b2b lead machine how to win at search social content marketing

How to Win at Search, Social & Content Marketing ARNIE KUENN, PRESIDENT, VERTICAL MEASURES - @ARNIEK

Twitter: @ArnieK #B2BLeads

About Your Presenter…

• President of Vertical Measures - Offering SEO, Link Building, Social Media & Content Development Services

• Instructor for the Content Marketing Institute & Online Marketing Institute

• Author of Accelerate! Move Your Business Forward Through the Convergence of Search, Social and Content Marketing

Available on Amazon

Twitter: @ArnieK #B2BLeads

Why Focus on Search?• 93% of all buyers

online or in stores use search prior to making a purchase

• 86% of searchers conduct non-branded queries.

• 94% of buyers click on organic links versus 6% on paid links for branded queries.

Sources: GroupM, Did-it, Enquiro, and Eyetools.

Twitter: @ArnieK #B2BLeads

When someone types a keyword phrase into the search box, there are only two possible outcomes:– They will find you.– They will find your competitor.

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Universal Search Results

61% of all search results

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Press Release

News

Video

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Twitter: @ArnieK #B2BLeads

It’s All About Content Marketing

• Buyers need content that makes them smarter and more knowledgeable. Businesses that provide that content will win.

• Advertising is just renting the space. Content Marketing is owning it forever.

Twitter: @ArnieK #B2BLeads

Develop Your Strategy

• Why are you creating the content you are creating? • Who is your audience and who are you?• Where do you plan to publish your content?• What will you measure? • What is different a year from now?

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Plan Your Content Calendar

• 1-7-30-4-2-1 Plan– 1=Daily (Twitter, Blog)– 7=Weekly (eNewsletter)– 30=Monthly (Webinar)– 4=Quarterly (eBook, Magazine)– 2=Bi-Annually (User Event)– 1=Yearly (Large Research Project)

Twitter: @ArnieK #B2BLeads

Twitter: @ArnieK #B2BLeads

Start With Keyword Research

• Keyword research should be the foundation

• What keyword phrases do your customers use? (Analytics)

• Use tools like….

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Soovle.com

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Google Adwords Keyword Tool

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Question & Answer Sites

1618 results

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Google’s Discussions in Search

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What Works For Your Competitors?

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Identify Types of Content to be Created

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Content Ideas in a Spreadsheet

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Long Tail is the Key!

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Create Great Content

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Benefits of a Blog

• Gives you a vehicle to post new content• Allows for internal linking• Keeps the search engines coming back –

have 434% more indexed pages*• Have 2X as many backlinks*• Your site gets 55% more traffic*• You have 79% more Twitter followers*

*Hubspot

Twitter: @ArnieK #B2BLeads

Twitter: @ArnieK #B2BLeads

All Different – But Core Items

• Content is found through social media and search engines – so optimize it!

• Web pages, News, Local, Images & Videos1. Links pointing to your content2. Titles & title tags (viewed in results)3. Description meta tag (viewed in results)4. Image alt text tags 5. H1 Tag (headline tag – only one!)6. Page load times7. Freshness of content8. URL structure (short & include KW’s)

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Search Optimization Elements

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Promote Your Content

• Understand who your customer is and where they are online.

• Conduct PR and blogger pitches

• Develop relationships & build partnerships

• People share your ideas, link to your content.

• Mentions & Shares are signals (especially G+)

Twitter: @ArnieK #B2BLeads

Twitter: @ArnieK #B2BLeads

Distribute or Repurpose Content

• RSS feeds• Email Campaigns• Social Media Sites• Video, Photo, Presentation & Podcasts sites• These links will help your rankings!

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Twitter: @ArnieK #B2BLeads

Build Links to Your Content

• Identify low hanging fruit– Internal links– Blog & forum participation

• Targeted Links via…– Competitive research for similar content– Use search operators to find opportunities

• Ask your clients & suppliers for links!– Offer t-shirts, gift cards, discounts, etc. – Or even a good old fashion reciprocal link

• When all else is equal, links win!

Twitter: @ArnieK #B2BLeads

Twitter: @ArnieK #B2BLeads

Measure!

• Measure for successes… and failures

• Check your rankings, traffic, conversions and other key metrics

• Focus on the strategies that are providing the best ROI and keep rolling out the content

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Success Like This…

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Today All 8 Steps Matter

Free 24 page guide at VerticalMeasures.com

Twitter: @ArnieK #B2BLeads

Questions?

Contact: 888-476-1881 www.VerticalMeasures.com

More Traffic. More Leads. More Business.