Getting better SEO and AdWords results with Google+

Getting better SEO and AdWords results with Google+

Today s agenda 8.30 9.00 Setting your objectives Presenter Stephen Bavister Managing Director LexisClick 9.00 9.10 Worksheet 1 9.10 9.15 Break 9.15 9.45 Create your strategy 9.45 9.55 Worksheet 2 and Action Plan 9.55 10.10 Q&A 10.10 10.30 Networking & Finish

Introduction to LexisClick We help our clients marketing succeed through the power of online technologies and communities through services including: Easy to find A pleasure to use SEO Services Online Advertising Email Marketing Services Social Media Marketing Web Design Marketing Services To make them... A growing business needs to be... Regularly recommended The first to return to

An introduction to your speaker Stephen Bavister Lead Digital Marketing Consultant at LexisClick, 2007 present. Started working in online marketing, designing and building websites in 1997, when he designed and built British Steel s first website from the delights of Scunthorpe. Followed by 10 years working in London in digital marketing across a variety of industry sectors both within business and as a consultant with 6 years spent at PricewaterhouseCoopers (PWC) as a digital marketing consultant.

Is Google+ important? Google+ 7 million UK Adults use Google+ regularly 11% of the total UK population

Perhaps even more important It can enhance your Google Adwords advertising

And your search listings

Taking the right steps

The new way Attracting potential customers Email Newsletter Alerts Updates Competitions Discussion Connection Social Network Your website & content Blogs Authors Staff Readers RSS Feeds News Alerts Updates

Step 1 Set your objectives

What objectives might we have? Increase brand awareness Generate leads Establish thought leadership Improve customer service Showcase products Sales platform Recruit new people Step 1 Set your objectives

For LexisClick Primary objectives Establish thought leadership Generate leads through strong Google+ Presence and improved SEO Develop brand awareness Step 1 Set your objectives

Outline numbers Apply some outline numbers What does increasing brand awareness look like? 100 followers 1000 followers 10,000 followers 100,000 followers or more You should be able to work out some initial numbers or targets for objectives to start with. They don t have to be accurate at this point just make a start Step 1 Set your objectives

For LexisClick Establish thought leadership Generate 10 or more +1 s each week for blog post items Generate leads increase search rankings on priority key phrases generate at least 4 additional enquiries per month Develop 500 followers of our Google+ page Step 1 Set your objectives

Step 2 Define your audience

Who are your customers? You need to know who your customers are or at least who you think they are Group them if you can who they are, what they are looking for, their interests etc Who are your customers influencers? Thought leaders in their fields Publications, bloggers etc Who are your contemporaries and your influencers? Competitors Key players in your industry Step 2 Define your audience

Our customers and target customers Directors of SMEs typically 250k - 20 million turnover B2B Retail Ecommerce Financial Services Up to London and 2 hours drive time of Bournemouth Couldn t find a lot on Google+, but did find some Customers influencers Business Thought Leaders e.g. Richard Branson The media they read and follow Industry leaders Contemporaries and influencers Local agencies Large national and international agencies Marketing Media, Website, Publications etc Industry suppliers Step 2 Define your audience

Step 3 Listen to your audience and contemporaries

You ll need a Google+ account Step 3 Listen to your audience and contemporaries

And a Google+ page for your business Step 3 Listen to your audience and contemporaries

Listen to your audience and contemporaries Follow the different groups you created in Step 2 define your audience Team members Financial Services Retail Business Thought Leadership Read / listen to what they are saying which should feed into your home feed Business Media Marketing and Web Media Affiliate Marketing Step 3 Listen to your audience and contemporaries

Step 4 Understand their motivations

Understand their motivations Existing relationships New relationships Social/friendships contacting with people who share similar interests Entertainment Information Inspiration Offers Marketing company, organisation, cause Step 4 Understand their motivations

Breaking it down Understand your target audience motivations by the groups you have identified Review each group and what objectives they might have on social media and Google+ in particular review Step 1 for each of your groups Identify their objectives and their motivations The better you understand these the easier you ll find Step 5 Step 4 Understand their motivations

Step 5 Identify how you can add value

Identify how you can add value From listening and understanding motivations How can you give your audience what they are looking for? Did you get inspiration from your contemporaries and competitors? What are people sharing? What are people commenting on? What are people liking? Step 5 Identify how you can add value

Most shared content Photos and humour are the most shared content on social media Other popular content types for social media interaction include Quotes Infographics Videos Offers Questions & surveys Step 5 Identify how you can add value

Our customers and target customers Useful resources Events/seminars Customers influencers Sharing interesting and useful content being produced by these influencers keeping us current and providing a synopsis for our followers Contemporaries and influencers Sharing and promoting their content Developing content that they are likely to share and promote Step 5 Identify how you can add value

Worksheet 1

Worksheet 1 Name Company Write down below what you want to achieve from Google+ Who are your customers and how can you help? Target customer group Their objectives Their motivations How could you add value?

Step 6 Create your strategy

Create your strategy Overall vision Purpose Overall objectives Specific SMARTER objectives Audience Content Specific Measurable Achievable Results orientated Timely or time bound Evaluated Rewarded Step 6 Create your strategy

An example strategy for LexisClick Overall vision To develop a highly followed and regarded Google+ presence dedicated to the marketing of ambitious SMEs Purpose To create, share and curate high quality relevant information for the marketing of ambitious SMEs, generating high awareness of LexisClick within our target audiences. Step 6 Create your strategy

An example strategy for LexisClick Overall objectives Highly followed Google+ presence Regularly shared content Increased leads from target customers SMARTER Objectives Establish thought leadership Regularly generate 10 or more +1 s each week for blog post items 6 months Generate leads increase search rankings on priority key phrases generate at least 4 additional enquiries per month top 5 position for 5 x top key phrases 6 months Develop 500 followers of our Google+ page 9 months Step 6 Create your strategy

An example strategy for LexisClick Our customers and target customers Directors of SMEs typically 250k - 20 million turnover B2B Retail Ecommerce Financial Services Up to London and 2 hours drive time of Bournemouth Customers influencers Business Thought Leaders e.g. Richard Branson, The media they read and follow, Industry leaders Contemporaries and influencers Local agencies, Large national and international agencies, Marketing Media, Website, Publications etc, Industry suppliers Step 6 Create your strategy

Step 7 Set specific targets and KPIs

Set specific targets and KPIs Weekly KPI targets broken down by day Feed into monthly KPI targets You might start with where you want to get to in 12 months and then work backwards building to the 12 month target Quality weekly blog post Daily short blog posts 3 posts per day 5 new followed per day 2 new follows per day Rankings for priority key phrases Leads generated per week Step 7 Set specific targets and KPIs

Step 8 Create your action plan

Create your action plan When are you going to do it? How long do you need? Where are you going to source your content? Who are you going to follow? What are you going to read? Are you linking externally or creating your own content? Daily Weekly Monthly Social media posts Type of posts New follows and followers Content creation As above Reviews Other initiative? Reviews Bigger initiatives competitions, larger content items etc Visual updates profile image, background, marketing messages etc Step 8 Create your action plan

Example action plan for LexisClick Create personal Google+ accounts for key team members Set-up Google+ page for the business Add author details to blog posts (might be key team members or business) Enable social tracking in Google Analytics Add Google+1 buttons to website and blog pages Create circles and develop initial following to develop home feed Daily Weekly Monthly Daily 3 Google+ posts Identify potential new follows and add as required Blog posts Plan other daily content items for blog New follows Update and review weekly KPIs Create editorial plan for the month Plan key weekly blog post topics, infographics and initiatives Agree on any visual updates to the profile in the month Monthly review Step 8 Create your action plan

Step 9 Identify risks

Identify risks Examples might include Not able to stick to the plan due to time constraints, other priorities etc Doesn t generate results Wrong posts Increased presence attracts unwanted publicity, negative reviews etc Staff make inappropriate posts Mitigating the risks Assess how likely is the risk to happen and the impact of it happening Not able to stick to the plan time constraints outsource to an agency or recruit someone for the role Doesn t generate results assess why not is it too early, not enough audience using Google+, wrong activities, wrong objectives do we continue? Staff make inappropriate posts provide content guidelines Step 9 Identify risks

Step 10 Assign resources and responsibilities

Assign resources and responsibilities Biggest challenge Time Work out how long it is going to take to do the various activities? Do you have the time or can you make the time? Who is going to do what You might break it down by channel Content type humour, photos, area of expertise Does your team have time? Is it cost effective to do it yourself? Do you need help? Recruit new employee Use an agency Find other experts etc, who can benefit from helping Step 10 Assign resources and responsibilities

Step 11 Test, measure and learn

Test, measure and learn Work through your action plan Measure your progress Use weekly and monthly KPIs for your SMARTER objectives Identify what works well and what doesn t Get ideas from others that you are following and interacting with Step 11 Test, measure and learn

Step 12 Review, refine and repeat

Review, refine and repeat Go back to Step 1 to review and refine What have you learnt? What is working well and why? What is not working and why? What can you do better? Update your strategy if it needs it Update your action plan, do more of what is working well if you can, get advice on, change or stop what isn t working, put in place areas that you can do better Check your resourcing to make sure you can achieve your new action plan Update your targets and KPIs if they need it Step 12 Review, refine and repeat

Making more of Google+ Google+ offers a lot. Here are some of items that you can incorporate into your campaigns +mention other Google+ users similar to @mentions on Twitter and name mentions on Facebook Notify about posts using email Events Hangouts Step 12 Test, measure and learn

Summary: Step 1 Step 2 Step 3 Step 4 Step 5 Step 6 Step 7 Step 8 Step 9 Step 10 Step 11 Step 12 Set your objectives Define your audience Listen to your audience and contemporaries Understand their motivations Identify how you can add value Create your strategy Set specific targets and KPIs Create your action plan Identify risks Assign resources and responsibilities Test, measure and learn Review, refine and repeat

How can LexisClick help you with your Google+?

Planning and strategy Setting up channels Management of channels Content creation Reporting on results

Worksheet 2

Worksheet 2 Score each question 1 to 5 1 being very poor 5 being very good I need help! I have the knowledge, time and resources 1 2 3 4 5 Action I am going to take Have you identified potential objectives for using Google+? Have you identified target customer groups in Worksheet 1? Do you have the time to invest in Google+ and social media in general? Are you able to create regular weekly content for your social media? Will you be able to implement all the Google+ designs, tracking and website elements?

Action Plan Write down 3 to 5 important actions from the worksheets to take away and action for your business Name: Date: Company: Total Score: Action Priority By When Assigned To

Thank you See you for the next session

Easy to find A pleasure to work with The first to return to Regularly recommended www.lexisclick.com marketing@lexisclick.com 01202 788333