The Convergence of Search Marketing and Social Media – What You Need to Know
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Brian Bluff presented on the convergence of search marketing and social media. He discussed how search and social media have converged, with search traffic being steady and social traffic being more event driven. He provided best practices for using key social media platforms like Facebook, Google+, LinkedIn, Twitter, and YouTube for business purposes. He also discussed how to measure the ROI of various marketing initiatives and the importance of developing an ideal internet marketing program with clear vision, metrics, strategies, and actions.
The Convergence of Search Marketing and Social Media – What You Need to Know
- 1. presents “The Convergence of Search Marketing and Social Media – What You Need to Know” Created for CIPH May 31, 2012 presented by Brian Bluff President and Co-Founder Site-Seeker, Inc.
- 2. About Today… Download This Presentation on SlideShare (http://www.slideshare.net/siteseekerinc) We re here to help… • Consultations at your convenience • Free audit of your Internet marketing efforts
- 3. What We Will Cover • Internet Marketing Overview • The convergence of Search and Social • Social Platforms • Search Engines and SEO • Social Media as a System • Measurement and ROI • Doing it the right way
- 4. Internet Marketing Used To Be Easy!
- 5. Your Website As A Sales Funnel Vertical Websites Social Media 10,000 25% 12,500 12,500 Your Website 0.75% 0.75% 0.25% 1.0% 75 94 125 More Money 25% 67%
- 6. Website Traffic Sources • Search o Organic § Not provided (10 to 20%) § Branded (know you) § Non-branded (prospects) o Paid • Referral o Other sites o Directories o Smaller search engines o Wikipedia o Associations • Direct (know you) • Social
- 7. How Search and Social Converged
- 9. Search Traffic Is Steady
- 10. Social Traffic Is Event Driven Twitter Traffic - Influenced by: • Quality of content • Number of followers • Tweet volume LinkedIn Traffic - Influenced by: • Number of connections • Profile updates • Discussions created • Popularity of discussions (comments)
- 12. Google Plus For Business
- 13. Google Plus Business Page
- 14. YouTube – Why?
- 17. LinkedIn Groups
- 18. Twitter: Community Search Twi9er for: • Brands • People • Keywords
- 19. 10% Push (about me) - 90% Pull (about you)
- 20. Search Engine Results Page (SERP)
- 21. Social Media Content in Search Results Site-Seeker, Inc. © 2012
- 22. Keywords Identify What Your Content Is About • Don t let website designers pick keywords • Use words customers use • Examine competitor s keywords • Position content in the path of prospects looking for your offering • Facilitates development of content important to potential customers Rule of Thumb: If a company can only survive (or thrive) locally, then a porDon of the people searching for the company’s products or services will use geographic modifiers. Country, State/Province, City/Town/Village, Zip/Postal Code
- 23. Search Engine Optimization Relevance • Title tag • Keywords and description • H tags • Content • Alt tags
- 24. Becoming An Authority Credibility • Authority • Incoming links are votes of confidence • Links from related pages or sites • Related anchor text • Social Signals
- 25. Our Experience – Linking Is Powerful • New domain “Blah blah” = 1.7M • New site 1. • New brand • Six months after launch we out 2. ranked these brands: 3. – Dell – Geeks – Tigerdirect – Apple – Amazon for our clients most important keyword phrase
- 26. Visit Duration & Pages Per Visit • When visitors stick o Spend 3 to 5 minutes on your site o View 4 to 5 pages • Data from 22 B2B companies and 50,000 visits
- 27. Importance of First Impressions • If your bounce rate is high, fix it: o Related headline o Related image o Show visitors they are in the right spot by serving their needs • If you are paying for traffic: GOAL: Keep visitors on your site, reading content and viewing pages o Create landing pages o Write better ads o Deep link to specific content o Revise program o Stop paying for (some) traffic GOAL: Keep visitors on your site, reading content and viewing pages
- 28. B2B Mobile Visits on the Increase • 19 B2B Website • Mostly manufacturers, some national distributors • Date: • 1/20/12 – 2/19/12 • 1/20/11 – 2/19/11 • Visits o 2012: 42,594 o 2011: 42,913 138% increase in mobile traffic from 2011 to 2012 across all sites
- 29. B2B Mobile Visitors… bounce at a 8% higher rate Visit 0.85 less pages Spend 29 seconds less Clearly the experience is not as good…
- 30. Blogs Are Critical to Social and Search Twitter YouTube LinkedIn Google + Multi-purpose Content Facebook • Engaging: Published Print Social • Fans Tech Media Email Media Paper • Markets Campaign • Customers Published Online Website Media Blog Market Post Conference Presentation Sheet White Intranet/ eLiterature Paper Press Application Release Note
- 31. Step 1: Create Expert Content
- 32. Step 2: Push Content To Social Platforms
- 33. Step 3: Socialize Content Discussions Updates Tweets Retweets Share
- 34. Step 4: Search Engine exposure
- 35. Step 5: Grow Your Reach and Social Capital
- 36. Step 6: Drive Brand-Favorable Visitors To Your Content
- 37. Step 7: Gain Visibility Of Your Offering
- 38. Step 8: Grow Your Business $$$$$$$$$
- 39. Google Analytics. . . • What is it? o Website Traffic Measurement & Analysis Tool • Where do you get it? o Free o Webmaster to install
- 40. Not All Traffic Is Equal
- 41. Conversion Rates Should Be Understood How many contact us page visitors advanced in the sales process? • Click to get (29%) o 73 phone number o 51 address • 40 Sent an email (9.25%) o Is this good? o What is your conversion rate? Two questions • When bidding what are your chances of closing the deal? • What are the chances a visitors they will become a lead?
- 42. Conversion and Last Click Attribution Multi-Channel Funnels Old rule of thumb: It takes seven touches to close a deal New rule of thumb: people don’t buy/ contact on the first visit Latent conversion causes bad decisions
- 43. Facebook Insights" People Talking About This True Reach Virality Friends of Fans
- 44. Seeing It In Action . . .
- 45. The Proof Is In The Pudding . . . • Facebook referrals jumped 50% • The value of those referrals? • Average time on site went from 1:30 to 7:10 • Bounce rate dropped by 20%
- 47. Comparing Traffic Sources The benefit of Experience Website Cost Per Visit Cost Per SDcky Visit Bounce Rate Contact Page Online Directories Cost Per Contact Pay Per Click (PPC) Page Visit Organic (SEO)
- 48. Comparing Traffic Sources Cost Per Visit $0.70 $2.06 $10.37 Organic traffic was the least expensive at the point closest to our goal Cost Per • 37% less than PPC SDcky $1.49 $3.98 $15.37 • 83% less than Directories Visit Cost Per Contact $9.50 $14.99 $57.03 Page Visit Dollars ($) Online Directory Pay Per Click (PPC) Organic (SEO) (bounce = 33.3%) (bounce = 53.2%) (bounce = 48.2%)
- 49. Plan – Reduce Expensive/Under Performing Programs 28% Decrease in Online Spending" • Refocused pay per click costs • Decreased or stopped directory spending
- 50. The Plan: Targeted Search Engine Initiatives August 2009 – July 2010 August 2008 – July 2009 208% Increase in traffic for gear manufacturers
- 51. Result: 32% Increase in Conversions" • New business – Increased does not – 50% first-‐Dme customers consider – 100% of new customers originated online phone calls • 1500 leads/yr -‐ phone, forms, & email from website • 3x increase online inquires since started search markeDng
- 52. Powerful Simple Changes Short Form Submission 120 Long Forms Submitted 142 Short Forms Submitted 262 Total 114.75% Site-Seeker, Inc. © 2012
- 53. Our Experience – Eliminate Friction – Forms Matter The power of conversion
- 54. Our Experience – Buyer Persona" " What Users Need?
- 55. Website Elements Support A Persona Need Sales Personas 1) Engineer 2) R&D 3) Buyer 4) Sales & Affiliates 5) Manager 6) Co-Supplier HR Personas GOAL: Keep visitors on your site, reading content and viewing 7) Employee pages 8) Applicant 9) Partner Corporate Personas 10) Community 11) Media
- 56. Ideal Internet Marketing Program
- 57. Plan For Success • Vision: What does it look like when we are successful? • Key Metrics: What can we measure to tell us we are successful? • Strategies: How will we achieve these metrics? • AcIons: Who will do what when?
- 58. presents “The Convergence of Search Marketing and Social Media – What You Need to Know” Created for CIPH May 31, 2012 presented by Brian Bluff President and Co-Founder Site-Seeker, Inc. brianbluff@site-seeker.com (315)732-9281 x 11