Social Media and Search Engine Marketing For Business
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Transcript of Social Media and Search Engine Marketing For Business
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Social Media And Search Engine Marketing For Business
58th Annual Convention & Exhibitors' Showcase
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About Today…
• Download This Presentation on SlideShare.net
• We’re here to help… • After this presentation • Consultations at your convenience
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What We Will Cover
• How has the Internet changed the way we do business? • Your Website as a funnel • The Internet Marketing Landscape • Determining online potential • The convergence of Search and Social • Internet marketing in more detail
o Search Engine Optimization o Blogging
• Social Media as a force multiplier
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How Products Used To Be Purchased
I need a …
Where do I get it?
Shop
Evaluate
Negotiate
Buy
Months
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… Today (In The Internet Era)
I need a …
Where do I get it?
Shop
Evaluate
Negotiate
Buy
Online
Prospect contact
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Your
Web
site
Social Media
0.75%
75
10,000
More Money
0.75%
94
12,500 25%
25%
1.0%
125
12,500
0.25%
67%
Vertical Websites
Your Website As A Sales Funnel
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The Internet Marketing Landscape
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Search Engine Results Page (SERP)
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Search Engine Market Share
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Determining Online Potential
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• Don’t let website designers pick keywords • Align Content with words customers use • Examine competitor’s keywords • Position content in the path of prospects • Provide clues about prospects’ concerns/questions • Facilitates development of content important to
potential customers
Keywords – What Your Site Is About
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Twitter Search
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Google Alerts
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The Ride Thus Far
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Buyer Persona – What Users Expect
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GOAL: Keep visitors on your site, reading content and viewing pages
Sales Personas 1) Engineer 2) R&D 3) Buyer 4) Sales & Affiliates 5) Manager 6) Co-Supplier
HR Personas
7) Employee 8) Applicant 9) Partner
Corporate Personas
10) Community 11) Media
Site Elements Must Satisfy Persona Needs
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Strategy
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Influenced by: • Quality of content • Number of followers • Tweet volume
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Influenced by: • Number of connections • Profile updates • Discussions created • Popularity of discussions
(comments)
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Search Engine Optimization
Relevance • Title tag • Keywords and
description • H tags • Content • Alt tags
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Credibility • Authority • Incoming links are
votes of confidence • Links from related
pages or sites • Related anchor text
Why Links Are Important?
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Credibility • Social Signals (Author /
Human/Social Authority) • Twitter – authoritative people
lend their authority to pages they tweet
• Retweets are the new links
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General Rule of Thumb
If a company can only survive (or thrive) locally…
…then a portion of the people searching for the company’s products or services will refine their search using geographic modifiers
Country, State/Province, City/Town/Village, Zip/Postal Code
Local Search
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Strategy
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Strategy
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Yesterday Today Tomorrow
???
Blogging
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Establish Credibility With Social Media
Become the Expert
Create Accounts (Name Claim)
Grow Networks
Create Content
Distribute Content
Participate In Discussion
Lead Discussion
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Establish Credibility With Social Media
Become the Expert
Create Accounts (Name Claim)
Grow Networks
Create Content
Distribute Content
Participate In Discussion
Lead Discussion
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SM Platforms
Social Media
Published Online Media
Market Sheet
White Paper
Press Release
Application Note
Intranet/ eLiterature
Conference Presentation
Website
Tech Paper
Published Print
Media
Blog Post
Maximize opportunities
Multi-purpose content
Engage: • Fans • Markets • Customers
LinkedIn Twitter
YouTube
Email Campaign
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Blogs = expert & support SEO
Social Properties
Distribute
Prospects Interaction
Branding
Search Engines
Website (blog)
Content Rank
Nee
d
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Google Analytics • What is it?
o Website Traffic Measurement & Analysis Tool • Where Do you get it?
o Free o Webmaster to install
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inbound Marketing
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inbound Marketing
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Questions??