Jennifer SchulmanPresident – Fortune Web Marketing

ONLINE MARKETING TRENDS

The Trends SEO

Content Marketing Author Rank Social Signals

Leveraging Video

Social Media Facebook Changes Google Analytics Integration

Go Mobile! Why You Should How You Can

What Is Content

Marketing

Content Marketing

“Content marketing is a marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action.”

Why Content Marketing?

80% of business decision makers prefer to get company info in a series of articles vs. an advertisement.

70% say content marketing makes them feel closer to the company

60% say that content helps them make better product decisions. 

(Data from Roper Public Affairs)

What IF?

Your customer actually looked forward to receiving your marketing?

What if when they received it, via print, email, website, they spent time with it?

Challenges? You Bet.

Content Marketing:

How To

Content Type list

The Rules

Example: A story What’s your Corporate persona? Are your stories boring?

BoeingYou will find plenty of stories on Boeing.com. Learn how they test and build products - not as a pitch but as a news story or history lesson.

Example: InfographicAn illustration that tells a story.

Office Supply marketing doesn’t have to be boring – get creative!

Source: http://visual.ly/top-ten-list-endangered-office-supplies

Example: BlogAre you a thought leader and industry expert?

SensytAllows the audience to learn about trends in furniture & design.

Google Author Rank

Author Rank

Blogs promote AUTHOR RANK! Assists in Google’s never-ending mission to surface high quality,

trustworthy content Assigns “authoritative weight” Wordpress plugin in AUTHOR SURE: http://www.authorsure.com/

Authors must create a PERSONAL profile on Google + Best if that profile is tied to a company Google + profile page Add blogs you contribute to

Apply for Authorship with Google: http://goo.gl/ZojRq Apply for Authorship with Google: http://goo.gl/ZojRq

If you don’t have a blog, or are not on WP: http://goo.gl/vszwD If you don’t have a blog, or are not on WP: http://goo.gl/vszwD

Resources:

Example of author rank

Social Signals

Social signals

Number of people that like your brand on Facebook Number of Facebook shares Number of Twitter followers Number of tweets mentioning your brand name or including a link to your website Number of people that “have you in their circles” (Google+)

Social Signals: Ranking Factors

Leveraging Video

Why YouTube?

•The second largest search engine

•YouTube videos can be SEO’d

•Videos are very likely to appear in search results

•Page 1 dominance

Types of Videos: Viral Video

•Original•Unusual•Unexpected•Funny• X-factors:

• Timing• Luck• Internet serendipity

•Differs in location• Outside of the company’s website • Embedded on OTHER outside websites

Types of Videos: Conversion Video

•Conversion– Enter your details– Download this file– Buy this product

•Clear call-to-action– Part of the script (verbal)– Part of the visual– Both

Types of Videos: Educational Video

•Educate•Establish trust and leadership

•Guide viewers through a process

•Visitors seeking further information

•Take strain away from CSR’s

•Don’t load with sales messaging

YouTube SEO

•Add the following for better search visibility:– Keywords– Titles– Descriptions– Tags

Social Media: Facebook Changes

Facebook News Feed

New news feed

• Three major components– Bigger images– Multiple feeds– Mobile consistency

Bigger images

• Much more visual approach to how stories are displayed• Photos now make up nearly 50% of news feed stories and are

now front and center

Multiple feeds

• Users have more control over how their feeds are displayed• Users can subscribe to different types of feeds

– All friends– Close friends– FOLLOWING (i.e company & brand pages)– Music– Photo– Games

DON’T END UP IN THE CLASSIFIEDS

• There is a new section of the News Feed dedicated to solely company/brand pages

• Equivalent of the classified section of a newspaper

• Users log into Facebook to see what their friends and family are doing. Their first thought isn’t to check your company out

• Don’t wait for users to find you in the classifieds

DON’T END UP IN THE CLASSIFIEDS

• Use lots of photos and videos to help your business show up in different sections of the new Facebook News Feed– Photos tab– Videos tab

• When users’ friends and family engage with these photos and videos, they’ll appear in the Friends tab

NEW! Facebook Promo GuidleinesYou can now LEGITIMALLY run contests! No app or third party website required. https://www.facebook.com/facebookforbusiness/news/page-promotions-terms

Social Media: Google

Analytics

SOCIAL ANALYTICS

Shares & EngagementContent that gets shared, wins. Track sharing of your content, both on your website and on external social sites.

Social SourcesSee which social networks and sites refer the highest quality traffic so you can refine social campaigns.

The Rise of Mobile

We LOVE Smartphones

This year 90% of all mobile phones will be smartphones (Microsoft Touch)

Mobile to overtake fixed internet access by 2014 (Microsoft Touch)

By the end of 2013, there will be more mobile devices on Earth than people. (Source: Cisco, 2013)

Mobile Shopping Usage

62% of smartphone users said they have purchased physical goods from their mobile devices in the last six months (Source: Adobe Survey, 2011)

By 2015, it is predicted that mobile shopping will account for $163 billion in sales worldwide (Source: ABI Research, 2010)

Why Should You Care?

Critical for businesses to understand the range of “mobile conversions” that can occur, such as phone calls, store visits, or purchases on other devices.

How to Go Mobile

Requires download & install

Create version for each device (Apple, Android, Bberry)

Requires download to update to new version

More costly to develop

MOBILE APP

Placed behind a mobile specific domain (i.e. m.google.com)

“Normal website” must be able to identify mobile device and load mobile website

Instantly updatedEasy to share content Less expensive than an app

Mobile Website

Responsive Web DesignOne Website to Rule Them All!

Responsive website design

• Uses media queries to determine what screen type the site is being displayed on– This is done via CSS– A different set of CSS rules are loaded depending on the size of the

screen

Good Responsive Site!Mashable.com

Thank you!

Jennifer@FortuneWebMarketing.com Ph: 732-481-4512

FortuneWebMarketing.com