Social media bootcamp 2015 - session 1

Social Media Boot Camp

All Rights Reserved ©2015 1



Social Media for Your Business •  IntroducAons •  Developing Your MarkeAng Strategy •  Support it with a Digital Content Strategy •  Key Word Search •  Website Design •  Google AnalyAcs



“Why change the way we Market and Sell our products?” “We’ve always done it this way” “We only do word of mouth.” “I don’t have @me.”

The Naysayer’s Common AOtudes toward MarkeAng and Social Media



Market like a Millennial, not like Del Webb



Moore's Law Computer processors double in complexity every two years. two years.

Ray Kurzweil: Singularity The speed of

change increases

exponenAally,



Self Educate Online

Opinion of Others is King

Narrow Down OpAons

60-‐70% of the Buying Cycle Completed Online First



Defining Your Social Media Strategy

Mark Schafer, 2014 Social Media Success Summit



1.  Build a Budget 2.  Total OrganizaAon Effort 3.  Goal is to Build Trust 4.  Formulate a strategy early 5.  Define Success 6.  Be True to Your Brand 7.  Decide what is Do-‐able 8.  Add Customer Value 9.  Find the Right Keywords 10.  Monitor and Measure

Results 11.  Experiment

10 Commandments for Social Media: Thou Shalt:



Finding the Right Keywords Small Biz. Problem

Why It Ma:ers •  Keyword Tracker: No longer free, now $27/mo. •  Keyword Discovery: Free tool found at hep://

keyworddiscovery.com •  Keyphrases – combining to form two to three word

text strings that describe your product or service, local helps here



Finding the Right Keywords Google Alerts

–  hep://www.google.com/alerts

Why It Ma:ers •  Sends you an email when your topic hits the news •  Constantly monitors compeAtors, your brand and

company, industry trends and shake-‐ups



Keyword Analysis Google Trends

hep://www.google.com/trends/

Why It Ma:ers •  Search volume gauges interest over Ame •  Tells how keyword has been performing in a certain region or locaAon

•  Provides Terms that are related to the keyword



Group Exercise: Finding Your Right Keywords



QuesAon and Answers Ardent Scope MarkeAng

847.917.9009 [email protected]



Social Media Always Points Back to the Website



Google AnalyAcs



Why bother?

•  Websites play an integral part in the branding and marketing of every company

•  It’s really easy to make small changes that have a big impact

•  Most SMBs neglect their websites, so it’s easy to stand out from the competition!



Typography & Design The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have been corrupted. Restart your computer, and then open the file again. If the red x still appears, you may have to delete the image and then insert it again.



Typography

•  Make your copy scannable

•  Break up text with sub-headings, bulleted lists, highlighted words

•  Optimize for F-shaped reading patterns



•  Increase the font size to improve readability

•  Make sure your line height is sufficient

•  Go to: pearsonified.com/typography/

Optimize your type settings



Best Practices

•  Use no more than two different fonts for your body copy

•  Use web-safe fonts like Arial, Georgia, Verdana, Lucida, and/or Tahoma

•  Remove underlines on all non-hyperlinked text (because you don’t want to confuse/annoy visitors by creating faux links)



Design

•  Place your name and logo on every page and make the logo a link to the homepage

•  Use a consistent navigational structure across all of your pages (sales/landing pages excepted)



“Users form their expectations for your site based on what's commonly done on most other sites. If you deviate, your site will be harder to use and users will leave.” – Jakob Nielsen, usability expert

Don’t re-invent the wheel



Best Practices

•  Improve your site’s photography

•  Don’t use distorted or grainy images

•  Avoid using stock photography whenever possible; hire a local photographer or enlist a creative colleague, family member



Site Content



Content

•  Include your company tagline next to your logo on every page

•  Make sure your homepage has a clear, benefit-focused headline of what your company offers (and to whom)



Copywriting (Basics)

•  Use short, easy-to-understand words and phrases

•  Avoid long paragraphs and sentences

•  Use the (free) Readability Test tool (read-able.com) to check your site’s readability; make sure it’s under grade 8



Calls to action (CTA) •  Make sure your site has calls to action

that are prominent, compelling, and relevant

–  Write CTAs that appeal to visitors’ self-interest

–  Position them in high-profile areas of your site

–  Ask for varying levels of commitment

–  Make it easy for visitors to take action



Links •  Add links to your social media profiles, as

well as calls to action to follow/friend/connect with your business

•  Add an e-newsletter sign-up form

–  “If you don't have a newsletter, then publishing one is probably the single-highest ROI action you can take to improve your Internet presence.” – Jakob Nielsen



Copywriting (Advanced)

•  Apply the inverted pyramid structure to your copy, starting with the general/essential information and moving into greater (non-essential) detail



Visual

•  Put photos of your team on your about page; people like doing business with real people



About Page

•  Pay special attention to your about page

•  Include any conversion points (like an opt-in form/newsletter sign-up) on your about page



Usability



Usability

•  Identify the top goals that users have when they visit your site (e.g. getting directions, learning about your products, etc.); optimize your content and site architecture accordingly



Links

•  Use color to distinguish visited and unvisited links; this sounds innocuous, but it’s one of the few universally agreed upon standards among usability experts



Contact Info

•  Include your phone number and address on your homepage (and every other page)



Search?

•  Get rid of your search feature if it doesn’t perform well (if you have fewer than 10 pages on your site, get rid of it regardless)



Say no to PDFs

•  Limit links to PDF documents; users don’t like to toggle between web pages and PDFs



Best Practices

•  Get rid of any Flash elements

•  Embed a Google map on your contact page; include your exact address

•  Make sure that each page on your website has a unique and accurate title tag and meta description

•  Update your website with fresh content on a regular basis



Finally…

•  Make sure your site loads quickly!

•  Get a mobile version of your site if you are in an industry where mobile search is common



Parting Words

•  You don’t have to do these things all at once

•  Make incremental improvements over time

•  Contact us at anytime if you need assistance



Questions? M2 Digital Media Group Email: [email protected] Phone: (800) 234-1522 Web: www.M2DMG.com Address: 401 N Michigan Ave Ste 1200 Chicago, IL 60611



FROM SOCIAL MEDIA TO ONLINE MARKETING

Social Media Boot Camp January 22, 2015 Avery Cohen



Why I Love Online MarkeAng

$


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Online Plajorms Provide Feedback and Insight

•  Social Media •  Website •  Email •  Search •  AdverAsing •  CRM

•  Number of contacts •  Reach of messages •  QuanAty and type of

InteracAon •  Clicks •  Subsequent website acAvity •  Leads & Sales


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Expanding from Social Media to Online MarkeAng

1.  Answer quesAons on social media plajorms 2.  Collect a series of answers into a blog arAcle 3.  Promote the blog arAcles on social media 4.  Collect mulAple blog arAcles into a PDF guide 5.  Offer the PDF to get email addresses 6.  Collect blog arAcle teasers into email newsleeers


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How are people finding your website?


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What are they interested in?



Visit Outcomes Focus on conversions

Views more than one page

Reaches specific “value-‐add” content

Opts in for email

Fills out a “contact” form

Makes a phone call

Makes a purchase



Key Performance Indicators Goals Jan Feb Mar

Revenue Profit

% from web

Number of Transactions

Avg Transaction Value

% Transactions over $100

New Customers Returning Customers

Email List Size New Email Registrations Segment

by Source or Campaign


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Avery Cohen

[email protected] 312-‐772-‐5945 @averycohen

Thank You

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Social media bootcamp 2015 - session 1

Marketing

Transcript of Social media bootcamp 2015 - session 1