Sorry for the delay in sending you this recap.

First, we reviewed ways to improve optimization including:

– consistency with content, language, trigger words, images, logos

– use the voice of the customer

– unique value propositions

– keep it simple

– good scent with consistent cues (location, graphics, offer, color, shape)

– reinforce offer

– appeal to multiple personas

Humanistic – personal; look at social pages for reviews and input

Methodical – business-like; want all the details

Competitive – power oriented; want it quick

Spontaneous – personal; look for a good offer

Next, we reviewed a number of sites:

Good examples included: zappos, American Metal Roofs, CPO Milwaukee Power Tools

Poor examples included: Bay Verte, Fastenal, Complete Electric, Northern Electric

Best Practices for talking to customers about optimization:

– use personal experience of shopping on their sites; tell them what is good and what needs to be improved

– research a number of sites in your customer’s industry and talk to them about how they differ from their competitors

– tell them you recently attended a training on web optimization and learned a number of things to share

Thanks for your input.

Knowledge is Power in the Field.







Training will take place on Wed, 8/14 at 8:15a in the Advertising Conference Room.  Agenda as follows:

1. Review components of optimization

2. Cuyler to share examples (good and bad)

3. You select a business and we’ll discuss if they are doing it well (or not)

4. Discuss best practices for addressing conversion optimization with your customers

See you Wednesday!

Knowledge is power in the field.  Lori


Social Share Out – what we learned:

ü  Should have a main point or goal to your social plan; have a conversion plan

ü  Give your customers some direction on what they want their strategy to be, and what they want their voice to be

ü  Important to be very clear on expectations for the page; make sure expectations are realistic

ü  Understanding “Like-gating” helped secure Terror on the Fox contract

ü  Influencers can help build audiences

ü  There is so much involved in social media; to do it effectively, you need resources – that’s where we can help

ü  Communicate how important 1 person helps build your brand; word of mouth happens online too

ü  Understand the four quadrants on how to approach customers, and how it ties back to the plan

ü  You need a home base with your social plan, to manage the process


FaceBook – good examples of business pages:

–          Joe Rouers

–          The Landmark Resort

–          Bay Area Humane Society

–          Pediatric Dentistry Clinic

–          MetJet


Twitter – who to follow:

–          Start with our IC tweeters (or follow me @o_lori)

–          Publisher Scott Johnson @sejohnso35


Sample Blogs to follow:

–          The Londoner

–          eMarketer

–          Gannett Local

–          Mashable

–          Jeffery Gittomer

–          Linked In

–          Social Mouths

–          Ad Mall

–          Dale Carnegie

–          Mark Hunter, the Sales Hunter


Linked In – neat features:

–          Use to research customer contacts

–          Update from influencers through news feeds

–          Join groups


Thanks for all your input and discussion.


Knowledge is power in the field.




Training, 8/7: SOCIAL WRAP-UP

Wednesday, 8/7 at 8:15a in the Advertising Conference Room

Our Agenda:

1.  Social Share Out – Everyone shares something they learned or picked up in the Social Segment of Market Motive training.

2.  Examples of good FaceBook pages – please bring examples from your customers OR pages you personally follow that are well done.

3. Twitter Anyone?  Please bring your phones as we’ll search to see if any of your customers are currently on Twitter, and if you aren’t already, you can start following them.

4. Blogs – I will bring a few examples of blogs I regularly follow.  If you have examples of your own, please share with the group.

Knowledge is power in the field. Lori



Training 072413 Notes_SOCIAL: How to Present to Your Customers

    Beth Perdue presentation:

– Started with a personal story about how she was skeptical, but now believes and why
– E.g. FB is like a cocktail party … want it to be engaging, but always that one person who wants to talk only about themselves
– Two Facebook buckets: Engage your current followers OR Build new followers
– Why FB? Fish where the fish are: 56 seconds per website visit vs. 22 minutes per FB visit
– Talked about how to target (demo, personal, custom audience, social)
– Explains where to target ads – not as limiting
– Talked about how ads will show in newsfeed and how they show up on mobile
– Like-Gating: a contest or offer to get people to “like” your business; after reading the screen it takes customer to a data capture page
– It’s All Here – ties it all together … we’ll keep your followers engaged, we’ll find a new audience, and save you time. Then talked about Grocery Store value story, plus Wild Life Sanctuary value story
– Asked for sale – assumptive close

    In general:

– Conversational
– Asked a lot of questions
– Tied back to her customer, e.g. other realtors have done this or imagine targeting someone who just posts they are moving to GB, etc.
– Objections handled during the presentation
– Real – added credibility
– Emphasized that FB is word of mouth

Engagement Stat
– 15% see your post
– 90% will never come back to your site
– Talking about should be about 10%
– How to find that? Click on the “like” box

How does the presentation tie back to Market Motive?
Tie back to goals of FB.
Conversion – how do track that on FB?
– Increase engagement
– Like-gating, capturing data
– More fans … more people see your posts … more likely to convert

How do you start a conversation about social? It starts with good questions in the Needs Assessment.
– Tell them about research you’ve found and start discussion about what their goal is
– Look at the audience they are trying to reach, e.g. great way to target younger audience
– Ask them why they built a FB page
– Is having a FB page important? Why?

How much info on social is too much (when you present)?
– Depends on their knowledge level, which is assessed in the NA appointment

Knowledge is power in the field.

Training 7/24

It’s all about Social this week.  Specifically, we’ll review David’s social presentation and then see a live role play (courtesy of Beth Perdue) on how it is presented to a specific advertiser.

Discussion topics:

1. Comments on the presentations.  What did you like? What was easy to understand? Which parts would you incorporate into your presentations?

2. What elements from Market Motive training did you notice coming through the presentations?

3. How much social info do you present to your customers?  And when?  

Knowledge is power in the field.  

See you tomorrow! Lori

If you build it (right), they will come … and buy

How do you help your business partners build a great web site that engages their prospects and converts them to customers?  

1. Start with the business goal.  

2. Develop a web site strategy that supports the business goal.  

3. Make it clear to the customer what you want them to do once they are on your site.

4. Make the site attractive and easy to read, so consumers find the info they want quickly.

Once the site is built right, your business partners will see higher conversion rates. Search solutions in this environment pay for themselves really quickly, making it a win-win-win.

Knowledge is Power in the Field.