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CreativeBloc 2011
The document discusses the importance of SEO beyond surface-level strategies. It highlights various approaches to drive local traffic and the relevance of B2B and B2C marketing. The content emphasizes the need for effective public relations and resources in the realm of SEO.
CreativeBloc 2011
- 1. SEO Much Morethan Idle Chatter
- 2. Stars of theShow
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- 17. 7 Resources: SEOMuch More!
Editor's Notes
- #2 - welcome\n- intro\n- bio at susanmaus.com\n- Jan 2009 - Client asks...what about social media?\n\n
- #3 - 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
- #4 - info about me, blog, client work\n- collaborative approach: we are in it together\n- measurable results- Resource page at susanmaus.com/aaf\n
- #5 - 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
- #6 - 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
- #7 - 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
- #8 - Corporate page (Branding and funnel)\n- Rosie: Happy hour deals, weather-related discounts\n- Albany: Menu items and hours- Parkersburg: Contests, Flavor specials\n
- #9 - 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
- #10 - 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
- #11 - 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
- #12 - 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
- #13 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
- #14 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
- #15 - 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
- #16 - 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
- #17 - 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
- #18 - 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
- #19 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