Successful entrepreneurs have always had an intuitive knack for how to generate word-of-mouth buzz for their products an services. And yet, many struggle to apply what they know to their online marketing. This presentation explains social media and search engine optimization (SEO) simply through the lens of word-of-mouth.
2. Who is Josh Braaten?
Rasmussen College Sr. Online Marketer
@jlbraaten on Twitter
July 27, 2012 Copyright Rasmussen, Inc. 2011. Proprietary and Confidential. 2
3. Who is Josh Braaten?
..originally from North Dakota
July 27, 2012 Copyright Rasmussen, Inc. 2011. Proprietary and Confidential. 3
4. Small Businesses Know How to
Create Word-of-Mouth Buzz
Copyright Rasmussen, Inc. 2011. Proprietary and Confidential.
5. Some Businesses Have a Knack for Word-of-Mouth Buzz
July 27, 2012 Copyright Rasmussen, Inc. 2011. Proprietary and Confidential. 5
6. Amazing Products Create Buzz
July 27, 2012 Copyright Rasmussen, Inc. 2011. Proprietary and Confidential. 6
7. Amazing Service Creates Buzz
July 27, 2012 Copyright Rasmussen, Inc. 2011. Proprietary and Confidential. 7
8. Entertaining Customers Create Buzz
(or Educating/Engaging)
July 27, 2012 Copyright Rasmussen, Inc. 2011. Proprietary and Confidential. 8
9. What Does This Have to do with the Web?
July 27, 2012 Copyright Rasmussen, Inc. 2011. Proprietary and Confidential. 9
10. Why Does SEO Come Across as Difficult?
• Search engine optimization (SEO) theories
• Shady SEO agencies with spam tactics
• Google’s Pandas and Penguins
• Keyword targeting and on-page optimization
• 301 redirects and sitemaps.xml
• Indexation and robot spiders
• Canonicalization of URLs
July 27, 2012 Copyright Rasmussen, Inc. 2011. Proprietary and Confidential. 10
11. Why Does Social Media Come Across as Difficult?
• Facebook • Ping • Angie’s List
• Twitter • Tumblr • Yelp!
• LinkedIn • Last.fm • Google Places
• Google+ • So.cl • Quora
• YouTube • Reddit • Formspring
• Pinterest • StumbleUpon • Slideshare
• MySpace • Yammer
July 27, 2012 Copyright Rasmussen, Inc. 2011. Proprietary and Confidential. 11
12. You May be Looking at it all Wrong
July 27, 2012 Copyright Rasmussen, Inc. 2011. Proprietary and Confidential. 12
13. SEO and Social Media
Explained Simply for
Small (and Large) Businesses
Copyright Rasmussen, Inc. 2011. Proprietary and Confidential.
17. How Social Media Works
July 27, 2012 Copyright Rasmussen, Inc. 2011. Proprietary and Confidential. 17
18. How SEO Works
July 27, 2012 Copyright Rasmussen, Inc. 2011. Proprietary and Confidential. 18
19. Why Didn’t Someone Just Say That in the First Place?
July 27, 2012 Copyright Rasmussen, Inc. 2011. Proprietary and Confidential. 19
20. How to Earn Word-of-Mouth
Buzz Online
Copyright Rasmussen, Inc. 2011. Proprietary and Confidential.
21. Offer an Amazing Product
Example: http://bit.ly/StarWarsDecals
July 27, 2012 Copyright Rasmussen, Inc. 2011. Proprietary and Confidential. 21
22. Any Product can be Amazing
Visit: http://www.rasmussen.edu/accelerated
July 27, 2012 Copyright Rasmussen, Inc. 2011. Proprietary and Confidential. 22
23. Is Your Product Amazing?
Source: http://www.kissinsights.com/
July 27, 2012 Copyright Rasmussen, Inc. 2011. Proprietary and Confidential. 23
24. Do Customers Think Your Product is Amazing?
The Internet is kind to great products.
July 27, 2012 Copyright Rasmussen, Inc. 2011. Proprietary and Confidential. 24
25. Offer an Amazing Service
Book: http://www.deliveringhappiness.com/
July 27, 2012 Copyright Rasmussen, Inc. 2011. Proprietary and Confidential. 25
26. Is Your Service Amazing?
Source: http://www.surveymonkey.com/
July 27, 2012 Copyright Rasmussen, Inc. 2011. Proprietary and Confidential. 26
27. Do Customers Think Your Service is Amazing?
The Internet often rewards great service.
July 27, 2012 Copyright Rasmussen, Inc. 2011. Proprietary and Confidential. 27
29. 11 Tips to Start Online
Word-of-Mouth Marketing
Copyright Rasmussen, Inc. 2011. Proprietary and Confidential.
30. 1. Locate the Places Where People Talk
July 27, 2012 Copyright Rasmussen, Inc. 2011. Proprietary and Confidential. 30
31. 2. Claim and Complete Online Identities
• Website
• Blog
• Facebook
• Google+
/Local
• Others?
July 27, 2012 Copyright Rasmussen, Inc. 2011. Proprietary and Confidential. 31
32. 3. Use Common Sense to Help People Find You
July 27, 2012 Copyright Rasmussen, Inc. 2011. Proprietary and Confidential. 32
33. 4. Create and Share Interesting, Helpful Content
July 27, 2012 Copyright Rasmussen, Inc. 2011. Proprietary and Confidential. 33
34. 5. Pick a Schedule and Commit. Revise as Needed.
Online Property Frequency Action
Write one 200-800 word article that
Blog Weekly
entertains, educates, or engages customers
Facebook: daily 7:2:1 Ratio:
Twitter: 2-5x/day •7 = Other people’s helpful content
Social Media
Google+: weekly •2 = Your content
Pinterest: weekly •1 = Your products or service
Send an email newsletter full of the month’s
Email Monthly
content and send it to customers
July 27, 2012 Copyright Rasmussen, Inc. 2011. Proprietary and Confidential. 34
35. 6. Ask Your Customers for Their Thoughts
July 27, 2012 Copyright Rasmussen, Inc. 2011. Proprietary and Confidential. 35
36. 7. Fix What’s Broken
July 27, 2012 Copyright Rasmussen, Inc. 2011. Proprietary and Confidential. 36
37. 8. Surprise Your Customers
July 27, 2012 Copyright Rasmussen, Inc. 2011. Proprietary and Confidential. 37
38. 9. Then Request Credit Where It’s Due
July 27, 2012 Copyright Rasmussen, Inc. 2011. Proprietary and Confidential. 38
39. 10. Ask Your Customers for a Review
July 27, 2012 Copyright Rasmussen, Inc. 2011. Proprietary and Confidential. 39
40. 11. Engage, Engage, Engage
July 27, 2012 Copyright Rasmussen, Inc. 2011. Proprietary and Confidential. 40
41. Ok, Now I Just Have to Find the Time
July 27, 2012 Copyright Rasmussen, Inc. 2011. Proprietary and Confidential. 41