Social Media and Search Engine Marketing For Business FEDA 20140401

presents

presented by

Social Media And Search Engine Marketing For Business

Brian Bluff, President & Co-Founder Eddie Bluff, Vice President Key Accounts & Co-Founder

What We’ll Cover…

•  How the Internet has changed the way we do business •  How your website operates like a funnel •  The Internet Marketing Landscape today •  Finding your audience •  Search and social today •  Internet Marketing in more detail

•  Search Engine Optimization •  Blogging •  What’s new with Google

•  Social Media as a force multiplier •  Buyer personas and the buying process •  A winning content strategy •  Getting started

How Products Used To Be Purchased

I need a …

Where do I get it?

Shop

Evaluate

Negotiate

Buy

Months

… Today (In The Internet Era)

I need a …

Where do I get it?

Shop

Evaluate

Negotiate

Buy

Online

Prospect contact

You

r We

bsit

e

Social Media

0.75%  

75  

10,000  

More  Money  

0.75%  

94  

12,500  25%  

25%  

1.0%  

125  

12,500  

0.25%  

67%  

Vertical Websites

Your Website As A Sales Funnel

The Internet Marketing Landscape

Search Engine Market Share

"Go Where The People Are

Determining Online Potential

•  Don’t let website designers pick keywords •  Align Content with words customers use •  Examine competitor’s keywords •  Position content in the path of prospects •  Provide clues about prospects’ concerns/questions •  Facilitates development of content important to

potential customers

Keywords – What Your Site Is About

Google Keyword Planner

Twitter Search

Google Alerts

Convergence Of Search And Social

Image: http://nabeeloo.com/2013/01/social-search/

Convergence Of Search And Social

http://searchengineland.com/download/seotable/SearchEngineLand-Periodic-Table-of-SEO-2013.pdf

Social Media Objections

Social Media Objections

Social Media Objections

Social Media Objections

Social Media Objections

Social Media Platforms

Search Engine Optimization

Relevance •  Title tag •  Keywords and

description •  H tags •  Content •  Alt tags

Credibility •  Authority •  Incoming links are

votes of confidence •  Links from related

pages or sites •  Related anchor text

Why Links Are Important

Google Caffeine

http://www.seomoz.org/blog/fat-pandas-and-thin-content

Google Panda

Ex 1: Duplicate Content On Ecommerce Site

Ex 2: Duplicate Content On Ecommerce Site

Ex 2: Duplicate Content On Ecommerce Site

Google Penguin

Bad Link Penalty

Bad Link Penalty

Google Penguin?

Google Hummingbird

What’s all the “Flapping” about

•  Google now interprets our intentions by the search phrases we use

Why Content Is Essential With Hummingbird

•  Develop a good content strategy o  Fresh content

§  On-site §  Off-site/blogs/articles §  Evergreen updates

o  Relevant content §  Answer your

customers questions o  Unique content

§  Authorship

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

Buyer Personas & The B2B Buying Process

Repurpose Content

"Creating/Disseminating Expert Content Efficiently

Everyday you… •  Solve problems •  Think •  Develop solutions •  Learn •  Teach

How we communicate info •  Email •  Presentations •  Proposals •  Notes/records •  Sales literature •  Case studies •  Articles •  Press Releases

Opportunity – Repurpose content •  Blog •  Video •  Guest article •  Email news Letter

Distribute content via… •  SlideShare •  Twitter •  FaceBook •  LinkedIn •  Google+ •  YouTube

"Blogs = expert & support SEO

Social Properties

Distribute

Prospects Interaction

Branding

Search Engines

Website (blog)

Content Rank

Nee

d

"Where To Start

Outline Of An internet Marketing Plan

Thank You! Questions? Thank you!

Brian Bluff President & Co-Founder Site-Seeker, Inc. brianbluff@site-seeker.com @BrianBluff w: 315.732.9281 x 11

Eddie Bluff Vice President Key Accounts & Co-Founder Site-Seeker, Inc. eddiebluff@site-seeker.com @EddieBluff w: 315-732-9281 x 14