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Social Media and Search Engine Marketing For Business explores a methodology for developing an internet marketing plan that covers social media and search engine marketing that delivers results. Elements of this session cover positioning your website as a funnel that processes traffic, how to determine your online potential and position content in the path of a target audience and social media as a force multiplier.
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presents
presented by
Social Media And Search Engine Marketing For Business
Brian Bluff, President & Co-Founder Eddie Bluff, Vice President Key Accounts & Co-Founder
What We’ll Cover…
• How the Internet has changed the way we do business • How your website operates like a funnel • The Internet Marketing Landscape today • Finding your audience • Search and social today • Internet Marketing in more detail
• Search Engine Optimization • Blogging • What’s new with Google
• Social Media as a force multiplier • Buyer personas and the buying process • A winning content strategy • Getting started
How Products Used To Be Purchased
I need a …
Where do I get it?
Shop
Evaluate
Negotiate
Buy
Months
… Today (In The Internet Era)
I need a …
Where do I get it?
Shop
Evaluate
Negotiate
Buy
Online
Prospect contact
You
r We
bsit
e
Social Media
0.75%
75
10,000
More Money
0.75%
94
12,500 25%
25%
1.0%
125
12,500
0.25%
67%
Vertical Websites
Your Website As A Sales Funnel
The Internet Marketing Landscape
Search Engine Market Share
"Go Where The People Are
Determining Online Potential
• Don’t let website designers pick keywords • Align Content with words customers use • Examine competitor’s keywords • Position content in the path of prospects • Provide clues about prospects’ concerns/questions • Facilitates development of content important to
potential customers
Keywords – What Your Site Is About
Google Keyword Planner
Twitter Search
Google Alerts
Convergence Of Search And Social
Image: http://nabeeloo.com/2013/01/social-search/
Convergence Of Search And Social
http://searchengineland.com/download/seotable/SearchEngineLand-Periodic-Table-of-SEO-2013.pdf
Social Media Objections
Social Media Objections
Social Media Objections
Social Media Objections
Social Media Objections
Social Media Platforms
Search Engine Optimization
Relevance • Title tag • Keywords and
description • H tags • Content • Alt tags
Credibility • Authority • Incoming links are
votes of confidence • Links from related
pages or sites • Related anchor text
Why Links Are Important
Google Caffeine
http://www.seomoz.org/blog/fat-pandas-and-thin-content
Google Panda
Ex 1: Duplicate Content On Ecommerce Site
Ex 2: Duplicate Content On Ecommerce Site
Ex 2: Duplicate Content On Ecommerce Site
Google Penguin
Bad Link Penalty
Bad Link Penalty
Google Penguin?
Google Hummingbird
What’s all the “Flapping” about
• Google now interprets our intentions by the search phrases we use
Why Content Is Essential With Hummingbird
• Develop a good content strategy o Fresh content
§ On-site § Off-site/blogs/articles § Evergreen updates
o Relevant content § Answer your
customers questions o Unique content
§ Authorship
ID Need
Evaluate
Post Buy Eval
Purchase
Search
Generate Lead
Propose
Win
Negotiate
Engage
Upsell/Resell
• Educate prospects • Repurpose & distribute content
• Position content search engines and social media
• Strengthen brand awareness - create buzz
• Engage prospects through social media and website
• Eliminate risk, demonstrate value, simplify the buying decision
• Customers promote your brand • Generate referrals
Buying Process
Selling Process
Supporting Internet Marketing Strategy
Buyer Personas & The B2B Buying Process
Repurpose Content
"Creating/Disseminating Expert Content Efficiently
Everyday you… • Solve problems • Think • Develop solutions • Learn • Teach
How we communicate info • Email • Presentations • Proposals • Notes/records • Sales literature • Case studies • Articles • Press Releases
Opportunity – Repurpose content • Blog • Video • Guest article • Email news Letter
Distribute content via… • SlideShare • Twitter • FaceBook • LinkedIn • Google+ • YouTube
"Blogs = expert & support SEO
Social Properties
Distribute
Prospects Interaction
Branding
Search Engines
Website (blog)
Content Rank
Nee
d
"Where To Start
Outline Of An internet Marketing Plan
Thank You! Questions? Thank you!
Brian Bluff President & Co-Founder Site-Seeker, Inc. [email protected] @BrianBluff w: 315.732.9281 x 11
Eddie Bluff Vice President Key Accounts & Co-Founder Site-Seeker, Inc. [email protected] @EddieBluff w: 315-732-9281 x 14
