Search And Success: How To Make Your Website, Content And SEO Pay Off

Social Web Tactics

Today’s main presenter is Michael Hackmer, the founder of

Social Web Tactics.

Prior to Social Web Tactics, Hackmer handled SEO, Content

Optimization and Web Analytics for Strayer University

managing teams in the US and India. He also was the Senior

Community Manager for GovWin.com where he led the social

media team, created virtual events that reached thousands of

government contractors, and helped grow and manage an

online community of over 30,000 people and thousands of

companies.

Social Web TacticsSocial Web Tactics Provides Digital Marketing And Sales

Solutions

We are a digital marketing and sales agency focused on

providing businesses and organizations the ability to

connect with their audience using the latest and most

effective digital technologies and tools.

At Social Web Tactics, our highly-skilled team helps your

company tap into social media, share the company’s

message through targeted campaigns, and connect with

people online and in person to generate more meaningful

engagements and sales.

Our experience spans industries such as: Discount retail /

mass merchants, education (higher ed and secondary ed),

food, health care, government contracting, media,

nonprofit organizations, political campaigns, technology

and more.

We have done work in the public and private sectors, as

well as work in international markets (main focus is Latin

America, but we have done work in the Middle East).

www.socialwebtactics.com

@socialwebinc

We live in an age where mass

messaging rarely works. You need

to go – not just where your

customers are – but where they are

most receptive to you as a company

and to your story and where they

can share their own stories.

Services Include:

• Customer Persona Identification

• B2C, B2B and B2G Marketing and

Lead Generation

• Social Media Strategy and

Management

• Content Marketing / Blogging

• Information Architecture

• SEO / SEM

Social Web TacticsOur Agenda

1. Background (Terms, B2B And B2C

Marketing Trends, SEO, ETC)

2. Consumer Trends Worth Noting

3. Identifying Your Customers

4. What Is Information Architecture And Why

Is It Important?

5. SEO And Content Marketing That Wins

Business

6. Measuring Results And Converting To Sales

7. Building Your Social Media Strategy

8. Time And Resource Management

9. Questions And Answers

If you have questions, please submit

them.

We may not get to your question

during today’s event, but we will

follow-up with everyone following

this event to makes sure all

questions are answered.

You can email the speaker at:

michaelhackmer@socialwebtactics.

com

Social Web Tactics

Background On

Terms, Key B2B

and B2C Trends,

SEO, ETC.


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SOCIAL NETWORK VS SOCIAL

MEDIA

WHAT ARE WE TALKING ABOUT?

Customer Persona is a representation of your ideal customer

based on market research and real data about your existing

customers. When creating personas you should start off by

basing them on existing customers, their demographics,

behaviors, habits, motivations and needs. Detail is important.

Every buyer should meet one of the personas you create.

Information Architecture is the structural design of shared

information environments; the art and science of organizing

and labeling websites, intranets, online communities and

software to support usability and findability; and an emerging

community of practice focused on bringing principles of design

and architecture to the digital landscape. (Wikipedia Definition)


MEDIA


Search Engine Optimization (SEO) is a process of

generating visibility of your website (or a specific page) in a

search engine’s organic (un-paid) results. Over 85% of all

people who use Google for search focus on organic results

and over 90% focus on the first page of results.

Content Marketing is to attract and retain customers by

consistently creating and curating relevant and valuable

content with the intention of changing or enhancing

consumer behavior. It is an ongoing process that is best

integrated into your overall marketing strategy, and it focuses

on owning media, not renting it.


MEDIA


Social Media is a way to transmit, or share information with a

broad audience. Platforms such as Facebook, Google+,

LinkedIn, YouTube, Etc are all forms of social media. Social

media is a communication channel. It takes time to develop

content and to use it effectively. It should be the last piece of

any marketing plan.

Social Networking is an act of engagement. A person

engages another person or groups of people online with

common interests with the goal of building a relationship. It is

two-way communication. Like any form of relationship building,

social networking also takes time and the quality of your

networking usually has a direct relation to the amount of effort

you put in.

Content Marketing,

Social Media and Social

Networking Represent

Both An Opportunity

And A Significant

Challenge

Your company should not

ask, “Why do we need a

SEO, content and

social strategy ?”

You should ask,

“Who are our customers?

Where are our customers?

How do we engage with our

customers?”

Social Media Is Just A Part Of The Equation

What is SOCIAL MEDIA without good

content? Without understanding your

customer and their needs?

Social Media Marketing: Customer

profile / persona, then your content

strategy must come before your social

media strategy.

SEO: Search engines reward

businesses that publish quality,

consistent content and have strong

social signals.

PR: Successful PR strategies address

issues readers care about, not

their business.

PPC: For PPC (Pay-Per-Click & Pay-

Per-Call) to work, you need great

content behind it.

B2B & B2C Marketers Are Using More Tactics

2013 vs. 2014 DATA

What Really Grew In Use?

eNewsLetters

Case Studies

Videos (70% to 73%)

In-Person Events (69% to 76%)

Infographics (38% to 51%)



HIGHER USE OF

MOBILE IN B2C

Social Media Generates Real Benefits

SEO and E-mail are still critical to

successful marketing initiatives.

But Social Media is being used

successfully to entice people to

enter into conversations, build

relationships and improve a

company’s brand identity and

customer recognition.

Social media engagements and

the providing of rich content are

generating lots of benefits

including more traffic to offerings,

better search rankings

(improvements to organic results

which save your company money

on advertising) and more.

What Is Most And Least Effective?

What Is Most And Least Effective?

Effective and Not Effective Content

Marketers

Adoption Of Social Media Sites Continues

Based upon the data, we can see

the growth and adoption social

networks is expanding across the

board.

Vimeo (video), StumbleUpon and

Instagram all gained in popularity

in 2012.

In 2013 and 2014, Pinterest and

Instagram have continued to grow

in use as people are striving to be

more visual in their content

marketing efforts. These platforms

are very effective at reaching

women.

Adoption Of Social Media Sites Continues

Facebook, Pinterest

and Instagram are

more impactful for

B2C marketers.

• Visual

• Communication With

Customers

Preferred Channels For High-Value Leads

Growing Need To Be Visual In Marketing

INFOGRAPHICS

Easy to scan and process.

Visually stimulating and interesting makes them more shareable across many social networks and your own website.

Research is similar to how you develop a white paper.

Great SEO value.

Usage of visualized information has grown 400% since 1990, and visualized data has enhanced by 9900% since 2007.

Example Of What We Did At GovWin

Social Web Tactics

Consumer Trends

Worth Noting


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Local Is Hyper-Critical To Most Businesses

93% of OVERALL US

Commerce Occurs Offline /

Local

85% of Users Spend Money

Regularly within a 5 Mile

Radius

ARE YOU FOCUSED

ON LOCAL SEARCH?

GRAVY

(corp.findgravy.com) look

at consumer insights and

purchase triggers.

BIA/Kelsey (biakelsey.com)

Local Consumer Monitor

Above data is from 8coupons.com’s 1.3 million users

and 180,000 local deals.

Local Is Hyper-Critical To Most Businesses

This is why SMBs don’t often advertise to people more than about 20 minutes away. But with the growth of online / mobile commerce, you need to be aware of how far your customers are willing to go or where they want to buy.

Where Are You When Your Customers Are Looking?

BIA/Kelsey Consumer Monitor Reports

65.9% of all local

purchases are made in-

person.

40% of local consumer

purchases over a six-

month period were made

as a result of a deal, sale

or promotion.

The importance of local

search optimization,

understanding your

customer interests,

messaging and generating

positive WOM and online

reviews becomes more

clear.

Of Note For B2B / B2C Companies

$73 Billion was spent by businesses to drive

phone conversations.

90% of customer conversations occur on

the phone.

64% of local businesses say calls are the

best leads they receive.

30 Billion calls will be made from customers

to businesses via mobile local search.

Quick Thoughts Based On Marketing Trends

Content Marketing / Storytelling Is Growing In Importance And Use.

Companies Will Need To Diversify Social Media

Presence.

The Power And Viral Potential Of Visual Content Will Dominate More.

Less Is More. Market Simply And Strive To Simplify Your Customer’s

Life.

Design And Think – Mobile To Tablet To Desktop

Analytics, Data And Cookies = Better Retargeting And Engagement

Social Web Tactics

Identifying Your

Customers


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Where Do You Start? Who Is Your

Audience?

Customer Persona is a representation of your ideal customer based on market

research and real data about your existing customers. When creating personas

you should start off by basing them on existing customers, their demographics,

behaviors, habits, motivations and needs. Detail is important. Every buyer should

meet one of the personas you create.

44.20%55.80

%

Buyers

Male

Female

68%

17%

4%8%

1.50%

EthnicityCaucasion

AfricanAmerican

Asian

Hispanic

Other

56%

27%

11%7%

0%

10%

20%

30%

40%

50%

60%

Income

For B2B – Industry, Role In

Organization, etc.

31

• Gather Internal Sales Data

• Conduct Surveys

• Segment Market

• Research & Analyze

• Segment & Prioritize

• Ethnic Data (if necessary)

• Insight

• Develop Journey

Q1 2015 Q2 2015 Q3 2015 Q4 2015Q4 2014

Jan MarFeb Apr JunMay Jul SepAug Oct DecNovOct DecNov

Plan Out Scope And Conduct Research

Buyer Persona Motivations Profile First Concern Second Concern

Life Change Death

Marriage

Career

Etc

Insert Persona

Insert Persona

Question 1: Do you believe your

company has an accurate

breakdown of its customers by

persona?

1) Yes

2) No

3) I do not know

Mapping Journey To Connect With Personas

TV, Radio

Print, OOH

Display

Direct Mail/E-mail

Web-site

Channels Creative

Paid search

Nurturing

Aggregators

Social, WOM

Message

Images

Call to Action

Influencing tactics

Events/Outreach

Need/Desire

Rationalbarriers

Result

Solution

Emotional barriers

Triggers

Habits Are Powerful Indicators For B2C

Companies need market intelligence but they also need strategies to help

identify habit-forming moments in their target demographics as well as how

to help form habits with consumers when those opportunities present

themselves.

The reason being is that a majority of consumer behavior is driven by habit

– right around, if not more than 50%. It is much higher, for example, in

women over 40 (75% of women form buying habits to 49% of men).

This means that a majority of purchases are made through subconscious

habits, which make it harder for alternative habits to form (or in other words,

for alternative products and services to break in and win over a consumer).

Thinking on the consumer side (though this can be applied in some cases to

B2B and B2G offerings), if consumer product manufacturers and/or retailers

can identify the moments when new habits can be formed and target

consumers at those times, they will establish longer-term customer

relationships.

http://loyalty360.org/resources/article/habits-drive-brand-loyalty

Plot Highest Value Consumers

Strategic Alignment/Operational Feasibility

Va

lue

Low

High

Aligned/EasyMisaligned/Difficult

Social Web Tactics

What Is Information

Architecture?

Why Is It

Important?


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Information Architecture

Information Architecture is the structural design of shared information

environments; the art and science of organizing and labeling websites,

intranets, online communities and software to support usability and findability;

and an emerging community of practice focused on bringing principles of

design and architecture to the digital landscape. (Wikipedia Definition)

Changed URL Structure For

SEO

Example: “programs” to

“degrees”

BEFORE AFTER

Information Architecture

Organizing your site's data and content affects multiple parts of your

business's web design:

Usability - Achieving high search engine rankings can drive voluminous

amounts of targeted traffic to your website, but making the site user

friendly is also important. You need to create a logical information

architecture that will make sense to users.

Rankings - In addition to users, it's also necessary to consider search

engines in creating an intelligent content structure. You want to ensure

you're giving the right pages the right amount of emphasis.

Conversions - Web design for businesses should also feature a natural

walk through the conversion process. IA in these instances should walk

the user through the conversion process, offering informative pages

which begin with broad, early-in-the-buying cycle content and

consistently moves the user towards the next step in the purchasing process.

http://www.wordstream.com/web-traffic

Research Words / Phrases To Help Build IA

“…/health-insurance/virginia/…”

URLs and page structure should be

intuitive based on how people are

searching for information.

Understanding Your Existing Consumer

Paths

Do Not Forget Onsite Search

Design To Generate Responses

There Is Nothing Wrong With Imitation

Get Flatter With Your Web Experience

Value Of Semantic Site Architecture

There is a strong SEO value with semantic site

architecture.

Beyond the SEO value – you are delivering someone to a

place they are intuitively looking for.

You can structure the pages to go from broad to specific, or

step 1 to step 3 in your conversion process.

By leading them down the conversion funnel from a point

they initiate and along points they want to travel, you can

better guide them to a sales completion.

Provided you have done your customer research and are

messaging correctly.

GENERAL QUESTION

Social Web Tactics

SEO And Content

Marketing That

Wins Business


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SEO And Content Marketing That Wins Business



Deltek’s Book

Is Missing From

The Google

Store

Not Enough

Descriptive

Content



The Periodic Table Of SEO Success Factors

Local Search For Many B2Cs Is Essential


Successful SEO / Content

recognizes that there needs to

always be:

Context: Business goals, funding,

politics, culture, technology, resources,

constraints, etc.

Content: content objectives, document

and data types, volume, existing

structure, governance and ownership,

etc.

Users: audience, tasks, needs,

information-seeking behavior,

experience, etc.

Basic Requirements Of Content Strategy

A great piece of content requires all of the things a great

landing page does (when the content is indeed a landing

page, as opposed to other types of content like white

papers, videos, guides, maps, etc.). A great content

strategy, though, considers a bit more beforehand,

primarily:

What are the goals of this content (why are we creating

it)?

What are the goals for the business (how do we make

money)?

What does it need to solve for the consumer (what is

the audience intent)?


Organic And Paid Promotion Kickstart

Remember… You are not Coke or George Clooney. Your brand may be very

strong. But in most cases, new content creation requires a kickstart.

Depending on who you are and your audience, you most likely need to consider

both earned and paid promotion.



Build A Calendar That Connects Content To Goals

Date Monday - 1/21/2013 Tuesday - 1/22/2013 Wednesday - 1/23/2013 Thursday - 1/24/2013 Friday - 1/25/2013

Carousel 1 Blog Launch

Is A MBA Worth The

Money?

Hot Career Trends For

2013

Distinguished Scholar

Profile

Juggling Holidays And

Homework

Carousel 1 Image

Buzz Blog custom image

with logo (CS) Degree vs Money image Hot Careers Infographic

Picture of distinguished

scholar

Image of someone

juggling school books

and presents

Category School-Life Balance Value Of A Degree Career Growth Value Of A Degree School-Life Balance

Carousel 2

Securing Financing For

Your College Education:

101 Buzz Interview: XXXX

The Basics Of

Networking

Value OR Calculator

Tool

Alumni Perspectives:

Professional Benefits Of

Going Back To School

Carousel 2 Image

Image of student looking

for money for school Picture of XXXX

Image of people

networking / talking

together

Screen Capture of Tool

or Mixed Image w/

Overlays

Alumni perspectives

image for series

Category Financing A Degree Value Of A Degree Career Growth Value / Financing Value Of A Degree

Carousel 3

Tribute to MLK Jr -

Interviews about his

legacy

10 Keys To Finish The

Fall Quarter Strong

Reminder: Fall Quarter

Ends on December 23rd

5 Keys From University

Admissions

10 Keys To Finish The

Fall Quarter Strong

Carousel 3 Image Image of MLK Jr

Image of runners or

business people

completing a roadrace

Image of a note pad that

says "Remember" or w/

the date

Image of admissions

application form or TBD

Image of runners or

business people

completing a roadrace

Category School-Life Balance School-Life Balance School-Life Balance School-Life Balance School-Life Balance

Connect content categories to personas, if possible, or large

groupings of personas that are unified around a specific

interest area.

Some of the keys to using SEO and Content Marketing to win business are:

• Identify people and their specific needs- customer personas

• Target your content to meet those needs – understanding that topics will

range from general to specific – which brings your potential customer to a

different stage in the sales process

• Your web experience and other marketing efforts need to support a

nurturing program that is based on your customer’s needs and where they

are in the sales process.

• There is no guarantee of success. Building it is not enough. You need to

plan, map out content, invest in a kickstart and keep pushing.


Social Web Tactics

Measuring Results

And Converting

Sales


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How Should You Measure Results?

Everyone has different goals and metrics for

success. For SEO, we used to measure in

rankings and clicks. Then we measured in

leads.

Now… We are trying hard to attribute SEO

directly to actual sales.

What are you interested in?

Question 2: How are you currently

evaluating the success of your search

engine and content optimization efforts?

1) We are tracking keyword performance / rankings

2) We are tracking leads from keywords

3) We are tracking sales from keywords

3) We are not adequately tracking our keywords

4) Other

5) I do not know

Measuring Keyword Performance

Measuring Lead Results And Conversions

Know Your Digital Conversion Funnel

Measuring Results And Converting Sales

The Pain Of Secure Search And SEO

You may or may not be aware of the challenge we have with Google’s

secure search.

Organic search traffic: You may only be able to see about 10% to 11% .

What if someone searches on “life insurance bakersville” or another term?

How do you REALLY know that term lead to a lead from a form-fill?

Landing Page Mapped Keyword Theme / Organic Keyword Leads Sales Sale Value

…/health-insurance-coverage/virginia health insurance coverage 14 4 $12,427

…/common-core-standards/illinois common core standards 8 0 $0.00

…/restaurant/marketing-sales/ restaurant marketing 27 15 $16,350

Keyword Mapping Spreadsheet - Template

Keyword / Phrase Product / Service Mapped URL # On Page Total Words In Content

health insurance Health Insurance Packages A, B and C …/health-insurance-coverage/virginia 14 790

common cord standards …/common-core-standards/illinois 8 633

restaurant marketing …/restaurant/marketing-sales/ 27 571

Tracking Your Calls - Conversation Analytics

What are your ads doing?

Are you running text-based

campaigns?

PPC?

Bus, radio, tv, OOH / DOOH?

What about organic keywords?

What is generating calls?

Conversation Analytics uses speech recognition technology to

listen ‘listen’ to phone calls and extract useful data about what was

said on the call. It can determine, for example, if an agent was

polite, asked for the reservation, and even remained persistent. It

can also determine if there were missed opportunities for revenue

or upsell.

Measuring Video Results

VIDYARD Attributes Video

Content To Leads And

Sales

Within Salesforce.

Social Web Tactics

Building Your

Social Media

Strategy


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Social Media Is About Sharing And Storytelling

Marketers have this

concept of social media as

just a tool to leverage

existing assets and do the

same things they’ve

always done.

B-O-R-I-N-G!!!The focus on Social Media for marketing has to be part of a total program

around SHARING and STORYTELLING.

SHARING content that your audience wants to hear.

TELLING STORIES that your audience can relate to – mainly from the

perspective of other people like them.

What’s Your Business Mission?

With Social Media, you do not need to depart from your

mission to make money or sell things.

But pushing reports, demos and subscriptions with a

focus on selling is not going to generate a great deal of

positive buzz for your company online or interaction.

You need to think about what your customer is

interested in learning about and how you can blend

your story and your products and services in with

their needs.

Plan For Social Media

Identify Your Business Strategy And Goals

• Take your core mission and use it to determine your social media strategy and goals.

Build A Profile Of Your Customers. The More You Know Your Audience, The

Easier It Is To Engage Them In Valuable Conversations And Not Sales

Pushes• Create personas for the segments you want to reach.

• Understand their interests and needs.

• Who are the influencers you need to reach?

• What Social Media platforms do your customers use? Do they engage?

Determine Your Business Objectives For Social Media And Your Website• Are you striving to build brand ID so you are recognized?

• Do you want to attract leads and add to your sales funnel?

• Or is social media a vehicle for customer engagement and support?

Create Measurable And Achievable Goals• What is your baseline for lead generation? If you get three opportunities a month, do not expect to increase your yearly lead total by 50. Or… Are you even thinking about lead generation with your social media campaigns? Maybe it is just touch points, engagement and customer support – positive brand building.

WHEN YOU THINK ABOUT THE VOLUME

OF INFORMATION, AND THE GROWING

CONNECTIVITY OF PEOPLE,

SOCIAL MEDIA AND

SOCIAL NETWORKS

ARE JUST ANOTHER WAY TO GATHER

INFORMATION, IDENTIFY PEOPLE AND

ESTABLISH NEW RELATIONSHIPS.

Examples of Social Media Platforms

ALWAYS Monitor Your Social Networks

And Remember To Have Some Fun Too

HOW DOES IT

ALL

FIT TOGETHER?


MEDIA

SOME TAKEAWAYS ON SOCIAL

UNDERSTAND YOUR CUSTOMERS, MISSION AND PLAN

CONDUCT RESEARCH

SET REALISTIC GOALS

GET THINGS SET UP THE RIGHT WAY

BOTH IN SOCIAL AND ON YOUR WEBSITE

REALIZE IT TAKES TIME

WE ARE TALKING ABOUT RELATIONSHIPS

DON’T LEAVE IT TO INTERNS OR

DIMINISH YOUR EXISTING RESOURCES

MAKE SURE YOU TEST, MEASURE AND ANALYZE

DO NOT BE AFRAID

Social Web Tactics

Time And Resource

Management


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Managing Time And Resources

LISTENING REQUIRES TIME

Listening is a critical step towards understanding what your customers want. So,

you need a plan to monitor, identify and understand before you know how you

are going to engage.

Allow tough and honest conversations to develop. Show people you are genuine

and interested in solving their challenges.

ENGAGEMENT REQUIRES TIME

Joining a conversation after you have listened allows you to contribute at an

optimal level. You are then taking steps to build trust with the people involved in

the conversation, but also credibility with them and others who will encounter

the thread at a later time.

Part of the planning and research process will have already indentified the right

forums, discussion groups and blogs that you will want to comment on.

How do you strengthen those relationships going forward? This is where in-

person networking becomes essential.

Managing Time And Resources

ENGAGEMENT REQUIRES TIME

Everyone asks, “How often do I need to be engaged using social media or

actively participating in social networks?

The truth is – there is a direct correlation between frequency of posting –

relevancy – value and ROI.

One study indicated that companies that publish 15+ blogs per month garner 5X the traffic than companies that don't blog at all. Small businesses can expect even better results: those of 10 or fewer employees tend to see the highest gains in traffic when they publish more blogs.

The average company can expect 45% growth in traffic from increasing total blog articles from 11-20 to 21-50 per month. And B2Cs can expect a 59% increase in traffic from growing total blog articles from 100 to 200 total.

How Do You Manage Time And Resources?

1. Identify All Your Assets And Resources

2. Create An Outline Of Time Available (Be

Conservative)

3. Do Your Research And Build Your Plan

4. Set Realistic Expectations

5. Hire HELP To Make It All Come Together

That’s Enough For Now… Whew!...

Social Web Tactics

Questions And

Answers

Social Web Tactics is a digital marketing and sales agency

focused on providing businesses and organizations the

ability to connect with their audience using the latest and

most effective digital technologies and tools.

We are interested in working with your company on your

sales and marketing projects.

www.socialwebtactics.com

@socialwebinc

We live in an age where mass

messaging rarely works. You need

to go – not just where your

customers are – but where they are

most receptive to you as a company

and to your story and where they

can share their own stories.

Services Include:

• Customer Persona Identification

• B2C, B2B and B2G Marketing and

Lead Generation

• Social Media Strategy and

Management

• Content Marketing / Blogging

• Information Architecture

• SEO / SEM