Ama Presentation Dec 8, 2009

How to Get on the First Page of Google Search Without Spending a Dime

Zuz Marketing Intro
Linda Whitehead, Principal
Specialize in devising and deploying online and content marketing strategies for small to medium-sized businesses
Website www.zuzmarketing.ca
Blog http://lindawhitehead.ca
AMA SMB Conference Dec. 8, 2009

How I Came to Be Here
I have a blog on Content Marketing and Online Marketing http://lindawhitehead.ca
I promote my blog posts to all relevant groups I belong to on LinkedIn
Martin Traub Werner of Raybec connected with me on LinkedIn because of a post I wrote on email marketing
We met for coffee and guess I impressed Martin, because he invited me to be a speaker today!
THE POWER OF SOCIAL NETWORKING

The Value of Increasing Your Presence on Google
According to a recent whitepaper published by Enquiro (www.enquiro.com):
Over 70% of B2B buyers use a search engine at the start of their purchasing process
About 75% of B2B prospects click on the organic results
Less than 19% of B2B buyers click on search ads
77% of B2B prospects prefer Google over any other search engine

Search for Linda Whitehead on Google:
7 of 10 entries on the first page of Search
10 entries in the first 3 pages of Image Search
Blog (2 entries)
Marketing Profs forum participation
Linked In (2 entries)
Twitter
ADBASE (listed as a consultant partner and article contributor)
NO $ COST!

Search for Zuz Marketing on Google:
9 of 10 entries on the first page of Search
Website (2 entries)
Blog (2 entries)
Marketing Profs forum participation
Linked In
ADBASE (2 entries)
AMA seminar posting
NO $ COST!

What is Content Marketing?
Wikipedia defines Content Marketing as:
“ an umbrella term encompassing all marketing formats that involve the creation or sharing of content for the purpose of engaging current and potential consumer bases. In contrast to traditional marketing methods that aim to increase sales or awareness through interruption techniques, content marketing subscribes to the notion that delivering high-quality, relevant and valuable information to prospects and customers drives profitable consumer action. Content marketing has benefits in terms of retaining reader attention and improving brand loyalty better than traditional marketing techniques.”

What is Content Marketing?
Or as Joe Pulizzi and Newt Barrett put it in their book “Get Content, Get Customers”:
“ Content marketing is the art of understanding exactly what your customers need to know and delivering it to them in a relevant and compelling way… Content marketing enables companies to build a level of trust among their customers that makes it easy for those customers to buy.”
CONTENT MARKETING = INBOUND MARKETING

Content Marketing Examples
The key to successful Content Marketing:
Must not be self-serving but on topics of interest to your target audience
Content Marketing Formats
E-newsletter
Webinar
Podcast
Video
Blog posts
Your Tweets on Twitter
Whitepaper
E-book
Printed newsletter, books

Social Media Marketing AMA SMB Conference Dec. 8, 2009

Social Media Marketing-Definition
Increasing visibility and awareness of your content by using online social media tools
Social media marketing can help you increase the activity around these top online marketing goals :
Drive website traffic and increase number of page views
Increase conversion rate
Build relationships and connections with customers and potential customers
Increase brand awareness (more difficult to measure, takes longer to build)
Create and maintain a positive brand image and reputation

Top 10 Social Media Sites Globally AMA SMB Conference Dec. 8, 2009
Reference: http://www.ebizmba.com/articles/social-networking-websites (article lists top 20)
Facebook (#1 in Canada)
MySpace
Twitter
LinkedIn
Classmates.com
Ning.com
Bebo.com
Hi5.com
Tagged.com
Myyearbook.com

Social Media Usage in Canada AMA SMB Conference Dec. 8, 2009 “ Canadians are the social networking ninjas of the world. That’s the profile that comes out of a Forrester Research report released today that shows four out of five online Canadians use social media and almost 57 per cent participate in social networks at least once a month , making them the most active social networkers of any market regularly surveyed by Forrester…And if you add in all social media – from those who simply peruse blogs or watch YouTube videos all the way up to content creators – the number of Canadians using social media climbs to almost 80 per cent.” Source-Vancouver Sun Dec 3, 2009

How to Start AMA SMB Conference Dec. 8, 2009
Do your research and find out where your target audience hangs out online
Start slow and focus on 1-3 social media platforms to begin with
Engage expert resources to help you develop a social media marketing plan
Very time-consuming to maintain. Ensure that resources can be committed on an ongoing basis

Online Marketing Toolkit-The Big Picture AMA SMB Conference Dec. 8, 2009
Search Engine Optimization (SEO)
PPC (Pay per click advertising)
Banner Advertising
Email marketing
PR
Online partnerships with non-competing, complementary businesses or relevant industry associations
Link exchange
Social Media Marketing strategy

“ Great SWAG” Marketing Objective
Educate the marketplace that Great SWAG is an “idea factory” that conceives and delivers creative solutions to clients’ promotional needs

“ Great SWAG” Marketing Strategy
Utilize content marketing and distribute content through social networks to generate inbound leads for Great SWAG

Potential “Great SWAG” Online Marketing Tactics
Step One-Research
Identify potential target markets through research. Focus on 1-3 growth sectors at most
Find out what social networks potential target audience is active in through online survey (try www.surveymonkey.com -it is free or $20 per month for enhanced features). Drive traffic to survey with bonus offer for survey completion (i.e. free whitepaper on promotional marketing case studies)
Find out what topics target audience(s) is interested in learning more about

Potential “Great SWAG” Online Marketing Tactics
Step Two-Content Strategy and Distribution
Ensure that Great SWAG website is optimized for Search (SEO)
Start a blog on promotional marketing and the “idea factory” concept. If John can’t write, he can hire a ghost blogger
Start online newsletter(s) geared to target audience interests. Have sign-up on website and blog
John to join LinkedIn and relevant groups. Submit blog posts as news items
John to join Twitter and distribute content through Twitter posts. Can schedule tweets through www.budurl.com/tictoc
John to syndicate Twitter content through www.twyndication.com
John to create inexpensive, humorous videos on promotional innovations to post on YouTube; to drive traffic to his website and blog (see Blendtec http://www.youtube.com/user/Blendtec )
John to use email marketing to promote his content to opt-in users-expand to other communication platforms i.e. podcasts, webinars-an interview series on successful promotions

Potential “Great SWAG” Online Marketing Tactics Cont’d
Step Three-Build Online Profile
Build Google Profile
Create profile on Naymz.com, ZoomInfo.com, Plaxo.com, Ziggs.com, Spoke.com
Join online groups and subgroups relevant to target audience
John to network through LinkedIn and make new potential business contacts-ask for referrals into companies of interest
Post comments on related blogs on marketing and
promotion
Sign up for marketing profs.com and create an expert profile by responding to forum questions
Do business book reviews on Amazon.com

Potential “Great SWAG” Online Marketing Tactics Cont’d
Step Four-Test Paid Advertising
Test PPC campaigns on Google and Bing (for local businesses) with landing pages segmented to targeted audiences
Test banner ad(s) on high traffic sites relevant to target audience

Free Measuring Tools
Google Alerts-set alerts to see if Google is finding your content
Delicious.com-what are people looking at? What tags are they using?
http://takemetoyourleader.com/2009/03/24/free-social-media-monitoring-tools/ for a comprehensive list of free tools

Thank You!
Any questions please contact me at [email_address]
Website www.zuzmarketing.ca
Blog http://lindawhitehead.ca
Twitter http://twitter.com/LindaWhitehead
LinkedIn http://www.linkedin.com/in/lindawhitehead

Ama Presentation Dec 8, 2009

by Linda Whitehead on Dec 09, 2009

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Ama Presentation Dec 8, 2009 Presentation Transcript