Inbound marketing, social and SEO
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The Zero Moment of Truth: How Search and Social Are Changing The Way To Market

"The traditional world of business we know is changing.

 

Well-known brands are struggling to get anywhere in the new economy precisely because they are not getting what it is they must do in order to talk to their customers.

 

A number of global brands, in 2011, suffered humiliating PR disasters because they failed to understand how to use social media.

 

The picture which is emerging is that transparency in communications with potential customers, responsiveness and the personal touch always win over corporate slickness."

 

These the critical priorities to attack: 

 

1. Make SEO part of your company’s DNA: It’s not enough to optimize part of your website or your products or your social media presence. You really need to have optimization as a standard stage of your everyday work. This means that it should be the responsibility of more than one person and everyone in your company should understand what it is they need to do.

 

2. Employ social media as a stimulus platform: Use social media to inexpensively help your company and brand become known. This means establishing a presence on social media platforms.

 

3. Make social media marketing part of your company’s work: Again, social media marketing cannot be the responsibility of just one person. They are never enough. It has to be the work of everybody which means that everyone needs to understand what it is they must do and why. This requires that you make social media marketing training part of your internal processes.

 

4. Create a conversation: Stop thinking about social media marketing as a new format of the traditional broadcast platform and see it for what it is, a stage whereupon you get the chance to foster lasting, relationships with your customers.

 

Read more: http://helpmyseo.com/seo-tips/571-how-search-is-changing-the-online-purchasing-process.html 

 

Find out more: http://www.zeromomentoftruth.com 

 

(curated by Robin Good)


Via Robin Good
James A Smith MCIM's insight:

SEO needs to be focussed upon and understood to make a difference, keyword stuffing and all the old tricks are dead. Understand how you can aid your situation by using content, getting noticed by other sites and utilising long chain SEO

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Martin (Marty) Smith's comment, December 5, 2011 12:05 AM
Agree Robin. One of the strange results of Google's absolute success is the rapid and growing anti-Google movement. Not anti in a No Logo, Occupy Wall Street way but anti in the, "What else can we do we are desperate and organic takes too long," way. The other thing we are noticing is Social + Mobile can form a powerful Google shadow government capable of carrying companies and brands to good places with almost no Google blessings though only the bravest are opting out of PPC. Thanks as always. Marty
janlgordon's comment, December 5, 2011 12:33 AM
Robin,
This is a great piece, thanks for sharing it!
Robin Good's comment, December 5, 2011 1:53 AM
Thank you Marty.
Inbound marketing, social and SEO
A collection of content, inbound and digital marketing articles, infographics, papers, visuals, blogs.
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Social Media Cheat Sheet 2016: Must-Have Image Sizes!

Social Media Cheat Sheet 2016: Must-Have Image Sizes! | Inbound marketing, social and SEO | Scoop.it
Updated April 2016! Social Media cheat sheet with image sizes for Facebook, Twitter, Google+, LinkedIn, Pinterest, Instagram, YouTube. Get a free printable!
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How to Create Content Ideas for New Clients [Infographic]

How to Create Content Ideas for New Clients [Infographic] | Inbound marketing, social and SEO | Scoop.it
Content - Creating content for a brand-new client can be challenging at times. The following infographic can make the process easier by guiding you through five crucial steps of planning an
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Introducing The Periodic Table of Content Marketing

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I’ve written a lot about content strategy over the past decade. I’ve also highlighted various niche tactics that can help content creators to succeed, as well as plenty of examples of excellent content. But I haven’t created many visualisations, and recently I have been keen to do one.
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The Periodic Table Of SEO Success Factors

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Search engine optimization -- SEO -- may seem like alchemy to the uninitiated. But there is a science to it. Search engines reward pages with the right com
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Trouble Sleeping? Try Documenting Your Content Marketing Plan

Trouble Sleeping? Try Documenting Your Content Marketing Plan | Inbound marketing, social and SEO | Scoop.it
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14 Content Marketing Habits that Will Help You Get Ahead

14 Content Marketing Habits that Will Help You Get Ahead | Inbound marketing, social and SEO | Scoop.it
Content Marketing Habits that Will Help You Get Ahead. Whether you’re a mom blogger or a marketer, you ARE a content marketer. Content marketing is the cornerstone of an online business—whether y…

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The Perils Of Manual Demand Generation Processes

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Even in today’s tech-savvy marketing environment, inbound and outbound demand generation processes still require a lot of manual intervention. This in...
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The Sophisticated Marketer's Guide to Generating More Leads With SlideShare

The Sophisticated Marketer's Guide to Generating More Leads With SlideShare | Inbound marketing, social and SEO | Scoop.it
Get data, examples, and hacks for generating quality leads from SlideShare.
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2016 B2B Content Marketing Benchmarks, Budgets and Trends Report

For six years, MarketingProfs and Content Marketing Institute have put together this report on how marketers use content and how they develop content strategie…
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Metrics Made Easy: 8 Easy-to-Use Categories and A Dozen Tools

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Follow this easy-to-understand framework to identify which metrics are most important to your content marketing goals. – Content Marketing Institute
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It's Not You, It's Them: 7 Signs Your Lead Is a Terrible Fit

It's Not You, It's Them: 7 Signs Your Lead Is a Terrible Fit | Inbound marketing, social and SEO | Scoop.it
Having a hard time separating the good leads from the bad? Here are 7 signs that the lead you generated isn't worth your sales team's time.
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Lead quality can really help that sales and marketing alignment and bring long term trust - but you need to get it right.

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How to Turn 1 Idea into 2 Months of Content Marketing (and More)

How to Turn 1 Idea into 2 Months of Content Marketing (and More) | Inbound marketing, social and SEO | Scoop.it
Short-term serialization of content offers advantages to both brand and audience. Create your own series with this how-to guide – Content Marketing Institute.
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The Process of Designing an Infographic - Blog About Infographics and Data Visualization - Cool Infographics

The Process of Designing an Infographic - Blog About Infographics and Data Visualization - Cool Infographics | Inbound marketing, social and SEO | Scoop.it
The Process of Designing an Infographic is an interactive design that outlines my own infograph...
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Marketing Automation Drives Sales Insights - Marketo

Marketing Automation Drives Sales Insights - Marketo | Inbound marketing, social and SEO | Scoop.it
Discover 2 trends driving the request for higher quality leads, and how marketing automation can improve insight into audience behavior.
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5 Key Performance Indicators for Content Marketing

5 Key Performance Indicators for Content Marketing | Inbound marketing, social and SEO | Scoop.it
Key Performance Indicators show how efficiently a company is achieving its business objectives. Discover the most important KPI's for your content.
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Friilance's curator insight, April 28, 6:23 PM

5 Key Performance Indicators for Content Marketing

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What Makes Your B2B Marketing Footprint Unique?

What Makes Your B2B Marketing Footprint Unique? | Inbound marketing, social and SEO | Scoop.it
Discover how to develop a B2B marketing approach that is truly unique in this infographic from marketing automation leader, Marketo.
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HTTP to HTTPS: An SEO's guide to securing a website

HTTP to HTTPS: An SEO's guide to securing a website | Inbound marketing, social and SEO | Scoop.it
Despite the numerous benefits of switching to HTTPS, many SEOs and website owners have not done so. For those feeling intimidated by the prospect of switching to HTTPS, columnist Patrick Stox breaks down the process.
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Mastering Lead Generation: From Content to Chat

Mastering Lead Generation: From Content to Chat | Inbound marketing, social and SEO | Scoop.it
Mastering lead generation requires you to be a bit of a jack of all trades. You need to be able to attract prospects to your funnel, write informative (and persuasive) content and convert. Each stage…

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12 Data-Backed Tips About The LinkedIn Company Page

12 Data-Backed Tips About The LinkedIn Company Page | Inbound marketing, social and SEO | Scoop.it
Checking into the data for the best tips about LinkedIn marketing and LinkedIn Company Pages.
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The One Brief Statement That Will Refine Your Content Marketing

The One Brief Statement That Will Refine Your Content Marketing | Inbound marketing, social and SEO | Scoop.it
Without an editorial mission statement, your brand confuses your audience and spins its wheels. Here’s how to create one. – Content Marketing Institute
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Brand Backstory: Where Your Content Marketing Strategy Is Born

Brand Backstory: Where Your Content Marketing Strategy Is Born | Inbound marketing, social and SEO | Scoop.it
Every brand has a captivating backstory, but many ignore it. Here’s how to find the key building block to your content, – Content Marketing Institute
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What Makes Effective B2B Content Marketing? [Research] | B2B Marketing Insider

What Makes Effective B2B Content Marketing? [Research] | B2B Marketing Insider | Inbound marketing, social and SEO | Scoop.it
55% of B2B marketers say it is unclear what effective content marketing looks like at their organizations. Is your company one of them? This was one of the
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Want to Take Your Content From Good to Great? 10 Signs You've Hit the Mark

Want to Take Your Content From Good to Great? 10 Signs You've Hit the Mark | Inbound marketing, social and SEO | Scoop.it
Learn the difference between good and great content -- and how you can make sure your content always falls into the latter camp.
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Football team pull out of deal to sign striker after discovering he mocked them on Twitter in 2012

Football team pull out of deal to sign striker after discovering he mocked them on Twitter in 2012 | Inbound marketing, social and SEO | Scoop.it
Julio Rey's dream transfer fell apart after his new club discovered his messages online.
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The Periodic Table Of SEO Success Factors: 2015 Edition Now Released

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Three new elements join the table: Vertical Search, Direct Answers & HTTPS. Mobile & Structured Data among factors that get weight increases.
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