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Lee Odden

How an Online Marketing Audit Can Help A Small Business Optimize Search, Social & Content Marketing

Lee Odden on Apr 24th, 2014     Content Marketing, Optimize Book, SEO, Small Business, Social Media

Online Marketing Audit

An increasing number of companies feel they have a solid content marketing strategy and tactical mix in place. Now it’s time to think about how to integrate an “Optimize and Socialize” approach into the overall online marketing program.

Two key considerations for implementing a scalable “Optimize and Socialize” content marketing approach involve where SEO and social media optimization fit within the content planning and publishing process and the skills of Social Media and SEO content creators. Here is a small business example that uses an Online Marketing Audit to start finding the answer to those questions about process and skills.

Small Business Marketing Problem: No Time For Content

Lee Odden

Beyond Content Marketing Basics: Optimize & Socialize Your Digital Marketing for 2014

Lee Odden on Nov 27th, 2013     Online Marketing, Optimize Book

optimize socialize integrateFigure out what your customers want, and give it to them. Monitor what works and what doesn’t. Adapt and optimize performance.

This would appear to be common sense marketing and yet, when you examine a lot of what gets published in the name of content marketing, social media and SEO, the “makes sense” doesn’t seem so common.

Over the past 3 weeks I’ve given presentations to audiences in the U.S., Spain, Russia and the UK.  For just about every audience, there is a common language everyone seems to understand and if you can connect with that, it’s amazing what progress you can make.

Lee Odden

The Role of KPIs, Marketing Goals & Business Objectives in Online Marketing

Lee Odden on Aug 21st, 2013     Content Marketing, Online Marketing, Optimize Book

Online Marketing GoalsThe moving parts within a marketing organization often get tied up in the mastery and performance of specific tactics like content creation, search engine optimization and social media marketing. Not seeing the forest for the trees can cause some blindness towards the bigger picture.

Before a business decides how, why and what to optimize, socialize and publicize, it’s important to take a step back and ask this essential marketing question, “What are we trying to do?”  The answer is usually pretty obvious: “We’re trying to get more people to buy what we’re selling!”

That’s the big picture for most companies, but practical online marketing objectives will be unique to each company’s individual situation. The role of content works across departments and the interaction between departmental content within a company can actually amplify overall business outcomes.

Lee Odden

20 Plus Tips on How to Optimize Your Presentations & Public Speaking

Lee Odden on Jun 12th, 2013     Content Marketing, Online Marketing

Optimize Public Speaking PresentationsWhat does it mean to “optimize” your presentations? Keywords in your speech? Including your Twitter handle on all slides? Repurposing the slide content through Slideshare, Flickr, Visual.ly and on blogs? The answer is yes – all of the above. And more.

More marketing and communications pros are getting on board with the idea that public speaking is fuel for content marketing. The problem is, the focus on creation and promotion centers around individual content objects or presentations.

An optimized presentation strategy means having a narrative or story that includes your brand’s key messages and how the live presentation is connected to other content objects.

A live presentation can be connected to other content objects like a research report which might be connected to a series of blog posts which are connected to individual digital assets like images, polls, influencer interviews, infographics, press releases, podcasts and so on. You get the idea.

Lee Odden

A Strategic View of Search Engine Optimization – Where Does SEO Fit in Your Content Strategy?

Lee Odden on Nov 19th, 2012     Online Marketing, Optimize Book, SEO

strategic search engine optimizationCompanies large and small, in industries from retail to manufacturing, publish content online with an expectation that a certain audience of people will find, read and act on that content.  While most Search Engine Optimization efforts are rightly focused on marketing goals like acquiring more customers and increasing revenue, making purchases is not the only reason consumers use search or ask for referrals through social networks.

There’s a lot of tactical advice online about search, social media and content marketing for companies that want to better connect with customers but that advice doesn’t always consider the differences between types of companies or even content within companies. For the best return on marketing investment, it’s important to understand that there are notable differences in tactics for effective optimization depending on who the audience is, how they prefer to discover, consume and act on information.  The very nature of B2C vs. B2B or small company vs. large company content, audience and outcomes can be different, so the approach to optimizing content for search and social media must be tailored accordingly.

Alexis Hall

Optimize B2B Content Across the Sales Cycle – Lee Odden #SESSF

Alexis Hall on Aug 16th, 2012     Online Marketing, Search Engine Strategies

On the second day of SES San Francisco, I headed to Lee Odden’s session Optimize B2B Content Across the Sales Cycle. Lee kicked off the presentation by polling the audience on how engaged they were in SEO, social media and content marketing. Hands raised all over the room.  When he asked how many were focused on content marketing across the sales cycle, it was striking that there relatively few hands raised.  As focused as we all are on conversions and purchases, we are not all capitalizing on the opportunity to attract and engage with our customer at every point in the buying cycle, and as a result, customers can slip away.

Lee Odden

How to Boost the ROI of B2B Social Media? Optimize Across the Entire Sales Cycle

Lee Odden on Aug 1st, 2012     B2B, Online Marketing, Social Media

optimize brand consumer alignmentMost forms of online B2B marketing and advertising focus on attracting and engaging business customers through a sales cycle to create awareness and interest, through consideration and ultimately to purchase. That’s reasonable since there’s a clear investment and return.

While a lot of social media-savvy business to business companies are leveraging social channels to engage with communities and for customer service, most implementations of corporate social media marketing are no different than any other sales-focused marketing effort. Expectations are high to influence a social return on investment (ROI).

In fact, a recent survey by PulsePoint Group and The Economist Intelligence unit reports that, “Executives who said their companies had established an extensive social media presence reported a return on investment that was more than four times that of companies with little or no social network engagement activity.”

Lee Odden

Take the #OptimizeBook Integrated Online Marketing Survey

Lee Odden on Jul 18th, 2012     Online Marketing, Optimize Book

integrated online marketing surveyThe convergence of digital media and disciplines has driven tremendous demand for best practices integrated marketing and strategy. Fortunately, that’s exactly what Optimize provides – a launching point for how to develop a roadmap and tactics that bring search, social media, content and online PR together to reach business goals.

In concert with book promotions like the sold out Optimize Minneapolis event next week, we’re conducting a survey of business, marketing and communications professionals to gain insights on how organizations are using internet marketing tactics like search, social media, online PR and content marketing together.

The Optimize Book Integrated Marketing Survey covers some really important questions that will get you thinking about integrating digital marketing and communications tactics. How effective are these tactics, what’s the organization’s expertise and future investment intentions? What role does customer data play for integrated strategy and execution?

Lee Odden

Optimize Minneapolis Book Launch – How to Attract, Engage & Inspire the Customer Journey Online

Lee Odden on Jul 9th, 2012     Online Marketing, Other Events, TopRank Agency News

Optimize Minneapolis

Over the past 2 months I’ve given book presentations in New York, the UK, Belgium and Toronto. And now, we’re finally going to have a proper book launch for Optimize in the great state of Minnesota.  Since summer is in full swing and people are already sharing that Optimize is their preferred lakeside reading material, why not combine great networking, food, drink and a little info-tainment with a beach themed book launch party?

TopRank Online Marketing along with Vocus, Digital People, MIMA, Social Media Breakfast Minneapolis/St. Paul, PRSA Minnesota, Minnesota AMA, IABC Minnesota and the Minnesota Blogger Conference are sponsoring a little get together on July 25th at Aria Jeune Lune in Minneapolis.  With that kind of sponsorship and promotional firepower, this will be one heck of an event.

Lee Odden

Break Free of Bad SEO Advice – Optimize for Customers

Lee Odden on Jun 28th, 2012     Online Marketing, Online Marketing Strategy, SEO

break free bad seo adviceDespite years of warnings from Google and especially from search quality guy, Matt Cutts, there’s a certain segment of internet marketing consultants that continue to give out bad advice:  SEO shortcuts, tricks and loopholes with manufactured content and buying links to gain an artificial advantage that runs contrary to Google’s Guidelines.  Complicating matters is the fact that large numbers of companies are taking that advice in their rush to win traffic and sales.

The result? Getting penalized, removed from the index or other consequences affecting visibility of their content in search. From the Florida update almost 10 years ago to the Panda and recent Penguin updates, it’s clear Google is committed to narrowing down what kinds of SEO tactics can have an explicit impact on search visibility in their quest for quality.

Lee Odden

Holistic Optimization Across the Sales Cycle: Optimize Speaking Events May & June

Lee Odden on May 10th, 2012     Marketing PR Conferences, Online Marketing, Optimize Book

sales cycle optimizastion

When you have a business that relies on attracting new business online the sheer volume of options can be confusing. Should offline advertising efforts transfer to online? Maybe email marketing? What about SEO or the hot topic, social media? So much focus is placed on tactics and channels, that a lot of misplaced digital marketing budget gets wasted or spent inefficiently.

To bring some clarity to the myriad online marketing options available, I think it’s worth marketers taking a holistic approach that starts with an essential understanding of goals and customers. Who are your best customers? Who are your worst? What do your best customers care about? What are their pain points and goals? While you’re answering those key questions, think about how your solutions meet the needs of your target audience and what stories you can tell to bring align those interests to a common goal.

Lee Odden

Is Your Optimization Meaningful or Mechanical?

Lee Odden on May 7th, 2012     Online Marketing, Optimize Book, SEO

optimization meaningful or mechanicalWhile I’ve been to Belgium the past week for the fine Fusion Marketing Experience, I decided to take a day trip to Paris yesterday since it was only 2 hours away by train. As you may know, I do a bit of traveling.

The quality of the experience, memories and the stories you get to tell after visiting other countries are usually the most meaningful. Sure “stuff” is fun to get, but how often do you think “I met too many cool people” vs. “I bought too many souvenirs”?

As I talk to other people about traveling (and online marketing), the spectrum of perspectives is pretty amazing. It’s just like the wide variety of perceptions towards optimization and social networking. For some people, both are simplified as checklists. Keyword list? Check. Take a picture of the Eiffel Tower? Check. But what did it mean?

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