Posts Tagged webinar

Are You Developing Your Social Media Strategy?

Posted by seo in facebook, social media, twitter on February 5, 2010

Another rainy Friday morning in Los Angeles! We began this one with the first out of a series of implementation courses by The Art of Online Marketing and Rachel Perlmutter.

Equipping Your Marketing Tool Belt
From the beginning, a very important point was made and that is: social media is just another marketing channel. Think about social media tactics as another marketing tool. Like other traditional channels, this means that you need to set a strategy in order to realize your goals. A big mistake many make is that they get too caught up in social media without realizing any success. Friends and fans mean nothing if they can’t be translated into real life.

Your Virtual Reputation
Next, when you’re present on social media sites, how do you portray yourself? Do you have a professional picture? Are you comfortable with this picture and profile representing your brand? An easy way to think about this is to think about how you behave at an actual networking event. You want to be friendly and make small talk before pushing your business cards into other people’s faces. At the same time, be wary of the people you meet and see if they are actually interested in providing you with value.

Don’t Waste Your Time
Many may get caught up in the social media marketing hype because it’s “free”. But remember, your time is certainly not free! Self and time management will help make your time spent on social media sites more effective and efficient. Rachel suggests taking an hour or so out of the day dedicated to your social media activities. Who really spends hours on end on Twitter? Except for the Twitterholics, most people will want to break up their time spent into 10 minute blocks. Sounds like great advice for those who don’t want to waste their time.

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5 Social Media Tips for 2010 Webinar with Sally Falkow

Posted by seo in Search Marketing, Video Marketing, social media on December 17, 2009

Just attended a great webinar moderated by Sally Falkow. Here’s an overview of some great tips she focused on:

1) Use news feeds to push and pull your content.
Make use of RSS (really simple syndication) to push info on your site. From blogs to content pages, search engines look favorably on your links when they show up in news feeds. On the plus side, news feeds can expose your content to new audiences and give your site more traffic.

2) Monitor what’s said about your company.
Whether it’s using Google Trends or a service like NetVibes, it’s important to stay updated on who’s saying what about your company.

3) Measure the effectiveness your social media efforts.
Using Google Analytics, you can track where your traffic is coming from. If your bounce rate is fairly high, you might need to update your content and make it more user-friendly. Make the most out of these tools to measure all your social media and marketing efforts.

4) Use a branded video player.
Video views on YouTube are exploding as users are rushing over to the site over Google for their search needs. By using a service like Veeple, you can track real-time analytics of viewers watching your videos.

5) Integrate a social media newsroom into your website.
It’s a great place for bloggers, journalists, and readers alike. With a newsroom, it’s convenient to organize all your press releases, videos, pictures, and testimonials. Having ‘connect this’ buttons (like Digg and Twitter), makes it easier for readers to share your content.

Stay tuned for the next webinar in January!

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PPC Negative Keywords: Maximizing the Positive Effect

Posted by seo in Local Search Marketing Workshop, Search Marketing on October 13, 2009

Just this morning, we sat in on a webinar titled, “PPC Negative Keywords: Maximizing the Positive Effect”.  It was hosted by Marin Software and Ken Jurina, the co-founder and CEO of of Epiar, Inc.  Here are some of the gems we plucked from our experience – some we know, but some of it was a kick in the pants to spend more time thinking negative.

Negative keywords instruct search engines to not display your ads, decreasing irrelevant queries, impressions and most importantly clicks and spend.

An interesting reverse logic idea that was mentioned: you may want to consider using negative keywords for legitimate terms.  Maybe these terms are spending a lot of money and bringing lots of traffic but they are expensive and converting poorly.  Other great reasons to use negative keywords are:

  • Expensive conversions
  • Expensive clicks
  • Limited budget
  • Bad brand association
  • Not relevant for the user
  • Quality improvements
  • Lowering costs

An important, sometimes hard to find tidbit for each of the search engines is:  What are their negative keyword limits?

  • With Google – 10,000 negative keywords in Ad Campaign or 5,000 at Ad Group Level
  • With Yahoo – 250 negative keywords at Ad Campaign Level or Ad Group Level
    • Singular term covers plural and misspellings
  • With Microsoft adCenter - 1024 character including spaces and commas
    • Campaign, ad group or keyword level

A major lesson seemed to be that ultimately, a combination of exact phrase broad and maximized negative keywords is the best way to target paid search.  Keep in mind that negative keywords have no impact on exact match terms.

So – I’m sold on the idea of switching to more broad and phrase matching and adding negative keywords to all of my accounts.  After adding broad and phrase match and negative keywords, what can I expect?

  • Your ads will now appear on the relevant long tail phrases
  • Your ads will get better exposure to better prospects, which means increased leads and increased revenue!
  • You can now advertise on long tail phrases where your competitors dare not tread, meaning more cheap clicks for you without the dangers of broad match.
  • Once your ads get impressions deep into the long tail phrases, your advertising reach may double, triple, or more!

OK – great, now how do I build these lists?  What tools are there for me to use?

Manually, using intuition and industry knowledge.

Scan through past referring phrases that did not convert, had bounce rates or were trash

So – In the end, negative keywords is a simple concept, important part of every campaign and can according, to today’s webinar, save up 20-40% on spend.  Wow, that’s a “no-brainer”.

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Advanced Business Blogging Webinar by Hubspot Review

Posted by seo in Bloggging, search engine optimization, social media on January 24, 2009

bill gatesI attended a webinar today on advanced business blogging by Hubspot. Don’t let the advanced part in the title scare you away. Hubspot, an online marketing company similar to emarketed, does a great job on providing webinars. Today’s webinar focused on blogging and can be viewed here. A few notes about the actual webinar that really made this interesting. First they had a powerpoint of the webinar that can be accessed here through SlideShare and a live video feed of the presenter that was being pulled from Mogulus. You can view Hubspot’s channel here. Mogulus provides a free service and a paid version which removes the advertisements. There were no advertisements on the webinar but when I viewed the video on Mogulus there were advertisements. So I’m assuming that Hubspot is using the free version. They have over 800 viewers on the webinar today! You can view all of their shows on their Mogulus channel or here on their site. Hubspot also integrated their Twitter account into the presentation so you could ask questions through Twitter during the webinar. There were also links to Facebook and LinkedIn as well from the webinar page. These are all free tools that any one can use.  The use of these social media tools was very impressive and is definately something that we’re looking to integrate into our next version of our emarketed site. They were able to utlize these free services which can be used by anyone: Twitter, SlideShare, Facebook, & Mogulus

Ok, lets get into some of the key points from the webinar. A lot of the content which I’m proud to say has been discussed by emarketed in past blogs. Hubspot goes into why you should blog with 5 keys to a successful blogging:

1. Pick your target personas
2. Create a mix of posts
3. Write great posts
4. Sustain it
5. Spread it

One of the great take aways from this webinar is that your SEO (search engine optimization) efforts can start from your blog. You should write content that relates to your products and/or services. One thing to remember though is that SEO takes time and this is the same for writing blog posts. You will not see the direct results of your blog writing for several months. You also have to promote your blog once it’s up. It’s the same for your website which our clients are starting to understand. People will not just magically stumble across your blog when you write content. It must be promoted. Some of the methods Hubspot discussed were the following: post to twitter, comment on other blogs, post to facebook, start building a list of subscribers to your blog. They also had a great tip about using images through Flickr so I took their advice for this blog post. We do not always uses images in blog posts but I can see how it makes the blog easier to read with an image.

For more information regarding the webinar you’ll have to watch it at the following link.

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You can’t ignore social media!

Posted by seo in Bloggging, Video Marketing, social media on December 15, 2008

I just finished a webinar by ClickZ titled “Conversational Marketing: How to Develop a Successfull Social Media Strategy” presented by Dave Evans, author of Social Media Marketing: An Hour a Day. The webinar should be available later today or tomorrow to watch. Dave Evans is a social media guru and was able to do a good job in the limited time he had to discuss this subject.

One of the key takeaways for me was that you can’t ignore social media. It’s here to stay and he gave a great example of a user that created a fake ExxonMobil twitter account and amassed a huge following while ExxonMobil was not aware of this. They finally found out and shut down the twitter account. Click here to see this shut down account. Mr. Evans thought that the better use of this twitter account with the following it had amassed would of been for the company to actually take it over and start using the twitter account for PR. I agree.

The webinar also talked about how social media is just one function of your overall marketing campaign and how this should be integrated in with your print, tv, and any other advertising campaign you’re running.

Social media involves participating with your potential customer or existing customers. Social media inlcudes some of the following mediums: blogs, microblogs (twitter), photos, audio, and videos

Get started today! emarketed currently is ramping up as well with social media and is offering this as a service to enhance your search marketing campaign. Sign up for a Twitter account today and start following us on Twitter and follow other companies in your related industry to see what they are doing in the social media space. Also start a blog with a free account through WordPress and follow other bloggers in your space.  Also signup to YouTube as well if you have some videos or presentations to share with others. We’ve been using YouTube more agressively over the last few months and have found it beneficial to our business. You can preview our channel to see some of the videos we’ve created for our clients which has been part of a social media campaign for our clients which involved website video marketing. And lastly also sign up for a Facebook account and start using facebook even if you don’t plan on using it for your business right away. It’s imperative that you start using Facebook so you can see how people are using it and how adverters are starting to target their demographics.

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