This document discusses ways to improve marketing efforts by breaking out of silos and following user behavior across channels. It recommends analyzing paid marketing disconnects compared to organic results, using data on content performance to refine targeting, and leveraging analytics to qualify expensive keywords and better target ads. The overall message is that marketing will be more effective by considering the full user experience rather than isolated channels alone.

1. Breaking out
of my own Silo
@wilreynolds

2. ©2016 Seer Interactive • p2
Regardless of what part of Marketing you do…

3. Follow The Money

6. ©2016 Seer Interactive • p6
That’s why I started
spending more time on paid

7. ©2016 Seer Interactive • p7
Starts With The Searchers,
Understand Where Marketing is Failing

8. SEO Company

17. ©2016 Seer Interactive • p17
HMMMMMM That is
Lots of waste in paid!

18. Seek out major disconnects between PPC
landing pages and organic ones

19. Tool: IBM Watson (Bluemix)

23. ©2016 Seer Interactive • p23
Assume Organic = Better Answer :)

25. Compare the Related Searches to
Searcher Intent

26. ©2016 Seer Interactive • p26
Small Business CRM
Related
“BEST”

29. ©2016 Seer Interactive • p29
Best = Comparison Query
Guide me to an answer,
Paid…

33. AD COPY
DISCONNECTS

36. ©2016 Seer Interactive • p36
Best Small Business CRM

39. ©2016 Seer Interactive • p39
Built a Page that provides guidance,
Get rewarded!

41. PPC vs SEO
Emotional
Connection

42. ©2016 Seer Interactive • p42
3 examples
Where feeling
matters more than
the word.

46. Different Roots!

47. Get data on your content performance, use it
for smarter targeting.

48. 25%
Viewe

49. 100%
Viewe

51. SCROLL DEPTH, WHICH CONTENT IS WORTH
BOOSTING?

52. Scroll Depth by source

53. STOP With The…
OMG MOBILE INDEX!

54. ©2016 Seer Interactive • p54
Before you pay,
check interaction / conversions on
mobile

58. Influencer Targeting

59. ©2016 Seer Interactive • p59
Targeted Moz, Hubspot,
employees who might curate

60. © 2015 Seer Interactive • All Rights Reserved • Page ‹#›
Catch someone on a slow day

65. ©2016 Seer Interactive • p65
Cost $75.12!

66. Build Lists (Buzzsumo) for Twitter Ads

69. LOOK-A-LIKE Audience

70. Learn Tableau, Data Studio, Power BI,
combine data sets

73. ©2016 Seer Interactive • p73
4 axis instead of 2

77. ©2016 Seer Interactive • p77
Just Keep Dumping The Data In…

78. PAA Results, = high funnel sites your
customers will be on at SOME point.

80. ©2016 Seer Interactive • p80
Get every keyword you care about ranking for and
pull the PAA’s for all

82. ©2016 Seer Interactive • p82
Display
Partner (email)
Target those writers

83. Search Query Reports + Word Clouds

86. ©2016 Seer Interactive • p86
“Best Photo Editing Software”
or
“Get rid of those minor flaws”
“Your Touchup Secret is Safe With Us”

87. Go Deep w/ Event Triggers
On organic assets

91. ©2016 Seer Interactive • p91
Remarket to people who clicked on Military
with different creative, copy, bids
Exclude people who have less than 2 executive offices

92. Use Analytics to Better Qualify Expensive
Keywords

94. Thank You!
@wilreynolds