Turn Insights into Action: Social Media, SEO, and Your Website

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Now more than ever associations and non-profit organizations look to online marketing efforts to reach their prospects and customers. This session will tap into the combined power of social media, …

Now more than ever associations and non-profit organizations look to online marketing efforts to reach their prospects and customers. This session will tap into the combined power of social media, search engine optimization (SEO) and website analytics. Use this super-power concept to learn more about your community, target marketing efforts in the right direction and advance your mission. Attendees will gain actionable guidance on how a comprehensive online strategy can grow engagement. Let’s find the lurkers, convert them to evangelists and promote brand ambassadors!

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  • Presentation Info:Presentation Title: Turn Insights into Action: Social Media, SEO, &Your WebsiteSubject Matter: Now more than ever associations and non-profit organizations look to online marketing efforts to reach their prospects and customers. This session will tap into the combined power of social media, search engine optimization (SEO) and website analytics. Use this super-power concept to learn more about your community, target marketing efforts in the right direction and advance your mission. Attendees will gain actionable guidance on how a comprehensive online strategy can grow engagement. Let’s find the lurkers, convert them to evangelists and promote brand ambassadors!Date: Tuesday, December 4thTime: 2:30pm – 3:30pmLocation: Walter E. Washington Convention CenterAudience: Associations and Non-Profits
  • TURN INSIGHTS INTO ACTION: SOCIAL MEDIA, SEO & YOUR WEBSITENow more than ever associations and non-profit organizations look to online marketing efforts to reach their prospects and customers. This session will tap into the combined power of social media, search engine optimization (SEO) and website analytics. Use this super-power concept to learn more about your community, target marketing efforts in the right direction and advance your mission. Attendees will gain actionable guidance on how a comprehensive online strategy can grow engagement. Let’s find the lurkers, convert them to evangelists and promote brand ambassadors! 
  • Now, many of these channels can still be effective. But the point of today’s webinar is that we can no longer solely rely on them to increase awareness, buzz, and generate leads
  • Ask Matt: what really is inbound marketing? What does it mean for a business?
  • So here’s where we tie in inbound marketing to business. We are not trying to tell you to just be on Facebook, or Twitter, or to post pictures of your employees and company outings. Those efforts need to be tied into your other marketing/business objectives,.. To generate traffic, inquiries, leads, and sales.If they are not doing that, then something needs to change.This often isn’t the case because someone puts social media in a silo, with someone whose “good with Facebook” but disconnected from the rest of the business.It works!Increase Awareness & Drive InquiriesReach More Customers & ProspectsSell more things!
  • It really starts with how we view it… Do we just view it as one of these things? Or something else entireley? Perhaps something that’s a way for us to simply share the latest blog post URL.It has to be about more than that.How people communicate, Target like-minded prospects, Communicate with customersWhy use social media?More prospects to sell toGenerate interest in your brandBuild your brandLoyaltyPosition your companyCustomer ServiceAnother Channel
  • Lots of ways to measure social media success, so make sure you determine your key metrics BEFORE you get started. I recommend picking three solid metrics to track. Appropriate metrics differ based on what your objective is for the program.
  • In the past, we worked with them on promoting the event through different print marketing channels and have been slowly transitioning them towards online marketing.To reach their growth potential, they realized the need to embrace “new media” as well.
  • Good spot to talk about the resources that you need/use to do social media… can’t just be your nephew/Mary.
  • Hammer home … many social media efforts fail because they don’t have a strategy, a planTalk about how you need to promote content – such as YouTube videos – across other channels.Provide cause updates, other items to connect with people’s passions, interests – stroke, health
  • Great spot to talk about the importance of why people need a solutions provider… because these social networks change so fast, need a partner to help make changes, guide. They wouldn’t have known what to do in making the change, but we did…
  • Talk about the cover photo (“doesn’t that make you want to go to HI?!”) – the custom app (Register)
  • Talking about “the golden referral”, recommendations, engagement….These can tug at the heart strings, provide relevant feedback to the organization (see VMS comment)
  • Just as you can target with traditional types of direct marketing, you can target with Facebook ads as well. Interests, keywords, etc.Their goal was not to get EXPERIENCED runners, they wanted people who were interested in the cause, health, etc.
  • Actively being the keyword – social media is not passive. You get out what you put in.
  • Provide keywords in the Company descriptionAdd your Products & ServicesUpdate the Company Status frequentlyMatt will talk about the various features here… Mention advertisements as well!
  • Talk about Timeline, cover imagesTalk about the 4 boxes you can highlight… considerations
  • Talk aobut value of pictures, getting Likes, … how it helpss Edge Rank… which will make your other posts get shownHovering over the # of likes… see organic vs. viral search (matt has slide)
  • Benefits of facebook ads.. Affordable, most effectiveAsk Matt about specific types of facebook ads that have worked for businessesTarget your competitors
  • One of the key things that we see when it comes to Twitter success---- you have to engage on a personal and professional level.It’s important to have a company page, but we’ve seen the most success by also having our employees with personal pages . Of course, we want them sharing our content, content that will appeal to our customers and prospects, engaging with our audience, etc… but also building relationships!
  • Thoughts from matt: companies aren’t creating enogh … not taking the steps tp create and edit and publishPutting the URL in the description up top to drive traffic… and then measureFill out your tags! Keywords in description.Don’t just upload and hope people find it! You have to activelyh promote it and share across other channels, in an integrated campaign !
  • Pictures of employees, jobs that you’ve produced, on the road shows, apps that you love, etc.Connect with clients that are already therePost pictures of your job samples, creative outputs, marketing collateral, and other pieces that you are proud of.Showcase employees – management and day-to-day!Claim your branded username today!Avoid uploading directly to Pinterest – Pin photos from your website and blog to drive traffic.Focus on creating and sharing helpful content that your customers will benefit from… and that will visually appeal to them!-------Can it drive business? If yoursignifcant other is on Pinterest, check your credit card statements.
  • This slide wraps up the social media section!
  • Social-friendly, searchableInteractiveBlogsCommentsLanding PageeNewsletter Sign-UpsWidgetsCalls to action for people to raise their hand
  • TALK about the importance of mobile here…. Then.Before we leave this slide.. This wraps up our section on WEBSITE improvements.. Here are some wrap-up tipsAnalyze how much time you spend on it today; most likely, it’s not enough!Your website needs to be integrated into all of your marketing efforts, incuding print, email, social media, and more.
  • Just talk through the Responsive Web Design paragraph here. Be sure to call out Free Whitepaper.
  • SEO Best PracticesKeyword UsageContent Rules!Inbound LinksMobile
  • Improves SEONarrows down what your site is aboutThe more, the better
  • What about items to avoid?Ask Matt what he thinks about these tactics: Buying LinksOver-using/forcing keywords – content should sound naturalAdding so much content that your page load-times suffer.
  • Smartphone ownership and mobile web viewing continues to rise!Google is rewarding sites that have mobile websites in its AdWords program
  • Smartphone ownership and mobile web viewing continues to rise!Google is rewarding sites that have mobile websites in its AdWords program

Transcript

  • 1. Turn Insights into Action:Social Media, SEO, &Your WebsiteBy John Foley, Jr.
  • 2. First… THANK YOU!• For Being Here!• For Being Willing to Learn and Engage!• For Liking My Boston Accent!
  • 3. Today’s Overview• Brief Introductions• The Marketing Landscape• Steps for Finding Social Media Success• Your Website: From a Static Brochure to a Sales Tool• SEO: Getting Found to Make Sales• Final Thoughts and Questions
  • 4. Brief IntroductionsBRIEF INTRODUCTIONS
  • 5. Intro: John Foley, Jr. I love• Grow Socially, Inc. Mar(H)keting! – Online Marketing/Social Media – Plan, Manage, Execute and Measure• interlinkONE – Enterprise Marketing Management Software – Plan, build, manage, execute and measure all marketing activities
  • 6. Accolades• Jetsetter Status on FourSquare• Ranked #16 as a Top CMO on Twitter in 2012• 2nd runner up for this year’s B2B Twitterer of the Year Award for the B2B “Boss Tweet” Personality Category• One of the 50 most influential people in Sales Lead Management by SLMA in 2012
  • 7. The BooksPrinters- Business Transformation Mailers, Fulfillment Providers - Business Transformation All Businesses - Untethered Communications
  • 8. Keep Your Phone On!• Feel free to Tweet, Post, Update, Email, take notes, photos, and more! @JohnFoleyJr #HUGSF12
  • 9. The Marketing LandscapeTHE MARKETING LANDSCAPE
  • 10. Marketing Used to Be “Easier”!
  • 11. Online Marketing Statistics One Billion Users on Facebook 400 Million Tweets Sent Per Day 72+ Hours of Video Uploaded every minute 170 million users 19 million users… and it’s addictive! 80 million users… and sold for $1 billion! 2 million searches per minute NOTE: As of July 2012: http://www.mediabistro.com/alltwitter/social-media-users_b22556 and http://searchengineland.com
  • 12. The Keys to Online Marketing: Inbound Marketing!“Inbound marketing isa marketing strategythat focuses onattracting prospectivecustomers by offeringuseful information.” http://en.wikipedia.org/wiki/Inbound_marketing
  • 13. REMEMBER: WEBSITE IS HOME BASE! Integrating content creation, distribution, customer engagement, and measurement of your marketing efforts can increase campaign effectiveness.
  • 14. Inbound Goal: Drive INQUIRIES!
  • 15. How YOU Can FindSocial Media SuccessSTEPS FOR FINDINGSOCIAL MEDIA SUCCESS
  • 16. How do you view Social Media?• Community• Conversation• Networking• Marketing• Relationships• Customer Service• Immediate Information• Platform
  • 17. Optimize / Social Friendly Get Noticed eNewsletter Sign-Ups White Papers Offers Emails Polls Blogs Landing Pages Engage and Nurture Engage and Nurture Start with MKTG Integrated Multi-Channel Marketing PlanAction - Publish - Engage - Converse - Share - Product? Social Media - Blogging - Analytics - Service? Content Mgmt - SEO Asset?
  • 18. Plan! Strategy before Tactics! Step 1: Describe the Business, Service, Solution Step 2: Business, Service, Solution Goal Step 3: Where Is the Audience Cyclically? Step 4: How Does the Audience Use Social Media? Step 5: The Keywords/Keyword List/Keyword Storyboard Step 6: How Will You Humanize the Brand Step 7: Content Resource and Distribution Strategy Step 8: How Will You Measure Success?
  • 19. More than PR! Focus on Conversations• Twitter – Hashtags – Retweets – Twitter Chats• Facebook: – Questions/Polls – Invite Comments!• Higher Logic Member Community – Groups – Discussions• Blog
  • 20. How to Measure Success?• How many – Downloads – eNewsletter Sign-Ups – Blog Comments – Questions – Shared Links – Re-Tweets – Followers – Site Traffic
  • 21. Inbound and Outbound Marketing Work Together COMPANY WEBSITE Social Whitepapers, Media eBooks 3500 Downloads Visitors SEO eNewsletter Sign-UpsDM/Flyer 2000 Visitors Comments & Questions on CRM E-mail Blog 800 Links Visitors Info/Inquiries Other 100 Webinar Visitors Sign-Ups
  • 22. Case Study How One Organization Found Success with Social MediaCASE STUDY: HOW ONEORGANIZATION FOUND SUCCESS
  • 23. Train to End Stroke: Who Are They • Train to End Stroke is a fundraising division of the American Stroke Association/American Heart Association. • Their mission is to raise awareness and funds for the third leading killer in the US – stroke. • Facebook.com/Train2EndStroke
  • 24. Their Goal Improve recruiting efforts for their Half Marathon in HawaiiHesitations Transitions Solutions
  • 25. Step 1: Analyze Current Efforts• What we discovered: – Previous Tactics: One-size fits all campaigns – Their social media presence was seriously lacking – They were not actively updating online content – Their target audience was active on major social networks
  • 26. Our Solution• Develop a Social Media Strategy• Utilize Related Content and Repurpose Their Content for Online Promotions• Make Branding More Interactive• Invest in Social Media Advertising Opportunities to Target Specific Audience
  • 27. Improved Graphics with Calls to Action
  • 28. The Facebook Page (Before Timeline, of course)
  • 29. The Facebook Page (Post-Timeline)
  • 30. Generated Word-of-Mouth and REFERRALS
  • 31. Targeted Advertisements
  • 32. How Facebook Helped: Stats Metric Before After (as of 6/1/12) 783 8,009 Likes (2 pages combined) Recommendations 0 35 People committed 19 31 to the Hawaii Half Marathon 63% increase!!
  • 33. Final Results• Received exposure to more than 250,000 NEW people on Facebook• Remarkable daily interactions due to increased engagement, fans and new page• Tons of new participants committed to raise well over $150,000! – They raised in excess of $20,000 in the first 2 months that they were actively on Facebook!
  • 34. Next… Business Building Tips• LinkedIn• Facebook• Twitter• YouTube• Foursquare• Pinterest
  • 35. LinkedIn Tip: Update your Status!
  • 36. LinkedIn Tip: Complete Personal Profile • Industry & Location • Current Position • Past Positions • Education • Skills • Photos • Connections
  • 37. LinkedIn: Company Page
  • 38. Facebook: Complete Your Profile!• Utilize About Message, Photos, & More!
  • 39. Facebook: Share Variety of Content Discounts / Themes Fan Showcase! Tips/Recaps
  • 40. Facebook Advertisements Target Facebook Users to Reach Your Audience!
  • 41. Twitter: Personal & Company Pages
  • 42. Twitter: Advanced Search Feature Use the Search Feature to Monitor: • Events • Customers • Industry Hot Topics • Competitors • And more! https://twitter.com/search-advanced
  • 43. Find People with FollowerWonk
  • 44. YouTube: Tips for Success• Feature variety of employees, mix up the tone• Experiment with different backdrops, scenes, etc.
  • 45. Pinterest: Hype or Goal-Achiever? Visually tell the story of your brand!
  • 46. Don’t Forget! Align Tactics with GoalsTactic Goal Key StepsFacebook Fan page Increase awareness of Post once a day; Custom services, generate leads Tab for demo registrationTwitter company page Become a thought Post multiple times leader, provide support daily; share marketing- related news; active listeningYouTube Profile Humanize brand; create Film weekly video of demand employee(s); create screencasts of customer successesPinterest Drive website traffic! Create boards to highlight portfolio work
  • 47. Your Website: From a Static Brochure to a Sales ToolYOUR WEBSITE: FROM A STATICBROCHURE TO A SALES TOOL
  • 48. Problems with Many Websites• They are not updated frequently enough.• The graphics, product & services listings, and text do not accurately reflect a brand’s mission statement.• They are not generating leads.
  • 49. How To Improve Your Website• Let’s take a look at 5 ways that you can improve your website to reach business goals and objectives!
  • 50. #1: Speak to Your Target Audience! Make a list of keywords – and use them! • What benefits your target audience? • What value do you bring?
  • 51. #2: Review The Change Process• What is the Process for Making Changes & Adding Content?• Do you always need IT (in-house or outsourced) involvement?• If so, consider making a change – CMS, different host provider.
  • 52. #3: Engagement/interactive Add Lead Generation Forms• How many leads does your website today?• If it’s not enough, embed more lead-generation forms!• Add calls-to- action to all pages!
  • 53. #4: Create a Mobile Version• Do visitors have to tap, zoom, scroll?• Is there Flash?• How long is loading time?• Build a mobile website today!
  • 54. #5: Responsive Web DesignFree White Paper on Responsive Web Design!http://ilnk.me/RWD101
  • 55. SEO:Getting Found to Make SalesSEO:GETTING FOUND TO MAKE SALES
  • 56. What is Search Engine Optimization?• Getting found!• Using specified keywords• Consistently updating your content• Using links to and from other pages and websites
  • 57. Keyword Usage• Build a well-researched list of keywords• Incorporate in your content: – Page Titles (H1, H2 tags) – Website copy – Meta description – Image Names (Alt tags)• Use throughout all content distribution
  • 58. Content Rules!• Google rewards fresh content --- update your website regularly!• Create & provide content that informs, helps, and interests your audience!• Best way to do this: start blogging.• YouTube?
  • 59. Inbound Links• You want: inbound links from high- authority sites (trusted, popular, PR, etc.) with relevant content.• How do you get them? – Create share-worthy & timely content! – Ask! Link-exchange – Comment on other blogs – Increase PR strategy and efforts
  • 60. Blogs: Crucial to SEO Success• Humanizing• Improves SEO – Keywords – Links – Updated Information• Give Expertise• Updates on Company Activities• Sharing Information
  • 61. Be Ready for Mobile Searches with a Mobile Website! • Present mobile content that is important to visitors on smartphones and tablets. • Tip: http://iFlyMobi.com!!!
  • 62. You TubeYouTube: The Monster Search Engine You Shouldn’t Ignore!
  • 63. Measure Your Success!
  • 64. Final Thoughts and QuestionsFINAL THOUGHTS AND QUESTIONS
  • 65. Success Dependson All of These Items!
  • 66. Wrap Up• Start with a Plan• Create a Online Marketing Strategy• Incorporate Your Social Media, SEO and Website• Measure the Results!
  • 67. Resources for You• Free White Paper on Inbound Marketing!• http://InboundMarketingWhitePaper.com
  • 68. More Resources for You• http://GrowSocially.com• http://interlinkONE.com• http://iFlyMobi.com• http://Twitter.com/GrowSocially
  • 69. Contact Grow Socially• Sales@GrowSocially.com• 1.800.948.0113• Twitter.com/GrowSocially• http://GrowSocially.com
  • 70. Q & A / Contact Me!:http://ilink.me/JR QR Code iFlyMobi.com