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Are you in charge of social media marketing at your company? It’s a pretty fun job, right? You get to tweet and retweet, post fun content to Facebook, start interesting discussions on LinkedIn, and more. Or, maybe it’s not so fun anymore because you feel like you’re winging it and don’t have time to find, schedule, and post good content? Not to mention the time required to analyze results (the not-so-fun part) to know if your dedicated, yet Herculean efforts are paying off. According to an Altimeter Group study, only 17% of the companies surveyed have a ‘mature’ social media marketing strategy in place. That’s not so unusual for small to medium sized businesses who are just getting the hang of things, but for large businesses this statistic is surprising, given the importance of social media to a company’s potential revenues. If you’re in charge of marketing at your small-to-medium sized company, or own your own business, wouldn’t you want to have a clearly defined social media marketing strategy in place? It’s sort of a no-brainer but we get it, it seems overwhelming and there’s never time. And what the heck does search engine optimization have to do with social media, anyway? If you’re eager to learn how to get the most out of your social media marketing efforts, then we invite you to watch the replay of this webinar. In an informal and playful webinar, the digital marketing experts at POP! media studio and Boulder SEO Marketing will show you how it’s done. Beth Powell and Chris Raulf presented customer case studies and success stories, shared project templates, and gave solid tips on developing and implementing a strategy that’s clearly aligned with your revenue goals. About the Presenters ---------------------------- Beth Powell is founder of POP! media studio, a content marketing firm that helps small businesses align their bottom-line business goals with custom strategy and content development. Specialized services include social media strategy and writing, email marketing, PR, web copywriting & editing, and WordPress website development. POP! media generates authentic, personality-rich, purposeful content intended to generate solid leads, inspired fans, and loyal customers. Chris Raulf is founder of Boulder SEO Marketing, a boutique online marketing agency located in beautiful Boulder, Colorado. The company assists local, national as well international clients with all of their SEO, social media and content marketing needs. Chris has 15+ years of digital marketing expertise under his belt and The Online Marketing Institute recently added him to their “Top 40+ Digital Strategists in Marketing for 2014” list.
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[Webinar] Got Strategy? Awesome Social Media Marketing Doesn’t Just Happen—Do it with Purpose and Goals to Increase Your ROI
www.boulderseomarke.ng.com | www.popmediastudio.com
March 19, 2014 Beth Powell Content Strategy, Copywriting, PR Specialist POP! media studio Chris Raulf Online Marketing Expert & Founder Boulder SEO Marketing
Agenda
• The Big Picture Overview • Social Media Strategy • How Does Social Media Fit Into SEO • Customer Engagement and Workflow OpDons • Templates, Process and Tools • Success: Define and Measure • Case Studies • QuesDons & Answers
www.boulderseomarke.ng.com | www.popmediastudio.com
Quick Poll
• I am a solopreneur • Small business (2-‐50 employees) • Medium business (51-‐500 employeess) • Large business (501+ employees)
www.boulderseomarke.ng.com | www.popmediastudio.com
Quick Poll
• I handle all MarCom and want to outsource social media
• I handle all MarCom and do my own social media
• I already outsource my social media acDviDes
www.boulderseomarke.ng.com | www.popmediastudio.com
The Big Picture: Why You’re Here
• MeeDng You Where You’re At • A Social Media Presence is Necessary • 3 goals: AnDcipate needs, give them reasons to do business with you, foster loyalty to your brand
• MarCom -‐ Content MarkeDng -‐ Social Media • OpDons for content creaDon & implementaDon • SEO & AnalyDcs
www.boulderseomarke.ng.com | www.popmediastudio.com
Assump.ons
• You have a website and a product or service • You’re a SMB owner or SMB MarkeDng pro • You know your top three compeDtors • You know your top 2-‐3 buyer personas • On the importance of buyer personas
www.boulderseomarke.ng.com | www.popmediastudio.com
Social Media Strategy: GeFng Started
• SituaDonal Assessment • Goal-‐Se[ng (Strategic & TacDcal)
– S: Brand awareness, leads, promote execs – T: 200 Twi]er followers by May, 100% increase in referral traffic from LinkedIn, 500 email addresses in 6 months
• Se[ng ExpectaDons Internally – Lead Gen vs. Closing the Sale – Website & customer journey needs to be awesome
www.boulderseomarke.ng.com | www.popmediastudio.com
Social Media Strategy: Social Brand Guidelines
• Review social profiles from a brand consistency perspecDve
• Personality! Human face to the world! • Develop your ‘voice’ (informal/formal tone, etc.) • Top 15-‐30 keywords/phrases (integral for opDmizing content & be]er SEO)
• How you’ll use imagery in your posts • How you’ll involve employees/colleagues in content development
• Who ‘owns’ the customer service engagements?
www.boulderseomarke.ng.com | www.popmediastudio.com
Social Media Strategy: Like a Good Press Release
Your Strategy Outlines the: • Who • What • Where • When • How • Why (You Know This One!)
www.boulderseomarke.ng.com | www.popmediastudio.com
The 5 Pillars of SEO
1. Technical Health of Website 2. Website FuncDonality 3. On-‐Page Search Engine
OpDmizaDon 4. Off-‐Page Search Engine
OpDmizaDon 5. Social Media MarkeDng
www.boulderseomarke.ng.com | www.popmediastudio.com
Teamwork & Workflow Op.ons • Beth: Content Creator & Curator
– Write blogs & social media content; curate content • Chris: Client interface/SEO Analyst/PM
– OpDmize blog arDcles with meta & other tags – Schedule/post social media messages – Perform analyDcs & report to client/manager
OR • Beth: Content Creator/Curator/Poster
– Write blogs & social media content; curate content – Schedule/post social media messages
• Chris: Client interface/SEO Analyst/PM – OpDmize blog arDcles with meta & other tags – Perform analyDcs & report to client/manager
www.boulderseomarke.ng.com | www.popmediastudio.com
Integra.ng Social Media
Social Media Plan
www.boulderseomarke.ng.com | www.popmediastudio.com
About Me: LinkedIn: h]p://www.linkedin.com/in/chrisraulf
TwiPer: h]ps://twi]er.com/swisschris
Facebook: h]ps://www.facebook.com/chris.raulf
Source: www.socialmediaexaminer.com/social-‐media-‐markeDngindustry-‐report-‐2012/
Process, Templates and Tools
• High quality content • Editorial Calendar • Post individually or use tools
www.boulderseomarke.ng.com | www.popmediastudio.com
The 10-‐4-‐1 Rule 10-‐4-‐1 Rule (B2B Social Media Book by Kipp Bodnar and Jeffrey L. Cohen) Out of every 15 social media messages… -‐ 10 should be informaDon about other people's content
-‐ 4 should be about your content (blog, arDcle, etc.)
-‐ And 1 should be a landing page on your site (webinar request page, white paper download, etc.)
www.boulderseomarke.ng.com | www.popmediastudio.com
Use Google Docs to Manage your Social Media Messages
www.boulderseomarke.ng.com | www.popmediastudio.com
Measuring Your Social Media Marke.ng Success
www.boulderseomarke.ng.com | www.popmediastudio.com
Measuring Your Social Media Marke.ng Success
www.boulderseomarke.ng.com | www.popmediastudio.com
Social Media Monitoring Tools
• h]p://www.brandwatch.com/2013/08/top-‐10-‐free-‐social-‐media-‐monitoring-‐tools/
• h]p://socialmediatoday.com/pamdyer/1458746/50-‐top-‐tools-‐social-‐media-‐monitoring-‐analyDcs-‐and-‐management-‐2013
• h]p://venturebeat.com/2013/12/20/top-‐10-‐social-‐media-‐analyDcs-‐tools-‐the-‐venturebeat-‐index/
• h]p://smallbiztrends.com/2013/09/social-‐media-‐analyDcs-‐tools.html
www.boulderseomarke.ng.com | www.popmediastudio.com
Case Studies and Success Stories
www.boulderseomarke.ng.com | www.popmediastudio.com
Example: • Bi-‐weekly blog post • 1 personal LinkedIn status update per day • 1 LinkedIn and Google+ company page status update per day • 2 Tweets per day • 2 LinkedIn group posDngs per day
www.boulderseomarke.ng.com | 720.263.1736 | [email protected]
Case Studies and Success Stories • Bi-‐monthly Webinar
or Web Panel • Weekly blog post • 2 personal LinkedIn
status updates per day
• 1 LinkedIn company page status update per day
• 2 LinkedIn group posDngs per day
• 1 FB / G+ post per day
• 2 Tweets per day
www.boulderseomarke.ng.com | 720.263.1736 | [email protected]
Case Studies and Success Stories Results in addiDon to increased referral traffic from social media: • ~15-‐20% organic growth rate of social media followers per month • 150-‐250 Webinar / Web Panel registrants • ~ 35-‐40% new leads per online event (deployed LinkedIn lead
generaDon campaign) • 4-‐5 new and opDmized pieces of content for website per event • Press release strategy • Increased brand recogniDon; percepDon as industry thought leader • Recording of online event repurposed as on-‐demand content on
the website; ‘recording request’ pages generate 60-‐80 new requests per month
Case Studies and Success Stories
www.boulderseomarke.ng.com | www.popmediastudio.com
April 8 & 29 in Boulder and Denver
Get $50 off the registra.on fee with code LIMC50 Learn more at: www.boulderseomarkeDng.com/training
www.boulderseomarke.ng.com | www.popmediastudio.com
Got Strategy? Awesome Social Media Marketing Doesn’t Just Happen—Do it with Purpose and Goals to Increase Your ROI
Questions?
Connect with Beth Powell / POP! media studio: Facebook: h]ps://www.facebook.com/shareworthycontent LinkedIn: h]p://www.linkedin.com/in/shareworthycontent TwiPer: h]ps://twi]er.com/PowellBeth Connect with Chris Raulf / Boulder SEO Marketing: LinkedIn: h]p://www.linkedin.com/company/boulder-‐seo-‐markeDng TwiPer: h]ps://twi]er.com/MarkeDngSEOWiz Facebook: h]ps://www.facebook.com/BoulderSEOMarkeDng Google+: h]ps://plus.google.com/+BoulderseomarkeDng
www.boulderseomarke.ng.com | www.popmediastudio.com
