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.

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

8. Social Media Platforms

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)

11. Facebook For Business

12. Google Plus For Business

13. Google Plus Business Page

14. YouTube – Why?

15. YouTube Best Practices

16. LinkedIn For Business

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%

46. YouTube Views Reports

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