#smbf paid search & social media
DESCRIPTION
My #SMBF presentation: Social Media: Search Engine Marketing’s Best FriendTRANSCRIPT
USE SOCIAL MEDIA TO PAY LESSAND
GET MORE CUSTOMERS
Social Media: Search Engine Marketing’s Best
Friend
Bob Young, Crack & Google
Dominant
Google accounts for 6% of all web traffic
*Source= New York Times
Google = $
Bypass Google = NO $
Bypass Google
Realistic?
Bypass Google
NO
(Sorry)
Increase Awareness and Reduce Cost
General terms = high costAwareness will lead searchers to type in less expensive branded terms
Increase Brand Awareness
Gain exposure to new customers
Put a “face” to a company even before your customers know they need you
Brand recognitionGo both ways
Decrease Paid Search Cost
URL terms drive large percentage of paid search engine traffic at ShareFile and Lulu
Combat lazinessKeep in mind = visit via Social Media and not paid ads
Drive URL terms to deeper links on site
Tailor special offers to those searchers
Create a Relationship
More sales at less costCreate Social Media only offers
“Why should I follow you?”
Test Your Message
Who Do You Trust?
Create Relationships and Sales Will Come
Exposure
(Sorry, Wrong Graphic)
Exposure
77% of brand searchers are influenced by search and social media
65% of brand product searchers are influenced by search and social media
Source: eMarketer
Gaining Use
Source: WebProNews
Gaining Use
MeCenter for Disease Control
My Dad
EVALUATE
Define and set REALISTIC Goals
Set MetricsCollect DataMake Smart Adjustments
Key Points
Use Social along with PaidDon’t fight Google - you’ll loseProvide valueTest Test TestEstablish relationshipsDifferent Industries will have
different resultsHire smart