Presentation: Blending Keyword Strategy With Lead-Gen in an E-Commerce environment
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Peter Jobe, Digital & Product Marketing Manager, TE Connectivity @pete_jobe TE Connectivity has a multi-tiered approach to its search program, but it takes calibrating its brand, middle funnel and e-commerce efforts into an integrated whole. Peter Jobe explores how the company has aligned its keyword strategy to the buying journey and search demand curve and how bidding strategy is impacted by mapping conversion weighting to lead scoring. What does it take to balance the multiple demands of e-commerce revenue, pipeline revenue and brand?
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Presentation: Blending Keyword Strategy With Lead-Gen in an E-Commerce environment
- 1. Blending Your Keyword Strategy with Lead Generation in an eCommerce Environment Pete Jobe Digital & Product Marketing Manager at TE Connectivity
- 2. WE CREATE A SAFER, SUSTAINABLE, PRODUCTIVE AND CONNECTED FUTURE. ADVANCING THE FUTURE OF TRANSPORTATION REVOLUTIONIZING MEDICAL TECHNOLOGY OUR PURPOSE ENABLING GLOBAL COMMUNICATION NETWORKS MAKING FACTORIES & HOMES SMARTER
- 3. $1.8B COMMUNICATIONS Appliances, Data & Devices $3.9B CONNECTING THE WORLD 220BPRODUCTS MANUFACTURED ANNUALLY INDUSTRIAL Industrial, Aerospace, Defense & Marine, Medical, Energy $8.3B $14BFY18 SALES TRANSPORTATION Automotive, Industrial & Commercial Transportation, Sensors, Application Tooling
- 4. $5.2B $4.0B AMERICAS EMEA APAC $4.8B PARTNERING WITH CUSTOMERS IN GLOBAL PRESENCE 140COUNTRIES 38 44 22 EMPLOYEESMANUFACTURING SITES AMERICAS EMEA APAC 25,000 30,000 25,000 FY18 SALES BY REGION
- 5. EVERY CONNECTION COUNTS © 2018 TE Connectivity Corporation. TE Connectivity, TE, TE connectivity (logo) and EVERY CONNECTION COUNTS are trademarks.
- 6. 6 Aligning Search Strategy To The Customer Journey Categories Solutions For each stage of the buying journey, define best approach for: • Keywords • Creative elements/CTA • Landing page structure • Content • KPI Goal: Identify combination of existing and new assets to drive maximum value for users at all stages in buyer journey. Transaction
- 7. 7 Brand terms (Company Name X) Solutions terms (Solution X) Category terms (Category X) Category Plus terms (Category plus descriptor) Keyword Strategy Keywords align to the stages of the buying journey Awareness Consider & Evaluate Transact The Search Demand Curve Part numbers (part number X) Products terms (specific product) Retention
- 8. 8 CTA Strategy CTAs align to the stage of the keyword Brand terms (Company Name X) Solutions terms (Solution X) Category terms (Category X) Category Plus terms (Category plus descriptor) Keywords align to the stages of the buying journey Awareness Consider & Evaluate Transact Part numbers (part number X) Products terms (specific product) Retention
- 9. 9 Landing Page Strategy Landing pages align to the stage of the CTA Brand terms (Company Name X) Solutions terms (Solution X) Category terms (Category X) Category Plus terms (Category plus descriptor) Keywords align to the stages of the buying journey Awareness Consider & Evaluate Transact Part numbers (part number X) Products terms (specific product) Retention
- 10. 10 Content Strategy What if I don’t have any content for the CTAs in my journey?
- 11. 11 KPI Strategy KPIs align to the CTAs within the stages of the buying journey Source: Wordstream
- 12. 12 Lead Scoring Strategy Lead scoring aligns to the KPIs within the stages of the buying journey Source: Wordstream
- 13. 13 Drive Lead Intelligence, Quality, & Routing Intelligence Quality Routing Quality Quality Intelligence Routing
- 14. 14 Feedback Loop 1. Are you talking to your sales team and getting feedback around the quality of leads you are driving? 2. Are you having conversations about their capacity? 3. Are you asking what you can do to provide more lead intelligence? 4. Is the Sales team hearing common pain points from customers?
- 15. 15 Scale with Weighted Conversions Note: Unless you use revenue for partial conversions in Google Ads, scaling efforts while aligning to lead scoring can be tough, especially in an eCommerce environment.
- 16. 16 Scale with Optimized Feeds Note: Scaling and managing feeds can be tough when you start adding pricing and inventory feeds to more than just Bing and Google merchant centers
- 17. Thank you!