Attract (#iheartmktg NYC)

Eastern Region User Conference

June 6, 2014

RAPID FIRE SESSION

ATTRACT

PRESENTED BY:

MARTIN LAETSCH, DIRECTOR, ONLINE MARKETING

PAIGE MUSTO, DIRECTOR OF COMMUNICATIONS

MASTERING SEARCH ENGINES

Did You Know?

267 Billion searches each month

Over 82% of all product research begins with a web search

Inbound leads have an

8x greater likelihood of closing compared to other leads

What is Search Engine Marketing?

Google’s Goal

Show pages

that delight

humans

Your Goal

To be the best

possible page on

the internet for

your target

keyword

Write for Your Audience

Write for Your Audience

• You are creating content for your customers

and prospects

• If you base your marketing decisions on what is best

for your customers, you will likely rank well in the

search engines

• If you try and game the system to rank, you will

eventually fail

Speak the Searchers’ Language

Develop the Searcher Profile/Persona

Who is the searcher? Who would be looking for this information?

Someone who…

• Is looking for a general category of information?

• Is looking for a specific solution?

• Has one of your products and needs help?

• Is a college student writing a research paper?

Define the Searcher’s Mindset

Why are they searching? They want to…

• Purchase a product or solution

• Learn about a product or solution

• Solve a specific problem

• Understand a product category

Don’t Ignore the Long Tail

• Higher conversion rates and better quality traffic

• Long tail keywords are less competitive

• Long tail search helps you rank for difficult terms

• 70% of search traffic is from long tail search terms

B2B Long Tail SEO

1 WORD PHRASES

2 - 3 WORD PHRASES

MORE DESCRIPTIVE “LONG TAIL” PHRASES

“marketing”

“marketing automation”

“marketing automation software”

“what is marketing automation”

“best marketing automation software for agencies”

high

high low

low

SEARCH FREQUENCY

CO

ST

& C

OM

PE

TIT

ION

Optimize Site Content

Writing for SEO

• Choose 1 keyword phrase that is targeted for each page

• Include each keyword phrase 3-4 times each within your copy — more if it makes sense

• Slice your keyword phrase usage or use synonyms if your text sounds awkward to you

• Use the exact term – “symptoms of diabetes" is not the same as “diabetes symptoms"

• Don’t over optimize. Use natural language to communicate your message (synonyms, varying word order, etc.)

• Longer copy provides a better opportunity for keyword placement that sounds good and allows you to provide more information to your visitors

• 1000+ words is better. Page length should be dictated by the message you want to communicate, but 300 words is a good minimum target

Put Keywords in…

• Title Tag

• URL

• Headlines and sub-headlines (H1

& H2 tags)

• Call to action links (hyperlinks)

• Main body text copy, top to bottom

19

SEO copywriting helps your writing be more specific.

It’s just changing how we “see” and write copy!

1 1

2

2

3

3

4

4 5

5

SERP Preview

Make Your Search Listing Compelling

• Optimize the search results listing

• Crafted from the Title and Description

• It doesn’t matter how high you rank if

nobody clicks on your listing

SERP Preview

IS SOCIAL WORTH MY INVESTMENT?

Social Channel Currency

Over 1.15 billion users

23% of users log in

5x per day

47% of Americans say

it’s #1 influencer

of purchases

70% of marketers use

it to gain new customers

215 million monthly

active users

34% of marketers use it to

generate leads

5x increase in engagement

when post includes

photo/image

74% of people follow

SMBs to get product

updates

300 million users

40% of users

check it daily

3 million business pages

6 out of every 10 users

are interested in industry

insight content

359 million monthly

active users

Google+ is growing at

33% per year

70% of business brands

have a presence

After page authority, a

URL’s number of +1s is

more highly correlated w/

search rankings than any

other factor

6 TIPS TO BUILD A

SOCIAL MEDIA GAME PLAN

Tip # 1

Let Your Target Audience

Determine Your Social Presence Define your audience – who are you trying to reach and

what platforms are they most likely to populate?

This all boils down to an intimate understanding

of your core demographic

Tip # 2

Focus on a Few Social Channels,

Not All • Quality vs. Quantity

• Frequency & Engagement

You are not rewarded for being a jack of all trades.

Be a master of something!

Tip # 3

Identify Your Social Influencers Influencers: Potential buyers, partners, customer advocates

& internal evangelists

Value-Added Influencers: Journalists, professors, analysts,

advisers, thought leaders

Identify, Follow, Engage, Respond -- Show Interest Reciprocity

Collectively, social influencers and the brand

can drive action and awareness

Tip # 4

Create a social personality Create a social identity and voice for your company

= Young, hip adjunct professor

= Nerd you want to have a drink with

People do business with people;

create an authentic and authoritative voice!

Tip # 5

Conversations are Key Monitor the conversations taking place about your brand,

competitors, and industry

Look for ways to interject your brand into relevant

conversations Also leverage customer advocates to speak on company behalf

Social conversations help to build credibility and trust with

consumers

Tip # 6

Draw Content from

Relevant Sources Your network wants to be educated, informed and entertained

Content is King: Share curated content and original

content across social channels

Content objective: Create attention, drive traffic, and

cause behavior that results in leads, sales or advocacy

Social Media is THE platform to share and consume content