How to Win Customers & Influence Google

A B2B Guide to Search & Social Presenters

Rachel Yeomans Sean McGinnis

BeaconLive Marketing Webinars

What we’ll be discussing:

•  Process

•  Best Practices

And some examples in between!

Have a Plan

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?

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?

Based on objectives, select your engagement platform(s)

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!

And when we say track and measure…

•  Social Listening

•  Social Outreach / Community Management

Read this Google Doc on platforms available to you!

And when we say strategize…

•  Goal: Sell your product/service

Message:  At  1pm  hear  from  Expert  on  increasing  your  web  traffic.  

Social  Media  

Online  Ads  

Email  

Site  Landing  Page  Live  Chat  /  TwiFer  Chat  

Thank  You  Page  with  embedded  ebook  or  related  

products  with  discount  

And when we say strategize…

•  Goal: Grow your email list

Message:  Write  our  email  for  us  and  win!  

Social  Media  

Online  Ads  

Email  

Website  Landing  Page  (email    sign-­‐up)  

Thank  You  Page  with  “Write  Our  Email  for  Us”  submissions  &  feature  emails  from  the  past  for  inspiraRon  

You’re On Social…Now What?

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!

When you DO make a mistake…

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!

Some other good examples!

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.

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”!

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!