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![Page 1: Presents presented by How MHEDA And Its Members Are Successfully Marketing Online Via Search and Social Liz Richards, Executive Vice President MHEDA Eddie.](https://reader038.fdocuments.us/reader038/viewer/2022103122/56649cae5503460f949716ed/html5/thumbnails/1.jpg)
presents
presented by
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How MHEDA And Its Members Are Successfully Marketing Online Via Search and Social
Liz Richards, Executive Vice PresidentMHEDA
Eddie Bluff, Vice President Key Accounts & Co-FounderSite-Seeker, Inc.
Brian Bluff, President & Co-FounderSite-Seeker, Inc.
![Page 2: Presents presented by How MHEDA And Its Members Are Successfully Marketing Online Via Search and Social Liz Richards, Executive Vice President MHEDA Eddie.](https://reader038.fdocuments.us/reader038/viewer/2022103122/56649cae5503460f949716ed/html5/thumbnails/2.jpg)
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What We’ll Cover…
• MHEDA’s experience with search and social
• Changing Internet marketing landscapeo How search and social fit togethero How associations and members can
benefit • Search and social in the material-handling
world• Associations• Where it’s all going• Getting Started
![Page 3: Presents presented by How MHEDA And Its Members Are Successfully Marketing Online Via Search and Social Liz Richards, Executive Vice President MHEDA Eddie.](https://reader038.fdocuments.us/reader038/viewer/2022103122/56649cae5503460f949716ed/html5/thumbnails/3.jpg)
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MHEDA’s Digital Marketing Experience
1996-1997INDUSTRY-NET (Anyone remember them?)
1997 to presentInternet 4 Associations
2015 ???
![Page 4: Presents presented by How MHEDA And Its Members Are Successfully Marketing Online Via Search and Social Liz Richards, Executive Vice President MHEDA Eddie.](https://reader038.fdocuments.us/reader038/viewer/2022103122/56649cae5503460f949716ed/html5/thumbnails/4.jpg)
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MHEDA’s Digital Marketing Experience
MHEDA’s Critical Impact Factor – Defined in July 2009
“Because of emerging online technologies and social networking sites members and the association need to become educated and understand the implications and opportunities.”
![Page 5: Presents presented by How MHEDA And Its Members Are Successfully Marketing Online Via Search and Social Liz Richards, Executive Vice President MHEDA Eddie.](https://reader038.fdocuments.us/reader038/viewer/2022103122/56649cae5503460f949716ed/html5/thumbnails/5.jpg)
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MHEDA’s Digital Marketing Experience
2014• LinkedIn Group (formed May 2009):
8,700+ members• LinkedIn Liz: 1,341 connections• Twitter: @MHEDAOffice 3,400+ followers• Facebook: 422 likes (24% increase since
Jan)• Google+: 113 Followers/MHEDA & 281
Followers/Liz• MHEDA TV*: Visitors/Jan: 1,701
Visitors/May: 11,626*Unique visitors 167% increase since Jan
![Page 6: Presents presented by How MHEDA And Its Members Are Successfully Marketing Online Via Search and Social Liz Richards, Executive Vice President MHEDA Eddie.](https://reader038.fdocuments.us/reader038/viewer/2022103122/56649cae5503460f949716ed/html5/thumbnails/6.jpg)
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MHEDA’s Digital Marketing Experience
Tools & Vendors• Board Members are #1 support• I4A• MHEDA Publishers• Beacon Live• WorkerBee.TV• HootSuite, ManageFlitter• MHEDA’s Networking Coordinator• Site-Seeker
oEducation – Lives Conferences & Webinars
oSponsorshipoWebsite Audit – Step 1: Buyer Persona
![Page 7: Presents presented by How MHEDA And Its Members Are Successfully Marketing Online Via Search and Social Liz Richards, Executive Vice President MHEDA Eddie.](https://reader038.fdocuments.us/reader038/viewer/2022103122/56649cae5503460f949716ed/html5/thumbnails/7.jpg)
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MHEDA’s Digital Marketing Experience
Member Involvement• LinkedIn Discussions – Round
Table Topics• Follows, Shares and Likes• Board Member Tutorials• Webinars – Professional &
Member Led• Lots of Promotion – Early
Adopters “Champions”/Emerging Leaders
![Page 8: Presents presented by How MHEDA And Its Members Are Successfully Marketing Online Via Search and Social Liz Richards, Executive Vice President MHEDA Eddie.](https://reader038.fdocuments.us/reader038/viewer/2022103122/56649cae5503460f949716ed/html5/thumbnails/8.jpg)
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MHEDA’s Digital Marketing Experience
Member Involvement• MHEDA Publishers – Data
Key then Naylor• MHEDA TV – Content
Marketing• Thought Leader Video
Series - a Home Run• Content 360 – Moderator in
Chief
![Page 9: Presents presented by How MHEDA And Its Members Are Successfully Marketing Online Via Search and Social Liz Richards, Executive Vice President MHEDA Eddie.](https://reader038.fdocuments.us/reader038/viewer/2022103122/56649cae5503460f949716ed/html5/thumbnails/9.jpg)
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MHEDA University – Online Education
MHEDA University – Online Education
![Page 10: Presents presented by How MHEDA And Its Members Are Successfully Marketing Online Via Search and Social Liz Richards, Executive Vice President MHEDA Eddie.](https://reader038.fdocuments.us/reader038/viewer/2022103122/56649cae5503460f949716ed/html5/thumbnails/10.jpg)
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Current Project
• Measure and Reporto Establish website performance
Baselineo Create automated Google Analytics
automated reports o Set up rank tracking reportso Periodic website performance
analysiso Perform user testing on the existing
site
![Page 11: Presents presented by How MHEDA And Its Members Are Successfully Marketing Online Via Search and Social Liz Richards, Executive Vice President MHEDA Eddie.](https://reader038.fdocuments.us/reader038/viewer/2022103122/56649cae5503460f949716ed/html5/thumbnails/11.jpg)
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Current Project
• Adjusto Make recommendations to improve
usability, ranking and conversiono Support website fix/build decisiono Current website and CMS capability
assessment (cost and functionality) o Coordinate with vendors to define
and price out changeso As needed, create requirements
document, sitemap, wireframe
![Page 12: Presents presented by How MHEDA And Its Members Are Successfully Marketing Online Via Search and Social Liz Richards, Executive Vice President MHEDA Eddie.](https://reader038.fdocuments.us/reader038/viewer/2022103122/56649cae5503460f949716ed/html5/thumbnails/12.jpg)
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Current Project
• Persona Developmento Development of top four Buyer
Personaso Results to be presented to board at
the fall meeting
![Page 13: Presents presented by How MHEDA And Its Members Are Successfully Marketing Online Via Search and Social Liz Richards, Executive Vice President MHEDA Eddie.](https://reader038.fdocuments.us/reader038/viewer/2022103122/56649cae5503460f949716ed/html5/thumbnails/13.jpg)
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Changing Internet Marketing Landscape
![Page 14: Presents presented by How MHEDA And Its Members Are Successfully Marketing Online Via Search and Social Liz Richards, Executive Vice President MHEDA Eddie.](https://reader038.fdocuments.us/reader038/viewer/2022103122/56649cae5503460f949716ed/html5/thumbnails/14.jpg)
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Social Media
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Convergence Of Search And Social
![Page 16: Presents presented by How MHEDA And Its Members Are Successfully Marketing Online Via Search and Social Liz Richards, Executive Vice President MHEDA Eddie.](https://reader038.fdocuments.us/reader038/viewer/2022103122/56649cae5503460f949716ed/html5/thumbnails/16.jpg)
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How Has Google Changed
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The Way We Search Has Changed
Used ForkliftForklift for sale
Interest Over Time
2005 2013201120082007Average
![Page 18: Presents presented by How MHEDA And Its Members Are Successfully Marketing Online Via Search and Social Liz Richards, Executive Vice President MHEDA Eddie.](https://reader038.fdocuments.us/reader038/viewer/2022103122/56649cae5503460f949716ed/html5/thumbnails/18.jpg)
Our Devices Have Changed
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2.9% 11.21%
MHEDA’s Mobile Traffic Jan 12 – May 14
250
Sessions Vs. Time500
![Page 19: Presents presented by How MHEDA And Its Members Are Successfully Marketing Online Via Search and Social Liz Richards, Executive Vice President MHEDA Eddie.](https://reader038.fdocuments.us/reader038/viewer/2022103122/56649cae5503460f949716ed/html5/thumbnails/19.jpg)
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ID Need
Evaluate
Post Buy Eval
Purchase
Search
Generate Lead
Propose
Win
Negotiate
Engage
Upsell/Resell
• Educate prospects• Repurpose & distribute content
• Position content search engines and social media
• Strengthen brand awareness - create buzz
• Engage prospects through social media and website
• Eliminate risk, demonstrate value, simplify the buying decision
• Customers promote your brand• Generate referrals
Buying Process
Selling Process
Supporting Internet Marketing Strategy
How Customers Buy Has Changed
![Page 20: Presents presented by How MHEDA And Its Members Are Successfully Marketing Online Via Search and Social Liz Richards, Executive Vice President MHEDA Eddie.](https://reader038.fdocuments.us/reader038/viewer/2022103122/56649cae5503460f949716ed/html5/thumbnails/20.jpg)
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Your
Websi
teSocialMedia
0.75%
75
10,000
More Money
0.75%
94
12,50025%
25%
1.0%
125
12,500
0.25%
67%
Vertical Websites
Our Focus Needs To Change
![Page 21: Presents presented by How MHEDA And Its Members Are Successfully Marketing Online Via Search and Social Liz Richards, Executive Vice President MHEDA Eddie.](https://reader038.fdocuments.us/reader038/viewer/2022103122/56649cae5503460f949716ed/html5/thumbnails/21.jpg)
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Why Measuring Is Important
• Keeps you focused• Decisions based on facts
• Allows you to test• Accountability• Assess effectiveness
• Identify opportunities
• Improved campaigns
• Reduce cost
*** 3.8:1 – Calls:Forms
Goal Completions
![Page 22: Presents presented by How MHEDA And Its Members Are Successfully Marketing Online Via Search and Social Liz Richards, Executive Vice President MHEDA Eddie.](https://reader038.fdocuments.us/reader038/viewer/2022103122/56649cae5503460f949716ed/html5/thumbnails/22.jpg)
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Live Site Reviews. Any Volunteers?
![Page 23: Presents presented by How MHEDA And Its Members Are Successfully Marketing Online Via Search and Social Liz Richards, Executive Vice President MHEDA Eddie.](https://reader038.fdocuments.us/reader038/viewer/2022103122/56649cae5503460f949716ed/html5/thumbnails/23.jpg)
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MHEDA Website Audit
![Page 24: Presents presented by How MHEDA And Its Members Are Successfully Marketing Online Via Search and Social Liz Richards, Executive Vice President MHEDA Eddie.](https://reader038.fdocuments.us/reader038/viewer/2022103122/56649cae5503460f949716ed/html5/thumbnails/24.jpg)
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MHEDA Website Audit
![Page 25: Presents presented by How MHEDA And Its Members Are Successfully Marketing Online Via Search and Social Liz Richards, Executive Vice President MHEDA Eddie.](https://reader038.fdocuments.us/reader038/viewer/2022103122/56649cae5503460f949716ed/html5/thumbnails/25.jpg)
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MHEDA Website Audit
![Page 26: Presents presented by How MHEDA And Its Members Are Successfully Marketing Online Via Search and Social Liz Richards, Executive Vice President MHEDA Eddie.](https://reader038.fdocuments.us/reader038/viewer/2022103122/56649cae5503460f949716ed/html5/thumbnails/26.jpg)
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Google “Material Handling Education”
Google # 27
Material Handling Education is in the text
![Page 27: Presents presented by How MHEDA And Its Members Are Successfully Marketing Online Via Search and Social Liz Richards, Executive Vice President MHEDA Eddie.](https://reader038.fdocuments.us/reader038/viewer/2022103122/56649cae5503460f949716ed/html5/thumbnails/27.jpg)
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Google “Material Handling Education”
![Page 28: Presents presented by How MHEDA And Its Members Are Successfully Marketing Online Via Search and Social Liz Richards, Executive Vice President MHEDA Eddie.](https://reader038.fdocuments.us/reader038/viewer/2022103122/56649cae5503460f949716ed/html5/thumbnails/28.jpg)
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MHEDA Website Audit
Duplicate
![Page 29: Presents presented by How MHEDA And Its Members Are Successfully Marketing Online Via Search and Social Liz Richards, Executive Vice President MHEDA Eddie.](https://reader038.fdocuments.us/reader038/viewer/2022103122/56649cae5503460f949716ed/html5/thumbnails/29.jpg)
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MHEDA Social Stats
MHEDA Group page has 8,680
MHEDARebecca • 1,237 Followers• Klout Score 46 MHEDAOffice (Liz) • 3,301 Followers • Klout Score 51
MHEDA page 113 FollowersLiz’s Personal Page 281 FollowersRebecca’s Page 91 Followers
• Average Klout score = 40 • Only 5% of users have a
63 or higher
![Page 30: Presents presented by How MHEDA And Its Members Are Successfully Marketing Online Via Search and Social Liz Richards, Executive Vice President MHEDA Eddie.](https://reader038.fdocuments.us/reader038/viewer/2022103122/56649cae5503460f949716ed/html5/thumbnails/30.jpg)
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Powerful Industry Sites
![Page 31: Presents presented by How MHEDA And Its Members Are Successfully Marketing Online Via Search and Social Liz Richards, Executive Vice President MHEDA Eddie.](https://reader038.fdocuments.us/reader038/viewer/2022103122/56649cae5503460f949716ed/html5/thumbnails/31.jpg)
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Membership Is Generating Content
Blogs
![Page 32: Presents presented by How MHEDA And Its Members Are Successfully Marketing Online Via Search and Social Liz Richards, Executive Vice President MHEDA Eddie.](https://reader038.fdocuments.us/reader038/viewer/2022103122/56649cae5503460f949716ed/html5/thumbnails/32.jpg)
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Membership Is Sharing Content
Active and Sharing
![Page 33: Presents presented by How MHEDA And Its Members Are Successfully Marketing Online Via Search and Social Liz Richards, Executive Vice President MHEDA Eddie.](https://reader038.fdocuments.us/reader038/viewer/2022103122/56649cae5503460f949716ed/html5/thumbnails/33.jpg)
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Offering A Great Experience
“3 Things Your Company Must Be Doing In The Digital Age
![Page 34: Presents presented by How MHEDA And Its Members Are Successfully Marketing Online Via Search and Social Liz Richards, Executive Vice President MHEDA Eddie.](https://reader038.fdocuments.us/reader038/viewer/2022103122/56649cae5503460f949716ed/html5/thumbnails/34.jpg)
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Actively Engaging
![Page 35: Presents presented by How MHEDA And Its Members Are Successfully Marketing Online Via Search and Social Liz Richards, Executive Vice President MHEDA Eddie.](https://reader038.fdocuments.us/reader038/viewer/2022103122/56649cae5503460f949716ed/html5/thumbnails/35.jpg)
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Welcome To The Future
![Page 36: Presents presented by How MHEDA And Its Members Are Successfully Marketing Online Via Search and Social Liz Richards, Executive Vice President MHEDA Eddie.](https://reader038.fdocuments.us/reader038/viewer/2022103122/56649cae5503460f949716ed/html5/thumbnails/36.jpg)
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The value of great content has never been lower, the importance has never been higher.
![Page 37: Presents presented by How MHEDA And Its Members Are Successfully Marketing Online Via Search and Social Liz Richards, Executive Vice President MHEDA Eddie.](https://reader038.fdocuments.us/reader038/viewer/2022103122/56649cae5503460f949716ed/html5/thumbnails/37.jpg)
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Become the
Expert
Create Accounts (Name Claim) Grow
Networks
Create Content
Distribute Content
Lead Discussion
Participate In Discussion
Establish Credibility With Social Media
![Page 38: Presents presented by How MHEDA And Its Members Are Successfully Marketing Online Via Search and Social Liz Richards, Executive Vice President MHEDA Eddie.](https://reader038.fdocuments.us/reader038/viewer/2022103122/56649cae5503460f949716ed/html5/thumbnails/38.jpg)
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Creating/Disseminating Expert Content
Everyday we…• Solve problems• Think• Develop solutions• Learn• Teach
We communicate information by• Email• Presentations• Proposals• Sales literature• Case studies• Articles• Press Releases
There is an opportunity to repurpose content• Blog• Video• Guest article• Email news Letter
And to distribute content via• SlideShare• Twitter• Facebook• LinkedIn• Google+• YouTube
![Page 39: Presents presented by How MHEDA And Its Members Are Successfully Marketing Online Via Search and Social Liz Richards, Executive Vice President MHEDA Eddie.](https://reader038.fdocuments.us/reader038/viewer/2022103122/56649cae5503460f949716ed/html5/thumbnails/39.jpg)
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Reduce Social Media Costs
Make it a team effortSet aside your “go-to” resourcesCreate editorial calendar ahead of time
![Page 40: Presents presented by How MHEDA And Its Members Are Successfully Marketing Online Via Search and Social Liz Richards, Executive Vice President MHEDA Eddie.](https://reader038.fdocuments.us/reader038/viewer/2022103122/56649cae5503460f949716ed/html5/thumbnails/40.jpg)
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Reduce Social Media Costs
Automation and scheduling tools can help streamline the process
![Page 41: Presents presented by How MHEDA And Its Members Are Successfully Marketing Online Via Search and Social Liz Richards, Executive Vice President MHEDA Eddie.](https://reader038.fdocuments.us/reader038/viewer/2022103122/56649cae5503460f949716ed/html5/thumbnails/41.jpg)
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MHEDA 360 Metrics
![Page 42: Presents presented by How MHEDA And Its Members Are Successfully Marketing Online Via Search and Social Liz Richards, Executive Vice President MHEDA Eddie.](https://reader038.fdocuments.us/reader038/viewer/2022103122/56649cae5503460f949716ed/html5/thumbnails/42.jpg)
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Inbound Marketing
Inbound marketing is advertising through blogs, podcasts, video, eBooks, enewsletters, whitepapers, SEO, social media marketing,… which bring customers in closer to the brand.
Inbound marketing earns the attention of customers, makes the company easy to be found and draws customers to the website by producing interesting content.
![Page 43: Presents presented by How MHEDA And Its Members Are Successfully Marketing Online Via Search and Social Liz Richards, Executive Vice President MHEDA Eddie.](https://reader038.fdocuments.us/reader038/viewer/2022103122/56649cae5503460f949716ed/html5/thumbnails/43.jpg)
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What is Drip Marketing / Lead Nurturing• Send pre-written
messages• Content offers via email
marketing • User behavior
triggers/dictates the sequence
• Handoff better qualified leads
• Lower cost to process leads
• http://www.softwareadvice.com/crm/marketing-automation-comparison/ • http://www.getapp.com/marketing-automation-software • http://www.g2crowd.com/categories/marketing-automation/compare
![Page 44: Presents presented by How MHEDA And Its Members Are Successfully Marketing Online Via Search and Social Liz Richards, Executive Vice President MHEDA Eddie.](https://reader038.fdocuments.us/reader038/viewer/2022103122/56649cae5503460f949716ed/html5/thumbnails/44.jpg)
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Buyer Personas
![Page 45: Presents presented by How MHEDA And Its Members Are Successfully Marketing Online Via Search and Social Liz Richards, Executive Vice President MHEDA Eddie.](https://reader038.fdocuments.us/reader038/viewer/2022103122/56649cae5503460f949716ed/html5/thumbnails/45.jpg)
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GOAL: Keep visitors on your site, reading content and viewing pages
Sales Personas1) Engineer 2) R&D3) Buyer4) Sales & Affiliates 5) Manager6) Co-Supplier
HR Personas7) Employee 8) Applicant 9) Partner
Corporate Personas10) Community11) Media
Align Website To Satisfy Persona Needs
1,3,4,5,6
![Page 46: Presents presented by How MHEDA And Its Members Are Successfully Marketing Online Via Search and Social Liz Richards, Executive Vice President MHEDA Eddie.](https://reader038.fdocuments.us/reader038/viewer/2022103122/56649cae5503460f949716ed/html5/thumbnails/46.jpg)
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Personas And The Buying Process
![Page 47: Presents presented by How MHEDA And Its Members Are Successfully Marketing Online Via Search and Social Liz Richards, Executive Vice President MHEDA Eddie.](https://reader038.fdocuments.us/reader038/viewer/2022103122/56649cae5503460f949716ed/html5/thumbnails/47.jpg)
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Lining Up the Buying and Selling Process
![Page 48: Presents presented by How MHEDA And Its Members Are Successfully Marketing Online Via Search and Social Liz Richards, Executive Vice President MHEDA Eddie.](https://reader038.fdocuments.us/reader038/viewer/2022103122/56649cae5503460f949716ed/html5/thumbnails/48.jpg)
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Where To Start
![Page 49: Presents presented by How MHEDA And Its Members Are Successfully Marketing Online Via Search and Social Liz Richards, Executive Vice President MHEDA Eddie.](https://reader038.fdocuments.us/reader038/viewer/2022103122/56649cae5503460f949716ed/html5/thumbnails/49.jpg)
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Outline Of An internet Marketing Plan
![Page 50: Presents presented by How MHEDA And Its Members Are Successfully Marketing Online Via Search and Social Liz Richards, Executive Vice President MHEDA Eddie.](https://reader038.fdocuments.us/reader038/viewer/2022103122/56649cae5503460f949716ed/html5/thumbnails/50.jpg)
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Questions? Thank you!
Brian BluffPresident & Co-FounderSite-Seeker, Inc. [email protected]@BrianBluffw: 315.732.9281 x 11
Eddie BluffVice President Key Accounts & Co-FounderSite-Seeker, Inc. [email protected]@EddieBluffw: 315-732-9281 x 14
Liz RichardsExec Vice President [email protected] @MHEDAOfficew: 847-680-3500