Download - Got Social Media Marketing Strategy

[Webinar] Got Strategy? Awesome Social Media Marketing Doesn’t Just Happen—Do it with Purpose and Goals to Increase Your ROI

www.boulderseomarke.ng.com | www.popmediastudio.com

March 19, 2014 Beth Powell Content Strategy, Copywriting, PR Specialist POP! media studio Chris Raulf Online Marketing Expert & Founder Boulder SEO Marketing

Agenda

•  The Big Picture Overview •  Social Media Strategy •  How Does Social Media Fit Into SEO •  Customer Engagement and Workflow OpDons •  Templates, Process and Tools •  Success: Define and Measure •  Case Studies •  QuesDons & Answers


Quick Poll

•  I am a solopreneur •  Small business (2-‐50 employees) •  Medium business (51-‐500 employeess) •  Large business (501+ employees)


Quick Poll

•  I handle all MarCom and want to outsource social media

•  I handle all MarCom and do my own social media

•  I already outsource my social media acDviDes


The Big Picture: Why You’re Here

•  MeeDng You Where You’re At •  A Social Media Presence is Necessary •  3 goals: AnDcipate needs, give them reasons to do business with you, foster loyalty to your brand

•  MarCom -‐ Content MarkeDng -‐ Social Media •  OpDons for content creaDon & implementaDon •  SEO & AnalyDcs


Assump.ons

•  You have a website and a product or service •  You’re a SMB owner or SMB MarkeDng pro •  You know your top three compeDtors •  You know your top 2-‐3 buyer personas •  On the importance of buyer personas


Social Media Strategy: GeFng Started

•  SituaDonal Assessment •  Goal-‐Se[ng (Strategic & TacDcal)

–  S: Brand awareness, leads, promote execs –  T: 200 Twi]er followers by May, 100% increase in referral traffic from LinkedIn, 500 email addresses in 6 months

•  Se[ng ExpectaDons Internally –  Lead Gen vs. Closing the Sale – Website & customer journey needs to be awesome


Social Media Strategy: Social Brand Guidelines

•  Review social profiles from a brand consistency perspecDve

•  Personality! Human face to the world! •  Develop your ‘voice’ (informal/formal tone, etc.) •  Top 15-‐30 keywords/phrases (integral for opDmizing content & be]er SEO)

•  How you’ll use imagery in your posts •  How you’ll involve employees/colleagues in content development

•  Who ‘owns’ the customer service engagements?


Social Media Strategy: Like a Good Press Release

Your Strategy Outlines the: •  Who •  What •  Where •  When •  How •  Why (You Know This One!)


The 5 Pillars of SEO

1.  Technical Health of Website 2.  Website FuncDonality 3.  On-‐Page Search Engine

OpDmizaDon 4.  Off-‐Page Search Engine

OpDmizaDon 5.  Social Media MarkeDng


Teamwork & Workflow Op.ons •  Beth: Content Creator & Curator

–  Write blogs & social media content; curate content •  Chris: Client interface/SEO Analyst/PM

–  OpDmize blog arDcles with meta & other tags –  Schedule/post social media messages –  Perform analyDcs & report to client/manager

OR •  Beth: Content Creator/Curator/Poster

–  Write blogs & social media content; curate content –  Schedule/post social media messages

•  Chris: Client interface/SEO Analyst/PM –  OpDmize blog arDcles with meta & other tags –  Perform analyDcs & report to client/manager


Integra.ng Social Media

Social Media Plan


About Me: LinkedIn: h]p://www.linkedin.com/in/chrisraulf

TwiPer: h]ps://twi]er.com/swisschris

Facebook: h]ps://www.facebook.com/chris.raulf

Source: www.socialmediaexaminer.com/social-‐media-‐markeDngindustry-‐report-‐2012/

Process, Templates and Tools

•  High quality content •  Editorial Calendar •  Post individually or use tools


The 10-‐4-‐1 Rule 10-‐4-‐1 Rule (B2B Social Media Book by Kipp Bodnar and Jeffrey L. Cohen) Out of every 15 social media messages… -‐  10 should be informaDon about other people's content

-‐  4 should be about your content (blog, arDcle, etc.)

-‐  And 1 should be a landing page on your site (webinar request page, white paper download, etc.)


Use Google Docs to Manage your Social Media Messages


Measuring Your Social Media Marke.ng Success


Social Media Monitoring Tools

•  h]p://www.brandwatch.com/2013/08/top-‐10-‐free-‐social-‐media-‐monitoring-‐tools/

•  h]p://socialmediatoday.com/pamdyer/1458746/50-‐top-‐tools-‐social-‐media-‐monitoring-‐analyDcs-‐and-‐management-‐2013

•  h]p://venturebeat.com/2013/12/20/top-‐10-‐social-‐media-‐analyDcs-‐tools-‐the-‐venturebeat-‐index/

•  h]p://smallbiztrends.com/2013/09/social-‐media-‐analyDcs-‐tools.html


Case Studies and Success Stories


Example: •  Bi-‐weekly blog post •  1 personal LinkedIn status update per day •  1 LinkedIn and Google+ company page status update per day •  2 Tweets per day •  2 LinkedIn group posDngs per day

www.boulderseomarke.ng.com | 720.263.1736 | [email protected]

Case Studies and Success Stories •  Bi-‐monthly Webinar

or Web Panel •  Weekly blog post •  2 personal LinkedIn

status updates per day

•  1 LinkedIn company page status update per day

•  2 LinkedIn group posDngs per day

•  1 FB / G+ post per day

•  2 Tweets per day

www.boulderseomarke.ng.com | 720.263.1736 | [email protected]

Case Studies and Success Stories Results in addiDon to increased referral traffic from social media: •  ~15-‐20% organic growth rate of social media followers per month •  150-‐250 Webinar / Web Panel registrants •  ~ 35-‐40% new leads per online event (deployed LinkedIn lead

generaDon campaign) •  4-‐5 new and opDmized pieces of content for website per event •  Press release strategy •  Increased brand recogniDon; percepDon as industry thought leader •  Recording of online event repurposed as on-‐demand content on

the website; ‘recording request’ pages generate 60-‐80 new requests per month

Case Studies and Success Stories


April 8 & 29 in Boulder and Denver

Get $50 off the registra.on fee with code LIMC50 Learn more at: www.boulderseomarkeDng.com/training


Got Strategy? Awesome Social Media Marketing Doesn’t Just Happen—Do it with Purpose and Goals to Increase Your ROI

Questions?

Connect with Beth Powell / POP! media studio: Facebook: h]ps://www.facebook.com/shareworthycontent LinkedIn: h]p://www.linkedin.com/in/shareworthycontent TwiPer: h]ps://twi]er.com/PowellBeth Connect with Chris Raulf / Boulder SEO Marketing: LinkedIn: h]p://www.linkedin.com/company/boulder-‐seo-‐markeDng TwiPer: h]ps://twi]er.com/MarkeDngSEOWiz Facebook: h]ps://www.facebook.com/BoulderSEOMarkeDng Google+: h]ps://plus.google.com/+BoulderseomarkeDng
