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Verbal Cue Webinar
 

Verbal Cue Webinar

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This is from a webinar I did with my colleague Sara. We use keyword research data to inform our marketing efforts identifying consumer trends - vernacular, topic popularity, consumer interest and ...

This is from a webinar I did with my colleague Sara. We use keyword research data to inform our marketing efforts identifying consumer trends - vernacular, topic popularity, consumer interest and insight. When put against focus group findings, this work is spot on, and can be completed at a fraction of the price.

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    Verbal Cue Webinar Verbal Cue Webinar Presentation Transcript

    • From Keyword Research to Customer Communications From Keyword Research to Customer Communications How search engine data can help you find the right messages for your target audiences. Presented by Mike Corak, Director of Interactive Services Sara Wachter-Boettcher, Content Strategy and Creation Moderated by Eric Reid, Social Media Services Manager webinar.offmadisonave.com Call-In: (605) 475-4261 Session: 217-280-048
    • From Keyword Research to Customer Communications What’s this webinar really about? First and foremost, it’s about audience research.  ◦ Understanding audience needs, wants and trends is essential to building any effective communications strategy. ◦ The more research you employ before you build a strategy – whether for a website, a PR plan or any marketing campaign –the more effective your messages will be. It’s about using traditional keyword research tools not just for SEO  and PPC, but as an affordable means of performing this audience research.  It’s not about search marketing – although this research can guide your search campaigns (and much, much more). webinar.offmadisonave.com Call-In: (605) 475-4261 Session: 217-280-048 7/02/08 3
    • From Keyword Research to Customer Communications What is a Verbal Cue Analysis? It’s more than a fancy name – it’s an in-depth audience  research process we’ve been refining since 2006: ◦ Compiling data from standard keyword research tools (Wordtracker, Google Adwords Keyword Suggestion, etc.) ◦ Reviewing geographic, seasonal and other trend data ◦ Categorizing, aggregating and reviewing the data ◦ Creating comprehensive analysis and implications ◦ Comparing our analysis with other audience research findings (such as segmentation, personas, focus groups, surveys, etc.) ◦ Outlining recommendations for online and offline strategies and tactics that improve and produce desired results webinar.offmadisonave.com Call-In: (605) 475-4261 Session: 217-280-048 7/02/08 4
    • From Keyword Research to Customer Communications But what can it do for me? Give you insights into your audiences’ real interests and  desires. Uncover common vernacular, allowing you to speak in the  language your audience already uses. Help identify competitors and relative brand awareness.  Shape your key messages and brand positioning.  Help you prioritize content on a website and even  determine what information should be included at all. Guide your company’s naming for products, services and  site navigation. webinar.offmadisonave.com Call-In: (605) 475-4261 Session: 217-280-048 7/02/08 5
    • From Keyword Research to Customer Communications No, really – what can it do for me? Common Online Results:  More effective messaging and calls to action, leading to increased site conversion and ROI.  Increased site usability and more intuitive navigation.  Less user frustration and site abandonment.  Clearer identification of site audiences and their needs.  Better search marketing campaigns, leading to more targeted visitors from natural and paid search. webinar.offmadisonave.com Call-In: (605) 475-4261 Session: 217-280-048 7/02/08 6
    • From Keyword Research to Customer Communications The benefits aren’t just online. Offline Implications:  Brand positioning and messaging that truly answer your audiences’ needs, easing the conversion process.  Product and service names that reflect customers’ interests, reducing the need to educate prospects.  More effective creative, PR and other communications campaigns.  Support for assumptions made using other research methods, such as focus groups or surveys. webinar.offmadisonave.com Call-In: (605) 475-4261 Session: 217-280-048 7/02/08 7
    • From Keyword Research to Customer Communications Let’s See it in Action Examples from real-life clients and research. webinar.offmadisonave.com Call-In: (605) 475-4261 Session: 217-280-048
    • From Keyword Research to Customer Communications Online Brand Recognition Traffic data from sites like Alexa.com is often used as a  measure of online brand awareness. However, branded search volume can provide a more  complete picture of how many people know about and are interested in a specific brand online. It is also one way to quantify results of large brand-building  campaigns. That is, a successful campaign that increases brand awareness should increase branded searches over time as well. webinar.offmadisonave.com Call-In: (605) 475-4261 Session: 217-280-048 7/02/08 9
    • From Keyword Research to Customer Communications Online Brand Recognition Situation Fujitsu wants to increase brand recognition of the ECLIPSE  line of car audio/navigation products, and gain share of voice online in the car audio market. Prior to creating an integrated promotional campaign and  contest, we needed to gauge ECLIPSE brand awareness in the car audio market compared to other brands. webinar.offmadisonave.com Call-In: (605) 475-4261 Session: 217-280-048 7/02/08 10
    • From Keyword Research to Customer Communications Online Brand Recognition Findings Keyword Phrase Daily Search Volume  Many of ECLIPSE’s traditional Pioneer Car Audio 204 offline competitors have greater Alpine Car Audio 158 online brand recognition than Memphis Car Audio 105 ECLIPSE. Kenwood Car Audio 86  Not all brands listed were ECLIPSE Car Audio 77 identified by ECLIPSE as JVC Car Audio 74 traditional competitors. Bose Car Audio 67  A comprehensive integrated Clarion Car Audio 65 brand-building effort will help Panasonic Car Audio 59 increase ECLIPSE’s prominence Sony Car Audio 56 online. Jensen Car Audio 52 webinar.offmadisonave.com Call-In: (605) 475-4261 Session: 217-280-048 7/02/08 11
    • From Keyword Research to Customer Communications Reputation Management Usually involves checking search engine results for branded  phrases to find negative information. Keyword data can provide a broader view of your online  reputation: ◦ Tells you whether people are seeking negative information – whether or not that information exists on a website. ◦ Allows you to identify – and correct or combat – reputation problems before a negative website even exists. webinar.offmadisonave.com Call-In: (605) 475-4261 Session: 217-280-048 7/02/08 12
    • From Keyword Research to Customer Communications Reputation Management A Google search for “Exxon” reveals  negative information about the company – the Exxon Valdez oil spill – near the bottom of the first SERP (result 8).  However, keyword data shows that “Exxon Valdez” is searched for nearly five times more often than “Exxon.”  More than half of all searches that include “Exxon” are related to the Exxon Valdez.  Despite extensive PR and marketing efforts to repair its image, this data shows that the public still strongly associates Exxon with the disaster. webinar.offmadisonave.com Call-In: (605) 475-4261 Session: 217-280-048 7/02/08 13
    • From Keyword Research to Customer Communications Product Naming and Nomenclature Especially common with e-commerce sites and those with  varied inventories, product names and categories are often based on common industry phrases. While this makes sense to those in the know, the issue is that  these names and categories often don’t align with consumer nomenclature, and therefore don’t carry the same weight for the end user. Furthermore, prioritizing such products and categories is  often based on past performance or desired outcomes, ignoring actual market demand. webinar.offmadisonave.com Call-In: (605) 475-4261 Session: 217-280-048 7/02/08 14
    • From Keyword Research to Customer Communications Product Naming and Nomenclature Align product categorization and naming with the most common audience  nomenclature. (“Short loin” or “filet mignon”?)  Prioritize categories based on interest level, adjusting ongoing for seasonality (“roasts” in the winter, grilling meats in the summer).  Look for new product opportunities based on demand. webinar.offmadisonave.com Call-In: (605) 475-4261 Session: 217-280-048 7/02/08 15
    • From Keyword Research to Customer Communications Audience Vernacular Situation  The Biodesign Institute at ASU must reach several diverse audiences: ◦ Scientific community (professors, researchers, students) ◦ Funding organizations (NIH, NSF, DOD) ◦ Potential private donors ◦ Medical community ◦ Journalists and influencer groups ◦ General public However, the existing website speaks primarily to the scientific  community, using very specific scientific terms to discuss research underway. webinar.offmadisonave.com Call-In: (605) 475-4261 Session: 217-280-048 7/02/08 16
    • From Keyword Research to Customer Communications Audience Vernacular Findings  People tend to search for general phrases (like “biotech”) – not the more narrow areas of study that fall within the field.  Given the large volume of searches, this group is likely comprised primarily of laypeople.  Content should be written accordingly with general phrases used primarily by the masses, and more targeted phrases for researchers. webinar.offmadisonave.com Call-In: (605) 475-4261 Session: 217-280-048 7/02/08 17
    • From Keyword Research to Customer Communications Audience Vernacular Dental health-related phrases had  far more volume and interest to searchers than oral health-related phrases.  Site navigation should be adjusted to represent “dental,” the most common consumer vernacular used in the category.  Content should also be created to target “oral health” phrases, as they represent a significant opportunity for brand exposure, likely to professionals. webinar.offmadisonave.com Call-In: (605) 475-4261 Session: 217-280-048
    • From Keyword Research to Customer Communications Geographic For brick-and-mortar and franchise businesses, search  phrases that include geographic keywords can be very useful in the strategic planning process. Information can be culled about where people are familiar  with your brand and where more brand exposure effort should be made. These phrases can show areas of demand as well.  Such information is also handy in helping to guide both online  and offline geo-targeting efforts. webinar.offmadisonave.com Call-In: (605) 475-4261 Session: 217-280-048 7/02/08 19
    • From Keyword Research to Customer Communications Geographic Keyword Phrase Daily Search Volume Nike has been recycling shoes for 20  Tennis shoe recycle 7 years, gathering materials at a large in Michigan number of drop-off locations around Where to recycle 5 the world. athletic shoes Chicago  Location searches show where people know about the program, and perhaps more telling, where they don’t.  Brand-related searches were also absent, showing the need for consumer education and improved brand attachment. webinar.offmadisonave.com Call-In: (605) 475-4261 Session: 217-280-048
    • From Keyword Research to Customer Communications Search Seasonality In addition to vernacular trends, seasonal trends can  also provide helpful insight. Seasonal trends can help determine how to allocate  media buy and paid search budgets throughout the year. They can also provide insight into when users may  be most interested in a new product launch or promotion. webinar.offmadisonave.com Call-In: (605) 475-4261 Session: 217-280-048 7/02/08 21
    • From Keyword Research to Customer Communications Search Seasonality A local hospitality client’s most  popular season is springtime.  Seasonality data shows searches for resorts and vacations peaking around January 1 each year.  Increased media budgets may be needed during this peak time.  The resort could also run a spring booking promotion or advertise on general “vacation” websites. webinar.offmadisonave.com Call-In: (605) 475-4261 Session: 217-280-048 7/02/08 22
    • From Keyword Research to Customer Communications Research Validation • Keyword data can help validate other research tools by providing support for findings from other sources. • It can also reveal new or additional findings not realized in prior research. • Utilizing audience research like Verbal Cue Analysis in addition to other research provides a more complete picture of audience trends and desires than any one research method alone. webinar.offmadisonave.com Call-In: (605) 475-4261 Session: 217-280-048 7/02/08 23
    • From Keyword Research to Customer Communications Research Validation Situation A well-known hairdressing school wants to ensure their website highlights the right information to attract potential students. webinar.offmadisonave.com Call-In: (605) 475-4261 Session: 217-280-048 7/02/08 24
    • From Keyword Research to Customer Communications Online to Offline The kind of findings we’ve shown today often improve  communications results holistically both online and offline – of great interest from an integrated communications standpoint. By using the most popular consumer vernacular consistently  across various communications tactics (advertising, PR and interactive), message relevance and repetition work together to maximize impact. Beyond messaging, we also see these findings impact the  actual brand itself. webinar.offmadisonave.com Call-In: (605) 475-4261 Session: 217-280-048 7/02/08 25
    • From Keyword Research to Customer Communications Online to Offline Dog Related Volume Monthly Search Volume 260,790 300,000 Situation 225,000  A client that sells pet behavior 150,000 110,196 42,906 product in national retail stores 75,000 8,100 990 0 has been using the same messages Solution Behavior Health Cause Guide for its dog and cat products. Keyword Categories  Research finds that those searching for dog-related phrases Cat Related Volume Monthly Search Volume 56,910 60,000 put more emphasis on finding 45,000 27,546 solutions for behavior issues, while 30,000 16,650 14,010 15,000 “cat” phrases described the actual 882 0 behavior. Behavior Solution Cause Health Guide Keyword Categories webinar.offmadisonave.com Call-In: (605) 475-4261 Session: 217-280-048
    • From Keyword Research to Customer Communications Online to Offline Impact:  Research dictated a different communications strategy for dogs than for cats.  Consistent messaging changes occurred across all communications vehicles, both online and offline, that reflected this difference in consumer behavior.  Overall brand positioning and packaging are also being re- examined. webinar.offmadisonave.com Call-In: (605) 475-4261 Session: 217-280-048
    • From Keyword Research to Customer Communications Why bother? Knowing your audience is the first step to building or enhancing  any effective communications strategy.  No one research method provides a complete and accurate picture or your audience – but the more information you gather, the more accurate your analysis and resulting strategy will be.  If you’ve engaged in other audience research methods, this research can help validate and complement at a small cost.  If you didn’t think you could afford research tools, methods like Verbal Cue Analysis can be an affordable means to start gaining audience insight. webinar.offmadisonave.com Call-In: (605) 475-4261 Session: 217-280-048 7/02/08 28
    • From Keyword Research to Customer Communications Q&A If you have questions after this Webinar, please contact: Mike Corak mikec@offmadisonave.com Sara Wachter-Boettcher saraw@offmadisonave.com webinar.offmadisonave.com Call-In: (605) 475-4261 Session: 217-280-048 7/02/08 29