Got Social Media Marketing Strategy
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Transcript of Got Social Media Marketing Strategy
[Webinar] Got Strategy? Awesome Social Media Marketing Doesn’t Just Happen—Do it with Purpose and Goals to Increase Your ROI
www.boulderseomarke.ng.com | www.popmediastudio.com
March 19, 2014 Beth Powell Content Strategy, Copywriting, PR Specialist POP! media studio Chris Raulf Online Marketing Expert & Founder Boulder SEO Marketing
Agenda
• The Big Picture Overview • Social Media Strategy • How Does Social Media Fit Into SEO • Customer Engagement and Workflow OpDons • Templates, Process and Tools • Success: Define and Measure • Case Studies • QuesDons & Answers
www.boulderseomarke.ng.com | www.popmediastudio.com
Quick Poll
• I am a solopreneur • Small business (2-‐50 employees) • Medium business (51-‐500 employeess) • Large business (501+ employees)
www.boulderseomarke.ng.com | www.popmediastudio.com
Quick Poll
• I handle all MarCom and want to outsource social media
• I handle all MarCom and do my own social media
• I already outsource my social media acDviDes
www.boulderseomarke.ng.com | www.popmediastudio.com
The Big Picture: Why You’re Here
• MeeDng You Where You’re At • A Social Media Presence is Necessary • 3 goals: AnDcipate needs, give them reasons to do business with you, foster loyalty to your brand
• MarCom -‐ Content MarkeDng -‐ Social Media • OpDons for content creaDon & implementaDon • SEO & AnalyDcs
www.boulderseomarke.ng.com | www.popmediastudio.com
Assump.ons
• You have a website and a product or service • You’re a SMB owner or SMB MarkeDng pro • You know your top three compeDtors • You know your top 2-‐3 buyer personas • On the importance of buyer personas
www.boulderseomarke.ng.com | www.popmediastudio.com
Social Media Strategy: GeFng Started
• SituaDonal Assessment • Goal-‐Se[ng (Strategic & TacDcal)
– S: Brand awareness, leads, promote execs – T: 200 Twi]er followers by May, 100% increase in referral traffic from LinkedIn, 500 email addresses in 6 months
• Se[ng ExpectaDons Internally – Lead Gen vs. Closing the Sale – Website & customer journey needs to be awesome
www.boulderseomarke.ng.com | www.popmediastudio.com
Social Media Strategy: Social Brand Guidelines
• Review social profiles from a brand consistency perspecDve
• Personality! Human face to the world! • Develop your ‘voice’ (informal/formal tone, etc.) • Top 15-‐30 keywords/phrases (integral for opDmizing content & be]er SEO)
• How you’ll use imagery in your posts • How you’ll involve employees/colleagues in content development
• Who ‘owns’ the customer service engagements?
www.boulderseomarke.ng.com | www.popmediastudio.com
Social Media Strategy: Like a Good Press Release
Your Strategy Outlines the: • Who • What • Where • When • How • Why (You Know This One!)
www.boulderseomarke.ng.com | www.popmediastudio.com
The 5 Pillars of SEO
1. Technical Health of Website 2. Website FuncDonality 3. On-‐Page Search Engine
OpDmizaDon 4. Off-‐Page Search Engine
OpDmizaDon 5. Social Media MarkeDng
www.boulderseomarke.ng.com | www.popmediastudio.com
Teamwork & Workflow Op.ons • Beth: Content Creator & Curator
– Write blogs & social media content; curate content • Chris: Client interface/SEO Analyst/PM
– OpDmize blog arDcles with meta & other tags – Schedule/post social media messages – Perform analyDcs & report to client/manager
OR • Beth: Content Creator/Curator/Poster
– Write blogs & social media content; curate content – Schedule/post social media messages
• Chris: Client interface/SEO Analyst/PM – OpDmize blog arDcles with meta & other tags – Perform analyDcs & report to client/manager
www.boulderseomarke.ng.com | www.popmediastudio.com
Integra.ng Social Media
Social Media Plan
www.boulderseomarke.ng.com | www.popmediastudio.com
About Me: LinkedIn: h]p://www.linkedin.com/in/chrisraulf
TwiPer: h]ps://twi]er.com/swisschris
Facebook: h]ps://www.facebook.com/chris.raulf
Source: www.socialmediaexaminer.com/social-‐media-‐markeDngindustry-‐report-‐2012/
Process, Templates and Tools
• High quality content • Editorial Calendar • Post individually or use tools
www.boulderseomarke.ng.com | www.popmediastudio.com
The 10-‐4-‐1 Rule 10-‐4-‐1 Rule (B2B Social Media Book by Kipp Bodnar and Jeffrey L. Cohen) Out of every 15 social media messages… -‐ 10 should be informaDon about other people's content
-‐ 4 should be about your content (blog, arDcle, etc.)
-‐ And 1 should be a landing page on your site (webinar request page, white paper download, etc.)
www.boulderseomarke.ng.com | www.popmediastudio.com
Use Google Docs to Manage your Social Media Messages
www.boulderseomarke.ng.com | www.popmediastudio.com
Measuring Your Social Media Marke.ng Success
www.boulderseomarke.ng.com | www.popmediastudio.com
Measuring Your Social Media Marke.ng Success
www.boulderseomarke.ng.com | www.popmediastudio.com
Social Media Monitoring Tools
• h]p://www.brandwatch.com/2013/08/top-‐10-‐free-‐social-‐media-‐monitoring-‐tools/
• h]p://socialmediatoday.com/pamdyer/1458746/50-‐top-‐tools-‐social-‐media-‐monitoring-‐analyDcs-‐and-‐management-‐2013
• h]p://venturebeat.com/2013/12/20/top-‐10-‐social-‐media-‐analyDcs-‐tools-‐the-‐venturebeat-‐index/
• h]p://smallbiztrends.com/2013/09/social-‐media-‐analyDcs-‐tools.html
www.boulderseomarke.ng.com | www.popmediastudio.com
Case Studies and Success Stories
www.boulderseomarke.ng.com | www.popmediastudio.com
Example: • Bi-‐weekly blog post • 1 personal LinkedIn status update per day • 1 LinkedIn and Google+ company page status update per day • 2 Tweets per day • 2 LinkedIn group posDngs per day
www.boulderseomarke.ng.com | 720.263.1736 | [email protected]
Case Studies and Success Stories • Bi-‐monthly Webinar
or Web Panel • Weekly blog post • 2 personal LinkedIn
status updates per day
• 1 LinkedIn company page status update per day
• 2 LinkedIn group posDngs per day
• 1 FB / G+ post per day
• 2 Tweets per day
www.boulderseomarke.ng.com | 720.263.1736 | [email protected]
Case Studies and Success Stories Results in addiDon to increased referral traffic from social media: • ~15-‐20% organic growth rate of social media followers per month • 150-‐250 Webinar / Web Panel registrants • ~ 35-‐40% new leads per online event (deployed LinkedIn lead
generaDon campaign) • 4-‐5 new and opDmized pieces of content for website per event • Press release strategy • Increased brand recogniDon; percepDon as industry thought leader • Recording of online event repurposed as on-‐demand content on
the website; ‘recording request’ pages generate 60-‐80 new requests per month
Case Studies and Success Stories
www.boulderseomarke.ng.com | www.popmediastudio.com
April 8 & 29 in Boulder and Denver
Get $50 off the registra.on fee with code LIMC50 Learn more at: www.boulderseomarkeDng.com/training
www.boulderseomarke.ng.com | www.popmediastudio.com
Got Strategy? Awesome Social Media Marketing Doesn’t Just Happen—Do it with Purpose and Goals to Increase Your ROI
Questions?
Connect with Beth Powell / POP! media studio: Facebook: h]ps://www.facebook.com/shareworthycontent LinkedIn: h]p://www.linkedin.com/in/shareworthycontent TwiPer: h]ps://twi]er.com/PowellBeth Connect with Chris Raulf / Boulder SEO Marketing: LinkedIn: h]p://www.linkedin.com/company/boulder-‐seo-‐markeDng TwiPer: h]ps://twi]er.com/MarkeDngSEOWiz Facebook: h]ps://www.facebook.com/BoulderSEOMarkeDng Google+: h]ps://plus.google.com/+BoulderseomarkeDng
www.boulderseomarke.ng.com | www.popmediastudio.com