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How to Overcome your Marketing Challenges & Improve your Brand's
Visibility
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Jenn Barber
Social Media
StrategistFrom startups to large
enterprise brands, Jenn
consults SiteLab’s clients to
connect them with
opportunities to engage with
social media.
The Presenters
Matt Parisi
Online Media
& Search StrategistMatt is a proven search
marketing expert with ROIs on
online marketing campaigns
exceeding 1000%.
Lori Barber
Director of
Business
DevelopmentFiercely committed to helping
her clients make the most of
their online marketing
budgets.
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SiteLab Interactive, a full-service digital marketing agency based in La
Jolla, CA. Since 1996, we have been helping clients like Wolfgang
Puck, Sunkist Growers and Chiquita Bananas, build great brands by
creating engaging online experiences. We combine strategic insight
with intelligent design and leading-edge technologies to deliver
solutions that connect people and produce bottom-line results. Our
services include:
•User Experience
•Social Media Marketing
•Search Marketing
•Website
Development
SiteLab Interactive
facebook.com/sitelabtwitter.com/sitelabberssitelab.com/blogs
Follow Us:
pinterest.com/sitelab
•Graphic Design
•Mobile Marketing
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The Agenda
• The Situation & the Challenges – Garbo’s Hummus
• The Approach – Always Starts with the Voice of Audience
• Answer the Question “Who is My Audience “– with Search
• Social Integration
• The Strategy & the Plan
• Measuring Success
Bonus Material: Tips & Tricks for Finding & Optimizing Content
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The SituationThe Situation - Garbo’s Hummus
Scenario: Garbo has been in business for 25 years
selling hummus out of a storefront in Portland,
Oregon. They use recipes handed down from
generations of Garbos. In addition they run a
lunchtime Greek catering service for local
businesses. They currently have a website, and a
facebook page with 30 followers where they
occasionally post specials, they don’t know what
else the should be posting about.
Image source: humus101.com
They just hired a part time marketing coordinator to help expand their business who has
reached out to SiteLab to help develop an online marketing strategy. She shared with us
that the owner is reluctant to dive into social marketing. The owner also wants to rank #1
for the term “Garbo” when typed in search engines.
Goals:
1. To become known in the local area for anyone looking for a healthy catering for large parties.
2. Increase sales of the Hummus in other stores (grocery stores, markets, etc)
3. Increase foot traffic in their own store (and in-store sales).
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The Challenges
How does online engagement translate to offline sales?
How can management be convinced that social media marketing should be a part of their overall marketing strategy?
How can we manage an online marketing plan with limited resources: time, money and staff?
Where can we find content ideas?
How can we measure success?
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Online Marketing Offline Results
Studies Show Impact of Online
Ads, Offline
Impact of the Web is Only
Growing Over Time
Sources: comScore.com, Forrester Research
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The Marketing Ecosystem
Sources: Synotac.com
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Search Considerations
Search Audience
SEO 101 – Relevance + Authority
Where is my audience? What language do they use to
search (Relevance)?
What is the intent of these searchers?
Are there any barriers to success?
Do not target internal marketing jargon unless warranted
Competitive Research
Who are Garbo’s competitors? In real life and online in
search?
What is our competitive advantage? How do we compare?
What is the level of difficulty to succeed?
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FIRST THINGS FIRSTwho is my audience?
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First, check your website analytics
Run an Organic Search Traffic report
Sources: Google Analytics
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Then, Brainstorm New Keywords
Brainstorm by keyword or web page
• Refine Keyword List
• Prioritize Based on Volume AND Relevance/Quality
• Consider Keyword Intent
• Different Keywords Represent Different Stages in Buying Cycle – Vary Keywords to Maintain Healthy Funnel
mallardsbaseball.com
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Research & Refine Keywords
Brainstorm by keyword or web page
• Refine Keyword List
• Prioritize Based on Volume AND Relevance/Quality
• Consider Keyword Intent
• Different Keywords Represent Different Stages in Buying Cycle – Vary Keywords to Maintain Healthy Funnel
Source: Google Keyword Tool
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The Voice of Audience
What is the language of our audience?
Where can we fit into the online landscape?
VoA Research applies to all other marketing tactics
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WHAT’S UPwith the competition?
Image source: mallardsbaseball.com
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Competitive Analysis
How difficult will it be to rank in the top 10 for prioritized
keywords?
How powerful are the web sites currently ranking?
What kind of content appears to be popular?
Are there any holes or missing information in search results
relating to the keyword?
How is content presented that is ranking well?
(tone/info/language)
What is your competition doing that you aren’t?
Are there any indications on what content might be popular
or unpopular?
What other content (not related to the keyword) appears on
sites that are ranking well?
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Keyword Difficulty
• Evaluate Difficulty in Relation to Perceived Keyword Quality
• High Quality Keywords that are Easier to Attain are preferable
• Consider Keyword Intent
• Keep in Mind Natural Advantages for You or Competitors
Where can you fit in the Competitive landscape?Source: SEOMoz
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Search Conclusions
Search Audience
Garbo’s Keywords: “hummus recipes”, “portland catering”,
“portland caterers”, “hummus brands”, “how to make
hummus”
Low amount of traffic actually seeking to buy hummus
online, so must strive to become center of hummus
conversation online
Competitive Research
Competitors: Crave Catering (local caterer),
mideastfood.about.com (major web site), hummus101.com
(smaller, more specific web site), Blue Olive (local
Mediterranean restaurant with web site)
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HOW DO WEintegrate social?
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Social Media Considerations
Social Media Audience
Where is my audience? Which sites?
What do they like / say / do?
How and when do they say it?
Competitive Research
Who are my competitors?
What is our competitive advantage?
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FIRST THINGS FIRSTwhere is my audience?
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Take a look at your website analytics
Run a referral report in Google AnalyticsSource: Google Analytics
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Next, find the party
Search for brand name and product/serviceSource: SocialMention.com
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Consider your target demographics
Align current demographics with sites
Source: MediaBistro.com
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KNOW WHEREnow, what do they like?
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Revisit the voice of audience research
Which keywords are they using?
OUR KEYWORDS MAY BE:“restaurant hummus”“hummus dip”“hummus brand”“hummus products”“homemade hummus”“what is hummus”“hummus ingredients”“healthiest hummus brand”“best brand of hummus”
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Then you can see what they’re saying
What are they saying?
Content Ideas:• storage• retail locations• usage / recipes• health benefits• taste test• coupons• samples• snack ideas for kids
• hummus love!
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And how and when they’re saying it…
What is their tone? When are they online?
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WHAT’S UPwith the competition?
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Competitive Analysis
How is your audience engaging with your competition?
What is your competition doing that you aren’t?
Why are they doing such things different?
What type of response are they receiving? Is it different than
how your audience is engaging with you?
Does your competition have a consistent tone, message and
brand?
Is your competition engaging in a way their audience expects
them to? Casual when they’re expecting professional or
opposite?
What are the weaknesses to how your competition is
engaging and leveraging social media that you can use to
your advantage?
Who is your indirect competition?
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And find the influencers
Find and connect with the influencers
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Social Media Conclusions
Social Media Audience
Determined target audience demographics – Facebook,
Twitter, YouTube
Love Garbo’s because it’s homemade, family business, fresh
Casual tone, healthy, nutrition-focused, family, online late
morning
Competitive Research
Competitors: Store brands (Abraham’s Natural), Homemade
Hummus (recipes), Local Caterers (Hush Hush Café)
Competitive Advantage: Family business, local presence
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LET’S GOlet’s build our strategy
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General
Build Content around VoA/Social Research
“Big Idea” Marketing Program
Create Relationships, Enhance Share-ability
Search
Optimize Content around VoA Research
Paid Search to Fill In Organic Gaps/Raise
Visibility for Best Keywords
Social
Monthly Editorial Calendar
Integrate – Facebook, Email Marketing,
Harness the power of local influencers
Facebook Advertising to Boost Likes
Stringing it All Together - Garbo’s Strategy
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Measure Success & Optimize
Benchmark and measure success!
Define Conversion Events Across Tactics and Strategies
• Based on Likelihood of Converting Lead to Customer
• Assign Values to Different Conversions
• Calculate Return on Investment and Improve That Score
• Doesn’t Necessarily Have to Be Perfect, so Long as It Is
Correlated
Benchmark, Notate & Monitor
• Benchmark Starting Point
• Notate Updates/Events that Could Influence Business
• Use Monitoring Tools to Watch for Issues, See Opportunities
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The Plan
Developing & Optimizing Content – 60%
– Organic Search
– Social Media Editorial Calendar
– Email Outreach
Promotions - 30%
– Social Media facebook advertising
– PPC
– Annual “Big Idea” Campaign
Reporting & Tracking - 10%
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QUESTIONS?
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HOW ABOUTsome tips and tricks
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Finding Content
1. Google Alerts
2. Hootsuite
3. Your Partners
4. Cross-Promote
5. Google Discussions
6. Internal Team
7. Reviews
8. Bizarre Holidays
9. Marketing Materials
10.RSS Feeds
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Optimizing Content
1. Identify Keywords
2. Use Keywords
3. Trending Topics
4. Pictures
5. Video
6. Tag/Mention Sources
7. Links to Support
8. Lead Generation Content
9. Day of Week/Time
10.Location, Location, Location