The Three-Legged StoolSocial Media, SEO, and Your Website
John Foley, Jr.CEO, interlinkONE and Grow Socially
Intro: John Foley, Jr.
• Grow Socially, Inc. – Support Services– Online Marketing/Social
Media– Plan, Manage, Execute and
Measure
• interlinkONE – Software (SaaS)– Enterprise Marketing
Management Software– Plan, build, manage, execute
and measure all marketing activities
I love Mar(H)keting
!
Keep Your Phone On!
• Feel free to Tweet, Post, Update, Email, take notes, photos, and more!
@JohnFoleyJr #Dscoop7
The Book
Strategies, Plans, Case Studies Campaign Ideas, and More.
A guide to help you grow your business!
NewPathToProfit.com
Presentation Overview
• The Evolving World of Marketing
• Using Social Media to Get Results
• Your Website: From a Static Brochure to a Sales Tool
• SEO: Getting Found to Make Sales
THE EVOLVING WORLD OF MARKETING
Marketing Used to Be Easier!
Inbound Marketing Has Changed the Game
Websites, SEO, Social Media!
What is inbound Marketing?
http://en.wikipedia.org/wiki/Inbound_marketing
Inbound marketing is a marketing strategy that focuses on attracting prospective customers by offering useful information
Content Marketing: Part of Inbound Marketing
Source: http://mashable.com/2011/10/30/inbound-outbound-marketing/
Inbound Goal: Drive INQUIRIES!
Questions or Comments?Phone 1.800.948.0113Email [email protected]
Copyright © 2010 Grow Socially, Inc. All Rights Reserved.Questions or Comments?Phone 1.800.948.0113Email [email protected]
Copyright © 2012 Grow Socially, Inc. All Rights Reserved.
$
Optimize / Social FriendlyeNewsletter Sign-Ups
White PapersOffersEmailsPollsBlogs
Landing Pages
Get Noticed
Engageand
Nurture
Inquiries
Engageand
Nurture
Action – Publish – Engage – Converse – ShareStories, Information, Social Media posts
Blogging Analytics Content Mgmt SEO
Start with MKTG Plan
Product?Service?Asset?
Qualified and Budgeted
Buyers
Why Should YOU Use Inbound Tactics?
It works!
Drive Inquiries
Reach More Customers & Prospects
Sell more things
Results:
650
275
Results: 1000’s of inquiries
Results: 1000’s of inquiries
USING SOCIAL MEDIA TO GET RESULTS
Social Media Statistics
850 Million Users on Facebook
NOTE: As of December 2011
250 Million Tweets Sent Per Day
Social Media Statistics (cont.)
60+ Hours of Video Uploaded to YouTube every minute (#2 search engine)
90 million users on Google+ in 6 months
Can Those Tools Actually Help Service Providers?
Let’s look at Some Examples!
H & H Graphics Group
• Lancaster, PA
• Provides mailing, fulfillment, print… and multi-channel marketing services!
Custom Background… with Value Statements
Humanizing their brand
Engaging with Customers, Vendors, Prospects
Videos That Tell Their Story
CustomXM
• Little Rock, Arkansas
• Paul Strack - @Pstrack
Website: Engaging & Social
CustomXM’s Tips for Twitter
CustomXM Tip: Listen!
Social Media Creates Chatter
Best Practices for Twitter
• Actively participate & engage
• Share a variety of information!
• Be a thought leader, be yourself, show the human side of your business
• Review efforts & measure results
Printing Center USA
• Primarily an online printer
• Located in Montana
• Quite active on social media
Email & Social Integrated
Steps to Online Marketing (Includes Social) Success
• Create a Strategy (PLAN)
• EXECUTE
• Measure
Remember Execution TRUMPS Strategy
Questions or Comments?Phone 1.800.948.0113Email [email protected]
Copyright © 2010 Grow Socially, Inc. All Rights Reserved.Questions or Comments?Phone 1.800.948.0113Email [email protected]
Copyright © 2012 Grow Socially, Inc. All Rights Reserved.
$
Optimize / Social FriendlyeNewsletter Sign-Ups
White PapersOffersEmailsPollsBlogs
Landing Pages
Get Noticed
Engageand
Nurture
Inquiries
Engageand
Nurture
Integrated Multi-Channel MarketingAction – Publish – Engage – Converse – Share
Social Media Blogging Analytics Content Mgmt SEO
Start with MKTG Plan
Product?Service?Asset?
Qualified and Budgeted
Buyers
Strategy before Tactics!
Step 1: Describe the Business
Step 2: Business Goal
Step 3: Where Is the Audience Cyclically?
Step 4: How Does the Audience Use Social Media?
Step 5: The One Thing
Step 6: How Will You Humanize the Brand
Step 7: Content Resource and Distribution Strategy
Step 8: How Will You Measure Success?
Align Tactics with Goals
Tactic Goal Key Steps
Facebook Fan page Increase awareness of services, generate leads
Post once a day; Custom Tab for demo registration
Twitter company page Become a thought leader, provide support
Post multiple times daily; share marketing-related news; active listening
YouTube Profile Humanize brand; create demand
Film weekly video of employee(s); create screencasts of customer successes
Pinterest? Drive website traffic! Create boards to highlight portfolio work
Be Committed
• Social Media often requires daily attention
• Prioritize: RELEVANT Content creation, listening, & engaging!
• Measure& Adjust
YOUR WEBSITE: FROM A STATIC BROCHURE TO A SALES TOOL
How A Fellow Dscoop Member Did It….
• Rescigno’s Marketing
The Problem
• Wrong human resources to deliver
• Lack of Marketing plan
• Brand and message wrong
• Tactical approach in social
• Non engaging or interactive website
• Bought an HP Indigo (and had never really sold 1-to-1 before)
• No consistent branding
• Cluttered homepage
• No blog
• No consistent flow
• Hard to navigate
• Minimal functionality
Rescigno’s Mailing Solutions
Rescigno’s Mailing Solutions
YouTube
The Solution
Rewrite of business planFinancials – pricing, all resource requirementsMarketing planSales PlanSWOT
• - New Brand and Message• - Extreme Makeover based on plan• - Walk the Talk• - Oh yeah! They still service and sell print and
mail!
• Professional
• Showcases Value
• Promotes New Services
• Social Friendly
• Blog & YouTube Integration
• User Friendly
• Easy Navigation
• Form Integration
Website Change
Social Networking Change
YouTube
“Compared to last year at this same time, we are up 16% in sales. That 16% increase in YTD activity is now allowing us to begin to think about doing more than simply surviving.”
Ron Rescigno
President
Rescigno’s Marketing
The Results
How Can You Improve Your Website
• Let’s look at a few practical items that you can review to identify beneficial changes.
Step 1: Your Target Audience
• What benefits them?
– It’s not your equipment.
– It’s the solutions & value that your people and equipment provide
– Make changes to pictures, front-facing content, benefit listings.
Inspiration: Website Focused on Benefits
Step 2: The Change Process
• What is the Process for Making Changes & Adding Content?
• Do you always need IT (in-house or outsourced) involvement?
• If so, consider making a change – CMS, different host provider.
Step 3: Lead Generation
• How many leads does your website today?
• If it’s not enough, embed more lead-generation forms!
• Add calls-to-action to all pages!
Website Inspiration: Interactive & Engaging
Step 4: Mobile Optimized
• Do visitors have to tap, zoom, scroll?
• Is there Flash?
• How long is loading time?
• Build a mobile website today!
SEO: GETTING FOUND TO MAKE SALES
By the Numbers: Google
• 34,000 searches per second
• 2 million per minute
• 121 million per hour
• 3 billion per day
• 88 billion per monthSource: http://searchengineland.com
SEO Best Practices
• Keyword Usage
• Content Rules!
• Inbound Links
• Mobile
Keyword Usage
• Build a well-researched list of keywords• Incorporate in your content:
– Page Titles (H1, H2 tags)– Website copy– Meta description– Image Names (Alt tags)
• Use throughout all content distribution
Content Rules!
• Google rewards fresh content --- update your website regularly!
• Create & provide content that informs, helps, and interests your audience!
• Best way to do this: start blogging.
Inbound Links
• You want: inbound links from high-authority sites (trusted, popular, PR, etc.) with relevant content.
• How do you get them?– Create share-worthy & timely content!– Ask! Link-exchange– Increase PR strategy and efforts
Mobile
• Smartphone ownership and mobile web viewing continues to rise!
• Google is rewarding sites that have mobile websites in its AdWords program
Items to Avoid
• Buying Links
• Over-using/forcing keywords – content should sound natural
• Adding so much content that your page load-times suffer.
Don’t Forget!
• Getting found is only half the battle….
… Optimize your landing pages and product/services pages to drive people down the sales funnel!
FINAL THOUGHTS
The Three-Legged Stool and YOU
• Online and Inbound Marketing can dramatically effect business results.
• It may involve changing sales processes to respond to leads more quickly.
Key Takeaways
• Social Media: Strategize, Plan, and Align Tactics with Goals
• Website: Interactive and Engaging to Drive Leads
• SEO: Create informative & share-worthy content!
Q & A / Contact Me!: http://ilink.me/JR
iFlyMobi.com
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iFlyMobi.com
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THANK YOU!
• Have a great evening!
• Visit us at the interlinkONE & Grow Socially Booth tomorrow!
Learn More
• http://interlinkONE.com
• http://GrowSocially.com
Thank you for attending:
Please remember to fill out your session evaluation!
The Three-Legged StoolSocial Media, SEO, and Your Website
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