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Make SEO the Engine Behind Your Marketing

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Many marketers and businesses think that SEO, content, and other marketing activities are separate disciplines, but in this presentation, I cover how an integrated strategy will optimize your results.

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Make SEO the Engine Behind Your Marketing

  1. 1. Make SEO the Engine Behind Your Marketing October 4, 2017
  2. 2. AGENDA • My Background • The Buying Cycle • Making SEO the Engine Behind Your Marketing • An Opportunity to Work Together • Homework!
  3. 3. Who Am I? • Owner of Bite Sized Media • Local marketing and SEO geek • Instagram-obsessed marketer • Tennis and fitness lover • Ex-marathoner • Corgi owner 
  4. 4. SOME CLIENTS I’VE WORKED WITH
  5. 5. THE BUYING CYCLE
  6. 6. WHAT MOST PEOPLE THINK THE CUSTOMER BUYING CYCLE LOOKS LIKE I’m Ready to Buy!
  7. 7. WHAT THE CUSTOMER BUYING CYCLE ACTUALLY LOOKS LIKE… Awareness Consideration Purchase Oh, there’s two more steps..
  8. 8. THE CUSTOMER BUYING CYCLE It’s all about intent!
  9. 9. THE CUSTOMER BUYING CYCLE What do I mean by intent? I want to GOI want to KNOW I want to DO “How do you….?” “Hardware store near me” “Video on installing …” Helpful Resource: www.thinkwithgoogle.com
  10. 10. THE CUSTOMER BUYING CYCLE Source: https://www.consumerbarometUSer.com/en/insights/?countryCode=US “The Internet plays a key role in the consumer journey for many product categories. As a result, an integrated marketing strategy is critical for marketers and planners.” – Consumer Barometer with Google
  11. 11. THE CUSTOMER BUYING CYCLE Source: https://www.consumerbarometer.com/en/stories/how-todos
  12. 12. THE CUSTOMER BUYING CYCLE Source: https://www.consumerbarometer.com/en/stories/brand-advocates
  13. 13. THE CUSTOMER BUYING CYCLE Integrated Marketing SEO Email Print PPC Have a consistent message and flow between all touchpoints
  14. 14. EXAMPLES OF AWARENESS MARKETING ACTIVITES • Facebook ads promoting company or service • Display ads • Promoting whitepaper download • Speaking at a tradeshow (boy, that sounds familiar.. ;) • Billboards • Print advertising
  15. 15. EXAMPLES OF CONSIDERATION MARKETING ACTIVITES • Comparing your product/service against competitors • Pros and cons lists • Offering a free product sample or trial • Gathering testimonials and reviews • Offering a free quote
  16. 16. EXAMPLES OF READY TO PURCHASE ACTIVITES • [company name] coupon • [brand] [part number] [sku]
  17. 17. MAKING SEO THE ENGINE BEHIND YOUR MARKETING
  18. 18. MAKE SEO THE ENGINE BEHIND YOUR MARKETING 1. Perform keyword research 2. Build out content for different phases of the buying cycle i. Awareness ii. Consideration iii. Purchase 3. Talk to your customers (sales feedback, surveys, etc.) 4. Iterate! SEO can help you with researching your customers and giving what they want in the format they want it.
  19. 19. MAKE SEO THE ENGINE BEHIND YOUR MARKETING Helpful Tools
  20. 20. MAKE SEO THE ENGINE BEHIND YOUR MARKETING Look at all that awareness content!
  21. 21. MAKE SEO THE ENGINE BEHIND YOUR MARKETING They’re leading them down the funnel so beautifully!
  22. 22. MAKE SEO THE ENGINE BEHIND YOUR MARKETING A community Q&A too?! I’ll never have to go anywhere else!
  23. 23. HOMEWORK FOR YOU
  24. 24. HOMEWORK 1. Inventory and group all your current marketing activities i. Make a list of all the types of marketing that you’re doing right now 2. Start Integrating SEO to power your marketing i. Not sure what your audience is searching for? Perform keyword research. ii. Not sure how to build your new website? Perform keyword research. iii. Start creating a content strategy and schedule it out on your calendar. 3. Clean up your marketing processes i. Do you even have defined processes? ii. Do you need to have a company/team meeting to educate? iii. Do you need to hire additional help? Take out your pens! (or phones :)
  25. 25. NEED HELP? • Use my Online Optimization Blueprint to help you • Check out my new online SEO course: hyperlocalmarketingacademy.com • Save 50% OFF if you use the promo code WMTE2017 and pay in full • Visit bite-sizedmedia.com or email me 
  26. 26. WHERE TO FIND ME rachelmhowe.com bite-sizedmedia.com rachel@bite-sizedmedia.com Let’s Stay In Touch!

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