social media bootcamp 2015 - session 1
TRANSCRIPT
Social Media Boot Camp
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Social Media for Your Business • IntroducAons • Developing Your MarkeAng Strategy • Support it with a Digital Content Strategy • Key Word Search • Website Design • Google AnalyAcs
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“Why change the way we Market and Sell our products?” “We’ve always done it this way” “We only do word of mouth.” “I don’t have @me.”
The Naysayer’s Common AOtudes toward MarkeAng and Social Media
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Moore's Law Computer processors double in complexity every two years. two years.
Ray Kurzweil: Singularity The speed of
change increases
exponenAally,
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Self Educate Online
Opinion of Others is King
Narrow Down OpAons
60-‐70% of the Buying Cycle Completed Online First
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Defining Your Social Media Strategy
Mark Schafer, 2014 Social Media Success Summit
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1. Build a Budget 2. Total OrganizaAon Effort 3. Goal is to Build Trust 4. Formulate a strategy early 5. Define Success 6. Be True to Your Brand 7. Decide what is Do-‐able 8. Add Customer Value 9. Find the Right Keywords 10. Monitor and Measure
Results 11. Experiment
10 Commandments for Social Media: Thou Shalt:
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Finding the Right Keywords Small Biz. Problem
Why It Ma:ers • Keyword Tracker: No longer free, now $27/mo. • Keyword Discovery: Free tool found at hep://
keyworddiscovery.com • Keyphrases – combining to form two to three word
text strings that describe your product or service, local helps here
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Finding the Right Keywords Google Alerts
– hep://www.google.com/alerts
Why It Ma:ers • Sends you an email when your topic hits the news • Constantly monitors compeAtors, your brand and
company, industry trends and shake-‐ups
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Keyword Analysis Google Trends
hep://www.google.com/trends/
Why It Ma:ers • Search volume gauges interest over Ame • Tells how keyword has been performing in a certain region or locaAon
• Provides Terms that are related to the keyword
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QuesAon and Answers Ardent Scope MarkeAng
847.917.9009 [email protected]
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Why bother?
• Websites play an integral part in the branding and marketing of every company
• It’s really easy to make small changes that have a big impact
• Most SMBs neglect their websites, so it’s easy to stand out from the competition!
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Typography & Design The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have been corrupted. Restart your computer, and then open the file again. If the red x still appears, you may have to delete the image and then insert it again.
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Typography
• Make your copy scannable
• Break up text with sub-headings, bulleted lists, highlighted words
• Optimize for F-shaped reading patterns
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• Increase the font size to improve readability
• Make sure your line height is sufficient
• Go to: pearsonified.com/typography/
Optimize your type settings
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Best Practices
• Use no more than two different fonts for your body copy
• Use web-safe fonts like Arial, Georgia, Verdana, Lucida, and/or Tahoma
• Remove underlines on all non-hyperlinked text (because you don’t want to confuse/annoy visitors by creating faux links)
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Design
• Place your name and logo on every page and make the logo a link to the homepage
• Use a consistent navigational structure across all of your pages (sales/landing pages excepted)
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“Users form their expectations for your site based on what's commonly done on most other sites. If you deviate, your site will be harder to use and users will leave.” – Jakob Nielsen, usability expert
Don’t re-invent the wheel
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Best Practices
• Improve your site’s photography
• Don’t use distorted or grainy images
• Avoid using stock photography whenever possible; hire a local photographer or enlist a creative colleague, family member
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Content
• Include your company tagline next to your logo on every page
• Make sure your homepage has a clear, benefit-focused headline of what your company offers (and to whom)
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Copywriting (Basics)
• Use short, easy-to-understand words and phrases
• Avoid long paragraphs and sentences
• Use the (free) Readability Test tool (read-able.com) to check your site’s readability; make sure it’s under grade 8
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Calls to action (CTA) • Make sure your site has calls to action
that are prominent, compelling, and relevant
– Write CTAs that appeal to visitors’ self-interest
– Position them in high-profile areas of your site
– Ask for varying levels of commitment
– Make it easy for visitors to take action
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Links • Add links to your social media profiles, as
well as calls to action to follow/friend/connect with your business
• Add an e-newsletter sign-up form
– “If you don't have a newsletter, then publishing one is probably the single-highest ROI action you can take to improve your Internet presence.” – Jakob Nielsen
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Copywriting (Advanced)
• Apply the inverted pyramid structure to your copy, starting with the general/essential information and moving into greater (non-essential) detail
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Visual
• Put photos of your team on your about page; people like doing business with real people
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About Page
• Pay special attention to your about page
• Include any conversion points (like an opt-in form/newsletter sign-up) on your about page
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Usability
• Identify the top goals that users have when they visit your site (e.g. getting directions, learning about your products, etc.); optimize your content and site architecture accordingly
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Links
• Use color to distinguish visited and unvisited links; this sounds innocuous, but it’s one of the few universally agreed upon standards among usability experts
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Contact Info
• Include your phone number and address on your homepage (and every other page)
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Search?
• Get rid of your search feature if it doesn’t perform well (if you have fewer than 10 pages on your site, get rid of it regardless)
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Say no to PDFs
• Limit links to PDF documents; users don’t like to toggle between web pages and PDFs
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Best Practices
• Get rid of any Flash elements
• Embed a Google map on your contact page; include your exact address
• Make sure that each page on your website has a unique and accurate title tag and meta description
• Update your website with fresh content on a regular basis
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Finally…
• Make sure your site loads quickly!
• Get a mobile version of your site if you are in an industry where mobile search is common
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Parting Words
• You don’t have to do these things all at once
• Make incremental improvements over time
• Contact us at anytime if you need assistance
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Questions? M2 Digital Media Group Email: [email protected] Phone: (800) 234-1522 Web: www.M2DMG.com Address: 401 N Michigan Ave Ste 1200 Chicago, IL 60611
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FROM SOCIAL MEDIA TO ONLINE MARKETING
Social Media Boot Camp January 22, 2015 Avery Cohen
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DramaAc Change: Convergence of Sales and MarkeAng
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Why I Love Online MarkeAng
$
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Online Plajorms Provide Feedback and Insight
• Social Media • Website • Email • Search • AdverAsing • CRM
• Number of contacts • Reach of messages • QuanAty and type of
InteracAon • Clicks • Subsequent website acAvity • Leads & Sales
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Expanding from Social Media to Online MarkeAng
1. Answer quesAons on social media plajorms 2. Collect a series of answers into a blog arAcle 3. Promote the blog arAcles on social media 4. Collect mulAple blog arAcles into a PDF guide 5. Offer the PDF to get email addresses 6. Collect blog arAcle teasers into email newsleeers
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How are people finding your website?
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Visit Outcomes Focus on conversions
Views more than one page
Reaches specific “value-‐add” content
Opts in for email
Fills out a “contact” form
Makes a phone call
Makes a purchase
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Key Performance Indicators Goals Jan Feb Mar
Revenue Profit
% from web
Number of Transactions
Avg Transaction Value
% Transactions over $100
New Customers Returning Customers
Email List Size New Email Registrations Segment
by Source or Campaign
©2014, Metrist Partners – may not be used without permission
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Avery Cohen
[email protected] 312-‐772-‐5945 @averycohen
Thank You
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