How Social Media Changed Web Marketing FOREVER

@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

Web PresenceOptimization

PolePositionMarketing.com

Stoney deGeyter

THIS IS ME I do this

Follow me

here

Read my book#bestdamnbook

Hire my team

WebM

arketingChecklist.com


Search vs. Social Media


Organic search drives majority of all trafficSEARCH VS. SOCIAL MEDIA


Social traffic is catching up

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

SEARCH VS. SOCIAL MEDIA


Social can drive more traffic than search

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



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/



Time spent on social networks per hour




Businesses and marketers love social media




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


http://www.wpp.com/NR/rdonlyres/CA49ED29-06A4-4E10-A1F0-C25BAA35CF2A/0/groupm_search_the_virtuous_circle_feb11.pdf


How Social Media Changed Web Marketing


Social media is sexy

Alluring Top of Mind

Sought After

HOW SOCIAL MEDIA CHANGED WEB MARKETING


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


http://www.wpp.com/NR/rdonlyres/CA49ED29-06A4-4E10-A1F0-C25BAA35CF2A/0/groupm_search_the_virtuous_circle_feb11.pdf


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%



Do social shares help with SEO?

http://m

oz.com/blog/google-plus-correlations

https

://n

ews.y

com

bina

tor.c

om/it

em?i

d=62

4345

1



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


Correlation vs. causation

Source: http://xkcd.com/552



Correlation can assist causation

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



Social media increases ranking opportunityHOW SOCIAL MEDIA CHANGED WEB MARKETING


How Social Correlation Impacts SEO


Quick indexing of socialized pagesPages posted to

can be crawled quickly.

HOW SOCIAL CORRELATION IMPACTS SEO


Grows exposureHOW SOCIAL CORRELATION IMPACTS SEO


Increases traffic to siteHOW SOCIAL CORRELATION IMPACTS SEO


Indirect increase in linksHOW SOCIAL CORRELATION IMPACTS SEO


Demonstrates popularityHOW SOCIAL CORRELATION IMPACTS SEO


Signal of relevanceHOW SOCIAL CORRELATION IMPACTS SEO


Adds brandingHOW SOCIAL CORRELATION IMPACTS SEO


Builds authorityHOW SOCIAL CORRELATION IMPACTS SEO


Where is Web Marketing Going?


Google’s algorithm in…

$$$

Keywords & Links

Social Media & Content

Site Architecture

Uniqueness & Value

Usability & Conversions

1998

WHERE IS WEB MARKETING GOING?


$$$

$$$


$$$

$$ $

Keywords & Links

Uniqueness & Value



Site Architecture

$$$


2017


$$$


$$$

Keywords & Links


Site Architecture

Uniqueness & Value


$$$

$$ $

$$$

$$$

$$$


2020


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


Social Media is Just Rented Space


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


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


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



Importance of strong branding

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

(MySpace, anyone?)



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


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)


Each headline must do three things

Grab attention

Compel

Use keywords



Have a stimulating introduction

Grab attention

Compel

Use keywords



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


Match persona to quality content

Website

BlogNews

Podcasts

Video

PhotosArticles

White Papers

E-books

Case Studies

E-mail



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


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


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!



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!



Ask (and answer) questions

Who?

What?

How?When?

Where?



Make sure they learn something new

How to…

Ways to…

Ideas for…News about…

Recent events?



Move them to take actionTackle hindrances

Overcome obstacles

Justify the purchase

Provide examples



Make quality content findable

Keywords and Long-tail Phrases

Metadata

HeadlineUseful Content

Call to Action



Don’t depend only on organic traffic

Organic Reach



Set up remarketing ads on social media

Acceptable stalking . . . When done right



WebMarketingChecklist.com

Thank You!

How Social Media Changed Web Marketing FOREVER

Marketing

Transcript of How Social Media Changed Web Marketing FOREVER