PEN Group: The Three-Legged Stool: Social Media, SEO, and Your Website

PEN Group
Friday, June 22nd, 2012

The Three-Legged Stool: Social
Media, SEO, and Your Website
John Foley, Jr.
The Three-Legged Stool: Social Media, SEO, and Your Website
John Foley, Jr.| Grow Socially 2012

First… THANK YOU!

• For Being Here!

• For Being Willing to Learn and Engage!

• For Liking My Boston Accent!


Today’s Overview

• Brief Introductions
• The Marketing Landscape
• Case Studies for Inspiration
• How You Can Find Social Media Success
• Your Website: From a Static Brochure to a Sales Tool
• SEO: Getting Found to Make Sales
• Final Thoughts and Questions


Brief Introductions


Intro: John Foley, Jr.

► Grow Socially, Inc. – Support
Services
► Online Marketing/Social I love Mar(H)keting!
Media
► Plan, Manage, Execute and

Measure

► interlinkONE – Software (SaaS)
► Enterprise Marketing

Management Software
► Plan, build, manage, execute

and measure all marketing
activities

Accolades

• Jetsetter Status on FourSquare

• Ranked #12 as a Top CMO on Twitter in 2012

• 2nd runner up for this year’s B2B Twitterer of the
Year Award for the B2B “Boss Tweet” Personality
Category

• One of the 50 most influential people in Sales Lead
Management by SLMA in 2011

• NAPL Soderstrom Society (2011)


Who We Work With: Service Providers!


Solutions Provided to Service Providers

• Lead-Generation Campaigns
• Customer Loyalty Efforts
• Online Ordering
• Warehouse Management
• Variable Data Printing
• And more!


The Book

 Strategies, Plans, Case
Studies Campaign Ideas,
and More.

 A guide to help you grow
your business!

NewPathToProfit.com


The Books

 Printers – Business
Transformation

 Mailers, Fulfillment
providers– Business
Transformation

 All Businesses –
Untethered
Communications


Keep Your Phone On!

► Feel free to Tweet, Post, Update, Email, take notes,
photos, and more!

@JohnFoleyJr


The Marketing Landscape


Marketing Used to Be “Easier”!


Inbound Marketing: Game-Changer

Social Media, Websites, SEO!


Communications Today

• “Kitchen Table
Effect”

• Generational
Differences


Social Media Statistics

900 Million Users on Facebook

400 Million Tweets Sent Per Day
72+ Hours of Video Uploaded
every minute
150 million users
18 million users… and it’s addictive!
40 million users… and sold for $1 billion!
NOTE: As of June 2012


By the Numbers: Google

• 34,000 searches per second
• 2 million per minute
• 121 million per hour
• 3 billion per day
• 88 billion per month
Source: http://searchengineland.com


However, don’t forget this…

► Social Media and SEO are really
part of something much bigger...

…Your overall marketing efforts!

► Specifically, inbound marketing.


What is Inbound Marketing?

“Inbound marketing is
a marketing strategy
that focuses on
attracting prospective
customers by offering
useful information.”

http://en.wikipedia.org/wiki/Inbound_marketing


Content: Essential to Inbound Marketing

Source: http://mashable.com/2011/10/30/inbound-outbound-marketing/


Inbound Goal: Drive INQUIRIES!


Get Noticed Optimize / Social Friendly
eNewsletter Sign-Ups
White Papers
Offers
Emails
Polls
Blogs
Landing Pages Inquiries
Engage
and
Nurture
Qualified and
Budgeted

Start with MKTG Engage
Plan and
Action – Publish – Engage – Converse – Share Buyers Nurture
Stories, Information, Social Media posts Product?
Blogging Analytics Service?
Content Mgmt SEO Asset?

$
The Three-Legged Stool: Social Media, SEO, and Your Website Questions or Comments?
Copyright © 2010 Grow Socially, Inc. All Rights Reserved.
2012 Phone 1.800.948.0113
John Foley, Jr.| Grow Socially 2012 Email Support@GrowSocially.com

Why Should YOU Use Inbound Tactics?

 It works!

 Increase Awareness & Drive Inquiries

 Reach More Customers & Prospects

 Sell more things!


Results --- See Below

650

275


Results: Thousands of Inquiries


Results: Prospects Raising Their Hand!


CASE STUDIES FOR INSPIRATION


Can Those Tools Actually Help
Service Providers?
Let’s look at Some Examples!


Case Studies for Inspiration


H & H Graphics Group

► Lancaster, PA

► Provides mailing, fulfillment, print… and
multi-channel marketing services!


H & H Graphics Group on Facebook


Videos That Tell Their Story


CustomXM

► Little Rock, Arkansas
► Paul Strack - @Pstrack


Website: Engaging & Social


CustomXM’s Tips for Twitter


Social Media Creates Chatter


Best Practices for Twitter

► Actively participate & engage

► Share a variety of information!

► Be a thought leader, be yourself, show the
human side of your business

► Review efforts & measure results


Printing Center USA

► Primarily an online printer
► Located in Montana
► Quite active on social media


Twitter Activity is High!


Variety of Content in Tweets


Online Video


Email & Social Integrated


Sorrento Mesa

• San Diego, CA
• Small Company
• Lots of Success
• Active in Social Media
- Personal & Professional


Good Facebook Presence

• Consistent
Postings

• Variety of
Content
Shared


LinkedIn: Company Page


Active On LinkedIn: Personal Page


LinkedIn Profile Tips

• Customize Your Website Links
• Add Your Twitter Account
• Personalize Your Public Profile URL
• Add Skills (beta)
• Groups and Associations
• Honors and Awards


LinkedIn Best Practices

• Research Companies You Want as Clients
• Research Prospects by Title and Location
• Learn About Your Prospect Before You Meet
• Ask for Introductions From Your Network
• Integrate CRM to Stay Current


Mojave Copy & Printing: Videos


What do they have in common?

► They have a strategy and a plan!

► They produce a lot of content.

► Social media is integrated across multiple channels.

► They are committed! Time and energy.
But it pays off!


How YOU Can Find
Social Media Success


What is Social Media?

• It’s more than just having a Facebook page.

• It’s more than just being on Twitter.

• It’s more than just knowing how to watch videos of
cute kittens on YouTube.

• Social Media can mean business for you!


What is Social Media?

• Community
• Conversation
• Networking
• Marketing
• Relationships
• Customer Service
• Immediate Information
• Platform


Why Use Social Media

• More prospects to sell to
• Generate interest in your brand
• Build your brand
• Loyalty
• Position your company
• Customer Service
• Another Channel


Here’s How Social Media Can Help YOU

► Build Awareness and Thought-Leadership

► Generate Inquiries and Qualified Leads

► Drive sales


Build Awareness and Thought-Leadership

► Share relevant and helpful information.

► Have consistent branding across networks.

► Don’t just post your own news – engage!


Generating Inquiries and Leads

► How?

► Strategy and Planning

► Build, manage, execute, and measure campaigns

► Have an integrated, multi-channel mind-set


Generating Inquiries and Leads
COMPANY
WEBSITE
Social Whitepapers,
Media eBooks
3500 Downloads
Visitors
SEO eNewsletter
Sign-Ups
DM/Flyer 2000
Visitors Comments &
Questions on
CRM
E-mail
Blog
800
Links Visitors Info/Inquiries

Other 100 Webinar
Visitors Sign-Ups

Steps to Social Media Success

► Create a Strategy (PLAN)

► EXECUTE
Remember
Execution
► Measure TRUMPS
Strategy


Plan! Strategy before Tactics!
 Step 1: Describe the Business, Service, Solution
 Step 2: Business, Service, Solution Goal
 Step 3: Where Is the Audience Cyclically?
 Step 4: How Does the Audience Use Social Media?
 Step 5: The One Thing
 Step 6: How Will You Humanize the Brand
 Step 7: Content Resource and Distribution Strategy
 Step 8: How Will You Measure Success?


Tools & Techniques for Implementing Effective
Social Media Campaigns

Tools Techniques
• Social Media Pages • Daily Management
• Blog • Consistent Monitoring
• Team Approach • Integration of Social
• Cameras, Video Cameras Media and Multi-Media
• Link Shorteners Channels
• Consistent Online Look


Use Social Media Effectively

• Start with a Plan
– Address Goals
– Make a Schedule
– Know What You Want
to Do
• Cross Promote
Across All Pages
• Integrate with Website
• Include in Offline
Marketing Efforts

Know Your Audience
• Who Are They?

• Where Are They
Cyclically?

• How Do They Use Social
Media?


Your Target Audience – It’s Important

Define Target Audience Audience Acquisition
• Prospecting • Discover
• Customer Service • Engage
• Partner Management • Get Found


Is everyone interested in the same
communication?
I still
I love my
email
mail

I use Facebook, I’m on
Twitter & Twitter
LinkedIn

I Google for
my
information

Where are your prospects and customers getting their information?

Start the Conversation

• Twitter
– Hashtags
– Retweets
– Twitter Chats
• Facebook:
– Questions/Polls
– Invite Comments!
• LinkedIn
– Groups
– Discussions
• Blog


Then, let others help spread your story!

• Word-of-mouth marketing
has expanded
• If you have a great
company, product or
service, people will spread
that message for you
• Deliver relevant
information, and people will
return the favor


Get Business Results

• Have Sales Reps Online
• Share Case Studies Online
• Answer Questions
• Send Requested
Information
• Follow Up
• Connect


Tools for Measuring Effectiveness

• Link Shorteners
– iLink.Me
• Google Analytics
– Website
• Insights
– LinkedIn, Facebook, Twitter, YouTube


Inbound and Outbound Marketing
Work Together
COMPANY
WEBSITE
Social Whitepapers,
Media eBooks
3500 Downloads
Visitors
SEO eNewsletter
Sign-Ups
DM/Flyer 2000
Visitors Comments &
Questions on
CRM
E-mail
Blog
800
Links Visitors Info/Inquiries

Other 100 Webinar
Visitors Sign-Ups

The One Thing

Apple = Innovation Disney = Magic


How Will You Humanize Your Brand?


How to Measure Success?

• How many
– Downloads
– eNewsletter Sign-Ups
– Blog Comments
– Questions
– Shared Links
– Re-Tweets
– Followers
– Site Traffic

http://ilink.me


Tools to Measure Success

www.ilnk.me

Best Practices

• Industry Specific Content • Link all pages back to
• Marketing Information corporate site
• Consistently monitor for • Secure Branded URLs
customer service for each Channel
• Continually post relevant • Promote Monthly
content Newsletters

JOHN FOLEY, Jr., GROW SOCIALLY, INC.

Content Resource Library Visit Resources Daily

Content Content
A C

Content
B

Pull Content Make Links Measurable Push Content Out

Content Distribution Strategy
Resources are monitored. Content is identified and pulled, made
trackable, and pushed out across platforms.

Contact
Database

Social
Media
Compiler

Contact
Match
and Sync

What Are These Sites, Anyways?


Top Channels for Print Service Providers

• LinkedIn: Chamber of Commerce Event

• Facebook: House party with a business effect

• Twitter: Block Party

• YouTube: Your own TV Station


LinkedIn Overview

• A business-oriented social
networking site

• Provides opportunities to
position you as a thought-
leader

• Contains a number of under-
utilized features!


LinkedIn Tip: Update your Status Daily!


LinkedIn Tip: Complete Your Profile


LinkedIn Tip: Create a Company Page

• Provide keywords
in the Company
description

• Add your Products
& Services

• Update the
Company Status
frequently

Facebook Overview

• The most popular social
network by far

• Continues to evolve into a
place where both personal
and professional success
can be found


Building a Company Page is Simple!

Creating a page simply
involves:
• Logo
• Name
• Content


Post a Variety of Content


Facebook Advertisements Can Work!

Target Facebook Users
to Reach Your Target Audience!


Your Personal Page: Blend Professional News

• Your Facebook Personal profile can be a great way to
humanize your brand.

• It enables prospects, customers, and other industry
friends to learn more about you on a personal level.

• Mix in a bit of industry/company-related content to
share what you do to people that don’t know.


Twitter Overview

• Continues to grow as a
tremendous way to
share content and to
engage with others.

• Features such as Search
and Lists provide
learning opportunities!


Use Twitter to Spread the Word


Company Page: Showcase Your Brand!


Tip: FollowerWonk.com to Find People


FollowerWonk: Results


YouTube Overview

• Allows you to share
personal and professional
videos to highlight your
company and its services.

• It’s also the world’s #2
search engine!


YouTube: Tips for Success

• Feature variety of
employees, mix
up the tone

• Experiment with
different
backdrops, scenes
, etc.


What Else? Pinterest

• Visually tell the story of your brand!


Ideas for How You Can Use Pinterest

• Connect with clients that are already there

• Post pictures of your job samples, creative outputs,
marketing collateral, and other pieces that you are
proud of.

• Showcase employees – management and day-to-day!


Pinterest Example: Sharing QR Code Uses


Best Practices for Using Pinterest

• Claim your branded username today!

• Avoid uploading directly to Pinterest – Pin photos
from your website and blog to drive traffic.

• Focus on creating and sharing helpful content that
your customers will benefit from… and that will
visually appeal to them!


Four Fundamentals of all Social Networks

1. Build your network

2. Engage with the network you have built

3. Be consistent

4. Track and analyze


Don’t Forget! Align Tactics with Goals
Tactic Goal Key Steps
Facebook Fan page Increase awareness of Post once a day; Custom
services, generate leads Tab for demo registration

Twitter company page Become a thought leader, Post multiple times daily;
provide support share marketing-related
news; active listening

YouTube Profile Humanize brand; create Film weekly video of
demand employee(s); create
screencasts of customer
successes
Pinterest Drive website traffic! Create boards to highlight
portfolio work


Be Committed

► Social Media often
requires daily
attention

► Prioritize: RELEVANT
Content
creation, listening, &
engaging!

► Measure & Adjust

Your Website: From a Static
Brochure to a Sales Tool


Problem with Many Websites Today

• They are not updated frequently enough.

• The graphics, product & services listings, and text do
not accurately reflect a brand’s mission statement.

• They are not generating leads.


Remember: The Website is Home Base!

Integrating content creation, distribution, customer
engagement, and measurement of your marketing efforts
can increase campaign effectiveness.


How Another Service Provider Did It….

• Rescigno’s Marketing


The Problem

• Wrong human resources to deliver
• Lack of Marketing plan
• Brand and message wrong
• Tactical approach in social
• Non engaging or interactive website
• Bought an HP Indigo (and had never really sold
1-to-1 before)


Rescigno’s Mailing Solutions

• No consistent branding

• Cluttered homepage

• No blog

• No consistent flow

• Hard to navigate

• Minimal functionality

Rescigno’s Mailing Solutions

LinkedIn

Facebook

Twitter

YouTube

The Solution

 Rewrite of business plan
 Financials – pricing, all resource requirements
 Marketing plan
 Sales Plan
 SWOT

• - New Brand and Message
• - Extreme Makeover based on plan
• - Walk the Talk
• - Oh yeah! They still service and sell print and
mail!


Website Change
• Professional

• Showcases Value

• Promotes New Services

• Social Friendly

• Blog & YouTube Integration

• User Friendly

• Easy Navigation

• Form Integration

Social Networking Change

LinkedIn

Facebook

Twitter

YouTube

The Results
“Compared to last year at this same time, we are
up 16% in sales. That 16% increase in YTD
activity is now allowing us to begin to think
about doing more than simply surviving.”
Ron Rescigno
President
Rescigno’s Marketing


Take Your Website to the Next Step

• Social-friendly, searchable
• Interactive
– Blogs
– Comments
– Landing Page
– eNewsletter Sign-Ups
– Widgets
• Calls to action for people
to raise their hand


Use Calls to Action to Collect Data!

• Appealing
to the eye
• Creative
• Interactive
• Different
• Build your
database with
registration
forms

How Can You Improve Your Website

• Let’s look at a few practical items that you can review
to identify beneficial changes.


Step 1: Your Target Audience

• What benefits them?

– It’s not your equipment.

– It’s the solutions & value that your people and equipment
provide

– Make changes to pictures, front-facing content, benefit
listings.


Inspiration: Website Focused on Benefits


Step 2: The Change Process

• What is the Process for Making Changes &
Adding Content?

• Do you always need IT (in-house or
outsourced) involvement?

• If so, consider making a change – CMS,
different host provider.


Step 3: Lead Generation

• How many leads does your website today?

• If it’s not enough, embed more lead-generation
forms!

• Add calls-to-action to all pages!


Website Inspiration: Interactive & Engaging


Step 4: Mobile Optimized

• Do visitors have to tap, zoom, scroll?

• Is there Flash?

• How long is loading time?

• Build a mobile website today!


Final Thoughts on Your Website

• Analyze how much time you spend on it today; most
likely, it’s not enough!

• Your website needs to be integrated into all of your
marketing efforts, including print, email, social
media, and more.


SEO:
Getting Found to Make Sales


What is Search Engine Optimization?

• Getting found!

• Using specified keywords

• Consistently updating your
content

• Using links to and from
other pages and websites


SEO Best Practices

• Keyword Usage
• Content Rules!
• Inbound Links
• Mobile


Keyword Usage

• Build a well-researched list of keywords
• Incorporate in your content:
– Page Titles (H1, H2 tags)
– Website copy
– Meta description
– Image Names (Alt tags)
• Use throughout all content distribution


Keywords

• Improves SEO
• Narrows down
what your site
is about
• The more,
the better

JOHN FOLEY, Jr., GROW SOCIALLY, INC.

Use Google Analytics to Understand Impact


Content Rules!

• Google rewards fresh content --- update your
website regularly!

• Create & provide content that informs, helps,
and interests your audience!

• Best way to do this: start blogging.


Inbound Links

• You want: inbound links from high-authority
sites (trusted, popular, PR, etc.) with relevant
content.

• How do you get them?
– Create share-worthy & timely content!
– Ask! Link-exchange
– Increase PR strategy and efforts


Blogs: Crucial to SEO Success

• Humanizing
• Improves SEO
– Keywords
– Links
– Updated Information
• Give Expertise
• Updates on Company
Activities
• Sharing Information


Mobile Search: Important to Your Business!

• Smartphone ownership and mobile web viewing
continues to rise!

• Google is rewarding sites that have mobile websites
in its AdWords program


Be Ready for Mobile Search with a Mobile Site!

• Create a mobile website that is
automatically presented to the
growing number of
smartphone owners!

• Tip: http://iFlyMobi.com!!!


Items to Avoid

• Buying Links

• Over-using/forcing keywords – content should sound
natural

• Adding so much content that your page load-times
suffer.


Don’t Forget!

• Getting found is only half the battle….

… Optimize your landing pages and product/services
pages to drive people down the sales funnel!


Final Thoughts and Questions


Success Depends on All of These Items!


This Takes Planning: Calendar #1

Announce Mail -
Send out on website Monthly
flyers to
Newsletter
clients

Email
eNewsletter
(Announce)

Tell
Expo Event
colleagues
8AM-6PM
you’re
attending

Send thank Enter new
you cards contacts in
Excel

This Takes Planning: Calendar #2

Create Announce Announce on Mail -
Send out Post, Link on website & Monthly
flyers to back to Newsletter
clients website

Comment on Connect with Share event Email
event’s Keynote article on eNewsletter
page Speakers on (Announce)

Announce Tell
Share event Join in on Expo Event
booth # colleagues
article on event’s 8AM-6PM
with you’re
hashtag
video post attending

Send thank Enter new
Follow-Up Share Friend new
you cards contacts in
with speaking contacts on
Excel
Post & Post presentation
Pictures on

Wrap Up

• Start with a Plan
• Create a Online Marketing
Strategy
• Incorporate Your Social
Media,
SEO and Website
• Measure the Results!


Action Items: #1

► Social Media: Strategize, Plan,
and Align Tactics with Goals


Action Items: #2

► Increase commitment to
promoting yourself!


Action Items: #3

► Devote time to creating
content, sharing, and
measuring its effectiveness.


Action Items: #4

► Don’t Wait…

Get Started TODAY!


Resources for You

► Free White Paper on Inbound Marketing!
► http://InboundMarketingWhitePaper.com


More Resources for You

► http://GrowSocially.com

► http://interlinkONE.com

► http://iFlyMobi.com

► http://Twitter.com/GrowSocially

► http://Twitter.com/JohnFoleyJr


Enjoy The Book!

 Strategies, Plans, Case
Studies Campaign Ideas,
and More.

 A guide to help you grow
your business!

NewPathToProfit.com


Q & A / Contact Me!: http://ilink.me/JR

QR Code

iFlyMobi.com


THANK You!
Have a great afternoon.


PEN Group: The Three-Legged Stool: Social Media, SEO, and Your Website

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