we are drowning
in content
@stephpchang
…in 5 years, the amount of
digital information created &
shared has exploded.
@stephpchang
@stephpchangSource
by 2015, there will
9 zettabytes
of content on the web
@stephpchang
this makes search
increasingly more
important
@stephpchang
we need search to
help find content
@stephpchang
that is most
relevant to
specific individuals
@stephpchang
search technology
will evolve to
meet that need
@stephpchang
and show more
personalized results
@stephpchangShow a result
Is the future of search?
@stephpchangAdd a Hummingbird image
targeted messaging
@stephpchang
founded on
data
@stephpchang
such as the
demographic and
user behavior of the
individual
@stephpchang
how
does this affect search
marketers….today?
@stephpchang
Stephanie Chang
Senior Consultant, Distilled
Stephanie.chang@distilled.net
@stephpchang
Stretching Your Search
Skills
STEPHANIE CHANG
search values
findability
@stephpchang
findability used
to look like this
@stephpchang
@stephpchang
getting to page 1 for a
given keyword
isn’t enough anymore
@stephpchang
@stephpchang
same query – different results
search is no
longer just
transactional
@stephpchang
it’s becoming
more personal
@stephpchang
user
demographics
are becoming more
important
@stephpchang
our goal is to be
findable to the
right people
@stephpchang
1. user research
@stephpchang
2. testing targeted
messaging
@stephpchang
3. applying learnings to
search
@stephpchang
4. integrating core
message onto multiple
channels
@stephpchang
we need to
focus on
our users
@stephpchang
user research
first, who are the
consumers?
@stephpchang
and what do we know
about them?
@stephpchang
and how can we target
them effectively
through search?
@stephpchang
look at
consumer behavior
use the digital
footprints they leave behind
to help us
understand
our core audience
@stephpchang
using the tools
we have at our disposal
Consumer Barometer provides insights
on purchasing behavior
@stephpchanghttp://www.consumerbarometer.com
and how much research goes into the process
@stephpchanghttp://www.consumerbarometer.com
and the type of devices and sources
users use to conduct research
@stephpchanghttp://www.consumerbarometer.com
@stephpchang
to determine the type of content
we should be prioritizing
this is the 3rd result that appears for “is
[compa...
@stephpchang
first goal:
build pages
second goal:
improve engagement on the page
to measure trustworthiness
we can also use
this data
@stephpchang
in combination
with demographics data
in Google Analytics
@stephpchang
@stephpchang
to test different intents
@stephpchang
like using Google’s Display Planner
@stephpchang
and targeting
defined
in-market
buyer
segments
@stephpchang
what do we do with this data?
@stephpchang
create tailored
messages
@stephpchang
that resonates with
your core audience
@stephpchang
targeted messaging
“Voted #1 specialist in [product]
for [core audience]”
@stephpchang
Version 1
vs.“Over 5 million switched to
[product] bec...
using
user
triggers
@stephpchang
depending on your
core product
@stephpchang
@stephpchang
high involvement / think product
high involvement /
feel product
low involvement /
think product
low involvement /
feel product
when a user
knows what he/she
wants, you are there
@stephpchang
how do you know when
you have the right
messaging?
through testing
analyze the most
common questions
people ask about your
product
@stephpchang
by setting up an
advanced
filter in
Google Analytics
**see link below on how to set up the filter
@stephpchangSource
and match questions up to the
customer buying cycle
@stephpchangSource: Adria Saracino
test messages
via paid
social promotion
@stephpchang
because you can
target a
specific
demographic
@stephpchang
@stephpchangSource: Stephen Croome
this provides instant
feedback on your
messaging and
target audience
@stephpchang
and also builds the
initial community prior
to launch
@stephpchang
sample client:
education software
target demographic
 female age 24-45
 not tech savvy
 use the product for in-house training
@stephpchang
Use this information to target
specific segments
@stephpchang
keyword queries site received
 elearning software
 instructional design
@stephpchang
questions receivedin
Google Analytics included:
@stephpchang
how is this (product) more
effective than other
forms of learning?
(141 visits with a 60% bounce rate)
@stephpchang
how to record high quality
audio using (product)?
(309 visits & 82% bounce rate)
@stephpchang
use data collected on common concerns /
behavior & create tailored messages to test
@stephpchang
Gender/Age Product Behavi...
each question
matches up
to a different
stage in the funnel
@stephpchang
@stephpchang
How is this product more effective than other forms of learning?
How do I record high-quality audio using the...
now, we have to make this
target message more
findable to the right people
@stephpchang
apply findings to search
this product is a
high involvement / think
product
@stephpchang
create landing pages
to answer questions that
have high bounce rates
and lots of visits
@stephpchang
incorporate rating
snippets onto the site
or positive
reviews from 3rd
party trusted
reviewers
@stephpchang
have benefits of the
product clearly stated on the site
@stephpchang
test out paid search ad
copy to speak to potential
customer concerns
@stephpchang
to optimize for search
based on the
target audience
@stephpchang
these are ways we can
become findable to the
right target audience
@stephpchang
using search
@stephpchang
but don’t STOP there
@stephpchang
as search becomes
moretargeted
@stephpchang
for it to be truly effective,
@stephpchang
it must integrate with
other marketing channels
@stephpchang
marketing integration
why integration?
@stephpchang
effective frequency
@stephpchang
what does effective
frequency mean?
@stephpchang
Viewers need to see
a message
several** times
**ranges from 3-11 times
@stephpchang
in order for the message
to receive
maximum impact
@stephpchang
this doesn’t necessarily
mean showing the same
ad over and over
again
@stephpchang
@stephpchang
we want to see the same
message reinforced in
different ways
@stephpchang
examples of marketing
integration
let’s apply this process
to a real business
@stephpchang
b2b company that
made asset tags
@stephpchang
niche product with
a small target audience
@stephpchang
busy office
administrators in
corporate businesses or
government
@stephpchang
don’t do a lot of research
online
@stephpchang
heavily
price-focused
@stephpchang
just want the product
to work
@stephpchang
low involvement /
think product
@stephpchang
questions they ask
@stephpchang
does the product on
curved surfaces?
@stephpchang
FAQ section on the site that
address these questions
@stephpchang
we didn’t want to stop
there
@stephpchang
we didn’t want just tactics,
but a full campaign
@stephpchang
significant portion of the
target demographic
@stephpchang
lived in urban or suburban
@stephpchang
@stephpchang
what would be useful to this
target demographic?
@stephpchang
that solved a pain point
@stephpchang
show the product works
@stephpchang
the concept was the creation of
a consumer-facing
tool
@stephpchang
free bike registry
@stephpchang
show effectiveness
of product
@stephpchang
bikes work on curved
surfaces
@stephpchang
QR codes work to track a
valuable product
@stephpchang
partner with
government agencies
& getting the product right in
front of them
@stephpchang
because this is not solely
a search campaign
integrate several
marketing channels
@stephpchang
@stephpchang
built landing pages
for both organic and paid
search
content to support
community and press
@stephpchang
video & social
@stephpchang
@stephpchang
outreach
to bike communities and
non-profits
across different sectors
@stephpchang
@stephpchang
we are expanding our
reach
@stephpchang
as an extension of
search
@stephpchang
and thus, achieving
effective
frequency
because wherever they look
@stephpchang
you are there
@stephpchang
whether or not they
search for you
you are findable
@stephpchang
you are
results
project is a year old and
has received more
partnerships and press
over time
@stephpchang
@stephpchang
visits new visits
average visit
duration
direct
conversions
non-direct
conversions
13,000+ 79% 4 minutes 2 103
key takeaways
search is more
important than ever
@stephpchang
the emphasis needs to
be switched to the
individual** user
**see Justin Cutroni’s presentation
@stephpchang
we need to develop a
better understanding of user
behavior
@stephpchang
and how to integrate our
learnings in search and
other channels
@stephpchang
in order for it to
truly be effective
@stephpchangInsert cheesy picture
let’s make it personal !
@stephpchang
Thanks.
Any questions?
STEPHANIE CHANG
stephanie.chang@distilled.net
@stephpchang
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Stretching Your Search Skills - Stephanie Chang - SearchLove Boston

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  • Transcript of "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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