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Explore how B2B companies can use Social Media to deliver powerful cost effective results and what you should expect in return. The Bluff Brothers presentation to MHEDA 2013 Convention attendees diagnoses Search Engine Optimization, the convergence of Search and Social Media and best practices for effective content development and visitor conversion.
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Social Media And Search Engine Marketing For Business
58th Annual Convention & Exhibitors' Showcase
About Today…
• Download This Presentation on SlideShare.net
• We’re here to help… • After this presentation • Consultations at your convenience
What We Will Cover
• How has the Internet changed the way we do business? • Your Website as a funnel • The Internet Marketing Landscape • Determining online potential • The convergence of Search and Social • Internet marketing in more detail
o Search Engine Optimization o Blogging
• Social Media as a force multiplier
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
Your
Web
site
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 Results Page (SERP)
Search Engine Market Share
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
Twitter Search
Google Alerts
The Ride Thus Far
Buyer Persona – What Users Expect
GOAL: Keep visitors on your site, reading content and viewing pages
Sales Personas 1) Engineer 2) R&D 3) Buyer 4) Sales & Affiliates 5) Manager 6) Co-Supplier
HR Personas
7) Employee 8) Applicant 9) Partner
Corporate Personas
10) Community 11) Media
Site Elements Must Satisfy Persona Needs
Strategy
Influenced by: • Quality of content • Number of followers • Tweet volume
Influenced by: • Number of connections • Profile updates • Discussions created • Popularity of discussions
(comments)
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?
Credibility • Social Signals (Author /
Human/Social Authority) • Twitter – authoritative people
lend their authority to pages they tweet
• Retweets are the new links
General Rule of Thumb
If a company can only survive (or thrive) locally…
…then a portion of the people searching for the company’s products or services will refine their search using geographic modifiers
Country, State/Province, City/Town/Village, Zip/Postal Code
Local Search
Strategy
Strategy
Yesterday Today Tomorrow
???
Blogging
Establish Credibility With Social Media
Become the Expert
Create Accounts (Name Claim)
Grow Networks
Create Content
Distribute Content
Participate In Discussion
Lead Discussion
Establish Credibility With Social Media
Become the Expert
Create Accounts (Name Claim)
Grow Networks
Create Content
Distribute Content
Participate In Discussion
Lead Discussion
SM Platforms
Social Media
Published Online Media
Market Sheet
White Paper
Press Release
Application Note
Intranet/ eLiterature
Conference Presentation
Website
Tech Paper
Published Print
Media
Blog Post
Maximize opportunities
Multi-purpose content
Engage: • Fans • Markets • Customers
LinkedIn Twitter
YouTube
Email Campaign
Blogs = expert & support SEO
Social Properties
Distribute
Prospects Interaction
Branding
Search Engines
Website (blog)
Content Rank
Nee
d
Google Analytics • What is it?
o Website Traffic Measurement & Analysis Tool • Where Do you get it?
o Free o Webmaster to install
inbound Marketing
inbound Marketing
Questions??
