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SEO, PPC, and Social Media: The Trifecta Of Digital Strategy

Krista Chism, Practice Lead, Digital Strategy, Avnet Digital Business Services, @KristaLeah

Eric Elkins, CEO and Chief Strategist, WideFoc.us Corp @datingdad, @widefocusco Andrew Fischer, CEO, Choozle, @AndrewFischer_1

Brian Grayson, Partner, Digital Age Marketer @briangrayson

#DENstartupweek #TrifectaDSW

#TrifectaDSW

1.  Launch a website 2.  Optimize website for search engines

with code and copy

3.  Build social media profiles, post about products/services and events; post some videos and photos

4.  Buy some PPC ads and/or banner ads

5.  Get lots of traffic to website 6.  Increase sales, leads, downloads…

REVENUE!

How We Want It To Work

#TrifectaDSW

1.  Create timely, relevant, authoritative content

2.  People find your content relevant and

share it (or at least engage with it)

3.  You curate/share content from influencers with your audiences

4.  Your content is shared by influencers

5.  Content is used as foundation for paid campaigns, to drive targeted conversations

6.  Increase sales, leads, downloads or

other website goals

How It Really Works

•  SEO is now about visibility. •  It’s about the authority and relevance of your

content. •  It’s about using social platforms, paid and

earned content, and search engines as channels to market content in real-time.

•  Authority and relevance scores are driven by others talking about (and linking to) your content.

•  Your content must be relevant, timely,

interesting, and/or authoritative in order to be ranked higher over competitors’ domains.

So What Does That Mean?

Real Time Marketing

SEO

Paid

Social

The Interdependencies Of Real Time Marketing

#TrifectaDSW

1.  Owned – most powerful and authoritative, using key words and phrases; easily shared; may live on website

2.  Earned — third-party credibility; repackage and use across social platforms + website

3.  Paid — resonant and strategic, tied to target

audiences; linked to relevant pages on your website

4.  Curated — become a resource for your target

audiences; supplements social presence and develops thought leadership; demonstrates generosity and community spirit

The Four Types of Content In Your Digital Ecosystem

Simple SEO

Example: You’ve written a new blog post, and you’re ready to promote it through social media. Keep In Mind: •  At least one internal link back to website, referencing

static content with appropriate anchor text •  Article title and URL - targeted long-tail keyword phrase •  56-70 characters in title

Hints •  Blog title is answer to question being asked by your ideal

customer •  Remember Google Alerts, and write title and first

paragraph for clicks! •  Craft social post per the channel need to maximize clicks

and shares/retweets

Example: Nearing launch of your product, and you want to drive awareness, clicks, and purchases. Keep In Mind: •  Target audiences → social platforms •  What are your goals? How will you measure success? •  Integrate with SEO •  Content calendar: 7-day template, or blown-out plan (four

kinds of content – don’t forget curated) •  Roles – who does what?

Hints •  FB (2-3/day), Twitter (10+/day), LinkedIn (1/day),

Instagram, Pinterest, etc. •  Schedule time to be social #PayYourselfFirst •  Be generous •  Social advertising (pay for visibility…which sucks)

Simple Social Media

#TrifectaDSW

Simple Paid Media

Example: All of those beautiful likes on your Facebook fan page suddenly don’t seem to mean anything. Your post to 20,000+ fans is seen by approximately 213 people. Keep In Mind: •  Two roles for paid traffic: 1) direct promotion 2) supporting core content marketing strategy •  Understand what drives each platform’s algorithm…selling

more ads. Help them do that! •  Example: Facebook… low fan page engagement = weak

content-to-audience match •  Mindset is critical: “Buying Data” vs. just trying to get clicks Hints •  Ratio of “people talking about” your page vs. total likes •  Understand which role you want paid traffic to play •  Just like SEO, algorithms run the show •  Get one traffic channel tested and optimized, then add

another. Lather, Rinse, Repeat.

Example: Pinpoint SUV purchase intenders in a specific market (and/or zip code) Keep In Mind: •  Determine your target: platforms leverage data to build

scalable, yet highly-targetable audiences •  Build your campaign: RTB (Real Time Bidding) makes

it possible to build and run advertising campaigns everywhere online (including social media)

•  Optimize: Real-time reporting enables quick optimization, making the most of your precious budget

•  Do you have the resources to self-manage a platform, or does it make sense to work with an agency?

Hints •  RTB is primarily focused on display ads (banners, video)

and Facebook Exchange, but can be targeted by device type (mobile, desktop, tablet)

•  Purchasing digital media via RTB is 50% more cost-efficient than buying media directly from websites or networks

Simple Programmatic Plan

#TrifectaDSW

Download the Demystifying Digital Strategy flowchart as a PDF at http://ow.ly/BHB5F

Demystifying Digital Strategy

•  Actionable •  Reasonable •  Achievable •  Moving you closer to where you need to be •  (Fun?)

Examples: •  Build a 7-day social media template for Facebook •  Define roles, set expectations •  Set up Google alerts •  Make a list of long-tailed key words phrases to be

used in owned content •  Calculate lifetime customer value and ideal cost-per-

sale or –lead •  Activate Google Analytics on website •  Subscribe to digital marketing daily newsletters for

tips and trends (Mediapost, AdExchanger, etc.)

Your Next Steps!

Krista Chism (digital strategy, SEO) Krista.chism@gmail.com @KristaLeah Eric Elkins (Social Media) eric@widefoc.us @datingdad Andrew Fischer, CEO, Choozle (Programmatic) andrew@choozle.com @andrewfischer_1 Brian Grayson, partner, Digital Age Marketer (PPC, traffic) brian@digitalagemarketer.com @briangrayson

#TrifectaDSW