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Meeting Audiences Where they Are - Vanessa Fox


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– Vanessa Fox, Author, "Marketing in the Age of Google," Creator of Google Webmaster Central, Founder and CEO, Nine by Blue.

Originally presented at the event, "Women Media Entrepreneurs - Making New Ideas Happen," on Sept. 12 at the National Press Club, Washington, D.C.

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Meeting Audiences Where they Are - Vanessa Fox

  2. 2. W h o A r e T h e s e A u d i e n c e s ? W h a t D o T h e y Wa n t ? W h e r e A r e T h e y ? H o w D o Yo u M e e t T h e m ? ( A n d w h o a r e y o u , a n y w a y ? )
  3. 3. Who are you?? What do you want?? But why??
  5. 5. 5
  6. 6. 6
  7. 7. 7
  8. 8. LO O K I N G F O R S T U D E N T A I D • • • • wps/wcm/connect/college/college/howtopay/howtopay
  9. 9. U S I N G S E A R C H E R P E R S O N A S • Google Trends • Google AdWords Keyword Planner • Wordtracker Questions Tool • Google Correlate • Bing Keyword Research Tools • Compete • Quantcast The Essential Personal Lifecycle Tamara Adlin and John Pruitt
  10. 10. G O O G L E T R E N D S
  11. 11. G O O G L E A D W O R D S : C O M PA R E VO LU M E S 26 Advanced Yoga: 5,720 Beginning Yoga: 101,277
  12. 12. C LU S T E R R E L AT E D TO P I C S : C R E AT E P E R S O N A S
  13. 13. 28 C A S UA L C A S S A N D R A Task Cassandra Wants to Accomplish Sample Search Queries How We Can Help Her Accomplish Her Task What Else We Can Offer Her Related Business Goal What Motivates Her Success metrics I want to do yoga at home / not in a studio yoga dvd yoga video yoga books Engaging heading about how site is like DVDs, videos, and books (but better) and shows video gallery Save and track progress. Professional advice on best videos for you. Beyond beginner, intermediate, advanced. Easily accessible at home. Watch a video Register • It’s free to try • It’s easy • Customized for her level • Can start and stop and progress is saved • # videos watched • # pages viewed • Registration • Return/login I want online yoga videos yoga online yoga classes online yoga online workouts … Show videos organized into beginning, immediate, advanced with progression One stop shop for yoga videos. Not all teachers are created equal. Save and track progress. Customizability/person alized advice. Watch a video Register • Free to try • Lots of content • Air of authority • Monitoring progress • Centralized resource • # videos watched • # pages viewed • Registration • Return/login I’m looking for a specific yoga pose yoga poses yoga postures yoga asanas child’s pose corpse pose Specific videos / articles related to single poses Browsable library of poses Multiple definitions at different levels of detail We can also give you full workouts with each pose. We can give you beginner to advanced training. You can track your mastery of poses. View pose pages Additional page views • Easy, accurate, comprehensive • Access to a full browsable library • Return visits • Sharing • Watching second video (after searched- for video) I have a specific question about yoga what is difference between pilates and yoga? can yoga help with fibromyalgia? can you do yoga when pregnant? Comprehensive blog / knowledge base Discussion / ask the expert Try it now! Videos related to questions. This is the place to get all your yoga questions answered. View FAQ/blog pages Additional page views • It’s free to come back • Comprehensive and credible (testimonials) • There’s a live person to ask • Return visits • Reading more than one article • sharing • Subscribe to RSS • Watch a video
  14. 14. T H E S E A R C H F U N N E L 1. Search 2. Search Result 3. Page Content 4. Conversion
  15. 15. 1 . TA S K A N D R E L AT E D S E A R C H E S “I want more information about yoga”
  16. 16. 2 . S E A R C H R E S U LT S
  17. 17. D O N ’ T M A K E M E T H I N K
  18. 18. 3 . D O E S T H E PA G E A N S W E R T H E Q U E S T I O N ? 33
  19. 19. D O E S I T R E A L LY A N S W E R T H E Q U E S T I O N ?
  20. 20. 4 . C O M P E L L I N G C A L L TO A C T I O N
  21. 21. U S E S E A R C H DATA TO M OT I VAT E C O N V E R S I O N
  22. 22. 1 2 3 4
  24. 24. B R E A K I N G N E W S : G O O G L E T R E N D S,cd_min:9/10/2013,cd_max:9/10/2013&q=iPhone+5S
  25. 25. B R E A K I N G N E W S : G O O G L E N E W S
  26. 26. R E L AT E D T E R M S : TO P A N D R I S I N G
  27. 27. G O O G L E T R E N D S : R E G I O N A L I N T E R E S T
  28. 28. P R E V I O U S 1 2 M O N T H S
  29. 29. P R E V I O U S 3 0 DAY S
  30. 30. B E YO N D B R E A K I N G N E W S
  31. 31. T R E N D S F O R O V E R A L L I N T E R E S T
  32. 32. R E L AT E D TO P I C S
  34. 34. D E TA I L S F R O M A D W O R D S
  35. 35. R E V I E W E A C H PA G E
  36. 36. LO O K AT H E A D L I N E S 51
  37. 37. • Your potential customers want to accomplish their tasks, not hear about how awesome you are • Use search data to learn more about what your customers are searching for and the language that are using • Categorize search query data into tasks and map each task to a page on your site • Does each page solve the customer problem? • Does each page providing a compelling call to action that motivates the user to convert? USING SEARCH DATA EFFECTIVELY