b2b lead machine how to win at search social content marketing
Post on 13-May-2015
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How to Win at Search, Social & Content Marketing ARNIE KUENN, PRESIDENT, VERTICAL MEASURES - @ARNIEK
Twitter: @ArnieK #B2BLeads
About Your Presenter…
• President of Vertical Measures - Offering SEO, Link Building, Social Media & Content Development Services
• Instructor for the Content Marketing Institute & Online Marketing Institute
• Author of Accelerate! Move Your Business Forward Through the Convergence of Search, Social and Content Marketing
Available on Amazon
Twitter: @ArnieK #B2BLeads
Why Focus on Search?• 93% of all buyers
online or in stores use search prior to making a purchase
• 86% of searchers conduct non-branded queries.
• 94% of buyers click on organic links versus 6% on paid links for branded queries.
Sources: GroupM, Did-it, Enquiro, and Eyetools.
Twitter: @ArnieK #B2BLeads
When someone types a keyword phrase into the search box, there are only two possible outcomes:– They will find you.– They will find your competitor.
Twitter: @ArnieK #B2BLeads
Universal Search Results
61% of all search results
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Press Release
News
Video
Twitter: @ArnieK #B2BLeads
Twitter: @ArnieK #B2BLeads
It’s All About Content Marketing
• Buyers need content that makes them smarter and more knowledgeable. Businesses that provide that content will win.
• Advertising is just renting the space. Content Marketing is owning it forever.
Twitter: @ArnieK #B2BLeads
Develop Your Strategy
• Why are you creating the content you are creating? • Who is your audience and who are you?• Where do you plan to publish your content?• What will you measure? • What is different a year from now?
Twitter: @ArnieK #B2BLeads
Plan Your Content Calendar
• 1-7-30-4-2-1 Plan– 1=Daily (Twitter, Blog)– 7=Weekly (eNewsletter)– 30=Monthly (Webinar)– 4=Quarterly (eBook, Magazine)– 2=Bi-Annually (User Event)– 1=Yearly (Large Research Project)
Twitter: @ArnieK #B2BLeads
Twitter: @ArnieK #B2BLeads
Start With Keyword Research
• Keyword research should be the foundation
• What keyword phrases do your customers use? (Analytics)
• Use tools like….
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Soovle.com
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Google Adwords Keyword Tool
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Question & Answer Sites
1618 results
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Google’s Discussions in Search
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What Works For Your Competitors?
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Identify Types of Content to be Created
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Content Ideas in a Spreadsheet
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Long Tail is the Key!
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Twitter: @ArnieK #B2BLeads
Create Great Content
Twitter: @ArnieK #B2BLeads
Benefits of a Blog
• Gives you a vehicle to post new content• Allows for internal linking• Keeps the search engines coming back –
have 434% more indexed pages*• Have 2X as many backlinks*• Your site gets 55% more traffic*• You have 79% more Twitter followers*
*Hubspot
Twitter: @ArnieK #B2BLeads
Twitter: @ArnieK #B2BLeads
All Different – But Core Items
• Content is found through social media and search engines – so optimize it!
• Web pages, News, Local, Images & Videos1. Links pointing to your content2. Titles & title tags (viewed in results)3. Description meta tag (viewed in results)4. Image alt text tags 5. H1 Tag (headline tag – only one!)6. Page load times7. Freshness of content8. URL structure (short & include KW’s)
Twitter: @ArnieK #B2BLeads
Search Optimization Elements
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Twitter: @ArnieK #B2BLeads
Promote Your Content
• Understand who your customer is and where they are online.
• Conduct PR and blogger pitches
• Develop relationships & build partnerships
• People share your ideas, link to your content.
• Mentions & Shares are signals (especially G+)
Twitter: @ArnieK #B2BLeads
Twitter: @ArnieK #B2BLeads
Distribute or Repurpose Content
• RSS feeds• Email Campaigns• Social Media Sites• Video, Photo, Presentation & Podcasts sites• These links will help your rankings!
Twitter: @ArnieK #B2BLeads
Twitter: @ArnieK #B2BLeads
Build Links to Your Content
• Identify low hanging fruit– Internal links– Blog & forum participation
• Targeted Links via…– Competitive research for similar content– Use search operators to find opportunities
• Ask your clients & suppliers for links!– Offer t-shirts, gift cards, discounts, etc. – Or even a good old fashion reciprocal link
• When all else is equal, links win!
Twitter: @ArnieK #B2BLeads
Twitter: @ArnieK #B2BLeads
Measure!
• Measure for successes… and failures
• Check your rankings, traffic, conversions and other key metrics
• Focus on the strategies that are providing the best ROI and keep rolling out the content
Twitter: @ArnieK #B2BLeads
Success Like This…
Twitter: @ArnieK #B2BLeads
Today All 8 Steps Matter
Free 24 page guide at VerticalMeasures.com
Twitter: @ArnieK #B2BLeads
Questions?
Contact: 888-476-1881 www.VerticalMeasures.com
More Traffic. More Leads. More Business.
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