Integrating SEO, Social Media & Web AnalyticsIntegrating SEO, Social Media & Web Analytics

Webinar PresentationChanging B2B Marketing Landscape

Getting Started

Search Engine Optimization

Social Media

Web Analytics

Introductions

� WebsiteBiz is a Results-Driven Interactive Marketing Agency• Founded in 1997• Headquartered in Charlotte, NC• 52nd Fastest Private Growing Company on Inc5000• Diverse Client List:

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What We Do

� Strategy and Research• Online Market Research

• Competitive Analysis

• Benchmarking and ROI analysis

�Online Marketing• Search Engine Optimization

• Paid Search Marketing

• Social Media

• Display Media Buying

• Email Marketing

• Web Design and Usability

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Web Design & Usability

Search Engine

Marketing

Email Marketing

Display Media

Research & Planning

Goals/Metrics

Top 5 Questions from B2B Marketers

1. What are the best tactics for lead generation

2. How to do I measure results

3. Where do I start?

4. How to budget $

5. DIY vs. Outsourcing

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Why is online marketing important to your business?

Start with the Basics

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Marketers Doing Marketing

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People Blocking Marketing

Can-Spam Act = Law

Pop-Ups

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Rethinking Marketing

�Outbound

○ Telemarketing

○ Trade shows

○ Direct mail

○ Email blasts

○ Print/TV/radio ads

�Interruption

�Inbound

o SEO / SEM

o Blogging

o Social Media

o Free tools/trials

o Viral videos

�Permission

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B2B Buyers Start in Search

Q:

Where did they look

first when making

buying decisions?

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Anatomy of a Google Search Results Page

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Organic Listings

(SEO)

Paid Listings

(PPC)

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SEO – What and Why

�SEO refers to techniques that help your

website rank higher in the organic/natural

search results

�Algorithms determine ranking

�SEO helps more people who are looking for your product or service find you.

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Social Media-Viral Content

LinkingInbound & Internal

Content & Keywords Customer Focused

Accessible

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SEO Foundation = Scalable SEO

What is Good SEO Content?

� Good Content speaks to your audience…

○ Solves problems

○ Answers questions

○ Provides Information

� While keeping search engines “in mind”

Search Engines

Your Customer

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Types of Good B2B Content

�B2B customers go online to seek knowledge and thought leadership

�Focus and make your content visible

○ Blog Posts

○ White Papers

○ Articles

○ Press Releases

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Choosing Keywords for SEO

�Start with Research

○ Brainstorming

○ Use Online Tools – www.Google.com/Adwords

○ Get in the mind of your customer

○ It’s not about you!

� Organize Your Keyword Research

1. Search Volume and Popularity (goal = high)

2. Relevance (goal = high)

3. Competition or Difficulty Ranking ( goal = low)

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Google - Keyword Research Tool

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Where to Use Keywords in Your Content

�Site-wide

○ Title tags

○ Meta Descriptions

○ URL Structure

○ Product Image Tags

○ Headlines

○ Anchor Text Links

○ Body Text Copy

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Home Page & Product Page Content

�Must have quality, accessible content

○ Describe your company/website

○ Most competitive phrases (Pos Products)

○ Write naturally –not list of keywords

�Be Descriptive

○ Not “our solution” or “our product”

�Edit Your Current Text

○ Find generic words

○ Replace them with keywords from your research

(where appropriate!)

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Linking - Defined

�Inbound Links

○ Web pages that link to you

○ Quality & Industry

�Internal Links

○ Linked pages within your site

○ Link Anchor Text - text that is in the link

○ “Flash” content is not linkable

Inbound

Internal

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Link Building Tips

�Vertical Directories (Business.com)

�Partners

�Content is king

○ Start a blog

○ Create a tool (Energy savings calculator)

○ Other: viral videos, photos

�Press Releases

�Social Media

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Social Media-Viral Content

LinkingInbound & Internal

Content & Keywords Customer Focused

Accessible

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SEO Foundation = Scalable SEO

Types of Social Media

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Social Media

Social News UGC Sites

Social Networking

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Show of Hands

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Create a “Customer-Centric” Blog

�Blogs = the “Swiss Army Knife” of Social Media Strategy

�Wordpress.com - #1 Blog Platform for SEO

�Demonstrate thought leadership & offer relevant content1. No white papers, press releases or sales pitch

2. Provide easy access to contact information

3. People subscribe via RSS

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1. Create a Company Profile○ Post events, white papers, news

○ Maintain and update

2. Create and Use Groups○ Industry topics

○ Associations

○ Trends

○ Product

3. Seed the groups with members○ Encourage employees, alumni, partners, customers to join

○ Provide time for employee to spend on the tool

○ Coach your employees to answer questions and offer input

Using LinkedIn for Business

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1. Make Your Profile Client-Focused

2. Choose Connections Wisely

3. Get Connecting

4. Use “Search” to find potential customers

5. Give Testimonials to get them

LinkedIn for Executives

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�You write and read messages of up to 140 characters

�The messages (aka tweets) are public,and you decide which accounts you want to receive messages from

�Twitter works equally well from your desktop or mobile phone

How Does it Work?

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�Build relationships on Twitter

o Follow industry leaders (@Dell, @Starbucks)

o Listen for comments about you

o Respond to comments and queries

�Ask questions

�Post links to things people would find interesting

o “Retweet” messages you would like to share

�Use a friendly, casual tone

�Don’t spam people

Using Twitter for Business

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Social Media-Viral Content

LinkingInbound & Internal

Content & Keywords – 25% Customer Focused

Accessible

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SEO Foundation = Scalable SEO

Measuring Results = ROI

�What should you track?

• How People arrive at your website

• How they navigate your website

• How they find information on your website

• How they value your website content

• How they respond to calls-to-action

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Don’t be an information charity

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Important B2B Calls to Action

�Things like…

• Download White Papers

• View a Video

• Read a Case Study

• View a Demo

• Register for a Webinar

• Subscribe to an email newsletter

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Providing Answers to Difficult Questions

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�Google Analytics

○ It works

○ Intuitive

○ It’s Integrated

○ It’s Free

SEO Social Analytics Leads/$

Key Takeaways

Content is King

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Questions

Thank You!

Kyle Bumgardner1713 Cleveland AvenueCharlotte, NC 28203 o. 704.338.1727c. 704.813.4636 www.WebsiteBiz.comwww.Marketerinsight.comTwitter: @kbsales

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