PEN Group          Friday, June 22nd, 2012                                      The Three-Legged Stool: Social            ...
First… THANK YOU!• For Being Here!• For Being Willing to Learn and Engage!• For Liking My Boston Accent!The Three-Legged S...
Today’s Overview•     Brief Introductions•     The Marketing Landscape•     Case Studies for Inspiration•     How You Can ...
Brief IntroductionsThe Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
Intro: John Foley, Jr.►     Grow Socially, Inc. – Support      Services       ► Online Marketing/Social                   ...
Accolades  • Jetsetter Status on FourSquare  • Ranked #12 as a Top CMO on Twitter in 2012  • 2nd runner up for this year’s...
Who We Work With: Service Providers!The Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socia...
Solutions Provided to Service Providers  •      Lead-Generation Campaigns  •      Customer Loyalty Efforts  •      Online ...
The Book                                                 Strategies, Plans, Case                                         ...
The Books                                                       Printers – Business                                      ...
Keep Your Phone On!►     Feel free to Tweet, Post, Update, Email, take notes,      photos, and more!                      ...
The Marketing LandscapeThe Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
Marketing Used to Be “Easier”!The Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
Inbound Marketing: Game-Changer                   Social Media, Websites, SEO!The Three-Legged Stool: Social Media, SEO, a...
Communications Today• “Kitchen Table  Effect”• Generational  DifferencesThe Three-Legged Stool: Social Media, SEO, and You...
Social Media Statistics                              900 Million Users on Facebook                             400 Million...
By the Numbers: Google•     34,000 searches per second•     2 million per minute•     121 million per hour•     3 billion ...
However, don’t forget this…►   Social Media and SEO are really    part of something much bigger...    …Your overall market...
What is Inbound Marketing?“Inbound marketing isa marketing strategythat focuses onattracting prospectivecustomers by offer...
Content: Essential to Inbound Marketing                                      Source: http://mashable.com/2011/10/30/inboun...
Inbound Goal: Drive INQUIRIES!The Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
Get Noticed                                                     Optimize / Social Friendly                                ...
Why Should YOU Use Inbound Tactics?     It works!     Increase Awareness & Drive Inquiries     Reach More Customers & P...
Results --- See Below         650                                      275The Three-Legged Stool: Social Media, SEO, and Y...
Results: Thousands of InquiriesThe Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2...
Results: Thousands of InquiriesThe Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2...
Results: Prospects Raising Their Hand!The Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Soc...
CASE STUDIES FOR INSPIRATIONThe Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
Can Those Tools Actually Help                        Service Providers?                       Let’s look at Some Examples!...
Case Studies for InspirationThe Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
H & H Graphics Group►     Lancaster, PA►     Provides mailing, fulfillment, print… and      multi-channel marketing servic...
H & H Graphics Group on FacebookThe Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially ...
Videos That Tell Their StoryThe Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
CustomXM►     Little Rock, Arkansas►     Paul Strack - @PstrackThe Three-Legged Stool: Social Media, SEO, and Your Website...
Website: Engaging & SocialThe Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
CustomXM’s Tips for TwitterThe Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
Social Media Creates ChatterThe Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
Best Practices for Twitter►     Actively participate & engage►     Share a variety of information!►     Be a thought leade...
Printing Center USA►     Primarily an online printer►     Located in Montana►     Quite active on social mediaThe Three-Le...
Twitter Activity is High!The Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
Variety of Content in TweetsThe Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
Online VideoThe Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
Email & Social IntegratedThe Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
Sorrento Mesa•     San Diego, CA•     Small Company•     Lots of Success•     Active in Social Media       - Personal & Pr...
Good Facebook Presence• Consistent  Postings• Variety of  Content  SharedThe Three-Legged Stool: Social Media, SEO, and Yo...
LinkedIn: Company PageThe Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
Active On LinkedIn: Personal PageThe Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially...
LinkedIn Profile Tips•     Customize Your Website Links•     Add Your Twitter Account•     Personalize Your Public Profile...
LinkedIn Best Practices•    Research Companies You Want as Clients•    Research Prospects by Title and Location•    Learn ...
Mojave Copy & Printing: VideosThe Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
What do they have in common?►     They have a strategy and a plan!►     They produce a lot of content.►     Social media i...
How YOU Can Find        Social Media SuccessThe Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Gr...
What is Social Media?• It’s more than just having a Facebook page.• It’s more than just being on Twitter.• It’s more than ...
What is Social Media?•     Community•     Conversation•     Networking•     Marketing•     Relationships•     Customer Ser...
Why Use Social Media•     More prospects to sell to•     Generate interest in your brand•     Build your brand•     Loyalt...
Here’s How Social Media Can Help YOU►     Build Awareness and Thought-Leadership►     Generate Inquiries and Qualified Lea...
Build Awareness and Thought-Leadership►     Share relevant and helpful information.►     Have consistent branding across n...
Generating Inquiries and Leads►     How?        ►     Strategy and Planning        ►     Build, manage, execute, and measu...
Generating Inquiries and Leads                                                  COMPANY                                   ...
Steps to Social Media Success►     Create a Strategy (PLAN)►     EXECUTE                                                  ...
Plan! Strategy before Tactics! Step 1: Describe the Business, Service, Solution Step 2: Business, Service, Solution Goal...
Tools & Techniques for Implementing EffectiveSocial Media CampaignsTools                                                 T...
Use Social Media Effectively• Start with a Plan        – Address Goals        – Make a Schedule        – Know What You Wan...
Know Your Audience• Who Are They?• Where Are They  Cyclically?• How Do They Use Social  Media?The Three-Legged Stool: Soci...
Your Target Audience – It’s ImportantDefine Target Audience                                        Audience Acquisition• P...
Is everyone interested in the same                                 communication?       I still                           ...
Start the Conversation• Twitter        – Hashtags        – Retweets        – Twitter Chats• Facebook:        – Questions/P...
Then, let others help spread your story!• Word-of-mouth marketing  has expanded• If you have a great  company, product or ...
Get Business Results• Have Sales Reps Online• Share Case Studies Online• Answer Questions• Send Requested  Information• Fo...
Tools for Measuring Effectiveness• Link Shorteners        – iLink.Me• Google Analytics        – Website• Insights        –...
Inbound and Outbound Marketing                               Work Together                                               C...
The One Thing           Apple = Innovation                                 Disney = MagicThe Three-Legged Stool: Social Me...
How Will You Humanize Your Brand?The Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially...
How to Measure Success?• How many     –     Downloads     –     eNewsletter Sign-Ups     –     Blog Comments     –     Que...
http://ilink.meThe Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
Tools to Measure Success                                           www.ilnk.meThe Three-Legged Stool: Social Media, SEO, a...
Best Practices• Industry Specific Content                              • Link all pages back to• Marketing Information    ...
Content Resource Library                                                Visit Resources Daily                             ...
ContactDatabase Social MediaCompilerContact Matchand Sync
What Are These Sites, Anyways?The Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
Top Channels for Print Service Providers• LinkedIn: Chamber of Commerce Event• Facebook: House party with a business effec...
LinkedIn Overview• A business-oriented social  networking site• Provides opportunities to  position you as a thought-  lea...
LinkedIn Tip: Update your Status Daily!The Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow So...
LinkedIn Tip: Complete Your ProfileThe Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Social...
LinkedIn Tip: Create a Company Page• Provide keywords  in the Company  description• Add your Products  & Services• Update ...
Facebook Overview• The most popular social  network by far• Continues to evolve into a  place where both personal  and pro...
Building a Company Page is Simple!Creating a page simply  involves:• Logo• Name• Content The Three-Legged Stool: Social Me...
Post a Variety of ContentThe Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
Facebook Advertisements Can Work!                                              Target Facebook Users                      ...
Your Personal Page: Blend Professional News• Your Facebook Personal profile can be a great way to  humanize your brand.• I...
Twitter Overview• Continues to grow as a  tremendous way to  share content and to  engage with others.• Features such as S...
Use Twitter to Spread the WordThe Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
Company Page: Showcase Your Brand!The Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Sociall...
Tip: FollowerWonk.com to Find PeopleThe Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socia...
FollowerWonk: ResultsThe Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
YouTube Overview• Allows you to share  personal and professional  videos to highlight your  company and its services.• It’...
YouTube: Tips for Success• Feature variety of  employees, mix  up the tone• Experiment with  different  backdrops, scenes ...
What Else? Pinterest• Visually tell the story of your brand!The Three-Legged Stool: Social Media, SEO, and Your WebsiteJoh...
Ideas for How You Can Use Pinterest• Connect with clients that are already there• Post pictures of your job samples, creat...
Pinterest Example: Sharing QR Code UsesThe Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow So...
Best Practices for Using Pinterest• Claim your branded username today!• Avoid uploading directly to Pinterest – Pin photos...
Four Fundamentals of all Social Networks1. Build your network2. Engage with the network you have built3. Be consistent4. T...
Don’t Forget! Align Tactics with Goals Tactic                               Goal                       Key Steps Facebook ...
Be Committed►     Social Media often      requires daily      attention►     Prioritize: RELEVANT      Content      creati...
Your Website: From a Static        Brochure to a Sales ToolThe Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn...
Problem with Many Websites Today• They are not updated frequently enough.• The graphics, product & services listings, and ...
Remember: The Website is Home Base!        Integrating content creation, distribution, customer      engagement, and measu...
How Another Service Provider Did It….• Rescigno’s MarketingThe Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn...
The Problem•      Wrong human resources to deliver•      Lack of Marketing plan•      Brand and message wrong•      Tactic...
Rescigno’s Mailing Solutions• No consistent branding• Cluttered homepage• No blog• No consistent flow• Hard to navigate• M...
Rescigno’s Mailing SolutionsLinkedIn                      Facebook                                         Twitter        ...
The Solution Rewrite of business plan            Financials – pricing, all resource requirements            Marketing p...
Website Change• Professional• Showcases Value• Promotes New Services• Social Friendly• Blog & YouTube Integration• User Fr...
Social Networking ChangeLinkedIn                    Facebook                                       Twitter                ...
The Results “Compared to last year at this same time, we are   up 16% in sales. That 16% increase in YTD   activity is now...
Take Your Website to the Next Step• Social-friendly, searchable• Interactive        –     Blogs        –     Comments     ...
Use Calls to Action to Collect Data!• Appealing  to the eye• Creative• Interactive• Different• Build your  database with  ...
How Can You Improve Your Website• Let’s look at a few practical items that you can review  to identify beneficial changes....
Step 1: Your Target Audience• What benefits them?        – It’s not your equipment.        – It’s the solutions & value th...
Inspiration: Website Focused on BenefitsThe Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow S...
Step 2: The Change Process• What is the Process for Making Changes &  Adding Content?• Do you always need IT (in-house or ...
Step 3: Lead Generation• How many leads does your website today?• If it’s not enough, embed more lead-generation  forms!• ...
Website Inspiration: Interactive & EngagingThe Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Gro...
Step 4: Mobile Optimized• Do visitors have to tap, zoom, scroll?• Is there Flash?• How long is loading time?• Build a mobi...
Final Thoughts on Your Website• Analyze how much time you spend on it today; most  likely, it’s not enough!• Your website ...
SEO:        Getting Found to Make SalesThe Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow So...
What is Search Engine Optimization?• Getting found!• Using specified keywords• Consistently updating your  content• Using ...
SEO Best Practices• Keyword Usage• Content Rules!• Inbound Links• MobileThe Three-Legged Stool: Social Media, SEO, and You...
Keyword Usage• Build a well-researched list of keywords• Incorporate in your content:        –     Page Titles (H1, H2 tag...
Keywords• Improves SEO• Narrows down  what your site  is about• The more,  the better                    JOHN FOLEY, Jr., ...
Use Google Analytics to Understand ImpactThe Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow ...
Content Rules!• Google rewards fresh content --- update your  website regularly!• Create & provide content that informs, h...
Inbound Links• You want: inbound links from high-authority  sites (trusted, popular, PR, etc.) with relevant  content.• Ho...
Blogs: Crucial to SEO Success• Humanizing• Improves SEO   – Keywords   – Links   – Updated Information• Give Expertise• Up...
Mobile Search: Important to Your Business!• Smartphone ownership and mobile web viewing  continues to rise!• Google is rew...
Be Ready for Mobile Search with a Mobile Site!                                         • Create a mobile website that is  ...
Items to Avoid• Buying Links• Over-using/forcing keywords – content should sound  natural• Adding so much content that you...
Don’t Forget!• Getting found is only half the battle….      … Optimize your landing pages and product/services      pages ...
Final Thoughts and QuestionsThe Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
Success Depends on All of These Items!The Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Soc...
This Takes Planning: Calendar #1                           Announce                   Mail -Send out                   on ...
This Takes Planning: Calendar #2               Create         Announce      Announce on   Mail - Send out      Post, Link ...
Inbound and Outbound Marketing                               Work Together                                               C...
Wrap Up• Start with a Plan• Create a Online Marketing  Strategy• Incorporate Your Social  Media,  SEO and Website• Measure...
Action Items: #1►     Social Media: Strategize, Plan,      and Align Tactics with GoalsThe Three-Legged Stool: Social Medi...
Action Items: #2►     Increase commitment to      promoting yourself!The Three-Legged Stool: Social Media, SEO, and Your W...
Action Items: #3►     Devote time to creating      content, sharing, and      measuring its effectiveness.The Three-Legged...
Action Items: #4►     Don’t Wait…      Get Started TODAY!The Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn F...
Resources for You►     Free White Paper on Inbound Marketing!►     http://InboundMarketingWhitePaper.comThe Three-Legged S...
More Resources for You►     http://GrowSocially.com►     http://interlinkONE.com►     http://iFlyMobi.com►     http://Twit...
Enjoy The Book!                                                 Strategies, Plans, Case                                  ...
Q & A / Contact Me!: http://ilink.me/JR                                                              QR Code              ...
THANK You!       Have a great afternoon.The Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow S...
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PEN Group: The Three-Legged Stool: Social Media, SEO, and Your Website

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John Foley, Jr., CEO of interlinkONE and Grow Socially, delivered this presentation to the PEN Group in Reno, NV.

The PEN Group consists of various companies from the print industry within the state of Nevada.

John shared strategies, tactics, best practices, and case studies to help printers improve their own marketing efforts.

The session primarily focused on online tactics, including:

- Turning your website into a lead-generation machine

- Using social media to increase awareness of your company’s services and expertise

- Improving your SEO efforts to rise ahead of the competition

- And more!

Published in: Business, Technology
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  • During this slide, you would talk about the beginning part of your book… where you have stories about how your wife, kids, Dad, etc. react to different medias.
  • S
  • How people communicate, Target like-minded prospects, Communicate with customers
  • The same principles apply to generating leads from social media as they do from other channels… You need to target people in that vertical, drive them to your website, get them to raise their hand an interact, then get them in the sales funnel!
  • Where Are They Cyclically?StudentsHow Do They Use Social Media? Older audience may not want to engage in “make a video” contest Older audiences appear low on “Creator” scale.
  • What’s Your One Thing?What’s the soul of your brand. What’s the one thing that defines you – and it’s not features and benefits. Volvo = Safety. Apple = Innovation. Disney = Magic. What’s on the other side of your = sign?Note: This is not easy to figure out. You may need to engage in some brand anthropology, and have an agency help you find your one thing.
  • Social media is about people, not logos. How will you let down your guard? If you’re a small company, congratulations, this should be pretty easy. If you’re a big company, how can you act small again?
  • 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.
  • Here is how Tiwtter is used to promote a white paper…..
  • Tweets are text-based posts of up to 140 characters in length which are displayed on the user's profile page and delivered to other users who have subscribed to them (known as followers).
  • Here is how Tiwtter is used to promote a white paper…..
  • Pictures of employees, jobs that you’ve produced, on the road shows, apps that you love, etc.
  • Here is a screenshot of their website.. Notice, they don’t feature pictures of their machines or their equipment.. They focus on value and benefits for their customers! - Smart marketing - Sales Growth - Target marketing - Making mailing and fulfillment EASY!
  • PEN Group: The Three-Legged Stool: Social Media, SEO, and Your Website

    1. 1. PEN Group Friday, June 22nd, 2012 The Three-Legged Stool: Social Media, SEO, and Your Website John Foley, Jr.The Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
    2. 2. First… THANK YOU!• For Being Here!• For Being Willing to Learn and Engage!• For Liking My Boston Accent!The Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
    3. 3. Today’s Overview• Brief Introductions• The Marketing Landscape• Case Studies for Inspiration• How You Can Find Social Media Success• Your Website: From a Static Brochure to a Sales Tool• SEO: Getting Found to Make Sales• Final Thoughts and QuestionsThe Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
    4. 4. Brief IntroductionsThe Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
    5. 5. Intro: John Foley, Jr.► Grow Socially, Inc. – Support Services ► Online Marketing/Social I love Mar(H)keting! Media ► Plan, Manage, Execute and Measure► interlinkONE – Software (SaaS) ► Enterprise Marketing Management Software ► Plan, build, manage, execute and measure all marketing activitiesThe Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
    6. 6. Accolades • Jetsetter Status on FourSquare • Ranked #12 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 2011 • NAPL Soderstrom Society (2011)The Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
    7. 7. Who We Work With: Service Providers!The Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
    8. 8. Solutions Provided to Service Providers • Lead-Generation Campaigns • Customer Loyalty Efforts • Online Ordering • Warehouse Management • Variable Data Printing • And more!The Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
    9. 9. The Book  Strategies, Plans, Case Studies Campaign Ideas, and More.  A guide to help you grow your business! NewPathToProfit.comThe Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
    10. 10. The Books  Printers – Business Transformation  Mailers, Fulfillment providers– Business Transformation  All Businesses – Untethered CommunicationsThe Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
    11. 11. Keep Your Phone On!► Feel free to Tweet, Post, Update, Email, take notes, photos, and more! @JohnFoleyJrThe Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
    12. 12. The Marketing LandscapeThe Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
    13. 13. Marketing Used to Be “Easier”!The Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
    14. 14. Inbound Marketing: Game-Changer Social Media, Websites, SEO!The Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
    15. 15. Communications Today• “Kitchen Table Effect”• Generational DifferencesThe Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
    16. 16. Social Media Statistics 900 Million Users on Facebook 400 Million Tweets Sent Per Day 72+ Hours of Video Uploaded every minute 150 million users 18 million users… and it’s addictive! 40 million users… and sold for $1 billion! NOTE: As of June 2012The Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
    17. 17. By the Numbers: Google• 34,000 searches per second• 2 million per minute• 121 million per hour• 3 billion per day• 88 billion per month Source: http://searchengineland.comThe Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
    18. 18. However, don’t forget this…► Social Media and SEO are really part of something much bigger... …Your overall marketing efforts!► Specifically, inbound marketing.The Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
    19. 19. What is Inbound Marketing?“Inbound marketing isa marketing strategythat focuses onattracting prospectivecustomers by offeringuseful information.” http://en.wikipedia.org/wiki/Inbound_marketingThe Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
    20. 20. Content: Essential to Inbound Marketing Source: http://mashable.com/2011/10/30/inbound-outbound-marketing/The Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
    21. 21. Inbound Goal: Drive INQUIRIES!The Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
    22. 22. Get Noticed Optimize / Social Friendly eNewsletter Sign-Ups White Papers Offers Emails Polls Blogs Landing Pages Inquiries Engage and Nurture Qualified and Budgeted Start with MKTG Engage Plan andAction – Publish – Engage – Converse – Share Buyers Nurture Stories, Information, Social Media posts Product? Blogging Analytics Service? Content Mgmt SEO Asset? $ The Three-Legged Stool: Social Media, SEO, and Your Website Questions or Comments? Copyright © 2010 Grow Socially, Inc. All Rights Reserved. 2012 Phone 1.800.948.0113 John Foley, Jr.| Grow Socially 2012 Email Support@GrowSocially.com
    23. 23. Why Should YOU Use Inbound Tactics? It works! Increase Awareness & Drive Inquiries Reach More Customers & Prospects Sell more things! The Three-Legged Stool: Social Media, SEO, and Your Website John Foley, Jr.| Grow Socially 2012
    24. 24. Results --- See Below 650 275The Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
    25. 25. Results: Thousands of InquiriesThe Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
    26. 26. Results: Thousands of InquiriesThe Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
    27. 27. Results: Prospects Raising Their Hand!The Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
    28. 28. CASE STUDIES FOR INSPIRATIONThe Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
    29. 29. Can Those Tools Actually Help Service Providers? Let’s look at Some Examples!The Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
    30. 30. Case Studies for InspirationThe Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
    31. 31. H & H Graphics Group► Lancaster, PA► Provides mailing, fulfillment, print… and multi-channel marketing services!The Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
    32. 32. H & H Graphics Group on FacebookThe Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
    33. 33. Videos That Tell Their StoryThe Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
    34. 34. CustomXM► Little Rock, Arkansas► Paul Strack - @PstrackThe Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
    35. 35. Website: Engaging & SocialThe Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
    36. 36. CustomXM’s Tips for TwitterThe Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
    37. 37. Social Media Creates ChatterThe Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
    38. 38. Best Practices for Twitter► Actively participate & engage► Share a variety of information!► Be a thought leader, be yourself, show the human side of your business► Review efforts & measure resultsThe Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
    39. 39. Printing Center USA► Primarily an online printer► Located in Montana► Quite active on social mediaThe Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
    40. 40. Twitter Activity is High!The Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
    41. 41. Variety of Content in TweetsThe Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
    42. 42. Online VideoThe Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
    43. 43. Email & Social IntegratedThe Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
    44. 44. Sorrento Mesa• San Diego, CA• Small Company• Lots of Success• Active in Social Media - Personal & ProfessionalThe Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
    45. 45. Good Facebook Presence• Consistent Postings• Variety of Content SharedThe Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
    46. 46. LinkedIn: Company PageThe Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
    47. 47. Active On LinkedIn: Personal PageThe Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
    48. 48. LinkedIn Profile Tips• Customize Your Website Links• Add Your Twitter Account• Personalize Your Public Profile URL• Add Skills (beta)• Groups and Associations• Honors and AwardsThe Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
    49. 49. LinkedIn Best Practices• Research Companies You Want as Clients• Research Prospects by Title and Location• Learn About Your Prospect Before You Meet• Ask for Introductions From Your Network• Integrate CRM to Stay CurrentThe Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
    50. 50. Mojave Copy & Printing: VideosThe Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
    51. 51. What do they have in common?► They have a strategy and a plan!► They produce a lot of content.► Social media is integrated across multiple channels.► They are committed! Time and energy. But it pays off!The Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
    52. 52. How YOU Can Find Social Media SuccessThe Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
    53. 53. What is Social Media?• It’s more than just having a Facebook page.• It’s more than just being on Twitter.• It’s more than just knowing how to watch videos of cute kittens on YouTube.• Social Media can mean business for you!The Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
    54. 54. What is Social Media?• Community• Conversation• Networking• Marketing• Relationships• Customer Service• Immediate Information• PlatformThe Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
    55. 55. Why Use Social Media• More prospects to sell to• Generate interest in your brand• Build your brand• Loyalty• Position your company• Customer Service• Another ChannelThe Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
    56. 56. Here’s How Social Media Can Help YOU► Build Awareness and Thought-Leadership► Generate Inquiries and Qualified Leads► Drive salesThe Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
    57. 57. Build Awareness and Thought-Leadership► Share relevant and helpful information.► Have consistent branding across networks.► Don’t just post your own news – engage!The Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
    58. 58. Generating Inquiries and Leads► How? ► Strategy and Planning ► Build, manage, execute, and measure campaigns ► Have an integrated, multi-channel mind-setThe Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
    59. 59. Generating Inquiries and Leads 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-UpsThe Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
    60. 60. Steps to Social Media Success► Create a Strategy (PLAN)► EXECUTE Remember Execution► Measure TRUMPS StrategyThe Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
    61. 61. 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 One Thing Step 6: How Will You Humanize the Brand Step 7: Content Resource and Distribution Strategy Step 8: How Will You Measure Success?The Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
    62. 62. Tools & Techniques for Implementing EffectiveSocial Media CampaignsTools Techniques• Social Media Pages • Daily Management• Blog • Consistent Monitoring• Team Approach • Integration of Social• Cameras, Video Cameras Media and Multi-Media• Link Shorteners Channels • Consistent Online LookThe Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
    63. 63. Use Social Media Effectively• Start with a Plan – Address Goals – Make a Schedule – Know What You Want to Do• Cross Promote Across All Pages• Integrate with Website• Include in Offline Marketing EffortsThe Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
    64. 64. Know Your Audience• Who Are They?• Where Are They Cyclically?• How Do They Use Social Media?The Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
    65. 65. Your Target Audience – It’s ImportantDefine Target Audience Audience Acquisition• Prospecting • Discover• Customer Service • Engage• Partner Management • Get FoundThe Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
    66. 66. Is everyone interested in the same communication? I still I love my email mail I use Facebook, I’m on Twitter & Twitter LinkedIn I Google for my informationWhere are your prospects and customers getting their information? The Three-Legged Stool: Social Media, SEO, and Your Website John Foley, Jr.| Grow Socially 2012
    67. 67. Start the Conversation• Twitter – Hashtags – Retweets – Twitter Chats• Facebook: – Questions/Polls – Invite Comments!• LinkedIn – Groups – Discussions• BlogThe Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
    68. 68. Then, let others help spread your story!• Word-of-mouth marketing has expanded• If you have a great company, product or service, people will spread that message for you• Deliver relevant information, and people will return the favor The Three-Legged Stool: Social Media, SEO, and Your Website John Foley, Jr.| Grow Socially 2012
    69. 69. Get Business Results• Have Sales Reps Online• Share Case Studies Online• Answer Questions• Send Requested Information• Follow Up• ConnectThe Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
    70. 70. Tools for Measuring Effectiveness• Link Shorteners – iLink.Me• Google Analytics – Website• Insights – LinkedIn, Facebook, Twitter, YouTubeThe Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
    71. 71. 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 The Three-Legged Stool: Social Media, SEO, and Your Website John Foley, Jr.| Grow Socially 2012
    72. 72. The One Thing Apple = Innovation Disney = MagicThe Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
    73. 73. How Will You Humanize Your Brand?The Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
    74. 74. How to Measure Success?• How many – Downloads – eNewsletter Sign-Ups – Blog Comments – Questions – Shared Links – Re-Tweets – Followers – Site TrafficThe Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
    75. 75. http://ilink.meThe Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
    76. 76. Tools to Measure Success www.ilnk.meThe Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
    77. 77. Best Practices• Industry Specific Content • Link all pages back to• Marketing Information corporate site• Consistently monitor for • Secure Branded URLs customer service for each Channel• Continually post relevant • Promote Monthly content Newsletters JOHN FOLEY, Jr., GROW SOCIALLY, INC.The Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
    78. 78. Content Resource Library Visit Resources Daily Content Content A C Content BPull Content Make Links Measurable Push Content Out Content Distribution Strategy Resources are monitored. Content is identified and pulled, made trackable, and pushed out across platforms.
    79. 79. ContactDatabase Social MediaCompilerContact Matchand Sync
    80. 80. What Are These Sites, Anyways?The Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
    81. 81. Top Channels for Print Service Providers• LinkedIn: Chamber of Commerce Event• Facebook: House party with a business effect• Twitter: Block Party• YouTube: Your own TV StationThe Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
    82. 82. LinkedIn Overview• A business-oriented social networking site• Provides opportunities to position you as a thought- leader• Contains a number of under- utilized features! The Three-Legged Stool: Social Media, SEO, and Your Website John Foley, Jr.| Grow Socially 2012
    83. 83. LinkedIn Tip: Update your Status Daily!The Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
    84. 84. LinkedIn Tip: Complete Your ProfileThe Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
    85. 85. LinkedIn Tip: Create a Company Page• Provide keywords in the Company description• Add your Products & Services• Update the Company Status frequentlyThe Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
    86. 86. Facebook Overview• The most popular social network by far• Continues to evolve into a place where both personal and professional success can be found The Three-Legged Stool: Social Media, SEO, and Your Website John Foley, Jr.| Grow Socially 2012
    87. 87. Building a Company Page is Simple!Creating a page simply involves:• Logo• Name• Content The Three-Legged Stool: Social Media, SEO, and Your Website John Foley, Jr.| Grow Socially 2012
    88. 88. Post a Variety of ContentThe Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
    89. 89. Facebook Advertisements Can Work! Target Facebook Users to Reach Your Target Audience!The Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
    90. 90. Your Personal Page: Blend Professional News• Your Facebook Personal profile can be a great way to humanize your brand.• It enables prospects, customers, and other industry friends to learn more about you on a personal level.• Mix in a bit of industry/company-related content to share what you do to people that don’t know.The Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
    91. 91. Twitter Overview• Continues to grow as a tremendous way to share content and to engage with others.• Features such as Search and Lists provide learning opportunities! The Three-Legged Stool: Social Media, SEO, and Your Website John Foley, Jr.| Grow Socially 2012
    92. 92. Use Twitter to Spread the WordThe Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
    93. 93. Company Page: Showcase Your Brand!The Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
    94. 94. Tip: FollowerWonk.com to Find PeopleThe Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
    95. 95. FollowerWonk: ResultsThe Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
    96. 96. YouTube Overview• Allows you to share personal and professional videos to highlight your company and its services.• It’s also the world’s #2 search engine! The Three-Legged Stool: Social Media, SEO, and Your Website John Foley, Jr.| Grow Socially 2012
    97. 97. YouTube: Tips for Success• Feature variety of employees, mix up the tone• Experiment with different backdrops, scenes , etc.The Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
    98. 98. What Else? Pinterest• Visually tell the story of your brand!The Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
    99. 99. Ideas for How You Can Use Pinterest• Connect with clients that are already there• Post pictures of your job samples, creative outputs, marketing collateral, and other pieces that you are proud of.• Showcase employees – management and day-to-day!The Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
    100. 100. Pinterest Example: Sharing QR Code UsesThe Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
    101. 101. Best Practices for Using Pinterest• 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!The Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
    102. 102. Four Fundamentals of all Social Networks1. Build your network2. Engage with the network you have built3. Be consistent4. Track and analyzeThe Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
    103. 103. Don’t Forget! Align Tactics with Goals Tactic Goal Key Steps Facebook Fan page Increase awareness of Post once a day; Custom services, generate leads Tab for demo registration Twitter company page Become a thought leader, Post multiple times daily; provide support share marketing-related news; active listening YouTube Profile Humanize brand; create Film weekly video of demand employee(s); create screencasts of customer successes Pinterest Drive website traffic! Create boards to highlight portfolio workThe Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
    104. 104. Be Committed► Social Media often requires daily attention► Prioritize: RELEVANT Content creation, listening, & engaging!► Measure & AdjustThe Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
    105. 105. Your Website: From a Static Brochure to a Sales ToolThe Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
    106. 106. Problem with Many Websites Today• 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.The Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
    107. 107. Remember: The Website is Home Base! Integrating content creation, distribution, customer engagement, and measurement of your marketing efforts can increase campaign effectiveness.The Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
    108. 108. How Another Service Provider Did It….• Rescigno’s MarketingThe Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
    109. 109. The Problem• Wrong human resources to deliver• Lack of Marketing plan• Brand and message wrong• Tactical approach in social• Non engaging or interactive website• Bought an HP Indigo (and had never really sold 1-to-1 before) The Three-Legged Stool: Social Media, SEO, and Your Website John Foley, Jr.| Grow Socially 2012
    110. 110. Rescigno’s Mailing Solutions• No consistent branding• Cluttered homepage• No blog• No consistent flow• Hard to navigate• Minimal functionality The Three-Legged Stool: Social Media, SEO, and Your Website John Foley, Jr.| Grow Socially 2012
    111. 111. Rescigno’s Mailing SolutionsLinkedIn Facebook Twitter YouTube The Three-Legged Stool: Social Media, SEO, and Your Website John Foley, Jr.| Grow Socially 2012
    112. 112. The Solution Rewrite of business plan  Financials – pricing, all resource requirements  Marketing plan  Sales Plan  SWOT• - New Brand and Message• - Extreme Makeover based on plan• - Walk the Talk• - Oh yeah! They still service and sell print and mail! The Three-Legged Stool: Social Media, SEO, and Your Website John Foley, Jr.| Grow Socially 2012
    113. 113. Website Change• Professional• Showcases Value• Promotes New Services• Social Friendly• Blog & YouTube Integration• User Friendly• Easy Navigation• Form Integration The Three-Legged Stool: Social Media, SEO, and Your Website John Foley, Jr.| Grow Socially 2012
    114. 114. Social Networking ChangeLinkedIn Facebook Twitter YouTube The Three-Legged Stool: Social Media, SEO, and Your Website John Foley, Jr.| Grow Socially 2012
    115. 115. The Results “Compared to last year at this same time, we are up 16% in sales. That 16% increase in YTD activity is now allowing us to begin to think about doing more than simply surviving.” Ron Rescigno President Rescigno’s Marketing The Three-Legged Stool: Social Media, SEO, and Your Website John Foley, Jr.| Grow Socially 2012
    116. 116. Take Your Website to the Next Step• Social-friendly, searchable• Interactive – Blogs – Comments – Landing Page – eNewsletter Sign-Ups – Widgets• Calls to action for people to raise their handThe Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
    117. 117. Use Calls to Action to Collect Data!• Appealing to the eye• Creative• Interactive• Different• Build your database with registration formsThe Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
    118. 118. How Can You Improve Your Website• Let’s look at a few practical items that you can review to identify beneficial changes.The Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
    119. 119. Step 1: Your Target Audience• What benefits them? – It’s not your equipment. – It’s the solutions & value that your people and equipment provide – Make changes to pictures, front-facing content, benefit listings.The Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
    120. 120. Inspiration: Website Focused on BenefitsThe Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
    121. 121. Step 2: 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.The Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
    122. 122. Step 3: Lead Generation• How many leads does your website today?• If it’s not enough, embed more lead-generation forms!• Add calls-to-action to all pages!The Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
    123. 123. Website Inspiration: Interactive & EngagingThe Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
    124. 124. Step 4: Mobile Optimized• Do visitors have to tap, zoom, scroll?• Is there Flash?• How long is loading time?• Build a mobile website today!The Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
    125. 125. Final Thoughts on Your Website• Analyze 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, including print, email, social media, and more.The Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
    126. 126. SEO: Getting Found to Make SalesThe Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
    127. 127. What is Search Engine Optimization?• Getting found!• Using specified keywords• Consistently updating your content• Using links to and from other pages and websitesThe Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
    128. 128. SEO Best Practices• Keyword Usage• Content Rules!• Inbound Links• MobileThe Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
    129. 129. 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 distributionThe Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
    130. 130. Keywords• Improves SEO• Narrows down what your site is about• The more, the better JOHN FOLEY, Jr., GROW SOCIALLY, INC.The Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
    131. 131. Use Google Analytics to Understand ImpactThe Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
    132. 132. 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.The Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
    133. 133. 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 – Increase PR strategy and effortsThe Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
    134. 134. Blogs: Crucial to SEO Success• Humanizing• Improves SEO – Keywords – Links – Updated Information• Give Expertise• Updates on Company Activities• Sharing InformationThe Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
    135. 135. Mobile Search: Important to Your Business!• Smartphone ownership and mobile web viewing continues to rise!• Google is rewarding sites that have mobile websites in its AdWords programThe Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
    136. 136. Be Ready for Mobile Search with a Mobile Site! • Create a mobile website that is automatically presented to the growing number of smartphone owners! • Tip: http://iFlyMobi.com!!!The Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
    137. 137. Items to Avoid• Buying Links• Over-using/forcing keywords – content should sound natural• Adding so much content that your page load-times suffer.The Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
    138. 138. Don’t Forget!• Getting found is only half the battle…. … Optimize your landing pages and product/services pages to drive people down the sales funnel!The Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
    139. 139. Final Thoughts and QuestionsThe Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
    140. 140. Success Depends on All of These Items!The Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
    141. 141. This Takes Planning: Calendar #1 Announce Mail -Send out on website Monthlyflyers to Newsletterclients Email eNewsletter (Announce) Tell Expo Event colleagues 8AM-6PM you’re attending Send thank Enter new you cards contacts in Excel
    142. 142. This Takes Planning: Calendar #2 Create Announce Announce on Mail - Send out Post, Link on website & Monthly flyers to back to Newsletter clients website Comment on Connect with Share event Email event’s Keynote article on eNewsletter page Speakers on (Announce)Announce Tell Share event Join in on Expo Eventbooth # colleagues article on event’s 8AM-6PMwith you’re hashtagvideo post attending Send thank Enter newFollow-Up Share Friend new you cards contacts inwith speaking contacts on ExcelPost & Post presentationPictures on
    143. 143. 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 The Three-Legged Stool: Social Media, SEO, and Your Website John Foley, Jr.| Grow Socially 2012
    144. 144. Wrap Up• Start with a Plan• Create a Online Marketing Strategy• Incorporate Your Social Media, SEO and Website• Measure the Results!The Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
    145. 145. Action Items: #1► Social Media: Strategize, Plan, and Align Tactics with GoalsThe Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
    146. 146. Action Items: #2► Increase commitment to promoting yourself!The Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
    147. 147. Action Items: #3► Devote time to creating content, sharing, and measuring its effectiveness.The Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
    148. 148. Action Items: #4► Don’t Wait… Get Started TODAY!The Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
    149. 149. Resources for You► Free White Paper on Inbound Marketing!► http://InboundMarketingWhitePaper.comThe Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
    150. 150. More Resources for You► http://GrowSocially.com► http://interlinkONE.com► http://iFlyMobi.com► http://Twitter.com/GrowSocially► http://Twitter.com/JohnFoleyJrThe Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
    151. 151. Enjoy The Book!  Strategies, Plans, Case Studies Campaign Ideas, and More.  A guide to help you grow your business! NewPathToProfit.comThe Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
    152. 152. Q & A / Contact Me!: http://ilink.me/JR QR Code iFlyMobi.comThe Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
    153. 153. THANK You! Have a great afternoon.The Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
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