Reluctant Responsibility

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Next 2.0Reluctant Responsibility

Nurturing Your Web Presencefor Modern Buyers

February 10, 2017

#Next2.0 #reluctantresponsibiliity@JRiddall @gShiftLabs

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AgendaA little bit about me and gShiftWhy gShift?How Modern Buyers BehaveA few SMB Social StatsOur Recent PurchaseAssessing YOUR Web PresenceAbout SEOOr Maybe Paid?Back to Tackling Social and Content MarketingMeasure and OptimizeKey Takeaways

#Next2.0 #reluctantresponsibiliity@JRiddall @gShiftLabs

About Yours TrulyDirector of Product Strategy, gShift15+ years of digital marketing, analytics and SEO experienceJournalism MajorBlogger and Social Media AddictHockey Dad (http://imahockeydad.com)Jeff Riddall

Jeff.Riddall@gshiftlabs.com@Jriddall on Twitter JRiddall on LinkedInjeffriddall on InstagramJeff Riddall on Facebook+ Jriddall on Google +

#Next2.0 #reluctantresponsibiliity@JRiddall @gShiftLabs

Founded 2009 right here in BarrieWeb Presence Analytics for Brands & AgenciesLarge and small customers worldwideSEO, Content Marketing, Influencer Marketing, Off-Site AnalyticsgShift Digital Marketing Services to assist with SEO, Content or Influence Marketing campaignsAbout gShift

MobileSearchSocial

Web Presence Analytics

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Why gShift?

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Why gShift?

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Why gShift?

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A Traditional Buyers Journey

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Todays Buyer Behaviour

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A brand is no longer what we tell the consumer it isit is what consumers tell each other it is.

Scott Cook, Founder and CEO of IntuitDefinition of a Modern Brand

#Next2.0 #reluctantresponsibiliity@JRiddall @gShiftLabs

Todays Buyer BehaviourCustomers visit your website to make sure you exist and are credibleResearch is done outside of your website through social media or via people customers trustPositive or negative feedback can be published at any time during the processThese conversations are happening whether you acknowledge them or not

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For Example

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SMBs Are Planning More Social

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Which Social Networks?

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What Sort of Content?

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Our Recent Purchase

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Validation and Research

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Purchase and Advocacy

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Purchase and Advocacy

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Assessing Your Web PresenceCorporate vs. Personal BrandBoth are important particularly for local SMBsWeb Presence Scorecard

WebsiteSocialOff-Site Content/Backlinks

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Website

Fresh content 10/28/16Blog YesEasy to Share OkEasy to Follow YesEasy to Contact Yes

SEO Title Tags Reversed, Multiple H1 Headings, Meta Descriptions need CTAs

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Social Presence

Facebook focussedRegular updatesCalls to Action on pageMultiple Reviews

Limited Calls to Action in posts link to specific website or landing pagesMore video

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Off-Site Content/Backlinks

Google My Business Page Claimed26 ReviewsBacklinks from relevant local sources/directories

Setup and configure Yelp listingFind more backlinking opportunities local, associations, partners

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A Few Words About SEO

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The Evolution of SEOSearch Engine OptimizationSearch Experience OptimizationStrategies for Earned and OwnedOptimized Content MarketingAUTHORITYinthe eyes of

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Local SEO Best PracticesAll starts with Keywords and Content providing the best answers to searchers questionsOn-Site Optimization (Keyword rich Title Tags, H1 Headings, links, image alt tags, meta descriptions)Mobile FriendlyGoogle + LocalContent MarketingSocial Media DistributionRelevant Backlinks

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But, You Also Might Want to Pay

ProsHighly targetedImmediate brand visibilityImmediate trafficConsRelatively expensiveLots of tire kickersClick fraud

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Where Do You Start Socially?ListenBuild CommunityOptimize Your Social PresencePublish and Distribute ContentEngage

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Listen

Search/follow your brand name and keywords in social networksIdentify where your audience isTwitter AlertsGoogle Alerts

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Build Community

Find and follow relevant people and businessesLike and share their contentMake it easy to follow you socially

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Optimize Your Social PresenceConsider professional photos this is YOUR brandMake your profiles / pages as complete as possible ALWAYS link to your website!Incorporate your keywordsInclude video, where possible

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Publish and Distribute ContentIf the social web were a living organism, content would be the air that it breathes.

You must have at least one source of original rich content and you have 3 viable options: a blog, a podcast or a video series.

A source of rich content provides something that is shareable, conversational and engaging for social platforms.

Social Media Explained

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But What Content?https://youtu.be/l5Tw0PGcyN0

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Relevant Engaging ContentCreate relevant, keyword rich, engaging content linking back to your primary pagesAnswer your customers questions

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And How Do You Create It

How to Write BetterWriting RulesStory RulesPublishing RulesThings Marketers WriteContent Tools

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How About User Generated Content?Let your customers tell their/your storiesMove your testimonials to social where theyll be seen and shared

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Big Brand Examples

The Art of Ride - Snowboarding Off Piste BackcountryGoPro Hero 3+https://youtu.be/Q5691RGDUJ4

Starbucks White Cup Contest

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Local SMB Examples

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Engage

Monitor and reply to comments positive or negativeIncorporate calls to action and links to website pages

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Big Brand Examples

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Local SMB Examples

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Measure and OptimizeEverything is measurableGoogle AnalyticsGoogle Search ConsolegShiftSocial Listening

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Keywords

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Content

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Traffic and Channels

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Key TakeawaysDont think B2B or B2C think H2H

Build community

Create relevant, engaging content

Encourage User Generated Content

Engage

Have Fun!

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Thanksjeff.riddall@gShiftLabs.com

gshift.it/Next-20

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