Social Media and Search Engine Marketing
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Explore how B2B companies can use Social Media to deliver powerful cost effective results and what you should expect in return. The Bluff Brothers presentation to MHEDA 2013 Convention attendees diagnoses Search Engine Optimization, the convergence of Search and Social Media and best practices for effective content development and visitor conversion.
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Social Media and Search Engine Marketing
- 1. Social Media And Search Engine Marketing For Business 58th Annual Convention & Exhibitors' Showcase
- 3. About Today… • Download This Presentation on SlideShare.net • We’re here to help… • After this presentation • Consultations at your convenience
- 4. What We Will Cover • How has the Internet changed the way we do business? • Your Website as a funnel • The Internet Marketing Landscape • Determining online potential • The convergence of Search and Social • Internet marketing in more detail o Search Engine Optimization o Blogging • Social Media as a force multiplier
- 5. How Products Used To Be Purchased I need a … Where do I get it? Shop Evaluate Negotiate Buy Months
- 6. … Today (In The Internet Era) I need a … Where do I get it? Shop Evaluate Negotiate Buy Online Prospect contact
- 7. YourWebsite Social Media 0.75% 75 10,000 More Money 0.75% 94 12,50025% 25% 1.0% 125 12,500 0.25% 67% Vertical Websites Your Website As A Sales Funnel
- 8. The Internet Marketing Landscape
- 9. Search Engine Results Page (SERP)
- 10. Search Engine Market Share
- 12. • Don’t let website designers pick keywords • Align Content with words customers use • Examine competitor’s keywords • Position content in the path of prospects • Provide clues about prospects’ concerns/questions • Facilitates development of content important to potential customers Keywords – What Your Site Is About
- 14. Twitter Search
- 15. Google Alerts
- 16. The Ride Thus Far
- 17. Buyer Persona – What Users Expect
- 18. GOAL: Keep visitors on your site, reading content and viewing pages Sales Personas 1) Engineer 2) R&D 3) Buyer 4) Sales & Affiliates 5) Manager 6) Co-Supplier HR Personas 7) Employee 8) Applicant 9) Partner Corporate Personas 10) Community 11) Media Site Elements Must Satisfy Persona Needs
- 19. Strategy
- 21. Influenced by: • Quality of content • Number of followers • Tweet volume
- 22. Influenced by: • Number of connections • Profile updates • Discussions created • Popularity of discussions (comments)
- 23. Search Engine Optimization Relevance • Title tag • Keywords and description • H tags • Content • Alt tags
- 24. Credibility • Authority • Incoming links are votes of confidence • Links from related pages or sites • Related anchor text Why Links Are Important?
- 25. Credibility • Social Signals (Author / Human/Social Authority) • Twitter – authoritative people lend their authority to pages they tweet • Retweets are the new links
- 26. 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 Local Search
- 27. Strategy
- 28. Strategy
- 30. Establish Credibility With Social Media Become the Expert Create Accounts (Name Claim) Grow Networks Create Content Distribute Content Participate In Discussion Lead Discussion
- 31. Establish Credibility With Social Media Become the Expert Create Accounts (Name Claim) Grow Networks Create Content Distribute Content Participate In Discussion Lead Discussion
- 32. SM Platforms Social Media Published Online Media Market Sheet White Paper Press Release Application Note Intranet/ eLiterature Conference Presentation Website Tech Paper Published Print Media Blog Post Maximize opportunities Multi-purpose content Engage: • Fans • Markets • Customers Facebook LinkedIn Twitter YouTube Email Campaign
- 33. Blogs = expert & support SEO Social Properties Distribute Prospects Interaction Branding Search Engines Website (blog) Content Rank Need
- 34. Google Analytics • What is it? o Website Traffic Measurement & Analysis Tool • Where Do you get it? o Free o Webmaster to install
- 37. Questions??