De 10 bouwstenen voor een ideaal CRM ProjectCRM excellence
Deze presentatie laat u zien uit welke 10 bouwstenen uw CRM Project idealiter bestaat: wat zijn aandachtspunten, wat zijn valkuilen en hoe kunt u uw project zo succesvol mogelijk afronden.
De 10 bouwstenen voor een ideaal CRM ProjectCRM excellence
Deze presentatie laat u zien uit welke 10 bouwstenen uw CRM Project idealiter bestaat: wat zijn aandachtspunten, wat zijn valkuilen en hoe kunt u uw project zo succesvol mogelijk afronden.
Presentation on Advanced Keyword Modeling from SES Chicago 2011. Focused on mining searcher intent, audience and authority from search and social media data.
21 ноября Боб Дорф - всемирно известный предприниматель, гуру Силиконовой долины и соавтор бестселлера "Стартап: настольная книга основателя", переведенного на 19 языков мира, - провел семинар-практикум в Инновационном центре "Сколково". Он рассказал о методологии «развития клиента» и о том, как создать новую компанию и продукт и успешно вывести его на рынок. Сам Боб Дорф уже вывел 7 компаний на IPO, а свой первый бизнес начал в возрасте 12 лет.
Presentation on Advanced Keyword Modeling from SES Chicago 2011. Focused on mining searcher intent, audience and authority from search and social media data.
21 ноября Боб Дорф - всемирно известный предприниматель, гуру Силиконовой долины и соавтор бестселлера "Стартап: настольная книга основателя", переведенного на 19 языков мира, - провел семинар-практикум в Инновационном центре "Сколково". Он рассказал о методологии «развития клиента» и о том, как создать новую компанию и продукт и успешно вывести его на рынок. Сам Боб Дорф уже вывел 7 компаний на IPO, а свой первый бизнес начал в возрасте 12 лет.
Learn the best practices for A/B Testing Ad Copy and Landing Pages with our presenters Larry Kim from WordStream and Carlos Del Rio of Unbounce. Visit our website on http://www.wordstream.com
For more information, visit: http://www.wordstream.com
You may think you’re being careful in managing your PPC campaign – but frequently, the best intentions can actually hurt your results.
In this webinar, Good Intentions Gone Wrong: 7 Worst Practices in PPC, WordStream Founder Larry Kim and Sean Quadlin, Account Manager at PPC Hero, show you:
- How your best intentions can be your own downfall in PPC
- 7 common mistakes that could be costing you money
- How to adjust your strategy to maximize ROI
This presentation was given at a Markedu marketing web seminar presented to marketers from more than 20 countries.
The title Power Up Your Direct & Digital Marketing is also the name of a workshop/seminar which Markedu intend to bring to a number of cities in Europe and the Middle East in 2012.
The speaker is Michael Leander - an accomplished international marketing expert, trainer and speaker. He has presented current marketing topics to professionals in more than 35 countries.
The Power Up Your Direct & Digital Marketing event format is focused at bringing direction to focus on the many areas of marketing that are often neglected.
In this web seminar presentation Michael Leander covered only bits and pieces of what attendees at one of the workshops in the physical space will experience.
See the video at http://youtu.be/zZnwDedZu1A
Market validation is a crucial first step before spending a lot of time and money rolling out a new product. The process lets you prove out the various elements of your business model before you launch, so you can reach customers in a predictable way.
When it comes to market validation, it’s all about your target customer. Are you reaching the right people? How do get enough of them? How do you learn quickly so you can build the right product and go to market with the wind at your back?
Brian Gladstein is a market testing expert who has helped dozens of companies through this critical phase of product development. He discusses some of the best tools available for quickly reaching your target customers and validating the most important aspects of your product and your go-to-market strategy.
In this webcast we cover:
- Unbounce: for testing user experiences
- FiveSecondTest: for assessing messaging coherence
- Zintro: for connecting with experts in any given field
- AskYourTargetMarket: for consumer surveys
Would you like us to talk about another tool that's great for market validation? Let us know! We would love to hear from you.
Getting Messaging Right - Notes - Kathryn Roy at ProductCamp Boston, April 2011ProductCamp Boston
ProductCamp Boston, April 2011 *****
You crafted positioning and messaging for the new solution the right way - consulting sales, investigating competitors. Everyone said the new materials were fantastic. Now, 2 months later, sales is complaining that you missed the mark. This session will describe where marketers can get into trouble and how to avoid trouble.*****
Kathryn Roy helps B2B technology and service companies boost the effectiveness of their sales and marketing organizations
The Conversion Copywriting Guide To Help Your Business Convert More CustomersYou & Co
So your business is doing great things. Question is, how do you leverage the power of great copywriting to convince potential customers they're onto something great?
To help you craft conversion-focused copywriting in your overall strategy (and help you chase those business wins!), we've gathered a guide on:
— The difference between content marketing and copywriting
— The principles of great copywriting
— The essentials to a solid approach that'll have you creating quality and targeted content. Every. Single. Time.
— The anatomy of a conversion-ready landing page
Ready to convince and convert more customers? Dive into the slideshow and start soaking up must-know insights and examples of great copywriting.
// About You & Co //
You & Co is a digital marketing agency in Sydney that loves to roll up its sleeves and help clients build wicked content marketing strategies.
This slideshow is adapted from a stand up presentation our curious teammates created, to share key learnings the whole team can enjoy!
Facebook Advertising: Who Says it's Wrong to Buy Friends?pointit
http://www.pointit.com - This presentation examines why Facebook matters for business (or does it?). You'll learn the basics of Facebook advertising, get a walk-through on a case study, and learn how to handle reporting.
Similar to Keyword Research Tactics for Pay-Per-Click Marketing (20)
Keyword Research Tactics for Pay-Per-Click Marketing
1. 10-Spaces Consulting, Inc
design & strategy for the web
PPC Training
Session 2
Keywords Research Tactics
2. Conversion Theory
problem & visit
search click on ad
pain website
inner scans for finds a “am I wasting
conversation benefit promising fix my time?”
End-to-end strategy to
deliver your customer
exactly what they are
looking for
3. Conversion Theory
• Two things cause disconnect
• destination page (landing) is not
congruent to search terms and ad
• too many options for “navigation
distraction”
4. Conversion Theory
• Your customer looks at their click path as a
connection, or disconnection, of their
thought process
• Customers choose their keywords based
on solving a problem
5. Conversion Theory
no corporate
visit product scroll ordering
website page copy down page instructions
reads leaves
scan headings scan copy
excerpts website
Click paths are like trails in
the forest. Easy to take
wrong one, unless there’s
signposts to follow.
7. Audience; Step 1
• What is the product(s) you’re offering?
• What are the leading features of the
product?
8. Audience; Step 2
• For every product feature, answer “so
what?”
• Fundamental - answering “so what” is
what customers are waiting for, it’s what
drives them to buy.
9. Audience; Step 3
• Result of answering “so what?” should...
• sound like benefits.
• stated in opposite form of a benefit,
should sound like customers pain/
problem.
10. Benefits vs. Features
FEATURE BENEFIT
doesn’t come unthreaded in
double stitched
heavy washing
• Chef Coat coat has extra material
lasts 2x longer; designed for
commercial use
can use more durable fabric
hand made since doesn’t have to go
through robotic assembly
11. Audience; Step 4
• Begin keyword research
• which keywords illustrate problems you
can solve
• problem: it won’t always be easy to tell
• solution: test & guess in a control way
13. Keyword Research
Tactic
• GO WIDE with keyword, then
• GO DEEP with niche (i.e. long-tail)
keyword
14. wide deep mirco
Go Wide
• What are the categories of searches
related to your industry, business, product?
15. wide deep mirco
Go Wide
• Category Search Examples
• Your product - product brand names,
product type, category of product?
• Benefits - pains and problems your
customers face
16. Go Wide; Keyword Silos
Chef...
coat uniform jacket
Wide
categoric; descriptive
executive chef coat chef’s jacket
black chef coat cheap chef jacket
10 button chef coat cotton chef jackets
pink chef jacket
Deep
egyptian cotton chef coat
denim chef coat women's chef jackets
kids chef coat chef outfit
women chef coat chef apparel
terminologically similar; discount chef uniform
within same category
17. Go Wide; Keyword Silos
• Importance of this process is that it helps...
• with research & organization
• dictate how campaigns & ad groups are
created
• decide on website destination (landing pages
• create bidding strategies
18. wide deep mirco
Go Deep
• Before going deeper into keyword category
• Test “wide” category terms
• Control for cost
• Test conversion over 200-500 visits
(conversion may be poor to start).
• Test ad copy
19. wide deep mirco
Go Deep
• Research niche terms
• the greatest # of terms doesn’t always
win
• still quality vs. quantity
20. • Deploy campaign
• While waiting for data to be returned, start
campaign #2
• Check for any conversions, got some conversions
work on eliminating “dogs”
• Check 1st campaign adgroups for clicks (none or
not sufficient, scrub)
• Check keywords campaign wide (none or not
sufficient, scrub)
• Keywords with high clicks — TRACK
• Let run to return data again, while waiting BLAST
another campaign
21. • Check keywords 1st campaign (cut keywords with
insufficient clicks, regroup converting keywords —
TRACK)
• Profitable campaign established (Monitor)
• Time for upscaling and expansion
• Start back at beginning
• Run into a campaign with no conversions
• pause, tweak the landing page, change the offer.
*cashtactics.com
22. Brook’s Dos and Don’ts
• Don't play bidding wars unless you have
very deep pockets.
• Don't rely solely on broad keywords;
they're expensive.
• Don't rely solely on very specific
keywords; they don't bring much traffic and
limit exposure.
*Jeremy Brooks
23. Brook’s Dos and Don’ts
• Don't launch when you can't monitor. If you
spend $400 in 5 minutes, you're probably
not doing something right.
• Don't over-commit. Everything should start
as a test.
• Do wait long enough to get sufficient data
before pulling the plug on a campaign.
*Jeremy Brooks
24. Brook’s Dos and Don’ts
• Do be patient and realistic. All things
(including PPC campaign optimization) take
time to figure out. Rome wasn't built in a
day.
• Do your homework. Know what your
competition is up to and what snags this
might create for you.
*Jeremy Brooks
25. Brook’s Dos and Don’ts
• Do use liberal amounts of negative
keywords.
• Do be careful with those negative
keywords.You don't want to cut out
relevant traffic accidentally.
*Jeremy Brooks
26. Brook’s Dos and Don’ts
• Do keep your campaigns easy to navigate
and analyze. Poor organization can make
accurate review extremely difficult, if not
impossible.
• Do your keyword research. Small phrases
can be goldmine of high-converting traffic.
*Jeremy Brooks