Conversation Marketing

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Vincent Ferrari
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Marketing Tactics
Source: Elliance, Inc.

What You’re Looking For
 Search Visibility
 Persistent Links
 Content Syndication
 Word of Mouth
 Targeted Communities
 Conversation

People Streams
Source: Elliance, Inc.

Life of an Article
Source: Elliance, Inc.

Traffic strategies
 Link internally
 Use consistent domains
 Ask for “link love”
 Promote outbound links
 File a site map
 Register on bookmarking sites

Publish Everywhere it Makes Sense

Promote Your Content

Promote Others’ Recommendations

Credibility Through Validation
Source: Elliance, Inc.

Choose Appropriate Outlets
Source: Elliance, Inc.

Blogs Matter
Source: Elliance, Inc.

Engage Popular People

Stream It

The Power of RSS
Source: Elliance, Inc.

RSS Is For Machines, Not People

Tracking success
 Traffic – unique visitors vs. page views
 Technorati rankings
 RSS subscriptions
 Google linkto: and allinanchor:
 De.licio.us and Technorati tags
 Trackbacks
 WebsiteGrader, Xinu, Compete, Alexa, etc.

Track and Double Down

Use Third-Party Tools

Growth Will be Steady
Link Love
14,000 High interest event
12,000 Prominent magazine link
Prominent magazine
10,000 mention (no link)
8,000 Prominent blogger link
6,000
4,000
2,000
0
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Good and Bad Visibility
Source: Elliance, Inc.

Tricks of the trade
 Encourage and respond to comments
 Comment elsewhere
 Report
 Serialize
 Use themes
 Give stuff away
 Use Multiple Media

Widgets Extend Reach
Twitter –
Group text
Seekr – Displays Flickr –
messaging
photos matching Share
tags you enter photos from
your travels LinkedIn –
Contacts
Jaxtr – Readers Tag Clouds – network
can call you Quick visual map
without having of what you write
Meetup –
your phone about
Get
number together
with others
Google
Calendar –
MyBlogLog – when you’re Technorati
Readers engage available – Blog
with each other ranking
EasyWiFiRadar –
Find hot spots

25% of SEO is On-Page Visible
• Page Title
• URL
• H1,H2,H3 tags
• Page Text
• Bold

25% On-Page INvisible
Description
Keywords
Alt Images

And 75% is Word-of-Mouth