Www.kimberlycrossland.com [email protected] 520.548.0801 Facebook.com/TheSavvyCopywriter How to Sell Online SEO, Email Marketing, Social Media,

www.kimberlycrossland.com [email protected] 520.548.0801 Facebook.com/TheSavvyCopywriter

How to Sell Online

SEO, Email Marketing, Social Media, Oh My!


Shout Out!


Agenda

• How to Get the One Thing Everyone Wants• Challenges of Selling Online• Creating Your Digital Home• Email Marketing Done Right• Social Media 101• Bringing it All Together


ATTENTION


Traditional Ways to Get Attention

• Print advertising• Radio commercials• Billboards• Television commercials

The Lesson: The Internet Isn’t Going Away!


How to Get Attention on the Internet

• SEO• Blog• Videos/Podcasts• In a Newsletter• On Social Media


What Happens When You Have Someone’s Attention?


Know Who You’re Talking ToThe worldview of a 45-year old wine-loving investment banker is very different from that of a fraternity brother. One might see a $100 bottle of burgundy as both a bargain and a must-have, while the other might see the same bottle of wine as an insane waste of money.

Worldview changes three things: attention, bias and vernacular. Attention because we choose to pay attention to those things that we’ve decided matter. Bias because our worldview alters the way we filter and interpret what we hear. And vernacular, because words and images resonate with people differently based on their world view.

- Seth Godin


Getting to Know Your Target Audience

• Who desperately needs your help?

• Who will make you LOVE going to work every day?

• Who has the money to pay you?


THEN, SPEAK TO THEM THROUGH

COPY AND CONTENT


What Is Copywriting?

Action driven writing to get people to move forward in the

sales process.


What Is Content Marketing?

Information designed to promote, educate and ultimately

sell a product or service.


YOUR WEBSITE=

YOUR DIGI HOME


What to Put On Your Website

#1 Focus: Your Customer’s Experience– Outcomes of working with your business– Your story through the lens of your customer– Why your customer should listen to you– Connection points– A resource center


Evergreen Web Pages

• Home Page• Work With Me Page• Testimonials• About• Contact• FAQ/Blog/Resource Center


MAGNET Concept

• Movement• Avatar• Giving• No• Entertaining• Trust


Structure of Each Web Page

• A Strong Headline• Sub Headings• Bite Size Information• Links• Call-to-Action


Do I Need a Blog?

Yes… IF your customers ever ask you a question

What to Blog About• Answers to your customer questions

– Tip: Look on Amazon

• Opinions • Industry trends• Helpful tips• Industry news• Anything relating to your customer’s worldview


Tips for Blogging

1. Create an editorial calendar2. Carry a notebook to jot down blog ideas3. Quality over quantity BUT…– 1,000+ word blog posts get ranked higher– Top 10 posts are the most shared

4. Keep it conversational5. Break it up into bite-sized chunks


10 Elements of an Optimal Blog Post

1. Page Titles and Descriptions2. Post Slugs3. Post Title4. Sharing Icons5. Images6. Content7. Author Profile8. Call to Action9. Categories and Tags10. Comments


Do I Need Videos?

Yes… IF they offer value

Types of Videos to Put on Your Website• Introduction to YOU• Tutorials• Virtual tours• Webinars• PSAs• Customer testimonials


Tips for Video Marketing

1. Sound is more important than the video itself.

2. Sweet spot: Less than two minutes OR over 10 minutes

3. A simple script goes a long way to making your video better. It has to be useful and entertaining.


Keepin’ It Fresh

• Update your website at least every month

• Keep everything customer centric– Use “we” sparingly

• Focus on the customer experience


SEO


Making Your Website Search Friendly

• Keywords• Images• Header Tags• Mobile Friendly Design• Backlinks


Keywords

• Finding the Right Keywords– Google’s Keyword Planner– UberSuggest.org– HubSpot’s Keyword Grader

• Long-Tail Keywords– 4 to 7 words

• Frequency– One keyword every 250 words– Put the keyword in the first 100 words


Images


Where to Find Images• Reusable Google Images

– Click “Search Tools”– Choose “Usage Rights”– Choose “Labeled for Reuse”

• DeathToStockPhoto.com• Pixabay.com• DesignersPics.com• SiteBuilderReport.com• Unsplash.com• Canva.com• CreativeCommons.org


Header TagsHeader 1: Only use this as the title of your page or blog post. Must have a keyword!

Header 2: Break up your text with header 2 tags instead of bullet points. Include keyword where possible.


Mobile Websites vs. Responsive Design

You’ll be punished for using anything other than a responsive website.


Backlinks

• Unnatural backlinks can harm you!– Directories– Low-quality pages– Irrelevant pages– Link schemes


Backlinks

• The secret sauce to SEO

– Guest blogging on relevant, high-quality sites– Earning links through compelling blog posts– Getting quoted on a high-ranking website– Commenting on other high-quality websites


SOCIAL MEDIA


What Social Networks Should I Be On?

• Facebook• Twitter• LinkedIn• Pinterest• Instagram


A FACEBOOK PAGE IS NOT A WEBSITE


Facebook Edgerank

• How Facebook Decides What Gets Shown– Likes– Comments– Shares– Content of the post

• Pages vs. Personal Profiles


What to Post on Facebook

• Text Only Posts– Quick questions– Brief comments

about a major event– A riff/rant– GOAL: Solicit a response



• Link Posts– Links to your latest

blog posts– Links to articles relating

to your industry and your customer’s worldview

– GOAL: Traffic, traffic, traffic!



• Photo Posts– From a company event,

outing, or sales call– Sneak peek behind the

red velvet rope of your biz– Quoteables– Funny posts– GOAL: Likes, Shares,

and Comments



• Video Posts– YOUR videos– GOAL: Engagement



• Sales– Keep overt promotions

to a minimum– GOAL: Get

people buying


What NOT to Post on Facebook

• Overly promotional posts

• Nudity – Exception: Breastfeeding moms

• Hate speech


What About Groups/Forums?

• Personal Accounts• Customer Reviews– The Good, the bad, and the ugly

• Business Pages– Posting links to your website– Sharing your Page’s post


Sharing a Post From Your Business Page With a Group

1. Click “Share”

2. Click “Share…”

3. Choose a Group


Sharing a Link

1. Click the box under “Write Post”

2. Type a message about the link

3. Copy and paste the URL to the link

4. Click “Post”


EMAIL MARKETING


Do I Need Email Marketing?Do I consistent information to push out to my audience on a regular basis?

Does my audience use

email as a form of

communication?

Do I have exclusive offers

my audience wants to hear

about?

Are the key players in my industry using

email to connect with our

audience?


Building A Strong List

• At events• On your website• With a lead magnet• In your store• On social media• On sales calls• In your email signature


Rules of Email Marketing

• Don’t assume someone wants to be on your list– Never assume someone wants to be added!– Never buy lists

• Objective: Value– Quality over quantity– Earn trust by being honest and straightforward


When to Send

• Be consistent• Pick an optimal day and time for your

audience


The 4 C’s of Subject Lines

1. Clear: Better than clever2. Concise: Less than 120 characters3. Credible: Will they know this is from you?4. Conversational: Make it feel exclusive


Design

Use Templates


What to Send

• Be personable– Warm introduction– Add a personal touch– Speak to your reader– Ask questions!

• Make it valuable– What’s the #1 takeaway from your email?

• Link back to your website


The Sniff Test

Would you open the email?

Would you subscribe to your

list?

Would you benefit from receiving this

email?

Would you click on any of the

links in the email?


BRINGING IT ALL TOGETHER


Your Website is Your Digital Hub

Feeding to your website:– Your emails should link to your website– Your social media goals should revolve around getting

traffic to your website

Feeding from your website:– Gather email addresses to build your list– Build a social media audience by linking to your

profiles


Siri76% of Apple users are happy or extremely

happy with Siri.How Siri Searches:– Browses Yelp, Google Listings, and Yahoo Places

for location-based results.– Searches social networks to find relevant answers.– Shows top search results.• Does NOT look at paid search engine listings.


Resources

KimberlyCrossland.com/GVACC– Slides– FREE E-Book

Shop.HarringtonTech.com– Domain Names– Hosting

Documents

Www.kimberlycrossland.com [email protected] 520.548.0801 Facebook.com/TheSavvyCopywriter How to Sell Online SEO, Email Marketing, Social Media,