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Inbound Marketing Overview Nov 2012


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Inbound Marketing Overview Nov 2012

  1. 1. Inbound Marketing Overview UW BUSINESS SCHOOL – 11/3/12
  2. 2. What We Will Cover Today • Internet Media Spend – Global Perspective • Paid vs Owned vs Earned Media – P.O.E.M. • Why Search? Some Stats… • Search Engine Basics • Organic Search (Natural) • Organic and Social Together • The Social Journey for an Organization • Paid Search • Testing • New Issues with Search Page 2 Confidential
  3. 3. Worldwide Media Spend Source: Nielsen Global AdView – Q1 2012 • Internet media spend continues to be the fasted growing segment • However, it is still TINY compared to the big boys Page 3 Confidential
  4. 4. Differences Between Media Time & Dollars • Print is WAY over subscribed when it comes to time vs ad spend • Mobile and Internet are STILL the biggest opportunities Page 4 Confidential
  5. 5. P.O.E.M. Customer Acquisition Model Paid Media Owned Media Earned Media aka - Campaigns aka – Nurture & Retention Aka: Inbound Marketing Characteristics » Money = Traffic, No money, » A person is “known” » Cost is effort No traffic » Email address + name » Visibility continues when » Channels are optimized » Channels used to move person effort stops individually to initial sale & recurring » Channels work together revenue Channels » Paid Search » Lead Nurturing » Direct/Brand » Display/Banners » Re-Targeting » Natural Search (SEO) » Affiliate (CPA) » Customer Email » Social Media » Email List Buying » Transaction Emails » Referrals (Links) » TV/Radio/Print » Customer Service » Public Relations » Daily Deals Resources » Media Budget » Email Delivery Platform » Content Creation/Editor » Campaign Management » Customer Database » Publishing Platform » Testing/Optimization » Email Content Creation » Social Media Engagement 5 » Customer Service Response » PR & Blogger Engagement Page 5 Confidential 5
  6. 6. Search Dominates > But Look at Social! Page 6 Confidential
  7. 7. Why Search Engine Marketing? • The #1 driver of non-direct traffic to most websites • High quality traffic  All stages of the buying cycle from research to price compare to brand navigation  Focused, active traffic • Organic traffic has no media costs • Pay Per Click (PPC) search traffic is highly targetable  By keyword, location, time of day, day of week, demographic • PPC is self-service, easy to get up and running, highly controllable/optimizable • PPC is a great way to test messaging, offers, landing pages and positioning Page 7 Confidential
  8. 8. The #1 Job of Search Engines Provide the Best Search Results Based on the Limited Information (1-4 keywords) the Searcher Gives the Engine. • Better search results (organic & paid) = happier searchers • Happier searchers = more search/repeat usage • More search usage = more inventory • More inventory = more opportunity to sell pay per click advertising Page 8 Confidential
  9. 9. Search Engine Marketing (SEM) Programs Search Engine Optimization (SEO) • Listed in the editorial or organic area of engine. • Higher quality traffic – legitimate search results. • No guarantee of placement, mid to long term results. • Local optimization is a distinct set of tactics Pay Per Click (PPC) Search • Auction, bid or CPC system. • Immediate, cost effective, trackable. Pay Per Click (PPC) Content Network • Google/Bing have matched your keywords to content on the internet • You push ads to a site without a specific search • Managed through your same search PPC interface Page 9 Confidential
  10. 10. A Google Example SEM of Programs Paid Results: The top two performers from the AdWords CPC program. Main Results: Natural search listings which cannot be bought, but influenced with SEO program. Google does not have a trusted feed or paid inclusion program. Paid Results: AdWords closed-bid CPC placements. Ranked by CTR x CPC. Top three listings distributed to partners. Top three and more distributed to Google’s Content- Targeted Ad network. Page 10 Confidential
  11. 11. Example of a Content Ad Network Placement Content Network: Page content mapped to your keywords. Highly efficient buy, but lower in quality. Page 11 Confidential
  12. 12. The Golden Triangle of Search Usability • Eye tracking study • The focus is on the upper left with a glance over to the top of the right hand side placements. • Underlines the volume importance of the top placements. • Also, your brand connections starts at the search engine NOT on your website! Page 12 Confidential
  13. 13. The Importance of Position » The higher the position, the higher the click through rate » The higher the position, the lower the conversion (in general) » Critical to understand position vs cost vs conversion trade off Source is Optify click through rate study Page 13 Confidential
  14. 14. How Web Crawlers Work – Content + Links! Link Link Link Link Link Web Web Web Web Web Web Page Page Page Page Page Page Search Bots follow links and return information to index Googlebot, MSNbot, Muscat Ferret ( lists 298 bots) Update & Cached Pages Index Refresh In Database Schedule News Business Rules (hourly) Web Page Algorithm Fresh Content (recent) Ancillary Data Sources Local Content Crawl Site (standard update) and Sitemap.xml Foundation Database (standard update) Page 14 Confidential
  15. 15. Google is Evolving to the Knowledge Graph • Google wants to give you the exact information you want > quickly • Moving beyond text and pages to video, images, books, maps, sound • 500 million people, places, things with 3.5 billion associated items • New search structure and UI to get you there more quickly Page 15 Confidential
  16. 16. Why Search Engine Optimization (SEO)? • 70 – 80% of clicks on a search engine results page emanate from the organic search area. Google: 80% of clicks from organic Yahoo/Bing: 70% of clicks from organic • Organic clicks may or may not be more qualified. • The clicks are free of media costs (although there are internal & management costs). • It is an important part of your entire Search Engine program • It CONNECTS your content with people – earned media! Page 16 Confidential
  17. 17. Core Components of SEO SEO has three major components • Technology • Site and page optimization • Crawlability and indexing • Content • Keyword Focus • The Number and Quality of Pages • Authority • Domain & Pages • The Quality & Number of Links • Social Media Signals • Keyword Strategy & Focus Page 17 Confidential
  18. 18. Local SEO – Different Set of Tactics • Triggered by physical address – need to highlight on site  Individual page for each store • Matched to searchers IP address • Keyword categories drive local  Pizza, dry cleaners, etc. • Additional elements  Map  Address  Hours  Reviews  Images • Local directories and business listings like Bing, Yellow Pages, Yahoo, etc. • Reviews in Yelp, Urban Spoon, Google, etc. add authority to site • Build authority from local links and local social influencers Page 18 Confidential
  19. 19. Search Engine Optimization Truths • Your #1 job is to make finding, crawling and indexing your site as easy as possible for bots • High rankings are built on relevant content & authority  Remember the #1 goal of search engines • Following white hat strategies is best  Engines getting smarter about search spam  Do you have time to fight the search engines? • The simpler a site the easier to get ranked  Balance CMS/Rich Media vs Search Objectives • SEO is NOT fast and never ends  Set aside budget for SEO as you would PPC • SEO will effect your marketing, IT, Web site and copy writing groups. Page 19 Confidential
  20. 20. Social Media and Search • Social media has dramatically increased the amount and speed of indexable content available – everyone is a publisher • Blogs, comments and articles are much easier to publish and now have revenue attached to them via Google Adsense, etc. • Social media networks has raised the bar on cross linking, product communication and personal profile publishing. • The concept of a homepage is changing  Not just on your site, but Facebook, LinkedIN, Twitter, Pinterest • Being involved in a conversation and pointing (via links) too an authoritative piece of content adds to the link building tool set • Social is a core element of earned media: content+search+social Page 20 Confidential
  21. 21. Twitter – Another Form of Social Search • Looks like a cross between email and search engine • Hashtags and @ symbols drive direct keyword relevance • Popular topics drive HUGE traffic • Find people who are talking about topics you are interested in • Now Twitter feeds in Google and Bing (just announced) Page 21 Confidential
  22. 22. Pinterest • Visual collection of thoughts – virtual pin board • Easy to share, re-pin and collect from around the web • High percentage of women > 80%+ Page 22 Confidential
  23. 23. Syndicate and Engage Your Audience via Twitter Create Content Create Campaigns Syndicate Track Results Your Content One off Tweets In Optify Reports • articles • Blog post • Increased visitors • blog posts • 3rd party content • # of leads • conferences • Whitepaper • # of sign-ups • information guides • Source = Twitter • online courses Create a Series of • Detail = Campaign • podcasts Tweets in a Campaign • press releases • Build your tweets for the In Twitter • speaking events week in one sitting • Increase followers • videos • Build all of the tweets for • # of ReTweets ReTweets • webinars the campaign at once • white papers • Include links to your site Facebook • webinars which we shorten for you LinkedIn • Schedule tweets to go Pinterest out through your account Your Site Other Blogs • Utilizing social media and Twitter to extend the reach of your content is ideal • Tracking the results through campaign variables on your link back to your site, increased number of visitors and increased number of followers Page 23 Confidential
  24. 24. The Journey to an Engaged Social Media Program (thank you Ant’s Eye View) Traditional Experimental Operational Measurable Fully Engaged • Listening to • “The arrival of • Budget and • Start tracking • Everyone has what people are Mavericks” authority given business imact the opportunity saying • Someone takes • Strategy, tactics, • Cross functional to participate in • On the sidelines the time to headcount silo’s the social web create company • Silo’d in • Defined success • Governance, profiles marketing • Influencers policies in place identified with clear roles Low resource Part time or “side Resources required, Organizational Very few companies requirement time” but metrics question impact across are here yet – starts to bubble up mostly agencies Page 24 Confidential
  25. 25. Paid Media Cost Methods • Online Media Can be Purchased Using Various Cost Methods, Each with Pros & Cons.  Time: Great for guaranteed SOV and placement, but More Common Advertiser Risk inventory is determined by visitor traffic. Effective method for page takeovers to build awareness and to block out competitors.  CPM: Strong guarantee of impressions, share of voice, and targeted placements, but greater risk (of ROI) falls on the advertiser. Less Common  CPC: Provides targeted placement at less risk than Publisher Risk CPM, but impressions are not guaranteed and risk of forced and/or incentive clicks.  CPA, CPL or Revenue Share: The least amount of risk for advertiser and paid only when an user-action is performed, but no guarantee of impressions, placement, nor acceptance by publishers. Page 25 Confidential
  26. 26. Paid Search Overview • The most effective, timely and trackable way to start spending marketing dollars. • Market is in transition from a Google + Yahoo + Bing + others to just Google + Bing • Google is king – they have the largest volume, highest quality audience, best testing tools & easiest user interface.  Bing is gaining with marketing, innovation and business development  Google content network is MUCH bigger and more refined than Bing Testing is what will make or break your program! Page 26 Confidential
  27. 27. How Paid Search Programs Work Advertiser (Search) Advertiser Syndicated Engines Advertiser Google, (Syndicated Search) Advertiser Bing Etc. AdSense Sites (Content Ads) Advertiser CPM Sites Advertiser (Sub Set of AdSense) • All of these programs are ad serving systems. • Search is just one outlet of impressions for the system. • Everything is centered around a pay per click model vs a CPM or CPA • Even CPM programs in Google are judged on an effective CPC basis Page 27 Confidential
  28. 28. Paid Search Testing is Critical • The success of your program depends on testing and your ability to incrementally expand/improve • Look for incremental improvement over a long term.  Include seasonality, week parts & day parts • Your web analytics/tracking protocol is critical  What level of granularity can you support/afford?  Do you automate bid management? • Balance between click volume and statistical significance.  Does it make sense to optimize terms that get 4 clicks per month? Page 28 Confidential
  29. 29. Paid Search - Areas to Optimize • Inventory (# of impressions accessible) • Campaign Structure & Categories • Budget • Keywords • Match types (broad, phrase, exact) • Negative Keywords • Publishers/Engines • Copy • Placement: Search vs. Content • Bid Strategy/Ad Rank • Conversion Process • Landing Pages • Balance with Life Time Value Page 29 Confidential
  30. 30. New Issues with Search Engines • Competition  Bing running Yahoo search – impact is negligible so far?  Google updating UI to add in Bing “esque” features  Google Instant – rapid update of results interface while you type • Real Time Search  Google’s “caffeine” is trying to index content faster • Universal Search  Combining multiple media types into same Search Engine Results Page.  Text, Video, Audio, Images, etc. • Personalized Search  Change results page based on previous search behavior and website visitation  Off-shoot of behavioral targeting • Latent Semantic Indexing  Already in use to improve results  Context of keywords as well as words around the word. • Mobile Search  iPhone, iPad, Surface, Blackberry, Google Android Platform  Different search results based on mobile intent – directions, reviews, local, etc. • Authorship  Assigning authorship to person who created content  Adds a picture of author to search engine results page for better CTR Page 30 Confidential
  31. 31. That’s a Wrap! • Visit for more articles, information & blogs (in the process of being updated) • Also visit for jobs  • Personal blog – • E-mail me with comments, additional questions, clarifications – • Join the LinkedIn University of Washington MBA Alumni Group – go beyond your class! • Thank You! Page 31 Confidential
  32. 32. Appendix - Fun SEO Tools •  Blog posts, guides, SEO and Lead Intelligence software • •  Local company with great community, blog and tool set •  See a list of keywords and what rank for a specific URL •  Various free tools for linking, keyword inventory & more •  142 SEO tools for all things •  Easy to use SEO tools that includes competitive comparisons. •  Search engine spider simulator Page 32 Confidential
  33. 33. Appendix – SEM Resources SEO Technical Resources RSS Feed Resources •  dex.html (list of bots)  (find feeds) • (developer site  with good tips for SEO)  SEO Strategic Resources • Local Search Resources •  • • Paid Search Resources SEO Free Tools  • • Page 33 Confidential
  34. 34. Appendix - Directories Search Directories Articles Directories •  •  • •  •  •  • •  •  •  • •  •  business/hub.mspx Page 34 Confidential
  35. 35. Appendix - Resources Design Resources Testing Resources • ASP Hosted Applications • •   Web Analytics Resources •  •  •  Optimization Resources Split Testing Calculators •  •   Split Testing Software  tware/split-testing/  Page 35 Confidential
  36. 36. Appendix – More Resources Pop-up Generator • Opt-In List Builders • • (co-reg software) • (co-reg network) Marketing Information and Content Sites • • • • Examples of Viral Marketing Campaigns • Page 36 Confidential
  37. 37. US Advertising Spending by Media 2007 – 2012 in Millions • Search has overtaken display as the #1 media spend online (as of 2008) • Internet will overtake newspapers in 2011 (if not sooner) • Internet is bigger than spot local/national TV in spend • Search is already bigger than print Yellow Pages/directories • Lots of traditional media spends are in decline while Internet is up, up, up! Source: Jack Meyers Media Business Report as provided to eMarketer, Sept 14, 2009 Page 37 Confidential
  38. 38. Customer Segmentation & Search Two Major Ways to Segment with Search • By Keyword  Each keyword someone enters is a behavioral indicator.  A correlation exists between the stage of the research or purchase process and the type of keywords entered. o MP3 Player vs ipod 4GB nano black o Music vs Free Rhapsody Trial • By Demographic Data  New tools that link account information with keyword searches are available.  Research keywords to get demographic profile (very helpful for wider campaigns)  Target broader keywords to a narrower demographic (helpful for expanding keyword campaigns) Page 38 Confidential
  39. 39. How Do They Get Data? – Spiders are Dumb… Search Spiders follow links and return data to search engine for processing with algorithms. They can: • Read meta tags, title tags and HTML content. • Read URL’s (some read past a ? variable, some don’t). • Read some dynamic content. • Follow links through-out the site if built into page. • Are looking for STRONG uses of keywords.  H1 tags, title tags and HTML content are more important.  Bold and italic words. • Are looking for CONTEXT  Block of related text, pages with single themes, etc. Spiders can only return what they can read and find. Our job is to help them find the right information in the right format Page 39 Confidential
  40. 40. Paid Search Metrics, Levers and Actions Metrics Levers Actions Impressions Total Budget A campaign daily or monthly cap will limit the # of impressions. # of Keywords Add keywords via expansion. # of Engines Include misspellings & similes. Bid Position Add content traffic to search program. Search v Content Bid positions 1-4 get the most circulation through syndication. Match Type Campaign Set-Up Click Through Rate Bid Position The higher bid positions get more click-throughs. Relevancy of Copy Putting keywords into the copy increased click-through. Compelling Copy Free now and offers tend to increase click-through rates. Search v Content Content ads have much lower click-through rate than search ads. Match Type Cost per Click Publisher/Engine Different engines have different ranges of prices. Bid Position The higher the bid position you go for, the higher the CPC. Max Cost per Click By setting a higher max CPC, your cost will rise to meet position. Competition The more competition for a term, the more expensive. Match Type Conversion Relevance of Copy The closer the copy matches the product offer/the higher the conversion. Rate Landing Page Create a very clear, singular action landing page that matches keyword. Offer What is a compelling offer? Make it so and match the copy. Funnel Efficiency What speed bumps exist between the ad the thank you page. Average Order Size Product Pricing Focus more dollars on the categories that drive highest average order size. Cross/Up Sell Manage to a higher LTV for keywords and categories by acquiring at a higher CPS. Discounts Life Time Value Acquisition Source Improvements in conversion process and post acquisition communication will allow for a Re-marketing Sequence higher allowable acquisition rate which can open up the acquisition funnel. Product Suite/Releases Page 40 Confidential
  41. 41. Testing Methodologies & Tools • No Testing is Death • Start with A/B/C testing > but be disciplined in variable control (only one at a time!) • Move to multi-variant when you have the traffic to support it.  Ability to test millions of combinations of variables via tree’d approach (aka smart test design)  Taguchi method is de-rigueur, but new, more modern methods are now commercially available. • Small incremental changes are the rule, not the exception. Page 41 Confidential

Editor's Notes

  • P.O.E.M. Model
  • Organic Integration Model
  • Update slide or get rid of – top level spend