Integrated Marketing - How SEO's can own more of the Funnel

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How SEO's can own more of the marketing funnel and why they should.

How SEO's can own more of the marketing funnel and why they should.

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  • Great deck, Kieran (and thanks for the quote!).
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  • Glad you enjoyed it Phil
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  • Great presentation Kieran. Gave me some cool new ideas. Particularly with the keyword mapping idea. I'm already mapping content to the stages/needs in the buying cycle but this should re-enforce that. Thanks!
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  • Transitioned from SEO to Inbound Marketing Manager (EMEA) for SalesforceNow really look at campaigns across the funnel
  • Looking at Integrated Marketing Campaigns that drive awareness, visits, leads, customersThis presentation was really inspired by a talk I had with a friend in the US who worked as an SEO and is now VP of Marketing for one of the biggest brands in the worldHow SEO’s
  • Who are my customers – Who are the people who might link to meWho are the people who will share my content
  • SEOMozTagFEEWhy (Being Transparent, Over Delivering, Part of a World Class Community)How ?What (We offer world class suite of tools for SEO’s)
  • Size: Shape:Depth:
  • Example of how you can navigate boring subjects (Chunking)Insurance, what’s this an example off: FinanceFinance, what’s this an example off: Category SMBs are interestedWhat is an example of this: MarketingWat is an example of this: Social Media
  • - The guide was built using all third party content

Transcript

  • 1. Integrated Marketing Why SEO’s should own it all … <evil>muhahahaha</evil>© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • 2. Kieran Flanagan Online Marketing Manager (EMEA) – Marketo kflanagan@marketo.com @searchbrat Integrated Marketing, Speaking & Writing, Building Sites, Sneakers & Battle RapsPage 2© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • 3. I am a FORMER seo who now owns thisPage 3© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • 4. Page 4© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • 5. And develops Integrated Marketing strategies that incorporate a lot of thisPage 5© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • 6. Page 6© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • 7. Why Integrated?Page 7© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • 8. Creates Top of Funnel MagicPage 8© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • 9. Page 9© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • 10. Beyond KeywordsPage 10© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • 11. we already Model search behavior across the funnelPage 11© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • 12. [Mens Watches €3.19]Page 12© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • 13. [Mens Watches €3.19] [Cool Mens Watches 2012 €4.50]Page 13© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • 14. [Mens Watches €3.19] [Cool Mens Watches 2012 €4.50] [Mens Lego Watches €5.19]Page 14© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • 15. [Mens Watches €3.19] [Cool Mens Watches 2012 €4.50] [Mens Lego Watches €5.19] [Buy pop hours watch]Page 15© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • 16. so we can create Keyword MapsPage 16© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • 17. [Mens Watches] [Cool Mens Watches 2012] [Mens Lego Watches] [buy pop hours watch] Home / Interactive Guide / Comparison Chart Conversion: Interactive Comparison Shopping Home Chart Guide CartPage 17© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • 18. #ThinkIntegratedPage 18© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • 19. Let’s Model the “Whole” CustomerPage 19© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • 20. Surveys (Google Customer Facebook Ad Analytics Surveys) Planner Google Ad Planner Radian6 Quantcast Amplicate Social Compete MentionPage 20© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • 21. Page 21© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • 22. “People don’t buy what you do, they buy why you do it” - Simon SinekPage 22© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • 23. this develops Content that Resonates Community that Engages Display/Retargeting that works Emails that get openedPage 23© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • 24. Get Advanced Mike King – Keyword Level Demographics AimClear – Psychographic Targeting Unhinged!! The Zen of the “Whole Customer” Persona ModelingPage 24© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • 25. Content That WorksPage 25© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • 26. we already Audit a site to please the enginesPage 26© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • 27. #ThinkIntegratedPage 27© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • 28. Let’s Audit our Content and build a strategy to amaze our prospectsPage 28© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • 29. “Your sweet spot is the exact area of your company’s expertise. It’s the thing you are uniquely positioned to talk about” - Doug KesslerPage 29© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • 30. … what are my competitors doing? (Social Crawlytics).Page 30© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • 31. … what could I be doing ? type of content topic covered buyer persona date created customersPage 31© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • 32. Content’s Important in B2B & B2CPage 32© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • 33. this develops Thought Leader in your market Free Visits, Links & Shares Reduce Bounce Rate Increase Engagement Metrics Improved CRO ResultsPage 33© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • 34. Earned PRPage 34© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • 35. How can I get people to Vote for MEPage 35© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • 36. LRD – 452 (40% for “SEO”) Social ? Vs LRD – 1,195 (0.17% for “SEO”) Social ?Page 36© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • 37. LRD – 452 (40% for “SEO”) Social ? Lots of these are “Toxic” http://bit.ly/e21fcAPage 37© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • 38. #ThinkIntegratedPage 38© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • 39. Audience + Content = #AwesomenessPage 39© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • 40. Page 40© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • 41. they understand their audience the small business championPage 41© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • 42. http://bit.ly/ek4CJmPage 42© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • 43. 411 links 111 from domains 3500 and over sharesPage 43© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • 44. won’t happen by itself, we need to OutreachPage 44© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • 45. Links & Share PotentialPage 45© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • 46. + ScraperPage 46© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • 47. better yet Include ThemPage 47© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • 48. MetricsPage 48© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • 49. Go beyond Search MetricsPage 49© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • 50. #ThinkIntegratedPage 50© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • 51. Multi Channel Funnels (Custom)Page 51© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • 52. ExamplePage 52© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • 53. http://bit.ly/yJidkl as seen on .. kflanagan@marketo.com @searchbratPage 53© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • 54. And FinallyPage 54© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • 55. Tickets for the match?Page 55© 2012 Marketo, Inc. Marketo Proprietary and Confidential