Mastering the Triad: Social Media, SEO, and Your Website

Mastering the Triad:
Social Media, SEO
& Your Website
Monday, October 8th 2012

Presented by John Foley, Jr.
CEO, interlinkONE and Grow Socially
Mastering the Triad: Social Media, SEO & 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 Introduction

• The Marketing Landscape

• How You Can Find Social Media Success

• Your Website: Static Brochure? Or Sales Tool?

• SEO: Best Practices for Success

• Final Thoughts and Questions


Brief Introduction


Intro: John Foley, Jr.

•
I love Mar(H)keting!
–
–

–

•
–

–

–


Keep Your Phone On!

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

@JohnFoleyJr
#GraphExpo

Books to Help You Grow Your Business

 Printers – Business Transformation

 Mailers, Fulfillment providers–
Business Transformation

 All Businesses –
Untethered Marketing:
Mobile and the Cloud


Get Involved!

• Grab your handout card! I want feedback!

I hope you’ll participate!!

Ready to Get Involved?

• POLL Question #1:

Are you currently using social
media in your marketing
efforts?
View Results: http://ilnk.me/GRResult1


The Marketing Landscape


Communications Today

• “Kitchen Table
Effect”

• Generational
Differences


Online Marketing Statistics

955 Million Users on Facebook
400 Million Tweets Sent Per Day

72+ Hours of Video Uploaded every minute

170 million users

12 million users… and it’s addictive!
80 million users… and sold for $1 billion!

2 million searches per minute
NOTE: As of July 2012: http://www.mediabistro.com/alltwitter/social-media-users_b22556
and http://searchengineland.com

Success Comes From: Triad / Three-Legged Stool

• You must:
– Understand Inbound
Marketing

– Integrate everything!

– Develop a Strategy

– Consistently Produce
Relevant Content

– Measure It All


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

$
Mastering the Triad: Social Media, SEO & 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

Integrated Approach to Lead Generation Efforts
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

Does That Approach Work? See Below

650

475


Results: Thousands of Inquiries


Results: Prospects Raising Their Hand!


However, the question is:
Can These Tools Actually Help
Service Providers?
Let’s look at Some Examples!

Case Studies for Inspiration


CustomXM

► Little Rock, Arkansas
► Paul Strack - @Pstrack


Website: Engaging & Social


CustomXM’s Tips for Twitter


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


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


In-Depth Look: Rescigno’s – Where they were

• 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


What do these examples 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!


Social Media Provides Opportunities For:

• Community Building

• Conversation

• Networking

• Marketing

• Relationships

• Customer Service

• Delivering Immediate Information


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


Steps to Social Media Success

• Create a Strategy (PLAN)

• EXECUTE
Remember
• Measure Execution
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 Key Word
 Step 6: How Will You Humanize the Brand
 Step 7: Content Resource and Distribution Strategy
 Step 8: How Will You Measure Success?


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

Is everyone interested in the same communication?
I still
I love my
email
mail
I’m on
I use Facebook, Twitter
Twitter &
LinkedIn

I Google for
my
information

Where are your prospects and customers
Mastering the Triad: Social Media, SEO & Your Website getting their information.. And when?

The “Key” Words

Apple = Innovation Disney = Magic

iPOD, iPhone, iPad, Jobs, Steve Jobs, etc.
Mickey Mouse, Animal Kingdom, Florida,
Roller Coasters, etc.


Humanize Your Brand


Let others help spread your story!

• You must have a compelling
story!

• Make it easy for people to
share it.

• Deliver relevant
information, and people will
return the favor


How to Measure Success?

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

Tools for Measuring Effectiveness

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


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.

Next: Specific Business Building Tips

• LinkedIn
• Facebook
• Twitter
• YouTube
• Pinterest


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


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 for your company
simply involves:
• Logo
• Name
• Content


Key: Post a Variety of Content


Advertisements Can Build Your Audience

Target Facebook Users
to Reach Your Target Audience!


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


Tip: FollowerWonk.com to Find People


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.


Four Fundamentals of all Networks

1. Find your Audience / Build your network

2. Engage with the network you have built

3. Be consistent

4. Track and analyze


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


Ready to Get Involved?

• POLL Question #2:

When is the last time you
updated your website?

View Results: http://ilnk.me/GRResult2


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: Website is Home Base!

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


Website: Take it 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 To Improve Your Website

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


Step 1: Consider Your Target Audience

• What benefits them?

– Is it your equipment?

– Or the solutions that you can provide?

Photo Credit: http://www.nonprofitmarketingblog.com/

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!

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

• Do not let it be static or an after-thought!

• 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


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


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


Be Ready for Mobile Search with a Mobile Site!

• Smartphone ownership and
mobile web viewing continues
to rise!

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


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


Success: Triad / Three-Legged Stool!


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 an Online Marketing
Strategy

• Incorporate Your Social
Media,
SEO and Website

• Measure the Results!


Resources for You

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


Have More Questions?

• Visit us at Booth 1071 and 1072!

• We are in the Marketing Pavilion.


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

QR Code

iFlyMobi.com


Mastering the Triad: Social Media, SEO, and Your Website

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