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Local + Social: Like Peanut Butter + Chocolate

Learn how to effectively market your business online through search engine optimization, social media, and paid advertising. Discover the intersection of local and social strategies to increase brand awareness and loyalty.

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Local + Social: Like Peanut Butter + Chocolate

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  1. Local + Social: Like Peanut Butter + Chocolate • Will Scott • will@searchinfluence.com • @w2scott David Mihm @davidmihm davidm@moz.com

  2. ABOUT SEARCH INFLUENCE Helping customers successfully market online since 2006 through search engine optimization (SEO), social media, paid online advertising, and reputation management. • Search Influence • 84 full and part-time employees • 51 contract writers • Google AdWords & Analytics Certified Staff • Google Certified Partner • Reputation • 2011 Inc. 500 honoree • 2013 Inc. Hire Power Winner • Recognized leader in search and social for local business • Two decades in online media • Best Places to Work, 2014 As of 10/15/2014 Will Scott: At the Intersection of Local and Social

  3. OUR TEAM Will Scott: At the Intersection of Local and Social

  4. ABOUT ME WILL SCOTT CEO, SEARCH INFLUENCE • First website online in 1994 • Built over 2,500 customized web sites in 18 months (with a staff of 12 – 2000-2002) • Deployed over 300 local online yellow pages / year with print “look and feel” • Part of team which took Sprint YP from zero to 1,000,000 uniques in 18 months (2003-2005) • Speaks frequently on SEO, Social Media and Content Marketing • Local U Faculty member and forum moderator • Search Engine Land columnist Will Scott: At the Intersection of Local and Social

  5. Most Visited Sites http://goo.gl/ZiSwq Will Scott: At the Intersection of Local and Social

  6. Most Searched http://goo.gl/YMjcI Will Scott: At the Intersection of Local and Social

  7. 1,320,000,000 http://www.checkfacebook.com/ Will Scott: At the Intersection of Local and Social

  8. SOCIAL MEDIA FOR BUSINESS • THERES MORE TO IT THAN YOU MIGHT THINK! • Setting Social Media Goals and Expectations • Choosing the Right Outlets • Facebook • Twitter • Google+ • LinkedIn • Pinterest • Running a Successful Campaign Will Scott: At the Intersection of Local and Social

  9. SETTING SOCIAL MEDIA GOALS AND EXPECTATIONS Will Scott: At the Intersection of Local and Social

  10. WHAT IS IT GOOD FOR? • Social Media is really great for clients that want to achieve: • Increase Brand Awareness • Gain a Social Presence • Build Brand Loyalty • Social Media may not be best for clients that onlywant: • Increased Foot Traffic • Increased Sales Will Scott: At the Intersection of Local and Social

  11. DEFINE YOUR BUSINESS’ TARGET AUDIENCE. Image courtesy of: http://okpta.org/ Will Scott: At the Intersection of Local and Social

  12. TARGET AUDIENCE • Know the difference between your customers today and aspirational customers • Understand the demographics • Understand the psychographics Will Scott: At the Intersection of Local and Social

  13. KNOW YOURSELF / YOUR BUSINESS. Will Scott: At the Intersection of Local and Social

  14. YOUR BUSINESS • Are you B2B or B2C? Do you have something to sell? • Do you have a lot of content to share and is it newsworthy? • Can and WILL your team create content? • Who will hold them accountable? Will Scott: At the Intersection of Local and Social

  15. CHOOSING THE RIGHT OUTLET FOR OUR CLIENTS Will Scott: At the Intersection of Local and Social

  16. UNDERSTANDING THE SOCIAL NETWORKS • Fast-moving consumer goods will perform better on Facebook than luxury goods because the user base skews younger. • Twitter is primarily a news source for its users. • Pinterest is the place to be for food and drink related products or content, as well as family or parenting content. • Instagram’s audience is primarily female (with projections to even out by 2016) and between the ages of 18 and 44. Clothing, accessories and entertainment-related brands find Instagram attractive for this reason. • eMarketerreport on Instagramuse Will Scott: At the Intersection of Local and Social

  17. Will Scott: At the Intersection of Local and Social

  18. INDUSTRIES THAT DO WELL ON FACEBOOK • CLIENT GOALS AND MOTIVATIONS ON FACEBOOK • Reaching a large number of people • Building brand awareness and loyalty • Gaining a strong presence on social media • SETTING CLIENT EXPECTATIONS FOR A FACEBOOK CAMPAIGN • Building a fan base takes time and money, it’s okay to be patient • You may not see an immediate increase in sales as a direct result of posting to Facebook • We encourage clients to supplement our posts with more personalized photos or celebrations from around the office, but you don’t want to post too much – it can be a turn off for page fans if a business is constantly showing up in their news feed • Automotive • Consumer Goods • Financial Services • Gaming • Politics • Retail • Ecommerce • Technology • Travel • Consumer facing businesses! IS FACE- BOOK RIGHT FOR ME? Will Scott: At the Intersection of Local and Social

  19. BRANDED FACEBOOK GRAPHICS Will Scott: At the Intersection of Local and Social

  20. FACEBOOK SUCCESSFUL FACEBOOK POSTS/ADS INFORMATIONAL POST Will Scott: At the Intersection of Local and Social

  21. FACEBOOK SUCCESSFUL FACEBOOK POSTS/ADS PRODUCT/PUBLICITY POST Will Scott: At the Intersection of Local and Social

  22. SUCCESSFUL FACEBOOK POSTS/ADS ENGAGEMENT POST Will Scott: At the Intersection of Local and Social

  23. INDUSTRIES THAT DO WELL ON TWITTER • CLIENT GOALS AND MOTIVATIONS ON TWITTER • Pushing out a constant flow of content (like blogs) to your followers • Building brand awareness and loyalty • Establish a brand personality • Increasing engagement and interaction with followers • SETTING CLIENT EXPECTATIONS FOR A TWITTER CAMPAIGN • Building a fan base takes time and money, and without a big budget – it can take more time to gain a big following • There may be less traffic and reach on Twitter • Automotive • Consumer Goods • Professional Services • Finance • Health • Government • Entertainment • Media/News • Retail • Education • Restaurants • Non Profits IS TWITTER RIGHT FOR ME? Will Scott: At the Intersection of Local and Social

  24. BRANDED TWITTER GRAPHICS Will Scott: At the Intersection of Local and Social

  25. SUCCESSFUL TWITTER CAMPAIGNS Will Scott: At the Intersection of Local and Social

  26. INDUSTRIES THAT DO WELL ON GOOGLE+ • Store Front Businesses • Service Area Businesses • Brands/Products • Multi-Location Businesses • Entertainment • CLIENT GOALS AND MOTIVATIONS ON GOOGLE+ • Gain traction on Google (for social and SEO purposes) • Building brand awareness and loyalty • Increasing presence across multiple social platforms • Helps support brand on Google and YouTube • SETTING CLIENT EXPECTATIONS FOR A GOOGLE+ CAMPAIGN • Since Google+ is new to the social media industry, it doesn’t have a high number of active users. It is still essential to your SEO efforts. • Having an active Google+ page may help your brand in the SERP • We will need to verify the listing via phone or postcarda IS GOOGLE PLUS RIGHT FOR ME? Will Scott: At the Intersection of Local and Social

  27. BRANDED GOOGLE+ GRAPHICS Will Scott: At the Intersection of Local and Social

  28. SUCCESSFUL GOOGLE+ CAMPAIGNS Will Scott: At the Intersection of Local and Social

  29. INDUSTRIES THAT DO WELL ON LINKEDIN • Business to Business Sales/Service • Highly Technical or Specialized Companies • CLIENT GOALS AND MOTIVATIONS OF LINKEDIN • Establish your business as an industry leader • Provide industry wide knowledge • Increase brand presence on an additional social media platform • SETTING CLIENT EXPECTATIONS FOR A LINKEDIN CAMPAIGN • The client should have a deep understanding of their target demographics • LinkedIn can help with brand awareness, it is not the main factor in increasing lead generation for a business IS LINKEDIN RIGHT FOR ME? Will Scott: At the Intersection of Local and Social

  30. BRANDED LINKEDIN GRAPHICS Will Scott: At the Intersection of Local and Social

  31. SUCCESSFUL LINKEDIN POSTS/ADS Will Scott: At the Intersection of Local and Social

  32. Will Scott: At the Intersection of Local and Social

  33. INDUSTRIES THAT DO WELL ON PINTEREST • E-Commerce Companies • Home Improvement • Entertainment • Health and Beauty • CLIENT GOALS AND MOTIVATIONS OF PINTEREST • Establish your presence online • Increase brand awareness and personality • Provide very shareable content for customers • SETTING CLIENT EXPECTATIONS FOR PINTEREST • Many of the pins will be focused on the engagement and informational side of the content spectrum • It’s beneficial to have evocative photos of product and / or results • Solely running a Pinterest campaign will not increase e-commerce sales or foot traffic IS PINTEREST RIGHT FOR ME? Will Scott: At the Intersection of Local and Social

  34. BRANDED PINTEREST PROFILES Will Scott: At the Intersection of Local and Social

  35. SUCCESSFUL PINS Will Scott: At the Intersection of Local and Social

  36. SPEAK THE LANGUAGE OF YOUR NETWORKS Image courtesy of: Reader’s Theater Will Scott: At the Intersection of Local and Social

  37. FACEBOOK / GOOGLE+ • Pictures, pictures, pictures • Easy on the sales messaging • Feature your fans • Reward them too • TWITTER • News, news, news and post more frequently • PINTEREST • Use rich pins on your website (for recipes, etc) • Make it super duper visual • How tos, visual step-by-steps • Provide prices in the pin copy • LINKEDIN • News, Industry-related info TAILORING CONTENT TO THE PLATFORM Will Scott: At the Intersection of Local and Social

  38. Some People Have to Pay For It Tying A Steak Around Your Neck

  39. Just because you paid for it doesn’t make it less satisfying

  40. Why Pay for It? EdgeRank is Dead! • EdgeRank – Facebook’s Visibility Algorithm • Affinity, Time Decay and Weight • The more connections and the more interaction, the more likely your content is seen • Organic EdgeRank has been diminished • Only ~10% of your fans will see an update • New ad units can reinvigorate EdgeRank • If a tree falls in the forest and there’s no one there to hear… http://www.socialbakers.com/blog/1304-understanding-increasing-facebook-edgerank http://searchenginewatch.com/article/2291146/EdgeRank-is-Dead-Long-Live-Facebooks-EdgeRank-Algorithm

  41. Paying for Love Accelerating Content Discovery

  42. Does it work?

  43. Does it work?

  44. Like Candy from A Baby

  45. The Magic Recipe Good Content + Good Promotion = Winning!

  46. Targeting • Not Just Customers, The Right Customers

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