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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