1. Unlocking the Power of Social Media for Higher Search-Engine Rankings“ ”
Traditional Marketing
Methods are Dead or Dying
An IT Secret Revealed

3. Outbound Marketing

4. Outbound Marketing
Listen to my Message!

5. Outbound Marketing Listen to my Message! TV Commercials Cold Calls
Direct Mail
Broadcast Radio

6. X X X X Outbound Marketing Listen to my Message! Listen to my Message!
TV Commercials
Cold Calls X X
Direct Mail
Broadcast Radio

7. Inbound Marketing

8. Inbound Marketing
You are
in control

9. Google via Search Engine Optimization (SEO)
Inbound Marketing
You are
in control
Google via Search Engine Optimization (SEO)

10. Google via Search Engine Optimization (SEO)
Inbound Marketing
You are
in control
Google via Search Engine Optimization (SEO)
Social Media

11. Can Social Media Really Help?
Web
Site

12. Can Social Media Really Help?
Web
Site

13. Can Social Media Really Help?
Web
Site

14. Can Social Media Really Help?
Web
Site
Think… Inbound Links

15. Can Social Media Really Help?
Web
Site
Think… Inbound Links
Think… Relationships

16. Look Inside Before Looking Outside
Brochure-ware Web Site (1 way)

17. Use Conversations on your site (2 way)
Look Inside Before Looking Outside
Use Conversations on your site (2 way)

18. Use Conversations on your site (2 way)
Look Inside Before Looking Outside
Use Conversations on your site (2 way)
PS: Don’t fret over your design!

19. Look Inside Before Looking Outside
Create lots of compelling content!

20. Look Inside Before Looking Outside
Create lots of compelling content!
Podcasts
Think “Factory”
Videos
Webinars
Blog Articles
White Papers

21. Look Inside Before Looking Outside
Help people consume your content

22. 1. Look Inside Before Looking Outside Help people consume your content
Enable RSS feeds

23. 1. 2. Look Inside Before Looking Outside
Help people consume your content 1.
Enable RSS feeds 2.
Add a
(update regularly)

24. 1. 2. 3. Look Inside Before Looking Outside
Help people consume your content 1.
Enable RSS feeds 2.
Add a
(update regularly)
Social media pointing back to your site 3.

25. Look Inside Before Looking Outside
Search Engine Optimization (SEO)

26. Look Inside Before Looking Outside
Search Engine Optimization (SEO)
Use SEO tactics when creating content

27. Look Inside Before Looking Outside
Search Engine Optimization (SEO)
Use SEO tactics when creating content
Know your best keywords and phrases

28. Look Inside Before Looking Outside
Search Engine Optimization (SEO)
Use SEO tactics when creating content
Know your best keywords and phrases
Add them to page Titles, Headings, URLs, Hyperlinks, within paragraphs, etc

29. Create a “Business” page
Facebook
Create a “Business” page

30. Create a “Business” page
Facebook
Create a “Business” page
Gather
fans

31. Create a “Business” page
Facebook
Create a “Business” page
Gather
fans
Cross Promote

32. Create a “Business” page
Facebook
Create a “Business” page
Gather
fans
Cross Promote
(Avoid dust)

33. (First check if any already exist)
LinkedIn
Create a “Group”
(First check if any already exist)

34. LinkedIn Create a “Group”
(First check if any already exist)
Generate lots of engaging content so folks join

35. LinkedIn Create a “Group”
(First check if any already exist)
Generate lots of engaging content so folks join
Post in the discussion area
the group members (but not too often)

36. Twitter
(Micro-blogging - 1 way only)

37. Post a few Tweets, THEN Market the feed
Twitter
(Micro-blogging - 1 way only)
Post a few Tweets, THEN Market the feed

38. Twitter (Micro-blogging - 1 way only)
Post a few Tweets, THEN Market the feed
Build up your following
Keep at it!

39. Is Any Of This Working?
Track Progress

40. Is Any Of This Working?
Track Progress
Number of Facebook Fans

41. Is Any Of This Working? Track Progress Number of Facebook Fans
Number of LinkedIn Group Members

42. Is Any Of This Working? Track Progress Number of Facebook Fans
Number of LinkedIn Group Members
Number of Twitter Followers

43. Is Any Of This Working? Track Progress Number of Facebook Fans
Number of LinkedIn Group Members
Number of Twitter Followers
Google Analytics
Number of links back to your site

44. Is Any Of This Working? Track Progress Number of Facebook Fans
Number of LinkedIn Group Members
Number of Twitter Followers
Google Analytics
Number of links back to your site
Number of organic keywords causing traffic

45. The Wrap Up

46. The Wrap Up
Create great
content first
(“watering hole”)

47. The Wrap Up Create great content first (“watering hole”)
Go where people
are gathering

48. The Wrap Up Create great content first (“watering hole”)
Go where people
are gathering
Using Social Media, build relationships

49. Paul Kaufman