SLCSEM Paid Owned & Earned Tactics David Malmborg

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Paid, Owned & Earned tactics you may not have thought of yet for hitting your audience and customer goals by David Malmborg at September 18, 2013 SLCSEM.org event.

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SLCSEM Paid Owned & Earned Tactics David Malmborg

  1. 1. SEO1 SEO2 and SEO3 Achieving your SEO Goals@DavidMalmborg
  2. 2. @DavidMalmborg ▸ 1 year at Applebees ▸ 3 years at CompUSA ▸ 1 year at Riser Media ▸ 4 years at SEO.com ▸ 1 year at Fusion-io ▸ 71 people endorse me on Linked In for the skill “SEO” …BOOM!
  3. 3. Fusion-io Delivers the World's Data Faster ▸ Headquarters in SLC ▸ NYSE – FIO ▸ ~950 Employees ▸ $432.4M in FY13 ▸ Apple and Facebook are our largest customers ▸ We sell through HP, Dell, IBM, Cisco, SuperMicro, etc.
  4. 4. Steve Wozniak – Chief Scientist
  5. 5. What Does SEO Mean?
  6. 6. SEO1 Search Engine Optimization
  7. 7. Optimize your Site  On page  Uniquely Valuable  Keyword Targeted  Sharable  Structured  On Site  Crawlability  Navigation and Content Flow http://moz.com/blog/visual-guide-to-keyword-targeting-onpage-optimization
  8. 8. SEO1 Goals ▸ Make Time ▸ Review and Revise your strategy
  9. 9. SEO2 Site Engagement Optimization
  10. 10. Are you comfortable having all your links be rel=“nofollow”?
  11. 11. 7 Reasons to Remove "Link Building" from Our Vocabulary 1. Link building isn't a process or goal 2. Google wants to kill "link building" as a process 3. Modern Google is not a link-counting machine 4. Qualifying "good links" doesn't stick 5. Link obsession can hurt relationships 6. Focusing on links leads to missed opportunities 7. Marketers should differentiate their services from spammers By Carson Ward - http://moz.com/blog/7-reasons-to-remove-link-building-from-vocabulary
  12. 12. True Press Relations Contributed Article/Guest Blog Posts • The audience is the true gauge of a good placement, not the link opportunity. • Pay for placement Maximize your internal network to write, share, and engage. SEO2 is Relationships with Site Owners
  13. 13. Buzzstream ▸ Accepting Multiple Contributions • Monthly • Quarterly • Open • No ▸ Self Submitting options ▸ Social/Forum Sites ▸ Optimizing Outreach ▸ Paid Relationships
  14. 14. SEO3 Social Engagement Optimization
  15. 15. Owned, Earned and Paid Promotion http://marketingland.com/your-necessary-three- pronged-approach-to-content-promotion-55504 Image courtesy of Jordan Kasteler’s Blog
  16. 16. Owned, Earned and Paid Promotion Email
  17. 17. “Content marketing should be about taking people down the conversion path. From a business point of view, anything else really is a waste of time.” –Dan Bischoff http://www.contenthook.com/orvis-case-study/
  18. 18. Create Great Content The Content Wheel Brand Introduction Conversion Email Social Site Distribution Advocacy Following
  19. 19. The Fusion-io Online Market
  20. 20. The Fusion-io Online Market • Fusion Social Media
  21. 21. The Fusion-io Online Market • Fusion Social Media • Fusion-io Email DB
  22. 22. The Fusion-io Online Market • Fusion Social Media • Fusion-io Email DB • Employee’s Social Circles
  23. 23. The Fusion-io Online Market • Fusion Social Media • Fusion-io Email DB • Employee’s Social Circles • Guest Blog Post
  24. 24. The Fusion-io Online Market • Fusion Social Media • Fusion-io Email DB • Employee’s Social Circles • Guest Blog Post • Paid Social Media
  25. 25. The Fusion-io Online Market • Fusion Social Media • Fusion-io Email DB • Employee’s Social Circles • Guest Blog Post • Paid Social Media • Paid Blog Contributions
  26. 26. The Fusion-io Online Market • Fusion Social Media • Fusion-io Email DB • Employee’s Social Circles • Guest Blog Post • Paid Social Media • Paid Blog Contributions • Email List Rentals
  27. 27. Two Goals
  28. 28. 1) Grow our “Owned” Reach
  29. 29. 2) Fill in the Gaps from Search Engine Results
  30. 30. Bringing it all together
  31. 31. Each Lead Has an Activity Line ▸ Find the activity patterns in your converted leads ▸ Find a way to increase the frequency of that pattern
  32. 32. Thank You fus ionio.c om | SAME PLAN ET. D IFFER EN T W OR LD .

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