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Social Media Marketing: 7 Steps To Increasing Sales. Spring 2012. SOCIAL MEDIA= Traffic, Leads, Sales, Revenues . Spring 2012. Background. Background. *Arizona State B.S. Marketing ’95. *Columbia University M.B.A. ’03. *10+ Years Online Marketing Experience.

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Presentation Transcript
slide1

Social Media Marketing:

7 Steps To Increasing Sales.

Spring 2012

background1
Background.

*Arizona State B.S. Marketing ’95.

*Columbia University M.B.A. ’03.

*10+ Years Online Marketing Experience.

* Social Media, Certified Google Adwords Professional (>1000), SEO, 2000+ sites. Top 1% Power Affiliate CJ.com. 5.5 Hour Course on Traffic & Driving Sales Online.

*AgentD.com President.

research
“Research.”

*One Of The Most Important Elements Of Driving Sales With Social Media Is Research. What:

1)People Searching For.

2)People Interested In Or “Liking”.

3)Relevant To Your Business’ Goods Or Services. (Most Critical!)

4)Demographics. Google+ 80% Male Currently.

research1
Research…

*3 Levels:

strategy 1 listening posts1
Strategy #1: Listening Posts.

*Information That You Need For Your Market Can Be Found By “Listening” (A.K.A. READING)

*Extremely Valuable Information In Discovering: 1)New Trends 2)New Products To Offer 3)Competitor Information 4)New Sales Techniques (Copy Especially). 4)Customer Demographics 5)Keywords 6)INFLUENCERS.

strategy 1 listening posts2
Strategy #1: Listening Posts.

Get This Valuable Information:

  • Market Specific Social Networks - THOUSANDS OF Niche Social Networks Online Now. Search Google & & NING.com (Marc Andreesen).
  • Forums: Search Google For “Your Market + Forum” or “Your Market + Discussion.” Dig up The High Traffic Forums In Your Market & Sort By “Views”: This Generally Will Give You The Hot Topics & Often The Offers TOO!
  • Use Twitter For “Retweet Recon:” Search For Your Topic, Find People Who Are Tweeting About It & Take Notes On What’s Constantly Being Retweeted.
  • Google Blog Search (My Favorite): Look For SPECIFIC WORDS IN HEADLINES. You WILL Find Patterns: E.G. “Heading Towards” “Finding That”. And Look For The Blog Posts That Are Generating The Most Comments- These Are PROFITABLE Areas.
strategy 2 mass video traffic1
Strategy #2: Mass Video Traffic.
  • Getting A Video To “Go Viral” Maybe A 1 In A Million: But It’s Almost Free To Try, So TRY!
  • Getting One To Go Viral May Be A Matter Of Creativity & Timing. Hit The Market With A:

1) Creative

2) Emotional Message

3) At The Right Time.

  • At The Very Minimum You’ll Get Links. Nice “Option”.
strategy 2 mass video traffic2
Strategy #2: Mass Video Traffic.

*Tips On Submitting Videos:

  • Youtube Is The Major Video Distribution Hub. Smaller Niche Video Sites Exist But Youtube Gets The Most Traffic: 100MM.
strategy 2 mass video traffic3
Strategy #2: Mass Video Traffic.

*Video Submission Software On The Market:

1. Trafficgeyser.com

  • HeySpread.com
  • VideoUploadPro.com

-Depends On The Level Of Features You Want. You Can Also Just Upload Videos To Youtube.com W/Tagging Feature.

strategy 3 blogging
Strategy #3: Blogging.

*Blogging Is Now A Dominant CommunicationMedium: Very Well Accepted.

strategy 3 blogging1
Strategy #3: Blogging.

*Use Youtube Videos To Drive Traffic Through Bloggers (Embedded Code):

*Once A Hot Video Hits The Blogosphere, It Can RapidlySpread Because Of “Community Effects.” Bloggers Monitor each Other, Hunting For The Latest Content...Smart Marketers Use This To Their Advantage!

strategy 3 blogging3
Strategy #3: Blogging.

*Use Blogs To Drive Traffic By Spreading A Message(And LINKS!) Quickly Through PRs:

Blog

Blog

Blog

Blog

Blog

Blog

strategy 3 blogging4
Strategy #3: Blogging.

*Marketers Blog For Many Reasons- Traffic Being A Big One:

1)Content For SEO.

2)Monitor What Is Being:

A)Linked To.

B)Commented On.

C)Trackbacked To.

3)Guest Post Swapping.

*Social Media Plugins. 2 Way Traffic. VIRAL.

strategy 3 micro blogging
Strategy #3: (Micro)Blogging.

*Use Twitter To:

1)Learn About Your Market & Competition, Build A Brand & Gain Trust.

2)”Sneaky” SEO. Google KWR>Twitter, Youtube. 

3)**Distribute Content Or Influence Thought Leaders...($ Or Other Incentives Maybe Needed). FORD Example. 4,000 bloggers: 100 Chosen To Drive Festiva Through Germany.

http://www.doubledome.com/blog/2009/04/ford-uses-social-marketing-to-launch-the-new-festiva/

http://www.socialmediaonline.com/fords-latest-social-media-strategy/

*Advertising. Sponsored Tweets. http://business.twitter.com/advertise/start/

strategy 4 communities
Strategy #4: Communities.

*Use The Power Of The Latest Technologies To Drive Traffic To Your Site: The Web HAS Changed!

1994 vs. 2012

strategy 4 communities1
Strategy #4: Communities.

-Community Building Has Become A Powerful Method Of Relating To & Learning About Your Market…

  • Facebook
  • Twitter
  • Youtube

Integration Of All Marketing Efforts Around Building A Reputation & Building Content For Traffic.

strategy 5 social networking
Strategy #5: Social Networking.

Facebook Marketing:

*800MM+ Users.

*FB Advertising Much Like Google Content Network. Specific Sites (Pages) Relevant To Specific People. Hone in on an ExactDemographic. Combine 27 Different Demographics. Scalable.

*”Like” Button: Powerful.

1)Constant Updates: Stay In Front Of Your Leads. 7X Contact Before 1st Sale.

2)People Always Snooping. “What Does He Like & Why?”

strategy 5 social networking1
Strategy #5: Social Networking.

Facebook Marketing (Cont.)

*Facebook Users Want Exclusive Discounts, Deals, Promotions...VIRAL! Word WILL Get Out!

*3 Way Win: Combine Facebook With Email Marketing. Offer Something of Real Value If They “Like”: 1)Market on FB To Them Through Updates 2)Their Friends See Them Liking You. 3)Direct Response With Email Capture Follow Up.

*Split Testing Critical For Maximum ROI.

strategy 5 social networking2
Strategy #5: Social Networking.

Facebook Marketing: (Cont.)

*Facebook For Partners Recruiting. 1)Friend Potential Partners: Start A Dialogue.2)2nd Tier. Both Are Huge Potential Revenue Sources!

*Video Huge-Most Clicks. Try Integrating.

*Examine Competitors’ Strategies. Especially Big Competitors. Though, Big Brands Have An Easier Time on FB B/c Of ExistingBrandEquity!

*Important: Facebook Is A Long Term Strategy. Invest Time In Making It Pay Off.

strategy 5 social networking3
Strategy #5: Social Networking.

*Web Is Now MUCH More Collaborative & Integrated.

*Content Appearing On Other ’ Sites: New Ways Of Exhanging Content & Traffic. WSJ & FB:

strategy 5 social networking4
Strategy #5: Social Networking.

*Foresquare, Local BASED!

*Free Bud Light If You Check In….

*Good For 2 Reasons:

1)Exploit the Viral Power Of The Social Web…Shows Up in Peoples’ Timelines.

2)Influence The Influencers. Someone w/A Large Facebook Following Checks In. Similar To ProductPlacement In The Movies. Mini-Celebs.

strategy 5 social networking5
Strategy #5: Social Networking.

* Mobile Revolution. Clearly HUGE. People LOVE THEM! Addicted.

*Much Of Marketing HyperLocal For Now. EG “B.B.Q. Near Me,” Mapping.

*Apps Massive Market. 99cents.

*Google’s Android For Controlling THE PLATFORM. Wanted To Control Content & Devices Where Ads Can Be Run.

*Mobile Communities & Games.

*Can Advertise On Mobile Through Google Adwords. Though Small Screen? Conversions?

*Networking. LI, FB.

strategy 5 social networking6
Strategy #5: Social Networking.

*Business Oriented Networking.

Effective Strategies:

1)Add EVERYONE, See Who Replies. Some Have 11,000+ Contacts. Grenade Fishing.

2)Positioning As An Expert In Linked Answers.

3)Starting Groups As A Moderator. Popular Ones Exist.

4)Local Business Networking.

strategy 6 social seo
Strategy #6: Social SEO.

Directory

.EDU

Comment

Blog Comment

.EDU

The GOAL:

DMOZ

Blog Roll

Article

strategy 6 social seo1
Strategy #6: Social SEO.

*FACT: Links Are One Of The Biggest Traffic Sources Online - (Even Without The SEO Benefit!). Maybe More Valuable Themselves vs. SEO?

*More Links = More Traffic. (Controversy Over The Power Of Certain Links & Not Others)…Mass Links From Relevant Sites=VERY VALUABLE TRAFFIC.

*A Single Link Can Send 7-10 HIGHLY TARGETED VISITORS to Your site EVERY DAY for ETERNITY. Use With Social Media.

strategy 6 social seo2
Strategy #6: Social SEO.

3 Social Media Strategies:

1.High Traffic Social: Tumblr, Wikipedia, etc. (Search Engines Seem To Trust These Sites)

2.Videos (Youtube owned By Google).

3.Images:

Flickr

(Yahoo!)

strategy 6 social seo3
Strategy #6: Social SEO.

Powerful Ways To Get Inbound Links:

*.EDU Links (University Links-Maybe More Trust b/c Of Age Of Sites)

*Directory Links: Directory Submission ($29+). http://info.vilesilencer.com/top.

*DMOZ.org: Extreme VIRAL link power!

*Paid Directories- Yahoo! & Other Smaller Ones. Some People Reporting Great Results Here…Some Highly Targeted=$$!

strategy 6 social seo4
Strategy #6: Social SEO.

*Top 10 Lists. Mention High Traffic Sites In Your List…(Webmasters Check Their Referer Logs!). Reciprocity! Get Your Site “Associated” With Their

*Pick A Hot Subtopic In Your Market, Develop A GIANT List Of Links With The Best Posts About It…POWERFUL. Sneak In Affiliate Links Once It’s Drawing Mass Traffic ($$$).

*Mobile SEO. Definitely Coming.

strategy 6 social seo5
Strategy #6: Social SEO.

Social Media Tips:

*Add Social Media Info To Your Business Cards (LinkedIn, Facebook).

*Distribute Content Widely: Squidoo.com, Hubpages.com, Slideshare, Videos.

*Forums: For Traffic & Inbound Links! Highly Targeted. Copy Or Start Popular Threads. Q&A: Yahoo! Answers. LinkedIn Answers.

*Focus On BIG Social Media Outlets: Facebook, Youtube, Twitter. Smaller Ones= Less Traffic, Can Disappear. 80/20.

*TESTING & TRACKING!

strategy 7 social integration
Strategy #7: Social Integration.

*Use Strategies In COMBINATION. Let Them Feed Each Other & Evolve. Target The Combination That Makes The Most Money. TV>FB. 20,000 Fans 1 Commercial. People Watch & Surf At The Same Time! Click On The Shirt On Sitcom & Amazon Delivers in 48 Hrs. Interactive TV.

*Integrate All Marketing Efforts (Social Media, SEO, PPC, Offline) & Create A TON of Ways For People To BUY, Interact With Your BRAND, and Spread Your Message.