nmd feeding humjmingbird
TRANSCRIPT
Feeding The Hummingbird
Gary WagnonNinjaMarketingDojo.com
What is Ninja Marketing?
A Ninja is a master of not just one discipline, but many.
Ninja Marketing is not just website design, SEO or social media, but all three together.
A Ninja adapts to every situation.Ninja Marketing teaches a customized
Approach that is specially designed to fit the business’s needs
Ninja Marketing is about improving search engine ranking, increasing traffic to your website and converting more browsers into buyers.
A Balanced Online Marketing Approach
• Web Site Design
• Search Engine Optimization
• Social Media
Without all 3 in balance, your online marketing plan
will not be as strong.
Search Engine OptimizationSEO
SEO is the practice of making web sites compatible with the search engine algorithms. SEO elements include:
On Page Optimization – Header/Images/HTML format
Content
Site Popularity (Links)
Social Signals
Local Search & Reviews
Old School SEO
Things that don’t work now today
Lots of links everywhere
Article Marketing
Guest Blogging
The State of SEO Today
• Inbound Links Have Less Value
• Quantity Links vs Quality Links
• Quality Content Reigns Supreme
Google Hummingbird
Google Hummingbird
• New Search Engine Algorithm
• Match the meaning of search query
• Mobile Device Driven
How Google Hummingbird effects search today?
Local Search
Local Search
So How Do You Capitalize on This Mega-Trend?
Tip #1
Create Content that responds to what you customer may be asking
FAQs
How To’s
Should Ask Questions
Make Sure Your Website Has:
If Your Customers Are Asking For It – Your Website Better Say It
Hummingbird Strategies
Industry/Business Updates
Eliminate using shorthand & abbreviated phrases. Stick to Natural Language
Formula For A Successful Online Marketing Presence
Strong Optimized Website
No Template Built Sites Like Godaddy, 1 & 1, Wix
Optimize Images for size and keyword
Check site for valid links and content
Avoid pages of duplicate or low quality content.
Optimize Images for size and keyword
Check site for valid links and content
Avoid pages of duplicate or low quality content.
Tip #2Build A Verified
Profile
“Within search results, information tied to verified online profiles will be ranked higher than content without such verification, which will result in most users naturally clicking on the top (verified) results. The true cost of remaining anonymous, then, might be irrelevance.” Google Executive Chairman Eric Schmidt
Building Your Verified Presence
Social Media Profiles – Be on all the big dogs
Quantify Social Events – The number of tweets, shares, likes & +1s a piece of content you authored generates
Frequency of Social Events – How often your content generates social activities (shares, tweets, +1s, etc.)
Publisher Credibility – Sites with bad reputations can actually harm your efforts
Tip #3Quality Content
Blog or complete Web site – Google Loves WP
Google + - The Quickest Route to
Ranking
Attributes credit to the originator of content and passes the benefit on to their web site
Blog or complete Web site – Google Loves WP
Google + - The Quickest Route to
Ranking
Attributes credit to the originator of content and passes the benefit on to their web site
Google + Authorship
Step 1 – Create/Activate Google + Account
Make Sure You Add A Professional Picture
Google + AuthorshipStep 2 – Connect to Blog
Step 3 – Link to Google + Profile
Tip #4Think Outside
Your Site
Repurpose content from older blogs with links
Think topics rather than keywords
What questions does the page answer? What synonyms can be used?
Optimize for multiple keywords on same page
Make every piece of content stand on it’s own
Tip #5 – BBB(Better Be Blogging)
Blogs – The Source for Fresh Content
Fresh Content for Search Engines – Google Rewards Relevant Content
Increases Opportunity to Rank for Keyword Phrases – the more posts you create, the more chances you have
Positions Yourself as the Expert
Improves Your Trust Level – 32% of online consumers trust a stranger’s opinion on blogs more than branded advertisements.
Blog Frequency Matters
Consistency improves your brands credibility. Sporadic blogging might reflect a sporadic attitude in other business elements
Create a regular schedule and maintain it
Positions Yourself as the Expert
Increases credibility with Google & increases AuthorRank. As rank improves, blogs chance of making page 1 are higher.
Editorial Calendar
• Schedule Content By Major Topics
• Create Sub-Topics
• Schedule Content for Social Media
• Determine Best Time To Post
Synergy Between Social and Search
Make it easy to share your content
Social Signals have more impact on search
Increase engagement on Twitter can improve search ranking
Google +is a must
Tip #6
Engaged Social Media
Synergy Between Social and Search
Make it easy to share your content
Social Signals have more impact on search
Increase engagement on Twitter can improve search ranking
Google +is a must
Another Facebook Change
Post from pages don’t show up as often (if any) in Timelines
Embedding Links into posts instead of sharing content is disappearing
BOTTOM LINE – If no one engages with your content, your social media is useless.
7 Tips To Gain FB Reach
• Focus on Engagement• Analyze Why Fans Click the Like Button• Avoid overusing strong calls to action• Avoid Using Memes• Analyze Outbound links to determine which source is
most well received• Increase Post Frequency• Test different times of day for different types of
content.
Tip #7Gotta Have Google+
Gotta Have Google+
Replacing link popularity as an important ranking factor
Instantly notifies Google you have new content
Links your content back to your website
Influencing a Google Search
Target Your Potential Customer/Clients and add to Google Circles
When they add you back, the visibility of your content is greatly increased.
Tip #8Google + Business
Page
Google + Business Page
Manage Reviews
Double Your Content’s Exposure – Share Personally and to Business Page
Connect to YouTube Channel
Tip #9Local Search
Local Search
Citations from High Authority Directories and Web Sites
Reviews – Google +, Yahoo Local, Bing Local, Yelp
Mobile Databases like Axciom, InfoUSA, Apple Maps, Localeze
Tip #10Video Adds Value
The average user spends 88% more time on a website with video.
Video attracts 2 to 3 times as many monthly visitors, doubles their time spent on the site and has a 157% increase in organic traffic from search.
Viewers retain 95% of a message when they watch it in a video compared to 10% when reading it in text.
Video
The average user spends 88% more time on a website with video.
Video attracts 2 to 3 times as many monthly visitors, doubles their time spent on the site and has a 157% increase in organic traffic from search.
Viewers retain 95% of a message when they watch it in a video compared to 10% when reading it in text.
Easily Embedded Into A Website or Blog
Indexed by Google
Video Script indexes keywords in search
Optimized videos can show up high in search results
Ninja Marketing Dojo
Webinar Based Training
Master the Basics and Build Upon Those Skills
Covering Everything Online Marketing Including Strategies & Tricks to Use Efficiently & Effectively:
•Google +Local
•Keyword Research
•Google +
•Blogs
•YouTube
•Tools
•Content Marketing
•Email Marketing
•Article Marketing
•Public Relations
•Community Sites
www.ninjamarketingdojo.comBecome a Master of Online Marketing
•Improve Search Engine Ranking
•Increase Traffic To Your Website
•Convert More Browsers Into Buyers
Live Class, Streaming Video or Video RecordingFridays 1:30 – 3:30
Fronimos Greek Restaurant3242 E. Speedway (Speedway/Country Club)
Guests $25 / Members $75 per month (4 classes)
800biz Online Marketing
• Website Design
• Search Engine Optimization
• Social Media Marketing
• Social Media Coaching – Group, One on One or Online
www.800biz.com
Buying Decision
Are Your Using Social Media Effectively????
Identifying Communication
Channels
Identifying Communication
Channels
•Relationships
•Social
•Sharing Pics, Videos
•Tagging, Commenting
•Short MicroBlogs
•Breaking News
•Sharing Pics, Videos
•Retweeting
•Business/Executives
•Groups are the key
•Recommendations
•Jobs Hunting
GOOGLE +
•Direct Line to Google
•Techies - Males
•Posting Blog Content
•+1s
•Pictures/Videos
•Women
•Pinning
•InfoGraphs, Food/Fashion
Buying Decision Components
• Website
• Blog
• Social Media
• Articles
• Email Marketing
• Press Releases
Websites – The Anchor
Your Brand Message and Vision
The Problem You Solve, WIIFM
The Educational Message
Definition of Your Services/Products
Your Credibility & Reliability
Call To Action
The Essential Message
Blog – The Educator
Blog – The Educator
• Experts are Attractors
• Experts are Givers
• Experts are Empathizers
Blog – The Educator
• What Big Problem You Solve?
• What Do They Need?
• What One Word Describes Your Brand? Why?
• What is Your Vision? What Outcome Do You Consistently Want To Deliver?
Top Social Media Mistakes• Selling
• Failing to Engage
• Posting Content that doesn’t encourage engagement
• Failing to Monitor Activity
• Inconsistency
• Using the easy channel instead of the right channel
Facebook is a good place to sell.
Facebook is a good place to
advertise.
NOT!!
RelationshipBuilding
Lead Generation
PersonalBranding
ReferralSource
ISABOUT
Personal Page vs Business Page
Facebook Personal Pages•It’s about personal engagement
•Share information others will find interesting & they will engage
•Start “selling” on your personal page and they will leave
•Develop the “know & trust” factor
•Referring is much easier with higher visibility and name recognition.
Your FB Personal Page is like a party – relax and get to know people.
Facebook Business Page•No Limit To Page Likers
No Mutual Friend Requirement
•Analytics Available
•Custom Apps Available
•Minimal Privacy Controls
•Can Schedule Status Updates
Posting To Business vs Personal Page
Personal Pages
•Insights into your personality
•What’s important to you
•What’s inspirational to you
•General Interest and Education Ideas
•Tips & Tricks
•NO SALES
Business Pages
•Insights Into Company
•Tips & Tricks
•Industry Education
•Recognition & Referrals (use wisely)
•General Interest
•Limited Sales Messages
The Key Is…
ENGAGEMENT!
0.5%IN ANY GIVEN WEEK, LESS THAN 0.5% OF FACEBOOK FANS ENGAGE WITH THE BRAND THEY ARE FANS OF.
- MARKETING SCIENCEhttp://marketingscience.info/assets/documents/275/Facebook_fans_A_fan_for_life.pdf
What displays in the News Feed is the result of the EdgeRank algorithm which selects what
Facebook thinks you will find the most engaging.
So - the question is, “How do I get my posts in the News Feed?”
That is where EdgeRank comes in!
Affinity
The more time you spend talking & interacting with Profiles & Pages on Facebook, your affinity for those will
be stronger.
Weight
Weight is the level of interaction a piece of content gets.
Time Decay
Over time a post’s relevance decays, making it less important and pushing it down the News Feed
Growing Follower Ask Friends Website & Blog Links Contests, Special Discounts, Drawings Ask for Shares Email Signature, Business Card Link Make it easy for people to share Make sure your page has something of value
5 Tips to Increase Engagement
Post content that generates a response Post great pictures Fill In The __________ Click Like If You Think, Love, Believe ___ Post content audience is passionate about
Building Your Brand With Twitter
15% of Internet Users
Ages 18 – 29 – 26% Largest Group
Race 28% Blacks
Average Income Under $30K – 19%
No High School 22%
Urban 19%
Top 7 Ways to Use Twitter• Building Buzz about product, service, website
launches or events• Generate Traffic for website or Blog• Lead Generation• Keyword Research • Track what people are saying about you
business• Get noticed by industry leaders• Brand awareness
Twitter – Getting Noticed
• Tweet 1 or 2 Value Messages Per Day
• Tweet between 9 am – 3 pm
• The goal is not to have 2000 followers. The goal is to have 200 valuable, relevant messages that are retweetable.
Facebook with a Shirt and Tie
Professionals, Executives, Entrepreneurs
100 million members
Executives from all Fortune 500 companies are LinkedIn Members
Using LinkedIn
• Target industries you want to reach• Get connected through your friends• Answers Questions and become an expert• Use groups to build your social capital• Find jobs/employees• Recommend people you do business with
or trust
Where To BeginThe Social Media Plan
• Identify Your Target Audience– Demographics, Likes, Interests
• Pick the Appropriate Channel(s)
• Design Your Message
• Monitor and Engage
• Most Importantly – Be Genuine and Provide Value
Where To BeginThe Social Media Plan
• Identify Your Target Audience– Demographics, Likes, Interests
• Pick the Appropriate Channel(s)
• Design Your Message
• Monitor and Engage
• Most Importantly – Be Genuine and Provide Value
Ninja Marketing Dojo
Webinar Based Training
Master the Basics and Build Upon Those Skills
Covering Everything Online Marketing Including Strategies & Tricks to Use Efficiently & Effectively:
•Google +Local
•Keyword Research
•Google +
•Blogs
•YouTube
•Tools
•Content Marketing
•Email Marketing
•Article Marketing
•Public Relations
•Community Sites
www.ninjamarketingdojo.comBecome a Master of Online Marketing
•Improve Search Engine Ranking
•Increase Traffic To Your Website
•Convert More Browsers Into Buyers
Live Class, Streaming Video or Video RecordingFridays 1:30 – 3:30
Fronimos Greek Restaurant3242 E. Speedway (Speedway/Country Club)
Guests $25 / Members $50 per month (4 classes)
800biz Online Marketing
• Website Design
• Search Engine Optimization
• Social Media Marketing
• Social Media Coaching – Group, One on One or Online
www.800biz.com