Social media contentmarketing-seo

1. Social Media,
Content
Marketing & SEO

2. 01 Who is my Audience? Everybody?
Target Audience Identification
02
Content Marketing / Social Media
Content Pillars & Content Mix
03
Search Engine Optimisation
(SEO) in a Nutshell
04 Google Analytics UTM Tagging & Ads
(Running Google & Facebook Ads)

3. It all Starts with
Knowing Who to
Target!
Social Media, Content Marketing & SEO

4. The Audience – Which Personna?

5. The Audience – Which Personna?
Craft Better & More
Relevant Messaging &
Laser Targeting to
Right Platform.
Why is this important?
• Know their Preferences,
Know their Demographics,
Know Where they hang out!
• Know the Colours, Know the
Lingo.

6. Target Audience Identification – The Halal Satay Company
Primary Audience Identification – To Anchor Position

7. Target Audience Identification – The Halal Satay Company
Secondary Audience Identification – To Identify & Capture New Markets

8. Social Media
Marketing –
Identifying
Content Pillars &
Content Mix
Social Media, Content Marketing & SEO

9. CONTENT PILLARS – THE GOURMET PIE COMPANY
Delivery and wholesale enquires are one
of The Gourmet Pie Company’s USP
Pictures of the team and their customers
are being posted on Facebook for a
personal touch
Contest giveaway – a chance to win a pair
of ticket to Tony Award-Winning play by
Richard Greenberg; as a form of
engagement
ASE STUDY – COMPETITOR CONTENT ANALYSIS FOR PIE FACE

10. CONTENT PILLARS – DON – YOUR PERSONAL PIE CLUB
Don – Your Personal Pie Club does delivery service and is open to expand
its business by franchising
ASE STUDY – COMPETITOR CONTENT ANALYSIS FOR PIE FACE

11. LEARNINGS FROM BEN & JERRY’S
Free Cone Day outside a Ben & Jerry’s shop
in Sweden
• Annual event – between late March and
early May
• Free ice cream cups and cones to be given
out
• Giveaway is from 12pm – 8pm
Drives buzz and create hype for the brand.
Source: http://www.slideshare.net/connectshivak/ben-n-jerry-gnims
ASE STUDY – COMPETITOR CONTENT ANALYSIS FOR PIE FACE

12. LEARNINGS FROM KRISPY KREME
Free 100,000 doughnuts for offices and
tertiary institutions (9 September, 2013)
Steps:
• Like the brand page on Facebook
• Sign up at
http://krispykreme.sg/cometomyoffice/
Students and working professionals are
connected through social media and are
strong word of mouth form of advertising.
ASE STUDY – COMPETITOR CONTENT ANALYSIS FOR PIE FACE

13. COMPETITIVE ANALYSIS ON CONTENT PILLARS
Brands Brand Events Product Giveaways Delivery
Pie Face √ √ √ √
Oven Marvel
Don – Your
Personal Pie
Club
√ √ √
The Gourmet
Pie Company
√ √ √ √ √
The Pie Kia
The Gourmet Pie Company has the most extensive contents.
The Gourmet Pie Company and Don – Your Personal Pie Club does delivery service.
Oven Marvel has no website and Facebook page.
The Pie Kia has no website but they have Facebook page with no contents.
Pie Face has a game feature on their website.

14. Brand
• Pie Face line-
ups and
engagements
• E.g.
Facebook/
• Instagram
photo
contests,
establish
newsletter/
members
subscription
Lifestyle
• Healthy
consumption
choices
• Less healthy
and healthy
comparisons
Facts & Trivia
• Fun quotes
• Greeting
• Eating habits
Pie
• About Pie
Face
goodness –
e.g.
ingredients
used, the
brand’s
history and
process of
making the
pie
Thematic
• Posts that
concide
around a
specific
theme, event
or Public
Holiday
Suggested content pillars to further strengthen brand communication and market position of Pie Face with the
objective of building Pie Face newsletter/member subscriptions.
Currently Pie Face does not have the means to collect qualified leads. We propose having
newsletter/member subscription available on the website and Facebook tab
CONTENT MIX
CASE STUDY – COMPETITOR CONTENT ANALYSIS FOR PIE FACE
Technology
News
People

15. SEO IN A
NUTSHELL
Social Media, Content Marketing & SEO

16. What to do before we Start SEO?
DEMAND
BASED
VS
INTEREST
BASED
TARGETING
IS SEO ALONE
ENOUGH AS A
MARKETING
STRATEGY?
WHAT DID
GOOGLE
DO
TO STAY
RELEVANT?
ARE YOU
BARKING
UP THE
WRONG
SEO TREE?
GETTING
INTO THE
MIND OF
GOOGLE

17. Will SEO Bring Leads to My Business?
Should I Consider SEO to be part of my marketing strategy?
• Demand Based Vs Interest Based targeting
(a) SEO
(b) Google Ads
(c) FB Ads
• Buying Keyword: Keyword with Strong Commercial Intent – Focus on
Users Search Intent rather than just Keywords!
(a) Property Agent Singapore, Property Singapore
(b) New Launch Singapore
(c) Executive Condo near (at) Sengkang East Way
• SEO cannot be Compartmentalised. Think Omni Channel Marketing
• SEO Done Blindly! Choose the Right Keywords, Business Objectives,
Customer Journey, Message and Systems for follow up. PDPA

18. Will SEO Bring Leads to My Business?
Should I Consider SEO to be part of my marketing strategy?
• The EAT Concept
(a) Expertise: Demonstrate your knowledge & expertise.
(b) Authoritativeness: Trusted Authority, Be a leader in your
market.
(c) Trustworthiness: Quality Content with Quality Links
• Core Web Vitals: Secure Website, Device
Compatibility, Overall Page Experience
(a) Fast
(b) Secure
(c) Ease of Use, Low Bounce Rate
(d) Device, OS & Browser Compatibility

19. Will SEO Bring Leads to My Business?
Which Came First the Google or the Yahoo?
• Search Result Relevancy: A query typed in Google
provided more relevancy than did Excite, Yahoo and other
search engines.
• Redirected to other website, Yahoo kept to Yahoo platform.
• A focus on User Experience:
Google provided relevant information in relation to their
search queries.
• Indication of Relevancy: Sergei Brin and Larry Page
thought links and clicks as a sort of recommendation,
an indication of relevancy and value. No other search
engine was doing this at that point in time.

20. Will SEO Bring Leads to My Business?

21. Will SEO Bring Leads to My Business?
The Google Algorithms at a Glance

22. 22
Will SEO Bring Leads to My Business?

23. 23
Will SEO Bring Leads to My Business?

24. When Google looks at a Website what does it see?

25. Will SEO Bring Leads to My Business?
On Page SEO – Optimisation of a page in your Website
Main Title: The main title of the article should contain the article keyword
that we wish to rank for. The keyword is usually located closer towards the
left or starting the title.
Sub Titles: For an article minimum is to have at least 2 or 3 subtitles. Each
subtitle will have to contain the keyword in it.
Images: rename images to include keyword as part of image name.
First Paragraph: The first paragraph of the article must contain the
keyword preferable as starting with the keyword or placing the keyword at
the left most possible position, nearer to the starting sentence of the
paragraph.
Content Block: As a tough guide if your content is 3 paragraphs, then
the keyword should at least appear 2 times in that content block. Each
content block must build upon the previous one to tell a story. An article
can contain as many content block as possible so that the total words
meets the article requirement of at least 500 to 800 words per article.
Last Paragraph: In the last paragraph, the last sentence has to have the
keyword towards the end of the sentence when possible or closest to it.

26. Will SEO Bring Leads to My Business?
OFF PAGE SEO: BACKLINKS – LINK BUILDING
• LINK POPULARITY – How Many Links?
• SPEED OF LINK BUILDING – How fast was the links built?
• LINK REPUTATION – How credible are your Links?
• LINK DIVERSITY – Links from Different Sources, eg Social Media,
News Sites, Directory Sites, Blogs, Industry Related Sites

27. Putting it altogether!
Google Analytics
Google Spider
Domain & Hosting
External Backlinks
External Backlinks (Social Media )
also known as Social Signals
Google XML Sitemap
“Hey Google, wave
wave, my site has
got new content!!”
Informs Google when
site is updated.
www.web.com
A good website should contain the following.
1. Tracking & Analytics Code:
a) Google Adword Pixel, Facebook Pixel &
LinkedIn Insight Tag
b) Hotjar
c) Google Analytics
2. Website Platform based on purpose:
a) Normal Website: Wordpress (no Wix)
b) E-Commerce: Shopify / Woo Commerce
3. The Look: Theme or Skins
4. Functions Needed:
a) Wordpress: Plugins
b) Shopify: Apps
5. Website Structure & Content
a) Keyword in Domain
b) Design of menu structure
c) Post topic, category and tags
d) Internal linking of posts.
Website
Ads 1. Google Ads
a) Search Ads
b) Youtube Ads
c) GDN Ads – Adsense
sites
2. FB Ads
3. LinkedIn Ads

28. Immediate Tips on Improving SEO for your Business
DOMAIN & HOSTING
• Hosting in same Country that your main business area is from (Loading
Speed & Location).
• Keyword in Domain Name.
• Buy an SSL secured domain for your site.
WEBSITE PERFORMANCE
• Beautiful Images ( too little text | too large file size)
• Pay attention to Mobile Optimisation of your website (Responsive Design).
• Take note of Website Load Speed. (big images, un-necessary scripts and
too many plugins)

29. Immediate Tips on Improving SEO for your Business
CONTENT OPTIMISATION
• Always write with readers in mind and then the search engines.
• Ensure that you write in Topical Relevance and Contextual Relevance.
• Optimise the image file names with keywords.
LOCAL SEO (LOCATION OPTIMISATION)
• List your business in Google My Business. So that this maps your business
mentioned in your website to a location.
• List in General Directories & Trade Specific Directories using the same format for
Business Name, Address and Phone (NAP).

30. Immediate Tips on Improving SEO for your Business
VIDEO OPTIMISATION – YOUTUBE OPTIMISATION
• Are you leaving money on the table by not being in Youtube?
• Youtube is the 2nd Largest Search Engine after Google.com
• Have a presence in Youtube and optimise it for search.
SOCIAL MEDIA, IMAGES & GO LIVE TECHNOLOGY
• Study where your competitors have their presence in!
• Have a presence in Social Media.
• Have branded images in Google Photos.

31. GTM Tagging for
Google Ads &
Facebook Ads
Social Media, Content Marketing & SEO

32. Google Analytics, Marketing
Attribution & Tracking
• MARKETING ATTRIBUTION
• Marketing attribution is the practice of evaluating
the marketing touchpoints a consumer encounters on
their path to purchase.
• The goal of attribution is to determine which
channels and messages had the greatest impact on the
decision to convert, or take the desired next step.

33. Google
Analytics,
Marketing
Attribution &
Tracking
MARKETING ATTRIBUTION
LANDING PAGE
Google Ads Facebook Ads News Sites

34. Google
Analytics,
Marketing
Attribution &
Tracking
GOOGLE ANALYTICS UTM
TRACKING
“UTM” stands for “Urchin
tracking module.” UTM codes
are added to the end of regular
URL’s and are designed to tell
Google Analytics (and other
analytics tools) a little bit more
information about each link and
which marketing campaign it
relates to.

35. Google
Analytics,
Marketing
Attribution &
Tracking
GOOGLE ANALYTICS UTM
TRACKING
utm_source=Google&utm_medium=Ads&utm_campaign
=JAN2021
• The “source” UTM tag = the referrer (Facebook,
Twitter, LinkedIn, YouTube, etc.)
• The “medium” UTM tag = how the traffic gets to you
(for most social media links, this will just be “social”)
• The “campaign” UTM tag = why the traffic is coming to
you (launch, persona, promotion, etc.)

36. GOOGLE ANALYTICS UTM TRACKING
(GROUP 1 CASE STUDY)
Melvin can use these UTM - Alcohol People:
https://abc.com/?utm_source=Google&utm_medium=Ads-3544&utm_campaign=FT-AL
https://abc.com/?utm_source=Facebook&utm_medium=Ads-3544&utm_campaign=FT-AL
Elson can use this UTM - Alcohol People:
https://abc.com/?utm_source=Google&utm_medium=Ads-4554&utm_campaign=FT-AL
https://abc.com/?utm_source=Facebook&utm_medium=Ads-4554&utm_campaign=FT-AL
WHAT CAN WE GROUP BY AT CAMPAIGN LEVEL?
• utm_campaign=FT-AL to indicate with alcohol
• utm_campaign= FT-WAL to indicate without alcohol

37. GOOGLE ANALYTICS UTM TRACKING
(GROUP 1 CASE STUDY)
• utm_campaign=FT-AL to indicate with alcohol
Google / Ads-3544
Google / Ads-4554
Google / Ads-5564
Facebook / Ads-3544
Facebook / Ads-4554
Facebook / Ads-5564

38. Running
Google Ads &
Facebook Ads
Social Media, Content Marketing & SEO