Deep Understanding of Search Often Falls on Deaf Ears

© 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

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

© Advanced Media Productions AdvMediaProductions.com Why Search? Search Marketing Vs. Traditional Marketing:
Users are already in the buying cycle
Branding
Long-tail Keywords

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:

Keywords © Advanced Media Productions AdvMediaProductions.com 1. Research and assign value 2. Selection and exclusion 3. Refine the list Search Marketing Vs. Traditional Marketing:

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:

© 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

© 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

© 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:

© 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)

© 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)

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:

Deep Understanding of Search Often Falls on Deaf Ears

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