The document discusses optimizing content and social media presence to attract more customers. It recommends researching target audiences, discovering their interests and pain points. Content should be optimized across search engines, blogs, social networks and other online channels to engage audiences at each stage of the customer journey from awareness to advocacy. The goal is to optimize for consumers, experiences and outcomes rather than just search engines or social platforms alone.

1. Op#mize
&
Socialize
For
More
Customers
@LeeOdden
Op9mizeBook.com
TopRankMarke9ng.com
TopRankBlog.com
@leeodden
-­‐
#ionsearch

2. @TopRank
=
Content
Marketers
Website
Book Google+
White Papers Twitter
Articles Facebook
Guides YouTube
Webinars TopRankBlog.com Flickr
Guest Posts LinkedIn
Events Slideshare
Press Releases
@leeodden
-­‐
#ionsearch

3. @leeodden
-­‐
#ionsearch

4. Every
2
Days,
We
Create
As
Much
Informa#on
As
We
Did
Since
the
Dawn
of
Time
To
2003
Source:
Eric
Schmidt
–
8/10
(via
TechCrunch)
@leeodden
-­‐
#ionsearch

5. Trust:
Product
Recommenda9ons
Newspaper
Blogger
Social
Network
Contact
TV
Radio
Microblog
Content
Global
Web
Index
Annual
Report
2011
@leeodden
-­‐
#ionsearch

6. Paths
to
Purchase
1%
Social
Alone
51%
Search
Alone
48%
Search
&
Social
@leeodden
-­‐
#ionsearch

7. UK
in
2011:
UK
Social
82%
use
the
web
Facebook
56%
48%
use
Facebook
YouTube
19%
B2C
Ecom
£100
billion
Twiaer
2.6%
”Global
Search
Engine
Marke9ng
2012”
Que
Yahoo!
Answers
1.9%
Gumtree
1.4%
LinkedIn
.66%
UK
Search
Tumblr
.53%
Google.co.uk
91.5%
Bing.co.uk
3%
23%
of
9me
online
is
Yahoo.co.uk
2.5%
social
Ask.co.uk
1.4%
”Global
Search
Engine
Marke9ng
2012”
Que
Experian
Hitwise
2011
Nielsen
2010
@leeodden
-­‐
#ionsearch

8. Google
sites
handle
88
billion
searches
per
month
worldwide
Source:
At
any
given
9me
there
comScore
are
50-­‐200
different
versions
of
Google’s
core
algorithm
in
the
wild
*Google
Inside
Search
What
are
you
op9mizing
for?
@leeodden
-­‐
#ionsearch

9. SEO
Basics
Products
Tech
SEO
Audit
Topical
Focus
Services
Keyword
Glossary
Category
Search
Words
Keywords
Keywords
Social
Topics
Keywords
Category
Blogs
Keywords
Keywords
Social
Topics
Keywords
Keywords
LINKS
@leeodden
-­‐
#ionsearch

10. What
About
Customers?
Customers
Experiences
Outcomes
Op9mizing
for
consumers,
experiences
&
outcomes
transcends
Google,
Social
or
Content.
@leeodden
-­‐
#ionsearch

11. Shik
Know
Your
Target
Audience
Consume
Share
Discover
@leeodden
-­‐
#ionsearch

12. Shik
Customer
Focused
Op9miza9on
Audience
Discover
Consume
Share/Act
Op#mize
AWract
Engage
Inspire
Interests
Content
Share
Needs
Media
Buy
Pain
Points
Social
Refer
Search
Device
Social
@leeodden
-­‐
#ionsearch

13. Op9mized
&
Socialized
Framework
Awareness
>
Interest
>
Considera#on
>
Purchase
Research
Keywords
Content
&
Op9mize
Customer
Topics
Promo9on
Socialize
Segments
Message
Plan
Promote
Preferences Search & Topics, SEO Social & SEO
Pain Points Social Data Calendar, Networking,
Behaviors Sources Repurpose Link Building
@leeodden
-­‐
#ionsearch

14. Shik
Op9mizing
Robots
ZRobot
–
Goals:
• Increase
product
Automate
your
cleaning
with
ZRobot
awareness
All
New
Get
Mean
With
Your
Clean!
• Grow
networks
ZRobot
Dirt
Terminator
New
series
of
dirt
zapping
robot.
• Increase
cita9ons
Available
May
5,
2012:
Small
Business
Pre
Order
Ninjas
Clean
Stressing
Out
in
media
&
social
Owners
Without
being
over
Dirt?
Save
Money
seen!
Bring
in
ZRobot
Go
Shopping
Scien#fically
Special
Offers
• Increase
sales
Whlle
Zrobot
Tested
Buy
Now
cleans
for
you
On
real
dirt!
@leeodden
-­‐
#ionsearch

15. Shik
Consumer
Personas:
Goals
Carrie
Stan
Sara
Small
Biz
Owner
Single
Professional
Tech
Savvy
Mom
Low
cost
cleaning
Easy
cleaning
Efficient
cleaning
Save
on
office
costs
New
tech/gadgets
Save
9me
@leeodden
-­‐
#ionsearch

16. Shik
Customer
&
Content
Op9miza9on
Maria:
Tech
Savvy
Mom
Buying
Keywords
Social
Topics
Content
Type
Cycle
Time
Saving
Housekeeping,
Blog
post,
ar9cles
in
Awareness
housekeeping
9ps
Nap9me
Cleaning
relevant
magazines
robot
cleaners,
What
types
of
automated
Interest
automa9c
Demonstra9on
video
cleaners
are
there?
cleaning
Sara
Product
feature/benefit
Mom
robot
cleaner
What
are
the
best
robot
Considera#on
list.
Comparison
to
reviews
cleaners?
compe9tors
robot
,
Zrobot
Store
locator,
geo-­‐specific
Customer
Pain
Points
Purchase
how
to
buy,
Where
can
I
buy
a
Zrobot?
store
pages,
FB
fan
pages
Zrobot
prices
• No
9me
to
clean
• 5
small
children
who
spill
and
make
Reten#on
Zrobot
cleaning
How
to
get
more
uses
from
Blog
posts,
guest
posts,
messes
9ps
your
Zrobot
video
• Cannot
afford
a
weekly
maid
Zrobot
fans,
Zrobot
mom
user
group
Q
Facebook
Fan
page,
Advocacy
Zrobot
and
A,
9ps
Forum,
Zrobot
Newsleaer
accessories
@leeodden
-­‐
#ionsearch

17. Shik
Op9mized
Editorial
Plan
ZRobot
Content
Calendar
Suzy
Business
Owner
Sara
Mom
• Planned
topics
• Media
• Dates
• Promo9on
channels
• Titles
• Repurpose
plans
• Categories
• Cross
linking
• Keywords
@leeodden
-­‐
#ionsearch

18. Hub & Spoke Publishing
@leeodden
-­‐
#ionsearch

19. Hub & Spoke Publishing
How
to
Auto
Clean
Videos
Demonstra9on
Enewsleaer
Microblogging
Blog
Industry
Pub
Tes9monials
Ar9cle
Buying
Guide
#ionsearch
tudy
@leeodden
-­‐
Case
S

20. Keyword
Glossary
Compe9tors
Keywords
Popularity
Categories
@leeodden
-­‐
#ionsearch

21. Editorial
Plan
@leeodden
-­‐
#ionsearch

22. Op9mize
for
Awareness
Awareness
>
Interest
>
Considera9on
>
Purchase
I need a clean
office but my
budget is small. Blog
subheadings
are
prime
for
keywords.
Breadcrumbs
>
Are
>
Beau9ful
All
New
Robot
Low
Cost
Clean!
Terminator
Watch
a
Demo
Video
The
content
of
the
blog
post
appeals
to
the
Categories:
Sara
interests
of
the
consumer
Robot
Cleaning
Mom
Robot using
language
that
is
search
Cleaning
Tips
cleaners? I and
social
media
friendly.
Save
Time
never thought Save
Money
of that.
Tags:
Keyword,
Word,
Key
Efficiency
Tips
@leeodden
-­‐
#ionsearch

23. Op9mize
for
Interest
Awareness
>
Interest
>
Considera9on
>
Purchase
#Op#mize
Video
Tips:
Demo
Videos:
• Shoot
video
with
promo9on
channels
in
mind
• Host
with
YouTube,
Vimeo
• Embed
video
on
blog,
site
• Op9mize
with
keywords
• Promote
video
via
relevant
Sara
social
channels
• Give
the
viewer
op9ons:
Mom
Share,
Refer,
More
Info,
Purchase
@leeodden
-­‐
#ionsearch

24. Op9mize
for
Considera9on
Awareness
>
Interest
>
Considera#on
>
Purchase
Reviews
&
Product
Pages
Have
you
ever
heard
of
ZRobots
or
robots
for
cleaning
offices?
#Op#mize
Reviews
Tips:
Clean
Times
Mag
Sara
Mom
• Pitch
your
product
for
reviews
• Monitor
for
organic
reviews
Robot
Invasion!
• Build
links
to
posi9ve
reviews
Top
10
Robot
Cleaners
for
Your
Office
1.
ZRobot
• Socially
share
reviews
Product
descrip9ons
are
good
for
keywords.
• Promote
reviews
from
social
2.
Roombot
Product
descrip9ons
are
good
for
keywords.
• Make
your
own
product
3.
Officebot
comparison
page
Product
descrip9ons
are
good
for
keywords.
4.
Click
Clean
Product
descrip9ons
are
good
for
keywords.
5.
Biz
Bot
@leeodden
-­‐
#ionsearch

25. Op9mize
for
Purchase
Awareness
>
Interest
>
Considera9on
>
Purchase
Offers,
Store
Locator
Store
Locator
Special
Offer!
Sara
Mom
Op#mize
for
more
specific
topics:
Order
• Loca9on
• Product
Special
Offers
Buy
Now
Go
Shopping
Whlle
Zrobot
Scien#fically
Tested
• Outcomes
cleans
for
you
On
real
dirt!
@leeodden
-­‐
#ionsearch

26. What Would Your Hub Look Like?
?
?
?
?
?
?
?
?
?
@leeodden
-­‐
#ionsearch
?

27. Social KPIs - Business Outcomes
Social SEO KPI’s Business Outcomes
• Fans • Share of Voice
• Friends • Improve Service
• Followers • Shorter Sales Cycles
• Comments • Increased Order
• Likes Quantity, Frequency
• Google Plusses • More Referrals
• Links • Lower Marketing
• SERPs Costs
• Search Traffic • Grow Revenue
• Improve Profits
Tools:
Social Media Monitoring
Web Analytics
Social Media Marketing Management
@leeodden
-­‐
#ionsearch

28. Just Say No to Silos
To scale, companies need to look beyond social for marketing,
PR & service & look at evolving a social business.
Marketing Marketing
Community
Customers
Customers
Public Relations Public Relations
Sales VS Sales
Customer Service Customer Service
Human Resources Human Resources
@leeodden
-­‐
#ionsearch

29. Takeaways
• Segment
customers
• Develop
an
editorial
plan
• Op9mize
&
socialize
content
• Monitor
KPIs
• Measure
business
goals
• Refine.
Repeat.
ABO!
• Get
#Op9mize
@leeodden
-­‐
#ionsearch

30. Thank You
Lee Odden
lee@toprank.org
@leeodden
TopRankMarketing.com OptimizeBook.com
TopRankBlog.com Buy the Book – Get Optimized!
Wiley - 2012
@leeodden
-­‐
#ionsearch