Search Engine Marketing & Social Media

Search Engine Marketing & Social Media

Presented by: Peggy Mahone, Interactive Specialist

Freedom Florida Newspapers and Interactive

Why Search Engine Marketing?Why Search Engine Marketing?

•90% of people research the internet for products and services before they buy. 

•20% of all searches include a town, city, area, or other geo‐descriptor.

• 86% of them follow up with a phone call or store visit• Of that, 52% end up making a purchase

•Half of ALL internet access comes from mobile devices.

• Local Maps: Maps Listing

• Natural/Organic Listings: SEO (search engine optimization)

• Sponsored Links: PPC (Pay Per Click)

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3Customers are

actively searching for your services –they already want

what you have!

Search Engine Marketing: How Does It Work?Search Engine Marketing: How Does It Work?

All the Places Your Business can be Found!All the Places Your Business can be Found!

HERE…HERE…

HERE

HERE…HERE…

What is it?SEO is a key tool for making sure that search engines get the right idea about your website. It is the process of designing and modifying your website so that search engines give it the best possible organic search results for relevant keywords.

Where?Natural/organic results in search engines

Why?• Build credibility and loyalty with online

consumers• Improve your position on all search

engines, without paying for clicks• Start easily and see results in 3-6 months• Create a long term asset for your business

(tomatoes vs. tomato plant)

Search Engine Optimization (SEO)Search Engine Optimization (SEO)

• Local Maps: Maps Listing

• Natural/Organic Listings: SEO (search engine optimization)

• Sponsored Links: PPC (Pay Per Click)

1

2

3

3Customers are

actively searching for your services –they already want

what you have!

Search Engine Marketing: How Does It Work?Search Engine Marketing: How Does It Work?

The Power of Pay‐Per‐Click:

– Advertisers can bid on many keywords 

– Quick set‐up with immediate traffic

– Tracking, tracking, tracking 

– PPC is a flexible medium/budget based. 

– Top of search results without any “optimization”– GEO‐Target

Pay Per Click (PPC)Pay Per Click (PPC)

What IS social media?• Technically, it’s the

use of web-based and mobile technologies to turn communication into interactive dialogue.

• BUT IT’S MUCH MORE THAN THAT…

It’s about how people are

ENGAGING, PARTICIPATING,

and SHARINGonline…

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Some Social Media Statistics• Americans spent nearly a quarter of their time online on social networking sites

• 94 percent of U.S. online time is spent on just three activities: social networking, playing games and emailing.

• Twitter processed almost 10 billion tweets in 2010.

Finding Your Social Media Voice

• Who are you?

• Who is your audience?

• Use plain language, not sales lingo

• Match your language to your voice

• What do you talk about?

Your social media voice allows you to communicate faster, more personably, and more directly with your audience.

Social Media and Business Objectives

Use social marketing to spread word about your brands and promotions.

Build customer loyalty and credibility by offering valuable content.

Grow top line through lead generation and social sales.

ENGAGE, PARTICIPATE,

and SHARE ONLINE!