Data.com Connect Presents: Chris Raulf - Dig Into the Power of Social Media Marketing for Lead...

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Dig into the Power of Social Media Marketing for Lead Generation, Branding and Search Engine Optimization

February 18, 2016

Chris RaulfInternational SEO & Digital Marketing ExpertFounder & PresidentBoulder SEO Marketing@swisschriswww.linkedin.com/in/chrisraulf

www.boulderseomarketing.com | 720.263.1736 | chris@boulderseomarketing.com

About Chris and Boulder SEO Marketing

Chris• Born and raised in Switzerland• Two amazing kids; love soccer, skiing, mountain

biking, hiking, yoga, rock climbing... and crafty Colorado beer

• 2 decades in digital marketing, SEO, social media, content marketing, online lead generation, etc.

Boulder SEO Marketing Services• Affordable SEO Packages • SEO Training and Consulting• International / Multilingual SEO• Content Marketing• Social Media Marketing• LinkedIn Training & More

www.boulderseomarketing.com | 720.263.1736 | chris@boulderseomarketing.com | @swisschris

Today’s Agenda

• An Introduction to Digital Marketing

• Outbound vs. Inbound Marketing

• Social Media Marketing Overview

• Why Social Media Marketing Needs to be Part of Search Engine

Optimization

• Crucial Components of a Winning Social Media Marketing Strategy

• Ways to Measure the Success of Your Efforts

• The Power of LinkedIn and SlideShare for SEO

• Questions & Answers

A Goal Without A Plan Is Just A Wish.

Antoine de Saint-Exupery (French writer; 1900 - 1944)

Why Are We Talking Today?

The Case for Inbound Marketing

Source: https://jumplead.com/blog/2013/11/why-inbound-marketing-statistics-on-inbound-vs-outbound-marketing

• 32% of brands are decreasing spending on outbound marketing to spend more on content marketing

But why?

• 200 million Americans have registered their phone numbers on the FTC’s “Do Not Call” list.

• Inbound marketing costs 62% less per lead than traditional outbound marketing.

• 54% more leads are generated by inbound than by outbound.

• Per dollar, content marketing produces 3 times more leads.

• For mid-sized businesses, content marketing costs 31% less than paid search.

Outbound vs. Inbound Marketing

Marketing

Inbound Marketing- SEO- Content Marketing- Social Media Marketing- Etc.

Outbound Marketing- Email Marketing- Cold Calling- Print Ads- TV Ads- ETC.

Love It or Hate It… It’s A Digital World Out There!

So What Exactly is Digital Marketing?

• Promotion of products or brands via one or more forms of electronic media

• Difference to traditional marketing:– Channels– Easy to create campaigns– Real-time data to analyze campaigns

http://www.sas.com/en_us/insights/marketing/digital-marketing.html

What is Social Media Marketing?Social media marketing (SMM) is a form of Internet marketing that utilizes social networking websites as a marketing tool. The goal of SMM is to produce content that users will share with their social network to help a company increase brand exposure and broaden customer reach.

One of the key components of SMM is social media optimization (SMO). Like search engine optimization (SEO), SMO is a strategy for drawing new and unique visitors to a website. SMO can be done two ways: adding social media links to content, such as RSS feeds and sharing buttons -- or promoting activity through social media by updating statuses or tweets, or blog posts.

SMM helps a company get direct feedback from customers (and potential customers) while making the company seem more personable. The interactive parts of social media give customers the opportunity to ask questions or voice complaints and feel they are being heard. This aspect of SMM is called social customer relationship management (social CRM).

http://whatis.techtarget.com/definition/social-media-marketing-SMM

SupplyDatabase (aka search engines)

Demand[Keywords and phrases]

Search Engine Optimization

The 5 Pillars of SEO

1. Technical Health of Website2. Website Functionality3. On-Page Search Engine

Optimization4. Off-Page Search Engine

Optimization5. Social Media Marketing

Content Marketing

What is SEO? http://www.boulderseomarketing.com/what-is-search-engine-optimization-seo/

Key Components of Inbound Marketing

Inbound Marketing

Content Marketin

Social Media

Marketing

Search Engine

Optimization

Crucial Components of a Social Media Marketing Strategy

Social Media

Marketing

Target Audience (aka Buyer Persona)

Tools and Technologie

Content

Plan / Content Calenda

Social Media

Platforms

Measure and Adjust

Social Media

Marketing

Content

Social Media

Platforms

Measure and Adjust

[Start at the End] Digital Marketing Is a Buyer-Centric Process

[Buyer Personas] ChecklistDevelop a buyer persona profile for each of the following: buyer, decision maker and influencer. Demographic information: (i.e. gender, ethnicity, disposable income, education,

hobbies, urbanicity, etc.) Job title / level of seniority Mannerisms and buzzwords to describe them What are their pain points and what does your product / service help them

solve? What do they value most about your product or service What are their primary and secondary business goals? Where do they go for information before making a purchase (i.e. social media,

online forums, etc.)? What experience are they looking for when deciding to purchase your product

or service? What are common objections to your product or service?

Social Media

Marketing

Content

Social Media

Platforms

Measure and Adjust

Source: http://us.accion.org/business-resources/articles-videos/choosing-right-social-media-platform-your-business

Source: http://www.marketingcharts.com/online/demographics-of-social-networking-platform-users-58488/

Social Media

Marketing

Content

Social Media

Platforms

Measure and Adjust

Create a Content Development Plan Sadly, a lot of companies don’t do it!

[Content Calendar] Plan Ahead

[Content Calendar] Google Docs Works Great to Collaborate

Social Media

Marketing

Content

Social Media

Platforms

Measure and Adjust

[Content Marketing]

• Content marketing (also known as "content recommendation") is any marketing format that involves the creation and sharing of media and publishing content in order to acquire customers. This information can be presented in a variety of formats, including news, video, white papers, e-books, infographics, case studies, how-to guides, question and answer articles, photos, etc.

• Content marketing is focused not on selling, but on simply communicating with customers and prospects. The idea is to inspire business and loyalty from buyers by delivering "consistent, ongoing valuable information.“

Source: http://en.wikipedia.org/wiki/Content_marketing

[Keyword Research] Why?

Why Keyword Research?

Research Your Target SEO Keywords

https://adwords.google.com/ko/KeywordPlanner/Home

[Start at the End] Buyer-Centric Content Development

• Know who you are building content for: Define Buyer Personas

• What questions will they have throughout the buying process

• Create a map of the process your prospects will go through and put yourself in their shoes

• Interview some clients• Hang out where they hang out• Try to talk their language and

know their keywords

AIDA Attention Interest Desire Action

ContentContent development challenges:• High quality content / resources• Time• Cost

Tips:• Repurpose existing content• Find other in-house content development resources• Outsource content development

Content Creation

Content Creation: Outsourcing

What’s the catch?

Content Creation

Content is King Optimized Content is King

Content Optimization Tips Optimized meta tags:

• Title [50 - 60 characters]• Description [150 - 160 characters]• Keywords [2-4 target SEO keywords]• Alt / Images

Blog posts: At least 350 - 500 words In-depth articles: 1,000+ words Press release: 350-450 words Include links to other related pages on your site and other high quality websites If possible, add an image and include an alt tag with a target keyword Place keyword(s) in applicable H1, H2 & H3 heading Try to include an important target keyword in the first paragraph as well as the last and

hyperlink it to an applicable page Don’t forget to include a call to action!

• Share on social media• Click / call to request a quote• Download a white paper / view webinar, etc.

Apply Mark-up if possible Set up Goal tracking in Google Analytics Promote: Social Media, eNewsletter, etc.

Social Media

Marketing

Content

Social Media

Platforms

Measure and Adjust

Tools and Technologies to Support Our Social Media Marketing Efforts

Tools and Technologies

Social Media

Marketing

Content

Social Media

Platforms

Measure and Adjust

Measure and Manage

Tools to Measure Your Data

Google Analytics

How and What to Measure?

What to measure: • Increase in number of connections and followers• Shares of content or status updates• Likes of content or status updates• Referral traffic from social networks• Number of connections or followers who turned into prospects and

customers• Etc.

LinkedIn, SlideShare and SEO

Proof is in the Pudding!

Quality Referral Traffic

Optimizing LinkedIn Company Pages for SEO

✔ Add an image if possible

✔ 3-4 target SEO keywords 90-100 characters✔

✔ 2-4 target SEO keywords 150-160 characters✔

✔ 5-7 target SEO keywords Include variations if ✔

possible

✔ 10-12 target SEO keywords 256 characters✔

✔Make sure to fill in the appropriate information

Thank You!

Questions?February 18, 2016

Connect with me and Boulder SEO Marketing:

LinkedIn: www.linkedin.com/in/chrisraulf and www.linkedin.com/company/boulder-seo-marketing Twitter: https://twitter.com/swisschris and https://twitter.com/MarketingSEOWizGoogle+: https://plus.google.com/+ChrisRaulf and https://plus.google.com/+BoulderseomarketingFacebook: www.facebook.com/BoulderSEOMarketing

www.boulderseomarketing.com | 720.263.1736 | chris@boulderseomarketing.com

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