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

    • © 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
    • 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
      • 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
    • 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
      • 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:
    • 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 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:
    • © 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:
    • 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: