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  • Who is Face Forward Media?   ·       A Premier Sales, Business and Conversion Consulting Firm, specializing in SEO/SEM, Web Development, Video Marketing, PPC Management, Social Media and Reputation Management.
  • ·       FFM attends trade shows, CEO events on a regular basis ·       FFM management team speaks @ events on subjects involving internet marketing
  • How we do it?   ·       We have a Director/Expert for each major pillar, and a full team under each manager, designed for quick customer response and proactive execution. Employees must be certified. ·       We are accountable to our clients and adhere to a “Services Agreed vs Services Delivered” culture. We are required to report all metrics on a monthly basis ·       Intimate knowledge of each account, in order to understand the unique challenges of the business and competitors
  • Our SEM Team looked at all of your websites, and we will provide a hand-out for each of you that includes a brief Competitive Analysis and Website Diagnostic Report. We will do an exhaustive analysis, beyond the hand-outs, free of charge. A private session can be scheduled after today’s presentation.
  • There are over 11.9 million e-commerce and online business websites, 4.3 million entertainment sites, 3.1 million finance-related sites, and 1.8 million sports sites. All through the 1980s, just around a 100 dotcoms were registered, while in the 90s around 20 million came into existence. In the last 10 years, nearly 60 million dotcoms have been registered. Are They Finding You? If so, what are they seeing? Are they buying, are they passing on you? Why? or why not?
  • It took the Internet only 5 years to reach 50 million users.
  • I like this line from the movie, because there is a direct correlation in your business. If you are not armed for success, than arm yourself, and get ready for the fight. It starts w/ knowing the fundamentals. The “blocking and tackling” in internet marketing.
  • 53 billion requests for websites are logged every day. There are nearly 4 million domain names that are registered each month. Questions to ask yourself –   Are you getting the maximum from your website? How are you keeping track of your competition online? What does a prospective client see, when they search you and your firm on the internet? You would be surprised what is helping and hurting you. Let’s take a look at what you might not know about your website…
  • Before you even build a website, you need to start with Advanced Keyword Research. What search terms do you want to rank for? What are you trying to accomplish with your website? What does your ideal customer look like? (persona) Create a list of keywords using the Google keyword search tool and Wordtracker. Analyze the data and look at the search volume and competition level of the desired keywords to develop keyword targets for the home page and inner pages. These tools show us what people are entering in the search engines, the number of searches per month, and the amount of competition there is out there on the internet for these terms. Here’s an example of “Automation Services” keyword research – it is a highly competitive keyword.
  • 1. Informed Keyword Discovery a.The first step is to find out what the client thinks are the keywords that their prospective clients would use to find their services or product. b. Using this short list of keywords a more in-depth keyword discovery can be done using sites like Google ’s keyword discovery tool, wordtracker.com and similar sites to find out what terms people are really using and how many people are using these terms to search with. c. The entire list is then filtered by the client and the SEO expert using common sense and psychographics. An example would be if the client sold only “red apples” not “green apples” or “apple computers”; so all terms that have “computer” or “green” would be trimmed from the list. The examples are obvious and in the actual process would be found and filtered out during the discovery process but some are not as obvious. Consider “car transport” and “car hauler”, we know from experience that the intent of the searchers that use these two terms are quite different. “Car transport” searchers are generally looking for a car transportation service and “car hauler” searchers and generally looking to purchase or rent and car trailer. 2. Accurate ROI a. With nearly every PPC campaign it is essential to establish what a conversion, sale or new client is worth to the business. Without this information it is nearly impossible to determine how much to bid per click or what the conversion rate needs to be. 3. Focused AdGroups and ads a. Once the keyword list has been determined it is broken down into tighter keyword groups so the ads can be targeted for those words. Going back to the “Car transport” example, the keywords of “Car transport” and “Auto Transport” would be in different AdGroups so the ads for those terms can be written to include “Car” for the car group and “Auto” for the auto group. This is important for a couple of reasons, first is to help the searcher feel that the ad is related to what they were searching for and secondly to help insure that Google gives the ad a high “quality score”. The higher the quality score the ad has the less each click is going to cost. This isn’t the only metric Google uses to determine the QS but is an important one. 4. Competitive Ad Analysis Another essential step to maximizing a PPC Campaign is analyzing what the competition is doing. See what ads are doing the best and use them as a starting point for your own ads. Of course the goal is to make your ad more compelling than the competitors but that doesn ’t mean you should start from scratch! 5. Testing, testing and more testing Needless to say humans are very complex beings and what motivates them to take action at any given moment is even more varied and diverse. So how does a PPC marketer handle these complexities? Testing, testing and more testing. i. Always be testing new ad copy by running more than one ad per adgroup. Regardless of how knowledgeable you are about your industry and clients or how knowledgeable your PPC marketer is, you ’ll never know what ad is going to work best. ii. Analyze and test new keyword variations. Rarely… very rarely are the keywords that you think are the best to target your clients are really the best investment. So always keep an eye on what keywords preform the best, dump the ones that have a poor ROI and try new terms. iii. Test different ad positions to discover the best position for ROI. One might think that position #1 for your paid ads would give you the most traffic and the most conversions. You ’ll get a lot of traffic but rarely will that position give you the best ROI. Sometimes it’s best to be in position 3 and even in some cases position 5 is best. B. Always be testing!
  • As time goes on, make adjustments to the keyword strategy as you uncover which keywords are creating the most conversions and then reshape your strategy to go after the best producers. 
  • It is the SINGLE biggest issue that we deal w/ @ our company – Increased Leads that are not properly closed. It is the elephant in the room, because it is typically not reported accurately within organization, a clear lack of accountability, and no one really knows how to address the issue. Particularly, executing properly. How many of you deal w/ clients that drain your resources? That is a direct result of pre-qualifying the client, before you closed the deal. Either they did not understand your business model, or you did not communicate it. Maybe it was a sales person or manager that wanted commissions, and let them in the door. Your website needs to work 24/7, educating, qualifying, and filtering prospects, so the lead that arrives is the RIGHT lead for your business. We get countless calls from companies that WANT that more than anything else...It starts w/ sound SEM and web CTA principles. Training your employees is even more important. Making sure that the user experience is convenient… maximizing visitor participation and action. Then we look at your back end process… what happens after the initial action or after a visitor fills out a form on your site….what is your follow up process to secure the sale of that prospect This is where Face Forward Media is different from most Search Engine Marketing companies Our leadership Team has extensive experience running fortune 500 sales organizations. On staff we have Award winning CEO ’s and VP’s of successful organizations with real world business experience. We understand that there should be a direct correlation between your online marketing strategy and your sales team. The sales force is an organization ’s most valuable marketing resource.  Implementing the right sales process carefully adjusting it as market conditions change, requires a thorough understanding of customer needs and potential. In order to take full advantage of your online marketing efforts and convert traffic into sales… your sales team must be armed with the proper tools and structure to Get The SALE.
  • It is the SINGLE biggest issue that we deal w/ @ our company – Increased Leads that are not properly closed. It is the elephant in the room, because it is typically not reported accurately within organization, a clear lack of accountability, and no one really knows how to address the issue. Particularly, executing properly. How many of you deal w/ clients that drain your resources? That is a direct result of pre-qualifying the client, before you closed the deal. Either they did not understand your business model, or you did not communicate it. Maybe it was a sales person or manager that wanted commissions, and let them in the door. Your website needs to work 24/7, educating, qualifying, and filtering prospects, so the lead that arrives is the RIGHT lead for your business. We get countless calls from companies that WANT that more than anything else...It starts w/ sound SEM and web CTA principles. Training your employees is even more important. Making sure that the user experience is convenient… maximizing visitor participation and action. Then we look at your back end process… what happens after the initial action or after a visitor fills out a form on your site….what is your follow up process to secure the sale of that prospect This is where Face Forward Media is different from most Search Engine Marketing companies Our leadership Team has extensive experience running fortune 500 sales organizations. On staff we have Award winning CEO ’s and VP’s of successful organizations with real world business experience. We understand that there should be a direct correlation between your online marketing strategy and your sales team. The sales force is an organization ’s most valuable marketing resource.  Implementing the right sales process carefully adjusting it as market conditions change, requires a thorough understanding of customer needs and potential. In order to take full advantage of your online marketing efforts and convert traffic into sales… your sales team must be armed with the proper tools and structure to Get The SALE.
  • Make sure that your call-to-action is highly visible!  Make sure the CTA is eye catching, easy to use and understand, in the center or right hand side of the page; studies show these are the hot spots of most websites depending on the navigation. Users read from left to right, and the right side of the page is a resting spot in the reading process, so the right side of the page is usually the best spot for your mail call to action If you have multiple CTA's other studies have show that the center CTA get's more activity.  (this can differ from site to site, industry to industry, but after analyzing the data from Google Analytics, we can decipher which spot is more active, and test further as time goes on.  This is an example of a webpage with very clear Calls-To-Action - without scrolling.
  • This is an example of a webpage with no clear call-to-action! What do you want me to do here? Do you want me to check out your services? Do you want me to buy something? Direct me! Make me act!
  • In the last couple of years, Social media and Video have really made an impact on the Search Engine marketing landscape.  You can often reach a website through it ’s Linked In or facebook as well as video results that are now showing up on the 1 st page of Google. Giving your visitors an option to connect with you on Facebook, Twitter, or Linkedin promotes engagement, brand interaction, and increased activity and social signals – all great factors in the eyes of the search engines. Nice job incorporating the social links, but the buttons at the top of the page should be “Like” “Share” “Tweet” “Follow” or “+1.” These would be more like “votes” for your website, and give you the social boost without directing traffic away from your website.
  • Don’ t use words like “ Click here ” or “ Learn more ” or “ here ’ s why ” as anchor text – use KEYWORDS.
  • What is a H1 or Heading Tag? H1 Tags Improve Search Engine Placement Effective search engine optimization involves many factors. Ranking highest in importance is providing informative content with proper page layout and programming. Much consideration should be made to your proper use of heading tags. A good example of proper use of the h1 tag is in the heading of a paragraph. It is used to define the content of the page, and for proper document layout. Whether is it a Web page or a newspaper, every written article should have a proper heading. On the Internet, we use the h1 tag. It is usually a good practice to make sure the words in your h1 tag also appear several times on the page, in your METAs, and somewhere in the Title.
  • What are meta descriptions? What is the meta description tag? Though meta description tags are not a major factor search engines consider when ranking sites, they should not be left off the page. Both the meta keywords tag and the meta description tag contribute to your search engine ranking, and the meta description tag influences the likelihood that a person will actually click on the search engine results page and visit your site. The meta description tag is intended to be a brief and concise summary of your page's content. Think of the Yahoo! directory. You see your site title followed by a brief description of your site or business. The meta description tag is designed to provide a brief description of your site which can be used by search engines or directories. When you write a meta description tag, you should limit it to 170 characters or 200 characters at most. You should pick a style and be consistent throughout your pages, writing a unique description for each page of your site. The Open Directory (DMOZ) also a detailed guide to writing descriptions. The key is that you want your description to adhere to W3C standards and be relevant to the content of the page. Again, it is intended to provide a brief summary of the contents of the page.
  • Page Titles, or title tags, contain important keywords to allow the search engines to understand what you want to rank for. Page titles do not show up on your website in the content; they are hidden in the html code of your web pages and only show up on the web browser tab above your website.
  •   We will touch on blogging later in this presentation.
  • The major search engines are focusing on creating the best possible user experience, which means sites that offer relevant information stand to gain the most visibility. Investing in original, quality content creation is essential to SEO success in the current search climate, and the benefits of producing visitor-friendly content go far beyond rankings. Google’s algorithms are designed to help people find relevant, high-quality content and punish bad content by ranking low-quality websites lower in the SERPs. “ Try to make a site that is so fantastic that you become an authority in your niche.: - Matt Cutts, head of Google’s web spam team 76% of marketers who have strategic SEO campaigns in place invest in content creation Source: http://www.readwriteweb.com/enterprise/2011/10/infographic-why-content-is-kin.php
  • The keys to good content? According to Google Fellow Amit Singhal, the four factors to consider are: Provide original content or information, original reporting, research or analysis. Content needs quality control. Content should provide complete and comprehensive coverage of the topic. The content should be something you'd want to share, recommend or bookmark. The last point is important. Search engines are starting to factor in social signals like Google's "+1" and Facebook likes for Bing. Only 1% of B2B marketing folks say that the impact of social signals has been negative, whereas 44% say it's positive. The effect on sales is impressive, according to Griwert's piece, with 60% of business decision makers cited as making product decisions based on "branded content." And 57% of marketers say that new customers have come in via company blogs. Source: http://www.readwriteweb.com/enterprise/2011/10/infographic-why-content-is-kin.php
  • No Facebook pages were found for ExecVision, Metrolina Landscape, or Decision Support.
  • Search engines will comb this information for keywords when retrieving results on SERPs.
  • Nobody is utilizing custom tabs, so here’s an example of our Facebook Page.
  • Pins, Highlights, and Photos get the most attention and the most engagement due to the amount of real estate they take up on the timeline and users’ news feeds.
  • NOBODY has a Google+ page!
  • http://thesocialskinny.com/100-social-media-mobile-and-internet-statistics-for-2012/
  • Personal Profile Tips 1. To rank well in a LinkedIn search, you need to choose one or two keywords to target and then optimize your LinkedIn profile for those targeted keywords. 2. Your profile also needs to be interesting and easy to read. Think of your profile as a speech with your headline being the opening introduction. Talk about who you are, who you help and how you help those individuals. 3. Join as many LinkedIn groups as possible within your niche. (LinkedIn ’s current limit is 50). The larger the group the better. 4. Creating your own LinkedIn group is an excellent way to stay in touch with your contacts as you can craft a Welcome message that acts as an autoresponder with a call to action each time someone joins the group. As the group owner, you can also send a message once a week to the entire group in which you can share links, create additional calls to action, etc. Subgroups are great for items of regional interest, such as local events. 5. Some LinkedIn apps to consider are the WordPress app, which adds your 3 latest blog posts to your LinkedIn profile; the Amazon app (Reading List by Amazon) is great for authors as it allows you to link directly to your books on Amazon from your LinkedIn profile; the SlideShare app allows you to place a video, such as a Welcome video, on your profile; the Twitter app feeds your tweets into your LinkedIn profile. 6. The LinkedIn Events tool can be an amazing promotional tool for your events. 7. You can have only one LinkedIn profile and you can add a Company page; You can ’t create a Company profile, only a Company page. Users can now follow companies. 8. LinkedIn ’s biggest strength is its ability to export your contacts (as a CSV or VCF file, to Outlook, Outlook Express, Yahoo Mail, etc.). Neither Facebook nor Twitter allow you to export fan or follower contact data.
  • http://www.business2community.com/online-marketing/101-online-video-stats-to-make-your-eyes-glaze-over-023074
  • Online Video & Social Media: 57% of online video viewers will SHARE what they watch with others Online Video & SEO: Increase your ranking with a video, push your competitors down the page, help your customers find YOU! Online Video & Email Marketing: Easy sharing options on YouTube to send videos via email; now videos are embedded in Gmail accounts, and can be watched directly from the inbox Online Video & Lead Conversion: Visual and emotional stimulation can increase closing rates by as much as 20%, as the viewer is more engaged and feels a stronger need to interact Online Video & Promotion: Drive action! Guide customer to your Call-To-Action more effectively.
  • 1. If you want to engage customers on YouTube, you ’ll need to develop an effective YouTube strategy in order to avoid the pitfalls, seize opportunities and not allow your YouTube activities to hog all of your time. 2. The primary way to get more views of your video on YouTube is to optimize your videos for YouTube search. In this regard, keyword research is important, just as it is in content marketing and SEO for your blog or website. However, you ’ll want to use YouTube’s own Keyword Suggestion Tool as the keywords used for video search can vary quite a bit from those used in a Google search. 3. YouTube has its own search algorithm, which is different from Google, Bing and Yahoo search. 4. Because of the short attention span of viewers, it ’s important to front load your important content in your video. 5. YouTube ’s blog – Creator’s Corner – provides ideas for creating more compelling video content. YouTube’s Insights (available under My Account) includes a section called “Hot Spots” that shows where people were watching and where they decided to bail out. 6. Posting new videos on a consistent basis can help you build your subscriber base, much like blogging does when posts are published on a consistent schedule. 7. Allow your videos to be embedded elsewhere: don ’t shut that off. You can also embed your videos into your Facebook page. Views on a blog or on a Facebook page where your video is embedded count as views on YouTube and can get your videos higher rankings in YouTube search. In most cases, embedded views can almost double the audience you can get from YouTube alone. 8. Publishing videos on YouTube first, and then embedding them in your blog is better than just embedding them within a post on your blog. Make it a habit. 9. Promote your videos: mention them on your website. You can also place and promote videos on certain wire services, like PR Web. 10. YouTube videos, for the most part, are limited to 10 minutes. If you have a longer video, you could consider a service like Vimeo, but know that Vimeo doesn ’t have nearly the audience that YouTube does.
  • http://wecapture.co.uk/web-video-statistics-2012-infographic/
  • Face Forward Media can produce any type of video you need to get your message across! Put your Call-To-Action in motion and start engaging customers with a customized video. These are just a few examples of what we can produce for you! Consult with our video department to determine what type of video is right for YOUR business.
  • If an seo firm mentions the word "guarantee" then run from them as fast as you can. in today's search engine optimization market, you cannot properly offer guarantees--and if a company does offer one, it's most likely for search engines that aren't used or for keywords that are not that competitive. to mention that they'll get you "500 links" is inappropriate. Depending on the industry/niche, there might not be 500 on-topic links to get. You need to get appropriate on-topic links, not useless links to satisfy some "guarantee". No one can guarantee a #1 ranking on Google (per Google themselves)
  • Oh hey, Face Forward Media does all of these things. 

Maximizing ROI from Sales and Marketing - Vistage 9099 houston Maximizing ROI from Sales and Marketing - Vistage 9099 houston Presentation Transcript

  • Maximizing ROIfrom Sales andMarketingVistage Group 9099
  • Martin J. FallePresident of Face Forward MediaFormer SR. VP of Fortune 500 Company LexisNexis,Lawyers.comMember of Vistage International Atlanta
  • Who is Face Forward Media?A seasoned team of 100+ professional business consultants:•Search Engine Optimization & Search Engine Marketing Specialists•Web Designers and Developers•Social Media Campaign Specialists•Blog, Article, and Content Developers•Video Marketing Specialists•Pay-Per-Click Campaign Specialists•Reputation Management Professionals•Sales and Conversion Consultants
  • What do we do?We help firms make money.•We perform an exhaustive analysis of current sales andmarketing challenges.•We find out who your competitors are and how they arebeating you online.•We build a customized, solution-oriented plan. •We understand YOUR business, YOUR unique market,and YOUR competition before suggesting a single service.
  • How are we different?Accountability is Key•Our team is 100% accountable for services agreed vs.services delivered.•We track ongoing success, report activities, and planmonthly action items, ensuring organized strategy andmaintaining flexibility.•We are custom in our approach, understanding theunique needs of each individual client.•We are built to be dynamic and proactive against yourcompetition.•Our retention rate of 90% is among the highest in theindustry.
  • What is our process?Why is this relevant?As a courtesy to all participants in this room, we will provide a FREEAssessment, valued at $750 – no obligation.
  • In 2007, 1.15 billion people were using the Internet.Today, a whopping 2.27 billion people are using the net at an accelerated rate.How many of them can find your business online? (royal.pingdom.com/2012/04/19/world-internet-population-has-doubled-in-the-last-5-years/)
  • Number of years to reach50 million users (Source – Morgan Stanley)
  • "Get Busy Living or Get Busy Dying"- Andy Dufresne, from “The Shawshank Redemption”
  • "Get Busy Living or Get Busy Dying"The # 1 activity on the Internet today is consumersgathering purchase information.Your competition is currently working to take your marketshare, including competitors you never knew existed.Your competition is looking for everycreative angle to direct traffic from you tothem.
  • Questions to Ask Yourself:•Are you getting the most from your website?•Can your target market find you? Are theybuying from you or “bouncing” off to look atyour competitors?•How are you keeping track of your competitiononline?•How does a prospective client see your firmon the Internet?
  • Search Engine Optimization and Your Company’s Online Presence
  • Search Engine OptimizationWhy is Search Engine Optimization important?Help the right customers find your website, yourproducts and servicesMaximize ROI from Internet marketingPromote brand awarenessCreate keyword association with what you have to offerImprove credibility and authority as a firmRank higher in the SERPS (Google, Yahoo, Bing)Drive relevant website traffic with commercial contentConvert browsers into buyers
  • Arm Yourself with the Basics of SEOSearch Engine Marketing encompasses a variety of online marketing techniques, but the differentiator, the “money makers” are:Tip #1 – Know what keywords are important to YOUR client Do Keyword Research using Google keyword tool and Wordtracker
  • Keyword ResearchA balanced strategy with SEO and PPC requires the followingkeyword research:1. Informed Keyword Discovery – Google keyword tool or wordtracker2. Enough information from the client to accurately determine ROI – What is a sale, conversion or new client worth to the business?3. Competitive ad analysis – See what ads are doing best and use as a starting point, and make more compelling4. Testing, testing and more testing – run more than one ad group, test new keyword variations, test different ad positions
  • Arm Yourself with the Basics of SEOTip #2 – Pay attention to conversions and adjust• As time goes on, make adjustments to the keyword strategy as you uncover which keywords are creating the most conversions, and then reshape the strategy to go after the best producers.• ADAPT to what your target market is revealing to you.• Give your customers the website they’re looking for.
  • Conversion OptimizationConversions can be many different things,depending on what type of website you have:•a click to a particular page,•a form that is filled out on your website, or•an online purchase directly from your website.Tracking conversions using analytic software is a majorpart of measuring your success as well as using thatanalytic data to make adjustments to keywords, site layout,and other factors to optimize your conversion ratios.
  • “The Elephant in the Room”
  • “The Elephant in the Room”Conversion optimization is the process of ensuring thatyour web site and overall SEM strategy is fundamentallysound, and consistently generating increased targeted trafficto your website, resulting in best chance for a qualified salesor leads. This is accomplished by the following: 1. SEM Best Practices 2. Clear Call to Action (CTA) 3. Always offer an incentive 4. Test and adjust
  • Conversion OptimizationYour website needs to work 24/7, educating, qualifying, and filteringprospects so the lead that arrives is the RIGHT lead for your business.Implement sound Search Engine Optimization and Marketing tacticsand a strong Call-To-Action.Make sure the user experience is convenient and maximizes visitorengagement and participation.What happens after a visitor fills out a form on your site?What is the follow up process to secure the sale of that prospect?
  • Conversion OptimizationThere should be a direct correlation between your onlinemarketing strategy and your sales team.The sales force is an organization’s most valuablemarketing resource.Implementing the right sales process, carefully adjusting itas market conditions change, requires a thoroughunderstanding of customer needs and potential.In order to take full advantage of your online marketingefforts and convert traffic into sales, your team must bearmed with the proper tools and structure to get the sale.
  • Arm Yourself with the Basics of SEOTip #3 – Make sure your call-to-action is highly visible on your website – without scrolling!
  • Arm Yourself with the Basics of SEOTip #3 – Make sure your call-to-action is highly visible on your website – without scrolling. ?
  • Arm Yourself with the Basics of SEOTip #4 – Leverage social media and video to drive traffic to your site
  • Arm Yourself with the Basics of SEOTip #5 – Create Backlinks with optimized anchor textBacklinks are links that are directed towards your website and can indicate the popularity or importance of that website.Anchor text is the visible, clickable text in a hyperlink and can determine the ranking that the page will receive by search engines.
  • Arm Yourself with the Basics of SEOTip #5 – Create Backlinks with optimized anchor textThere is no anchor text on the homepage of GrowthForce.com!Keywords like “Outsourced Bookkeeping” should link to a page that talks about your bookkeeping services.
  • Arm Yourself with the Basics of SEOTip #6 – Optimize your heading tags and image alt tags.H1 or Heading Tag – Improve Search Engine Placement by putting keywords in your H-tags and image Alt tags. It is usually a good practice to make sure the words in your tags also appear several times on the page, in your meta descriptions, and somewhere in the Title.
  • Arm Yourself with the Basics of SEOTip #7 – Optimize meta descriptions.A Meta Description is intended to be a brief and concise summary of your pages content. = No meta description =
  • Arm Yourself with the Basics of SEOTip #8 – Optimize page title descriptions with keywords;make sure they are not company-centric, i.e. “CompanyHomepage,” “Company Products”NO.Yes.
  • Arm Yourself with the Basics of SEOTip #9 – Start blogging! Create original content that can beoptimized for search engines.If you can optimize a document and that document gets indexed, categorized, and ranked by a search engine, it’s part of SEM.
  • Arm Yourself with the Basics of SEOTip #10 – Optimize and integrate your content!
  • Blogging and SEO 38% of bloggers post brand or product reviews Websites with blogs attract 55% more visitors 97% more inbound links 434% more indexed pages
  • Optimizing Blogs4 Keys to Good Content:1. Provide original content or information, original reporting, research oranalysis.2. Content needs quality control.3. Content should provide complete and comprehensive coverage of the topic.4. The content should be something youd want to share, recommend orbookmark.Search engines are starting to factor in social signals like Googles "+1" andFacebook likes for Bing. Only 1% of B2B marketing folks say that the impactof social signals has been negative, whereas 44% say its positive.The effect on sales is impressive, with 60% of business decision makers citedas making product decisions based on "branded content."57% of marketers say that new customers have come in via company blogs.Source: http://www.readwriteweb.com/enterprise/2011/10/infographic-why-content-is-kin.php
  • Blogging and SEO Best Practices  Post regularly  Optimal length, at least 250 words  Specific, relevant, targeted topics; one topic per post  Compelling content; engage readers  Use keywords, key phrases  Avoid duplicate content  Link from homepage  Give your company a face – post image of blog author  Clean formatting, images; easy to read  Integrate with social media: Twitter, Facebook, YouTube
  • Engage Your Target Market with anOptimized Social Media Marketing Campaign
  • Why is Social Mediaimportant?- Connect with and engage target audience- Build company credibility & personality- Company updates, news, reviews, experiences- Maximize online presence; unlimited exposurepotential- Interact with your customers; receive feedback- Enjoy boosted Search Engine rankings fromstrong social signals and increased activity
  • Facebook Optimization Tips Optimizing your company Facebook page is just as important as optimizing your website. Ensure your company is represented professionally and be sure to monitor your reputation online. 56% of consumers said they are more likely to recommend a brand to a friend after becoming a fan on Facebook 51% of consumers said they are more likely to buy a product since becoming a fan on Facebook Make sure your customers can find you!
  • Tip #1: Optimize your Cover Photoand Profile PictureYour company’s cover photo takes up the most real estate on theFacebook timeline. It should tell your fans who you are and whatyou do, without any call-to-action, contact information, or marketinglingo. Best practice is to use your company Logo as your ProfilePicture to promote brand recognition.
  • Tip #2: Optimize the “About” pageBe sure to completely and accurately fill out ALL Basic informationand Contact information in the “About” page. Use keywords andphrases and links to your website and other social media accounts.
  • Tip #3: Customize TabsIt is against Facebook rules and regulations to put any sort ofmarketing or call-to-action in the Cover Photo, but you can load upyour Tabs with anything you want. Engage your fans with an eye-catching assortment of customized tabs. Each tab should lead to acustomized landing page, which should link back to your companywebsite. Yes.
  • Tip #4: Use Pins, Highlights, and PhotosFacebook users are very visual. The social network knows this andhas made adjustments to the interface accordingly. Since Timelinerolled out, photos, Pins, and Highlights take up the most space on newsfeeds and pages. Use this to your advantage!
  • Tip #5: Engage your fans!With any social media platform, the goal is CUSTOMERENGAGEMENT. Encourage your fans to interact with your companyby Liking, Commenting, and Sharing your brand. Ask questions, holdcontests, share customer photos.Keep your Facebook page up-to-date and monitor it closely for customerfeedback.Post regularly, with relevant material that your fans are interested in.Promote special offers, company events, testimonials, contests, and more!Integrate Facebook with your website and other social networks formaximum exposure.Enjoy boosted search rankings due to active social signals to Google,Yahoo, and Bing.Embed the Facebook “Like” button on your company website and blogs
  • Twitter 500 million active usersSocial networking and 175 million Tweets per daymicroblogging 460,000 new Twitter accounts created everydayStay in touch and get live 33% of users follow a brandupdates 67% of brand followers will140-character posts, “tweets” purchase that specific brand Dell reported over $3M in revenue in 2007 due to Twitter posts
  • Twitter Optimization Your Twitter profile, though brief, should be optimized with keywords and branded with your company color scheme and logo. Contact information or promotions may be included in the background image, but must be left-justified in order to be seen on most computer screens. Make sure your location and company website are included in the profile description.
  • Twitter#hash tags  #’s are used before relevant keywords in a Tweet to categorize them for Twitter Search – use Hashtags with keywords in your Tweets and Profile Description to be found for specific terms @mentions and @replies  A @ comes before any username on Twitter, use it to target certain users by adding @theirusername to a Tweet; they will get a notification with your Tweet
  • TwitterReTweets  RT helps you and others quickly share a Tweet with your followersVerified Accounts  Any account with a Verified Badge is authentically established by Twitter so users can trust that well-known accounts are legitimatePromoted Tweets  Tweets purchased by advertisers who want to reach a wider group of users or to spark engagement from existing followersIntegrate Facebook, Linkedin, and other social applications, but DONOT rely on them for automated posts – vary your Tweets for optimalengagementEmbed the button on your website and blogs
  • Google+ Having a Google+ company page is necessary for improved rankings on the Google search engine. Google ranks its own content higher; this includes pages in their social network. Having an updated, optimized Google+ page can help increase your search engine rank up to 14 positions. Generate “+1”s on your website to build credibility and boost rankings further. (+1 is like a vote for your website) Get found locally with the Google+ Local search engine, which is directly tied to verified Google Local listings, another credibility factor.
  • Google+ OptimizationLike Facebook, your Google+ cover photo and profile pictureshould accurately depict who you are and what you do.
  • Google+ OptimizationOptimize your “About” tabwith anchor text andkeywords, links back to yourwebsite, completed &verified contact information,and recommended links toother social networks.
  • Google+ OptimizationUpload photos and videos to your page, and optimizethem with keywords and links.
  • Google+ Best Practices Post regularly to keep your profile up-to-date. Add people and similar companies to your Circles to build your network. +1 and Comment on others’ posts to expand your brand into their networks and improve exposure Optimize posts by sharing them in Google+ keyword streams Embed the +1 button on your company website and blogs
  • LinkedIn  Largest professional network on the Internet  161 million professional members  50% of LinkedIn users have a Bachelor’s degree or higher  2 million companies on LinkedIn  Most represented industries are hi-tech, finance, and manufacturing  View users visiting your company profile, who is following your page, the industry, careers, promotions, etc. with analytics.
  • LinkedIn OptimizationEnsure your Company Overview is optimized with keywords, especially inthe “Specialties” section. Also, be sure your company logo is clear andrecognizable. Fill in your contact information and company location tomake sure your customers can find you.
  • LinkedIn OptimizationIf you do not have a Products or Services page – GET ONE. This iswhere you showcase your company’s offerings. Enhance productlistings with photos, videos, promotions, and recommendations.Promote your brand with eye-catching Spotlight photo sliders.
  • LinkedIn Best Practices
  • The Power ofOnline Video Marketing
  • Online Video Marketing  3 billion videos viewed online everyday  By 2013, 90% of web traffic will be video  A website with video is 53x more likely to appear on the first page of Google search results than a website without video  60% of Senior Executives prefer to view video over text  Over 40% of consumers watch online videos on at least a weekly basis; over 70% at least monthly  Visitors who view product videos are 85% more likely to buy than those who do not
  • Online Video MarketingHaving a professional spokes person welcoming visitors to yourwebsite not only promotes credibility and a professionalimage, but it also gives you the opportunity to educate andguide potential customers to your desired call-to-action.This is a great way to increase conversions, all whileproviding your visitors with a warm and friendly human touch;something that is lacking in many websites today.Online video promotes increased visitor activity, engagementand page views. These are all healthy user behaviors thatproduce higher conversion ratios and ultimately more salesand increased lead generation.
  • Online Video MarketingCombat short attention spans and the desire for instantgratification in this high-speed world with a short,impactful message that is visually and emotionallystimulating enough to drive your consumer to act in aslittle as 60 seconds or less.Video is a “must-have” if you are looking to generatemore traffic, increase time spent on your website, andimprove conversion rates.
  • Why is video so effective?
  • Why is video so effective?
  • Online Video SEOVideo marketing is one of the strongest contributing factorsto your online presence.Make sure your company videos are achieving maximumvisibility with proper optimization.EVERY business should apply SEO tactics to their videomarketing strategy, just as they would to their website. - 39% of consumers find online video via search engines like Google - They often search for the same keywords, but add “video” to the query - YouTube is the second largest search engine, (owned by the largest, Google)
  • Online Video SEOSEO Effect of Video on your website  In 2013 over 90% of Internet traffic will be video based  Another source for inbound links and traffic  Sharing through social media and blogs  Improved page ranking  53xmore likely to show up on first page of search engine results  Improvedoverall web presence  What does this mean?  Your customers will be able to find you!
  • Types of Online VideoSizzle Reel  30-60 seconds  Motion Graphics, highlight keywords/phrases/concepts  Similar to a PowerPoint presentation  Example: http://www.youtube.com/watch?v=uzYAS1RBlTE&hd=1Webmercial  30-60 seconds  Optional Voice-over  Example: Promotional product/service video;  http://www.youtube.com/watch?v=l6MHVK32oSg&hd=1  http://www.youtube.com/watch?v=DnsEeS50dro&hd=1Premium Video  1-2 minutes  “Talking Head,” or visual spokesperson  Example: Homepage/Welcome video; http://www.youtube.com/watch?v=ogj3iP6lRHU&hd=1  http://www.youtube.com/watch?v=inOvXIP2GlI
  • Cardinal Sins of Bad SEO Firms…1. If your SEO firm is ignoring the basics, and it is exposed in the reports I am handing out…Get Out Fast!2. If an SEO firm promises "guaranteed #1 results on Google”…Be Wary of Black Hat Tactics3. If the SEO firm does not explain the analytics on a monthly basis…Go to a firm that makes this a priority4. If the SEO firm is not accountable to your strategic goals and ROI…Make a Change5. If the SEO firm uses “black hat” tactics, that can get you banned…Go to a “white hat” firm
  • Select a firm that: Gives an exhaustive business analysis Performs advanced keyword research Provides a review of your site content/structure Offers SEO training Has expertise in specific markets and geographies Offers technical advice on website development Develops content Has expertise in Sales and Conversion consulting Manages online business development campaigns GUARANTEES ACCOUNTABILITY!