Web & Social Media Marketing

Transcription

1 Integra AAA 2013: Web & Social Media Marketing Presented by Hollis Thomases CEO, Web Ad.vantage Integra AAA

2 About Web Ad.vantage Founded in 1998; Havre de Grace, MD-based Consultancy with proven tactical execution capabilities: Digital Media Search Marketing & Advertising (SEO & PPC) Google Certified agency & staff Social Media & Marketing Independent Audits, Assessments & Analyses Award-winning business Forbes Best of the Web Local Small Giant Named Top 10 Social Media Optimization company by TopSEOs.com Integra AAA

3 Founder & President, Hollis Thomases Author of Twitter Marketing: An Hour A Day Columnist: Inc.com Digital Entrepreneur ClickZ Media Planning Social Media Marketing Magazine Frequent speaker/expert presenter Award-winning entrepreneur Integra AAA

4 The Digital Marketing Landscape Integra AAA

5 Common Terminology Organic (aka Natural ) Search Results appearing in search engines determined by a search engine s algorithm; a.k.a. free or unpaid SEO (Search Engine Optimization) The practice of optimizing a website, through a combination of on-site and off-site implementation, to achieve higher rankings in organic search results based on selected keywords Paid Search (Pay Per Click or PPC aka Google Ads or AdWords ) A paid form of advertising in search engines governed by a 24/7 bidding system with no fixed cost per keyword Friend/Follower/Like/Connection terms used to describe people connected to other people or companies via social media networks Blog Frequently-updated online publication of virtually any topic intended for general public consumption, typically written in an informal, journal-like fashion with updates presented in reverse-chronological order. Web Analytics Software designed to collect and measure website data Integra AAA

6 The Big Picture SEO There are SO many tactics! Social Media PPC How do you even choose what s right for your business? Content Strategy Local Digital Marketing Strategy Display Video Ads Mobile Integra AAA

7 Where We ve Been; Where We re Headed Integra AAA

8 Social Media Benefits It s free Everyone has ideas they want to express; you just have to tap into them Social Sharing impacts SEO It s one-on-one; makes organizations more approachable than through traditional media It s happening whether you re a part of it or not, so at least monitor & listen! Strength in numbers -- hundreds of millions of people are using it Transparency Ease of reaching people (new, old, powerful) Integra AAA 2013

9 Social Media Risks Must overcome learning curves to new, constantly evolving form of communication Care & feeding isn t free Loss of productivity; time wasters Disintermediation of human face-to-face contact What s the potential impact on your way of doing business? Potential for pitfalls: very public blunders, technical problems, etc. Integra AAA

10 Why Digital Matters to You Integra AAA

11 Like Yellow Pages, but Integra AAA

12 Relevant Stats 81% of U.S. adults use the Internet 87% of U.S. adults own a cell phone, 45% of whom own smartphones (as of December 2012) Integra AAA

13 Why SEO Cannot Be Ignored 93% of online experiences begin with a search engine Search is tied for Top #1 activity people do online ( = #1 too) 70% of the links searchers click are organic 70-80% of users ignore paid search ads 75% of users never scroll past the first page of results Companies that blog have 434% more indexed web pages = far more leads Inbound leads cost 61% lower than outbound leads SEO leads have a 14.6% close rate, while outbound leads (such as direct mail or print advertising) have a 1.7% close rate Integra AAA

14 Are you visible here? Top Paid Results Local Results More Paid Results Organic Results Integra AAA

15 SEO & Social Media Rely on Content! Integra AAA

16 Missing from mobile? Integra AAA

17 Positions Your Company as an Authority Integra AAA

18 Won t Break Your Bank! DMAW

19 Take-Aways for Your Marketing Team Integra AAA

20 Search Marketing Must-Do s #1. Use a free tool to take baseline rankings #3. of your site for a relevant keyword in Google. Sign up for a Google+ account #2. if you don t have one already. Take a snapshot of local search results in Google Learn more about for a relevant keyword Google Authorship and + geo-targeted area. how it can boost your organic rankings. Are you as visible as your competitors? Sign Get Up for this Google Free Firefox Plus: Add-on: Integra AAA

21 Mobile Must-Do s #1. #2. Test Use your Google s site for Page mobile Speed compatibility Insights using Tool a to test free how tool well that your checks site performs. how it appears Fast websites and behaves are important on multiple for mobile devices. users. Google Free Mobile PageSpeed Compatibility Insights Tool: Integra AAA

22 Content Must-Do s #1. #2. Start an editorial calendar in Excel or a Develop shared a list Google of topics relevant Calendar. to your business #3. and online Use resources Brainstorm it manage (links) a list and you of organize ideas want for to all format share the content that and you production would plan be to beneficial publish of content. and to track your which audience. channels to share it in. Integra AAA

23 Analytics Must-Do s #1. Install Google Analytics (it s free!) if you haven t done so already. #2. Set If up you cyclical have, ensure reviews. tracking code on your site is working properly. Integra AAA

24 Take-Away for You to Do Optimize Your LinkedIn Profile! Integra AAA

25 1. Profile Completeness Your Goal Integra AAA

26 2. Photo & Vanity URL vs. Vanity URL vs. Default URL Integra AAA

27 3. Add Skills List up to 50 skills 10 LinkedIn Opportunities You're Missing 27

28 4. Build Your Network/Connect to Influencers 10 LinkedIn Opportunities You're Missing 28

29 5. Post Daily Updates = free daily visibility to your entire network 10 LinkedIn Opportunities You're Missing 29

30 Digital Case Study: Glass Jacobson Integra AAA

31 Identified Untapped Opportunities/Areas of Weakness Integra AAA

32 Editorial Calendaring, Blog Consulting, Content Distribution Integra AAA

33 Baselined & Helped Make Sense of the Data Overall site traffic increased 46% over last year Search engine referral traffic increased 56% 36% of all site traffic enters through the blog Social media + content distribution efforts drove 31% of all site referral traffic Mobile-driven site traffic increased 211% Y-O-Y Integra AAA

34 Client Testimonial Glass Jacobson needed a way to provide data on the ROI of our website and digital marketing efforts. After more than a year of Web Ad.vantage s quarter-over-quarter web analytics analysis, we have more than validated our online marketing. Our firm s partners are now totally on-board and understand the value of our continued efforts, so much so that they approved the hiring of another marketing person to assist in these endeavors. Integra AAA

35 Thank You! Time for Q&A. How To Reach Me: e. p. (410) facebook.com/hollisthomases linkedin.com/in/hollisthomases Integra AAA 2013