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From Search to Success ® © Copyright 2010 Single Throw Inc. all rights reserved
"Take It All: Using Search Engines
& Social Media to Boost Your
Brand & Drive Leads”
From Search to Success ® © Copyright 2010 Single Throw Inc. all rights reserved
Caryl Felicetta - COO of Single Throw
Jennifer Powers - Social Media Expert
Jennifer Patterson - Social Media Expert
Jennifer Piasecki - Search Marketing Specialist
Audra Tracy - SEO Specialist
From Search to Success ® © Copyright 2010 Single Throw Inc. all rights reserved
Raise Brand Awareness
with Internet Marketing
Techniques
Search Engine Optimization
From Search to Success ® © Copyright 2010 Single Throw Inc. all rights reserved
Search Engine Results
PAID
PAID
ORGANIC
From Search to Success ® © Copyright 2010 Single Throw Inc. all rights reserved
Make Google Happy
• Website should be user friendly
• Easy to navigate
• Frequently updated content
• Optimize for your product or service instead
of your brand
• Include regional content about areas served
• Pages should load quickly
From Search to Success ® © Copyright 2010 Single Throw Inc. all rights reserved
SEO Best Practices
• Research core phrases that customers use to find specific
products and services online
• ‘Optimize’ websites by fitting approved key phrases and
regional information into web content
• Create compelling and persuasive marketing content to
attract customers
• Drive traffic by finding quality websites to exchange links
with
• Study analytics to find new opportunities that will improve
search engine positioning
• Test new SEO tools to improve website performance on a
consistent basis
• Keep up with the latest SEO trends
From Search to Success ® © Copyright 2010 Single Throw Inc. all rights reserved
How can SEO Help Your Business?
• Improve web visibility
• Compete with big brands
• Drive new customers to your website
• Improve conversion rates
• Measure marketing successes/failures
From Search to Success ® © Copyright 2010 Single Throw Inc. all rights reserved
Why Search Advertising?
Pay-Per-Click Advertising (PPC) or Paid Search
offers a targeted method to reach YOUR customers
• Advertise directly to users who are looking for your
product or service via relevant key phrases
• Target web users who are reading and looking for your
products or services throughout web content
• Control and limit your media spend
• Measure your progress day-to-day in near-exact figures
From Search to Success ® © Copyright 2010 Single Throw Inc. all rights reserved
Search Engine Results
PAID
PAID
ORGANIC
From Search to Success ® © Copyright 2010 Single Throw Inc. all rights reserved
Targeting Paid Search
MANY DIFFERENT TARGETING OPTIONS
• Reach 100s of Search Engines through 2 main platforms: Google &
Bing
• Geo-targeting – City, State, Country
• Target multiple devices: computers, PDAs, cell phones, etc
• Day-Parting
• Content Targeting
• Demographic Targeting
• Audience targeting: Re-target searchers who have seen your ad and are reading
relevant content on the Internet
From Search to Success ® © Copyright 2010 Single Throw Inc. all rights reserved
Building a PPC Campaign
1. Establish your goals and KPIs
2. Build contextually grouped keyword lists
3. Write Compelling ad text
4. Drive users to a specific landing pages
From Search to Success ® © Copyright 2010 Single Throw Inc. all rights reserved
Managing PPC
• Managing PPC Campaigns is time consuming
• Daily management is usually required
• Campaigns are optimized regularly:
– Track conversions and and site interaction via
analytics programs
– Budget allocation, bid optimization
– Day-parting
– Negative Keywords
– Keyword Matching
– Landing Page Testing
From Search to Success ® © Copyright 2010 Single Throw Inc. all rights reserved
Social Marketing
• Strategically plan social marketing campaigns
for various clients
• Three main social sites
– Facebook, Twitter, YouTube.
• Marketing based on developing relationships
and engagement with customers
• Its important to remember social media
marketing is about making a connection, NOT
making a sale
From Search to Success ® © Copyright 2010 Single Throw Inc. all rights reserved
Facebook
• Create Facebook fanpage/profile graphic with
unique URL
• Develop customized tabs
– Create contact page, so fans can contact directly on
Facebook
• Implement contests, and giveaways throughout
the social campaign
• Develop Facebook ads to drive more fans to page
• Share information and connect with existing and
potential customers
From Search to Success ® © Copyright 2010 Single Throw Inc. all rights reserved
Twitter
• Create Twitter page, with custom background
• Target followers within a 60 miles radius or
people who are interested in your brand, using
various tools such as Twellow, or LocalTweeps
• Share information daily, and develop engagement
with followers
– Create polls, asking questions, Twitpics, Twitvid, and
coupons
• Drive traffic to website, and fanpage
From Search to Success ® © Copyright 2010 Single Throw Inc. all rights reserved
YouTube
• YouTube is the 2nd largest search engine in the
world, so if your not on it or using it your
missing out!
• Develop YouTube channel with custom
background
• Add and optimize video, and develop text
content so video shows in search results
• Post all videos on social sites, and website
From Search to Success ® © Copyright 2010 Single Throw Inc. all rights reserved
Other Social Sites
• FourSquare
– Location based
• LinkedIn
– Business based, can be individualized
• Digg
• Reddit
• Delicious
From Search to Success ® © Copyright 2010 Single Throw Inc. all rights reserved
Quick Tips
• Social Media Marketing takes time
– Not an overnight success.
• You only have 140 characters, make sure you are
making it memorable.
• People are not trying to be sold on Social Media.
• Social Media is not a lead generator, it’s a
communicator portal to develop relationships.
• Fans and followers want to get individualized
attention.
– Giveaways, coupons, sales
From Search to Success ® © Copyright 2010 Single Throw Inc. all rights reserved
How to develop a unique URL
• Once you have created your Facebook fanpage,
and have 25 fans, you should then create a
unique URL.
• To do this go to: log into Facebook and go to
http://facebook.com/username.
• Here you can then develop your own URL to a
Facebook page.
– Before :
http://www.facebook.com/?ref=home#!/pages/Single
Throw/204630371343
– After: http://facebook.com/SingleThrow
From Search to Success ® © Copyright 2010 Single Throw Inc. all rights reserved
Facebook URL
From Search to Success ® © Copyright 2010 Single Throw Inc. all rights reserved
Quick Statistics
• Years to reach 50 millions users
– Radio – 38 years
– TV-13 years
– Internet- 4 years
– iPod – 3 years
– Facebook - 200 million in less than a year
• 80% of companies use social media for
recruitment
• 55-65 year old females are the fastest growing
segment on social media
From Search to Success ® © Copyright 2010 Single Throw Inc. all rights reserved
In House or Outsource?
Go Hybrid! Hire an Expert and Have Someone
Knowledgeable In-House
– Experts are trained to handle online marketing
campaigns and keep up-to-date on the latest industry
news
– Experts fill gaps in in-house expertise, providing new
& unique ideas for campaigns & additional bandwidth
in your marketing department
– Having someone in-house in addition to hiring experts
gives you the expertise you need to succeed while
maintaining control and understanding
From Search to Success ® © Copyright 2010 Single Throw Inc. all rights reserved
Thank you!
• Get our slides online at:
– http://www.slideshare.net/SingleThrow/single-
throw-jsbl2010
• Follow us on social media:
– Facebook.com/singlethrow
– Twitter.com/singlethrow
– Facebook.com/JerseyShoreBusinessLeaders
– Twitter.com/jsbusleaders

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"Take It All: Using Search Engines & Social Media to Boost Your Brand & Drive Leads”

  • 1. From Search to Success ® © Copyright 2010 Single Throw Inc. all rights reserved "Take It All: Using Search Engines & Social Media to Boost Your Brand & Drive Leads”
  • 2. From Search to Success ® © Copyright 2010 Single Throw Inc. all rights reserved Caryl Felicetta - COO of Single Throw Jennifer Powers - Social Media Expert Jennifer Patterson - Social Media Expert Jennifer Piasecki - Search Marketing Specialist Audra Tracy - SEO Specialist
  • 3. From Search to Success ® © Copyright 2010 Single Throw Inc. all rights reserved Raise Brand Awareness with Internet Marketing Techniques Search Engine Optimization
  • 4. From Search to Success ® © Copyright 2010 Single Throw Inc. all rights reserved Search Engine Results PAID PAID ORGANIC
  • 5. From Search to Success ® © Copyright 2010 Single Throw Inc. all rights reserved Make Google Happy • Website should be user friendly • Easy to navigate • Frequently updated content • Optimize for your product or service instead of your brand • Include regional content about areas served • Pages should load quickly
  • 6. From Search to Success ® © Copyright 2010 Single Throw Inc. all rights reserved SEO Best Practices • Research core phrases that customers use to find specific products and services online • ‘Optimize’ websites by fitting approved key phrases and regional information into web content • Create compelling and persuasive marketing content to attract customers • Drive traffic by finding quality websites to exchange links with • Study analytics to find new opportunities that will improve search engine positioning • Test new SEO tools to improve website performance on a consistent basis • Keep up with the latest SEO trends
  • 7. From Search to Success ® © Copyright 2010 Single Throw Inc. all rights reserved How can SEO Help Your Business? • Improve web visibility • Compete with big brands • Drive new customers to your website • Improve conversion rates • Measure marketing successes/failures
  • 8. From Search to Success ® © Copyright 2010 Single Throw Inc. all rights reserved Why Search Advertising? Pay-Per-Click Advertising (PPC) or Paid Search offers a targeted method to reach YOUR customers • Advertise directly to users who are looking for your product or service via relevant key phrases • Target web users who are reading and looking for your products or services throughout web content • Control and limit your media spend • Measure your progress day-to-day in near-exact figures
  • 9. From Search to Success ® © Copyright 2010 Single Throw Inc. all rights reserved Search Engine Results PAID PAID ORGANIC
  • 10. From Search to Success ® © Copyright 2010 Single Throw Inc. all rights reserved Targeting Paid Search MANY DIFFERENT TARGETING OPTIONS • Reach 100s of Search Engines through 2 main platforms: Google & Bing • Geo-targeting – City, State, Country • Target multiple devices: computers, PDAs, cell phones, etc • Day-Parting • Content Targeting • Demographic Targeting • Audience targeting: Re-target searchers who have seen your ad and are reading relevant content on the Internet
  • 11. From Search to Success ® © Copyright 2010 Single Throw Inc. all rights reserved Building a PPC Campaign 1. Establish your goals and KPIs 2. Build contextually grouped keyword lists 3. Write Compelling ad text 4. Drive users to a specific landing pages
  • 12. From Search to Success ® © Copyright 2010 Single Throw Inc. all rights reserved Managing PPC • Managing PPC Campaigns is time consuming • Daily management is usually required • Campaigns are optimized regularly: – Track conversions and and site interaction via analytics programs – Budget allocation, bid optimization – Day-parting – Negative Keywords – Keyword Matching – Landing Page Testing
  • 13. From Search to Success ® © Copyright 2010 Single Throw Inc. all rights reserved Social Marketing • Strategically plan social marketing campaigns for various clients • Three main social sites – Facebook, Twitter, YouTube. • Marketing based on developing relationships and engagement with customers • Its important to remember social media marketing is about making a connection, NOT making a sale
  • 14. From Search to Success ® © Copyright 2010 Single Throw Inc. all rights reserved Facebook • Create Facebook fanpage/profile graphic with unique URL • Develop customized tabs – Create contact page, so fans can contact directly on Facebook • Implement contests, and giveaways throughout the social campaign • Develop Facebook ads to drive more fans to page • Share information and connect with existing and potential customers
  • 15. From Search to Success ® © Copyright 2010 Single Throw Inc. all rights reserved Twitter • Create Twitter page, with custom background • Target followers within a 60 miles radius or people who are interested in your brand, using various tools such as Twellow, or LocalTweeps • Share information daily, and develop engagement with followers – Create polls, asking questions, Twitpics, Twitvid, and coupons • Drive traffic to website, and fanpage
  • 16. From Search to Success ® © Copyright 2010 Single Throw Inc. all rights reserved YouTube • YouTube is the 2nd largest search engine in the world, so if your not on it or using it your missing out! • Develop YouTube channel with custom background • Add and optimize video, and develop text content so video shows in search results • Post all videos on social sites, and website
  • 17. From Search to Success ® © Copyright 2010 Single Throw Inc. all rights reserved Other Social Sites • FourSquare – Location based • LinkedIn – Business based, can be individualized • Digg • Reddit • Delicious
  • 18. From Search to Success ® © Copyright 2010 Single Throw Inc. all rights reserved Quick Tips • Social Media Marketing takes time – Not an overnight success. • You only have 140 characters, make sure you are making it memorable. • People are not trying to be sold on Social Media. • Social Media is not a lead generator, it’s a communicator portal to develop relationships. • Fans and followers want to get individualized attention. – Giveaways, coupons, sales
  • 19. From Search to Success ® © Copyright 2010 Single Throw Inc. all rights reserved How to develop a unique URL • Once you have created your Facebook fanpage, and have 25 fans, you should then create a unique URL. • To do this go to: log into Facebook and go to http://facebook.com/username. • Here you can then develop your own URL to a Facebook page. – Before : http://www.facebook.com/?ref=home#!/pages/Single Throw/204630371343 – After: http://facebook.com/SingleThrow
  • 20. From Search to Success ® © Copyright 2010 Single Throw Inc. all rights reserved Facebook URL
  • 21. From Search to Success ® © Copyright 2010 Single Throw Inc. all rights reserved Quick Statistics • Years to reach 50 millions users – Radio – 38 years – TV-13 years – Internet- 4 years – iPod – 3 years – Facebook - 200 million in less than a year • 80% of companies use social media for recruitment • 55-65 year old females are the fastest growing segment on social media
  • 22. From Search to Success ® © Copyright 2010 Single Throw Inc. all rights reserved In House or Outsource? Go Hybrid! Hire an Expert and Have Someone Knowledgeable In-House – Experts are trained to handle online marketing campaigns and keep up-to-date on the latest industry news – Experts fill gaps in in-house expertise, providing new & unique ideas for campaigns & additional bandwidth in your marketing department – Having someone in-house in addition to hiring experts gives you the expertise you need to succeed while maintaining control and understanding
  • 23. From Search to Success ® © Copyright 2010 Single Throw Inc. all rights reserved Thank you! • Get our slides online at: – http://www.slideshare.net/SingleThrow/single- throw-jsbl2010 • Follow us on social media: – Facebook.com/singlethrow – Twitter.com/singlethrow – Facebook.com/JerseyShoreBusinessLeaders – Twitter.com/jsbusleaders