How to "Get Found" On the Web Using Blogging, Social Media, and Other Proven Inbound Marketing Techniques

1. How to "Get Found" On the Web Using Blogging, Social
Media, and Other Proven Inbound Marketing Techniques
By Linda Sevier CEO, Pagetender LLC
Copyright 2010

2. Why you need
to “Get Found”
77-79% of adults used the internet.
63% have broadband.
54-56% connect wirelessly.
4 out 5 read Newspaper in 1964, only half today.
Currently movements to make phone books opt-in.
Spam filtering use at all time high.
TV and radio advertising, who listens?
Mailings recycled with being opened.
No call lists.
Copyright 2010

3. Who is online?
87% Gen Y (18-32)
82% Gen X (33-44)
79% Young Boomers (45-54)
70% Older Boomers (55-63)
56% Silent Generation (64-72)
31% G.I. Generation (73+)
Source for Online Teens data: Pew Internet & American Life Project Surveys conducted Oct.-Nov. 2006 and Nov. 2007-FeSource for Online Teens data: Pew Internet &
American Life Project Surveys conducted Oct.-Nov. 2006 and Nov. 2007-Feb. 2008.b. 2008.
Copyright 2010

4. What do they do?
Activity Age 18-32 Age 33-44 Age 45-54 Age 55-63
Email 94% 93% 90% 90%
Search 90% 93% 90% 89%
Research
84% 84% 82% 79%
Before Buying
Buy Online 71% 80% 68% 72%
Watch Video 72% 57% 49% 30%
Arrange Travel
or Make 65% 70% 69% 66%
Reservation
Source for Online Teens data: Pew Internet & American Life Project Surveys conducted Oct.-Nov. 2006 and Nov. 2007-FeSource for Online Teens data: Pew Internet &
American Life Project Surveys conducted Oct.-Nov. 2006 and Nov. 2007-Feb. 2008.b. 2008.
Copyright 2010

5. Ways To “Get Found”
in Google
Pay Per Click
Free - Organic Search
Combination of the two
Why People Search
To fill a need
Solve a problem
Entertainment
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6. Copyright 2010

7. Pay Per Click
Quick Results - can be
turned off and on instantly.
Very targeted - you pick the
time of day and location
from which your ads can be
seen.
Not as time consuming as
blogging and Search Engine
Optimization.
Simple. The highest bidder
gets best placement.
Copyright 2010

8. Pay Per Click
Real-time auction. Can be
very expensive. A
competitor with deep
pockets can outbid you.
If you don’t track your
conversions you can end up
with nothing but a large bill.
Pay Per Click Fraud.
Stop paying and you are
gone.
Copyright 2010

9. Search Engine
Optimization
Results earned by creating
optimized content and
inbound links.
Less expensive than pay per
click. Deep pockets not an
advantage.
Trusted by 70+ percent of
searchers over paid results.
If you stop, more gradual fall
in ranking.
Copyright 2010

10. Search Engine
Optimization
Takes time to rank, possibly
months.
Not a one time process.
Competition can be fierce.
Do your keyword research.
Rules change regularly.
Can get banned for Black
Hat Tactics.

11. Remarkable Content
You have to GIVE to get...
People are searching for information... give them
what they are looking for and reap rewards.
In return you will get better ranking, more
visitors, build credibility, create inbound links and
generate leads.
Copyright 2010

12. Remarkable Content
Be Creative!
Blog Posts
White Papers
Videos
Webinars
Webcasts
Podcasts
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13. Content Tips
Visitor’s skim content - use a heading, sub-
headings, bullets, linked text, bolded or italic text
and images to give visual cues.
Write to your audience’s level.
Keep pages short.
Keep content unique - Google knows!
If you quote someone don’t forget to attribute it.
Don’t use images instead of text.
Limit the number and file size of images.
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14. More Content Tips
Include keyword phrases in title, meta description,
H1, content and image descriptions if possible.
Title 70 characters or less.
Meta description 150 characters or less.
Use keywords in link text, not click here.
Use styled text for navigation.
Copyright 2010

15. Benefits of Blogging
Establish your company as a Each post is a new page
thought leader in your which can rank for
industry. additional keywords.
Changes your website from If content is good, other
static to dynamic - keeps sites will link to it.
visitors returning.
Great way to target long-tail
Gives you a way to keywords.
converse with prospects.
Copyright 2010

16. Blogging Tips
Regardless of platform, Don’t sell - entertain or
needs to be part of inform. Find a niche.
www.yourdomain.com.
200-300 words, no more.
Post frequently - at least Break long posts up into
once a week. Consider several shorter posts.
using guest bloggers or hire
a writer if you need to. Use keyword phrases in title,
tags if possible, description,
Write a title that will compel and content.
searchers to click and read.
Speak to your audience.
Keep post to a single topic.
Use images and or video
clips to make a point.
Copyright 2010

17. More Blogging Tips
Allow comments without Promote your posts via
moderation. social media.
Always reply to Make sure folks can
comments. Get a subscribe through RSS
conversation going. and email.
Register your blog. Read other blogs and
comment on them.
Analyze and adjust your
strategy. Find a blogging buddy.

18. White Papers and
eBooks
Should contain valuable All information should not
information. be behind form. You have
to give to get.
White Papers and eBooks
are typically offered Make offer interesting
as .PDF
Use “Call to Action”
Have visitors fill out a button to bring visitors
“Call To Action” form to
get paper. Consider combining video
with paper and making
“Kit”
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19. Social Media
YouTube
Linkedin
Facebook
Twitter
Social News - Digg and Reddit
Bookmarking Sites - Delicious and Stumbleupon
Copyright 2010

20. YouTube
Most popular video site on the web. Over a million
videos viewed per day.
Video should be entertaining, informative or
controversial.
Can’t be longer than 10 minutes.
Set up a channel for your company.
Upload videos to YouTube and embed in your
website or blog.
Advertising is available.
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21. Why YouTube?
Brand Recognition.
Examples:
Customer testimonials
Product demonstrations
Video tour of properties
How to videos
Two places to “Get Found” YouTube and web site.
Great measurement tools included.
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22. YouTube
Success Story: Blendtec
http://www.youtube.com/watch?v=l69Vi5IDc0g
Success Story: HubSpot
http://www.youtube.com/watch?v=4-lGe5MnBlY
Successful Spoof: Not suitable for all.
http://www.youtube.com/watch?
v=U_X5uR7VC4M&feature=PlayList&p=D19BCF9D57320E03&index=0&playnext=1
http://www.youtube.com/watch?v=4-lGe5MnBlY
Copyright 2010

23. Social Media Profile
Use a consistent picture or avatar.
Use your real name don’t add numbers or special characters.
Pick a name that is available on twitter and Facebook as well.
If you haven’t registered your company name on Social Media
sites do it quickly or someone may take your company name.
Keep your bio brief and focused on business rather than personal
info.
Include a link to your blog and website so people can find out
more about you. The links are usually no-follow so no SEO
benefits.
Include your social media info on business cards, email signatures
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24. Linkedin
Average age of users is 41.
Business focused - networking online.
Connect with people from your past and present.
Don’t ask people to connect if you don’t know
them.
Instead, request a virtual introduction to someone
through a connection.
Four levels of membership available. Lowest level is
free.
Targeted advertising available.
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25. Linkedin Groups
Groups are online communities. Some open,
others closed.
Group badge shows up on your profile.
Groups include discussions, announcements, job
postings and news.
Updates can be received in digest form.
Great way to communicate like-minded people.
Join the Corridor Nine Chamber Group!
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26. Linkedin Answers
Ask or answer questions.
Pick categories and sub-categories that are relevant to you.
Subscribe by RSS feed to receive new questions.
Great way to increase credibility providing you answer
questions well.
Linkedin shows your information, no need to put it in
answer.
You can link to information on your blog or site if
appropriate, don’t abuse!
Recommend an expert.
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27. Facebook
Originally for college students.
Fastest growing network for those 35+.
Must create a personal account first.
Create Business Page for fans.
Create link on your profile to Business Page.
Add a button to your web site.
Buy social ads.
Facebooks ad tools.
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28. Twitter
Mini Blog.
Set up personal and business account.
Limit of 140 characters.
URLs shortened
Tweet your blog posts, events, sales etc.
Find people to follow using twitter “find people”, http://
www.twellow.com/ and http://twitter.grader.com/.
Others will follow you if they find you interesting.
Search your brand and products to monitor “buzz”. Use hash
tags for events.
Avoid twitter bots.
Use TweetDeck or other tool to help you manage tweets.
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29. Social News
Members submit stories or articles they feel are
exceptional.
Digg users vote stories/articles up or down.
If voted to Front Page it can drive traffic to site.
Digg gets over 25,000 views a day.
Don’t submit an article unless it is worthy.
Get involved and submit other’s to gain trust.
Put a Digg button on your blog.
You can get banned if you try to cheat.
Copyright 2010

30. Bookmarking
Store bookmarks with Delicious. If enough
bookmark your page, it can drive traffic to you.
Need thousands of folks to bookmark you.
StumbleUpon suggests pages based on your likes
and popularity of the page. Use thumbs up or
down to vote for page. StumbleUpon is available
as a toolbar for your browser.

31. Measuring Success
What is working?
Keyword Rankings
Facts do not
Traffic to Visitors to Leads
cease to exist
Ad Campaigns because they
Link Building are ignored.
-Aldus Huxley
Tools for data gathering and analysis
HubSpot
Google Analytics
yExplore Browser Add-On
SEOMOZ Toolbar

32. The End
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