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Increase traffic to your website - part 2: Social Media

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Explore social media for small business and engage your customers online! Learn how to leverage the most popular sites, how to build followers, and how to apply a deliberate strategy that will build …

Explore social media for small business and engage your customers online! Learn how to leverage the most popular sites, how to build followers, and how to apply a deliberate strategy that will build your business using social media.

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  • Open: analogy to remodeler

    Kudos to the group

    Introductions: name, company, skill level, and what they’d like from today
  • Do what the big guys do.
    Ad dollars are shifting from push to pull. And here’s what I mean by that.
    In recent years there’s been a shift in marketing. Traditionally, marketers PUSHED their message out to people, through TV ads and print ads and billboards, etc. But the internet has changed all that. People can now choose what messages they want to hear, and where and when they want to hear them. The customers now are PULLING the marketing, rather than having it pushed onto them.
  • The good news is that the Internet is a much more cost-effective medium than traditional mass media. It used to be that we’d put up a website and figure we’re good to go. And if your website isn’t very important to your marketing, then you’re probably still okay. But if you want new customers to find you online, you have to do more.

    This chart shows what else has to happen. Creating a basic website is just the beginning, and will get you only very basic results. At Part I of this seminar, we discussed how to optimize your website for the search engines, and we touched on creating a link strategy. Those two things will get you better results. But when you engage in SM, that’s when things can really take off.

    Today, we’ll talk about how to leverage the most popular social media sites in your marketing – Twitter, LinkedIn and Facebook. We’ll walk you through the mechanics of how they work, so that you can feel comfortable that you know what you’re doing. We’ll also show you how to set up a strategy for using social media, because these things are hungry beasts, and if you don’t have a clear strategy set up beforehand, this can take over your life! So our intent here today is to show you what to do and how to do it, so that you can make these social media sites work for you and drive traffic back to your website.
  • Definition of social media
  • Commit
    Example of designer papers competition
  • Goals
    Increase traffic to your company’s website
    Build brand awareness
    Increase sales
    Increase leads
    Increase customer loyalty
    Engage in reputation management
    Introduce a new product
    Solicit feedback on products, projects, and new concepts
    Gather information

    Strategy
    Company versus personal brand
    Keywords you’ll vie for
    Plan
    How you’ll participate: level of engagement, more for your personally, or your company
    How you’ll engage prospects
    What is “your voice”
    What content might you need to create?
    How much time will you devote
    How will you integrate with other marketing? Specific campaigns?
    Training program for yourself or others
  • Let’s take it up a notch.
    On your website you might post things like this…
  • You could guess and just randomly start writing on various topics. Who knows, some of them might even be of interest to someone. But if you’re like me, you’re too busy to waste time guessing. I’d much rather know. Guessing is like just shooting wildly and hoping that you hit your target. The saying is, Ready…Aim…Fire, not Fire…Ready…Aim. So how do you figure out, with any degree of certainty, what your prospects want to know?
  • Wordtracker’s free keyword questions tool is, in my mind, the best tool you can use when you’re looking for ideas for specific content. This list will return the top 100 questions that people actually type into search engines, and it ranks them, too. I can go straight off this list and create an entire year’s worth of a schedule for my content.
    I can also drill up or drill down in my detail. I could go bigger, and search on just “tea,” to see what people are asking in general terms about tea. I could get more specific, and search on “caffeine,” to find out what specifically about caffeine has people worried. With this one free and easy-to-use tool, I have a wealth of information that I’d be foolish to ignore.
  • To keep the slide clean, I didn’t list the many, many more sites that are out there!
    Now, your content can be found more easily, by many more people.
  • No need to take notes – these are in your handout
  • Once you have a clear goal in mind, here’s one way to look at how to strategically approach..
    It integrates online and offline (thus, handshakes to keystrokes)

    At the highest level, you are looking to tap into social capital for targets -> people important to your job search. These can be all types, not just hiring managers. For example (reveal).

    Influencers, by the way, can be:
    Professionals
    People in your target industry
    Opinion shapers
    “knob turners”
    Organization targets
    Channel leaders

    We can get to these people through mass techniques or focused

    Let’s get more specific… discuss next two levels

    Bridge: This is still a traditional approach – just using more technical tools. There’s so much more…
  • A recent study by the executive search firm ExecuNet found that 77 percent of recruiters run searches of candidates on the Web to screen applicants; 35 percent of these same recruiters say they've eliminated a candidate based on the information they uncovered.
    - from careerbulider.com
  • Keep in mind that while you’re looking to connect, some of the very people you’re trying to reach are online at the same time – perhaps for different reasons – but they’re out there.

    It’s in our best interests to:

    Be easily found
    Have a consistent message
    Aligned with our goals

    So what is our personal brand?
  • Do what the big guys do.
    Ad dollars are shifting from push to pull. And here’s what I mean by that.
    In recent years there’s been a shift in marketing.
    (review slide)
  • Break it down further – describe each

    There are more. But these are the biggies when it comes to personal branding

    The last element is your image. This is big – transition to Lillian
  • Transcript

    • 1. Increase Traffic to your website [session 2]: Leverage Social Media to get More Business
    • 2. shift in marketing Pull Push
    • 3. how to get results Website SEO (Keywords) Link strategy Social Media
    • 4. Small Companies Do More Inbound Source: Hubspot’s State of Inbound Marketing Report - http://bit.ly/aewfHr
    • 5. social media cycle listen strategy contentmanage commit
    • 6. Listen • Monitor your company, products, your industry, competitors, your “image” • Set up tools [google reader, alerts] listen strategy contentmanage
    • 7. Strategy Goals – Increase traffic to your company’s website – Build brand awareness – Increase sales or leads – Increase customer loyalty – Reputation management – Solicit feedback on products, projects, and new concepts – Gather information Strategy – Company versus personal brand – Carve out niche (Keywords) Plan – How you’ll participate: level of engagement, your voice – Content you need to create – time will you devote – How to integrate with other marketing – Training program listen strategy contentmanage
    • 8. ContentAdd value – from other sources – Keyword relevant – original content true to your brand Presence – Build profile Engage – Keep the tone conversational – Fill out your profiles and Include a photo – Give without expecting to get – Listen – Show respect – Be consistent – Bridge your online efforts (and relationship building) with offline meetings and networking listen strategy contentmanage
    • 9. Demo time!
    • 10. don’t just take my word for it… “Without content, using social media as a distribution mechanism and conversation starter is pretty pointless.” Joe Pulizzi, founder of Junta42 “Great content gives social media life, by giving people something more interesting to talk about than what they’re ordering right now at Starbucks.” Sonia Simone, senior editor at Copyblogger “Spend resources on creating content, more than beautiful design.” Mike Volpe, vice president of marketing at HubSpot
    • 11. social media loves content Your website Press releases Slides Images Blog Video Articles
    • 12. what if you don’t have content? 5 Easy Steps to Content That Drives Traffic!
    • 13. #1: Who are you talking to? B2B Markets: • What industry? • What location? • What size? • What title/position? B2C Markets: • What location? • What gender? • What age? • What income?
    • 14. #2: What will you say? KEYWORDS!
    • 15. Wordtracker Keyword Questions Tool
    • 16. #3: How will you say it? Your website Press releases Slides Images Blog Video Articles
    • 17. #4: When will you say it? • Plan at least 3 months out • Use a mix of keywords/phrases • Use a mix of tools • Be flexible Consistency is the key to success!
    • 18. #5: Say it! How to? Company News Keywords
    • 19. EZ Content Template 1. Who is your prospect? 2. What do you want your prospect to do/feel? 3. How will your content help your prospect? 4. What does your prospect need to know? 5. What questions your prospect will have?
    • 20. post content on the Web Your website Press releases Slides Images Blog Video Articles SEO Pay-Per Click Off-LineSocial Media
    • 21. Manage Nurture – Ongoing relationships – Create new partnerships – Bridge online and offline Measure and manage – Hootsuite, tweetdeck, ping.fm… – Google analytics – Hubspot listen strategy contentmanage
    • 22. tools Keyword research: google.com/sktool/ https://adwords.google.com/select/keywordtoolexternal http://labs.wordtracker.com/keyword-questions Social Media: twitter.com linkedin.com facebook.com tweetdeck.com hootsuite.com Blogs:
    • 23. Thank you! Pat Price Pat@ThePriceGroup.biz 630.717.8332 @PatPriceInfo Beth Carter Beth@FreelanceWritingSolutions.com 630.330.9825 @CopyWriterBeth
    • 24. Make Connections Targets Mass Techniques Focused Techniques YOU Copyright © 2010 The Price Group, Inc. Connectors Mentors Referral partners Leads Influencers Online Networking Face-to-face networking Interviews Email Conversations Letters
    • 25. GET FOUND You Social Media
    • 26. Connectors Mentors Referral partners Leads Influencers Your Brand SM profiles Content Blog SM posts Videos Articles Online Networking Face-to-face networking Interviews Email Conversations Letters YOU Get Found Copyright © 2010 The Price Group, Inc.
    • 27. Twitter Drives More Leads for B2C Source: State of Inbound Marketing Lead Generation Report - http://bit.ly/cVMpkn
    • 28. shift in marketing Pull Push
    • 29. social media cycle goals strategy plan presence listen commit engage content nurture measure
    • 30. your personal BRAND Skills and knowledge PersonaExperience message philosophy proof energy your image Copyright © 2010 The Price Group, Inc.
    • 31. Profile Pics Attract Twitter Followers Source: Data from Twitter Grader - http://bit.ly/cgTEj0