Post on 17-May-2015
description
Andy Crestodina@crestodina
Content Promotion
Where does traffic come from?
How it works
- Guy Kawasaki
“If you have more MONEY than brains, you should focus on outbound marketing.
If you have more BRAINS than money, you should focus on inbound marketing.”
How content works…
Where there’s traffic, there’s hope...
Traffic: Social, Email, Search
The foundation of promotion
Sharable Content
Good Event Page
…all traffic goes here!
• Overview• Where, when• Speakers• Who should go• Image / video
Bad Event Page
…how am I supposed to share this??
• No overview• No image• No fun to post
The Blog Post
…build your army before you need it!
…of a pygmy hippo
Always use an image
Hot or cold, but never warm
Source: HubSpot, Science of Email Marketing, February 2011
Emotionsthat getshared…
Source: “What Makes Online Content Viral?” Berger, Milkman, Wharton Business School
Twitter Promotion 101
Social Basics
Twitter: Rule of Thirds
Types of TweetsQuotes
Mentions
Use a #hashtag, always!
…tweet, then follow
…don’t use an @ as the first character!
Post to the NetworksFacebook, LinkedIn, G+, Local networks, Industry forums
• Tag and mention people• Make sure the image appears• Share within groups• Mention event in conversations and comments• Use event hashtag, link to event page
…add the event link to your social profiles
Tweets: Echo …Echo …Echo
1. Registration Open (schedule)
2. Early Bird Registration Ending (schedule)
3. Countdown: X Days until event (schedule)
4. Thank for the RTs, shares and comments
5. Cross the streams for influencers
6. Reminder of the location (mention organizers)
7. Thank you sponsors (mention sponsors)
8. “Just saw the presentation” (mention speakers)
9. “See you at the event!” (mention registrants)
Twitter Research and Mentions
Targeted Sharing
Finding Relevant People
Finding Relevant People
Don’t Forget Your Peeps!
• Speakers
• Sponsors, vendors
• Members, prospects
• Friendly bloggers, press
• Related organizations
…and anyone else you know who might be interested.
After the EventFollow up!
Post Event Email Send to all registrants…
• Link to survey (gather testimonials, email opt-in)
• Event pictures (sharable pictures)
• Link to presentations (available for a limited time)
• Invite them to follow you in the social networks
Post Event Blog Post• Summary of presentations (mentions)
• Event pictures (sharable pictures)
• Social mentions / Top Tweets (Storify?)
• “Would you like us to contact you before the next
event?” (email opt-in)
Post Event Social Activity• Thank you tweets: speakers, sponsors, attendees
• Event Photos: post, tag people, tweet, mention
• Listen: tweets, mentions and blog posts by others
Top Email TrickHow do I grow my list?
Before…
After…
1900% increase. Not bad!
Why it works
1.Prominence
2.Promise
3.Proof
GOOD
BAD
Oh My! What a big list you have…
How do I find keywords?
Top SEO Trick
3 Criteria for Choosing Keyphrases
Text
Search Volume
Resource: Google Keyword Tool
Competition is high if the sites on page one…
• Are famous (wikipedia, etc.)
• Have title tags that begin with the keyphrase
• Lots of AdWords ads
• Have a higher domain authority than you*
Competition
*see Open Site Explorer
• Local (change tactics/choose another phrase)
• Videos (opportunity?)
• Images
• Products
• News
Check for Universal Search Results
Text
Relevance
do I put these keywords?
Where
On-Page SEO• Once at the beginning of the title <title>
• Once in the first header <h1>
• Four to six times in the body of the page
• In links on other pages that link to the page.
More Internal Linking
Template &Tools
Thank you!
Andy Crestodina@crestodina