can helpyou figure out where you may need tomake improvements to make that check-out processmore efficient so you're less likely to useyour customers. and you can use it to improveyour site interaction. i do a lot of work for anon-profit, a few non-profits,

actually. and when we set up googleanalytics on their websites, we learned some reallyinteresting things. for one of the non-profits,she was absolutely certain that all of hervisitors would come in to the home pageof her website, because that's where all ofher new and most interesting information was. but when we finally setup google analytics,

we found that in actualitythe most popular page on her website was a reprintof a maya angelou poem that was buried so deep in herwebsite you would have never been able to find it unlessyou had done a site search or you knew exactly where togo in and click on that link. and so what did that tell us? that told us, well, all right. people are reallyinterested in getting more about maya angelou.

it also told us that weshould not delete that page. and we should alsotake that page and make some obvioussegues into other parts of the website. so these are the typesof things that you could learn by usinggoogle analytics. and it's free, atgoogle.com/analytics. tomorrow we'll be talking fortwo full sessions about how you can set this up andthe types of reports

that you can access to helpyou grow your business online. let's talk about the next one. this is google trends. it's a free web pageat google.com/trends. and this tells younot what's happening on your website likegoogle analytics. but it tells you what'spopular on google as a whole. so if you can see in thisscreenshot, what i've done here is i've actuallycompared two terms.

and that could behybrid cars versus suvs. it could be anythingthat you want to look at. if you are a service providerand you're interested to see, well, are people lookingfor ventilation cleaning or are they looking forhvac tune-ups, whatever types of terms arerelevant to your business, you can go in and comparetheir relative popularity. and the report willactually show you over time, datingback to 2004, when

those searches arepopular on google. you can refine your resultsby geography as well. so if you only want to lookat data in the united states or in a particular statein the united states or a particular region of astate in the united states, you can reallyrefine your results. now this is the same web page. it's just fartherdown on the page. but i wanted to show youhere how you can also

get geographical information. so you can see ifthere are parts of the world or the countrywhere particular searches are more or less popular. and you can use thatinformation by targeting advertising campaigns. so if you know that thisparticular product is really popular in the stateof california but not popular where i live in nashville,tennessee, then you might say,

all right. i'm going to allocatethis advertising budget for california andthis advertising budget for this product whichis popular in tennessee. it will also giveyou other suggestions for other popularsearches that are related. so it's a greatresearch tool if you're starting to do that initialresearch to figure out what people might be searchingfor when they're searching

for businesseslike yours online. again, it's a free webpage at google.com/trends. if you don't do anything elsethat i talked about today, if this is the only thing thatyou get out of my session, please set up a googlealert for your business. it's free. it's at google.com/alerts. and i like to think of this asbeing my own personal online pr manager.

here's how it works. you have to be logged inwith your google account. that can be your gmailaddress or if you register your email with google. and then at google alerts, youcan enter up to 1,000 things that you want to track. so some of theobvious ones would be the name of your business,your products or services, maybe your name, youremployees' names.

but it's not limitedto just that. you can track anything you want. that can be your sports teams. that can be your competitors. that can be your children,your exes, anything that you want to keep tabs on. and then you can getan email as it happens, once a day, or oncea week that includes the title and alittle description

and then a link to wheregoogle found that new content and where you werementioned online. again, it's a free toolat www.google.com/alerts. so let's talk about the lasttopic, last but certainly not least, officeproductivity tools. and in this section,i'm going to be talking about googleapps for business. this is a tool that i useevery single day of my life for both businessand for personal use.

it is available atwww.google.com/apps. and so let's talkabout what this is. so google apps, if youwere going to define it, is a cloud-basedproductivity suite. so how many of you out therehave been hearing about cloud? everything iscloud, cloud, cloud. i actually had a gentlemanask me, where is this cloud and it's a pretty validquestion for people who aren't in this industry whodon't actually know what it is.

it basically means that youhave a network of computers out there. and your stuff , all ofyour stuff, your documents, your emails, your contacts,they no longer live on that one individual device. my sister, who livesin sacramento-- i hope you're watchingtoday, sis-- she actually spent several years in therain forests doing research. and one of the things,one of her challenges

at that time was that it wasway back in the day and cloud computing wasn't inuse at that time. and she wouldactually carry around her laptop clutchedto her chest, hoping that nothinghappened to it, because she had years of research on it. and if somethinghappened to it, then that would have beenreally a terrible thing as far as her research went.

now, if she was going to bedoing the research again, it would be entirelydifferent, because as long as she could getaccess to the internet, she could actually store on allof that data up in the cloud. and so if, you know, itrained on her laptop or a jeep ran over it-- which actuallydid happen at one point. the laptop did survive. but if that happened,it wouldn't matter. as long as she couldget to another computer

or another device thathad internet access, she would be able to getall of her stuff back. so let's talk about fivereasons to use google apps. first of all, your workis always backed up. i don't know howmany of you out there have had thatterrible thing happen where your harddrive may have died. that actually happened tome this holiday season. and thank goodness i hadbacked everything up,

because my computerwas completely fried. if that's happenedto you, it doesn't have to happen again,because now you can take all of thosedocuments and store it securely in google apps for business. and if your computerdoes die, you can go and getyour stuff, as long as you can get any other device. grab someone's smartphone,their tablet, their computer.

all you need to do islog back into your google apps for business account. and all of your stuff is there. collaboration is very easy. i work from my home officein nashville, tennessee. and all of my colleaguesare all around the country. a lot of the folksthat i work with are here in mountainview, california. some of the folksi work with are

in ann arbor, michigan,or des moines, iowa. but we are all basically ableto work together not only as if we were in the same room,but as if we all were working on the same computer, becausewith google apps for business, we can now easilycollaborate on any document. if whitney is workingon a document, i can actually see herwhen she has it open. and i can watch her type it in. i can communicate.

i can chat with herright on that document. i can create a versionhistory, so if i accidentally overwrote-- sorry, whitney. if i overwrote somethingyou put in there, i could then go back and get itso i didn't overwrite her work. so it makes that wholeprocess of working with the team very, very easy. now, the fourth benefit ofgoogle apps for business is that it's private and secure.

this data belongs to you. one thing i'll talkabout security, though, is thatit's secure assuming you have a good password. i'll just put a little tinyplug in there for friday 15. it's our resourcessection at gybo.com. and we actually do alesson on password safety. unfortunately, themost common passwords that are being usedin the united states

include things like passwordand 12345 and 123456. most people outthere-- and up until embarrassingly recently,including myself. most people usethe same password for every single website thatyou have an account with. it's really important these daysto have a very secure password that you keepprivate and that you don't use acrossmultiple websites. so you can go and watchour friday 15 lessons

for some guidelines about howto create a great password that will keep your data safe. and last but not least forgoogle apps for business, it can save you money. let's go into thepricing for that. so the first thingis that there's a no-commitment 30-day trial. you can go in. you can sign up.

and you can try it outand see if you like it. if you do like itand want to continue using google apps for business,the pricing after that is $5 a month per person,or $50 a year per person. and within your organization,you're not limited. so you can have one person. you can have 1,000 people. it's whatever makessense for your business. every single accountgets a lot of storage.

you get 30 gigabytesof email storage. now, it's kind ofhard to wrap your mind around how much that is. how many emails doesthat actually include? if it gives you any context,i am an internet professional. i get a gazillionemails every single day, many with verylarge attachments. and i think i'm only using11% of my total storage at this point, years into it.

so it would be very difficultfor you to actually use up that storage. and if you do, you can buymore at a very reasonable cost. another thing that you getis 30 gigs of drive storage. so the thing that iwant to differentiate is the differencebetween docs and drive. within google apps for business,you have your documents, which i'll show you in a minute. but you also have a placewhere all of those documents

are kept. you can also keep things likeyour images and other files. and so think of that as sortof that overall storage folder where you keepall of your stuff. and again, you get 30gigabytes of drive storage included as partof that account. now with googleapps for business, you get 24/7 support.soyou can call. you can email.

and there's a 99.9%uptime guarantee. it's a service level agreement. it basically means as long asyou can get to the internet, you can get your stuff. one other thing to put out thereabout google apps for business is that there are specialeditions for different types of organizations, education,government, and non-profits. so if you are anon-profit in the world, you can actually go and apply.

and you may be able to getgoogle apps for business for free for your non-profit. it's at google.com/nonprofits. so let's look atsome of the apps. the first one is gmail. i'm going to bet that justabout every single one of you out there has either usedor seen google's email program, which is called gmail. and you know that becauseyour email address

ends with an at gmail.com. now if you're going to usegoogle apps for business, it is still going to use thatgmail platform, that software that you're familiar with. but there's one big difference. with google appsfor business, you are now able to then associateyour own domain name with it. so instead of the email beingfrom stasia at gmail.com, it would be from stasiaat stasiasbakery.com.

and all of the folks fromoutside, unless i told them, would have no idea that iwas using gmail or google apps for business topower my business. so that's the bigdifferentiating factor. and i believe that it actuallydoes make your business look that much more professional,that much more technically savvy to then be usingthat email address that is connected to yourwebsite domain name. so that's the firstbig benefit from using

google apps for business. the second are thosedocuments that i referred to. now, with googledocs, it's going to give you the abilityto import documents made from other types of software, tocreate documents from scratch, and also to export documents. so say for example you madea document in google apps for business. you could then export it asa microsoft word document

if you wanted to. it includes thingslike word processing and spreadsheets andpresentations, forms and drawings. and just like i saidbefore, with all of these, it's a very collaborativetool, where other people can go in and work onthose documents with you. now, you still have control. you're able to keep adocument private to yourself.

you can share it withparticular people. you can share it withyour entire organization or particular peopleoutside of your organization or make it public to the world. so you really do havevery granular control over who is going tobe able to see and edit any of the documents that youthen create within google docs. last but not leastis google calendar. and google calendar, i'massuming that many of you

have used it before. i really like this tool, becauseit really pulls together a lot of the things that you're usingin google apps and some stuff from google+. so now when i schedulea meeting with the folks that i'm working with,i can-- first of all, i'm going to create an event. if those folks have sharedtheir calendars with me, i can actually look andfind available times,

appointment slotswhen none of us have a conflict, when none ofus have an existing meeting. and then i can send out aninvitation to all those people to say, hey, can youmeet today at 3 o'clock pacific central--pacific standard time. i'm from central time. i can also do thingslike attach documents that i have stored in my drive. so i just showed you ingoogle apps for business

how i could make thatword processing document. i can then add that tomy calendar invitation. so now when everyone joinsthat meeting at 3 o'clock, they don't have togo-- i don't have to email thatdocument separately or they don't haveto look for it. it's part of thatcalendar invitation. another thing that i cando is i can create a video. i can schedule a videoto automatically happen.

so if the folks joiningme have a web camera-- and most people do builtinto their computers-- it can launch straightout into a hangout. we can have a video meeting,looking at the documents that i created in google docsand i'm sharing that way. so all of these productsintegrate really, really well. so that is why i lovegoogle apps for business. if you're not sureabout it, try it. it's free for 30 days.

and at that point,there's no obligation. you don't have to put acredit card in to try it. and if you want tocontinue, it's then just $5 a month per person, or$50 a person per year. so if you want tolearn more or if you've got questions about it, you cango and register for a webinar. it's on the apps website. the url is google.com/apps. and what you'll want to do isclick on the webinars & events

tab, which is at the top. and click down to theresources section. and from there, you can thensee all of the training events that they have set up. and you can register togo in and learn more. if you want to learn moreabout apps for business, whitney will be leading a q&aat the end of today's session. and so write down thequestions that you may have. and we'll be happyto answer them.

you can also start sendingthem in through our website. so let me give you arecap of all of the things that we covered today. we talked about gettingfound on google. so here's your firsthomework assignment. i want you to pull up google. and i want you to startdoing some searches. do a search for the name of yourbusiness and see what shows up. then, try searching foryour products and services

and see what shows up. search for things thata potential customer might need or want that yourbusiness can provide and see what shows up. these are your competitors. these are youronline competitors. and it may be acompletely different set of competitors thanyour offline set. so this is whereyou want to start

building that list of placeswhere you want your business to appear. if you haven't yet created awebsite and you're not showing up at all, the two things thatyou can do to get started, the first quick option isto create a google+ page and the second is to visitgybo.com and create a website that you can getfree for a year. and those are going to startimproving your opportunity for showing up when peopleare doing those searches.

you can look at googleadwords or adwords express. terry will be coveringthat in the next session to explain the differencesand to show you how that can help yougrow your business. and also, don't forget. grab that cell phone. grab that smartphoneand take a look at what your website looks like. if people can't seeit, can't navigate it,

can't figure outwhat to do, you are going to lose potentialcustomers if you're not a mobile-friendly website. the second homework assignmentis to get unique insight. and the three things i wantyou to do, first of all, try out google analytics. again, you can createyour free account at google.com/analytics. all you'll do is puta little piece of code

on all the pagesof your website. and then you'll get thosegreat reports to show you what people were lookingat and how long they spent on your website and whatthey typed into google and other search enginesthat got them there. try google trends to do someanalysis, some comparison about what people areactually searching for online. and google alerts. again, if you don't doanything else for today,

please set up a google alertso you can track what's being said about you online. your third set ofhomework assignments is to try out googleapps for business. if you're not sure, tryone of those webinars. you can sign up forfree at google.com/apps, again under that resources tab. and you can see whatit's all about there. you can go to thesupport forums and you

can see there's lots ofinformation about migrating your system, your email,and your data into it. and again, you cantry it for free for 30 days with no obligation. now tonight if you arethinking about all this and you want to trysome of the tools out, the first thing thatyou'll need to do is to create a google accountif you don't have one already. a google account, if youhave a gmail account,

that's automaticallya google account. make sure that that'sthe gmail account that you use for your business. some people have apersonal gmail account. and some people have onethat's just for business. so when you go and youcreate particularly like your analyticsor your adwords or your app for business oryour webmaster tools account, you want to go in and set thatup with your business account.

if you don't have one alreadyyou can set it up for free at google.com/accounts. and you don't have touse a gmail address. if you already have anexisting email address that you use with your businesswith your other domain name, you can then registerthat as a google account and use that to sign in. so now that we'vecovered that step, here is your lastslide, where i've

listed all of the resourcesof all of the products that i've talked about today. so if you're up atnight thinking about, oh, stasia went over thattool and it was so great, i can't remember where to findit, pull open your workbook and go to this slide. and i've listed allof the urls here to help make it easyfor you to find it. if you're interested in tryingout google adwords or adwords

express, which we'll becovering in more detail in just a few minutes, you can also geta free consultation and set-up by calling 855-607-0426. and with that, myname is stasia. and thank you so muchfor staying with us and being part of getyour business online week. and i will talk to you soon.