1.
A Strategic Marketing Communications Firm
Social Media Optimization Strategy
Conversion Pipeline | www.conversionpipeline.com | 703‐915‐4307

2. Social Media Optimization (SMO)
Conversion Pipeline educates small businesses on how to use Social Media as an outlet to
transmit and share news, events, press releases, success stories, and other business-related
information in real-time. We teach them how to build rapport and promote their brand in
ways traditional media can’t compete with.
Small businesses desire to have the big public relations firms that Fortune 500 companies
have. What small business don’t realize is that social media has a lot of the same benefits
as an over-priced Ad agency or Public Relations Firm.
Conversion Pipeline’s SMO Strategy
We indentify the best online social networks for your company’s demographic and
establish new accounts with them. We’ll optimize these accounts by tailoring them to
your business and then connect with your end-users and consumers across those sites.
We’ll do more than just make contacts; Conversion Pipeline will engage your end-users
to build value and rapport. We make long-lasting branding connections with your
“friends” by initiating the conversations. Social networking creates a direct line of
communication between your company and your consumer. Conversion Pipeline makes
full use of this avenue to better connect you with your target demographic.
Seven Benefits from Conversion Pipeline’s SMO Strategies:
1. Publicity
Social media is…has…changed the way small businesses communicate with their
customers and prospects. Their services and products are exposed to a much larger and
diverse audience than traditional media outlets once allowed. Although its scope is larger,
social media tools allow you to focus your marketing efforts to your target demographic.
Social media outlets can quickly publish information in a variety of formats (video,
Conversion Pipeline | www.conversionpipeline.com | 703‐915‐4307

3. pictures, audio) which can swiftly transfer from one consumer to another creating a “viral
marketing” effect.
2. Brand Management
Once Conversion Pipeline has ignited a small business’s social media campaign we now
have a massive platform to shape and direct their brand. By communicating with
consumers on a more personal level, small businesses are reinforcing their presence in
their industry. Personal communication with your consumers and prospects builds value
and rapport. This will foster word-of-mouth brand champions who can’t wait to tell their
friends about a great service or product (“viral marketing”).
3. Reputation Management
Branding and reputation management go hand-in-hand. Utilize social media’s rapid
communication platforms to help create and maintain your company’s reputation. By
swiftly communicating with disgruntled customers, you can change their negative
experience into a positive one; hopefully turning them into a champion for your
company. Powerful and informative messaging will prove your expertise and validate
your company’s creditability while fostering a positive word-of-mouth reputation.
4. The Art of Selling
Believe it or not, selling is an indirect goal of a well executed social media campaign.
Your campaign should not be littered with direct sale references. A sound social media
strategy is all about discreetly placing messages that is occasionally addressed to your
“friends”. This constant, subtle approach will have positive results on your revenue. You
won’t upset your customers if your approach is tasteful and creative. The goal of all
social media campaigns is to build relationships and rapport…to ensure long term growth
and revenue for your small business.
5. Increased Visibility
Executing a social marketing campaign will increase your company’s visibility
throughout numerous Internet platforms. With the easy transfer of information from
person to person via social networks and the help of social news sites like Digg and
Reddit, your content has the potential to go viral and spread rapidly over a brief period of
time. This will drive traffic to your website, giving your company the opportunity to
capitalize on the attention.
6. Repeat Visitors
Quick exposure and spiked traffic are usually temporary. In order to capitalize on this
increased exposure, Conversion Pipeline will optimize your website and social networks
to retain and sustain traffic. This can be as simple as creating “subscribe” features and
Conversion Pipeline | www.conversionpipeline.com | 703‐915‐4307

4. social bookmarking links. “How-to” content is also a great way to keep one-time visitors
coming back for more.
7. Back-Linking and SEO Rankings
Social media is a huge contributing factor to higher organic search rankings and is a must
have in your overall search marketing strategy. Heightened visibility of your brand from
social networks will give webmasters and bloggers a greater selection of content to which
they can link. This growing number of links will in turn improve your company’s page
rankings, back links, and your overall search engine results.
Conversion Pipeline’s Five Step Strategy:
1. Create new accounts on a variety of social networks
2. Customize each account to achieve your marketing goals
3. Set-up connections with “friends”, business partners and colleagues
4. Ensure integrated and unified messaging across all platforms
5. Continually provide creative and informative communications with connections
Once Conversion Pipeline has created your account, we then create connections with
your core demographic of users. We ensure your messaging is consistently updated and
quickly integrated across your blog and sites like Facebook, Stumle Upon, Flickr,
Ning.com, YouTube, LinkedIn, Digg, Reddit, Del.ici.ous and MySpace.
Incorporating a well executed Social Media strategy allows you to monitor and measure
results and is significantly cheaper then hiring a PR Firm or incorporating traditional
marketing methods (phone book, billboard or news paper ads). A sound SMO strategy
increases brand awareness, monitors brand reputation, engages your consumers, and
provides long term benefits never seen before in a marketing strategy. If you have not
incorporated SMO into your overall marketing strategy you’re more than likely behind
your competition and losing out on a great revenue stream.
Conversion Pipeline | www.conversionpipeline.com | 703‐915‐4307