how to integrate social media with your search marketing strategy

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

mailto:[email protected]


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

Paid

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

ample


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?

COPYRIGHT ©2009 NOWSPEED, INC. CONFIDENTIAL 15

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

Video

Audio


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

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


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

Video

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


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


http://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

Video

Comments

Easy to share

Adwords & Direct






PaidSearch

OrganicSearch

Measure and Test

Twitter: davidreske

LinkedIn: Dave Reske

Question: [email protected]


Take the Survey: Get the Slides!

Dave Reske, Managing Director

[email protected]

508 616-0111 x202

http://bit.ly/2Gm9Lz

mailto:[email protected]