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SEMrush Philly Meetup - August 8, 2018

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SEMrush's first ever Philadelphia Meetup with Marcela De Vivo of SEMrush, Aaron Levy of EliteSEM, and David Cohen of Digitability! Check out their talks to learn how you can gain better intelligence of your audience throughout the purchase journey!

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SEMrush Philly Meetup - August 8, 2018

  1. 1. How to Gain Better Intelligence of Your Audience throughout The Purchase Journey Marcela De Vivo, Aaron Levy and David Cohen August 8, 2018 at WeWork Northern Liberties #SPM18
  2. 2. 2 Agenda How to Gain Better Intelligence of Your Audience throughout The Purchase Journey Marcela De Vivo — How to Reach Customers at Every Stage of the Buying Funnel Aaron Levy — Searching For People: Identifying (and Acting On) Behavior Trends in Your Data David Cohen — Practical Audience Intelligence Tactics to Improve Your Marketing’s Persuasion Time for Networking and Giveaway! #SPM18
  3. 3. How to Reach Customers at Every Stage of the Buying Funnel Marcela De Vivo Digital Marketing Analyst and Speaker at SEMrush #SPM18
  4. 4. #SPM18 TABLE OF CONTENTS Kill Spaghetti Marketing Sniping the Top of the Funnel Nurturing Consumers in Consideration Closing the Deal at the Conversion Stage Measure & Refine 01 02 03 04 05
  5. 5. #SPM18 01 Kill Spaghetti Marketing
  6. 6. The Small Business Owner Charles, 50 years old ● Runs his own small business; been in business 5+ years. ● Wears many hats to keep his company running. ● 10-15 employees. ● Not aware of PM options, therefore not actively seeking a new PM system. ● Decision-Maker: Yes. ● Doesn’t want to spend so much time on management. ● Too much money spent on multiple tools. ● Wants to simplify, make life easier. Pain Points: The Project Manager Michelle, 35 years old. The Entrepreneur Jason, 42 years old. The Start-up Jason, 27 years old ● Current tools are intuitive, but not practical for larger teams. ● Unable to find tools that can adapt to internal process. ● Too many tools make task management/auditing difficult. Pain Points: ● Project manager for a medium- to-large business. ● Primary role is project management. ● Aware of tools to improve efficiency, actively seeking to replace PM system. ● Decision-Maker: No. Answers to CEO or Director of Sales/Marketing/etc. ● Has started and/or runs multiple businesses. ● Prepping current start-up for Series B round of funding. ● Primary focus is on growth. ● Interested in new tools, but little time to test; passively seeking system. ● Decision-Maker: Yes. ● Doesn’t want to spend so much time on management. ● Tools can’t scale with his business(es). ● Needs to be able to integrate/ manage multiple teams. Pain Points: ● Has trouble keeping track of all moving parts (emails, documents, tasks, messaging, reports, etc.) ● Needs to grow as fast as possible. ● Needs to keep operating costs low. Pain Points: ● Young entrepreneur starting his first business. ● Background in tech, not business. ● Small team with <5 employees. ● Less access to financial capital but more confident/willing to take risks. ● Uses multiple tools but does not have a PM system. ● Decision-Maker: Yes. Persona Research
  7. 7. User Journey The Small Business Owner Charles, 50 years old AWARENESS CONSIDERATION DECISION General reading about business growth and improving productivity; word of mouth; social media posts or recommendations Pique Interest Visit website: read blog article, look at features, watch videos, etc. Sign up for newsletter. Learn More Search for reviews, compare to current system, ask for friends. Refine Search Contact for demo, product tutorials, sales calls. Engage Start Free Trial. Subscribe Use persona research to map out the user’s journey in relation to their buying stage….
  8. 8. User Journey The Small Business Owner Charles, 50 years old ….and channel - not just the platform, but also content verticals. AWARENESS CONSIDERATION DECISION 1. Website 2. Blog 3. Promotional Videos Learn More Refine Search 1. Email Marketing 2. Retargeting - Offers. 3. Demo Engage Start Free Trial. Subscribe Pique Interest Social Media Word of Mouth News 1. Social Media 2. Ads / Display 3. Business Growth Articles 4. Word of Mouth 1. Retargeting - Pain Points 2. Case Studies 3. White Papers 4. Landing pages
  9. 9. Gap Analysis The Small Business Owner Charles, 50 years old Use data to refine your channels and find gaps where search volume is high and competition is low - that’s where you want to create the most content. AWARENESS CONSIDERATION DECISION 1. Website 2. Blog 3. Promotional Videos Learn More Refine Search 1. Email Marketing 2. Retargeting - Offers. 3. Demo Engage Start Free Trial. Subscribe Pique Interest Social Media Word of Mouth News 1. Social Media 2. Ads / Display 3. Business Growth Articles 4. Word of Mouth 1. Retargeting - Pain Points 2. Case Studies 3. White Papers 4. Landing pages
  10. 10. Gap Analysis Pique Interest Learn More Refine Search Engage Subscribe Buyer's Journey Asset Type 1.Analyst Report 2.Article/Publication 3.Case Study 4.Sales Presentation 5. Brochure 6. Promotional Video 7.Sales Presentation 8. White Paper 9.Case Study 10. Sales Presentation 12. Case Study 13. Analyst Report 14. Analyst Report 15. Sales Presentation Delivery Channel 1.Landing Page 2.Website 3.Email 4.Sales Call 5. Event 6. Youtube 7. Sales Call 8. Sales Call 9.Sales Call 10. Reference Call 11. Sales Call 12. Reference call 13. Sales Call 14 Sales Call 15 Sales Call Presence Opportunity Strong Significant Moderate Slight Not at all Strong Significant Moderate Slight Not at all Simulated Facilitated Orchestrated Influenced Search Internet Explore Website Sales Rep Peer Networking Event Explore Youtube Product Manager Customer Service Customer Reference (Vendor) AWARENAWARENESS CONSIDERATION DECISION Customer Reference (Buyer) Value Actualization Tool Sales Rep Sales Rep Industry AnalystExecutive Sales RepSales Rep Live Vendor Webinar
  11. 11. #SPM18 02 Sniping the top of the funnel. Awareness Consideration Decision
  12. 12. FACEBOOK ADS
  13. 13. #SPM18 What’s your ideal CPC? CPA? Where can you find ROI? At this stage you are testing to find your numbers! Don’t pay a lot This has to be your most inexpensive traffic Create ads with Videos Views or Traffic as your objective What ads appeal to your audience? Test different creatives and ad types. Carousel, Slideshow, Video, Images Learn your numbers! Test your audiences Interest Targeting based on demographics and psychographics Custom Audiences using your existing database Lookalike Audiences to turn cold leads into warm Awareness Facebook Ads The Cheapest Way to Fill the Top of the Funnel
  14. 14. GOOGLE ORGANIC
  15. 15. #SPM18 Google Organic Create Top of the Funnel Content Start with Keyword Research to find your head and secondary terms. Use Keyword Magic and Topic Research Awareness
  16. 16. #SPM18 Create Top of the Funnel Content Start with Keyword Research to find your head and secondary terms. Use Keyword Magic and Topic Research Create your Editorial Calendar for top of the funnel content Include personas, user journey, and themes in your calendar Awareness Google Organic Creating Targeted Content
  17. 17. #SPM18 Create Top of the Funnel Content Start with Keyword Research to find your head and secondary terms. Use Keyword Magic and Topic Research Create your Editorial Calendar for top of the funnel content Include personas, user journey, and themes in your calendar On-Page Optimization Use SEO content template to optimize your content Awareness Google Organic Creating Targeted Content
  18. 18. #SPM18 Create Top of the Funnel Content Start with Keyword Research to find your head and secondary terms. Use Keyword Magic and Topic Research Create your Editorial Calendar for top of the funnel content Include personas, user journey, and themes in your calendar On-Page Optimization Use SEO content template to optimize your content Diversify your content Create various types: long-form, video, white paper, ebooks, surveys, etc. Awareness Google Organic Creating Targeted Content
  19. 19. Demos and Tutorials Ad copy Landing pages Lead-gen assets Editorial content Develop Assets
  20. 20. DIGITAL PUBLIC RELATIONS
  21. 21. #SPM18 Blogger outreach Find the backlinks for Top Content Pieces to earn Links Use the Link Building Tool Reach out to your Competitor’s Backlinks Use Backlink Gap Tool Awareness DIGITAL PR Content Amplification
  22. 22. #SPM18 Work with influencers Generate brand awareness, direct traffic, links, and social buzz Use the influencer assessment tool to find the best influencers to work with Make videos! Use Facebook live videos and amplify these with Facebook Ads. Awareness DIGITAL PR Influencer Marketing
  23. 23. GOOGLE ADS
  24. 24. #SPM18 Identify broad keywords to target Use the Alpha/Beta campaign structure to go from BROAD to EXACT Create beta campaigns with broad and broad match modified keywords. Create instant awareness about your product or service. Awareness GOOGLE ADS Broad Match Marketing
  25. 25. #SPM18 03 Nurturing Consumers in Consideration
  26. 26. Now it’s time to strategically generate multiple touch points.
  27. 27. FACEBOOK ADS
  28. 28. #SPM18 Visitors Video views Engagement Campaign Objective Traffic Conversion Audiences Ad Creative More brand centric ads & offers Consideration Facebook Ads Creating and Testing Ads
  29. 29. GOOGLE ORGANIC
  30. 30. #SPM18 Focus on creating content based on Long Tail Keywords & Question Keywords to earn Featured Snippets Consideration Google Organic Furthering Content and Keyword Depth
  31. 31. GOOGLE ADS
  32. 32. #SPM18 Remarketing RLSA Alpha Campaigns Consideration GOOGLE ADS Remarketing and Alpha Campaigns
  33. 33. EMAIL MARKETING
  34. 34. #SPM18 Email Marketing Consideration Capture their emails with a lead magnet, then nurture those leads with the following types of emails: Promotions Scarcity Social Proof Time Constraint Informational
  35. 35. #SPM18 04 Closing the Deal at the Conversion Stage
  36. 36. It’s Time to Get the Sale
  37. 37. FACEBOOK & GOOGLE ADS
  38. 38. #SPM18 Shopping cart abandonment ads and email funnel Remarketing Decision Remarketing ads based on discounts Facebook & Google Ads Refining Remarketing
  39. 39. GOOGLE ORGANIC
  40. 40. #SPM18 Consideratin Positive reviews Brand mentions Price comparisons Consumers at this stage are trying to find a company they can trust. Focus on reputation management at this stage to convince them you’re the company they should purchase from. Decision Google Organic Reputation Management
  41. 41. EMAIL MARKETING
  42. 42. #SPM18 Email Recovery Send them shopping cart abandonment emails if you see they added to cart but didn’t checkout. Decision Email Marketing Creating Recovery Funnels
  43. 43. #SPM18 05Tracking & Attribution
  44. 44. #SPM18 TRACKING & ATTRIBUTION
  45. 45. #SPM18 Each industry has a different attribution model. . TRACKING & ATTRIBUTION Measuring Buyer’s Journey
  46. 46. #SPM18 There are several attribution models that you can check: Keep an eye on how each channel and content type is performing to help you fine tune your campaigns and allocate your budgets. TRACKING & ATTRIBUTION Attribution Models
  47. 47. #SPM18 Google Analytics Report: Attribution / Model Comparison TRACKING & ATTRIBUTION Share of Spend
  48. 48. #SPM18 Segment your audience to understand their behavior and refine your personas and buyers journeys. TRACKING & ATTRIBUTION Audience Segmentation
  49. 49. #SPM18 Use Google Analytics to segment and track the performance of your personas. TRACKING & ATTRIBUTION Audience Segmentation
  50. 50. #SPM18 TAKEAWAYS No more throwing spaghetti at the wall! Build personas to deepen your understanding of your audience. Target gaps and opportunities in their buyer journey. Let the journey and stage dictate the channel. Attribute, measure, and refine. 01 02 03 04 05
  51. 51. THANK YOU!Come find me if you have questions! SEMrush.com marcela.devivo@semrush.com 818.482.7562
  52. 52. Handouts Download https://goo.gl/gnjX5C
  53. 53. Searching For People: Identifying (and Acting On) Behavior Trends in Your Data Aaron Levy Director of Paid Search at Elite SEM #SPM18
  54. 54. #SPM18 TABLE OF CONTENTS me! why your customers are all the same sem 4.0 wait, who ARE your customers? is this real life? 01 02 03 04 05
  55. 55. 65 #SPM18 HI! I’M AARON! director of SEM @ Elite SEM 12+ years of digital goodness sorta professor at Drexel + UVM #teamrumham @bigalittlea | aaron@elitesem.com
  56. 56. Award-Winning Digital Marketing Agency Ad Age Best Agency Culture Ad Age Top 25 US Search Agencies US Search Awards #1 Best Agency Mashable #1 Best Tech Companies to Work For Entrepreneur #1 Top Company Culture Bing Independent Agency of the Year Crain’s NYC #1 Best Place to Work Fortune Best Workplace for Millenials
  57. 57. People-Focused Performance-Driven Disrupting the agency model.
  58. 58. …why? 69
  59. 59. he’s new to the game he’s buying a gift he needs a new set to replace some that are outdated + worn he broke his last set in a fit of rage he’s getting better! he has a bet with his buddy to see who can score the best with a $40 budget… he’s getting worse… ☹70
  60. 60. Do I play a lot?
  61. 61. Where should you land me?
  62. 62. In reality…
  63. 63. Aaron has been playing golf for 26 years and has a 7 handicap. He’s a single dude so he plays about 72 holes a week. Probably why he’s a single dude. He should be good so he plays equipment like he’s pre-divorce Tiger Woods. He has 4 sets of clubs, but dinged his Japanese 7 iron on a rock and the shaft flew off his Nike 5, plus he wants a “new” deep-faced 3 wood on sale or slightly used. He should really just go get fitted or, better yet, practice lessons bc he shot a freaking 102 at bethpage last week
  64. 64. Attributes • 32 white dude | single | fancy college • Owns in low HHI zip, owns car • Philly resident, frequent traveler Activities: • Golf tons| hockey lots | winter bowling • Heavy mobile usage in AM/PM • Mix of public transport/car/Uber/Lyft Attitudes: • Value-driven habits, semi minimalist • Will save $1, waste $100 • DIY-er, nostalgic, proud, fiercely loyal75
  65. 65. Demographics: Google can see everything Actigraphics: Google can assess most things Psychographics: Google can’t read my brain… yet 76
  66. 66. You want need me as a customer. I’ll be your best
  67. 67. SEM 1.0: keywords + match types
  68. 68. Brand Non Brand
  69. 69. Familiar With You Not Familiar With You
  70. 70. Brand Navigation Product With Intent Sub Brand Generic With Intent Brand With Intent Product Research Brand Research TOFU
  71. 71. Want Your Stuff, May Already Have It Want Stuff You Sell Want Stuff From You OOOH, STUFF! Want Your Stuff From You Want Stuff, Not Sure What Flavor Want Stuff, Maybe Yours ¯_(ツ)_/¯
  72. 72. SEM 2.0: devices + retargeting
  73. 73. Have Your Stuff|E Want Stuff You Sell|E Want Your Stuff |E Taste Test|E Want Stuff From You|E OOOH, STUFF!|E Want Stuff, Maybe Yours|E ¯_(ツ)_/¯|E Have Your Stuff | BMM Want Stuff You Sell|BM Want Your Stuff |BMM Taste Test | BMM Want Stuff From You|BM OOOH, STUFF!|BMM Want Stuff, Maybe Yours|B ¯_(ツ)_/¯ | BMM Have Your Stuff|E Want Stuff You Sell|E Want Your Stuff |E Taste Test|E Want Stuff From You|E OOOH, STUFF!|E Want Stuff, Maybe Yours|E ¯_(ツ)_/¯|E Have Your Stuff | BMM Want Stuff You Sell|BM Want Your Stuff |BMM Taste Test | BMM Want Stuff From You|BM OOOH, STUFF!|BMM Want Stuff, Maybe Yours|B ¯_(ツ)_/¯ | BMM NEW TO SITE SITE VISITORS
  74. 74. I use eight devices from five operating systems across three couches.
  75. 75. 88
  76. 76. Less MobileMobile 89
  77. 77. SEM 3.0: people-based targeting
  78. 78. demographic attributes age | gender
  79. 79. ♀♂NEWDEEPBOUNCEDUMPNEWDEEPBOUNCEDUMP MORE MOBILE LESS MOBILE
  80. 80. CUST BOUNCENEW DEEP MORE MOBILEY LESS MOBILEY CUST BOUNCENEW DEEP MORE MOBILEY LESS MOBILEYYOUNG OLD
  81. 81. 96
  82. 82. 2,048+ signals
  83. 83. SEM 4.0: “trust us, we got this”
  84. 84. Machine Learning Is Great! Given a simple task, the machine picks it up quickly source: Playing Atari With Deep Reinforcement Learning 99
  85. 85. source: Investigating Human Priors for Playing Video Games ELITESEM.COM CONFIDENTIAL | 100 The World IS More Complicated Than A Few Bricks
  86. 86. #SPM18 REAL LIFE, HONEST TO GOODNESS USE CASES Google’s Data Google’s Data Your Data Google Data Your Data Your Data 01 02 03 04
  87. 87. #SPM18 01 Using Google’s Data
  88. 88. The Frustrated Commuter
  89. 89. #SPM18 DIY Audience Targeting Use Google’s Data Have Money Have no time Exercise (or at least pretend to) TARGET!
  90. 90. 02 Supplementing Google Data With Owned
  91. 91. Men buy purses twice a year Christmas And Valentine’s Day 108
  92. 92. Men buy purses twice five times a year Christmas And Valentine’s Day 109
  93. 93. Men buy purses twice five times a year Christmas And Valentine’s Day Anniversaries And Birthdays 110
  94. 94. Anddddddddd?
  95. 95. #SPM18 WHEN THEY GET IN TROUBLE :(
  96. 96. #SPM18 03 Supplementing Owned Data With Google’s
  97. 97. 114 Calls from Landing Page Lead Form Calls + Texts from Ads Online Scheduler 4 Distinct User Paths
  98. 98. 115 Custom Columns & Calculations Profitability Ratio = (((Pre-Click Calls * [Calculated Sales Ratio])*[Avg. NPV Value])+ NPV Values from Other User Paths) / Spend
  99. 99. 116 Data Integration Allowed for Profitability Analysis CVR to Sale Profitability Avg NPV Value Leads Very Good Good Okay Landing Page Calls Good Good Good Calls + Text Extensions Poor Great! Good Online Scheduler Great! Very Good Great!
  100. 100. 117 Conversion Types Shift Towards Profitability
  101. 101. Marrying Our Data With Google’s
  102. 102. #SPM18 04 Using Your Data
  103. 103. 120 You’re having your first kid. What do you need? Who’s buying??
  104. 104. 121
  105. 105. 122 Buy Once Buy Lots
  106. 106. World’s Biggest Diaper Order? ….not your first rodeo “…you might wanna close your windows before the sun hits Diaper Hill.” “Look Dad, I’m king of the mountain!”
  107. 107. 124 ONE TAKEAWAY. Yes, One. Focus on people.
  108. 108. Practical Audience Intelligence Tactics to Improve Your Marketing’s Persuasion David Cohen Director of Digital Marketing at Digitability #SPM18
  109. 109. 126 Thank you for joining us! First, a confession
  110. 110. 127 A Test
  111. 111. 128 Word Persuasion How marketers [us] do the two triangles trick
  112. 112. 129 Word Persuasion Your organic eggs aren’t handpicked by farm kids in a magical place called “Organic Valley” USA where hens oddly roam through cow pastures
  113. 113. 130 Words and Persuasion Search begins in the mind Persuasion happens in the mind *Words manifest reality
  114. 114. 131 Word Persuasion “You are not your audience” “And you suck at marketing” -Me, to myself
  115. 115. 132 Word Persuasion A perfect metaphor for my first half of 2018
  116. 116. 133 Word Persuasion And then we take an assbeating in Google
  117. 117. 134 Word Persuasion Persuaded to Fail
  118. 118. 135 Word Persuasion Words persuade and manifest reality -- for a month Elon Musk warned Tesla short sellers they’d burn -- he did it with 3 words
  119. 119. 136 Word Persuasion “I don’t understand my audience” “I can’t communicate with them” “Everything is Fd!”
  120. 120. 137 Word Persuasion
  121. 121. 138 Word Persuasion
  122. 122. 139 Word Persuasion Write = Rite: like a “ritual” or action using words to manifest reality in the physical world
  123. 123. 140 Word Persuasion (nope, but)
  124. 124. 141 Manifesting Reality
  125. 125. 142 Esoteric vs Exoteric Keywords Ok, so let’s have fun now and apply this concept to your audience and their purchase journey
  126. 126. 143 Esoteric vs Exoteric Keywords
  127. 127. 144 Esoteric vs Exoteric Keywords Esoteric vs Exoteric Keyword Research
  128. 128. 145 Esoteric vs Exoteric Keywords Esoteric Keywords: words only known or understood by a small group of initiates [us] Exoteric Keywords: words only known or understood by a large group of initiates [audience / customers]
  129. 129. 146 It’s Pally Time Putting some skin in the game
  130. 130. 147 Esoteric vs Exoteric Keywords Exoteric Keyword Research
  131. 131. 148 Esoteric vs Exoteric Keywords These are the Exoteric’s Keywords: “small batch tshirt order” “buy tshirts overnight shipping” “small batch custom tshirts” “custom company tshirts overnight delivery” “order 10 or less custom tshirts”
  132. 132. 149 Esoteric vs Exoteric Keywords RushOrderTees Esoteric Keywords
  133. 133. 150 Esoteric vs Exoteric Keywords Let’s take a live look at the Exoteric’s Keywords + Intent to Buy in SEMrush to see where RushOrderTees is at… “small batch tshirt order” “buy tshirts overnight shipping” “small batch custom tshirts” “custom company tshirts overnight delivery” “order 10 or less custom tshirts”
  134. 134. 151 Esoteric vs Exoteric Keywords RushOrderTees Esoteric Keywords
  135. 135. 152 It’s Pally Time Here’s the logo design I’m going with to order these t shirts for Pally’s Pizza
  136. 136. 153 It’s Pally Time Now let’s buy some tshirts for Pally’s Pizza!
  137. 137. Get a free 14-day trial of SEMrush Guru! semrush.com/phillymeetup18 How to Gain Better Intelligence of Your Audience throughout The Purchase Journey #SPM18

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