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How to Win Friends and Influence Google: A B2B Guide on Search & Social


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Learn how to optimize social media for not only your B2B business, but also for Google. Presented by Rachel Yeomans of Astek and Sean McGinnis of 312 Digital.

Published in: Education, Technology, Business
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How to Win Friends and Influence Google: A B2B Guide on Search & Social

  1. 1. How to Win Customers & Influence GoogleA B2B Guide to Search & Social Presenters Rachel Yeomans Sean McGinnis BeaconLive Marketing Webinars
  2. 2. What we’ll be discussing: •  Process •  Best Practices And some examples in between!
  3. 3. Have a Plan
  4. 4. Tie your plan to a business objectiveExamples: •  Sell products and/or services •  Increase website traffic •  E-mail sign-ups •  Webinar sign-ups •  Increase brand/company awareness (this includes SEO!) •  Engage with your current and potential clients and partners Your goal is not to increase fan or follower count! What if there’s no business objective?
  5. 5. Formulate objectives •  Sell products and/or services •  By what percentage point? •  Benchmarks per quarter? •  Different goals per product or service? •  Increase brand/company awareness (this includes SEO!) •  Choose your keywords •  “Editorial” calendar •  Engage with your current and potential clients and partners •  If they’re on social, make sure you know what they’re saying! •  Who are you going after & how will you find them?
  6. 6. Based on objectives, select your engagement platform(s)
  7. 7. Plan your communication tactics within each platform •  Who will engage? •  How often will that person engage? (Be realistic!) •  What platforms is your industry using? •  What platforms will your industry be using? •  Plan out your process and routine •  Should you outsource? Do not forget to track & measure!
  8. 8. And when we say track and measure… •  Social Listening •  Social Outreach / Community Management Read this Google Doc on platforms available to you!
  9. 9. And when we say strategize… •  Goal: Sell your product/service Social   Media   Thank  You   Message:   Site  Landing   Page  with   At  1pm  hear   Page  Live   embedded   from  Expert   Online   Chat  /   ebook  or   on  increasing   Ads   TwiFer   related   your  web   Chat   products  with   traffic.   discount   Email  
  10. 10. And when we say strategize… •  Goal: Grow your email list Social   Media   Thank  You   Page  with   Website   “Write  Our   Message:   Landing   Email  for  Us”   Write  our   Online   Page   submissions  &   email  for  us   Ads   (email     feature  emails   and  win!   sign-­‐up)   from  the  past   for  inspiraRon   Email  
  11. 11. You’re On Social…Now What?
  12. 12. DO… •  Have conversations and engage with others •  Create engaging content •  Share relevant content •  Integrate channels •  Cross-promote when appropriate •  Take some risks and have some fun •  Read The Cluetrain Manifesto (don’t worry, it’s short!) Remember, social is about being social!
  13. 13. When you DO make a mistake…
  14. 14. DON’T… •  Over-promote •  Broadcast •  Sign up for a service and not use it •  Be too conservative •  Speak in a “corporate” voice – we’re all human, remember? •  Expect overnight success •  Bury your head in the sand if issues arise – have a plan to deal with those issues too! •  Be scared of social. We’re all just people – even your customers!
  15. 15. Some other good examples!
  16. 16. Do you need a online events provider who can: •  Create branded registration pages with e-commerce capabilities? •  Seamlessly Stream Audio and Video? •  Offer OnDemand Playback Solutions? •  Provide a full service suite of CE services, including administration of Evaluations and Exams, Verification of Participation and automatic Certificate Delivery?Schedule a demo with BeaconLive to learn how our solution is not ourservice, but rather the value we provide to you.
  17. 17. Do you need a service provider who can: •  Build or redesign your website to better suit your business? •  Optimize your website for search engines? •  Create and help build your social media presence? •  Bring you to mobile?Schedule a call with Astek to learn how your business can rule “theCloud”!
  18. 18. Do you need a service provider who can: •  Analyze your web site and make recommendations for improving search engine performance? •  Train your in-house staff on the art and science of SEO? •  Put in place a content generation strategy that will keep you top of mind for on the platforms where your customers spend the most time? •  Redevelop an existing web site so it converts visitors into customers?Schedule a call with 312 Digital and learn how to dominate your niche!