Tbex 2013 Toronto Building your Audience with Social Media Management Tools, featuring, Ian Cleary. Community Track

1. Building Your Audience with Social
Media Management Tools
Ian Cleary

2. Takeaways for to-day
• Discover at least 1 tool you can start using today
• Learn some simple tips that you can
implement immediately to grow traffic or
increase conversions
• Hopefully have had a few giggles
along the way

3. SUCCESS
Monitor
Results
Convert
Visitors
Create &
Optimize
Content

4. So let’s take a trip…
Create &
Optimize
Content

5. Be Organized & Consistent
Editorial Calendar for Your Blog
• Plan out general topics
• Outline your post ideas
• Schedule the posts in the calendar
• Implement a review process

6. Plan your Ideas
Organize your thoughts
and brainstorm ideas
Think about general
topics as well as specific
post ideas
www.betaout.com

7. Assign out to your Team

8. Build your Calendar

9. Be Efficient
• Organize your followers
• Automate what makes sense
• Schedule out posts / tweets so you can spend
time doing more important tasks

10. Social Media
Management
• Twitter, LinkedIn,
Google +
• Scheduling
• Filtering
www.hootsuite.com

11. Filtered Columns
Create streams for
specific keywords
..or for groups of key
connections

12. Automate Variations of Tweets
• Create multiple variations for your blog post
• Create schedule for sharing
www.socialoomph.com

13. Schedule Posts
Targeted Posts…
www.postplanner.com

14. Find Trusted Content

15. Find Trending Content

16. Monitor What’s Working

17. Be Targeted with your content

18. Optimization Process
1. Check popularity of keywords
2. Check Google listing - who’s on top
3. Write content
4. Optimize content
RESULT = Appear higher in search results

19. Check Popularity of Keywords
https://adwords.google.com/o/KeywordTool

20. Who’s on Top?

22. OpenSite Explorer (or Moz toolbar)
• Check Open Site
Explorer
www.opensiteexplorer.org

23. How we beat them?
Optimizing your content
• Title
• Description
• Page Name
• Heading
• Content

24. SEO Plugin for WordPress
www.yoast.com/wordpress/seo/

25. Transcribe Video and Podcasts!

26. Next stop on the tour…
Convince
them to
convert

27. Generating Conversions
Conversion: Any action undertaken by a user on your site
that you deem to be valuable
• Email subscribers
• Ad clickers
• Buyers – products / services

28. Email Subscribers
The more focused the better

29. Email Subscribers

30. Email Subscribers
Popups / Banners

31. Email Subscribers
Tips for Increasing
• Social Proof
• Location and number of subscription boxes
• Incentives to subscribe
• Colors and Words
• Be Pushy!

32. Display Banner at Top (can also do a popup)
www.lead-converter.com

33. Track the clicks and conversions

34. More Clicks on Ads.. Heat Map
www.crazyegg.com

35. Product Sales
• Sell eBooks, Guides, Services
• End to end sale directly on your site
• Lead Converter to attract them with an offer
• Sell through your email subscribers

36. Next stop on the tour…
Monitor
Results

37. Monitor
Know what is working
• Analyze what is getting traffic and optimize
• What traffic sources are converting?
• Who is referring you traffic?
• What is your bounce rate and how to improve it

38. Optimize existing posts
Check Google Analytics
to see what keywords
are the most popular
www.google.com/analytics

39. Who is sending you traffic?

40. What traffic source is converting the best?

41. What is my bounce rate?
• Arrive and Leave
• Desktop v Mobile
• Give them options
– Links to other content
– Email subscription
– Related posts

42. Facebook Likealyzer
www.likealyzer.com

43. TweetReach for Twitter
www.tweetreach.com

44. Key Actions!
• Follow the process for optimizing your content
• Use relevant tools
• Be as organized as possible!

45. Social Media Tools Guide..
Download a free copy..
www.razorsocial.com/tbex