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Demand Creation: How Marketers Can Incite Hunger Rather Than Just Serve Existing Demand


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Rand Fishkin's presentation on how web marketers can use their skills to create interest in a topic and drive branded search and brand awareness rather than just serving existing demand through unbranded search query SEO.

Published in: Marketing

Demand Creation: How Marketers Can Incite Hunger Rather Than Just Serve Existing Demand

  1. Rand Fishkin | Founder & CEO Demand Creation How Marketers Can Incite Hunger Rather than Just Serve Existing Appetites
  2. I Come from the World of SEO For me, ranking here was the pinnacle of web marketing achievements
  3. Via SimilarWeb And There’s Data to Support That Belief:
  4. Via Oct 2016 May 2017 Gained/Lost 59.2% 6.5% 5.4% 4.5% 2.2% 2.2% 1.4% 6.0% 62.6% 5.9% 4.1% 4.7% 1.5% 2.1% 1.4% 5.0% +3.4% -0.6% -1.3% +0.2% -0.6% -0.1% +0% -1.0% 1.3% 1.4% +0.1% Top Traffic Referrers
  5. Via Google Trends
  6. Via Rand’s Blog For every paid ad click on Google, there are 20 clicks to an organic result.
  7. But, Some Things About How I’ve Historically Thought About SEO Trouble Me…
  8. 90% of clicks, 10% of marketing spend 10% of clicks, 90% of marketing spend
  9. Via GetResponse 2,510 marketers surveyed by GetResponse in 2017 say SEO is only the 4th highest ROI channel they invest in
  10. In Q3/4 2017, there were (seasonally) fewer clicks available for SEO for perhaps the first time since Google’s launchVia Rand’s Blog
  11. Via Geoffrey Weg
  12. We Sometimes Mock Companies for Getting SEO Wrong, But…
  13. Via Sistrix
  14. Via Motley Fool & Seeking Alpha
  15. The most popular service (by 10X+) in the sector is nowhere on page one?
  16. This Isn’t Just True for Big Companies…
  17. Granted, There Are Exceptions…
  18. I Used to Sweat Moz’s Rankings; Maybe I Should Have Been Sweating Our Brand
  19. Ranking Better in Searches Creating More Searches There Are Two Paths We Can Take…
  20. 4 Ways to Grow Demand Directly Through SEO
  21. #1: Search Suggest
  22. #2: Related Searches
  23. #3: People Also Search…
  24. #4: Rank. Solve Query. Earn Loyalty.
  25. But Today, I Want to Spend Time on How We Grow Demand Outside the SERPs
  26. A Roadmap for Demand Creation: Associate your brand with a problem, experience, or need Amplify the problem/experience/need Create awareness of the problem/experience/need Make your brand visible at the right times, to the right people, in the right places Improve processing fluency & reduce cognitive load with simple, repeated messaging that ties together need+brand
  27. Via Reddit
  28. Brand is… A promise. i.e. when you see “Brand X” it means “YAttributes” A memory trigger. i.e. when you experience problem Z, you think of “Brand X” as the potential solution
  29. Brand Marketing is… A coded message. Reminding you of the brand’s existence Reinforcing the brand’s colors, shapes, sounds, experiences, & feelings Nudging you to use the brand at the right time
  30. What do you think of when you see this brand?
  31. Brand marketing reinforces that:
  32. What do you think of when you see this brand?
  33. Brand marketing reinforces that:
  34. Before you can reinforce branding, you need a Brand Promise We provide… We evoke feelings… We remind you of… We share the values of… product/ service that solves a problem you have that make our customers most anxious about whether our solution is right for them Memories that our target demographics & psychographics will have ++ associations with People who are statistically most likely to be our best customers
  35. Everything Should (Subtly) Reinforce the Message SEO Snippets PPC Ads Big Content CommentsTweets Photos Landing Pages UI & UX Brand Name Facebook Posts Emails Product Names Videos Visual Branding Outreach Onboarding Press & PR The Brand Promise
  36. Pro Tip: Stop Being So Scared of Controversy
  37. Via NYTimes
  38. How can Penzey’s call 22% of Americans “racist” and maintain a consumer business?
  39. Online sales up 59.9%. Customer cancellations up 3%.
  40. Pro Tip: Stop Being So Literal with Language
  41. From 2007-2012, Lots of SEOs Talked About a Shift from Gray Hat to White Hat But it didn’t stick until…
  42. R.C.S. Real. Company. Shit.
  43. To shift demand from “buy us links,” to “build us great assets,” Wil just needed to name the movement
  44. Via New Scientist & BBC
  45. Pro Tip: Make the Product Do Some Marketing
  46. Via InvisionApp
  47. Pro Tip: Leverage Customer Affinities
  48. Via Book Larder
  49. Via IndieHackers
  50. Via Gusto
  51. Pro Tip: Help Your Customers Advocate For You
  52. Pro Tip: Align Influencers’ Motivations with Your Own
  53. Via Rand’s Blog
  54. Via OfficeNinjas
  55. Instead of Getting Blamed When This Happens: What the #$%^? Why aren’t we #1?
  56. Get Credit When This Happens: Way to go SEO team
  57. Rand Fishkin | Founder & CEO