Reluctant Responsibility

#Next2.0 #reluctantresponsibiliity @JRiddall @gShiftLabs

Next 2.0Reluctant Responsibility

Nurturing Your Web Presencefor Modern Buyers

February 10, 2017


Agenda

• A little bit about me and gShift• Why gShift?• How Modern Buyers Behave• A few SMB Social Stats• Our Recent Purchase• Assessing YOUR Web Presence• About SEO• Or Maybe Paid?• Back to Tackling Social and Content Marketing• Measure and Optimize• Key Takeaways


About Yours Truly

• Director of Product Strategy, gShift• 15+ years of digital marketing, analytics

and SEO experience• Journalism Major• Blogger and Social Media Addict• Hockey Dad (http://imahockeydad.com)

Jeff Riddall

[email protected]@Jriddall on Twitter JRiddall on LinkedIn

jeffriddall on InstagramJeff Riddall on Facebook

+ Jriddall on Google +

http://imahockeydad.com/

http://imahockeydad.com/

mailto:[email protected]?subject=Follow%20up%20to%20Instant%20eTraining

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https://twitter.com/Jriddall

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• Founded 2009 right here in Barrie• Web Presence Analytics for

Brands & Agencies• Large and small customers

worldwide• SEO, Content Marketing,

Influencer Marketing, Off-Site Analytics

• gShift Digital Marketing Services to assist with SEO, Content or Influence Marketing campaigns

About gShift

Mobile

Search Social

Web Presence Analytics


Why gShift?


Why gShift?


Why gShift?


A Traditional Buyer’s Journey


Today’s Buyer Behaviour


“A brand is no longer what we tell the consumer it is–it is what consumers tell each other it is.”

Scott Cook, Founder and CEO of Intuit

Definition of a Modern Brand


Today’s Buyer Behaviour

• Customers visit your website to make sure you exist and are credible

• Research is done outside of your website through social media or via people customers trust

• Positive or negative feedback can be published at any time during the process

• These conversations are happening whether you acknowledge them or not


For Example


SMBs Are Planning More Social


Which Social Networks?


What Sort of Content?


Our Recent Purchase


Validation and Research


Purchase and Advocacy


Purchase and Advocacy


Assessing Your Web Presence

• Corporate vs. Personal Brand• Both are important – particularly for local

SMBs• Web Presence Scorecard

• Website• Social• Off-Site Content/Backlinks


Website

• Fresh content – 10/28/16• Blog – Yes• Easy to Share – Ok• Easy to Follow – Yes• Easy to Contact – Yes

• SEO – Title Tags Reversed, Multiple H1 Headings, Meta Descriptions need CTAs


Social Presence

• Facebook focussed• Regular updates• Calls to Action on page• Multiple Reviews

• Limited Calls to Action in posts – link to specific website or landing pages

• More video


Off-Site Content/Backlinks

• Google My Business Page Claimed

• 26 Reviews• Backlinks from relevant

local sources/directories

• Setup and configure Yelp listing

• Find more backlinking opportunities – local, associations, partners


A Few Words About SEO


The Evolution of SEO

• Search Engine Optimization• Search Experience

Optimization• Strategies for Earned and

Owned• Optimized Content Marketing

AUTHORITYin

the eyes of


Local SEO Best Practices

• All starts with Keywords and Content – providing the best answers to searchers’ questions

• On-Site Optimization (Keyword rich Title Tags, H1 Headings, links, image alt tags, meta descriptions)

• Mobile Friendly• Google + Local• Content Marketing• Social Media Distribution• Relevant Backlinks


But, You Also Might Want to Pay…

Pros• Highly targeted• Immediate brand visibility• Immediate traffic

Cons• Relatively expensive• Lots of tire kickers• Click fraud


Where Do You Start Socially?

• Listen• Build Community• Optimize Your Social

Presence• Publish and Distribute

Content• Engage


Listen

• Search/follow your brand name and keywords in social networks

• Identify where your audience is

• Twitter Alerts• Google Alerts


Build Community

• Find and follow relevant people and businesses

• Like and share their content

• Make it easy to follow you socially


Optimize Your Social Presence

• Consider professional photos – this is YOUR brand

• Make your profiles / pages as complete as possible – ALWAYS link to your website!

• Incorporate your keywords

• Include video, where possible


Publish and Distribute Content

“If the social web were a living organism, content would be the air that it breathes.”

“You must have at least one source of original rich content and you have 3 viable options: a blog, a podcast or a video series.”

“A source of rich content provides something that is shareable, conversational and engaging for social platforms.”

Social Media Explained


But What Content?

https://youtu.be/l5Tw0PGcyN0

https://youtu.be/l5Tw0PGcyN0


Relevant Engaging Content

• Create relevant, keyword rich, engaging content linking back to your primary pages

• Answer your customers’ questions


And How Do You Create It

• How to Write Better• Writing Rules• Story Rules• Publishing Rules• Things Marketers Write• Content Tools


How About User Generated Content?

• Let your customers tell their/your stories

• Move your testimonials to social where they’ll be seen and shared


Big Brand Examples

The Art of Ride - Snowboarding Off Piste BackcountryGoPro Hero 3+https://youtu.be/Q5691RGDUJ4

Starbucks White Cup Contest

https://youtu.be/Q5691RGDUJ4

https://youtu.be/Q5691RGDUJ4


Local SMB Examples


Engage

• Monitor and reply to comments – positive or negative

• Incorporate calls to action and links to website pages


Big Brand Examples


Local SMB Examples


Measure and Optimize

• Everything is measurable

• Google Analytics• Google Search Console• gShift• Social Listening


Keywords


Content


Traffic and Channels


Key Takeaways

Don’t think B2B or B2C… think H2H

Build community

Create relevant, engaging content

Encourage User Generated Content

Engage

Have Fun!


Thanks

[email protected]

gshift.it/Next-20

mailto:[email protected]

http://gshift.it/Next-20

http://gshift.it/Next-20