Profiting from Search Engine & Social Media Marketing. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Keith M. Caven - CEO & Founder of Snapt.com

© Snapt, Inc. 2010. All Rights Reserved .

Today’s Agenda “Focused on Profits” Answering the tough question - HOW!!!

• How to Profit from Search & Social Media?

• How to outperform competitors online?

• How to maximize marketing dollars?

• How to decrease your cost per lead?

• How to know who’s the most profitable?

• How to get started tomorrow?

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Experience in “Generating Results” Recent Examples of Results via Search & Social Media

SEO for 10+ years / Social Media for 4+ – Client in Texas (< 30 days)

• Initial keyword anchor strategies first page ranking on Google• Increased page traffic 50%; increased leads 219%

– Client in Georgia (< 60 days)• 36% optimization strategies on first page Google, Yahoo & Bing• Increased Leads + 300% than past 12 month average

– Client in Florida (< 90 days)• Over 25+ keyword strategies rank on Google, Yahoo & Bing• Increased traffic 386%; averaged 3 leads per business day• Had to hire additional sales person to handle leads!!!

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1. Content is King.2. No “one thing” is the secret… your “customers” are.3. If you’re not servicing your customers online… someone else will. 4. It’s better to be “relevant” than right. 5. Listen to your customers online behavior… its deafening!!!

5 Golden Rules How to profit from Search & Social Media

Step 1… Need vs. Demand The difference between “action” and “revenue”

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• A NEED is an INTERNAL request that usually generates an ACTION • We must decrease our marketing

budget - How much does yours cost • We want to implement this new widget

- can you do it? And when?• We want you to focus on marketing

“ABC” product • Can you get us on top of the Search

Engines for this keyword…

Step 1 (con’t.)… Need vs. Demand The difference between “action” and “revenue”

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• A DEMAND is an EXTERNAL request from customers that has opportunity to generate REVENUE

• Ex. Traditional advertising sent 2 leads/mo. & 4 customers in 12 mo.• Ex. Online traffic conversion < 1%• Search for “XYZ” product up 386% in

past 3 months (needed ABC)• Increase in Hyper-local SEO up +7,000

% in over five years!!!

Step 2… Establish Purpose & Goals Answering the “WHY” question

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• “Now just exactly why are we doing this again?”

• Make sure all stakeholders know benefits of SEO & Social Media

• Saving time and money isn’t enough

• Goals must be tied to answering demand & generating revenue

• Set Specific & Measurable Goals (achieve X by Y)

Step 3… Research Past Performance Answering the “WHERE” question

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• “Where do we begin (to ensure the programs success)?”

• 12 Mo. Past Performance (90 min)

• Measure both Traditional & Online

• Measure Revenue vs. Conversions

• If you paid for it - measure your

results against it (1, 3, 6,12)

Step 4… Create Profitable Milestones Answering the “WHEN” question

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• “So exactly WHEN do you think we’ll start seeing results?”

• Program Milestones should be based on potential of generating revenue (X leads from ABC)• Internal Milestones should be solely

based on recognized revenue ($X from ABC source)• Timeframe varies per market and per

demand. Average milestones should be reached 3-6 months live

Step 5… Establish Tracking Metrics Answering the “WHAT” question

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• “WHAT do we need to track to start generating a profit center?”

• Never mistake action for revenue • Online Metrics DO NOT produce

any type of revenue • Only metrics that matters are those

that DRIVE REVENUE = LEADS• Tracking metrics should only come

from tracking actual HARD LEADS (calls, emails, forms, referrals)

Step 6… Track Consumer Intelligence Answering the “WHO” question

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•WHO is your most profitable customer? Do you know??? • > 80% of your competitors don’t• It’s not who your customers are now • To know you need to track

• Who converted in last 30-90 days?• Where did they come from?• What were their demands/similarities?• How much you paid for them?

• Leveraging Consumer Intelligence can get results faster and get you more customers for less !

Step 7… Identify, Measure & Focus Importance of Relevancy & Frequency

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• “Yeah, we already do all that - Our marketing guy take care of it.”

REALLY …? • Rule 1 - Content is King• Relevancy is one of the highest

variables for Search Engines. • Frequency is how often you should

update (varies on demand)• With Consumer Intelligence -

you know what, when and how to say it and to whom• Focusing on Consumer Intelligence &

Demands = Generate Revenue

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Step 1… Understanding Need vs DemandStep 2… Establish Purpose & Goals Step 3… Research Past Performance Step 4… Create Profitable Milestones Step 5… Establish Tracking Metrics Step 6… Track Consumer Intelligence Step 7… Identify, Measure & Focus

Summary of 7 steps Profiting from Search Engine & Social Media Marketing

Keith M. CavenCEO & Founder, Snapt.com

phone 877.264.2727email Keith.Caven@Snapt.comblog www.snapt.comtwitter @snaptkeith

Thank You !