How You Can Use Search and Social Mediato Grow Your Business

Amy Neumann

Director SEO/SEM/SMO

aneumann@cleveland.com

216-999-5476

May 2013

•Advance Digital is a digitally focused news and publishing organization built to continue a tradition of journalistic excellence.

•The result is synergy that spans print and digital marketing, including display advertising, search engine marketing, search engine optimization, social media marketing, audience targeting, and reputation monitoring.

•Our integrated approach to audience targeting means that we provide advertisers with measurable ways to promote their businesses, products and services, whether trying to reach a broad audience or niche groups.

Who Is Advance Digital?

We deliver world-class advertising solutions to businesses across Ohio and the United States

Amy Neumann aneumann@cleveland.comDirector SEO/SEM/SMO 216.999.5746

• Passionate fan of all things tech and media for 19+ years with companies like Yahoo! and AT&T. Currently delighted to be at Cleveland.com doing everything Search & Social

• Often seen writing about topics involving social media, search, social good, mobile, developing technology, and similar including for Forbes, the Huffington Post, two personal blogs (Good Plus Tech and Charity Ideas Blog) and numerous other websites and printed publications

AGENDA:How You Can Use Social Media and Search to Grow Your Business

• Why does Search visibility matter?• Why does social media matter for sales and marketing?• Who, what, when, where, why and how:

– LinkedIn– Facebook– YouTube– Twitter

• Extending Your Reach

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What is it? SEO & SEM

SEO or Search Engine Optimization, is the process of affecting the visibility of a website or a web page in a search engine's "natural" or un-paid ("organic") search results.

SEM or Search Engine Marketing, is a form of internet marketing that involves the promotion of websites by increasing their visibility in search engine results pages through optimization and advertising.

Citation:“Search Engine Optimization." Wikipedia, The Free Encyclopedia. Wikimedia Foundation, Inc. 20 May 2008. Web. 22 March 2013. “Search Engine Marketing." Wikipedia, The Free Encyclopedia. Wikimedia Foundation, Inc. 10 March 2013. Web. 22 March 2013.

Not Just Your Neighborhood

Proactively find people anywhere in the world who are talking about your product or service

.

Paid Search Advertising:

•Helps you reach consumers actively looking for your products and services using keyword targeted ads on major search engines such as Google, Yahoo!, and Bing.

•As an addition to local search optimization, paid search advertising is a fast, easy way for highly qualified sales leads to find YOU.

•Provides a user-friendly interface that helps you manage incoming sales leads.

•Lets you decide up front how much you want to invest, and delivers results.

•You pay per click, optimizing your investment.

•Provides access to a 24/7 dashboard allowing you to see reports.

Paid Search Advertising Gets You Here.

Paid Search Advertising Gets You Here.

KeywordKeyword

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Search Engine Marketing

According to Google 600 million searches per day

are for local information.

• Search brings in buyers at a “moment of action” on any device, any time.

• 92% of online adults use search engines to find information = 260 million– 59% do so on a typical day = 170 million

• All ages use search: 18-29 = 96% 30-49 = 91% 50-64 = 91% 65+ = 87%

• People can’t buy from you if they don’t know about you.

Search Engine Marketing

Pew Research Center, 5/11 . 88% of the ~ 322 million people in the United Sates are online.*http://www.iab.net/media/file/IAB_Internet_Advertising_Revenue_Report_FY_2012_rev.pdf

Why advertise in search engines? in 2012, 46% of digital marketing in the United States was Search because of the high ROI.*

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SEM Drives the Highest Action Search Engine Marketing (SEM) gives you immediate, full control over multiple critical keywords.SEM also allows you to jump into consideration much earlier in the process.

- Vanessa Fox, Marketing in the Age of Google

The Power of Paid + Organic Search

• When a brand appeared in both organic and paid search results, the searcher clicked on that brand 92% of the time, compared to 60% of clicks when the brand appeared in only one location.1

• When paid and organic links are present simultaneously, there is an increase of nearly 12% in the combined conversion rate.2

• When a site is visible in both paid and organic search results, both results receive more clicks than if either appeared alone… Studies have found that click-through rates, conversion rates, and revenue are all higher when both organic and paid listings appear for search.3

Both forms of search deliver separate streams of traffic Both forms of search deliver separate streams of traffic that work better for some businesses than others. that work better for some businesses than others.

They can aid each other to dominate search results. They can aid each other to dominate search results.

1 iCrossing study2 Yang & Ghose, NYU, 2009, PPC versus SEO: Spy vs. Spy, Marketing Tech Blog, Chris Boss3 NYU/USC schools of business study, Oct ’09: http://papers.ssrn.com/sol3/papers.cfm?abstract_id=1491315

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Search Engine Optimization88.1% of US internet users ages 14+ browse or research products online.*

*Search Engine Journal, April 19, 2012

•Our SEO experts conduct a complete analysis of your website’s content, design, and code.

•We provides clear and measureable monthly deliverables on what is being done each month.

•You will know how your website is performing on major search engines and against your competition.

•Your website and local search visibility will be improved month by month through a complete process of on-page and off -page optimization.

Local SEO gets you to the top of the search results when consumers are searching for your local products and services online.

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Search Engine Optimization

Local Search Optimization Gets You Here

Local Search Optimization Gets You Here

Social Media Landscape Right Now

• Social media is the new “Word of Mouth” – at the speed of light

• Things are discovered, reviewed, shared and recommended in real time

• Credibility is developed by being visible as an expert

• Familiarity and trust are created through ongoing interaction, in many places, many ways

• Customer service is greatly enhanced by the ability to immediately interact and connect

Social Media =People.

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What is it? Social Media Marketing

Social media marketing:the process of gaining website traffic or attention through social media sites.

Citation:“Social Media Marketing" Wikipedia, The Free Encyclopedia. Wikimedia Foundation, Inc. 20 May 2008. Web. 26 March 2013.

Highlights -2013 Social Media Users

• Facebook: 1.1 BILLION + users (680 mm mobile)

• YouTube: 800 million +

• Twitter: 550 million +

• Google Plus: 340 million +

• LinkedIn: 200 million +

http://expandedramblings.com/index.php/resource-how-many-people-use-the-top-social-media/

It’s Art + Science

Social Media Increases “Serendipity”

“If you want more luck, take more chances. Be more active. Show up more often.” ~ Brian Tracy (good summary of Social Media)

Conversational and Other-Focused

• Remember the “social” piece – the more interactive, the more results

• Try to keep the conversation 80-90% about THEM and only 10-20% about your company

• Sharing content that is helpful and useful to people who might buy your product will drive connections

LinkedIn: Network of Professionals

LinkedIn: Brilliant for Networking

• Complete FREE Company Profile Page

• Find buyers at target companies

• Be discoverable• Keep your profile updated:

– Professional photo– Current title and company– Succinct Summary including

keywords– Complete history allows for

faster networking– Add causes and volunteer work– Join relevant Groups and

interact

Facebook: It’s Personal, and It’s Business• Entertainment focus• Photos increase

engagement by 84%• Appeal broadly to

human interests • Contests and

promotions do well• Updates do not need

to be about your company

• Show your personality

YouTube (Owned by Google): Get Product Demos, Testimonials, Tutorials, and Usage Ideas in Front of Buyers

http://www.jeffbullas.com/2012/05/23/35-mind-numbing-youtube-facts-figures-and-statistics-infographic/

Bonus: Google Plus

• Jump in now!– 500 million people have joined– Marketing is focusing on G+ for 2013 and

beyond– Still less mainstream for now – but DOES

MATTER from a local, social media, and (SEO) search perspective

– Google also owns Google Plus, just like YouTube, so large growth is expected

– G+ already affects SEO – especially locally – in a major way

• Claim your Google Plus and Google Local Page to be Verified

http://goodplustech.com/2010/11/03/how-to-set-up-twitter-in-3-minutes/

Twitter:Two-Way Conversations, Including Customer Service

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Extended Reach: What is it?

Extended reach allows us to serve your ads on national sites, expanding the reach of your marketing message to your target audience based on the types of websites they have recently visited.

• Geo-target your ads by your audience’s geographic location (statewide, regional,

DMA, or zip code cluster).

• Behavioral target your audience based on the types of websites they have

recently and frequently visited.

• Intent

• Interest

• Re-message your ads to customers who visit your site as they visit other sites on

our premium partner networks.

• Demographically target: age, gender, income, etc.

• Content target

Extended Reach Solutions let you:

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Extended Reach: Display NetworkPresent your message on national sites, expanding the reach of your marketing message to your target audience based on the types of websites they have recently visited.

Get your message to your exact audience almost anywhere online with Top Ad Networks such as:

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Extended Reach: Display Network

SUMMARY:How You Can Use Searchand Social Media to Grow Your Business• Being visible in Search gets you in front of buyers at the moment

of action.• Social Media puts you in the right place at the right time,

proactively.• These 4 social media platforms are key for manufacturing:

– LinkedIn– Facebook– YouTube– Twitter

• You can also proactively reach key people who match your target buyer profile anywhere on the internet with Extended Reach.

Questions? Please See Us at Booth 38!

Amy NeumannDirector SEO/SEM/SMO

Cleveland.com

216.999.5476

aneumann@cleveland.com