The Essential Business Roadmap to
Social Media & Mobile Marketing
By
Heather Lutze
CEO/Founder Findability Group
Meet Heather Lutze
Heather is the widely acclaimed speaker, trainer, and consultant
who literally wrote the book on search engine marketing. Two
books, in fact -- The Findability Formula: The Easy, Non-Technical
Approach to Search Engine Marketing and the brand NEW
Thumbonomics: The Essential Business Roadmap for Social Media &
Mobile Marketing. Her writing and in-demand keynotes and
workshops are delivered with the same witty, “no-geek-speak”
style that has managed to demystify
internet marketing for countless
business owners.
Breaking free of corporate “cubicle”
jobs well over ten years ago with
nothing more than a dream of entrepreneurship and a
basement computer, Heather has built her business into a
multimillion dollar Denver SEM company—the Findability
Group.
These days, you will usually find Heather either preparing to
leave for a speaking engagement or just getting back from one.
(Apparently, jet-lag is not an issue.) As for her “street cred,”
Heather spent three years training advertisers in Paid Search
techniques for Yahoo! Search Marketing. She is a member of the National Speaker’s
Association (NSA), a sought after Vistage International Speaker and has shared the
stage with Tony Robbins Business Mastery in Fiji and London. And yes, Heather has
even been on Oprah, and will tell you all about it if you
ask!
Heather founded Findability Group in 2000 in response to
all the frustrated web site owners who had paid good
money for beautiful, high-tech web sites that weren’t
bringing in business. As CEO of Findability Group, Heather
leads a dedicated and slightly obsessed team of fifteen
search marketing pros, whose mission is helping
companies connect with their ideal customers online.
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Thumbonomics.com
Your F.A.P. - Findability Action Plan
SUCCESS =
WORLD DOMINATION BY _______________ ______________!
My Keyword Focus:
Write your BUYING KEYWORDS from Page 8 of Handout
1.
2.
3.
4.
The Plan:
Step 1: Understand My Business’ Findability
- Connect with __________________________________________________
- Start with _____________________________________________________
- Don’t Guess – Use_______________________________________________
Step 2: Execute a Plan of Attack
- _____________________________________________________________
- _____________________________________________________________
- _____________________________________________________________
Step 3:____________________________________________________________
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Your F.A.P. Score
FINDABILITY ACTION PLAN (FAP)
Use this quick diagnosis to determine your FAP Score
Instructions – fill in your points below, and then total them for your score.
Any category that is an “I don’t know” is a “0”
(as well as your first step to find out when you return to work!)
______I have a website (30 points)
______My website has a blog (10 points)
______I run Pay Per Click ads for my business
(either in Google Adwords, or Bing AdCenter) (30 points)
Sub Total (rows 1-3)____________
______I have Twitter setup for my brand (10 points)
______I have Facebook setup for my brand (10 points)
______I have LinkedIn setup for my brand (10 points)
______I have YouTube setup for my brand (10 points)
Sub Total (rows 4-7)____________
______I have some sort of tracking on my website, that tells me how much traffic I get,
what that traffic is doing, and if they are filling in a form or buying something
on my website (10 points)
______My website or social media is ranking for at least 10 keyword searches that
don’t include by brand name in them (10 points)
Sub Total (rows 8-9)____________
Your F.A.P. Score
Sub Total 1 (rows 1-3): ____________
Sub Total 2 (rows 4-7): ____________
Sub Total 3 (rows 8-9): ____________
Your Total Score: ________________
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Score Levels:
0-80: You have got your Findability work cut out for you! Follow the action plan to
connect with your keywords and start building your brand & Findability in the key areas
online.
90-110: You are close but not all the way – where are you low on points above? If you
were lower than 70 on Sub Total 1, it’s time to re-check the fundamentals, if you were
lower than 40 on Sub Total , it’s time to get social, and if you were lower than 20 on
Sub Total 3, you’ve got a tracking issue.
120-130: You’ve obviously got a team that knows what they’re doing! You’re ready for
the next step in Search Marketing (ranking for more keyword phrases and starting to
pull market share from you competitors online).
Your FAP Score:______________
Your Action Items:
1.
2.
3.
4.
5.
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The Stats
- 76.3% of American adults are online.
- There are more than 18.5 billion searches conducted each month
- $133.7 billion was made on U.S. e-commerce sales alone in 2008
- YouTube.com is searched more than Yahoo! or Bing each month
- If Facebook were a country, it would be the third largest in the world with a
population of more 500 million people
- Twitter has gained 40 million users and a 62 percent increase in mobile use of
the platform
- 22 percent of Fortune 500 companies have a public-facing blog with at least one
post in the past 12 months
- Social networking site usage grew 88 percent among Internet users aged 55-64
between April 2009 and May 2010
Sources:
- Pew Research Internet and American Life Project
- ComScore
- ClickZ
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SUCCESS = WORLD DOMINATION BY KEYWORD PHRASE
NOTES:
______________________________________________________________
______________________________________________________________
______________________________________________________________
______________________________________________________________
______________________________________________________________
______________________________________________________________
______________________________________________________________
______________________________________________________________
______________________________________________________________
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The Findability Buying Cycle
Information Keywords
Researching and gathering data
Notes:
Shopping Keywords
Comparing and contrasting brands, features, benefits, and
advantages
Notes:
Buying Keywords
Comparing price, locations, product model numbers, and other
specific criteria
Notes:
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Keyword Activity
1. Buddy up with the person next to you.
2. Select one business and describe to your partner
3. Write 1-2 “Informational” Keywords
4. Write 1-2 “Shopping” Keywords
5. Write 1-2 “Buying” Keywords”
6. You have five minutes, so work fast!
Informational
(Example: Television)
1.
2.
Shopping
(Example: Sony Television)
1.
2.
Buying
(Example: Sony Plasma Television Repair)
1.
2.
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Findability Formula Keyword Tools
Google Adwords Keyword Tool
Pop up the hood on Google and see all the searches by volume per month for any
keyword phrase for the last year. This is cool stuff!
Don’t forget to bookmark this!
https://adwords.google.com/select/KeywordToolExternal
or Search for “Keyword Tool” in Google, it’s the first natural listing in search results.
How to use the Google Keyword Tool:
Step 1: Type in a shopping-level keyword phrase, for example “business coaching”
Step 2: Use advanced options if you want to see data other than U.S. searches
Step 3: Fill in the CAPTCHA and click “Search”
Step 4: Click the title “Global Monthly Searches” one time to sort the list
The Columns:
Keyword – This is the search that a user has made in Google’s search box
Competition – Indicator (Low, Medium, High) of how competitive this keyword is in
paid search. (PPC) This gives you an idea of how competitive it is in organic rankings.
Global Monthly Searches – Monthly average of global searches over the past year.
Local Monthly Searches – Monthly average of US (or country selected) searches over
past year.
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Social Media Marketing (SMM)
What is Social Media Marketing?
1. Create a Community
2. Social Proof you are the expert
3. Build relationships
4. Branding
NOTES:
_______________________________________________________________________
_______________________________________________________________________
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Person vs. Persona –
Focusing on keeping your business “persona” separate from your personal life –
A few things to keep in mind:
1. If you don’t want everyone in the world to know it, don’t put it online (even if it’s
on a “private” platform)
2. If you want to separate your personal & business lives on social media, use
Facebook for your personal family & friends, and make sure to keep that
platform on “private” settings.
3. *Recommendation – Create a business persona, using standard marketing
persona techniques, which can represent your business online.
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Social Media Corporate Policy
Free Resource: Download a free copy of Findability Groups Social Media Corporate
Policy at www.FindabilityGroup.com/CorporatePolicy
The key elements of a Good Social Media Corporate Policy
1. The policy must be firm
a. Recommendation: Have every member of your staff read and sign the
policy.
2. Clear rules of engagement
a. Make it obvious what the rules regarding social media are, both during and
after business hours. We also recommend specifically defining what social
media is, so that there is no uncertainty among your staff.
3. Etiquette regulations
a. This is a list that may not get your employee fired, but is just good
branding practice. This includes rules such as:
i.
ii.
iii.
iv.
Don’t talk about your meals or the weather.
Don’t TYPE IN ALL CAPS- IT’S ANNOYING TO READERS
Don’t make hard sales pitches all the time
Etc.
4. Team Coordination
a. Social Media marketing usually touches multiple departments (IT,
Branding, Marketing, Sales and Customer Service). Having regular
meetings between these groups, as well as a clear social media team
leader, can really help keep these groups coordinated.
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Twitter
How to Optimize Twitter for Business Results
1. Tweet Posts
o Use either a keyword or a hash tag (for example #InternetMarketing)
o Check Hashtags.org for good hash tags to use
2. Twitter Profile
What to Tweet About
 Tools & Tips
o Ex: “HeatherLutze - Top 14 things Marketers Need to Know About QR
Codes: http://ow.ly/4Ly8y #InternetMarketing”
 Industry News & Trends
o EX: “HeatherLutze - Skype to be sold for $1.4 Billion, Talk about some
serious cash http://ow.ly/4SwSc #SearchEngineMarketing”
 YouTube videos that fit your industry
o Ex: “ SEO Expert: Webinar on how to integrate social into your website:
http://ow.ly/4LDkd”
 Anything you post online (blog, facebook, youtube, etc.)
o EX: “Internet Marketing Speaker - Had a Fantastic interview with Propel
Growth: Explaining the importance of Findability check it out:
http://ow.ly/4LxQO”
 Quotes
o EX: “The only way to put out a social-media fire is with social-media water.
– Ramon DeLeon, managing partner of six Domino’s stores in Chicago”
 Re-Tweets of Industry Leaders
o EX: “RT @sengineland The Importance Of Measuring Mobile Impact On
Offline Conversions For Small Businesses http://selnd.com/iS2sJt”
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Twitter
What not to Tweet
-
Avoid tweeting too often.
-
Limit your retweeting—and do not retweet yourself.
- Don't hard sell your product or service
- Don't rely on promo codes or coupons
- Avoid spamming
- Don't tweet if you’ve been drinking, known as “twunking”
- Never say anything on Twitter you wouldn't want known as common knowledge
about your company
- Tweeting too little is as problematic as tweeting too much
o Start off on the low side, perhaps two to three tweets a day in the
beginning; moving up to four to five tweets per day when you become
used to it, and confident about your strategy.
- Never pretend to be someone else
- Don’t talk about yourself in the third person
- Don't tweet what you had for lunch, the weather, that you're bored, or that you
have nothing to tweet about
- Never tweet when you're upset
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Notes
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Facebook
How to Optimize Facebook
- Page Title
- Your Page Overview
- In your Descriptions
- In the names of your pictures
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A few Ideas for Facebook Discussion Posts
- Open-Ended survey type questions: ex. “Which non-profit should we support this
year?”
- Asking for stories: “What’s the funniest thing you’ve used our product for?”
- Asking for posts: “Hey, post a funny picture of you using our product”
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Notes
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YouTube
How to Optimize a YouTube Vid
- Video Title
- Ex: “Internet Marketing Speaker Heather Lutze gives 3 Tips for Search
Marketing Success”
- Video Description
- Recommendation: Weave your keyword throughout
- Video Tags
- This should be your keyword phrase & very close variations, for example
“Internet Marketing Speaker” and “Internet Marketing Speakers”
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Notes
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LinkedIn
How to Optimize a LinkedIn Profile
1. In your Name and Headline
- Tip: Use your last name to include a keyword phrase
2. In your updates
- Tip: you can use HootSuite, a time management tool, to use your twitter
posts for this.
3. In your websites
- Hint: Select “Other” when identifying them
4. In your vanity url : For ex: www.linkedin.com/in/MarketingSpeakerHeatherlutze
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5. In your summary & interest and specialties fields
- Important: Don’t cram your keyword phrase in, just integrate it naturally
where it fits.
Other LinkedIn Features
- Company page – be sure to include a keyword in the name when setting
this up as well. For ex: “Findability Group Internet Marketing.”
- LinkedIn Groups – Only start a group if you have enough time to do at least
1 discussion topic every 2 weeks.
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Notes
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Free Social Media Productivity Tools
- www.Hootsuite.com - Manage all your SMM from one location online
o This tool lets you schedule posts, as well as select what profiles to send
them to.
o Tip: Use HootSuite’s built in url shortener, it allows you to track your clicks.
- www.tweetdeck.com - Another Dashboard management tool
- www.wefollow.com - Automate Your Tweets and Follow Followers
- www.hashtags.org - Search for the Perfect Hash Tag like #GetFound
Social Media Measurement
- Numbers in social media communities (i.e. number of followers on Twitter,
friends on Facebook, etc.)
- Google.com/analytics
 You can track social media traffic by going to “referral traffic” under
“traffic sources”
- # comment, clicks, postings and other indicators that your topics are resonating
with your audience
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FREE AUDIO OFFER! “Like” My Page
www.Facebook.com/MarketingSpeaker
for FREE Audio of Thumbonomics Book
$129 Value
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What We Do Best!
FINDABILITY CONSULTING
Professional Guidance in one
on-one consultations on Search
Engine Marketing
EXECUTIVE COACHING
CIRCLE
TRAINING
Custom training programs
(either ½ day or full day) to
educate your team on the
basics of Search Engine
Marketing
Website and Search Marketing
analysis and monthly coaching
with CEO Heather Lutze. Align
your team with a successful
Search Marketing Strategy! WE
HAVE FUN!
FINDABILITY WORKSHOPS
Full day workshop with you &
your team, including a Search
Engine Marketing training & a
custom-built Search Marketing
strategy for your business
FULL SERVICE AGENCY
Custom search marketing
campaigns, including a
combination of PPC, SEO,
Social Media and website
project management. This is the
best, brightest group of people I
have ever found. They love what
they do and it shows!
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Recommended Reading
As you continue implementing your online search marketing campaign, these books
can help you get a better handle on tools and practices to improve your impact and
ranking in search engines.
The Findability Formula: The Easy, Non-Technical Approach to Search Engine Marketing,
by Heather Lutze
 Written by a CEO for CEO’s, this book will reveal how to achieve
“Findability” through the use of the ideal keywords applied to both pay per
click campaigns and organic search optimization.
Thumbonomics: The Essential Business Roadmap to Social Media & Mobile Marketing,
by Heather Lutze
 This “no geek speak” book is for anyone in charge of setting the roadmap
and executing Social Media and Mobile Marketing for REAL Business
results. A must read!
Twitter Power, by Joel Comm
 The author explores the latest trends for businesses and marketers to
integrate Twitter into their existing marketing strategies with a
multifaceted plan.
Landing Page Optimization, by Tim Ash
 In a step-by-step guide, you will learn key skills to dramatically improve
your website and make your landing pages more profitable.
6 Pixels of Separation, by Mitch Joel
 By integrating several platforms in new media, this book offers a complete
set of the latest tactics, insights, and tools that will empower you to reach
a global audience and consumer base and finally get your company
connected.
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Internet Marketing Glossary of Terms
Findability – The quality of being locatable or navigable online.
Keyword – Any word or series of words entered into a search box on a search engine.
Keyword Research/Keyword Tool – Tools which aggregate the search volume
(consumers typing a keyword search into a search engine) for certain keywords, as well
as recommend additional keywords.
Search Engine Marketing – Marketing activities designed to increase the visibility or
Findability of a company, product, service, activity, organization or web site in search
engine results.
Search Engines – The aggregators and classifiers of all information available on the
web, similar to a librarian. The main search engines include Google, Yahoo, Bing and
Ask.com.
Search Engine Results – The options you receive when doing a search in an engine.
There are two different groups of results: sponsored (pay per click) and organic results
(in the main section of the results).
Pay Per Click Terms
Pay Per Click (PPC) Advertising – Advertisers pay the search engines to display their ad
on a particular search result page (selected by keyword).
Ad Text – The display of text that advertisers show on the search engine to entice
consumers to “click” on their website listing. In Google this is 3 lines of text and a link.
Landing Page – This is the website page a user is taken to once they click on a pay per
click ad.
Quality Score – This is a score assigned to each keyword in your account, based on how
many people see & click on your ad, as well as how long they stay on your site. A better
quality score gives you higher ranking in PPC and lower costs per click.
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Social Media Marketing Terms
Social Media Marketing – Using social networks, online communities, blogs, wikis or
any other collaborative internet form of media for marketing, sales, public relations,
and customer service.
Twitter – Micro-blogging site that gives 140 characters of communication for each
update (approximately two sentences).
Facebook – Personal profile and networking site at www.Facebook.com
Blog – Short for 'web log,' a blog is a web site where you publish short entries on a
regular basis and let visitors post comments about those entries.
LinkedIn – Networking profile site for business professionals at www.Linkedin.com
YouTube – Video sharing website at www.YouTube.com
Tweet – 140 Character entry on Twitter.com
HashTag – A tag embedded in a message posted on the Twitter microblogging service,
consisting of a word within the message prefixed with a hash sign. (#GetFound)
Social Media Tools
HootSuite.com – HootSuite is a website and online brand management service, which
publishes to websites such as Facebook, Twitter, LinkedIn, Foursquare and other social
media sites.
TweetDeck.com – TweetDeck is a social media dashboard application for management
of Twitter and Facebook accounts. Like other Twitter applications it interfaces with
the Twitter API to allow users to send and receive tweets and view profiles.
HashTags.org – Directory of Hashtags being used and which terms are most often used
in hashtags in Twitter.
@Keyword – use @ when referencing to someone in a tweet post. This also notifies the
person you used their name in the tweet post.
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