Content and social engagement for small businesses

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© ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved © ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 1 Introducing Advice Interactive Content & Social Engagement For Local Business 1
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Local SEO, Search and Social for small businesses

Transcript of Content and social engagement for small businesses

Page 1: Content and social engagement for small businesses

© ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 1© ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 11

Introducing Advice Interactive

Content & Social Engagement For Local Business

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© ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 2© ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 2

01 About Me

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Who I Am

I Work Side By Side With My Husband

I am Originally From Pittsburgh (Go Steelers)

I Love to Listen to Audio Books

Mad Men is My Favorite TV Show

Bernadette Coleman, CEO Advice Interactive

I Am Active on Face Book, Twitter & LinkedIn

Inc 500 2012 & 2013 Yrs & Maybe 2014Passionate About Local Search – www.localsitesubmit.com

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© ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 4© ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 4© ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 4

The Local Landscape2014

Huge Shift in the Local Search

Most small business owners are aware that the local SEO landscape is changing rapidly,

although most aren't aware how much it is changing.

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The ChallengeIt doesn’t have to be challenging if you know how to employ some creative ways to market your small or local business online and hit your targets.

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© ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 6© ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 6© ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 6

The Local SearcherYour customers have the world at their fingertips, are fluent in search and know how to access information in a timely fashion (in fact, they demand it).

Put simply, they expect relevant search results — now.

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To effectively reach your consumers, the key is to develop and optimize a complete search presence so that you can be found where consumers live, work and shop: within their local markets.

Local markets bridge the gap, from search to sales.

In fact, a majority of consumers prefer to shop within 15 miles of their homes or places of employment.

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A local strategy is something that marketers can no longer afford to overlook.

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Let’s Look At Some TrendsTrend 1: Online search is the preferred method for information about local businesses.

• The majority of local-business searches are conducted online, with 70 percent of consumers citing online sites as their primary sources.

# Make sure you have a findable website.

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Let’s Look At Some TrendsTrend 2: Search engines are most popular, but they’re not growing as fast as other media.

• While search engines comprise more than 60 percent of the online-search market share, non-search engines’ (e.g., social networks, mobile media, online directories, etc.) are outperforming search engines’ growth.

• #Be on Social Media.

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Let’s Look At Some TrendsTrend 3: Local searchers possess more potential in terms of post-search activities. • Following their online

searches, local searchers are more likely than general searchers to contact businesses or to purchase from them.

#Optimize For Local GeoKeywords

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Let’s Look At Some TrendsTrend 4: To develop a complete search presence, local businesses must consider every avenue.

There are many paths to achieve a local-search presence.• Local sites (e.g., Citysearch,

MapQuest, etc.) now claim two-thirds of local searches.

• Thanks to Google Maps and Bing Maps’ continued expansion, local site searches continue to increase.

#Build your local citations!

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Let’s Look At Some TrendsTrend 6: A diverse media mix must now include social and mobile marketing.

• More age groups are adopting social and mobile media particularly due to smart-phones

• Popularity of ratings, reviews and mobile browsers

• Users are demonstrating a higher propensity to contact businesses and/or purchase from them after conducting online searches.

#Be Mobile

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Mobile = Immediate NeedsMobile users are already outside their homes, looking for nearby businesses to fulfill their immediate needs.

In other words, mobile users are serious about purchasing.

#Be Mobile / Have a Mobile Website

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Ratings and Reviews The marketing shift has ushered in a growing importance on ratings, reviews and social networks, where peers are freely exchanging their opinions and are influencing purchase decisions.

#Have a review plan in place

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Key Takeaways

• Develop your search presence across various online platforms, from general search to social media.

• Failure to do so could result in missing a major segment of your target consumers.

• Consumers are searching with added frequency, if they can’t find you when (and where) it matters most could spell additional sales for your competition.

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I’ll Say it Again: ENGAGEMENTToday’s consumers are scattered across various sources, from traditional to interactive media.

• The ability to choose the messaging they want to receive means consumers have more control of content than ever before.

• All this has led to a fundamental shift in marketing: Consumers do not want to be advertised to; they want to be advised.

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Answer Your AudienceSocial media offers companies a unique opportunity to actively participate in the conversations surrounding their brands.

Research shows that active participation is key: • Eighty-one percent of social

networkers believe that it is important for local businesses to respond to questions and complaints on social sites.

#Engage on Social Media

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Give Them SomethingSocial networkers demand a variety of information from businesses:• Seventy-eight percent want

special offers, promotions and information about events.

• Seventy-four percent place importance on regular posts about products.

• Seventy-two percent value regular posts about companies.

• Sixty-six percent want company photos.

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Did you know… 45 percent of consumers don’t have specific businesses in mind when conducting local searches?

• In fact, more local-business searchers overall are beginning with general terms in their search queries, rather than categorical or business-name terms.

• They have products/services in mind, but they aren’t sure where to purchase.

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That’s a huge untapped market bursting with potential. • If brands can optimize their local presence, the door is

open for them to enter the consumer psyche during the research and search phases of the purchase process.

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Key Takeaway

As the local-search industry continues to boom, consumers will demand

• Improved search results with added relevance for their lives. • Want information faster.• Wants information that’s closer to home. • Within 15 miles of the consumer home or place of work is where

sales happen. • They want you to engage and advise them!

The time is now to start bridging the gap between your business and local customers.

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© ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 23© ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 23© ADVICE INTERACTIVE GROUP, LLC | 2013 | All Rights Reserved 23

Old SEO

• We bought links.• We Wanted to rank #1 for keywords.• We Wrote thousands of words with targeted keywords in the

anchor text.• We posted keyword rich blogs on our sites.• We spammed social bookmark pages without any

consideration of user engagement.• A good commercial website was one with a shopping cart• A good customer experience was one that gave you a sale

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What Do You Need Today?

• An optimized organic ranking. • A user-friendly website. • A local-listings-management tool. • A social-networking presence. • A mobile website and/or app. • Clean Citations & Listings

www.localsitesubmit.com• Engaging Content

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What You Need Onsite For Local

Include City/State in the Title TagsCity/State in H1 HeadingsCity/State in URL (Especially the Location Landing Page)City/State in Alt TagsCity/State in Meta DescriptionsCity/ State in Content (Duh!)Embed a Google Map Pointing to your Google + Local PageNAP is The KeyUse Schema Markup on Location Landing Page NAP

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Use Schema Markup! Onsite

Business NameBusiness AddressCity State 75013

972-363-3612

Hours Of OperationMon-Fri: 7:00am to 6:00pmSaturday: 12:00pm to 5:00PMSunday: Closed

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No Tracking Numbers!

Always Use a Local Phone Number!

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New SEOThe things that will work to increase rankings are;

• Good quality content that delivers value.• Excellent online visitor experience in terms of ease of use, content and

navigation.• Being talked about on the web, social media sites and blogs.• Having your content reshared on the web.• Businesses that have a strong social component that engages.• Businesses that stay current and generate consistently fresh content.• Businesses that offer trust and authority

Today, the quality of your data and how often your data is referenced becomes a new and perhaps more accurate indicator of trust and authority.

CONTENT IS STILL KING!

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Add Some Local Content Ideas

• Make your Blog a Local Destination• Stop Talking About Yourself and Blog About Your

Community• Sponsor Local Events (Good for link building)• Create Local Event Guides• Create a Local Resource Directory• Interview Local Figures & Link to that Content

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Post good content and the followers will come.

It's an edict of nature.

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Give The Best That You Can

Take a few minutes every day to post stimulating, engaging content that: • provokes• questions, • humors, • and causes engagement.

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If You Have Nothing Grand To Share

Then share someone else's!

If You Have Nothing Grand To Share

Then share someone else's!

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Speak Out

• Make a bold comment on a local social issue that is in the back of everyone's mind. • Take a stand. • Give or Share inspiration • Demand feedback and award original suggestions. • Do not forget to make a clear call-to-action for your

followers as they would be too dazzled by your brilliance to know or do otherwise.

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Web content is no longer primarily about written content.

Visual content including images, infographics, and videos are also becoming increasingly popular.

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Today, your entire online marketing strategy should revolve around the convergence of content, search, and social with quality content being the dominant piece of the puzzle.

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Why Is Great Content Important?Google highly rates content which is original, high-quality, free of spelling and grammar errors, and valuable.

The new search engine algorithms are getting better and better at indexing and ranking your content the way a human reader would.

Remember- Symantec Search is here to stay!

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Why Is Great Content Important?

Quality content is much more sharable.

Social Media is now the number one reason why people use the internet,

So creating content people enjoy enough to share with their friends presents an enormous potential.

Remember, Quality content is much more sharable.

Social Media is now the number one reason why people use the internet,

Creating content people enjoy enough to share with their friends presents an enormous potential.

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Why Is Great Content Important? Your readers will come back if your

content interesting or entertaining.

The search engines reward content

which provides value to people.

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How to Create Engaging ContentDiversify your contentCover a wider range of mediums. Images, infographics, streaming videos and auditory content can all help to make your content more interesting.

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Balance is Important

Create A Publishing ScheduleBut don’t fall into the trap of posting too much without doing your research.

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Remember to consider how your audience consumes content. Use each suggestion accordingly.

This Is My List Of Engaging Content Ideas

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• Insightful Q&As with interesting people

• Fun, engaging, informative • Many asset types, including

video, audio, text, and images.

• Build relationships Help broaden my reach and my network.

The Interview

TIP: As they spread news about the interview, they create backlinks, boosting your blog’s authority with search engines. See how that works?

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Stories and Antidotes Special and unique content comes when sharing real life stories and experience.

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Contests and Giveaways

• If you give away something that interests your key audience, you will receive attention in return.

• Use your entries as a way to offer additional content-opt-in opportunities

• Keep in mind that your giveaway should be relevant to your end goals, or else you will attract an irrelevant audience.

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Not All Contests and Giveaways Win

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FAQ’s

• Mandatory for any business, product, or service on the Internet.

• provides the answers that your core audience most commonly seeks

TIP: Not only for social outreach but also for search, because many people will enter their common questions about your business into a search box.

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Curated Link Lists

• Top News Posts Today

• Complete resource list

• Funniest• Most Useful• Top 10

TIP: You can create value for people who are interested in a core subject or theme & they will share them…

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Tips Are Good Share Bait

Offer tips and helpful advice using various asset types, such as text, apps, video, images, and so on…

TIP: Use tips if your goal is to show thought leadership or demonstrate commanding knowledge in a particular area of expertise.

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Complete Lists

Distinguished as being more exhaustive and comprehensively researched.

• Best Of• Top Ranked• Complete List Of…

Remember to use detailed information, images, and commentary for each item

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Reviews

Consider providing regular reviews or commentary on products, services, or even business strategies

Use text, video, audio, or a variety of combinations of asset types.

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How To Articles

Tip: “how-to”–related searches represent a major segment of search-query volume.

• How-to articles are a staple of the Internet, and this content type even has its own dedicated sites, like eHow and wikiHow.

• Create your how-to and step-by-step articles in text, images, video, or other asset types.

• Social: People contribute to the conversation via wikis or comments.

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Recommendations

Great way to illustrate your knowledge of a particular topic by relaying helpful choices to your audience.

• TIP: Recommendations put a more positive spin on the review process, without being negative or creating any ill will with your audience.

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Quizzes, Polls and Surveys

• Quizzes for your audience is a fun way to earn their attention

• Polls and surveys are a great way to gauge what your audience is thinking and get a pulse on your market-research efforts.

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Live Video & Hangouts

Use Ustream, Google Hangouts, or other live video services to broadcast content.

Create a live discussion format with your audience.

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Case Studies• Creating a real-world business case

attract a like-minded business or consumer audience

• Good case studies can take on a life of their own and often get shared around the Web.

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Research and Statistical DataProvide unique insights into a business or consumer problem. This is one content idea that could catapult your website and social presence into the mainstream social conversation.

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Scoops or Exclusive Announcements

Being first with a great story or “News Jacking” a great story can be a tremendous advantage.TIP: Consider contacting major players in your business space and ask whether they have any new products or services that you could cover for your blog

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What is News Jacking You Say?

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EXAMPLES OF REAL TIME REACTIONS & ENGAGEMENT FOR THE ROYAL BABY

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Q&A’s From People Within Your NetworkAnswering questions and offering expert advice should be a fundamental part of your content strategy.

TIP: Post on third-party networks, or create a blog post with three to five common questions you’ve received and answer them for your audience.

Also remember to add your answers to your site FAQ.

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Images and Image Channels

• Showcase entire galleries or photo channels on social Media or create your own galleries on your blog or website.

• Shoot an industry or consumer event and tell your subjects where to find you online.

TIP: Audiences are almost alwayscaptivated by content about themselves.

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Photos Are Worth a Million LikesPhotos are the primary type of content posted and shared on Facebook. According to March 2014 research published on eMarketer, photos accounted for 75% of content posted by Facebook pages worldwide.

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Bios and Get To Know You’s

Routinely spotlight different people on your team or within your company.

Add a picture and publish a Q&A.

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Live Blogging & Live Tweeting

• blogging live from the event• Give a factual recap of what is being said in real-

time, or offer your own side commentary.

TIP: Create a #Hashtag. It is very common for people to monitor social streams by hashtag or keyword during these types of events.

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Things To Do

• Local attractions• Favorite restaurants• Other helpful localized tips

TIP: If your audience is from out of town show a little bit of hospitality and provide useful content – they won’t forget.

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Posts About Other Posts

• Blog about your blog• Blog about a press release• Blog about a citiation

TIP: This way, you can tell the regular audience in one channel about his column and also offer different bits of information to supplement the topic.

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Commentary and Editorials

• Establishing yourself as a conversation leader, communicate your opinions on the main issues and topics.

– Blog posts– Social conversation– Status updates– White papers– Videos…

Be prepared to follow up with comments…

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TIP: A good piece of insight is one of the best ways to establish yourself and your business as a thought leader in both the content space and business space.

Thought Leadership

• Write a book (eBook)• Speak at events• Do a webinar or hangout• PowerPoint

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Glossaries

• Informative content• Rank well in search • Glossary terms on a

single page• Create unique pages

for expanded definitions

• SHARE IT!

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TIP: Offering up an application, screen savers, plug-ins, ebooks, and other productivity enhancements is another great way to solve a problem for your audience and create a shareable event.

Create Downloadable Assets

• Screen savers• Plug-ins• Ebooks• Create a circle• Excel spread sheet (with a formula)

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Write Down Ideas

TIP: Create a spreadsheet that you can update with interesting bits of information as you go through the day.

Refer to this spreadsheet when you need a content idea for your next blog.

• As you are going through your daily tasks, • reading your industry blogs, • conversing with others in your industry,

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And That’s Not ALL!

Prepare for My Fast & Furious Engagement Tips…

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Start Engaging

• Ask a provocative question• Post Something Funny• Share an interesting blog or an article• Comment on a recent news item• Post an inspirational picture or quote or meme• Request follower feedback• Ask for reviews on your products or services

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Start Engaging

• Add new, useful content to your pages on a regular basis. Content freshness adds relevancy to your site in the eyes of the search engines.

• Add viral components to your web site or blog like reviews, sharing functions, ratings, visitor comments, etc.

• Invite relevant and authoritative bloggers toguest post on your blog, to build social shares and traffic.

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Start Engaging

• Always write a unique and catchy Meta description tag, with a call to action if applicable, for your post, as it will attract more click-throughs.

• Blog about the problems your product or service solves – not about the product or service.

• Broaden your range of services to include video, podcasts, news, social content and so forth. SEO is not about 10 blue links anymore.

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Start Engaging

• When optimizing your blog posts, optimize your post title tag independently from your blog title.

• Cater to influential bloggers and authority sites who might link to you, your images, videos, podcasts, etc. or ask to reprint your content.

• Get the owner or CEO blogging. It’s priceless! CEO influence on a blog is incredible as this is the VOICE of the company.

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Start Engaging

• Understand social marketing. It IS part of SEO. • The more you understand about sites like Digg,

Yelp, del.icio.us, Facebook, etc., the better you will be able to compete in search and social.

• Videos that show up in Google blended search results don’t just come from YouTube. Submit your videos to other quality video sites like Metacafe, AOL, MSN and Yahoo.

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Start Engaging

• Surround video content on your pages with keyword rich text. The search engines look at surrounding content to define the usefulness of the video for the query.

• Use the words “image” or “picture” in your photo ALT descriptions and captions. A lot of searches are for a keyword plus one of those words.

• Enable “Enhanced image search” in your Google Webmaster Central account. Images are a big part of the new blended search results.

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Start Engaging

• Think of marketing as storytelling, and think of your customers as the characters.

• Depressing tweets, vague tweets, tweets about your weight loss and what you are eating are better kept to yourself.

• Tweeting a little personality is fun. But for the most part, stay professional and positive. And always, always stay classy, of course.

• Stop talking about yourself if you want more retweets.

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Start Engaging

• If you’re going to tell people to “like” your company on Facebook, give them a reason why they should “like” you.

• Use social media contests as an opportunity to learn more about your customers.

• Leverage social search and boost your rankings for target keywords by offering content (ebooks, webinars, etc.) and having them pay with a tweet.

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Start Engaging

• Actively participate on Google+ and in the Google Authorship program.

• Link your Google+ profile to all blogs and sites you write

• Whenever possible, link your guest authors’ Google+ profiles to your blog.

• Use an appealing Google+ headshot, as it may be displayed in Google search results.

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This I s Not TV or Radio We Are Talking About

This is not advertising to a mindless population catching glimpses of your brands during breaks from their favorite shows or games while rushing to the restroom.

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This Is Engagement

Which means you have to engage to make it workRespond to your followers to make sure the right relationships are formed and maintained.

Courtesy is a virtue so remember to:• Check your Facebook messages

• Post to FaceBook, Twitter, LinkedIn• Answer Twitter direct messages (DMs)

• Answer Twitter @ replies• Engage in LinkedIn Discussions

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Remember:

• keep a tab on your analytics• check out what the competition is up to • Find out what works and what doesn't• classify those that bring in the most results • and don’t forget to optimize your content.

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Q&A