1. No category

How to Enhance Your
Internet Presence
With Social Media
Table of Contents
Introduction ........................................ 3
Where to Be Present ........................... 5
How To Enhance Your Presence ......... 23
Next Steps ...................................... 30
About Us ......................................... 33
Sources ........................................... 34
How to Enhance Your Internet Presence With Social Media
2
1
Introduction
1
Introduction
Introduction
In order to be effective with internet marketing, you need more than just a website. Social media
has evolved from a powerful communication medium to a key marketing channel. It offers a
platform for customers to find you when they’re
seeking reviews, comparing pricing, or researching
fective withoffers.
internet marketing, you need more than just a
1 Introduction
media has evolved from a powerful communication medium to a
hannel. It offers a platform for customers to find you when they’re
Increasingly,
people end
up on websites after
, comparing
pricing, or researching
offers.
encountering a brand on Facebook or clicking on
ople end upa on
after feed.
encountering
a brand
on Facebook
linkwebsites
in a Twitter
The more
platforms
on
ink in a Twitter feed. The more platforms on which you are
which you are present, the more you will turn up in
re you will turn up in search results, especially now that social is a
In order to
be effective
with
internet marketing,
you need
search
results,
especially
now that social
is more
a partthan just a
ngine algorithms.
website. of
Social
media
has
evolved
from
a
powerful
communication
medium to a
search engine algorithms.
key marketing channel. It offers a platform for customers to find you when they’re
ial media to direct traffic to your website and generate new leads
*
seeking reviews, comparing pricing, or researching offers.
ble part ofToday,
your marketing
mix.
That’s
why
we
designed
this
using social media to direct traffic to
ou identify the key social media channels where you should be
Increasingly,
people
endand
up on
websites
after
encountering
a brand on Facebook
your
website
generate
new
leads
is an
w to optimize
them
for lead
generation.
Enjoy
the
read!
or clicking
on
a
link
in
a
Twitter
feed.
The
more
platforms
on
indispensable part of your marketing mix. That’swhich you are
present, the more you will turn up in search results, especially now that social is a
why we designed this ebook—to help you identify the key social media channels where you should
part of search engine algorithms.
be present and how to optimize them for lead generation. Enjoy the read!
Today, using social media to direct traffic to your website and generate new leads
is an indispensable part of your marketing mix. That’s why we designed this
ebook—to help you identify the key social media channels where you should be
present and how to optimize them for lead generation. Enjoy the read!
*
3
3
How to Enhance Your Internet Presence With Social Media
4
2
Where to Be
Present
2
Where to Be Present
Where to Be Present
Have your friends started posting product questions on Facebook? What about looking for
recommendations on Twitter? Have you watched product videos on YouTube?
If your answer to any of these
questions is “yes,” then you know
started posting
product are
questions
on
that customers
using social
about looking for recommendations on
media to do research.
watched product videos on YouTube?
But a challenge for many marketers
any of these
questions is “yes,” then you
is
deciding
ers are using social where
mediatotospend
do their time
within the realm of the internet. There
are countless social networking sites
out there, is
and
it seems
impossible
to
or many marketers
deciding
where
to
within themaintain
realm ofathe
internet.
are
presence
onThere
all of them
networkingwhile
sitesachieving
out there,
it seems
theand
same
success.
ntain a presence on all of them while
me success.
To help you focus on the most
important ones, here are four popular
on the most important ones, here are
networks that are widely recognized
orks that are widely recognized and used:
and used:
1.
2.
3.
4.
Facebook
Twitter
LinkedIn
YouTube
5
How to Enhance Your Internet Presence With Social Media
6
1
1
Your
Website
LinkedIn
Twitter
FourSquare
YouTube
Facebook
6
How to Enhance Your Internet Presence With Social Media
7
Facebook
How to Enhance Your Internet Presence With Social Media
8
2
2
Where to Be Present:
Facebook
Where to Be Present:
Facebook
Thanks to its interactive capabilities, a Facebook business Page is a great supplement to any
website. On it, you can include everything from company location and contact information to
updates and multimedia. Formerly generating a
“fan” count,
Pages now track “Likes.”
Thanks to its interactive capabilities, a Facebook business
Page is a great supplement to any website. On it, you can
include everything from company location and contact
information to updates and multimedia. Formerly
generating
“fan” Audience
count, Pages now track “Likes.”
Interact
With aYour
Interact With Your Audience
Instead of appointing one person to address
Instead of appointing one person to address this need
this need
and
dowork,
all the
work,
you can
and do
all the
you can
crowdsource
conversation by
engaging
a
few
team
members.
Approve
individuals
crowdsource conversation by engaging
a fewwithin
your company as page administrators so they have access
team members.
individuals
within
to post contentApprove
and respond
to users (all under
youryour
Page’s alias).
company as page administrators so they have
Confuse
an Account
a Page to users
accessDon’t
to post
content
andWith
respond
(all under
your
Page’shave
alias).
Just like
individuals
their own accounts on
Facebook, businesses do, too. You need an account in
order to create and maintain a Page.
Don’t Confuse an Account With a Page
8
Just like individuals have their own accounts on Facebook, businesses do, too. You need an
account in order to create and maintain a Page.
How to Enhance Your Internet Presence With Social Media
9
Where to Be Present:
Facebook
Where to Be Present:
2
Facebook
2
Integrate Other Social Media Activity
There are applications for the majority of social media platforms so you can include them on your
Facebook account. This makes it easy for visitors to find your other social media accounts instead
of searching
through each platform
Other Social
Media Activity
individually.
applications for the majority of social media
so you can include them in the side bar of
book account. This makes it easy for visitors
r other social
media accounts instead of
Use Tags
through each platform individually.
Tagging provides a great way for you to
attract the attention of people and other
companies.
tag something,
ustom tabs
comes inWhen
handyyou
when
you want the
content
you post appears
on the wall of
se or provide
information
about something
or Page
youcan
tagged,
andathat
n’t have the
its profile
own app.
You
create
account
receives
a notification
that it was
b by adding
an iFrame
Page
Tab.
tagged.
ustom Tabs
rovides a great way for you to attract the
of people and other companies. When you
hing, the content you post appears on the
he profile or Page you tagged, and that
eceives a notification that it was tagged.
How to Enhance Your Internet Presence With Social Media
10
Photos
Other
Social
Media
Activity
How to Enhance Your Internet Presence With Social Media
11
Twitter
How to Enhance Your Internet Presence With Social Media
12
2
Where to Be Present:
Twitter
Twitter is a real-time network allowing users
to post updates (tweets) using up to 140
characters. Whether you represent an
individual, business, venue, blog, group, etc.,
anybody
can use
Twitter users
to let the
world
know
er is a real-time
network
allowing
to post
updates
up. characters. Whether you represent
ets) using what’s
up to 140
dividual, business, venue, blog, group, etc., anybody can
Twitter to let
the world
know what’s up.
Don’t
Be a Twidiot
Tweets are intended to be informative and
t Be a Twidiot
newsworthy, so use them that way. Whether
you’re tweeting
as yourselfand
or for
a company,so
ts are intended
to be informative
newsworthy,
keepWhether
your followers
mind. One
silly tweet
hem that way.
you’re in
tweeting
as yourself
or for
mpany, keep
your
followers
in mind.
tweet isn’t
isn’t
worth
an unfollow
or aOne
badsilly
reputation.
h an unfollow or a bad reputation.
are a way of tagging tweets to make it easy
for anyone anywhere to follow, promote, and
respond to news, products, ideas, events,
webinars, and offers.
2 Where to Be Present: Twitter
Encourage Conversation With Hashtags (#)
For example, HubSpot declared #LeadGen
Influence virtual communication. Hashtags are a way of taggin
as the official hashtag for a six-part lead
to make it easy for anyone anywhere to follow, promote, and
generation
webinar
on and
Twitter
to news,
products,
ideas, series.
events, Anyone
webinars,
offers.
could include #LeadGen in their tweets to
For example,
HubSpotask
declared
#LeadGen
as the official hash
leave feedback,
questions,
or simply
six-part
lead
generation
webinar
series.
Anyone on Twitt
promote the series.
include #LeadGen in their tweets to leave feedback, ask ques
simply promote the series.
Also, tag tweets as you would a blog post. If
tweeting
about
SEO,aadd
#SEO.
Also, you’re
tag tweets
as you
would
blog
post.Users
If you’re tweetin
SEO, seeking
add #SEO.
Users seeking
on SEO will se
information
on SEO information
will search the
hashtag,
and and
depending
on on
timeliness,
your
hashtag,
depending
timeliness,
yourtweet will a
results.
tweet will appear in results.
You can also take advantage of popular hashtags like #ww
You can also take
advantage
of popular
(WonderWednesday)
or #ff
(FollowFriday).
WonderWednesday
Follow individuals, products, and companies
hashtags
liketo#ww
#ff others thin
encourages
users
ask (WonderWednesday)
questions to find out or
what
w individuals, products, and companies within your
Consider
making
business-related
inquiries
to
customers
to ge
within your industry to keep up with trends,
(FollowFriday). WonderWednesday encourages
stry to keep up with trends, news, and events. A
use #ff to
to find
recommend
news,
events.
A significant
of the feedback.
usersOn
toFridays,
ask questions
out whatusers to follow, su
icant amount
of and
the time,
these
users willamount
follow you
employees in your company or others relevant to your industry
theseyour
users
will follow
back
in return,
others think. Consider making businessin return, time,
increasing
Twitter
reach.you
Also,
if you’re
wing usersincreasing
aligned with
your
primary
focus,
your
feed
your
Twitter
reach.
Also,
if you’re
related inquiries to customers to get their
Include
Shortened Links
t be clogged
with
irrelevant
tweets.
following users aligned with your primary focus,
feedback. On Fridays, use #ff to recommend
your feed won’t be clogged with irrelevant
userslinks
to follow,
such
as employees
yourto point to a
Including
in your
tweets
is a greatinway
ch Out and Respond to Others Using @Replies
resources
or promote
your
contenttoon
Twitter,
but considering
tweets.
company
or others
relevant
your
industry.
140-character
limit, long URLs aren’t very Twitter-friendly. Us

u need to do is click the reply icon below someone
shortening service such as bit.ly to make the links you want
Out“@”
and
Respond
Using @
Include Shortened Links
s tweet, orReach
just type
followed
by to
theOthers
recipient’s
on Twitter more tweetable.
er username.
Replies
Including links in your tweets is a great way to
All you need to do is click the reply icon below
point to additional resources or promote your
someone else’s tweet, or just type “@” followed
content on Twitter, but considering Twitter’s
by the recipient’s Twitter username.
140-character limit, long URLs aren’t very
Twitter-friendly. Use a URL shortening service
Encourage Conversation With Hashtags (#)
such as bit.ly to make the links you want to
Influence virtual communication. Hashtags
share on Twitter more tweetable.
w Your Industry
Follow Your Industry
How to Enhance Your Internet Presence With Social Media
13
2
Where to Be Present:
Twitter
#Hashtag
@Reply
Shortened URL
How to Enhance Your Internet Presence With Social Media
14
LinkedIn
How to Enhance Your Internet Presence With Social Media
15
2
Where to Be Present:
LinkedIn
Where to Be Present:
2
LinkedIn
LinkedIn is the most popular place for professionals to network on the internet. As of December
2012, over 200 million users worldwide had activated accounts.
This social network makes it easy to find potential employees and customers as well as seek
industry-specific advice. On LinkedIn, you can post
jobs to your company page and pose questions for
LinkedIn is the most popular place for professionals to
the community
to answer. LinkedIn Answers also
network on the internet. As of March 2011, over 100 million
usersvaluable
worldwide industry
had activated
accounts.
provides
insights.
This social network makes it easy to find potential employees
and customers as well as seek industry-specific advice. On
LinkedIn, you can post jobs to your company page and pose
Does questions
your company
have a toLinkedIn
company
page?
for the community
answer. LinkedIn
Answers
also provides valuable industry insights.
Over 2.7
othershave
do.aHere’s
you can
Doesmillion
your company
LinkedInhow
company
page?benefit
from it:
Over two million others do. Here’s how you can benefit from
it:
• Generate leads, especially if you are a B2B
• Generate leads, especially if you are a B2B company
company
• Connect with millions of professionals
• Participate
in industryof
discussions
• Connect
with millions
professionals
• Share content relevant to your company
• Participate in industry discussions
• Share content relevant to your company
15
How to Enhance Your Internet Presence With Social Media
16
2
Where to Be Present:
LinkedIn
Let Others Learn About You:
• Highlight company’s purpose
and products
• Announce job openings
• Publicize recent tweets and
blog posts
• View recent company
activity
In addition to a company page,
LinkedIn also allows you to create
Groups.
How do you create Groups?
First, identify your industry
and come up with a name. For
example, since HubSpot’s focus
is inbound marketing, their
LinkedIn group is called “Inbound Marketers - For Marketing Professionals.”
Then, invite members you would like to be part of the community. Within the group, members may
ask questions, post updates, and participate in discussions. Every once in a while, you can answer
questions with references to your own products. This offers a great opportunity to generate new
leads and create long-term relationships.
How to Enhance Your Internet Presence With Social Media
17
Creating a
company page is
easy!
Start here:
linkedin.com/compa
ny/add/show
When logged in,
employees can view the
latest edits.
17
How to Enhance Your Internet Presence With Social Media
18
YouTube
How to Enhance Your Internet Presence With Social Media
19
2
Where to Be Present:
YouTube
Where to Be Present:
YouTube
Did you know that over 4 billion videos are viewed every day?
YouTube is now a credible search engine, used globally to both search and upload content. If your
company isn’t taking advantage of online video, it’s a good idea to get started now.
Online video is a great format
to highlight
product
features,
each month,
a hundred
million
industry
resources,
ouTube in
the U.S.
alone? and case
studies. If your goal is to make
something
YouTube
dible search
engine,spreadable,
used globally
will help
you do
that. isn’t
pload content.
If your
company
Americans Spend Nearly 3.5 Hours
Per Week Watching Online Video
online video, it’s a good idea to get
Create and Customize a Go-To
at format Channel
to highlight product
sources, and case studies. If your
ething spreadable, YouTube will
If someone wants to view your
videos above other content, they’ll
most likely search for you on
ize a Go-To
Channel
YouTube. Sync your channel and
by coordinating
theme
view yourbranding
videos above
other
colors
likely search
forand
youlogo(s).
on YouTube.
nd branding by coordinating theme
19
How to Enhance Your Internet Presence With Social Media
20
2
Where to Be Present:
YouTube
Give Newcomers a Good Understanding of Your Business
A visit to your YouTube channel may be someone’s first time learning about you. Make sure the
information in your profile is updated and all links work. Manage and delete spam comments: if
they’re not removed, viewers may assume the page is no longer maintained.
Share Video on Other Channels
Once you have uploaded a video to your YouTube channel, don’t stop the promotion there. You can
share the direct video link through email and post it on your other social media platforms. Even
better, grab the video embed code and write up a blog post about it, giving your audience more
context around it.
Marry YouTube & Facebook
Promote your YouTube Videos on your Facebook business page. In this way, you give your content
a nice cross- promotional dimension and spread it to different audiences. What is more, you
make it convenient for customers to find out about your company in their preferred method of
communication.
How to Enhance Your Internet Presence With Social Media
21
2
Where to Be Present:
YouTube
Where to Be Present:
2
YouTube
Webinars
Fun
Event Invitations
Mission
Email Marketing
Interviews
21
How to Enhance Your Internet Presence With Social Media
22
3
How To Enhance
Your Presence
3
How to Enhance Your Presence
How to Enhance Your Presence
Once you have developed your presence on the main social media platforms, you need to build a
loyal following. This is no easy task. It means you will need to interact with the community, share
valuable information, and recognize the contributions of others. The standard text status updates
might quickly get boring.
To keep your following engaged
growing,on
trythe
sharing more
oped yourand
presence
content.
latforms, interactive
you need to
build Stay
s is no easy
task. It fresh,
meansand entertaining
delightful,
ract with the
with:community,
mation, and recognize the
ers. The standard
text
status
1. Images
& Video
ly get boring.
2. Blog Posts
3. Podcasts
ng engaged and growing, try
ctive content. Stay
d entertaining with:
o
23
How to Enhance Your Internet Presence With Social Media
24
3
How to Enhance Your Presence:
Images and Video
People like to know who they’re working with and that there is a human behind the computer screen.
Prove to others your business is made of real people.
How to Go About It
• Shoot videos starring your team
members, and upload them to
YouTube.
• Upload photo albums from company
events and outings to Facebook.
Don’t forget to document any events
you host for potential and current
customers!
• Share these links with the public.
Not everyone may think to visit your
YouTube channel, but they may follow
you on Twitter, so tweet the link!
Show Off Elsewhere
There are photo and video communities other than YouTube and Facebook with active users. Once
you’ve nailed those two, check out Flickr, Picasa, TwitPic, Slideshare, and Vimeo.
How to Enhance Your Internet Presence With Social Media
25
3
How to Enhance Your Presence:
Blog Posts
How to Enhance Your Prese
3
Blog Posts
Quick Blogging Tips:
The more optimized content your site
Quick Blogging Tips:
publishes, the higher you will rank in search
Theand
more
site publishes, the
• Use social media sharing buttons
results
theoptimized
more youcontent
will haveyour
to share
• Use social media sharing buttons on a
higher you will rank in search results and the more you
on all your blog posts. This makes
in social media. Blogging provides the perfect
posts. This makes it easier for readers
will have to share in social media. Blogging provides
it easier for readers to spread your
platform for this type of frequent content
your content.
the perfect platform for this type of frequent content
content.
creation
for
marketing.
creation for marketing.
• Answer
frequently
asked asked questioned in
• Answer
frequently
questioned
posts.in your blog posts.
•Encourage comments by ending
comments
with• a Encourage
question. (For
example:by ending with a
(For
example:
“What’s
your take?” or “H
“What’s your take?” or “How have
you done this?”)
you done this?”)
•Generate
leads from
• Generate
leadsyour
fromblog!
your blog! Include
Includeaction
calls-toactionblog
in each
in each
post blog
you write.
post you write.
• be
Don’t
too self-promotional. People r
•Don’t
toobe
self-promotional.
and
entertainment.
Nobo
Peoplenew
readlearning
blogs for
new
learning
feel
like
they’re
reading
advertisement
and entertainment. Nobody
wants to feel like they’re reading
• Include a compelling visual element su
advertisements.
image or relevant video in each blog po
•Include a compelling visual element
such as an image or relevant video
in each blog post.
How to Enhance Your Internet Presence With Social Media
26
Social Media
Buttons
Relevant image
Call-to-Action
How to Enhance Your Internet Presence With Social Media
27
3
How to Enhance Your Presence:
Podcasts
It’s 2011, and chances are you find it convenient to listen to things on the go. Podcasting plays an
important role in this new lifestyle and has become a popular method of accessing content, whether
it’s through an iPod, a tablet, or a smart phone. People can listen to audio and video at their own
convenience: on a run, at the gym, in the car, etc.
Podcasting is a cheap (and often free) way for marketers to spread their content and engage their
audience in industry-specific conversations.
How to Get Started
There is no fixed structure to creating podcasts: they can be audio, video, or both. Recording can be
as simple as plugging a microphone into a laptop or recording on a Flip cam.
Broadcast Live
If you decide to broadcast your podcast
live, whether radio- style or TV-style, invite
your audience to stop by! This will give the
public the opportunity to meet you personally
instead of just watching online.
Looking for more details about producing your
own podcast? Check out HubSpot’s Marketing
Update.
How to Enhance Your Internet Presence With Social Media
28
3
How to Enhance Your Presence:
Podcasts
How to Enhance Your Presence:
Podcasts
Incorporate Social Media
Make sure you share your podcasts in social media. Here are some more tips for how you can go
about doing this:
Tweet the download
rate Social• Media
link. If it is a series of
re you share your
podcasts
in and
episodes,
create
edia. Here are some more tips
implement a hashtag (#)
you can go about doing this:
for followers to comment
the downloadand
link.discuss.
If it is a
of episodes,
create
• Post toand
your Facebook
ment a hashtag
(#)
for
businessfollowers
Page. Video
mment and discuss.
and audio content
is abusiness
great way
to
o your Facebook
Page.
differentiate
your
and audio content
is a great
waycontent
erentiate yourfrom
content
from status
standard
ard status updates.
updates.
• Archive content on your
e content on your YouTube
YouTube channel.
el.
• Share links with your
links with yourLinkedIn
LinkedInconnections.
ctions.
28
How to Enhance Your Internet Presence With Social Media
29
4
Next Steps
Next Steps
4
Next Steps
the fundamentals to get started with
LinkedIn,Now
andthat
YouTube,
let’s
take
a quick to get started with Facebook, Twitter, LinkedIn, and YouTube,
you have
the
fundamentals
steps: let’s take a quick look at some next steps:
Profiles
1. Maintain Your Profiles
acebook page and an outdated Twitter
priority to keep your social media
To avoid a dead Facebook page and an
y to post often and share valuable
dule
outdated Twitter stream, make it a priority to
keep your social media presence fresh. Try to
post often and share valuable information.
t to plan ahead which days you will
nd space out
the amount
of times you
2. Create
a Schedule
cular offer.
Use a spreadsheet to plan ahead which days
ponsibilities
you will promote events and space out the
amount of times you post about a particular
in your company
access to your social
offer.
r designate these responsibilities to one
ager.
3. Distribute Responsibilities
Give more people in your company access to your social media accounts, or designate these
responsibilities to one social media manager.
How to Enhance Your Internet Presence With Social Media
30
31
4
Next Steps
4. Always Include Links
Every time you post updates across your different social media platforms, you should be linking to a
web page with more information about your update. Preferably, this page is a landing page that will
allow you to generate leads.
5. Do More Cross-Promotion
Encourage Facebook fans to follow you on Twitter by hosting giveaways for Twitter followers only, and
promote it on your Facebook wall. Let people know you’re on YouTube by asking employees to post
links to YouTube content on Twitter.
How to Enhance Your Internet Presence With Social Media
32
About Us
With the KBK Communications team, you will gain over 100 years of medical, media, and
business management experience. We work, exclusively, with Healthcare Distributors,
Manufacturers, and Physician Group Practices. Our depth of experience allows us a unique
perspective on the nature of success that you can leverage to produce results, for growing your
business or practice.
With our team of Inbound Marketing Certified Professionals, we take traditional marketing and
flip it on its head. We make you a trusted resource for your patients, customers, and prospects.
Inbound Marketing is more cost-effective than traditional forms of outbound marketing. Marketers
are now shifting their budgets, and seeing results.
Want to talk to our team? Click here to contact us!
www.KBKCommunications.com
Phone: (708) 478-6652
Have Additional Questions?
How to Enhance Your Internet Presence With Social Media
33
Sources
Background Images
Erin Riddle
http://www.sxc.hu/profile/ErinRiddle
BSK
http://www.sxc.hu/profile/spekulator
How to Enhance Your Internet Presence With Social Media
34