Promote YourPromote Your Business Online

Internet Marketing Strategies and Tactics

Small Business Seminar MacForce TheaterSmall Business Seminar, MacForce TheaterJune 30, 2010

SEO? SEM? PPC? SMM? SMO?S O? S ? C? S ? S O?

• What does it all mean?What does it all mean?– SEO: Search Engine Optimization

C Cli k d i i–PPC: Pay Per Click Advertising

– SEM: Search Engine Marketing

– SMM: Social Media Marketing

– SMO: Social Media OptimizationSMO: Social Media Optimization

– SERP: Search Engine Results Page

SEO: Search Engine Optimizationg p

SEO: Search Engine OptimizationS O: Sea c g e Opt at o

• Two sides to this coin:Two sides to this coin:– On‐Page Factors

Off Page Factors– Off‐Page Factors

• What is most important?

• You need the first side of the coin to t th d id t k get the second side to work

optimally.

SEO: Search Engine OptimizationS O: Sea c g e Opt at o

• Some On-Page FactorsSome On Page Factors• Domain Name• Page Name• Title Tag• Meta Description• Meta Keywords• Meta Keywords• H1 Tag• Bolded Text• Link Text• 1% to 2% keyword density for Google

SEO: Search Engine OptimizationS O: Sea c g e Opt at o• On-Page Factors

• Domain Name:www physicalmedicineandrehab com• Domain Name:www.physicalmedicineandrehab.com

SEO: Search Engine OptimizationS O: Sea c g e Opt at o• On-Page Factors

• Domain Name:www physicalmedicineandrehab com• Domain Name:www.physicalmedicineandrehab.com

SEO: Search Engine OptimizationS O: Sea c g e Opt at o• On-Page Factors

• Domain Name: www.pdxpartybus.com

SEO: Search Engine OptimizationS O: Sea c g e Opt at o• On-Page Factors

• Domain Name: www pdxpartybus com• Domain Name: www.pdxpartybus.com

SEO: Search Engine OptimizationS O: Sea c g e Opt at o

• On-Page Factors• Page Name: The‐Pros‐of‐Divorce.htmlPage Name: The Pros of Divorce.html

SEO: Search Engine OptimizationS O: Sea c g e Opt at o

• On-Page Factors• Page Name: The‐Pros‐of‐Divorce.htmlPage Name: The Pros of Divorce.html

SEO: Search Engine OptimizationS O: Sea c g e Opt at o

• On-Page Factors: Title Tag

SEO: Search Engine OptimizationS O: Sea c g e Opt at o• On-Page Factors: Title Tag

SEO: Search Engine OptimizationS O: Sea c g e Opt at o• On-Page Factors: H1 Tag

SEO: Search Engine OptimizationS O: Sea c g e Opt at o• On-Page Factors: H1 Tag

SEO: Search Engine OptimizationS O: Sea c g e Opt at o• On-Page Factors: Link Text

SEO: Search Engine OptimizationS O: Sea c g e Opt at o• On-Page Factors: Link Text

SEO: Search Engine OptimizationS O: Sea c g e Opt at o• On-Page Factors: Keyword Density

SEO: Search Engine OptimizationS O: Sea c g e Opt at o• On-Page Factors: Keyword Density

SEO: Search Engine OptimizationS O: Sea c g e Opt at o

• Off-Page FactorsOff Page Factors• Inbound Links

A th it Sit–Authority Sites–Directories– Internet Press Releases–Article Marketing

SEO: Search Engine OptimizationS O: Sea c g e Opt at o

• Off-Page FactorsOff Page Factors• Inbound Links

A th it Sit–Authority Sites– .edu’s and .gov’s are best–PageRank above 5

SEO: Search Engine OptimizationS O: Sea c g e Opt at o• Off-Page Factors: Authority Sites

SEO: Search Engine OptimizationS O: Sea c g e Opt at o• Off-Page Factors: Directories

SEO: Search Engine OptimizationS O: Sea c g e Opt at o• Off-Page Factors: Directories

SEO: Search Engine OptimizationS O: Sea c g e Opt at o• Off-Page Factors: Directories

SEO: Search Engine OptimizationS O: Sea c g e Opt at o• Off-Page Factors: Vertical DirectoriesTIP G l “ b it it [i t k d]”• TIP: Google “submit a site [insert keyword]”

SEO: Search Engine OptimizationS O: Sea c g e Opt at o• Off-Page Factors: Vertical Directories

SEO: Search Engine OptimizationS O: Sea c g e Opt at o• Off-Page Factors: Online Press Releases

SEO: Search Engine OptimizationS O: Sea c g e Opt at o• Off-Page Factors: Online Press Releases

SEO: Search Engine OptimizationS O: Sea c g e Opt at o

• Off-Page Factors: Online Press Releases• Received offers for products to be included in the Gift Bags for:

– The Miss America Pageant

– Billboard Magazine’s Oscar Night Party

• Moved ranking to Number 5 spot on first page for the Keyword Phrase “Mineral Makeup”

• Gained interviews from a variety of magazines

SEO: Search Engine OptimizationS O: Sea c g e Opt at o

• Off-Page Factors: Online Press Releases– List of Free Press Release Submission sites: http://nakedpr.com/2007/07/29/big‐list‐of‐free‐

l d b /press‐release‐distribution‐sites/

SEO: Search Engine OptimizationS O: Sea c g e Opt at o• Off-Page Factors: Article Marketing

Anti-Spamming Guidelines

Anti-Spamming Guidelinest Spa g Gu de es

Don't:• Keyword stuff tags• Repeat keywords over and over again in your

texttext.

For example: For example: <META name="keywords" content="holiday cruises, holiday cruises, holiday cruises, holiday cruises holiday cruises holiday holiday cruises, holiday cruises, holiday cruises, holiday cruises, holiday”>

Anti-Spamming Guidelinest Spa g Gu de es

• Don't use tiny text for the purpose of ti k d ft k drepeating keyword after keyword

• Don't use invisible text

• Don't use redirect tags if possible

D 't d li t t t i • Don't duplicate content or use mirror pages

• Don't use multiple title tags

SocialSocial Media

Why Social Media?y Soc a ed a?

• Social Media helps you:– Connect with 

• Customers

d• Vendors

• Competition

Drive Traffic to your Blogs and Websites– Drive Traffic to your Blogs and Websites

– Helps establish you as a thought leader in your NicheNiche

Social Media MarketingSoc a ed a a et g

Social media sites fall into different t icategories:

Social “bookmarking” sites such as:Social bookmarking sites such as:

a) Digg

b) reddit

c) StumbleUponc) StumbleUpon

d) del.icio.us

Social Media MarketingSoc a ed a a et g

Social Media MarketingSoc a ed a a et g

Social Media MarketingSoc a ed a a et g

Identity-based sites are based on who you de t ty based s tes yare and the type of business you’re in and are based on connecting with networks of friends associates and contacts you knowfriends, associates and contacts you know.

Social Media Marketing – Linked InSoc a ed a a et g ed

Social Media Marketing - FacebookSoc a ed a a et g aceboo

Social Media Marketing - BloggingYour own Blog is an identity-based social media site if you open up comments.

http://www.southwestwashingtonzest.com/

Social Media MarketingSoc a ed a a et gMessage boards, forums, and newsgroups (such as Yahoo! Groups and Google Groups)g p

Social Media Marketing - TwitterSoc a ed a a et g tte

Creating a Social Media PlanC eat g a Soc a ed a a

If you enter into social media ith t l ill f ilwithout a plan, you will fail. 

Period.Period.

http://outspokenmedia com/social‐media/social‐media‐planning/http://outspokenmedia.com/social media/social media planning/

Creating a Social Media PlanC eat g a Soc a ed a a

Understand your audience:1. What is your niche?

2. What does your niche need? 

(D ib h i d NOT h ff )(Describe their needs NOT what you offer)

3. What are your reader’s pain points? 

(Li t ll f d ’ i i t )(List all of your reader’s pain points)

4. What emotions are evoked by their big pain?

5 What do you do? (How do you solve your reader’s problems?)5. What do you do? (How do you solve your reader s problems?)

6. Who are your competitors?

7 What differentiates your writing from the competition?7. What differentiates your writing from the competition?

Creating a Social Media Plan

Niche Example:C eat g a Soc a ed a a

Myrna Oakley’s Beat is the Pacific Northwest

Within her beat she has created several niches:

• Bed And Breakfasts

• Small Inns

• Small Towns & Big Towns

• Live Local TheaterLive Local Theater

• Historical Places

• Small cafes, coffee shops, and b k ibakeries

Creating a Social Media Plan

Once you have Decided on your Niche:

C eat g a Soc a ed a a

Once you have Decided on your Niche:

Create your brand!

Secure your brand!

Creating a Social Media PlanC eat g a Soc a ed a aBrand Examples - Ronda Roaring

http://www.ilovethefingerlakes.com

Creating a Social Media PlanC eat g a Soc a ed a aBrand Examples: Jan Jackson

http://www.countrytraveleronline.com/

Creating a Social Media Plan

Secure your brand http://knowem.com/

C eat g a Soc a ed a a

Creating a Social Media PlanC eat g a Soc a ed a a

Determine how you will measure your successsuccess

Blog comments ?

Conversions ?

Links ?Links ?

Twitter talk ?

Better brand recognition ?

Creating a Social Media PlanC eat g a Soc a ed a a

Understand your Customers;hang out where they hang outhang out where they hang out.

Are they on:Facebook?

Linked In?

Twitter?

Why the need to follow your customers? Why the need to follow your customers? You want to know what they want and place

yourself ahead of the competitionyourself ahead of the competition

Creating a Social Media PlanC eat g a Soc a ed a aThey could be somewhere more niched:http://www exploroo com/http://www.exploroo.com/

Creating a Social Media PlanC eat g a Soc a ed a aOr:

http://www passportstamp com/http://www.passportstamp.com/

Creating a Social Media PlanC eat g a Soc a ed a a

Additional Social Networking Travel Sites:Additional Social Networking Travel Sites:

TravBuddy: http://www.travbuddy.com/

Travellerspoint: http://www.travellerspoint.com/

WAYN: http://www.wayn.com/waynsplash.html

CouchSurfing: htt // h fi /CouchSurfing:  http://www.couchsurfing.org/

Wattpad: http://www.wattpad.com/

Creating a Social Media Plan

Once you have your Social Media Plan in

C eat g a Soc a ed a a

order, it is time to get connected to the

ld th h S i l M di M k tiworld through Social Media Marketing.

Let’s take a look at:Let s take a look at:

Social Media MarketingSoc a ed a a et g

Social Media Marketing Soc a ed a a et g

This is what your visitors seevisitors see when they visit your page 

Social Media MarketingSoc a ed a a et g

Wh lWhen people connect with you, you will receive requestsq

Social Media MarketingSoc a ed a a et g

You can search for friends and Facebook offers friend suggestions

Social Media MarketingSoc a ed a a et g

The Wall is a compilation of activity generated by you and your friends

Social Media MarketingSoc a ed a a et g

Be sure to selectBe sure to select your custom username.

Use your Brand.

Social Media MarketingSoc a ed a a et g

Help Causes thatHelp Causes that are important to you with the Causes app.

Support causes that support your niche.your niche.

Social Media MarketingSoc a ed a a et g

Promote your yCause by sending emails to your  subscribers

Social Media MarketingSoc a ed a a et g

Create a Group around your niche

Social Media MarketingSoc a ed a a et g

•Considered more social than business•Lots of Quizzes•Lots of Quizzes•Can add your Twitter Feed•Fan PagesFan Pages•Lots of Apps•Can organize your friends in categories

•Writers•PublishersEdit•Editors

•Family, etc.

Social Media MarketingSoc a ed a a et g

Ways to build your presence on FacebookFacebook

•Create a Cause•Develop a GroupDevelop a Group•Post Videos, Photos and Links•Design a quiz•Post your Events•Create a Community or Business PageE ti it bl t h•Every time you write a new blog post, share it on Facebook

Social Media MarketingSoc a ed a a et g

Social Media MarketingSoc a ed a a et g

Your publicpublic profile

Social Media MarketingSoc a ed a a et g

Goal is toGoal is to develop a 100% complete profile

Social Media MarketingSoc a ed a a et g

Start developing your connections

Social Media MarketingSoc a ed a a et g

Recommendations build credibility

Social Media MarketingSoc a ed a a et g

Build your ownBuild your own Community through the Groups Function

Social Media MarketingSoc a ed a a et g

Join groups like thisJoin groups like this one for Pacific 

Northwest Writers

Social Media MarketingSoc a ed a a et g

Get Answers

Social Media MarketingSoc a ed a a et g

Build your position as an expert by 

answering questions

Social Media MarketingSoc a ed a a et g

Share your world through a variety of apps

Social Media MarketingSoc a ed a a et g

Post your events for 

free

Social Media Marketing Soc a ed a a et g

Keep track ofKeep track of Company Buzz

Social Media MarketingSoc a ed a a et g

Easily change your settings at any time

Social Media MarketingSoc a ed a a et g

Social Media MarketingSoc a ed a a et g

Considered for business networking Considered for business networking

•Great place to find jobs

•Develop business

•Promote projects and opportunities•Promote projects and opportunities

•Keep track of your competition

Social Media MarketingSoc a ed a a et g

Ways to market a business on Linked In

•Start a Group•Join Groups 

•Complimentary•Directly related

•Post your Events•Answer Questions•Ask for recommendations

•Post updates•Post updates 

Social Media MarketingSoc a ed a a et g

Social Media MarketingSoc a ed a a et g

Sharing ideasSharing ideas 140  characters 

at a time

Social Media MarketingSoc a ed a a et g

Hash tags allow you to search for  topics on which people are tweeting and for which you are interested

Social Media MarketingSoc a ed a a et g

Direct Messaging allows you to communicate with only one person directly

Social Media Marketing ToolsSoc a ed a a et g

You can see who is talking about you and reply back to them

Social Media Marketing ToolsSoc a ed a a et g

Automate your 

itweeting

Social Media MarketingSoc a ed a a et g

Considered a micro-blogging networkgg g

•Great place to research trends

•Wonderful for sharing ideas

•Excellent for getting the word out about g gwhat you do

http://webcommunityforum.com/2008/09/21‐ways‐to‐market‐your‐business‐on‐twitter/

Social Media MarketingSoc a ed a a et gWays to market a business on Twitter

•Be sure to follow the 80/20 rule when tweeting.Be sure to follow the 80/20 rule when tweeting.

•Craft an appropriate Twitter Policy, and encourage your employees to sign up for accounts on Twitter.employees to sign up for accounts on Twitter.

•As the owner of your business, register your @companyname and use it for all your tweets.@ p y y

•Use Twitter Search to find and respond to tweets about your products or your brand.y p y

•Ask for feedback on your products and then follow up with the responses you get.

http://webcommunityforum.com/2008/09/21‐ways‐to‐market‐your‐business‐on‐twitter/

Steps to Takep

Social Media OptimizationSoc a ed a Opt at o

Rules to guide your thinking:

• Increase linkability(write content that people will want to link to)

• Make tagging easy(include tags as well as links to social media sites)

• Reward inbound links(link back to people who link to you)

• Help your content travel(include a bio; mention your content to others)

First Stepsst Steps• Focus on the Basics

• Social Media Marketing• Social Media Marketing– Establish your goals for Social Media and develop your profile and content around that goal (see: y p g (http://www.chrisbrogan.com/starting‐a‐social‐media‐strategy/)

St t ith l tf d b f t bl– Start with one platform and become comfortable before adding another

– Employ the 80/20 rule:  80% content that will help p y / pothers, 20% or less self‐promotion

Next Stepse t Steps• Focus on the Basics

• Social Media Marketing• Social Media Marketing– Share specials regarding your business

– Incorporate terminology on your profile that isIncorporate terminology on your profile that is optimized for your business and the people you want to reach

– Form a group for your business niche and invite customers to join

– Add upcoming events being held in your field andAdd upcoming events being held in your field and share them with your “friends”

Next Stepse t StepsImplement a Social Media Listening Tool

• Google Alerts– Google Alerts is the steady rock in the sometimes white water world– Google Alerts is the steady rock in the sometimes white‐water world of monitoring. You can easily target keywords that are important to your brand and receive streaming or batched reports—choose your own adventure.

• TechnoratiTechnorati– Billing itself as "the leading blog search engine," Technorati has been helping bloggers and those with their fingers on the blog pulse stay informed for years.

• JodangeJodange– Tracking your brand or a product is one thing, but turning that tracking into a measure of consumer sentiment about your brand or product is something completely different. For that, Jodange has TOM (Top of Mind), which tracks consumer sentiment about your ( p ), ybrand or product across the Web.

http://www.marketingprofs.com/9/essential‐social‐media‐listening‐tools‐mcdaniel.asp

Final Worda o d

• Focus on the Basics– Remember, Social Media is about helping others

– Make sure to temper self promotion with aMake sure to temper self promotion with a healthy dose of useful information for your friends. It will pay off in the long run!

tiQuestions?

Thank you!

Contact Information

C ll W i htColleen Wright

info@seotrainingnw.comwww.seotrainingnw.comwww.seotrainingnw.com