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Now more than ever associations and non-profit organizations look to online marketing efforts to reach their prospects and customers. This session will tap into the combined power of social media, search engine optimization (SEO) and website analytics. Use this super-power concept to learn more about your community, target marketing efforts in the right direction and advance your mission. Attendees will gain actionable guidance on how a comprehensive online strategy can grow engagement. Let’s find the lurkers, convert them to evangelists and promote brand ambassadors!
Citation preview
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
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
• 1.800.948.0113
• Twitter.com/GrowSocially
• http://GrowSocially.com
Q & A / Contact Me!:http://ilink.me/JR
iFlyMobi.com
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