This document discusses building a scalable SEO solution for automotive dealerships. It emphasizes the importance of having an online presence across multiple platforms where consumers search for information. It then outlines key elements to measure in an SEO campaign, such as organic search performance, keyword rankings, backlinks, and local search. Various tools are presented that can help improve website conversions, track campaign performance, and generate new visitors through location-based messaging.
Google Wildfire For Automotive Social Media Advertising Brian Pasch
Learn why social media advertising is a new opportunity for car dealers especially since Google Wildfire presents consumers with device independent landing pages increasing engagement.
ROI-BOT Executive Data Dashboard SoftwareBrian Pasch
Manage all your vendor and website data on a single login. Save time and gain mastery of your data today! Call 732.450.8200 for more information or visit http://www.roi-bot.com
Social Media Advertising With Google Wildfire and Polk Data Brian Pasch
Brian Pasch discusses Social Media Advertising with the Google Wildfire in this webinar that was presented in September 2013. Learn how to leverage Facebook advertising and Polk data targeting to sell more cars.
LotLinx Advertising Helps Car Dealers Sell Cars FasterBrian Pasch
Learn why LotLinx is helping dealers to sell cars faster, increasing turn and profits. LotLinx sends SHOPPERS just not TRAFFIC to dealership websites. Call PCG for a live demo 732-450-8200. PCG is proud to be an authorized reseller for marketing automation tools Lotlinx, which enhances our ability to create effective marketing campaigns for our clients. We receive a commission for LotLinx sales and support.
Turning Automotive Marketing Ideas Into ActionsBrian Pasch
Brian Pasch leads dealers through marketing strategies and products that can impact sales, increase profits, and grow market share. Brian explains the "WHY" behind his recommendations and the video recording is also available to go along with these slides. Contact Brian Pasch for the video link at: brian@pcgcompanies.com. PCG is proud to be an authorized reseller for marketing automation tools Lotlinx, which enhances our ability to create effective marketing campaigns for our clients. We receive a commission for LotLinx sales and support.
This presentation is from Affiliate Summit West 2018 (January 7 - January 9, 2018 in Las Vegas).
Session description: Do more than just boost your vanity numbers. Get tools and strategies to amplify your reach to get your content in front of more people
Digital Marketing Strategy for Small to Large Business in central Kentucky & Nationwide. Expanding your business online and improving overall web presence.
Google Wildfire For Automotive Social Media Advertising Brian Pasch
Learn why social media advertising is a new opportunity for car dealers especially since Google Wildfire presents consumers with device independent landing pages increasing engagement.
ROI-BOT Executive Data Dashboard SoftwareBrian Pasch
Manage all your vendor and website data on a single login. Save time and gain mastery of your data today! Call 732.450.8200 for more information or visit http://www.roi-bot.com
Social Media Advertising With Google Wildfire and Polk Data Brian Pasch
Brian Pasch discusses Social Media Advertising with the Google Wildfire in this webinar that was presented in September 2013. Learn how to leverage Facebook advertising and Polk data targeting to sell more cars.
LotLinx Advertising Helps Car Dealers Sell Cars FasterBrian Pasch
Learn why LotLinx is helping dealers to sell cars faster, increasing turn and profits. LotLinx sends SHOPPERS just not TRAFFIC to dealership websites. Call PCG for a live demo 732-450-8200. PCG is proud to be an authorized reseller for marketing automation tools Lotlinx, which enhances our ability to create effective marketing campaigns for our clients. We receive a commission for LotLinx sales and support.
Turning Automotive Marketing Ideas Into ActionsBrian Pasch
Brian Pasch leads dealers through marketing strategies and products that can impact sales, increase profits, and grow market share. Brian explains the "WHY" behind his recommendations and the video recording is also available to go along with these slides. Contact Brian Pasch for the video link at: brian@pcgcompanies.com. PCG is proud to be an authorized reseller for marketing automation tools Lotlinx, which enhances our ability to create effective marketing campaigns for our clients. We receive a commission for LotLinx sales and support.
This presentation is from Affiliate Summit West 2018 (January 7 - January 9, 2018 in Las Vegas).
Session description: Do more than just boost your vanity numbers. Get tools and strategies to amplify your reach to get your content in front of more people
Digital Marketing Strategy for Small to Large Business in central Kentucky & Nationwide. Expanding your business online and improving overall web presence.
Looking to boost ROI and save money on Ad spend? National Positions SEM experts team up with marketing strategies from Google to give ecommerce businesses insight into how to maximize your Google Adwords campaign. Learn more at http://www.nationalpositions.com/
SEO company National Positions teams up with MixRank to share ecommerce marketing secrets even your top competitors don’t have. Find out how to boost business with advanced PPC strategies, compelling marketing, SEO tips, and conversion optimization. To learn more visit: http://www.nationalpositions.com/ecommerce-marketing.html
Hillingdon Council business initiative, launched in association with GoogleHillingdon Council
Speed up during the slowdown! Presentation slides from the seminar to help small businesses get online, reach new customers and increase revenues, hosted by Hillingdon Council in association with Google, November 2009.
Transforming the Customer Experience Through SearchMediaPost
Search is becoming less of a query and more of a conversation. Why people search hasn't changed, but how they search has. Predictive search, Google Post, and Facebook M will become some of the biggest drivers of change in 2017, which brings to the forefront the importance of how consumers experience interactions with brands. Join David Schoonover, senior manager and head of digital, social, CRM and .com at Kia Motors America, as he steps through how the next phase of search will transform the relationship between brands and consumers.
Aha!Local University: Overview of Local Online Marketing TechniquesParallel Path
These slides are the first in a series from seminars designed to teach business owners and operators how to market themselves online to local customers.
This session is an overview of 7 or 8 candidate techniques that should be considered for this purpose. For each technique, we evaluate its strengths and weaknesses, and what business types might be more or less applicable for the technique.
This presentation was created to outline a strategic approach for a new Wine Cellar website offering a nationwide home delivery and click and collect service on a limited budget.
Industry Boot Camp
November 8-9, 2010
Hyatt Regency Resort & Spa // Huntington Beach, Calif.
It’s crucial to have a marketing plan for your e-commerce website that drives results. This seminar will expand on the necessity of a well-designed, innovative site, and how to properly market it through a hands-on approach of planning, analysis, and optimization. Learn the art of SEO and PPC tactics and how to expand your brand and increase your sales on the web.
National Positions SEO experts discuss what search engine optimization looks like in 2013. Find out how SEO is evolving and what you can do to ensure you’re topping the search rankings. Learn more at http://www.nationalpositions.com/search-engine-optimization.html
Top 5 Game-Changing PPC Strategies to Implement TodayTinuiti
Topics Discussed:
Google Shopping Product Feed Optimization Tactics
Funneling Consumer Searches Through ISO Campaigns
Bid Optimization Tactics & Automatization
Leveraging RLSAs to Upsell & Re-target Shoppers
Your product Mix & How to Leverage for Increased Performance
Live Q&A
This presentation is from Affiliate Summit West 2018 (January 7 - January 9, 2018 in Las Vegas).
Session description: 5 things you can change TODAY. Maximize your revenue without creating any new content or even generating more traffic. Get smart about making more money with what you already have.
Social Media’s Next Big Shift: From Shoppable to BuyableCatalyst
Originally presented by Kieley Taylor (Head of Social, Catalyst) at WPP's Checkout Event in February 2017, this presentation addresses social media's shift from shoppable to buyable, including strategies for driving business results through social programs.
Bazaarvoice Webinar: Driving Local Revenue with Consumer Generated ContentRio SEO
In this webinar Trey Simonton of Bazaarvoice, Todd Werden of Boston Retail Partners and Warren Raisch of Rio SEO outline how to take your SEO efforts to the next level by combining the power of consumer-generated content with local search marketing. Learn a series of techniques that have proven to deliver double-digit search traffic improvements, higher in-store traffic and increased conversions.http://rioseo.co/2abSzoP
Business Case Analysis: Quality Alloys IncShresth Sethi
As a trusted advisor to QA management, conducted analysis for website metrics, financial measures of sales, profit and amount of merchandise sold and QAs promotional efforts. Used descriptive statistics to compare data in each period, post-promotion, pre-promotion, the initial stage of promotion and during the promotion. Explored the relationship between variables to find the correlation and causation. Used scatter, box plot, histogram, stacked bar chart, line chart for the analysis.
Building A Data Driven Website – Taking the Guess Work Out of Your WebsiteDemandbase
You’ve heard a lot about the need for a data-driven website…but where do you start?
The idea of using data to drive marketing and business decisions is definitely attractive, and all the buzz these days. But with so much data available, and so many areas the B2B website covers, it can be overwhelming. You might have a redesign coming up, a big product launch, or just yearly planning, and you know there’s more you could be doing with your data to help guide those initiatives.
Modern analytics and data solutions offer an enormous range of power, and the savvy web marketer can use these tools to help take the guesswork out of their efforts.
In this webinar, you’ll learn how to:
- Determine goals and priorities
- Unlock your existing data and focus on what matters most
- Simplify and operationalize reporting and analysis
- Close the loop to share and use actionable insights
By following the tips set out in this session, your team will no longer have to guess whether your website is an effective B2B marketing tool.
This presentation gives an overview on SIX important things to do for B2B marketing and how SEO, SEM, Linkedin impacts a B2B campaign. This ppt also features some B2B case studies and how it helped the brand to evolve its customers.
Best Content Writing and digital marketing Services-iContent Apeksha Shah
iContent is one of the top 10 content writing service provider in India. It is an award winning company. It provides content writing, blogs, articles, PR articles and digital content.
Looking to boost ROI and save money on Ad spend? National Positions SEM experts team up with marketing strategies from Google to give ecommerce businesses insight into how to maximize your Google Adwords campaign. Learn more at http://www.nationalpositions.com/
SEO company National Positions teams up with MixRank to share ecommerce marketing secrets even your top competitors don’t have. Find out how to boost business with advanced PPC strategies, compelling marketing, SEO tips, and conversion optimization. To learn more visit: http://www.nationalpositions.com/ecommerce-marketing.html
Hillingdon Council business initiative, launched in association with GoogleHillingdon Council
Speed up during the slowdown! Presentation slides from the seminar to help small businesses get online, reach new customers and increase revenues, hosted by Hillingdon Council in association with Google, November 2009.
Transforming the Customer Experience Through SearchMediaPost
Search is becoming less of a query and more of a conversation. Why people search hasn't changed, but how they search has. Predictive search, Google Post, and Facebook M will become some of the biggest drivers of change in 2017, which brings to the forefront the importance of how consumers experience interactions with brands. Join David Schoonover, senior manager and head of digital, social, CRM and .com at Kia Motors America, as he steps through how the next phase of search will transform the relationship between brands and consumers.
Aha!Local University: Overview of Local Online Marketing TechniquesParallel Path
These slides are the first in a series from seminars designed to teach business owners and operators how to market themselves online to local customers.
This session is an overview of 7 or 8 candidate techniques that should be considered for this purpose. For each technique, we evaluate its strengths and weaknesses, and what business types might be more or less applicable for the technique.
This presentation was created to outline a strategic approach for a new Wine Cellar website offering a nationwide home delivery and click and collect service on a limited budget.
Industry Boot Camp
November 8-9, 2010
Hyatt Regency Resort & Spa // Huntington Beach, Calif.
It’s crucial to have a marketing plan for your e-commerce website that drives results. This seminar will expand on the necessity of a well-designed, innovative site, and how to properly market it through a hands-on approach of planning, analysis, and optimization. Learn the art of SEO and PPC tactics and how to expand your brand and increase your sales on the web.
National Positions SEO experts discuss what search engine optimization looks like in 2013. Find out how SEO is evolving and what you can do to ensure you’re topping the search rankings. Learn more at http://www.nationalpositions.com/search-engine-optimization.html
Top 5 Game-Changing PPC Strategies to Implement TodayTinuiti
Topics Discussed:
Google Shopping Product Feed Optimization Tactics
Funneling Consumer Searches Through ISO Campaigns
Bid Optimization Tactics & Automatization
Leveraging RLSAs to Upsell & Re-target Shoppers
Your product Mix & How to Leverage for Increased Performance
Live Q&A
This presentation is from Affiliate Summit West 2018 (January 7 - January 9, 2018 in Las Vegas).
Session description: 5 things you can change TODAY. Maximize your revenue without creating any new content or even generating more traffic. Get smart about making more money with what you already have.
Social Media’s Next Big Shift: From Shoppable to BuyableCatalyst
Originally presented by Kieley Taylor (Head of Social, Catalyst) at WPP's Checkout Event in February 2017, this presentation addresses social media's shift from shoppable to buyable, including strategies for driving business results through social programs.
Bazaarvoice Webinar: Driving Local Revenue with Consumer Generated ContentRio SEO
In this webinar Trey Simonton of Bazaarvoice, Todd Werden of Boston Retail Partners and Warren Raisch of Rio SEO outline how to take your SEO efforts to the next level by combining the power of consumer-generated content with local search marketing. Learn a series of techniques that have proven to deliver double-digit search traffic improvements, higher in-store traffic and increased conversions.http://rioseo.co/2abSzoP
Business Case Analysis: Quality Alloys IncShresth Sethi
As a trusted advisor to QA management, conducted analysis for website metrics, financial measures of sales, profit and amount of merchandise sold and QAs promotional efforts. Used descriptive statistics to compare data in each period, post-promotion, pre-promotion, the initial stage of promotion and during the promotion. Explored the relationship between variables to find the correlation and causation. Used scatter, box plot, histogram, stacked bar chart, line chart for the analysis.
Building A Data Driven Website – Taking the Guess Work Out of Your WebsiteDemandbase
You’ve heard a lot about the need for a data-driven website…but where do you start?
The idea of using data to drive marketing and business decisions is definitely attractive, and all the buzz these days. But with so much data available, and so many areas the B2B website covers, it can be overwhelming. You might have a redesign coming up, a big product launch, or just yearly planning, and you know there’s more you could be doing with your data to help guide those initiatives.
Modern analytics and data solutions offer an enormous range of power, and the savvy web marketer can use these tools to help take the guesswork out of their efforts.
In this webinar, you’ll learn how to:
- Determine goals and priorities
- Unlock your existing data and focus on what matters most
- Simplify and operationalize reporting and analysis
- Close the loop to share and use actionable insights
By following the tips set out in this session, your team will no longer have to guess whether your website is an effective B2B marketing tool.
This presentation gives an overview on SIX important things to do for B2B marketing and how SEO, SEM, Linkedin impacts a B2B campaign. This ppt also features some B2B case studies and how it helped the brand to evolve its customers.
Best Content Writing and digital marketing Services-iContent Apeksha Shah
iContent is one of the top 10 content writing service provider in India. It is an award winning company. It provides content writing, blogs, articles, PR articles and digital content.
The Power of SEO: Protect Your Bottom Line & Future Proof Your BrandCatalyst
The economic rollercoaster of 2020 has forced many marketers to pause paid media, scale back campaigns, and reevaluate future strategies. In the face of this rapid and unpredictable change, SEO has remained a tried and true way to generate cost efficiencies, own your brand, and future-proof your business. Catalyst, part of GroupM, is hosting a new SEO webinar with MediaPost to show you how and why. Tim Eschenauer, Head of SEO for GroupM, will discuss the SEO imperative, exploring how SEO can maximize performance regardless of economic climate.
Learn how SEO can help:
- Create efficiencies & save costs. Discover how SEO can prevent you from needlessly paying paid search premiums. We’ll discuss how SEO can increase your paid quality scores to maximize efficiencies and benefit your bottom line.
- Own your brand presence. Uncover how SEO can help you take control of your brand presence, fend off competition, and reach consumers.
- Future-proof your business (for the good times & bad). Learn how building a strong organic presence today can prepare your brand for future, regardless of what that future holds. Prioritizing SEO now can better prepare you for future disruptions or paid media reductions while also maximizing results when it’s business as usual.
iContent, is an online-medium where we build, create and nurture your idea in a genre of preffered brands!
We are a team of passionate and experienced content writers, search marketers, graphic designers, web developers, and advertising experts who have had their expertise in the field of Digital Marketing for quite some time.
Content writing and digital marketing servicesicontentsmo
Our document is presented in a reader-friendly format, blending to enhance understanding and retention. Embark on a journey of digital marketing with our comprehensive document. This is meticulously crafted to inform readers on content writing and digital marketing services.
How traffic acquisition and engagement drive digital marketing strategies.
Guest lecture for Assistant Professor of Marketing, Brian Spaid, Ph.D. for October 2015
Before you begin advertising, be sure your online infrastructure is in place to maximize you digital marketing efforts. This presentation offers an overview of everything you need to think about when planning your online marketing strategies.
The importance of having a strategy for analytics and SEO has reached an all time high and continues to increase. Between new search engines that are becoming popular, and changes in this space, saavy digital marketers know that SEO is an on-going practice, not a "set it and forget it" task.
Did you know there are over 200+ algorithms that go into Google search engine results?
This number increases and changes are made over time, so it's always a good time to brush up on your SEO and analytics knowledge. View our slideshare to learn the current best practices for SEO and analytics!
AdWords Key to Success from Pico DigitalCasey Meraz
From Samantha Bedford (Pico Digital)
In the 15 years I have been in the industry the main element I find when auditing paid search campaigns is that the foundation is poor. When speaking about foundation I am talking about the structure of your campaigns, adgroups and match types, and how they have been grouped to ensure each ad is relevant to the keyword and landing page.
Event Sponsored by CLIMB SEO:
http://www.climbseo.org
http://www.lawyerseomarketing.org
Ethical SEO Consulting
5350 DTC Parkway, Suite 204
Greenwood Village, CO 80111
888-789-4198
A professional PPC and SEO company, specialising in Pay Per Click Management, Search Engine Optimisation & Social Media Optimisation. We make your ROI our focus & provide a tailored Search Engine Marketing solution for all.
I have a coupon for that! With the new discount and marketing features built into Version 9, you now have the power to unlock Miva Merchant price groups. Here you will learn how these new features work and how to use them to your advantage within your online store. Miva Merchant 9 gives you an enterprise-level discount engine right at your fingertips.
Ever wondered why your website is not showing up in Google searches? Ever wish your website generated more business for your company? SEO (Search Engine Optimization) is the process of organically elevating the visibility of a website in a search engine’s search results. Search engines, such as Google, review every website and grade it based on specific criteria. The SEO experts at JumpSIX marketing use various tools and industry knowledge to correct present issues on your website and increase the credibility of your website for search engines. Check out this presentation to learn more about how JumpSIX Digital Marketing can help you achieve your online marketing goals.
Similar to PCG Digital Marketing Provides Scalable SEO Services with Conductor (20)
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
Digital Money Maker Club – von Gunnar Kessler digital.focsh890
Title One is a comprehensive examination of the impact of digital technologies on
modern society. In a world where technology continues to advance rapidly, this article delves into the nuances and complexities of the digital age, exploring Its implications across various sectors and aspects of life.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
2. Embracing WEB presence management
Consumer conversations are happening on multiple platforms and channels
“Marketers know that consumers are
having conversations online on their
own terms. They know they’ve got to
be involved in those conversations.
But rather than earning their way into
them by appearing in natural search
and social where the majority of clicks
occur, they throw money at
advertisements.”
Graphic from Conductor’s “The Ultimate Guide to Web Presence Management”
5. 5
AdWords
Social Media
YouTube
Autotrader
Cars.com
Edmunds.com
LotLinx
6. Only
2-3%
of visitors
to a dealer
website
will submit
a lead form…
7. How To Improve Conversion?
• Upgrade to Responsive/Adaptive Site
• Add 24x7 Chat
• Add VDP Enhancement Tools
• Add Video Walk-Arounds
• Add Online Pencil Tools
7
How About Something New….
12. Measuring Organic Search Performance
Integration with Google Analytics
Compare weekly increases or monthly changes in Search Traffic
and Site Visits.
13. Measuring Organic Search Performance
Using Key Performance Indicators to gauge success
• How many of your keywords have ranking URLs?
• How many keywords are ranking per URL?
14. Keyword Ranking & Analysis
Keyword improvement and where those terms rank in search
15. Keyword Ranking & Analysis
Keyword improvement and where those terms rank in search. See which specific pages
rank. (Can be compared to any date with recorded data)
16. Keyword Ranking & Analysis
How do you stack up against the competition?
17. Content Publishing Choices
New platforms & strategies are available to connect your content with consumers
18. Content Optimization
Develop a content strategy for keyword rankings
• Proper HTML
• Utilize Title Tags, H tags and Alt text
• Keyword Targeting
• Target important dealer keywords
• Target locations that make sense
• Internal Linking
• Link with terms people search for
• Create a network within the site
19. Content Optimization
Make sure your back-end content is relevant to ensure a great placement in search
• Title tags should represent what the page is about
• The description should be relevant to the content within the page
• How well is this content performing organically?
21. Competitive Market share
See the average rank for all tracked keywords in search and how they rank compared to your
competitors
22. Competitive Market share
Percentage of URLs ranking in the Top 5 positions on Google page one for your tracked
keywords compared to your competitors
23. Backlinks
How many inbound links does your site have? Where are they coming from? And how
varied is your anchor text?
24. Backlinks
How many inbound links does your site have? Where are they coming from? And how
varied is your anchor text? (detailed report from each)
• Inbound links
• Domain Sources
• Anchor Text
28. Empower The WPT To Use These Pages
Discuss how these pages can be used for SEM, Social Media*, Newsletters and in the BDC
Facebook campaign targeting Hyundai owners and
previous customers who purchase a Sonata from the
dealership. (don’t forget Twitter)
Google AdWords campaign buying keywords associated
with low funnel Hyundai Sonata shoppers.
Use custom content page in CRM email templates and
newsletter to increase utilization and ROI.
* You may have to use a sub-domain if you main website is not multi-screen compatible
29. What’s The ROI on Optimized Website
Content?
Content is created to position the dealership’s website for a high value keyword
• How is my content ranking in SERPs? (Conductor)
• How is my web presence vs. competitors (Conductor)
• How many times was the page visited (GA)
• What was the average TOS and Number of Page Views (GA)
• Where were they from and what devices were they using? (GA)
• How many phone calls were generated? (Call Tracking)
• How many chat sessions were initiated? (Chat Reports)
• How many lead forms were submitted (CRM Reports or GA)
• How much did they spend? (DMS)
• How many coupons were redeemed? (HookLogic)
30. Rethinking Paid Search KPI
The automotive industry has been looking at the wrong metrics
• Marketing reports have been focused on
Cost per Click (CPC), Cost per Impression
(CPM), and Cost per Lead (CPL).
• A more accurate predictor of future car
sales in the number of vehicle Detail
Page Views (VDP) and time on VDP.
• This KPI also applies to earned traffic, so
bring the discussion to the client
31. Fix Your Reporting: Use The New KPI
What happens when your agency creates integrated reports with real value?
With integrated data your
agency can present a
holistic summary of how
your WPM strategy is
impacting the KPIs that are
most directly related to
sales.
32. Inspect Referral Traffic Based on Custom KPI
Is your published content generating quality visitor traffic to your dealership’s website?
Referring URL of Content Visits Page
Views
TOS SRP
Views
VDP
Views
Goal
Completes
Linkedin.com/article/content1 174 3.21 1:67 3 3 0
YouTube.com/video1 77 4.5 2:45 6 8 3
Facebook.com/post1 763 1.74 1:35 0 0 0
Pinterest.com/photo1 66 3.6 2:75 4 20 6
33. Inspecting Custom Content Pages
Is your published content generating quality visitor traffic to your dealership’s website?
Entry URL of Custom Content Page Entry
Visits
Page
Views
TOS SRP
Views
VDP
Views
Leads Calls Chats
/content/2015-Ford-F150-vs-2015-
Silverado
174 3.21 1:67 3 3 0 3 5
/content/2015-Ford-Focus-Lease-
299
77 4.5 2:45 6 8 3 2 1
You can also break
this type of report
out by referral
/content/ford-f150-oil-change-special
763 1.74 1:35 0 0 0 25 10
source
/content/used-car-trade-in-promo 166 3.6 2:75 35 200 6 15 22
/content/2015-Lease-Specials 777 2.4 1:67 45 70 7 19 11
34.
35.
36. All Your Marketing Data – And Conductor Data – In One Place
A central console for
everyone on your team to
collaborate on marketing!
Multi-Level Access
You Own The Data
Even custom reports should be loaded into the dashboard
to unify the “eyeballs” looking at the simplified data
42. AND
Strong partners, strong results
• Data in the wrong hands is useless
• Best-of-breed partners are always
pushing the envelope
• Scaling SEO is hard. Really hard.
43. FEATURES
· Content Mapping for Personas and Buyer’s Journeys
· Channel Insights for YouTube
· Search Experience Tracking: Local/Mobile/Universal Search
44. CROWDING THE REGISTER
programmable remote digital meat cooking thermometer
• Intense Competition
• Price is the Only Differentiator
• Who Really Searches for This?
45. BUT THEY DIDN’T START THEIR BUYER’S
JOURNEY AT THE REGISTER
AWARENESS CONSIDERATION DECISION
They learned a
thermometer makes
it easy to get perfect
medium rare
They started looking
around for tips on
grilling steak
They were thinking
about their big 4th of
July BBQ
46. EXAMPLE PERSONAS
.
Chef Christine
Chef and mother interested in home
supplies.
Gadget Gary
Established professional interested
in home appliances and electronic
gadgets.
Student Stacy
College student interested in
storage solutions for the dorm room.
47. AWARENESS
Early-Stage
Content
CONSIDERATION
Mid-Stage
Content
DECISION
Late-Stage
Content
Pages for
“Chef Christine”
AND
“Awareness”
P
E
R
S
O
N
A
S
BUYER’S JOURNEY STAGES
Pages for
“Gadget Gary”
AND
“Decision”
48. EXAMPLE BUYER’S JOURNEY
Awareness Consideration Decision
“What cars get the
best gas mileage?
“toyota prius vs.
honda fit”
“prius dealers near
alexandria”
49. CONTENT MAPPING
Identify key areas for content
creation by interactively
mapping your content against
your personas and their
buyer’s journey
Create a workflow based on
actual customer decision
making
50. CONTENT MAPPING
Key Benefits
• Nurture customers with your
content throughout their buyer’s
journey, helping push them
towards a sale
• Hone in on under-performing
content at each stage of the
buyer’s journey to make sure
existing content gets found and
key gaps are filled with new
content
51. CHANNEL INSIGHTS FOR YOUTUBE
Leverage YouTube keyword
data to uncover new
content opportunities in
Google search and optimize
your content creation
process
52. CHANNEL INSIGHTS FOR : OPPORTUNITY
, ,
,
7 of 10 Searchlight
Customers
Total YouTube Users per Month
, ,
WORLD’S
2ND LARGEST
SEARCH ENGINE
Total Views
53. CHANNEL INSIGHTS FOR YOUTUBE
Key Benefits
• Discover your most popular keywords
driving traffic to your videos
• Take advantage of keyword data from
YouTube to avoid having content gaps
in Google search
• Identify keywords that you don’t
currently track in Searchlight and
quickly add them to enhance your
reporting coverage on Google
54. LOCATION AND DEVICE REPORTING
1. Report on the organic visibility of location
and device search terms
2. Analyze competition across device type
and location
3. Expand measurement activities beyond
standard content
55. TRUE RANK
An Aggregation Of All URLs On A SERP, Including Universal Search Results
True Rank
Local Pack Rank
News Rank
1
2
3
4
5
6
7
1
2
3
1
2
56. SEARCH EXPERIENCE TRACKING:
LOCAL/MOBILE/UNIVERSAL SEARCH
Determine the mix of
digital assets, such as
images, news results and
videos, needed to boost
the real estate you own in
local, mobile and desktop
search
57. SEARCH EXPERIENCE TRACKING:
LOCAL/MOBILE/UNIVERSAL SEARCH
Key Benefits
• Holistic view of keyword
performance by location, device
type, and universal search result
types
• Target competitive
opportunities by understanding
what types of content is most
likely to get your brand in front
of your audience
• Track hundreds of locations
across multiple device types to
determine your strengths and
optimization opportunities
58.
59. 59
Awesome Earned Media Strategy for 2015
Ask for our “ThanksDealer” promotion running till November 30th
60. Brian Pasch
Cell: 732.672.2356
brian.pasch@me.com
@automotiveseo
www.linkedin.com/in/brianpasch
61.
62. 62
AdWords
Social Media
YouTube
Autotrader
Cars.com
Edmunds.com
LotLinx
63. Only
2-3%
of visitors
to a dealer
website
will submit
a lead form…
64. How To Improve Conversion?
• Upgrade to Responsive/Adaptive Site
• Add 24x7 Chat
• Add VDP Enhancement Tools
• Add Video Walk-Arounds
• Add Online Pencil Tools
64
How About Something New….
69. 69
Only shows for
areas that you
want!!
Geo-Located Visitor Arrives
At Your Website
70. 70
We Match
Costco
Tire Prices
Your
Dealership
Service Dept.
71. Just Drive A Geo Target Area With Your Mouse
Oh yeah…
A Competitive Advantage:
Create intriguing notifications for sales, service and
parts that consumers will receive only when
accessing your website, from a competitors location,
using their mobile device!
74. Self-Managed Platform $399 / Month
74
Complete Management Package Including
Graphics and Landing Page Creation $799 / Month
732-450-8200
Editor's Notes
HERE’S AN example of some personas for BBB. Meet Chef Christine, Gadget Gary, and Student Stacy
The GOAL is to Engage with each of your customers on topics they care about, using language they relate to.
- Humanize your customers
- Allows writers to produce content that’s tailored to a specific “person’s” needs and behaviors
Christine is a young mother who manages a variety of her household's needs, including purchasing home goods for the kitchen, bathroom, and bedroom. She often shops around for the best prices on big-ticket items, but once "in the door," will make many additional, smaller purchases. She reads print catalogs and blogs, and is heavily influenced average star ratings for costly items as well as price differentiation and a simple purchase process
Gadget Gary – Established professional interested in home appliances and electronic gadgets.
http://www.menshealth.com/mhlists/cms/uploads/1/guy-smoothie-blender-483x30_1.jpg
Gary is excited by new electronics, no matter their function. If it's got a plug, Gary will give it a look. He's a coffee connoisseur and a smoothie slurper. He is a habitual review-reader who wants the best quality vacuum (or toaster, refrigerator, etc.) at a competitive price. He enjoys reading spec sheets closely, memorizing wattage and horsepower and number of rotations per second, and can research for months before making a decision.
Student Stacy – College student interested in storage solutions for the dorm room.
http://www.metro.us/wp-content/uploads/2013/02/9b95d1c5f82d53ac8c697eb06235577c-614x408.jpg
Stacy is a new college student with big ambitions but a small dorm room. She wants her area to be well-tended and functional, and must make use of the limited space. She isn't sure exactly what she needs, but knows it when she sees it. She scans Pinterest, Instagram and YouTube for color schemes and creative storage solutions. She's influenced by design blogs and well-created images of colorful, inviting dorm rooms.
So what did we do in Searchlight?
- What we now allow you to do for the first time is model your content is around these dimensions, see how visible it is, and how that content performs.
- As a BBB marketer, I can model my 3-stage BJ that fits my business. I can also create the Personas associated with my target customers.
- What Searchlight will allow you to do is map the pages based on these two dimensions.
- Split out the pages relevant to Christine in the Awareness stage, and Product pages for Gary
Lets you see a holistic view of your content coverage.
Keeping those Personas in mind, we’ll look at the second Concept; the Buyer’s Journey.
Bed bath and beyond thinks about the journey in three phases.
But why does this Journey matter? Customers didn’t start at the register; they followed a process…
Each stage of which is a marketing opportunity…
In fact, the Early stage is where people spend the most time in search activities…learning about products
Student Stacy, for instance, might start months before college, searching for things like “What do I need for my dorm room?” Buyer’s Guide/Checklist
Later, search for “best under-bed…” Category/Product Comparison pages
When ready to buy, search “specific product name”
----- Meeting Notes (10/20/14 17:50) -----
show a serp without true rank results, and then transition to including universal results