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Presented By: Jake Bohall




Transportation Marketing & Sales Association
Meet the Presenter

Jake Bohall is the Director of Strategy and
Business Development for Virante, where he has
worked since 2008. He has co-founded several
start-ups, sits on the board of an educational non-
profit, and assists entrepreneurs in implementing
their start-up ideas.

Jake's expertise lies in identifying opportunities for
business growth and determining appropriate
search engine marketing strategies to fit a
company’s objectives.




             Transportation Marketing & Sales Association
Virante: Our Story
History
• Founded by Ryan Allis, CEO and Co-Founder of iContact Corporation
• Incorporated in 2001 in North Carolina
• Started in Nutraceuticals… Zero to One Million by Ryan Allis
• Provided everything needed to move online and market your business

Now
• Focus on Search Engine Marketing
• Industry R&D
• Ethical SEO services

Clients
• Brand Conscious Companies
• Universities, Major Foundations, Entrepreneurs, Hotels & Resorts,
SMB’s, other SEM Companies… You?




              Transportation Marketing & Sales Association
Why Search Marketing
•   Search engines account for approximately 93% of all internet traffic.
•   Google is the largest search engine with 65% of total search traffic.
•   65% of online revenue is generated from websites in the top three
    positions on search engine results pages (SERPs)
•   93% of global consumers use search engines to find websites
•   76.7% of Google users use the natural search links (organic,
    unpaid listings)
•   Approximately 75% of all clicks occur from the top 5 results.

                          Source: Forrester Research




             Transportation Marketing & Sales Association
AOL Click-Through Data
    Variations in organic CTR resulting from organic rankings positions

•     1996, AOL clickthrough data gets leaked
•     This dataset contained over 36 million search queries and tracked
      19 million clickthroughs.
•     Demonstrates importance of ranking in top 5 (73.55% of clicks)
AOL Click-Through Data
    Variations in organic CTR resulting from organic rankings positions

•     450% increase moving from position 11 to 10
•     Inspires ideas such as second-page poaching
How Do I Get On The First Page?
                            Great Question!
                                    or…
                 If you didn’t ask this, you should have!

Strategies we use

1. Cost-Per-Click Advertising – Renting Traffic, Quick ROI, Short-Term

2. Organically – Owning Traffic, Long-Term Strategy, More Traffic
   Available

3. Other – Maps, Shopping, News, etc. – Constantly evolving




           Transportation Marketing & Sales Association
Typical Work Flow

1.   Analytics Implementation
2.   Competitive Analysis
3.   Keyword Discovery
4.   Paid Search
5.   Organic SEO
6.   Social Media Marketing
7.   Monitor, Adjust, Profit


          Transportation Marketing & Sales Association
Analytics – The Method of Logical Analysis

Measure and track key performance indicators (KPI’s)
   • # of visitors                   • Revenue
   • Time on page                    • Cost of Conversion
   • Referral sources                • Bounce Rate
   • Conversions                     • Trending


                        Rule of Analytics:
 To effectively influence user behavior, you must understand user behavior




            Transportation Marketing & Sales Association
Analytics – The Method of Logical Analysis
        Example Dashboard from Google Analytics
Competitive Intelligence


                          • Google Insights
                          • Google Ad Planner
                          • Quantcast
                          • Alexa
                          • Spyfu




Transportation Marketing & Sales Association
Strategies for Online Marketing Success  by Jake Bohall of Virante, Inc.
Transportation Marketing & Sales Association
Transportation Marketing & Sales Association
Keyword Strategy




Transportation Marketing & Sales Association
Paid Search Advertising




Transportation Marketing & Sales Association
Paid Search Advertising




Transportation Marketing & Sales Association
Transportation Marketing & Sales Association
Strategies for Online Marketing Success  by Jake Bohall of Virante, Inc.
How to Build Your
                            Adwords Campaigns




Transportation Marketing & Sales Association
Writing The Perfect Ad




Headline: 25 character limit      Grab the searcher’s attention
Body A: 35 character limit        Benefit of your product / service
Body B: 35 character limit        Give a clear call to action (Get Started Today!)
Display URL: 35 character limit   Must be your domain…but you can be creative




               Transportation Marketing & Sales Association
GEO - Targeting




Transportation Marketing & Sales Association
Display Network Advertising




Transportation Marketing & Sales Association
Transportation Marketing & Sales Association
Facebook Advertising
Facebook
                                   Advertising




Transportation Marketing & Sales Association
Strategies for Online Marketing Success  by Jake Bohall of Virante, Inc.
Facebook Advertising




        Transportation Marketing & Sales Association
Where to Focus Your Efforts
Google Adwords                               Facebook

• The 800 pound search gorilla               • Huge growth potential
• Works well for B2C & B2B                   • Currently not as well suited forB2B
• Typically the most expensive click costs   • Click costs are still relatively low
• User-friendly interface                    • Best fit for retail & specialty items
• Offers the most flexibility                • Targeting abilities are unmatched

Microsoft Adcenter                           Business.com

• Less reach but still major search engine   • Tends to have higher conversion rates
• Works well for B2C & B2B                   • Focused on B2B advertising
• Typically less expensive than Adwords      • Lower traffic but also lower click costs
• Wide-reaching content network              • Text and banner advertising
• Now includes Yahoo properties              • Account manager depending on spend




             Transportation Marketing & Sales Association
Organic SEO – Search Engine Optimization
Factors Affecting SEO
Onsite SEO
• Site structure
• Content
• Page Titles and meta information

Offsite SEO
• Link Development
Negatively Affecting Factors
• Duplicate Content
• Site Speed
• Manipulating Results


      Transportation Marketing & Sales Association
Onsite SEO
Page Hierarchy

• Home -> Parent -> Child
• Everything links back to all parent pages

URL Structure

           www.easy.com/to/understand
                         vs
       www.lets.com/make.aspx?q=this+more&item
        =difficult+understand&id=22292239



      Transportation Marketing & Sales Association
Onsite SEO
Unique content - All elements affected!
• Navigation elements
• Page titles
• Meta Descriptions
• Content of the page

Page titles and meta information



Answering the question: How are you different?



      Transportation Marketing & Sales Association
Offsite SEO

Disclaimer: Google has a problem with being manipulated!



   • Links intended to manipulate PageRank
   • Links to web spammers or bad neighborhoods on the web
   • Excessive reciprocal links or excessive link exchanging ("Link to me
   and I'll link to you.")
   • Buying or selling links that pass PageRank


                      So what is legitimate?
         A strategy you would gladly share with competitors



            Transportation Marketing & Sales Association
Link Development Strategies
White Hat
• Writing great content that encourages people to link to you!
• Finding sites with related content/topics and sharing your resource of
knowledge through outreach and traditional PR
• Guest posting
Grey Hat
• Advertising with banners that link to your site
• Participation in some recommendation engines
• Directories, paid recommendations

Black Hat
• Leveraging XSS holes to insert links
• Parasitic hosting
• Spam




          Transportation Marketing & Sales Association
Recent Trends and Changes
• Panda Update
   •Importance of unique content

• Real-time search results
   • Google caffeine
   • Twitter incorporation

• Geolocation
   • Google places

• Social indicators
   • How engaged is your brand in social media?


       Transportation Marketing & Sales Association
Social Media’s Explosive Growth




Transportation Marketing & Sales Association
Social Media’s Marketing Potential


                      • SM usage by small business
                      up from 12% to 24% in 2010
                      • 1 out of 5 now use SM in
                      marketing strategy
                      • By 2012 over 12% of all
                      marketing spend will be in SM




 Transportation Marketing & Sales Association
Social Media’s Marketing Potential


                           Consumers exposed
                          to a brand on social
                          media are 2.8 times
                          more likely to search
                          for that brand’s
                          products.



 Transportation Marketing & Sales Association
Social Media Myth #1

                   MYTH: Social Media
                   marketing is free.
                   TRUTH: Free to use, but
                   takes significant investment
                   of time and thought to do
                   right.




Transportation Marketing & Sales Association
Social Media Myth #2
                   MYTH: Social Media
                   marketing is the same as any
                   other marketing.
                   TRUTH: Effective Social
                   Media marketing is
                   interactive. Not just
                   broadcasting, but listening &
                   responding.



Transportation Marketing & Sales Association
Social Media Marketing




       How do we get started?


Transportation Marketing & Sales Association
Social Media Marketing: Getting Started


                                STEP 1: Secure your
                                brand.
                                Use knowem.com to
                                claim your brand
                                name on all the major
                                Social Media sites.




    Transportation Marketing & Sales Association
Social Media Marketing: Getting Started

                                STEP 2: Plan strategy &
                                resources
                                • What do you want
                                from SM?
                                • How will you get
                                there?
                                • Who will do it?



    Transportation Marketing & Sales Association
Social Media Marketing: Getting Started



                                STEP 3: Blog!
                                Blogging is your home
                                base of fresh content
                                to share via your SM
                                outlets.




    Transportation Marketing & Sales Association
Social Media Marketing: Getting Started




    Transportation Marketing & Sales Association
Social Media Marketing: Getting Started


                                STEP 4: Select most
                                strategic outlets & get
                                started.
                                Start by just posting
                                content until you build
                                a following.




    Transportation Marketing & Sales Association
Social Media Marketing: Getting Started

                              STEP 5: Build a
                              following.
                              Many ways, including:
                              • Interact on other
                              topically-related SM
                              • Invite clients, people you
                              know
                              • Encourage followers to
                              share your stuff




    Transportation Marketing & Sales Association
Social Media Marketing: Getting Started




STEP 6: Integrate social sharing on your site and email

                   Sharethis.com is a free, easy-to-use
                   tool for building sharing buttons



        Transportation Marketing & Sales Association
Social Media Marketing: Getting Started

                              ALWAYS:
                              Listen & Interact
                              Two-way Communication
                              • Reputation management
                              • Customer service
                              • Message more effective
                              when followers know
                              someone “real” is there




    Transportation Marketing & Sales Association
Social Media Marketing: Getting Started
                          Rinse and Repeat!
                          • New, fresh content
                          • Post on multiple
                          channels
                          • Encourage sharing
                          • Listen and interact




    Transportation Marketing & Sales Association
What To Expect From An SEM Company

                           Always Expect Communication!

Paid Search – Renting / Quick ROI

•   Lots of questions (lifetime value, acquisition costs, conversion points, etc.)
•   Account created in YOUR name and under YOUR control
•   Verifiable adspend
•   Logical organization of campaigns and ad groups into relevant segments
•   Constant testing of new keywords, ad copy, and landing pages
•   Monthly reporting with strategy for improvement
•   Ongoing recommendations to improve account performance
•   Regular changes/updates to the account




                  Transportation Marketing & Sales Association
What To Expect From An SEM Company

                           Always Expect Communication!

Organic Search Engine Optimization – Owning / Slower ROI

•   Lots of questions
•   Review of past and current initiatives
•   Review of your website
•   Prioritized list of obtainable, relevant, traffic-generating keywords
•   Prioritized list of onsite recommendations
•   Recommendations for new content
•   Recommendations for link development
•   Monthly reporting and calls




                  Transportation Marketing & Sales Association
What Does It Cost?
Paid Search
• Set-up – Free (Firm: $500 - $5k)
• Adspend – You name it!
• Maintenance / Consulting – Free (Firm: 12% - 18% of Adspend)
• Typical to spend: $1,500 upfront and budget on ROI



Organic Search
• Analysis & Strategy - $2k - $10k
• Onsite Changes - $1k - $5k
• Link Development - $1k Local; $2k National; $5k- $100k Competitive
• Typical to spend: $4k upfront and $2,500 per month




            Transportation Marketing & Sales Association
What Does It Cost?
Analytics
• Software – Free - $10k
• Set-up – Free (Firm: $500 - $5k)
• KPI Reporting - $0 - $1k
• Typical to spend: $500 for Consulting and $300 for monthly reporting



Social Media
• Software – Free - $10k
• Set-up – Free (Firm: $500 - $5k)
• KPI Reporting - $0 - $1k
• Typical to spend: $500 for Consulting and $300 for monthly reporting




            Transportation Marketing & Sales Association
TIPS For Hiring
                   Things to do
                   • Check references
                   • Withhold information until asked
                   • Check BBB Rating, Certifications, etc.

Signs of a Good Company                    Signs of a Bad Company
• SEOmoz.org recommended                   • Cites websites stating they are
• Colleague referral                         ranked #1 SEO company
• Speaks at known conferences              • Makes promises that you will have
• Knowledge of sales staff                   rankings or profit
• Have innovative ideas and strategies     • No R&D
• Sets realistic expectations              • Have set packages
• Name is Virante!                         • Shares information about clients




              Transportation Marketing & Sales Association
Tools / Resources
Analytics                       CPC
• Google Analytics              • Adwords Keyword Tool
• Crazy Egg                     • Google Ad Planner
• Get Clicky                    • Quantcast
• Website Optimizer             • Spyfu
• Omniture                      • Google Insights
• Marchex                       • SiteTuners

SEO                             Social
• Virante’s Free Tools          • Knowem
• Google Webmaster Tools        • Social Mention
• Majestic SEO                  • Wildfire App
• SEOMoz                        • Twylah
• Yahoo Site Explorer           • HyperAlerts
• Google Trends                 • Trackur



    Transportation Marketing & Sales Association
Contact Information
          Virante, Inc.
    http://www.virante.com
        1-800-650-0820
            @virante

         Jake Bohall
    jbohall@virante.com
        919-459-2834
         @jakebohall
www.linkedin.com/in/jakebohall

http://www.thegooglecache.com
  http://www.virante.com/blog/




Transportation Marketing & Sales Association

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Strategies for Online Marketing Success by Jake Bohall of Virante, Inc.

  • 1. Presented By: Jake Bohall Transportation Marketing & Sales Association
  • 2. Meet the Presenter Jake Bohall is the Director of Strategy and Business Development for Virante, where he has worked since 2008. He has co-founded several start-ups, sits on the board of an educational non- profit, and assists entrepreneurs in implementing their start-up ideas. Jake's expertise lies in identifying opportunities for business growth and determining appropriate search engine marketing strategies to fit a company’s objectives. Transportation Marketing & Sales Association
  • 3. Virante: Our Story History • Founded by Ryan Allis, CEO and Co-Founder of iContact Corporation • Incorporated in 2001 in North Carolina • Started in Nutraceuticals… Zero to One Million by Ryan Allis • Provided everything needed to move online and market your business Now • Focus on Search Engine Marketing • Industry R&D • Ethical SEO services Clients • Brand Conscious Companies • Universities, Major Foundations, Entrepreneurs, Hotels & Resorts, SMB’s, other SEM Companies… You? Transportation Marketing & Sales Association
  • 4. Why Search Marketing • Search engines account for approximately 93% of all internet traffic. • Google is the largest search engine with 65% of total search traffic. • 65% of online revenue is generated from websites in the top three positions on search engine results pages (SERPs) • 93% of global consumers use search engines to find websites • 76.7% of Google users use the natural search links (organic, unpaid listings) • Approximately 75% of all clicks occur from the top 5 results. Source: Forrester Research Transportation Marketing & Sales Association
  • 5. AOL Click-Through Data Variations in organic CTR resulting from organic rankings positions • 1996, AOL clickthrough data gets leaked • This dataset contained over 36 million search queries and tracked 19 million clickthroughs. • Demonstrates importance of ranking in top 5 (73.55% of clicks)
  • 6. AOL Click-Through Data Variations in organic CTR resulting from organic rankings positions • 450% increase moving from position 11 to 10 • Inspires ideas such as second-page poaching
  • 7. How Do I Get On The First Page? Great Question! or… If you didn’t ask this, you should have! Strategies we use 1. Cost-Per-Click Advertising – Renting Traffic, Quick ROI, Short-Term 2. Organically – Owning Traffic, Long-Term Strategy, More Traffic Available 3. Other – Maps, Shopping, News, etc. – Constantly evolving Transportation Marketing & Sales Association
  • 8. Typical Work Flow 1. Analytics Implementation 2. Competitive Analysis 3. Keyword Discovery 4. Paid Search 5. Organic SEO 6. Social Media Marketing 7. Monitor, Adjust, Profit Transportation Marketing & Sales Association
  • 9. Analytics – The Method of Logical Analysis Measure and track key performance indicators (KPI’s) • # of visitors • Revenue • Time on page • Cost of Conversion • Referral sources • Bounce Rate • Conversions • Trending Rule of Analytics: To effectively influence user behavior, you must understand user behavior Transportation Marketing & Sales Association
  • 10. Analytics – The Method of Logical Analysis Example Dashboard from Google Analytics
  • 11. Competitive Intelligence • Google Insights • Google Ad Planner • Quantcast • Alexa • Spyfu Transportation Marketing & Sales Association
  • 13. Transportation Marketing & Sales Association
  • 14. Transportation Marketing & Sales Association
  • 16. Paid Search Advertising Transportation Marketing & Sales Association
  • 17. Paid Search Advertising Transportation Marketing & Sales Association
  • 18. Transportation Marketing & Sales Association
  • 20. How to Build Your Adwords Campaigns Transportation Marketing & Sales Association
  • 21. Writing The Perfect Ad Headline: 25 character limit Grab the searcher’s attention Body A: 35 character limit Benefit of your product / service Body B: 35 character limit Give a clear call to action (Get Started Today!) Display URL: 35 character limit Must be your domain…but you can be creative Transportation Marketing & Sales Association
  • 22. GEO - Targeting Transportation Marketing & Sales Association
  • 23. Display Network Advertising Transportation Marketing & Sales Association
  • 24. Transportation Marketing & Sales Association
  • 26. Facebook Advertising Transportation Marketing & Sales Association
  • 28. Facebook Advertising Transportation Marketing & Sales Association
  • 29. Where to Focus Your Efforts Google Adwords Facebook • The 800 pound search gorilla • Huge growth potential • Works well for B2C & B2B • Currently not as well suited forB2B • Typically the most expensive click costs • Click costs are still relatively low • User-friendly interface • Best fit for retail & specialty items • Offers the most flexibility • Targeting abilities are unmatched Microsoft Adcenter Business.com • Less reach but still major search engine • Tends to have higher conversion rates • Works well for B2C & B2B • Focused on B2B advertising • Typically less expensive than Adwords • Lower traffic but also lower click costs • Wide-reaching content network • Text and banner advertising • Now includes Yahoo properties • Account manager depending on spend Transportation Marketing & Sales Association
  • 30. Organic SEO – Search Engine Optimization
  • 31. Factors Affecting SEO Onsite SEO • Site structure • Content • Page Titles and meta information Offsite SEO • Link Development Negatively Affecting Factors • Duplicate Content • Site Speed • Manipulating Results Transportation Marketing & Sales Association
  • 32. Onsite SEO Page Hierarchy • Home -> Parent -> Child • Everything links back to all parent pages URL Structure www.easy.com/to/understand vs www.lets.com/make.aspx?q=this+more&item =difficult+understand&id=22292239 Transportation Marketing & Sales Association
  • 33. Onsite SEO Unique content - All elements affected! • Navigation elements • Page titles • Meta Descriptions • Content of the page Page titles and meta information Answering the question: How are you different? Transportation Marketing & Sales Association
  • 34. Offsite SEO Disclaimer: Google has a problem with being manipulated! • Links intended to manipulate PageRank • Links to web spammers or bad neighborhoods on the web • Excessive reciprocal links or excessive link exchanging ("Link to me and I'll link to you.") • Buying or selling links that pass PageRank So what is legitimate? A strategy you would gladly share with competitors Transportation Marketing & Sales Association
  • 35. Link Development Strategies White Hat • Writing great content that encourages people to link to you! • Finding sites with related content/topics and sharing your resource of knowledge through outreach and traditional PR • Guest posting Grey Hat • Advertising with banners that link to your site • Participation in some recommendation engines • Directories, paid recommendations Black Hat • Leveraging XSS holes to insert links • Parasitic hosting • Spam Transportation Marketing & Sales Association
  • 36. Recent Trends and Changes • Panda Update •Importance of unique content • Real-time search results • Google caffeine • Twitter incorporation • Geolocation • Google places • Social indicators • How engaged is your brand in social media? Transportation Marketing & Sales Association
  • 37. Social Media’s Explosive Growth Transportation Marketing & Sales Association
  • 38. Social Media’s Marketing Potential • SM usage by small business up from 12% to 24% in 2010 • 1 out of 5 now use SM in marketing strategy • By 2012 over 12% of all marketing spend will be in SM Transportation Marketing & Sales Association
  • 39. Social Media’s Marketing Potential Consumers exposed to a brand on social media are 2.8 times more likely to search for that brand’s products. Transportation Marketing & Sales Association
  • 40. Social Media Myth #1 MYTH: Social Media marketing is free. TRUTH: Free to use, but takes significant investment of time and thought to do right. Transportation Marketing & Sales Association
  • 41. Social Media Myth #2 MYTH: Social Media marketing is the same as any other marketing. TRUTH: Effective Social Media marketing is interactive. Not just broadcasting, but listening & responding. Transportation Marketing & Sales Association
  • 42. Social Media Marketing How do we get started? Transportation Marketing & Sales Association
  • 43. Social Media Marketing: Getting Started STEP 1: Secure your brand. Use knowem.com to claim your brand name on all the major Social Media sites. Transportation Marketing & Sales Association
  • 44. Social Media Marketing: Getting Started STEP 2: Plan strategy & resources • What do you want from SM? • How will you get there? • Who will do it? Transportation Marketing & Sales Association
  • 45. Social Media Marketing: Getting Started STEP 3: Blog! Blogging is your home base of fresh content to share via your SM outlets. Transportation Marketing & Sales Association
  • 46. Social Media Marketing: Getting Started Transportation Marketing & Sales Association
  • 47. Social Media Marketing: Getting Started STEP 4: Select most strategic outlets & get started. Start by just posting content until you build a following. Transportation Marketing & Sales Association
  • 48. Social Media Marketing: Getting Started STEP 5: Build a following. Many ways, including: • Interact on other topically-related SM • Invite clients, people you know • Encourage followers to share your stuff Transportation Marketing & Sales Association
  • 49. Social Media Marketing: Getting Started STEP 6: Integrate social sharing on your site and email Sharethis.com is a free, easy-to-use tool for building sharing buttons Transportation Marketing & Sales Association
  • 50. Social Media Marketing: Getting Started ALWAYS: Listen & Interact Two-way Communication • Reputation management • Customer service • Message more effective when followers know someone “real” is there Transportation Marketing & Sales Association
  • 51. Social Media Marketing: Getting Started Rinse and Repeat! • New, fresh content • Post on multiple channels • Encourage sharing • Listen and interact Transportation Marketing & Sales Association
  • 52. What To Expect From An SEM Company Always Expect Communication! Paid Search – Renting / Quick ROI • Lots of questions (lifetime value, acquisition costs, conversion points, etc.) • Account created in YOUR name and under YOUR control • Verifiable adspend • Logical organization of campaigns and ad groups into relevant segments • Constant testing of new keywords, ad copy, and landing pages • Monthly reporting with strategy for improvement • Ongoing recommendations to improve account performance • Regular changes/updates to the account Transportation Marketing & Sales Association
  • 53. What To Expect From An SEM Company Always Expect Communication! Organic Search Engine Optimization – Owning / Slower ROI • Lots of questions • Review of past and current initiatives • Review of your website • Prioritized list of obtainable, relevant, traffic-generating keywords • Prioritized list of onsite recommendations • Recommendations for new content • Recommendations for link development • Monthly reporting and calls Transportation Marketing & Sales Association
  • 54. What Does It Cost? Paid Search • Set-up – Free (Firm: $500 - $5k) • Adspend – You name it! • Maintenance / Consulting – Free (Firm: 12% - 18% of Adspend) • Typical to spend: $1,500 upfront and budget on ROI Organic Search • Analysis & Strategy - $2k - $10k • Onsite Changes - $1k - $5k • Link Development - $1k Local; $2k National; $5k- $100k Competitive • Typical to spend: $4k upfront and $2,500 per month Transportation Marketing & Sales Association
  • 55. What Does It Cost? Analytics • Software – Free - $10k • Set-up – Free (Firm: $500 - $5k) • KPI Reporting - $0 - $1k • Typical to spend: $500 for Consulting and $300 for monthly reporting Social Media • Software – Free - $10k • Set-up – Free (Firm: $500 - $5k) • KPI Reporting - $0 - $1k • Typical to spend: $500 for Consulting and $300 for monthly reporting Transportation Marketing & Sales Association
  • 56. TIPS For Hiring Things to do • Check references • Withhold information until asked • Check BBB Rating, Certifications, etc. Signs of a Good Company Signs of a Bad Company • SEOmoz.org recommended • Cites websites stating they are • Colleague referral ranked #1 SEO company • Speaks at known conferences • Makes promises that you will have • Knowledge of sales staff rankings or profit • Have innovative ideas and strategies • No R&D • Sets realistic expectations • Have set packages • Name is Virante! • Shares information about clients Transportation Marketing & Sales Association
  • 57. Tools / Resources Analytics CPC • Google Analytics • Adwords Keyword Tool • Crazy Egg • Google Ad Planner • Get Clicky • Quantcast • Website Optimizer • Spyfu • Omniture • Google Insights • Marchex • SiteTuners SEO Social • Virante’s Free Tools • Knowem • Google Webmaster Tools • Social Mention • Majestic SEO • Wildfire App • SEOMoz • Twylah • Yahoo Site Explorer • HyperAlerts • Google Trends • Trackur Transportation Marketing & Sales Association
  • 58. Contact Information Virante, Inc. http://www.virante.com 1-800-650-0820 @virante Jake Bohall jbohall@virante.com 919-459-2834 @jakebohall www.linkedin.com/in/jakebohall http://www.thegooglecache.com http://www.virante.com/blog/ Transportation Marketing & Sales Association

Editor's Notes

  1. Call to action – works well for SM too. Ask followers to share your content.
  2. Include both follow and share/like buttons. Tidbit: Facebook like button now post a fully formatted share link to the sharer’s facebook wall.
  3. Reputation management: Use services to auto-monitor your brand on SM (Google Alerts, Social Mention)