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presents presented by “The Convergence of Search Marketing and Social Media – What You Need to Know” Created for CIPH May 31, 2012 Brian Bluff President and Co-Founder Site-Seeker, Inc.
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presents
presented by
“The Convergence of Search Marketing and Social Media – What You Need to Know” Created for CIPH May 31, 2012
Brian Bluff President and Co-Founder Site-Seeker, Inc.
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
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
Internet Marketing Used To Be Easy!
You
r We
bsit
e
Social Media
0.75%
75
10,000
More Money
0.75%
94
12,500 25%
25%
1.0%
125
12,500
0.25%
67%
Vertical Websites
Your Website As A Sales Funnel
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
How Search and Social Converged
Social Media Platforms
Search Traffic Is Steady
Twitter Traffic - Influenced by: • Quality of content • Number of followers • Tweet volume
Social Traffic Is Event Driven
LinkedIn Traffic - Influenced by: • Number of connections • Profile updates • Discussions created • Popularity of discussions (comments)
Facebook For Business
Google Plus For Business
Google Plus Business Page
YouTube – Why?
YouTube Best Practices
LinkedIn For Business
LinkedIn Groups
Twitter: Community
Search Twi9er for: • Brands • People • Keywords
10% Push (about me) - 90% Pull (about you)
Search Engine Results Page (SERP)
Social Media Content in Search Results
Site-Seeker, Inc. © 2012
• 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
Keywords Identify What Your Content Is About
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
Search Engine Optimization
Relevance • Title tag • Keywords and
description • H tags • Content • Alt tags
Credibility • Authority • Incoming links are
votes of confidence • Links from related
pages or sites • Related anchor text • Social Signals
Becoming An Authority
Our Experience – Linking Is Powerful
• New domain • New site
• New brand • Six months after launch we out
ranked these brands: – Dell – Geeks
– Tigerdirect – Apple
– Amazon
for our clients most important keyword phrase
“Blah blah” = 1.7M
1.
2. 3.
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
GOAL: Keep visitors on your site, reading content and viewing pages
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: 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
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
B2B Mobile Visitors…
Visit 0.85 less pages Spend 29
seconds less
bounce at a 8% higher rate
Clearly the experience is not as good…
Social Media
Published Online Media
Market Sheet
White Paper
Press Release
Application Note
Intranet/ eLiterature
Conference Presentation
Website
Tech Paper
Published Print
Media
Blog Post
Multi-purpose Content • Engaging: • Fans • Markets • Customers
Twitter YouTube
Email Campaign
Blogs Are Critical to Social and Search
Google +
Step 1: Create Expert Content
Step 2: Push Content To Social Platforms
Step 3: Socialize Content
Discussions Updates Tweets Retweets Share
Step 4: Search Engine exposure
Step 5: Grow Your Reach and Social Capital
Step 6: Drive Brand-Favorable Visitors To Your Content
Step 7: Gain Visibility Of Your Offering
Step 8: Grow Your Business
$$$$$$$$$
Google Analytics. . .
• What is it? o Website Traffic Measurement & Analysis Tool
• Where do you get it? o Free o Webmaster to install
Not All Traffic Is Equal
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?
Conversion and Last Click Attribution
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
Multi-Channel Funnels
True Reach People Talking About This Virality Friends of Fans
Facebook Insights"
Seeing It In Action . . .
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%
YouTube Views Reports
The benefit of Experience
Contact Page
Website
Cost Per Visit
Bounce Rate
Cost Per SDcky Visit
Cost Per Contact Page Visit
Online Directories
Organic (SEO)
Pay Per Click (PPC)
Comparing Traffic Sources
Online Directory (bounce = 33.3%)
Organic (SEO) (bounce = 48.2%)
Pay Per Click (PPC) (bounce = 53.2%)
Dollars ($)
Cost Per Visit $10.37 $2.06 $0.70
Cost Per SDcky Visit
$15.37 $3.98 $1.49
Cost Per Contact Page Visit
$57.03 $14.99 $9.50
Organic traffic was the least expensive at the point closest to our goal • 37% less than PPC • 83% less than Directories
Comparing Traffic Sources
28% Decrease in Online Spending"
• Refocused pay per click costs
• Decreased or stopped directory spending
Plan – Reduce Expensive/Under Performing Programs
The Plan: Targeted Search Engine Initiatives
August 2008 – July 2009
August 2009 – July 2010
208% Increase in traffic for “gear manufacturers”
Result: 32% Increase in Conversions"
does not consider phone calls
• New business – Increased – 50% first-‐Dme customers – 100% of new customers
originated online
• 1500 leads/yr -‐ phone, forms, & email from website
• 3x increase online inquires since started search markeDng
Site-Seeker, Inc. © 2012
114.75%
Short Form Submission 120 Long Forms Submitted 142 Short Forms Submitted 262 Total
Powerful Simple Changes
Our Experience – Eliminate Friction – Forms Matter
The power of conversion
Our Experience – Buyer Persona""What Users Need?
GOAL: Keep visitors on your site, reading content and viewing pages
Sales Personas 1) Engineer 2) R&D 3) Buyer 4) Sales & Affiliates 5) Manager 6) Co-Supplier
HR Personas
7) Employee 8) Applicant 9) Partner
Corporate Personas
10) Community 11) Media
Website Elements Support A Persona Need
Ideal Internet Marketing Program
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?
presents
presented by
“The Convergence of Search Marketing and Social Media – What You Need to Know” Created for CIPH May 31, 2012
Brian Bluff President and Co-Founder Site-Seeker, Inc.
[email protected] (315)732-9281 x 11
