How to Win Customers & Influence Google
A B2B Guide to Search & Social Presenters
Rachel Yeomans Sean McGinnis
BeaconLive Marketing Webinars
What we’ll be discussing:
• Process
• Best Practices
And some examples in between!
Have a Plan
Tie your plan to a business objective
Examples:
• Sell products and/or services
• Increase website traffic
• E-mail sign-ups
• Webinar sign-ups
• Increase brand/company awareness (this includes SEO!)
• Engage with your current and potential clients and partners
Your goal is not to increase fan or follower count!
What if there’s no business objective?
Formulate objectives
• Sell products and/or services
• By what percentage point?
• Benchmarks per quarter?
• Different goals per product or service?
• Increase brand/company awareness (this includes SEO!)
• Choose your keywords
• “Editorial” calendar
• Engage with your current and potential clients and partners
• If they’re on social, make sure you know what they’re saying!
• Who are you going after & how will you find them?
Based on objectives, select your engagement platform(s)
Plan your communication tactics within each platform
• Who will engage?
• How often will that person engage? (Be realistic!)
• What platforms is your industry using?
• What platforms will your industry be using?
• Plan out your process and routine
• Should you outsource?
Do not forget to track & measure!
And when we say track and measure…
• Social Listening
• Social Outreach / Community Management
Read this Google Doc on platforms available to you!
And when we say strategize…
• Goal: Sell your product/service
Message: At 1pm hear from Expert on increasing your web traffic.
Social Media
Online Ads
Site Landing Page Live Chat / TwiFer Chat
Thank You Page with embedded ebook or related
products with discount
And when we say strategize…
• Goal: Grow your email list
Message: Write our email for us and win!
Social Media
Online Ads
Website Landing Page (email sign-‐up)
Thank You Page with “Write Our Email for Us” submissions & feature emails from the past for inspiraRon
You’re On Social…Now What?
DO… • Have conversations and engage with others
• Create engaging content
• Share relevant content
• Integrate channels
• Cross-promote when appropriate
• Take some risks and have some fun
• Read The Cluetrain Manifesto (don’t worry, it’s short!)
Remember, social is about being social!
When you DO make a mistake…
DON’T… • Over-promote
• Broadcast
• Sign up for a service and not use it
• Be too conservative
• Speak in a “corporate” voice – we’re all human, remember?
• Expect overnight success
• Bury your head in the sand if issues arise – have a plan to deal with those issues too!
• Be scared of social. We’re all just people – even your customers!
Some other good examples!
Do you need a online events provider who can:
• Create branded registration pages with e-commerce capabilities?
• Seamlessly Stream Audio and Video?
• Offer OnDemand Playback Solutions?
• Provide a full service suite of CE services, including administration of Evaluations and Exams, Verification of Participation and automatic Certificate Delivery?
Schedule a demo with BeaconLive to learn how our solution is not our service, but rather the value we provide to you.
Do you need a service provider who can:
• Build or redesign your website to better suit your business?
• Optimize your website for search engines?
• Create and help build your social media presence?
• Bring you to mobile?
Schedule a call with Astek to learn how your business can rule “the Cloud”!
Do you need a service provider who can:
• Analyze your web site and make recommendations for improving search engine performance?
• Train your in-house staff on the art and science of SEO?
• Put in place a content generation strategy that will keep you top of mind for on the platforms where your customers spend the most time?
• Redevelop an existing web site so it converts visitors into customers?
Schedule a call with 312 Digital and learn how to dominate your niche!
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