The Three Legged Stool: Social Media, SEO, and Your Website

The Three-Legged StoolSocial Media, SEO, and Your Website

John Foley, Jr.CEO, interlinkONE and Grow Socially

Intro: John Foley, Jr.

• Grow Socially, Inc. – Support Services– Online Marketing/Social

Media– Plan, Manage, Execute and

Measure

• interlinkONE – Software (SaaS)– Enterprise Marketing

Management Software– Plan, build, manage, execute

and measure all marketing activities

I love Mar(H)keting

!

Keep Your Phone On!

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

@JohnFoleyJr #Dscoop7

The Book

Strategies, Plans, Case Studies Campaign Ideas, and More.

A guide to help you grow your business!

NewPathToProfit.com

Presentation Overview

• The Evolving World of Marketing

• Using Social Media to Get Results

• Your Website: From a Static Brochure to a Sales Tool

• SEO: Getting Found to Make Sales

THE EVOLVING WORLD OF MARKETING

Marketing Used to Be Easier!

Inbound Marketing Has Changed the Game

Websites, SEO, Social Media!

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 Marketing: Part of 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

Copyright © 2010 Grow Socially, Inc. All Rights Reserved.Questions or Comments?Phone 1.800.948.0113Email Support@GrowSocially.com

Copyright © 2012 Grow Socially, Inc. All Rights Reserved.

$

Optimize / Social FriendlyeNewsletter Sign-Ups

White PapersOffersEmailsPollsBlogs

Landing Pages

Get Noticed

Engageand

Nurture

Inquiries

Engageand

Nurture

Action – Publish – Engage – Converse – ShareStories, Information, Social Media posts

Blogging Analytics Content Mgmt SEO

Start with MKTG Plan

Product?Service?Asset?

Qualified and Budgeted

Buyers

Why Should YOU Use Inbound Tactics?

It works!

Drive Inquiries

Reach More Customers & Prospects

Sell more things

Results:

650

275

Results: 1000’s of inquiries

Results: 1000’s of inquiries

USING SOCIAL MEDIA TO GET RESULTS

Social Media Statistics

850 Million Users on Facebook

NOTE: As of December 2011

250 Million Tweets Sent Per Day

Social Media Statistics (cont.)

60+ Hours of Video Uploaded to YouTube every minute (#2 search engine)

90 million users on Google+ in 6 months

Can Those Tools Actually Help Service Providers?

Let’s look at Some Examples!

H & H Graphics Group

• Lancaster, PA

• Provides mailing, fulfillment, print… and multi-channel marketing services!

Custom Background… with Value Statements

Humanizing their brand

Engaging with Customers, Vendors, Prospects

Facebook

Videos That Tell Their Story

CustomXM

• Little Rock, Arkansas

• Paul Strack - @Pstrack

Website: Engaging & Social

CustomXM’s Tips for Twitter

CustomXM Tip: Listen!

Social Media Creates Chatter

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

Printing Center USA

• Primarily an online printer

• Located in Montana

• Quite active on social media

Email & Social Integrated

Steps to Online Marketing (Includes Social) Success

• Create a Strategy (PLAN)

• EXECUTE

• Measure

Remember Execution TRUMPS Strategy

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

Copyright © 2010 Grow Socially, Inc. All Rights Reserved.Questions or Comments?Phone 1.800.948.0113Email Support@GrowSocially.com

Copyright © 2012 Grow Socially, Inc. All Rights Reserved.

$

Optimize / Social FriendlyeNewsletter Sign-Ups

White PapersOffersEmailsPollsBlogs

Landing Pages

Get Noticed

Engageand

Nurture

Inquiries

Engageand

Nurture

Integrated Multi-Channel MarketingAction – Publish – Engage – Converse – Share

Social Media Blogging Analytics Content Mgmt SEO

Start with MKTG Plan

Product?Service?Asset?

Qualified and Budgeted

Buyers

Strategy before Tactics!

Step 1: Describe the Business

Step 2: Business Goal

Step 3: Where Is the Audience Cyclically?

Step 4: How Does the Audience Use Social Media?

Step 5: The One Thing

Step 6: How Will You Humanize the Brand

Step 7: Content Resource and Distribution Strategy

Step 8: How Will You Measure Success?

Align Tactics with Goals

Tactic Goal Key Steps

Facebook Fan page Increase awareness of services, generate leads

Post 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

How A Fellow Dscoop Member Did It….

• Rescigno’s Marketing

The Problem

• 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

Rescigno’s Mailing Solutions

LinkedIn

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!

• Professional

• Showcases Value

• Promotes New Services

• Social Friendly

• Blog & YouTube Integration

• User Friendly

• Easy Navigation

• Form Integration

Website Change

Social Networking Change

LinkedIn

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 Rescigno

President

Rescigno’s Marketing

The Results

How Can You Improve Your Website

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

Step 1: Your Target Audience

• What benefits them?

– It’s not your equipment.

– It’s the solutions & value that your people and equipment provide

– Make changes to pictures, front-facing content, benefit listings.

Inspiration: Website Focused on Benefits

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!

Website Inspiration: Interactive & Engaging

Step 4: Mobile Optimized

• Do visitors have to tap, zoom, scroll?

• Is there Flash?

• How long is loading time?

• Build a mobile website today!

SEO: GETTING FOUND TO MAKE SALES

By the Numbers: Google

• 34,000 searches per second

• 2 million per minute

• 121 million per hour

• 3 billion per day

• 88 billion per monthSource: http://searchengineland.com

SEO Best Practices

• Keyword Usage

• Content Rules!

• Inbound Links

• Mobile

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

Mobile

• Smartphone ownership and mobile web viewing continues to rise!

• Google is rewarding sites that have mobile websites in its AdWords program

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

The Three-Legged Stool and YOU

• Online and Inbound Marketing can dramatically effect business results.

• It may involve changing sales processes to respond to leads more quickly.

Key Takeaways

• Social Media: Strategize, Plan, and Align Tactics with Goals

• Website: Interactive and Engaging to Drive Leads

• SEO: Create informative & share-worthy content!

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

iFlyMobi.com

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iFlyMobi.com

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THANK YOU!

• Have a great evening!

• Visit us at the interlinkONE & Grow Socially Booth tomorrow!

Learn More

• http://interlinkONE.com

• http://GrowSocially.com

Thank you for attending:

Please remember to fill out your session evaluation!

The Three-Legged StoolSocial Media, SEO, and Your Website