SlideShare a Scribd company logo
Attract & Engage More Customers
            @LeeOdden
           OptimizeBook.com
         TopRankMarketing.com
         @leeodden - #OptimizeBook
@TopRank = Content Marketers
    = Online Marketing Consultants

     Book            Website               Google+
White Papers                                 Twitter
  Articles                                  Facebook
  Guides                                    YouTube
 Webinars      TopRankBlog.com                Flickr
Guest Posts                                 LinkedIn
    Events                                 Slideshare
                Press Releases
               @leeodden - #OptimizeBook
What if

disappeared
tomorrow?


          @leeodden - #OptimizeBook
@leeodden - #OptimizeBook
@leeodden - #OptimizeBook
Trust: Product Recommendations
     Newspaper              Blogger                            Social Network Contact
TV               Radio                   Microblog Content




                         Global Web Index Annual Report 2011


                            @leeodden - #OptimizeBook
Paths to Purchase


           1% Social Alone
           51% Search Alone
           48% Search & Social



  @leeodden - #OptimizeBook
Google sites handle 88 billion
    searches per month worldwide
                                                    Source:
                                                    comScore
At any given time there
are 50-200 different
versions of Google’s core
algorithm in the wild
*Google Inside Search




                     What are you
                    optimizing for?
                        @leeodden - #OptimizeBook
SEO Basics
   Products        Tech SEO Audit
                   Topical Focus
    Services

Keyword Glossary
Category           Search Words
    Keywords
    Keywords        Social Topics
    Keywords
Category                                        Blogs
    Keywords
    Keywords       Social Topics
    Keywords
    Keywords


                    @leeodden - #OptimizeBook
What About Customers?




     Customers       Experiences             Outcomes

Optimizing for consumers, experiences &
outcomes transcends Google, Social or Content.
                 @leeodden - #OptimizeBook
Shift
  Know Your Target Audience



                 Consume




                                       Share
Discover
           @leeodden - #OptimizeBook
Shift
Customer Focused Optimization

Audience   Discover            Consume        Share/Act




Optimize   Attract             Engage         Inspire
           Interests           Content        Share
           Needs               Media          Buy
           Pain Points         Social         Refer
           Search              Device
           Social
                @leeodden -   #OptimizeBook
Optimized & Socialized Framework
     Awareness > Interest > Consideration > Purchase


 Research       Keywords           Content &    Optimize
 Customer       Topics             Promotion    Socialize
 Segments       Message            Plan         Promote




Preferences    Search &          Topics, SEO   Social & SEO
Pain Points    Social Data       Calendar,     Networking,
Behaviors      Sources           Repurpose     Link Building

                   @leeodden - #OptimizeBook
Shift
            Optimizing Robots

ZRobot – Goals:
• Increase product                                                        Automate your cleaning with ZRobot



  awareness              All New

                          Get Mean With Your Clean!

• Grow networks           ZRobot Dirt Terminator
                          New series of dirt zapping robot.



• Increase citations      Available May 5, 2012:

                         Small Business
                                                       Pre Order


                                                              Ninjas Clean
                                                                                        Stressing Out
                                                                                        over Dirt?

  in media & social      Owners
                         Save Money
                                                              Without being
                                                              seen!
                                                                                        Bring in
                                                                                        ZRobot

                                                              Go Shopping               Scientifically
                          Special Offers

• Increase sales
                                                              Whlle Zrobot              Tested
                          Buy Now
                                                              cleans for you            On real dirt!




                @leeodden - #OptimizeBook
Shift
      Consumer Personas: Goals




     Carrie                       Stan                   Sara
 Small Biz Owner            Single Professional    Tech Savvy Mom

Low cost cleaning           Easy cleaning          Efficient cleaning
Save on office costs        New tech/gadgets       Save time
                       @leeodden - #OptimizeBook
Shift
      Customer & Content Optimization

                                                 Maria: Tech Savvy Mom
                                            Buying
                                                           Keywords               Social Topics               Content Type
                                             Cycle
                                                                              Time Saving Housekeeping,   Blog post, articles in
                                          Awareness       housekeeping tips
                                                                              Naptime Cleaning            relevant magazines
                                                          robot cleaners,
                                                                              What types of automated
                                          Interest        automatic                                       Demonstration video
                                                                              cleaners are there?
                                                          cleaning
                   Sara                                                                                   Product feature/benefit
                   Mom                                    robot cleaner       What are the best robot
                                          Consideration                                                   list. Comparison to
                                                          reviews             cleaners?
                                                                                                          competitors
                                                          robot , Zrobot
                                                                                                          Store locator, geo-specific
    Customer Pain Points                  Purchase        how to buy,         Where can I buy a Zrobot?
                                                                                                          store pages, FB fan pages
                                                          Zrobot prices
•   No time to clean
•   5 small children who spill and make   Retention
                                                          Zrobot cleaning     How to get more uses from   Blog posts, guest posts,
    messes                                                tips                your Zrobot                 video
•   Cannot afford a weekly maid                           Zrobot fans,
                                                                              Zrobot mom user group Q     Facebook Fan page,
                                          Advocacy        Zrobot
                                                                              and A, tips                 Forum, Zrobot Newsletter
                                                          accessories

                                          @leeodden - #OptimizeBook
Shift
            Optimized Editorial Plan

                        ZRobot Content Calendar




  Suzy
Business
 Owner

     Sara
     Mom



                 •    Planned topics          •   Media
                 •    Dates                   •   Promotion channels
                 •    Titles                  •   Repurpose plans
                 •    Categories              •   Cross linking
                 •    Keywords

                     @leeodden - #OptimizeBook
Hub & Spoke Publishing




      @leeodden - #OptimizeBook
Hub & Spoke Publishing
                                                  How to
                                                  Auto
                                                  Clean
                        Videos            Demonstration
   Enewsletter

                                                  Microblogging
                         Blog
Industry Pub
                                                  Testimonials



         Article
                    Buying Guide     Case Study
                   @leeodden - #OptimizeBook
Download the template at optimizebook.com

              Keyword Glossary




Competitors               Keywords             Popularity   Categories

                   @leeodden - #OptimizeBook
Download the template at optimizebook.com

        Editorial Plan




         @leeodden - #OptimizeBook
Optimize for Awareness
           Awareness > Interest > Consideration > Purchase



        I need a clean
        office but my
       budget is small.          Blog subheadings are prime for keywords.
                                Breadcrumbs > Are > Beautiful
                                                                            All New Robot
                                  Low Cost Clean!                           Terminator
                                                                            Watch a Demo
                                                                            Video
                                  The content of
                                  the blog post appeals to the
                                                                            Categories:
Sara
                                  interests of the consumer                 Robot Cleaning
Mom
           Robot                  using language that is search             Cleaning Tips
        cleaners? I               and social media friendly.                Save Time
       never thought                                                        Save Money
          of that.                                                          Efficiency Tips
                                  Tags: Keyword, Word, Key




                          @leeodden - #OptimizeBook
Optimize for Interest
       Awareness > Interest > Consideration > Purchase


                                     #Optimize Video Tips:
        Demo Videos:                 • Shoot video with promotion
                                       channels in mind
                                     • Host with YouTube, Vimeo
                                     • Embed video on blog, site
                                     • Optimize with keywords
                                     • Promote video via relevant
Sara
                                       social channels
Mom
                                     • Give the viewer options:
                                        Share, Refer, More Info,
                                        Purchase




               @leeodden - #OptimizeBook
Optimize for Consideration
        Awareness > Interest > Consideration > Purchase

       Reviews & Product Pages
       Have you ever heard of ZRobots or robots for
       cleaning offices?



Sara                                                    #Optimize Reviews Tips:
Mom
           Clean Times Mag                              •   Pitch your product for reviews
                                                        •   Monitor for organic reviews
        Robot Invasion!
        Top 10 Robot Cleaners for Your Office
                                                        •   Build links to positive reviews
        1. ZRobot                                       •   Socially share reviews
          Product descriptions are good for keywords.
                                                        •   Promote reviews from social
        2. Roombot
          Product descriptions are good for keywords.   • Make your own product
        3. Officebot                                      comparison page
          Product descriptions are good for keywords.

        4. Click Clean
          Product descriptions are good for keywords.

        5. Biz Bot         @leeodden - #OptimizeBook
Optimize for Purchase
                    Awareness > Interest > Consideration > Purchase

                          Offers, Store Locator


                                                             Special Offer!
                           Store Locator

         Sara
         Mom




Optimize for more
specific topics:
                                                                    Order
• Location
• Product                  Special Offers
                           Buy Now
                                            Go Shopping
                                            Whlle Zrobot
                                                               Scientifically
                                                               Tested

• Outcomes                                  cleans for you     On real dirt!




                             @leeodden - #OptimizeBook
What Would Your Hub Look Like?

                        ?                     ?
        ?

                                                  ?

                            ?
    ?
                                                      ?



            ?
                        ?
                @leeodden - #OptimizeBook ?
Social KPIs - Business Outcomes
                          Social SEO KPI’s           Business Outcomes

                      •    Fans                  •   Share of Voice
                      •    Friends               •   Improve Service
                      •    Followers             •   Shorter Sales Cycles
                      •    Comments              •   Increased Order
                      •    Likes                     Quantity, Frequency
                      •    Google Plusses        •   More Referrals
                      •    Links                 •   Lower Marketing
                      •    SERPs                     Costs
                      •    Search Traffic        •   Grow Revenue
                                                 •   Improve Profits
Tools:
Social Media Monitoring
Web Analytics
Social Media Marketing Management
                     @leeodden - #OptimizeBook
Just Say No to Silos
To scale, companies need to look beyond social for marketing,
PR & service & look at evolving a social business.


     Marketing                             Marketing




                                                                       Community
                                                           Customers
                      Customers
  Public Relations                      Public Relations

       Sales                      VS         Sales

 Customer Service                      Customer Service

 Human Resources                       Human Resources




                     @leeodden - #OptimizeBook
Takeaways
• Segment customers
• Develop an editorial plan
• Optimize & socialize
  content
• Monitor KPIs
• Measure business goals
• Refine. Repeat. ABO!
• Get #Optimize

               @leeodden - #OptimizeBook
Thank You


Lee Odden
lee@toprank.org
@leeodden
TopRankMarketing.com              BUY
TopRankBlog.com            OptimizeBook.com

              @leeodden - #OptimizeBook

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Optimize - Social Media Club Webinar with Lee Odden

  • 1. Attract & Engage More Customers @LeeOdden OptimizeBook.com TopRankMarketing.com @leeodden - #OptimizeBook
  • 2. @TopRank = Content Marketers = Online Marketing Consultants Book Website Google+ White Papers Twitter Articles Facebook Guides YouTube Webinars TopRankBlog.com Flickr Guest Posts LinkedIn Events Slideshare Press Releases @leeodden - #OptimizeBook
  • 3. What if disappeared tomorrow? @leeodden - #OptimizeBook
  • 6. Trust: Product Recommendations Newspaper Blogger Social Network Contact TV Radio Microblog Content Global Web Index Annual Report 2011 @leeodden - #OptimizeBook
  • 7. Paths to Purchase 1% Social Alone 51% Search Alone 48% Search & Social @leeodden - #OptimizeBook
  • 8. Google sites handle 88 billion searches per month worldwide Source: comScore At any given time there are 50-200 different versions of Google’s core algorithm in the wild *Google Inside Search What are you optimizing for? @leeodden - #OptimizeBook
  • 9. SEO Basics Products Tech SEO Audit Topical Focus Services Keyword Glossary Category Search Words Keywords Keywords Social Topics Keywords Category Blogs Keywords Keywords Social Topics Keywords Keywords @leeodden - #OptimizeBook
  • 10. What About Customers? Customers Experiences Outcomes Optimizing for consumers, experiences & outcomes transcends Google, Social or Content. @leeodden - #OptimizeBook
  • 11. Shift Know Your Target Audience Consume Share Discover @leeodden - #OptimizeBook
  • 12. Shift Customer Focused Optimization Audience Discover Consume Share/Act Optimize Attract Engage Inspire Interests Content Share Needs Media Buy Pain Points Social Refer Search Device Social @leeodden - #OptimizeBook
  • 13. Optimized & Socialized Framework Awareness > Interest > Consideration > Purchase Research Keywords Content & Optimize Customer Topics Promotion Socialize Segments Message Plan Promote Preferences Search & Topics, SEO Social & SEO Pain Points Social Data Calendar, Networking, Behaviors Sources Repurpose Link Building @leeodden - #OptimizeBook
  • 14. Shift Optimizing Robots ZRobot – Goals: • Increase product Automate your cleaning with ZRobot awareness All New Get Mean With Your Clean! • Grow networks ZRobot Dirt Terminator New series of dirt zapping robot. • Increase citations Available May 5, 2012: Small Business Pre Order Ninjas Clean Stressing Out over Dirt? in media & social Owners Save Money Without being seen! Bring in ZRobot Go Shopping Scientifically Special Offers • Increase sales Whlle Zrobot Tested Buy Now cleans for you On real dirt! @leeodden - #OptimizeBook
  • 15. Shift Consumer Personas: Goals Carrie Stan Sara Small Biz Owner Single Professional Tech Savvy Mom Low cost cleaning Easy cleaning Efficient cleaning Save on office costs New tech/gadgets Save time @leeodden - #OptimizeBook
  • 16. Shift Customer & Content Optimization Maria: Tech Savvy Mom Buying Keywords Social Topics Content Type Cycle Time Saving Housekeeping, Blog post, articles in Awareness housekeeping tips Naptime Cleaning relevant magazines robot cleaners, What types of automated Interest automatic Demonstration video cleaners are there? cleaning Sara Product feature/benefit Mom robot cleaner What are the best robot Consideration list. Comparison to reviews cleaners? competitors robot , Zrobot Store locator, geo-specific Customer Pain Points Purchase how to buy, Where can I buy a Zrobot? store pages, FB fan pages Zrobot prices • No time to clean • 5 small children who spill and make Retention Zrobot cleaning How to get more uses from Blog posts, guest posts, messes tips your Zrobot video • Cannot afford a weekly maid Zrobot fans, Zrobot mom user group Q Facebook Fan page, Advocacy Zrobot and A, tips Forum, Zrobot Newsletter accessories @leeodden - #OptimizeBook
  • 17. Shift Optimized Editorial Plan ZRobot Content Calendar Suzy Business Owner Sara Mom • Planned topics • Media • Dates • Promotion channels • Titles • Repurpose plans • Categories • Cross linking • Keywords @leeodden - #OptimizeBook
  • 18. Hub & Spoke Publishing @leeodden - #OptimizeBook
  • 19. Hub & Spoke Publishing How to Auto Clean Videos Demonstration Enewsletter Microblogging Blog Industry Pub Testimonials Article Buying Guide Case Study @leeodden - #OptimizeBook
  • 20. Download the template at optimizebook.com Keyword Glossary Competitors Keywords Popularity Categories @leeodden - #OptimizeBook
  • 21. Download the template at optimizebook.com Editorial Plan @leeodden - #OptimizeBook
  • 22. Optimize for Awareness Awareness > Interest > Consideration > Purchase I need a clean office but my budget is small. Blog subheadings are prime for keywords. Breadcrumbs > Are > Beautiful All New Robot Low Cost Clean! Terminator Watch a Demo Video The content of the blog post appeals to the Categories: Sara interests of the consumer Robot Cleaning Mom Robot using language that is search Cleaning Tips cleaners? I and social media friendly. Save Time never thought Save Money of that. Efficiency Tips Tags: Keyword, Word, Key @leeodden - #OptimizeBook
  • 23. Optimize for Interest Awareness > Interest > Consideration > Purchase #Optimize Video Tips: Demo Videos: • Shoot video with promotion channels in mind • Host with YouTube, Vimeo • Embed video on blog, site • Optimize with keywords • Promote video via relevant Sara social channels Mom • Give the viewer options: Share, Refer, More Info, Purchase @leeodden - #OptimizeBook
  • 24. Optimize for Consideration Awareness > Interest > Consideration > Purchase Reviews & Product Pages Have you ever heard of ZRobots or robots for cleaning offices? Sara #Optimize Reviews Tips: Mom Clean Times Mag • Pitch your product for reviews • Monitor for organic reviews Robot Invasion! Top 10 Robot Cleaners for Your Office • Build links to positive reviews 1. ZRobot • Socially share reviews Product descriptions are good for keywords. • Promote reviews from social 2. Roombot Product descriptions are good for keywords. • Make your own product 3. Officebot comparison page Product descriptions are good for keywords. 4. Click Clean Product descriptions are good for keywords. 5. Biz Bot @leeodden - #OptimizeBook
  • 25. Optimize for Purchase Awareness > Interest > Consideration > Purchase Offers, Store Locator Special Offer! Store Locator Sara Mom Optimize for more specific topics: Order • Location • Product Special Offers Buy Now Go Shopping Whlle Zrobot Scientifically Tested • Outcomes cleans for you On real dirt! @leeodden - #OptimizeBook
  • 26. What Would Your Hub Look Like? ? ? ? ? ? ? ? ? ? @leeodden - #OptimizeBook ?
  • 27. Social KPIs - Business Outcomes Social SEO KPI’s Business Outcomes • Fans • Share of Voice • Friends • Improve Service • Followers • Shorter Sales Cycles • Comments • Increased Order • Likes Quantity, Frequency • Google Plusses • More Referrals • Links • Lower Marketing • SERPs Costs • Search Traffic • Grow Revenue • Improve Profits Tools: Social Media Monitoring Web Analytics Social Media Marketing Management @leeodden - #OptimizeBook
  • 28. Just Say No to Silos To scale, companies need to look beyond social for marketing, PR & service & look at evolving a social business. Marketing Marketing Community Customers Customers Public Relations Public Relations Sales VS Sales Customer Service Customer Service Human Resources Human Resources @leeodden - #OptimizeBook
  • 29. Takeaways • Segment customers • Develop an editorial plan • Optimize & socialize content • Monitor KPIs • Measure business goals • Refine. Repeat. ABO! • Get #Optimize @leeodden - #OptimizeBook
  • 30. Thank You Lee Odden lee@toprank.org @leeodden TopRankMarketing.com BUY TopRankBlog.com OptimizeBook.com @leeodden - #OptimizeBook

Editor's Notes

  1. Optimize – How to Attract and Engage More Customers By Integrating SEO, Social Media and Content MarketingBy Lee Odden @leeodden CEO of TopRank Online Marketing
  2. Google disappearing from the web has a similar effect as your site(s) disappearing from Google, doesn't it? Of course, I don't mean just Google, but any algorithmic search engine.Focusing SEO efforts specifically on a search engine like Google, achieving great visibility and the ensuing traffic and hopefully sales is a beautiful thing. Until it goes away. If it goes away.
  3. What happens in 60 seconds on the internet?
  4. Which media do consumers trust for product recommendations?
  5. http://www.comscore.com/Press_Events/Press_Releases/2010/1/Global_Search_Market_Grows_46_Percent_in_200970% of brands social media content (FB or Twitter) doesn’t rank in top 20 on Google for brand namehttp://www.brightedge.com/2011-04-18-brightedge-study-social-media-seo-optimization
  6. The intersection of SEO, Social Media and Content Marketing arms marketers with a 360 degree opportunity to attract, engage & retain customers online.
  7. framework for content marketing strategy and practical optimization and social media marketing tips to grow business online.
  8. Show a company website screen shot with details on a marketing "problem". Something simple like increase online sales of their product
  9. Example: LO approved Concept Date: 12/22/2011Copy Approved By LOGraphic Ready for DesignerGraphic Sent to DesignerFinal Graphic Sent to WileyFeedback:
  10. Example: LO approved Concept Date: 12/22/2011Copy Approved By LOGraphic Ready for DesignerGraphic Sent to DesignerFinal Graphic Sent to WileyFeedback:
  11. mix of content types, optimized)
  12. Creating great content helps us reach our social goals
  13. By creating a silo for your social media across your organization you cannot effectively target your customers via social media