slcsem paid owned & earned tactics david malmborg
DESCRIPTION
Paid, Owned & Earned tactics you may not have thought of yet for hitting your audience and customer goals by David Malmborg at September 18, 2013 SLCSEM.org event.TRANSCRIPT
SEO1 SEO2 and SEO3Achieving your SEO Goals @DavidMalmborg
@DavidMalmborg
▸1 year at Applebees
▸3 years at CompUSA
▸1 year at Riser Media
▸4 years at SEO.com
▸1 year at Fusion-io
▸ 71 people endorse me on Linked In for the skill “SEO” …BOOM!
Fusion-io Delivers the World's Data Faster
▸ Headquarters in SLC
▸ NYSE – FIO
▸ ~950 Employees
▸ $432.4M in FY13
▸ Apple and Facebook are our largest customers
▸ We sell through HP, Dell, IBM, Cisco, SuperMicro, etc.
Steve Wozniak – Chief Scientist
What Does SEO Mean?
SEO1
Search Engine Optimization
Optimize your Site
On page Uniquely Valuable Keyword Targeted Sharable Structured
On Site Crawlability Navigation and Content Flow
http://moz.com/blog/visual-guide-to-keyword-targeting-onpage-optimization
SEO1 Goals
▸Make Time
▸Review and Revise your strategy
SEO2
Site Engagement Optimization
Are you comfortable having all your links be rel=“nofollow”?
7 Reasons to Remove "Link Building" from Our Vocabulary
1. Link building isn't a process or goal
2. Google wants to kill "link building" as a process
3. Modern Google is not a link-counting machine
4. Qualifying "good links" doesn't stick
5. Link obsession can hurt relationships
6. Focusing on links leads to missed opportunities
7. Marketers should differentiate their services from spammers
By Carson Ward - http://moz.com/blog/7-reasons-to-remove-link-building-from-vocabulary
True Press Relations
Contributed Article/Guest Blog Posts
• The audience is the true gauge of a good placement, not the link opportunity.
• Pay for placement
Maximize your internal network to write, share, and engage.
SEO2 is Relationships with Site Owners
Buzzstream
▸Accepting Multiple Contributions• Monthly• Quarterly• Open• No
▸Self Submitting options
▸Social/Forum Sites
▸Optimizing Outreach
▸Paid Relationships
SEO3
Social Engagement Optimization
Owned, Earned and Paid Promotion
http://marketingland.com/your-necessary-three-pronged-approach-to-content-promotion-55504 Image courtesy of Jordan Kasteler’s Blog
Owned, Earned and Paid Promotion
“Content marketing should be about taking people down the conversion path. From a business point of view, anything else really is a waste of time.” –Dan Bischoff
http://www.contenthook.com/orvis-case-study/
Create Great
Content
The Content Wheel
Brand Introduction
Conversion
EmailSocial
Site Distribution
Advocacy
Following
The Fusion-io Online Market
The Fusion-io Online Market• Fusion Social Media
The Fusion-io Online Market• Fusion Social Media• Fusion-io Email DB
The Fusion-io Online Market• Fusion Social Media• Fusion-io Email DB• Employee’s Social
Circles
The Fusion-io Online Market• Fusion Social Media• Fusion-io Email DB• Employee’s Social
Circles• Guest Blog Post
The Fusion-io Online Market• Fusion Social Media• Fusion-io Email DB• Employee’s Social
Circles• Guest Blog Post• Paid Social Media
The Fusion-io Online Market• Fusion Social Media• Fusion-io Email DB• Employee’s Social
Circles• Guest Blog Post• Paid Social Media• Paid Blog
Contributions
The Fusion-io Online Market• Fusion Social Media• Fusion-io Email DB• Employee’s Social
Circles• Guest Blog Post• Paid Social Media• Paid Blog
Contributions• Email List Rentals
Two Goals
1) Grow our “Owned” Reach
2) Fill in the Gaps from Search Engine Results
Bringing it all together
Each Lead Has an Activity Line
▸Find the activity patterns in your converted leads
▸Find a way to increase the frequency of that pattern
Thank You
f u s i o n i o . c o m | S A M E P L A N E T. D I F F E R E N T W O R L D .