The Three Legged Stool: Social Media, SEO, and Your Website
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Transcript of The Three Legged Stool: Social Media, SEO, and Your Website
![Page 1: The Three Legged Stool: Social Media, SEO, and Your Website](https://reader037.fdocuments.in/reader037/viewer/2022110306/5551ef4bb4c905f56f8b4f7c/html5/thumbnails/1.jpg)
The Three-Legged StoolSocial Media, SEO, and Your Website
John Foley, Jr.CEO, interlinkONE and Grow Socially
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Intro: John Foley, Jr.
• Grow Socially, Inc. – Support Services– Online Marketing/Social
Media– Plan, Manage, Execute and
Measure
• interlinkONE – Software (SaaS)– Enterprise Marketing
Management Software– Plan, build, manage, execute
and measure all marketing activities
I love Mar(H)keting
!
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Keep Your Phone On!
• Feel free to Tweet, Post, Update, Email, take notes, photos, and more!
@JohnFoleyJr #Dscoop7
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The Book
Strategies, Plans, Case Studies Campaign Ideas, and More.
A guide to help you grow your business!
NewPathToProfit.com
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Presentation Overview
• The Evolving World of Marketing
• Using Social Media to Get Results
• Your Website: From a Static Brochure to a Sales Tool
• SEO: Getting Found to Make Sales
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THE EVOLVING WORLD OF MARKETING
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Marketing Used to Be Easier!
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Inbound Marketing Has Changed the Game
Websites, SEO, Social Media!
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What is inbound Marketing?
http://en.wikipedia.org/wiki/Inbound_marketing
Inbound marketing is a marketing strategy that focuses on attracting prospective customers by offering useful information
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Content Marketing: Part of Inbound Marketing
Source: http://mashable.com/2011/10/30/inbound-outbound-marketing/
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Inbound Goal: Drive INQUIRIES!
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Questions or Comments?Phone 1.800.948.0113Email [email protected]
Copyright © 2010 Grow Socially, Inc. All Rights Reserved.Questions or Comments?Phone 1.800.948.0113Email [email protected]
Copyright © 2012 Grow Socially, Inc. All Rights Reserved.
$
Optimize / Social FriendlyeNewsletter Sign-Ups
White PapersOffersEmailsPollsBlogs
Landing Pages
Get Noticed
Engageand
Nurture
Inquiries
Engageand
Nurture
Action – Publish – Engage – Converse – ShareStories, Information, Social Media posts
Blogging Analytics Content Mgmt SEO
Start with MKTG Plan
Product?Service?Asset?
Qualified and Budgeted
Buyers
![Page 13: The Three Legged Stool: Social Media, SEO, and Your Website](https://reader037.fdocuments.in/reader037/viewer/2022110306/5551ef4bb4c905f56f8b4f7c/html5/thumbnails/13.jpg)
Why Should YOU Use Inbound Tactics?
It works!
Drive Inquiries
Reach More Customers & Prospects
Sell more things
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Results:
650
275
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Results: 1000’s of inquiries
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Results: 1000’s of inquiries
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USING SOCIAL MEDIA TO GET RESULTS
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Social Media Statistics
850 Million Users on Facebook
NOTE: As of December 2011
250 Million Tweets Sent Per Day
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Social Media Statistics (cont.)
60+ Hours of Video Uploaded to YouTube every minute (#2 search engine)
90 million users on Google+ in 6 months
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Can Those Tools Actually Help Service Providers?
Let’s look at Some Examples!
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H & H Graphics Group
• Lancaster, PA
• Provides mailing, fulfillment, print… and multi-channel marketing services!
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Custom Background… with Value Statements
Humanizing their brand
Engaging with Customers, Vendors, Prospects
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Videos That Tell Their Story
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CustomXM
• Little Rock, Arkansas
• Paul Strack - @Pstrack
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Website: Engaging & Social
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CustomXM’s Tips for Twitter
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CustomXM Tip: Listen!
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Social Media Creates Chatter
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Best Practices for Twitter
• Actively participate & engage
• Share a variety of information!
• Be a thought leader, be yourself, show the human side of your business
• Review efforts & measure results
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Printing Center USA
• Primarily an online printer
• Located in Montana
• Quite active on social media
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Email & Social Integrated
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Steps to Online Marketing (Includes Social) Success
• Create a Strategy (PLAN)
• EXECUTE
• Measure
Remember Execution TRUMPS Strategy
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Questions or Comments?Phone 1.800.948.0113Email [email protected]
Copyright © 2010 Grow Socially, Inc. All Rights Reserved.Questions or Comments?Phone 1.800.948.0113Email [email protected]
Copyright © 2012 Grow Socially, Inc. All Rights Reserved.
$
Optimize / Social FriendlyeNewsletter Sign-Ups
White PapersOffersEmailsPollsBlogs
Landing Pages
Get Noticed
Engageand
Nurture
Inquiries
Engageand
Nurture
Integrated Multi-Channel MarketingAction – Publish – Engage – Converse – Share
Social Media Blogging Analytics Content Mgmt SEO
Start with MKTG Plan
Product?Service?Asset?
Qualified and Budgeted
Buyers
![Page 35: The Three Legged Stool: Social Media, SEO, and Your Website](https://reader037.fdocuments.in/reader037/viewer/2022110306/5551ef4bb4c905f56f8b4f7c/html5/thumbnails/35.jpg)
Strategy before Tactics!
Step 1: Describe the Business
Step 2: Business Goal
Step 3: Where Is the Audience Cyclically?
Step 4: How Does the Audience Use Social Media?
Step 5: The One Thing
Step 6: How Will You Humanize the Brand
Step 7: Content Resource and Distribution Strategy
Step 8: How Will You Measure Success?
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Align Tactics with Goals
Tactic Goal Key Steps
Facebook Fan page Increase awareness of services, generate leads
Post once a day; Custom Tab for demo registration
Twitter company page Become a thought leader, provide support
Post multiple times daily; share marketing-related news; active listening
YouTube Profile Humanize brand; create demand
Film weekly video of employee(s); create screencasts of customer successes
Pinterest? Drive website traffic! Create boards to highlight portfolio work
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Be Committed
• Social Media often requires daily attention
• Prioritize: RELEVANT Content creation, listening, & engaging!
• Measure& Adjust
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YOUR WEBSITE: FROM A STATIC BROCHURE TO A SALES TOOL
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How A Fellow Dscoop Member Did It….
• Rescigno’s Marketing
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The Problem
• Wrong human resources to deliver
• Lack of Marketing plan
• Brand and message wrong
• Tactical approach in social
• Non engaging or interactive website
• Bought an HP Indigo (and had never really sold 1-to-1 before)
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• No consistent branding
• Cluttered homepage
• No blog
• No consistent flow
• Hard to navigate
• Minimal functionality
Rescigno’s Mailing Solutions
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Rescigno’s Mailing Solutions
YouTube
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The Solution
Rewrite of business planFinancials – pricing, all resource requirementsMarketing planSales PlanSWOT
• - New Brand and Message• - Extreme Makeover based on plan• - Walk the Talk• - Oh yeah! They still service and sell print and
mail!
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• Professional
• Showcases Value
• Promotes New Services
• Social Friendly
• Blog & YouTube Integration
• User Friendly
• Easy Navigation
• Form Integration
Website Change
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Social Networking Change
YouTube
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“Compared to last year at this same time, we are up 16% in sales. That 16% increase in YTD activity is now allowing us to begin to think about doing more than simply surviving.”
Ron Rescigno
President
Rescigno’s Marketing
The Results
![Page 47: The Three Legged Stool: Social Media, SEO, and Your Website](https://reader037.fdocuments.in/reader037/viewer/2022110306/5551ef4bb4c905f56f8b4f7c/html5/thumbnails/47.jpg)
How Can You Improve Your Website
• Let’s look at a few practical items that you can review to identify beneficial changes.
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Step 1: Your Target Audience
• What benefits them?
– It’s not your equipment.
– It’s the solutions & value that your people and equipment provide
– Make changes to pictures, front-facing content, benefit listings.
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Inspiration: Website Focused on Benefits
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Step 2: The Change Process
• What is the Process for Making Changes & Adding Content?
• Do you always need IT (in-house or outsourced) involvement?
• If so, consider making a change – CMS, different host provider.
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Step 3: Lead Generation
• How many leads does your website today?
• If it’s not enough, embed more lead-generation forms!
• Add calls-to-action to all pages!
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Website Inspiration: Interactive & Engaging
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Step 4: Mobile Optimized
• Do visitors have to tap, zoom, scroll?
• Is there Flash?
• How long is loading time?
• Build a mobile website today!
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SEO: GETTING FOUND TO MAKE SALES
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By the Numbers: Google
• 34,000 searches per second
• 2 million per minute
• 121 million per hour
• 3 billion per day
• 88 billion per monthSource: http://searchengineland.com
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SEO Best Practices
• Keyword Usage
• Content Rules!
• Inbound Links
• Mobile
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Keyword Usage
• Build a well-researched list of keywords• Incorporate in your content:
– Page Titles (H1, H2 tags)– Website copy– Meta description– Image Names (Alt tags)
• Use throughout all content distribution
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Content Rules!
• Google rewards fresh content --- update your website regularly!
• Create & provide content that informs, helps, and interests your audience!
• Best way to do this: start blogging.
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Inbound Links
• You want: inbound links from high-authority sites (trusted, popular, PR, etc.) with relevant content.
• How do you get them?– Create share-worthy & timely content!– Ask! Link-exchange– Increase PR strategy and efforts
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Mobile
• Smartphone ownership and mobile web viewing continues to rise!
• Google is rewarding sites that have mobile websites in its AdWords program
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Items to Avoid
• Buying Links
• Over-using/forcing keywords – content should sound natural
• Adding so much content that your page load-times suffer.
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Don’t Forget!
• Getting found is only half the battle….
… Optimize your landing pages and product/services pages to drive people down the sales funnel!
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FINAL THOUGHTS
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The Three-Legged Stool and YOU
• Online and Inbound Marketing can dramatically effect business results.
• It may involve changing sales processes to respond to leads more quickly.
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Key Takeaways
• Social Media: Strategize, Plan, and Align Tactics with Goals
• Website: Interactive and Engaging to Drive Leads
• SEO: Create informative & share-worthy content!
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Q & A / Contact Me!: http://ilink.me/JR
iFlyMobi.com
QR Code
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iFlyMobi.com
QR Code
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THANK YOU!
• Have a great evening!
• Visit us at the interlinkONE & Grow Socially Booth tomorrow!
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Learn More
• http://interlinkONE.com
• http://GrowSocially.com
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Thank you for attending:
Please remember to fill out your session evaluation!
The Three-Legged StoolSocial Media, SEO, and Your Website