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@StoneyDStoney G deGeyter
@polepositionmkg(And What to Do About It)
How SOCIAL MEDIA
Changed WEB
MARKETINGFOREVER
HOW SOCIAL MEDIA CHANGED WEB MARKETING FOREVER @StoneyD#smidayton
• @StoneyD• +StoneydeGeyter• linkedin.com/in/stoneygd
Web PresenceOptimization
PolePositionMarketing.com
Stoney deGeyter
THIS IS ME I do this
Follow me
here
Read my book#bestdamnbook
Hire my team
WebM
arketingChecklist.com
HOW SOCIAL MEDIA CHANGED WEB MARKETING FOREVER @StoneyD#smidayton
Search vs. Social Media
HOW SOCIAL MEDIA CHANGED WEB MARKETING FOREVER @StoneyD#smidayton
Organic search drives majority of all trafficSEARCH VS. SOCIAL MEDIA
HOW SOCIAL MEDIA CHANGED WEB MARKETING FOREVER @StoneyD#smidayton
Social traffic is catching up
http://insights.buzzfeed.com/industry-trends-2014/
SEARCH VS. SOCIAL MEDIA
HOW SOCIAL MEDIA CHANGED WEB MARKETING FOREVER @StoneyD#smidayton
Social can drive more traffic than search
http://insights.buzzfeed.com/industry-trends-2014/
SEARCH VS. SOCIAL MEDIA
HOW SOCIAL MEDIA CHANGED WEB MARKETING FOREVER @StoneyD#smidayton
Social media is ever more integrated into our daily lives
http://www.jeffbullas.com/2014/01/17/20-social-media-facts-and-statistics-you-should-know-in-2014/
SEARCH VS. SOCIAL MEDIA
HOW SOCIAL MEDIA CHANGED WEB MARKETING FOREVER @StoneyD#smidayton
Time spent on social networks per hour
http://www.jeffbullas.com/2014/01/17/20-social-media-facts-and-statistics-you-should-know-in-2014/
SEARCH VS. SOCIAL MEDIA
HOW SOCIAL MEDIA CHANGED WEB MARKETING FOREVER @StoneyD#smidayton
Businesses and marketers love social media
http://www.jeffbullas.com/2014/01/17/20-social-media-facts-and-statistics-you-should-know-in-2014/
SEARCH VS. SOCIAL MEDIA
HOW SOCIAL MEDIA CHANGED WEB MARKETING FOREVER @StoneyD#smidayton
Social media can’t go it alone
Source: The Virtuous Circle: The Role of Search and Social Media in the Purchase Pathway, February 2011http://www.wpp.com/NR/rdonlyres/CA49ED29-06A4-4E10-A1F0-C25BAA35CF2A/0/groupm_search_the_virtuous_circle_feb11.pdf
51%48%
1%
Search & Social Conversions
Search AloneSearch + SocialSocial Alone
SEARCH VS. SOCIAL MEDIA
HOW SOCIAL MEDIA CHANGED WEB MARKETING FOREVER @StoneyD#smidayton
How Social Media Changed Web Marketing
HOW SOCIAL MEDIA CHANGED WEB MARKETING FOREVER @StoneyD#smidayton
Social media is sexy
Alluring Top of Mind
Sought After
HOW SOCIAL MEDIA CHANGED WEB MARKETING
HOW SOCIAL MEDIA CHANGED WEB MARKETING FOREVER @StoneyD#smidayton
Social media is closely tied to branding and loyalty
Source: The Virtuous Circle: The Role of Search and Social Media in the Purchase Pathway, February 2011http://www.wpp.com/NR/rdonlyres/CA49ED29-06A4-4E10-A1F0-C25BAA35CF2A/0/groupm_search_the_virtuous_circle_feb11.pdf
64%
Consumer Connections via Social Media AFTER Purchase
Likely to FollowUnlikelyUnsure
HOW SOCIAL MEDIA CHANGED WEB MARKETING
HOW SOCIAL MEDIA CHANGED WEB MARKETING FOREVER @StoneyD#smidayton
Social media influences purchasing decisions
Internet Search
Blogs
User-generated
Message boards
Social networks
Magazines
TV
Newspapers
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%100%92%
53%
46%
34%
26%
20%
Info for Purchasing Decisions
Media Used Frequently* by US Internet Users** to Find Information to Help with Purchase Decisions, March 2010
eMarketer.com
79%
HOW SOCIAL MEDIA CHANGED WEB MARKETING
HOW SOCIAL MEDIA CHANGED WEB MARKETING FOREVER @StoneyD#smidayton
Do social shares help with SEO?
http://m
oz.com/blog/google-plus-correlations
https
://n
ews.y
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d=62
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HOW SOCIAL MEDIA CHANGED WEB MARKETING
HOW SOCIAL MEDIA CHANGED WEB MARKETING FOREVER @StoneyD#smidayton
The real question: Does social media help SEO?HOW SOCIAL MEDIA CHANGED WEB MARKETING
HOW SOCIAL MEDIA CHANGED WEB MARKETING FOREVER @StoneyD#smidayton
Correlation vs. causation
Source: http://xkcd.com/552
HOW SOCIAL MEDIA CHANGED WEB MARKETING
HOW SOCIAL MEDIA CHANGED WEB MARKETING FOREVER @StoneyD#smidayton
Correlation can assist causation
Social Media --------------------------> Rankings
HOW SOCIAL MEDIA CHANGED WEB MARKETING
HOW SOCIAL MEDIA CHANGED WEB MARKETING FOREVER @StoneyD#smidayton
Social media increases ranking opportunityHOW SOCIAL MEDIA CHANGED WEB MARKETING
HOW SOCIAL MEDIA CHANGED WEB MARKETING FOREVER @StoneyD#smidayton
How Social Correlation Impacts SEO
HOW SOCIAL MEDIA CHANGED WEB MARKETING FOREVER @StoneyD#smidayton
Quick indexing of socialized pagesPages posted to
can be crawled quickly.
HOW SOCIAL CORRELATION IMPACTS SEO
HOW SOCIAL MEDIA CHANGED WEB MARKETING FOREVER @StoneyD#smidayton
Grows exposureHOW SOCIAL CORRELATION IMPACTS SEO
HOW SOCIAL MEDIA CHANGED WEB MARKETING FOREVER @StoneyD#smidayton
Increases traffic to siteHOW SOCIAL CORRELATION IMPACTS SEO
HOW SOCIAL MEDIA CHANGED WEB MARKETING FOREVER @StoneyD#smidayton
Indirect increase in linksHOW SOCIAL CORRELATION IMPACTS SEO
HOW SOCIAL MEDIA CHANGED WEB MARKETING FOREVER @StoneyD#smidayton
Demonstrates popularityHOW SOCIAL CORRELATION IMPACTS SEO
HOW SOCIAL MEDIA CHANGED WEB MARKETING FOREVER @StoneyD#smidayton
Signal of relevanceHOW SOCIAL CORRELATION IMPACTS SEO
HOW SOCIAL MEDIA CHANGED WEB MARKETING FOREVER @StoneyD#smidayton
Adds brandingHOW SOCIAL CORRELATION IMPACTS SEO
HOW SOCIAL MEDIA CHANGED WEB MARKETING FOREVER @StoneyD#smidayton
Builds authorityHOW SOCIAL CORRELATION IMPACTS SEO
HOW SOCIAL MEDIA CHANGED WEB MARKETING FOREVER @StoneyD#smidayton
Where is Web Marketing Going?
HOW SOCIAL MEDIA CHANGED WEB MARKETING FOREVER @StoneyD#smidayton
Google’s algorithm in…
$$$
Keywords & Links
Social Media & Content
Site Architecture
Uniqueness & Value
Usability & Conversions
1998
WHERE IS WEB MARKETING GOING?
HOW SOCIAL MEDIA CHANGED WEB MARKETING FOREVER @StoneyD#smidayton
$$$
$$$
Google’s algorithm in…
$$$
$$ $
Keywords & Links
Uniqueness & Value
Usability & Conversions
Social Media & Content
Site Architecture
$$$
WHERE IS WEB MARKETING GOING?
2017
HOW SOCIAL MEDIA CHANGED WEB MARKETING FOREVER @StoneyD#smidayton
$$$
Google’s algorithm in…
$$$
Keywords & Links
Social Media & Content
Site Architecture
Uniqueness & Value
Usability & Conversions
$$$
$$ $
$$$
$$$
$$$
WHERE IS WEB MARKETING GOING?
2020
HOW SOCIAL MEDIA CHANGED WEB MARKETING FOREVER @StoneyD#smidayton
Google is just looking for the winnersWHERE IS WEB MARKETING GOING?
HOW SOCIAL MEDIA CHANGED WEB MARKETING FOREVER @StoneyD#smidayton
Social Media is Just Rented Space
HOW SOCIAL MEDIA CHANGED WEB MARKETING FOREVER @StoneyD#smidayton
Posting to your social profiles is not enoughSOCIAL MEDIA IS JUST RENTED SPACE
HOW SOCIAL MEDIA CHANGED WEB MARKETING FOREVER @StoneyD#smidayton
Blog to get social traffic to your website
Write Blog Posts
Link Back to Blog
Promote Blog Posts on Social Media
SOCIAL MEDIA IS JUST RENTED SPACE
HOW SOCIAL MEDIA CHANGED WEB MARKETING FOREVER @StoneyD#smidayton
Sales
Convert social traffic with email marketingSocial Media
Landing Page
Lead Gen Form
$$
$$
$$
$$
$
• Email subscribers are more likely to convert
• “Own” your list rather than “renting” on social media
• Continue to “touch” subscribers via email AND social media
SOCIAL MEDIA IS JUST RENTED SPACE
HOW SOCIAL MEDIA CHANGED WEB MARKETING FOREVER @StoneyD#smidayton
Importance of strong branding
Get your audience to follow you to new social networks when old ones go out of style
(MySpace, anyone?)
SOCIAL MEDIA IS JUST RENTED SPACE
HOW SOCIAL MEDIA CHANGED WEB MARKETING FOREVER @StoneyD#smidayton
How To Win At Social Media (and Web Marketing Too)
HOW SOCIAL MEDIA CHANGED WEB MARKETING FOREVER @StoneyD#smidayton
Write killer headlinesDirect Approach: Free Diabetes eBook
Indirect Approach: Cut the Sweet Talk
News Headline: Hospital Opens New Diabetes Clinic
How-to Headline: How to Lower Your Blood Sugar
Question Headline: Is Your Diabetes Out of Control?
Command Headline: Get Help for Your Diabetes Now
Reason Why Headline: Five Reasons to Get Diabetes Under Control
Testimonial Headline: “I Got My Life Back, Thanks a Diabetes Clinic.”
*Adapted from The Copywriter’s Handbook by Bob Bly and Copyblogger.com.
HOW TO WIN AT SOCIAL MEDIA (AND WEB MARKETING TOO)
HOW SOCIAL MEDIA CHANGED WEB MARKETING FOREVER @StoneyD#smidayton
Each headline must do three things
Grab attention
Compel
Use keywords
HOW TO WIN AT SOCIAL MEDIA (AND WEB MARKETING TOO)
HOW SOCIAL MEDIA CHANGED WEB MARKETING FOREVER @StoneyD#smidayton
Have a stimulating introduction
Grab attention
Compel
Use keywords
HOW TO WIN AT SOCIAL MEDIA (AND WEB MARKETING TOO)
HOW SOCIAL MEDIA CHANGED WEB MARKETING FOREVER @StoneyD#smidayton
Add visual flareHOW TO WIN AT SOCIAL MEDIA (AND WEB MARKETING TOO)
HOW SOCIAL MEDIA CHANGED WEB MARKETING FOREVER @StoneyD#smidayton
Match persona to quality content
Website
BlogNews
Podcasts
Video
PhotosArticles
White Papers
E-books
Case Studies
HOW TO WIN AT SOCIAL MEDIA (AND WEB MARKETING TOO)
HOW SOCIAL MEDIA CHANGED WEB MARKETING FOREVER @StoneyD#smidayton
Stay organized and stick to the pointHOW TO WIN AT SOCIAL MEDIA (AND WEB MARKETING TOO)
HOW SOCIAL MEDIA CHANGED WEB MARKETING FOREVER @StoneyD#smidayton
Speak humanHOW TO WIN AT SOCIAL MEDIA (AND WEB MARKETING TOO)
HOW SOCIAL MEDIA CHANGED WEB MARKETING FOREVER @StoneyD#smidayton
Invest in Chosen
Channels
Share Your Content
Share Others’ Content
Engage with Customers in Two-way
Conversation
Engage with your readers
Social media is not a publishing platform, its an engagement platform!
HOW TO WIN AT SOCIAL MEDIA (AND WEB MARKETING TOO)
HOW SOCIAL MEDIA CHANGED WEB MARKETING FOREVER @StoneyD#smidayton
Provide a solution for problemsSympathize with their
needs
State importance of solution
Explain solution you offer
Show you care
Convince them you can help
Try this!
HOW TO WIN AT SOCIAL MEDIA (AND WEB MARKETING TOO)
HOW SOCIAL MEDIA CHANGED WEB MARKETING FOREVER @StoneyD#smidayton
Ask (and answer) questions
Who?
What?
How?When?
Where?
HOW TO WIN AT SOCIAL MEDIA (AND WEB MARKETING TOO)
HOW SOCIAL MEDIA CHANGED WEB MARKETING FOREVER @StoneyD#smidayton
Make sure they learn something new
How to…
Ways to…
Ideas for…News about…
Recent events?
HOW TO WIN AT SOCIAL MEDIA (AND WEB MARKETING TOO)
HOW SOCIAL MEDIA CHANGED WEB MARKETING FOREVER @StoneyD#smidayton
Move them to take actionTackle hindrances
Overcome obstacles
Justify the purchase
Provide examples
HOW TO WIN AT SOCIAL MEDIA (AND WEB MARKETING TOO)
HOW SOCIAL MEDIA CHANGED WEB MARKETING FOREVER @StoneyD#smidayton
Make quality content findable
Keywords and Long-tail Phrases
Metadata
HeadlineUseful Content
Call to Action
HOW TO WIN AT SOCIAL MEDIA (AND WEB MARKETING TOO)
HOW SOCIAL MEDIA CHANGED WEB MARKETING FOREVER @StoneyD#smidayton
Don’t depend only on organic traffic
Organic Reach
HOW TO WIN AT SOCIAL MEDIA (AND WEB MARKETING TOO)
HOW SOCIAL MEDIA CHANGED WEB MARKETING FOREVER @StoneyD#smidayton
Set up remarketing ads on social media
Acceptable stalking . . . When done right
HOW TO WIN AT SOCIAL MEDIA (AND WEB MARKETING TOO)
HOW SOCIAL MEDIA CHANGED WEB MARKETING FOREVER @StoneyD#smidayton
WebMarketingChecklist.com
Thank You!