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The way businesses are doing marketing is changing. The decline in Outbound (or Tradition) Marketing is a response to a recent and fundamental shift in consumer behaviour. People are more in control of what information they receive and how. The new concept of Inbound Marketing offers consumers more power and control over what type of information they receive. Inbound Marketing activities don’t only cost less however they provide higher Return On Investment. Watch the Social Media Presentation below to find out ways you can optimise your business online.
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Social Media and your Business
Joao da Costa - SEO Manager & Digital Marketing Professional
Download: www.joaomarketing.com/en/social-media-presentation
Why Social Media? Why Inbound?
Outbound (Traditional) Marketing
INFORGRAPHIC: http://mashable.com/2011/10/30/inbound-outbound-marketing/
Inbound vs Outbound Marketing
Outbound vs Inbound Marketing
Inbound Marketing and Social Media
Social Media Channels in Perspective
Users: 100mm 1000mm 500mm 200mm 40mm
SOURCE: http://searchenginewatch.com/article/2237733/Social-Media-Link-Building
Your Traditional Database
Your Social Media Database
You Know more than you think you Know
SEO & SMO
Search Engine Optimisation (SEO) &
Social Media Optmisation (SMO)
Growth of Google Queries 2007-2012
http://searchengineland.com/by-the-numbers-twitter-vs-facebook-vs-google-buzz-36709
Number of Searches/Day on Google
3 Billion Searches/Day (announced Aug. 2012)
Paid vs Inbound Marketing
Inbound Marketing:
~90% of traffic (but only $5 Billion of investment in 2012*)
Paid Marketing:
~10% of traffic ($40 Billion of investment in 2012*)
*Via Forrester’s Interactive Marketing 2012 Report
How do I choose the right keywords?
16
Relevance
Traffic Volume
Competition
Keywords Selection
•Is the keyword relevant to my business? •Does it bring qualified and potential traffic?
•How competitive my keywords are? •Can I potentially rank above other sites or are they more authoritative and optimised then mine?
•Are people using my keyterms in Search Engines? •Will I secure a certain level of visitors if I improve my site position in SERPs?
Keywords Selection
Traffic Volume and Competition
Searches Broad / Exact
12100 / 170
8100 / 210 8100 / 210
12100 / 480
60500 / 590
33100 / 2900
Search Engine Supremacy
Optimise your Social Media Channels
SEO and Digital Marketing London
Optimise your Social Media Channels
Optimise your Social Media Channels
SEO & Social Media Connection
Website
Social Media Backlinks
Social Media Backlinks Impact
Social Media Backlinks – Klout Score
#10 Strategic Tips for Social Media
#1: You are Connecting with
Real People
Engage your audience Show you care and you are here to help/support them
#2: Share Relevant Information that interests your audience
Connect Customers
#3: Know Where to Put your Link
#3b - Tweet Length: 120 to 130 Characters Leave room for a RT
Data via http://followerwonk.com
#4: Optimize Your Social Timing
Identify when followers are online, so they can potentially see your
message. At the highest point, only ~6.5% of followers are online
#5: Optimize Your Social Share Formatting
Perfectly formatted image uploaded separate to post
link makes for high visibility and CTR in Facebook.
Bad image and non-customized
share & a mediocre snippet
means lower CTR on Google+
#6 Social Media = Two Way Communication
Follow Back / Connect allow communication with your clients and potential clients
“a complaint made private is better than public”
#7: Company’s and Individual’s Profiles
Brand Presence
Thought Leader
Professional Interaction
Answer Direct Questions
Personalised Contact
Approach Potential Clients
Connect with Potential Clients
Build Relationships
#8: Have Sharing Buttons on your Content
#9 How Many Tweets/Messages a Day?
Interesting Relevant
Informative
Study your Audience and your Communications
Keeping your Communication:
Are people responding to it? Are people clicking on your links?
Are you achieving your objectives? (web traffic, interactions, connections)
It Depends on your Business and your Audience
#10a: LinkedIn Groups
Have a place to connect with your
audience
#10b: LinkedIn Company Pages
#10c: Facebook Pages
Monitoring and ROI
What are your Objectives?
Lead Generation
Engagement
Website Traffic
Brand Positioning Thought Leadership
Social Media Monitoring
Listen
Find Monitor
Search
Communicate
Monitoring with TweetDeck
# Hashtags
Keyword Search
Lists
Tweetdeck.com
http://www.tweetdeck.com/
64% of users are more likely to purchase from businesses that answer their questions on Twitter
SOURCE: The Wall Blog, http://wallblog.co.uk/2013/01/09/linkedin-reaches-200-million-members-worldwide-infographic/
Track What You Share - Bit.ly, Goo.gl
Tracking of my socially shared links via http://bit.ly
Tracking of my socially shared links via http://goo.gl/
What’s New?
Facebook Graph Search
The Future of Social Media
Joao da Costa, SEO Manager & Digital Marketing Professional
• Download Presentation:
www.joaomarketing.com/en/social-media-presentation
• Twitter: @JoaoPdaCosta
• LinkedIn: http://www.linkedin.com/in/joaopdacosta
• Professional Site: http://joaomarketing.com/en
