Search and SocialEssentials of Understanding Web Marketing
Welcome!Julie Ziemelis- Digital Marketing TrainerBlogger for:Facebook.com/Tips4RealtorsUsingNewMediaFacebook.com/365Konawww.365Kona.com
Socialnomics: Social MediaRevolution• http://bit.ly/HawaiiLifeDemo
The basic concept of Social andSearch:• Getting “found” on the search engines• Having compelling and educational content to drive interest• Having others talking about you and providing “social proof” to do business with you.
First things first: What is SEARCH?
What IS SEO?• Search engine optimization (SEO) is the process of improving the visibility of a website or a web page in search engines via the "natural" or un-paid ("organic" or "algorithmic") search results.
• Other forms of search engine marketing (SEM) target paid listings. In general, the earlier (or higher on the page), and more frequently a site appears in the search results list, the more visitors it will receive from the search engines
• SEO may target different kinds of search, including image search, local search, video search, academic search, news search and industry-specific search engines. This gives a website web presence.• As an Internet marketing strategy, SEO considers how search engines work, what people search for, the actual search terms typed into search engines and which search
When you live on an island…• How do you think people from the Mainland and other parts of the world are going to find you?• When they find you, what does the “web” say about you?• What are OTHERS saying about you?
“Business follows social.Social actions build trust.Trust shows you the money”
So..who is using social media?
• According to a survey of millionaires from Fidelity Investments, 85% of respondents use text-messaging, smartphone applications and social media. One third use social media professionally, with 28% using LinkedIn.
West Hawaii Specific• 20% of businesses who blog, say they get a 20% lead rate• Use of YouTube for marketing up by 78% since 2010.• 7 out of 10 small biz in W. Hawaii are using social media• Survey Results: West Hawaii Social Media Survey: Kinoshita Communications
Developing a Web presence requires amarriage of:SEO (Search Engine Optimization) andSMO (Social Media Optimization)
1. Get an account on LinkedINLinkedIn is the top online directory of professionals and companies. Individuals and companies use LinkedIn for professional networking, recruiting, job searching, career building, and for staying in touch with their connections.
2. Get An Account on Facebook• 600 million people can’t be wrong, right?
3. Get a Google Profile• Your profile is the way you present yourself on Google products and across the web. With your profile, you can manage the information--such as your bio, contact details, and links to other sites about you or created by you--that people see.• At a minimum, your first name, last name, and photo will be public on the Internet. You can then provide a variety of additional information about yourself in your profile. You can also enable people to contact you without displaying your contact information.
4. About.meAbout.me lets you quickly build simple and visually elegant splash pages that points visitors to your content from around the web.
5. Create a YouTube Channel• YouTube is a video-sharing website on which users can upload, share and view videos. Displays a wide variety of user- generated video content, including movie clips, TV clips, and music videos, as well as amateur content such as video blogging and short original videos.
YouTube cont.• Most of the content on YouTube has been uploaded by individuals, although media corporations including CBS, BBC, Hulu and other organizations offer some of their material via the site.• Unregistered users may watch videos, and registered users may upload an unlimited number of videos.
6. Create A Blog• A blog (a blend of the term web log) is a type of website or part of a website. Blogs are usually maintained by an individual with regular entries of commentary, descriptions of events, or other material such as graphics or video.• Blog can also be used as a verb, meaning to maintain or add content to a blog.Most blogs are interactive, allowing visitors to leave comments and even message each other via widgets on the blogs and it is this interactivity that distinguishes
How To Create a Blog• WordPress.org• WordPress.com• Blogger.com• Facebook/Twitter as microblogging sites
Blogging 101 Let’s go online!
Hub and Spoke ConceptCreate the content and then promote it via various promotions channels
The Hub and Spoke Approach The big picture goal1. Increase visibility and engagement with your customers (or potentials) on their playing field. Get found by potential clients throughout the places they frequent and where it makes sense for your business to be present.
2. Attract or pull them back to your online hub as traffic, ultimately leading to a lead and sale. 3. Make it easy for them to connect with you via comments, social buttons and a capture form.
What Social/Search is NOT• You talking about yourself• Your big fat photo saying “PICK ME!”• You derailing your competition• Asking for contact information without an incentive• Expecting a ton of leads on one hour a week of work using social tools.
More of NOT!• Thinking that if you write enough content, you’ll be found• Using the “Wishing, hoping, praying” method when you create a blog post• Pushing the “publish” button and thinking that you are done.
Manage Your Expectations• Expect to invest 12-18 months into perfecting these systems.• Does not mean you will not get leads or results.• Your system needs to mature to gather the funnels that bring business back to you.• Social Media will not replace what you are doing now-it’s going to amplify your marketing message. 42
• Remember: The ROI is relationships• What you are investing in and selling is relationships with other people. 43
Best Practice• Do what you do already, demonstrate your expertise offline• Become a Trusted Advisor online via your Website & social channels: Facebook, Twitter, Linkedin, YouTube, etc.
• Utilize location based networks like Yelp & Foursquare to provide tips and suggestions for your local market• Answer expertise related questions & give/ get recommendations on professional networks like Quora & Linkedin or Trulia/ Zillow
Questions/Comments• What’s your experience?• Have you created engagement on your social sites?• Have you gotten leads that turned into sales?• How often are you online working with your marketing plan?
Mahalo!• Go to Facebook.com/ ZiemelisDigitalMarketing for upcoming classes, TweetUps, and info.• Get marketing tips by liking Facebook.com/RealtorTips4NewMedia• Join me at Facebook.com/365Kona