presents
presented by
Social Media And Search
Engine Marketing For
Business
Brian Bluff, President & Co-Founder

Eddie Bluff...
What We’ll Cover…
•  How the Internet has changed the way we do business
•  How your website operates like a funnel
•  The...
How Products Used To Be Purchased
I need a …
Where do I get it?
Shop
Evaluate
Negotiate
Buy
Months
… Today (In The Internet Era)
I need a …
Where do I get it?
Shop
Evaluate
Negotiate
Buy
Online
Prospect contact
YourWebsite
Social
Media
0.75%	
  
75	
  
10,000	
  
More	
  Money	
  
0.75%	
  
94	
  
12,500	
  25%	
  
25%	
  
1.0%	
  ...
The Internet Marketing Landscape
Search Engine Market Share
"
Go Where The People Are
Determining Online Potential
•  Don’t let website designers pick keywords
•  Align Content with words customers use
•  Examine competitor’s keywords
• ...
Google Keyword Planner
Twitter Search
Google Alerts
Convergence Of Search And Social
Image: http://nabeeloo.com/2013/01/social-search/
Convergence Of Search And Social
http://searchengineland.com/download/seotable/SearchEngineLand-Periodic-Table-of-SEO-2013...
Social Media Objections
Social Media Objections
Social Media Objections
Social Media Objections
Social Media Objections
Social Media Platforms
Search Engine Optimization
Relevance
•  Title tag
•  Keywords and
description
•  H tags
•  Content
•  Alt tags
Credibility
•  Authority 
•  Incoming links are

votes of confidence
•  Links from related

pages or sites
•  Related ancho...
Google Caffeine
http://www.seomoz.org/blog/
fat-pandas-and-thin-content
Google Panda
Ex 1: Duplicate Content On Ecommerce Site
Ex 2: Duplicate Content On Ecommerce Site
Ex 2: Duplicate Content On Ecommerce Site
Google Penguin
Bad Link Penalty
Bad Link Penalty
Google Penguin?
Google Hummingbird
What’s all the “Flapping” about
•  Google now interprets our intentions by the search
phrases we use
Why Content Is Essential With Hummingbird
•  Develop a good content
strategy
o  Fresh content
§  On-site
§  Off-site/blo...
ID Need
Evaluate
Post Buy Eval
Purchase
Search
Generate Lead
Propose
Win
Negotiate
Engage
Upsell/Resell
•  Educate prospec...
Repurpose Content
"
Creating/Disseminating Expert Content Efficiently
Everyday you…
•  Solve problems
•  Think
•  Develop solutions
•  Learn
...
"
Blogs = expert & support SEO
Social
Properties
Distribute
Prospects
Interaction
Branding
Search
Engines
Website
(blog)
C...
"
Where To Start
Outline Of An internet Marketing Plan
Thank You!
Questions? Thank you!
Brian Bluff
President & Co-Founder
Site-Seeker, Inc.
brianbluff@site-seeker.com
@BrianBlu...
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Social Media and Search Engine Marketing For Business FEDA 20140401

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Social Media and Search Engine Marketing For Business explores a methodology for developing an internet marketing plan that covers social media and search engine marketing that delivers results. Elements of this session cover positioning your website as a funnel that processes traffic, how to determine your online potential and position content in the path of a target audience and social media as a force multiplier.

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Social Media and Search Engine Marketing For Business FEDA 20140401

  1. 1. presents presented by Social Media And Search Engine Marketing For Business Brian Bluff, President & Co-Founder Eddie Bluff, Vice President Key Accounts & Co-Founder
  2. 2. What We’ll Cover… •  How the Internet has changed the way we do business •  How your website operates like a funnel •  The Internet Marketing Landscape today •  Finding your audience •  Search and social today •  Internet Marketing in more detail •  Search Engine Optimization •  Blogging •  What’s new with Google •  Social Media as a force multiplier •  Buyer personas and the buying process •  A winning content strategy •  Getting started
  3. 3. How Products Used To Be Purchased I need a … Where do I get it? Shop Evaluate Negotiate Buy Months
  4. 4. … Today (In The Internet Era) I need a … Where do I get it? Shop Evaluate Negotiate Buy Online Prospect contact
  5. 5. YourWebsite 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
  6. 6. The Internet Marketing Landscape
  7. 7. Search Engine Market Share
  8. 8. " Go Where The People Are
  9. 9. Determining Online Potential
  10. 10. •  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
  11. 11. Google Keyword Planner
  12. 12. Twitter Search
  13. 13. Google Alerts
  14. 14. Convergence Of Search And Social Image: http://nabeeloo.com/2013/01/social-search/
  15. 15. Convergence Of Search And Social http://searchengineland.com/download/seotable/SearchEngineLand-Periodic-Table-of-SEO-2013.pdf
  16. 16. Social Media Objections
  17. 17. Social Media Objections
  18. 18. Social Media Objections
  19. 19. Social Media Objections
  20. 20. Social Media Objections
  21. 21. Social Media Platforms
  22. 22. Search Engine Optimization Relevance •  Title tag •  Keywords and description •  H tags •  Content •  Alt tags
  23. 23. Credibility •  Authority •  Incoming links are
 votes of confidence •  Links from related
 pages or sites •  Related anchor text Why Links Are Important
  24. 24. Google Caffeine
  25. 25. http://www.seomoz.org/blog/ fat-pandas-and-thin-content Google Panda
  26. 26. Ex 1: Duplicate Content On Ecommerce Site
  27. 27. Ex 2: Duplicate Content On Ecommerce Site
  28. 28. Ex 2: Duplicate Content On Ecommerce Site
  29. 29. Google Penguin
  30. 30. Bad Link Penalty
  31. 31. Bad Link Penalty
  32. 32. Google Penguin?
  33. 33. Google Hummingbird
  34. 34. What’s all the “Flapping” about •  Google now interprets our intentions by the search phrases we use
  35. 35. Why Content Is Essential With Hummingbird •  Develop a good content strategy o  Fresh content §  On-site §  Off-site/blogs/articles §  Evergreen updates o  Relevant content §  Answer your customers questions o  Unique content §  Authorship
  36. 36. ID Need Evaluate Post Buy Eval Purchase Search Generate Lead Propose Win Negotiate Engage Upsell/Resell •  Educate prospects •  Repurpose & distribute content •  Position content search engines and social media •  Strengthen brand awareness - create buzz •  Engage prospects through social media and website •  Eliminate risk, demonstrate value, simplify the buying decision •  Customers promote your brand •  Generate referrals Buying Process Selling Process Supporting Internet Marketing Strategy Buyer Personas & The B2B Buying Process
  37. 37. Repurpose Content
  38. 38. " Creating/Disseminating Expert Content Efficiently Everyday you… •  Solve problems •  Think •  Develop solutions •  Learn •  Teach How we communicate info •  Email •  Presentations •  Proposals •  Notes/records •  Sales literature •  Case studies •  Articles •  Press Releases Opportunity – Repurpose content •  Blog •  Video •  Guest article •  Email news Letter Distribute content via… •  SlideShare •  Twitter •  FaceBook •  LinkedIn •  Google+ •  YouTube
  39. 39. " Blogs = expert & support SEO Social Properties Distribute Prospects Interaction Branding Search Engines Website (blog) Content Rank Need
  40. 40. " Where To Start
  41. 41. Outline Of An internet Marketing Plan
  42. 42. Thank You! Questions? Thank you! Brian Bluff President & Co-Founder Site-Seeker, Inc. brianbluff@site-seeker.com @BrianBluff w: 315.732.9281 x 11 Eddie Bluff Vice President Key Accounts & Co-Founder Site-Seeker, Inc. eddiebluff@site-seeker.com @EddieBluff w: 315-732-9281 x 14

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