Are you in charge of social media marketing at your company? It’s a pretty fun job, right? You get to tweet and retweet, post fun content to Facebook, start interesting discussions on LinkedIn, and more. Or, maybe it’s not so fun anymore because you feel like you’re winging it and don’t have time to find, schedule, and post good content? Not to mention the time required to analyze results (the not-so-fun part) to know if your dedicated, yet Herculean efforts are paying off.
According to an Altimeter Group study, only 17% of the companies surveyed have a ‘mature’ social media marketing strategy in place. That’s not so unusual for small to medium sized businesses who are just getting the hang of things, but for large businesses this statistic is surprising, given the importance of social media to a company’s potential revenues.
If you’re in charge of marketing at your small-to-medium sized company, or own your own business, wouldn’t you want to have a clearly defined social media marketing strategy in place? It’s sort of a no-brainer but we get it, it seems overwhelming and there’s never time. And what the heck does search engine optimization have to do with social media, anyway?
If you’re eager to learn how to get the most out of your social media marketing efforts, then we invite you to watch the replay of this webinar. In an informal and playful webinar, the digital marketing experts at POP! media studio and Boulder SEO Marketing will show you how it’s done. Beth Powell and Chris Raulf presented customer case studies and success stories, shared project templates, and gave solid tips on developing and implementing a strategy that’s clearly aligned with your revenue goals.
About the Presenters
----------------------------
Beth Powell is founder of POP! media studio, a content marketing firm that helps small businesses align their bottom-line business goals with custom strategy and content development. Specialized services include social media strategy and writing, email marketing, PR, web copywriting & editing, and WordPress website development. POP! media generates authentic, personality-rich, purposeful content intended to generate solid leads, inspired fans, and loyal customers.
Chris Raulf is founder of Boulder SEO Marketing, a boutique online marketing agency located in beautiful Boulder, Colorado. The company assists local, national as well international clients with all of their SEO, social media and content marketing needs.
Chris has 15+ years of digital marketing expertise under his belt and The Online Marketing Institute recently added him to their “Top 40+ Digital Strategists in Marketing for 2014” list.
1. [Webinar] Got Strategy? Awesome Social Media
Marketing Doesn’t Just Happen—Do it with Purpose
and Goals to Increase Your ROI
www.boulderseomarke.ng.com
|
www.popmediastudio.com
March 19, 2014
Beth Powell
Content Strategy, Copywriting, PR Specialist
POP! media studio
Chris Raulf
Online Marketing Expert & Founder
Boulder SEO Marketing
2. Agenda
• The
Big
Picture
Overview
• Social
Media
Strategy
• How
Does
Social
Media
Fit
Into
SEO
• Customer
Engagement
and
Workflow
OpDons
• Templates,
Process
and
Tools
• Success:
Define
and
Measure
• Case
Studies
• QuesDons
&
Answers
www.boulderseomarke.ng.com
|
www.popmediastudio.com
3. Quick
Poll
• I
am
a
solopreneur
• Small
business
(2-‐50
employees)
• Medium
business
(51-‐500
employeess)
• Large
business
(501+
employees)
www.boulderseomarke.ng.com
|
www.popmediastudio.com
4. Quick
Poll
• I
handle
all
MarCom
and
want
to
outsource
social
media
• I
handle
all
MarCom
and
do
my
own
social
media
• I
already
outsource
my
social
media
acDviDes
www.boulderseomarke.ng.com
|
www.popmediastudio.com
5. The
Big
Picture:
Why
You’re
Here
• MeeDng
You
Where
You’re
At
• A
Social
Media
Presence
is
Necessary
• 3
goals:
AnDcipate
needs,
give
them
reasons
to
do
business
with
you,
foster
loyalty
to
your
brand
• MarCom
-‐
Content
MarkeDng
-‐
Social
Media
• OpDons
for
content
creaDon
&
implementaDon
• SEO
&
AnalyDcs
www.boulderseomarke.ng.com
|
www.popmediastudio.com
6. Assump.ons
• You
have
a
website
and
a
product
or
service
• You’re
a
SMB
owner
or
SMB
MarkeDng
pro
• You
know
your
top
three
compeDtors
• You
know
your
top
2-‐3
buyer
personas
• On
the
importance
of
buyer
personas
www.boulderseomarke.ng.com
|
www.popmediastudio.com
7. Social
Media
Strategy:
GeFng
Started
• SituaDonal
Assessment
• Goal-‐Se[ng
(Strategic
&
TacDcal)
– S:
Brand
awareness,
leads,
promote
execs
– T:
200
Twi]er
followers
by
May,
100%
increase
in
referral
traffic
from
LinkedIn,
500
email
addresses
in
6
months
• Se[ng
ExpectaDons
Internally
– Lead
Gen
vs.
Closing
the
Sale
– Website
&
customer
journey
needs
to
be
awesome
www.boulderseomarke.ng.com
|
www.popmediastudio.com
8. Social
Media
Strategy:
Social
Brand
Guidelines
• Review
social
profiles
from
a
brand
consistency
perspecDve
• Personality!
Human
face
to
the
world!
• Develop
your
‘voice’
(informal/formal
tone,
etc.)
• Top
15-‐30
keywords/phrases
(integral
for
opDmizing
content
&
be]er
SEO)
• How
you’ll
use
imagery
in
your
posts
• How
you’ll
involve
employees/colleagues
in
content
development
• Who
‘owns’
the
customer
service
engagements?
www.boulderseomarke.ng.com
|
www.popmediastudio.com
9. Social
Media
Strategy:
Like
a
Good
Press
Release
Your
Strategy
Outlines
the:
• Who
• What
• Where
• When
• How
• Why
(You
Know
This
One!)
www.boulderseomarke.ng.com
|
www.popmediastudio.com
10. The
5
Pillars
of
SEO
1. Technical
Health
of
Website
2. Website
FuncDonality
3. On-‐Page
Search
Engine
OpDmizaDon
4. Off-‐Page
Search
Engine
OpDmizaDon
5. Social
Media
MarkeDng
www.boulderseomarke.ng.com
|
www.popmediastudio.com
11. Teamwork
&
Workflow
Op.ons
• Beth:
Content
Creator
&
Curator
– Write
blogs
&
social
media
content;
curate
content
• Chris:
Client
interface/SEO
Analyst/PM
– OpDmize
blog
arDcles
with
meta
&
other
tags
– Schedule/post
social
media
messages
– Perform
analyDcs
&
report
to
client/manager
OR
• Beth:
Content
Creator/Curator/Poster
– Write
blogs
&
social
media
content;
curate
content
– Schedule/post
social
media
messages
• Chris:
Client
interface/SEO
Analyst/PM
– OpDmize
blog
arDcles
with
meta
&
other
tags
– Perform
analyDcs
&
report
to
client/manager
www.boulderseomarke.ng.com
|
www.popmediastudio.com
17. Process,
Templates
and
Tools
• High
quality
content
• Editorial
Calendar
• Post
individually
or
use
tools
www.boulderseomarke.ng.com
|
www.popmediastudio.com
18. The
10-‐4-‐1
Rule
10-‐4-‐1
Rule
(B2B
Social
Media
Book
by
Kipp
Bodnar
and
Jeffrey
L.
Cohen)
Out
of
every
15
social
media
messages…
-‐ 10
should
be
informaDon
about
other
people's
content
-‐ 4
should
be
about
your
content
(blog,
arDcle,
etc.)
-‐ And
1
should
be
a
landing
page
on
your
site
(webinar
request
page,
white
paper
download,
etc.)
www.boulderseomarke.ng.com
|
www.popmediastudio.com
19. Use
Google
Docs
to
Manage
your
Social
Media
Messages
www.boulderseomarke.ng.com
|
www.popmediastudio.com
20. Measuring
Your
Social
Media
Marke.ng
Success
www.boulderseomarke.ng.com
|
www.popmediastudio.com
21. Measuring
Your
Social
Media
Marke.ng
Success
www.boulderseomarke.ng.com
|
www.popmediastudio.com
22. Social
Media
Monitoring
Tools
• h]p://www.brandwatch.com/2013/08/top-‐10-‐free-‐social-‐media-‐
monitoring-‐tools/
• h]p://socialmediatoday.com/pamdyer/1458746/50-‐top-‐tools-‐
social-‐media-‐monitoring-‐analyDcs-‐and-‐management-‐2013
• h]p://venturebeat.com/2013/12/20/top-‐10-‐social-‐media-‐
analyDcs-‐tools-‐the-‐venturebeat-‐index/
• h]p://smallbiztrends.com/2013/09/social-‐media-‐analyDcs-‐
tools.html
www.boulderseomarke.ng.com
|
www.popmediastudio.com
23. Case
Studies
and
Success
Stories
www.boulderseomarke.ng.com
|
www.popmediastudio.com
Example:
• Bi-‐weekly
blog
post
• 1
personal
LinkedIn
status
update
per
day
• 1
LinkedIn
and
Google+
company
page
status
update
per
day
• 2
Tweets
per
day
• 2
LinkedIn
group
posDngs
per
day
24. www.boulderseomarke.ng.com
|
720.263.1736
|
info@boulderseomarke.ng.com
Case
Studies
and
Success
Stories
• Bi-‐monthly
Webinar
or
Web
Panel
• Weekly
blog
post
• 2
personal
LinkedIn
status
updates
per
day
• 1
LinkedIn
company
page
status
update
per
day
• 2
LinkedIn
group
posDngs
per
day
• 1
FB
/
G+
post
per
day
• 2
Tweets
per
day
25. www.boulderseomarke.ng.com
|
720.263.1736
|
info@boulderseomarke.ng.com
Case
Studies
and
Success
Stories
Results
in
addiDon
to
increased
referral
traffic
from
social
media:
• ~15-‐20%
organic
growth
rate
of
social
media
followers
per
month
• 150-‐250
Webinar
/
Web
Panel
registrants
• ~
35-‐40%
new
leads
per
online
event
(deployed
LinkedIn
lead
generaDon
campaign)
• 4-‐5
new
and
opDmized
pieces
of
content
for
website
per
event
• Press
release
strategy
• Increased
brand
recogniDon;
percepDon
as
industry
thought
leader
• Recording
of
online
event
repurposed
as
on-‐demand
content
on
the
website;
‘recording
request’
pages
generate
60-‐80
new
requests
per
month
26. Case
Studies
and
Success
Stories
www.boulderseomarke.ng.com
|
www.popmediastudio.com
27. April
8
&
29
in
Boulder
and
Denver
Get
$50
off
the
registra.on
fee
with
code
LIMC50
Learn
more
at:
www.boulderseomarkeDng.com/training
www.boulderseomarke.ng.com
|
www.popmediastudio.com
28. Got Strategy? Awesome Social Media Marketing Doesn’t Just
Happen—Do it with Purpose and Goals to Increase Your ROI
Questions?
Connect with Beth Powell / POP! media studio:
Facebook:
h]ps://www.facebook.com/shareworthycontent
LinkedIn:
h]p://www.linkedin.com/in/shareworthycontent
TwiPer:
h]ps://twi]er.com/PowellBeth
Connect with Chris Raulf / Boulder SEO Marketing:
LinkedIn:
h]p://www.linkedin.com/company/boulder-‐seo-‐markeDng
TwiPer:
h]ps://twi]er.com/MarkeDngSEOWiz
Facebook:
h]ps://www.facebook.com/BoulderSEOMarkeDng
Google+:
h]ps://plus.google.com/+BoulderseomarkeDng
www.boulderseomarke.ng.com
|
www.popmediastudio.com