CreativeBloc 2011
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Social Media can be SEO Much More than Idle Chatter! This presentation show case studies of how I use blogs, twitter, facebook
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CreativeBloc 2011
- 1. SEO Much More than Idle Chatter
- 2. Stars of the Show
- 5. B2C
- 8. B2C
- 9. B2B
- 10. B2B
- 11. B2B
- 12. B2B
- 13. PR
- 14. PR
- 15. PR
- 16. 3Rs
- 17. 7 Resources: SEO Much More!
Editor's Notes
- - welcome\n- intro\n- bio at susanmaus.com\n- Jan 2009 - Client asks...what about social media?\n\n
- - SEO much more: Sidewalk bizzy, award winning package design, products that deliver on the promise- Maggie & Mary college pals\n- Mary from Dubuque- Recipe from customer\n- Sno Biz: Tom/Kris since 89; Kate joins in 09; It’s become automatic. Rosie: Road trip launches a dream\n- AWT: Local gals tackle bullying in k-8; now ready to launch global alliance\n
- - info about me, blog, client work\n- collaborative approach: we are in it together\n- measurable results- Resource page at susanmaus.com/aaf\n
- - Funnel B2B and B2C parts of Biz\n- Year one FANS\n- Year two BIZ\n- Social media as PR, branding and SEO tool\n\n
- - Client asks in Jan 2009: What about social media?\n- Product Shaved Ice: In Iowa City and Oskaloosa Corner of Muscatine Ave and 1st Avenue\n- 400 US locations; 200 International\n- Waterparks, themeparks, malls, trailers, huts. Intl: Resorts, tourist areas\n- Positioning: Waaaaaaay better than a snow cone (SEO)\n- Freshtastic flavors vs flavored syrups (SEO)\n- Audience: 13-22 (customers and workers) and parents\n
- - Challenge: Maintaining a consistent brand\n- Distributor model (Independently owned)- Leverage SEO for local operators and national growth\n- Track results to\n1) Refine approach\n2) Scale as system grows\n3) Est. ROI for future projects\n
- - Corporate page (Branding and funnel)\n- Rosie: Happy hour deals, weather-related discounts\n- Albany: Menu items and hours- Parkersburg: Contests, Flavor specials\n
- - Separation in year 1 - a smashing success!\n- Gave fans a place to call home/information hub that all benefit from focused SEO\n- Drive local SEO with events, state listings, tweets\n- Sales up 40%- SELL Sno Biz link funneled prospects to B2B\n- Sno Biz locator identified top markets & helped direct content\n\n
- - B2B ready for makeover- Goals: Attract, Funnel, Convert\n- Biz tool: Identify, baseline data, track results\n- Improve competitive page placement (high and similar placement)\n- Want better quality lead: Better capitalized distributor; dealers with multiple locations\n- Partner with dealers to make in roads waterparks / theme parks\n- Increase international presence: Honduras, Lebanon, Cyprus\n\n\n\n\n
- - Leads funneled from FANS now what?\n- More leads, better handled\n- Qualify leads with 5 questions; prioritize\n- Partner with distrib trade shows for waterparks / intl Lebanon, Honduras\n- Create system for following up leads\n- Track leads funneled to distributor we both get a copy (accountability)\n- Db of workable leads\n\n
- - Grow existing dealer sales\n- Provide easy access to marketing tools\n- Add pword protected pages for dealers/distrib with tip sheets, promotion ideas (sidewalk bizzy)\n- How-to find events guide\n- Hands-on training via distributor sharing\n- Ron Peebles in Tx: Visits competitors, drops off flavor samples, taste the difference. Corp change - they come to him.\n- Encourage them to set up place page\n- Limited tech capability hampering local dealer promotions\n- Tweet on behalf of local dealers to drive SEO and point of sale at events\n
- Visibility\n- Strong brand presence\n- At-a-glance view of biz opp\n- Happy fans directed to consumer site\n- Keywords from inconsistent to consistently positioned first or on same page for targeted keywords\n\nPrioritize/nurture- Categorized: Hot, warm, tire kickers\n- Email blasts opens - follow up with warm leads monthly- Automate low priority follow-up\n- Data to direct future projects\n\nMetrics\n- Google analytics track, analyze, drive content / business decisions\n- Ad links (additional source of revenue - trailer graphics)\n- Highlight new flavors, carts, shaver pkgs\n- Can now be proactive in discussions with Distributors\n- Eat the List promo - top 10 states for visitors\n\n\n
- New Product launch by existing business\n\nNorthAire Market (Mary’s from Eastern Iowa)\n\n- expand product line-up on a shoestring\n- optimize existing 5-pg site\n- use social media to raise awareness among outdoor industry writers, personalities\n- test audience for online and social media habits\n\n
- - Joined Pro Outdoor Media Assn - POMA - tight/serious group\n- August kick-off\n- Personal contact\n- Email blast offers product samples\n- Received 5 requests\n- Got 5 reviews (4 out of 5 recommend)\n
- - World’s largest outdoor industry trade show/conference\n- Hashtag gets exposure on tweet roll\n- Quality of followers matters\n- Tweeted soup flavors and sampling times\n- Tweeted link reviews\n- Brenda Valentine, 1st Lady of Hunting, took us under her wing...promo photo brought others to booth\n- She liked women-owned company and the product\n
- - Recipes: Top content pages & keyword searches\n- Reviews: Bill, Charlie, Pink (Regional); Brenda, Kevin (national)\n- Refers: NorthAire; FB; ShotShow; Outdoor Wire; Peterson/WW\n- FB recipe ad attracted 50 new followers overnight\n- In-store tasting at Cabela’s; placement at soupsonline.com\n- Direction for next step which is bringing it all under the NA domain\n
- - WordPress as CMS, SEO, Social Media hub\n- WP plug-ins: Expand functionality, top picks\n- WP themes: Free, paid templates $100, theme frameworks thesis/genesis\n- Keyword search tools: What are prospect actually searching?\n- Track: Google Analytics\n- Analyze: Website grader (hubspot)\n- Kaizen: The merry-go-round of continuous improvement\n
- When I need to get unstuck\nI think about what matters\n- Connecting clients with customers\n- Measuring results\n- On the journey together\n\n- Best Advertising? Word Of Maus\n\n- Resource page at susanmaus.com/aaf\n