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I Know This Guy Who…: How to Use Your Online Content to be Found and Referred
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I Know This Guy Who…: How to Use Your Online Content to be Found and Referred

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Everyone knows the guy who puts us in touch with our next job, our next home or apartment, a financial planner. Some might say he’s a walking Google. Or is he really just LinkedIn? If you are that …

Everyone knows the guy who puts us in touch with our next job, our next home or apartment, a financial planner. Some might say he’s a walking Google. Or is he really just LinkedIn? If you are that provider of goods or services, you want to be on the receiving end of that referral. Only recently, that might have also meant being one of the top choices in a Google search. But now it also means having a presence in an online trust-based network such as Facebook or LinkedIn. Learn about the growing interplay between search and social. Find out how your online content is your passport to trust based networks and your ticket to search prominence.

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  • 1. I know this guy who… How to use your content to be found and referred Sonny Cohen Director of Internet Marketing Strategy
  • 2. I KNOW THIS GUY WHO… We do business with people who we know and trust "Ideas and products and messages and behaviors spread like viruses do."
  • 3. I KNOW THIS GUY WHO… Search engine optimization SEO & SMM (SEO) and social media marketing (SMM) are interdependent Search engines help you become known (found) Social media builds trust (leading to objective) Social media drives search engine performance
  • 4. DO BUSINESS WITH PEOPLE
  • 5. DO BUSINESS WITH PEOPLE Branding is about people, not company names Companies need to put faces on the brand in order to win acceptance People trust other people to introduce them to brands Companies have to put their individual employees out there and let them become brands Steve Rubel, Edelman PR Digital Director of Insights What this means to you: Edelman Trust Barometer 2009 http://www.edelman.com/trust/2009/ What name is on the corporate email you send? Are you blog posts signed by real people? Tweeting by name and/or company veil?
  • 6. ACHIEVE AWARENESS What this means to you: Is your website the answer to someone’s question? Does your web analytic keywords display queries that led to your site?
  • 7. ACHIEVE AWARENESS What this means to you: Are you being found effectively in search? How does your search performance trend? Are you being found for what is important to you?
  • 8. OBTAIN TRUST What this means to you: What is your online reputation? Where are you rated? Who is talking about you?
  • 9. I KNOW THIS GUY WHO… We do business with people who we know and trust Search engine optimization SEO & SMM (SEO) and social media marketing (SMM) are interdependent Awareness + Trust = Business
  • 10. SEARCH MARKETING A brief primer
  • 11. TRAFFIC SOURCES From where does website traffic come? – Search – Social Media
  • 12. SEARCH ENGINE MARKETING MISSION “We want our website to be found on search engines” (Beware of trick question) True? False?
  • 13. SEARCH ENGINE MARKETING MISSION We want: – Important content pages – Product pages – Program pages – Industries served – Biographies of key personnel – Social media content – To be prominent on search engines
  • 14. ONLINE MARKETING MISSION We Want: (Awareness) – Important website pages (landing pages) – To be prominent on search engines (SERPS) (Trust) – And for prospective visitors to click through to these important pages (search engine referral = SUCCESS METRIC) – And for their site visit to achieve some kind of specific and meaningful objective (business case)
  • 15. KEYWORDS Keywords = Words & Phrases • 2 -3 words are commonly searched • Natural language search is common • Questions are frequent Relevant to your organization Actually Searched Not Competitive
  • 16. USE SEARCHED PHRASES Research whether people actually search for your keywords Results pages from www.wordtracker.com
  • 17. KEYWORD COMPETITION Keyword Competition
  • 18. POPULATE SITE USING KEYWORDS
  • 19. KEYWORD IDENTIFICATION TOOLS
  • 20. INBOUND LINKS https://siteexplorer.search.yahoo.com/
  • 21. SOCIAL METRICS
  • 22. KEYWORD EVALUATION Being Found in Search is about: Rich website content Language of your targeted visitor Well linked Social media metrics But Being Found in Search is Not Enough
  • 23. SOCIAL MEDIA Your Trust Network
  • 24. CONVERSION (Trust) –And for prospective visitors to click through to your important pages (search engine referral = SUCCESS METRIC) –And for their site visit to achieve some kind of specific and meaningful objective (business case)
  • 25. TRUST NETWORKS http://www.edelman.com/trust/2009/
  • 26. SOCIAL MEDIA LANDSCAPE Image used with permission. John Jantsch Duct Tape Marketing
  • 27. VIDEO CONTENT ON SOCIAL NETWORKS
  • 28. SOCIAL MEDIA METRICS
  • 29. IMAGE CONTENT ON SOCIAL NETWORK
  • 30. CASE STUDY My Roofing Adventure
  • 31. CASE STUDY A Roofing Contractor Story
  • 32. CASE STUDY Email Flickr Facebook Twitter Blogs (Other) Reviews Blog
  • 33. GOING VIRAL
  • 34. SEARCH ENGINE RESULTS PAGE (SERP)
  • 35. ROOFING CONTRACTOR RESPONSE Your one-stop source for building your online brand, marketing yourself on the web and simplifying communications with people. Fast Pitch! is an active social network for business professionals to connect with friends, colleagues and customers and share content about their business.
  • 36. SOCIAL MEDIA MARKETING & SEARCH MARKETING UNITED People do business with people who they know and trust (People don’t do business with people they don’t know or don’t trust) Search marketing will help you be found Social marketing will help you be trusted Social marketing drives search marketing
  • 37. I know this guy who… How to use your content to be found and referred Sonny Cohen Director of Internet Marketing Strategy

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