how to integrate social media with your search marketing strategy

Twitter: davidreske

LinkedIn: Dave Reske

Questions: amuniz@nowspeed.com

How to Integrate Social Media into your Search Marketing Strategy

Dave Reske, Managing Director

dreske@nowspeed.com

508 616-0111 x202

Nowspeed Demand Generation Programs

Search Marketing is Important!

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.

North American Search Spending to Grow to $26 billion by 2013 (SEMPO)

Most Popular Search Media Companies (SEMPO)

Search Engine Market Share – Percent of US Searches

Google; 80.1%

Yahoo; 9.4%

Bing; 8.5%

Search MarketingPaid vs. Organic Search

Organic

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

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

Landing Page Best Practices

SEO Strategy

• Increase search engine rank on selected keywords• Increase overall traffic to the site• Drive Leads

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

What are your Goals?

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.

Create Core Content Packages and Distribute to Social Media Sites

Core Content

(White Paper)

Article

Blog Posts

Landing Page

Group Posts

Tweets

Integrated Programs Deliver Better Results

Social Media

Paid Search

Organic Search

Ads on Social Sites

Optimize Landing Pages

SEO Web Content

Build Links

Get Seen

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

Search Marketing Advertisingon Social Media Sites

Google AdwordsContent Network – Social Media Networks & Sites

MySpace Ad

Integrate and Leverage Video on Landing Pages

Leverage Comments & Ratings on Landing Pages

Leverage Social Media Sharing on landing pagesLinkedIn, RSS, Facebook, Twitter

Leverage Social Media Sharing on landing pages LinkedIn, RSS, Facebook, Twitter

Ads on Social Sites

SEO Web Content

Build Links

Get Seen

Comments

Easy to share

Adwords & Direct

PaidSearch

OrganicSearch

Measure and Test

Embed SEO keywords into video posts and other content posts

Build Links: Write SEO keyword filled content for social media sites

Build Links from Social Media Optimized Press Releases

Build Links from Content DistributionArticles and Blog Comments

Keyword Filled Web Content - Blog

Keyword Filled Hub Page Content

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

Qualitative Results:News Aggregation and Conversation Tracking

Quantitative Results:Analytics Tracking

Search Engine Traffic to Blog

Organic Keyword Traffic

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

YouTube Provides Statistics & Data Around Audience

Workflow Process to respond to social media

Ads on Social Sites

SEO Web Content

Build Links

Get Seen

Comments

Easy to share

Adwords & Direct

PaidSearch

OrganicSearch

Measure and Test

Twitter: davidreske

LinkedIn: Dave Reske

Question: amuniz@nowspeed.com

Take the Survey: Get the Slides!

Dave Reske, Managing Director

dreske@nowspeed.com

508 616-0111 x202

http://bit.ly/2Gm9Lz

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