The Three-Legged StoolSocial Media, SEO,and Your WebsiteJohn Foley, Jr.CEO, interlinkONE and Grow Socially
Intro: John Foley, Jr.                                               I love                                            Mar...
Keep Your Phone On!• Feel free to Tweet, Post, Update,  Email, take notes, photos, and  more!          @JohnFoleyJr       ...
The Book            Strategies, Plans,             Case Studies             Campaign Ideas,             and More.        ...
Presentation Overview• The Evolving World of Marketing• Using Social Media to Get Results• Your Website: From a Static  Br...
THE EVOLVING WORLD OFMARKETING
Marketing Used to Be Easier!
Inbound Marketing HasChanged the GameWebsites, SEO, Social Media!
What is inbound Marketing?Inbound marketing is a marketing strategy thatfocuses on attracting prospective customers byoffe...
Content Marketing:Part of Inbound Marketing         Source: http://mashable.com/2011/10/30/inbound-outbound-marketing/
Inbound Goal: DriveINQUIRIES!
Get Noticed                                      Optimize / Social Friendly                                               ...
Why Should YOU Use Inbound Tactics? It works! Drive Inquiries Reach More Customers & Prospects Sell more things
Results:650       275
Results: 1000’s of inquiries
Results: 1000’s of inquiries
USING SOCIAL MEDIA TOGET RESULTS
Social Media Statistics                            850 Million Users on                            Facebook 250 Million T...
Social Media Statistics (cont.)60+ Hours of Video Uploaded to  YouTube every minute (#2  search engine)          90 milli...
Can Those Tools Actually Help     Service Providers? Let’s look at Some Examples!
H & H Graphics Group• Lancaster, PA• Provides mailing, fulfillment, print…  and multi-channel marketing  services!
FacebookHumanizing theirbrandCustomBackground…with ValueStatementsEngaging withCustomers,Vendors,Prospects
Videos That Tell Their Story
CustomXM• Little Rock, Arkansas• Paul Strack - @Pstrack
Website: Engaging & Social
CustomXM’s Tips for Twitter
CustomXM Tip: Listen!
Social Media Creates Chatter
Best Practices for Twitter• Actively participate & engage• Share a variety of information!• Be a thought leader, be yourse...
Sorrento Mesa•   San Diego, CA•   Small Company•   Lots of Success•   Active in Social Media    - Personal & Professional
Facebook• Consistent  Postings• Variety of  Content  Shared
LinkedIn Profile Tips•   Customize Your Website Links•   Add Your Twitter Account•   Personalize Your Public Profile URL• ...
LinkedIn Best Practices• Research Companies You Want as  Clients• Research Prospects by Title and  Location• Learn About Y...
Printing Center USA• Primarily an online printer• Located in Montana• Quite active on social media
Twitter Activity is High!
Variety of Content in Tweets
Online Video
Printing Center USA• Primarily an online printer• Located in Montana• Quite active on social media
Email & Social Integrated
Steps to Online Marketing(Includes Social) Success• Create a Strategy (PLAN)                       Remember• EXECUTE      ...
Get Noticed                                      Optimize / Social Friendly                                               ...
Strategy before Tactics! Step 1: Describe the Business Step 2: Business Goal Step 3: Where Is the Audience Cyclically?...
Align Tactics with GoalsTactic               Goal                     Key StepsFacebook Fan page    Increase awareness    ...
Be Committed• Social Media often  requires daily  attention• Prioritize:  RELEVANT Content  creation, listening, &  engagi...
YOUR WEBSITE: FROM ASTATIC BROCHURE TO ASALES TOOL
How A Fellow Dscoop MemberDid It….• Rescigno’s Marketing
The Problem•   Wrong human resources to deliver•   Lack of Marketing plan•   Brand and message wrong•   Tactical approach ...
Rescigno’s Mailing Solutions• No consistent branding• Cluttered homepage• No blog• No consistent flow• Hard to navigate• M...
Rescigno’s Mailing SolutionsLinkedIn           Facebook                      Twitter                                YouTube
The Solution Rewrite of business plan       Financials – pricing, all resource requirements       Marketing plan      ...
Website Change• Professional• Showcases Value• Promotes New Services• Social Friendly• Blog & YouTube Integration• User Fr...
Social Networking ChangeLinkedIn           Facebook                      Twitter                                YouTube
The Results“Compared to last year at this same  time, we are up 16% in sales. That  16% increase in YTD activity is now  a...
How Can You Improve YourWebsite• 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 that your    p...
Inspiration: Website Focusedon Benefits
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 & Engaging
Step 4: Mobile Optimized• Do visitors have to tap, zoom, scroll?• Is there Flash?• How long is loading time?• Build a mobi...
SEO: GETTING FOUND TOMAKE SALES
By the Numbers: Google•   34,000 searches per second•   2 million per minute•   121 million per hour•   3 billion per day•...
SEO Best Practices•   Keyword Usage•   Content Rules!•   Inbound Links•   Mobile
Keyword Usage• Build a well-researched list of  keywords• Incorporate in your content:  – Page Titles (H1, H2 tags)  – Web...
Content Rules!• Google rewards fresh content ---  update your website regularly!• Create & provide content that  informs, ...
Inbound Links• You want: inbound links from high-  authority sites (trusted, popular, PR,  etc.) with relevant content.• H...
Mobile• Smartphone ownership and mobile  web viewing continues to rise!• Google is rewarding sites that have  mobile websi...
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 to drive ...
FINAL THOUGHTS
The Three-Legged Stool andYOU• Online and Inbound Marketing can  dramatically effect business results.• It may involve cha...
Key Takeaways• Social Media: Strategize, Plan, and  Align Tactics with Goals• Website: Interactive and Engaging to  Drive ...
Q & A / Contact Me!:http://ilink.me/JR                       QR Code                         iFlyMobi.com
QR CodeiFlyMobi.com
THANK YOU!• Have a great evening!• Visit us at the interlinkONE &  Grow Socially Booth tomorrow!
Learn More• http://interlinkONE.com• http://GrowSocially.com
Thank you for attending:The Three-Legged StoolSocial Media, SEO,and Your WebsitePlease remember to fill outyour session ev...
The Three Legged Stool: Social Media, SEO, and Your Website
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The Three Legged Stool: Social Media, SEO, and Your Website

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At the Dscoop7 conference, interlinkONE and Grow Socially CEO John Foley, Jr. presented "The Three Legged Stool: Social Media, SEO, and Your Website".

During the session, John helped attendees gain actionable guidance on how to grow their business by improving social media, search engine optimization and website efforts.

John shared case studies of other print service providers that are effectively taking actions in those three areas to increase awareness and demand for their services, generate more leads, and grow their revenue.

For more information on how Grow Socially can help your company do the same, please visit http://GrowSocially.com.

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  • S
  • 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!
  • Gain actionable guidance on how to grow your business by improving social media, search engine optimization and website efforts.
  • The Three Legged Stool: Social Media, SEO, and Your Website

    1. 1. The Three-Legged StoolSocial Media, SEO,and Your WebsiteJohn Foley, Jr.CEO, interlinkONE and Grow Socially
    2. 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. 3. Keep Your Phone On!• Feel free to Tweet, Post, Update, Email, take notes, photos, and more! @JohnFoleyJr #Dscoop7
    4. 4. The Book  Strategies, Plans, Case Studies Campaign Ideas, and More.  A guide to help you grow your business! NewPathToProfit.com
    5. 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. 6. THE EVOLVING WORLD OFMARKETING
    7. 7. Marketing Used to Be Easier!
    8. 8. Inbound Marketing HasChanged the GameWebsites, SEO, Social Media!
    9. 9. What is inbound Marketing?Inbound marketing is a marketing strategy thatfocuses on attracting prospective customers byoffering useful information http://en.wikipedia.org/wiki/Inbound_marketing
    10. 10. Content Marketing:Part of Inbound Marketing Source: http://mashable.com/2011/10/30/inbound-outbound-marketing/
    11. 11. Inbound Goal: DriveINQUIRIES!
    12. 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 andAction – 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. 13. Why Should YOU Use Inbound Tactics? It works! Drive Inquiries Reach More Customers & Prospects Sell more things
    14. 14. Results:650 275
    15. 15. Results: 1000’s of inquiries
    16. 16. Results: 1000’s of inquiries
    17. 17. USING SOCIAL MEDIA TOGET RESULTS
    18. 18. Social Media Statistics 850 Million Users on Facebook 250 Million Tweets Sent Per DayNOTE: As of December 2011
    19. 19. Social Media Statistics (cont.)60+ Hours of Video Uploaded to YouTube every minute (#2 search engine)  90 million users on Google+ in 6 months
    20. 20. Can Those Tools Actually Help Service Providers? Let’s look at Some Examples!
    21. 21. H & H Graphics Group• Lancaster, PA• Provides mailing, fulfillment, print… and multi-channel marketing services!
    22. 22. FacebookHumanizing theirbrandCustomBackground…with ValueStatementsEngaging withCustomers,Vendors,Prospects
    23. 23. Videos That Tell Their Story
    24. 24. CustomXM• Little Rock, Arkansas• Paul Strack - @Pstrack
    25. 25. Website: Engaging & Social
    26. 26. CustomXM’s Tips for Twitter
    27. 27. CustomXM Tip: Listen!
    28. 28. Social Media Creates Chatter
    29. 29. 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
    30. 30. Sorrento Mesa• San Diego, CA• Small Company• Lots of Success• Active in Social Media - Personal & Professional
    31. 31. Facebook• Consistent Postings• Variety of Content Shared
    32. 32. 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
    33. 33. 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
    34. 34. Printing Center USA• Primarily an online printer• Located in Montana• Quite active on social media
    35. 35. Twitter Activity is High!
    36. 36. Variety of Content in Tweets
    37. 37. Online Video
    38. 38. Printing Center USA• Primarily an online printer• Located in Montana• Quite active on social media
    39. 39. Email & Social Integrated
    40. 40. Steps to Online Marketing(Includes Social) Success• Create a Strategy (PLAN) Remember• EXECUTE Execution TRUMPS Strategy• Measure
    41. 41. 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 NurtureAction – 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
    42. 42. 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?
    43. 43. Align Tactics with GoalsTactic Goal Key StepsFacebook Fan page Increase awareness Post once a day; of services, generate Custom Tab for demo leads registrationTwitter company page Become a thought Post multiple times leader, provide daily; share support marketing-related news; active listeningYouTube Profile Humanize brand; Film weekly video of create demand employee(s); create screencasts of customer successesPinterest? Drive website traffic! Create boards to highlight portfolio work
    44. 44. Be Committed• Social Media often requires daily attention• Prioritize: RELEVANT Content creation, listening, & engaging!• Measure& Adjust
    45. 45. YOUR WEBSITE: FROM ASTATIC BROCHURE TO ASALES TOOL
    46. 46. How A Fellow Dscoop MemberDid It….• Rescigno’s Marketing
    47. 47. 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)
    48. 48. Rescigno’s Mailing Solutions• No consistent branding• Cluttered homepage• No blog• No consistent flow• Hard to navigate• Minimal functionality
    49. 49. Rescigno’s Mailing SolutionsLinkedIn Facebook Twitter YouTube
    50. 50. 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!
    51. 51. Website Change• Professional• Showcases Value• Promotes New Services• Social Friendly• Blog & YouTube Integration• User Friendly• Easy Navigation• Form Integration
    52. 52. Social Networking ChangeLinkedIn Facebook Twitter YouTube
    53. 53. 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 RescignoPresidentRescigno’s Marketing
    54. 54. How Can You Improve YourWebsite• Let’s look at a few practical items that you can review to identify beneficial changes.
    55. 55. 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.
    56. 56. Inspiration: Website Focusedon Benefits
    57. 57. 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.
    58. 58. 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!
    59. 59. Website Inspiration:Interactive & Engaging
    60. 60. Step 4: Mobile Optimized• Do visitors have to tap, zoom, scroll?• Is there Flash?• How long is loading time?• Build a mobile website today!
    61. 61. SEO: GETTING FOUND TOMAKE SALES
    62. 62. 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
    63. 63. SEO Best Practices• Keyword Usage• Content Rules!• Inbound Links• Mobile
    64. 64. 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
    65. 65. 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.
    66. 66. 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
    67. 67. Mobile• Smartphone ownership and mobile web viewing continues to rise!• Google is rewarding sites that have mobile websites in its AdWords program
    68. 68. Items to Avoid• Buying Links• Over-using/forcing keywords – content should sound natural• Adding so much content that your page load-times suffer.
    69. 69. 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!
    70. 70. FINAL THOUGHTS
    71. 71. The Three-Legged Stool andYOU• Online and Inbound Marketing can dramatically effect business results.• It may involve changing sales processes to respond to leads more quickly.
    72. 72. Key Takeaways• Social Media: Strategize, Plan, and Align Tactics with Goals• Website: Interactive and Engaging to Drive Leads• SEO: Create informative & share- worthy content!
    73. 73. Q & A / Contact Me!:http://ilink.me/JR QR Code iFlyMobi.com
    74. 74. QR CodeiFlyMobi.com
    75. 75. THANK YOU!• Have a great evening!• Visit us at the interlinkONE & Grow Socially Booth tomorrow!
    76. 76. Learn More• http://interlinkONE.com• http://GrowSocially.com
    77. 77. Thank you for attending:The Three-Legged StoolSocial Media, SEO,and Your WebsitePlease remember to fill outyour session evaluation!
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