checklist from top tactics for the social media marketer session smx west 2014

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TOP SOCIAL TACTICS FOR THE SEARCH MARKETER CHECKLIST A Checklist to Integrate Search & Social by Lisa Williams , Lisa Buyer , Ric Dragon and Jen Lopez

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TOP SOCIAL TACTICS FOR THE SEARCH MARKETER CHECKLIST A Checklist to Integrate Search & Social by Lisa Williams, Lisa Buyer, Ric Dragon and Jen Lopez

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Page 1: Checklist from Top Tactics for the Social Media Marketer Session SMX West 2014

TOP SOCIAL TACTICS FOR THE SEARCH MARKETER CHECKLIST A Checklist to Integrate Search & Socialby Lisa Williams, Lisa Buyer, Ric Dragon and Jen Lopez

Page 2: Checklist from Top Tactics for the Social Media Marketer Session SMX West 2014

BLOG/ARTICLE OPTIMIZATION CHECKLIST

Keyword Research Identify 1–3 relevant keywords Filename / URL Limit to 255 charactersUse lowercase characters onlySeparate words with a single dashInclude, at a minimum, one of the keywords

selected that best describes the page Do not include special characters

Page 3: Checklist from Top Tactics for the Social Media Marketer Session SMX West 2014

CONTENTDedicate each page to a single topicWrite unique, non-duplicative content250 words minimum Use each keyword twice (exactly as written) and its

synonym once Try to use at least one keyword within the first sentenceConclude with a clear call to action

Page 4: Checklist from Top Tactics for the Social Media Marketer Session SMX West 2014

LINKINGLink at least two times within the copy to similarly

themed pages on the siteDo not link to other pages with target keywords

from the current pageAnchor text should describe the page to which you

are referring

Page 5: Checklist from Top Tactics for the Social Media Marketer Session SMX West 2014

TAGSPage TitleInclude a unique title tag on all pagesLimit to 70 charactersAdd descriptive keywords in the beginning of the

title tag

Page 6: Checklist from Top Tactics for the Social Media Marketer Session SMX West 2014

META DESCRIPTIONInclude a unique meta description Limit to 155 charactersInclude target keywords once when possibleInclude a call to action at the beginning or end

Page 7: Checklist from Top Tactics for the Social Media Marketer Session SMX West 2014

META KEYWORDSInclude each keyword for which the page is

optimized Limit to the 3 selected keyword phrases, separated

by commas

Page 8: Checklist from Top Tactics for the Social Media Marketer Session SMX West 2014

HEADINGSH1 must fully describe the page’s contentInclude a single, unique H1Use target keywords in headings when possibleDo not repeat keywords in headingsHeadings should be implemented in semantically

correct, outline form

Page 9: Checklist from Top Tactics for the Social Media Marketer Session SMX West 2014

CHANNEL INTEGRATION CHECKLIST

Inventory/auditPersonas/segmentation identificationContent mapDefine gapsChannel integration planChannel segmentation grid

Page 10: Checklist from Top Tactics for the Social Media Marketer Session SMX West 2014

AUTHORING & AUTHORSHIP CHECKLIST

Topic/theme focus Google+ Profile CompletionTaglineDescriptionDocumented strategyDefine circlesGive something back to the community

Page 11: Checklist from Top Tactics for the Social Media Marketer Session SMX West 2014

INFLUENCER IDENTIFICATION CHECKLIST

Topic/theme focusIdentify top influencersDefine outreach planTrack outreachTrack increaes in reach from influencers

Page 12: Checklist from Top Tactics for the Social Media Marketer Session SMX West 2014

CONTENT, SEARCH & SOCIAL MEASUREMENT

Creation & consumptionMissed & captured market shareIdentify & track macro outcomesDefine compound measurement

SEO influence Endorsement (linking, sharing, liking)Cost savingsLead quality

Page 13: Checklist from Top Tactics for the Social Media Marketer Session SMX West 2014

How to Optimize, Socialize and Publicize Your Brand’s News

by Lisa Buyer

Page 14: Checklist from Top Tactics for the Social Media Marketer Session SMX West 2014

TODAY’S MEDIA RELATIONSWhat’s In:

Mingle and pitch media on social news networksSharing third party contentVisual storytelling that is mobile friendlyGoogle+ Hangouts with the media, customers and prospectsTwitter Chats

What’s Out:Dated newsrooms showing old newsPress releases without imagesPress releases for SEOSharing buttons not brandedBlogs without real authors

Page 15: Checklist from Top Tactics for the Social Media Marketer Session SMX West 2014

TODAY’S NEWS RELEASESPR Do’s:

Break news in tweetsCreate visual PR with a headlineExclusive news via Google CircleSocial, paid and blog versionsBrands act like publishers

PR Don'ts:Post it as a PDFPublish it and forget itText onlySame content on all channelsForget to put media contact

Page 16: Checklist from Top Tactics for the Social Media Marketer Session SMX West 2014

Brand Newsrooms Top 20 Features

Make sure your brand’s online newsroom has these features that journalists and customers request and expect when they visit your website.Search PR ContactsNews ReleasesEmail AlertsPhotos Breaking NewsCrisis Communications

Page 17: Checklist from Top Tactics for the Social Media Marketer Session SMX West 2014

BRAND NEWSROOMS TOP 20 FEATURES

Company Background HistoryInformation/Interview RequestsExecutive Bios/SMEsEvent CalendarsAccess to Product InformationAccess to Financial InformationLinks Social Media SitesAccess to VideoRegister for Media CredentialsAccess News Coverage From Other OutletsMobile-friendly newsroom - Use Wireless to Access NewsURL that is Easy to RememberRSS Feeds

Page 18: Checklist from Top Tactics for the Social Media Marketer Session SMX West 2014

MEASURING CHECKLISTUse Google Social ReportingSocial Network ReferralsSet up Conversion TrackingCheck Conversion PathsMonitor Email Address Sign up

Page 19: Checklist from Top Tactics for the Social Media Marketer Session SMX West 2014

KPI & ROI CHECKLISTLead generationRelationship buildingCredibilityMedia coverage

Page 20: Checklist from Top Tactics for the Social Media Marketer Session SMX West 2014

SOCIAL KPIS CHECKLISTConversation RateAmplification RateApplause RateEconomic Value

Page 21: Checklist from Top Tactics for the Social Media Marketer Session SMX West 2014

Social Meta Tags for the Search Marketerby Jennifer Lopez

Page 22: Checklist from Top Tactics for the Social Media Marketer Session SMX West 2014

SEARCH & SOCIAL META TAGS

SEOs Focus: Title Tag & Meta descriptionExample SERP & how they’re usedKeywords

Social uses the same title/descriptionExample FB post using defaultsExample Pinterest post using defaultsBut Social != Search - so how can you make them

different?

Page 23: Checklist from Top Tactics for the Social Media Marketer Session SMX West 2014

OPEN GRAPHMake your Social sharing more enticingOG Examples - FB & G+OG CodeFacebook Debugger

Page 24: Checklist from Top Tactics for the Social Media Marketer Session SMX West 2014

TWITTER CARDS

What different cards look like (images and sizing)

Twitter card codeHow to add your siteTwitter card analytics (new!)Twitter card testerPinterest Enhanced PinsRecipe example

Page 25: Checklist from Top Tactics for the Social Media Marketer Session SMX West 2014

CODE & TYPES

Authorship!ExamplesDifferencesCodeAuthorship checker

Page 26: Checklist from Top Tactics for the Social Media Marketer Session SMX West 2014

Deep Web & Relevance Checklistby Ric Dragon

Page 27: Checklist from Top Tactics for the Social Media Marketer Session SMX West 2014

FIGURE OUT YOUR GAMEDevelop a social media marketing modal mixFind the way that your content can mean

somethingBrand maintenanceCommunityInfluencersThought leadership