The document provides tips and best practices for online marketing and social media strategies. It emphasizes focusing first on building a user-friendly website with a clear purpose and call-to-action. Additional recommendations include optimizing the site for search engines, growing an email list, engaging on social media platforms like Facebook and Twitter to meet measurable goals, and leveraging tools to plan, schedule, and measure social media activities. Compliance guidelines are also reviewed, such as avoiding testimonials or performance references on social profiles.

1. O N L I N E M A R K E T I N G C H AT
WITH KATE DORE

2. F I R S T P R I O R I T Y:
YOUR WEBSITE!

3. F I R S T:
W H AT ’ S T H E
P U R P O S E
O F Y O U R
W E B S I T E ?

4. W H AT S P E C I F I C
A C T I O N
D O Y O U WA N T
V I S I T O R S T O TA K E ?

5. CONSIDERATIONS:
1) USER-FRIENDLY
2) EASY TO NAVIGATE
3) PERSUASIVE COPY
4) CONSISTENT MESSAGING

6. SEO TACTIC #1
BUILD A
MACHINE-FRIENDLY SITE

7. CAN GOOGLE
CRAWL YOUR WEBSITE?

8. RAVEN TOOLS SITE AUDITOR
50 PAGES / MONTH = FREE

9. TRAFFIC BUILDING
TECHNIQUES:
1) ORGANIC SEO
2) EMAIL LIST
3) SOCIAL MEDIA
4) GUEST POSTING / MEDIA

10. MAILCHIMP IS FREE FOR
FIRST 2,000 SUBSCRIBERS

11. HOW TO BUILD YOUR EMAIL LIST

12. LIST BUILDING TOOLS:
RIBBON ACROSS HEADER

13. LIST BUILDING TOOLS:
FORM IN CONTENT

14. LIST BUILDING TOOLS:
POP-UP OR LIGHT BOX FORM

15. LIST BUILDING TOOLS:
SLIDE-IN FROM SIDE

16. SUMO’S LIST BUILDER TOOLS
FREE FOR LIMITED TRAFFIC

17. B E Y O N D
COOKIE CUTTER
SOCIAL MEDIA METRICS

18. B E F O R E
EMBARKING ON A
SOCIAL MEDIA STRATEGY
SET GOALS THAT ARE
1) SPECIFIC
2) MEASURABLE

19. C O N V E R S I O N S >
TRAFFIC >
ENGAGEMENT >
FOLLOWERS OR LIKES

20. FOLLOWERS ARE
A VANITY METRIC

21. E X A M P L E G O A L :
MEASURE
WHAT TYPE(S) OF TRAFFIC
LEADS TO
FREE CONSULTATION

22. E X A M P L E G O A L # 2 :
MEASURE
WHAT TYPE(S) OF TRAFFIC
LEADS TO
EMAIL LIST SIGNUP

23. MEASURING GOALS
IN GOOGLE ANALYTICS

24. SOCIAL MEDIA CHANNELS
TO FOCUS ON:

25. 1) BRANDING
3) DRIVING TRAFFIC
2) NETWORKING
4) SOCIAL PROOF

26. SAMPLE SCHEDULE:
FACEBOOK: 2-3 x PER DAY
TWITTER: 5-7 x PER DAY
LINKEDIN: 1 x PER DAY

27. DON’T NEGLECT WEEKENDS!

28. EXPERIMENT,
MEASURE,
REPEAT!

29. TWITTER NETWORKING
TACTIC: LISTS!

30. TWITTER NETWORKING
EXAMPLE:

31. SOCIAL MEDIA TOOLS:
POST PLANNER ($9 / MONTH)

32. SOCIAL MEDIA TOOLS:
BUFFER (FREE)

33. SOCIAL MEDIA TOOLS:
SOCIAL WARFARE ($29 / YEAR)

34. SOCIAL MEDIA TOOLS:
SUMO (FREE)

35. HOW TO LAND
MAJOR MEDIA MENTIONS

36. HARO:
HELP A REPORTER OUT

37. HARO:
HELP A REPORTER OUT

38. QUICK TIPS:
1.) RESPOND IMMEDIATELY
2.) RESPOND IF RELEVANT
3.) BE CONCISE WITH UNIQUE
AND HELPFUL QUOTES
4.) SHARE PRESS MENTIONS

39. S O C I A L M E D I A C O M P L I A N C E

40. D I S C L O S U R E :
S P E A K W I T H Y O U R
C O M P L I A N C E D E PA RT M E N T
F O R C O M PA N Y S P E C I F I C
R E C O M M E N D AT I O N S

41. GENERAL RULES OF THUMB:
ADVERTISING

42. DON’T PUBLISH:
1.) YOUR PERFORMANCE DATA
2.) STOCK RECOMMENDATIONS
3.) DIRECT REFERENCES TO
YOUR SERVICE OFFERINGS
4.) FALSE OR MISLEADING INFO

43. C H E C K
SOCIAL PROFILES
AGAINST ADV,
ADVISORY CONTRACT,
& WEBSITE

44. RULE 206(4)-1(A)1 OF THE
INVESTMENT ADVISORS
ACT OF 1940

45. RULE 206(4)-1(A)1 IS AN
SO, IS PUBLIC COMMENTARY
A TESTIMONIAL?
WELL, IT DEPENDS.
“ANTI-TESTIMONIAL” RULE
IN SOCIAL MEDIA

46. DOES IT INCLUDE A
EXPERIENCE WITH,
AN INVESTMENT ADVISOR”?
“STATEMENT OF A CLIENT’S
OR ENDORSEMENT OF

47. D O N ’ T E N A B L E R AT I N G S
ON YOUR FACEBOOK PAGE

48. 1 . G O T O S E T T I N G S

49. 2 . G O T O E D I T PA G E

50. 3 . C H E C K D E FA U LT TA B S

51. 4 . T U R N R E V I E W S O F F

52. M O D E R AT E V I S I T O R P O S T S
BEFORE THEY APPEAR

53. H I D E L I N K E D I N
ENDORSEMENTS

54. 1 . G O T O Y O U R
L I N K E D I N P R O F I L E

55. 2 . S C R O L L D O W N T O
E N D O R S E M E N T S

56. 3 . C L I C K E N D O R S E M E N T
Y O U WA N T T O R E M O V E
4 . U S E R A D I O B U T T O N S

57. Y E L P E N D O R S E M E N T S
ARE ALLOWED

58. Y E L P E N D O R S E M E N T S
ARE ALLOWED

59. QUESTIONS?

60. C O N TA C T:
CASHVILLESKYLINE@GMAIL.COM