Twitter: davidreske LinkedIn: Dave Reske Questions: [email protected] How to Integrate Social Media into your Search Marketing Strategy Dave Reske, Managing Director [email protected] 508 616-0111 x202
May 09, 2015
Twitter: davidreske
LinkedIn: Dave Reske
Questions: [email protected]
How to Integrate Social Media into your Search Marketing Strategy
Dave Reske, Managing Director
508 616-0111 x202
Questions: [email protected]
Nowspeed Demand Generation Programs
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Search Marketing is Important!
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Internet and Search Engine Marketing Market Share Growth
• Internet advertising worldwide will rise 11% in 2010, snaring 15% of all ad revenue and a global total of $64.7 billion
• WPP media management company GroupM.
• Paid search advertising is projected to grow to 43% of all online ad spending by next year, up from 38% in 2006.
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North American Search Spending to Grow to $26 billion by 2013 (SEMPO)
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Most Popular Search Media Companies (SEMPO)
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Search Engine Market Share – Percent of US Searches
Google; 80.1%
Yahoo; 9.4%
Bing; 8.5%
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How to Optimize Pay Per Click Campaigns
• Build comprehensive keyword list
• Create Adword groups for similar words
• Select offers• Create ads for each
offer tailored to each group
• Link to landing pages• Analyze Results• Keyword Research Ex
ample
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Content Architecture
Awareness Interest Evaluation Purchase
Focus Determine Needs
Determine Features
Recommend Solution
Enable Purchase
Technical/User Buyer
White Papers - Technical
Demo Product, Technical Docs, Evaluation
Connect to Sales
Economic Buyer
White Papers – ROI, TCO
Webinar ROI, TCO Docs
StrategicBuyer
White Papers - Strategy
Case Study Competitive Reports
Company Info
Buying Cycle
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Landing Page Best Practices
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SEO Strategy
• Increase search engine rank on selected keywords• Increase overall traffic to the site• Drive Leads
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Search Engine Optimization
• Select Keywords• High Traffic, Low Competition,
Good Fit for Business• Optimize Content
• Copywriter’s Guide• Must be relevant to search term
and contain quality information• Body Copy, Title Tag, Meta
Keywords, Meta Description, Alt Tags
• Link Popularity• Directory Submissions• Press Releases• Blogging
• Make it Easy to Crawl• Clean HTML• No “Black hat” techniques
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What are your Goals?
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Branding
Traffic
Engagement
Conversions
Building awareness around your brand/product
Driving traffic to your site, i.e. landing page, hub page
Participating and/or listening to conversations
Sales, offer downloads, etc.
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Create Core Content Packages and Distribute to Social Media Sites
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Core Content
(White Paper)
Article
Blog Posts
Landing Page
Group Posts
Tweets
Video
Audio
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Integrated Programs Deliver Better Results
Social Media
Paid Search
Organic Search
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How to Integrate Social Media into your Search Marketing Strategy
Ads on Social Sites
Optimize Landing Pages
SEO Web Content
Build Links
Get Seen
Video
Comments
Easy to share
Adwords & Direct
Embed Keywordsin Video and other content
Keyword filled content with links
Social MediaPress Releases
Article Distribution
Keyword filled Website Hub-page
PaidSearch
OrganicSearch
Measure and Test
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Search Marketing Advertisingon Social Media Sites
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Search Marketing Advertisingon Social Media Sites
COPYRIGHT ©2009 NOWSPEED, INC. CONFIDENTIAL 20
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Search Marketing Advertisingon Social Media Sites
COPYRIGHT ©2009 NOWSPEED, INC. CONFIDENTIAL 21
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Google AdwordsContent Network – Social Media Networks & Sites
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Integrate and Leverage Video on Landing Pages
COPYRIGHT ©2009 NOWSPEED, INC. CONFIDENTIAL 24
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Leverage Comments & Ratings on Landing Pages
COPYRIGHT ©2009 NOWSPEED, INC. CONFIDENTIAL 25
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Leverage Social Media Sharing on landing pagesLinkedIn, RSS, Facebook, Twitter
COPYRIGHT ©2009 NOWSPEED, INC. CONFIDENTIAL 26
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Leverage Social Media Sharing on landing pages LinkedIn, RSS, Facebook, Twitter
COPYRIGHT ©2009 NOWSPEED, INC. CONFIDENTIAL 27
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Leverage Social Media Sharing on landing pages LinkedIn, RSS, Facebook, Twitter
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How to Integrate Social Media into your Search Marketing Strategy
Ads on Social Sites
Optimize Landing Pages
SEO Web Content
Build Links
Get Seen
Video
Comments
Easy to share
Adwords & Direct
Embed Keywordsin Video and other content
Keyword filled content with links
Social MediaPress Releases
Article Distribution
Keyword filled Website Hub-page
PaidSearch
OrganicSearch
Measure and Test
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Embed SEO keywords into video posts and other content posts
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Embed SEO keywords into video posts and other content posts
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Build Links: Write SEO keyword filled content for social media sites
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Build Links from Social Media Optimized Press Releases
COPYRIGHT ©2009 NOWSPEED, INC. CONFIDENTIAL 33
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Build Links from Social Media Optimized Press Releases
COPYRIGHT ©2009 NOWSPEED, INC. CONFIDENTIAL 34
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Build Links from Content DistributionArticles and Blog Comments
COPYRIGHT ©2009 NOWSPEED, INC. CONFIDENTIAL 35
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Build Links from Content DistributionArticles and Blog Comments
COPYRIGHT ©2009 NOWSPEED, INC. CONFIDENTIAL 36
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Keyword Filled Web Content - Blog
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Keyword Filled Hub Page Content
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10. Integrate SEO and Social Media Tracking and Measurement
• Start listening – Google Reader – Content by Keyword– Other Tracking Tools
• Setup Analytics– Google Analytics – Keywords by social media segments– Bitly – Track clicks on your links– Keyword Effectiveness
• Start Responding– Workflow to respond to social media sites
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Qualitative Results:News Aggregation and Conversation Tracking
COPYRIGHT ©2009 NOWSPEED, INC. CONFIDENTIAL
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Quantitative Results:Analytics Tracking
COPYRIGHT ©2009 NOWSPEED, INC. CONFIDENTIAL 41
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Search Engine Traffic to Blog
COPYRIGHT ©2009 NOWSPEED, INC. CONFIDENTIAL 42
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Using bit.ly to Track Clicks
• Tag all links that do not point back to your domain with a tool such as bit.ly
• Aggregates all clicks on your links within the tool: www.bitly.com
COPYRIGHT ©2009 NOWSPEED, INC. CONFIDENTIAL 44
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YouTube Provides Statistics & Data Around Audience
COPYRIGHT ©2009 NOWSPEED, INC. CONFIDENTIAL 45
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Workflow Process to respond to social media
COPYRIGHT ©2009 NOWSPEED, INC. CONFIDENTIAL 46
Questions: [email protected]
How to Integrate Social Media into your Search Marketing Strategy
Ads on Social Sites
Optimize Landing Pages
SEO Web Content
Build Links
Get Seen
Video
Comments
Easy to share
Adwords & Direct
Embed Keywordsin Video and other content
Keyword filled content with links
Social MediaPress Releases
Article Distribution
Keyword filled Website Hub-page
PaidSearch
OrganicSearch
Measure and Test
Twitter: davidreske
LinkedIn: Dave Reske
Question: [email protected]
How to Integrate Social Media into your Search Marketing Strategy
Take the Survey: Get the Slides!
Dave Reske, Managing Director
508 616-0111 x202
http://bit.ly/2Gm9Lz