Turn Insights into Action: Social Media, SEO, and Your Website

Turn Insights into Action:

Social Media, SEO, &

Your WebsiteBy John Foley, Jr.

First… THANK YOU!

• For Being Here!

• For Being Willing to Learn and Engage!

• For Liking My Boston Accent!

Today’s Overview

• Brief Introductions

• The Marketing Landscape

• Steps for Finding Social Media Success

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

• SEO: Getting Found to Make Sales

• Final Thoughts and Questions

BRIEF INTRODUCTIONSBrief Introductions

• Grow Socially, Inc. – Online Marketing/Social Media– Plan, Manage, Execute and

Measure

• interlinkONE– Enterprise Marketing

Management Software– Plan, build, manage, execute and

measure all marketing activities

Intro: John Foley, Jr.

I love Mar(H)keting!

• Jetsetter Status on FourSquare

• Ranked #16 as a Top CMO on Twitter in 2012

• 2nd runner up for this year’s B2B Twitterer of the Year Award for the B2B “Boss Tweet” Personality Category

• One of the 50 most influential people in Sales Lead Management by SLMA in 2012

Accolades

Printers - Business Transformation

Mailers, Fulfillment Providers- Business Transformation

All Businesses- Untethered

Communications

The Books

Keep Your Phone On!• Feel free to Tweet, Post, Update,

Email, take notes, photos, and more!

@JohnFoleyJr#HUGSF12

THE MARKETING LANDSCAPEThe Marketing Landscape

Marketing Used to Be “Easier”!

Online Marketing StatisticsOne Billion Users on Facebook

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

19 million users… and it’s addictive!

80 million users… and sold for $1 billion!

2 million searches per minute

The Keys to Online Marketing: 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.”

REMEMBER: WEBSITE IS HOME BASE!

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

can increase campaign effectiveness.

Inbound Goal: Drive INQUIRIES!

STEPS FOR FINDINGSOCIAL MEDIA SUCCESS

How YOU Can FindSocial Media Success

How do you view Social Media?

• Community• Conversation• Networking• Marketing• Relationships• Customer Service• Immediate Information• Platform

Get Noticed

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

Social Media - Blogging - Analytics - Content Mgmt - SEO

Start with MKTG Plan

Product?Service?Asset?

Optimize / Social FriendlyeNewsletter Sign-Ups

White PapersOffersEmailsPollsBlogs

Landing Pages

Engage and

Nurture

Engage and

Nurture

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 Keywords/Keyword List/Keyword Storyboard

Step 6: How Will You Humanize the Brand

Step 7: Content Resource and Distribution Strategy

Step 8: How Will You Measure Success?

More than PR! Focus on Conversations

• Twitter– Hashtags– Retweets– Twitter Chats

• Facebook:– Questions/Polls– Invite Comments!

• Higher Logic Member Community– Groups– Discussions

• Blog

How to Measure Success?

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

COMPANY WEBSITE

Social Media

SEO

DM/Flyer

E-mail

Links

Other

Inbound and Outbound MarketingWork Together

Whitepapers,eBooks

Downloads

eNewsletter Sign-Ups

Comments & Questions on

Blog

Info/Inquiries

Webinar Sign-Ups

100 Visitors

2000 Visitors

800 Visitors

3500 Visitors

CRM

CASE STUDY: HOW ONE ORGANIZATION FOUND SUCCESS

Case StudyHow One Organization Found

Success with Social Media

Train to End Stroke: Who Are They

• Train to End Stroke is a fundraising division of the American Stroke Association/American Heart Association.

• Their mission is to raise awareness and funds for the third leading killer in the US – stroke.

• Facebook.com/Train2EndStroke

Their Goal

Improve recruiting efforts for their Half Marathon in Hawaii

Hesitations Transitions Solutions

Step 1: Analyze Current Efforts• What we discovered:

– Previous Tactics: One-size fits all campaigns

– Their social media presence was seriously lacking

– They were not actively updating online content

– Their target audience was active on major social networks

Our Solution

• Develop a Social Media Strategy

• Utilize Related Content and Repurpose Their Content for Online Promotions

• Make Branding More Interactive

• Invest in Social Media Advertising Opportunities to Target Specific Audience

Improved Graphics with Calls to Action

The Facebook Page (Before Timeline, of course)

The Facebook Page (Post-Timeline)

Generated Word-of-Mouth and REFERRALS

Targeted Advertisements

How Facebook Helped: StatsMetric Before After

(as of 6/1/12)

Likes 783

(2 pages combined)

8,009

Recommendations 0 35

People committed to the Hawaii Half

Marathon

19 31

63% increase!!

Final Results• Received exposure to more than 250,000

NEW people on Facebook

• Remarkable daily interactions due to increased engagement, fans and new page

• Tons of new participants committed to raise well over $150,000! – They raised in excess of $20,000 in the first 2

months that they were actively on Facebook!

Next… Business Building Tips

• LinkedIn• Facebook• Twitter• YouTube• Foursquare• Pinterest

LinkedIn Tip: Update your Status!

LinkedIn Tip: Complete Personal Profile

• Industry & Location

• Current Position

• Past Positions• Education• Skills• Photos• Connections

LinkedIn: Company Page

Facebook: Complete Your Profile!

• Utilize About Message, Photos, & More!

Facebook: Share Variety of ContentDiscounts / Themes

Tips/Recaps

Fan Showcase!

Facebook Advertisements

Target Facebook Usersto Reach Your Audience!

Twitter: Personal & Company Pages

Twitter: Advanced Search Feature

https://twitter.com/search-advanced

Use the Search Feature to Monitor:

• Events• Customers• Industry Hot Topics• Competitors• And more!

Find People with FollowerWonk

YouTube: Tips for Success

• Feature variety of employees, mix up the tone

• Experiment with different backdrops, scenes, etc.

Pinterest: Hype or Goal-Achiever?

Visually tell the story of your brand!

Don’t Forget! Align Tactics with GoalsTactic 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

YOUR WEBSITE: FROM A STATIC BROCHURE TO A SALES TOOL

Your Website: From a Static Brochure to a Sales Tool

Problems with Many Websites• 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.

How To Improve Your Website

• Let’s take a look at 5 ways that you can improve your website to reach business goals and objectives!

#1: Speak to Your Target Audience!Make a list of keywords – and use them!

• What benefits your target audience?

• What value do you bring?

#2: Review 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.

#3: Engagement/interactiveAdd Lead Generation Forms

• How many leads does your website today?

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

• Add calls-to-action to all pages!

#4: Create a Mobile Version• Do visitors have to tap,

zoom, scroll?

• Is there Flash?

• How long is loading time?

• Build a mobile website today!

#5: Responsive Web Design

Free White Paper on Responsive Web Design!http://ilnk.me/RWD101

SEO:GETTING FOUND TO MAKE SALES

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.

• YouTube?

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– Comment on other blogs– Increase PR strategy and efforts

Blogs: Crucial to SEO Success• Humanizing• Improves SEO

– Keywords– Links – Updated Information

• Give Expertise• Updates on Company

Activities• Sharing Information

Be Ready for Mobile Searches with a Mobile Website!

• Present mobile content that is important to visitors on smartphones and tablets.

• Tip: http://iFlyMobi.com!!!

You Tube

YouTube: The Monster Search Engine You Shouldn’t Ignore!

Measure Your Success!

FINAL THOUGHTS AND QUESTIONSFinal Thoughts and Questions

Success Dependson All of These Items!

Wrap Up• Start with a Plan• Create a 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

More Resources for You

• http://GrowSocially.com

• http://interlinkONE.com

• http://iFlyMobi.com

• http://Twitter.com/GrowSocially

Contact Grow Socially

• Sales@GrowSocially.com

• 1.800.948.0113

• Twitter.com/GrowSocially

• http://GrowSocially.com

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

iFlyMobi.com

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