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Integrated Marketing                 Why SEO’s should own it all …                  <evil>muhahahaha</evil>© 2012 Marketo,...
Kieran Flanagan    Online Marketing Manager (EMEA) –    Marketo    kflanagan@marketo.com    @searchbrat  Integrated Market...
I am a FORMER          seo          who now owns thisPage 3© 2012 Marketo, Inc.          Marketo Proprietary and Confident...
Page 4© 2012 Marketo, Inc.   Marketo Proprietary and Confidential
And develops          Integrated          Marketing          strategies that incorporate a lot of thisPage 5© 2012 Marketo...
Page 6© 2012 Marketo, Inc.   Marketo Proprietary and Confidential
Why                       Integrated?Page 7© 2012 Marketo, Inc.     Marketo Proprietary and Confidential
Creates Top of Funnel MagicPage 8© 2012 Marketo, Inc.    Marketo Proprietary and Confidential
Page 9© 2012 Marketo, Inc.   Marketo Proprietary and Confidential
Beyond                       KeywordsPage 10© 2012 Marketo, Inc.    Marketo Proprietary and Confidential
we already          Model          search behavior across the funnelPage 11© 2012 Marketo, Inc.         Marketo Proprietar...
[Mens Watches €3.19]Page 12© 2012 Marketo, Inc.   Marketo Proprietary and Confidential
[Mens Watches €3.19]                                                              [Cool Mens Watches 2012 €4.50]Page 13© 2...
[Mens Watches €3.19]                                                              [Cool Mens Watches 2012 €4.50]          ...
[Mens Watches €3.19]                                                              [Cool Mens Watches 2012 €4.50]          ...
so we can create          Keyword MapsPage 16© 2012 Marketo, Inc.         Marketo Proprietary and Confidential
[Mens Watches]       [Cool Mens Watches 2012]         [Mens Lego Watches]         [buy pop hours watch] Home / Interactive...
#ThinkIntegratedPage 18© 2012 Marketo, Inc.   Marketo Proprietary and Confidential
Let’s          Model          the “Whole” CustomerPage 19© 2012 Marketo, Inc.       Marketo Proprietary and Confidential
Surveys                             (Google Customer                           Facebook Ad            Analytics           ...
Page 21© 2012 Marketo, Inc.   Marketo Proprietary and Confidential
“People don’t buy what you do, they buy why             you do it”                                            - Simon     ...
this develops        Content that Resonates        Community that Engages        Display/Retargeting that works        Ema...
Get Advanced       Mike King – Keyword Level Demographics       AimClear – Psychographic Targeting Unhinged!!       The Ze...
Content That                         WorksPage 25© 2012 Marketo, Inc.      Marketo Proprietary and Confidential
we already          Audit          a site to please the enginesPage 26© 2012 Marketo, Inc.          Marketo Proprietary an...
#ThinkIntegratedPage 27© 2012 Marketo, Inc.   Marketo Proprietary and Confidential
Let’s     Audit     our Content and build a strategy to amaze our        prospectsPage 28© 2012 Marketo, Inc.     Marketo ...
“Your sweet spot is the exact area of your    company’s expertise. It’s the thing you are    uniquely positioned to talk a...
… what are my competitors doing? (Social    Crawlytics).Page 30© 2012 Marketo, Inc.    Marketo Proprietary and Confidential
… what could I be doing ?       type of content    topic covered                          buyer persona           date cre...
Content’s Important in B2B & B2CPage 32© 2012 Marketo, Inc.    Marketo Proprietary and Confidential
this develops        Thought Leader in your market        Free Visits, Links & Shares        Reduce Bounce Rate        Inc...
Earned PRPage 34© 2012 Marketo, Inc.    Marketo Proprietary and Confidential
How can I get people to       Vote for MEPage 35© 2012 Marketo, Inc.             Marketo Proprietary and Confidential
LRD – 452 (40% for “SEO”)                       Social ?                             Vs                       LRD – 1,195 ...
LRD – 452 (40% for “SEO”)                            Social ?                       Lots of these are “Toxic”             ...
#ThinkIntegratedPage 38© 2012 Marketo, Inc.   Marketo Proprietary and Confidential
Audience + Content =                       #AwesomenessPage 39© 2012 Marketo, Inc.       Marketo Proprietary and Confident...
Page 40© 2012 Marketo, Inc.   Marketo Proprietary and Confidential
they understand their audience                              the small                              business               ...
http://bit.ly/ek4CJmPage 42© 2012 Marketo, Inc.   Marketo Proprietary and Confidential
411            links                                    111                                    from            domains    ...
won’t happen by itself, we need to          OutreachPage 44© 2012 Marketo, Inc.         Marketo Proprietary and Confidential
Links & Share PotentialPage 45© 2012 Marketo, Inc.         Marketo Proprietary and Confidential
+ ScraperPage 46© 2012 Marketo, Inc.   Marketo Proprietary and Confidential
better yet       Include ThemPage 47© 2012 Marketo, Inc.   Marketo Proprietary and Confidential
MetricsPage 48© 2012 Marketo, Inc.   Marketo Proprietary and Confidential
Go beyond          Search MetricsPage 49© 2012 Marketo, Inc.   Marketo Proprietary and Confidential
#ThinkIntegratedPage 50© 2012 Marketo, Inc.   Marketo Proprietary and Confidential
Multi Channel Funnels (Custom)Page 51© 2012 Marketo, Inc.    Marketo Proprietary and Confidential
ExamplePage 52© 2012 Marketo, Inc.   Marketo Proprietary and Confidential
http://bit.ly/yJidkl    as seen on ..   kflanagan@marketo.com   @searchbratPage 53© 2012 Marketo, Inc.       Marketo Propr...
And FinallyPage 54© 2012 Marketo, Inc.     Marketo Proprietary and Confidential
Tickets for the match?Page 55© 2012 Marketo, Inc.         Marketo Proprietary and Confidential
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Integrated Marketing - How SEO's can own more of the Funnel

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How SEO's can own more of the marketing funnel and why they should.

Integrated Marketing - How SEO's can own more of the Funnel

  1. 1. Integrated Marketing Why SEO’s should own it all … <evil>muhahahaha</evil>© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  2. 2. Kieran Flanagan Online Marketing Manager (EMEA) – Marketo kflanagan@marketo.com @searchbrat Integrated Marketing, Speaking & Writing, Building Sites, Sneakers & Battle RapsPage 2© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  3. 3. I am a FORMER seo who now owns thisPage 3© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  4. 4. Page 4© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  5. 5. And develops Integrated Marketing strategies that incorporate a lot of thisPage 5© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  6. 6. Page 6© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  7. 7. Why Integrated?Page 7© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  8. 8. Creates Top of Funnel MagicPage 8© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  9. 9. Page 9© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  10. 10. Beyond KeywordsPage 10© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  11. 11. we already Model search behavior across the funnelPage 11© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  12. 12. [Mens Watches €3.19]Page 12© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  13. 13. [Mens Watches €3.19] [Cool Mens Watches 2012 €4.50]Page 13© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  14. 14. [Mens Watches €3.19] [Cool Mens Watches 2012 €4.50] [Mens Lego Watches €5.19]Page 14© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  15. 15. [Mens Watches €3.19] [Cool Mens Watches 2012 €4.50] [Mens Lego Watches €5.19] [Buy pop hours watch]Page 15© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  16. 16. so we can create Keyword MapsPage 16© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  17. 17. [Mens Watches] [Cool Mens Watches 2012] [Mens Lego Watches] [buy pop hours watch] Home / Interactive Guide / Comparison Chart Conversion: Interactive Comparison Shopping Home Chart Guide CartPage 17© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  18. 18. #ThinkIntegratedPage 18© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  19. 19. Let’s Model the “Whole” CustomerPage 19© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  20. 20. Surveys (Google Customer Facebook Ad Analytics Surveys) Planner Google Ad Planner Radian6 Quantcast Amplicate Social Compete MentionPage 20© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  21. 21. Page 21© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  22. 22. “People don’t buy what you do, they buy why you do it” - Simon SinekPage 22© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  23. 23. this develops Content that Resonates Community that Engages Display/Retargeting that works Emails that get openedPage 23© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  24. 24. Get Advanced Mike King – Keyword Level Demographics AimClear – Psychographic Targeting Unhinged!! The Zen of the “Whole Customer” Persona ModelingPage 24© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  25. 25. Content That WorksPage 25© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  26. 26. we already Audit a site to please the enginesPage 26© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  27. 27. #ThinkIntegratedPage 27© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  28. 28. Let’s Audit our Content and build a strategy to amaze our prospectsPage 28© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  29. 29. “Your sweet spot is the exact area of your company’s expertise. It’s the thing you are uniquely positioned to talk about” - Doug KesslerPage 29© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  30. 30. … what are my competitors doing? (Social Crawlytics).Page 30© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  31. 31. … what could I be doing ? type of content topic covered buyer persona date created customersPage 31© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  32. 32. Content’s Important in B2B & B2CPage 32© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  33. 33. this develops Thought Leader in your market Free Visits, Links & Shares Reduce Bounce Rate Increase Engagement Metrics Improved CRO ResultsPage 33© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  34. 34. Earned PRPage 34© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  35. 35. How can I get people to Vote for MEPage 35© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  36. 36. LRD – 452 (40% for “SEO”) Social ? Vs LRD – 1,195 (0.17% for “SEO”) Social ?Page 36© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  37. 37. LRD – 452 (40% for “SEO”) Social ? Lots of these are “Toxic” http://bit.ly/e21fcAPage 37© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  38. 38. #ThinkIntegratedPage 38© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  39. 39. Audience + Content = #AwesomenessPage 39© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  40. 40. Page 40© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  41. 41. they understand their audience the small business championPage 41© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  42. 42. http://bit.ly/ek4CJmPage 42© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  43. 43. 411 links 111 from domains 3500 and over sharesPage 43© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  44. 44. won’t happen by itself, we need to OutreachPage 44© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  45. 45. Links & Share PotentialPage 45© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  46. 46. + ScraperPage 46© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  47. 47. better yet Include ThemPage 47© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  48. 48. MetricsPage 48© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  49. 49. Go beyond Search MetricsPage 49© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  50. 50. #ThinkIntegratedPage 50© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  51. 51. Multi Channel Funnels (Custom)Page 51© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  52. 52. ExamplePage 52© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  53. 53. http://bit.ly/yJidkl as seen on .. kflanagan@marketo.com @searchbratPage 53© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  54. 54. And FinallyPage 54© 2012 Marketo, Inc. Marketo Proprietary and Confidential
  55. 55. Tickets for the match?Page 55© 2012 Marketo, Inc. Marketo Proprietary and Confidential

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