Beyond Social Media: Using Online Marketing to Build Your Business
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Transcript of Beyond Social Media: Using Online Marketing to Build Your Business
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HMR Marketing Solutions January 25, 2013
Beyond Social Media:Using Online Marketing To Build Your Business
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Remember The World Before the Internet?
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*Average: 32 Hours per month
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Decline Of Traditional Media …
www.341studios.com
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The Growth of Mobile
• +200% increase in mobile visits to websites
• Mobile = 25% page views• Mobile = 20% web sales
(vs. 5% YAG)
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The Rise Of the Social Customer
Less of This >>>
<<<More Of This!
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Now, We Must Earn Peoples Interest Instead Of Buying It.
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AGENDA
• Culture Shift• Online Marketing Playbook– Social Media– Content Marketing– Search
• New Mindset• Group Exercise • Q&A
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Online Marketing: Overview
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Social Media: One Piece of the Pie
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Strategy: “Home Base” + Social Outposts
Home Base (Website) Send Traffic hereConvert Leads
Social Media Outposts• Build Awareness• Spread content• Make connections• Build relationships
www.
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Which Social Platforms?
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What Works: B2B vs. B2C
B2B Priorities: BLOG, Linked in, Twitter … and Google+
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Social Media Mindset
“Know, Like, Trust”– Look for Opportunities to Engage– “Authentic Helpfulness” – Share, Become A Trusted Resource
w/o an Agenda… – Promote Others … Respond!
• Plant Seeds and Nurture
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The Care and Feeding of Your Social Network
• Listen for Engagement Opportunities– Individual Relationships, 1:1 Conversations
• Don’t Broadcast – SM is Not an Ad; humanize Your Brand
• Cumulative: little, consistent steps• Quality Over Quantity– Small and Engaged audience
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If You Build It, They Will Not Come• It Takes Time!
• What Works?- Short Posts, Photos, Questions- Optimal Time, Frequency, Length, Type - Be what people are interested in, not an
unwanted interruption
• Connect Across Digital Strategies- SM on Email, Like and - Share Buttons on Website, etc.
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Sample Content Calendar
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Get Started: 5-Step Plan
1. Do An Online Audit: Gaps?2. Plan Your Channels, Set A Goal– Find Your Target, Build Your Network,
3. Engagement Plan– Who Will Participate? Schedule?
4. Brainstorm Content– Content Calendar (FAQ’s)
5. Assess: What’s working? What’s Not?– Right Tools? Time?
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Content: One Piece of the Pie
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Quality Content isYour Best Salesperson
• Showcase Your Expertise–Blog• Videos• Guest Blog
– Newsletter– Webinar, E-Book, Article, Podcasts … – even photos, interests, news!
• Help Customers Make Better Decisions
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How Many Blog Posts to Drive Traffic?
A library of blog posts (> 52 posts)
SOURCE: SOCIAL MEDIA EXAMINER/HUBSPOT
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How Often Should You Post*?
More frequent blog posts (2-3x/wk)
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Steady Drumbeat of Blog Content
Think Like A Publisher:• Research Keywords• Plan Ahead: Content Calendar• Answer Customers Questions• CONSISTENCY
Exercise 1: “Blog Buddy Brainstorm”
Who Will Write It? How Often? 10 Topics. Date.
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B2B Case Study: Hinda Incentives
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Results: Hinda Incentives
“… Our conversations on Twitter established relationships for significantsales leads … lead quality generated from the new social website traffichas measurably improved”.
“… Our blog traffic took off quickly … we already receive 1,000 visits a month with subscribers from at least 30 different customers … traffic to our website increased 15 percent … just in the last week we received a few hundred thousand dollars in sales opportunities through this advantage”.
http://www.businessesgrow.com/2011/02/04/case-study-fast-growing-b2b-expands-social-media-exposure/
“… The blog has proven to be a valuable piece of social media real estate … picked up and quoted by other blogs, reinforcing our position as the voice of authority in our industry”.
SOURCE: “Grow”, a leading business blog, by Mark Schaefer
“… LinkedIn and our blog have become the number 2 and 3 sources of web traffic to our site, after organic search”.
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B2B Social Media Challenges
CONTENT &RESOURCES!
TAKES TIME!
ROI?
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Last Piece of the Pie:Website Traffic/Conversion
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Websites That Work
Must Be:– Findable: SEO, Keywords, Links– Helpful (Fresh Content)– Social, Mobile– Sales Tool
(Clear “Calls To Action” => Leads)
vs. THE ONLINE BROCHURE”– Static, No New Content, No Leads
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Can Your WebsiteBe Viewed On All Devices?
• Buzzword: Responsive Design
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Clear Calls To Action …
50% of leads are qualified, but not yet ready to buy
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Analyze: Making Sense Of the Data
- Free/Low Cost Analytics … Hard to Connect the Dots
- All in One Analytics … ($$)
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Marketing Analytics: Example
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Exercise 2: Action Plan
• Identify Opportunities and Set Goals• What’s Holding You Back?• How Will You Overcome Challenges?
=> 3 Steps You Can Take Immediately? => Anticipate Challenges: What Will You Do If?
=> Call Buddy in 1 Week
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Your Questions:
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Connect with me!
Rhonda Hurwitz … @rhondahurwitz on
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Appendix: Resources• Online Marketing: – Hubspot.com
• Social Media (All Platforms): – SocialMediaExaminer.com
• B2B Content Marketing– ContentMarketingInstitute.com
• Twitter: – The Tao Of Twitter, by Mark Schaefer (book)
• “Opinion”: – Mark Schaefer (Grow), Gary Vaynerchuk
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Appendix: Tools
• Dashboard to manage multiple platforms: Hootsuite* – ( Tweetdeck, Sprout Social, others)
• Post Timer: Buffer App• Link Shorteners (bit.ly)• Notifications: Nutshell Mail, Social Mention• Feed Reader: Google Reader• Social Graph Lookup: Rapportive• Search: Social Mention, Engagio, Twitter Adv. Search• Analytics: Google Analytics, Pagelever, Edgerank• Keyword Research: Google Keyword Tool• Images: Flickr Creative Commons, Pic Monkey• … and many more!
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Build Relationships• “Small Town Rules”• Put A Ring On It …
=> Not A One Night Stand!
Social Mindset (cont’d)
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“ … I would really love to meet you in person. I've admired your work from afar, and would really love to learn more about you and your business …
“ … Call me after 1pm EST xxx-xxx-xxxx … working on a big project and looking for a NY area resource …”
“ … I spoke with Rhonda Hurwitz about the panel
and she’s available …”“ … I saw your blog and I’d like to hire you …”
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Engagement Example:Linked in
Dec.31:Happy New Year Message
Jan 3:New Project
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Engagement Examples: Twitter
Xxx-xxx-xxxx