The document provides an overview of trends in search engines and digital marketing. It discusses how search engines are changing and becoming more data-driven. It emphasizes using data to better understand customers and create personalized experiences. It also notes emerging trends like artificial intelligence that could further impact marketing in the future. Sustainable marketing approaches include developing quality content, building email lists to own customer relationships, and creating lead magnets to gather customer data.

1. Search Engine Results:
The Best Measure?
• Search Engines’ changing roles
• Data-driven paths to sustainable results
• Trends that could impact futures
Fall 2017

2. 2
Agenda / Outline
• Search Engines’ changing roles
Evergreen SEO tactics
• Data-driven paths to sustainable results
Email marketing, Lead magnets, storytelling,
simplifying data management
• Trends that could impact futures
End of geek-elite; Artificial Intelligence;
Sales and Marketing Alignment
❶
❷
❸

3. 3
If I run on, stop me.
Or, just keep up.

4. Search Engines’ Changing Roles
History of Web Search - a 20 year lookback
Then
Now
❶
4

5. 1995:
it s**ked
5

6. 2005:
it r**ked
6

7. 2017:
It s**ks
again
7

8. Search Engine results peppered with:
Ads | “Related” searches
Wikipedia links | Song lyrics
Random crap based on monitoring me
GOOG AI #FAIL:
GOOG “thinks” it knows me better than
me, even striking out my carefully selected
search terms as “less relevant” keywords
on my refined, “long-tail” search phrases
2017:
It s**ks
again
8

9. 9
GOOG, FB, MSN and others
now auto-play videos,
noisily competing
for our scant
attention.
Why?
Because
we can.

10. Search isn’t dead.
It’s undead.
It’s …
Zombie search.
10

11. Let’s be fair.
SEO – on-page: ...GOOD!
SEO – off-page: …GOOD!
SEM – ……………….GOOD!
Content tagging: GOOD!
They all improve your
web content’s visibility.
11

12. SEO's 3 goals:
Quality of traffic (start here) - quality visits by potential buyers
Quantity of traffic - number of quality visitors
Organic traffic - traffic from non-paid links and content
What to do.
WHITE HAT
Strategy (Google Trends)
Competitive Analysis (Link:xyz)
Deliver Amazing Content
Headlines: 80% of your investment
Authoritative Voice
Write for people, not Search Engines
GRAY HAT (AVOID)
Article Submissions
Press Releases Without News
Reciprocal Linking & Link Exchanges
Losing Your Voice Through Automation
Ignoring Social Signals
Ignoring Design
12

13. How to do it. 7 ways.
Research
Your Topic, competitors and market (Google Trends)
Long Tail Keywords (Google Keyword Planner, Long Tail
Pro, MOZ)
LSI - Latent Sematic Indexing - linking similar words based
on context.
Example: “Tree” means different things to a botanist and
a logistician.
Domain Authority and linking
Link your site to other relevant quality sites
Internal Linking
13

14. Become an Authority on Your Topic
Post regularly. Write long articles.
Give bots a reason to live, crawl and refresh.
Optimize your Content (tool: SEO Analyzer)
Longer copy (>1000 words) establishes authority, and is richer
in linkable content and LSI content
Structure your content for easy scanning: concise sentences,
discreet paragraphs, subtitles, bullets, lists
CTA - Have a logical, relevant Call to Action on each site page
14
How to do it. 7 ways (cont’d).

15. 15
Create Great Headlines (the “80% solution”)
5x more people read your headline than your copy.
Meta Description
Do it for every website page
Evergreen Content
Refresh it occasionally.
Give crawlers a reason to live
Give people a reason to value your content.
How to do it. 7 ways (cont’d).

16. Just avoid this.
16

17. Consider this.
17

18. 18
Q: What’s in your basket?
A: Yummy
data sources.

19. ❷Data driven paths to sustainable results
19

20. What about Email? It’s high in ROI and control
Source: Direct Marketing Association
20

21. Want this?
What does Constant Contact report?
21

22. Stories constitute the single most
powerful weapon in a leader’s
arsenal.
-Dr. Howard Gardner, professor
Harvard University
CX
Customer
Experience
and
Storytelling
22

23. THE STORY SPINE
THEME STRUCTURE FUNCTION
Once upon a time…
Beginning
The world of the story is introduced and the
main character's routine is established.
Every day…
But, one day… The event The main character breaks the routine.
Because of that…
Middle
There are dire consequences for breaking
the routine. Outcomes are unclear.
Setbacks and surprises ensue.
Because of that…
Because of that…
Until finally… Climax
The main character embarks upon success
or failure.
And, ever since
then…
End
The main character succeeds or fails, and a
new routine is established.
The moral is… Value The character’s experience benefits us.
CX
23

24. Email: high in ROI and control
Upshot: Build your Email List. Why, besides ROI?
Control! Nobody can evict you
from your email or your website.
• End “algo-slavery” to FB, GOOG, LI, et. al.
• OWN the relationship – access to inboxes
• OWN the data – build deeper understanding
• Build relationships directly – share stories
• Nurture Leads – listen, assess, respond
24

25. time and
attention
Ignore
Delete
Opt out
Report SPAM
Complain
Negative Review
Lower Brand Value
Lost Customers
tolerance limit
Just keep it balanced. How? Data.
25

26. Just keep it balanced, using data.
Buyers have high
expectations.
We can’t let them down.
They’re a bit overwhelmed.
We have to adapt.
Good, clean data helps
you attain relevance.
26

27. Data, simplified. Ask: Who are these people?
COLD (newbie) WARM (subscriber) HOT (likely buyer)
No previous experience
with brand or business
Aware of brand or
product
Familiar with brand,
product, service
Hasn't shown interest in
the brand or product
before
Has expressed some
interest
Specifically looking for
what you offer
May resent a blind
contact out of the blue.
May be on a mailing list
Undecided about a
purchase
May passively follow
your topic or blog.
Likely prospect,
potential buyer
Looking for value or
assurance before
deciding to buy
Source: Foundr
27

28. The data geek’s credo
#1: value > volume
Value beats volume.
#2: If you torture the data
long enough, it will
confess.
28

29. Build Lead Magnets. Lots of them.
Gather data for each Lead Type - cold, warm, hot
Essential Elements:
1. Collaterals (give, give, give … then ask)
Advice ● Cheat Sheet ● eBook ● Webinar ● Video
2. Landing Page w/ Call to Action (CTA)
attention grabbing buttons, banners, art
3. Minimalist form fills
4. Thank-you pages - the true measure (GA Goal)
29

30. Lead
Magnet:
Advice,
Free offer
Lead Magnet Process Flow
Example: Account Based Marketing (ABM)
contact Call email
Ex.: Trade
show
Follow-up steps
Recap OfferNotes
TRIGGER
RESPONSE
Lead
Magnet:
Advice,
Free offer
Lead
Magnet:
Purchase
GIVE GIVE GIVE ASK
Lead
Magnet:
Advice,
Free offer
30
Most people quit here Persist, and you win more.

31. Lead Magnet Email:
Example 1 (personal email)
31

32. Break-even Scenario
Product Expense
R&D 1000
Production build 2000
Test, verify, support 500
MKTG & Sales Expense
Event Planning 500
Travel (gas, lodging) 390
Meals & Entertainment 225
Marketing (web, email) 500
Attendance time 2000
Total Expenses 7115
Revenue
Unit sales 11
ARPS 695
Gross Revenue 7645
Net Revenue 530
Lead Magnet example 1
32

33. 33
Lead Magnet email: example 2 (audience follow-up)

34. 34
Lead Magnet email: example 3 (audience follow-up)

35. 35
Want this? Build effective lead magnets.
What does Constant Contact report?
35

36. Digital Marketing is Moneyball.
IF WE WIN
ON OUR BUDGET
WITH THIS DATA
WE WILL HAVE
CHANGED
THE GAME
36

37. Data is Moneyball. Treat it that way.
Closely monitor:
• Where it comes from
• Where it goes
• How much you have
• What types you have
• How it behaves
Moneyball Questions to Ask about Data:
• What types of information do you have?
• How expensive is it to obtain each type?
• How many records are there in each of those types?
• Who is using that data? How? What are the results?
37
$

38. 38
Data is Moneyball. Treat it that way.
Ways to treat data like money
• Optimize Sourcing Strategies
• Renegotiate Terms
• Reduce Total Cost of Ownership –
unify and cleanse all records
38
$

39. Was: "Exhaust"
A dirty, ugly byproduct
of systems, apps and
transactions.
Not very sexy.
Changes in “Data-tude”
39

40. Changes in “Data-tude”
Is: Fuel for growth
40

41. Pro
• accurate, timely business decisions
• accurate, timely customer decisions
• real time decision making
• real time alerts
Con
• unstructured data
• talent shortage
• tool complexity
• tool integration
41
Data’s Pros and Cons

42. Q: So much data. Which data matters?
A: Start with a buyer story.
“I am a ___ and I need a ___ solution to my ___ challenge.“
Find your relevant data.
Identify the 3 types of data needed to create a happy ending:
1. Signal data - tells you what customers want most at that
stage of their journey.
2. Solution data - tells you what type of experience they
should receive (aim for delight: exceed the “ask”).
3. Measurement data - tells you the results of your response.
42

43. Where do you focus your efforts?
SEO
Business
Intelligence
Content
Marketing
Social
!
Email
Reputation
Automation
43

44. Trends that could impact futures❸
What you need:
• Super Audiences
• Personalized Customer Experience
How to get there:
• Central Nervous System
• “Record of Truth" database
• AI. Yes, AI.
44

45. Techniques that enable
computers to mimic
human intelligence using
logic, if-then rules,
decision trees, etc.
Examples: SEO, Email,
SaaS Collaboration.
Statistical techniques
enable machines to
improve at tasks with
experience. Includes
deep learning.
Artificial Intelligence
(mimic)
Machine Learning
(improve)Deep Learning
(train)
Algorithms permit software to
train itself to perform tasks,
like speech and image
recognition, by exposing
multilayered neural networks
to vast amounts of data.
The Artificial Intelligence Opportunity
45
You are here.
Probably.

46. The Artificial Intelligence Opportunity
46

47. Martech = AI componentry
47

48. 48

49. Martech = Absolute Power. Well, almost.
49
Click to
enlarge

50. Advertising
& Promotion
Mobile Marketing Video Advertising
Display and Programmatic Advertising Print
Search and Social Advertising PR
Native / Content Advertising
Content &
Experience
Mobile Apps Optimization, Personalization and Testing
Interactive Content DAM & MRM
Video Marketing SEO
Email Marketing Marketing Automation & Campaign / Lead Mgt
Content Marketing CMS & Web Experience Management
Social &
Relationships
Call Analytics & Management Influencers
Account Based Marketing Feedback & Chat
Events, Meetings & Webinars Community & Reviews
Social Media Marketing & Monitoring Experience, Service & Success
Advocacy, Loyalty & Referrals CRM
Commerce &
Sales
Retail & Proximity Marketing Affiliate Marketing & Management
Channel, Partner & Local Marketing Ecommerce Marketing
Automation, Enablement, Intelligence Ecommerce Platform & Carts
Data
Aud / Market Data, Data Enhancement iPaas, Cloud / Data Integration & Tag Mgt
MKTG Analytics, Perform, Attribution DMP
Mobile & Web Analytics Predictive Analytics
Dashboards & Data Visualization Customer Data Platforms
Business / Customer Intel, Data Science
Management
Talent Management Projects & Workflow
Product Management Agile & Lean Management
Budgeting & Finance Vendor Analysis
Collaboration
50
Sliced thin:
a Contents table
of previous page

51. 51
Martech = AI componentry
What’s in your stack?

52. 52
What’s in your stack?
This session’s responses, plus a few usual suspects
Email Marketing Outlook, Gmail, ConstantContact, MailChimp
Website / Blog Wordpress, Drupal, SquareSpace, Wix, GoDaddy
Collateral Assets PPT, MSWord, YouTube
Social Channels FB, TW, LI, PI, IG
Workflow Slack, Trello
Dealflow (CRM, SFA) SFDC, Zoho,
MKTG Automation Eloqua, Marketo
Finance, Billing, Acctg QuickBooks
eCommerce Amazon, Shopify

53. 53
Pro
• accurate, timely business decisions
• accurate, timely customer decisions
• real time decision making
• real time alerts
Con
• unstructured data
• talent shortage
• tool complexity
• Tool integration
53
Data’s Pros and Cons – Same for your Stack!

54. ❸ Trends that could Impact Futures
54

55. First: Let’s Topple the High Priests of Code
Democratize Geekery.
Look who’s doing it: …
55

56. Business Productivity
750 SW Apps
Thousands of integration tools
Personal Productivity
Thousands of applets to do
your routine chores – and
some you hadn’t imagined yet
Workflow (ios)
Help your Mac / ios apps
work together seamlessly
Integration sites – from codeless to code-light
AI
(MIMICRY)
56

57. Code-light to Code-savvy
Glitch (Javascript library)
CodePen (front end)
TensorFlow Playground (Google)
Neural Networks
Codecademy
Learn HTML, CSS, Java, Python, more
57

58. Online / Distance Learning
Udacity
General Assembly
58
And, finally, universities are stepping up.

59. Second: Let’s get vocal. Why?
1. Security.
2. Ubiquity.
3. Convenience.
4. Satisfaction.
5. End app overload.
6. End of smartphones?
R.I.P.
AI
59

60. Third: Align to leverage the future.
It’s already here, anyway.
Article: The Sales and Marketing Alignment conversation 60

61. Thank you!
Ed Alexander
Chief Digital Marketer
ed@fanfoundry.com
781.492.7638
For questions, contact:
61

62. 62
Appendix
Various and sundry resources
Helpful links
Out-takes from this slide deck.
(Out of time. Sorry. Enjoy.)

63. 63

64. CUSTOMER
NEED
CUSTOMER
SUCCESS
64

65. https://www.mckinsey.com/business-functions/marketing-and-sales/our-insights/invest-create-perform
65