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Deep Understanding of Search Often Falls on Deaf Ears
Deep Understanding of Search Often Falls on Deaf Ears
Deep Understanding of Search Often Falls on Deaf Ears
Deep Understanding of Search Often Falls on Deaf Ears
Deep Understanding of Search Often Falls on Deaf Ears
Deep Understanding of Search Often Falls on Deaf Ears
Deep Understanding of Search Often Falls on Deaf Ears
Deep Understanding of Search Often Falls on Deaf Ears
Deep Understanding of Search Often Falls on Deaf Ears
Deep Understanding of Search Often Falls on Deaf Ears
Deep Understanding of Search Often Falls on Deaf Ears
Deep Understanding of Search Often Falls on Deaf Ears
Deep Understanding of Search Often Falls on Deaf Ears
Deep Understanding of Search Often Falls on Deaf Ears
Deep Understanding of Search Often Falls on Deaf Ears
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Deep Understanding of Search Often Falls on Deaf Ears

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  • 1. © Advanced Media Productions AdvMediaProductions.com Deep Understanding of Search Often Falls on Deaf Ears Louise Rijk Vice President of Marketing and Sales Advanced Media Productions Search Marketing Vs. Traditional Marketing
  • 2. 5 Customer Evolution Steps Search Marketing Vs. Traditional Marketing: © Advanced Media Productions AdvMediaProductions.com Pre Beginning Middle End Spread Awareness Familiarity Consideration Purchase Advocacy Need Search Choices Call to Action Buzz Buying Cycle Internet Need Sales Time
  • 3. © Advanced Media Productions AdvMediaProductions.com Why Search? Search Marketing Vs. Traditional Marketing:
    • Users are already in the buying cycle
    • Branding
    • Long-tail Keywords
  • 4. 5 Customer Evolution Steps Search Marketing Vs. Traditional Marketing: © Advanced Media Productions AdvMediaProductions.com Pre Beginning Middle End Spread Awareness Familiarity Consideration Purchase Advocacy Need Search Choices Call to Action Buzz Buying Cycle Internet Need Sales Time
  • 5.
    • Organic or Algorithmic Web Search
    • - Blended search/Universal, personalized and local search
    • Vertical Organic Search
    • - Image search, video search, shopping search, news search, blog search
    • Organic Real-time Search
    • - Twitter Search
    • Paid Search
    • - National and local PPC – Yahoo! Search Marketing, Google AdWords and MSN AdCenter
    “ Types” of Search © Advanced Media Productions AdvMediaProductions.com Search Marketing Vs. Traditional Marketing:
  • 6. Keywords © Advanced Media Productions AdvMediaProductions.com 1. Research and assign value 2. Selection and exclusion 3. Refine the list Search Marketing Vs. Traditional Marketing:
  • 7. Keyword Tools © Advanced Media Productions AdvMediaProductions.com
      • Google AdWords Keyword Tool
      • - Generates ideas based on user input
      • - Scans a pre-existing site for related keywords
      • Google Search-based Keyword Tool
      • - Ability to sign-in and add directly to AdWords
      • - Based on actual search queries
      • WordTracker
      • - Generates ideas based on user input
      • - 3rd party
      • SpyFu
      • - “Spy” on your competition
      • - Access to advertising spend information
    Search Marketing Vs. Traditional Marketing:
  • 8. © Advanced Media Productions AdvMediaProductions.com Google Crawl Digital Asset Optimization: Hosted Content Search Marketing Vs. Traditional Marketing: Web Site Hosted Video Podcasts Blogs Press Releases White Papers (PDF) Google Search Engine Images
  • 9. © Advanced Media Productions AdvMediaProductions.com News/Tip Sheets/How To’s (Digg/StumbleUpon) PowerPoint Presentations (SlideShare.net) Posted Video (Video Sharing – YouTube) Posted Images (Image Sharing – Flickr) Press/News Releases (PR Web, BusinessWire, PRLeap) Digital Asset Optimization: Posted Content Search Marketing Vs. Traditional Marketing: Posting
  • 10. 5 Customer Evolution Steps Search Marketing Vs. Traditional Marketing: © Advanced Media Productions AdvMediaProductions.com Pre Beginning Middle End Spread Awareness Familiarity Consideration Purchase Advocacy Need Search Choices Call to Action Buzz Buying Cycle Internet Need Sales Time
  • 11. © Advanced Media Productions AdvMediaProductions.com
    • Identify personas (different types of audiences)
    • Set goals
    • What’s the “Marketing Message”?
    • Assign your call-to-action
    • “ Path to Conversion”
    • Report
    • Test, test, test!
    Conversion Search Marketing Vs. Traditional Marketing:
  • 12. 5 Customer Evolution Steps Search Marketing Vs. Traditional Marketing: © Advanced Media Productions AdvMediaProductions.com Pre Beginning Middle End Spread Awareness Familiarity Consideration Purchase Advocacy Need Search Choices Call to Action Buzz Buying Cycle Internet Need Sales Time
  • 13. © Advanced Media Productions AdvMediaProductions.com Social Media Applications
    • MySpace, Facebook (Social Networking)
    • LinkedIn, Plaxo (Business Social Networking)
    • Flickr (Photo Sharing)
    • YouTube (Video Sharing)
    • Digg, Reddit (News Sharing)
    • Del.icio.us (Bookmark Sharing)
    • Twitter (Microblogging)
    Search Marketing Vs. Traditional Marketing:
  • 14. © Advanced Media Productions AdvMediaProductions.com © Advanced Media Productions AdvMediaProductions.com Tips for Using Social Media
    • Educate Your Management and Organization About Social Media
    • Set Clear Goals for Measuring Success
    • Be Honest, Disclosure and Be Transparent About Who You Are
    • Engage and Educate. Don’t Try To Promote and Hard Sell
    • Welcome Feedback, Both Positive and Negative
    • Use Rich Media (Video, Audio and Animation)
    Search Marketing Vs. Traditional Marketing:
  • 15. Thank You! Louise Rijk Vice President of Sales and Marketing Advanced Media Productions 888-755-5151 x17 Twitter: @LouiseRijk www.AdvMediaProductions.com Twitter: @AdvancedMedia © Advanced Media Productions AdvMediaProductions.com Search Marketing Vs. Traditional Marketing:

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