How to use things like search engine marketing (SEM, PPC), search engine optimization (SEO), and social media including LinkedIn, Facebook, YouTube and Twitter for B2B companies.

1. How You Can Use
Search and Social Media
to Grow Your Business
Amy Neumann
Director SEO/SEM/SMO
aneumann@cleveland.com
216-999-5476
May 2013

2. •Advance Digital is a digitally focused news and
publishing organization built to continue a tradition of
journalistic excellence.
•The result is synergy that spans print and digital
marketing, including display advertising, search engine
marketing, search engine optimization, social media
marketing, audience targeting, and reputation
monitoring.
•Our integrated approach to audience targeting
means that we provide advertisers with measurable
ways to promote their businesses, products and
services, whether trying to reach a broad audience or
niche groups.
Who Is Advance Digital?
We deliver world-class
advertising solutions to
businesses across Ohio
and the United States

3. Amy Neumann aneumann@cleveland.com
Director SEO/SEM/SMO 216.999.5746
• Passionate fan of all things tech and media for 19+ years
with companies likeYahoo! and AT&T. Currently delighted
to be at Cleveland.com doing everything Search & Social
• Often seen writing about topics involving social media,
search, social good, mobile, developing technology, and
similar including for Forbes, the Huffington Post, two
personal blogs (Good PlusTech and Charity Ideas Blog)
and numerous other websites and printed publications

4. AGENDA:
HowYou Can Use Social Media
and Search to GrowYour Business
• Why does Search visibility matter?
• Why does social media matter for sales and marketing?
• Who, what, when, where, why and how:
– LinkedIn
– Facebook
– YouTube
– Twitter
• ExtendingYour Reach

5. 5
What is it? SEO & SEM
SEO or Search Engine
Optimization, is the process of
affecting the visibility of a website
or a web page in a search
engine's "natural" or un-paid
("organic") search results.
SEM or Search Engine
Marketing, is a form of internet
marketing that involves the
promotion of websites by
increasing their visibility in search
engine results pages through
optimization and advertising.
Citation:
“Search Engine Optimization." Wikipedia, The Free Encyclopedia. Wikimedia Foundation, Inc. 20 May 2008. Web. 22 March 2013.
“Search Engine Marketing." Wikipedia, The Free Encyclopedia. Wikimedia Foundation, Inc. 10 March 2013. Web. 22 March 2013.

6. Not JustYour Neighborhood
Proactively find people
anywhere in the world
who are talking about
your product or service

7. .
Paid Search Advertising:
•Helps you reach consumers actively
looking for your products and services
using keyword targeted ads on major
search engines such as Google, Yahoo!,
and Bing.
•As an addition to local search optimization,
paid search advertising is a fast, easy way
for highly qualified sales leads to find YOU.
•Provides a user-friendly interface that
helps you manage incoming sales leads.
•Lets you decide up front how much you
want to invest, and delivers results.
•You pay per click, optimizing your
investment.
•Provides access to a 24/7 dashboard
allowing you to see reports.
Paid Search Advertising
Gets You Here.
Paid Search Advertising
Gets You Here.
KeywordKeyword
7
Search Engine Marketing
According to Google
600 million searches per day
are for local information.

8. • Search brings in buyers at a “moment of action” on any
device, any time.
• 92% of online adults use search engines to find
information = 260 million
– 59% do so on a typical day = 170 million
• All ages use search:
18-29 = 96%
30-49 = 91%
50-64 = 91%
65+ = 87%
• People can’t buy from you if they don’t know
about you.
Search Engine Marketing
Pew Research Center, 5/11 . 88% of the ~ 322 million people in the United Sates are online.
*http://www.iab.net/media/file/IAB_Internet_Advertising_Revenue_Report_FY_2012_rev.pdf
Why advertise in search engines?
in 2012, 46% of digital marketing in the
United States was Search because of the high ROI.*

9. 9
SEM Drives the Highest Action
Search Engine Marketing (SEM) gives you immediate, full control over multiple
critical keywords.
SEM also allows you to jump into consideration much earlier in the process.

10. - Vanessa Fox, Marketing in the Age of Google
The Power of Paid + Organic Search
• When a brand appeared in both organic and paid
search results, the searcher clicked on that brand
92% of the time, compared to 60% of clicks when
the brand appeared in only one location.1
• When paid and organic links are present
simultaneously, there is an increase of nearly
12% in the combined conversion rate.2
• When a site is visible in both paid and organic
search results, both results receive more clicks
than if either appeared alone… Studies have
found that click-through rates, conversion rates,
and revenue are all higher when
both organic and paid listings appear for search.3
Both forms of search deliver separate streams of trafficBoth forms of search deliver separate streams of traffic
that work better for some businesses than others.that work better for some businesses than others.
They can aid each other to dominate search results.They can aid each other to dominate search results.
1 iCrossing study
2 Yang & Ghose, NYU, 2009, PPC versus SEO: Spy vs. Spy, Marketing Tech Blog, Chris Boss
3 NYU/USC schools of business study, Oct ’09: http://papers.ssrn.com/sol3/papers.cfm?abstract_id=1491315

11. 11
Search Engine Optimization
88.1% of US internet users ages 14+ browse or research
products online.*
*Search Engine Journal, April 19, 2012

12. •Our SEO experts conduct a
complete analysis of your website’s
content, design, and code.
•We provides clear and
measureable monthly deliverables
on what is being done each month.
•You will know how your website is
performing on major search engines
and against your competition.
•Your website and local search
visibility will be improved month by
month through a complete process
of on-page and off -page
optimization.
Local SEO gets you to the top of the search results when consumers are searching for
your local products and services online.
12
Search Engine Optimization
Local Search Optimization
Gets You Here
Local Search Optimization
Gets You Here

13. Social Media Landscape Right Now
• Social media is the new “Word of Mouth” –
at the speed of light
• Things are discovered, reviewed, shared
and recommended in real time
• Credibility is developed by being visible as
an expert
• Familiarity and trust are created through
ongoing interaction, in many places, many
ways
• Customer service is greatly enhanced by
the ability to immediately interact and
connect
Social Media =
People.

14. 14
What is it? Social Media Marketing
Social media
marketing:
the process of
gaining website
traffic or attention
through social
media sites.
Citation:
“Social Media Marketing" Wikipedia, The Free Encyclopedia. Wikimedia Foundation, Inc. 20 May 2008. Web. 26 March 2013.

15. Highlights -2013 Social Media Users
• Facebook: 1.1 BILLION + users (680 mm mobile)
• YouTube: 800 million +
• Twitter: 550 million +
• Google Plus: 340 million +
• LinkedIn: 200 million +
http://expandedramblings.com/index.php/resource-how-many-people-use-the-top-social-media/

16. It’s Art + Science

17. Social Media Increases “Serendipity”
“If you want more luck, take
more chances.
Be more active.
Show up more often.” ~
Brian Tracy
(good summary of Social Media)

18. Conversational and Other-Focused
• Remember the “social” piece – the
more interactive, the more results
• Try to keep the conversation 80-
90% aboutTHEM and only 10-20%
about your company
• Sharing content that is helpful and
useful to people who might buy
your product will drive connections

19. LinkedIn: Network of Professionals

20. LinkedIn: Brilliant for Networking
• Complete FREE Company
Profile Page
• Find buyers at target
companies
• Be discoverable
• Keep your profile updated:
– Professional photo
– Current title and company
– Succinct Summary including
keywords
– Complete history allows for
faster networking
– Add causes and volunteer work
– Join relevant Groups and interact

21. Facebook: It’s Personal, and It’s Business
• Entertainment focus
• Photos increase
engagement by 84%
• Appeal broadly to
human interests
• Contests and
promotions do well
• Updates do not need to
be about your company
• Show your personality

22. YouTube (Owned by Google):
Get Product Demos,Testimonials,Tutorials, and
Usage Ideas in Front of Buyers
http://www.jeffbullas.com/2012/05/23/35-mind-numbing-youtube-facts-figures-and-statistics-infographic/

23. Bonus: Google Plus
• Jump in now!
– 500 million people have joined
– Marketing is focusing on G+ for 2013 and beyond
– Still less mainstream for now – but DOES MATTER
from a local, social media, and (SEO) search
perspective
– Google also owns Google Plus, just likeYouTube, so
large growth is expected
– G+ already affects SEO – especially locally – in a major
way
• Claim your Google Plus and Google Local Page to
beVerified

24. http://goodplustech.com/2010/11/03/how-to-set-up-twitter-in-3-minutes/
Twitter:
Two-Way Conversations, Including Customer Service

25. 25
Extended Reach: What is it?
Extended reach allows us to serve your ads on national sites, expanding the reach
of your marketing message to your target audience based on the types of websites
they have recently visited.

26. • Geo-target your ads by your audience’s geographic location (statewide, regional,
DMA, or zip code cluster).
• Behavioral target your audience based on the types of websites they have
recently and frequently visited.
• Intent
• Interest
• Re-message your ads to customers who visit your site as they visit other sites on
our premium partner networks.
• Demographically target: age, gender, income, etc.
• Content target
Extended Reach Solutions let you:
26
Extended Reach: Display Network
Present your message on national sites, expanding the reach of your marketing
message to your target audience based on the types of websites they have
recently visited.

27. Get your message to your exact audience almost anywhere online with
Top Ad Networks such as:
27
Extended Reach: Display Network

28. SUMMARY:
HowYou Can Use Search
and Social Media to GrowYour Business
• Being visible in Search gets you in front of buyers at the
moment of action.
• Social Media puts you in the right place at the right time,
proactively.
• These 4 social media platforms are key for manufacturing:
– LinkedIn
– Facebook
– YouTube
– Twitter
• You can also proactively reach key people who match your
target buyer profile anywhere on the internet with Extended
Reach.

29. Questions?
Please See Us at Booth 38!
Amy Neumann
Director SEO/SEM/SMO
Cleveland.com
216.999.5476
aneumann@cleveland.com