USE SOCIAL MEDIA TO PAY LESS AND GET MORE CUSTOMERS Social Media: Search Engine Marketing’s Best Friend

Bob Young, Crack & Google

Dominant Google accounts for 6% of all web traffic *Source= New York Times

Google accounts for 6% of all web traffic

*Source= New York Times

Google = $

Bypass Google = NO $

Bypass Google Realistic?

Realistic?

Bypass Google NO (Sorry)

NO

(Sorry)

Increase Awareness and Reduce Cost General terms = high cost Awareness will lead searchers to type in less expensive branded terms

General terms = high cost

Awareness will lead searchers to type in less expensive branded terms

Increase Brand Awareness Gain exposure to new customers Put a “face” to a company even before your customers know they need you Brand recognition Go both ways

Gain exposure to new customers

Put a “face” to a company even before your customers know they need you

Brand recognition

Go both ways

Decrease Paid Search Cost URL terms drive large percentage of paid search engine traffic at ShareFile and Lulu Combat laziness Keep in mind = visit via Social Media and not paid ads Drive URL terms to deeper links on site Tailor special offers to those searchers

URL terms drive large percentage of paid search engine traffic at ShareFile and Lulu

Combat laziness

Keep in mind = visit via Social Media and not paid ads

Drive URL terms to deeper links on site

Tailor special offers to those searchers

Create a Relationship More sales at less cost Create Social Media only offers “ Why should I follow you?”

More sales at less cost

Create Social Media only offers

“ Why should I follow you?”

Test Your Message

Who Do You Trust?

Create Relationships and Sales Will Come

Exposure (Sorry, Wrong Graphic )

(Sorry, Wrong Graphic )

Exposure 77% of brand searchers are influenced by search and social media 65% of brand product searchers are influenced by search and social media Source: eMarketer

77% of brand searchers are influenced by search and social media

65% of brand product searchers are influenced by search and social media

Source: eMarketer

Gaining Use Source: WebProNews

Gaining Use Me Center for Disease Control My Dad

EVALUATE Define and set REALISTIC Goals Set Metrics Collect Data Make Smart Adjustments

Define and set REALISTIC Goals

Set Metrics

Collect Data

Make Smart Adjustments

Key Points Use Social along with Paid Don’t fight Google - you’ll lose Provide value Test Test Test Establish relationships Different Industries will have different results Hire smart

Use Social along with Paid

Don’t fight Google - you’ll lose

Provide value

Test Test Test

Establish relationships

Different Industries will have different results

Hire smart