SEOReaching Customers on and offline

Presented by Tiffany Johnson, CEO and social media marketing director for Smart Media Cloud,

August 23, 2010

Outbound Marketing Vs. Inbound Marketing

• Outbound marketing is traditional marketing - newsletter, billboards, newspaper ads, radio ads

• Inbound Marketing is nontraditional marketing - e-newsletters, Social media communication, SEO, Vodcasts, Podcasts, and  traditional blogging

• Avoid being ignored• Become a part of your

customers inner circle

Where do you want your website to take you• SEO plan of action• Keyword Analysis• Meta Data• Title optimization• Content Targeting • Sitemaps• User Contributions • Content Development • Social Media

Connections

Ingredients for success• SEO also known as Search

Engine Optimization is a key player in the success of your website.

• Search engine optimization techniques

• Create your own internet traffic

• Attract the right kind traffic • Result driven website

promotion

Creating a successful online presence

• A great website starts with great content

• Your content should include more than a sales pitch

• Offer your readers the option to comment on blogs and articles on your website

• Develop a website toolkit to help you stay on track

Where to Start

• Set up plan for SEO– Search Engine

Optimization

Search Engine Plan of Action should include

• Current statistics• Is your site sticky• What content is useful

for your readers• How are you

promoting your organization

• How are you involved in the community

Pieces of the puzzle

• Search Engine Optimization includes:– Content targeting – Keyword Analysis– Meta Titles– Meta Descriptions– Content Development

Content Targeting• Content targeting is a

different form of pay per click (PPC) inclusion

• Content targeting involves matching the actually content on your web page rather than just a group of keywords

• More precise then keyword targeting

How does Content Targeting Work

• Using content targeting you can drive the right kind of traffic to your site

• Base your content on search terms from a keyword analysis or Google Analytics

• Understand your demographics, past performance, and your market before you change your content

• When content targeting is used effectively you can increase your positioning on all major search engines.

Keyword Analysis

• Harnessing the right keywords can be a challenge

• Google ignores all keywords• All other search engines put a

great emphasis on keywords• Install Google analytics to

review your top search terms• Use a professional to run a

keyword analysis every three months

Keyword Analysis

• This includes both keywords and search queries

• Keyword analysis should be used in conjunction with an analytics program like AWstats or Google Analytics

• This analysis can be purchased or you can create at your own by reviewing your metrics

Keyword Discovery

• Locate as many keywords as possible to your Web site

• Relate search queries to your content

• Online tools exist to speed up the discovery process

• Look at related keywords and their relative search

Return on Investment Analysis

• Generic keywords are the most competitive

• Think outside the keyword box

• Phrases that accurately describe specific qualities of a site yield the highest ROI.

A Competitive analysis

• Analyze competitors for keywords

• Inbound/Outbound links

• Competitive Landscape

Meta Data• Two sentence description

about the content on each of your pages -164 characters or less

• This should include your keywords

• This sentence can be used in conjunction with your title

• This information will help Google prioritize your search placement

Page Titles• Page titles give web surfers

a quick description of your page- 70 characters or less

• Web spiders index your website based on your page title

• Page titles should be sentences

Site Maps • Developing a sitemap

helps your users find content more easily and search engines quickly index your website

• Submitting your sitemap to Google can get you indexed up to six months faster

• Sitemaps generally are dynamic so when you make a major change or add a page the sitemap on your website automatically updates

User Contribution• Allow users to easily

contact you through a contact form interface

• Give users the availability to easily comment on your articles

• Give users the availability to bookmark your website

• Start connecting to your users with social media

The importance of SEM and SEO

• All marketing is just a belief

• How to communicate that belief is key

• All marketing should be planned

Making money with your website

• Kontera Contentlink

• Text link Ads

• Google Adsense

• Bidvertiser

• AuctionAds

• ReviewMe

• FeedBurner AD network

Getting involved with social media

• Start with Blogger and Twitter

• Create a timeline for yourself to implement new posts

• Maintain Keywords both on and off page

Why Not Facebook

• Facebook is a great resource for business networking

• I recommend understanding Twitter first – get in the habit of updating

• Launch Facebook in your secondmonth of SMM

Blogs

• Blogging is simply communicating online through a journal like activity

• Keep it under your domain - http://blog.smartmediacloud.com/

• Use photos in your posts• Update often – once a

week at least

Get to know your readers

• Don’t try to sell your readers anything

• Listen more than you talk

• Be human

• Reply to comments

• Use FeedBurner

Successful blog characteristics

• Be consistent

• Be passionate

• Interact

• Back link

• Brand

• Proofread

Tying it all together

• Start with Keywords and analytics

• Develop goals with deadlines

• Work SEM and SEO into your marketing plan

Managing and measuring your social media • Employees can no longer be

measured by attendance but now by their communication efforts with customers

• Social media communication is coming from all directions

• Not only are you managing your company’s social media but your should also be managing your employees social media toa point

Successful social media implementation • Develop a set of social

media guidelines• Explain to your employees

how their personal social media affects your company’s image

• Check for your social media name availability

• Set up coTweet so you can manage all of your company’s twitter communication

Content Automation• Blog• Tweet• Comments• webcam• Vodcasts• Podcasts• U Stream• BlogTalkradio

Discovering the different types of social media

• Wordpress - blogging, communication

• Facebook, twitter, mySpace - Profiles and communication

• Stumbleupon, Delicious, Digg, Reddit - Bookmarking

• Flikr, Photobucket Slideshare - Photo Sharing

• Upcoming.org - Event Sharing

FundraisingThe real power of giving through social networks is with first level “Followers”.

These followers will give to a cause because they believe in it. Affiliate programs like FreeCause.org use affiliate programs to increase revenues for fundraisers.

Facebook Causes: This is a great way to get followers and donations•Update often•Provide meaning information•Give Props

Successful social media• Allow your content to be

repurposed• Respond quickly and accurately• Designate members of your

team to respond to certain topics in social media

• Understand all of the social media outlets your are a part

Managing multiplesocial media profiles

• Research your social media outlets

• Select your social media forums carefully and realistically

• Organize your social media connections

• Syndicate your information• Keep it fresh and new

Avoid common social media mishaps

• Social Media is not an end allbe all

• Your social media is not a one stop shop

• Be real and genuine in your post• Proofread• Connect in meaningful

relationships that help your business

• Maintain the same personality across profiles

• Understand people may say negative things about your organization but your social media presence is a way for you to combat that

The next big socialmedia move

• Google– Personal profiles– Android– The Google connection– YouTube             

• MSN– Live messenger– Online profile searches

• IE 8 and Web 3.0        

Tools of the trade• Tubemogul• Wordle• Mixx• Ireport• Bitlead• Favotter• Add value to your

blog       

What’s in it for your business

• Social media and SEO provides a vehicle for you to directly communicate with your customers

• You can lower your marketing expense by twenty percent over two years using social media

• Reduce your research and development costs by asking your consumers directly what they want

• Interact, innovate, and accelerate your sales

How to Avoid Common Mistakes• Don’t stand still

– Your company may already be developing an online identity – are you taking control?

– Being there is the best way to monitor what is said

• But, don’t leap without looking– Develop your guidelines and

stick to them– Spend some time on each

outlet and determine which are more important to your business

How to Avoid Common Mistakes• Don’t forget behind the

scenes

Measuring your Success• There isn’t a tool for

measuring the success of your ad campaign except for perhaps coupon codes

• Website success can be measured using web tools and analytics

• Social Media success can be measured by checking your social media popularity on sites like socialscan.com