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Social Media and Search Engine Marketing For Business


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Social Media and Search Engine Marketing have converged. This overview provides insight on what businesses need to know in order to intercept customer defining traffic, engage with their audience effectively and convert visitors to prospects.

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Social Media and Search Engine Marketing For Business

  1. 1. Social Media And Search EngineMarketing For Business58th Annual Convention & Exhibitors Showcase
  2. 2. About Today…•  Download This Presentation on•  We’re here to help…•  After this presentation•  Consultations at your convenience
  3. 3. What We Will Cover•  How has the Internet changed the way we do business?•  Your Website as a funnel•  The Internet Marketing Landscape•  Determining online potential•  The convergence of Search and Social•  Internet marketing in more detailo  Search Engine Optimizationo  Blogging•  Social Media as a force multiplier
  4. 4. How Products Used To Be PurchasedI need a …Where do I get it?ShopEvaluateNegotiateBuyMonths
  5. 5. … Today (In The Internet Era)I need a …Where do I get it?ShopEvaluateNegotiateBuyOnlineProspect contact
  6. 6. YourWebsiteSocialMedia0.75%7510,000More Money0.75%9412,50025%25%1.0%12512,5000.25%67%VerticalWebsitesYour Website As A Sales Funnel
  7. 7. The Internet Marketing Landscape
  8. 8. Search Engine Results Page (SERP)
  9. 9. Search Engine Market Share
  10. 10. Determining Online Potential
  11. 11. •  Don’t let website designers pick keywords•  Align Content with words customers use•  Examine competitor’s keywords•  Position content in the path of prospects•  Provide clues about prospects’ concerns/questions•  Facilitates development of content important topotential customersKeywords – What Your Site Is About
  12. 12. Twitter Search
  13. 13. Google Alerts
  14. 14. The Ride Thus Far
  15. 15. Buyer Persona – What Users Expect
  16. 16. GOAL: Keep visitors on your site, reading content and viewing pagesSales Personas1)  Engineer2)  R&D3)  Buyer4)  Sales & Affiliates5)  Manager6)  Co-SupplierHR Personas7) Employee8) Applicant9) PartnerCorporate Personas10) Community11) MediaSite Elements Must Satisfy Persona Needs
  17. 17. Strategy
  18. 18. Influenced by:• Quality of content• Number of followers• Tweet volume
  19. 19. Influenced by:•  Number of connections•  Profile updates•  Discussions created•  Popularity of discussions(comments)
  20. 20. Search Engine OptimizationRelevance•  Title tag•  Keywords anddescription•  H tags•  Content•  Alt tags
  21. 21. Credibility•  Authority•  Incoming links arevotes of confidence•  Links from relatedpages or sites•  Related anchor textWhy Links Are Important?
  22. 22. Credibility•  Social Signals (Author /Human/Social Authority)•  Twitter – authoritative peoplelend their authority to pagesthey tweet•  Retweets are the new links
  23. 23. General Rule of ThumbIf a company can only survive (or thrive) locally……then a portion of the people searching for the company’sproducts or services will refine their search usinggeographic modifiersCountry, State/Province, City/Town/Village, Zip/Postal CodeLocal Search
  24. 24. Strategy
  25. 25. Strategy
  26. 26. Yesterday Today Tomorrow???Blogging
  27. 27. Establish Credibility With Social MediaBecometheExpertCreate Accounts(Name Claim)GrowNetworksCreateContentDistributeContentParticipate InDiscussionLeadDiscussion
  28. 28. Establish Credibility With Social MediaBecometheExpertCreate Accounts(Name Claim)GrowNetworksCreateContentDistributeContentParticipate InDiscussionLeadDiscussion
  29. 29. SM Platforms Social Media Published Online Media Market Sheet White Paper Press Release Application Note Intranet/ eLiterature Conference Presentation Website Tech Paper Published Print Media Blog Post MaximizeopportunitiesMulti-purposecontentEngage:•  Fans•  Markets•  CustomersFacebook LinkedIn Twitter YouTube Email Campaign
  30. 30. Blogs = expert & support SEOSocialPropertiesDistributeProspectsInteractionBrandingSearchEnginesWebsite(blog)ContentRankNeed
  31. 31. Google Analytics•  What is it?o  Website Traffic Measurement & Analysis Tool•  Where Do you get it?o  Freeo  Webmaster to install
  32. 32. inbound Marketing
  33. 33. inbound Marketing
  34. 34. Questions??