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Improving Campaign Results Improving Campaign Results with Search Marketing and S i l M diSocial Media
© 2011 Marketo, Inc.
Improving Campaign Results with Search Marketing and Social Media
Lee Odden / @leeoddenFounder of TopRank Marketing
Rand Fishkin / @randfishFounder of SEOMoz
#Marketo
Social SEO & Content StrategyAn approach to optimizing and socializing content for B2B Marketers
@LeeOdden, CEO TopRank Online Marketing
#Marketo
Why Social SEO?
2014$54 Million
Forrester Research
93%93%B2B are Social
Page 4#Marketo#Marketo
B2B are SocialBtoB Magazine Study / April 2011
Fortune 15 Healthcare Tech Co.
Needed more flexiblepublishing channel to capture search trafficand engage prospects.
All content is coordinatedand both SEO / social media friendly.y
Blog + Facebook attracts both searchTop search positions for critical attracts both searchand social visitors.
• Top search positions for critical search terms
• 1000’s more visitors
Page 5#Marketo#Marketo
Press Release Distribution Service 100k’s of Hosted Docs
High profile &exposure & links
Contributed articles on blogs in alignment with target audience.
Sent 1000’s of visitors, boosted ,socnets, added links & organic traffic is up.
Page 6#Marketo#Marketo
The Best B2B Marketing Software Company We Know p y
Blogs Twitter
FacebookSlideshare FacebookSlideshare
Li k dIFli k
• Blog & Corp Site SEO
LinkedInFlickr
• Blog & Corp Site SEO• Social Promotion• Dominates B2B Category
S O & C S
Page 7#Marketo#Marketo
• SEO & Blog Top Conversion Sources
4 Keys to Social Media SEO
Listening Content Socialize Measure
Page 8#Marketo#Marketo
Listening
Social Channels
K dKeywords
Influentials
SERPs
Page 9#Marketo#Marketo
Audit Content & Assets
Wh t t t dInventory
What content do you have to work with?
& Audit
Web Pages, PDFs, MS Office Docs,Images, Video, Audio
Editorial
Perform a SEO Audit (keywords) on website blog and social content
Operationalize
website, blog and social content. Create & Curate
Page 10#Marketo#Marketo
Editorial
Inventory
Develop customer personas that
& Audit
characterize social content preferences: discovery, consumption & sharing.
Editorial
Plan new editorial to meet customer information needs throughout lifecycle
Operationalize
Create & Curate
Page 11#Marketo#Marketo
Lifecycle of Content Marketing
Page 12#Marketo#Marketo
Social SEO Content Plan
Page 13#Marketo#Marketo
Hub & Spoke Publishing
BlogIndustryPublications
Other Blogs
Page 14#Marketo#Marketo
Social SEO Process
Make keyword glossary review a partInventory Make keyword glossary review a part of all digital content creation
processes. Web page, press release,
& Audit
specs, anything published online.Editorial
Train copywriters on SEO best practices and review periodically.
Operationalize
Provide creators with feedback.Create & Curate
Page 15#Marketo#Marketo
Create vs. Curate
Inventory
Not all companies can afford orhave the resources for all content to
& Audit
be original.
Investigate options for content
Editorial
Investigate options for content curation software. Harvest
excerpts of others’ content, add i i h d i i
Operationalize
insight and optimize.Create & Curate
Page 16#Marketo#Marketo
Content Curation
Industry Blogs Topic site
Industry News Topical EmailNewsletter
Identify Organize Share
IndustrySocial Media Topic Social
Media
Diagram via GetCurata.com
Page 17#Marketo#Marketo
Grow Networks
Grow Networks
Train staff on use of the social networks and media sharing sites
l t t k t
Grow Networks
relevant to your market.
Promote social activity with
Be Useful
ycustomers and in your marketing to
grow the networks.Promotable
Allocate time consistently to social.Recognition
Page 18#Marketo#Marketo
Be Useful
Grow Networks
Focus on being useful and sharing content that your network will gain
l f
Grow Networks
value from.
Maintain a positive ratio of other
Be Useful
pcontent vs. your own content promoted on social channels. Promotable
Gratuitous self promotion loses fans.Recognition
Page 19#Marketo#Marketo
Promotable Content
Grow Networks
With each new web page or document, evaluate its
Grow Networks
,“promotability” i.e. its likelihood of
being shared and linked to by others.Be Useful
“Promotable” content should be suggested, shared and promoted to
Promotable
gg , psocial channels.
Recognition
Page 20#Marketo#Marketo
Coordinated Social Promotion
Content Plan
K d
Blog PostMediaMedia
RSSNicheKeywords
YouTubeMediaMedia Niche
BlogNewsBlog
FacebookNicheBlogCurator
StumbleUpon
Digg
Scraper
NicheBlog
Links & Traffic
Page 21#Marketo#Marketo
7,321 Links
Page 22#Marketo#Marketo
TitlTitle
1 438 771 Li k1,438,771 Links
Page 23#Marketo#Marketo
Recognition
Grow Networks
Monitor social network members, employees, customers and industry
Grow Networks
p y , ypeers that help you promote
social content. Be Useful
Recognize them, reward them. Kudos and unsolicited reciprocity go a long
Promotable
p y g gway towards motivating behavior.
Recognition
Page 24#Marketo#Marketo
Measure KPIs
B d l d idKPIs Based on goals, decide on measures:
K P f I di t
KPIs
Key Performance Indicators: • Mentions & Links• Referred Search and Social Traffic
Business Outcomes
• Comments, Shares, Ratings• Tweets• Subscriptions (email RSS)Subscriptions (email, RSS)• Social Connections (fans, friends)
Page 25#Marketo#Marketo
Measure Outcomes
B d l d idKPIs Based on goals, decide on measures:
B i t
KPIs
Business outcomes:• Inquiries, Sales• Brand Visibility
Business Outcomes
y• Media Inquiries• Job Applicants• Word of Mouth ReferralsWord of Mouth Referrals
Page 26#Marketo#Marketo
Takeaways
Develop more formal Social SEO training
C t t d d f h t S i l SEOCreate standards for what Social SEO skills are required for work roles
C ti i t d lContinuing to develop processes (internal and external)
E d ti tExpand reporting upstream (Dashboard) and across the team
I t i ti li tiInvest in creating applications or software
Page 27#Marketo#Marketo
Social Data and the Future of LinksGoogle & Bing’s love affair with social-shared and voted links is just beginning…
Rand Fishkin, CEO and Co-founder, SEOmoz
© 2011 Marketo, Inc.
h hWhy Do the S h E i N d Search Engines Need
S i l Si l ?Social Signals?
Page 29#Marketo#Marketo
Manipulation of the Web’s “Natural”Link Graph is OverwhelmingLink Graph is Overwhelming
Low Quality Directory Links Exact Keyword Match Domains w/ Anchor Text
l kPaid Links Masquerading as
Organic Citations
Article MarketingRe-Publishers
Page 30#Marketo#Marketo
Blog/Forum/Guestbook/Submission Spam
And 100s More…
Those Who Share Content Do it on Twitter & Facebook Instead of Blogs/Websitesg
Despite the fact that I’m a prolific blogger, most of my link sharing happens
on Twitteron Twitter
(recommended tool)(recommended tool)Trunk.ly keeps track of all
my sharing activity
Page 31#Marketo#Marketo
“Results from My Social Circle” Rocks
T t th t f i d Turns out that my friends share really good stuff!
Page 32#Marketo#Marketo
Google Clearly Believes in Sharing Metrics; Hence “+1”g ;
hl ’ bl hTom Critchlow’s blog post here -http://www.seomoz.org/blog/google-1-and-the-rise-of-social-seo - does
a great job explaining this
Page 33#Marketo#Marketo
a great job explaining this
What Signals ingSocial Sharing Matter?
Page 34#Marketo#Marketo
Signals In Tweets
Tweeter(the authority/importance of the
tweeting person matters)g p )
Surrounding Text(in tweets, this sometime seems
d lik h t t)
URL(the link target)
used like anchor text)
(the link target)
Retweets(possible signal that a link/tweet
is more important)
Page 35#Marketo#Marketo
Signals In Facebook Shares
Caption / Title of Share(in Facebook, this may play a semantic role)
URL(what’s being shared/liked)
Who & How Many Like It?(authority?)
Share Quantity(who’s “shared” this link publicly?)
Page 36#Marketo#Marketo
Timing
http://www slideshare net/HubSpot/the-science-of-timing
Page 37#Marketo#Marketo
http://www.slideshare.net/HubSpot/the science of timing
5 Tactics to Earn Gobs of 5 Tactics to Earn Gobs of Tweets, Shares & Votes,
Page 38#Marketo#Marketo
#1: Use FollowerWonk to ID Relevant, High Value Contacts on Twitterg
Page 39#Marketo#Marketo
#2: Earn Likes/Fans on Your Facebook Pages So Your Content Shows Up in More Feedsp
Page 40#Marketo#Marketo
#3: Read/Follow Good Aggregators, Rewrite Their Headlines + Tweet/Share that Content
Page 41#Marketo#Marketo
#4: Meet Influencers in PersonConferences & Meetups can Dramatically p yImprove Your Re-Tweet / Re-Shareability
Page 42#Marketo#Marketo
#5: Measure and Optimize How You Share to Reach the Largest Audienceg
http://www.seomoz.org/blog/calculating-and-improving-your-twitter-clickthroughrate
Page 43#Marketo#Marketo
Improving Campaign Results i h S h M k i d with Search Marketing and
Social Media
&TWITTER AFTER-PARTY!
Send us a question on Twitter and we’ll have a look, giving youfeedback in 140 or less characters Include #Marketo in your tweet
#Marketo @randfish / @leeodden
feedback in 140 or less characters. Include #Marketo in your tweet.
Thank YouThank YouContact Us+1.877.260.6586www.marketo.com
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