Learn how to optimize social media for not only your B2B business, but also for Google. Presented by Rachel Yeomans of Astek and Sean McGinnis of 312 Digital.

1. How to Win Customers &
Influence Google
A B2B Guide to Search & Social
Presenters
Rachel Yeomans
Sean McGinnis
BeaconLive Marketing Webinars

2. What we’ll be discussing:
• Process
• Best Practices
And some examples in between!

3. Have a Plan

4. Tie your plan to a business objective
Examples:
• Sell products and/or services
• Increase website traffic
• E-mail sign-ups
• Webinar sign-ups
• Increase brand/company awareness (this includes SEO!)
• Engage with your current and potential clients and partners
Your goal is not to increase fan or follower count!
What if there’s no business objective?

5. Formulate objectives
• Sell products and/or services
• By what percentage point?
• Benchmarks per quarter?
• Different goals per product or service?
• Increase brand/company awareness (this includes SEO!)
• Choose your keywords
• “Editorial” calendar
• Engage with your current and potential clients and partners
• If they’re on social, make sure you know what they’re saying!
• Who are you going after & how will you find them?

6. Based on objectives, select your engagement platform(s)

7. Plan your communication tactics within each platform
• Who will engage?
• How often will that person engage? (Be realistic!)
• What platforms is your industry using?
• What platforms will your industry be using?
• Plan out your process and routine
• Should you outsource?
Do not forget to track & measure!

8. And when we say track and measure…
• Social Listening
• Social Outreach / Community Management
Read this Google Doc on platforms available to you!

9. And when we say strategize…
• Goal: Sell your product/service
Social
Media
Thank
You
Message:
Site
Landing
Page
with
At
1pm
hear
Page
Live
embedded
from
Expert
Online
Chat
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ebook
or
on
increasing
Ads
TwiFer
related
your
web
Chat
products
with
traffic.
discount
Email

10. And when we say strategize…
• Goal: Grow your email list
Social
Media
Thank
You
Page
with
Website
“Write
Our
Message:
Landing
Email
for
Us”
Write
our
Online
Page
submissions
&
email
for
us
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(email
feature
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and
win!
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from
the
past
for
inspiraRon
Email

11. You’re On Social…Now What?

12. DO…
• Have conversations and engage with others
• Create engaging content
• Share relevant content
• Integrate channels
• Cross-promote when appropriate
• Take some risks and have some fun
• Read The Cluetrain Manifesto (don’t worry, it’s short!)
Remember, social is about being social!

13. When you DO make a mistake…

14. DON’T…
• Over-promote
• Broadcast
• Sign up for a service and not use it
• Be too conservative
• Speak in a “corporate” voice – we’re all human, remember?
• Expect overnight success
• Bury your head in the sand if issues arise – have a plan to deal with
those issues too!
• Be scared of social. We’re all just people – even your customers!

15. Some other good examples!

16. Do you need a online events provider who can:
• Create branded registration pages with e-commerce capabilities?
• Seamlessly Stream Audio and Video?
• Offer OnDemand Playback Solutions?
• Provide a full service suite of CE services, including administration of
Evaluations and Exams, Verification of Participation and automatic
Certificate Delivery?
Schedule a demo with BeaconLive to learn how our solution is not our
service, but rather the value we provide to you.

17. Do you need a service provider who can:
• Build or redesign your website to better suit your business?
• Optimize your website for search engines?
• Create and help build your social media presence?
• Bring you to mobile?
Schedule a call with Astek to learn how your business can rule “the
Cloud”!

18. Do you need a service provider who can:
• Analyze your web site and make recommendations for improving search
engine performance?
• Train your in-house staff on the art and science of SEO?
• Put in place a content generation strategy that will keep you top of mind
for on the platforms where your customers spend the most time?
• Redevelop an existing web site so it converts visitors into customers?
Schedule a call with 312 Digital and learn how to dominate your niche!