3. 81% of consumers using social media say it’s important
for businesses to respond to questions and complaints
70% of consumers go online when searching for
information about local businesses
74% of consumers want regular posts about products
72% of consumers want posts about the company
67% want to see photos of the company
office, group outing, picnic etc
tmp directional marketing Bride the Gap, Between Search and Sales Survey
4. Corporate Response
Source: Datran Media
In 2010, what percentage of
your company’s budget will be
allocated to digital versus traditional?
8. Who are you? = Your Words
How they find you? = Search Keywords
9. Keywords help get you
properly indexed.
Keywords should be used in
your blog content.
Keywords should be properly
used in the code
How Keywords Work
13. Use Keywords
• Domain name
• Home page title tag
• Heading tags
• Subheading tags
• Blog post title tag
• Blog post slugs
• Bold keywords in posts
• Image/Alt descriptions
• Internal link descriptions
• Meta descriptionCool Tool
www.seo-browser.com
14. Location
Geographic Keywords
• State
• City
• County
• Neighborhoods
• Street names
• ZIP codes
• Area codes
• School districts
• Regional landmarks
Use KML code & geotag your site
Cool Tool
http://www.addressfix.com
15. Optimizing for Search
1. Register with Google
Webmasters, Yahoo! Site Explorer
and Bing Webmasters
2. Build a robots.txt file that
disallows directories you don’t
want indexed, allows the rest, and
points to your sitemap
3. Integrated an XML Sitemap that
automatically publishes
4. Ping the Search Engines when your
content changes
Photo by Frank Kehren
16. The Conversation Prism – Brian Solis
Promote Everywhere
Cool Tools
feedburner.com
hootsuite.com
twitterfeed.com
ping.fm
cotweet.com
linkedin.com/apps
facebook.com/apps
19. Landing Page
• Write a blog post that has the
same text and value proposition
that you would use on a landing
page
• Make sure that graphics and
primary language match the button
or text used as the call to action
that drove the traffic to the post
• Insert a form into the blog post in
order to truly convert
Cool Tools
formstack.com
Turn a blog post into a landing page (w/o IT):
23. Response Techniques
• Have a plan for handling negative comments
• Answer the questions
• Thank the positive comments
• Acknowledge all comments
• Don’t make people wait 81% of consumers using
social media say it’s
important
for businesses to
respond to questions
and complaints
tmp directional marketing Bride the Gap, Between Search and Sales Survey
24. Measure - Adjust
Insanity: doing
the same thing
over and over
again and
expecting
different results.
Albert Einstein
Must Read Analytics
Blog
www.kaushik.net
26. Quality Content
• Create effective titles
• Make the content scanable
• Integrate keywords
• Variety of content is important
• Provide ME value
Flickr Photo by The Rocketeer
27. Blogging: The Most
Effective Social Strategy
Your Blog = Online Hub
Attracts search traffic
Power of RSS
Landing page w/o IT
Companywide communication tool
Maximizing your Corporate Blog
Listening – respond
Measure - adjusting
Quality content
Incorporate in overall marketing strategy
Flickr Photo by Duncan