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3 More Classes!
They will look like this: Today: Inbound Marketing & SEO Next Week: Social Media Tools Presentations &
Relationship Marketing (plus final assignment due) Final Class: Personal Branding (Optional Class, but
please let me know if you’re coming!)
Inbound Marketing
The Marketing System
AUDIENCE
need
PROVIDER
value
convince
cultivate
connect
clutterclutter
They are in charge!They are in charge!
Need Recognitio
n
Information Search
Alternative
Evaluation
Purchase Decision
Post-purchase Evaluatio
n
ConnectConnect
ConvinceConvince
CultivateCultivate
Decision Making
Inbound Marketing Components
BloggingSEOSocial MediaLead Nurturing
Blogging
Blogging Platforms
Top 4: Blogger – owned by Google WordPress – open-source; hosted or
downloadable version Tumblr - blog meets twitter Posterous
Supporting Accounts/Tools: YouTube or Vimeo Google (Analytics) Gravatar, Feedburner Facebook, Twitter, Flickr
12 Tips for Blogging Success
1. Create an editorial calendar2. Publicize some commitments3. Include your photo and your personality4. Develop your taxonomy ahead of time
(categories, tagging, keywords)5. Have a distinct, consistent style (short vs
wordy, creative vs to-the-point).6. Get out there with your camera, now! And
remember Creative Commons.
12 Tips for Blogging Success
7. Use a variety of supporting media (video, infographics, photos, audio, etc.) but make it relevant. Use captions.
8. Don’t lose them once they are there. Let them subscribe via email and RSS. Ask for comments.
9. Reuse your content – share with other blogs.10. Be original! Don’t just recycle other people’s
content.11. Keep your eyes open. Good content comes from
many sources – not just your own head.12. They won’t laugh at you!
Making a Post
Capture inspiration when you have it – set aside a chunk of time
Don’t force it – walk away and come back to it
Get someone else to read it!Include blog and post-specific
keywordsMake promoting it part of the
publishing processCelebrate each post!
Scary, but Rewarding!
What blogs do you continuously follow?
Why do you come back?
What blogs do you continuously follow?
Why do you come back?
SEO
SEO: From Google’s Perspective
Make information accessible and useful.
“Focus on the user and all else will follow.”
“Democracy on the web works.”
SEO Ranking Factors
http://www.seomoz.org/article/search-ranking-factors#overview
SEO Ranking Factors
Is your domain a reputable brand? Search Volume, Mentions Directories/Social Media Accounts (Google Places, LinkedIn, etc.)
Keyword usage in domain nameWho’s linking to you? What is their PageRank?Quantity + Quality of links - do links include
keywords?Social Rating (Tweets, likes, etc.) of individual pagesKeyword placement on page
Page title, URL string, headings, alt text on images, repetition on page
Are people clicking when your page shows up? Google CTR + Bounce Rate
Keyword Usage
SEO Tools
Alexa.comAdwords ToolGoogle InsightsCompete.com
Google Webmaster Tools
Bing Submission
Start your SEO plan for your online publication - What keywords will you try to dominate? - What sites will you try to get a link from?
Start your SEO plan for your online publication - What keywords will you try to dominate? - What sites will you try to get a link from?
Social Media
The Usual
Facebook Pages & Groups
LinkedIn Personal & Groups & Q/A
Twitter Tweet chats/ups & Followers & Hashtags
Your Turn – There’s a lot going on out there.
1. Digg2. Delicious 3. StumbleUpon4. Hootsuite5. Bit.ly6. Ping.fm7. Klout8. Wefollow9. Socialmention10.Facebook Timeline
11.Google+ Business Pages
12.Foursquare13.Scribd14.Slideshare15.Others?
For Next Week:1. What’s it used for?2. How does it work?3. How can businesses use
it?4. Who’s doing it well?
For Next Week:1. What’s it used for?2. How does it work?3. How can businesses use
it?4. Who’s doing it well?
Link and content sharing siteUsers promote or demoteSubreddits allow further targetingGood distribution tool
Reddit (cont’d)