This document discusses maximizing return on investment from sales and marketing efforts through search engine optimization and social media marketing. It provides 10 tips for search engine optimization, including optimizing keywords, calls to action, social media presence, backlinks, headings, meta descriptions, titles, blogging, and content integration. It also discusses optimizing profiles and posts on Facebook, Twitter, Google+, and LinkedIn to engage target audiences. Additionally, it covers the importance of online video marketing.

1. Maximizing ROI
from Sales and
Marketing
Vistage Group 9099

2. Martin J. Falle
President of Face Forward Media
Former SR. VP of Fortune 500 Company LexisNexis,
Lawyers.com
Member of Vistage International Atlanta

3. Who is Face Forward Media?
A seasoned team of 100+ professional business consultants:
•Search Engine Optimization & Search Engine Marketing Specialists
•Web Designers and Developers
•Social Media Campaign Specialists
•Blog, Article, and Content Developers
•Video Marketing Specialists
•Pay-Per-Click Campaign Specialists
•Reputation Management Professionals
•Sales and Conversion Consultants

4. What do we do?
We help firms make money.
•We perform an exhaustive analysis of current sales and
marketing challenges.
•We find out who your competitors are and how they are
beating you online.
•We build a customized, solution-oriented plan.
•We understand YOUR business, YOUR unique market,
and YOUR competition before suggesting a single service.

5. How are we different?
Accountability is Key
•Our team is 100% accountable for services agreed vs.
services delivered.
•We track ongoing success, report activities, and plan
monthly action items, ensuring organized strategy and
maintaining flexibility.
•We are custom in our approach, understanding the
unique needs of each individual client.
•We are built to be dynamic and proactive against your
competition.
•Our retention rate of 90% is among the highest in the
industry.

6. What is our process?
Why is this relevant?
As a courtesy to all participants in this room, we will provide a FREE
Assessment, valued at $750 – no obligation.

7. In 2007,
1.15 billion
people were using the Internet.
Today, a whopping
2.27 billion
people are using the net at an accelerated rate.
How many of them
can find your business online?
(royal.pingdom.com/2012/04/19/world-internet-population-has-doubled-in-the-last-5-years/)

8. Number of years to reach
50 million users
(Source – Morgan Stanley)

9. "Get Busy Living or Get Busy Dying"
- Andy Dufresne, from “The Shawshank Redemption”

10. "Get Busy Living or Get Busy Dying"
The # 1 activity on the Internet today is consumers
gathering purchase information.
Your competition is currently working to take your market
share, including competitors you never knew existed.
Your competition is looking for every
creative angle to direct traffic from you to
them.

11. Questions to Ask Yourself:
•Are you getting the most from your website?
•Can your target market find you? Are they
buying from you or “bouncing” off to look at
your competitors?
•How are you keeping track of your competition
online?
•How does a prospective client see your firm
on the Internet?

12. Search Engine Optimization
and
Your Company’s Online
Presence

13. Search Engine Optimization
Why is Search Engine Optimization important?
Help the right customers find your website, your
products and services
Maximize ROI from Internet marketing
Promote brand awareness
Create keyword association with what you have to offer
Improve credibility and authority as a firm
Rank higher in the SERPS (Google, Yahoo, Bing)
Drive relevant website traffic with commercial content
Convert browsers into buyers

14. Arm Yourself with the Basics of SEO
Search Engine Marketing encompasses a variety of online marketing
techniques, but the differentiator, the “money makers” are:
Tip #1 – Know what keywords are important to YOUR client
Do Keyword Research using Google keyword tool and
Wordtracker

15. Keyword Research
A balanced strategy with SEO and PPC requires the following
keyword research:
1. Informed Keyword Discovery – Google keyword tool or
wordtracker
2. Enough information from the client to accurately
determine ROI – What is a sale, conversion or new
client worth to the business?
3. Competitive ad analysis – See what ads are doing
best and use as a starting point, and make more
compelling
4. Testing, testing and more testing – run more than one
ad group, test new keyword variations, test different
ad positions

16. Arm Yourself with the Basics of SEO
Tip #2 – Pay attention to conversions and adjust
• As time goes on, make adjustments to the keyword
strategy as you uncover which keywords are creating
the most conversions, and then reshape the strategy to
go after the best producers.
• ADAPT to what your target market is revealing to you.
• Give your customers the website they’re looking for.

17. Conversion Optimization
Conversions can be many different things,
depending on what type of website you have:
•a click to a particular page,
•a form that is filled out on your website, or
•an online purchase directly from your website.
Tracking conversions using analytic software is a major
part of measuring your success as well as using that
analytic data to make adjustments to keywords, site layout,
and other factors to optimize your conversion ratios.

18. “The Elephant in the Room”

19. “The Elephant in the Room”
Conversion optimization is the process of ensuring that
your web site and overall SEM strategy is fundamentally
sound, and consistently generating increased targeted traffic
to your website, resulting in best chance for a qualified sales
or leads. This is accomplished by the following:
1. SEM Best Practices
2. Clear Call to Action (CTA)
3. Always offer an incentive
4. Test and adjust

20. Conversion Optimization
Your website needs to work 24/7, educating, qualifying, and filtering
prospects so the lead that arrives is the RIGHT lead for your business.
Implement sound Search Engine Optimization and Marketing tactics
and a strong Call-To-Action.
Make sure the user experience is convenient and maximizes visitor
engagement and participation.
What happens after a visitor fills out a form on your site?
What is the follow up process to secure the sale of that prospect?

21. Conversion Optimization
There should be a direct correlation between your online
marketing strategy and your sales team.
The sales force is an organization’s most valuable
marketing resource.
Implementing the right sales process, carefully adjusting it
as market conditions change, requires a thorough
understanding of customer needs and potential.
In order to take full advantage of your online marketing
efforts and convert traffic into sales, your team must be
armed with the proper tools and structure to get the sale.

22. Arm Yourself with the Basics of SEO
Tip #3 – Make sure your call-to-action is highly visible on
your website – without scrolling!

23. Arm Yourself with the Basics of SEO
Tip #3 – Make sure your call-to-action is highly visible on
your website – without scrolling.
?

24. Arm Yourself with the Basics of SEO
Tip #4 – Leverage social media and video to drive traffic
to your site

25. Arm Yourself with the Basics of SEO
Tip #5 – Create Backlinks with optimized anchor text
Backlinks are links that are directed towards your website and can
indicate the popularity or importance of that website.
Anchor text is the visible, clickable text in a hyperlink and can
determine the ranking that the page will receive by search engines.

26. Arm Yourself with the Basics of SEO
Tip #5 – Create Backlinks with optimized anchor text
There is no anchor text on the homepage of GrowthForce.com!
Keywords like “Outsourced Bookkeeping” should link to a page
that talks about your bookkeeping services.

27. Arm Yourself with the Basics of SEO
Tip #6 – Optimize your heading tags and image alt tags.
H1 or Heading Tag – Improve Search Engine Placement by putting
keywords in your H-tags and image Alt tags. It is usually a good practice
to make sure the words in your tags also appear several times on the
page, in your meta descriptions, and somewhere in the Title.

28. Arm Yourself with the Basics of SEO
Tip #7 – Optimize meta descriptions.
A Meta Description is intended to be a brief and concise
summary of your page's content.
=
No meta description =

29. Arm Yourself with the Basics of SEO
Tip #8 – Optimize page title descriptions with keywords;
make sure they are not company-centric, i.e. “Company
Homepage,” “Company Products”
NO.
Yes.

30. Arm Yourself with the Basics of SEO
Tip #9 – Start blogging! Create original content that can be
optimized for search engines.
If you can optimize a document and that document gets indexed,
categorized, and ranked by a search engine, it’s part of SEM.

31. Arm Yourself with the Basics of SEO
Tip #10 – Optimize and integrate your content!

32. Blogging and SEO
 38% of bloggers post brand or product reviews
 Websites with blogs attract 55% more visitors
 97% more inbound links
 434% more indexed pages

33. Optimizing Blogs
4 Keys to Good Content:
1. Provide original content or information, original reporting, research or
analysis.
2. Content needs quality control.
3. Content should provide complete and comprehensive coverage of the topic.
4. The content should be something you'd want to share, recommend or
bookmark.
Search engines are starting to factor in social signals like Google's "+1" and
Facebook likes for Bing. Only 1% of B2B marketing folks say that the impact
of social signals has been negative, whereas 44% say it's positive.
The effect on sales is impressive, with 60% of business decision makers cited
as making product decisions based on "branded content."
57% of marketers say that new customers have come in via company blogs.
Source: http://www.readwriteweb.com/enterprise/2011/10/infographic-why-content-is-kin.php

34. Blogging and SEO Best Practices
 Post regularly
 Optimal length, at least 250 words
 Specific, relevant, targeted topics; one topic per post
 Compelling content; engage readers
 Use keywords, key phrases
 Avoid duplicate content
 Link from homepage
 Give your company a face – post image of blog author
 Clean formatting, images; easy to read
 Integrate with social media: Twitter, Facebook,
YouTube

35. Engage Your Target
Market with an
Optimized Social Media
Marketing Campaign

36. Why is Social Media
important?
- Connect with and engage target audience
- Build company credibility & personality
- Company updates, news, reviews, experiences
- Maximize online presence; unlimited exposure
potential
- Interact with your customers; receive feedback
- Enjoy boosted Search Engine rankings from
strong social signals and increased activity

37. Facebook Optimization Tips
Optimizing your company Facebook page is just as
important as optimizing your website. Ensure your
company is represented professionally and be sure
to monitor your reputation online.
56% of consumers said they are more likely to
recommend a brand to a friend after becoming a fan
on Facebook
51% of consumers said they are more likely to buy
a product since becoming a fan on Facebook
Make sure your customers can find you!

38. Tip #1: Optimize your Cover Photo
and Profile Picture
Your company’s cover photo takes up the most real estate on the
Facebook timeline. It should tell your fans who you are and what
you do, without any call-to-action, contact information, or marketing
lingo. Best practice is to use your company Logo as your Profile
Picture to promote brand recognition.

39. Tip #2: Optimize the “About” page
Be sure to completely and accurately fill out ALL Basic information
and Contact information in the “About” page. Use keywords and
phrases and links to your website and other social media accounts.

40. Tip #3: Customize Tabs
It is against Facebook rules and regulations to put any sort of
marketing or call-to-action in the Cover Photo, but you can load up
your Tabs with anything you want. Engage your fans with an eye-
catching assortment of customized tabs. Each tab should lead to a
customized landing page, which should link back to your company
website.
Yes.

41. Tip #4: Use Pins, Highlights, and Photos
Facebook users are very visual. The social network knows this and
has made adjustments to the interface accordingly. Since Timeline
rolled out, photos, Pins, and Highlights take up the most space on news
feeds and pages. Use this to your advantage!

42. Tip #5: Engage your fans!
With any social media platform, the goal is CUSTOMER
ENGAGEMENT. Encourage your fans to interact with your company
by Liking, Commenting, and Sharing your brand. Ask questions, hold
contests, share customer photos.
Keep your Facebook page up-to-date and monitor it closely for customer
feedback.
Post regularly, with relevant material that your fans are interested in.
Promote special offers, company events, testimonials, contests, and more!
Integrate
Facebook with your website and other social networks for
maximum exposure.
Enjoy boosted search rankings due to active social signals to Google,
Yahoo, and Bing.
Embed the Facebook “Like” button on your company website and blogs

43. Twitter
500 million active users
Social networking and 175 million Tweets per day
microblogging 460,000 new Twitter
accounts created everyday
Stay in touch and get live
33% of users follow a brand
updates 67% of brand followers will
140-character posts, “tweets” purchase that specific brand
Dell reported over $3M in
revenue in 2007 due to
Twitter posts

44. Twitter Optimization
 Your Twitter profile, though brief, should be optimized with keywords and
branded with your company color scheme and logo.
 Contact information or promotions may be included in the background
image, but must be left-justified in order to be seen on most computer
screens.
 Make sure your location and company website are included in the profile
description.

45. Twitter
#hash tags
 #’s are used before relevant keywords in a Tweet to categorize them for
Twitter Search – use Hashtags with keywords in your Tweets and
Profile Description to be found for specific terms
@mentions and @replies
 A @ comes before any username on Twitter, use it to target certain
users by adding @theirusername to a Tweet; they will get a
notification with your Tweet

46. Twitter
ReTweets
 RT helps you and others quickly share a Tweet with your
followers
Verified Accounts
 Any account with a Verified Badge is authentically established by
Twitter so users can trust that well-known accounts are
legitimate
Promoted Tweets
 Tweets purchased by advertisers who want to reach a wider
group of users or to spark engagement from existing followers
Integrate Facebook, Linkedin, and other social applications, but DO
NOT rely on them for automated posts – vary your Tweets for optimal
engagement
Embed the button on your website and blogs

47. Google+
 Having a Google+ company page is necessary for
improved rankings on the Google search engine.
 Google ranks its own content higher; this includes pages
in their social network.
 Having an updated, optimized Google+ page can help
increase your search engine rank up to 14 positions.
 Generate “+1”s on your website to build credibility and
boost rankings further. (+1 is like a vote for your website)
 Get found locally with the Google+ Local search engine,
which is directly tied to verified Google Local listings,
another credibility factor.

48. Google+ Optimization
Like Facebook, your Google+ cover photo and profile picture
should accurately depict who you are and what you do.

49. Google+ Optimization
Optimize your “About” tab
with anchor text and
keywords, links back to your
website, completed &
verified contact information,
and recommended links to
other social networks.

50. Google+ Optimization
Upload photos and videos to your page, and optimize
them with keywords and links.

51. Google+ Best Practices
 Post regularly to keep your profile up-to-date.
 Add people and similar companies to your Circles to build your
network.
 +1 and Comment on others’ posts to expand your brand into their
networks and improve exposure
 Optimize posts by sharing them in Google+ keyword streams
 Embed the +1 button on your company website and blogs

52. LinkedIn
 Largest professional network on the Internet
 161 million professional members
 50% of LinkedIn users have a Bachelor’s degree or higher
 2 million companies on LinkedIn
 Most represented industries are hi-tech, finance, and
manufacturing
 View users visiting your company profile, who is following
your page, the industry, careers, promotions, etc. with
analytics.

53. LinkedIn Optimization
Ensure your Company Overview is optimized with keywords, especially in
the “Specialties” section. Also, be sure your company logo is clear and
recognizable. Fill in your contact information and company location to
make sure your customers can find you.

54. LinkedIn Optimization
If you do not have a Products or Services page – GET ONE. This is
where you showcase your company’s offerings. Enhance product
listings with photos, videos, promotions, and recommendations.
Promote your brand with eye-catching Spotlight photo sliders.

55. LinkedIn Best Practices

56. The Power of
Online Video Marketing

57. Online Video Marketing
 3 billion videos viewed online everyday
 By 2013, 90% of web traffic will be video
 A website with video is 53x more likely to appear on the
first page of Google search results than a website without
video
 60% of Senior Executives prefer to view video over text
 Over 40% of consumers watch online videos on at least
a weekly basis; over 70% at least monthly
 Visitors who view product videos are 85% more likely to
buy than those who do not

58. Online Video Marketing
Having a professional spokes person welcoming visitors to your
website not only promotes credibility and a professional
image, but it also gives you the opportunity to educate and
guide potential customers to your desired call-to-action.
This is a great way to increase conversions, all while
providing your visitors with a warm and friendly human touch;
something that is lacking in many websites today.
Online video promotes increased visitor activity, engagement
and page views. These are all healthy user behaviors that
produce higher conversion ratios and ultimately more sales
and increased lead generation.

59. Online Video Marketing
Combat short attention spans and the desire for instant
gratification in this high-speed world with a short,
impactful message that is visually and emotionally
stimulating enough to drive your consumer to act in as
little as 60 seconds or less.
Video is a “must-have” if you are looking to generate
more traffic, increase time spent on your website, and
improve conversion rates.

60. Why is video so effective?

61. Why is video so effective?

63. Online Video SEO
Video marketing is one of the strongest contributing factors
to your online presence.
Make sure your company videos are achieving maximum
visibility with proper optimization.
EVERY business should apply SEO tactics to their video
marketing strategy, just as they would to their website.
- 39% of consumers find online video via search engines like
Google
- They often search for the same keywords, but add “video” to the
query
- YouTube is the second largest search engine, (owned by the
largest, Google)

64. Online Video SEO
SEO Effect of Video on your website
 In 2013 over 90% of Internet traffic will be video
based
 Another source for inbound links and traffic
 Sharing through social media and blogs
 Improved page ranking
 53xmore likely to show up on first page of search engine
results
 Improvedoverall web presence
 What does this mean?
 Your customers will be able to find you!

65. Types of Online Video
Sizzle Reel
 30-60 seconds
 Motion Graphics, highlight keywords/phrases/concepts
 Similar to a PowerPoint presentation
 Example: http://www.youtube.com/watch?v=uzYAS1RBlTE&hd=1
Webmercial
 30-60 seconds
 Optional Voice-over
 Example: Promotional product/service video;
 http://www.youtube.com/watch?v=l6MHVK32oSg&hd=1
 http://www.youtube.com/watch?v=DnsEeS50dro&hd=1
Premium Video
 1-2 minutes
 “Talking Head,” or visual spokesperson
 Example: Homepage/Welcome video;
http://www.youtube.com/watch?v=ogj3iP6lRHU&hd=1
 http://www.youtube.com/watch?v=inOvXIP2GlI

66. Cardinal Sins of Bad SEO Firms…
1. If your SEO firm is ignoring the basics, and it is exposed
in the reports I am handing out…Get Out Fast!
2. If an SEO firm promises "guaranteed #1 results on
Google”…Be Wary of Black Hat Tactics
3. If the SEO firm does not explain the analytics on a
monthly basis…Go to a firm that makes this a
priority
4. If the SEO firm is not accountable to your strategic
goals and ROI…Make a Change
5. If the SEO firm uses “black hat” tactics, that can get
you banned…Go to a “white hat” firm

67. Select a firm that:
 Gives an exhaustive business analysis
 Performs advanced keyword research
 Provides a review of your site content/structure
 Offers SEO training
 Has expertise in specific markets and geographies
 Offers technical advice on website development
 Develops content
 Has expertise in Sales and Conversion consulting
 Manages online business development campaigns
 GUARANTEES ACCOUNTABILITY!