Upload
chris-vaughn
View
736
Download
0
Embed Size (px)
Citation preview
Mercer UniversityPresentation for MBA Course
Chris Vaughn, Director of Content Marketing
Sarah Kellner, Online Content Manager
4 “web fitness” questions
• Does your website traffic increase in most months?
• Do you generate a larger number of leads via your website in most months?
• Do you convert a larger number of customers from your website leads in most months?
• Do you analyze your results each month so you can continuously improve results?
3 simple web Marketing goals
• Potential customers can find your site and exactly what they are looking for, inside it
• When prospects find your site, you convert a reasonable percentage
• Prospects can spread the word about your site and its content via social media, emailing a link, or linking back to your site
***note: inbound links from other websites raise your visibility with search engines, making it easier for people to find you
SMB Internet Marketing Priorities & Challenges
• Web Discovery
1. Proprietary Traffic
2. Social Media• Traffic Management
1. Visitor Conversion
2. Analysis & Optimization• Barriers
1. Time
2. Expertise
3. Budget
PredictableDiscovery
ConvertibleTraffic
Optimization
Getting Found is the “Head Pin” of Web Marketing!
5 things about content• Creating fresh, frequent, unique web content is a
powerful strategy for driving organic and direct web traffic
• Blogs’ intuitive content management systems make it feasible to populate the web with fresh content…REGULARLY
• Blogs are search engine friendly-presenting neatly organized content for indexing (tags, links, categories, etc.) and returning relevant content
• Well executed blogging will share earned SEO benefits with a related web site
• Web content distributed on social platforms (Twitter and Facebook) exaggerates organic and direct traffic results
to help prospects find you
“Instead of one-way interruption, Web marketing is about delivering useful content at just the precise moment that a buyer needs it.”
- David Meerman ScottMarketing Strategist
What is Content Marketing?
The creation and sharing of content for the purposes of engaging current, past, and future client and prospect bases.
Why CONTENT?
• Creating and sharing high-quality, consistent, and relevant content to your client and prospects improves and drives:– Consumer Action
– Brand Loyalty– Fan Retention– Increased Fan and Client Sharing
Five Ws for Facebook
• WHO is using Facebook?• Facebook has over 800 million users
worldwide• WHAT brings them to Facebook? • More than 250 million users engage with
Facebook from external sites monthly• How long (WHEN) are they online?• Average Facebook user spends 25
minutes a day on Facebook• WHERE are my consumers going when
online?• More than 1 million links shared and 7.6
million pieces of content ‘liked’ on Facebook every 20 minutes
• WHY should I use Facebook to find them?• More than 50% (and growing) of
businesses use Facebook to engage customers and prospects
2011 Ignite Study Shows A Change In Facebook
Demographics
: 44 Years-old
Source: IgniteSocialMedia.com
Facebook Lead Capturing
FacebookBusinessPage
Likes Comments Shares
1. News Feed Updates2. Provide Demographics
3. E-Mail Marketing
1. Engagement Opportunity2. Profile page activity
3. Feedback and Support
1. Free Advertising2. Create new backlinks
3. More likes and prospects