Stretching Your Search Skills - Stephanie Chang - SearchLove Boston

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  • Video only one format among many. It’s not a “thing”.
  • Stretching Your Search Skills - Stephanie Chang - SearchLove Boston

    1. 1. we are drowning in content @stephpchang
    2. 2. …in 5 years, the amount of digital information created & shared has exploded. @stephpchang
    3. 3. @stephpchangSource
    4. 4. by 2015, there will 9 zettabytes of content on the web @stephpchang
    5. 5. this makes search increasingly more important @stephpchang
    6. 6. we need search to help find content @stephpchang
    7. 7. that is most relevant to specific individuals @stephpchang
    8. 8. search technology will evolve to meet that need @stephpchang
    9. 9. and show more personalized results @stephpchangShow a result
    10. 10. Is the future of search? @stephpchangAdd a Hummingbird image
    11. 11. targeted messaging @stephpchang
    12. 12. founded on data @stephpchang
    13. 13. such as the demographic and user behavior of the individual @stephpchang
    14. 14. how does this affect search marketers….today? @stephpchang
    15. 15. Stephanie Chang Senior Consultant, Distilled Stephanie.chang@distilled.net @stephpchang
    16. 16. Stretching Your Search Skills STEPHANIE CHANG
    17. 17. search values findability @stephpchang
    18. 18. findability used to look like this @stephpchang
    19. 19. @stephpchang
    20. 20. getting to page 1 for a given keyword isn’t enough anymore @stephpchang
    21. 21. @stephpchang same query – different results
    22. 22. search is no longer just transactional @stephpchang
    23. 23. it’s becoming more personal @stephpchang
    24. 24. user demographics are becoming more important @stephpchang
    25. 25. our goal is to be findable to the right people @stephpchang
    26. 26. 1. user research @stephpchang
    27. 27. 2. testing targeted messaging @stephpchang
    28. 28. 3. applying learnings to search @stephpchang
    29. 29. 4. integrating core message onto multiple channels @stephpchang
    30. 30. we need to focus on our users @stephpchang
    31. 31. user research
    32. 32. first, who are the consumers? @stephpchang
    33. 33. and what do we know about them? @stephpchang
    34. 34. and how can we target them effectively through search? @stephpchang
    35. 35. look at consumer behavior
    36. 36. use the digital footprints they leave behind
    37. 37. to help us understand our core audience @stephpchang
    38. 38. using the tools we have at our disposal
    39. 39. Consumer Barometer provides insights on purchasing behavior @stephpchanghttp://www.consumerbarometer.com
    40. 40. and how much research goes into the process @stephpchanghttp://www.consumerbarometer.com
    41. 41. and the type of devices and sources users use to conduct research @stephpchanghttp://www.consumerbarometer.com
    42. 42. @stephpchang to determine the type of content we should be prioritizing this is the 3rd result that appears for “is [company] legit?”
    43. 43. @stephpchang first goal: build pages second goal: improve engagement on the page to measure trustworthiness
    44. 44. we can also use this data @stephpchang
    45. 45. in combination with demographics data in Google Analytics @stephpchang
    46. 46. @stephpchang
    47. 47. to test different intents @stephpchang
    48. 48. like using Google’s Display Planner @stephpchang
    49. 49. and targeting defined in-market buyer segments @stephpchang
    50. 50. what do we do with this data? @stephpchang
    51. 51. create tailored messages @stephpchang
    52. 52. that resonates with your core audience @stephpchang
    53. 53. targeted messaging
    54. 54. “Voted #1 specialist in [product] for [core audience]” @stephpchang Version 1 vs.“Over 5 million switched to [product] because of [uvp]” version 1 resulted in 4xthe CTR and 5xthe number of conversions Version 2
    55. 55. using user triggers @stephpchang
    56. 56. depending on your core product @stephpchang
    57. 57. @stephpchang
    58. 58. high involvement / think product
    59. 59. high involvement / feel product
    60. 60. low involvement / think product
    61. 61. low involvement / feel product
    62. 62. when a user knows what he/she wants, you are there @stephpchang
    63. 63. how do you know when you have the right messaging?
    64. 64. through testing
    65. 65. analyze the most common questions people ask about your product @stephpchang
    66. 66. by setting up an advanced filter in Google Analytics **see link below on how to set up the filter @stephpchangSource
    67. 67. and match questions up to the customer buying cycle @stephpchangSource: Adria Saracino
    68. 68. test messages via paid social promotion @stephpchang
    69. 69. because you can target a specific demographic @stephpchang
    70. 70. @stephpchangSource: Stephen Croome
    71. 71. this provides instant feedback on your messaging and target audience @stephpchang
    72. 72. and also builds the initial community prior to launch @stephpchang
    73. 73. sample client: education software
    74. 74. target demographic  female age 24-45  not tech savvy  use the product for in-house training @stephpchang
    75. 75. Use this information to target specific segments @stephpchang
    76. 76. keyword queries site received  elearning software  instructional design @stephpchang
    77. 77. questions receivedin Google Analytics included: @stephpchang
    78. 78. how is this (product) more effective than other forms of learning? (141 visits with a 60% bounce rate) @stephpchang
    79. 79. how to record high quality audio using (product)? (309 visits & 82% bounce rate) @stephpchang
    80. 80. use data collected on common concerns / behavior & create tailored messages to test @stephpchang Gender/Age Product Behavior Female (age 24-45) High involvement / think Heavy percentage of users research online via search engines before purchasing Ease of use with existing software within the organization No seasonality
    81. 81. each question matches up to a different stage in the funnel @stephpchang
    82. 82. @stephpchang How is this product more effective than other forms of learning? How do I record high-quality audio using the product?
    83. 83. now, we have to make this target message more findable to the right people @stephpchang
    84. 84. apply findings to search
    85. 85. this product is a high involvement / think product @stephpchang
    86. 86. create landing pages to answer questions that have high bounce rates and lots of visits @stephpchang
    87. 87. incorporate rating snippets onto the site or positive reviews from 3rd party trusted reviewers @stephpchang
    88. 88. have benefits of the product clearly stated on the site @stephpchang
    89. 89. test out paid search ad copy to speak to potential customer concerns @stephpchang
    90. 90. to optimize for search based on the target audience @stephpchang
    91. 91. these are ways we can become findable to the right target audience @stephpchang
    92. 92. using search @stephpchang
    93. 93. but don’t STOP there @stephpchang
    94. 94. as search becomes moretargeted @stephpchang
    95. 95. for it to be truly effective, @stephpchang
    96. 96. it must integrate with other marketing channels @stephpchang
    97. 97. marketing integration
    98. 98. why integration? @stephpchang
    99. 99. effective frequency @stephpchang
    100. 100. what does effective frequency mean? @stephpchang
    101. 101. Viewers need to see a message several** times **ranges from 3-11 times @stephpchang
    102. 102. in order for the message to receive maximum impact @stephpchang
    103. 103. this doesn’t necessarily mean showing the same ad over and over again @stephpchang
    104. 104. @stephpchang
    105. 105. we want to see the same message reinforced in different ways @stephpchang
    106. 106. examples of marketing integration
    107. 107. let’s apply this process to a real business @stephpchang
    108. 108. b2b company that made asset tags @stephpchang
    109. 109. niche product with a small target audience @stephpchang
    110. 110. busy office administrators in corporate businesses or government @stephpchang
    111. 111. don’t do a lot of research online @stephpchang
    112. 112. heavily price-focused @stephpchang
    113. 113. just want the product to work @stephpchang
    114. 114. low involvement / think product @stephpchang
    115. 115. questions they ask @stephpchang
    116. 116. does the product on curved surfaces? @stephpchang
    117. 117. FAQ section on the site that address these questions @stephpchang
    118. 118. we didn’t want to stop there @stephpchang
    119. 119. we didn’t want just tactics, but a full campaign @stephpchang
    120. 120. significant portion of the target demographic @stephpchang
    121. 121. lived in urban or suburban @stephpchang
    122. 122. @stephpchang what would be useful to this target demographic?
    123. 123. @stephpchang that solved a pain point
    124. 124. @stephpchang show the product works
    125. 125. @stephpchang the concept was the creation of a consumer-facing tool
    126. 126. @stephpchang free bike registry
    127. 127. @stephpchang show effectiveness of product
    128. 128. @stephpchang bikes work on curved surfaces
    129. 129. @stephpchang QR codes work to track a valuable product
    130. 130. @stephpchang partner with government agencies & getting the product right in front of them
    131. 131. @stephpchang because this is not solely a search campaign
    132. 132. integrate several marketing channels @stephpchang
    133. 133. @stephpchang built landing pages for both organic and paid search
    134. 134. content to support community and press @stephpchang
    135. 135. video & social @stephpchang
    136. 136. @stephpchang outreach to bike communities and non-profits
    137. 137. across different sectors @stephpchang
    138. 138. @stephpchang we are expanding our reach
    139. 139. @stephpchang as an extension of search
    140. 140. @stephpchang and thus, achieving effective frequency because wherever they look
    141. 141. @stephpchang you are there
    142. 142. @stephpchang whether or not they search for you
    143. 143. you are findable @stephpchang
    144. 144. you are
    145. 145. results
    146. 146. project is a year old and has received more partnerships and press over time @stephpchang
    147. 147. @stephpchang visits new visits average visit duration direct conversions non-direct conversions 13,000+ 79% 4 minutes 2 103
    148. 148. key takeaways
    149. 149. search is more important than ever @stephpchang
    150. 150. the emphasis needs to be switched to the individual** user **see Justin Cutroni’s presentation @stephpchang
    151. 151. we need to develop a better understanding of user behavior @stephpchang
    152. 152. and how to integrate our learnings in search and other channels @stephpchang
    153. 153. in order for it to truly be effective @stephpchangInsert cheesy picture
    154. 154. let’s make it personal ! @stephpchang
    155. 155. Thanks. Any questions? STEPHANIE CHANG stephanie.chang@distilled.net @stephpchang

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