Lee Odden of TopRank Online Marketing presents on developing an integrated online marketing strategy focused on SEO, Social Media and Content Marketing at Fusion Marketing Experience in Antwerp Belgium.
4. Every 2 Days,
We Create As Much
Information
As We Did Since the
Dawn of Time
To 2003
Source: Eric Schmidt – 8/10 (via TechCrunch)
@leeodden - #fusionmex
5. Google sites handle 88 billion searches
per month worldwide
Source:
comScore
At any given time there
are 50-200 different
versions of Google’s core
algorithm in the wild
*Google Inside Search
What are you
optimizing for?
@leeodden - #ionsearch
6. Is All of Your Content Findable?
Is it Shareable?
Search Social
@leeodden - #ionsearch
8. SEO Basics Have Evolved
Products Tech SEO Audit
Topical Focus
Services
Keyword Glossary
Search Words
Category
Keywords
Keywords Social Topics
Keywords
Category Blogs
Keywords Social Topics
Keywords
Keywords
Keywords
Conversions
@leeodden - #ionsearch
9. What About Customers?
Customers Experiences Outcomes
Optimizing for consumers, experiences &
outcomes transcends Google, Social or Content.
@leeodden - #ionsearch
13. Brands Are Betting Big on Social Via MarketingProfs
63% - Social
45% - Email
45% - Content
43% - SEO/M
36% - Video
@leeodden - #fusionmex
14. “Companies with a high level of social
engagement enjoyed an ROI almost
four times higher than companies with
no social media presence.”
PulsePoint and the Economist Intelligence Unit 2012
The Economics of the Socially Engaged Enterprise
@leeodden - #fusionmex
15. Impact of Social
Brand
Awareness
Recruit New
Customers
@leeodden - #fusionmex
17. Customers Do!
53%
Of time on the
internet is content
consumption.
AOL Nielsen 5/11
U.S.: 27 million shared per day
AOL Nielsen 5/11
@leeodden - #fusionmex
18. B2B Buyers in
UK, France, Germany
Italy, Belgium
Buyersphere Report 2011 @leeodden - #fusionmex
22. Discovery - Consumption - Sharing
“I need a digital camera”
Asks friends on FB
Searches Google SERP: Article
Digital camera
reviews.
Suggested cameras
Are they any good?
Read our
Customer Reviews
See Ratings
Purchase:
Buys a Sony NEX-5
Post to Twitter &
FB:
“I just bought a Sony
Consumer NEX-5 from Cameras Cameras R Us
@THX!
R Us!
@leeodden - #fusionmex
23. Let’s Break That Down
Article on a digital
camera. Previews
of digital cameras
that show how
good tthey are.
Article on a digital
camera. Previews
Article on a digital
of digital cameras on a digital
camera.Article
Previews
that show howcameras
of digitalcamera. Previews
good that show how cameras
tthey are. digital
of
good tthey are.
that show how
good tthey are.
$
Consumer Cameras R Us
@THX!
@leeodden - #fusionmex
24. Understand Your
Audience
What are they interested in?
Where do they look for it?
How do they prefer to
consume that content?
What formats and media do
they like most?
Why do they share & buy?
@leeodden - #fusionmex
25. Discovery: Influential Sources
B2B Buyers:
UK & Germany
Focus on New
Media
France, Italy &
Belgium Value
Traditional
Media
Buyersphere Report 2011 @leeodden - #fusionmex
27. Sharing:
Twitter leads
in sharing of
brand content
Each shared
message will
reach an avg
of 77 friends
Source: eCircle
European Social Media &
@leeodden - #fusionmex Email Marketing Study
28. What’s a good model for
Integrating the best of
SEO, Social Media
and Content?
@leeodden - #fusionmex
29. Optimized & Socialized Framework
Awareness > Interest > Consideration > Purchase
Research Keywords Content & Optimize
Customer Topics Promotion Socialize
Segments Message Plan Promote
Preferences Search & Topics, SEO Social & SEO
Pain Points Social Data Calendar, Networking,
Behaviors Sources Repurpose Link Building
@leeodden - #fusionmex
34. 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 - #fusionmex
35. Use, Evaluate & Recommend
For Social SEO Best Practices
@leeodden - #fusionmex
36. Optimize Is a State of Mind
Website Blog
Book Google+
White Papers Twitter
Articles Facebook
Guides YouTube
Webinars Flickr
Guest Posts
ABO LinkedIn
Events Slideshare
Press Releases
@leeodden - #fusionmex
37. 3 Takeaways
1
Customer Centric Keywords: Research
keywords & Social topics to inspire a social
content plan.
2
Incorporate SEO, SMO in Processes:
Optimize and socialize all content production &
integrate analytics.
3
ABO: Always Be Optimizing
Establish organizational & interdepartmental
goals. Cross train on SEO, Social & Content.
@leeodden - #fusionmex
Digital Marketing Integration: Social, Search and ContentLee Odden, Author: Optimize, CEO: TopRank Online Marketinghttp://optimizebook.comhttp://www.toprankmarketing.comhttp://www.toprankblog.comEvery 60 seconds there are over 1,500 blog posts, 90,000 tweets, 700,000 Facebook status updates and over 700,000 search queries on Google. The sheer volume of content produced and shared by connected consumers is overwhelming. With independent search, social media and content marketing efforts, brands are hard pressed to find an effective model for integration. The search and social web are reliant on content and it is through more effective content marketing that brands can cut through the noise to meaningful customer engagement and sales. This presentation will outline key trends in the relationship between consumers and content by understanding Discovery, Consumption and Sharing preferences and how a content marketing strategy that integrates the best of SEO and Social Media can boost Digital Marketing effectiveness.
What happens in 60 seconds on the internet?
http://techcrunch.com/2010/08/04/schmidt-data/
http://www.comscore.com/Press_Events/Press_Releases/2010/1/Global_Search_Market_Grows_46_Percent_in_200970% of brands social media content (FB or Twitter) doesn’t rank in top 20 on Google for brand namehttp://www.brightedge.com/2011-04-18-brightedge-study-social-media-seo-optimization
The intersection of SEO, Social Media and Content Marketing arms marketers with a 360 degree opportunity to attract, engage & retain customers online.
As marketers gear up for the fourth quarter, the busiest time on their marketing calendars, nearly two-thirds (63.4%) say they are planning to increase focus on social media over the next 12 months, while nearly one-half plan to increase focus on email (45.5%) and content marketing (45.3%), according to a new survey from Bizo.Moreover, among those who conduct social marketing, most (97%) say social media is now more or equally important to the marketing mix than it was in the previous year.http://www.marketingprofs.com/charts/2011/5786/brands-betting-big-on-social-email-content-marketing?adref=nl082511