1. How to build an online
community for your business
by Mackenzie Fogelson, Mack Web Solutions
@mackfogelson
Tweet with Mozinar attendees: #mozinar
Technical problems or feedback:
Please email team@seomoz.org

2. SO YOU WANT TO
build a
community
AROUND YOUR COMPANY.
I’M THINKING THAT’S A REALLY GOOD IDEA.
MACK WEB SOLUTIONS @mackfogELson
2

3. SEO CONTINUES TO CHANGE
daily
IF YOu are not already working on adapting,
today’s the day.
it’s time.
MACK WEB SOLUTIONS @mackfogELson

4. Build a community to weather
algorithms
because those suckers are always fluctuating.
MACK WEB SOLUTIONS @mackfogELson

5. Build a community to add
equity
and more value to your business.
that means more traffic & leads, too.
MACK WEB SOLUTIONS @mackfogELson

6. Build a community to have
purpose
so that you matter vs.
just being online, because everyone else is.
MACK WEB SOLUTIONS @mackfogELson

7. Build a community to
stand out
because this process is something that pushes you to
differentiate your business.
MACK WEB SOLUTIONS @mackfogELson

8. Build a community to put the focus
on goals not tools
Which is where it should be.
because you want to grow your business.
not just rank for keywords.
@mackfogELson
@mackfogleson
MACK WEB SOLUTIONS @mackfogELson

9. don’t get me wrong, you need
tools
like seo, social media, content marketing,
email marketing & other stuff, too.
@mackfogELson
MACK WEB SOLUTIONS @mackfogELson

10. just remember to stay
focused
on what’s really important
which is building a better business.
@mackfogELson
MACK WEB SOLUTIONS @mackfogELson

11. we know this works because
we tested this out on ourselves
@mackfogELson
MACK WEB SOLUTIONS @mackfogELson

12. and now our clients
are starting to experience similar success.
@mackfogleson
MACK WEB SOLUTIONS @mackfogELson

13. so it’s time to
share
what has worked so that you
can try it on for size.
MACK WEB SOLUTIONS @mackfogELson
13

14. MACK WEB SOLUTIONS @mackfogELson

15. MACK WEB SOLUTIONS @mackfogELson

16. let’s break it down into
stages
so that you can build a ginormous community
around your business.
@mackfogELson
MACK WEB SOLUTIONS @mackfogELson

17. MACK WEB SOLUTIONS @mackfogELson

18. focus on the goals you have for your
whole
business, not just for seo or social media
or content or marketing.
@mackfogELson
MACK WEB SOLUTIONS @mackfogELson

19. Think about these important
questions what makes your company
unique?
why do you care?
what do you want to build?
who do you want to build it
for?
@mackfogELson
@mackfogleson
MACK WEB SOLUTIONS @mackfogELson

20. when you
grow up
what do you wanna be?
MACK WEB SOLUTIONS @mackfogELson
20

21. What makes your company unique?
try things like:
analyze your competition
define your usp
@mackfogELson
@mackfogleson
MACK WEB SOLUTIONS @mackfogELson

22. Why do you care?
think about this:
besides money, what’s important?
what drives your passion?
@mackfogELson
@mackfogleson
MACK WEB SOLUTIONS @mackfogELson

23. What do you want to build?
marinate on this:
what’s your vision?
think both short & long term
@mackfogELson
@mackfogleson
MACK WEB SOLUTIONS @mackfogELson

24. Who do you want to build it for?
please remember:
every person is not your customer
it helps to build some personae
understand your conversion funnel
@mackfogELson
@mackfogleson
MACK WEB SOLUTIONS @mackfogELson

25. now it’s time to
identify
your goals for your entire business.
start with just a few.
@mackfogELson
MACK WEB SOLUTIONS @mackfogELson

26. MACK WEB SOLUTIONS @mackfogELson

27. you’ve gotta have the right
TEAM
who want to be part of this if you want it to
be successful.
MACK WEB SOLUTIONS @mackfogELson

28. you’ve got to have A team of people who are
passionate
and committed to seeing this thing through - even
when it’s tough - so that you don’t give up.
MACK WEB SOLUTIONS @mackfogELson

29. MACK WEB SOLUTIONS @mackfogELson

30. lots of roles to consider
project manager
community manager
strategist
designer
seo
content developer
email marketer
Outreacher
readers & learners
PR-Er
@mackfogELson
MACK WEB SOLUTIONS @mackfogELson

31. Don’t just assign team members,
elect the right ones
one person cannot carry all the weight.
Can’t be interns or short-timers.
don’t silo internal & External teams.
@mackfogELson
@mackfogleson
MACK WEB SOLUTIONS @mackfogELson

32. MACK WEB SOLUTIONS @mackfogELson

33. a strategy is what will help you to
achieve
your goals by breaking them down into
actionable, chewable pieces that
can be measured.
@mackfogELson
MACK WEB SOLUTIONS @mackfogELson

34. Start with some preliminary
discovery work
THe what: Campaigns
the when: calendar
the how: ongoing efforts
@mackfogELson
@mackfogleson
MACK WEB SOLUTIONS @mackfogELson

35. Campaigns are
the what what’s going to need to be
created in order to
accomplish your goals?
@mackfogELson
@mackfogleson
MACK WEB SOLUTIONS @mackfogELson

36. Your execution calendar is
the when high level: plan for 2-3
months & coordinate all
vehicles.
detail level: execute
efforts & work together
to meet deadlines.
@mackfogELson
@mackfogleson
MACK WEB SOLUTIONS @mackfogELson

37. Planning for ongoing efforts is
the how [1] stay accountable
[2] analyze your efforts
[3] always revisit goals
[4] make strategy changes
[5] push forward
@mackfogELson
@mackfogleson
MACK WEB SOLUTIONS @mackfogELson

38. MACK WEB SOLUTIONS @mackfogELson

39. you’ve gotta take the time to set the team up for
success
by addressing fears, concerns & resistance.
@mackfogELson
MACK WEB SOLUTIONS @mackfogELson

40. MACK WEB SOLUTIONS @mackfogELson

41. Before you even get started, answer these
questions why are we doing this?
how much work is involved?
when will we see results?
@mackfogELson
@mackfogleson
MACK WEB SOLUTIONS @mackfogELson

42. Why are we doing this?
build confidence
this isn’t just about social media
we’re working toward goals that
will help us grow our business
@mackfogELson
@mackfogleson
MACK WEB SOLUTIONS @mackfogELson

43. How much work is involved?
convey purpose
we have a strategy that is driving us
toward our goals
we are going to rely on
ongoing training
@mackfogELson
@mackfogleson
MACK WEB SOLUTIONS @mackfogELson

44. When will we see results?
be realistic
discuss short & long term expectations
understand importance of commitment,
consistency & passion
@mackfogELson
@mackfogleson
MACK WEB SOLUTIONS @mackfogELson

45. Most importantly,
disrupt your routine
create a new routine.
commit to learning & growing.
tap into your endurance.
@mackfogELson
@mackfogleson
MACK WEB SOLUTIONS @mackfogELson

46. MACK WEB SOLUTIONS @mackfogELson

47. your number one goal is to provide
The best
customer experience that you can possibly provide.
MACK WEB SOLUTIONS @mackfogELson

48. In order to do this, you have to
learn continuously
so that you can be creative, innovative & agile.
so that you have cool things to share.
so that you can open up opportunities that didn’t exist.
@mackfogELson
@mackfogleson
MACK WEB SOLUTIONS @mackfogELson

49. MACK WEB SOLUTIONS @mackfogELson

50. so step away from your computer and
meet people
make new friends, find someone to mentor you, build
relationships with super cool people & companies.
MACK WEB SOLUTIONS @mackfogELson

51. then go back to your computer and
read a lot
awesome stuff inside & outside of your industry.
cool stuff that will open up your world.
MACK WEB SOLUTIONS @mackfogELson

52. all of this stuff is what manifests
serendipity
and although you can’t measure that, it’s what ends up
making the biggest difference when building community.
MACK WEB SOLUTIONS @mackfogELson

53. MACK WEB SOLUTIONS @mackfogELson

54. blog posts, video, graphics, audio & resources are all
value
that’s the stuff that attracts people to your business,
your brand & your community.
@mackfogELson
MACK WEB SOLUTIONS @mackfogELson

55. The value that you generate needs to focus on
your customer
so that it is useful & purposeful.
so that they know you care.
so that it also earns links.
@mackfogELson
@mackfogleson
MACK WEB SOLUTIONS @mackfogELson

56. In general, you need content that’s
foundational
this is the static stuff on
your website that explains
who you are & what you do.
@mackfogELson
@mackfogleson
MACK WEB SOLUTIONS @mackfogELson

57. But you also need content that is
community building
this is the dynamic stuff on
your blog that is less about
what you do & more about
what you know.
@mackfogELson
@mackfogleson
MACK WEB SOLUTIONS @mackfogELson

58. And don’t forget about working on
pre-outreach
you can survey people,
engage on social media &
get feedback before you
create your content.
@mackfogELson
@mackfogleson
MACK WEB SOLUTIONS @mackfogELson

59. MACK WEB SOLUTIONS @mackfogELson

60. now here’s where the good stuff happens
share all
the value
but remember that the focus is on the customer.
It’s not about you.
@mackfogELson
MACK WEB SOLUTIONS @mackfogELson

61. so i encourage you to use the
80/20 rule
80% share other people’s great stuff
20% share your own remarkable things
MACK WEB SOLUTIONS @mackfogELson
61

62. Whatever your ratio is, remember
it’s not about you
curate other people’s great stuff.
Leverage relationships with would-be competitors.
test out what works best for your community.
@mackfogELson
@mackfogleson
MACK WEB SOLUTIONS @mackfogELson

63. And don’t forget about
outreach all those friends you’re
making? this is where you
let them know you have
good stuff to share.
@mackfogELson
@mackfogleson
MACK WEB SOLUTIONS @mackfogELson

64. MACK WEB SOLUTIONS @mackfogELson

65. once your community is underway,
build & foster
its growth. this is ongoing and never, ever ends.
MACK WEB SOLUTIONS @mackfogELson

66. Don’t forget to
get in there
you & your team are part of your community, too.
contribute & engage on a genuine level.
@mackfogELson
@mackfogleson
MACK WEB SOLUTIONS @mackfogELson

67. work to build a thriving community
listen & respond
feature people in your community
acknowledge the awesome
hold events
help each other
be human
give back
@mackfogELson
MACK WEB SOLUTIONS @mackfogELson

68. MACK WEB SOLUTIONS @mackfogELson

69. MACK WEB SOLUTIONS @mackfogELson

70. and last but certainly not least
measure
and analyze all of your hard work.
and then don’t forget to tell people about it.
MACK WEB SOLUTIONS @mackfogELson

71. You want to make sure to
communicate
weekly: stand-ups
bi-weekly: pushes
monthly: reports
quarterly: strategy
@mackfogELson
@mackfogleson
MACK WEB SOLUTIONS @mackfogELson

72. MACK WEB SOLUTIONS @mackfogELson

73. always bring everything back to
your goals
illustrate how your efforts have been working towards
the objectives you’ve set out for the company.
MACK WEB SOLUTIONS @mackfogELson

74. make sure that you
use the data
don’t just collect it. analyze it and put it to work.
make changes based on what you know.
MACK WEB SOLUTIONS @mackfogELson

75. MACK WEB SOLUTIONS @mackfogELson

76. in case you want to learn more, here’s a
link bundle
http://bitly.com/bundles/mackwebsolutions/2
MACK WEB SOLUTIONS @mackfogELson

77. ALL PHOTOS CREDITED TO
PINTEREST THANK YOU VERY MUCH
MACK WEB SOLUTIONS @mackfogELson

78. Q&A Time!
@mackfogelson
www.mackwebsolutions.com
info@mackwebsolutions.com
http://seomoz.org/webinars