choosechicago april 18 2013
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Slingshot SEO PresentationTRANSCRIPT
We believe in helping our customers find creative ways to be unforgettably useful to their
interested prospects.
by relevance.com
Joe Melton – Director of Sales Relevance.com @Joe_Melton
@drelevance | relevance.com
digital relevance for deserving brands…
@drelevance | relevance.com
Inbound Marketing (pull) Outbound Marketing (push)
Permission Marketing Interruption Marketing
SEO
Social Media
TV/Radio
Display
SEM
Trade Shows
Earned & Owned Media Bought Media (advertising)
Email Marketing
CONTENT MARKETING Earned (PR) & Owned (Conversion) Bought
Opt-in Lists
vs.
Direct Mail
ORGANIC PAID
Telemarketing
(desired media) (commercials)
Inbound Vs Outbound »
@drelevance | relevance.com
Marketing Spends Are Totally Out of Equilibrium »
Social
Referring Links
Blogs/RSS
Direct
PPC
Affiliate
Display
Retargeting
Content Ads
SEO
Inbound Marketing: ~90% of Traffic
(Only $5 Billion of investment
in 2012) Outbound Marketing:
~10% of Traffic ($40 Billion of investment in
2012)
% Web Traffic Driven By Source
COCA (Cost of Customer Acquisition)
Inbound: $135 COCA (Cost of Customer Acquisition)
Outbound: $346
@drelevance | relevance.com
» Blog Posts
» Social Media (Tweets)
» Videos
» Photos
» Webinars
» Advanced Content
» White Papers
» Guides
» eBooks
» Case Studies
» Research
» Google+ Hangouts
» Podcasts
» Interviews
» Slidedecks
CONTENT »
@drelevance | relevance.com
Inbound Marketing » From Top to Bottom
@drelevance | relevance.com
“. . .make sure that your site adds value. Provide unique and relevant content that gives users a reason to visit your site first.”
-GOOGLE’S WEBMASTER GUIDELINES
@drelevance | relevance.com
Data from the MarketingTechBlog.com
Digital Relevance
@drelevance | relevance.com
THE NEW SEO: Inbound Marketing
@drelevance | relevance.com
Inbound Marketing
@drelevance | relevance.com
Earned Media
@drelevance | relevance.com
Why is Earned Media Different?
Heather Timmerman, Digital Media Trends
relevance.com | @drelevance
SERP
Your Website
Conversions / Sales / LEADS
@drelevance | relevance.com
What is earned media?
• Definitions – Earned - to gain or get in return for one’s labor or service
– Media – communication that widely influences people
• Philosophy for Inbound Marketing – Market Like A Magnet
• Naturally attract people seeking the knowledge and solutions you possess
• Attract enough people and you build a true online community of passionate followers that will increase the power of your brand
• Must commit to creating and sharing content that is both amazing and solves problems for your community on a regular basis
– Earned Media is your Magnet attracting new customers through the following Channels: Online Media Outlets, Social Media Influences, Search Engines, Online Communities and Blogs
@drelevance | relevance.com
Are you relevant?
• Internet is fundamentally changing marketing ecosystem with inbound marketing becoming a desired core competency
• Inspired content and informed algorithms hold the keys to future success
• Targeting and personalizing content is fundamental to any online strategy
• Accurately analyzing big data is critical to maintain competitive advantages
• Integrating marketing channels to deliver concise messaging to online communities increases demand generation
• Understanding brands and storytelling combined with analytics will optimize success
• Digital Marketing is increasing, traditional advertising is declining
@drelevance | relevance.com
So, what are you worried about?
• Accountability for revenue generation as marketing paradigm continues to shift to inbound marketing
• Lack of analytical data and talent to execute on new digital marketing strategy
• Level of knowledge and expertise existing marketing teams have in all areas of digital marketing: Social, SEO, Video, Mobile, etc.
• Finding the right talent to manage inbound marketing activities
• Big Data is going to get bigger and more digestible • Marketing technology will continue to evolve and will
continue to increase in importance in tying efforts to results • Justifying long term inbound and digital marketing strategies
to executive team demanding immediate returns
What are your KPI’s and How are they Measured?
relevance.com | @drelevance
• Quantity of leads acquired last year. Average monthly leads. • Cost per lead to acquire • Value per lead • Monthly organic traffic • Purchase funnel attribution – value of a visit, inquiry, lead, conversion • Conversion % • What are all actions considered conversions – macro and micro • Average closing ratio of leads to sales • Average contract value or average sale amount • Average profit margin
Website Traffic and Conversions
Social Media Buzz Search Engine Optimization
Opt-in Email List Growth
Re-targeted Audience Acceleration
Online Community Building Brand Awareness
relevance.com | @drelevance
Benefits
@drelevance | relevance.com
Why is earned media so valuable?
• Definitions – Earned - to gain or get in return for one’s labor or service
– Media – communication that widely influences people
• Philosophy for Inbound Marketing – Market Like A Magnet
• Naturally attract people seeking the knowledge and solutions you possess
• Attract enough people and you build a true online community of passionate followers that will increase the power of your brand
• Must commit to creating and sharing content that is both amazing and solves problems for your community on a regular basis
– Earned Media is your Magnet attracting new customers through the following Channels: Online Media Outlets, Social Media Influences, Search Engines, Online Communities and Blogs
@drelevance | relevance.com
Creating the Magnet
• Contribution Strategy™
– Content Centerpiece™ • Focal point that contributes valuable information to client’s industry,
segment, vertical or product category designed to attract customers
• Results in “movement” in online behavior
• Applied to each product, strategy or vertical to insure success
• Creation and sharing of media and publishing content in order to acquire customers
– Digital Public Relations • Building awareness on the Internet and managing online reputation for
brands and businesses
• Great content does not promote itself
@drelevance | relevance.com
Homage Content Centerpiece Campaigns
Content Centerpiece™ Campaign
Phase 1: Research
relevance.com | @drelevance
Phase 2: Creative
relevance.com | @drelevance
Phase 3: Promotion
relevance.com | @drelevance
Phase 4: Conversion
relevance.com | @drelevance
@drelevance | relevance.com
Case Study Community Contribution
@drelevance | relevance.com
• 4,000,000 Unique Visitors
• 90% New Visitors
• 50% Longer Time on Site
• 96% Sales Increase
• Over 19,000 Facebook Community Members
Case Study: Community Building
@drelevance | relevance.com
Case Study: Community Building
@drelevance | relevance.com
Case Study: Community Building
@drelevance | relevance.com
Case Study: Community Building
@drelevance | relevance.com
Case Study: Community Contribution
@drelevance | relevance.com
Case Study: Community Contribution
@drelevance | relevance.com
Case Study: Community Contribution
@drelevance | relevance.com
Case Study: Community Contribution
@drelevance | relevance.com
RESEARCH
Develop target online personas
based on:
• Your brand’s current target
personas
• Target personas on the most
popular industry online communities
@drelevance | relevance.com
Find an online community that: • Has active members from your target persona group • Is a trusted and authoritative industry resource
RESEARCH
@drelevance | relevance.com
RESEARCH
@drelevance | relevance.com
RESEARCH
@drelevance | relevance.com
RESEARCH
@drelevance | relevance.com
RESEARCH
@drelevance | relevance.com
BLOG POST OPTIMIZATION
@drelevance | relevance.com
TITLES MAKE OR BREAK YOUR
BLOG POSTS
@SlingshotSEO | www.SlingshotSEO.com
BLOG POST OPTIMIZATION for TITLES Best Practices
1. Write your title before you write your post
2. Don’t include company name in the title
3. Keep titles below 151 characters in length
4. Show value, show value, show value – What’s in it for the reader?
5. Solve a problem
6. Think of titles as tweets
@drelevance | relevance.com
BLOG POST OPTIMIZATION
THE ART OF TITLES
@SlingshotSEO | www.SlingshotSEO.com
BLOG POST OPTIMIZATION for TITLES 10 Types of Titles
1. News Jacking
2. Popular Culture
3. Humor, Absurdity
4. Bold, Declaration, Controversy
5. Ego Stroke
6. Breaking News
7. How-To
8. Top “X” List
9. [Bracket] Title
10. Thought Leadership
@SlingshotSEO | www.SlingshotSEO.com
BLOG POST OPTIMIZATION for TITLES News Jacking
“The Dems to the GOP: Saving Big Bird One Tweet at a Time”
@SlingshotSEO | www.SlingshotSEO.com
BLOG POST OPTIMIZATION for TITLES Popular Culture
@SlingshotSEO | www.SlingshotSEO.com
BLOG POST OPTIMIZATION for TITLES Humor, Absurdity
@SlingshotSEO | www.SlingshotSEO.com
BLOG POST OPTIMIZATION for TITLES Bold, Declaration, Controversy
@SlingshotSEO | www.SlingshotSEO.com
BLOG POST OPTIMIZATION for TITLES Ego Stroke
@SlingshotSEO | www.SlingshotSEO.com
BLOG POST OPTIMIZATION for TITLES Breaking News
“Google Algorithm Update Just Announced – The EMD”
@SlingshotSEO | www.SlingshotSEO.com
BLOG POST OPTIMIZATION for TITLES How-To
@SlingshotSEO | www.SlingshotSEO.com
BLOG POST OPTIMIZATION for TITLES Top “X” List
@SlingshotSEO | www.SlingshotSEO.com
BLOG POST OPTIMIZATION for TITLES Thought Leadership
@SlingshotSEO | www.SlingshotSEO.com
BLOG POST OPTIMIZATION for TITLES [Bracket] Title
@drelevance | relevance.com
BLOG POST OPTIMIZATION
Title Writing Formulas From CopyBlogger
@SlingshotSEO | www.SlingshotSEO.com
BLOG POST OPTIMIZATION for TITLES Title Writing Formulas
1. Who Else Wants [blank]?
Who Else Wants the SEO Secret Weapon?
2. The Secret of [blank]
The Secret of Killer Inbound Marketing
@SlingshotSEO | www.SlingshotSEO.com
BLOG POST OPTIMIZATION for TITLES Title Writing Formulas
3. Here is a Method That is Helping [blank] to [blank]
Here is a Method That is Helping Bloggers Write Better Post Titles
4. Little Known Ways to [blank]
Little Known Ways to Hack Google’s Algorithm
@SlingshotSEO | www.SlingshotSEO.com
BLOG POST OPTIMIZATION for TITLES Title Writing Formulas
5. Get Rid of [problem] Once and For All
Get Rid of Your Non-Converting Website Once and For All
6. Here’s a Quick Way to [solve a problem]
Here’s a Quick Way to Make Your Inbound Marketing Clients Happy
@SlingshotSEO | www.SlingshotSEO.com
BLOG POST OPTIMIZATION for TITLES Title Writing Formulas
7. Now You Can Have [something desirable] [great circumstance]
Now You Can Have Fun Blogging and Drive Even More Conversions
8. [Do something] like [world-class example]
Build Your Personal Brand Like Rand Fishkin
@SlingshotSEO | www.SlingshotSEO.com
BLOG POST OPTIMIZATION for TITLES Title Writing Formulas
9. Have a [or] Build a [blank] You Can Be Proud Of
Have an Inbound Marketing Campaign You Can Be Proud Of
10. What Everybody Ought to Know About [blank]
What Everybody Ought to Know About PPC
@drelevance | relevance.com
www.Relevance.com www.Slingshotseo.com www.SEMRush.com www.Adwords.google.com www.SEOMoz.org www.Mixrank.com www.SocialCrawlitics.com www.MajesticSEO.com
Tools & Resources
Joe Melton Director of Sales
@Joe_Melton
by relevance.com