Social media has complicated Internet marketing. Most B2B companies do not know how to begin or what to expect in return. The Bluff Brothers present a half-day session that will provide real-world examples of how to best incorporate online marketing concepts for success in 2012 and beyond.
2. About Today…
• Download This Presentation on
SlideShare
• We’re here to help…
o Toward the end of day
o Consultations at your convenience
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3. What We Will Cover
Part 1
• How has the Internet changed the way we
do business?
• The Internet Marketing Landscape
• Determining online potential
• The convergence of Search and Social
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4. What We Will Cover
Part 2
• Internet marketing in more detail
o Facebook
o Google+
o YouTube
o LinkedIn
o Mobile marketing
o SlideShare
o URL Shorteners
o Twitter
o Search Engine Optimization
o Blogging
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5. What We Will Cover
Part 3
• Social Media as a force multiplier
• ROI
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17. Keywords tell the search engines what
your site is about
• Don’t let website designers pick keywords
• Use words customers use
• Examine competitor’s keywords
• Position your content in the path of prospects
looking for your product or service
• Provide clues about prospects’
concerns/questions
• Facilitates development of content important to
potential customers
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46. What is a shortened url?
Long URL: http://www.nonprofitfacebookguy.com/the-
new-facebook-insights-explained-in-plain-engish/
Short URL: bit.ly/opMapt
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47. Advantages
• Less likely to “break”
• Not as “messy”
• Much cleaner looking
• Simple
• Portable
• Easy to track your brand
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51. Direct Messages (DM)
Do’s Thanks for follow, with personalized message
Quick private conversations offline
Automated messages to new followers
Don’ts selling them
Automated messages asking new
followers to “LIKE” your Facebook page
ANY automated message, period.
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52. ReTweets (RT)
• Great way to connect with people you want to
engage with.
• Don’tjust RT. Add value to the conversation.
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54. Consistency
Engage regularly & Monitor and
consistently respond
Utilize tools to
Establish
help maintain
X
community
consistency
CONSISTENCY
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55. “Push” tweets
10%
are all about me!
PUSH
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61. Why links are important?
Credibility
• Authority
• Incoming links are
votes of confidence
• Links from related
pages or sites
• Related anchor text
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63. Local Search
General Rule of Thumb
If a company can only survive (or thrive) locally…
… then a portion of the people searching for the
company’s products or services will refine their search
using geographic modifiers
Country, State/Province, City/Town/Village, Zip/Postal
Code
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65. Establishing Credibility with Social Media
Create Accounts
(Name Claim)
Grow
Lead
Networks
Discussion
Become
the
Participate
Expert
in Create
Discussion Content
Distribute
Content
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66. Establishing Credibility with Social Media
Create Accounts
(Name Claim)
Grow
Lead
Networks
Discussion
Become
the
Participate
Expert
in Create
Discussion Content
Distribute
Content
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67. Twitter
LinkedIn YouTube
SM
Platforms Published
Print
Social Media Tech
Facebook
Maximize Media Paper
Opportunities Email
Published
Campaign
Multi-purpose Online Website
Media
Content
Blog
Engaging: Post
Market Conference
Sheet Presentation
- fans
- markets
White Intranet/
- customers Paper eLiterature
Press Application
Release Note www.site-seeker.com
68. Blogs establish you as the expert and
support a strong search engine marketing
plan
Website
Search
(blog) Rank
Engines
Content
Distribute
Need
Social Prospects
Properties
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75. Step 5: Grow your social reach social capital
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76. Step 6: Drive brand-favorable visitors to your expert conte
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77. Step 7: Gain visibility of your offering
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78. Step 8: Grow your business
$
$
$
$
$
$
$ www.site-seeker.com
79. Google Analytics. . .
• What is it?
o Website Traffic Measurement & Analysis Tool
• Where Do you get?
o Free
o Webmaster to install
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80. Google Analytics: Key Features
Revenue /
Lead
Generation
Audience Audience
Behavior Segmentation
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84. Google Analytics: Audience
Segmentation
Medium
Organic Advertising Direct Email Social Media
Keywords Keywords Geographic Geographic Geographic
Geographic Geographic Language Mobile V. Comp’ Mobile V. Comp’
New V. Product/Service New V.
Mobile V. Comp’ Interactions
Returning interests Returning
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95. The proof is in the pudding . . .
• Facebook referrals jumped 50%
o The value of those referrals?
• Average time on site went from 1:30 to 7:10
• Bounce rate dropped by 20%
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96. YouTube Analytics - What’s Reported
• Views Reports
o Views
o Demographics
o Playback Locations
o Traffic Sources
o Audience Retention
• Engagement Reports
o Subscribers
o Likes and Dislikes
o Favorites
o Comments
o Sharing
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99. Case Study: Marketing Through The Recession
• Limited staff/dollars
• Limited time
• Too much competition for our marketing
dollar
• Too much search engine clutter
• Too many unqualified inquires
• Internet technology changing too quickly
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100. 2009 Initiative – Revamp Online Marketing
Mix
• Situation
o New website
o Slowdown Q4 2008 – Q4 2009
o Tired marketing program
• Goal
o Reduce marketing spend
o Increase qualified traffic
o Increase
leads, proposals, orders…
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101. Cost Per Organic traffic was the
Visit $0.70 $2.06 $10.37 least expensive at the
point closest to our goal
Cost Per • 37% less than PPC
Sticky $1.49 $3.98 $15.37
• 83% less than Directories
Visit
Cost Per
Contact $9.50 $14.99 $57.03
Page Visit
Dollars ($)
Online Directory Pay Per Click (PPC) Organic (SEO)
(bounce = 33.3%) (bounce = 53.2%) (bounce = 48.2%)
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102. The Plan: 28% Decrease in Online
Spending
•Refocused pay per
click costs
•Decreased or stopped
directory spending
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103. The Plan: Targeted Search Engine Initiatives
August 2009 – July 2010
August 2009 – July 2009
208% Increase in traffic for
“gear manufacturers”
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104. Result: 32% Increase in Conversions
does not
consider
phone calls
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112. Here’s the impact:
Since we launched Jolt & Bolt on June 16, 2011
our content has been seen, heard, watched or
viewed 3,160 times.
24 531 571 2,499
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