Content & Social Media Marketing on Budget #SMWMumbai

Content & Social Media Marketing on Budget

Navneet Kaushal CEO PageTraffic

www.pagetraffic.com

Navneet Kaushal Founder & CEO of PageTraffic

12 Years of Digital Search MarkeDng experience

Editor www.pagetrafficbuzz.com

Expert author on WebProNews, Search Newz, Clickz, Social Media Today,

Search Engine Journal, Promo<onWorld, Business 2 Community , India Digital Review etc

Regularly quoted on ET Now, Zee News, SeaQle Times, Hindustan Times, Livemint, BenefitIT etc.

About PageTraffic Established in 2002

95 people strong, with offices in New Delhi, Noida, Mumbai, Chicago & London

Offers SEO, SMO, PPC, Content MarkeDng, Web Development services

More than 3000 clients worldwide

Winner of Red Herring Top 100 Asia Award 2011

WHO AM I?

WHY CONTENT & SOCIAL MARKETING IS IMPORTANT

Every Minute of Every Day

-‐ Mashable

571 websites are launched

-‐ Mashable

571 websites are launched 350,000 tweets are tweeted

-‐ Mashable

571 websites are launched 350,000 tweets are tweeted

48 hours of YouTube videos are uploaded

WHAT IS CONTENT MARKETING

The art of communicating with your customers without selling

WHAT IS CONTENT MARKETING

Inbound/Content Marketing

Why is it important?

Three Content Channels Today’s content is EVERYTHING you publish on the web.

Social

Facebook

Twitter

Crowd Sourced

Visual

YouTube

Infographics

Instagram

Written

Articles

Email Marketing

Press Releases

Content spans across

channels

“...the [poten8al] customer needs evidence that we understand their problem be>er than they do before they’ll buy, share or recommend us...” @juntajoe

When it comes to producing content

Make content that audience will want to see

And figure out how to remove as much branding as possible.

Which content engages for you? •  Informa<on and news

•  Links to blog posts •  Yours AND Others

•  Free downloads •  Zeitgeist •  Ques<ons •  Customer service Q&A •  Polls/surveys

• Promo<ons •  Sweepstakes

•  (Contribute to win)

•  New product info •  Product discounts •  Live events •  Product reviews

Social content

• Drives traffic and conversions

Your Online Store (Search

dependent) Your Online

Major Social Media Channels

Why social Content? •  Nice to have or necessity? •  Necessity •  Increases the KLTC (Know, Like, Trust and Convert ) factor of your brand

•  Brands that show up consistently, with interes<ng content build a following

•  Brands who personally engage with individuals create customers •  Customers buy from brands they know, like and trust

•  Builds credibility

•  Differen<ates you from the compe<<on •  Enables people to share and talk about your brand •  Drives traffic

What are you looking to achieve by use of Social Media

Researching and Understanding your Social Media Audience

Social Media Marketing with Facebook

The Digital Landscape •  Facebook

Facebook Advantages ①  Turn your friends into agents. ②  Read news feed. Someone may post a “does anyone

know...” ③  Just like LinkedIn, there are Facebook groups. Watch and

get active. ④  You can email anyone in Facebook. ⑤  Research and join (“like”) company pages. Watch and

participate.

Why Use Facebook? Social Media Marketing with Facebook

A.  Business Page – for spreading your content

B.  Multi-Media rich

C.  It is where one in three internet users hang out

D.  Self Serve Target Ads with user demographics

Facebook Tips for B2C Companies Facebook Social Media Marketing – B2C

A.  Welcome page

B.  Provide an incentive for growing your Facebook “Likes”

C.  Capture email subscriptions for your database

D.  Offer specials

E.  Publish content daily

F.  Crowd sourced market research

G.  Sell products on your Facebook store

H.  Provide rich multimedia

Facebook Tips for B2B Companies Facebook Social Media Marketing – B2B

A.  Video Channel with “How To” Tutorials

B.  News Updates in Your Industry

C.  Provide an Incentive for Growing your Facebook “Likes”

D.  Capturing Email Subscriptions for your database

E.  Targeting Decision Makers through Paid SMM

F.  Market Research and Surveys

G.  Promote your Thought Leaders

Create content that’s both high- quality and high-impact

What Should I Post on Facebook?

The number 1 rule of posting on Facebook?

Picture and Photos Make sure your update includes an image, no matter what you’re sharing.

Here are few type of posts you can try Make sure your update includes an image, no matter what you’re sharing.

55 Anything Inspiring, Hilarious, or Culturally Relevant

56 Anything Inspiring, Hilarious, or Culturally Relevant

57 Pics of Babies and Cute Puppies

58 Photos of your Office or Team

59 Relevant & Practical Articles

60 Tips about your product or service

Social Media Marketing with Twitter

5 Tips for Optimizing Twitter Social Media Marketing with Twitter

A.  Include a photo or logo

B.  Add your Facebook or Website’s URL

C.  Write “Great Headlines”

D.  Make sharing easy with a “ReTweet” button

E.  Include “Follow me on Twitter” buttons on your blog

Twitter Marketing Tips Social Media Marketing with Twitter

A.  Develop a targeted Twitter following

B.  Listen, engage and communicate and build loyal followers in your community

C.  Create a live feed on the corporate brand name to see what the world is saying about you

D.  Tweet your online specials that link to a landing page

E.  Tweet your content

F.  Network and Create contacts on Twitter by retweeting their content

Use Twitter Effectively Social Media Marketing with Twitter

A.  Tips related to you products

B.  Sales, discounts

C.  New product announcements

D.  Ask questions/for opinions

E.  Ask which of your products they like the best?

F.  Tweet cool pictures of your product

G.  Ask for the retweet!

H.  Tweet recent blog posts

I.  Tweet a video

Social Media Marketing with LinkedIn

There are a number of relevant groups to join and participate in within LinkedIn. LinkedIn /Groups

A.  As a starting point, be sure your own personal LinkedIn profile is 100% complete.

B.  And also - create a business LinkedIn page for your company.

C.  Join relevant groups.

D.  Start conversations and comment on interesting threads.

Typical social networks you can be involved with and why:

1.  Twitter – great for listening, tracking, research and targeting. 2.  Blogs – the perfect and flexible platform for sharing your content. 3.  Forums - if relevant, explore and become part of the community. 4.  Facebook – building a community around shared interest. 5.  LinkedIn Groups – great for targeting, growing authority, and becoming part of a shared community

network. 6.  LinkedIn Company Page – the perfect B2B PR channel. Keeping your connections and employees fully

up to speed with content and news direct from your business/brand/service. 7.  YouTube channel – it’s your own TV channel. Video can speak a thousand words. It’s the most

consumed media online – so consider your own channel. 8.  Google+ - a must for social search. Google owns Google+ and ranks content on Google+. So be sure to

share your own blogs and authentic content into this network to amplify your online visibility. 9.  Pinterest – pictures tell stories and people get engrossed browsing boards in Pinterest. Can be a really

great traffic generator – particularly useful if you have a very visual brand/product/service.

Moving Beyond Social •  Facebook updates, tweets, pins, shares, likes, etc are simple ways to spread the content and make it viral.

What aAer social sharing? How you

would convert them aAer the content goes viral?

Pick Content Type

Build Content With High Search Link Intent

KEYWORD “FACTS” KEYWORD “INFORMATION”

KEYWORD “DATA”

Learn the art of storytelling

Promote

Measure Content Marketing Efforts •  Content Consump<on

•  Downloads, page views, par<cular queries rela<ng specific content, etc.

•  Content Sharing •  If your content is shared, measure what is shared the most, frequency of sharing, etc

•  Lead genera<on or Conversion •  Ac<ons taken aler consuming content like filling up contact forms, makes a purchase, inquires about your offerings, etc

How PageTraffic Doing it?

Download Free Content Marketing Guide

hJp://pt.gy/cm-‐pdfguide

THE FREE E-‐BOOK UNFOLDS •  Strategies that cons<tute an effec<ve content

marke<ng plan •  Formats that can be used to make your content

diversified •  Techniques that can make it reach the right

audience •  Metrics that can track the success of your

campaign

Website: www.pagetraffic.com Email: navneet@pagetraffic.com Twitter: @navneetkaushal Blog: www.pagetrafficbuzz.com Facebook: www.facebook.com/pagetraffic.in

THANK YOU!

Content & Social Media Marketing on Budget #SMWMumbai

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