Do You *Heart* the Google Penguin Update?

Google webspam penguin updateIf you’re at all interested in your website’s rankings on Google you’ve probably heard rumblings, if not screaming, about Google’s recent Webspam Update, known as “Penguin.”  Many have even experienced a surprising decline in their search rankings since the update took place (hopefully you’re not among them).  So what the heck is this animal and why is it raining on parades?

What is the Google Penguin Update?

The so called Penguin update was an April 24, 2012 update to Google’s algorithm, the formula used by Google to determine rankings of web pages in the search engine results pages.  Some websites were hit pretty hard by this update, which really did nothing more than automate the job Google’s team has been doing manually for years to fight webspam. In other words, the rules haven’t changed — Google is just becoming a better and more efficient referee.

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How to Use Pinterest and Powerpoint to Drive Traffic and Leads to Your Website

Pinterest and Powerpoint Are a Match Made in B2B Marketing Heaven

Pinterest is a next generation social network tool that drives traffic to your website using images. 

How to Use Pinterest and Powerpoint to Drive Traffic and Leads to Your Website

Powerpoint is an older software tool that communicates important business concepts through images. 

Hmm…

It occurred to us that these technologies should be two great tastes that taste great together.  

And as good inbound marketing consultants, we figured out a way to put them together to help you drive traffic and generate leads. 

Step 1: Plan Your Social Media Marketing Campaign

Any good marketing campaign starts by defining the goals, strategy and tools & tactics to get the job done.  

What’s The Business Goal?

To drive visitors to your website from Pinterest and convert them to leads by getting them to download your informative Powerpoint presentation. 

What’s The Strategy to Achieve The Goal?

Create a Presentation Board on your Pinterest account where people can click on the Powerpoint slide image and go to the landing page where they download the presentation and generate a lead.

What Tools Do We Need to Execute the Strategy?

  • A Pinterest account
  • An Image of the Presentation
  • A Landing Page for the Presentation
  • The Actual Presentation

Step 2: Put Your Best Image Forward

Identify the best image you have in your Powerpoint presentation. This might be a colorful chart or a great image you pulled off of iStockphoto. Whatever it is, you’ll want to use the most visually appealing, informative and representative slide in the whole deck and make an image out of it. 

In Powerpoint, follow these steps to make an image out of a slide:

  • Make sure everything on the slide is “grouped” into one image in Powerpoint. Do this by selecting all the images and any text boxes and then clicking on Format –> Group. 
  • Now just right click (Control Click on Macs) on the entire grouped set and select “Save as Picture”
  • Save it on your hard drive; name the file something meaningful like “Presentation X Pinterest Image”

Step 3: Create a Landing Page

A landing page is a single web page whose entire purpose in life is to convert a visitor into a lead. This is often done through well written copy and the promise of downloading an in-depth article or presentation in exchange for the visitor giving up their name and email address.

For our example here, you should “gate” the Powerpoint presentation behind a small form that asks the visitor to input their name and email address to get be able to download it. This will represent your lead. 

For continuity’s sake, we suggest you use the same image in the landing page as the image you created for Pinterest in Step 2.

When you’re done, keep the URL of the landing page handy, because you’re going to need it later.  

For more information on landing pages, read this Hubspot E-book: An Introductory Guide to Building Landing Pages. If you need help creating landing pages, we heard this landing page design company is pretty good. 

How to Use Pinterest and Powerpoint to Drive Traffic and Leads to Your Website

Step 4: Upload Image to Pinterest

  • Go to Pinterest and log in  to your account. If you don’t have one and need an invite, contact us and we’ll send you one. 
  • Click on Add in the upper right corner
  • Select the “Upload a Pin” option
  • Click on Choose a File and upload the image you created in Step 1, Presentation X Pinterest Image. 
  • [IMPORTANT] Write a 500 character description of the presentation and its benefits to the end user. Make sure it’s

    How to Use Pinterest and Powerpoint to Drive Traffic and Leads to Your Website

    keyword rich! This is how people will find the image on Google and Pinterest

  • Click on the Pin It button
  • Click the Edit button you see above the image
  • [IMPORTANT]  Copy and paste the URL of the landing page you created in the Link field
  • Click Save Pin

How to Use Pinterest and Powerpoint to Drive Traffic and Leads to Your Website

Have a Board of Different Presentations Pointing to Different Landing Pages

You can create different boards for different types of content you may have – Charts, Infographics, Quotes to Live By and of course, Presentations.

You may even want to have several different Presentations Boards based on your different product lines for example.

But remember to point each presentation to a different landing page targeted to a different segment of your target market.  This makes it easier later to analyze which landing pages are converting and which one aren’t. 

We’d love to hear if you tried this technique and how it went. Did you generate traffic and leads? Let us know! Happy Pinning!


If you’re interested, check out some of our other interesting stuff like this pretty cool infographic to find out why you should work with an inbound marketing agency.

And if you want to dig in a little deeper, check out one of our latest guides – The Essential Guide to Internet Marketing as well.

internet marketing guide   inbound marketing infographic


[VIDEO] Ford CMO Jim Farley Interview on Social Media Success

Shift to Social Media Has Meant Big Changes and Big Cost Savings at Ford

Some key points:

  • It’s important to create an entertaining experience for people on social. Engaging people is fundamental to the campaign’s success
  • Social has improved product awareness and consideration of Ford’s products tremendously 
  • Ford has seen massive savings as they’ve shifted away from traditional advertising budgets and started using PR and internet marketing agencies.
  • The skills Ford needs to run their marketing has shifted along with their shift to social.  
 

Source: http://www.mackcollier.com/ford-cmo-jim-farley-social-media-leading-to-massive-cost-savings-for-ford/


Transcription of Ford CMO Jim Farley Interview

 

What new insights has Ford learned from interacting in social channels, and how has that impacted Ford’s view of the customer experience?

We’re really excited because one of the things we’ve learned at Ford as we’ve launched more and more vehicles using social media is the importance of the actual experience of being involved in the launch. We’ve always thought of the customer experience as when you buy or service the car but in the case of the Fiesta Movement or the Focus Global Test Drive or even the Explorer launch, when we ask people to get involved in the launch of the product, we have to really think carefully about what we’re asking them to do and how much we give back to them in their life as they are involved in the launch. And that’s a new element that we never thought about. Going into social media launching, we were a little selfish at the beginning in the sense that we wanted the exposure. And now what we’re learning is the more entertaining we make it for the participants, the better it is for us as a company. And that’s probably the biggest linkage between customer experience and social media and launching new vehicles

Have you found social media most useful for loyalty, consideration or customer service?

We’ve really seen social media have the biggest impact in consideration because it’s allowed us to grow the awareness before the vehicles’ launch. Like the Ford Fiesta Movement did and grab attention from people who normally wouldn’t look at Ford. So social media has allowed us to connect with people authentically about our new vehicles and most of them wouldn’t had been considering Ford at all. In fact, we saw the Focus’ sales spike after we launched Fiesta because so many new customers came in looking at the Fiesta and discovered the Focus for the first time. At Ford, we knew we had the Focus but we were surprised at how many people didn’t know we had another small car.

Are there any areas that Ford can point to where social media has either lowered business costs, or improved existing process?

One of the real benefits of our benefits of social media is the dramatic efficiency we’ve seen. And it’s kinda in a unexpected way. By launching the vehicle early and getting people to talk about the new Global Focus and the new Fiesta in the US before it goes on sale, we can lower the amount of traditional advertising we can do after the vehicle goes on sale. That’s where really the massive cost savings have been. I’ll give you an example, in the Fiesta Movement, we have higher unaided nameplate awareness than Fit or Yaris and we spent 10 cents on the dollar compared to a traditional TV ad campaign. So by starting earlier and using social media to spread the word about the new product, we’re really reducing the amount of traditional advertising we have to spend.

How has your marketing team evolved in the past 24 months given your investment in social media?

The cool thing about the complexion of our marketing team at Ford has been over the last 24 months, especially as we’ve gotten into social media….well first, we’ve been growing. We’ve had 22 out of 23 months of market share growth, so we have added people to our team, especially in areas like Lincoln. The biggest change we’ve seen is in the kind of skills we need. What we’ve found is that the traditional lines between PR and the advertising team are gone. You know, the ideas have to be paid and earned and they have to be sorted out seamlessly. And so we need different kinds of people than we’ve ever had before and not only here at the company at Ford but also at the advertising industry and the kind of PR agencies we need to help us. More than the number of people, it’s really required us to have different kinds of skills and we’re still evolving. We need more people who can think creatively who can come up with ideas for a Facebook application; we can’t just delegate it to the agency. We have to, as a client, come up with these ideas. And then as we execute it, there can’t be any boundaries between the PR team and the traditional advertising team.

Ford made one of the most aggressive shifts into social media, while slashing advertising budgets. Were there any points at which Ford questioned this strategy?

Frankly, the biggest surprise to us is how mainstream this media has become for us. The Fiesta Movement is so popular, it really changed our thinking about the Explorer launch. That’s why we decided this summer to launch the Explorer on Facebook and have that one day where we celebrate Explorer around the world. And now we’re taking those ideas and going global with the Focus Test Drive that we’re announcing today. Have we been surprised? Absolutely. One of them is, “how do you execute something globally, how do you really get a global audience on Facebook activated around the new Focus?” It takes a lot of new thinking. Are there things that we would do differently? Probably. We probably should have moved a little faster and we probably should have done this a long time ago.


How to Create a Killer LinkedIn Company Page

Having a Great LinkedIn Company Page is a Must

Your LinkedIn Company Page is a great central hub for keeping people up-to-date on your company news, job openings as well as product and service offerings. If you don’t have your company on LinkedIn yet, don’t wait another minute.

Here’s how to set up your company’s LinkedIn page in 5 steps. 

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Getting Found Means Creating LOTS of Quality Content

Content Matters

Getting your website found is a constant struggle for many companies. 

And employing search engine optimization (SEO) practices was traditionally the answer.  

But these days traditional SEO is not enough.

Today, having a substantial amount of quality content under your domain is just as important.  

Quite simply, when it comes to driving traffic to your website, content volume matters

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How to Improve Your Business Blogging By Answering Your Customers' Questions [VIDEO]

Business Blogging 101: Writing for The Customer

Next time you’re reading a blog or watching a video, I want you to be conscious of a little voice in the back of your head that’s saying: 

 “How is this website going to solve my problem or answer my question right now“. 

And this is obvious as a web surfer, right? Of course you want to find content that’s relevant to your immediate needs.  

But for some reason, this point gets lost on many producers of content. Many business blogs choose to write about about the company Christmas party or even describe the new features of their product.

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The New Facebook Ads: Game Changer for B2B Marketers?

Bringing Content and Advertising Together

Facebook’s new advertising products look like they may be a game changer for B2B marketers. 

You will now have the ability to use your own Facebook Page content to make your own ads.

Here’s why should you care.

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Inbound Marketing Presentation from Hubspot CTO Dharmesh Shah

Here’s a very informative presentation from the CTO of Hubspot, Dharmesh Shah at Dreamforce last fall.

If you already have a good understanding about the inbound marketing basics, I would you suggest you skip through the first half. If you don’t it’s worth sitting through the entire presentation.

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Will Pinterest Replace Advertising?

What is Pinterest?

You may have heard of the latest social media phenomenon Pinterest.

Started in March 2010, Pinterest allows its users to create and share theme-based image collections.

According to the site, Pinterest’s mission is to “connect everyone in the world through the ‘things’ they find interesting.”

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[VIDEO] B2B Social Media Statistics

Need to Justify Social Media ROI? 

Many companies need to justify their usage of social media by trying to determine an ROI. 

We understand that. 

And there’s nothing like a quick video to pack in some great examples and stats on how social media is changing the b2b marketing landscape across various industries. 

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