"Take It All: Using Search Engines & Social Media to Boost Your Brand & Drive Leads”

From Search to Success ® © Copyright 2010 Single Throw Inc. all rights reserved
"Take It All: Using Search Engines
& Social Media to Boost Your
Brand & Drive Leads”

Caryl Felicetta - COO of Single Throw
Jennifer Powers - Social Media Expert
Jennifer Patterson - Social Media Expert
Jennifer Piasecki - Search Marketing Specialist
Audra Tracy - SEO Specialist

Raise Brand Awareness
with Internet Marketing
Techniques
Search Engine Optimization

Search Engine Results
PAID
PAID
ORGANIC

Make Google Happy
• Website should be user friendly
• Easy to navigate
• Frequently updated content
• Optimize for your product or service instead
of your brand
• Include regional content about areas served
• Pages should load quickly

SEO Best Practices
• Research core phrases that customers use to find specific
products and services online
• ‘Optimize’ websites by fitting approved key phrases and
regional information into web content
• Create compelling and persuasive marketing content to
attract customers
• Drive traffic by finding quality websites to exchange links
with
• Study analytics to find new opportunities that will improve
search engine positioning
• Test new SEO tools to improve website performance on a
consistent basis
• Keep up with the latest SEO trends

How can SEO Help Your Business?
• Improve web visibility
• Compete with big brands
• Drive new customers to your website
• Improve conversion rates
• Measure marketing successes/failures

Why Search Advertising?
Pay-Per-Click Advertising (PPC) or Paid Search
offers a targeted method to reach YOUR customers
• Advertise directly to users who are looking for your
product or service via relevant key phrases
• Target web users who are reading and looking for your
products or services throughout web content
• Control and limit your media spend
• Measure your progress day-to-day in near-exact figures

Targeting Paid Search
MANY DIFFERENT TARGETING OPTIONS
• Reach 100s of Search Engines through 2 main platforms: Google &
Bing
• Geo-targeting – City, State, Country
• Target multiple devices: computers, PDAs, cell phones, etc
• Day-Parting
• Content Targeting
• Demographic Targeting
• Audience targeting: Re-target searchers who have seen your ad and are reading
relevant content on the Internet

Building a PPC Campaign
1. Establish your goals and KPIs
2. Build contextually grouped keyword lists
3. Write Compelling ad text
4. Drive users to a specific landing pages

Managing PPC
• Managing PPC Campaigns is time consuming
• Daily management is usually required
• Campaigns are optimized regularly:
– Track conversions and and site interaction via
analytics programs
– Budget allocation, bid optimization
– Day-parting
– Negative Keywords
– Keyword Matching
– Landing Page Testing

Social Marketing
• Strategically plan social marketing campaigns
for various clients
• Three main social sites
– Facebook, Twitter, YouTube.
• Marketing based on developing relationships
and engagement with customers
• Its important to remember social media
marketing is about making a connection, NOT
making a sale

Facebook
• Create Facebook fanpage/profile graphic with
unique URL
• Develop customized tabs
– Create contact page, so fans can contact directly on
Facebook
• Implement contests, and giveaways throughout
the social campaign
• Develop Facebook ads to drive more fans to page
• Share information and connect with existing and
potential customers

Twitter
• Create Twitter page, with custom background
• Target followers within a 60 miles radius or
people who are interested in your brand, using
various tools such as Twellow, or LocalTweeps
• Share information daily, and develop engagement
with followers
– Create polls, asking questions, Twitpics, Twitvid, and
coupons
• Drive traffic to website, and fanpage

YouTube
• YouTube is the 2nd largest search engine in the
world, so if your not on it or using it your
missing out!
• Develop YouTube channel with custom
background
• Add and optimize video, and develop text
content so video shows in search results
• Post all videos on social sites, and website

Other Social Sites
• FourSquare
– Location based
• LinkedIn
– Business based, can be individualized
• Digg
• Reddit
• Delicious

Quick Tips
• Social Media Marketing takes time
– Not an overnight success.
• You only have 140 characters, make sure you are
making it memorable.
• People are not trying to be sold on Social Media.
• Social Media is not a lead generator, it’s a
communicator portal to develop relationships.
• Fans and followers want to get individualized
attention.
– Giveaways, coupons, sales

How to develop a unique URL
• Once you have created your Facebook fanpage,
and have 25 fans, you should then create a
unique URL.
• To do this go to: log into Facebook and go to
http://facebook.com/username.
• Here you can then develop your own URL to a
Facebook page.
– Before :
http://www.facebook.com/?ref=home#!/pages/Single
Throw/204630371343
– After: http://facebook.com/SingleThrow

Facebook URL

Quick Statistics
• Years to reach 50 millions users
– Radio – 38 years
– TV-13 years
– Internet- 4 years
– iPod – 3 years
– Facebook - 200 million in less than a year
• 80% of companies use social media for
recruitment
• 55-65 year old females are the fastest growing
segment on social media

In House or Outsource?
Go Hybrid! Hire an Expert and Have Someone
Knowledgeable In-House
– Experts are trained to handle online marketing
campaigns and keep up-to-date on the latest industry
news
– Experts fill gaps in in-house expertise, providing new
& unique ideas for campaigns & additional bandwidth
in your marketing department
– Having someone in-house in addition to hiring experts
gives you the expertise you need to succeed while
maintaining control and understanding

Thank you!
• Get our slides online at:
– http://www.slideshare.net/SingleThrow/single-
throw-jsbl2010
• Follow us on social media:
– Facebook.com/singlethrow
– Twitter.com/singlethrow
– Facebook.com/JerseyShoreBusinessLeaders
– Twitter.com/jsbusleaders

"Take It All: Using Search Engines & Social Media to Boost Your Brand & Drive Leads”

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"Take It All: Using Search Engines & Social Media to Boost Your Brand & Drive Leads”