uncovering social media & seo opportunities to maximize your firm's digital reach
DESCRIPTION
Presented in conjunction with Brian Swanson, Becky and Brian share tips on how firm's can leverage social media and search engine optimization (SEO) strategies in its marketing strategy. Are you sure you’re getting the most from your analytics, new social platforms, and SEO to help increase lead generation, the firm’s bottom line, and branding potential? This slide deck was developed to help you: • Discover additional inbound marketing opportunities for your firm using Google+; • Take a deeper dive into social analytics, e.g., dark social, to help determine how clients share content; and • Understand how Author Rank influences search engine rankings and inbound marketing.TRANSCRIPT
Uncovering Social Media & SEO Opportunities to Maximize Your Firm’s Digital Reach
June 25, 2013 • AAM High WebinarSpeakers: Becky Livingston & Brian Swanson
Today’s SpeakersToday’s Speakers
Becky Livingston, President & [email protected]@Penheel or @BM_Livingston
Brian Swanson, [email protected]@BSwan775
AgendaAgenda
• Discovering additional inbound marketing opportunities for your firm using Google+™;
• Taking a deeper dive into social analytics to help determine how clients’ share content; and
• Understanding how Author Rank influences search engine rankings and inbound marketing.
Google plus – the why
Google+ Is A Ghost Town…NotGoogle+ Is A Ghost Town…Not
• Number of Google+ users: 359 million active• Google+ is outpacing Twitter• Google’s +1 button is used 5 million times/day• 40% of marketers use Google+• January 2013, used by 25% of
the global Internet
Sources: Google + users / Outpacing Twitter by Business Insider (May 2013). Google + button usage & marketer usage by Digital Buzz (Jan 2013). Usage by Attwood Digital.
Google+ Crossover StrategyGoogle+ Crossover Strategy
• Google+Blog WordPress Plugin
• HootSuite• Google+ +1 Buttons• Interactive, CTA
buttons• Circle-centric
marketingPhoto courtesy of Mike Arnesen
Google+ Posting TipsGoogle+ Posting Tips
• “Public” will let the search engines index content
• +Tags = use them for names and pages
• Ritualistic Posts & Exclusive Content
• Hashtags & Mentions• Email your Circles• Use Circle Count Photo courtesy Reload Media
Circle Count
Google+ Creative UsesGoogle+ Creative Uses
• Google+ Local: merging and replacing Google Places
• Google+ Communities: forum-style groups• Google+ Hangouts: integrate directly with
YouTube & other video platforms• Google+ Events: may be “in-person” or
“virtual” • Google+ Pages: can create hangouts, events,
communities, but cannot have authorship
Social media analytics
Social Media AnalyticsSocial Media Analytics• Metrics to watch for revenue goals– Social media visitors to leads– Social media leads to customers– Average order size– Word-of-mouth referrals
• Metrics for community building, brand reputation, or customer experience– Engagement duration– Loyalty– Activity ratio– Sentiment of brand mentions
How are people sharing?How are people sharing?
Image courtesy of BuzzFeed
What are you tracking?What are you tracking?
• Referral traffic• ROI• Opportunities / Response Rate• Reach and Virality• Share of Voice / Engagement
According to Adobe, 52% of marketers cite difficulties in accurately measuring ROI as their biggest source of frustration in social marketing.
Should I worry?Should I worry?
• Do you use “direct traffic” as a measurement?
• Do you use Google custom filters for analytics?
• Are short, memorable URLs used in social sharing?
UTM Link Builders for TrackingUTM Link Builders for Tracking
• Helps to identify “first-touch” point via social
• Easily noted in analytics
• Easy to create and track
Here is an example for a conference promoted on Twitter using a UTM code:http://www.MyDomainName.com/?utm_source=Twitter&utm_medium=Social&utm_campaign=NameOfConference
Author rank’s influence on SEO
Google AuthorlinkGoogle Authorlink
A New Social Media Enhancement Tool Brought to You By Google!
What is Google Authorlink?What is Google Authorlink?
Google’s Method For Gives Credit For Your Content
Benefits to Website MarketingBenefits to Website Marketing
Several Benefits to this Strategy:
•Stand Apart on Search Engine Results Page (SERP)•More “Pop” on SERP•Higher Click Through Rates – 150% to Blogs
•Establish Topical Authority•Faster Indexing •Diminishes Plagiarism
Benefits to Website MarketingBenefits to Website Marketing
Getting ConnectedGetting Connected
Open A Google Plus Account
Add A Professional Photo
Google Plus Changes
Update Your Contributor Links
Add Proper Tags to Your Author Bio
Blog Change
ExamplesExamples
Author Highlights
Author Popularity
Freshness Stamp
ExamplesExamples
Where is Your Eye Immediately Drawn To?
Having the Author Image Gives A Competitive Advantage Over Text Links
Key TakeawaysKey Takeaways
Google Plus•Get your brand on Google+ •Link the Google+ page to your website•Develop goals & a strategy•Use calls to action on all Google+ interactionSocial Analytics•Define goals; determine social platforms•Leverage UTM codes for tracking•Learn the power of customer filters
Key TakeawaysKey Takeaways
Author Rank & SEO•Employ Author Rank to:– Stand Apart on Search Engine Results Page (SERP)– Higher Click Through Rates – 150% to Blogs
– Establish Topical Authority for bloggers– Positively influence SEO
Thank you!
The Association for Accounting Marketing (AAM) is the only trade association of its kind that provides resources and support to more than 800 CPA and consulting firm marketing and sales professionals, partners, firm administrators, and representatives of businesses who offer products and services to the accounting industry.
http://www.accountingmarketing.org/