Social Media Strategy in 2019

Social Media Strategy
Jonny Ross
@jonnyross @fleek_marketing @UoY_BizTraining
Jan 2019

@jonnyross @fleek_marketing @UoY_BizTraining in/jonnyross
Objectives
• Improve your Google rankings
• Use LinkedIn to win new business and carry out
research
• Build relationships through Twitter
• Learn how to build trust
• Write blogs that will engage with potential customers
and the media
• Understand how PR influences SEO
• Coming up with a plan
• Being strategic!

Introductions
Experiences

Jonny Ross
- Digital Marketing Strategist of an award-winning digital agency
Fleek Marketing
- Named in Business Insider’s 2016 ‘42 under 42’

What are your business and
marketing goals?

What are your business and
marketing goals and objectives:
• SMART
• Specific
• Measurable - numbers, numbers, numbers…!
• Agreed
• Realistic
• Timley
•OGSM
• Objectives, Goals, Strategy, Measure.

Secondary marketing goals?
• Secondary marketing goals?
• Educate by watching a video
• Subscribe to content
• Build list
• Power social (follow on Twitter, LI, insta, snap)
• Finding influencers

Overview of web traffic
• Organic
• Paid
• Display
• Social
• Email
• Referral
• Direct

Search Engine Optimisation
• Create great content
• Ensure this content is accessible to
search engines.
• Make pages unique and relevant
• Make the content popular
• Good PR (Traditional PR…online)

On Site
•Keywords
•Content
•Technical Aspect
•Usability

Off site
• Relevancy
• Links
• Reviews
• Reputation

Domain Authority

Thinking keywords

Buyer Personas
Company
• Size (staff, turnover, profit)
• Sector / Industry
• Location
• Values
• Departments it will have

Buyer Personas
Person
• Age
• Gender
• Location
• Education
• Job Title
• How is their job measured?
• Who do they report to?
• Their goals
• Their challenges
• Tools they use or need for job
• How do they learn
• What media do they read?
• Kids? Car?
• Hobbies?
• What are their pain points
• Think keywords -what might they
search on google?

What problems do they have?
• What are the industry hot debates
• What's in the news and in the media that they
read most often
• What are your FAQs when you engage with
clients?
• The questions your clients are asking are likely
to be the same ones they are also typing into
Google

Persona Exercise
• Can we create some persona’s?

Twitter

Twitter Phrases
#
RT
MRT
Bit.ly
#ff@
Lists
Modified Retweet

Twitter – The basics of your profile

Bio & Keywords

My Feed

Notifications

Mentions

Trending

Use Lists

#
• Events
• Conversation
• To appear in
search
• Relevancy
• Twitter hours

#FF

Following

Followers

Use Direct
Message

@TescoMobile

#susanalbumparty

Things to remember about Twitter Campaigns
• Content is King
• Engage with your audience
• Always try and encourage engagement
• Create your own personal hashtag
• Whatever your response, always act professionally

Create a content calendar

Calendar

How to manage your Twitter account

Twitter Tools

What do you want to achieve
from Twitter?

Offsite SEO / Link building
• Directories
• Articles
• Guest Blogging
• Press Releases
• Social Bookmarking
• Social Media
• Press Launches
• Local Engagement
• TV Appearances
• Video
• Photoshoots
• Blog / Forum commenting
• Writing a column
• Mention people
• Petitions
• Link Out
• Image creation
• Webinars
• Campaigning / Lobbying
• Celebrity Endorsement
• Interviews
• Awards
• Ask friends
• Create Link bait!
• Radio appearances
• Reviews
• Influencer Marketing
• Client Testimonials
• Broken Link Building
• Stalk Competitors for ideas
• Offers/coupons/deals
• Infographics
• Buyers Guides
• Calculators
• Product Placement
• Trade Associations
• Local/National Media
• Local Charity
• National Charity
• Trade Events
• Sponsorship opportunities
• Quizzes
• Suppliers

Top SEO Tips for Webstores
• Use SEO friendly URL’s
– http://www.petsmart.com/product/index.jsp?productId=2753029
– Should be
– http://www.petsmart.com/tetra-whisper-air-pump
• Ensure that there is only one version of
your website (try http://amazon.com)
• Use Xenu or Screaming Frog to check for
errors

Schema / Rich Snippets

Canonical Tags

• Image file names don’t use img123.jpg
• Affiliate schemes?
– Have a policy
– Offer unique content
• W3C Check your sites code
http://validator.w3.org/
• Don’t use the same IP/Domain name to email
from
• Discontinued Products
• Ensure you are signed up to WMT
• Use e-commerce tracking on Google Analytics

Keyword Exercise
• List 10 keywords
• Explore different parts of the business
• What questions might people type into
google?

Why should I Blog?
Anyone blogging?
Do you understand what a blog is?

Because…
• Show Personality – increase engagement
• To communicate with existing clients
• Saves time, I use it as an archive to give the same answer again
• SEO
• It puts you ahead of your competitors
• Thought leadership/ Gains Trust
• Ensures you stay up to date
• Builds a community
• Forces creativity
• Adds value to your site
• It gives you content for your social media channels
• Supplies content for your email campaigns
• And more!!

How to come up with some ideas
• Subscribe to competitors
• Subscribe to industry related news
• Subscribe to professional bodies / services
• Create Google alerts on niche topics
• Thing about all the products/services you offer
• Keep notes of questions clients ask you
• What are your passions?
• Keep a journal/voice recorder
• Guest interviews

Types of content• Blogs
• Interviews
• Case Studies
• Reviews
• Experiences
• Trends (google
trends/trendsmap)
• Vlogs
• Infographics
• Lists
• Content series
• White papers
• How to guides
• Surveys/ Polls
• Podcasts
• Top comments
• Quizzes
• Checklists
• History timelines
• Industry / events roundups
• Competitions
• FAQ’s
• eBooks
• Day in Life
• Seasonal Advice

Blog Commercial Case Studies

How to create an
Editorial Calendar?

Editorial Calendar sounds so complex…
• People think it needs to
be fancy and detailed
• Two advantages;
planning and
accountability
• There are lots of ways to
create an editorial
calendar, but let’s keep
it simple

Make a list of key dates for the year
• Product launches
• Events / trade shows
• Marketing campaigns
• Promotions
• Holidays
• Sporting events
• Key milestones
• This date in history
• TV Programmes
• National Days / Weeks
• Charity Campaigns
• National Competitions
• Themed months?
• Patterns ( 4 blogs and 1 case study
per month

Add these to your Roadmap

Event Calendar Template
https://goo.gl/fbYUx4

Open a Google Spreadsheet
• Sole Trader or maybe 4 staff..?
• Use Google so it’s easy to share and update
• Everyone with permission can have access
• It’s a live spreadsheet

Blog Calendar Template
https://goo.gl/eV8U0Y

Measure success refine and keep to
dates

Optimising your profile
• Make sure your public profile setting is set to full view.
• Include everything you do in your profile – plus your past
companies, your education, and activities.
• Give your profile a custom URL (your name).
- From this: http://www.linkedin.com/profile/view?id=34305911
- To this: http://uk.linkedin.com/in/jonnyross
• Include the link to your profile in your e-mail signature.
• Link to your website and blog for enhanced SEO.

Optimising your profile
• Link to your websites for enhanced SEO.
• Three quality backlinks.

What LinkedIn describes as your ‘Network’
Connections of the Connections of your Connections
Your Connections
Connections of your Connections
}

Winning business from LinkedIn
• Joined groups
• Got involved
• Networked
• 30% of my
business now
comes from this
group

LinkedIn Search

To be found – 100% complete;
Summary
– Your industry and location
– An up-to-date current position/job
(with a description)
– Two past positions
– Your education
– Your skills (min 3)
– Photo
– At least 50 connections

How to increase your network
• Same group
• Common interests
• Common connections

Through groups

Make a connection, then stalk their
list!

Look at contacts via Companies

Opportunities

What do you want to achieve
from LinkedIn?

Personal Assistants &
Artificial Intelligence

The Big Picture
• Huge rise in SERP Features
• Rise in instant answers
• Intent is playing a much bigger part
• Speed and usability more important than ever
• Unreliability of google data
• Voice search
• Machine learning

“There are over one
billion voice
searches per month”
– Alpine.Ai (Jan 2018)

25% of searches on Windows 10
taskbar are voice - IBM Jan 2018
72% of people who own a voice-activated speaker say that their
devices are often used as part of their daily routine - Google survey
The echo Dot was the
best selling product
on all of Amazon in
the 2017 holiday
season - Techcrunch

Voice recognition can work 3x
faster than people can type

How do people use it?

“Voice searches will
account for 50% of
all searches by 2020”
– ComScore

This is only going to become bigger
and more connected
Digital assistants, bots, machine
learning and artificial intelligence

Position ZERO

Paragraph (63%)

Lists (19%)

Tables (16%)

Position ZERO
• Can give/include
–Branding
–An Image
–Clicks

One big difference
How we speak and how we
write is totally different
This is about conversational
content

Examples
• red lobster
• best restaurants
Manchester
• best digital camera
• Show me images of a
red lobster
• Hey google, where is
the best place to eat in
Manchester?
• Alexa, where can I find a
waterproof video
camera that works with
Facebook Live?

Google AI has
been reading
3000 romance
novels to
improve its
conversational
search ability

How to win at this?

1. Still about the basics
• Create great content
• Ensure this content is accessible to search
engines.
• Make pages unique and relevant
• Make the content popular

On Site
• Keywords
• Content
• Technical Aspect
• Usability

2. Not mobile first
but MOBILE full stop!

3. Longer tail keywords
• Answer the public
• Storybase
• Question Samurai
• Keyword.io
• Buzzsumo Question
Analyzer
• SEMRush
• KWFinder
• Quora
• Google autocomplete
• People also ask box

4. Use words like
• Who
• What
• Where
• How
• Best way to
• How to
• What is the best

5. Set up FAQ pages

6. Use Schema
Structured Data, Rich Snippets, Mark up,
Featured snippets, Microformats, Microdata,
RDF’s

Examples of Schema
For Paragraphs
<h2>QUESTION</h2>
<p>ANSWER</p>
</div>
For Lists
<h2>QUESTION</h2>
<ol>
<li></li>
<li></li>
<li></li>
</ol>
</div>

Examples of Schema
• Reviews
• Organisation
• Local Business
• E-commerce
• Events
• Recipes
• Jobs
• News sites

7. Incorporate intent

8. Optimise for local
• 22% of voice search is for local intent, capture
“near me” search
– Highly optimised and verified google business
page
– Reviews
– Local business schema
– Use local extensions in AdWords
– Photographs on google business page
– Local Links

Position ZERO
• There currently can only be one
winner
• Anyone not doing anything will loose
out
• Limited time only – google will
monitise this

Email Marketing

3rd Line / Pre Header

How to optimise emails
• From Address
• Personalise
• Subject line
– Short, punchy, keep accurate
• Avoid spam filters by not having too many images /
high image sizes
• Ask people to reply / add you to safe senders
• Promote unsubscribe – far better than being marked
spam
• Send from UK servers / Pay for emails
• Reporting - follow up people that open etc

How to build your list

How to build you list
• Encourage people to forward your emails
• Add call to actions in content (subscribe)
• Collect business cards
• Connect on LinkedIn
• Export Connections
• Reply to sales emails (adding to CRM at same
time)
• Host an event/webinar – email sign up

How are you going to
improve email marketing?

Writing for your audience

Blog Planning

Blog Planning
• How to plan
• Think about Target Audience
• Key Messages
• Types of content
• How and When to share
• What to link to (internal and external)

Creating Killer Blog Titles
Use the following tried and tested formulas
• Use a number (7 Secrets to success)
• Teach me (How To Do..)
• Ask a question (Are you king of twitter?)
• Talk to me (use you and your)
• Just say no (Don’t buy this)
• Use celebs/brands and popular trends (Pizza Express is
the winner – Email Marketing)
• Be controversial
• Make an unusual association (How Lemons help your
HR)

Blog Title Exercise
• Pick a buyer persona
• Pick a typical problem they might have
• Write this as a question (blog title)

Blog Content Exercise
• What content needs to go into that blog post
to answer the question.
• It's about
– adding value
– benefitting customers
– giving them a reason to read - be constantly
thinking "why would they spend their valuable
time reading this?" (as opposed to getting their
work done) Has to solve a problem or help them!

Writing for purpose

What is the purpose?
• Is it to highlight a service?
• Is it to gather data?
• Is it to establish thought leadership in a
particular topic/area?
• Is it to add value for clients?
• Is it to show personality?

Exercise
• What do you want the customer to do after
they've read the blog post?
• Call to actions (CTA’s)

Distribution

Places to share
• Google +
• Facebook Personal,
Business and Group
• Twitter Personal and Work
• LinkedIn Company page,
Personal Profile, Groups
• Email Campaigns
• YouTube
• Share buttons
• Guest Blogs
• Related Blog/Popular posts
• Annual Reports
• Mention individuals and
brands
• Internal comms, staff emails
etc
• Service/Product pages
• Events / Speaking
• Paid content distribution
(outbrain/onespot)
• Nurture relationships with
influencers
• Email Signatures

Have a plan
• Who is responsible for sharing?
• Do you have a sharing checklist?
• What time and what day do you want to
share?
• Plan, plan and plan!

How we can help
• Digital Strategy & Campaigns
• Web design
• Training & Consultancy
• Paid & SEO
• Advertising
• Social & Email
• Content & PR

Challenge me?
Does anyone want to challenge me, does anyone think this is all
a load of nonsense?
Find me online
@jonnyross @fleek_marketing
LinkedIn /in/jonnyross

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