This first of four sessions provides a basic introduction to help you find and attract new customers to your small business as well as integrate social media in with your existing marketing channels. Highlights also include tips on great web design and working with Google Analytics.

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Media
Boot
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2. Social
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Social
Media
for
Your
Business
• IntroducAons
• Developing
Your
MarkeAng
Strategy
• Support
it
with
a
Digital
Content
Strategy
• Key
Word
Search
• Website
Design
• Google
AnalyAcs

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“Why
change
the
way
we
Market
and
Sell
our
products?”
“We’ve
always
done
it
this
way”
“We
only
do
word
of
mouth.”
“I
don’t
have
@me.”
The
Naysayer’s
Common
AOtudes
toward
MarkeAng
and
Social
Media

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Market like a
Millennial, not like
Del Webb

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Moore's
Law
Computer
processors
double
in
complexity
every
two
years.
two
years.
Ray
Kurzweil:
Singularity
The
speed
of
change
increases
exponenAally,

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Self
Educate
Online
Opinion
of
Others
is
King
Narrow
Down
OpAons
60-­‐70%
of
the
Buying
Cycle
Completed
Online
First

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Defining
Your
Social
Media
Strategy
Mark
Schafer,
2014
Social
Media
Success
Summit

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1. Build
a
Budget
2. Total
OrganizaAon
Effort
3. Goal
is
to
Build
Trust
4. Formulate
a
strategy
early
5. Define
Success
6. Be
True
to
Your
Brand
7. Decide
what
is
Do-­‐able
8. Add
Customer
Value
9. Find
the
Right
Keywords
10. Monitor
and
Measure
Results
11. Experiment
10
Commandments
for
Social
Media:
Thou
Shalt:

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Media
Boot
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Finding
the
Right
Keywords
Small
Biz.
Problem
Why
It
Ma:ers
• Keyword
Tracker:
No
longer
free,
now
$27/mo.
• Keyword
Discovery:
Free
tool
found
at
hep://
keyworddiscovery.com
• Keyphrases
–
combining
to
form
two
to
three
word
text
strings
that
describe
your
product
or
service,
local
helps
here

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Finding
the
Right
Keywords
Google
Alerts
– hep://www.google.com/alerts
Why
It
Ma:ers
• Sends
you
an
email
when
your
topic
hits
the
news
• Constantly
monitors
compeAtors,
your
brand
and
company,
industry
trends
and
shake-­‐ups

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Keyword
Analysis
Google
Trends
hep://www.google.com/trends/
Why
It
Ma:ers
• Search
volume
gauges
interest
over
Ame
• Tells
how
keyword
has
been
performing
in
a
certain
region
or
locaAon
• Provides
Terms
that
are
related
to
the
keyword

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Group
Exercise:
Finding
Your
Right
Keywords

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QuesAon
and
Answers
Ardent
Scope
MarkeAng
847.917.9009
catherine@ardentscope.com

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Social
Media
Always
Points
Back
to
the
Website

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Google
AnalyAcs

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Why bother?
• Websites play an integral part in the
branding and marketing of every company
• It’s really easy to make small changes that
have a big impact
• Most SMBs neglect their websites, so it’s
easy to stand out from the competition!

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Typography
&
Design
The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have been
corrupted. Restart your computer, and then open the file again. If the red x still appears, you may have to delete the image and then
insert it again.

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Typography
• Make your copy scannable
• Break up text with sub-headings, bulleted
lists, highlighted words
• Optimize for F-shaped reading patterns

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• Increase the font size to improve
readability
• Make sure your line height is sufficient
• Go to: pearsonified.com/typography/
Optimize your type settings

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Best Practices
• Use no more than two different fonts for
your body copy
• Use web-safe fonts like Arial, Georgia,
Verdana, Lucida, and/or Tahoma
• Remove underlines on all non-hyperlinked
text (because you don’t want to confuse/
annoy visitors by creating faux links)

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Design
• Place your name and logo on every page
and make the logo a link to the homepage
• Use a consistent navigational structure
across all of your pages (sales/landing
pages excepted)

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“Users form their expectations for your site
based on what's commonly done on most
other sites. If you deviate, your site will be
harder to use and users will leave.” – Jakob
Nielsen, usability expert
Don’t re-invent the wheel

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Best Practices
• Improve your site’s photography
• Don’t use distorted or grainy images
• Avoid using stock photography whenever
possible; hire a local photographer or
enlist a creative colleague, family member

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Site
Content

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Content
• Include your company tagline next to your
logo on every page
• Make sure your homepage has a clear,
benefit-focused headline of what your
company offers (and to whom)

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Copywriting (Basics)
• Use short, easy-to-understand words and
phrases
• Avoid long paragraphs and sentences
• Use the (free) Readability Test tool
(read-able.com) to check your site’s
readability; make sure it’s under grade 8

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Calls to action (CTA)
• Make sure your site has calls to action
that are prominent, compelling, and
relevant
– Write CTAs that appeal to visitors’ self-
interest
– Position them in high-profile areas of your
site
– Ask for varying levels of commitment
– Make it easy for visitors to take action

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Links
• Add links to your social media profiles, as
well as calls to action to follow/friend/
connect with your business
• Add an e-newsletter sign-up form
– “If you don't have a newsletter, then
publishing one is probably the single-
highest ROI action you can take to improve
your Internet presence.” – Jakob Nielsen

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Copywriting (Advanced)
• Apply the inverted pyramid structure to
your copy, starting with the general/
essential information and moving into
greater (non-essential) detail

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Visual
• Put photos of your team on your about
page; people like doing business with real
people

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About Page
• Pay special attention to your about page
• Include any conversion points (like an
opt-in form/newsletter sign-up) on your
about page

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Usability

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Usability
• Identify the top goals that users have
when they visit your site (e.g. getting
directions, learning about your products,
etc.); optimize your content and site
architecture accordingly

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Links
• Use color to distinguish visited and
unvisited links; this sounds innocuous,
but it’s one of the few universally agreed
upon standards among usability experts

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Contact Info
• Include your phone number and address
on your homepage (and every other page)

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Search?
• Get rid of your search feature if it doesn’t
perform well (if you have fewer than 10
pages on your site, get rid of it regardless)

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Say no to PDFs
• Limit links to PDF documents; users don’t
like to toggle between web pages and
PDFs

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Best Practices
• Get rid of any Flash elements
• Embed a Google map on your contact
page; include your exact address
• Make sure that each page on your website
has a unique and accurate title tag and
meta description
• Update your website with fresh content on
a regular basis

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Finally…
• Make sure your site loads quickly!
• Get a mobile version of your site if you are
in an industry where mobile search is
common

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Parting Words
• You don’t have to do these things all at
once
• Make incremental improvements over time
• Contact us at anytime if you need
assistance

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Questions?
M2 Digital Media Group
Email: info@M2DigitalMediaGroup.com
Phone: (800) 234-1522
Web: www.M2DMG.com
Address: 401 N Michigan Ave Ste 1200 Chicago, IL 60611

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FROM
SOCIAL
MEDIA
TO
ONLINE
MARKETING
Social Media Boot Camp
January 22, 2015
Avery Cohen

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Media
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DramaAc
Change:
Convergence
of
Sales
and
MarkeAng
©2014,
Metrist
51

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Why
I
Love
Online
MarkeAng
$
©2014,
Metrist
Partners
–
52

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Online
Plajorms
Provide
Feedback
and
Insight
• Social
Media
• Website
• Email
• Search
• AdverAsing
• CRM
• Number
of
contacts
• Reach
of
messages
• QuanAty
and
type
of
InteracAon
• Clicks
• Subsequent
website
acAvity
• Leads
&
Sales
©2014,
Metrist
Partners
–
may
not
be
used
53

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Expanding
from
Social
Media
to
Online
MarkeAng
1. Answer
quesAons
on
social
media
plajorms
2. Collect
a
series
of
answers
into
a
blog
arAcle
3. Promote
the
blog
arAcles
on
social
media
4. Collect
mulAple
blog
arAcles
into
a
PDF
guide
5. Offer
the
PDF
to
get
email
addresses
6. Collect
blog
arAcle
teasers
into
email
newsleeers
©2014,
Metrist
Partners
–
may
not
be
used
54

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How
are
people
finding
your
website?
©2014,
Metrist
Partners
–
55

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What
are
they
interested
in?

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Visit
Outcomes
Focus
on
conversions
Views
more
than
one
page
Reaches
specific
“value-­‐add”
content
Opts
in
for
email
Fills
out
a
“contact”
form
Makes
a
phone
call
Makes
a
purchase

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Key
Performance
Indicators
Goals Jan Feb Mar
Revenue
Profit
% from web
Number of Transactions
Avg Transaction Value
% Transactions over $100
New Customers
Returning Customers
Email List Size
New Email Registrations Segment
by
Source
or
Campaign
©2014,
Metrist
58

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Avery
Cohen
avery.cohen@metristpartners.com
312-­‐772-­‐5945
@averycohen
Thank You
59