Ama Presentation Dec 8, 2009

How to Get on the First Page of Google Search Without Spending a Dime

ZUZ MARKETING 2

Zuz Marketing Intro

• Linda Whitehead, Principal

• Specialize in devising and deploying online and content marketing strategies for small to medium-sized businesses

• Website www.zuzmarketing.ca

• Blog http://lindawhitehead.ca

AMA SMB Conference Dec. 8, 2009

ZUZ MARKETING 3

How I Came to Be Here

• I have a blog on Content Marketing and Online Marketing http://lindawhitehead.ca

• I promote my blog posts to all relevant groups I belong to on LinkedIn

• Martin Traub Werner of Raybec connected with me on LinkedIn because of a post I wrote on email marketing

• We met for coffee and guess I impressed Martin, because he invited me to be a speaker today!

• THE POWER OF SOCIAL NETWORKING


ZUZ MARKETING 4

The Value of Increasing Your Presence on Google

• According to a recent whitepaper published by Enquiro (www.enquiro.com):

• Over 70% of B2B buyers use a search engine at the start of their purchasing process

• About 75% of B2B prospects click on the organic results

• Less than 19% of B2B buyers click on search ads

• 77% of B2B prospects prefer Google over any other search engine


ZUZ MARKETING 5


• Search for Linda Whitehead on Google:

• 7 of 10 entries on the first page of Search• 10 entries in the first 3 pages of Image Search

• Blog (2 entries)• Marketing Profs forum participation• Linked In (2 entries)• Twitter• ADBASE (listed as a consultant partner and article contributor)

• NO $ COST!


ZUZ MARKETING 6


• Search for Zuz Marketing on Google:

• 9 of 10 entries on the first page of Search

• Website (2 entries)• Blog (2 entries)• Marketing Profs forum participation• Linked In • ADBASE (2 entries)• AMA seminar posting

• NO $ COST!


ZUZ MARKETING 7

What is Content Marketing?

• Wikipedia defines Content Marketing as:

• “an umbrella term encompassing all marketing formats that involve the creation or sharing of content for the purpose of engaging current and potential consumer bases. In contrast to traditional marketing methods that aim to increase sales or awareness through interruption techniques, content marketing subscribes to the notion that delivering high-quality, relevant and valuable information to prospects and customers drives profitable consumer action. Content marketing has benefits in terms of retaining reader attention and improving brand loyalty better than traditional marketing techniques.”


ZUZ MARKETING 8

What is Content Marketing?

Or as Joe Pulizzi and Newt Barrett put it in their book “Get Content, Get Customers”:

• “Content marketing is the art of understanding exactly what your customers need to know and delivering it to them in a relevant and compelling way…Content marketing enables companies to build a level of trust among their customers that makes it easy for those customers to buy.”

• CONTENT MARKETING = INBOUND MARKETING


ZUZ MARKETING 9

Content Marketing Examples

• The key to successful Content Marketing:

Must not be self-serving but on topics of interest to your target audience

Content Marketing Formats• E-newsletter • Webinar• Podcast• Video• Blog posts• Your Tweets on Twitter• Whitepaper• E-book• Printed newsletter, books


ZUZ MARKETING 10

Social Media Marketing


ZUZ MARKETING 11

Social Media Marketing-Definition

• Increasing visibility and awareness of your content by using online social media tools

Social media marketing can help you increase the activity around these top online marketing goals:

• Drive website traffic and increase number of page views• Increase conversion rate• Build relationships and connections with customers and potential

customers• Increase brand awareness (more difficult to measure, takes longer to

build)• Create and maintain a positive brand image and reputation


ZUZ MARKETING 12

Top 10 Social Media Sites Globally


Reference:http://www.ebizmba.com/articles/social-networking-websites (article lists top 20)

1.Facebook (#1 in Canada)

2.MySpace

3.Twitter

4.LinkedIn

5.Classmates.com

6.Ning.com

7.Bebo.com

8.Hi5.com

9.Tagged.com

10.Myyearbook.com

ZUZ MARKETING 13

Social Media Usage in Canada


“Canadians are the social networking ninjas of the world.That’s the profile that comes out of a Forrester Research report released today that shows four out of five online Canadians use social media and almost 57 per cent participate in social networks at least once a month, making them the most active social networkers of any market regularly surveyed by Forrester…And if you add in all social media – from those who simply peruse blogs or watch YouTube videos all the way up to content creators – the number of Canadians using social media climbs to almost 80 per cent.” Source-Vancouver Sun Dec 3, 2009

ZUZ MARKETING 14

How to Start


•Do your research and find out where your target audience hangs out online

•Start slow and focus on 1-3 social media platforms to begin with

•Engage expert resources to help you develop a social media marketing plan

•Very time-consuming to maintain. Ensure that resources can be committed on an ongoing basis

ZUZ MARKETING 15

Online Marketing Toolkit-The Big Picture


•Search Engine Optimization (SEO)•PPC (Pay per click advertising)•Banner Advertising•Email marketing•PR•Online partnerships with non-competing, complementary businesses or relevant industry associations•Link exchange•Social Media Marketing strategy

ZUZ MARKETING 16

“Great SWAG” Marketing Objective

• Educate the marketplace that Great SWAG is an “idea factory” that conceives and delivers creative solutions to clients’ promotional needs


ZUZ MARKETING 17

“Great SWAG” Marketing Strategy

• Utilize content marketing and distribute content through social networks to generate inbound leads for Great SWAG


ZUZ MARKETING 18

Potential “Great SWAG” Online Marketing Tactics • Step One-Research

• Identify potential target markets through research. Focus on 1-3 growth sectors at most

• Find out what social networks potential target audience is active in through online survey (try www.surveymonkey.com -it is free or $20 per month for enhanced features). Drive traffic to survey with bonus offer for survey completion (i.e. free whitepaper on promotional marketing case studies)

• Find out what topics target audience(s) is interested in learning more about


ZUZ MARKETING 19

Potential “Great SWAG” Online Marketing Tactics

• Step Two-Content Strategy and Distribution

• Ensure that Great SWAG website is optimized for Search (SEO)• Start a blog on promotional marketing and the “idea factory”

concept. If John can’t write, he can hire a ghost blogger• Start online newsletter(s) geared to target audience interests.

Have sign-up on website and blog• John to join LinkedIn and relevant groups. Submit blog posts as

news items• John to join Twitter and distribute content through Twitter posts.

Can schedule tweets through www.budurl.com/tictoc• John to syndicate Twitter content through

www.twyndication.com• John to create inexpensive, humorous videos on promotional

innovations to post on YouTube; to drive traffic to his website and blog (see Blendtec http://www.youtube.com/user/Blendtec)

• John to use email marketing to promote his content to opt-in users-expand to other communication platforms i.e. podcasts, webinars-an interview series on successful promotions


ZUZ MARKETING 20

Potential “Great SWAG” Online Marketing Tactics Cont’d

• Step Three-Build Online Profile

• Build Google Profile• Create profile on Naymz.com, ZoomInfo.com,

Plaxo.com, Ziggs.com, Spoke.com• Join online groups and subgroups relevant to target

audience• John to network through LinkedIn and make new

potential business contacts-ask for referrals into companies of interest

• Post comments on related blogs on marketing and promotion• Sign up for marketing profs.com and create an expert

profile by responding to forum questions• Do business book reviews on Amazon.com


ZUZ MARKETING 21

Potential “Great SWAG” Online Marketing Tactics Cont’d• Step Four-Test Paid Advertising

• Test PPC campaigns on Google and Bing (for local businesses) with landing pages segmented to targeted audiences

• Test banner ad(s) on high traffic sites relevant to target audience


ZUZ MARKETING 22

Free Measuring Tools

• Google Alerts-set alerts to see if Google is finding your content

• Delicious.com-what are people looking at? What tags are they using?

• http://takemetoyourleader.com/2009/03/24/free-social-media-monitoring-tools/ for a comprehensive list of free tools


ZUZ MARKETING 23

Thank You!

• Any questions please contact me at [email protected]

• Website www.zuzmarketing.ca• Blog http://lindawhitehead.ca• Twitter http://twitter.com/LindaWhitehead• LinkedIn http://www.linkedin.com/in/lindawhitehead


Business

Ama Presentation Dec 8, 2009