get found pagetender llc 020910
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How to "Get Found" On the Web Using Blogging, Social Media, and Other Proven Inbound Marketing TechniquesTRANSCRIPT
How to "Get Found" On the Web Using Blogging, Social Media, and Other Proven Inbound Marketing Techniques
By Linda Sevier CEO, Pagetender LLC
Copyright 2010
Why you need to “Get Found”
77-79% of adults used the internet.
63% have broadband.
54-56% connect wirelessly.
4 out 5 read Newspaper in 1964, only half today.
Currently movements to make phone books opt-in.
Spam filtering use at all time high.
TV and radio advertising, who listens?
Mailings recycled with being opened.
No call lists.
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Who is online?
87% Gen Y (18-32)
82% Gen X (33-44)
79% Young Boomers (45-54)
70% Older Boomers (55-63)
56% Silent Generation (64-72)
31% G.I. Generation (73+)
Source for Online Teens data: Pew Internet & American Life Project Surveys conducted Oct.-Nov. 2006 and Nov. 2007-FeSource for Online Teens data: Pew Internet & American Life Project Surveys conducted Oct.-Nov. 2006 and Nov. 2007-Feb. 2008.b. 2008.
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What do they do?Activity Age 18-32 Age 33-44 Age 45-54 Age 55-63
Email 94% 93% 90% 90%
Search 90% 93% 90% 89%
Research Before Buying
84% 84% 82% 79%
Buy Online 71% 80% 68% 72%
Watch Video 72% 57% 49% 30%
Arrange Travel or Make
Reservation65% 70% 69% 66%
Source for Online Teens data: Pew Internet & American Life Project Surveys conducted Oct.-Nov. 2006 and Nov. 2007-FeSource for Online Teens data: Pew Internet & American Life Project Surveys conducted Oct.-Nov. 2006 and Nov. 2007-Feb. 2008.b. 2008.
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Ways To “Get Found” in Google
Pay Per ClickFree - Organic SearchCombination of the two
Why People Search
To fill a needSolve a problemEntertainment
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Quick Results - can be turned off and on instantly.
Very targeted - you pick the time of day and location from which your ads can be seen.
Not as time consuming as blogging and Search Engine Optimization.
Simple. The highest bidder gets best placement.
Pay Per Click
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Real-time auction. Can be very expensive. A competitor with deep pockets can outbid you.
If you don’t track your conversions you can end up with nothing but a large bill.
Pay Per Click Fraud.
Stop paying and you are gone.
Pay Per Click
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Results earned by creating optimized content and inbound links.
Less expensive than pay per click. Deep pockets not an advantage.
Trusted by 70+ percent of searchers over paid results.
If you stop, more gradual fall in ranking.
Search Engine Optimization
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Search Engine Optimization
Takes time to rank, possibly months.
Not a one time process.
Competition can be fierce. Do your keyword research.
Rules change regularly.
Can get banned for Black Hat Tactics.
Remarkable Content
People are searching for information... give them what they are looking for and reap rewards.
In return you will get better ranking, more visitors, build credibility, create inbound links and generate leads.
You have to GIVE to get...
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Remarkable ContentBe Creative!
Blog Posts
White Papers
Videos
Webinars
Webcasts
Podcasts
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Content TipsVisitor’s skim content - use a heading, sub-headings, bullets, linked text, bolded or italic text and images to give visual cues.
Write to your audience’s level.
Keep pages short.
Keep content unique - Google knows!
If you quote someone don’t forget to attribute it.
Don’t use images instead of text.
Limit the number and file size of images.
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More Content Tips
Include keyword phrases in title, meta description, H1, content and image descriptions if possible.
Title 70 characters or less.
Meta description 150 characters or less.
Use keywords in link text, not click here.
Use styled text for navigation.
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Benefits of BloggingEstablish your company as a thought leader in your industry.
Changes your website from static to dynamic - keeps visitors returning.
Gives you a way to converse with prospects.
Each post is a new page which can rank for additional keywords.
If content is good, other sites will link to it.
Great way to target long-tail keywords.
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Blogging TipsRegardless of platform, needs to be part of www.yourdomain.com.
Post frequently - at least once a week. Consider using guest bloggers or hire a writer if you need to.
Write a title that will compel searchers to click and read.
Keep post to a single topic.
Don’t sell - entertain or inform. Find a niche.
200-300 words, no more. Break long posts up into several shorter posts.
Use keyword phrases in title, tags if possible, description, and content.
Speak to your audience.
Use images and or video clips to make a point.
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More Blogging TipsAllow comments without moderation.
Always reply to comments. Get a conversation going.
Register your blog.
Analyze and adjust your strategy.
Promote your posts via social media.
Make sure folks can subscribe through RSS and email.
Read other blogs and comment on them.
Find a blogging buddy.
White Papers and eBooks
Should contain valuable information.
White Papers and eBooks are typically offered as .PDF
Have visitors fill out a “Call To Action” form to get paper.
All information should not be behind form. You have to give to get.
Make offer interesting
Use “Call to Action” button to bring visitors
Consider combining video with paper and making “Kit”
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Social Media
YouTube
Social News - Digg and Reddit
Bookmarking Sites - Delicious and Stumbleupon
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YouTube Most popular video site on the web. Over a million videos viewed per day.
Video should be entertaining, informative or controversial.
Can’t be longer than 10 minutes.
Set up a channel for your company.
Upload videos to YouTube and embed in your website or blog.
Advertising is available.
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Why YouTube?Brand Recognition.
Examples:
Customer testimonials
Product demonstrations
Video tour of properties
How to videos
Two places to “Get Found” YouTube and web site.
Great measurement tools included.
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YouTubeSuccess Story: Blendtec
http://www.youtube.com/watch?v=l69Vi5IDc0g
Success Story: HubSpot
http://www.youtube.com/watch?v=4-lGe5MnBlY
Successful Spoof: Not suitable for all.http://www.youtube.com/watch?v=U_X5uR7VC4M&feature=PlayList&p=D19BCF9D57320E03&index=0&playnext=1http://www.youtube.com/watch?v=4-lGe5MnBlY
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Social Media ProfileUse a consistent picture or avatar.
Use your real name don’t add numbers or special characters.
Pick a name that is available on twitter and Facebook as well.
If you haven’t registered your company name on Social Media sites do it quickly or someone may take your company name.
Keep your bio brief and focused on business rather than personal info.
Include a link to your blog and website so people can find out more about you. The links are usually no-follow so no SEO benefits.
Include your social media info on business cards, email signatures
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LinkedinAverage age of users is 41.
Business focused - networking online.
Connect with people from your past and present.
Don’t ask people to connect if you don’t know them.
Instead, request a virtual introduction to someone through a connection.
Four levels of membership available. Lowest level is free.
Targeted advertising available.
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Linkedin GroupsGroups are online communities. Some open, others closed.
Group badge shows up on your profile.
Groups include discussions, announcements, job postings and news.
Updates can be received in digest form.
Great way to communicate like-minded people.
Join the Corridor Nine Chamber Group!
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Linkedin AnswersAsk or answer questions.
Pick categories and sub-categories that are relevant to you.
Subscribe by RSS feed to receive new questions.
Great way to increase credibility providing you answer questions well.
Linkedin shows your information, no need to put it in answer.
You can link to information on your blog or site if appropriate, don’t abuse!
Recommend an expert.
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FacebookOriginally for college students.
Fastest growing network for those 35+.
Must create a personal account first.
Create Business Page for fans.
Create link on your profile to Business Page.
Add a button to your web site.
Buy social ads.
Facebooks ad tools.
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TwitterMini Blog.
Set up personal and business account.
Limit of 140 characters.
URLs shortened
Tweet your blog posts, events, sales etc.
Find people to follow using twitter “find people”, http://www.twellow.com/ and http://twitter.grader.com/.
Others will follow you if they find you interesting.
Search your brand and products to monitor “buzz”. Use hash tags for events.
Avoid twitter bots.
Use TweetDeck or other tool to help you manage tweets.
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Social NewsMembers submit stories or articles they feel are exceptional.
Digg users vote stories/articles up or down.
If voted to Front Page it can drive traffic to site. Digg gets over 25,000 views a day.
Don’t submit an article unless it is worthy.
Get involved and submit other’s to gain trust.
Put a Digg button on your blog.
You can get banned if you try to cheat.
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Bookmarking
Store bookmarks with Delicious. If enough bookmark your page, it can drive traffic to you. Need thousands of folks to bookmark you.
StumbleUpon suggests pages based on your likes and popularity of the page. Use thumbs up or down to vote for page. StumbleUpon is available as a toolbar for your browser.
Measuring SuccessWhat is working?
Keyword Rankings
Traffic to Visitors to Leads
Ad Campaigns
Link Building
Tools for data gathering and analysis
HubSpot
Google Analytics
yExplore Browser Add-On
SEOMOZ Toolbar
Facts do not cease to exist because they are ignored.
-Aldus Huxley
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