Mastering the Triad: Social Media, SEO, and Your Website

Mastering the Triad: Social Media, SEO & Your WebsiteJohn Foley, Jr. | Grow Socially | 2012

Presented by John Foley, Jr.CEO, interlinkONE and Grow Socially

Mastering the Triad:Social Media, SEO& Your WebsiteMonday, October 8th 2012

First… THANK YOU!

• For Being Here!

• For Being Willing to Learn and Engage!

• For Liking My Boston Accent!

Today’s Overview

• Brief Introduction

• The Marketing Landscape

• How You Can Find Social Media Success

• Your Website: Static Brochure? Or Sales Tool?

• SEO: Best Practices for Success

• Final Thoughts and Questions

Brief Introduction

Intro: John Foley, Jr.

• Grow Socially– Online Marketing/Social

Media– Plan, Manage, Execute and

Measure– Booth 1072

• interlinkONE– Enterprise Marketing

Management Software– Plan, build, manage,

execute and measure all marketing activities

– Booth 1071

I love Mar(H)keting!

Keep Your Phone On!

• Feel free to Tweet, Post, Update, Email, take notes, photos, and more!

@JohnFoleyJr#GraphExpo

Books to Help You Grow Your Business

Printers – Business Transformation

Mailers, Fulfillment providers– Business Transformation

All Businesses – Untethered Marketing: Mobile and the Cloud

Get Involved!

• Grab your handout card! I want feedback!

I hope you’ll participate!!

Ready to Get Involved?

• POLL Question #1:

Are you currently using social media in your marketing

efforts?View Results: http://ilnk.me/GRResult1

The Marketing Landscape

Communications Today

• “Kitchen Table Effect”

• Generational Differences

Online Marketing Statistics

NOTE: As of July 2012: http://www.mediabistro.com/alltwitter/social-media-users_b22556and http://searchengineland.com

400 Million Tweets Sent Per Day

72+ Hours of Video Uploaded every minute

170 million users

12 million users… and it’s addictive!

80 million users… and sold for $1 billion!

2 million searches per minute

955 Million Users on Facebook

Success Comes From: Triad / Three-Legged Stool

• You must:– Understand Inbound

Marketing

– Integrate everything!

– Develop a Strategy

– Consistently Produce Relevant Content

– Measure It All

What is Inbound Marketing?

http://en.wikipedia.org/wiki/Inbound_marketing

“Inbound marketing is a marketing strategy that focuses on attracting prospective customers by offering useful information.”

Content: Essential to Inbound Marketing

Source: http://mashable.com/2011/10/30/inbound-outbound-marketing/

Inbound Goal: Drive INQUIRIES!

Questions or Comments?Phone 1.800.948.0113Email Support@GrowSocially.com

Optimize / Social FriendlyeNewsletter Sign-Ups

White PapersOffersEmailsPollsBlogs

Landing Pages

Get Noticed

Engageand

Nurture

Inquiries

Engageand

Nurture

Action – Publish – Engage–Converse – Share

Stories, Information, Social Media posts Blogging Analytics

Content Management SEO

Start with MKTG Plan

Product?Service?Asset?

Qualified and Budgeted

Buyers

COMPANY WEBSITE

Social Media

DM/Flyer

E-mail

Whitepapers,eBooks

Downloads

eNewsletter Sign-Ups

Comments & Questions on

Info/Inquiries

Webinar Sign-Ups

100 Visitors

2000 Visitors

800 Visitors

3500 Visitors

Integrated Approach to Lead Generation Efforts

Does That Approach Work? See Below

Results: Thousands of Inquiries

Results: Prospects Raising Their Hand!

However, the question is:

Can These Tools Actually Help Service Providers?

Let’s look at Some Examples!

Case Studies for Inspiration

CustomXM

► Little Rock, Arkansas► Paul Strack - @Pstrack

Website: Engaging & Social

CustomXM’s Tips for Twitter

Best Practices for Twitter

► Actively participate & engage

► Share a variety of information!

► Be a thought leader, be yourself, show the human side of your business

► Review efforts & measure results

Sorrento Mesa

• San Diego, CA• Small Company• Lots of Success• Active in Social Media

- Personal & Professional

Good Facebook Presence

• Consistent Postings

• Variety of Content Shared

LinkedIn: Company Page

Active On LinkedIn: Personal Page

LinkedIn Profile Tips

• Customize Your Website Links• Add Your Twitter Account• Personalize Your Public Profile URL• Add Skills (beta)• Groups and Associations• Honors and Awards

LinkedIn Best Practices

• Research Companies You Want as Clients• Research Prospects by Title and Location• Learn About Your Prospect Before You Meet• Ask for Introductions From Your Network• Integrate CRM to Stay Current

In-Depth Look: Rescigno’s – Where they were

• Wrong human resources to deliver• Lack of Marketing plan• Brand and message wrong• Tactical approach in social• Non engaging or interactive website• Bought an HP Indigo (and had never really sold 1-to-1

before)

• No consistent branding

• Cluttered homepage

• No blog

• No consistent flow

• Hard to navigate

• Minimal functionality

Rescigno’s Mailing Solutions

Facebook

Twitter

YouTube

The Solution

Rewrite of business planFinancials – pricing, all resource requirementsMarketing planSales PlanSWOT

• - New Brand and Message• - Extreme Makeover based on plan• - Walk the Talk• - Oh yeah! They still service and sell print and mail!

Website Change

• Professional

• Showcases Value

• Promotes New Services

• Social Friendly

• Blog & YouTube Integration

• User Friendly

• Easy Navigation

• Form Integration

Social Networking Change

Facebook

Twitter

YouTube

“Compared to last year at this same time, we are up 16% in sales. That 16% increase in YTD activity is now allowing us to begin to think about doing more than simply surviving.”

Ron RescignoPresidentRescigno’s Marketing

The Results

What do these examples have in common?

• They have a strategy and a plan!

• They produce a lot of content.

• Social media is integrated across multiple channels.

• They are committed! Time and energy.But it pays off!

How YOU Can FindSocial Media Success

What is Social Media?

• It’s more than just having a Facebook page.

• It’s more than just being on Twitter.

• It’s more than just knowing how to watch videos of cute kittens on YouTube.

• Social Media can mean business for you!

Social Media Provides Opportunities For:

• Community Building

• Conversation

• Networking

• Marketing

• Relationships

• Customer Service

• Delivering Immediate Information

Why Use Social Media

• More prospects to sell to• Generate interest in your brand• Build your brand• Loyalty• Position your company• Customer Service• Another Channel

Steps to Social Media Success

• Create a Strategy (PLAN)

• EXECUTE

• MeasureRemember Execution TRUMPS Strategy

Plan! Strategy before Tactics!

Step 1: Describe the Business, Service, Solution

Step 2: Business, Service, Solution Goal

Step 3: Where Is the Audience Cyclically?

Step 4: How Does the Audience Use Social Media?

Step 5: The Key Word

Step 6: How Will You Humanize the Brand

Step 7: Content Resource and Distribution Strategy

Step 8: How Will You Measure Success?

Use Social Media Effectively

• Start with a Plan– Address Goals– Make a Schedule– Know What You Want

• Cross Promote Across All Pages

• Integrate with Website• Include in Offline

Marketing Efforts

Is everyone interested in the same communication?

I’m on Twitter

I still email

I use Facebook,Twitter & LinkedIn

I love my mail

I Google for my

information

Where are your prospects and customers getting their information.. And when?

The “Key” Words

Disney = MagicApple = Innovation

iPOD, iPhone, iPad, Jobs, Steve Jobs, etc.Mickey Mouse, Animal Kingdom, Florida,

Roller Coasters, etc.

Humanize Your Brand

Let others help spread your story!

• You must have a compelling story!

• Make it easy for people to share it.

• Deliver relevant information, and people will return the favor

How to Measure Success?

• How many – Downloads– eNewsletter Sign-Ups– Blog Comments– Questions– Shared Links– Re-Tweets– Followers– Site Traffic

Tools for Measuring Effectiveness

• Link Shorteners– iLink.Me

• Google Analytics– Website

• Insights– LinkedIn, Facebook, Twitter, YouTube

Content Resource Library Visit Resources Daily

Pull Content Make Links Measurable Push Content Out

Content Distribution Strategy• Resources are monitored. Content is identified and pulled,

made trackable, and pushed out across platforms.

Content A

Content B

Content C

Next: Specific Business Building Tips

• LinkedIn• Facebook• Twitter• YouTube• Pinterest

LinkedIn Overview

• A business-oriented social networking site

• Provides opportunities to position you as a thought-leader

• Contains a number of under-utilized features!

LinkedIn Tip: Update your Status Daily!

LinkedIn Tip: Complete Your Profile

Facebook Overview

• The most popular social network by far

• Continues to evolve into a place where both personal and professional success can be found.

Building a Company Page is Simple!

Creating a page for your company simply involves:

• Logo• Name• Content

Key: Post a Variety of Content

Advertisements Can Build Your Audience

Target Facebook Usersto Reach Your Target Audience!

Twitter Overview

• Continues to grow as a tremendous way to share content and to engage with others.

• Features such as Search and Lists provide learning opportunities!

Use Twitter to Spread the Word

Tip: FollowerWonk.com to Find People

YouTube Overview

• Allows you to share personal and professional videos to highlight your company and its services.

• It’s also the world’s #2 search engine!

YouTube: Tips for Success

• Feature variety of employees, mix up the tone

• Experiment with different backdrops, scenes, etc.

1. Find your Audience / Build your network

2. Engage with the network you have built

3. Be consistent

4. Track and analyze

Four Fundamentals of all Networks

Align Tactics with Goals

Tactic Goal Key StepsFacebook Fan page Increase awareness of

services, generate leadsPost once a day; Custom Tab for demo registration

Twitter company page Become a thought leader, provide support

Post multiple times daily; share marketing-related news; active listening

YouTube Profile Humanize brand; create demand

Film weekly video of employee(s); create screencasts of customer successes

Pinterest Drive website traffic! Create boards to highlight portfolio work

Be Committed

• Social Media often requires daily attention

• Prioritize: RELEVANT Content creation, listening, & engaging!

• Measure & Adjust

Your Website: From a Static Brochure to a Sales Tool

Ready to Get Involved?

• POLL Question #2:

When is the last time you updated your website?

View Results: http://ilnk.me/GRResult2

Problem with Many Websites Today

• They are not updated frequently enough.

• The graphics, product & services listings, and text do not accurately reflect a brand’s mission statement.

• They are not generating leads.

Remember: Website is Home Base!

Integrating content creation, distribution, customer engagement, and measurement of your marketing efforts

can increase campaign effectiveness.

Website: Take it to the Next Step

• Social-friendly, searchable• Interactive

– Blogs– Comments– Landing Page– eNewsletter Sign-Ups– Widgets

• Calls to action for people to raise their hand

Use Calls to Action to Collect Data!

• Appealing to the eye

• Creative• Interactive• Different• Build your

database with registration forms

How To Improve Your Website

• Let’s look at a few practical items that you can review to identify beneficial changes.

Step 1: Consider Your Target Audience

• What benefits them?

– Is it your equipment?

– Or the solutions that you can provide?

Photo Credit: http://www.nonprofitmarketingblog.com/

Step 2: The Change Process

• What is the Process for Making Changes & Adding Content?

• Do you always need IT (in-house or outsourced) involvement?

• If so, consider making a change – CMS, different host provider.

Step 3: Lead Generation

• How many leads does your website today?

• If it’s not enough, embed more lead-generation forms!

• Add calls-to-action to all pages!

Step 4: Mobile Optimized

• Do visitors have to tap, zoom, scroll?

• Is there Flash?

• How long is loading time?

• Build a mobile website today!

Final Thoughts on Your Website

• Do not let it be static or an after-thought!

• Your website needs to be integrated into all of your marketing efforts, including print, email, social media, and more.

SEO: Getting Found to Make Sales

What is Search Engine Optimization?

• Getting found!

• Using specified keywords

• Consistently updating your content

• Using links to and from other pages and websites

Keyword Usage

• Build a well-researched list of keywords

• Incorporate in your content:– Page Titles (H1, H2 tags)– Website copy– Meta description– Image Names (Alt tags)

• Use throughout all content distribution

Content Rules!

• Google rewards fresh content --- update your website regularly!

• Create & provide content that informs, helps, and interests your audience!

• Best way to do this: start blogging.

Inbound Links

• You want: inbound links from high-authority sites (trusted, popular, PR, etc.) with relevant content.

• How do you get them?– Create share-worthy & timely content!– Ask! Link-exchange– Increase PR strategy and efforts

• Humanizing• Improves SEO

– Keywords– Links – Updated Information

• Give Expertise• Updates on Company

Activities• Sharing Information

Blogs: Crucial to SEO Success

Be Ready for Mobile Search with a Mobile Site!

• Smartphone ownership and mobile web viewing continues to rise!

• Create a mobile website that is automatically presented to the growing number of smartphone owners!

Items to Avoid

• Buying Links

• Over-using/forcing keywords – content should sound natural

• Adding so much content that your page load-times suffer.

Don’t Forget!

• Getting found is only half the battle….

… Optimize your landing pages and product/services pages to drive people down the sales funnel!

Final Thoughts

Success: Triad / Three-Legged Stool!

Expo Event8AM-6PM

Send out flyers to clients

Announce on website

Email eNewsletter (Announce)

Tell colleagues you’re attending

Send thank you cards

Enter new contacts in Excel

Mail -Monthly Newsletter

This Takes Planning: Calendar #1

Expo Event8AM-6PM

Send out flyers to clients

Announce on website

Email eNewsletter (Announce)

Tell colleagues you’re attending

Send thank you cards

Enter new contacts in Excel

Mail -Monthly Newsletter

Create Post, Link back to website

Announce on &

Comment on event’s page

Connect with Keynote Speakers on

Join in on event’s hashtag

Share speaking presentation on

Friend new contacts on

Share event article on

Announce booth # with video post

Follow-Up with Post & Post Pictures

This Takes Planning: Calendar #2

Wrap Up

• Start with a Plan

• Create an Online Marketing Strategy

• Incorporate Your Social Media, SEO and Website

• Measure the Results!

Resources for You

► Free White Paper on Inbound Marketing!► http://InboundMarketingWhitePaper.com

Have More Questions?

• Visit us at Booth 1071 and 1072!

• We are in the Marketing Pavilion.

Q & A / Contact Me!: http://ilink.me/JR

iFlyMobi.com

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