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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 remodelerKudos to the groupIntroductions: 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
  • CommitExample of designer papers competition
  • GoalsIncrease traffic to your company’s websiteBuild brand awarenessIncrease salesIncrease leadsIncrease customer loyaltyEngage in reputation managementIntroduce a new productSolicit feedback on products, projects, and new conceptsGather informationStrategyCompany versus personal brandKeywords you’ll vie forPlanHow you’ll participate: level of engagement, more for your personally, or your companyHow you’ll engage prospectsWhat is “your voice”What content might you need to create?How much time will you devoteHow 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:ProfessionalsPeople in your target industryOpinion shapers“knob turners”Organization targetsChannel leadersWe can get to these people through mass techniques or focusedLet’s get more specific… discuss next two levelsBridge: 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 foundHave a consistent messageAligned with our goalsSo 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 eachThere are more. But these are the biggies when it comes to personal brandingThe last element is your image. This is big – transition to Lillian

Increase traffic to your website - part 2: Social Media Increase traffic to your website - part 2: Social Media Presentation Transcript

  • Increase Traffic to your website [session 2]: Leverage Social Media to get More Business
    Pat Price
    Pat@ThePriceGroup.biz
    630-717-8332
    @PatPriceInfo
    Beth Carter
    Beth@FreelanceWritingSolutions.com
    630-330-9825
    @CopyWriterBeth
  • shift in marketing
    Push
    Pull
  • how to get results
  • Small Companies Do More Inbound
    Source: Hubspot’s State of Inbound Marketing Report - http://bit.ly/aewfHr
  • social media cycle
    commit
  • Listen
    Monitor your company, products, your industry, competitors, your “image”
    Set up tools [google reader, alerts]
  • 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
  • Content
    Add 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
  • Demo time!
  • You need your own CONTENT to be successful with social media.
  • 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
     
  • social media loves content
  • what if you don’t have content?
    5Easy Steps to
    Content That Drives Traffic!
  • #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?
  • #2: What will you say?
    KEYWORDS!
  • Wordtracker Keyword Questions Tool
  • #3: How will you say it?
  • #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!
  • #5: Say it!
    Keywords
  • EZ Content Template
    Who is your prospect?
    What do you want your prospect to do/feel?
    How will your content help your prospect?
    What does your prospect need to know?
    What questions your prospect will have?
  • post content on the Web
    SEO
    Pay-Per Click
    Off-Line
    Social Media
  • Manage
    Nurture
    Ongoing relationships
    Create new partnerships
    Bridge online and offline
    Measure and manage
    Hootsuite, tweetdeck, ping.fm…
    Google analytics
    Hubspot
  • 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:
    tools
  • Thank you!
    Pat Price
    Pat@ThePriceGroup.biz
    630.717.8332
    @PatPriceInfo
    Beth Carter
    Beth@FreelanceWritingSolutions.com
    630.330.9825
    @CopyWriterBeth
  • Make Connections
    Targets
    Connectors Mentors Referral partners Leads Influencers
    Online Networking
    Face-to-face networking
    Mass Techniques
    Focused Techniques
    Interviews Email Conversations Letters
    YOU
    Copyright © 2010 The Price Group, Inc.
  • GET FOUND
    Social Media
    You
  • Get Found
    Connectors Mentors Referral partners Leads Influencers
    Online Networking
    Face-to-face networking
    Interviews Email Conversations Letters
    Your Brand
    SM profiles Content Blog
    SM posts Videos Articles
    YOU
    Copyright © 2010 The Price Group, Inc.
  • Twitter Drives More Leads for B2C
    Source: State of Inbound Marketing Lead Generation Report - http://bit.ly/cVMpkn
  • shift in marketing
    Push
    Pull
  • social media cycle
  • your personal BRAND
    message
    philosophy
    proof
    energy
    your image
    Copyright © 2010 The Price Group, Inc.
  • Profile Pics Attract Twitter Followers
    Source: Data from Twitter Grader - http://bit.ly/cgTEj0