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Dig into the Power of Social Media Marketing for Lead
Generation, Branding and Search Engine Optimization
February 18, 201...
About Chris and Boulder SEO Marketing
Chris
• Born and raised in Switzerland
• Two amazing kids; love soccer, skiing, moun...
Today’s Agenda
• An Introduction to Digital Marketing
• Outbound vs. Inbound Marketing
• Social Media Marketing Overview
•...
A Goal Without A Plan Is Just A Wish.
Antoine de Saint-Exupery (French writer; 1900 - 1944)
www.boulderseomarketing.com | ...
Why Are We Talking Today?
www.boulderseomarketing.com | 720.263.1736 | chris@boulderseomarketing.com | @swisschris
The Case for Inbound Marketing
Source: https://jumplead.com/blog/2013/11/why-inbound-marketing-statistics-on-inbound-vs-ou...
Outbound vs. Inbound Marketing
Marketing
Inbound Marketing
- SEO
- Content Marketing
- Social Media
Marketing
- Etc.
Outbo...
Love It or Hate It… It’s A Digital World Out There!
www.boulderseomarketing.com | 720.263.1736 | chris@boulderseomarketing...
So What Exactly is Digital Marketing?
• Promotion of products or brands via
one or more forms of electronic media
• Differ...
What is Social Media Marketing?
Social media marketing (SMM) is a form of Internet marketing that utilizes
social networki...
SupplyDatabase (aka
search engines)
Demand
[Keywords
and phrases]
Search Engine Optimization
www.boulderseomarketing.com |...
The 5 Pillars of SEO
1. Technical Health of Website
2. Website Functionality
3. On-Page Search Engine
Optimization
4. Off-...
www.boulderseomarketing.com | 720.263.1736 | chris@boulderseomarketing.com | @swisschris
Key Components of Inbound Marketing
Inbound
Marketing
Content
Marketing
Social
Media
Marketing
Search
Engine
Optimization
...
Crucial Components of a Social Media Marketing Strategy
Social
Media
Marketing
Target
Audience (aka
Buyer Persona)
Tools a...
Crucial Components of a Social Media Marketing Strategy
Social
Media
Marketing
Target
Audience (aka
Buyer Persona)
Tools a...
[Start at the End] Digital Marketing Is a Buyer-Centric Process
www.boulderseomarketing.com | 720.263.1736 | chris@boulder...
[Buyer Personas] Checklist
Develop a buyer persona profile for each of the following: buyer,
decision maker and influencer...
Crucial Components of a Social Media Marketing Strategy
Social
Media
Marketing
Target
Audience (aka
Buyer Persona)
Tools a...
www.boulderseomarketing.com | 720.263.1736 | chris@boulderseomarketing.com | @swisschris
Source: http://us.accion.org/busi...
www.boulderseomarketing.com | 720.263.1736 | chris@boulderseomarketing.com | @swisschris
Source: http://www.marketingchart...
Crucial Components of a Social Media Marketing Strategy
Social
Media
Marketing
Target
Audience (aka
Buyer Persona)
Tools a...
 Create a Content Development Plan  Sadly, a lot of companies don’t do it!
www.boulderseomarketing.com | 720.263.1736 | ...
[Content Calendar] Google Docs Works Great to Collaborate
www.boulderseomarketing.com | 720.263.1736 | chris@boulderseomar...
Crucial Components of a Social Media Marketing Strategy
Social
Media
Marketing
Target
Audience (aka
Buyer Persona)
Tools a...
[Content Marketing]
• Content marketing (also known as "content recommendation") is
any marketing format that involves the...
[Keyword Research] Why?
www.boulderseomarketing.com | 720.263.1736 | chris@boulderseomarketing.com | @swisschris
Why Keyword Research?
www.boulderseomarketing.com | 720.263.1736 | chris@boulderseomarketing.com | @swisschris
Research Your Target SEO Keywords
https://adwords.google.com/ko/KeywordPlanner/Home
www.boulderseomarketing.com | 720.263....
[Start at the End] Buyer-Centric Content Development
• Know who you are building
content for: Define Buyer
Personas
• What...
Content
Content development challenges:
• High quality content / resources
• Time
• Cost
Tips:
• Repurpose existing conten...
Content Creation
www.boulderseomarketing.com | 720.263.1736 | chris@boulderseomarketing.com | @swisschris
Content Creation: Outsourcing
What’s the catch?
www.boulderseomarketing.com | 720.263.1736 | chris@boulderseomarketing.com...
Content Creation
www.boulderseomarketing.com | 720.263.1736 | chris@boulderseomarketing.com | @swisschris
Content is King Optimized Content is King
www.boulderseomarketing.com | 720.263.1736 | chris@boulderseomarketing.com | @sw...
Content Optimization Tips
 Optimized meta tags:
• Title [50 - 60 characters]
• Description [150 - 160 characters]
• Keywo...
Crucial Components of a Social Media Marketing Strategy
Social
Media
Marketing
Target
Audience (aka
Buyer Persona)
Tools a...
Tools and Technologies to Support Our Social
Media Marketing Efforts
www.boulderseomarketing.com | 720.263.1736 | chris@bo...
Tools and Technologies
www.boulderseomarketing.com | 720.263.1736 | chris@boulderseomarketing.com | @swisschris
Tools and Technologies
www.boulderseomarketing.com | 720.263.1736 | chris@boulderseomarketing.com | @swisschris
Tools and Technologies
www.boulderseomarketing.com | 720.263.1736 | chris@boulderseomarketing.com | @swisschris
Crucial Components of a Social Media Marketing Strategy
Social
Media
Marketing
Target
Audience (aka
Buyer Persona)
Tools a...
Measure and Manage
www.boulderseomarketing.com | 720.263.1736 | chris@boulderseomarketing.com | @swisschris
Tools to Measure Your Data
www.boulderseomarketing.com | 720.263.1736 | chris@boulderseomarketing.com | @swisschris
Google Analytics
www.boulderseomarketing.com | 720.263.1736 | chris@boulderseomarketing.com | @swisschris
How and What to Measure?
www.boulderseomarketing.com | 720.263.1736 | chris@boulderseomarketing.com | @swisschris
What to ...
LinkedIn, SlideShare and SEO
www.boulderseomarketing.com | 720.263.1736 | chris@boulderseomarketing.com | @swisschris
Proof is in the Pudding!
www.boulderseomarketing.com | 720.263.1736 | chris@boulderseomarketing.com | @swisschris
www.boulderseomarketing.com | 720.263.1736 | chris@boulderseomarketing.com | @swisschris
www.boulderseomarketing.com | 720.263.1736 | chris@boulderseomarketing.com | @swisschris
Quality Referral Traffic
www.boulderseomarketing.com | 720.263.1736 | chris@boulderseomarketing.com | @swisschris
Optimizing LinkedIn Company Pages for SEO
✔ Add an image if possible
✔ 3-4 target SEO keywords
✔ 90-100 characters
✔ 2-4 target SEO keywords
✔ 150-160 characters
✔ ...
www.boulderseomarketing.com | 720.263.1736 | chris@boulderseomarketing.com | @swisschris
Thank You!
Questions?
February 18, 2016
Connect with me and Boulder SEO Marketing:
LinkedIn: www.linkedin.com/in/chrisraul...
Data.com Connect Presents: Chris Raulf - Dig Into the Power of Social Media Marketing for Lead Generation, Branding, & SEO
Data.com Connect Presents: Chris Raulf - Dig Into the Power of Social Media Marketing for Lead Generation, Branding, & SEO
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Data.com Connect Presents: Chris Raulf - Dig Into the Power of Social Media Marketing for Lead Generation, Branding, & SEO

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Data.com Connect Presents: Chris Raulf - Dig Into the Power of Social Media Marketing for Lead Generation, Branding, & SEO

  1. 1. Tweet your learning's using #ConnectWebinars or @ConnectMembers for a chance to win a special prize! Visit Connect.Data.com Sign up (for free) today and get 2 free contacts! /ConnectMembers @ConnectMembers Data.com
  2. 2. Dig into the Power of Social Media Marketing for Lead Generation, Branding and Search Engine Optimization February 18, 2016 Chris Raulf International SEO & Digital Marketing Expert Founder & President Boulder SEO Marketing @swisschris www.linkedin.com/in/chrisraulf www.boulderseomarketing.com | 720.263.1736 | chris@boulderseomarketing.com
  3. 3. About Chris and Boulder SEO Marketing Chris • Born and raised in Switzerland • Two amazing kids; love soccer, skiing, mountain biking, hiking, yoga, rock climbing... and crafty Colorado beer • 2 decades in digital marketing, SEO, social media, content marketing, online lead generation, etc. Boulder SEO Marketing Services • Affordable SEO Packages • SEO Training and Consulting • International / Multilingual SEO • Content Marketing • Social Media Marketing • LinkedIn Training & More www.boulderseomarketing.com | 720.263.1736 | chris@boulderseomarketing.com | @swisschris
  4. 4. Today’s Agenda • An Introduction to Digital Marketing • Outbound vs. Inbound Marketing • Social Media Marketing Overview • Why Social Media Marketing Needs to be Part of Search Engine Optimization • Crucial Components of a Winning Social Media Marketing Strategy • Ways to Measure the Success of Your Efforts • The Power of LinkedIn and SlideShare for SEO • Questions & Answers www.boulderseomarketing.com | 720.263.1736 | chris@boulderseomarketing.com | @swisschris
  5. 5. A Goal Without A Plan Is Just A Wish. Antoine de Saint-Exupery (French writer; 1900 - 1944) www.boulderseomarketing.com | 720.263.1736 | chris@boulderseomarketing.com | @swisschris
  6. 6. Why Are We Talking Today? www.boulderseomarketing.com | 720.263.1736 | chris@boulderseomarketing.com | @swisschris
  7. 7. The Case for Inbound Marketing Source: https://jumplead.com/blog/2013/11/why-inbound-marketing-statistics-on-inbound-vs-outbound-marketing • 32% of brands are decreasing spending on outbound marketing to spend more on content marketing But why? • 200 million Americans have registered their phone numbers on the FTC’s “Do Not Call” list. • Inbound marketing costs 62% less per lead than traditional outbound marketing. • 54% more leads are generated by inbound than by outbound. • Per dollar, content marketing produces 3 times more leads. • For mid-sized businesses, content marketing costs 31% less than paid search. www.boulderseomarketing.com | 720.263.1736 | chris@boulderseomarketing.com | @swisschris
  8. 8. Outbound vs. Inbound Marketing Marketing Inbound Marketing - SEO - Content Marketing - Social Media Marketing - Etc. Outbound Marketing - Email Marketing - Cold Calling - Print Ads - TV Ads - ETC. www.boulderseomarketing.com | 720.263.1736 | chris@boulderseomarketing.com | @swisschris
  9. 9. Love It or Hate It… It’s A Digital World Out There! www.boulderseomarketing.com | 720.263.1736 | chris@boulderseomarketing.com | @swisschris
  10. 10. So What Exactly is Digital Marketing? • Promotion of products or brands via one or more forms of electronic media • Difference to traditional marketing: – Channels – Easy to create campaigns – Real-time data to analyze campaigns http://www.sas.com/en_us/insights/marketing/digital-marketing.html www.boulderseomarketing.com | 720.263.1736 | chris@boulderseomarketing.com | @swisschris
  11. 11. What is Social Media Marketing? Social media marketing (SMM) is a form of Internet marketing that utilizes social networking websites as a marketing tool. The goal of SMM is to produce content that users will share with their social network to help a company increase brand exposure and broaden customer reach. One of the key components of SMM is social media optimization (SMO). Like search engine optimization (SEO), SMO is a strategy for drawing new and unique visitors to a website. SMO can be done two ways: adding social media links to content, such as RSS feeds and sharing buttons -- or promoting activity through social media by updating statuses or tweets, or blog posts. SMM helps a company get direct feedback from customers (and potential customers) while making the company seem more personable. The interactive parts of social media give customers the opportunity to ask questions or voice complaints and feel they are being heard. This aspect of SMM is called social customer relationship management (social CRM). http://whatis.techtarget.com/definition/social-media-marketing-SMM www.boulderseomarketing.com | 720.263.1736 | chris@boulderseomarketing.com | @swisschris
  12. 12. SupplyDatabase (aka search engines) Demand [Keywords and phrases] Search Engine Optimization www.boulderseomarketing.com | 720.263.1736 | chris@boulderseomarketing.com | @swisschris
  13. 13. The 5 Pillars of SEO 1. Technical Health of Website 2. Website Functionality 3. On-Page Search Engine Optimization 4. Off-Page Search Engine Optimization 5. Social Media Marketing Content Marketing What is SEO? http://www.boulderseomarketing.com/what-is-search-engine-optimization-seo/ www.boulderseomarketing.com | 720.263.1736 | chris@boulderseomarketing.com | @swisschris
  14. 14. www.boulderseomarketing.com | 720.263.1736 | chris@boulderseomarketing.com | @swisschris
  15. 15. Key Components of Inbound Marketing Inbound Marketing Content Marketing Social Media Marketing Search Engine Optimization www.boulderseomarketing.com | 720.263.1736 | chris@boulderseomarketing.com | @swisschris
  16. 16. Crucial Components of a Social Media Marketing Strategy Social Media Marketing Target Audience (aka Buyer Persona) Tools and Technologies Content Plan / Content Calendar Social Media Platforms Measure and Adjust www.boulderseomarketing.com | 720.263.1736 | chris@boulderseomarketing.com | @swisschris
  17. 17. Crucial Components of a Social Media Marketing Strategy Social Media Marketing Target Audience (aka Buyer Persona) Tools and Technologies Content Plan / Content Calendar Social Media Platforms Measure and Adjust www.boulderseomarketing.com | 720.263.1736 | chris@boulderseomarketing.com | @swisschris
  18. 18. [Start at the End] Digital Marketing Is a Buyer-Centric Process www.boulderseomarketing.com | 720.263.1736 | chris@boulderseomarketing.com | @swisschris
  19. 19. [Buyer Personas] Checklist Develop a buyer persona profile for each of the following: buyer, decision maker and influencer.  Demographic information: (i.e. gender, ethnicity, disposable income, education, hobbies, urbanicity, etc.)  Job title / level of seniority  Mannerisms and buzzwords to describe them  What are their pain points and what does your product / service help them solve?  What do they value most about your product or service  What are their primary and secondary business goals?  Where do they go for information before making a purchase (i.e. social media, online forums, etc.)?  What experience are they looking for when deciding to purchase your product or service?  What are common objections to your product or service? www.boulderseomarketing.com | 720.263.1736 | chris@boulderseomarketing.com | @swisschris
  20. 20. Crucial Components of a Social Media Marketing Strategy Social Media Marketing Target Audience (aka Buyer Persona) Tools and Technologies Content Plan / Content Calendar Social Media Platforms Measure and Adjust www.boulderseomarketing.com | 720.263.1736 | chris@boulderseomarketing.com | @swisschris
  21. 21. www.boulderseomarketing.com | 720.263.1736 | chris@boulderseomarketing.com | @swisschris Source: http://us.accion.org/business-resources/articles-videos/choosing-right-social-media-platform-your-business
  22. 22. www.boulderseomarketing.com | 720.263.1736 | chris@boulderseomarketing.com | @swisschris Source: http://www.marketingcharts.com/online/demographics-of-social-networking-platform-users-58488/
  23. 23. Crucial Components of a Social Media Marketing Strategy Social Media Marketing Target Audience (aka Buyer Persona) Tools and Technologies Content Plan / Content Calendar Social Media Platforms Measure and Adjust www.boulderseomarketing.com | 720.263.1736 | chris@boulderseomarketing.com | @swisschris
  24. 24.  Create a Content Development Plan  Sadly, a lot of companies don’t do it! www.boulderseomarketing.com | 720.263.1736 | chris@boulderseomarketing.com | @swisschris [Content Calendar] Plan Ahead
  25. 25. [Content Calendar] Google Docs Works Great to Collaborate www.boulderseomarketing.com | 720.263.1736 | chris@boulderseomarketing.com | @swisschris
  26. 26. Crucial Components of a Social Media Marketing Strategy Social Media Marketing Target Audience (aka Buyer Persona) Tools and Technologies Content Plan / Content Calendar Social Media Platforms Measure and Adjust www.boulderseomarketing.com | 720.263.1736 | chris@boulderseomarketing.com | @swisschris
  27. 27. [Content Marketing] • Content marketing (also known as "content recommendation") is any marketing format that involves the creation and sharing of media and publishing content in order to acquire customers. This information can be presented in a variety of formats, including news, video, white papers, e-books, infographics, case studies, how-to guides, question and answer articles, photos, etc. • Content marketing is focused not on selling, but on simply communicating with customers and prospects. The idea is to inspire business and loyalty from buyers by delivering "consistent, ongoing valuable information.“ Source: http://en.wikipedia.org/wiki/Content_marketing www.boulderseomarketing.com | 720.263.1736 | chris@boulderseomarketing.com | @swisschris
  28. 28. [Keyword Research] Why? www.boulderseomarketing.com | 720.263.1736 | chris@boulderseomarketing.com | @swisschris
  29. 29. Why Keyword Research? www.boulderseomarketing.com | 720.263.1736 | chris@boulderseomarketing.com | @swisschris
  30. 30. Research Your Target SEO Keywords https://adwords.google.com/ko/KeywordPlanner/Home www.boulderseomarketing.com | 720.263.1736 | chris@boulderseomarketing.com | @swisschris
  31. 31. [Start at the End] Buyer-Centric Content Development • Know who you are building content for: Define Buyer Personas • What questions will they have throughout the buying process • Create a map of the process your prospects will go through and put yourself in their shoes • Interview some clients • Hang out where they hang out • Try to talk their language and know their keywords www.boulderseomarketing.com | 720.263.1736 | chris@boulderseomarketing.com | @swisschris AIDA Attention Interest Desire Action
  32. 32. Content Content development challenges: • High quality content / resources • Time • Cost Tips: • Repurpose existing content • Find other in-house content development resources • Outsource content development www.boulderseomarketing.com | 720.263.1736 | chris@boulderseomarketing.com | @swisschris
  33. 33. Content Creation www.boulderseomarketing.com | 720.263.1736 | chris@boulderseomarketing.com | @swisschris
  34. 34. Content Creation: Outsourcing What’s the catch? www.boulderseomarketing.com | 720.263.1736 | chris@boulderseomarketing.com | @swisschris
  35. 35. Content Creation www.boulderseomarketing.com | 720.263.1736 | chris@boulderseomarketing.com | @swisschris
  36. 36. Content is King Optimized Content is King www.boulderseomarketing.com | 720.263.1736 | chris@boulderseomarketing.com | @swisschris
  37. 37. Content Optimization Tips  Optimized meta tags: • Title [50 - 60 characters] • Description [150 - 160 characters] • Keywords [2-4 target SEO keywords] • Alt / Images  Blog posts: At least 350 - 500 words  In-depth articles: 1,000+ words  Press release: 350-450 words  Include links to other related pages on your site and other high quality websites  If possible, add an image and include an alt tag with a target keyword  Place keyword(s) in applicable H1, H2 & H3 heading  Try to include an important target keyword in the first paragraph as well as the last and hyperlink it to an applicable page  Don’t forget to include a call to action! • Share on social media • Click / call to request a quote • Download a white paper / view webinar, etc.  Apply Mark-up if possible  Set up Goal tracking in Google Analytics  Promote: Social Media, eNewsletter, etc. www.boulderseomarketing.com | 720.263.1736 | chris@boulderseomarketing.com | @swisschris
  38. 38. Crucial Components of a Social Media Marketing Strategy Social Media Marketing Target Audience (aka Buyer Persona) Tools and Technologies Content Plan / Content Calendar Social Media Platforms Measure and Adjust www.boulderseomarketing.com | 720.263.1736 | chris@boulderseomarketing.com | @swisschris
  39. 39. Tools and Technologies to Support Our Social Media Marketing Efforts www.boulderseomarketing.com | 720.263.1736 | chris@boulderseomarketing.com | @swisschris
  40. 40. Tools and Technologies www.boulderseomarketing.com | 720.263.1736 | chris@boulderseomarketing.com | @swisschris
  41. 41. Tools and Technologies www.boulderseomarketing.com | 720.263.1736 | chris@boulderseomarketing.com | @swisschris
  42. 42. Tools and Technologies www.boulderseomarketing.com | 720.263.1736 | chris@boulderseomarketing.com | @swisschris
  43. 43. Crucial Components of a Social Media Marketing Strategy Social Media Marketing Target Audience (aka Buyer Persona) Tools and Technologies Content Plan / Content Calendar Social Media Platforms Measure and Adjust www.boulderseomarketing.com | 720.263.1736 | chris@boulderseomarketing.com | @swisschris
  44. 44. Measure and Manage www.boulderseomarketing.com | 720.263.1736 | chris@boulderseomarketing.com | @swisschris
  45. 45. Tools to Measure Your Data www.boulderseomarketing.com | 720.263.1736 | chris@boulderseomarketing.com | @swisschris
  46. 46. Google Analytics www.boulderseomarketing.com | 720.263.1736 | chris@boulderseomarketing.com | @swisschris
  47. 47. How and What to Measure? www.boulderseomarketing.com | 720.263.1736 | chris@boulderseomarketing.com | @swisschris What to measure: • Increase in number of connections and followers • Shares of content or status updates • Likes of content or status updates • Referral traffic from social networks • Number of connections or followers who turned into prospects and customers • Etc.
  48. 48. LinkedIn, SlideShare and SEO www.boulderseomarketing.com | 720.263.1736 | chris@boulderseomarketing.com | @swisschris
  49. 49. Proof is in the Pudding! www.boulderseomarketing.com | 720.263.1736 | chris@boulderseomarketing.com | @swisschris
  50. 50. www.boulderseomarketing.com | 720.263.1736 | chris@boulderseomarketing.com | @swisschris
  51. 51. www.boulderseomarketing.com | 720.263.1736 | chris@boulderseomarketing.com | @swisschris
  52. 52. Quality Referral Traffic www.boulderseomarketing.com | 720.263.1736 | chris@boulderseomarketing.com | @swisschris
  53. 53. Optimizing LinkedIn Company Pages for SEO
  54. 54. ✔ Add an image if possible ✔ 3-4 target SEO keywords ✔ 90-100 characters ✔ 2-4 target SEO keywords ✔ 150-160 characters ✔ 5-7 target SEO keywords ✔ Include variations if possible ✔ 10-12 target SEO keywords ✔ 256 characters ✔ Make sure to fill in the appropriate information
  55. 55. www.boulderseomarketing.com | 720.263.1736 | chris@boulderseomarketing.com | @swisschris
  56. 56. Thank You! Questions? February 18, 2016 Connect with me and Boulder SEO Marketing: LinkedIn: www.linkedin.com/in/chrisraulf and www.linkedin.com/company/boulder-seo-marketing Twitter: https://twitter.com/swisschris and https://twitter.com/MarketingSEOWiz Google+: https://plus.google.com/+ChrisRaulf and https://plus.google.com/+Boulderseomarketing Facebook: www.facebook.com/BoulderSEOMarketing www.boulderseomarketing.com | 720.263.1736 | chris@boulderseomarketing.com

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