The document discusses how social media, SEO, and websites work together as the "three-legged stool" of online marketing. It provides examples of companies that have successfully used social media to generate leads and sales. It also offers best practices for using social media, optimizing websites for lead generation, and developing an SEO strategy centered around creating useful content. The presentation emphasizes developing an integrated marketing strategy and executing tactics consistently to drive inquiries and engage customers.

1. The Three-Legged Stool
Social Media, SEO,
and Your Website
John Foley, Jr.
CEO, interlinkONE and Grow Socially

2. Intro: John Foley, Jr.
I love
Mar(H)keting
• Grow S ocially, Inc. – S upport !
S ervices
– Online Marketing/S ocial Media
– Plan, Manage, Execute and
Measure
• interlinkONE – S oftware
(S aaS )
– Enterprise Marketing
Management S oftware
– Plan, build, manage, execute and
measure all marketing activities

3. Keep Your Phone On!
• Feel free to Tweet, Post, Update,
Email, take notes, photos, and
more!
@JohnFoleyJr
#Dscoop7

4. The Book
 Strategies, Plans,
Case Studies
Campaign Ideas,
and More.
 A guide to help you
grow your business!
NewPathToProfit.com

5. Presentation Overview
• The Evolving World of Marketing
• Using Social Media to Get Results
• Your Website: From a Static
Brochure to a Sales Tool
• SEO: Getting Found to Make Sales

6. THE EVOLVING WORLD OF
MARKETING

7. Marketing Used to Be Easier!

8. Inbound Marketing Has
Changed the Game
Websites, SEO, Social Media!

9. What is inbound Marketing?
Inbound marketing is a marketing strategy that
focuses on attracting prospective customers by
offering useful information
http://en.wikipedia.org/wiki/Inbound_marketing

10. Content Marketing:
Part of Inbound Marketing
Source: http://mashable.com/2011/10/30/inbound-outbound-marketing/

11. Inbound Goal: Drive
INQUIRIES!

12. 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 Engage
and
Action – Publish – Engage – Converse – Share MKTG Plan Buyers Nurture
Stories, Information, Social Media posts Product?
Blogging Analytics
Service?
Content Mgmt SEO
Asset?
$
Q u e s t io n s o r
Copyright © 2010 Grow Socially, Inc. All Rights Reserved.
2012 C o mme nts ?
P h o n e 1.800.948.0113
E m a i l Support@GrowSocially.com

13. Why Should YOU Use
Inbound Tactics?
 It works!
 Drive Inquiries
 Reach More Customers & Prospects
 Sell more things

14. Results:
650
275

15. Results: 1000’s of inquiries

16. Results: 1000’s of inquiries

18. USING SOCIAL MEDIA TO
GET RESULTS

19. Social Media Statistics
850 Million Users on
Facebook
 250 Million Tweets Sent
Per Day
NOTE: As of December 2011

20. Social Media Statistics (cont.)
60+ Hours of Video Uploaded to
YouTube every minute (#2
search engine)
 90 million users on
Google+ in 6 months

21. Can Those Tools Actually Help
Service Providers?
Let’s look at Some Examples!

22. H & H Graphics Group
• Lancaster, PA
• Provides mailing, fulfillment, print…
and multi-channel marketing
services!

23. Facebook
Humanizing their
brand
Custom
Background…
with Value
Statements
Engaging with
Customers,
Vendors,
Prospects

24. Videos That Tell Their Story

25. CustomXM
• Little Rock, Arkansas
• Paul Strack - @Pstrack

26. Website: Engaging & Social

27. CustomXM’s Tips for Twitter

28. CustomXM Tip: Listen!

29. Social Media Creates Chatter

30. 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 results

31. Sorrento Mesa
• San Diego, CA
• Small Company
• Lots of Success
• Active in Social Media
- Personal & Professional

32. Facebook
• Consistent
Postings
• Variety of
Content
Shared

33. LinkedIn Profile Tips
• Customize Your Website Links
• Add Your Twitter Account
• Personalize Your Public Profile URL
• Add Skills (beta)
• Groups and Associations
• Honors and Awards

34. 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 Current

35. Printing Center USA
• Primarily an online printer
• Located in Montana
• Quite active on social media

36. Twitter Activity is High!

37. Variety of Content in Tweets

38. Online Video

39. Printing Center USA
• Primarily an online printer
• Located in Montana
• Quite active on social media

40. Email & Social Integrated

41. Steps to Online Marketing
(Includes Social) Success
• Create a Strategy (PLAN)
Remember
• EXECUTE Execution
TRUMPS
Strategy
• Measure

42. 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 Engage
and
Integrated Multi-Channel Marketing MKTG Plan Buyers Nurture
Action – Publish – Engage – Converse – Share Product?
Social Media Blogging Analytics
Service?
Content Mgmt SEO
Asset?
$
Q u e s t io n s o r
Copyright © 2010 Grow Socially, Inc. All Rights Reserved.
2012 C o mme nts ?
P h o n e 1.800.948.0113
E m a i l Support@GrowSocially.com

43. Strategy before Tactics!
 Step 1: Describe the Business
 Step 2: Business 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?

44. Align Tactics with Goals
Tactic Goal Key Steps
Facebook Fan page Increase awareness Post once a day;
of services, generate Custom Tab for demo
leads registration
Twitter company page Become a thought Post multiple times
leader, provide daily; share
support marketing-related
news; active listening
YouTube Profile Humanize brand; Film weekly video of
create demand employee(s); create
screencasts of
customer successes
Pinterest? Drive website traffic! Create boards to
highlight portfolio work

45. Be Committed
• Social Media often
requires daily
attention
• Prioritize:
RELEVANT Content
creation, listening, &
engaging!
• Measure& Adjust

46. YOUR WEBSITE: FROM A
STATIC BROCHURE TO A
SALES TOOL

47. How A Fellow Dscoop Member
Did It….
• Rescigno’s Marketing

48. 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)

49. Rescigno’s Mailing Solutions
• No consistent branding
• Cluttered homepage
• No blog
• No consistent flow
• Hard to navigate
• Minimal functionality

50. Rescigno’s Mailing Solutions
LinkedIn
Facebook
Twitter
YouTube

51. 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!

52. Website Change
• Professional
• Showcases Value
• Promotes New Services
• Social Friendly
• Blog & YouTube Integration
• User Friendly
• Easy Navigation
• Form Integration

53. Social Networking Change
LinkedIn
Facebook
Twitter
YouTube

54. 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

55. How Can You Improve Your
Website
• Let’s look at a few practical items
that you can review to identify
beneficial changes.

56. 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.

57. Inspiration: Website Focused
on Benefits

58. 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.

59. 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!

60. Website Inspiration:
Interactive & Engaging

61. Step 4: Mobile Optimized
• Do visitors have to tap, zoom, scroll?
• Is there Flash?
• How long is loading time?
• Build a mobile website today!

62. SEO: GETTING FOUND TO
MAKE SALES

63. 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.com

64. SEO Best Practices
• Keyword Usage
• Content Rules!
• Inbound Links
• Mobile

65. 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

66. 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.

67. 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 efforts

68. Mobile
• Smartphone ownership and mobile
web viewing continues to rise!
• Google is rewarding sites that have
mobile websites in its AdWords
program

69. Items to Avoid
• Buying Links
• Over-using/forcing keywords –
content should sound natural
• Adding so much content that your
page load-times suffer.

70. 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!

71. FINAL THOUGHTS

72. The Three-Legged Stool and
YOU
• Online and Inbound Marketing can
dramatically effect business results.
• It may involve changing sales
processes to respond to leads more
quickly.

73. Key Takeaways
• Social Media: Strategize, Plan, and
Align Tactics with Goals
• Website: Interactive and Engaging to
Drive Leads
• SEO: Create informative & share-
worthy content!

74. Q & A / Contact Me!:
http://ilink.me/JR
QR Code
iFlyMobi.com

75. QR Code
iFlyMobi.com

76. THANK YOU!
• Have a great evening!
• Visit us at the interlinkONE &
Grow Socially Booth tomorrow!

77. Learn More
• http://interlinkONE.com
• http://GrowSocially.com

78. Thank you for attending:
The Three-Legged Stool
Social Media, SEO,
and Your Website
Please remember to fill out
your session evaluation!