Nurturing Your Web Presence for Modern Buyers. Tips for SMBs to optimize their on-site, social and off-site Web presence to improve discoverability and address the online needs of their customers.

1. #Next2.0 #reluctantresponsibiliity @JRiddall @gShiftLabs
Next 2.0
Reluctant Responsibility
Nurturing Your Web Presence
for Modern Buyers
February 10, 2017

2. #Next2.0 #reluctantresponsibiliity @JRiddall @gShiftLabs
Agenda
• A little bit about me and gShift
• Why gShift?
• How Modern Buyers Behave
• A few SMB Social Stats
• Our Recent Purchase
• Assessing YOUR Web Presence
• About SEO
• Or Maybe Paid?
• Back to Tackling Social and Content Marketing
• Measure and Optimize
• Key Takeaways

3. #Next2.0 #reluctantresponsibiliity @JRiddall @gShiftLabs
About Yours Truly
• Director of Product Strategy, gShift
• 15+ years of digital marketing, analytics
and SEO experience
• Journalism Major
• Blogger and Social Media Addict
• Hockey Dad (http://imahockeydad.com)
Jeff Riddall
Jeff.Riddall@gshiftlabs.com
@Jriddall on Twitter
JRiddall on LinkedIn
jeffriddall on Instagram
Jeff Riddall on Facebook
+ Jriddall on Google +

4. #Next2.0 #reluctantresponsibiliity @JRiddall @gShiftLabs
• Founded 2009 right here in Barrie
• Web Presence Analytics for
Brands & Agencies
• Large and small customers
worldwide
• SEO, Content Marketing,
Influencer Marketing, Off-Site
Analytics
• gShift Digital Marketing Services
to assist with SEO, Content or
Influence Marketing campaigns
About gShift
Mobile
Search Social
Web
Presence
Analytics

5. #Next2.0 #reluctantresponsibiliity @JRiddall @gShiftLabs
Why gShift?

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Why gShift?

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Why gShift?

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A Traditional Buyer’s Journey

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Today’s Buyer Behaviour

10. #Next2.0 #reluctantresponsibiliity @JRiddall @gShiftLabs
“A brand is no longer what we tell the
consumer it is–it is what consumers
tell each other it is.”
Scott Cook, Founder and CEO of Intuit
Definition of a Modern Brand

11. #Next2.0 #reluctantresponsibiliity @JRiddall @gShiftLabs
Today’s Buyer Behaviour
• Customers visit your website to make sure
you exist and are credible
• Research is done outside of your website
through social media or via people
customers trust
• Positive or negative feedback can be
published at any time during the process
• These conversations are happening
whether you acknowledge them or not

12. #Next2.0 #reluctantresponsibiliity @JRiddall @gShiftLabs
For Example

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SMBs Are Planning More Social

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Which Social Networks?

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What Sort of Content?

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Our Recent Purchase

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Validation and Research

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Purchase and Advocacy

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Purchase and Advocacy

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Assessing Your Web Presence
• Corporate vs. Personal Brand
• Both are important – particularly for local
SMBs
• Web Presence Scorecard
• Website
• Social
• Off-Site Content/Backlinks

21. #Next2.0 #reluctantresponsibiliity @JRiddall @gShiftLabs
Website
• Fresh content – 10/28/16
• Blog – Yes
• Easy to Share – Ok
• Easy to Follow – Yes
• Easy to Contact – Yes
• SEO – Title Tags
Reversed, Multiple H1
Headings, Meta
Descriptions need CTAs

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Social Presence
• Facebook focussed
• Regular updates
• Calls to Action on page
• Multiple Reviews
• Limited Calls to Action
in posts – link to
specific website or
landing pages
• More video

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Off-Site Content/Backlinks
• Google My Business Page
Claimed
• 26 Reviews
• Backlinks from relevant
local sources/directories
• Setup and configure Yelp
listing
• Find more backlinking
opportunities – local,
associations, partners

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A Few Words About SEO

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The Evolution of SEO
• Search Engine Optimization
• Search Experience
Optimization
• Strategies for Earned and
Owned
• Optimized Content Marketing
AUTHORITY
in
the eyes of

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Local SEO Best Practices
• All starts with Keywords and Content
– providing the best answers to
searchers’ questions
• On-Site Optimization (Keyword rich
Title Tags, H1 Headings, links, image
alt tags, meta descriptions)
• Mobile Friendly
• Google + Local
• Content Marketing
• Social Media Distribution
• Relevant Backlinks

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But, You Also Might Want to Pay…
Pros
• Highly targeted
• Immediate brand visibility
• Immediate traffic
Cons
• Relatively expensive
• Lots of tire kickers
• Click fraud

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Where Do You Start Socially?
• Listen
• Build Community
• Optimize Your Social
Presence
• Publish and Distribute
Content
• Engage

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Listen
• Search/follow your brand
name and keywords in
social networks
• Identify where your
audience is
• Twitter Alerts
• Google Alerts

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Build Community
• Find and follow relevant
people and businesses
• Like and share their
content
• Make it easy to follow
you socially

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Optimize Your Social Presence
• Consider professional
photos – this is YOUR
brand
• Make your profiles /
pages as complete as
possible – ALWAYS link to
your website!
• Incorporate your
keywords
• Include video, where
possible

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Publish and Distribute Content
“If the social web were a living
organism, content would be the air
that it breathes.”
“You must have at least one source
of original rich content and you
have 3 viable options: a blog, a
podcast or a video series.”
“A source of rich content provides
something that is shareable,
conversational and engaging for
social platforms.”
Social Media Explained

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But What Content?
https://youtu.be/l5Tw0PGcyN0

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Relevant Engaging Content
• Create relevant, keyword
rich, engaging content
linking back to your
primary pages
• Answer your customers’
questions

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And How Do You Create It
• How to Write Better
• Writing Rules
• Story Rules
• Publishing Rules
• Things Marketers Write
• Content Tools

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How About User Generated Content?
• Let your customers tell
their/your stories
• Move your testimonials
to social where they’ll be
seen and shared

37. #Next2.0 #reluctantresponsibiliity @JRiddall @gShiftLabs
Big Brand Examples
The Art of Ride - Snowboarding Off Piste Backcountry
GoPro Hero 3+
https://youtu.be/Q5691RGDUJ4
Starbucks White Cup Contest

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Local SMB Examples

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Engage
• Monitor and reply to
comments – positive or
negative
• Incorporate calls to
action and links to
website pages

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Big Brand Examples

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Local SMB Examples

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Measure and Optimize
• Everything is
measurable
• Google Analytics
• Google Search Console
• gShift
• Social Listening

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Keywords

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Content

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Traffic and Channels

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Key Takeaways
Don’t think B2B or B2C… think H2H
Build community
Create relevant, engaging content
Encourage User Generated Content
Engage
Have Fun!

47. #Next2.0 #reluctantresponsibiliity @JRiddall @gShiftLabs
Thanks
jeff.riddall@gShiftLabs.com
gshift.it/Next-20