Many marketers and businesses think that SEO, content, and other marketing activities are separate disciplines, but in this presentation, I cover how an integrated strategy will optimize your results.

1. Make SEO the Engine
Behind Your
Marketing
October 4, 2017

2. AGENDA
• My Background
• The Buying Cycle
• Making SEO the Engine Behind Your Marketing
• An Opportunity to Work Together
• Homework!

3. Who Am I?
• Owner of Bite Sized Media
• Local marketing and SEO geek
• Instagram-obsessed marketer
• Tennis and fitness lover
• Ex-marathoner
• Corgi owner 

5. SOME CLIENTS I’VE WORKED WITH

6. THE BUYING CYCLE

7. WHAT MOST PEOPLE THINK THE CUSTOMER
BUYING CYCLE LOOKS LIKE
I’m Ready to Buy!

8. WHAT THE CUSTOMER BUYING CYCLE ACTUALLY
LOOKS LIKE…
Awareness Consideration Purchase
Oh, there’s two
more steps..

9. THE CUSTOMER BUYING CYCLE
It’s all about intent!

10. THE CUSTOMER BUYING CYCLE
What do I mean by intent?
I want to GOI want to KNOW I want to DO
“How do you….?” “Hardware store near me” “Video on installing …”
Helpful Resource: www.thinkwithgoogle.com

11. THE CUSTOMER BUYING CYCLE
Source: https://www.consumerbarometUSer.com/en/insights/?countryCode=US
“The Internet plays a key role in the consumer journey for
many product categories. As a result, an integrated
marketing strategy is critical for marketers and planners.”
– Consumer Barometer with Google

12. THE CUSTOMER BUYING CYCLE
Source: https://www.consumerbarometer.com/en/stories/how-todos

13. THE CUSTOMER BUYING CYCLE
Source: https://www.consumerbarometer.com/en/stories/brand-advocates

14. THE CUSTOMER BUYING CYCLE
Integrated
Marketing
SEO
Email
Print
PPC
Have a consistent message and
flow between all touchpoints

15. EXAMPLES OF
AWARENESS MARKETING
ACTIVITES
• Facebook ads promoting
company or service
• Display ads
• Promoting whitepaper
download
• Speaking at a tradeshow
(boy, that sounds familiar.. ;)
• Billboards
• Print advertising

16. EXAMPLES OF
CONSIDERATION
MARKETING ACTIVITES
• Comparing your product/service
against competitors
• Pros and cons lists
• Offering a free product sample
or trial
• Gathering testimonials and
reviews
• Offering a free quote

17. EXAMPLES OF READY TO
PURCHASE ACTIVITES
• [company name] coupon
• [brand] [part number] [sku]

18. MAKING SEO THE ENGINE BEHIND YOUR
MARKETING

19. MAKE SEO THE ENGINE BEHIND YOUR MARKETING
1. Perform keyword research
2. Build out content for different phases of the
buying cycle
i. Awareness
ii. Consideration
iii. Purchase
3. Talk to your customers (sales feedback, surveys, etc.)
4. Iterate!
SEO can help you with researching your customers and giving
what they want in the format they want it.

20. MAKE SEO THE ENGINE BEHIND YOUR MARKETING
Helpful Tools

21. MAKE SEO THE ENGINE BEHIND YOUR MARKETING
Look at all that
awareness
content!

22. MAKE SEO THE ENGINE BEHIND YOUR MARKETING
They’re leading
them down the
funnel so
beautifully!

23. MAKE SEO THE ENGINE BEHIND YOUR MARKETING
A community
Q&A too?!
I’ll never have to
go anywhere
else!

24. HOMEWORK FOR YOU

25. HOMEWORK
1. Inventory and group all your current marketing activities
i. Make a list of all the types of marketing that you’re doing right now
2. Start Integrating SEO to power your marketing
i. Not sure what your audience is searching for? Perform keyword research.
ii. Not sure how to build your new website? Perform keyword research.
iii. Start creating a content strategy and schedule it out on your calendar.
3. Clean up your marketing processes
i. Do you even have defined processes?
ii. Do you need to have a company/team meeting to educate?
iii. Do you need to hire additional help?
Take out your pens! (or phones :)

26. NEED HELP?
• Use my Online Optimization Blueprint to help you
• Check out my new online SEO course:
hyperlocalmarketingacademy.com
• Save 50% OFF if you use the promo code WMTE2017 and pay in
full
• Visit bite-sizedmedia.com or email me 

27. WHERE TO FIND ME
rachelmhowe.com
bite-sizedmedia.com
rachel@bite-sizedmedia.com
Let’s Stay In Touch!