Sempo Atlanta Keyote: Search and your Marketing Mix 09-05-12

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A view into the marketing mix of today and how branding and advertising has transitioned from traditional media. I gave this presentation at SEMPO Atlanta on 9/14/12.

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Sempo Atlanta Keyote: Search and your Marketing Mix 09-05-12

  1. 1. Search and Your Marketing Mix
  2. 2. First Off... Who Am I? Co-author: The Art of SEO President: Stone Temple Consulting 25+ person SEO and PPC firm Trainer: Instant E-Training Founder: Web Site Publishing Companies Publish web sites, grow them, then sell them 2 significant exits so far Twitter: @stonetemple Google Plus: +Eric Enge @stonetemple / + Eric Enge
  3. 3. Part 1 Marketing Media@stonetemple / + Eric Enge
  4. 4. Influence of Media on Decisions Source: Fleishman-Hilliard @stonetemple / + Eric Enge
  5. 5. Selected Data on Media Consumption Source: Fleishman- Hilliard @stonetemple / + Eric Enge
  6. 6. TV / Print / Radio About branding Creates impressions Controlled Messaging Long established Cost / ROI Models  @stonetemple / + Eric Enge
  7. 7. Example Display Ad@stonetemple / + Eric Enge
  8. 8. Online Display Advertising About branding Creates impressions Controlled Messaging Emerging Cost / ROI Models  Comfortable for traditional marketers  Similar return model to TV/Print/Radio Immediate action is an option  But, “Interruption Mode” @stonetemple / + Eric Enge
  9. 9. Classic Marketing Rule of Thumb 7 impressions per sale @stonetemple / + Eric Enge
  10. 10. And What About Search?@stonetemple / + Eric Enge
  11. 11. Are You In Control of the Message? @stonetemple / + Eric Enge
  12. 12. Do You Interrupt The User? @stonetemple / + Eric Enge
  13. 13. No, The User Must Do 3 Things11 1 2 3 1 @stonetemple / + Eric Enge
  14. 14. Search Step 1 – Go to a Search Engine @stonetemple / + Eric Enge
  15. 15. Search Step 2 – Enter a Query @stonetemple / + Eric Enge
  16. 16. Search Step 3 – Click on a Result @stonetemple / + Eric Enge
  17. 17. Where is Search in the Conversion Funnel? Marketing Campaigns Awareness Interest Search Evaluation Involved At Every Commitment Stage Referral Repeat @stonetemple / + Eric Enge
  18. 18. Search Always Starts With a Need• I need: – Information – A product – A service – To be entertained @stonetemple / + Eric Enge
  19. 19. Push vs. Pull MY BENEFITS! MY NEED!@stonetemple / + Eric Enge
  20. 20. Harvesting Demand TV, Print, Radio Generic DemandDiaper Create Crying babyDry baby Demand I need sleep Traditional Harvest Internet Outlets Demand @stonetemple / + Eric Enge
  21. 21. Why Are Facebook Shares Down?$38.00 $19.00 @stonetemple / + Eric Enge
  22. 22. Facebook Continued But Facebook offers all this amazing targeting, right? Yes, but it is a display ad network It is interruption based advertising @stonetemple / + Eric Enge
  23. 23. Ads on my Wall@stonetemple / + Eric Enge
  24. 24. Part 2 SEO vs PPC@stonetemple / + Eric Enge
  25. 25. Natural vs. Paid Paid Paid Paid Paid Natural Natural25 @stonetemple / + Eric Enge
  26. 26. PPC and SEO are SynergisticSource: Brad Geddes on Search Engine Land @stonetemple / + Eric Enge
  27. 27. Observation 73% of clicks went to SEO  One high volume keyword was used  Similar data obtained in other tests @stonetemple / + Eric Enge
  28. 28. Paid Vs. Organic Click Volume 22% PPC 2010 Data PPC Share 78% Growing Organic Over Time @stonetemple / + Eric Enge
  29. 29. Paid vs. Organic Click Volume All Relevant Keywords Keywords you Keywords 75% rank for in You Bid onOf clicks Organic Search 100% Of clicks 25%Of clicks @stonetemple / + Eric Enge
  30. 30. Organic RankingKeyword Create Black BoxResearch Pages Algo Rank for terms as determined by Algo @stonetemple / + Eric Enge
  31. 31. Paid Ranking Quality Score Historical CTRKeyword AdWords +Research Account Keyword & Landing Page Relevance + Rank for terms Landing Page largely defined Relevance by you + Other Max Bid @stonetemple / + Eric Enge
  32. 32. Part 3 Justifying SEO@stonetemple / + Eric Enge
  33. 33. SEO Ranking Timeline 6 mos Create a Black Box laternew page Algo Maybe rank For something @stonetemple / + Eric Enge
  34. 34. • Classic SEO Sales Pitch@stonetemple / + Eric Enge
  35. 35. 1.I don’t know what we are going to do yet@stonetemple / + Eric Enge
  36. 36. 1.I don’t know what we are going to do yet 2.I don’t know when you are going to see benefits@stonetemple / + Eric Enge
  37. 37. 1.I don’t know what we are going to do yet 2.I don’t know when you are going to see benefits 3.I don’t know how large the benefits will be@stonetemple / + Eric Enge
  38. 38. Sign here, $10,000 a month!@stonetemple / + Eric Enge
  39. 39. Google AdWords Keyword Tool @stonetemple / + Eric Enge
  40. 40. Bing Webmaster Tools Real Numbers for searches at Bing.com!@stonetemple / + Eric Enge
  41. 41. Wordtracker@stonetemple / + Eric Enge
  42. 42. Coming Up with a Total @stonetemple / + Eric Enge
  43. 43. @stonetemple / + Eric Enge
  44. 44. Calculating Search Potential (Data from Ahrefs.com)@stonetemple / + Eric Enge
  45. 45. Do The Math!@stonetemple / + Eric Enge
  46. 46. Alternate Method@stonetemple / + Eric Enge
  47. 47. Not doing SEO? You’re Leaving Money on the Table• Calculate the missed opportunity cost of not ranking well for products & services that you offer? # of people engine share expected click- average average searching for your (Google = through rate conversion rate transaction keywords x 70%) x x x amount  E.g.10,000/day x 70% x 10% x 5% x $100 = $3,500/daysearchengineland.com/selling-the-benefits-of-seo-in-a-large-enterprise-36189 47 @stonetemple / + Eric Enge
  48. 48. Show Competitors Winning @stonetemple / + Eric Enge
  49. 49. Part 4 Justifying Paid Search@stonetemple / + Eric Enge
  50. 50. Setup An Account Today and … @stonetemple / + Eric Enge
  51. 51. Get Traffic Today@stonetemple / + Eric Enge
  52. 52. Margin in Competitive DR MarketsHave to combat this with active optimizationSet it and forget it does not work @stonetemple / + Eric Enge
  53. 53. @stonetemple / + Eric Enge
  54. 54. Calculating ROIExpense Happens TodayRevenue May Happen Over Time @stonetemple / + Eric Enge
  55. 55. Thank You!Eric Enge eenge@stonetemple.com @stonetemple + Eric Enge (508) 485-7751 www.stonetemple.com

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