visit grand rapids marketing presentation
DESCRIPTION
This is the powerpoint that accompanied the keynote presentation Anna Anderson presented at Visit Grand Rapids' Annual Meeting on February 18, 2014.TRANSCRIPT
The American Purchasing Process
AwarenessSocial Discovery
Consideration of PurchaseExperience
Shared Experience
Awareness – SEO / Google LocalSocial Discovery – Social Media
Consideration of Purchase – Blogging & InboundExperience – Inbound & Analytics
Shared Experience – Social Media & Google Reviews
So what
is
SEO?
“SEO” is Search Engine Optimization
This is a function that allows an individual to optimize his or her web page so as to get the highest rankings in search engines.”
“SEO” is an investment, it’s something that you don’t have to pay for each time a person views or clicks on your ad!
SEO should be a magnet bringing traffic to your site
It’s all about being where your customers are, trust me they are online!
75% of people don’t go beyond the first page in Google!
Google says that 16% of daily searches they haven’t EVER seen before!
Check out the super cool results I found!
Found through a blogGoogle authorship enabledPromoted a book through the blogSocial links were enabledYep, I’m a follower and will make these!
Link Building… Where do I start?
• Connect with local businesses• Create a valuable resource• Infographic• Slideshows• Joint press releases• Social sharing
Domain Authority Checkerwww.moonsy.com/domain_authority/
PR Web articles are for notable events within your company or your area.
The example below shows that there was a 400% increase in traffic in the first month!
• Mobile web browsing is projected to take over desktop Internet usage by 2015…or sooner.
• 90% of people use multiple screens to access the web.
• 90% of smartphone searches result in a purchase or a visit to a business.
• 61% of visitors will return to Google to find a site that IS easily readable.
Who is your target market? Who is your dream customer?
Creating targeted personas take time but, the results are powerful!
True SEO isn’t the icing on the cake it’s the ingredient that makes growth happen = Yeast
So what
is
Google Analytics?
4 Types of Goals
1. Destination2. Duration3. Page/Screens Per Visit4. Events – Completing a form
submission!
Setting up a Google Analytic Account
• Create an Analytic account• Set up your dashboard• Install Analytic tracking code• Schedule traffic reports
It’s time to start
The Journey =
BLOGGING
Blogging Fuels your SEO & Social Media strategies!
You don’t have to be a professional to blog!
Blogging builds confidence within your audience.
Your company is provided with a voice through blogging
60% of businesses who blog acquire more
customers.
Blogging should be:
• Relevant• Answer questions• Provide a solution
Blog Topic Ideas:
• Listen to your customers questions• Use your elevator pitch• This vs. That• Reasons to consider• Use facts and numbers in blogs
How do I start blogging?
• Yourdomainname.com – Strongest SEO value!• Wordpress.com – Free• Blogger – Free• Tumblr - Free
Social Media = Join the Chatter!
It’s the personal marketing voice you need to listen too!
Facebook:
Post 4 times a weekBe VERY visual!
• Gallery’s are great• Images with blogs• Posts with images
Facebook:
Engagement:
Post questionsContestsGiveawaysCreate Interaction
Facebook Pay to Play:
Google +:
• Google+ Launched in 2011• 300 million users• Second LARGEST social channel next to Facebook
Google +:
Google+ improves Google’s search intelligence. Google+ provides information on users search and trends of users through social media.
Google +:
Posting tips!
• Use #hashtags• Images• Links
Visual Social Media:
Once you have Facebook and Google+ down, the next step is to use visual social media!
• Instagram• Pinterest• You Tube
Visual Social Media:
Video is HUGE
Video can increase conversions by 20-
60%!
43% of all searches on Google carry
local content!
How Optimized
Is your
Google LocalListing?
We are able to see:
• Area businesses• Images• Reviews• Location• Maps• Website interaction
Google projects coming soon – Reservations!
B
Claiming Your Google Listing
• Are you listed• Have you claimed the listing?• Do you have ownership access?• Is your information properly listed:• Location• Hours• Services• Are your images current?• Do you have reviews?
So what
is
Inbound???
Inbound marketing is about drawing customers to your business, not interrupting their lives with noise they aren’t interested in.
Inbound strategy focuses on value, providing quality information based off of the users interests.
So what is Inbound?
• Providing resources• Targeted E-mails• Follow-up messages• Social engagement• User tracking
Planning the perfect fishing trip:
• What type of bait to use• Should you hire a guide• Type of boat / equipment• Things to pack• Weather to consider• Best times to fish• Types of fish to fish for
80% of people ignore Google
sponsored ads / PPC.
Start creating resources that will live forever!
Resources also continue to create leads 5 years after you created them.
Resources never die, they just need freshened up.
According to Search Engine Journal, inbound leads cost 60% less then outbound leads!
Inbound marketing is about creating a remarkable experience for current and prospective customers, resulting in a happier more educated customer!
Be human like Netflix came into your home.
How can you be a breathing entity within
the home.
Don’t get caught up in doing it perfect… Start someplace,
it’s your voice.
Don’t get caught up in doing it perfect… Start someplace,
it’s your voice.
Get Going, it’s your year to thrive!