Hello Local, Meet Social – Learning the Basics at SES Chicago
Posted on 17. Nov, 2011 by Ashely Zeckman in Blog, local marketing, Local SEO, Search Engine Strategies, Search Engines, ses chicago, Small Business Internet Marketing, Small Business Marketing, social media marketing, Social Search
Proper execution of a local and social media strategy is still a head scratcher for many internet marketers. The session on “Local + Social: the Future of Promotion” featuring Gregg Stewart and Benu Aggarwal at SES Chicago was a must see to answer several important questions.
A Best Practices Approach with Gregg Stewart
Did you know that roughly 20% of all Google searches have local intent? When you look at mobile data that number is even higher. These statistics alone should show us as marketers how important a online local strategy is for improving engagement.
Checking the Box Won’t Work
While website All Facebook says that 96% of small businesses are on Facebook, Mashable.com says that 64% of small businesses think that social media is unnecessary. Part of what this data tells us that many companies are simply checking the box, but aren’t sure how to properly utilize social media marketing channels.
Caution: Mistakes Ahead
Stewart stated that the biggest mistake that advertisers trying to go local make is focusing on the wrong data. Often advertisers will say that the number of clicks on the website are not improving, or the e-commerce on the website isn’t that great. Consumers are looking for your business in a variety of places and they expect that information to be readily available and accurate.
Local + Social Best Practices
When implementing a local and social media strategy there are some key factors that are part of a best practices approach including:
- Accuracy
- Distribution
- Signal Strength
- Enrichment
A “SoLoMo” Strategy by Benu Aggarwal
Presenter Benu Aggarwal did a great job of highlighting the importance of of a social, local, and mobile strategy and the importance of integration between the three. A common theme for both presenters was the emphasis on consistency across multiple channels. In addition to remaining consistent what else should you know about a social and local strategy?
The Why, Who, & How of Social + Local
Successful local and social strategies are built upon a strong foundation. What questions should be taken into consideration when building a strategy?
- Why should you connect with your audience?
- Who should you be connected with?
- How are you going to connect with them?
- What is your audience talking about?
- Where are they socializing?
Participate in Active Conversations
Relevant and active participation in online conversations can go a long way. What are some examples of this interaction?
- Connect with brand evangelists in your area
- Respond to direct questions about great places to stay before your competition does
- Connect with users who have the power to influence others
Exploring Local Trends on Twitter
Twitter’s search capacity is better than you may think. What are some ways you can better utilize twitter from a local perspective?
- Reach out to users instead of waiting for them to come to you
- Explore discussions that are happening in your target markets
- Insert yourself into existing conversations in a productive manner
5 Ways to Enhance your Foursquare Business Page
Foursquare Business Pages can be tricky. Aggarwal recommends the following enhancements:
- Optimize your banner
- Use keywords and bullet points
- Link to other key online channels
- Create list of local interest categories
- Leave compelling and engaging tips on local businesses
Local + Social Media Key Takeaways
- Manage your listings effectively
- Continue to place importance on UGC (user generated content)
- Users like both search and social media
- Define your goals, target audience, and know where they are
- Leverage the most popular channels
- Optimize across all channels
- Integrate social, local, offline, and online channels
If executed correctly a local and social media marketing strategy can work wonders for gaining popularity, improving brand awareness, and increasing revenue. A main focus of this session was on consistency across channels. Are you incorporating local and social in your online marketing mix? What are some of your best tips?
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Hello Local, Meet Social – Learning the Basics at SES Chicago | http://www.toprankblog.com
Search, Social, & Content Work Together at SES Chicago 2011
Posted on 16. Nov, 2011 by Ashely Zeckman in Arnie Kuenn, Blog, content marketing, content marketing optimization, lee odden, Search Engine Strategies, Search Marketing, ses chicago, Small Business Internet Marketing, Small Business Marketing, Social Media, social media marketing
Wednesday morning’s panel discussion on search, social, and content was flush with information that was easy to digest and provided helpful tips for implementation. The session was moderated by Anne Kennedy from the SES Advisory board and featured speakers:
• Aaron Kahlow, Chairman & Founder, Online Marketing Summit & SES Advisory Board (@omconnect)
• Arnie Kuenn, President, Vertical Measures (@arniek)
• Lee Odden, SES Advisory Board & CEO, TopRank Online Marketing & SES Advisory Board (@leeodden)
Kahlow Presents the What, Why, How, and Who of Search, Social, and Content
Aaron Kahlow focused on some very basic but essential areas that all marketers should focus on when creating a campaign either online or offline. In regards to search, social, and content he had this to share:
What is Convergence?
According to Kahlow what convergence really means is that it’ is important to understand how these disciplines work together and how they impact each other.
Why is it Important?
If marketers are able to figure out how to leverage search, social, and content efforts the return on investment can be so much greater.
How Does Convergence Make A Difference?
By incorporating search, social, and content in multiple locations you are able to set next steps for prospects. An example would be leading users to a landing page that also allows them to like your Facebook page, follow you on twitter, get a link to a free white paper or fulfillment piece.
Who Should Be Participating?
Each and every one of us as marketers has an opportunity to participate and should take the next steps necessary to get involved.
Research & Idea Generation for Content with Arnie Kuen
One of the biggest stumbling blocks for clients is trying to come up with ideas for content that will engage customers. If a prospect is searching online one of two things will happen. They will find you, or they will find your competitors.
Why Should You Focus On Content?
A study conducted by GroupM Search found the following:
- 93% of all buyers online or in stores use search prior to making a purchase
- 86% of searchers conduct non-branded queries.
- 94% of buyers click on organic links versus 6% on paid links for branded queries.
What is the Path to Success?
Kuen provided a series of steps that will not only build foundational success but allow for killer implementation. Included were:
- Start with keyword research
- Do online research
- Determine types of content to create
- List the possibilities
- Put together a calendar
If Peanut Butter & Jelly Could Talk with Lee Odden
Marketers often get in the habit of optimizing strictly for keywords. What marketers should focus on is optimizing for customers and optimizing for outcomes. Odden went on to compare search, social, and content to a PB&J sandwich. It simply wouldn’t be the same without all of the ingredients. According to Odden Peanut Butter is the SEO, Jelly is the social media, and Bread is the content.
Optimized State of Mind
The evolution of SEO will continue to keep marketers on their toes. It is important that marketers understand that anything that can be displayed in search results can be optimized. By making sure that your content is optimized for keywords related to the audience you are trying to reach will put you on the path towards success.
Optimize For Consumer Behavior & Engagement
Knowing what it is that influences your customers is key in determining an content marketing strategy. Some examples of optimizing for consumer consumption would include determining the following:
- What devices do your consumers use?
- What format of information do they prefer?
- What different types of media can be used?
- What types of information would be useful?
- What time of day and frequency would they prefer?
- What topics and keywords are important to them?
Search, Social, and Content Takeaways
• Always know what, why, how, and who of creating a search, social, and content strategy.
• Research is essential in creating an educated marketing plan.
• Build the foundation for success.
• Take a customer centric approach
• Practice proactive optimization
Trying to find the forest through the trees can prove very difficult as it relates to marketing search, social, and content planning. However, what we learned from the speakers today was that doing your homework and building your plan the right way can produce enormous return on investment. I’m curious to know what process you as marketers have found works for creating an integrated online marketing strategy?
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© Online Marketing Blog, 2011. |
Search, Social, & Content Work Together at SES Chicago 2011 | http://www.toprankblog.com
7 Principles for User Generated Content: Michael DeHaven SES Chicago 2011
Posted on 16. Nov, 2011 by Ashely Zeckman in Blog, content marketing, Interactive Marketing, Search Engine Strategies, Search Engines, ses chicago, Small Business Internet Marketing, Small Business Marketing, ugc, user-generated content
Michael DeHaven’s presentation at SES Chicago on “User Generated SEO” started with some actual user generated content from the audience. Before the session DeHaven gave 5 volunteers a bite sized Ghirardelli chocolate bar. In exchange for the treat he asked that each of the volunteers write a review of the chocolate and then share it with the rest of the audience.
What Was the Response?
The chocolate was called everything from waxy, to too sweet, messy, and melt in your mouth goodness. In contrast the packaging created by the Ghirardelli marketers was quite different, “take time to slow down and feel yourself melt with each bite.” As you can see the professional marketers took a much different approach than the consumers.
The Marketer vs. the Consumer
According to DeHaven 80-90% of total content on many major ecommerce sites is written by end users who come to the site and give their opinions or post reviews. He then proceeded to provide a few examples of what companies believed the best keywords for their product or services were and the actual keywords consumers used to describe the business. In both of the examples listed below the keyword lists were not at all aligned.
Restaurants
Marketing Keywords: romance, fine dining, gourmet food
User Generated Keywords: great drinks, partying, view
Cosmetics
Marketing Keywords: cleanser, gentle, healthy looking
User Generated Keywords: soap, younger, looking great
7 Principles of User Generated SEO
#1: Don’t Forget SEO Fundamentals
While user generated content can be extremely powerful it is important not to forget the basics such as link building, optimization, and proper tagging.
#2: Search Engines Get Bored
When Google bots are crawling your website they are looking for fresh and relevant content. If the bots return week after week and the content has not changed they become “bored” and will be less likely to return. In order to remain competitive in the online marketplace frequent updates are a must.
#3: The Primanti Principle
A Primanti sandwich is unique because of the French fries inside the sandwich. If you add too many fries to the Primanti it can become overwhelming for the user. Similarly as a marketer you want to make sure that you aren’t overwhelming Google with too many “French fries” but a reasonable combination of foundational information and user generated content.
#4: Beware of Dilution
Typical product descriptions are optimized and written by professional marketers, user reviews are not. While user generated content is important it has it’s place. Beware of what too much user generated content can do for your SEO.
#5: Unlock the Long-Tail Vault
Marketers are constantly working to determine what keywords users are typing and which ones will drive the highest ROI. An additional challenge is determining which content should be housed on the top-level domain and which ones are better suited for microsites.
#6: Ask For Content at Relevant Times
Spending time to determine when your audience will be most willing to write a review and determining their level of qualification for submitting a review is key. If you’re promoting a concert emailing attendees the morning before the concert and asking them to share their photos on the site is a great way to entice user generated content.
#7: Convert Reviewers into Advocates
It is important that marketers set next steps for reviewers. An example provided was that of a user that wrote a laptop review and then spent the next hour (in the middle of the work day) answering over 130 laptop questions asked by other users. If that user had a great experience using the laptop think of the number of people they are reaching and advocating to on behalf of the company selling the laptop.
I really enjoyed that DeHaven’s presentation covered the ways that content can be generated by users but also what we must do as marketers to facilitate, moderate, and encourage user generated content.
I’m curious to know how much of your content you believe is generated by users? If the number is low, do you have a plan for increasing interaction? If the number is high, what have you done well that encourages users to generate content on your behalf?
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7 Principles for User Generated Content: Michael DeHaven SES Chicago 2011 | http://www.toprankblog.com
Are You A Guilty Marketer? Opening Keynote at #SESCHI by Mikel Chertudi of Adobe
Posted on 15. Nov, 2011 by Ashely Zeckman in B2B, B2C, Blog, keynote, Search Engine Strategies, ses chicago, Small Business Internet Marketing, Small Business Marketing
Mikel Chertudi, Senior Director, Global Media & Demand Marketing at Adobe Systems, presented Tuesday morning’s opening keynote at SES Chicago. The goal of his presentation was to take a deep dive into:
- How the value of what marketers do is often viewed incorrectly
- Mistakes that many marketers are guilty of
- What questions marketers should ask themselves in order to invest marketing dollars appropriately
Changing the Marketing Conversation
Often times, as marketers we talk too tactically
Many marketers today still refer to marketing dollars as “spend”, “budgets”, or “cost centers”. One of the things that Chertudi urges online marketers to do is change the conversation. What does this mean? Organizations should begin considering marketing costs as an investment and not just a cost. Instead of focusing on the “burn rate” we are urged to focus on determining if our investment is large enough to fuel the growth of the company. This will enable marketing to be properly viewed as a means of growing the organization instead of being perceived as a cost center.
Alleged Counts of Being Convinced Guilty
What we know we should do better, but don’t
Marketers often are aware of the areas within their department that require improvement but they simply don’t take the time to make adjustments. What are the different types of marketers and what are they guilty of?
- Guilty Marketers: Those knowingly operating in a suboptimal fashion and wasting budget.
- Wishful Marketers: Those hoping their efforts are positively impacting business but are lacking evidence.
- Clueless Marketers: Those that should know better, but no one has stated the obvious.
The 7 Counts of Marketing Guilt
1. Lack of clear strategy and objectives
2. Sloppy efforts to track and measure
3. Assuming Too Much
4. Too much science
5. Too much art
6. Short-term vs. long-term oriented
7. Unauthentic
Negligent Acts of Wishfulness aka Cluelessness
According to Chertudi there are 3 types of negligent acts committed by marketers on a regular basis.
Misunderstanding the Business: Organizations often invest funds into the top of the funnel without understanding how it truly impacts the bottom line. As marketers we need to really understand how it is that our business operates.
Organizational and Tactic Silos: Considering the impact that one form of marketing has on another is key in forming strategy. By properly utilizing technology we can better understand these silos and how they work together.
Improperly Attributing Attribution Models: The majority of marketers are not aware of what models they are using. If you don’t understand the difference between last click, first, all, even, and weighted models you are leaving money on the table as a result.
Investing Correctly
Questions that every CMO should Ask
- Which words do we use? As marketers it is important to shift focus from marketing spend to ROI by quantifying results in terms of sales.
- Do we validate what we assume to know? If we are making assumptions we should be aware of how largely these assumptions impact our bottom line.
- Do we have a clear way to measure and track results? Proper implementation of marketing measurement tools and the diligence to de-duplicate results if needed will help us to track our results.
- Attribute to the real results and what are the financial outcomes? Tracking the impact of marketing results and the financial outcomes is essential for proper measurement.
- Can we attribute attribution correctly? Over 98% of marketers cannot do this correctly because they do not have the right set of tools.
- Is your marketing department behaving like a team? Each segment of your marketing department is working towards a common goal of increased sales. Knowing how each of these marketing initiatives works and what impact they have on growth something that all marketers need to know.
- Can you balance the left brain and the right brain? There needs to be a proper balance between art and science. Just because something works doesn’t mean that it is always the correct course of action.
Depending on the size and nature of your business there are many impacts large and small that marketing investment can have on your company. It is imperative that marketers continue to focus on accountability and real measures of attribution as they impact the bottom line.
For our readers, I’m curious to know what marketing “sin” are you most guilty of? What do you know you should be doing better but haven’t been able to? Is Marketing viewed as an “investment” or a “cost center” in your organization?
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© Online Marketing Blog, 2011. |
Are You A Guilty Marketer? Opening Keynote at #SESCHI by Mikel Chertudi of Adobe | http://www.toprankblog.com
What Chicago’s Best Restaurants Can Teach Us About Search & Social Media Marketing
Posted on 15. Nov, 2011 by Ashely Zeckman in Blog, content marketing, Search Engine Strategies, Search Marketing, ses chicago, Small Business Internet Marketing, Small Business Marketing, Social Media, Twitter
I’m going to be visiting the windy city for SES Chicago this week and have been trying to figure out where to explore if I can find some time while I’m there. I always enjoy a great meal so turning to search engines and social media platforms was an obvious answer for me to find great restaurants.
Understanding how end consumers use search and social to find and discuss your business online is key in creating an effective online marketing strategy. The more that you study and adapt your strategy to positively impact new customers, the more successful your social media strategy will be.
What Would You Search For?
When assembling an optimized social media strategy it is important to get in the mindset of your audience. That means thinking about search as well as social since the discovery experience often involves both. Put yourself in the mind of your customer: What search phrases would you use to find what you were looking for?
The easy choice for researching keywords is the free Google AdWords Keyword Tool. If you’re a restaurant owner in Chicago that expects online customers to find the restaurant and book reservations, it’s essential to know the most relevant and popular keywords searched on a monthly basis.
Below is an example of a keyword search that I completed as it relates to finding a great restaurant in Chicago. Many social media strategists don’t consider researching keyword phrases, but it is imperative that you are aware of the different variations of keywords that can be used to locate your business. Customers might start the process of finding a restaurant with search first, before going to their friends and asking for recommendations.
Google’s AdWords Keyword Tool will show keyword competitiveness, monthly searches per month and additional keyword ideas. Now you can use those phrases as inspiration when creating social content that is a little more search friendly (optimized) socially. Other keyword research tools include: WordTracker, Wordstream and Ubersuggest.
Takeaway #1: Know Your Audience.
By getting into the search mindset of your audience you are more equipped to develop a need based social media marketing strategy. Customers looking for services and things like restaurants often go to their social networks and ask for recommendations and then to a search engine like Google to get more information. Other customers will start the process at Google and then ask their friends for opinions about what they found in the search results. Either way, it’s important to use the tools available to you in order to understand how customers are using search and social so your marketing can be present at the moment of need.
Provide Value To Your Followers (and prospective followers)
Twitter provides a great deal of information when it comes to seeing what users (and businesses) have to say about a phrase like the “best restaurants in Chicago.” What I typically find is a good mixture of user generated content as well as businesses that have incorporated my search term into their social keyword strategy. In fact, one of the top 5 tweets related to my search term was published by a restaurant.
Rosebud Restaurants (@RoseBud_Chicago) is a search result created by a business as part of a social strategy. Marketers within any industry can take note of the way that RoseBud Chicago has optimized for keywords and worked to provide useful information to their followers. The content is clever, engaging, and links to their Facebook page which displays mouth watering photos of select menu items.
Takeaway #2: Provide Value.
Worthwhile content can go a long way. Although you may not have photos of your products or services on display there are still things of great value that you can provide. Perhaps a series of white papers or news articles that are relevant to your audience will entice them to research you further and take next steps. If you don’t provide valuable information to your potential customers someone else will.
Don’t Sit and Wait: Be Sure to Engage Your Followers
Interaction is key when executing a social media strategy. I think that sometimes we lose sight of the fact that social media should be a combination of sales and marketing. Simply pushing out information will not get results. The more that you can engage your audience and encourage them to share and act, the more willing they will be to come back for more and tell their network to do the same. Another Chicago establishment that I think is doing a good job of this is Protein Bar Chicago (@proteinbarchi). Not only is Protein Bar Chicago responding to tweets but they are also asking engaging questions to inspire next steps.
Takeaway #3: Engagement is good for business.
Simple acknowledgment of fans and followers helps build the relationship between a customer and a service provider. Asking engaging questions and providing timely response to questions can have a very large impact on brand loyalty and business.
User Generated Content Can Have a Large Impact
Think outside of the box when it comes to online sharing. While it is true that some users (like myself) will turn directly to their social networks, others may not. If someone goes to Google and searches for the “best Chicago restaurants” are the results on the first page likely to be typical social media profiles? Chances are that they wont. By utilizing sites that allow for user generated content this opens up a whole new world of possibilities. For review websites such as Yelp, Zagat, and UrbanSpoon, users provide detailed information about the restaurant atmosphere, price, menu, service, etc. Remember, happy customers can equal brand advocates.
Takaway #4: Keep customers happy and encourage them to share.
Do you know what sites your target audience uses to voice their opinions about products or services such as yours? By identifying these platforms in addition to standard social media sites that you should have an active presence on you are poised to cover bases that your competition may not have considered.
What Now?
I know that in this post I have provided a very small example of how one industry can connect and engage customers through search and social media, but I challenge you to apply it to your own company and to think about the following questions and how they relate to your target audience:
- What is your audience searching for?
- What are the problems that your product/service solves?
- What makes your product/service different from competitors?
- What can you do to differentiate your business and engage prospects and customers online?
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What Chicago’s Best Restaurants Can Teach Us About Search & Social Media Marketing | http://www.toprankblog.com
Grab Your Jacket – The Windy City Blows In Big Talent For SES Chicago 2011
Posted on 01. Nov, 2011 by Ashely Zeckman in Blog, conference, content marketing, Search Engine Strategies, ses chicago, Small Business Internet Marketing, Small Business Marketing, Social Media
With over 70 sessions SES Chicago running November 14-18, 2011 is a virtual smorgasbord of information for Marketing and SEO professionals alike. Many topics will be covered including: PPC, keyword research, SEO, social media, local marketing, mobile marketing, link building, content, optimization, usability, and so much more. With so many sessions to choose from where should you begin? Below are a list of ‘must see’ sessions that I will be sure to check out while I’m there.
#1 – Winning! Measuring Social Media Success
While I doubt that Eli Goodman and Tami Dalley will be channelling Charlie Sheen I am still very interested to hear their take on measuring the success of social campaigns. I would recommend having your social media metrics handy if possible ( I know I will), so that you can apply the speakers instruction on estimating the value of your fans and followers in real time. Who knows, we may find that we score better than anticipated.
#2 – Information Architecture for the Modern Website
This session featuring Shari Thurow really caught my attention. Why? As marketers and SEO professionals we are mostly aware of best practices for optimizing a site and making it search friendly. But what about the site structure and content flow? Is it user friendly? Does it allow my audience to get to where they want to go as hassle free as possible? As the online landscape evolves I for one intend to learn as much as I can to help my company engage our audience.
#3 – Conversion Tools of the Master Crafstman
Having the right tools in your arsenal can quantify a companies social media strategy. However, when shopping around the question always arises: do I use the tools that are free and might have limited capabilities, or go for the Ferrari that may be outside of the current budget? Author Bryan Eisenberg will be providing the audience with the lowdown on tools (free and paid) that assist with identifying and fixing web conversions. Also, be sure not to miss Bryan’s guest post on the TopRank Online Blog next week which will have a preview of some of the tools he recommends.
#4 – The Convergence of Search, Social, and Content Marketing
Working with Lee Odden I’ve come to realize just how important the combination of search, social, and content really is. I am curious to hear the methods that the panel moderated by Anne Kennedy and featuring Aaron Kahlow and Arnie Kuenn recommends for combining the three to target and engage an audience. I am also very interested in the step-by-step case studies that will be provided as examples for compiling a list of our own successes for our clients.
#5 – Keynote – Search: Where to Next?
I have my own ideas on where search will be within the next year or two, but five to ten years? No clue! Thursday morning’s keynote moderated by Anne Kennedy and featuring speakers Eli Goodman, Zephrin Lasker, Alan Osetek, and Dana Todd will provide insight into the next generation of search and what it means for marketers. I would be prepared to take great notes during this session so that you can begin dialing in your strategy for not only 2012 but what you should be on the lookout for in the years to follow.
#6 – Content Marketing Optimization
If it can be searched it can be optimized. Makes sense right? So much of the social web has become focused on content creation, promotion, and optimization. What is the point of creating all of this useful content if your audience can’t find it? This session by Lee Odden will provide strategies and tactics for executing on a successful content strategy while keeping optimization and search in mind.
And Don’t Forget To Network
As a conference attendee I’ve found that I often learn just as much while networking as I do during the sessions. While I wouldn’t recommend charging at the presenters from across the room when you spot them I would ask that you keep a couple things in mind:
- If you have a question that you would really like answered be sure to write it down during the session so that if you do catch the attention of a presenter you have a clear and concise question to ask.
- Attend the conference organized meals if possible. This is a great opportunity to get to know other people within your industry and learn from their experiences.
I hope to see all of you at SES Chicago in a few weeks. Be sure to follow the conference buzz on twitter under hashtag #SESCHI. Check out SES Chicago’s information page for a full schedule of sessions and training. TopRank will also be live blogging and tweeting at the event @toprank, @leeodden, and @azeckman for those of you who don’t already follow us.
Are there some great sessions you’ll be attending that I didn’t include? Feel free to share your top picks for SES Chicago by commenting on my post. Also, if you’re a foodie like me and you have an opportunity to explore the city, Chicago Magazine recently released a list of the 22 best new restaurants in Chicago.
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© Online Marketing Blog, 2011. |
Grab Your Jacket – The Windy City Blows In Big Talent For SES Chicago 2011 | http://www.toprankblog.com
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