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"Take It All: Using Search Engines & Social Media to Boost Your Brand & Drive Leads”

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Single Throw Internet Marketing Consultants and Jersey Shore Business Leaders team up at Branches Catering to give Internet Marketing presentation. …

Single Throw Internet Marketing Consultants and Jersey Shore Business Leaders team up at Branches Catering to give Internet Marketing presentation.

This seminar will combined the benefits of SEM – PPC & SEO, along with Social Media strategies and how they can be incorporated into traditional marketing campaigns. We discussed tactics & methods for both large &small businesses can use to boost leads and sales via their website. This includes paid & free services, including self-serve marketing and advertising opportunities.

Published in: Business, Technology

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  • 1. From Search to Success ® © Copyright 2010 Single Throw Inc. all rights reserved "Take It All: Using Search Engines & Social Media to Boost Your Brand & Drive Leads”
  • 2. From Search to Success ® © Copyright 2010 Single Throw Inc. all rights reserved Caryl Felicetta - COO of Single Throw Jennifer Powers - Social Media Expert Jennifer Patterson - Social Media Expert Jennifer Piasecki - Search Marketing Specialist Audra Tracy - SEO Specialist
  • 3. From Search to Success ® © Copyright 2010 Single Throw Inc. all rights reserved Raise Brand Awareness with Internet Marketing Techniques Search Engine Optimization
  • 4. From Search to Success ® © Copyright 2010 Single Throw Inc. all rights reserved Search Engine Results PAID PAID ORGANIC
  • 5. From Search to Success ® © Copyright 2010 Single Throw Inc. all rights reserved Make Google Happy • Website should be user friendly • Easy to navigate • Frequently updated content • Optimize for your product or service instead of your brand • Include regional content about areas served • Pages should load quickly
  • 6. From Search to Success ® © Copyright 2010 Single Throw Inc. all rights reserved SEO Best Practices • Research core phrases that customers use to find specific products and services online • ‘Optimize’ websites by fitting approved key phrases and regional information into web content • Create compelling and persuasive marketing content to attract customers • Drive traffic by finding quality websites to exchange links with • Study analytics to find new opportunities that will improve search engine positioning • Test new SEO tools to improve website performance on a consistent basis • Keep up with the latest SEO trends
  • 7. From Search to Success ® © Copyright 2010 Single Throw Inc. all rights reserved How can SEO Help Your Business? • Improve web visibility • Compete with big brands • Drive new customers to your website • Improve conversion rates • Measure marketing successes/failures
  • 8. From Search to Success ® © Copyright 2010 Single Throw Inc. all rights reserved Why Search Advertising? Pay-Per-Click Advertising (PPC) or Paid Search offers a targeted method to reach YOUR customers • Advertise directly to users who are looking for your product or service via relevant key phrases • Target web users who are reading and looking for your products or services throughout web content • Control and limit your media spend • Measure your progress day-to-day in near-exact figures
  • 9. From Search to Success ® © Copyright 2010 Single Throw Inc. all rights reserved Search Engine Results PAID PAID ORGANIC
  • 10. From Search to Success ® © Copyright 2010 Single Throw Inc. all rights reserved Targeting Paid Search MANY DIFFERENT TARGETING OPTIONS • Reach 100s of Search Engines through 2 main platforms: Google & Bing • Geo-targeting – City, State, Country • Target multiple devices: computers, PDAs, cell phones, etc • Day-Parting • Content Targeting • Demographic Targeting • Audience targeting: Re-target searchers who have seen your ad and are reading relevant content on the Internet
  • 11. From Search to Success ® © Copyright 2010 Single Throw Inc. all rights reserved Building a PPC Campaign 1. Establish your goals and KPIs 2. Build contextually grouped keyword lists 3. Write Compelling ad text 4. Drive users to a specific landing pages
  • 12. From Search to Success ® © Copyright 2010 Single Throw Inc. all rights reserved Managing PPC • Managing PPC Campaigns is time consuming • Daily management is usually required • Campaigns are optimized regularly: – Track conversions and and site interaction via analytics programs – Budget allocation, bid optimization – Day-parting – Negative Keywords – Keyword Matching – Landing Page Testing
  • 13. From Search to Success ® © Copyright 2010 Single Throw Inc. all rights reserved Social Marketing • Strategically plan social marketing campaigns for various clients • Three main social sites – Facebook, Twitter, YouTube. • Marketing based on developing relationships and engagement with customers • Its important to remember social media marketing is about making a connection, NOT making a sale
  • 14. From Search to Success ® © Copyright 2010 Single Throw Inc. all rights reserved Facebook • Create Facebook fanpage/profile graphic with unique URL • Develop customized tabs – Create contact page, so fans can contact directly on Facebook • Implement contests, and giveaways throughout the social campaign • Develop Facebook ads to drive more fans to page • Share information and connect with existing and potential customers
  • 15. From Search to Success ® © Copyright 2010 Single Throw Inc. all rights reserved Twitter • Create Twitter page, with custom background • Target followers within a 60 miles radius or people who are interested in your brand, using various tools such as Twellow, or LocalTweeps • Share information daily, and develop engagement with followers – Create polls, asking questions, Twitpics, Twitvid, and coupons • Drive traffic to website, and fanpage
  • 16. From Search to Success ® © Copyright 2010 Single Throw Inc. all rights reserved YouTube • YouTube is the 2nd largest search engine in the world, so if your not on it or using it your missing out! • Develop YouTube channel with custom background • Add and optimize video, and develop text content so video shows in search results • Post all videos on social sites, and website
  • 17. From Search to Success ® © Copyright 2010 Single Throw Inc. all rights reserved Other Social Sites • FourSquare – Location based • LinkedIn – Business based, can be individualized • Digg • Reddit • Delicious
  • 18. From Search to Success ® © Copyright 2010 Single Throw Inc. all rights reserved Quick Tips • Social Media Marketing takes time – Not an overnight success. • You only have 140 characters, make sure you are making it memorable. • People are not trying to be sold on Social Media. • Social Media is not a lead generator, it’s a communicator portal to develop relationships. • Fans and followers want to get individualized attention. – Giveaways, coupons, sales
  • 19. From Search to Success ® © Copyright 2010 Single Throw Inc. all rights reserved How to develop a unique URL • Once you have created your Facebook fanpage, and have 25 fans, you should then create a unique URL. • To do this go to: log into Facebook and go to http://facebook.com/username. • Here you can then develop your own URL to a Facebook page. – Before : http://www.facebook.com/?ref=home#!/pages/Single Throw/204630371343 – After: http://facebook.com/SingleThrow
  • 20. From Search to Success ® © Copyright 2010 Single Throw Inc. all rights reserved Facebook URL
  • 21. From Search to Success ® © Copyright 2010 Single Throw Inc. all rights reserved Quick Statistics • Years to reach 50 millions users – Radio – 38 years – TV-13 years – Internet- 4 years – iPod – 3 years – Facebook - 200 million in less than a year • 80% of companies use social media for recruitment • 55-65 year old females are the fastest growing segment on social media
  • 22. From Search to Success ® © Copyright 2010 Single Throw Inc. all rights reserved In House or Outsource? Go Hybrid! Hire an Expert and Have Someone Knowledgeable In-House – Experts are trained to handle online marketing campaigns and keep up-to-date on the latest industry news – Experts fill gaps in in-house expertise, providing new & unique ideas for campaigns & additional bandwidth in your marketing department – Having someone in-house in addition to hiring experts gives you the expertise you need to succeed while maintaining control and understanding
  • 23. From Search to Success ® © Copyright 2010 Single Throw Inc. all rights reserved Thank you! • Get our slides online at: – http://www.slideshare.net/SingleThrow/single- throw-jsbl2010 • Follow us on social media: – Facebook.com/singlethrow – Twitter.com/singlethrow – Facebook.com/JerseyShoreBusinessLeaders – Twitter.com/jsbusleaders