HOW TO INTEGRATE CONTENT FOR SEARCH AND SOCIAL MARKETING

Stoney deGeyterstoney@polepositionmarketing.com @StoneyD

Jen Carrolljennifer.carroll@cantonmercy.org

@martijen

@StoneyD

WEB MARKETING HAS THE EDGE

Marketing is shifting from outbound to inbound W

EB MARKETIN

G’S ED

GE

* Get Content. Get Customers. Joe Pulizzi, et al.

Technology is cheapInbound leads cost 62% less than outbound leads**

Selling to customers is more challenging (informed)

Change in buyer attitudes

Traditional media losing

reach

High quality content from

businesses

Shrinking media budgets reduce quality

**http://blog.hubspot.com/blog/tabid/6307/bid/10172/Inbound-Leads-Cost-62-Less-than-Outbound-New-Data.aspxMarch 2011

Businesses are increasing inbound marketing budgets W

EB MARKETIN

G’S ED

GE

• 89% are maintaining or increasing inbound budgets

• Increase was observed two years in a row (2009, 2010)

Why? “Past success…”Source: http://www.hubspot.com/Portals/53/docs/ebooks/the2011stateofinboundmarketingfinal.pdf

@StoneyD

THE CHALLENGES OF WEB MARKETING

THE CH

ALLENG

ES OF W

EB MARKETIN

G

Infographic by Shanghai Web Designers: http://www.go-gulf.com/blog/60-seconds

The web is a busy place

THE CH

ALLENG

ES OF W

EB MARKETIN

GEvery two days, we create as much information as we did since the dawn of time to 2003.Eric Schmidt, TechCrunch, Aug. 2010

THE CH

ALLENG

ES OF W

EB MARKETIN

G

Google sites = 88 billion search per month

50-200 versions of Google’s core algorithm in the wild

70% of brands’ social content does not rank top 20 for brand names

Sources: comScore, Google Inside Search, BrightEdge SMO Study, 4/11

Number of searches is growing exponentially

THE CH

ALLENG

ES OF W

EB MARKETIN

GWeb readers lack focus and intent

THE CH

ALLENG

ES OF W

EB MARKETIN

GInternet readers are highly distractible

Internet readers are usually multi-tasking

THE CH

ALLENG

ES OF W

EB MARKETIN

G

@Martijen

WHY YOU NEED CONTENT, SEARCH & SOCIAL

WH

Y YOU

NEED

CON

TENT, SEARCH

& SO

CIALAlluring Top of Mind

Sought After

Social media is sexy

WH

Y YOU

NEED

CON

TENT, SEARCH

& SO

CIAL

51%48%

1%

Search & Social Conversions

SearchSearch + SocialSocial Alone

Source: The Virtuous Circle: The Role of Search and Social Media in the Purchase Pathway, February 2011http://www.wpp.com/NR/rdonlyres/CA49ED29-06A4-4E10-A1F0-C25BAA35CF2A/0/groupm_search_the_virtuous_circle_feb11.pdf

Social can’t go it alone

WH

Y YOU

NEED

CON

TENT, SEARCH

& SO

CIAL

Source: The Virtuous Circle: The Role of Search and Social Media in the Purchase Pathway, February 2011http://www.wpp.com/NR/rdonlyres/CA49ED29-06A4-4E10-A1F0-C25BAA35CF2A/0/groupm_search_the_virtuous_circle_feb11.pdf

64%

Consumer Connections via Social Media AFTER Purchase

Likely to FollowUnlikelyUnsure

Social media is closely tied to branding and customer loyalty

WH

Y YOU

NEED

CON

TENT, SEARCH

& SO

CIAL

Internet Search

Blogs

User-generated

Message boards

Social networks

Magazines

TV

Newspapers

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%100%92%

53%

46%

34%

26%

20%

Info for Purchasing Decisions

Media Used Frequently* by US Internet Users** to Find Information to Help with Purchase Decisions, March 2010

eMarketer.com

92%

Purchasing decisions

WH

Y YOU

NEED

CON

TENT, SEARCH

& SO

CIAL

“A shape appears to be forming in the brand opportunity to connect with consumers. Consumers want accurate, timely information and they will alternate between two channels; one they feel is ubiquitous and a part of their everyday life (search), and one that [has the ability to] not only introduce brand purchase decisions, but alter their intentions and confirm their final purchase decision (social media).”

Content

Search

Social

Source: The Virtuous Circle: The Role of Search and Social Media in the Purchase Pathway, February 2011http://www.wpp.com/NR/rdonlyres/CA49ED29-06A4-4E10-A1F0-C25BAA35CF2A/0/groupm_search_the_virtuous_circle_feb11.pdf

“The Virtuous Circle”

WH

Y YOU

NEED

CON

TENT, SEARCH

& SO

CIAL

Search Engines

Social Media Content

Conversions

Three major considerations for online marketing

@Martijen

COMPONENTS OF A COMPLETE WEB MARKETING PLAN

Org Goals

Customer Needs

Action Desired

Content, Search &

Social Mix

Analysis

COM

PLETE WEB M

ARKETING

PLANWeb marketing cycle

COM

PLETE WEB M

ARKETING

PLAN

Specific Customer focused Measurable

Setting web marketing goals

COM

PLETE WEB M

ARKETING

PLANWho are you trying to

reach?Build personas

Priorities

Expectations

Obstacles Decision Process

Benchmarks

COM

PLETE WEB M

ARKETING

PLANHow do you find out what your personas

want?Listen!

Interviews Conferences Reviews Social Media

COM

PLETE WEB M

ARKETING

PLAN

What are their goals and aspirations?

What are their problems?

What media do they rely on for their answers to problems?

What style of content would appeal to them?

What sorts of images and multimedia appeal to each?

What words and phrases do these buyers use?

How can we reach them?

*New Rules of Marketing and PR David Meerman Scott

How to develop personas

COM

PLETE WEB M

ARKETING

PLAN

Conversions Macroconversion

Set a meeting

Call for more info

Read content

Sign up for

emails

Download content

Make a purchase

Microconversions

What do you want the customer to do?

COM

PLETE WEB M

ARKETING

PLAN

Website

BlogNews

Podcasts

Video

PhotosArticles

White Papers

E-books

Case Studies

E-mail

Match persona to quality content

COM

PLETE WEB M

ARKETING

PLAN

Keywords and Long-tail Phrases

Metadata

HeadlineUseful Content

Call to Action

Make quality content findable

Invest in Chosen

Channels

Share Your Content

Share Others’ Content

Engage with Customers in Two-way

Conversation

COM

PLETE WEB M

ARKETING

PLANShare content. Engage with readers

COM

PLETE WEB M

ARKETING

PLAN

Micro and Macro Conversions

Engagement

Return on Objective (ROO)* Sales Lift

Analytics

Readership Studies

* Get Content. Get Customers. Joe Pulizzi, et al.

How will you measure success?

@StoneyD

DESTINATION SEARCH ENGINE MARKETING

DESTIN

ATION

SEARCH EN

GIN

E MARKETIN

G

“The process of building a website that becomes a desired destination point for those looking for the product, service or information you provide.”

What is Destination Search Engine Marketing?

DESTIN

ATION

SEARCH EN

GIN

E MARKETIN

G

Lowest prices

Better customer service

Been in business longer

No one does it better

X

X

X

X

Why do you deserve to be #1?

DESTIN

ATION

SEARCH EN

GIN

E MARKETIN

G

Drive traffic Improve conversions Create buzz Increase

ROIBuild

loyalty

Generate repeat

customers

Benefits of Destination Search Marketing

DESTIN

ATION

SEARCH EN

GIN

E MARKETIN

GStand out in a sea of thousands

DESTIN

ATION

SEARCH EN

GIN

E MARKETIN

G

Content

Presentation

Interaction

Resources

On-site experience

Build a site that is different

DESTIN

ATION

SEARCH EN

GIN

E MARKETIN

G

Unique (find a niche)

Interesting (be

different)

Compelling

(new info)

Valuable (expert

resource)

Provide something that can’t be found elsewhere

DESTIN

ATION

SEARCH EN

GIN

E MARKETIN

G

Most Sites

Traffic

Sales

Destination Sites

Traffic

Sales

Repeat customers

Word of mouth

What do you get from exposure?

DESTIN

ATION

SEARCH EN

GIN

E MARKETIN

G

Strong on- and off-page SEO

Excellent on-page customer performance

Exceptional off-page marketing exposure

Superb business and customer satisfaction

Don’t sacrifice conversions for rankings

@StoneyD

SIX BUILDING BLOCKS OF A DESTINATION WEBSITE

SIX BUILD

ING

BLOCKS O

F A DESTIN

ATION

WEBSITE

More expert knowledge

More opportunities to persuade

More pertinent info to make sale

Expert Information1

Don’t underestimate the value of good content

SIX BUILD

ING

BLOCKS O

F A DESTIN

ATION

WEBSITE

Judge the audience’s needs

• Understand personas• Understand personalities

Avoid optimized text overkill• No proper amount of text• Brief, but fulfilling

Expert Information1

Don’t add content for the sake of adding content

SIX BUILD

ING

BLOCKS O

F A DESTIN

ATION

WEBSITE

Expert Information1

• About us• News room• Product info and specs

Sales/marketing copy

• Product comparisons• Product reviews• Tips & tutorials• Helpful opinions• Company & executive

background info• “Ask the Expert” section

Non-marketing information

Types of expert information

SIX BUILD

ING

BLOCKS O

F A DESTIN

ATION

WEBSITE

Usability2

Common Issues

• Poor navigation• Confusing site

layout• Lost calls to action• Little internal linking

Poor usability equals poor user experience

SIX BUILD

ING

BLOCKS O

F A DESTIN

ATION

WEBSITE

Usability2

Poor user experience leads to high bounce rates

SIX BUILD

ING

BLOCKS O

F A DESTIN

ATION

WEBSITE

Usability2

Create a clear path to the conversion

SIX BUILD

ING

BLOCKS O

F A DESTIN

ATION

WEBSITE

Unique Value Proposition3

Unlimited customer support

Hassle-free returns

Proprietary products

Free shipping

More experts available?

What makes you truly unique?

SIX BUILD

ING

BLOCKS O

F A DESTIN

ATION

WEBSITE

Time and Presence4

Buy Exposure

Make Friends Credibility Establish

TiesServe

CustomersWord of Mouth Inform

Earn Exposure

Two key ways to gain authority

SIX BUILD

ING

BLOCKS O

F A DESTIN

ATION

WEBSITE

Voice5

Humorous

Serious

Whimsical

Snarky

Flowery

Thoughtful

Brutally honest

Down to earth

Never corporate

Offer a unique perspective

SIX BUILD

ING

BLOCKS O

F A DESTIN

ATION

WEBSITE

Trust & Credibility6

Return calls and emails

Secure Information

Be Open & Honest

CustomersFirst

Exceed expectations

How to Build Trust

Trust: absolutely essential for success

@StoneyD

WRITING WITH SEARCH IN MIND

WRITIN

G W

ITH SEARCH

IN M

IND

Keyword Content

Think Keywords

Hear Keywords

Search Keywords

How people search

WRITIN

G W

ITH SEARCH

IN M

INDShopping

Price Trust Policies Shipping

EducationHow to Ways to Ideas for News

aboutRecent events

QuestionsWho What How When Where Why

Every search is a desire to learn

WRITIN

G W

ITH SEARCH

IN M

IND

SEARCHES start with

an idea

SEARCH RESULTS provide answers

SEARCHER gains

knowledge

SEARCHER Learns and Searches

Again

Until GOALS

achieved

The cycle of search activity

Education

• Answer questions

Persuasion

• State benefits

Readability

• Write naturally

WRITIN

G W

ITH SEARCH

IN M

IND

Write for human experience first

WRITIN

G W

ITH SEARCH

IN M

IND

2nd

Maintain reader value

Keywords not obvious

Persuasive content

Write for search engines second

WRITIN

G W

ITH SEARCH

IN M

IND

Keyword Tag

Keyword Density

HeadingsNatural Language

Related Words

LSI?

How the Pinocchio Effect impacts rankings

WRITIN

G W

ITH SEARCH

IN M

IND

• Page Topic• Keywords Uses• AuthorityContent

• Social Mentions• Link Sources• Link VolumeLinks

• Page Speed• Bounce Rates• ConversionsMetrics

How pages rank

WRITIN

G W

ITH SEARCH

IN M

IND

Page B

Page AB

C

D

E

F

G

H

I

J

K

L

N

O

P

M Q

Your site Other sites

Content is found via links

Text text text text skeif mule text text Skeif mule text text mule text text text text skief mule text text text text text text text text skief text text mule text text skief mule text text text text text text text text text text text text skief mule text

text text text red marbles text text text text text text text text text text text text text red marbles text text text text text text text text text text text text text text text red marbles text text text text text text text text text text text text text text

jump rope text red marbles text text text rubber balls text red marbles text text text rubber balls text text text text text text text text red marbles text text text text jump rope text rubber balls text text text text text text text text jump rope text

Focused keywords

Red marbles

Too many keywords!

Jump rope

Rubber balls

Red marbles

WRITIN

G W

ITH SEARCH

IN M

IND

How search engines see content

WRITIN

G W

ITH SEARCH

IN M

IND

Avoid text in graphics

Users before engines

Write enough content

Target phrases not words

Don’t force it!

Five rules of online copywriting

@Martijen

CREATING YOUR CONTENT

CREATING

YOU

R CON

TENT

7 content must haves1. Killer headline.2. Stimulating intro (writing, videos,

podcasts). Get to the point with panache!

3. Images. In a social online environment, pictures are a must. But don’t use too many!

4. Organization. Stick to the point and don’t meander. Less is usually more.

5. Speak human! 6. Links to more info on your site or

attributions when you use others’ work or ideas.

7. Call to action. Let your readers know what to do next.

It better be in

there!

CREATING

YOU

R CON

TENTKiller headlines

Grab attention

Compel

Use keywords

CREATING

YOU

R CON

TENT

8 headline styles that workDirect Approach: Free Diabetes eBook

Indirect Approach: Cut the Sweet Talk

News Headline: Hospital Opens New Diabetes Clinic

How-to Headline: How to Lower Your Blood Sugar

Question Headline: Is Your Diabetes Out of Control?

Command Headline: Get Help for Your Diabetes Now

Reason Why Headline: Five Reasons to Get Diabetes Under Control

Testimonial Headline: “I Got My Life Back, Thanks a Diabetes Clinic.”

*Adapted from The Copywriter’s Handbook by Bob Bly and Copyblogger.com.

CREATING

YOU

R CON

TENT

Why are they here?

Create a need

Use vivid language

Provide a trail to the solution

Expose the need in a way that impacts them

CREATING

YOU

R CON

TENT

Sympathize with their needs

State importance of solution

Explain solution you offer

Show you care

Convince them you can help

Try this!

Provide a solution for problems

CREATING

YOU

R CON

TENT

What’s in it for them?

Benefits over specs

What’s the result?

What do they gain?

Show the benefits of what you offer

CREATING

YOU

R CON

TENT

Tackle hindrances

Overcome obstacles

Justify the purchase

Provide examples

Help them justify and move to action

CREATING

YOU

R CON

TENT

Who?

What?

How?When?

Where?

Ask (and answer) questions

CREATING

YOU

R CON

TENT

How to…

Ways to…

Ideas for…News about…

Recent events?

Make sure visitors learn something new

@StoneyD

PREPARING OPTIMIZED CONTENT

BUILD

ING

YOU

R CON

TENT

Balancing the pull of visitor and engines

<Title>Beauty Tips, Cosmetics and Skin Care Tutorials</Title>

Influences Rankings

Provides Label for Browser

Drives Initial Click

*65 Character Limit

BUILD

ING

YOU

R CON

TENT

Keyword rich title tags

Not Unique

Leads with Business Name

Long List of Keywords

Not Compelling

BUILD

ING

YOU

R CON

TENT

How to ruin a title tag

BUILD

ING

YOU

R CON

TENT

Front Branded: Recognizable Brands

Rear Branded: Build Recognition

Non-Branded: No Brand Concern

Business Name | Latest in women’s makeup, hair and clothing fashions

Buy Body Cleansers and Moisturizers for Bath and Body| Business Name

Korres Natural Shower Gel with Basil Lemon Rejuvenates Dry Skin

Should title tags be branded?

Description is valuable.

Not so muchNot needed on every page

Compelling

Substantially unique

20-40 word page summary BUILD

ING

YOU

R CON

TENT

Compelling meta description tags

Makes Scannable

Provides Relevance

Creates Hierarchy

Assists Navigation

BUILD

ING

YOU

R CON

TENT

Use headings and sub-heads

BUILD

ING

YOU

R CON

TENT

Proper heading tag hierarchy

<h1>One H1 per page.</h1>

<h2>Use outline format.</h2><h3>Keep content organized</h3>

BUILD

ING

YOU

R CON

TENT

One idea per paragraph

Important info first

Answer all questions

Provide facts & benefits

Link to sup-porting ideas

Format your body content properly

BUILDING YOUR CONTENT

Provide the Next Step

Encourage Supporting

Data

Call them to Action

Integrate calls to action

BUILD

ING

YOU

R CON

TENT

Use images to draw visitors in

Look for Natural Links

Integrate Keywords

Increase Engagement

BUILD

ING

YOU

R CON

TENT

Making good use of editorial linking

@StoneyD

FOCUSING YOUR CONTENT WITH KEYWORD INTEGRATION

“cordless

telephone”

headset?

cordless “teleph

one headset

”

KEEPING

YOU

R CON

TENT FO

CUSED

Keywords don’t always mean what we think

Bean Lady Worms Sandwich Sleeping DuffelBag

Bag Bag of

Bag Bag Bag

KEEPING

YOU

R CON

TENT FO

CUSED

Cheap• discount• bargain

Organic• natural• raw

Present• gift• surprise

by meaning…

Basketball• baseball• football

Foxtrot• Waltz• Tango

Oscars• Grammys• Emmys

Group keyword qualifiers

by relation…

Choose from a wide variety of affordable baby bedding. Select sheets and comforters for both boys and girls. Your baby’s bedding can be fitted perfectly with her crib or toddler bed.

baby bedding

Core

Term

• Specific phrase• Use appropriately

KEEPING

YOU

R CON

TENT FO

CUSED

Integrating core terms

Choose from a wide variety of affordable baby bedding. Select sheets and comforters for both boys and girls. Your baby’s bedding can be fitted perfectly with her crib or toddler bed.

baby bedding

Supporting

• Core Term w/qualifier• Long-tail phrases

KEEPING

YOU

R CON

TENT FO

CUSED

Integrating supporting phrases

Choose from a wide variety of affordable baby bedding. Select sheets and comforters for both boys and girls. Your baby’s bedding can be fitted perfectly her crib or toddler bed.

baby bedding

Related

• Stemmed variations• Semantic relation

KEEPING

YOU

R CON

TENT FO

CUSED

Integrating related words

@Martijen

SETTING SOCIAL MEDIA GOALS AND METRICS

SOCIAL M

EDIA G

OALS AN

D M

ETRICS

Traffic Links

Credibility Conversions

Benefits of social media

SOCIAL M

EDIA G

OALS AN

D M

ETRICS

The obligatory, overwhelming social

media network slide.

SOCIAL M

EDIA G

OALS AN

D M

ETRICS

Time commitment

Number of sites

Reasons for participating

Understanding channel audiences

Engagement

Challenges of social media

SOCIAL M

EDIA G

OALS AN

D M

ETRICS

Focus

Social media often lacks…

SOCIAL M

EDIA G

OALS AN

D M

ETRICS

Presence

Brand

Conversions

Set your goals

SOCIAL M

EDIA G

OALS AN

D M

ETRICSWhere is your audience?

Social giants

Industry-specific sites

Local sites

SOCIAL M

EDIA G

OALS AN

D M

ETRICS

• Introduction (awareness, drive traffic to site)• Expansion into new market• Conversation (word of mouth) and connections• Reviews

Presence

• Sentiment• Mentions/reviews• Evangelism

Brand

• Leads• Subscriptions• Social shares and comments• Targeted site traffic• Sales

Conversions

Set your microgoals

SOCIAL M

EDIA G

OALS AN

D M

ETRICS

Goals Resources Customers

Social media channel selection

SOCIAL M

EDIA G

OALS AN

D M

ETRICSChoose your sites

SOCIAL M

EDIA G

OALS AN

D M

ETRICSBe great with the channels you choose

@Martijen

BUILDING YOUR PUBLISHING CALENDAR

BUILD

ING

YOU

R PUBLISH

ING

CALENDAR

Fresh or Repurposed Goal-oriented

Relevant and Informative

Customer Focused

Optimized for Search and

Social

Content is the starting point

BUILD

ING

YOU

R PUBLISH

ING

CALENDAR

Post updates to social channels you’re committed to.

Check key influencers’ content. Comment on and share at least two items.

Post info related to latest blog post or other content. Be compelling.

Share other valuable industry content with followers/fans.

Blueprint for content and social: daily tasks

BUILD

ING

YOU

R PUBLISH

ING

CALENDAR

Specific Goals Specific Customers

Call to Action Keywords

1-2 blog posts

Blueprint for content and social: weekly tasks

BUILD

ING

YOU

R PUBLISH

ING

CALENDAR

• Product or service related• Funny or educational

Produce video or photostream

• YouTube, Vimeo• Flickr, Pinterest

Post to YouTube

• Socialize

Embed in blog

• Publish on blog and add to learning library• Socialize

Create how-to post or article

• Publish on site and push out to news release service with links

Write a news release

Blueprint for content and social: monthly tasks

BUILD

ING

YOU

R PUBLISH

ING

CALENDAR

Prepare and send e-newsletter• Use program that offers tracking

Sponsor event related to goals• Virtual or live• Bolster with blog posts, news releases,

blogger and community outreach

Blueprint for content and social: quarterly tasks

BUILD

ING

YOU

R PUBLISH

ING

CALENDAR

Holidays April Fools Day Easter Earth Day

National “blank” Day

Autism Awareness

Month

International Pooper

Scooper Week

National Pie Week

National Tweed Day

Seasonal Spring Cleaning Spring Break Gardening

Ideas

Pure Content

How to decorate on a

dime

Spring trends in curtains

15 Minute Pillow cases Vinyl wall art

Incorporate special dates, holidays, season and events

BUILD

ING

YOU

R PUBLISH

ING

CALENDAR

Content Creation

Focused Strategy

Publishing Calendar

Consistent Time Investment

Goals

Tips for keeping it all together

@Martijen

TRACKING & MEASURING SOCIAL MEDIA

Time Drain

Expense

Drowning in Data

Tying to Goals

TRACKING

&M

EASURIN

G SO

CIAL MED

IAChallenges of tracking social media

* Best Social Media Metrics: Conversation, Amplification, Applause, Economic Value, Avinash Kaushik.http://www.kaushik.net/avinash/best-social-media-metrics-conversation-amplification-applause-economic-value/

Comments

Replies

Brand Mentions

TRACKING

&M

EASURIN

G SO

CIAL MED

IATrack what matters: conversation rate

TRACKING

&M

EASURIN

G SO

CIAL MED

IA

Retweets

Shares

Repins

Track what matters: amplification rate

Favorites

Likes

+1’s and Pins

Links and Reviews

TRACKING

&M

EASURIN

G SO

CIAL MED

IATrack what matters: applause rate

Site Referrals

Visitor Behavior

Goal Completion

TRACKING

&M

EASURIN

G SO

CIAL MED

IATrack what matters: economic value

TRACKING

&M

EASURIN

G SO

CIAL MED

IAMethods of monitoring and tracking

SpreadsheetTrue Social Metrics

Google AlertsHootSuite

Google AnalyticsBit.ly

TweetDeckTopsy

Twitter Search+ More!

Sprout SocialSocialReport

TrackurWildfire

ViralHeatLithium

Spredfast

Radian6BrandsEyeUberVue

BrandwatchArgyle

AwarenessBuddy Media

@Martijen

LINK BUILDING, SOCIAL MEDIA AND ONLINE PR

LINK BU

ILDIN

G, SO

CIAL MED

IA AND

ON

LINE PR

Link Building

Social Media

Online PR

Interrelated web marketing disciplines

LINK BU

ILDIN

G, SO

CIAL MED

IA AND

ON

LINE PR

• Keyword-rich links on external sites pointing to your keyword-optimized pages

• Improve rankings, visibility and credibility

SEO

What is link building?

LINK BU

ILDIN

G, SO

CIAL MED

IA AND

ON

LINE PR

• Build relationships that can lead to links

• Identify, engage influencers who may collaborate

• Share content others want to link to

Connections

Link building and social media

LINK BU

ILDIN

G, SO

CIAL MED

IA AND

ON

LINE PR

• Focus truly is on the public• News releases are for all online

readers• Many options for publicity, reputation

management, coverage and links beyond traditional media outlets

Outreach

Link building and public relations

LINK BU

ILDIN

G, SO

CIAL MED

IA AND

ON

LINE PR

Link Building

SEO Sub-set: Keyword-rich links on external sites pointing to your keyword-optimized pagesImprove rankings, visibility and credibility

Social Media

Build relationships that can lead to linksIdentify, engage influencers who may collaborateShare content others want to link to

Online PR

Focus truly is on the publicNews releases are for all online readersMany options for publicity, reputation management, coverage and links beyond traditional media outlets

Integration of links, social and PR

Thank You!Find Us www.PolePositionMarketing.com

www.cantonmercy.org