Marketing and Social Business: Make sure my business can be found online and on Social Media! Slides from July 13th presentation at EGBI in Austin, TX on Marketing, Social Media for ensuring that all the attendees small businesses can be found using their target keywords. Discusses SEO, blogging, email marketing, Social Media, and Elizabeth Quintanilla - Marketing Gunslinger special sauce! After all, Social works best when you use the classic definition of marketing: that it’s about relationships with customers and the actual conversations.  Note: Image Source for Slide 2: http://www.brickmarketing.com/blog/earned-media.htm Tagged with: Social Business, Marketing, Social media, Austin Texas, SEO, Email Marketing, Blog

1. Marketing
&
Social
Business
Are you ready to learn?
Ready to play well with others?

2. Earned, Owned, & Paid.
Social works best when you use the
classic definition of marketing: that it’s
about relationships with customers
and the actual conversations.

3. Be Seen –
Don’t expect to be found!!

4. Shared Knowledge
I had (and still have) a dream that the web could be
less of a television channel and more of an
interactive sea of shared knowledge. I imagine
it immersing us as a warm, friendly environment
made of the things we and our friends have
seen, heard, believe or have figured out. I would like it
to bring our friends and colleagues closer, in
that by working on this knowledge together we can
come to better understandings.
Tim Berners-Lee (1995 @MIT)

5. Google Name and Company!

6. Penguin and Panda Google
Update: Impact on SEO
• Algorithm changed keyword rankings for sites
• On-site SEO has changed devaluing Anchor tags
• Sources of Backlinks matter
• Social Signals (mentions, +1, Likes, and Shares) count
6 http://thenextweb.com/google/2012/01/13/what-does-googles-social-search-mean-for-seo-we-ask-the-experts/

7. Online Marketing
• Start with a descriptive domain name.
• Submit to the top engines
• Focus on a great homepage.
• Create Landing Pages for each campaign
• Develop a content rich pages.
• Keep an eye on your competition.
• Let other sites know about your site and how to link to it.
• Consider "pay per click" strategies. Both Google & Facebook
• Review your Activity logs or "server statistics”.

8. All About SEO ….
 Researching Keywords
 Selecting the Domain
 On-site Optimization
 Off-Site Optimization
Linkbuilding
 Social Media
Content Marketing

9. Link Building –
Local Business Directories
Essential for businesses with
physical locations
Add credibility and trust to any
business website
Always keep the name,
address, URL and phone
number consistent across
different profiles
www.google.com/local/add
local.yahoo.com/
ssl.bing.com/listings/ListingCent
er.aspx
www.truelocal.com/
www.local.com/

10. Online Marketing
• Search engines: your primary marketing tool
• Almost 90% of Internet users today use search engines to find
information.
• Utilize “local” search function on search engines.
•
• What are people searching for? (Keywords)
• How does your website rank?
• Monitor your search engine rankings.

11. Blog Elements
• Build Thought Leadership
• Earn People’s Trust: Use
Meaningful “Non-salesy”
content (71% say blogs
are part of buying
decisions)
• Be a Problem Solver:
Highlight how you solve
your customers problems
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12. Blog Elements
12

13. Blog Elements
13

14. Reference
14

15. Title aka your Headline.
• Blog Title – Make sure your headline is
“sticky” yet “POSITIVE”!
• Tips:
– Actionable, Clear and Direct, and Contains at
least 1 Keyword
• People search the web by using keywords
– Create a Sense of Urgency or How To (or
15 How Not To!)

16. Keywords .. What is you
niche?
2.Write down your words related to niche
3.Group them together as they're related by same words
4.Use names and phrases people commonly search by
• Caterer – wedding catering, party food provider, your thoughts?
5.Find a ‘pivot point’ – a keyword to form a theme for your website.
6.Research competitors’ keyword strategies for ideas.

17. Title aka your Headline.
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18. Content.
• Blog Content – Length: 300 – 800 Words
– Who, what, when, where, how, and why ..
Remember the reader
– Answer Common Customer Questions
– Conduct Interviews
– Industry/Market Data
– Industry Best Practices
– Reports based on industry research
– Educate the Reader
– Industry Case Studies, news topics &
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takeaways

19. 19

20. Content.
• Definitive
– Be clear, direct, take a stand BE THE EXPERT!
– Text-based Copy (Common)
– Charts or graphs (Slideshare)
– Audio Content (Podcast)
– Cartoons (What is IT thinking?)
– Infographics
– Guest Bloggers
– Industry book reviews
– Q&A’s
– Videos (Gartner Video)
– Employee Contributions ..
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21. Calls To Action (CTA).
– Can be at the beginning, middle, or
end of a post
– CTA: Calls to Action – Remember
to Link Keywords
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22. Calls To Action (CTA).
22

23. Images.
Images are Important! Tell 1000+ Words at once
– Break up text into digestible chunks
– Convey post’s message with a helpful image
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24. Keywords.
• Critical and everything pivots from a keyword.
– Use Industry Keywords that people enter in Google
– Pick a Keyword and write a post about that word .. Drive
SEO
– Use Keyword in title, copy, images (filename and image
description)
– Embed keywords into posts .. Remember to format
appropriately to capture the readers attention:
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25. Reference
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26. Encourage: Comments.
• Blog is a platform
– Encourage conversation, interaction, feedback,
and commentary.
• Tips:
– Encourage readers to comment on the blog
– Actively monitor and reply to comments
– Respond to negative comments
– We will encourage feedback to improve our posts
– ASK QUESTIONS as part of the post content to
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encourage comments

27. Promote your Blog Post.
– Encourage conversation, interaction,
feedback, and commentary.
– You need to promote your posts on Social
Media
– Social Media Mentions and sharing are part of
the SEO Algorithm
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28. Website and Blog Traffic
Social Analysis
• March through June: Website Traffic Due to
Social Percentage: 3.19% Note all PPC
campaign activity is less than 1%
Avg. Visit Pages /
Social Network
Visits Pageviews Duration Visit
LinkedIn 1,057 2,721 0:02:19 2.57
Twitter 198 807 0:05:15 4.08
StumbleUpon 92 102 0:00:44 1.11
Facebook 37 90 0:02:10 2.43
HootSuite 20 42 0:02:54 2.1
paper.li 20 21 0:00:00 1.05
Blogger 8 8 0:00:00 1
tinyURL 8 8 0:00:00 1
Google+ 6 11 0:00:28 1.83
Jigsaw 6 20 0:05:57 3.33
Instapaper 3 4 0:00:36 1.33
Yahoo! Answers 2 2 0:00:00 1
OnSugar 1 1 0:00:00 1
TypePad 1 1 0:00:00 1
WordPress 1 5 0:04:04 5
1,460 3,843 0:02:33 2.63
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29. Website and Blog Traffic
Social Analysis
• March through June: Blog Traffic Due to Social
Percentage: 17.15%
Avg. Visit Pages /
Social Network Visits Pageviews Duration Visit
LinkedIn 281 374 0:00:54 1.33
Facebook 123 195 0:00:52 1.59
Twitter 43 113 0:03:09 2.63
Google+ 5 6 0:00:04 1.2
HootSuite 1 1 0:00:00 1
453 689 0:01:06 1.52
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30. “If you don’t know HOW to
USE Social Media as a Networking
Tool,
Then
You are probably not very
marketable in the first place…..”
- anonymous

32. QUOTE:
Small businesses depend greatly on relationships with their customers. Besides
some search engine optimization (SEO) that can come with the use of social media,
the primary benefit can be to deepen relationships with existing customers
and finding new customers whom you might not have been able to reach
otherwise. Additionally, identifying customers who are evangelists for your
business and strengthening that bond can help promote your business further. In
advertising the common adage is that it takes seven impressions for someone to
decide to buy your product. Social media can help you gain those impressions by
providing more visibility to your audience. The downside? Yes, some time, but this
can be managed so it might take as little as a half hour per day. The important thing
is to have a social media strategy and implementation that is best suited to your
business.
SocialMediaDynamo.com – Ricardo Guerrero

33. Small Business Is ABOUT
Relationships
• Compete with the big dogs
• You know your Customers
know Personally
• Your business DEPENDS
on that relationship…
• Social media deepens
relationships…
• YOU have the advantage in
Social Media!

34. LinkedIn – Overlooked
yet Powerful

35. Careful: Only accept/send invites from/to
people you know

36. Targeted E-mail
• Opt-in mailing lists are now the preferred method for
customers.
• Consider creating an online newsletter.
• Consider time-limited online "coupons" that can be
redeemed at your site.
• Each email should also contain instructions for removed
from the email list.

37. Not just words
Content: Any form of published
information
Not just what is written in the
paper!
Don’t expect PRIVACY IN SOCIAL MEDIA!!!

38. Content: Not just online
Touch Point: interface of a
product, a service or a
brand with customers, non-
customers, employees and
other stakeholders – before,
during and after a
transaction respectively a
purchase.
Don’t overlook the obvious!

39. Content that sticks!
Have a consistent, relevant and valuable message
to a targeted group of people.
Content is King but has to connect with your
customers!!!

40. Connect with Objectives
• E - ENTERTAINING
• I - INFORMATIONAL
• E - EDUCATIONAL
• I - INSPIRATIONAL
• O – OBJECTIVE:
What was the point
of doing all the
work?
ource: https://nutlug.wordpress.com/2010/09/24/old-macdonalds-method-for-creating-engaging-content/

41. Engagement – Not just a ring

43. Engagement
C o m m it m e n t
Relevant (Timely Time and resources are
and interesting) devoted to building a
The audience cares foundation – content,
about and enjoys this community, feedback
content The internal team is
T a lk a b le : invested in the effort, helps
Messages are on C o n n e c t io n :
brand and reflect the H a ve a B u ild y o u r generate conversation and
core benefits of the c o n v e r s a t io n feels the benefits of a
c o m m u n it y
organization in audience People are interacting growing community
perspective Builds connections:
more frequently, or more
People are sharing and
deeply make recommendations
daily
People try things from
peer recommendations
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44. Creating Advocates
INSPIRE EQUIP MOBILIZE
Inspire people to take action Equip people with skills, Mobilize people & networks to
that changes the world knowledge & abilities take action.
•Engage
•Passion •Educate •Call to Action
•Story •Skills •Resources
•Create Possibilities •Abilities •Step by step
•Connect •knowledge •Online/offline Transition
•Open Doors •Information • Incentives
•Be Relevant •How to’s •Create Advocates
•Diverse & Inclusive •Leadership
•Innovate •Talking Points
•Create Relationships
Source: Cultural Strategies - www.cultural-strategies.com
Armando Rayo, VP, Engagement - arayo@cultural-strategies.com

45. # 1: Never the product always
the passion!!
• Reframe conversation
• Not about the product
• Is about the customer
• What role does
product play in
customer lives?

46. # 2: Empower People!!
• More than just
content
• People want to know
the good, the bad,
and the ugly
• Give them what they
need to know to talk
about you
• Create Ambassadors

47. # 3: Know Thyself Well
• Old Spice has a
powerful identity
• Your identity is not
the same as your
competition
• Not everyone will like
you.
• Find your #11(s)

48. # 4: Never is it just online
• Buzz is not Twitter
• Tweets don’t matter
• Find all Customer
Touch Points
• People believe those
recommendations
from peeps they
know, like, and trust!

49. # 5: Make your advocates feel
like Rock Stars!!
• Lift up your customers
• Show your
appreciation by
acknowledgment
• Say “Gracias, Merci,
…”
• Not just free trips on
American Airlines

50. Twitter Deep Dive
• June Tweets: Growing
TOTAL
TWEETS: 363 103 109 151
NORMAL REPLY CONFERENCE
PERCENTAGE
OF TOTAL: 28.37% 30.03% 41.60%
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51. Things to focus on:
• Create a website to compliment your business.
• Hire a professional to create your website.
• Use a .com website domain name that is descriptive and easy.
• Register your domain name.
• Develop a mailing list and create all your social media profiles
• Provide updated useful content – aka own your blog.
• Encourage customer feedback via online channels and email.
• Learn how to improve your placements on top search engines.
• Learn from your competition’s rankings and sites.

52. More Reading:
Must READ!!!
Available on Amazon: Al Ries and Jack Trout

53. Questions?