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© 2011 Site-Seeker, Inc. www.site-seeker.com Social Media – Bootstrap Marketing Brian Bluff President & Co-Founder Site-Seeker, Inc. \\ @BrianBluff [email protected] 315.732.9281 x 11

Social media bootstrap marketing brian bluff

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Social Media Bootstrap Marketing - Search (SEO) and Social Media are converging. Participating in Scial Media without Search, and vice-versa,

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Page 1: Social media bootstrap marketing brian bluff

© 2011 Site-Seeker, Inc. www.site-seeker.com

Social Media – Bootstrap Marketing

Brian Bluff President & Co-Founder Site-Seeker, Inc. \\ @BrianBluff [email protected] 315.732.9281 x 11

Page 2: Social media bootstrap marketing brian bluff

© 2011 Site-Seeker, Inc. www.site-seeker.com

Page 3: Social media bootstrap marketing brian bluff

© 2011 Site-Seeker, Inc. www.site-seeker.com

Promo Place

Price

Prod

People

Source: Romanelli Communications

Page 4: Social media bootstrap marketing brian bluff

© 2011 Site-Seeker, Inc. www.site-seeker.com

•  The conversation is

happening… now!

•  Next-day answers are not

acceptable

•  Information and

responsiveness is expected

•  Customers will tell you what

they want

Why you should care

Page 5: Social media bootstrap marketing brian bluff

© 2011 Site-Seeker, Inc. www.site-seeker.com

•  Listen, then listen more…

•  Attract and reward rock

stars

•  Control… get over it!

•  Be truthful and real

•  Strategy first, tactics

second

Social Media Rules

Page 6: Social media bootstrap marketing brian bluff

© 2011 Site-Seeker, Inc. www.site-seeker.com

You

r We

bsit

e

Your website is a machine….

Vertical Websites

Social Media Drive

Convert

Measure and improve

Page 7: Social media bootstrap marketing brian bluff

© 2011 Site-Seeker, Inc. www.site-seeker.com

You

r We

bsit

e

Vertical Websites

0.75%

75

10,000

More Money

0.75%

94

12,500 25%

25%

1.0%

125

12,500

0.25%

67%

Social Media

Page 8: Social media bootstrap marketing brian bluff

© 2011 Site-Seeker, Inc. www.site-seeker.com

Page 9: Social media bootstrap marketing brian bluff

© 2011 Site-Seeker, Inc. www.site-seeker.com

Page 10: Social media bootstrap marketing brian bluff

© 2011 Site-Seeker, Inc. www.site-seeker.com

Google is the King

Page 11: Social media bootstrap marketing brian bluff

© 2011 Site-Seeker, Inc. www.site-seeker.com

Participating in Social Media and ignoring Search marketing and Website Analytics is

a bad idea

Page 12: Social media bootstrap marketing brian bluff

© 2011 Site-Seeker, Inc. www.site-seeker.com

Page 13: Social media bootstrap marketing brian bluff

© 2011 Site-Seeker, Inc. www.site-seeker.com

Blogs Support Your Search Engine Marketing Plan

Social Properties

Distrib

ute

Prospects Interaction

Branding

Search Engines

Website (blog)

Content Rank

Ne

ed

Original Thought/ Content

Repurpose

Page 14: Social media bootstrap marketing brian bluff

© 2011 Site-Seeker, Inc. www.site-seeker.com

SEO: What does it take to rank (organically)?

Relevance • Title tag • Keywords and

description • H tags • Content • Alt tags

Page 15: Social media bootstrap marketing brian bluff

© 2011 Site-Seeker, Inc. www.site-seeker.com

SEO: What does it take to rank (organically)?

Credibility • PageRank •  Incoming links are

votes of confidence

• Links from related pages or sites

• Related anchor text

Page 16: Social media bootstrap marketing brian bluff

© 2011 Site-Seeker, Inc. www.site-seeker.com

SEO: What does it take to rank (organically)?

Credibility • Social Signals (Author /

Human/Social Authority) • Twitter – authoritative people

lend their authority to pages they tweet

• ReTweets are the new links • Facebook ? • LinkedIn ?

Page 17: Social media bootstrap marketing brian bluff

© 2011 Site-Seeker, Inc. www.site-seeker.com

What has a combined Search (SEO) and Social Media strategy meant to Site-Seeker?

Page 18: Social media bootstrap marketing brian bluff

© 2011 Site-Seeker, Inc. www.site-seeker.com

•  Influenced by: •  Quality of content •  Number of followers •  Tweet volume

Twitter

Page 19: Social media bootstrap marketing brian bluff

© 2011 Site-Seeker, Inc. www.site-seeker.com

•  Influenced by: •  Number of connections •  Profile updates •  Discussions created •  Popularity of discussions (comments)

LinkedIn

Page 20: Social media bootstrap marketing brian bluff

© 2011 Site-Seeker, Inc. www.site-seeker.com

May-June Search Terms

“Name" “Non-Name”

Old Site 394 861

New Site 396 1674 Additional

Traffic (Visitors)

2 813

% Increase 0.5% 94.4%

# of Visitors that searched by NAME – stayed the same

Client Found for “Name” Searches

Page 21: Social media bootstrap marketing brian bluff

© 2011 Site-Seeker, Inc. www.site-seeker.com

Visitors that searched by name are now finding more value and staying on site longer.

May-June

Sticky Rate Visitors Staying On Site

“Name" “Non-Name” “Name" “Non-

Name”

Old 43.40% 20.30% 170 175

New 54.3% 28.7% 215 481

Additional Visitors Staying On Site 45 306

% Over Pervious Year 26.5% 174.9%

Stickiness

Page 22: Social media bootstrap marketing brian bluff

© 2011 Site-Seeker, Inc. www.site-seeker.com

Short Form Submission

October 2009

120 Long Forms Submitted 142 Short Forms Submitted

262 Total

114.75%

Page 23: Social media bootstrap marketing brian bluff

© 2011 Site-Seeker, Inc. www.site-seeker.com

Summary

1)  Social Media increases Search Engine brand visibility 2)  Search Marketing is easier when leveraging the

content distribution and link power of Social Media 3)  You generate more traffic and become the expert by

promoting quality content through SEO and Social Media

Brian Bluff President & Co-Founder Site-Seeker, Inc. \\ @BrianBluff [email protected]