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.
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Integrated Marketing - How SEO's can own more of the Funnel
- 1. Integrated Marketing Why SEO’s should own it all … <evil>muhahahaha</evil> © 2012 Marketo, Inc. Marketo Proprietary and Confidential
- 2. Kieran Flanagan Online Marketing Manager (EMEA) – Marketo kflanagan@marketo.com @searchbrat Integrated Marketing, Speaking & Writing, Building Sites, Sneakers & Battle Raps Page 2 © 2012 Marketo, Inc. Marketo Proprietary and Confidential
- 3. I am a FORMER seo who now owns this Page 3 © 2012 Marketo, Inc. Marketo Proprietary and Confidential
- 4. Page 4 © 2012 Marketo, Inc. Marketo Proprietary and Confidential
- 5. And develops Integrated Marketing strategies that incorporate a lot of this Page 5 © 2012 Marketo, Inc. Marketo Proprietary and Confidential
- 6. Page 6 © 2012 Marketo, Inc. Marketo Proprietary and Confidential
- 7. Why Integrated? Page 7 © 2012 Marketo, Inc. Marketo Proprietary and Confidential
- 8. Creates Top of Funnel Magic Page 8 © 2012 Marketo, Inc. Marketo Proprietary and Confidential
- 9. Page 9 © 2012 Marketo, Inc. Marketo Proprietary and Confidential
- 10. Beyond Keywords Page 10 © 2012 Marketo, Inc. Marketo Proprietary and Confidential
- 11. we already Model search behavior across the funnel Page 11 © 2012 Marketo, Inc. Marketo Proprietary and Confidential
- 12. [Mens Watches €3.19] Page 12 © 2012 Marketo, Inc. Marketo Proprietary and Confidential
- 13. [Mens Watches €3.19] [Cool Mens Watches 2012 €4.50] Page 13 © 2012 Marketo, Inc. Marketo Proprietary and Confidential
- 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. [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. so we can create Keyword Maps Page 16 © 2012 Marketo, Inc. Marketo Proprietary and Confidential
- 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 Cart Page 17 © 2012 Marketo, Inc. Marketo Proprietary and Confidential
- 18. #ThinkIntegrated Page 18 © 2012 Marketo, Inc. Marketo Proprietary and Confidential
- 19. Let’s Model the “Whole” Customer Page 19 © 2012 Marketo, Inc. Marketo Proprietary and Confidential
- 20. Surveys (Google Customer Facebook Ad Analytics Surveys) Planner Google Ad Planner Radian6 Quantcast Amplicate Social Compete Mention Page 20 © 2012 Marketo, Inc. Marketo Proprietary and Confidential
- 21. Page 21 © 2012 Marketo, Inc. Marketo Proprietary and Confidential
- 22. “People don’t buy what you do, they buy why you do it” - Simon Sinek Page 22 © 2012 Marketo, Inc. Marketo Proprietary and Confidential
- 23. this develops Content that Resonates Community that Engages Display/Retargeting that works Emails that get opened Page 23 © 2012 Marketo, Inc. Marketo Proprietary and Confidential
- 24. Get Advanced Mike King – Keyword Level Demographics AimClear – Psychographic Targeting Unhinged!! The Zen of the “Whole Customer” Persona Modeling Page 24 © 2012 Marketo, Inc. Marketo Proprietary and Confidential
- 25. Content That Works Page 25 © 2012 Marketo, Inc. Marketo Proprietary and Confidential
- 26. we already Audit a site to please the engines Page 26 © 2012 Marketo, Inc. Marketo Proprietary and Confidential
- 27. #ThinkIntegrated Page 27 © 2012 Marketo, Inc. Marketo Proprietary and Confidential
- 28. Let’s Audit our Content and build a strategy to amaze our prospects Page 28 © 2012 Marketo, Inc. Marketo Proprietary and Confidential
- 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 Kessler Page 29 © 2012 Marketo, Inc. Marketo Proprietary and Confidential
- 30. … what are my competitors doing? (Social Crawlytics). Page 30 © 2012 Marketo, Inc. Marketo Proprietary and Confidential
- 31. … what could I be doing ? type of content topic covered buyer persona date created customers Page 31 © 2012 Marketo, Inc. Marketo Proprietary and Confidential
- 32. Content’s Important in B2B & B2C Page 32 © 2012 Marketo, Inc. Marketo Proprietary and Confidential
- 33. this develops Thought Leader in your market Free Visits, Links & Shares Reduce Bounce Rate Increase Engagement Metrics Improved CRO Results Page 33 © 2012 Marketo, Inc. Marketo Proprietary and Confidential
- 34. Earned PR Page 34 © 2012 Marketo, Inc. Marketo Proprietary and Confidential
- 35. How can I get people to Vote for ME Page 35 © 2012 Marketo, Inc. Marketo Proprietary and Confidential
- 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. LRD – 452 (40% for “SEO”) Social ? Lots of these are “Toxic” http://bit.ly/e21fcA Page 37 © 2012 Marketo, Inc. Marketo Proprietary and Confidential
- 38. #ThinkIntegrated Page 38 © 2012 Marketo, Inc. Marketo Proprietary and Confidential
- 39. Audience + Content = #Awesomeness Page 39 © 2012 Marketo, Inc. Marketo Proprietary and Confidential
- 40. Page 40 © 2012 Marketo, Inc. Marketo Proprietary and Confidential
- 41. they understand their audience the small business champion Page 41 © 2012 Marketo, Inc. Marketo Proprietary and Confidential
- 42. http://bit.ly/ek4CJm Page 42 © 2012 Marketo, Inc. Marketo Proprietary and Confidential
- 43. 411 links 111 from domains 3500 and over shares Page 43 © 2012 Marketo, Inc. Marketo Proprietary and Confidential
- 44. won’t happen by itself, we need to Outreach Page 44 © 2012 Marketo, Inc. Marketo Proprietary and Confidential
- 45. Links & Share Potential Page 45 © 2012 Marketo, Inc. Marketo Proprietary and Confidential
- 46. + Scraper Page 46 © 2012 Marketo, Inc. Marketo Proprietary and Confidential
- 47. better yet Include Them Page 47 © 2012 Marketo, Inc. Marketo Proprietary and Confidential
- 48. Metrics Page 48 © 2012 Marketo, Inc. Marketo Proprietary and Confidential
- 49. Go beyond Search Metrics Page 49 © 2012 Marketo, Inc. Marketo Proprietary and Confidential
- 50. #ThinkIntegrated Page 50 © 2012 Marketo, Inc. Marketo Proprietary and Confidential
- 51. Multi Channel Funnels (Custom) Page 51 © 2012 Marketo, Inc. Marketo Proprietary and Confidential
- 52. Example Page 52 © 2012 Marketo, Inc. Marketo Proprietary and Confidential
- 53. http://bit.ly/yJidkl as seen on .. kflanagan@marketo.com @searchbrat Page 53 © 2012 Marketo, Inc. Marketo Proprietary and Confidential
- 54. And Finally Page 54 © 2012 Marketo, Inc. Marketo Proprietary and Confidential
- 55. Tickets for the match? Page 55 © 2012 Marketo, Inc. Marketo Proprietary and Confidential
Editor's Notes
- Transitioned from SEO to Inbound Marketing Manager (EMEA) for SalesforceNow really look at campaigns across the funnel
- Looking at Integrated Marketing Campaigns that drive awareness, visits, leads, customersThis presentation was really inspired by a talk I had with a friend in the US who worked as an SEO and is now VP of Marketing for one of the biggest brands in the worldHow SEO’s
- Who are my customers – Who are the people who might link to meWho are the people who will share my content
- SEOMozTagFEEWhy (Being Transparent, Over Delivering, Part of a World Class Community)How ?What (We offer world class suite of tools for SEO’s)
- Size: Shape:Depth:
- Example of how you can navigate boring subjects (Chunking)Insurance, what’s this an example off: FinanceFinance, what’s this an example off: Category SMBs are interestedWhat is an example of this: MarketingWat is an example of this: Social Media
- - The guide was built using all third party content