Get Found Pagetender Llc 020910


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How to "Get Found" On the Web Using Blogging, Social Media, and Other Proven Inbound Marketing Techniques

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Get Found Pagetender Llc 020910

  1. 1. How to "Get Found" On the Web Using Blogging, Social Media, and Other Proven Inbound Marketing Techniques By Linda Sevier CEO, Pagetender LLC Copyright 2010
  2. 2. Why you need to “Get Found” 77-79% of adults used the internet. 63% have broadband. 54-56% connect wirelessly. 4 out 5 read Newspaper in 1964, only half today. Currently movements to make phone books opt-in. Spam filtering use at all time high. TV and radio advertising, who listens? Mailings recycled with being opened. No call lists. Copyright 2010
  3. 3. Who is online? 87% Gen Y (18-32) 82% Gen X (33-44) 79% Young Boomers (45-54) 70% Older Boomers (55-63) 56% Silent Generation (64-72) 31% G.I. Generation (73+) Source for Online Teens data: Pew Internet & American Life Project Surveys conducted Oct.-Nov. 2006 and Nov. 2007-FeSource for Online Teens data: Pew Internet & American Life Project Surveys conducted Oct.-Nov. 2006 and Nov. 2007-Feb. 2008.b. 2008. Copyright 2010
  4. 4. What do they do? Activity Age 18-32 Age 33-44 Age 45-54 Age 55-63 Email 94% 93% 90% 90% Search 90% 93% 90% 89% Research 84% 84% 82% 79% Before Buying Buy Online 71% 80% 68% 72% Watch Video 72% 57% 49% 30% Arrange Travel or Make 65% 70% 69% 66% Reservation Source for Online Teens data: Pew Internet & American Life Project Surveys conducted Oct.-Nov. 2006 and Nov. 2007-FeSource for Online Teens data: Pew Internet & American Life Project Surveys conducted Oct.-Nov. 2006 and Nov. 2007-Feb. 2008.b. 2008. Copyright 2010
  5. 5. Ways To “Get Found” in Google Pay Per Click Free - Organic Search Combination of the two Why People Search To fill a need Solve a problem Entertainment Copyright 2010
  6. 6. Copyright 2010
  7. 7. Pay Per Click Quick Results - can be turned off and on instantly. Very targeted - you pick the time of day and location from which your ads can be seen. Not as time consuming as blogging and Search Engine Optimization. Simple. The highest bidder gets best placement. Copyright 2010
  8. 8. Pay Per Click Real-time auction. Can be very expensive. A competitor with deep pockets can outbid you. If you don’t track your conversions you can end up with nothing but a large bill. Pay Per Click Fraud. Stop paying and you are gone. Copyright 2010
  9. 9. Search Engine Optimization Results earned by creating optimized content and inbound links. Less expensive than pay per click. Deep pockets not an advantage. Trusted by 70+ percent of searchers over paid results. If you stop, more gradual fall in ranking. Copyright 2010
  10. 10. Search Engine Optimization Takes time to rank, possibly months. Not a one time process. Competition can be fierce. Do your keyword research. Rules change regularly. Can get banned for Black Hat Tactics.
  11. 11. Remarkable Content You have to GIVE to get... People are searching for information... give them what they are looking for and reap rewards. In return you will get better ranking, more visitors, build credibility, create inbound links and generate leads. Copyright 2010
  12. 12. Remarkable Content Be Creative! Blog Posts White Papers Videos Webinars Webcasts Podcasts Copyright 2010
  13. 13. Content Tips Visitor’s skim content - use a heading, sub- headings, bullets, linked text, bolded or italic text and images to give visual cues. Write to your audience’s level. Keep pages short. Keep content unique - Google knows! If you quote someone don’t forget to attribute it. Don’t use images instead of text. Limit the number and file size of images. Copyright 2010
  14. 14. More Content Tips Include keyword phrases in title, meta description, H1, content and image descriptions if possible. Title 70 characters or less. Meta description 150 characters or less. Use keywords in link text, not click here. Use styled text for navigation. Copyright 2010
  15. 15. Benefits of Blogging Establish your company as a Each post is a new page thought leader in your which can rank for industry. additional keywords. Changes your website from If content is good, other static to dynamic - keeps sites will link to it. visitors returning. Great way to target long-tail Gives you a way to keywords. converse with prospects. Copyright 2010
  16. 16. Blogging Tips Regardless of platform, Don’t sell - entertain or needs to be part of inform. Find a niche. 200-300 words, no more. Post frequently - at least Break long posts up into once a week. Consider several shorter posts. using guest bloggers or hire a writer if you need to. Use keyword phrases in title, tags if possible, description, Write a title that will compel and content. searchers to click and read. Speak to your audience. Keep post to a single topic. Use images and or video clips to make a point. Copyright 2010
  17. 17. More Blogging Tips Allow comments without Promote your posts via moderation. social media. Always reply to Make sure folks can comments. Get a subscribe through RSS conversation going. and email. Register your blog. Read other blogs and comment on them. Analyze and adjust your strategy. Find a blogging buddy.
  18. 18. White Papers and eBooks Should contain valuable All information should not information. be behind form. You have to give to get. White Papers and eBooks are typically offered Make offer interesting as .PDF Use “Call to Action” Have visitors fill out a button to bring visitors “Call To Action” form to get paper. Consider combining video with paper and making “Kit” Copyright 2010
  19. 19. Social Media YouTube Linkedin Facebook Twitter Social News - Digg and Reddit Bookmarking Sites - Delicious and Stumbleupon Copyright 2010
  20. 20. YouTube Most popular video site on the web. Over a million videos viewed per day. Video should be entertaining, informative or controversial. Can’t be longer than 10 minutes. Set up a channel for your company. Upload videos to YouTube and embed in your website or blog. Advertising is available. Copyright 2010
  21. 21. Why YouTube? Brand Recognition. Examples: Customer testimonials Product demonstrations Video tour of properties How to videos Two places to “Get Found” YouTube and web site. Great measurement tools included. Copyright 2010
  22. 22. YouTube Success Story: Blendtec Success Story: HubSpot Successful Spoof: Not suitable for all. v=U_X5uR7VC4M&feature=PlayList&p=D19BCF9D57320E03&index=0&playnext=1 Copyright 2010
  23. 23. Social Media Profile Use a consistent picture or avatar. Use your real name don’t add numbers or special characters. Pick a name that is available on twitter and Facebook as well. If you haven’t registered your company name on Social Media sites do it quickly or someone may take your company name. Keep your bio brief and focused on business rather than personal info. Include a link to your blog and website so people can find out more about you. The links are usually no-follow so no SEO benefits. Include your social media info on business cards, email signatures Copyright 2010
  24. 24. Linkedin Average age of users is 41. Business focused - networking online. Connect with people from your past and present. Don’t ask people to connect if you don’t know them. Instead, request a virtual introduction to someone through a connection. Four levels of membership available. Lowest level is free. Targeted advertising available. Copyright 2010
  25. 25. Linkedin Groups Groups are online communities. Some open, others closed. Group badge shows up on your profile. Groups include discussions, announcements, job postings and news. Updates can be received in digest form. Great way to communicate like-minded people. Join the Corridor Nine Chamber Group! Copyright 2010
  26. 26. Linkedin Answers Ask or answer questions. Pick categories and sub-categories that are relevant to you. Subscribe by RSS feed to receive new questions. Great way to increase credibility providing you answer questions well. Linkedin shows your information, no need to put it in answer. You can link to information on your blog or site if appropriate, don’t abuse! Recommend an expert. Copyright 2010
  27. 27. Facebook Originally for college students. Fastest growing network for those 35+. Must create a personal account first. Create Business Page for fans. Create link on your profile to Business Page. Add a button to your web site. Buy social ads. Facebooks ad tools. Copyright 2010
  28. 28. Twitter Mini Blog. Set up personal and business account. Limit of 140 characters. URLs shortened Tweet your blog posts, events, sales etc. Find people to follow using twitter “find people”, http:// and Others will follow you if they find you interesting. Search your brand and products to monitor “buzz”. Use hash tags for events. Avoid twitter bots. Use TweetDeck or other tool to help you manage tweets. Copyright 2010
  29. 29. Social News Members submit stories or articles they feel are exceptional. Digg users vote stories/articles up or down. If voted to Front Page it can drive traffic to site. Digg gets over 25,000 views a day. Don’t submit an article unless it is worthy. Get involved and submit other’s to gain trust. Put a Digg button on your blog. You can get banned if you try to cheat. Copyright 2010
  30. 30. Bookmarking Store bookmarks with Delicious. If enough bookmark your page, it can drive traffic to you. Need thousands of folks to bookmark you. StumbleUpon suggests pages based on your likes and popularity of the page. Use thumbs up or down to vote for page. StumbleUpon is available as a toolbar for your browser.
  31. 31. Measuring Success What is working? Keyword Rankings Facts do not Traffic to Visitors to Leads cease to exist Ad Campaigns because they Link Building are ignored. -Aldus Huxley Tools for data gathering and analysis HubSpot Google Analytics yExplore Browser Add-On SEOMOZ Toolbar
  32. 32. The End To learn more about Inbound Marketing, become a member of Learn and become a certified Inbound Marketing Professional. It’s Free!
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