@StoneyDStoney G deGeyter

@polepositionmkg(And What to Do About It)

How SOCIAL MEDIA

Changed WEB

MARKETINGFOREVER

HOW SOCIAL MEDIA CHANGED WEB MARKETING FOREVER @StoneyD#smidayton

• @StoneyD• +StoneydeGeyter• linkedin.com/in/stoneygd

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PolePositionMarketing.com

Stoney deGeyter

THIS IS ME I do this

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Hire my team

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arketingChecklist.com

HOW SOCIAL MEDIA CHANGED WEB MARKETING FOREVER @StoneyD#smidayton

Search vs. Social Media

HOW SOCIAL MEDIA CHANGED WEB MARKETING FOREVER @StoneyD#smidayton

Organic search drives majority of all trafficSEARCH VS. SOCIAL MEDIA

HOW SOCIAL MEDIA CHANGED WEB MARKETING FOREVER @StoneyD#smidayton

Social traffic is catching up

http://insights.buzzfeed.com/industry-trends-2014/

SEARCH VS. SOCIAL MEDIA

HOW SOCIAL MEDIA CHANGED WEB MARKETING FOREVER @StoneyD#smidayton

Social can drive more traffic than search

http://insights.buzzfeed.com/industry-trends-2014/

SEARCH VS. SOCIAL MEDIA

HOW SOCIAL MEDIA CHANGED WEB MARKETING FOREVER @StoneyD#smidayton

Social media is ever more integrated into our daily lives

http://www.jeffbullas.com/2014/01/17/20-social-media-facts-and-statistics-you-should-know-in-2014/

SEARCH VS. SOCIAL MEDIA

HOW SOCIAL MEDIA CHANGED WEB MARKETING FOREVER @StoneyD#smidayton

Time spent on social networks per hour

http://www.jeffbullas.com/2014/01/17/20-social-media-facts-and-statistics-you-should-know-in-2014/

SEARCH VS. SOCIAL MEDIA

HOW SOCIAL MEDIA CHANGED WEB MARKETING FOREVER @StoneyD#smidayton

Businesses and marketers love social media

http://www.jeffbullas.com/2014/01/17/20-social-media-facts-and-statistics-you-should-know-in-2014/

SEARCH VS. SOCIAL MEDIA

HOW SOCIAL MEDIA CHANGED WEB MARKETING FOREVER @StoneyD#smidayton

Social media can’t go it alone

Source: The Virtuous Circle: The Role of Search and Social Media in the Purchase Pathway, February 2011http://www.wpp.com/NR/rdonlyres/CA49ED29-06A4-4E10-A1F0-C25BAA35CF2A/0/groupm_search_the_virtuous_circle_feb11.pdf

51%48%

1%

Search & Social Conversions

Search AloneSearch + SocialSocial Alone

SEARCH VS. SOCIAL MEDIA

HOW SOCIAL MEDIA CHANGED WEB MARKETING FOREVER @StoneyD#smidayton

How Social Media Changed Web Marketing

HOW SOCIAL MEDIA CHANGED WEB MARKETING FOREVER @StoneyD#smidayton

Social media is sexy

Alluring Top of Mind

Sought After

HOW SOCIAL MEDIA CHANGED WEB MARKETING

HOW SOCIAL MEDIA CHANGED WEB MARKETING FOREVER @StoneyD#smidayton

Social media is closely tied to branding and loyalty

Source: The Virtuous Circle: The Role of Search and Social Media in the Purchase Pathway, February 2011http://www.wpp.com/NR/rdonlyres/CA49ED29-06A4-4E10-A1F0-C25BAA35CF2A/0/groupm_search_the_virtuous_circle_feb11.pdf

64%

Consumer Connections via Social Media AFTER Purchase

Likely to FollowUnlikelyUnsure

HOW SOCIAL MEDIA CHANGED WEB MARKETING

HOW SOCIAL MEDIA CHANGED WEB MARKETING FOREVER @StoneyD#smidayton

Social media influences purchasing decisions

Internet Search

Blogs

User-generated

Message boards

Social networks

Magazines

TV

Newspapers

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%100%92%

53%

46%

34%

26%

20%

Info for Purchasing Decisions

Media Used Frequently* by US Internet Users** to Find Information to Help with Purchase Decisions, March 2010

eMarketer.com

79%

HOW SOCIAL MEDIA CHANGED WEB MARKETING

HOW SOCIAL MEDIA CHANGED WEB MARKETING FOREVER @StoneyD#smidayton

Do social shares help with SEO?

http://m

oz.com/blog/google-plus-correlations

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HOW SOCIAL MEDIA CHANGED WEB MARKETING

HOW SOCIAL MEDIA CHANGED WEB MARKETING FOREVER @StoneyD#smidayton

The real question: Does social media help SEO?HOW SOCIAL MEDIA CHANGED WEB MARKETING

HOW SOCIAL MEDIA CHANGED WEB MARKETING FOREVER @StoneyD#smidayton

Correlation vs. causation

Source: http://xkcd.com/552

HOW SOCIAL MEDIA CHANGED WEB MARKETING

HOW SOCIAL MEDIA CHANGED WEB MARKETING FOREVER @StoneyD#smidayton

Correlation can assist causation

Social Media --------------------------> Rankings

HOW SOCIAL MEDIA CHANGED WEB MARKETING

HOW SOCIAL MEDIA CHANGED WEB MARKETING FOREVER @StoneyD#smidayton

Social media increases ranking opportunityHOW SOCIAL MEDIA CHANGED WEB MARKETING

HOW SOCIAL MEDIA CHANGED WEB MARKETING FOREVER @StoneyD#smidayton

How Social Correlation Impacts SEO

HOW SOCIAL MEDIA CHANGED WEB MARKETING FOREVER @StoneyD#smidayton

Quick indexing of socialized pagesPages posted to

can be crawled quickly.

HOW SOCIAL CORRELATION IMPACTS SEO

HOW SOCIAL MEDIA CHANGED WEB MARKETING FOREVER @StoneyD#smidayton

Grows exposureHOW SOCIAL CORRELATION IMPACTS SEO

HOW SOCIAL MEDIA CHANGED WEB MARKETING FOREVER @StoneyD#smidayton

Increases traffic to siteHOW SOCIAL CORRELATION IMPACTS SEO

HOW SOCIAL MEDIA CHANGED WEB MARKETING FOREVER @StoneyD#smidayton

Indirect increase in linksHOW SOCIAL CORRELATION IMPACTS SEO

HOW SOCIAL MEDIA CHANGED WEB MARKETING FOREVER @StoneyD#smidayton

Demonstrates popularityHOW SOCIAL CORRELATION IMPACTS SEO

HOW SOCIAL MEDIA CHANGED WEB MARKETING FOREVER @StoneyD#smidayton

Signal of relevanceHOW SOCIAL CORRELATION IMPACTS SEO

HOW SOCIAL MEDIA CHANGED WEB MARKETING FOREVER @StoneyD#smidayton

Adds brandingHOW SOCIAL CORRELATION IMPACTS SEO

HOW SOCIAL MEDIA CHANGED WEB MARKETING FOREVER @StoneyD#smidayton

Builds authorityHOW SOCIAL CORRELATION IMPACTS SEO

HOW SOCIAL MEDIA CHANGED WEB MARKETING FOREVER @StoneyD#smidayton

Where is Web Marketing Going?

HOW SOCIAL MEDIA CHANGED WEB MARKETING FOREVER @StoneyD#smidayton

Google’s algorithm in…

$$$

Keywords & Links

Social Media & Content

Site Architecture

Uniqueness & Value

Usability & Conversions

1998

WHERE IS WEB MARKETING GOING?

HOW SOCIAL MEDIA CHANGED WEB MARKETING FOREVER @StoneyD#smidayton

$$$

$$$

Google’s algorithm in…

$$$

$$ $

Keywords & Links

Uniqueness & Value

Usability & Conversions

Social Media & Content

Site Architecture

$$$

WHERE IS WEB MARKETING GOING?

2017

HOW SOCIAL MEDIA CHANGED WEB MARKETING FOREVER @StoneyD#smidayton

$$$

Google’s algorithm in…

$$$

Keywords & Links

Social Media & Content

Site Architecture

Uniqueness & Value

Usability & Conversions

$$$

$$ $

$$$

$$$

$$$

WHERE IS WEB MARKETING GOING?

2020

HOW SOCIAL MEDIA CHANGED WEB MARKETING FOREVER @StoneyD#smidayton

Google is just looking for the winnersWHERE IS WEB MARKETING GOING?

HOW SOCIAL MEDIA CHANGED WEB MARKETING FOREVER @StoneyD#smidayton

Social Media is Just Rented Space

HOW SOCIAL MEDIA CHANGED WEB MARKETING FOREVER @StoneyD#smidayton

Posting to your social profiles is not enoughSOCIAL MEDIA IS JUST RENTED SPACE

HOW SOCIAL MEDIA CHANGED WEB MARKETING FOREVER @StoneyD#smidayton

Blog to get social traffic to your website

Write Blog Posts

Link Back to Blog

Promote Blog Posts on Social Media

SOCIAL MEDIA IS JUST RENTED SPACE

HOW SOCIAL MEDIA CHANGED WEB MARKETING FOREVER @StoneyD#smidayton

Sales

Convert social traffic with email marketingSocial Media

Landing Page

Lead Gen Form

Email

$$

$$

$$

$$

$

• Email subscribers are more likely to convert

• “Own” your list rather than “renting” on social media

• Continue to “touch” subscribers via email AND social media

SOCIAL MEDIA IS JUST RENTED SPACE

HOW SOCIAL MEDIA CHANGED WEB MARKETING FOREVER @StoneyD#smidayton

Importance of strong branding

Get your audience to follow you to new social networks when old ones go out of style

(MySpace, anyone?)

SOCIAL MEDIA IS JUST RENTED SPACE

HOW SOCIAL MEDIA CHANGED WEB MARKETING FOREVER @StoneyD#smidayton

How To Win At Social Media (and Web Marketing Too)

HOW SOCIAL MEDIA CHANGED WEB MARKETING FOREVER @StoneyD#smidayton

Write killer headlinesDirect Approach: Free Diabetes eBook

Indirect Approach: Cut the Sweet Talk

News Headline: Hospital Opens New Diabetes Clinic

How-to Headline: How to Lower Your Blood Sugar

Question Headline: Is Your Diabetes Out of Control?

Command Headline: Get Help for Your Diabetes Now

Reason Why Headline: Five Reasons to Get Diabetes Under Control

Testimonial Headline: “I Got My Life Back, Thanks a Diabetes Clinic.”

*Adapted from The Copywriter’s Handbook by Bob Bly and Copyblogger.com.

HOW TO WIN AT SOCIAL MEDIA (AND WEB MARKETING TOO)

HOW SOCIAL MEDIA CHANGED WEB MARKETING FOREVER @StoneyD#smidayton

Each headline must do three things

Grab attention

Compel

Use keywords

HOW TO WIN AT SOCIAL MEDIA (AND WEB MARKETING TOO)

HOW SOCIAL MEDIA CHANGED WEB MARKETING FOREVER @StoneyD#smidayton

Have a stimulating introduction

Grab attention

Compel

Use keywords

HOW TO WIN AT SOCIAL MEDIA (AND WEB MARKETING TOO)

HOW SOCIAL MEDIA CHANGED WEB MARKETING FOREVER @StoneyD#smidayton

Add visual flareHOW TO WIN AT SOCIAL MEDIA (AND WEB MARKETING TOO)

HOW SOCIAL MEDIA CHANGED WEB MARKETING FOREVER @StoneyD#smidayton

Match persona to quality content

Website

BlogNews

Podcasts

Video

PhotosArticles

White Papers

E-books

Case Studies

E-mail

HOW TO WIN AT SOCIAL MEDIA (AND WEB MARKETING TOO)

HOW SOCIAL MEDIA CHANGED WEB MARKETING FOREVER @StoneyD#smidayton

Stay organized and stick to the pointHOW TO WIN AT SOCIAL MEDIA (AND WEB MARKETING TOO)

HOW SOCIAL MEDIA CHANGED WEB MARKETING FOREVER @StoneyD#smidayton

Speak humanHOW TO WIN AT SOCIAL MEDIA (AND WEB MARKETING TOO)

HOW SOCIAL MEDIA CHANGED WEB MARKETING FOREVER @StoneyD#smidayton

Invest in Chosen

Channels

Share Your Content

Share Others’ Content

Engage with Customers in Two-way

Conversation

Engage with your readers

Social media is not a publishing platform, its an engagement platform!

HOW TO WIN AT SOCIAL MEDIA (AND WEB MARKETING TOO)

HOW SOCIAL MEDIA CHANGED WEB MARKETING FOREVER @StoneyD#smidayton

Provide a solution for problemsSympathize with their

needs

State importance of solution

Explain solution you offer

Show you care

Convince them you can help

Try this!

HOW TO WIN AT SOCIAL MEDIA (AND WEB MARKETING TOO)

HOW SOCIAL MEDIA CHANGED WEB MARKETING FOREVER @StoneyD#smidayton

Ask (and answer) questions

Who?

What?

How?When?

Where?

HOW TO WIN AT SOCIAL MEDIA (AND WEB MARKETING TOO)

HOW SOCIAL MEDIA CHANGED WEB MARKETING FOREVER @StoneyD#smidayton

Make sure they learn something new

How to…

Ways to…

Ideas for…News about…

Recent events?

HOW TO WIN AT SOCIAL MEDIA (AND WEB MARKETING TOO)

HOW SOCIAL MEDIA CHANGED WEB MARKETING FOREVER @StoneyD#smidayton

Move them to take actionTackle hindrances

Overcome obstacles

Justify the purchase

Provide examples

HOW TO WIN AT SOCIAL MEDIA (AND WEB MARKETING TOO)

HOW SOCIAL MEDIA CHANGED WEB MARKETING FOREVER @StoneyD#smidayton

Make quality content findable

Keywords and Long-tail Phrases

Metadata

HeadlineUseful Content

Call to Action

HOW TO WIN AT SOCIAL MEDIA (AND WEB MARKETING TOO)

HOW SOCIAL MEDIA CHANGED WEB MARKETING FOREVER @StoneyD#smidayton

Don’t depend only on organic traffic

Organic Reach

HOW TO WIN AT SOCIAL MEDIA (AND WEB MARKETING TOO)

HOW SOCIAL MEDIA CHANGED WEB MARKETING FOREVER @StoneyD#smidayton

Set up remarketing ads on social media

Acceptable stalking . . . When done right

HOW TO WIN AT SOCIAL MEDIA (AND WEB MARKETING TOO)

HOW SOCIAL MEDIA CHANGED WEB MARKETING FOREVER @StoneyD#smidayton

WebMarketingChecklist.com

Thank You!