Beyond the Buzz
Social Media Marketing
Outbound Marketing
• Traditional Media• Print• Radio• TV• Direct Mail• Telemarketing• Email
Inbound Marketing
• New Media• Blogs• Social Networks• RSS Feeds• Podcasts• SEO• Webcasts• Viral Video• Opt-in Newsletters
Outbound vs. Inbound
• New media• Pull• Permission• Time
• Traditional• Push• Interruptive• $$$
Inbound Marketing
Process
Get Found
• Identify buyer personas• Build an online presence• Follow content resources• Follow online influencers• Microblog THEIR content first• Share interesting and relevant
content
Get Found | Content is King
Consumer-to-Consumer
• Educate• Inspire• Entertain• Insight controversy
Types of Content• Blogs• Industry articles• Videos• eBooks• Whitepapers• eBooks• Webinars• Presentations
Get Found |Your Website
Get Found | SEO
On-Page SEO = 25%• Text• URL• Page title• Page descriptions• Metatags
(keywords)• Alt-text
Off-Page SEO = 75%• Inbound links• Recommendations
Get Found | 10 Tips for Social Optimization
• Integrate your blog into your main domain
• Install share buttons ABOVE each post
• Feature social media icons on every page
• Offer RSS feeds• Offer subscribe to
RSS by email
• Create conversion campaigns quarterly
• Optimize a landing page
• Feature conversion campaign on every possible page
• Use Google Analytics
• Use social media analytics tools
Convert
• Develop a hook• Create a landing page/tab• Simplify form• Call to action• Feature conversion campaign
EVERYWHERE• Integrate traditional advertising and
PR
Convert | Campaigns
Social Media • Contest• Sweepstake• Coupon• Petition• Quizze• Trivia challenge
Website• eBook• White paper• Webinar• Tip sheet• Text message• Event
Analyze
• Traffic growth• Channel optimization• Google Analytics• Facebook Insights
Analyze | Google Analytics
Analyze | Facebook Insights
Analyze | Facebook Insights
Analyze | TwitterCounter
Analyze | TweetReach
Analyze | YouTube Insights
Tools
• Google Apps• Hootsuite• Buffer• ScreenFlow• Animoto.com• Dropbox
• Linkedin Labs • CartoonMe• SocialMention• Grader.com• Wufoo.com• Xtranormal.com
QUESTIONS?
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