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Single Throw Internet Marketing Consultants and Jersey Shore Business Leaders team up at Branches Catering to give Internet Marketing presentation. This seminar will combined the benefits of SEM – PPC & SEO, along with Social Media strategies and how they can be incorporated into traditional marketing campaigns. We discussed tactics & methods for both large &small businesses can use to boost leads and sales via their website. This includes paid & free services, including self-serve marketing and advertising opportunities.
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From Search to Success ® © Copyright 2010 Single Throw Inc. all rights reserved
"Take It All: Using Search Engines & Social Media to Boost Your
Brand & Drive Leads”
From Search to Success ® © Copyright 2010 Single Throw Inc. all rights reserved
Caryl Felicetta - COO of Single ThrowJennifer Powers - Social Media ExpertJennifer Patterson - Social Media ExpertJennifer Piasecki - Search Marketing SpecialistAudra Tracy - SEO Specialist
From Search to Success ® © Copyright 2010 Single Throw Inc. all rights reserved
Raise Brand Awareness with Internet Marketing
Techniques
Search Engine Optimization
From Search to Success ® © Copyright 2010 Single Throw Inc. all rights reserved
Search Engine Results
PAID
PAID
ORGANIC
From Search to Success ® © Copyright 2010 Single Throw Inc. all rights reserved
Make Google Happy
• Website should be user friendly• Easy to navigate• Frequently updated content• Optimize for your product or service instead of
your brand• Include regional content about areas served• Pages should load quickly
From Search to Success ® © Copyright 2010 Single Throw Inc. all rights reserved
SEO Best Practices
• Research core phrases that customers use to find specific products and services online
• ‘Optimize’ websites by fitting approved key phrases and regional information into web content
• Create compelling and persuasive marketing content to attract customers
• Drive traffic by finding quality websites to exchange links with• Study analytics to find new opportunities that will improve search
engine positioning • Test new SEO tools to improve website performance on a
consistent basis• Keep up with the latest SEO trends
From Search to Success ® © Copyright 2010 Single Throw Inc. all rights reserved
How can SEO Help Your Business?
• Improve web visibility• Compete with big brands• Drive new customers to your website• Improve conversion rates• Measure marketing successes/failures
From Search to Success ® © Copyright 2010 Single Throw Inc. all rights reserved
Why Search Advertising?
Pay-Per-Click Advertising (PPC) or Paid Searchoffers a targeted method to reach YOUR customers
• Advertise directly to users who are looking for your product or service via relevant key phrases
• Target web users who are reading and looking for your products or services throughout web content
• Control and limit your media spend
• Measure your progress day-to-day in near-exact figures
From Search to Success ® © Copyright 2010 Single Throw Inc. all rights reserved
Search Engine Results
PAID
PAID
ORGANIC
From Search to Success ® © Copyright 2010 Single Throw Inc. all rights reserved
Targeting Paid Search
MANY DIFFERENT TARGETING OPTIONS
• Reach 100s of Search Engines through 2 main platforms: Google & Bing
• Geo-targeting – City, State, Country• Target multiple devices: computers, PDAs, cell phones, etc• Day-Parting • Content Targeting
• Demographic Targeting • Audience targeting: Re-target searchers who have seen your ad and are reading
relevant content on the Internet
From Search to Success ® © Copyright 2010 Single Throw Inc. all rights reserved
Building a PPC Campaign
1. Establish your goals and KPIs2. Build contextually grouped keyword lists3. Write Compelling ad text4. Drive users to a specific landing pages
From Search to Success ® © Copyright 2010 Single Throw Inc. all rights reserved
Managing PPC
• Managing PPC Campaigns is time consuming• Daily management is usually required• Campaigns are optimized regularly:– Track conversions and and site interaction via analytics
programs– Budget allocation, bid optimization– Day-parting– Negative Keywords– Keyword Matching– Landing Page Testing
From Search to Success ® © Copyright 2010 Single Throw Inc. all rights reserved
Social Marketing
• Strategically plan social marketing campaigns for various clients
• Three main social sites– Facebook, Twitter, YouTube.
• Marketing based on developing relationships and engagement with customers
• Its important to remember social media marketing is about making a connection, NOT making a sale
From Search to Success ® © Copyright 2010 Single Throw Inc. all rights reserved
• Create Facebook fanpage/profile graphic with unique URL
• Develop customized tabs– Create contact page, so fans can contact directly on
Facebook• Implement contests, and giveaways throughout
the social campaign• Develop Facebook ads to drive more fans to page• Share information and connect with existing and
potential customers
From Search to Success ® © Copyright 2010 Single Throw Inc. all rights reserved
• Create Twitter page, with custom background• Target followers within a 60 miles radius or
people who are interested in your brand, using various tools such as Twellow, or LocalTweeps
• Share information daily, and develop engagement with followers– Create polls, asking questions, Twitpics, Twitvid, and
coupons• Drive traffic to website, and fanpage
From Search to Success ® © Copyright 2010 Single Throw Inc. all rights reserved
YouTube
• YouTube is the 2nd largest search engine in the world, so if your not on it or using it your missing out!
• Develop YouTube channel with custom background
• Add and optimize video, and develop text content so video shows in search results
• Post all videos on social sites, and website
From Search to Success ® © Copyright 2010 Single Throw Inc. all rights reserved
Other Social Sites
• FourSquare– Location based
• LinkedIn– Business based, can be individualized
• Digg• Reddit• Delicious
From Search to Success ® © Copyright 2010 Single Throw Inc. all rights reserved
Quick Tips
• Social Media Marketing takes time– Not an overnight success.
• You only have 140 characters, make sure you are making it memorable.
• People are not trying to be sold on Social Media. • Social Media is not a lead generator, it’s a
communicator portal to develop relationships.• Fans and followers want to get individualized
attention. – Giveaways, coupons, sales
From Search to Success ® © Copyright 2010 Single Throw Inc. all rights reserved
How to develop a unique URL
• Once you have created your Facebook fanpage, and have 25 fans, you should then create a unique URL.
• To do this go to: log into Facebook and go to http://facebook.com/username.
• Here you can then develop your own URL to a Facebook page. – Before :
http://www.facebook.com/?ref=home#!/pages/SingleThrow/204630371343
– After: http://facebook.com/SingleThrow
From Search to Success ® © Copyright 2010 Single Throw Inc. all rights reserved
Facebook URL
From Search to Success ® © Copyright 2010 Single Throw Inc. all rights reserved
Quick Statistics
• Years to reach 50 millions users– Radio – 38 years– TV-13 years– Internet- 4 years– iPod – 3 years– Facebook - 200 million in less than a year
• 80% of companies use social media for recruitment
• 55-65 year old females are the fastest growing segment on social media
From Search to Success ® © Copyright 2010 Single Throw Inc. all rights reserved
In House or Outsource?
Go Hybrid! Hire an Expert and Have Someone Knowledgeable In-House
– Experts are trained to handle online marketing campaigns and keep up-to-date on the latest industry news
– Experts fill gaps in in-house expertise, providing new & unique ideas for campaigns & additional bandwidth in your marketing department
– Having someone in-house in addition to hiring experts gives you the expertise you need to succeed while maintaining control and understanding
From Search to Success ® © Copyright 2010 Single Throw Inc. all rights reserved
Thank you!
• Get our slides online at:– http://www.slideshare.net/SingleThrow/single-thr
ow-jsbl2010
• Follow us on social media:– Facebook.com/singlethrow– Twitter.com/singlethrow– Facebook.com/JerseyShoreBusinessLeaders– Twitter.com/jsbusleaders
