Mercer MBA Class

Mercer UniversityPresentation for MBA Course

Chris Vaughn, Director of Content Marketing

Sarah Kellner, Online Content Manager

4 “web fitness” questions

• Does your website traffic increase in most months?

• Do you generate a larger number of leads via your website in most months?

• Do you convert a larger number of customers from your website leads in most months?

• Do you analyze your results each month so you can continuously improve results?

80% of Consumer Shopping Research Online

3 simple web Marketing goals

• Potential customers can find your site and exactly what they are looking for, inside it

• When prospects find your site, you convert a reasonable percentage

• Prospects can spread the word about your site and its content via social media, emailing a link, or linking back to your site

***note: inbound links from other websites raise your visibility with search engines, making it easier for people to find you

SMB Internet Marketing Priorities & Challenges

• Web Discovery

1. Proprietary Traffic

2. Social Media• Traffic Management

1. Visitor Conversion

2. Analysis & Optimization• Barriers

1. Time

2. Expertise

3. Budget

PredictableDiscovery

ConvertibleTraffic

Optimization

Getting Found is the “Head Pin” of Web Marketing!

Content Lives At The Center

Of Traffic & Conversion

5 things about content• Creating fresh, frequent, unique web content is a

powerful strategy for driving organic and direct web traffic

• Blogs’ intuitive content management systems make it feasible to populate the web with fresh content…REGULARLY

• Blogs are search engine friendly-presenting neatly organized content for indexing (tags, links, categories, etc.) and returning relevant content

• Well executed blogging will share earned SEO benefits with a related web site

• Web content distributed on social platforms (Twitter and Facebook) exaggerates organic and direct traffic results

to help prospects find you

So, What Comes Next?

“Instead of one-way interruption, Web marketing is about delivering useful content at just the precise moment that a buyer needs it.”

- David Meerman ScottMarketing Strategist

What is Content Marketing?

The creation and sharing of content for the purposes of engaging current, past, and future client and prospect bases.

Why CONTENT?

• Creating and sharing high-quality, consistent, and relevant content to your client and prospects improves and drives:– Consumer Action

– Brand Loyalty– Fan Retention– Increased Fan and Client Sharing

They Are Competing For 20% of the Search Marketplace

Popular Queries: Filled With Paid Links, Expensive Ad Campaigns

More Specific ‘Long Tail’ Queries, First Page Organic Results, High Conversion

There are lots of ways to drive traffic to your site

Facebook: The Social Media Powerhouse

Five Ws for Facebook

• WHO is using Facebook?• Facebook has over 800 million users

worldwide• WHAT brings them to Facebook? • More than 250 million users engage with

Facebook from external sites monthly• How long (WHEN) are they online?• Average Facebook user spends 25

minutes a day on Facebook• WHERE are my consumers going when

online?• More than 1 million links shared and 7.6

million pieces of content ‘liked’ on Facebook every 20 minutes

• WHY should I use Facebook to find them?• More than 50% (and growing) of

businesses use Facebook to engage customers and prospects

Social Content Sharing Radically Changes Consumer

Web Habits

2011 Ignite Study Shows A Change In Facebook

Demographics

: 44 Years-old

Source: IgniteSocialMedia.com

Facebook Lead Capturing

FacebookBusinessPage

Likes Comments Shares

1. News Feed Updates2. Provide Demographics

3. E-Mail Marketing

1. Engagement Opportunity2. Profile page activity

3. Feedback and Support

1. Free Advertising2. Create new backlinks

3. More likes and prospects

Business Owners/Executives Care About Two Things:

1. Money

2. Results

Go to dev.digitalsherpa.com

(Middle, bottom funnel)