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Integrating Social Media, SEO, and Web Analytics   Webinar
Integrating Social Media, SEO, and Web Analytics   Webinar
Integrating Social Media, SEO, and Web Analytics   Webinar
Integrating Social Media, SEO, and Web Analytics   Webinar
Integrating Social Media, SEO, and Web Analytics   Webinar
Integrating Social Media, SEO, and Web Analytics   Webinar
Integrating Social Media, SEO, and Web Analytics   Webinar
Integrating Social Media, SEO, and Web Analytics   Webinar
Integrating Social Media, SEO, and Web Analytics   Webinar
Integrating Social Media, SEO, and Web Analytics   Webinar
Integrating Social Media, SEO, and Web Analytics   Webinar
Integrating Social Media, SEO, and Web Analytics   Webinar
Integrating Social Media, SEO, and Web Analytics   Webinar
Integrating Social Media, SEO, and Web Analytics   Webinar
Integrating Social Media, SEO, and Web Analytics   Webinar
Integrating Social Media, SEO, and Web Analytics   Webinar
Integrating Social Media, SEO, and Web Analytics   Webinar
Integrating Social Media, SEO, and Web Analytics   Webinar
Integrating Social Media, SEO, and Web Analytics   Webinar
Integrating Social Media, SEO, and Web Analytics   Webinar
Integrating Social Media, SEO, and Web Analytics   Webinar
Integrating Social Media, SEO, and Web Analytics   Webinar
Integrating Social Media, SEO, and Web Analytics   Webinar
Integrating Social Media, SEO, and Web Analytics   Webinar
Integrating Social Media, SEO, and Web Analytics   Webinar
Integrating Social Media, SEO, and Web Analytics   Webinar
Integrating Social Media, SEO, and Web Analytics   Webinar
Integrating Social Media, SEO, and Web Analytics   Webinar
Integrating Social Media, SEO, and Web Analytics   Webinar
Integrating Social Media, SEO, and Web Analytics   Webinar
Integrating Social Media, SEO, and Web Analytics   Webinar
Integrating Social Media, SEO, and Web Analytics   Webinar
Integrating Social Media, SEO, and Web Analytics   Webinar
Integrating Social Media, SEO, and Web Analytics   Webinar
Integrating Social Media, SEO, and Web Analytics   Webinar
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Integrating Social Media, SEO, and Web Analytics Webinar

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  • 1. Integrating SEO, Social Media & Web Analytics Webinar Presentation Changing B2B Marketing Landscape Getting Started Search Engine Optimization Social Media Web Analytics
  • 2. Introductions WebsiteBiz is a Results-Driven Interactive Marketing Agency • Founded in 1997 • Headquartered in Charlotte, NC • 52nd Fastest Private Growing Company on Inc5000 • Diverse Client List: CONFIDENTIAL 2 tÉÄëáíÉ_áò
  • 3. What We Do Strategy and Research • Online Market Research • Competitive Analysis Research Web Design • Benchmarking and ROI analysis & Planning & Usability Online Marketing Goals/ Metrics Search • Search Engine Optimization Display Media Engine Marketing • Paid Search Marketing • Social Media Email Marketing • Display Media Buying • Email Marketing • Web Design and Usability CONFIDENTIAL 3 tÉÄëáíÉ_áò
  • 4. Top 5 Questions from B2B Marketers 1. What are the best tactics for lead generation 2. How to do I measure results 3. Where do I start? 4. How to budget $ 5. DIY vs. Outsourcing CONFIDENTIAL 4 tÉÄëáíÉ_áò
  • 5. Start with the Basics Why is online marketing important to your business? CONFIDENTIAL 5 tÉÄëáíÉ_áò
  • 6. Marketers Doing Marketing CONFIDENTIAL 6 tÉÄëáíÉ_áò
  • 7. People Blocking Marketing Pop-Ups Can-Spam Act = Law CONFIDENTIAL 7 tÉÄëáíÉ_áò
  • 8. Rethinking Marketing Outbound Inbound ○ Telemarketing o SEO / SEM ○ Trade shows o Blogging ○ Direct mail o Social Media ○ Email blasts o Free tools/trials ○ Print/TV/radio ads o Viral videos Interruption Permission CONFIDENTIAL 8 tÉÄëáíÉ_áò
  • 9. B2B Buyers Start in Search Q: Where did they look first when making buying decisions? VUB=pÉ~êÅÜ=çå=dççÖäÉ CONFIDENTIAL 9 tÉÄëáíÉ_áò
  • 10. Anatomy of a Google Search Results Page Paid Listings (PPC) Organic Listings (SEO) CONFIDENTIAL 10 tÉÄëáíÉ_áò
  • 11. SEO – What and Why SEO refers to techniques that help your website rank higher in the organic/natural search results Algorithms determine ranking SEO helps more people who are looking for your product or service find you. CONFIDENTIAL 11 tÉÄëáíÉ_áò
  • 12. SEO Foundation = Scalable SEO Social Media- Viral Content Linking Inbound & Internal Content & Keywords Customer Focused Accessible CONFIDENTIAL 12 tÉÄëáíÉ_áò
  • 13. What is Good SEO Content? Good Content speaks to your audience… ○ Solves problems ○ Answers questions ○ Provides Information While keeping search engines “in mind” Search Your Engines Customer CONFIDENTIAL 13 tÉÄëáíÉ_áò
  • 14. Types of Good B2B Content B2B customers go online to seek knowledge and thought leadership Focus and make your content visible ○ Blog Posts ○ White Papers ○ Articles ○ Press Releases CONFIDENTIAL 14 tÉÄëáíÉ_áò
  • 15. Choosing Keywords for SEO Start with Research ○ Brainstorming ○ Use Online Tools – www.Google.com/Adwords ○ Get in the mind of your customer ○ It’s not about you! Organize Your Keyword Research 1. Search Volume and Popularity (goal = high) 2. Relevance (goal = high) 3. Competition or Difficulty Ranking ( goal = low) CONFIDENTIAL 15 tÉÄëáíÉ_áò
  • 16. Google - Keyword Research Tool CONFIDENTIAL 16 tÉÄëáíÉ_áò
  • 17. Where to Use Keywords in Your Content Site-wide ○ Title tags ○ Meta Descriptions ○ URL Structure ○ Product Image Tags ○ Headlines ○ Anchor Text Links ○ Body Text Copy CONFIDENTIAL 17 tÉÄëáíÉ_áò
  • 18. Home Page & Product Page Content Must have quality, accessible content ○ Describe your company/website ○ Most competitive phrases (Pos Products) ○ Write naturally –not list of keywords Be Descriptive ○ Not “our solution” or “our product” Edit Your Current Text ○ Find generic words ○ Replace them with keywords from your research (where appropriate!) CONFIDENTIAL 18 tÉÄëáíÉ_áò
  • 19. Linking - Defined Inbound Links ○ Web pages that link to you Internal ○ Quality & Industry Inbound Internal Links ○ Linked pages within your site ○ Link Anchor Text - text that is in the link ○ “Flash” content is not linkable CONFIDENTIAL 19 tÉÄëáíÉ_áò
  • 20. Link Building Tips Vertical Directories (Business.com) Partners Content is king ○ Start a blog ○ Create a tool (Energy savings calculator) ○ Other: viral videos, photos Press Releases Social Media CONFIDENTIAL 20 tÉÄëáíÉ_áò
  • 21. SEO Foundation = Scalable SEO Social Media- Viral Content Linking Inbound & Internal Content & Keywords Customer Focused Accessible CONFIDENTIAL 21 tÉÄëáíÉ_áò
  • 22. Social Types of Social Media Media Social News UGC Sites Social Networking CONFIDENTIAL 22 tÉÄëáíÉ_áò
  • 23. Show of Hands CONFIDENTIAL 23 tÉÄëáíÉ_áò
  • 24. Create a “Customer-Centric” Blog Blogs = the “Swiss Army Knife” of Social Media Strategy Wordpress.com - #1 Blog Platform for SEO Demonstrate thought leadership & offer relevant content 1. No white papers, press releases or sales pitch 2. Provide easy access to contact information 3. People subscribe via RSS CONFIDENTIAL 24 tÉÄëáíÉ_áò
  • 25. Using LinkedIn for Business 1. Create a Company Profile ○ Post events, white papers, news ○ Maintain and update 2. Create and Use Groups ○ Industry topics ○ Associations ○ Trends ○ Product 3. Seed the groups with members ○ Encourage employees, alumni, partners, customers to join ○ Provide time for employee to spend on the tool ○ Coach your employees to answer questions and offer input CONFIDENTIAL 25 tÉÄëáíÉ_áò
  • 26. LinkedIn for Executives 1. Make Your Profile Client-Focused 2. Choose Connections Wisely 3. Get Connecting 4. Use “Search” to find potential customers 5. Give Testimonials to get them CONFIDENTIAL 26 tÉÄëáíÉ_áò
  • 27. How Does it Work? You write and read messages of up to 140 characters The messages (aka tweets) are public, and you decide which accounts you want to receive messages from Twitter works equally well from your desktop or mobile phone CONFIDENTIAL 27 tÉÄëáíÉ_áò
  • 28. Using Twitter for Business Build relationships on Twitter o Follow industry leaders (@Dell, @Starbucks) o Listen for comments about you o Respond to comments and queries Ask questions Post links to things people would find interesting o “Retweet” messages you would like to share Use a friendly, casual tone Don’t spam people CONFIDENTIAL 28 tÉÄëáíÉ_áò
  • 29. SEO Foundation = Scalable SEO Social Media- Viral Content Linking Inbound & Internal Content & Keywords – 25% Customer Focused Accessible CONFIDENTIAL 29 tÉÄëáíÉ_áò
  • 30. Measuring Results = ROI What should you track? • How People arrive at your website • How they navigate your website • How they find information on your website • How they value your website content • How they respond to calls-to-action CONFIDENTIAL 30 tÉÄëáíÉ_áò
  • 31. Don’t be an information charity CONFIDENTIAL 31 tÉÄëáíÉ_áò
  • 32. Important B2B Calls to Action Things like… • Download White Papers • View a Video • Read a Case Study • View a Demo • Register for a Webinar • Subscribe to an email newsletter CONFIDENTIAL 32 tÉÄëáíÉ_áò
  • 33. Providing Answers to Difficult Questions Google Analytics ○ It works ○ Intuitive ○ It’s Integrated ○ It’s Free CONFIDENTIAL 33 tÉÄëáíÉ_áò
  • 34. Key Takeaways Content is King SEO Social Analytics Leads/$ CONFIDENTIAL 34 tÉÄëáíÉ_áò
  • 35. Questions Thank You! Kyle Bumgardner 1713 Cleveland Avenue Charlotte, NC 28203 o. 704.338.1727 c. 704.813.4636 www.WebsiteBiz.com www.Marketerinsight.com Twitter: @kbsales CONFIDENTIAL 35 tÉÄëáíÉ_áò

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