pen group: the three-legged stool: social media, seo, and your website

The Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.| Grow Socially 2012

The Three-Legged Stool: Social Media, SEO, and Your WebsiteJohn Foley, Jr.

PEN GroupFriday, June 22nd, 2012


First… THANK YOU!

• For Being Here!

• For Being Willing to Learn and Engage!

• For Liking My Boston Accent!


Today’s Overview

• Brief Introductions• The Marketing Landscape• Case Studies for Inspiration• How You Can Find Social Media Success• Your Website: From a Static Brochure to a Sales Tool• SEO: Getting Found to Make Sales• Final Thoughts and Questions


Brief Introductions


Intro: John Foley, Jr.

► Grow Socially, Inc. – Support Services

► Online Marketing/Social Media

► Plan, Manage, Execute and Measure

► interlinkONE – Software (SaaS)► Enterprise Marketing

Management Software► Plan, build, manage, execute

and measure all marketing activities

I love Mar(H)keting!


• Jetsetter Status on FourSquare

• Ranked #12 as a Top CMO on Twitter in 2012

• 2nd runner up for this year’s B2B Twitterer of the Year Award for the B2B “Boss Tweet” Personality Category

• One of the 50 most influential people in Sales Lead Management by SLMA in 2011

• NAPL Soderstrom Society (2011)

Accolades


Who We Work With: Service Providers!


• Lead-Generation Campaigns• Customer Loyalty Efforts• Online Ordering• Warehouse Management• Variable Data Printing• And more!

Solutions Provided to Service Providers


The Book

Strategies, Plans, Case Studies Campaign Ideas, and More.

A guide to help you grow your business!

NewPathToProfit.com


The Books

Printers – Business Transformation

Mailers, Fulfillment providers– Business Transformation

All Businesses – Untethered Communications


Keep Your Phone On!

► Feel free to Tweet, Post, Update, Email, take notes, photos, and more!

@JohnFoleyJr


The Marketing Landscape


Marketing Used to Be “Easier”!


Inbound Marketing: Game-Changer

Social Media, Websites, SEO!


Communications Today

• “Kitchen Table Effect”

• Generational Differences


Social Media Statistics

900 Million Users on Facebook

NOTE: As of June 2012

400 Million Tweets Sent Per Day

72+ Hours of Video Uploaded every minute

150 million users

18 million users… and it’s addictive!40 million users… and sold for $1 billion!


By the Numbers: Google

• 34,000 searches per second• 2 million per minute• 121 million per hour• 3 billion per day• 88 billion per month

Source: http://searchengineland.com


However, don’t forget this…

► Social Media and SEO are really part of something much bigger...

…Your overall marketing efforts!

► Specifically, inbound marketing.


What is Inbound Marketing?

http://en.wikipedia.org/wiki/Inbound_marketing

“Inbound marketing is a marketing strategy that focuses on attracting prospective customers by offering useful information.”

http://en.wikipedia.org/wiki/Inbound_marketing

http://en.wikipedia.org/wiki/Marketing


Content: Essential to Inbound Marketing

Source: http://mashable.com/2011/10/30/inbound-outbound-marketing/


Inbound Goal: Drive INQUIRIES!


Questions or Comments?Phone 1.800.948.0113Email [email protected]

Copyright © 2010 Grow Socially, Inc. All Rights Reserved.Questions or Comments?Phone 1.800.948.0113Email [email protected]

Copyright © 2012 Grow Socially, Inc. All Rights Reserved.

$

Optimize / Social FriendlyeNewsletter Sign-Ups

White PapersOffersEmailsPollsBlogs

Landing Pages

Get Noticed

Engageand

Nurture

Inquiries

Engageand

Nurture

Action – Publish – Engage – Converse – ShareStories, Information, Social Media posts

Blogging Analytics Content Mgmt SEO

Start with MKTG Plan

Product?Service?Asset?

Qualified and Budgeted

Buyers


Why Should YOU Use Inbound Tactics?

It works!

Increase Awareness & Drive Inquiries

Reach More Customers & Prospects

Sell more things!


Results --- See Below

650

275


Results: Thousands of Inquiries


Results: Prospects Raising Their Hand!


CASE STUDIES FOR INSPIRATION


Can Those Tools Actually Help Service Providers?

Let’s look at Some Examples!


Case Studies for Inspiration


H & H Graphics Group

► Lancaster, PA

► Provides mailing, fulfillment, print… and multi-channel marketing services!


H & H Graphics Group on Facebook


Videos That Tell Their Story


CustomXM

► Little Rock, Arkansas► Paul Strack - @Pstrack


Website: Engaging & Social


CustomXM’s Tips for Twitter


Social Media Creates Chatter


Best Practices for Twitter

► Actively participate & engage

► Share a variety of information!

► Be a thought leader, be yourself, show the human side of your business

► Review efforts & measure results


Printing Center USA

► Primarily an online printer► Located in Montana► Quite active on social media


Twitter Activity is High!


Variety of Content in Tweets


Online Video


Email & Social Integrated


Sorrento Mesa

• San Diego, CA• Small Company• Lots of Success• Active in Social Media

- Personal & Professional


Good Facebook Presence

• Consistent Postings

• Variety of Content Shared


LinkedIn: Company Page


Active On LinkedIn: Personal Page


LinkedIn Profile Tips

• Customize Your Website Links• Add Your Twitter Account• Personalize Your Public Profile URL• Add Skills (beta)• Groups and Associations• Honors and Awards


LinkedIn Best Practices

• Research Companies You Want as Clients• Research Prospects by Title and Location• Learn About Your Prospect Before You Meet• Ask for Introductions From Your Network• Integrate CRM to Stay Current


Mojave Copy & Printing: Videos


What do they have in common?

► They have a strategy and a plan!

► They produce a lot of content.

► Social media is integrated across multiple channels.

► They are committed! Time and energy.But it pays off!


How YOU Can FindSocial Media Success


What is Social Media?

• It’s more than just having a Facebook page.

• It’s more than just being on Twitter.

• It’s more than just knowing how to watch videos of cute kittens on YouTube.

• Social Media can mean business for you!


What is Social Media?

• Community• Conversation• Networking• Marketing• Relationships• Customer Service• Immediate Information• Platform


Why Use Social Media

• More prospects to sell to• Generate interest in your brand• Build your brand• Loyalty• Position your company• Customer Service• Another Channel


Here’s How Social Media Can Help YOU

► Build Awareness and Thought-Leadership

► Generate Inquiries and Qualified Leads

► Drive sales


Build Awareness and Thought-Leadership

► Share relevant and helpful information.

► Have consistent branding across networks.

► Don’t just post your own news – engage!


Generating Inquiries and Leads

► How?

► Strategy and Planning

► Build, manage, execute, and measure campaigns

► Have an integrated, multi-channel mind-set


COMPANY WEBSITE

Social Media

SEO

DM/Flyer

E-mail

Links

Other

Whitepapers,eBooks

Downloads

eNewsletter Sign-Ups

Comments & Questions on

Blog

Info/Inquiries

Webinar Sign-Ups

100 Visitors

2000 Visitors

800 Visitors

3500 Visitors

CRM

Generating Inquiries and Leads


Steps to Social Media Success

► Create a Strategy (PLAN)

► EXECUTE

► Measure

Remember Execution TRUMPS Strategy


Plan! Strategy before Tactics!

Step 1: Describe the Business, Service, Solution

Step 2: Business, Service, Solution Goal

Step 3: Where Is the Audience Cyclically?

Step 4: How Does the Audience Use Social Media?

Step 5: The One Thing

Step 6: How Will You Humanize the Brand

Step 7: Content Resource and Distribution Strategy

Step 8: How Will You Measure Success?


Tools & Techniques for Implementing Effective Social Media Campaigns

Tools• Social Media Pages• Blog• Team Approach• Cameras, Video Cameras• Link Shorteners

Techniques• Daily Management • Consistent Monitoring• Integration of Social

Media and Multi-Media Channels

• Consistent Online Look


Use Social Media Effectively

• Start with a Plan– Address Goals– Make a Schedule– Know What You Want

to Do

• Cross Promote Across All Pages

• Integrate with Website• Include in Offline

Marketing Efforts


Know Your Audience

• Who Are They?

• Where Are They Cyclically?

• How Do They Use Social Media?


Define Target Audience• Prospecting• Customer Service• Partner Management

Audience Acquisition

• Discover• Engage• Get Found

Your Target Audience – It’s Important


Is everyone interested in the same communication?

I’m on Twitter

I still email

I use Facebook,Twitter & LinkedIn

I love my mail

I Google for my

information

Where are your prospects and customers getting their information?


Start the Conversation

• Twitter– Hashtags– Retweets– Twitter Chats

• Facebook:– Questions/Polls– Invite Comments!

• LinkedIn– Groups– Discussions

• Blog


Then, let others help spread your story!

• Word-of-mouth marketing has expanded

• If you have a great company, product or service, people will spread that message for you

• Deliver relevant information, and people will return the favor


Get Business Results

• Have Sales Reps Online• Share Case Studies Online• Answer Questions• Send Requested

Information• Follow Up• Connect


Tools for Measuring Effectiveness

• Link Shorteners– iLink.Me

• Google Analytics– Website

• Insights– LinkedIn, Facebook, Twitter, YouTube


COMPANY WEBSITE

Social Media

SEO

DM/Flyer

E-mail

Links

Other

Inbound and Outbound Marketing Work Together

Whitepapers,eBooks

Downloads



Blog

Info/Inquiries

Webinar Sign-Ups

100 Visitors

2000 Visitors

800 Visitors

3500 Visitors

CRM


The One Thing

Disney = MagicApple = Innovation


How Will You Humanize Your Brand?


How to Measure Success?

• How many – Downloads– eNewsletter Sign-Ups– Blog Comments– Questions– Shared Links– Re-Tweets– Followers– Site Traffic


http://ilink.me


Tools to Measure Success

www.ilnk.me


Best Practices

• Industry Specific Content• Marketing Information• Consistently monitor for

customer service • Continually post relevant

content

• Link all pages back to corporate site

• Secure Branded URLs for each Channel

• Promote Monthly Newsletters

JOHN FOLEY, Jr., GROW SOCIALLY, INC.

Content Resource Library Visit Resources Daily

Pull Content Make Links Measurable Push Content Out

Content Distribution StrategyResources are monitored. Content is identified and pulled, made trackable, and pushed out across platforms.

Content A

Content B

Content C

Social Media

Compiler

ContactMatch

and Sync

Contact Database


What Are These Sites, Anyways?


Top Channels for Print Service Providers

• LinkedIn: Chamber of Commerce Event

• Facebook: House party with a business effect

• Twitter: Block Party

• YouTube: Your own TV Station


LinkedIn Overview

• A business-oriented social networking site

• Provides opportunities to position you as a thought-leader

• Contains a number of under-utilized features!


LinkedIn Tip: Update your Status Daily!


LinkedIn Tip: Complete Your Profile


LinkedIn Tip: Create a Company Page

• Provide keywords in the Company description

• Add your Products & Services

• Update the Company Status frequently


Facebook Overview

• The most popular social network by far

• Continues to evolve into a place where both personal and professional success can be found


Building a Company Page is Simple!

Creating a page simply involves:

• Logo• Name• Content


Post a Variety of Content


Facebook Advertisements Can Work!

Target Facebook Usersto Reach Your Target Audience!


Your Personal Page: Blend Professional News

• Your Facebook Personal profile can be a great way to humanize your brand.

• It enables prospects, customers, and other industry friends to learn more about you on a personal level.

• Mix in a bit of industry/company-related content to share what you do to people that don’t know.


Twitter Overview

• Continues to grow as a tremendous way to share content and to engage with others.

• Features such as Search and Lists provide learning opportunities!


Use Twitter to Spread the Word


Company Page: Showcase Your Brand!


Tip: FollowerWonk.com to Find People


FollowerWonk: Results


YouTube Overview

• Allows you to share personal and professional videos to highlight your company and its services.

• It’s also the world’s #2 search engine!


YouTube: Tips for Success

• Feature variety of employees, mix up the tone

• Experiment with different backdrops, scenes, etc.


What Else? Pinterest

• Visually tell the story of your brand!


Ideas for How You Can Use Pinterest

• Connect with clients that are already there

• Post pictures of your job samples, creative outputs, marketing collateral, and other pieces that you are proud of.

• Showcase employees – management and day-to-day!


Pinterest Example: Sharing QR Code Uses


Best Practices for Using Pinterest

• Claim your branded username today!

• Avoid uploading directly to Pinterest – Pin photos from your website and blog to drive traffic.

• Focus on creating and sharing helpful content that your customers will benefit from… and that will visually appeal to them!


Four Fundamentals of all Social Networks

1. Build your network

2. Engage with the network you have built

3. Be consistent

4. Track and analyze


Don’t Forget! Align Tactics with Goals

Tactic Goal Key StepsFacebook Fan page Increase awareness of

services, generate leadsPost once a day; Custom Tab for demo registration

Twitter company page Become a thought leader, provide support

Post multiple times daily; share marketing-related news; active listening

YouTube Profile Humanize brand; create demand

Film weekly video of employee(s); create screencasts of customer successes

Pinterest Drive website traffic! Create boards to highlight portfolio work


Be Committed

► Social Media often requires daily attention

► Prioritize: RELEVANT Content creation, listening, & engaging!

► Measure & Adjust


Your Website: From a Static Brochure to a Sales Tool


Problem with Many Websites Today

• They are not updated frequently enough.

• The graphics, product & services listings, and text do not accurately reflect a brand’s mission statement.

• They are not generating leads.


Remember: The Website is Home Base!

Integrating content creation, distribution, customer engagement, and measurement of your marketing efforts

can increase campaign effectiveness.


How Another Service Provider Did It….

• Rescigno’s Marketing


The Problem

• Wrong human resources to deliver• Lack of Marketing plan• Brand and message wrong• Tactical approach in social• Non engaging or interactive website• Bought an HP Indigo (and had never really sold

1-to-1 before)


• No consistent branding

• Cluttered homepage

• No blog

• No consistent flow

• Hard to navigate

• Minimal functionality

Rescigno’s Mailing Solutions


Rescigno’s Mailing Solutions

LinkedIn

Facebook

Twitter

YouTube


The Solution

Rewrite of business planFinancials – pricing, all resource requirementsMarketing planSales PlanSWOT

• - New Brand and Message• - Extreme Makeover based on plan• - Walk the Talk• - Oh yeah! They still service and sell print and mail!


• Professional

• Showcases Value

• Promotes New Services

• Social Friendly

• Blog & YouTube Integration

• User Friendly

• Easy Navigation

• Form Integration

Website Change

http://www.rescignos.com/




Social Networking Change

LinkedIn

Facebook

Twitter

YouTube


“Compared to last year at this same time, we are up 16% in sales. That 16% increase in YTD activity is now allowing us to begin to think about doing more than simply surviving.”

Ron RescignoPresidentRescigno’s Marketing

The Results


Take Your Website to the Next Step

• Social-friendly, searchable• Interactive

– Blogs– Comments– Landing Page– eNewsletter Sign-Ups– Widgets

• Calls to action for people to raise their hand


Use Calls to Action to Collect Data!

• Appealing to the eye

• Creative• Interactive• Different• Build your

database with registration forms


How Can You Improve Your Website

• Let’s look at a few practical items that you can review to identify beneficial changes.


Step 1: Your Target Audience

• What benefits them?

– It’s not your equipment.

– It’s the solutions & value that your people and equipment provide

– Make changes to pictures, front-facing content, benefit listings.


Inspiration: Website Focused on Benefits


Step 2: The Change Process

• What is the Process for Making Changes & Adding Content?

• Do you always need IT (in-house or outsourced) involvement?

• If so, consider making a change – CMS, different host provider.


Step 3: Lead Generation

• How many leads does your website today?

• If it’s not enough, embed more lead-generation forms!

• Add calls-to-action to all pages!


Website Inspiration: Interactive & Engaging


Step 4: Mobile Optimized

• Do visitors have to tap, zoom, scroll?

• Is there Flash?

• How long is loading time?

• Build a mobile website today!


Final Thoughts on Your Website

• Analyze how much time you spend on it today; most likely, it’s not enough!

• Your website needs to be integrated into all of your marketing efforts, including print, email, social media, and more.


SEO:Getting Found to Make Sales


What is Search Engine Optimization?

• Getting found!

• Using specified keywords

• Consistently updating your content

• Using links to and from other pages and websites


SEO Best Practices

• Keyword Usage• Content Rules!• Inbound Links• Mobile


Keyword Usage

• Build a well-researched list of keywords• Incorporate in your content:

– Page Titles (H1, H2 tags)– Website copy– Meta description– Image Names (Alt tags)

• Use throughout all content distribution


Keywords

• Improves SEO• Narrows down

what your site is about

• The more, the better

JOHN FOLEY, Jr., GROW SOCIALLY, INC.


Use Google Analytics to Understand Impact


Content Rules!

• Google rewards fresh content --- update your website regularly!

• Create & provide content that informs, helps, and interests your audience!

• Best way to do this: start blogging.


Inbound Links

• You want: inbound links from high-authority sites (trusted, popular, PR, etc.) with relevant content.

• How do you get them?– Create share-worthy & timely content!– Ask! Link-exchange– Increase PR strategy and efforts


• Humanizing• Improves SEO

– Keywords– Links – Updated Information

• Give Expertise• Updates on Company

Activities• Sharing Information

Blogs: Crucial to SEO Success


Mobile Search: Important to Your Business!

• Smartphone ownership and mobile web viewing continues to rise!

• Google is rewarding sites that have mobile websites in its AdWords program


Be Ready for Mobile Search with a Mobile Site!

• Create a mobile website that is automatically presented to the growing number of smartphone owners!

• Tip: http://iFlyMobi.com!!!


Items to Avoid

• Buying Links

• Over-using/forcing keywords – content should sound natural

• Adding so much content that your page load-times suffer.


Don’t Forget!

• Getting found is only half the battle….

… Optimize your landing pages and product/services pages to drive people down the sales funnel!


Final Thoughts and Questions


Success Depends on All of These Items!

Expo Event8AM-6PM

Send out flyers to clients

Announce on website

Email eNewsletter (Announce)

Tell colleagues you’re attending

Send thank you cards

Enter new contacts in Excel

Mail -Monthly Newsletter

This Takes Planning: Calendar #1

Expo Event8AM-6PM

Send out flyers to clients

Announce on website

Email eNewsletter (Announce)

Tell colleagues you’re attending

Send thank you cards

Enter new contacts in Excel

Mail -Monthly Newsletter

Create Post, Link back to website

Announce on &

Comment on event’s page

Connect with Keynote Speakers on

Join in on event’s hashtag

Share speaking presentation on

Friend new contacts on

Share event article on

Share event article on

Announce booth # with video post

Follow-Up with Post & Post Pictures

This Takes Planning: Calendar #2


COMPANY WEBSITE

Social Media

SEO

DM/Flyer

E-mail

Links

Other

Inbound and Outbound MarketingWork Together

Whitepapers,eBooks

Downloads



Blog

Info/Inquiries

Webinar Sign-Ups

100 Visitors

2000 Visitors

800 Visitors

3500 Visitors

CRM


Wrap Up

• Start with a Plan• Create a Online Marketing

Strategy• Incorporate Your Social

Media, SEO and Website

• Measure the Results!


Action Items: #1

►Social Media: Strategize, Plan, and Align Tactics with Goals


Action Items: #2

►Increase commitment to promoting yourself!


Action Items: #3

►Devote time to creating content, sharing, and measuring its effectiveness.


Action Items: #4

►Don’t Wait…

Get Started TODAY!


Resources for You

► Free White Paper on Inbound Marketing!► http://InboundMarketingWhitePaper.com

http://inboundmarketingwhitepaper.com/


More Resources for You

► http://GrowSocially.com

► http://interlinkONE.com

► http://iFlyMobi.com

► http://Twitter.com/GrowSocially

► http://Twitter.com/JohnFoleyJr

http://growsocially.com/

http://interlinkone.com/

http://iflymobi.com/

http://twitter.com/GrowSocially

http://twitter.com/JohnFoleyJr


Enjoy The Book!

Strategies, Plans, Case Studies Campaign Ideas, and More.

A guide to help you grow your business!

NewPathToProfit.com


Q & A / Contact Me!: http://ilink.me/JR

iFlyMobi.com

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Have a great afternoon.

THANK You!