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

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

http://www.mediabistro.com/alltwitter/social-media-users_b22556

http://www.mediabistro.com/alltwitter/social-media-users_b22556

http://searchengineland.com/

http://searchengineland.com/


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.”

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

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


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 [email protected]

Copyright © 2010 Grow Socially, Inc. All Rights Reserved.Questions or Comments?Phone 1.800.948.0113Email [email protected]

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 – 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

SEO

DM/Flyer

E-mail

Links

Other

Whitepapers,eBooks

Downloads

eNewsletter Sign-Ups

Comments & Questions on

Blog

Info/Inquiries

Webinar Sign-Ups

100 Visitors

2000 Visitors

800 Visitors

3500 Visitors

CRM

Integrated Approach to Lead Generation Efforts


Does That Approach Work? See Below

650

475


Results: Thousands of Inquiries


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


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!


Website Change

• Professional

• Showcases Value

• Promotes New Services

• Social Friendly

• Blog & YouTube Integration

• User Friendly

• Easy Navigation

• Form Integration

http://www.rescignos.com/




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 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

to Do

• 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

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

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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