PEN Group: The Three-Legged Stool: Social Media, SEO, and Your Website
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Transcript of PEN Group: The Three-Legged Stool: Social Media, SEO, and Your Website
The Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
The Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.
PEN GroupFriday, June 22nd, 2012
The Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
First… THANK YOU!
• For Being Here!
• For Being Willing to Learn and Engage!
• For Liking My Boston Accent!
The Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
Today’s Overview
• Brief Introductions• The Marketing Landscape• Case Studies for Inspiration• How You Can Find Social Media Success• Your Website: From a Static Brochure to a Sales Tool• SEO: Getting Found to Make Sales• Final Thoughts and Questions
The Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
Brief Introductions
The Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
Intro: John Foley, Jr.
► Grow Socially, Inc. – Support Services
► Online Marketing/Social Media
► Plan, Manage, Execute and Measure
► interlinkONE – Software (SaaS)► Enterprise Marketing
Management Software► Plan, build, manage, execute
and measure all marketing activities
I love Mar(H)keting!
The Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
• Jetsetter Status on FourSquare
• Ranked #12 as a Top CMO on Twitter in 2012
• 2nd runner up for this year’s B2B Twitterer of the Year Award for the B2B “Boss Tweet” Personality Category
• One of the 50 most influential people in Sales Lead Management by SLMA in 2011
• NAPL Soderstrom Society (2011)
Accolades
The Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
Who We Work With: Service Providers!
The Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
• Lead-Generation Campaigns• Customer Loyalty Efforts• Online Ordering• Warehouse Management• Variable Data Printing• And more!
Solutions Provided to Service Providers
The Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
The Book
Strategies, Plans, Case Studies Campaign Ideas, and More.
A guide to help you grow your business!
NewPathToProfit.com
The Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
The Books
Printers – Business Transformation
Mailers, Fulfillment providers– Business Transformation
All Businesses – Untethered Communications
The Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
Keep Your Phone On!
► Feel free to Tweet, Post, Update, Email, take notes, photos, and more!
@JohnFoleyJr
The Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
The Marketing Landscape
The Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
Marketing Used to Be “Easier”!
The Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
Inbound Marketing: Game-Changer
Social Media, Websites, SEO!
The Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
Communications Today
• “Kitchen Table Effect”
• Generational Differences
The Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
Social Media Statistics
900 Million Users on Facebook
NOTE: As of June 2012
400 Million Tweets Sent Per Day
72+ Hours of Video Uploaded every minute
150 million users
18 million users… and it’s addictive!40 million users… and sold for $1 billion!
The Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
By the Numbers: Google
• 34,000 searches per second• 2 million per minute• 121 million per hour• 3 billion per day• 88 billion per month
Source: http://searchengineland.com
The Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
However, don’t forget this…
► Social Media and SEO are really part of something much bigger...
…Your overall marketing efforts!
► Specifically, inbound marketing.
The Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
What is Inbound Marketing?
http://en.wikipedia.org/wiki/Inbound_marketing
“Inbound marketing is a marketing strategy that focuses on attracting prospective customers by offering useful information.”
The Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
Content: Essential to Inbound Marketing
Source: http://mashable.com/2011/10/30/inbound-outbound-marketing/
The Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
Inbound Goal: Drive INQUIRIES!
The Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
Questions or Comments?Phone 1.800.948.0113Email [email protected]
Copyright © 2010 Grow Socially, Inc. All Rights Reserved.Questions or Comments?Phone 1.800.948.0113Email [email protected]
Copyright © 2012 Grow Socially, Inc. All Rights Reserved.
$
Optimize / Social FriendlyeNewsletter Sign-Ups
White PapersOffersEmailsPollsBlogs
Landing Pages
Get Noticed
Engageand
Nurture
Inquiries
Engageand
Nurture
Action – Publish – Engage – Converse – ShareStories, Information, Social Media posts
Blogging Analytics Content Mgmt SEO
Start with MKTG Plan
Product?Service?Asset?
Qualified and Budgeted
Buyers
The Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
Why Should YOU Use Inbound Tactics?
It works!
Increase Awareness & Drive Inquiries
Reach More Customers & Prospects
Sell more things!
The Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
Results --- See Below
650
275
The Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
Results: Thousands of Inquiries
The Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
Results: Thousands of Inquiries
The Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
Results: Prospects Raising Their Hand!
The Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
CASE STUDIES FOR INSPIRATION
The Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
Can Those Tools Actually Help Service Providers?
Let’s look at Some Examples!
The Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
Case Studies for Inspiration
The Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
H & H Graphics Group
► Lancaster, PA
► Provides mailing, fulfillment, print… and multi-channel marketing services!
The Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
H & H Graphics Group on Facebook
The Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
Videos That Tell Their Story
The Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
CustomXM
► Little Rock, Arkansas► Paul Strack - @Pstrack
The Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
Website: Engaging & Social
The Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
CustomXM’s Tips for Twitter
The Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
Social Media Creates Chatter
The Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
Best Practices for Twitter
► Actively participate & engage
► Share a variety of information!
► Be a thought leader, be yourself, show the human side of your business
► Review efforts & measure results
The Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
Printing Center USA
► Primarily an online printer► Located in Montana► Quite active on social media
The Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
Twitter Activity is High!
The Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
Variety of Content in Tweets
The Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
Online Video
The Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
Email & Social Integrated
The Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
Sorrento Mesa
• San Diego, CA• Small Company• Lots of Success• Active in Social Media
- Personal & Professional
The Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
Good Facebook Presence
• Consistent Postings
• Variety of Content Shared
The Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
LinkedIn: Company Page
The Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
Active On LinkedIn: Personal Page
The Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
LinkedIn Profile Tips
• Customize Your Website Links• Add Your Twitter Account• Personalize Your Public Profile URL• Add Skills (beta)• Groups and Associations• Honors and Awards
The Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
LinkedIn Best Practices
• Research Companies You Want as Clients• Research Prospects by Title and Location• Learn About Your Prospect Before You Meet• Ask for Introductions From Your Network• Integrate CRM to Stay Current
The Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
Mojave Copy & Printing: Videos
The Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
What do they have in common?
► They have a strategy and a plan!
► They produce a lot of content.
► Social media is integrated across multiple channels.
► They are committed! Time and energy.But it pays off!
The Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
How YOU Can FindSocial Media Success
The Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
What is Social Media?
• It’s more than just having a Facebook page.
• It’s more than just being on Twitter.
• It’s more than just knowing how to watch videos of cute kittens on YouTube.
• Social Media can mean business for you!
The Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
What is Social Media?
• Community• Conversation• Networking• Marketing• Relationships• Customer Service• Immediate Information• Platform
The Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
Why Use Social Media
• More prospects to sell to• Generate interest in your brand• Build your brand• Loyalty• Position your company• Customer Service• Another Channel
The Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
Here’s How Social Media Can Help YOU
► Build Awareness and Thought-Leadership
► Generate Inquiries and Qualified Leads
► Drive sales
The Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
Build Awareness and Thought-Leadership
► Share relevant and helpful information.
► Have consistent branding across networks.
► Don’t just post your own news – engage!
The Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
Generating Inquiries and Leads
► How?
► Strategy and Planning
► Build, manage, execute, and measure campaigns
► Have an integrated, multi-channel mind-set
The Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
COMPANY WEBSITE
Social Media
SEO
DM/Flyer
Links
Other
Whitepapers,eBooks
Downloads
eNewsletter Sign-Ups
Comments & Questions on
Blog
Info/Inquiries
Webinar Sign-Ups
100 Visitors
2000 Visitors
800 Visitors
3500 Visitors
CRM
Generating Inquiries and Leads
The Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
Steps to Social Media Success
► Create a Strategy (PLAN)
► EXECUTE
► Measure
Remember Execution TRUMPS Strategy
The Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
Plan! Strategy before Tactics!
Step 1: Describe the Business, Service, Solution
Step 2: Business, Service, Solution Goal
Step 3: Where Is the Audience Cyclically?
Step 4: How Does the Audience Use Social Media?
Step 5: The One Thing
Step 6: How Will You Humanize the Brand
Step 7: Content Resource and Distribution Strategy
Step 8: How Will You Measure Success?
The Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
Tools & Techniques for Implementing Effective Social Media Campaigns
Tools• Social Media Pages• Blog• Team Approach• Cameras, Video Cameras• Link Shorteners
Techniques• Daily Management • Consistent Monitoring• Integration of Social
Media and Multi-Media Channels
• Consistent Online Look
The Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
Use Social Media Effectively
• Start with a Plan– Address Goals– Make a Schedule– Know What You Want
to Do
• Cross Promote Across All Pages
• Integrate with Website• Include in Offline
Marketing Efforts
The Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
Know Your Audience
• Who Are They?
• Where Are They Cyclically?
• How Do They Use Social Media?
The Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
Define Target Audience• Prospecting• Customer Service• Partner Management
Audience Acquisition
• Discover• Engage• Get Found
Your Target Audience – It’s Important
The Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
Is everyone interested in the same communication?
I’m on Twitter
I still email
I use Facebook,Twitter & LinkedIn
I love my mail
I Google for my
information
Where are your prospects and customers getting their information?
The Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
Start the Conversation
• Twitter– Hashtags– Retweets– Twitter Chats
• Facebook:– Questions/Polls– Invite Comments!
• LinkedIn– Groups– Discussions
• Blog
The Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
Then, let others help spread your story!
• Word-of-mouth marketing has expanded
• If you have a great company, product or service, people will spread that message for you
• Deliver relevant information, and people will return the favor
The Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
Get Business Results
• Have Sales Reps Online• Share Case Studies Online• Answer Questions• Send Requested
Information• Follow Up• Connect
The Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
Tools for Measuring Effectiveness
• Link Shorteners– iLink.Me
• Google Analytics– Website
• Insights– LinkedIn, Facebook, Twitter, YouTube
The Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
COMPANY WEBSITE
Social Media
SEO
DM/Flyer
Links
Other
Inbound and Outbound Marketing Work Together
Whitepapers,eBooks
Downloads
eNewsletter Sign-Ups
Comments & Questions on
Blog
Info/Inquiries
Webinar Sign-Ups
100 Visitors
2000 Visitors
800 Visitors
3500 Visitors
CRM
The Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
The One Thing
Disney = MagicApple = Innovation
The Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
How Will You Humanize Your Brand?
The Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
How to Measure Success?
• How many – Downloads– eNewsletter Sign-Ups– Blog Comments– Questions– Shared Links– Re-Tweets– Followers– Site Traffic
The Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
http://ilink.me
The Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
Tools to Measure Success
www.ilnk.me
The Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
Best Practices
• Industry Specific Content• Marketing Information• Consistently monitor for
customer service • Continually post relevant
content
• Link all pages back to corporate site
• Secure Branded URLs for each Channel
• Promote Monthly Newsletters
JOHN FOLEY, Jr., GROW SOCIALLY, INC.
Content Resource Library Visit Resources Daily
Pull Content Make Links Measurable Push Content Out
Content Distribution StrategyResources are monitored. Content is identified and pulled, made trackable, and pushed out across platforms.
Content A
Content B
Content C
Social Media
Compiler
ContactMatch
and Sync
Contact Database
The Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
What Are These Sites, Anyways?
The Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
Top Channels for Print Service Providers
• LinkedIn: Chamber of Commerce Event
• Facebook: House party with a business effect
• Twitter: Block Party
• YouTube: Your own TV Station
The Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
LinkedIn Overview
• A business-oriented social networking site
• Provides opportunities to position you as a thought-leader
• Contains a number of under-utilized features!
The Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
LinkedIn Tip: Update your Status Daily!
The Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
LinkedIn Tip: Complete Your Profile
The Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
LinkedIn Tip: Create a Company Page
• Provide keywords in the Company description
• Add your Products & Services
• Update the Company Status frequently
The Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
Facebook Overview
• The most popular social network by far
• Continues to evolve into a place where both personal and professional success can be found
The Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
Building a Company Page is Simple!
Creating a page simply involves:
• Logo• Name• Content
The Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
Post a Variety of Content
The Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
Facebook Advertisements Can Work!
Target Facebook Usersto Reach Your Target Audience!
The Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
Your Personal Page: Blend Professional News
• Your Facebook Personal profile can be a great way to humanize your brand.
• It enables prospects, customers, and other industry friends to learn more about you on a personal level.
• Mix in a bit of industry/company-related content to share what you do to people that don’t know.
The Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
Twitter Overview
• Continues to grow as a tremendous way to share content and to engage with others.
• Features such as Search and Lists provide learning opportunities!
The Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
Use Twitter to Spread the Word
The Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
Company Page: Showcase Your Brand!
The Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
Tip: FollowerWonk.com to Find People
The Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
FollowerWonk: Results
The Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
YouTube Overview
• Allows you to share personal and professional videos to highlight your company and its services.
• It’s also the world’s #2 search engine!
The Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
YouTube: Tips for Success
• Feature variety of employees, mix up the tone
• Experiment with different backdrops, scenes, etc.
The Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
What Else? Pinterest
• Visually tell the story of your brand!
The Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
Ideas for How You Can Use Pinterest
• Connect with clients that are already there
• Post pictures of your job samples, creative outputs, marketing collateral, and other pieces that you are proud of.
• Showcase employees – management and day-to-day!
The Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
Pinterest Example: Sharing QR Code Uses
The Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
Best Practices for Using Pinterest
• Claim your branded username today!
• Avoid uploading directly to Pinterest – Pin photos from your website and blog to drive traffic.
• Focus on creating and sharing helpful content that your customers will benefit from… and that will visually appeal to them!
The Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
Four Fundamentals of all Social Networks
1. Build your network
2. Engage with the network you have built
3. Be consistent
4. Track and analyze
The Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
Don’t Forget! Align Tactics with Goals
Tactic Goal Key StepsFacebook Fan page Increase awareness of
services, generate leadsPost once a day; Custom Tab for demo registration
Twitter company page Become a thought leader, provide support
Post multiple times daily; share marketing-related news; active listening
YouTube Profile Humanize brand; create demand
Film weekly video of employee(s); create screencasts of customer successes
Pinterest Drive website traffic! Create boards to highlight portfolio work
The Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
Be Committed
► Social Media often requires daily attention
► Prioritize: RELEVANT Content creation, listening, & engaging!
► Measure & Adjust
The Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
Your Website: From a Static Brochure to a Sales Tool
The Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
Problem with Many Websites Today
• They are not updated frequently enough.
• The graphics, product & services listings, and text do not accurately reflect a brand’s mission statement.
• They are not generating leads.
The Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
Remember: The Website is Home Base!
Integrating content creation, distribution, customer engagement, and measurement of your marketing efforts
can increase campaign effectiveness.
The Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
How Another Service Provider Did It….
• Rescigno’s Marketing
The Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
The Problem
• Wrong human resources to deliver• Lack of Marketing plan• Brand and message wrong• Tactical approach in social• Non engaging or interactive website• Bought an HP Indigo (and had never really sold
1-to-1 before)
The Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
• No consistent branding
• Cluttered homepage
• No blog
• No consistent flow
• Hard to navigate
• Minimal functionality
Rescigno’s Mailing Solutions
The Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
Rescigno’s Mailing Solutions
YouTube
The Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
The Solution
Rewrite of business planFinancials – pricing, all resource requirementsMarketing planSales PlanSWOT
• - New Brand and Message• - Extreme Makeover based on plan• - Walk the Talk• - Oh yeah! They still service and sell print and mail!
The Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
• Professional
• Showcases Value
• Promotes New Services
• Social Friendly
• Blog & YouTube Integration
• User Friendly
• Easy Navigation
• Form Integration
Website Change
The Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
Social Networking Change
YouTube
The Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
“Compared to last year at this same time, we are up 16% in sales. That 16% increase in YTD activity is now allowing us to begin to think about doing more than simply surviving.”
Ron RescignoPresidentRescigno’s Marketing
The Results
The Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
Take Your Website to the Next Step
• Social-friendly, searchable• Interactive
– Blogs– Comments– Landing Page– eNewsletter Sign-Ups– Widgets
• Calls to action for people to raise their hand
The Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
Use Calls to Action to Collect Data!
• Appealing to the eye
• Creative• Interactive• Different• Build your
database with registration forms
The Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
How Can You Improve Your Website
• Let’s look at a few practical items that you can review to identify beneficial changes.
The Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
Step 1: Your Target Audience
• What benefits them?
– It’s not your equipment.
– It’s the solutions & value that your people and equipment provide
– Make changes to pictures, front-facing content, benefit listings.
The Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
Inspiration: Website Focused on Benefits
The Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
Step 2: The Change Process
• What is the Process for Making Changes & Adding Content?
• Do you always need IT (in-house or outsourced) involvement?
• If so, consider making a change – CMS, different host provider.
The Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
Step 3: Lead Generation
• How many leads does your website today?
• If it’s not enough, embed more lead-generation forms!
• Add calls-to-action to all pages!
The Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
Website Inspiration: Interactive & Engaging
The Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
Step 4: Mobile Optimized
• Do visitors have to tap, zoom, scroll?
• Is there Flash?
• How long is loading time?
• Build a mobile website today!
The Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
Final Thoughts on Your Website
• Analyze how much time you spend on it today; most likely, it’s not enough!
• Your website needs to be integrated into all of your marketing efforts, including print, email, social media, and more.
The Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
SEO:Getting Found to Make Sales
The Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
What is Search Engine Optimization?
• Getting found!
• Using specified keywords
• Consistently updating your content
• Using links to and from other pages and websites
The Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
SEO Best Practices
• Keyword Usage• Content Rules!• Inbound Links• Mobile
The Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
Keyword Usage
• Build a well-researched list of keywords• Incorporate in your content:
– Page Titles (H1, H2 tags)– Website copy– Meta description– Image Names (Alt tags)
• Use throughout all content distribution
The Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
Keywords
• Improves SEO• Narrows down
what your site is about
• The more, the better
JOHN FOLEY, Jr., GROW SOCIALLY, INC.
The Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
Use Google Analytics to Understand Impact
The Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
Content Rules!
• Google rewards fresh content --- update your website regularly!
• Create & provide content that informs, helps, and interests your audience!
• Best way to do this: start blogging.
The Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
Inbound Links
• You want: inbound links from high-authority sites (trusted, popular, PR, etc.) with relevant content.
• How do you get them?– Create share-worthy & timely content!– Ask! Link-exchange– Increase PR strategy and efforts
The Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
• Humanizing• Improves SEO
– Keywords– Links – Updated Information
• Give Expertise• Updates on Company
Activities• Sharing Information
Blogs: Crucial to SEO Success
The Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
Mobile Search: Important to Your Business!
• Smartphone ownership and mobile web viewing continues to rise!
• Google is rewarding sites that have mobile websites in its AdWords program
The Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
Be Ready for Mobile Search with a Mobile Site!
• Create a mobile website that is automatically presented to the growing number of smartphone owners!
• Tip: http://iFlyMobi.com!!!
The Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
Items to Avoid
• Buying Links
• Over-using/forcing keywords – content should sound natural
• Adding so much content that your page load-times suffer.
The Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
Don’t Forget!
• Getting found is only half the battle….
… Optimize your landing pages and product/services pages to drive people down the sales funnel!
The Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
Final Thoughts and Questions
The Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
Success Depends on All of These Items!
Expo Event8AM-6PM
Send out flyers to clients
Announce on website
Email eNewsletter (Announce)
Tell colleagues you’re attending
Send thank you cards
Enter new contacts in Excel
Mail -Monthly Newsletter
This Takes Planning: Calendar #1
Expo Event8AM-6PM
Send out flyers to clients
Announce on website
Email eNewsletter (Announce)
Tell colleagues you’re attending
Send thank you cards
Enter new contacts in Excel
Mail -Monthly Newsletter
Create Post, Link back to website
Announce on &
Comment on event’s page
Connect with Keynote Speakers on
Join in on event’s hashtag
Share speaking presentation on
Friend new contacts on
Share event article on
Share event article on
Announce booth # with video post
Follow-Up with Post & Post Pictures
This Takes Planning: Calendar #2
The Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
COMPANY WEBSITE
Social Media
SEO
DM/Flyer
Links
Other
Inbound and Outbound MarketingWork Together
Whitepapers,eBooks
Downloads
eNewsletter Sign-Ups
Comments & Questions on
Blog
Info/Inquiries
Webinar Sign-Ups
100 Visitors
2000 Visitors
800 Visitors
3500 Visitors
CRM
The Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
Wrap Up
• Start with a Plan• Create a Online Marketing
Strategy• Incorporate Your Social
Media, SEO and Website
• Measure the Results!
The Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
Action Items: #1
►Social Media: Strategize, Plan, and Align Tactics with Goals
The Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
Action Items: #2
►Increase commitment to promoting yourself!
The Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
Action Items: #3
►Devote time to creating content, sharing, and measuring its effectiveness.
The Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
Action Items: #4
►Don’t Wait…
Get Started TODAY!
The Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
Resources for You
► Free White Paper on Inbound Marketing!► http://InboundMarketingWhitePaper.com
The Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
More Resources for You
► http://GrowSocially.com
► http://interlinkONE.com
► http://iFlyMobi.com
► http://Twitter.com/GrowSocially
► http://Twitter.com/JohnFoleyJr
The Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
Enjoy The Book!
Strategies, Plans, Case Studies Campaign Ideas, and More.
A guide to help you grow your business!
NewPathToProfit.com
The Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
Q & A / Contact Me!: http://ilink.me/JR
iFlyMobi.com
QR Code
The Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012
Have a great afternoon.
THANK You!