Published on April 3, 2014
Christina Throndson Web Marketing Manager VGM Forbin
Spreading the word through online reviews and a high page rank.SEO SEM SM Being seen in through paid listings and achieving a good Click Through Rate (CTR) for your ads. Increasing brand awareness through social shares, comments and likes.
Start with Online Directories: 1. Google Places 2. YELP 3. DMOZ
Complete Online Directories: 1.Check for contact information accuracy and fill out as many fields as possible. 2.Ask for reviews. 3.Always keep keywords in mind.
Rework Content: 1. Look at keyword use 2. Metadata 3. Links to other pages 4. Ease of use 5. Content organization 6. Opportunity for reviews 7. Plan for new content!
Website Traffic: 1. Referrals 2. Time spent on site 3. Pages visited 4. Do you need SEM to accelerate traffic to the right pages?
Benefits of Pay-Per-Click SEM: •Speed-to-market – ads can be launched quickly to drive traffic and leads to your website. •Reach – you can expand visibility and establish your company as a leader. •Testing – test the success of keywords.
MORE Benefits of Pay-Per-Click SEM: •Highly-targeted traffic – define your target geographic location and keywords to get only quality traffic. •Return on Investment – you only pay when someone clicks so you can easily track conversions.
Starting a Pay-Per-Click Campaign: 1.What are your goals? 1. Define specifically what you would like to accomplish – orders, brand awareness, etc. 2.Who is your target audience? 1. Determine the geographic region you are targeting. Be specific and possibly separate by ad groups.
Starting a Pay-Per-Click Campaign: 3. How are your landing pages? 1. You’re paying for the click, but is your landing page effective? Clear call-to- action. 4. What are your keywords? 1. Create a long list of keywords your target audience uses to find your services. Categorize your keywords.
Improving Pay-Per-Click: •Ad Extensions • Sitelink Extensions • Social Extensions • App Extensions • Call Extensions • Location Extensions • Review Extensions • Seller Rating Extensions
• Tracking ROI • Evaluating Click Through Rate (CTR) -A ratio showing how often people who see your ad end up clicking on it. • Conversions – use conversion tracking or Google Analytics
Benefits of Social Media Management in 2014: •Brand Awareness • Maintaining a strong social presence associates your name with success •Thought Leadership • Pairing yourself up with national thought leaders associates your name with their quality.
MORE Benefits of Social Media Management in 2014: •Sales • After building an audience, your followers will be indirectly exposed to your products on a daily basis. •Referrals • Relying on other (followers) to do the work for you and share positive experiences with your brand!
MORE Benefits of Social Media Management in 2014: •Facebook Mobile Ads • Something new in 2014 is the emphasis on mobile ads in Facebook.
Increasing Engagement: •Become the Thought Leader • After sharing content from thought leaders, start creating original content •Follow the 70/30 Rules • 70% engaging resource/30% self promotion •Reward Engagement • ALWAYS thank for comments and shares • Offer prizes/discounts for sharing positive experiences
Increasing Engagement: •Read Your Audience • Find out what your followers want to share! •Be Visual • Large photo or graphic posts get 39% MORE interaction.
MORE Increasing Engagement: •It’s About Time • what time are your fans most likely to share •Be Brief • Shorter posts get 23% more interactions
Monitor the Social Chatter: •Use Social Listening Tools • Try out Social Mention to see what people are saying about your business or services. • Respond when people mention your brand or need help using one of your products. • Encourage conversations between company and customer.
MORE Monitor the Social Chatter: •Other Social Listening Tools • For all Web, setup Google Alerts and receive email notifications when your business name or service is mentioned.
Social Growth Tips: •Try Social Contests • EZ-ACCESS Photo Contest was from Dec. 16 – Jan. 6 and increased likes from 571 to 2,003! •Include social links everywhere • Email signature • Newsletters •Invite Customer List from Facebook
Track & Measure in Google Analytics: •Set Goals •Connect Social and SEM to Google Analytics •Examine Referrals •Examine Traffic Flow Through Site •Examine where visitors leave the Site •Track Conversion Rates
Christina Throndson Web Marketing Manager VGM Forbin (866) 621-4514 ChristinaT@forbin.com
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