Why Web Marketing Cannnot Survive Without Social Media

@StoneyD

Stoney G deGeyter

@polepositionmkg

WHY

WEB MARKETINGCANNOT SURVIVE WITHOUT

SOCIAL MEDIA

WHY WEB MARKETING CANNOT SURVIVE WITHOUT SOCIAL MEDIA @StoneyD

• @StoneyD• +StoneydeGeyter• linkedin.com/in/stoneygd

Web PresenceOptimization

PolePositionMarketing.com

Stoney deGeyter

THIS IS MEW

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cklist.com


Search vs. Social Media


Organic search drives majority of all traffic

SEARCH VS. SOCIAL MEDIA


Social traffic is catching up

http://insights.buzzfeed.com/industry-trends-2014/



Social can drive more traffic than search

http://insights.buzzfeed.com/industry-trends-2014/



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/



Time spent on social networks per hour




Businesses and marketers love social media




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 Alone

Search + Social

Social Alone


http://www.wpp.com/NR/rdonlyres/CA49ED29-06A4-4E10-A1F0-C25BAA35CF2A/0/groupm_search_the_virtuous_circle_feb11.pdf


How Social Media Changed Web Marketing


Social media is sexy

AlluringTop of Mind

Sought After

HOW SOCIAL MEDIA CHANGED WEB MARKETING


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 Follow

Unlikely

Unsure


http://www.wpp.com/NR/rdonlyres/CA49ED29-06A4-4E10-A1F0-C25BAA35CF2A/0/groupm_search_the_virtuous_circle_feb11.pdf


Social media influences purchasing decisions

0% 20% 40% 60% 80% 100%

Internet Search

Blogs

User-generated

Message boards

Social networks

Magazines

TV

Newspapers

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%



Do social shares help with SEO?

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The real question: Does social media help SEO?



Correlation vs. causation

Source: http://xkcd.com/552



Correlation can assist causation

Social Media --------------------------> Rankings



Social media increases ranking opportunity



How Social Correlation Impacts SEO


Quick indexing of socialized pages

Pages posted to

can be crawled within six seconds!

HOW SOCIAL CORRELATION IMPACTS SEO


Grows exposure



Increases traffic to site



Indirect increase in links



Demonstrates popularity



Signal of relevance



Adds branding



Builds authority



Where is Web Marketing Going?


Google’s algorithm in…

$$$

Keywords & Links

Social Media & Content

Site Architecture

Uniqueness & Value

Usability & Conversions

1998

WHERE IS WEB MARKETING GOING?


$$$

$$$


$$$

$$ $

Keywords & Links

Uniqueness & Value



Site Architecture

$$$


2015


$$$


$$$

Keywords & Links


Site Architecture

Uniqueness & Value


$$$

$$ $

$$$

$$$

$$$


2020


Google is just looking for the winners



Social Media is Just Rented Space


Posting to your social profiles is not enough

SOCIAL MEDIA IS JUST RENTED SPACE


Blog to get social traffic to your website

Write Blog Posts

Link Back to Blog

Promote Blog Posts on Social Media



Sales

Convert social traffic with email marketingSocial Media

Landing Page

Lead Gen Form

Email

$

$

$

$

$

$

$

$

$

• 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



Importance of strong branding

Get your audience to follow you to new social networks when old ones go out of style

(MySpace, anyone?)



How To Win At Social Media (and Web Marketing Too)


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)


Each headline must do three things

Grab attention

Compel

Use keywords



Have a stimulating introduction

Grab attention

Compel

Use keywords



Add visual flare



Match persona to quality content

Website

Blog

News

Podcasts

Video

Photos

Articles

White Papers

E-books

Case Studies

E-mail



Stay organized and stick to the point



Speak human



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!



Provide a solution for problemsSympathize with their

needs

State importance of solution

Explain solution you offer

Show you care

Convince them you can help



Ask (and answer) questions

Who?

What?

How?

When?Where?



Make sure they learn something new

How to…

Ways to…

Ideas for…News

about…

Recent events?



Move them to take action

Tackle hindrances

Overcome obstacles

Justify the purchase

Provide examples



Make quality content findable

Keywords and Long-tail Phrases

Metadata

HeadlineUseful

Content

Call to Action



Don’t depend only on organic traffic

Organic Reach



Set up remarketing ads on social media

Acceptable stalking . . . When done right



WebMarketingChecklist.com

Thank You!