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Beyond Social Media:
Using Online Marketing To Build Your Business




HMR Marketing Solutions      January 25, 2013
Remember The World Before the
         Internet?
*Average: 32 Hours per month
Decline Of Traditional Media …




www.341studios.com
Beyond Social Media:  Using Online Marketing to Build Your Business
The Growth of Mobile


• +200% increase in mobile
   visits to websites
• Mobile = 25% page views
• Mobile = 20% web sales
   (vs. 5% YAG)
The Rise Of the Social Customer

                       <<<More Of This!




    Less of This >>>
Now, We Must Earn Peoples Interest Instead Of Buying It.
AGENDA
• Culture Shift
• OnlineMarketing Playbook
  – Social Media
  – Content Marketing
  – Search
• New Mindset
• Group Exercise
• Q&A
Online Marketing: Overview
Social Media: One Piece of the Pie
Strategy: “Home Base” + Social Outposts


                        Home Base (Website)
                          Send Traffic here
                          Convert Leads
          www.
                        Social Media Outposts
                           • Build Awareness
                           • Spread content
                           • Make connections
                           • Build relationships
Which Social Platforms?
What Works: B2B vs. B2C




B2B Priorities: BLOG, Linked in, Twitter … and Google+
Social Media Mindset
“Know, Like, Trust”
  – Look for Opportunities to Engage
  – “Authentic Helpfulness”
  – Share, Become A Trusted Resource
    w/o an Agenda…
  – Promote Others … Respond!
• Plant Seeds and Nurture
The Care and Feeding
          of Your Social Network
• Listen for Engagement Opportunities
  – Individual Relationships, 1:1 Conversations
• Don’t Broadcast
  – SM is Not an Ad; humanize Your Brand
• Cumulative: little, consistent steps
• Quality Over Quantity
  – Small and Engaged audience
If You Build It, They Will Not Come
• It Takes Time!

• What Works?
   -Short Posts, Photos, Questions
   - Optimal Time, Frequency, Length, Type
   - Be what people are interested in, not an
   unwanted interruption

• Connect Across Digital Strategies
   - SM on Email, Like and
   - Share Buttons on Website, etc.
Sample Content Calendar
Get Started: 5-Step Plan
1. Do An Online Audit: Gaps?
2. Plan Your Channels, Set A Goal
  – Find Your Target, Build Your Network,
3. Engagement Plan
  –   Who Will Participate? Schedule?
4. Brainstorm Content
  –   Content Calendar (FAQ’s)
5. Assess: What’s working? What’s Not?
  – Right Tools? Time?
Content: One Piece of the Pie
Beyond Social Media:  Using Online Marketing to Build Your Business
Beyond Social Media:  Using Online Marketing to Build Your Business
Quality Content is
          Your Best Salesperson
• Showcase Your Expertise
   – Blog
     • Videos
     • Guest Blog
  – Newsletter
  – Webinar, E-Book, Article, Podcasts …
  – even photos, interests, news!
• Help Customers Make Better Decisions
How Many Blog Posts to Drive Traffic?



                                        A library of
                                        blog posts
                                          (> 52 posts)




SOURCE: SOCIAL MEDIA EXAMINER/HUBSPOT
How Often Should You Post*?


                         More
                         frequent blog
                         posts
                            (2-3x/wk)
Beyond Social Media:  Using Online Marketing to Build Your Business
Steady Drumbeat of Blog Content
   Think Like A Publisher:
   • Research Keywords
   • Plan Ahead: Content Calendar
   • Answer Customers Questions
   • CONSISTENCY

Exercise 1: “Blog Buddy Brainstorm”

Who Will Write It? How Often? 10 Topics. Date.
Beyond Social Media:  Using Online Marketing to Build Your Business
B2B Case Study: Hinda Incentives
Beyond Social Media:  Using Online Marketing to Build Your Business
Beyond Social Media:  Using Online Marketing to Build Your Business
Results: Hinda Incentives
  http://www.businessesgrow.com/2011/02/04/case-study-fast-growing-b2b-
  expands-social-media-exposure/

  “… Our conversations on Twitter established relationships for significant
  sales leads… lead quality generated from the new social website traffic
  has measurably improved”.

  “… Our blog traffic took off quickly … we already receive 1,000 visits a month with
  subscribers from at least 30 different customers … traffic to our website increased
  15 percent … just in the last week we received a few hundred thousand dollars in
  sales opportunities through this advantage”.

  “… The blog has proven to be a valuable piece of social media real estate …
    picked up and quoted by other blogs, reinforcing our position as the voice
    of authority in our industry”.

  “… LinkedIn and our blog have become the number 2 and 3 sources of web
  traffic to our site, after organic search”.


SOURCE: “Grow”, a leading business blog, by Mark Schaefer
Beyond Social Media:  Using Online Marketing to Build Your Business
B2B Social Media Challenges

CONTENT &
RESOURCES!


TAKES TIME!

  ROI?
Last Piece of the Pie:
Website Traffic/Conversion
Websites That Work
Must Be:
  –    Findable: SEO, Keywords, Links
  –    Helpful (Fresh Content)
  –    Social, Mobile
  –    Sales Tool
      (Clear “Calls To Action” => Leads)

vs. THE ONLINE BROCHURE”
  – Static, No New Content, No Leads
Can Your Website
     Be Viewed On All Devices?




• Buzzword: Responsive Design
Clear Calls To Action …
        50% of leads are qualified,
        but not yet ready to buy
Beyond Social Media:  Using Online Marketing to Build Your Business
Analyze: Making Sense Of the Data




- Free/Low Cost Analytics … Hard to Connect the Dots

- All in One Analytics … ($$)
Marketing Analytics: Example
Exercise 2: Action Plan
• Identify Opportunities and Set Goals
• What’s Holding You Back?
• How Will You Overcome Challenges?

     => 3 Steps You Can Take Immediately?
     => Anticipate Challenges: What Will You Do If?
     => Call Buddy in 1 Week
Your Questions:
Connect with me!
Rhonda Hurwitz …
@rhondahurwitzon
Appendix: Resources
• Online Marketing:
  – Hubspot.com
• Social Media (All Platforms):
  – SocialMediaExaminer.com
• B2B Content Marketing
  – ContentMarketingInstitute.com
• Twitter:
  – The Tao Of Twitter, by Mark Schaefer (book)
• “Opinion”:
  – Mark Schaefer (Grow), Gary Vaynerchuk
Appendix: Tools
• Dashboard to manage multiple platforms: Hootsuite*
    – ( Tweetdeck, Sprout Social, others)
•   Post Timer: Buffer App
•   Link Shorteners(bit.ly)
•   Notifications: Nutshell Mail, Social Mention
•   Feed Reader: Google Reader
•   Social Graph Lookup: Rapportive
•   Search: Social Mention, Engagio, Twitter Adv. Search
•   Analytics: Google Analytics, Pagelever, Edgerank
•   Keyword Research: Google Keyword Tool
•   Images: Flickr Creative Commons, Pic Monkey
•   … and many more!
Social Mindset (cont’d)

Build Relationships
• “Small Town Rules”
• Put A Ring On It …
       => Not A One Night Stand!
“ … Call me after 1pm EST xxx-xxx-xxxx … working on
a big project and looking for a NY area resource …”
  “ … I would really love to meet you in person. I've
 admired your work from afar, and would really love
 to learn more about you and your business …

 “… I spoke with Rhonda Hurwitz about the panel
 and she’s available …”
 “ … I saw your blog and I’d like to hire you …”
Engagement Example:
                 Linked in

Dec.31:
Happy
New Year
Message




Jan 3:
New
Project
Engagement Examples: Twitter




Xxx-xxx-xxxx

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Beyond Social Media: Using Online Marketing to Build Your Business

  • 1. Beyond Social Media: Using Online Marketing To Build Your Business HMR Marketing Solutions January 25, 2013
  • 2. Remember The World Before the Internet?
  • 3. *Average: 32 Hours per month
  • 4. Decline Of Traditional Media … www.341studios.com
  • 6. The Growth of Mobile • +200% increase in mobile visits to websites • Mobile = 25% page views • Mobile = 20% web sales (vs. 5% YAG)
  • 7. The Rise Of the Social Customer <<<More Of This! Less of This >>>
  • 8. Now, We Must Earn Peoples Interest Instead Of Buying It.
  • 9. AGENDA • Culture Shift • OnlineMarketing Playbook – Social Media – Content Marketing – Search • New Mindset • Group Exercise • Q&A
  • 11. Social Media: One Piece of the Pie
  • 12. Strategy: “Home Base” + Social Outposts Home Base (Website) Send Traffic here Convert Leads www. Social Media Outposts • Build Awareness • Spread content • Make connections • Build relationships
  • 14. What Works: B2B vs. B2C B2B Priorities: BLOG, Linked in, Twitter … and Google+
  • 15. Social Media Mindset “Know, Like, Trust” – Look for Opportunities to Engage – “Authentic Helpfulness” – Share, Become A Trusted Resource w/o an Agenda… – Promote Others … Respond! • Plant Seeds and Nurture
  • 16. The Care and Feeding of Your Social Network • Listen for Engagement Opportunities – Individual Relationships, 1:1 Conversations • Don’t Broadcast – SM is Not an Ad; humanize Your Brand • Cumulative: little, consistent steps • Quality Over Quantity – Small and Engaged audience
  • 17. If You Build It, They Will Not Come • It Takes Time! • What Works? -Short Posts, Photos, Questions - Optimal Time, Frequency, Length, Type - Be what people are interested in, not an unwanted interruption • Connect Across Digital Strategies - SM on Email, Like and - Share Buttons on Website, etc.
  • 19. Get Started: 5-Step Plan 1. Do An Online Audit: Gaps? 2. Plan Your Channels, Set A Goal – Find Your Target, Build Your Network, 3. Engagement Plan – Who Will Participate? Schedule? 4. Brainstorm Content – Content Calendar (FAQ’s) 5. Assess: What’s working? What’s Not? – Right Tools? Time?
  • 20. Content: One Piece of the Pie
  • 23. Quality Content is Your Best Salesperson • Showcase Your Expertise – Blog • Videos • Guest Blog – Newsletter – Webinar, E-Book, Article, Podcasts … – even photos, interests, news! • Help Customers Make Better Decisions
  • 24. How Many Blog Posts to Drive Traffic? A library of blog posts (> 52 posts) SOURCE: SOCIAL MEDIA EXAMINER/HUBSPOT
  • 25. How Often Should You Post*? More frequent blog posts (2-3x/wk)
  • 27. Steady Drumbeat of Blog Content Think Like A Publisher: • Research Keywords • Plan Ahead: Content Calendar • Answer Customers Questions • CONSISTENCY Exercise 1: “Blog Buddy Brainstorm” Who Will Write It? How Often? 10 Topics. Date.
  • 29. B2B Case Study: Hinda Incentives
  • 32. Results: Hinda Incentives http://www.businessesgrow.com/2011/02/04/case-study-fast-growing-b2b- expands-social-media-exposure/ “… Our conversations on Twitter established relationships for significant sales leads… lead quality generated from the new social website traffic has measurably improved”. “… Our blog traffic took off quickly … we already receive 1,000 visits a month with subscribers from at least 30 different customers … traffic to our website increased 15 percent … just in the last week we received a few hundred thousand dollars in sales opportunities through this advantage”. “… The blog has proven to be a valuable piece of social media real estate … picked up and quoted by other blogs, reinforcing our position as the voice of authority in our industry”. “… LinkedIn and our blog have become the number 2 and 3 sources of web traffic to our site, after organic search”. SOURCE: “Grow”, a leading business blog, by Mark Schaefer
  • 34. B2B Social Media Challenges CONTENT & RESOURCES! TAKES TIME! ROI?
  • 35. Last Piece of the Pie: Website Traffic/Conversion
  • 36. Websites That Work Must Be: – Findable: SEO, Keywords, Links – Helpful (Fresh Content) – Social, Mobile – Sales Tool (Clear “Calls To Action” => Leads) vs. THE ONLINE BROCHURE” – Static, No New Content, No Leads
  • 37. Can Your Website Be Viewed On All Devices? • Buzzword: Responsive Design
  • 38. Clear Calls To Action … 50% of leads are qualified, but not yet ready to buy
  • 40. Analyze: Making Sense Of the Data - Free/Low Cost Analytics … Hard to Connect the Dots - All in One Analytics … ($$)
  • 42. Exercise 2: Action Plan • Identify Opportunities and Set Goals • What’s Holding You Back? • How Will You Overcome Challenges? => 3 Steps You Can Take Immediately? => Anticipate Challenges: What Will You Do If? => Call Buddy in 1 Week
  • 44. Connect with me! Rhonda Hurwitz … @rhondahurwitzon
  • 45. Appendix: Resources • Online Marketing: – Hubspot.com • Social Media (All Platforms): – SocialMediaExaminer.com • B2B Content Marketing – ContentMarketingInstitute.com • Twitter: – The Tao Of Twitter, by Mark Schaefer (book) • “Opinion”: – Mark Schaefer (Grow), Gary Vaynerchuk
  • 46. Appendix: Tools • Dashboard to manage multiple platforms: Hootsuite* – ( Tweetdeck, Sprout Social, others) • Post Timer: Buffer App • Link Shorteners(bit.ly) • Notifications: Nutshell Mail, Social Mention • Feed Reader: Google Reader • Social Graph Lookup: Rapportive • Search: Social Mention, Engagio, Twitter Adv. Search • Analytics: Google Analytics, Pagelever, Edgerank • Keyword Research: Google Keyword Tool • Images: Flickr Creative Commons, Pic Monkey • … and many more!
  • 47. Social Mindset (cont’d) Build Relationships • “Small Town Rules” • Put A Ring On It … => Not A One Night Stand!
  • 48. “ … Call me after 1pm EST xxx-xxx-xxxx … working on a big project and looking for a NY area resource …” “ … I would really love to meet you in person. I've admired your work from afar, and would really love to learn more about you and your business … “… I spoke with Rhonda Hurwitz about the panel and she’s available …” “ … I saw your blog and I’d like to hire you …”
  • 49. Engagement Example: Linked in Dec.31: Happy New Year Message Jan 3: New Project