Optimize - Social Media Club Webinar with Lee Odden

Attract & Engage More Customers @LeeOdden OptimizeBook.com TopRankMarketing.com @leeodden - #OptimizeBook

@TopRank = Content Marketers = Online Marketing Consultants Book Website Google+White Papers Twitter Articles Facebook Guides YouTube Webinars TopRankBlog.com FlickrGuest Posts LinkedIn Events Slideshare Press Releases @leeodden - #OptimizeBook

What ifdisappearedtomorrow? @leeodden - #OptimizeBook

@leeodden - #OptimizeBook

Trust: Product Recommendations Newspaper Blogger Social Network ContactTV Radio Microblog Content Global Web Index Annual Report 2011 @leeodden - #OptimizeBook

Paths to Purchase 1% Social Alone 51% Search Alone 48% Search & Social @leeodden - #OptimizeBook

Google sites handle 88 billion searches per month worldwide Source: comScoreAt any given time thereare 50-200 differentversions of Google’s corealgorithm in the wild*Google Inside Search What are you optimizing for? @leeodden - #OptimizeBook

SEO Basics Products Tech SEO Audit Topical Focus ServicesKeyword GlossaryCategory Search Words Keywords Keywords Social Topics KeywordsCategory Blogs Keywords Keywords Social Topics Keywords Keywords @leeodden - #OptimizeBook

What About Customers? Customers Experiences OutcomesOptimizing for consumers, experiences &outcomes transcends Google, Social or Content. @leeodden - #OptimizeBook

Shift Know Your Target Audience Consume ShareDiscover @leeodden - #OptimizeBook

ShiftCustomer Focused OptimizationAudience Discover Consume Share/ActOptimize Attract Engage Inspire Interests Content Share Needs Media Buy Pain Points Social Refer Search Device Social @leeodden - #OptimizeBook

Optimized & Socialized Framework Awareness > Interest > Consideration > Purchase Research Keywords Content & Optimize Customer Topics Promotion Socialize Segments Message Plan PromotePreferences Search & Topics, SEO Social & SEOPain Points Social Data Calendar, Networking,Behaviors Sources Repurpose Link Building @leeodden - #OptimizeBook

Shift Optimizing RobotsZRobot – Goals:• Increase product Automate your cleaning with ZRobot awareness All New Get Mean With Your Clean!• Grow networks ZRobot Dirt Terminator New series of dirt zapping robot.• Increase citations Available May 5, 2012: Small Business Pre Order Ninjas Clean Stressing Out over Dirt? in media & social Owners Save Money Without being seen! Bring in ZRobot Go Shopping Scientifically Special Offers• Increase sales Whlle Zrobot Tested Buy Now cleans for you On real dirt! @leeodden - #OptimizeBook

Shift Consumer Personas: Goals Carrie Stan Sara Small Biz Owner Single Professional Tech Savvy MomLow cost cleaning Easy cleaning Efficient cleaningSave on office costs New tech/gadgets Save time @leeodden - #OptimizeBook

Shift Customer & Content Optimization Maria: Tech Savvy Mom Buying Keywords Social Topics Content Type Cycle Time Saving Housekeeping, Blog post, articles in Awareness housekeeping tips Naptime Cleaning relevant magazines robot cleaners, What types of automated Interest automatic Demonstration video cleaners are there? cleaning Sara Product feature/benefit Mom robot cleaner What are the best robot Consideration list. Comparison to reviews cleaners? competitors robot , Zrobot Store locator, geo-specific Customer Pain Points Purchase how to buy, Where can I buy a Zrobot? store pages, FB fan pages Zrobot prices• No time to clean• 5 small children who spill and make Retention Zrobot cleaning How to get more uses from Blog posts, guest posts, messes tips your Zrobot video• Cannot afford a weekly maid Zrobot fans, Zrobot mom user group Q Facebook Fan page, Advocacy Zrobot and A, tips Forum, Zrobot Newsletter accessories @leeodden - #OptimizeBook

Shift Optimized Editorial Plan ZRobot Content Calendar SuzyBusiness Owner Sara Mom • Planned topics • Media • Dates • Promotion channels • Titles • Repurpose plans • Categories • Cross linking • Keywords @leeodden - #OptimizeBook

Hub & Spoke Publishing @leeodden - #OptimizeBook

Hub & Spoke Publishing How to Auto Clean Videos Demonstration Enewsletter Microblogging BlogIndustry Pub Testimonials Article Buying Guide Case Study @leeodden - #OptimizeBook

Download the template at optimizebook.com Keyword GlossaryCompetitors Keywords Popularity Categories @leeodden - #OptimizeBook

Download the template at optimizebook.com Editorial Plan @leeodden - #OptimizeBook

Optimize for Awareness Awareness > Interest > Consideration > Purchase I need a clean office but my budget is small. Blog subheadings are prime for keywords. Breadcrumbs > Are > Beautiful All New Robot Low Cost Clean! Terminator Watch a Demo Video The content of the blog post appeals to the Categories:Sara interests of the consumer Robot CleaningMom Robot using language that is search Cleaning Tips cleaners? I and social media friendly. Save Time never thought Save Money of that. Efficiency Tips Tags: Keyword, Word, Key @leeodden - #OptimizeBook

Optimize for Interest Awareness > Interest > Consideration > Purchase #Optimize Video Tips: Demo Videos: • Shoot video with promotion channels in mind • Host with YouTube, Vimeo • Embed video on blog, site • Optimize with keywords • Promote video via relevantSara social channelsMom • Give the viewer options: Share, Refer, More Info, Purchase @leeodden - #OptimizeBook

Optimize for Consideration Awareness > Interest > Consideration > Purchase Reviews & Product Pages Have you ever heard of ZRobots or robots for cleaning offices?Sara #Optimize Reviews Tips:Mom Clean Times Mag • Pitch your product for reviews • Monitor for organic reviews Robot Invasion! Top 10 Robot Cleaners for Your Office • Build links to positive reviews 1. ZRobot • Socially share reviews Product descriptions are good for keywords. • Promote reviews from social 2. Roombot Product descriptions are good for keywords. • Make your own product 3. Officebot comparison page Product descriptions are good for keywords. 4. Click Clean Product descriptions are good for keywords. 5. Biz Bot @leeodden - #OptimizeBook

Optimize for Purchase Awareness > Interest > Consideration > Purchase Offers, Store Locator Special Offer! Store Locator Sara MomOptimize for morespecific topics: Order• Location• Product Special Offers Buy Now Go Shopping Whlle Zrobot Scientifically Tested• Outcomes cleans for you On real dirt! @leeodden - #OptimizeBook

What Would Your Hub Look Like? ? ? ? ? ? ? ? ? ? @leeodden - #OptimizeBook ?

Social KPIs - Business Outcomes Social SEO KPI’s Business Outcomes • Fans • Share of Voice • Friends • Improve Service • Followers • Shorter Sales Cycles • Comments • Increased Order • Likes Quantity, Frequency • Google Plusses • More Referrals • Links • Lower Marketing • SERPs Costs • Search Traffic • Grow Revenue • Improve ProfitsTools:Social Media MonitoringWeb AnalyticsSocial Media Marketing Management @leeodden - #OptimizeBook

Just Say No to SilosTo scale, companies need to look beyond social for marketing,PR & service & look at evolving a social business. Marketing Marketing Community Customers Customers Public Relations Public Relations Sales VS Sales Customer Service Customer Service Human Resources Human Resources @leeodden - #OptimizeBook

Takeaways• Segment customers• Develop an editorial plan• Optimize & socialize content• Monitor KPIs• Measure business goals• Refine. Repeat. ABO!• Get #Optimize @leeodden - #OptimizeBook

Thank YouLee Oddenlee@toprank.org@leeoddenTopRankMarketing.com BUYTopRankBlog.com OptimizeBook.com @leeodden - #OptimizeBook

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Optimize - Social Media Club Webinar with Lee Odden

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