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Optimize - Social Media Club Webinar with Lee Odden


Author Lee Odden discusses his new book, Optimize: How to Attract and Engage More Customers By Integrating SEO, Social Media and Content Marketing with members of Social Media Club.

Author Lee Odden discusses his new book, Optimize: How to Attract and Engage More Customers By Integrating SEO, Social Media and Content Marketing with members of Social Media Club.

Published in Business , Technology
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  • Optimize – How to Attract and Engage More Customers By Integrating SEO, Social Media and Content MarketingBy Lee Odden @leeodden CEO of TopRank Online Marketing
  • Google disappearing from the web has a similar effect as your site(s) disappearing from Google, doesn't it? Of course, I don't mean just Google, but any algorithmic search engine.Focusing SEO efforts specifically on a search engine like Google, achieving great visibility and the ensuing traffic and hopefully sales is a beautiful thing. Until it goes away. If it goes away.
  • What happens in 60 seconds on the internet?
  • Which media do consumers trust for product recommendations?
  • of brands social media content (FB or Twitter) doesn’t rank in top 20 on Google for brand name
  • The intersection of SEO, Social Media and Content Marketing arms marketers with a 360 degree opportunity to attract, engage & retain customers online.
  • framework for content marketing strategy and practical optimization and social media marketing tips to grow business online.
  • Show a company website screen shot with details on a marketing "problem". Something simple like increase online sales of their product
  • Example: LO approved Concept Date: 12/22/2011Copy Approved By LOGraphic Ready for DesignerGraphic Sent to DesignerFinal Graphic Sent to WileyFeedback:
  • Example: LO approved Concept Date: 12/22/2011Copy Approved By LOGraphic Ready for DesignerGraphic Sent to DesignerFinal Graphic Sent to WileyFeedback:
  • mix of content types, optimized)
  • Creating great content helps us reach our social goals
  • By creating a silo for your social media across your organization you cannot effectively target your customers via social media


  • 1. Attract & Engage More Customers @LeeOdden @leeodden - #OptimizeBook
  • 2. @TopRank = Content Marketers = Online Marketing Consultants Book Website Google+White Papers Twitter Articles Facebook Guides YouTube Webinars FlickrGuest Posts LinkedIn Events Slideshare Press Releases @leeodden - #OptimizeBook
  • 3. What ifdisappearedtomorrow? @leeodden - #OptimizeBook
  • 4. @leeodden - #OptimizeBook
  • 5. @leeodden - #OptimizeBook
  • 6. Trust: Product Recommendations Newspaper Blogger Social Network ContactTV Radio Microblog Content Global Web Index Annual Report 2011 @leeodden - #OptimizeBook
  • 7. Paths to Purchase 1% Social Alone 51% Search Alone 48% Search & Social @leeodden - #OptimizeBook
  • 8. 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
  • 9. 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
  • 10. What About Customers? Customers Experiences OutcomesOptimizing for consumers, experiences &outcomes transcends Google, Social or Content. @leeodden - #OptimizeBook
  • 11. Shift Know Your Target Audience Consume ShareDiscover @leeodden - #OptimizeBook
  • 12. 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
  • 13. 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
  • 14. 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
  • 15. 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
  • 16. 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
  • 17. 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
  • 18. Hub & Spoke Publishing @leeodden - #OptimizeBook
  • 19. Hub & Spoke Publishing How to Auto Clean Videos Demonstration Enewsletter Microblogging BlogIndustry Pub Testimonials Article Buying Guide Case Study @leeodden - #OptimizeBook
  • 20. Download the template at Keyword GlossaryCompetitors Keywords Popularity Categories @leeodden - #OptimizeBook
  • 21. Download the template at Editorial Plan @leeodden - #OptimizeBook
  • 22. 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
  • 23. 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
  • 24. 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
  • 25. 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
  • 26. What Would Your Hub Look Like? ? ? ? ? ? ? ? ? ? @leeodden - #OptimizeBook ?
  • 27. 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
  • 28. 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
  • 29. Takeaways• Segment customers• Develop an editorial plan• Optimize & socialize content• Monitor KPIs• Measure business goals• Refine. Repeat. ABO!• Get #Optimize @leeodden - #OptimizeBook
  • 30. Thank YouLee @leeodden - #OptimizeBook