Sempo Atlanta Keyote: Search and your Marketing Mix 09-05-12
Upcoming SlideShare
Loading in...5
×
 

Sempo Atlanta Keyote: Search and your Marketing Mix 09-05-12

on

  • 238 views

A view into the marketing mix of today and how branding and advertising has transitioned from traditional media. I gave this presentation at SEMPO Atlanta on 9/14/12.

A view into the marketing mix of today and how branding and advertising has transitioned from traditional media. I gave this presentation at SEMPO Atlanta on 9/14/12.

Statistics

Views

Total Views
238
Views on SlideShare
238
Embed Views
0

Actions

Likes
0
Downloads
1
Comments
0

0 Embeds 0

No embeds

Accessibility

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment
  • Or being outranked by affiliates of your own company name - like Bissell.com is for "Bissell cleaners” and LernerCatalog.com is for "Lerner catalog"?

Sempo Atlanta Keyote: Search and your Marketing Mix 09-05-12 Sempo Atlanta Keyote: Search and your Marketing Mix 09-05-12 Presentation Transcript

  • Search and Your Marketing Mix
  • First Off... Who Am I? Co-author: The Art of SEO President: Stone Temple Consulting 25+ person SEO and PPC firm Trainer: Instant E-Training Founder: Web Site Publishing Companies Publish web sites, grow them, then sell them 2 significant exits so far Twitter: @stonetemple Google Plus: +Eric Enge @stonetemple / + Eric Enge
  • Part 1 Marketing Media@stonetemple / + Eric Enge
  • Influence of Media on Decisions Source: Fleishman-Hilliard @stonetemple / + Eric Enge
  • Selected Data on Media Consumption Source: Fleishman- Hilliard @stonetemple / + Eric Enge
  • TV / Print / Radio About branding Creates impressions Controlled Messaging Long established Cost / ROI Models  @stonetemple / + Eric Enge
  • Example Display Ad@stonetemple / + Eric Enge
  • Online Display Advertising About branding Creates impressions Controlled Messaging Emerging Cost / ROI Models  Comfortable for traditional marketers  Similar return model to TV/Print/Radio Immediate action is an option  But, “Interruption Mode” @stonetemple / + Eric Enge
  • Classic Marketing Rule of Thumb 7 impressions per sale @stonetemple / + Eric Enge
  • And What About Search?@stonetemple / + Eric Enge
  • Are You In Control of the Message? @stonetemple / + Eric Enge
  • Do You Interrupt The User? @stonetemple / + Eric Enge
  • No, The User Must Do 3 Things11 1 2 3 1 @stonetemple / + Eric Enge
  • Search Step 1 – Go to a Search Engine @stonetemple / + Eric Enge
  • Search Step 2 – Enter a Query @stonetemple / + Eric Enge
  • Search Step 3 – Click on a Result @stonetemple / + Eric Enge
  • Where is Search in the Conversion Funnel? Marketing Campaigns Awareness Interest Search Evaluation Involved At Every Commitment Stage Referral Repeat @stonetemple / + Eric Enge
  • Search Always Starts With a Need• I need: – Information – A product – A service – To be entertained @stonetemple / + Eric Enge
  • Push vs. Pull MY BENEFITS! MY NEED!@stonetemple / + Eric Enge
  • Harvesting Demand TV, Print, Radio Generic DemandDiaper Create Crying babyDry baby Demand I need sleep Traditional Harvest Internet Outlets Demand @stonetemple / + Eric Enge
  • Why Are Facebook Shares Down?$38.00 $19.00 @stonetemple / + Eric Enge
  • Facebook Continued But Facebook offers all this amazing targeting, right? Yes, but it is a display ad network It is interruption based advertising @stonetemple / + Eric Enge
  • Ads on my Wall@stonetemple / + Eric Enge
  • Part 2 SEO vs PPC@stonetemple / + Eric Enge
  • Natural vs. Paid Paid Paid Paid Paid Natural Natural25 @stonetemple / + Eric Enge
  • PPC and SEO are SynergisticSource: Brad Geddes on Search Engine Land @stonetemple / + Eric Enge
  • Observation 73% of clicks went to SEO  One high volume keyword was used  Similar data obtained in other tests @stonetemple / + Eric Enge
  • Paid Vs. Organic Click Volume 22% PPC 2010 Data PPC Share 78% Growing Organic Over Time @stonetemple / + Eric Enge
  • Paid vs. Organic Click Volume All Relevant Keywords Keywords you Keywords 75% rank for in You Bid onOf clicks Organic Search 100% Of clicks 25%Of clicks @stonetemple / + Eric Enge
  • Organic RankingKeyword Create Black BoxResearch Pages Algo Rank for terms as determined by Algo @stonetemple / + Eric Enge
  • Paid Ranking Quality Score Historical CTRKeyword AdWords +Research Account Keyword & Landing Page Relevance + Rank for terms Landing Page largely defined Relevance by you + Other Max Bid @stonetemple / + Eric Enge
  • Part 3 Justifying SEO@stonetemple / + Eric Enge
  • SEO Ranking Timeline 6 mos Create a Black Box laternew page Algo Maybe rank For something @stonetemple / + Eric Enge
  • • Classic SEO Sales Pitch@stonetemple / + Eric Enge
  • 1.I don’t know what we are going to do yet@stonetemple / + Eric Enge
  • 1.I don’t know what we are going to do yet 2.I don’t know when you are going to see benefits@stonetemple / + Eric Enge
  • 1.I don’t know what we are going to do yet 2.I don’t know when you are going to see benefits 3.I don’t know how large the benefits will be@stonetemple / + Eric Enge
  • Sign here, $10,000 a month!@stonetemple / + Eric Enge
  • Google AdWords Keyword Tool @stonetemple / + Eric Enge
  • Bing Webmaster Tools Real Numbers for searches at Bing.com!@stonetemple / + Eric Enge
  • Wordtracker@stonetemple / + Eric Enge
  • Coming Up with a Total @stonetemple / + Eric Enge
  • @stonetemple / + Eric Enge
  • Calculating Search Potential (Data from Ahrefs.com)@stonetemple / + Eric Enge
  • Do The Math!@stonetemple / + Eric Enge
  • Alternate Method@stonetemple / + Eric Enge
  • Not doing SEO? You’re Leaving Money on the Table• Calculate the missed opportunity cost of not ranking well for products & services that you offer? # of people engine share expected click- average average searching for your (Google = through rate conversion rate transaction keywords x 70%) x x x amount  E.g.10,000/day x 70% x 10% x 5% x $100 = $3,500/daysearchengineland.com/selling-the-benefits-of-seo-in-a-large-enterprise-36189 47 @stonetemple / + Eric Enge
  • Show Competitors Winning @stonetemple / + Eric Enge
  • Part 4 Justifying Paid Search@stonetemple / + Eric Enge
  • Setup An Account Today and … @stonetemple / + Eric Enge
  • Get Traffic Today@stonetemple / + Eric Enge
  • Margin in Competitive DR MarketsHave to combat this with active optimizationSet it and forget it does not work @stonetemple / + Eric Enge
  • @stonetemple / + Eric Enge
  • Calculating ROIExpense Happens TodayRevenue May Happen Over Time @stonetemple / + Eric Enge
  • Thank You!Eric Enge eenge@stonetemple.com @stonetemple + Eric Enge (508) 485-7751 www.stonetemple.com