Online Word-of-MouthHow to Excel at Online Marketing Using What You Already Know
Rasmussen College Sr. Online Marketer@jlbraaten on Twitter
WHO IS JOSH BRAATEN?
WHO IS JOSH BRAATEN?
…originally from North Dakota
SMALL BUSINESSES KNOW HOW TOCREATE WORD-OF-MOUTH BUZZ
SMALL BUSINESSES KNOW HOW TOCREATE WORD-OF-MOUTH BUZZ
AMAZING PRODUCTS CREATE BUZZ
AMAZING SERVICE CREATES BUZZ
ENTERTAINING CUSTOMERS CREATE BUZZOR EDUCATING/ENGAGING
WHAT DOES THIS HAVE TO DO WITH THE WEB?
• Search engine optimization (SEO) theories• Shady SEO agencies with spam tactics• Google’s Pandas and Penguins• Keyword targeting and on-page optimization• 301 redirects and sitemaps.xml• Indexation and robot spiders• Canonicalization of URLS
WHY DOES SOCIAL MEDIA COME ACROSS AS DIFFICULT?
COMPETITIVE ADVANTAGE
• Facebook• Twitter• LinkedIn• Google+• YouTube• Pinterest• MySpace• Ping
• Tumblr• Last.fm• So.cl• Reddit• StumbleUpon• Yammer• Angie’s List• Yelp!
• Google Places• Quora• Formspring• Slideshare
YOU MAY BE LOOKING AT IT ALL WRONG
SEO AND SOCIAL MEDIA EXPLAINED SIMPLY FOR SMALL (AND LARGE) BUSINESS
HOW TRADITIONAL WORD-OF-MOUTH WORKS
HOW TRADITIONAL WORD-OF-MOUTH WORKS
HOW TRADITIONAL WORD-OF-MOUTH WORKS
HOW SOCIAL MEDIA WORKS
HOW SEO WORKS
WHY DIDN’T SOMEONE JUST SAY THAT IN THE FIRST PLACE?
HOW TO EARN WORD-OF-MOUTH BUZZ ONLINE
DO CUSTOMERS THINK YOUR PRODUCT IS AMAZING?
The internet is kind to great products.
OFFER AN AMAZING SERVICE
Book: deliveringhappiness.com
IS YOUR SERVICE AMAZING?
The Internet often rewards great service.
ENTERTAIN, EDUCATE, ENGAGE
11 TIPS TO START ONLINE WORD-OF-MOUTH MARKETING
1. LOCATE THE PLACES WHERE PEOPLE TALK
• Website• Blog• Facebook• Google+ / Local• Others?
2. CLAIM AND COMPLETE ONLINE IDENTITIES
3. USE COMMON SENSE TO HELP PEOPLE FIND YOU
4. CREATE AND SHARE INTERESTING, HELPFUL CONTENT
5. PICK A SCHEDULE AND COMMIT. REVISE AS NEEDED.
Online Property Frequency Action
Blog Weekly Write one 200-800 word article that entertains, educates, or engages customers
Social MediaFacebook: daily
Twitter: 2-5x/dayGoogle+: weeklyPinterest: weekly
7:2:1 Ratio:•7 = Other people’s helpful content•2 = Your content•1 = Your products or service
Email Monthly Send an email newsletter full of the month’s content and send it to customers
6. ASK YOUR CUSTOMERS FOR THEIR THOUGHTS
7. FIX WHAT’S BROKEN
8. SURPRISE YOUR CUSTOMERS
9. THEN REQUEST CREDIT WHERE IT’S DUE
10. ASK YOUR CUSTOMERS FOR A REVIEW
11. ENGAGE, ENGAGE, ENGAGE
OK, NOW I JUST HAVE TO FIND THE TIME
QUESTIONS?
