This document provides tips and best practices for using search and social media to influence customers. It recommends having a clear plan tied to goals like increasing sales, traffic, or brand awareness. The plan should include objectives, metrics, and the platforms to use. It also provides dos and don'ts for social media engagement, such as conversing, sharing engaging content, and avoiding over-promotion or a corporate voice. The document promotes scheduling demos with marketing service providers BeaconLive and Astek.

1. How to Win Customers &
Influence Google
A B2B Guide to Search & Social
Presenters
Rachel Yeomans
Sean McGinnis
BeaconLive Marketing Webinars

2. What we’ll be discussing:
• Process
• Best Practices
And some examples in between!

3. Have a Plan

4. Tie your plan to a goal
Examples:
• 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!

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. Based on objectives, select your engagement platform(s)

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?

8. You’re On Social…Now What?

9. DO…
• Have conversations and engage in others
• Create engaging content
• Share relevant content
• Integrate channels
• Cross-promote when appropriate
• Take some risks and have some fun
http://www.youtube.com/watch?v=qY1Cz7iGuFI&feature=related
Remember, social is about being social!

10. 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

11. 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 our
service, but rather the value we provide to you.

12. 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 “the
Cloud”!