Marketing and Social Business: Make sure my business can be found online and on Social Media!


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Marketing and Social Business: Make sure my business can be found online and on Social Media!

Slides from July 13th presentation at EGBI in Austin, TX on Marketing, Social Media for ensuring that all the attendees small businesses can be found using their target keywords. Discusses SEO, blogging, email marketing, Social Media, and Elizabeth Quintanilla - Marketing Gunslinger special sauce! After all, Social works best when you use the classic definition of marketing: that it’s about relationships with customers and the actual conversations. 

Note: Image Source for Slide 2:

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Social Business, Marketing, Social media, Austin Texas, SEO, Email Marketing, Blog

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  • Comscore says that 88% of clicks go organic, 12% PPC. In 2009, businesses spent $18B in PPC and only $1.5B on SEO. Companies are spending 10X more money competing for only 12% of the traffic when they invest only in PPC.
  • Marketing and Social Business: Make sure my business can be found online and on Social Media!

    1. 1. Marketing & Social Business Are you ready to learn?Ready to play well with others?
    2. 2. Earned, Owned, & Paid.Social works best when you use theclassic definition of marketing: that it’sabout relationships with customersand the actual conversations.
    3. 3. Be Seen –Don’t expect to be found!!
    4. 4. Shared Knowledge I had (and still have) a dream that the web could beless of a television channel and more of aninteractive sea of shared knowledge. I imagineit immersing us as a warm, friendly environmentmade of the things we and our friends haveseen, heard, believe or have figured out. I would like itto bring our friends and colleagues closer, inthat by working on this knowledge together we cancome to better understandings. Tim Berners-Lee (1995 @MIT)
    5. 5. Google Name and Company!
    6. 6. Penguin and Panda Google Update: Impact on SEO• Algorithm changed keyword rankings for sites• On-site SEO has changed devaluing Anchor tags• Sources of Backlinks matter• Social Signals (mentions, +1, Likes, and Shares) count 6
    7. 7. Online Marketing• Start with a descriptive domain name.• Submit to the top engines• Focus on a great homepage.• Create Landing Pages for each campaign• Develop a content rich pages.• Keep an eye on your competition.• Let other sites know about your site and how to link to it.• Consider "pay per click" strategies. Both Google & Facebook• Review your Activity logs or "server statistics”.
    8. 8. All About SEO …. Researching Keywords Selecting the Domain On-site Optimization Off-Site Optimization Linkbuilding Social MediaContent Marketing
    9. 9. Link Building – Local Business Directories Essential for businesses with physical locations Add credibility and trust to any business website Always keep the name, address, URL and phone number consistent across different
    10. 10. Online Marketing• Search engines: your primary marketing tool • Almost 90% of Internet users today use search engines to find information. • Utilize “local” search function on search engines. •• What are people searching for? (Keywords)• How does your website rank? • Monitor your search engine rankings.
    11. 11. Blog Elements • Build Thought Leadership • Earn People’s Trust: Use Meaningful “Non-salesy” content (71% say blogs are part of buying decisions) • Be a Problem Solver: Highlight how you solve your customers problems11
    12. 12. Blog Elements12
    13. 13. Blog Elements13
    14. 14. Reference14
    15. 15. Title aka your Headline.• Blog Title – Make sure your headline is “sticky” yet “POSITIVE”!• Tips: – Actionable, Clear and Direct, and Contains at least 1 Keyword • People search the web by using keywords – Create a Sense of Urgency or How To (or15 How Not To!)
    16. 16. Keywords .. What is you niche?2.Write down your words related to niche3.Group them together as theyre related by same words4.Use names and phrases people commonly search by • Caterer – wedding catering, party food provider, your thoughts?5.Find a ‘pivot point’ – a keyword to form a theme for your website.6.Research competitors’ keyword strategies for ideas.
    17. 17. Title aka your Headline.17
    18. 18. Content.• Blog Content – Length: 300 – 800 Words – Who, what, when, where, how, and why .. Remember the reader – Answer Common Customer Questions – Conduct Interviews – Industry/Market Data – Industry Best Practices – Reports based on industry research – Educate the Reader – Industry Case Studies, news topics & 18 takeaways
    19. 19. 19
    20. 20. Content.• Definitive – Be clear, direct, take a stand BE THE EXPERT! – Text-based Copy (Common) – Charts or graphs (Slideshare) – Audio Content (Podcast) – Cartoons (What is IT thinking?) – Infographics – Guest Bloggers – Industry book reviews – Q&A’s – Videos (Gartner Video) – Employee Contributions .. 20
    21. 21. Calls To Action (CTA).– Can be at the beginning, middle, or end of a post– CTA: Calls to Action – Remember to Link Keywords 21
    22. 22. Calls To Action (CTA).22
    23. 23. Images.Images are Important! Tell 1000+ Words at once – Break up text into digestible chunks – Convey post’s message with a helpful image 23
    24. 24. Keywords.• Critical and everything pivots from a keyword. – Use Industry Keywords that people enter in Google – Pick a Keyword and write a post about that word .. Drive SEO – Use Keyword in title, copy, images (filename and image description) – Embed keywords into posts .. Remember to format appropriately to capture the readers attention: 24
    25. 25. Reference25
    26. 26. Encourage: Comments.• Blog is a platform – Encourage conversation, interaction, feedback, and commentary.• Tips: – Encourage readers to comment on the blog – Actively monitor and reply to comments – Respond to negative comments – We will encourage feedback to improve our posts – ASK QUESTIONS as part of the post content to 26 encourage comments
    27. 27. Promote your Blog Post. – Encourage conversation, interaction, feedback, and commentary. – You need to promote your posts on Social Media – Social Media Mentions and sharing are part of the SEO Algorithm27
    28. 28. Website and Blog Traffic Social Analysis• March through June: Website Traffic Due to Social Percentage: 3.19% Note all PPC campaign activity is less than 1% Avg. Visit Pages / Social Network Visits Pageviews Duration Visit LinkedIn 1,057 2,721 0:02:19 2.57 Twitter 198 807 0:05:15 4.08 StumbleUpon 92 102 0:00:44 1.11 Facebook 37 90 0:02:10 2.43 HootSuite 20 42 0:02:54 2.1 20 21 0:00:00 1.05 Blogger 8 8 0:00:00 1 tinyURL 8 8 0:00:00 1 Google+ 6 11 0:00:28 1.83 Jigsaw 6 20 0:05:57 3.33 Instapaper 3 4 0:00:36 1.33 Yahoo! Answers 2 2 0:00:00 1 OnSugar 1 1 0:00:00 1 TypePad 1 1 0:00:00 1 WordPress 1 5 0:04:04 5 1,460 3,843 0:02:33 2.63 28
    29. 29. Website and Blog Traffic Social Analysis• March through June: Blog Traffic Due to Social Percentage: 17.15% Avg. Visit Pages / Social Network Visits Pageviews Duration Visit LinkedIn 281 374 0:00:54 1.33 Facebook 123 195 0:00:52 1.59 Twitter 43 113 0:03:09 2.63 Google+ 5 6 0:00:04 1.2 HootSuite 1 1 0:00:00 1 453 689 0:01:06 1.52 29
    30. 30. “If you don’t know HOW toUSE Social Media as a Networking Tool, Then You are probably not very marketable in the first place…..” - anonymous
    31. 31. QUOTE:Small businesses depend greatly on relationships with their customers. Besidessome search engine optimization (SEO) that can come with the use of social media,the primary benefit can be to deepen relationships with existing customersand finding new customers whom you might not have been able to reachotherwise. Additionally, identifying customers who are evangelists for yourbusiness and strengthening that bond can help promote your business further. Inadvertising the common adage is that it takes seven impressions for someone todecide to buy your product. Social media can help you gain those impressions byproviding more visibility to your audience. The downside? Yes, some time, but thiscan be managed so it might take as little as a half hour per day. The important thingis to have a social media strategy and implementation that is best suited to yourbusiness. – Ricardo Guerrero
    32. 32. Small Business Is ABOUT Relationships• Compete with the big dogs• You know your Customers know Personally• Your business DEPENDS on that relationship…• Social media deepens relationships…• YOU have the advantage in Social Media!
    33. 33. LinkedIn – Overlooked yet Powerful
    34. 34. Careful: Only accept/send invites from/to people you know
    35. 35. Targeted E-mail• Opt-in mailing lists are now the preferred method for customers.• Consider creating an online newsletter.• Consider time-limited online "coupons" that can be redeemed at your site.• Each email should also contain instructions for removed from the email list.
    36. 36. Not just wordsContent: Any form of publishedinformation Not just what is written in the paper! Don’t expect PRIVACY IN SOCIAL MEDIA!!!
    37. 37. Content: Not just onlineTouch Point: interface of aproduct, a service or abrand with customers, non-customers, employees andother stakeholders – before,during and after atransaction respectively apurchase.Don’t overlook the obvious!
    38. 38. Content that sticks!Have a consistent, relevant and valuable message to a targeted group of people.Content is King but has to connect with your customers!!!
    39. 39. Connect with Objectives • E - ENTERTAINING • I - INFORMATIONAL • E - EDUCATIONAL • I - INSPIRATIONAL • O – OBJECTIVE: What was the point of doing all the work?ource:
    40. 40. Engagement – Not just a ring
    41. 41. Engagement C o m m it m e n tRelevant (Timely Time and resources areand interesting) devoted to building a The audience cares foundation – content,about and enjoys this community, feedbackcontent The internal team is T a lk a b le : invested in the effort, helps Messages are on C o n n e c t io n :brand and reflect the H a ve a B u ild y o u r generate conversation andcore benefits of the c o n v e r s a t io n feels the benefits of a c o m m u n it yorganization in audience People are interacting growing communityperspective Builds connections: more frequently, or more People are sharing and deeply make recommendations daily People try things from peer recommendations 43
    42. 42. Creating Advocates INSPIRE EQUIP MOBILIZE Inspire people to take action Equip people with skills, Mobilize people & networks to that changes the world knowledge & abilities take action. •Engage •Passion •Educate •Call to Action •Story •Skills •Resources •Create Possibilities •Abilities •Step by step •Connect •knowledge •Online/offline Transition •Open Doors •Information • Incentives •Be Relevant •How to’s •Create Advocates •Diverse & Inclusive •Leadership •Innovate •Talking Points •Create RelationshipsSource: Cultural Strategies - www.cultural-strategies.comArmando Rayo, VP, Engagement -
    43. 43. # 1: Never the product always the passion!! • Reframe conversation • Not about the product • Is about the customer • What role does product play in customer lives?
    44. 44. # 2: Empower People!! • More than just content • People want to know the good, the bad, and the ugly • Give them what they need to know to talk about you • Create Ambassadors
    45. 45. # 3: Know Thyself Well • Old Spice has a powerful identity • Your identity is not the same as your competition • Not everyone will like you. • Find your #11(s)
    46. 46. # 4: Never is it just online • Buzz is not Twitter • Tweets don’t matter • Find all Customer Touch Points • People believe those recommendations from peeps they know, like, and trust!
    47. 47. # 5: Make your advocates feel like Rock Stars!! • Lift up your customers • Show your appreciation by acknowledgment • Say “Gracias, Merci, …” • Not just free trips on American Airlines
    48. 48. Twitter Deep Dive• June Tweets: Growing TOTAL TWEETS: 363 103 109 151 NORMAL REPLY CONFERENCE PERCENTAGE OF TOTAL: 28.37% 30.03% 41.60%50
    49. 49. Things to focus on:• Create a website to compliment your business.• Hire a professional to create your website.• Use a .com website domain name that is descriptive and easy.• Register your domain name.• Develop a mailing list and create all your social media profiles• Provide updated useful content – aka own your blog.• Encourage customer feedback via online channels and email.• Learn how to improve your placements on top search engines.• Learn from your competition’s rankings and sites.
    50. 50. More Reading: Must READ!!!Available on Amazon: Al Ries and Jack Trout
    51. 51. Questions?