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Content and social engagement for small businesses

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Local SEO, Search and Social for small businesses

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Content and social engagement for small businesses

  1. 1. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 1 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 1 Introducing Advice Interactive Content & Social Engagement For Local Business 1
  2. 2. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 2 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 2 01 About Me
  3. 3. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 3 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 3 Who I Am I Work Side By Side With My Husband I am Originally From Pittsburgh (Go Steelers) I Love to Listen to Audio Books Mad Men is My Favorite TV Show Bernadette Coleman, CEO Advice Interactive I Am Active on Face Book, Twitter & LinkedIn Inc 500 2012 & 2013 Yrs & Maybe 2014 Passionate About Local Search – www.localsitesubmit.com
  4. 4. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 4 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 4 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 4 The Local Landscape Most small business owners are aware that the local SEO landscape is changing rapidly, although most aren't aware how much it is changing.
  5. 5. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 5 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 5 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 5 The Challenge It doesn’t have to be challenging if you know how to employ some creative ways to market your small or local business online and hit your targets.
  6. 6. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 6 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 6 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 6 The Local SearcherYour customers have the world at their fingertips, are fluent in search and know how to access information in a timely fashion (in fact, they demand it). Put simply, they expect relevant search results — now.
  7. 7. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 7 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 7 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 7 To effectively reach your consumers, the key is to develop and optimize a complete search presence so that you can be found where consumers live, work and shop: within their local markets. Local markets bridge the gap, from search to sales. In fact, a majority of consumers prefer to shop within 15 miles of their homes or places of employment.
  8. 8. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 8 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 8 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 8 A local strategy is something that marketers can no longer afford to overlook.
  9. 9. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 9 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 9 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 9 Let’s Look At Some TrendsTrend 1: Online search is the preferred method for information about local businesses. • The majority of local- business searches are conducted online, with 70 percent of consumers citing online sites as their primary sources. # Make sure you have a findable website.
  10. 10. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 10 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 10 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 10 Let’s Look At Some TrendsTrend 2: Search engines are most popular, but they’re not growing as fast as other media. • While search engines comprise more than 60 percent of the online-search market share, non-search engines’ (e.g., social networks, mobile media, online directories, etc.) are outperforming search engines’ growth. • #Be on Social Media.
  11. 11. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 11 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 11 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 11 Let’s Look At Some TrendsTrend 3: Local searchers possess more potential in terms of post- search activities. • Following their online searches, local searchers are more likely than general searchers to contact businesses or to purchase from them. #Optimize For Local GeoKeywords
  12. 12. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 12 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 12 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 12 Let’s Look At Some TrendsTrend 4: To develop a complete search presence, local businesses must consider every avenue. There are many paths to achieve a local-search presence. • Local sites (e.g., Citysearch, MapQuest, etc.) now claim two-thirds of local searches. • Thanks to Google Maps and Bing Maps’ continued expansion, local site searches continue to increase. #Build your local citations!
  13. 13. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 13 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 13 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 13 Let’s Look At Some TrendsTrend 6: A diverse media mix must now include social and mobile marketing. • More age groups are adopting social and mobile media particularly due to smart- phones • Popularity of ratings, reviews and mobile browsers • Users are demonstrating a higher propensity to contact businesses and/or purchase from them after conducting online searches. #Be Mobile
  14. 14. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 14 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 14 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 14 Mobile = Immediate NeedsMobile users are already outside their homes, looking for nearby businesses to fulfill their immediate needs. In other words, mobile users are serious about purchasing. #Be Mobile / Have a Mobile Website
  15. 15. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 15 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 15 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 15 Ratings and ReviewsThe marketing shift has ushered in a growing importance on ratings, reviews and social networks, where peers are freely exchanging their opinions and are influencing purchase decisions. #Have a review plan in place
  16. 16. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 16 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 16 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 16 Key Takeaways • Develop your search presence across various online platforms, from general search to social media. • Failure to do so could result in missing a major segment of your target consumers. • Consumers are searching with added frequency, if they can’t find you when (and where) it matters most could spell additional sales for your competition.
  17. 17. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 17 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 17 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 17 I’ll Say it Again: ENGAGEMENTToday’s consumers are scattered across various sources, from traditional to interactive media. • The ability to choose the messaging they want to receive means consumers have more control of content than ever before. • All this has led to a fundamental shift in marketing: Consumers do not want to be advertised to; they want to be advised.
  18. 18. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 18 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 18 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 18 Answer Your AudienceSocial media offers companies a unique opportunity to actively participate in the conversations surrounding their brands. Research shows that active participation is key: • Eighty-one percent of social networkers believe that it is important for local businesses to respond to questions and complaints on social sites. #Engage on Social Media
  19. 19. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 19 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 19 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 19 Give Them SomethingSocial networkers demand a variety of information from businesses: • Seventy-eight percent want special offers, promotions and information about events. • Seventy-four percent place importance on regular posts about products. • Seventy-two percent value regular posts about companies. • Sixty-six percent want company photos.
  20. 20. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 20 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 20 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 20 Did you know… 45 percent of consumers don’t have specific businesses in mind when conducting local searches? • In fact, more local-business searchers overall are beginning with general terms in their search queries, rather than categorical or business-name terms. • They have products/services in mind, but they aren’t sure where to purchase.
  21. 21. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 21 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 21 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 21 That’s a huge untapped market bursting with potential. • If brands can optimize their local presence, the door is open for them to enter the consumer psyche during the research and search phases of the purchase process.
  22. 22. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 22 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 22 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 22 Key Takeaway As the local-search industry continues to boom, consumers will demand • Improved search results with added relevance for their lives. • Want information faster. • Wants information that’s closer to home. • Within 15 miles of the consumer home or place of work is where sales happen. • They want you to engage and advise them! The time is now to start bridging the gap between your business and local customers.
  23. 23. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 23 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 23 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 23 Old SEO • We bought links. • We Wanted to rank #1 for keywords. • We Wrote thousands of words with targeted keywords in the anchor text. • We posted keyword rich blogs on our sites. • We spammed social bookmark pages without any consideration of user engagement. • A good commercial website was one with a shopping cart • A good customer experience was one that gave you a sale
  24. 24. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 24 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 24 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 24 What Do You Need Today? • An optimized organic ranking. • A user-friendly website. • A local-listings-management tool. • A social-networking presence. • A mobile website and/or app. • Clean Citations & Listings www.localsitesubmit.com • Engaging Content
  25. 25. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 25 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 25 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 25 What You Need Onsite For Local Include City/State in the Title Tags City/State in H1 Headings City/State in URL (Especially the Location Landing Page) City/State in Alt Tags City/State in Meta Descriptions City/ State in Content (Duh!) Embed a Google Map Pointing to your Google + Local Page NAP is The Key Use Schema Markup on Location Landing Page NAP
  26. 26. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 26 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 26 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 26 Use Schema Markup! Onsite Business Name Business Address City State 75013 972-363-3612 Hours Of Operation Mon-Fri: 7:00am to 6:00pm Saturday: 12:00pm to 5:00PM Sunday: Closed
  27. 27. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 27 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 27 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 27 No Tracking Numbers! Always Use a Local Phone Number!
  28. 28. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 28 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 28 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 28 New SEO The things that will work to increase rankings are; • Good quality content that delivers value. • Excellent online visitor experience in terms of ease of use, content and navigation. • Being talked about on the web, social media sites and blogs. • Having your content reshared on the web. • Businesses that have a strong social component that engages. • Businesses that stay current and generate consistently fresh content. • Businesses that offer trust and authority Today, the quality of your data and how often your data is referenced becomes a new and perhaps more accurate indicator of trust and authority. CONTENT IS STILL KING!
  29. 29. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 29 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 29 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 29 Add Some Local Content Ideas • Make your Blog a Local Destination • Stop Talking About Yourself and Blog About Your Community • Sponsor Local Events (Good for link building) • Create Local Event Guides • Create a Local Resource Directory • Interview Local Figures & Link to that Content
  30. 30. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 30 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 30 Post good content and the followers will come. It's an edict of nature.
  31. 31. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 31 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 31 Give The Best That You Can Take a few minutes every day to post stimulating, engaging content that: • provokes • questions, • humors, • and causes engagement.
  32. 32. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 32 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 32 If You Have Nothing Grand To Share Then share someone else's! If You Have Nothing Grand To Share Then share someone else's!
  33. 33. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 33 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 33 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 33 Speak Out • Make a bold comment on a local social issue that is in the back of everyone's mind. • Take a stand. • Give or Share inspiration • Demand feedback and award original suggestions. • Do not forget to make a clear call-to-action for your followers as they would be too dazzled by your brilliance to know or do otherwise.
  34. 34. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 34 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 34 Web content is no longer primarily about written content. Visual content including images, infographics, and videos are also becoming increasingly popular.
  35. 35. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 35 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 35 Today, your entire online marketing strategy should revolve around the convergence of content, search, and social with quality content being the dominant piece of the puzzle.
  36. 36. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 36 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 36 Why Is Great Content Important?Google highly rates content which is original, high-quality, free of spelling and grammar errors, and valuable. The new search engine algorithms are getting better and better at indexing and ranking your content the way a human reader would. Remember- Symantec Search is here to stay!
  37. 37. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 37 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 37 Why Is Great Content Important? Quality content is much more sharable. Social Media is now the number one reason why people use the internet, So creating content people enjoy enough to share with their friends presents an enormous potential. Remember, Quality content is much more sharable. Social Media is now the number one reason why people use the internet, Creating content people enjoy enough to share with their friends presents an enormous potential.
  38. 38. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 38 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 38 Why Is Great Content Important?Your readers will come back if your content interesting or entertaining. The search engines reward content which provides value to people.
  39. 39. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 39 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 39 How to Create Engaging ContentDiversify your content Cover a wider range of mediums. Images, infographics, streaming videos and auditory content can all help to make your content more interesting.
  40. 40. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 40 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 40 Balance is Important Create A Publishing Schedule But don’t fall into the trap of posting too much without doing your research.
  41. 41. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 41 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 41 Remember to consider how your audience consumes content. Use each suggestion accordingly. This Is My List Of Engaging Content Ideas
  42. 42. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 42 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 42 • Insightful Q&As with interesting people • Fun, engaging, informative • Many asset types, including video, audio, text, and images. • Build relationships Help broaden my reach and my network. The Interview TIP: As they spread news about the interview, they create backlinks, boosting your blog’s authority with search engines. See how that works?
  43. 43. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 43 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 43 Stories and Antidotes Special and unique content comes when sharing real life stories and experience.
  44. 44. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 44 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 44 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 44 Contests and Giveaways • If you give away something that interests your key audience, you will receive attention in return. • Use your entries as a way to offer additional content-opt-in opportunities • Keep in mind that your giveaway should be relevant to your end goals, or else you will attract an irrelevant audience.
  45. 45. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 45 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 45 Not All Contests and Giveaways Win
  46. 46. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 46 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 46 FAQ’s • Mandatory for any business, product, or service on the Internet. • provides the answers that your core audience most commonly seeks TIP: Not only for social outreach but also for search, because many people will enter their common questions about your business into a search box.
  47. 47. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 47 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 47 Curated Link Lists • Top News Posts Today • Complete resource list • Funniest • Most Useful • Top 10 TIP: You can create value for people who are interested in a core subject or theme & they will share them…
  48. 48. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 48 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 48 Tips Are Good Share Bait Offer tips and helpful advice using various asset types, such as text, apps, video, images, and so on… TIP: Use tips if your goal is to show thought leadership or demonstrate commanding knowledge in a particular area of expertise.
  49. 49. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 49 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 49 Complete Lists Distinguished as being more exhaustive and comprehensively researched. • Best Of • Top Ranked • Complete List Of… Remember to use detailed information, images, and commentary for each item
  50. 50. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 50 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 50 Reviews Consider providing regular reviews or commentary on products, services, or even business strategies Use text, video, audio, or a variety of combinations of asset types.
  51. 51. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 51 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 51 How To Articles Tip: “how-to”–related searches represent a major segment of search-query volume. • How-to articles are a staple of the Internet, and this content type even has its own dedicated sites, like eHow and wikiHow. • Create your how-to and step-by-step articles in text, images, video, or other asset types. • Social: People contribute to the conversation via wikis or comments.
  52. 52. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 52 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 52 Recommendations Great way to illustrate your knowledge of a particular topic by relaying helpful choices to your audience. • TIP: Recommendations put a more positive spin on the review process, without being negative or creating any ill will with your audience.
  53. 53. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 53 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 53 Quizzes, Polls and Surveys • Quizzes for your audience is a fun way to earn their attention • Polls and surveys are a great way to gauge what your audience is thinking and get a pulse on your market- research efforts.
  54. 54. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 54 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 54
  55. 55. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 55 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 55 Live Video & Hangouts Use Ustream, Google Hangouts, or other live video services to broadcast content. Create a live discussion format with your audience.
  56. 56. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 56 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 56 Case Studies • Creating a real-world business case attract a like-minded business or consumer audience • Good case studies can take on a life of their own and often get shared around the Web.
  57. 57. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 57 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 57 Research and Statistical Data Provide unique insights into a business or consumer problem. This is one content idea that could catapult your website and social presence into the mainstream social conversation.
  58. 58. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 58 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 58 Scoops or Exclusive Announcements Being first with a great story or “News Jacking” a great story can be a tremendous advantage. TIP: Consider contacting major players in your business space and ask whether they have any new products or services that you could cover for your blog
  59. 59. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 59 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 59 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 59 What is News Jacking You Say?
  60. 60. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 60 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 60 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 60
  61. 61. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 61 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 61 EXAMPLES OF REAL TIME REACTIONS & ENGAGEMENT FOR THE ROYAL BABY
  62. 62. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 62 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 62 62
  63. 63. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 63 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 63 63
  64. 64. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 64 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 64 64
  65. 65. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 65 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 65 65
  66. 66. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 66 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 66 Q&A’s From People Within Your Network Answering questions and offering expert advice should be a fundamental part of your content strategy. TIP: Post on third-party networks, or create a blog post with three to five common questions you’ve received and answer them for your audience. Also remember to add your answers to your site FAQ.
  67. 67. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 67 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 67 Images and Image Channels • Showcase entire galleries or photo channels on social Media or create your own galleries on your blog or website. • Shoot an industry or consumer event and tell your subjects where to find you online. TIP: Audiences are almost always captivated by content about themselves.
  68. 68. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 68 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 68 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 68 Photos Are Worth a Million Likes Photos are the primary type of content posted and shared on Facebook. According to March 2014 research published on eMarketer, photos accounted for 75% of content posted by Facebook pages worldwide.
  69. 69. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 69 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 69 Bios and Get To Know You’s Routinely spotlight different people on your team or within your company. Add a picture and publish a Q&A.
  70. 70. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 70 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 70 Live Blogging & Live Tweeting • blogging live from the event • Give a factual recap of what is being said in real- time, or offer your own side commentary. TIP: Create a #Hashtag. It is very common for people to monitor social streams by hashtag or keyword during these types of events.
  71. 71. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 71 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 71 Things To Do • Local attractions • Favorite restaurants • Other helpful localized tips TIP: If your audience is from out of town show a little bit of hospitality and provide useful content – they won’t forget.
  72. 72. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 72 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 72 Posts About Other Posts • Blog about your blog • Blog about a press release • Blog about a citiation TIP: This way, you can tell the regular audience in one channel about his column and also offer different bits of information to supplement the topic.
  73. 73. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 73 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 73 Commentary and Editorials • Establishing yourself as a conversation leader, communicate your opinions on the main issues and topics. – Blog posts – Social conversation – Status updates – White papers – Videos… Be prepared to follow up with comments…
  74. 74. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 74 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 74 TIP: A good piece of insight is one of the best ways to establish yourself and your business as a thought leader in both the content space and business space. Thought Leadership
  75. 75. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 75 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 75 Glossaries • Informative content • Rank well in search • Glossary terms on a single page • Create unique pages for expanded definitions • SHARE IT!
  76. 76. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 76 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 76 TIP: Offering up an application, screen savers, plug-ins, ebooks, and other productivity enhancements is another great way to solve a problem for your audience and create a shareable event. Create Downloadable Assets • Screen savers • Plug-ins • Ebooks • Create a circle • Excel spread sheet (with a formula)
  77. 77. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 77 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 77 Write Down Ideas TIP: Create a spreadsheet that you can update with interesting bits of information as you go through the day. Refer to this spreadsheet when you need a content idea for your next blog. • As you are going through your daily tasks, • reading your industry blogs, • conversing with others in your industry,
  78. 78. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 78 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 78 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 78 And That’s Not ALL! Prepare for My Fast & Furious Engagement Tips…
  79. 79. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 79 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 79 Start Engaging • Ask a provocative question • Post Something Funny • Share an interesting blog or an article • Comment on a recent news item • Post an inspirational picture or quote or meme • Request follower feedback • Ask for reviews on your products or services
  80. 80. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 80 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 80 Start Engaging • Add new, useful content to your pages on a regular basis. Content freshness adds relevancy to your site in the eyes of the search engines. • Add viral components to your web site or blog like reviews, sharing functions, ratings, visitor comments, etc. • Invite relevant and authoritative bloggers to guest post on your blog, to build social shares and traffic.
  81. 81. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 81 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 81 Start Engaging • Always write a unique and catchy Meta description tag, with a call to action if applicable, for your post, as it will attract more click-throughs. • Blog about the problems your product or service solves – not about the product or service. • Broaden your range of services to include video, podcasts, news, social content and so forth. SEO is not about 10 blue links anymore.
  82. 82. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 82 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 82 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 82 Start Engaging • When optimizing your blog posts, optimize your post title tag independently from your blog title. • Cater to influential bloggers and authority sites who might link to you, your images, videos, podcasts, etc. or ask to reprint your content. • Get the owner or CEO blogging. It’s priceless! CEO influence on a blog is incredible as this is the VOICE of the company.
  83. 83. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 83 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 83 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 83 Start Engaging • Understand social marketing. It IS part of SEO. • The more you understand about sites like Digg, Yelp, del.icio.us, Facebook, etc., the better you will be able to compete in search and social. • Videos that show up in Google blended search results don’t just come from YouTube. Submit your videos to other quality video sites like Metacafe, AOL, MSN and Yahoo.
  84. 84. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 84 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 84 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 84 Start Engaging • Surround video content on your pages with keyword rich text. The search engines look at surrounding content to define the usefulness of the video for the query. • Use the words “image” or “picture” in your photo ALT descriptions and captions. A lot of searches are for a keyword plus one of those words. • Enable “Enhanced image search” in your Google Webmaster Central account. Images are a big part of the new blended search results.
  85. 85. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 85 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 85 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 85 Start Engaging • Think of marketing as storytelling, and think of your customers as the characters. • Depressing tweets, vague tweets, tweets about your weight loss and what you are eating are better kept to yourself. • Tweeting a little personality is fun. But for the most part, stay professional and positive. And always, always stay classy, of course. • Stop talking about yourself if you want more retweets.
  86. 86. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 86 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 86 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 86 Start Engaging • If you’re going to tell people to “like” your company on Facebook, give them a reason why they should “like” you. • Use social media contests as an opportunity to learn more about your customers. • Leverage social search and boost your rankings for target keywords by offering content (ebooks, webinars, etc.) and having them pay with a tweet.
  87. 87. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 87 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 87 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 87 Start Engaging • Actively participate on Google+ and in the Google Authorship program. • Link your Google+ profile to all blogs and sites you write • Whenever possible, link your guest authors’ Google+ profiles to your blog. • Use an appealing Google+ headshot, as it may be displayed in Google search results.
  88. 88. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 88 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 88 This I s Not TV or Radio We Are Talking About This is not advertising to a mindless population catching glimpses of your brands during breaks from their favorite shows or games while rushing to the restroom.
  89. 89. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 89 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 89 This Is Engagement Which means you have to engage to make it work Respond to your followers to make sure the right relationships are formed and maintained. Courtesy is a virtue so remember to: • Check your Facebook messages • Post to FaceBook, Twitter, LinkedIn • Answer Twitter direct messages (DMs) • Answer Twitter @ replies • Engage in LinkedIn Discussions
  90. 90. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 90 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 90 Remember: • keep a tab on your analytics • check out what the competition is up to • Find out what works and what doesn't • classify those that bring in the most results • and don’t forget to optimize your content.
  91. 91. © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 91 © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 91 Q&A 91

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