The Rudder Group Social Marketing & Services
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The Rudder Group provides comprehensive Social Marketing Services to small and mid-size companies.
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The Rudder Group Social Marketing & Services
- 1. THE RUDDER GROUP The Rudder Group SOCIAL MARKETING
- 2. SOCIAL MARKETING INTRODUCTION THE RUDDER GROUP THE RUDDER GROUP While Social Marketing is not the silver bullet that many pundits claim it to be, it is an extremely important & relatively low cost touch point that has a direct impact on sales acquisition and customer satisfaction. Social Marketing isn’t a fad. It’s a revolution. The future is a different place, where businesses at all levels will be engaging via social media. The question is who will drive the adoption and who will miss out. The Rudder Group Growth Strategies & Mentor Capital
- 3. SOCIAL MARKETING INTRODUCTION THE RUDDER GROUP THE RUDDER GROUP It’s a New Marketing Era… Think Social The Rudder Group Growth Strategies & Mentor Capital
- 4. SOCIAL MARKETING INTRODUCTION THE RUDDER GROUP THE RUDDER GROUP New Marketing… Go Social The Rudder Group Growth Strategies & Mentor Capital
- 5. SOCIAL MARKETING INTRODUCTION THE RUDDER GROUP THE RUDDER GROUP So Many Choices and Too Little Time The Rudder Group Growth Strategies & Mentor Capital
- 6. SOCIAL MEDIA ADOPTION THE RUDDER GROUP THE RUDDER GROUP The Rudder Group Growth Strategies & Mentor Capital
- 7. Social Media Adoption THE RUDDER GROUP
- 8. SOCIAL MEDIA ADOPTION - DRIVE BRAND AWARENESS - THE RUDDER GROUP THE RUDDER GROUP SIX ACTIONS MARKETERS CAN TAKE TO UTILIZE SOCIAL MEDIA AS A BRAND BUILDING TOOL IN THE CONNECTED WORLD ARE: • Articulate – Define your brand’s social identity and communicate it with a compelling and unique voice. • Connect – Find your best and most likely customers and give them a reason to like or follow you in social channels. • Engage – Interact with people by making brand communications and content more interesting, personally relevant and participatory. • Influence – Inspire people to share stories about your brand and make it easy for them to do so. • Integrate – Build a social element into the brand and product experience across different channels. • Rejuvenate – Use insights from social channels to continuously monitor your brand’s health and improve the brand experience. The Rudder Group Growth Strategies & Mentor Capital
- 9. SOCIAL MEDIA DRIVES BRAND AWARENESS THE RUDDER GROUP THE RUDDER GROUP The Rudder Group Growth Strategies & Mentor Capital
- 10. SOCIAL MARKETING BENEFITS THE RUDDER GROUP Increased Exposure 85% Increased Traffic 69% Provided Marketplace Insight 65% Developed Loyal Fans 58% Generated Leads 58% Improved Search Rankings 55% Grew Business Partnerships 51% Reduced Marketing Expenses 46% Improved Sales 40% 0% 20% 40% 60% 80% 100%
- 11. SOCIAL MARKETING BENEFITS THE RUDDER GROUP THE RUDDER GROUP • Increases Traffic to Your Website • Improves your Search Engine Optimisation • Amplifies Your Message through ‘World Of Mouth’ • Position company brands as thought leaders in your niche • Communicates and Engages with Your Customers • Spreads Your Content • Spreads Your Ideas • Major Marketing Cost Savings The Rudder Group Growth Strategies & Mentor Capital
- 12. SOCIAL MARKETING BENEFITS THE RUDDER GROUP INCREASED WEB TRAFFIC 0.0% 22.5% 45.0% 67.5% 90.0% Less than 6 months 6 to 12 months 1 to 3 years More than 3 years Strongly Agree Agree
- 13. SOCIAL MARKETING BENEFITS THE RUDDER GROUP THE RUDDER GROUP Increases Traffic to Your Website = More Sales The Rudder Group Growth Strategies & Mentor Capital
- 14. SOCIAL MARKETING BENEFITS THE RUDDER GROUP THE RUDDER GROUP Increases Traffic to Your Website • Twitter with links drives traffic to special landing pages • Blog with links to website • Facebook with links to landing pages, resources • LinkedIn Optimized with Links and Plugins • YouTube with links back to your website and blog • Inbound links from sites that value, link and embed your content The Rudder Group Growth Strategies & Mentor Capital
- 15. SOCIAL MARKETING BENEFITS THE RUDDER GROUP THE RUDDER GROUP Increases Traffic to Your Website The Rudder Group Growth Strategies & Mentor Capital
- 16. SOCIAL MARKETING BENEFITS THE RUDDER GROUP THE RUDDER GROUP Increases Traffic to Your Website from Inbound Links & Tagging What are Inbound Links? • Websites, social sites or blogs linking to your website or blog • The more links the better • Websites that are ranked high in Google is better • Google loves links - it gives your site authority The Rudder Group Growth Strategies & Mentor Capital
- 17. SOCIAL MARKETING SOCIAL MARKETING BENEFITS THE RUDDER GROUP THE RUDDER GROUP Improves your Search Engine Optimisation: Found = More Leads = More Sales The Rudder Group Growth Strategies & Mentor Capital
- 18. SOCIAL MARKETING BENEFITS THE RUDDER GROUP THE RUDDER GROUP Improves your Search Engine Optimisation The Rudder Group Growth Strategies & Mentor Capital
- 19. SOCIAL MARKETING BENEFITS THE RUDDER GROUP THE RUDDER GROUP Improves your Search Engine Optimisation The Rudder Group Growth Strategies & Mentor Capital
- 20. SOCIAL MARKETING BENEFITS THE RUDDER GROUP THE RUDDER GROUP Amplifies Your Message through ‘World Of Mouth’ The Rudder Group 20‹#› Growth Strategies & Mentor Capital
- 21. SOCIAL MARKETING BENEFITS THE RUDDER GROUP THE RUDDER GROUP Amplifies Your Message through ‘World Of Mouth’ Example From One Post… • Facebook: 176 Facebook Shares Multiplied by 200 Friends on each site - Sub-Total 35,200 • Twitter: 308 Tweets Multiplied by 500 followers per Twitter account - Sub-Total 154,000 • Potential Audience Reach (Impressions): Total 189,200 The Rudder Group Growth Strategies & Mentor Capital
- 22. SOCIAL MARKETING BENEFITS THE RUDDER GROUP THE RUDDER GROUP Communicates & Engages with You Prospects & Customers • Facebook: Updates, Comments, Messages, Competitions • Twitter: ReTweets, Comments, Direct Messages, Links • Blogs: Comments, Polls, Votes • LinkedIn: Messages, Updates, Q&A • YouTube: Comments, subscribe The Rudder Group Growth Strategies & Mentor Capital
- 23. SOCIAL MARKETING BENEFITS THE RUDDER GROUP THE RUDDER GROUP Spreads Your Content & Messaging The Rudder Group Growth Strategies & Mentor Capital
- 24. Social Marketing Benefits THE RUDDER GROUP Spreads Your Content & Messaging
- 25. SOCIAL MARKETING BENEFITS THE RUDDER GROUP THE RUDDER GROUP A Lot Less Expensive Than Traditional Marketing More Leads For Less Budget Average Social Marketing Costs 61% Less Per Lead Than Traditional, Outbound Marketing. The Rudder Group Growth Strategies & Mentor Capital
- 26. SOCIAL MARKETING BENEFITS THE RUDDER GROUP THE RUDDER GROUP A Lot Less Expensive Than Traditional Marketing More Leads For Less Budget Average cost/lead for outbound Marketing: $346 Average cost/lead for inbound marketing: $135 Leads from inbound links are 5x more likely to close in sales than outbound leads The Rudder Group Growth Strategies & Mentor Capital
- 27. PRIMARY B2B SOCIAL MEDIA CHANNELS THE RUDDER GROUP THE RUDDER GROUP The Rudder Group Growth Strategies & Mentor Capital
- 28. MOST USED SOCIAL MEDIA TOOLS THE RUDDER GROUP Facebook 92% Twitter 82% Linked In 73% Blogs 61% YouTube or other video 57% Google+ 40% Photo sharing sites 21% Forums 19% Social bookmarking/news sites 16% Geo-location 14% Daily Deals 6%
- 29. SOCIAL MEDIA CHANNELS THE RUDDER GROUP THE RUDDER GROUP Why Linkedin? The social network business people may be most familiar with is LinkedIn. This network of over 150 million business users is a major player in the lead generation game (especially for B2B companies). • Over 150 Million professionals are members worldwide • Great for networking professionally • Positioning your company and managers as an expert and thought leader in its niche • Especially valuable for technical sales • Integrate your other sites including company, blog and Facebook • Average income of LinkedIn member is over $130,000 • Think of it as a business cocktail party The Rudder Group Growth Strategies & Mentor Capital
- 30. SOCIAL MEDIA CHANNELS THE RUDDER GROUP THE RUDDER GROUP Why Twitter? Twitter is a social network on which people share 140-character mess sages. Users “follow” or subscribe to each other’s updates and can receive messages via multiple technology devices, including desktop computers, smart phones, and text messages. • Communicate quickly and virally • Distribute and promote your content • Target geographically • Target by user type through directories • Connecting to peers and opportunities • Simple to use • Wide range of tools • Promoting Facebook, Blogs, Websites • Real time search • Over 180 Million visitors a month • Can be automated The Rudder Group Growth Strategies & Mentor Capital
- 31. TWITTER EXAMPLES THE RUDDER GROUP THE RUDDER GROUP Use Your Background To List Key Features/Services of Your Product The Rudder Group Growth Strategies & Mentor Capital
- 32. SOCIAL MEDIA CHANNELS THE RUDDER GROUP THE RUDDER GROUP Why Blog? • Position you company as a thought leader in your niche • Establishes authority • Google likes fresh unique content • Drives inbound links, improving SEO • Talk in the language of your audience • Easy to use • Great for branding and messaging The Rudder Group Growth Strategies & Mentor Capital
- 33. SOCIAL MEDIA CHANNELS THE RUDDER GROUP THE RUDDER GROUP The Rudder Group Growth Strategies & Mentor Capital
- 34. BUSINESS BLOGGING THE RUDDER GROUP THE RUDDER GROUP 40% 55% of B2B companies More website use blogs for visitors. marketing Blogging nets highest ROI out of social media 67% channels More leads/month than those who don’t blog. The Rudder Group Growth Strategies & Mentor Capital
- 35. BUSINESS BLOGGING THE RUDDER GROUP THE RUDDER GROUP • Nearly 40% of US companies use blogs for marketing purposes • Companies that blog have 55% more website visitors • B2B companies that blog get 67% more leads/month than those who don’t blog The Rudder Group Growth Strategies & Mentor Capital
- 36. SOCIAL MEDIA CHANNELS THE RUDDER GROUP THE RUDDER GROUP Why Facebook? With more than 800 million monthly active users, Facebook has become the major player in the social media industry. From a marketing perspective, Facebook serves as a powerful platform for building a community of advocates and in- creasing word-of-mouth marketing. • Growing at over 600,000 users per day with over 800 million users • Broad demographics • Gen Y uses it extensively • Generating fans spreading your unique content, blogs, videos • Pages and Groups for companies • Multi-media rich • Easy to use • Think of it as the backyard barbeque The Rudder Group Growth Strategies & Mentor Capital
- 37. FACEBOOK EXAMPLES THE RUDDER GROUP THE RUDDER GROUP The Rudder Group Growth Strategies & Mentor Capital
- 38. SOCIAL MEDIA CHANNELS THE RUDDER GROUP THE RUDDER GROUP Why YouTube and Online Video? • Second largest search engine in the world • 10 times easier to rank higher in organic search • Important if you are connecting to “Gen Y” • Capable of becoming viral • Video reviews for products increases conversion 6 - 30% • Free • Easy to use The Rudder Group Growth Strategies & Mentor Capital
- 39. MONITORING SOCIAL MEDIA THE RUDDER GROUP THE RUDDER GROUP • Google Alerts set up multiple Google Alerts for your company, brand, products, leaders, industry terms, etc. The alerts will get delivered directly to your email inbox at the frequency you indicate (e.g., daily or as they happen) and they are a great way to track mentions of your brand and relevant keywords on the web. • HubSpot HubSpot’s social media monitoring tool enables you to set up filters in the key so-cial media networks and track conversations relevant to your brand and industry. • HootSuite Using a tool like HootSuite allows you to save keyword searches as a live stream so you won’t miss out on what’s being said about your brand, your industry and your products. The Rudder Group Growth Strategies & Mentor Capital
- 40. INTEGRATED MARKETING THE RUDDER GROUP THE RUDDER GROUP Search – Display - Social The Rudder Group Growth Strategies & Mentor Capital
- 41. INTEGRATED MARKETING THE RUDDER GROUP THE RUDDER GROUP Search – Display - Social The Rudder Group Growth Strategies & Mentor Capital
- 42. INTEGRATED MARKETING THE RUDDER GROUP THE RUDDER GROUP Search – Display - Social The Rudder Group Growth Strategies & Mentor Capital
- 43. SOCIAL MARKETING TRENDS THE RUDDER GROUP THE RUDDER GROUP The Rudder Group Growth Strategies & Mentor Capital
- 44. SOCIAL MARKETING TRENDS THE RUDDER GROUP THE RUDDER GROUP The Rudder Group Growth Strategies & Mentor Capital
- 45. SOCIAL MARKETING TRENDS THE RUDDER GROUP THE RUDDER GROUP The Rudder Group Growth Strategies & Mentor Capital
- 46. SOCIAL MARKETING TRENDS THE RUDDER GROUP THE RUDDER GROUP The Rudder Group Growth Strategies & Mentor Capital
- 47. SOCIAL MARKETING TRENDS THE RUDDER GROUP THE RUDDER GROUP The Rudder Group Growth Strategies & Mentor Capital
- 48. SOCIAL MARKETING TRENDS THE RUDDER GROUP THE RUDDER GROUP The Rudder Group Growth Strategies & Mentor Capital
- 49. SOCIAL MARKETING TRENDS THE RUDDER GROUP THE RUDDER GROUP The Rudder Group Growth Strategies & Mentor Capital
- 50. SOCIAL MARKETING TRENDS THE RUDDER GROUP THE RUDDER GROUP The Rudder Group Growth Strategies & Mentor Capital
- 51. SOCIAL MARKETING TRENDS THE RUDDER GROUP THE RUDDER GROUP The Rudder Group Growth Strategies & Mentor Capital
- 52. SOCIAL MEDIA TRENDS THE RUDDER GROUP THE RUDDER GROUP The Rudder Group Growth Strategies & Mentor Capital
- 53. ENGAGEMENT PEAKS THE RUDDER GROUP THE RUDDER GROUP Business & Finance Industry Most posts are published Monday – Friday but engagement rates don’t spike until Wednesday and Thursday, dropping again sharply on Friday – Tuesday. Look to post on Wednesday & Thursday, when engagement rates are highest. The Rudder Group Growth Strategies & Mentor Capital
- 54. KEYWORDS THE RUDDER GROUP THE RUDDER GROUP What is a Keyword? A keyword is a word or phrase that a person uses to gather information on a topic online. People can enter keywords into search engines like Google and Bing or social media sites like Facebook, Twitter, and LinkedIn. The Rudder Group Growth Strategies & Mentor Capital
- 55. Why Build A Keyword Strategy THE RUDDER GROUP • Increase your chances of getting found by customers searching with those keywords, which will drive more and better quality traffic to your business website. • There are ways to determine the popularity and competitiveness of certain keywords. • You can also test and analyze how effective different keywords are in drawing visitors to your site.
- 56. Optimize Your Site THE RUDDER GROUP What You Should Know About SEO • On-Page SEO How well your website’s content is presented to search engines. This can often be improved immediately. • Off-Page SEO Site’s overall “authority” on the web, which is determined by what other websites say about your site. This can take time to improve. Even though on-page SEO accounts for only about 25% of how search engines score and rank your website, it’s worth tackling first since it can be improved quickly.
- 57. Optimize Your Site THE RUDDER GROUP • Set Up MobIle Redirect Create an entirely different version of your website that is targeted for mobile viewers, and set up a mobile redirect. (most likely, your web hosting service will be able to build a browser redirect feature into your website.) Through this feature, a line of code is placed on your website’s homepage to determine the size of a visitor’s browser screen. based on each screen’s size, the visitor is either directed to the mobile site, or they stay put. • Use MobIle CSS In addition to the redirect option, you can use mobile css to make your web- site mobile-friendly. the css basically allows you to change the way your web site is organized and displayed just on mobile devices.
- 58. Methods For Site Optimization THE RUDDER GROUP
- 59. CRITICAL ELEMENTS TO OPTIMIZE FOR MOBILE THE RUDDER GROUP THE RUDDER GROUP • Emails • Call-T-Action & Landing Pages • Downloads • Video The Rudder Group Growth Strategies & Mentor Capital
- 60. METRICS TO TRACK & REPORT ON THE RUDDER GROUP THE RUDDER GROUP • Marketing Grade • Traffic • Leads • Customers • Traffic, Leads & Sales By Keywords • Customer Acquisition Costs • New vs Repeat Visitors • Effectiveness by Channel The Rudder Group Growth Strategies & Mentor Capital
- 61. SOCIAL MARKETING CONCLUSION THE RUDDER GROUP THE RUDDER GROUP • Customers share, read and engage more with content when it is surfaced through people they know and trust • Buyers are changing • Social Marketing is turning brand awareness into brand preference and ultimately into leads and revenue • It’s about creating interesting and informative content optimized and distributed so it can be found by and engage the prospective buyers and existing customers • Many customers correlate high organic search rankings with trust and brand leadership The Rudder Group Growth Strategies & Mentor Capital
- 62. SOCIAL MARKETING THE RUDDER GROUP THE RUDDER GROUP The Bottom Line: Social Marketing Influences Customer Acquisition, Customer Satisfaction & Customer Retention… It’s Time To Go Social! The Rudder Group Growth Strategies & Mentor Capital
- 63. THE RUDDER GROUP THE RUDDER GROUP The Rudder Group SOCIAL MARKETING SERVICES The Rudder Group Growth Strategies & Mentor Capital
- 64. THE RUDDER GROUP SERVICES THE RUDDER GROUP THE RUDDER GROUP TACTICAL GO-TO-MARKET STRATEGY & EXECUTION Market Demand Channel Analyst & Velocity Generation Outreach Media • Positioning, Branding and • Website Development & Content Messaging Creation • Demand Generation Programs • Collateral & Sales Tool Development • Digital Media & Social Marketing • Webinars • Product Launch • Public Relations (Industry • Product Marketing Publications, Media & Analysts) • Lead Generation Campaigns The Rudder Group Growth Strategies & Mentor Capital
- 65. THE RUDDER GROUP SOCIAL MARKETING SERVICES THE RUDDER GROUP THE RUDDER GROUP The Rudder Group Growth Strategies & Mentor Capital
- 66. THE RUDDER GROUP SERVICES THE RUDDER GROUP THE RUDDER GROUP INTEGRATED MARKETING PLAN Awareness Customer Conversion Social Media Campaigns Acquisition Metrics • Social Media • Content Development • Email • Lead Nurturing • Blog • Video Interviews • Whitepapers • Subject Matter Expert Commentary • Podcast • Listening Posts • Webinars • Website Traffic • Website & Landing Pages • Local & Paid Search • SEO • Call To Action • Online Video The Rudder Group Growth Strategies & Mentor Capital
- 67. THE RUDDER GROUP SERVICES THE RUDDER GROUP INTEGRATED MARKETING PLAN
Editor's Notes
- Overall, the findings suggest there is arguably a ‘blank canvas’ for adaptive, fast-moving business developmentprofessionals and marketers to use social media to gain a competitive advantage. As Generation Y enters theworkforce, these new professionals will be more at home with integrating social technologies into their professionallives. Returns on investment (ROI) will be conferred upon those practices that have the foresight to recognise this.The behavior of marketplace as a whole is changing, even in the legal profession. Social is fast becoming the default first stop for answering questions and gaining information, for professionals.We Google things, try self diagnosis before doctor visits on WebMD, we research pricing and product features, and we will go to find answers from legal SMEs on the web before seeking out a practitioner or legal ERP system. No vertical is left untouched.
- wHybuIld A keywoRdstRAtegy? More and more customerss are finding businesses online through keyword K search. you can take advantage of this habit by optimizing yourwebsite and social media profiles around the keywords that arerelevant toyour business and that consumers are using to find you online.
- As a business professional, you should make sure the right people are finding your business online. In this section, you will learn how to define which keywords will maximize your potential to draw in relevant traffic from search engines. keyword research is an ongoing process that should be followed closely. It gives valuable insight on industry trends and product demand. com- prehensive keyword research can help you grow your organic traffic and save you from spending money on pay-per-click (ppc) campaigns such as googleAdwords.
- Html is the back-end code of your website that search engines read. search engines extract rel- evant information, such as keywords, from your Html. css, on the other hand, holds a template for the layout of your page. In the CSS, you define how headings, links, and other visual elements of the text should look. the takeaway here is simple: use css. putting layout-related information in your Html can dilute the relevance of the Html text, which is what you want search engines to read. search engine rankings favor sites that are registered for a long period of time. long domain reg- istrations indicate a commitment to the site, a signal that the site has a lower chance of being spam. extend your website registration for $10-20 a year for an seo boost. moz Rank is a general measure of how much online authority your site has. A higher moz rank is better. Note that moz Rank factors in both on-page and off-page seo. Improving your on-page seo may help improve your rank, but there is much more you can do to improve it. don’t worry, we will get to all this. when google crawls your site, it updates the information related to it, such as your keywords and other seo factors. therefore, you want google to crawl your site as often as possible. the best thing you can do to make google crawl your site more frequently is to regularly produce fresh content and publish it on your website. he uRl of a web page is its web address. for example, Hubspot’s blog has a uRl of http:// blog.hubspot.com. the uRl structure of a website is about how the different uRls connect with each other. Unfortunately, improving your URL structure is one of the more difficult aspects of on-page web- site optimization. The methods of fixing these issues depend entirely on the back-end parts of your website, such as your content management system or programming framework. Neverthe- less, if you have a competent developer by your side, having him or her tackle these issues can significantly improve your SEO.
- with indications that mobile bandwidth cost may be on the rise, it is important for marketers to develop lightweight ways to engage mobile users. don’t ask a user to stream a ten-minute video. Instead, provide a clean text summary of the video if they are using a cellular data connection. give them an opportunity to watch the video if they are on a wifi connection, in an effort to help them conserve mobile bandwidth. Now that you have all the right internet marketing strategies in place, it’s time to make all of them as efficient as they can be. Your main goal in this next step is to find the best way to use all the techniques we’ve already discussed to get found online and generate new customers.