In this workshop I taught the audience how to develop a comprehensive multi-channel marketing strategy that addresses the complete customer journey. We also discussed how to leverage the right tactics for your business and ultimately how to maximize your return on investment.
Spring into Action Webinar: The A/B Testing Idea EngineOptimizely
In this Optimizely webinar with WiderFunnel, speaker Chris Goward covers the frameworks and insights that can help your organization generate an ongoing stream of test ideas, and how to iteratively approach conversion optimization.
Local search is a cornerstone of a successful marketing strategy for local businesses. It takes more than just understanding local SEO and PPC to be successful. You must have an in-depth understanding of your customer, their journey, which channels they use, which devices as well as a multitude of other factors. All of this starts with taking a customer-centric approach to developing your strategy. If you really want to dominate local search you have to start with a strategy focused on your customer and long term sustainable success.
Webinar: Forget Big Data, Get Smart Data. Camp Creative - The Connell Group Brian Leonard
If you're swimming in data but still lacking in meaningful insights you may be looking at the wrong data. Forget big data, get smart data. How market research and data visualization drive better business outcomes.
Once you have the insight what do you do with it? We also explore how to craft a story that resonates with your target audience. Learn how to decide which channel or medium can best convey your story.
It’s time for some tough love: If your content marketing isn’t performing as well as you expected it to, it’s probably not the discipline’s fault — it’s yours. Content marketing works — we’ve seen the success stories from dozens of businesses, large and small. But it’s not a “set-it-and-forget-it” kind of
technique. It takes time, dedication, and a solid plan right from the start. It also takes flexibility and the willingness to continually tweak your formula so that you’re always getting peak performance. If your content marketing program is bringing in leads, engaging prospects and customers, and achieving strong ROI, then this e-book isn’t for you. But if you are running into problems that are keeping you from reaching the success you deserve, it might be time to take out your chemistry kit and make some adjustments to your formula.
Because every troubleshooting expedition can use a map, we’ve gathered some helpful guidance from Neil Patel — founder of KISSmetrics, and one of CMI’s most prolific and experienced contributors. Neil’s words of wisdom can help you overcome the barriers to success and get back on the right path.
You've heard the term, perhaps you even identify as a growth hacker. But who are the essential members of a kickass growth hacking team? And why are they necessary?
Spring into Action Webinar: The A/B Testing Idea EngineOptimizely
In this Optimizely webinar with WiderFunnel, speaker Chris Goward covers the frameworks and insights that can help your organization generate an ongoing stream of test ideas, and how to iteratively approach conversion optimization.
Local search is a cornerstone of a successful marketing strategy for local businesses. It takes more than just understanding local SEO and PPC to be successful. You must have an in-depth understanding of your customer, their journey, which channels they use, which devices as well as a multitude of other factors. All of this starts with taking a customer-centric approach to developing your strategy. If you really want to dominate local search you have to start with a strategy focused on your customer and long term sustainable success.
Webinar: Forget Big Data, Get Smart Data. Camp Creative - The Connell Group Brian Leonard
If you're swimming in data but still lacking in meaningful insights you may be looking at the wrong data. Forget big data, get smart data. How market research and data visualization drive better business outcomes.
Once you have the insight what do you do with it? We also explore how to craft a story that resonates with your target audience. Learn how to decide which channel or medium can best convey your story.
It’s time for some tough love: If your content marketing isn’t performing as well as you expected it to, it’s probably not the discipline’s fault — it’s yours. Content marketing works — we’ve seen the success stories from dozens of businesses, large and small. But it’s not a “set-it-and-forget-it” kind of
technique. It takes time, dedication, and a solid plan right from the start. It also takes flexibility and the willingness to continually tweak your formula so that you’re always getting peak performance. If your content marketing program is bringing in leads, engaging prospects and customers, and achieving strong ROI, then this e-book isn’t for you. But if you are running into problems that are keeping you from reaching the success you deserve, it might be time to take out your chemistry kit and make some adjustments to your formula.
Because every troubleshooting expedition can use a map, we’ve gathered some helpful guidance from Neil Patel — founder of KISSmetrics, and one of CMI’s most prolific and experienced contributors. Neil’s words of wisdom can help you overcome the barriers to success and get back on the right path.
You've heard the term, perhaps you even identify as a growth hacker. But who are the essential members of a kickass growth hacking team? And why are they necessary?
From Portent's Webinar Series, here is October's session on conversion rate optimization. Our Director of SEO, Josh Patrice, provides 47 actionable tips to get your site's conversions improving ASAP!
Optimize your web & mobile sites with Analytics & A/B TestingOptimizely
These are the slides of our Optimizely Connect webinar with AT Internet webinar from April 7, 2016.
In the first ever optimization benchmark report (2015), analytics was named as the #1 source to generate ideas for website optimization. We will show you how to use analytics to discover the weak spots on your website, how this analysis helps generate more impactful ideas for A/B Tests and how the seamless integration of Optimizely and AT Internet makes it really easy to track the effect of testing on all your important company KPIs.
In this webinar, we will show you:
- Fundamentals: Analysis - Insights - Hypothesis Generation
- How to use analytics to discover the weak spots on your website
- How to integrate AT Internet and Optimizely in a few clicks and make more of your data
- Media & Retailers: How to improve web performance thanks to analytics & testing
Test out Optimizely yourself: https://www.optimizely.com
For more information about AT Internet, please visit:
http://www.atinternet.com
How To Avoid a Website Redesign Disaster - Paul Rouke at Digital Marketing Sh...PRWD
These are Paul Rouke's slides from the Digital Marketing Show 2015.
This talk shows you how a data driven approach to website redesigns is helping marketers avoid the dreaded redesign disaster. Paul provides shows you how you can implement this within a business and the benefits you’ll gain by doing so.
Paul Rouke is Founder & Director of Full-Service Conversion Optimisation Agency PRWD.
During this webinar conversion expert Peep Laja shares his 6 step framework for continuous optimization. Learn what simple steps you can take to maximize online conversions and help turn clicks into customers.
So you have a great product idea. Now what?! Learn how to get your Minimum Viable Product (MVP) and what methods are most effective in helping you achieve this.
Workshop at TiE Bangalore.
Whenever a business is established, it either explicitly or implicitly employs a particular business model that describes the architecture of the value creation, delivery, and capture mechanisms employed by the business enterprise. The essence of a business model is that it defines the manner by which the business enterprise delivers value to customers, entices customers to pay for value, and converts those payments to profit: it thus reflects management's hypothesis about what customers want, how they want it, and how an enterprise can organize to best meet those needs, get paid for doing so, and make a profit.
This workshop will help entrepreneurs identify and validate their business model - which is a basis for a sound business plan. It will combine theoretical inputs with hands-on work, enabling experiential learning and validation of concepts introduced.
Concepts such as "Business Model Canvas" and "Minimum Viable Product / Service" will be explored. And participants will have an opportunity to use these techniques in developing and evolving their own business concepts.
If you are an entrepreneur looking at validating your business idea, or looking at scaling your business you could gain from this workshop. Also if you are a manager managing a business in an enterprise and want to expand or diversify you will have many take away's for your need.
Take away's from the workshop:
Development of an initial business model
Understanding of what constitutes the "Minimum Viable Product / Service" for the business
Validation / refinement of the business model with actual customer feedback
Develop foundation for a sound business plan.
This deck features a case study highlighting the basic steps taken by SCI Solutions to kick off an initially successful lead nurture program using Pardot and Sales Cloud.
Sales professionals are always looking for ways to connect and engage with prospects and turn them into true opportunities. They're also looking for ways to warm up leads that have long been left untouched. But with so much competition in the marketplace, sales teams need to make sure they stand out and make a lasting impression. The solution to the problem? video.
Find out now how video can not only improve a sales teams ability to stand out, but can also foster stronger relationships and ultimately improve their ability to generate top of the funnel leads and move through the sales process more quickly.
[Webinar] Building Your Organizations Experimentation Engine - Chris Goward &...Chris Goward
Companies that have been able to create value with experimentation may find it harder to achieve the big wins that companies newer to optimization are able to uncover. After all, it's the low-hanging fruit that's easiest to pick. In this session, optimization pioneer and thought leader, Chris Goward, will show you how leading companies are expanding experimentation across teams and technologies, and leveraging customer-centric strategies to mature past the 'quick wins' stage of their growth.
User Reviews: Your Best Kept Content Marketing SecretUberflip
Your most trustworthy content isn’t an infographic, or a case study, or even a white paper. In fact, your organization isn’t producing it at all.
It’s your User Reviews—the good word of your existing customer base. If you could amplify the voice of your happiest customers, you can significantly shorten the buyer journey from marketing to sales and essentially get your customers to sell your product for you.
In this presentation, Vinay Bhagat, CEO at TrustRadius, discusses how to leverage the power of user reviews in your content marketing mix.
Marketers are under more pressure than ever to create lasting and valuable customer relationships. But how does your brand truly stand out amidst all the noise? How do you make a great impression on your prospects and strengthen connections with your customers?
The answer lies in creating emotionally relevant customer experiences. In this session, optimization pioneer Chris Goward will reveal how to identify your customers’ emotional states and needs, and use that information to create a seamless experience to guide them through the funnel.
Start building better engagement and higher customer loyalty by incorporating memorable and emotionally relevant customer experiences.
How to optimize your e-commerce website at every touch pointChris Goward
How do you build an e-commerce experimentation program that results in a real sales lift? Widerfunnel Senior Experimentation Strategist, James Flory, tackled this question in a recent webinar. Access the slides to learn:
- How to avoid common optimization mistakes and deliver an impactful program that is underpinned by framework thinking
- How leading e-commerce companies are using advanced experimentation to drive conversion rate lift and increased customer lifetime value
- How to use losing experiments to gain valuable insights and further drive growth
Website redesigns can be painful. They often involve a long, drawn-out process, lots of late night proofing, and an abundance of high pressure and extreme stress. Worst of all, they usually have to happen every two years.
We've got the solution to your pain.
Growth Drive Design is the process of designing a website that consistently improves. It’s a flexible model that allows you to change small things over time to improve your website user’s experience overall. This eliminates the guesswork that goes into traditional website design, and instead bases all changes on statistics and metrics. This model works in all scenarios, even if you’re looking for a complete overhaul of your current website. The best part is that the website design or redesign is completed in manageable chunks, and based on data- not the emotions or opinions of the individuals running the website.
Does Seasonal Messaging Really Work? How one company's wrong assumptions led ...MarketingExperiments
As marketers, it is vital that our campaigns remain relevant to customers throughout the year. Seasonal campaigns tailored to specific holidays or events might be one way to ensure that our messaging remains in constant alignment with the motivations of our prospects.
How can we be sure that our seasonal campaigns are truly bolstering the appeal of our product and enhancing our core value proposition? Despite the opportunities that season-specific campaigns present, how can we be sure these changes will not negatively affect the clarity of our messaging?
In this 35-minute Web clinic, our research team shared strategies for finding the balance between seasonality and clarity, including a test that resulted in a 25% difference in clickthrough.
If you don't have a few "wait! we're doing it all wrong!" moments in your career, you're, well... you're doing it all wrong. In this talk, Meghan Keaney Anderson, VP of Marketing at HubSpot will talk through a series of realizations the HubSpot team has had that went against common marketing practices, and the impact that inverting their approach made on the company's growth trajectory. Our discoveries can be your shortcuts.
Utilizing the Left & Right Brain for More Effective SEOKevin Getch
SEO is more complex than ever and as the search landscape evolves individual practitioners and teams that want to thrive in this new environment are adapting as well. A solid SEO strategy today requires a balanced approach utilizing data-driven logical thinking as well as a more intuitive, creative and empathetic style.
Psychology, Strategy, and the Future of Digital MarketingKevin Getch
I taught this class at WSU on April, 2nd 2020. We did a deep dive into human psychology and how to understand your customer better than they know themselves. We discussed how to develop a customer centered digital marketing strategy.
We also talked about how to continually measure, monitor and adjust so you're able to anticipate your customers needs and adapt to them.
From Portent's Webinar Series, here is October's session on conversion rate optimization. Our Director of SEO, Josh Patrice, provides 47 actionable tips to get your site's conversions improving ASAP!
Optimize your web & mobile sites with Analytics & A/B TestingOptimizely
These are the slides of our Optimizely Connect webinar with AT Internet webinar from April 7, 2016.
In the first ever optimization benchmark report (2015), analytics was named as the #1 source to generate ideas for website optimization. We will show you how to use analytics to discover the weak spots on your website, how this analysis helps generate more impactful ideas for A/B Tests and how the seamless integration of Optimizely and AT Internet makes it really easy to track the effect of testing on all your important company KPIs.
In this webinar, we will show you:
- Fundamentals: Analysis - Insights - Hypothesis Generation
- How to use analytics to discover the weak spots on your website
- How to integrate AT Internet and Optimizely in a few clicks and make more of your data
- Media & Retailers: How to improve web performance thanks to analytics & testing
Test out Optimizely yourself: https://www.optimizely.com
For more information about AT Internet, please visit:
http://www.atinternet.com
How To Avoid a Website Redesign Disaster - Paul Rouke at Digital Marketing Sh...PRWD
These are Paul Rouke's slides from the Digital Marketing Show 2015.
This talk shows you how a data driven approach to website redesigns is helping marketers avoid the dreaded redesign disaster. Paul provides shows you how you can implement this within a business and the benefits you’ll gain by doing so.
Paul Rouke is Founder & Director of Full-Service Conversion Optimisation Agency PRWD.
During this webinar conversion expert Peep Laja shares his 6 step framework for continuous optimization. Learn what simple steps you can take to maximize online conversions and help turn clicks into customers.
So you have a great product idea. Now what?! Learn how to get your Minimum Viable Product (MVP) and what methods are most effective in helping you achieve this.
Workshop at TiE Bangalore.
Whenever a business is established, it either explicitly or implicitly employs a particular business model that describes the architecture of the value creation, delivery, and capture mechanisms employed by the business enterprise. The essence of a business model is that it defines the manner by which the business enterprise delivers value to customers, entices customers to pay for value, and converts those payments to profit: it thus reflects management's hypothesis about what customers want, how they want it, and how an enterprise can organize to best meet those needs, get paid for doing so, and make a profit.
This workshop will help entrepreneurs identify and validate their business model - which is a basis for a sound business plan. It will combine theoretical inputs with hands-on work, enabling experiential learning and validation of concepts introduced.
Concepts such as "Business Model Canvas" and "Minimum Viable Product / Service" will be explored. And participants will have an opportunity to use these techniques in developing and evolving their own business concepts.
If you are an entrepreneur looking at validating your business idea, or looking at scaling your business you could gain from this workshop. Also if you are a manager managing a business in an enterprise and want to expand or diversify you will have many take away's for your need.
Take away's from the workshop:
Development of an initial business model
Understanding of what constitutes the "Minimum Viable Product / Service" for the business
Validation / refinement of the business model with actual customer feedback
Develop foundation for a sound business plan.
This deck features a case study highlighting the basic steps taken by SCI Solutions to kick off an initially successful lead nurture program using Pardot and Sales Cloud.
Sales professionals are always looking for ways to connect and engage with prospects and turn them into true opportunities. They're also looking for ways to warm up leads that have long been left untouched. But with so much competition in the marketplace, sales teams need to make sure they stand out and make a lasting impression. The solution to the problem? video.
Find out now how video can not only improve a sales teams ability to stand out, but can also foster stronger relationships and ultimately improve their ability to generate top of the funnel leads and move through the sales process more quickly.
[Webinar] Building Your Organizations Experimentation Engine - Chris Goward &...Chris Goward
Companies that have been able to create value with experimentation may find it harder to achieve the big wins that companies newer to optimization are able to uncover. After all, it's the low-hanging fruit that's easiest to pick. In this session, optimization pioneer and thought leader, Chris Goward, will show you how leading companies are expanding experimentation across teams and technologies, and leveraging customer-centric strategies to mature past the 'quick wins' stage of their growth.
User Reviews: Your Best Kept Content Marketing SecretUberflip
Your most trustworthy content isn’t an infographic, or a case study, or even a white paper. In fact, your organization isn’t producing it at all.
It’s your User Reviews—the good word of your existing customer base. If you could amplify the voice of your happiest customers, you can significantly shorten the buyer journey from marketing to sales and essentially get your customers to sell your product for you.
In this presentation, Vinay Bhagat, CEO at TrustRadius, discusses how to leverage the power of user reviews in your content marketing mix.
Marketers are under more pressure than ever to create lasting and valuable customer relationships. But how does your brand truly stand out amidst all the noise? How do you make a great impression on your prospects and strengthen connections with your customers?
The answer lies in creating emotionally relevant customer experiences. In this session, optimization pioneer Chris Goward will reveal how to identify your customers’ emotional states and needs, and use that information to create a seamless experience to guide them through the funnel.
Start building better engagement and higher customer loyalty by incorporating memorable and emotionally relevant customer experiences.
How to optimize your e-commerce website at every touch pointChris Goward
How do you build an e-commerce experimentation program that results in a real sales lift? Widerfunnel Senior Experimentation Strategist, James Flory, tackled this question in a recent webinar. Access the slides to learn:
- How to avoid common optimization mistakes and deliver an impactful program that is underpinned by framework thinking
- How leading e-commerce companies are using advanced experimentation to drive conversion rate lift and increased customer lifetime value
- How to use losing experiments to gain valuable insights and further drive growth
Website redesigns can be painful. They often involve a long, drawn-out process, lots of late night proofing, and an abundance of high pressure and extreme stress. Worst of all, they usually have to happen every two years.
We've got the solution to your pain.
Growth Drive Design is the process of designing a website that consistently improves. It’s a flexible model that allows you to change small things over time to improve your website user’s experience overall. This eliminates the guesswork that goes into traditional website design, and instead bases all changes on statistics and metrics. This model works in all scenarios, even if you’re looking for a complete overhaul of your current website. The best part is that the website design or redesign is completed in manageable chunks, and based on data- not the emotions or opinions of the individuals running the website.
Does Seasonal Messaging Really Work? How one company's wrong assumptions led ...MarketingExperiments
As marketers, it is vital that our campaigns remain relevant to customers throughout the year. Seasonal campaigns tailored to specific holidays or events might be one way to ensure that our messaging remains in constant alignment with the motivations of our prospects.
How can we be sure that our seasonal campaigns are truly bolstering the appeal of our product and enhancing our core value proposition? Despite the opportunities that season-specific campaigns present, how can we be sure these changes will not negatively affect the clarity of our messaging?
In this 35-minute Web clinic, our research team shared strategies for finding the balance between seasonality and clarity, including a test that resulted in a 25% difference in clickthrough.
If you don't have a few "wait! we're doing it all wrong!" moments in your career, you're, well... you're doing it all wrong. In this talk, Meghan Keaney Anderson, VP of Marketing at HubSpot will talk through a series of realizations the HubSpot team has had that went against common marketing practices, and the impact that inverting their approach made on the company's growth trajectory. Our discoveries can be your shortcuts.
Utilizing the Left & Right Brain for More Effective SEOKevin Getch
SEO is more complex than ever and as the search landscape evolves individual practitioners and teams that want to thrive in this new environment are adapting as well. A solid SEO strategy today requires a balanced approach utilizing data-driven logical thinking as well as a more intuitive, creative and empathetic style.
Psychology, Strategy, and the Future of Digital MarketingKevin Getch
I taught this class at WSU on April, 2nd 2020. We did a deep dive into human psychology and how to understand your customer better than they know themselves. We discussed how to develop a customer centered digital marketing strategy.
We also talked about how to continually measure, monitor and adjust so you're able to anticipate your customers needs and adapt to them.
Creative Strategies to Succeed in Challenging TimesKevin Getch
In this presentation I cover the number one thing you need to do right now in order to be successful during these challenging times. With a deeper understanding of your customers, how their needs and behaviors have changed, you’ll learn how to proactively adapt your strategy to serve their needs during the coronavirus pandemic. I also share a number of examples of how businesses and leaders are getting creative, supporting our community and succeeding during these challenging times.
We'll cover the following:
* Getting Your Mind Right: Your leadership is more important now than ever!
* Human Psychology 101: Understanding how YOUR customer's needs and behaviors have changed
* How to effectively adapt your strategy & tactics
* Get creative & what's working right now
* #KindnessIsAlsoContagious - For Businesses Kindness is Marketing
Attensee is a tool for visual attention tracking. The innovative approach to capturing human information acquisition processes lets you see and analyze where people look when confronted with visual stimulus.
If you are a business owner, or new to digital marketing, and understand the ecosystem of Digital Marketing and how all it's parts are connected to the whole, this with be a good place to begin.
eMarketer Webinar: Creating Ads on the Fly—New Opportunities in ProgrammaticeMarketer
This year, more than half of all US digital display ad dollars will go toward programmatic ads. With more ads than ever being bought in real time, marketers are realizing they need to change the way they develop their creative, from the beginning of the process to the end. Topics in this webinar include: Is programmatic good or bad for creativity? How are marketers and agencies changing the way they develop creative to meet the needs of a programmatic landscape? What are some best practices for rethinking the creative process?
Brent Summers, Director of Marketing at Digital Telepathy Using Data and Design toDrive Your Business June 25, 2015
Data is All Around You 1
Quantitative Data Sales Reports Data is All Around
Quantitative Data Application Performance Data Data is All Around You Quantitative Data Search Engine Optimization Data is All Around
Quantitative Web Analytics Data is All Around You
Qualitative Data Customer Surveys Data is All Around You Qualitative Data Customer Interviews Data is All Around You Get more info at: goo.gl/Jeol7v
Qualitative Data Personas Data is All Around You Get more info at: goo.gl/UW8mgQ
Observation Heat Mapping & Scroll Mapping Data is All Around You Observation User Behavior Data is All Around You
Data Already 
 Informs Design 2
A/B Testing Optimize for conversions. Data Already Informs Design
Eye Tracking People read in F-Shaped Pa erns Data Already Informs Design
Eye Tracking People look where people look. Data Already Informs Design h
Vertical Rhythm There’s a reason paper is ruled. Data Already Informs Design
Color Psychology What does your brand color say about your business?
The Golden Ratio 1.618 —
Consider the Entire 
 User Journey 3
Identify the Friction Evaluate sentiment/friction at each stage of the user journey. Consider the Entire User Journey
Designing for
 Business Objectives 4
Identify the Friction Where can you make the biggest impact? Designing for Business Objectives
User Journey Consideration
Landing Pages Incremental improvements can drive exponential results.
Be er Social Sharing Social sharing + content performance insights.
Animations Scroll is the new click.
Change Language Try different value proposition, calls to action, etc.
Change Layout Use behavior patterns to drive decisions.
User Journey Conversion: The act of purchasing a product or service through self service or a sales process.
Content Marketing Share knowledge to establish trust. Onboarding Step-by-step walkthroughs for new users.
Get the First Click Break through psychological barriers. User Journey Retention: Post-purchase. Activities that drive further product engagement, adoption and upgrades. Designing for Business Objectives
Reduce cognitive load: hide data until a user requests it.
Simplify your user interface for experienced users
Testimonials “Who doesn’t love social proof?” - Brent Summers
Prioritizing Your Backlog
Keep Track of Experiments Practical Advice Use a formula to assess which experiments to do first.
Sample Experiments Which of these experiments should be implemented Paid conversions
What does the data tell you? Identify where can design make the biggest impact.
Rounding Out the Process Your implementation method is unique. Measure the results. Repeat.
Measuring Success 6
Good Design is Great for Business Design lead firms out-perform the S&P 500 by 228%. Measuring Success
How to be an Enterprise PM and Build For Hypergrowth by Twilio PMProduct School
Main takeaways:
-How to create delightful B2B products by wearing the customer's shoes
-The role of compliance, data, and instinct in unlocking Enterprise deals
-What is Hypergrowth and how to plan for Hyperscale
Your smarter data analytics strategy - Social Media Strategies Summit (SMSS) ...Clark Boyd
The volume and velocity of available data brings with it a huge amount of new opportunities for marketers. However, without the analytics know-how to avail of this data, these are opportunities that are often missed. Moreover, the variety of different data sources and analytics platforms only add to this complexity.
This presentation covers:
- How to define and communicate an analytics framework
- How to set up analytics dashboards for a range of stakeholders
- The people and skills you need for an optimal analytics team
- Practical tips for improving your campaign measurement
Tips for Improving Google Shopping Campaign results Elizabeth Clark
Presenter slides from the first Shopping Guru's group meeting at Deloitte in Manchester. Attended by retailers , digital agencies and ad tech companies. Presentations covered the Google Myths to be wary of, rapid growth retailer case study, the agency role in managing feeds, and Manchester's opportunity to play a key role in setting shopping best practice.
#1NWebinar: Forget the Funnel. Enter the Loop.One North
Learn how the world of marketing is evolving for B2B organizations in our #1NWebinar featuring CEO and One North founder, John Simpson, and Managing Director of Strategy, Kalev Peekna.
To listen to the presentation, visit http://bit.ly/1zB22eD.
Paid Search, SEO, Video Search, Directories, Content Syndication, Reputation Management… There are few sources of visibility and traffic more valuable than the search engine results page (SERP). In this 2-hour class, we’ll cover the options available to marketers, as well as discuss how specific marketers should maximize the true ROI of every form of search engine marketing. No single strategy works for every marketer, but there are tried and proven ways to dramatically improve your chances of success. We will keep the session interactive for those who have specific challenges they would like to address.
Similar to The Complete Customer Journey: From Strategy & Tactics to Measurement (20)
The Rise of the AI Concierge: How Digital Assistants Will Impact Customer Exp...Kevin Getch
The Rise of the AI Concierge: How Digital Assistants Will Impact Customer Experience and Marketing Strategies
The digital marketing landscape is constantly evolving, but the rise of AI technology is ushering in a wave of unprecedented change. Businesses that fail to adapt risk missing out on a tremendous opportunity. In this presentation, we'll:
- Explore how AI-powered digital assistants, are transforming customer experience and marketing strategies.
- Uncover the four key macro trends shaping the future of marketing.
- Share concrete examples of how businesses can optimize for AI assistants and leverage them in their strategies to gain a competitive edge.
How to Create a Culture of Inclusivity Kevin Getch
Creating a culture of inclusion sounds easy, right? Well, let's just say it's a lot harder than it should be. But why is that?
The short version is because we're humans. Humans are amazing and complex animals with a brain that has helped us become the most successful species on the planet. That same brain, however, is primarily built for survival. We've evolved short cuts (also known as biases) and often generalize entire groups of people based on physical characteristics, labels, or beliefs.
In this presentation I give you a deeper understanding of human psychology and show you how to utilize that knowledge along with leveraging technology to create a welcoming culture where people with diverse backgrounds and beliefs feel they belong and are included.
Learning Objectives:
You'll gain a deeper understanding of human psychology and its relation to inclusion in the workplace
You'll learn about how technology can help create a culture of inclusion
You'll also walk away with a number of best practices that you can implement right away to make a difference in your workplace
Psychology, Strategy, & The Future of Digital MarketingKevin Getch
In this presentation I gave at DigiMarCon I shared a simple marketing strategy framework that should be incorporated in every businesses DNA. I show you how to leverage a data-driven approach with a deeper understanding of human psychology to develop a more effective integrated marketing strategy. We also explore what the future holds and how we can anticipate and adjust to remain relevant in the fast-changing world of digital marketing.
Future Proof Your Marketing by Kevin GetchKevin Getch
In Future Proof Your Marketing, Kevin Getch will help you see that the best way forward is with a customer-centric approach to marketing that focuses on long-term success. You’ll learn about the three macro trends that are changing the world of marketing, then be equipped with the knowledge you need to assess your current marketing efforts and see what’s actually driving results.
In this presentation based on Kevin's book, he provides dozens of tools—many of them free—that will take you inside your customers’ minds and enable you to build a winning strategy that can evolve along with your business.
My presentation at State of Search in Dallas, TX where I discuss the importance of SEO & The Customer Experience. In this presentation I make the assertion that "Customer Experience" will likely be a top ranking factor in the next 10 years, if not sooner. I also lay out the evidence why this is highly likely. I provide a simple methodology for achieving SEO & customer experience success that not only allows you to be successful now, but also helps guide you in the future with your customer as the north star.
Maximize Your Marketing: National Days, Holidays and Seasons... Oh My!Kevin Getch
With this presentation I kicked off an eight-part series at the local chamber to provide local businesses with resources to maximize their marketing reach using Nationally recognized days, Holidays, and seasons.
How to Create an Integrated Multi-Channel Strategy to Maximize ROIKevin Getch
Digital marketing has never been more complex. While technology advances at breakneck speeds and the market continues to segment it brings with it many challenges and opportunities.
In this presentation I'll show you some very simple methods to help you develop a successful digital marketing strategy. Hang on tight, as I guide you through the midst of all this change, maximize your return on investment and ensure you're getting in front of the audience that matters to you.
7 Key Elements for an Effective SEO Strategy - WebforKevin Getch
In this presentation I cover some of the key elements that your SEO strategy should address including on-site technical seo, links, citations, reviews, a content plan, a focus on user experience, bench marking and analytics as well as an in-depth understanding of your customer.
We interviewed Dental practices all over the United States for this study and shared some of the highlights of our findings in this study. What marketing tactics are working for them, how are they tracking their results, what are their biggest challenges and much more.
Much like the Industrial Revolution the Artificial Intelligence Revolution is going to have major impacts on all aspects of society. How we live our lives 20 years from now will change drastically. There are going to be many positive aspects as well as many negative aspects. In this presentation I explore the history of artificial intelligence, the innovations, the threats, the opportunities as well as the future of AI.
AAPA - American Association of Port Authorities
Effectively (and Inexpensively) Measuring the Success of Port Communications Efforts
Port communications professionals often do not get the credit that they deserve for raising awareness and support for their organization’s activities and projects because they can’t cost-effectively measure success. Learn invaluable tips on incorporating measuring techniques before a campaign or communications program begins, while it’s in progress and after it's completed.
When you're mentioned in the media (positively) you get up, sing and dance and celebrate! But then what? There is so much value to be gained from the good press. Are you getting the most out of the media mentions?
Visualize a Customer Centric Digital Marketing StrategyKevin Getch
In this presentation, I gave at Seattle Interactive Conference I show you how to connect with your customer on a deeper level and develop a successful marketing strategy that will lead to revenue growth and profit.
I show you how to develop a customer centric digital strategy using a simple framework, share a visualization that has helped me get buy-in from 100's of key decision makers and explain how this all will help your company take advantage of the biggest fundamental shift in marketing.
The only constant in digital marketing is change and with the exhaustive list of channels, tactics, platforms, tools & techniques, trying to go into battle without a plan is a death wish. Yet, so many businesses are doing this every day. Are you leaving money on the table?
SEO & Social: Work Together Better with a Strategic ApproachKevin Getch
Too often SEO & Social teams feel like they are on different sides fighting against each other. If this is the case it's because your digital strategy either isn't clearly defined or doesn't take into account how these two channels work together. It's a well-known fact that these channels when utilized together form a digital marketing duo not even rivaled by the likes of Batman and Robin.
In this presentation I discuss how mobile technology (smartphones, watches, etc.) is causing user behavior to evolve and how businesses can capitalize on this huge mobile opportunity. I also cover 7 critical elements to an effective [mobile] website.
If you have any questions please feel free to reach out via our website at https://webfor.com or check out our white papers and resources at https://webfor.com/resources.
Google changed Webmaster Tools in May of 2015 to Google Search Console and added some new features. This presentation is part of an event to educate small businesses on the benefits of utilizing Google Search Console and help them implement it.
This SEO 101 deck is for my presentation at SEMpdx. It goes along with the SEO 101 blog located here http://webfor.com/seo-101/ that I updated for 2014 with the most recent relevant information for the basic building blocks of SEO (and beyond). Whether you’re a seasoned veteran or just starting out in SEO, the basic core principles of SEO are always important.
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.
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.
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
Is AI-Generated Content the Future of Content Creation?Cut-the-SaaS
Discover the transformative power of AI in content creation with our presentation, "Is AI-Generated Content the Future of Content Creation?" by Puran Parsani, CEO & Editor of Cut-The-SaaS. Learn how AI-generated content is revolutionizing marketing, publishing, education, healthcare, and finance by offering unprecedented efficiency, creativity, and scalability.
Understanding
AI-Generated Content:
AI-generated content includes text, images, videos, and audio produced by AI without direct human involvement. This technology leverages large datasets to create contextually relevant and coherent material, streamlining content production.
Key Benefits:
Content Creation: Rapidly generate high-quality content for blogs, articles, and social media.
Brainstorming: AI simulates conversations to inspire creative ideas.
Research Assistance: Efficiently summarize and research information.
Market Insights:
The content marketing industry is projected to grow to $17.6 billion by 2032, with AI-generated content expected to dominate over 55% of the market.
Case Study: CNET’s AI Content Controversy:
CNET’s use of AI for news articles led to public scrutiny due to factual inaccuracies, highlighting the need for transparency and human oversight.
Benefits Across Industries:
Marketing: Personalize content at scale and optimize engagement with predictive analytics.
Publishing: Automate content creation for faster publication cycles.
Education: Efficiently generate educational materials.
Healthcare: Create accurate content for patients and professionals.
Finance: Produce timely financial content for decision-making.
Challenges and Ethical Considerations:
Transparency: Disclose AI use to maintain trust.
Bias: Address potential AI biases with diverse datasets.
SEO: Ensure AI content meets SEO standards.
Quality: Maintain high standards to prevent misinformation.
Conclusion:
AI-generated content offers significant benefits in efficiency, personalization, and scalability. However, ethical considerations and quality assurance are crucial for responsible use. Explore the future of content creation with us and see how AI is transforming various industries.
Connect with Us:
Follow Cut-The-SaaS on LinkedIn, Instagram, YouTube, Twitter, and Medium. Visit cut-the-saas.com for more insights and resources.
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
How to Use AI to Write a High-Quality Article that Ranksminatamang0021
In the world of content creation, many AI bloggers have drifted away from their original vision, resulting in low-quality articles that search engines overlook. Don't let that happen to you! Join us to discover how to leverage AI tools effectively to craft high-quality content that not only captures your audience's attention but also ranks well on search engines.
Disclaimer: Some of the prompts mentioned here are the examples of Matt Diggity. Please use it as reference and make your own custom prompts.
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
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.
The Forgotten Secret Weapon of Digital Marketing: Email
Digital marketing is a rapidly changing, ever evolving industry--Influencers, Threads, X, AI, etc. But one of the most effective digital marketing tools is also one of the oldest: Email. Find out from two Houston-based digital experts how to maximize your results from email.
Key Takeaways:
Email has the best ROI of any digital tactic
It can be used at any stage of the customer journey
It is increasingly important as the cookie-less future gets closer and closer
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
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.
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
7. I’m the Founder + Director of Digital
Strategy at Webfor, an award winning creative &
digital marketing agency in Downtown Vancouver (Washington).
8.
9. In my spare time… I am the Past President of
SEMpdx, a nationally recognized non-profit focused on
supporting and educating the digital marketing community.
13. “Business has only two basic
functions - Innovation &
Marketing. Marketing and
innovation produce results; all
the rest are costs. Marketing
is the distinguishing, unique
function of the business.”
- Peter Drucker
@KevinGetch
19. Customer Centric Digital
Marketing Strategy:
A strategic plan revolving around your
customer designed to achieve a major
business objective through marketing and
measurement initiatives.
@KevinGetch
21. Who is my Ideal Customer?
5WH Strategy Brainstorm:
Who are we? Business identity.
What are our competitors doing? Market?
When: Timeline.
Where: Where are we now? Current SWOT analysis.
Why: Clear Outcomes/Objectives. Purpose. Your “Why”
How: Tactics/Channels/Deliverables/Measurement
22.
23. “Efficiency is doing things
right. Effectiveness is doing
the right things.” - Peter
Drucker
@KevinGetch
30. I think it's impossible to really understand
somebody, what they want, what they
believe and not love them the way they
love themselves.
- Orson Scott Card
@KevinGetch
48. CUSTOMER JOURNEY
A visual representation of what a person is
feeling, thinking & doing as they interact
across multiple channels and move through
different stages of the buying process.
51. The customer becomes aware of…
identifies a problem, need, or want
often triggered by external or internal
stimuli. Receptiveness may be
increased due to their awreness
AWARENESS
Ultimately your goal is to have this
person become a brand champion and
advocate for your brand.
ADVOCACY
During the purchase decision the
person assesses the risk of making the
purchase…
PURCHASE
A critical stage… post purchase
satisfaction plays into repeat and
retention..
RETENTION
The person begins to consider,
research, compare and evaluate your
product/service.
EVALUATION
@KevinGetch
69. Integrating Channels & Tactics
A comprehensive customer centric strategy
integrated across channels, tactics and teams
can make your efforts 10x more effective.
70. Your Customer is at the Center of
Your Marketing Strategy
Endorsers - (Media, Influencers,
Customers, Peers, Vendors, etc.)
Community
72. S
You’ve been drinking… A LOT!
You have to go to the bathroom, but there’s a minute
left in the game and your team is about to score.
What do you do?
@KevinGetch
73. Direct
SocialSearch
● Organic SEO
● Paid Ads
@KevinGetch
Tactics
● Website/App
● Content/Value
● UX/CRO
● Brand
● PR/RM
● Measurement
● Email
● Text
● Chat Bots
● Push
● Organic Social
● Paid Ads
74. ● Organic SEO
● Paid Ads
@KevinGetch
Tactics
● Website/App
● Content/Value
● UX/CRO
● Brand
● PR/RM
● Measurement
● Email
● Text
● Push
● Organic Social
● Paid Ads
Direct
SocialSearch
75. Direct
Social
Search
@KevinGetch
● Organic SEO
● Paid Ads
Tactics
● Website/App
● Content/Value
● UX/CRO
● Brand
● PR/RM
● Measurement
● Email
● Text
● Chat Bots
● Push
● Organic Social
● Paid Ads
97. On-Page Optimization
● Title Tag
● Meta Description
● Quality + Engaging Content
● Optimized Image Name + Alt Text
● Internal Linking
● Site Architecture
● User Experience
● Schema
● & Much more...
@KevinGetch
115. @KevinGetch
The content you create
as part of the digital
experience should
provide a tremendous
amount of value and be...
Engaging
Useable
Useful
126. Setup Google Analytics Goals
@KevinGetch
Create goals that reflect
the user journey and align
with the desired actions
you want the user to take
on your website.
131. @KevinGetch
Manually match up all
leads (phone calls, form
completions, etc.) with
your CRM data or
sales/bookkeeping
records to get your actual
return on investment.
143. … a "major new iOS initiative" that
goes by the codename Proactive …
a personal assistant that's far
smarter than Siri's current
incarnation.
Source: http://www.theverge.com/2015/5/27/8671457/apple-proactive-google-now-ios-9
@KevinGetch
145. “The goal of all of these companies is to
become the best personal assistant you’ve
ever had and in large part to provide
personalized information and ads proactively
before a user even makes a request. This
represents a fundamental shift in the way we
think about mobile marketing.”
@KevinGetch
146. @KevinGetch
“Consumers habits will evolve along with technology. But the one
thing all searchers have in common is that they want assistance
every step of the way. Marketers who remember that will be
rewarded with growth.” Ken Wheaton, Editor Google
148. "When you obsess over
your customer
"When you obsess over
your customer, develop a
successful marketing
strategy
"When you obsess over
your customer, develop a
successful marketing
strategy, execute it
effectively
"When you obsess over
your customer, develop a
successful marketing
strategy, execute it
effectively, commit to
providing the best
product/service in your
industry and you measure
meaningful metrics
"When you obsess over
your customer, develop a
successful marketing
strategy, execute it
effectively, commit to
providing the best
product/service in your
industry
"When you obsess over
your customer, develop a
successful marketing
strategy, execute it
effectively, commit to
providing the best
product/service in your
industry and you measure
meaningful metrics your
business will experience
incredible success and so
will your clients."
- Kevin Getch
See Results: https://www.mentimeter.com/s/9bd6a3b668cde0144833dfd07eb7467c/1ce15d86d03e
Just by being here it says so much about you… it says you’re passionate… you want to learn and get better so you can grow and help others.
This is to remind me to bring the energy level like I was 5 years old.
My goal is to deliver a tremendous amount of value to you today… and in order to do that… i need to help you guys retain as much of the information as possible. Normally people only retain about 10% of the information if they’re passively listening…
I’ve taken a few steps to make sure you get the full value out of today…
First, I’m going to give you 100% of my energy and focus… (If I’m going to do that… is it ok to ask you to do the same?)
We’re going to sprint through a lot of information… and then we’ll take a short break a little after the hour mark.
I’m going to let you know in advance… that not only will the slides of this be available afterwards, but we’re recording the entire session and I’ll give you the opportunity to get the complete video free of charge. You will want to rewatch this a couple times to make sure you’re getting the entire value. This will allow you to put down the computer/phone and take notes with a pencil or pen as they will stay in your mind better.
I’ve also created 2 tests throughout this workshop… There is a scoreboard that you will see after each test you take… just by knowing this your mind is already looking to store more information.
I’m going to give a new Google Home Mini to the person with the highest test scores as an added incentive. Don’t worry if you don’t get it on the first try… there will be another option near the end.
Hey… if I can do this stuff… so can you…
To prove anything is possible here is a picture of me in my goth phase..
As you can see… anything is possible...
Met an amazing woman and have two smart and off the charts awesome kiddos…
They wanted to say Hi…
Why I started Webfor
19 out of 20 businesses fail in 10 years.
First- Why do most businesses fail?
A: Not understanding their customer
Failure to innovate…
There are numerous a business fails as running a business is a complex… but there are two main reasons:
The leader fails to innovate, adapt and evolve themselves and the business into who/what it/they needs to be to succeed…
and they fail to truly understand and anticipate their customers needs so that they can be in front of them at the right time with the right message.
For those of you who help businesses… you are critical to their success.
I love this quote by Peter Drucker.
The leader fails to innovate, adapt and evolve themselves and the business into who/what it/they needs to be to succeed…
and they fail to truly understand and anticipate their customers needs so that they can be in front of them at the right time with the right message.
For those of you who help businesses… you are critical to their success.
One last thought… before we jump in…
One of my favorite oxymoron’s is “Anticipatory Retaliation”
How to develop a comprehensive multi-channel marketing strategy that addresses the complete customer journey
We’re going to dive into some of the tactics
and then we’re going to discuss how to understand what’s working and what’s not so you can reallocate your budget from non-performing areas to areas that are producing returns.
Always start with strategy. Even if it is just a mini-planning strategy. I’m going to show you how to develop a simple strategy that almost anyone can understand, that will help you sell more, get more buy in from your team/boss and ultimately help you push your initiatives forward. Scale is important. If you’re planning to travel to another planet that no one has ever been to before the level of planning should probably be a little more than if you’re trying to plan a client lunch meeting… make sense? (Drop strategy book… )
In this study we did of 50 businesses in 2017 only 33% had a documented digital marketing strategy.
Always start with strategy. Even if it is just a mini-planning strategy. I’m going to show you how to develop a simple strategy that almost anyone can understand, that will help you sell more, get more buy in from your team/boss and ultimately help you push your initiatives forward.
You will be able to download this customer centric digital marketing strategy worksheet at webfor.com/swivel.
Efficiency is doing things right. Effectiveness is doing the right things.
This gentleman is very efficient in his cannonball form… however… he is not effective.
And this is unfortunately what many business are doing. Of course… no one in here...
That doesn’t mean you just jump in…. Before you jump in… I want to share one of my favorite business strategy quotes with you.
Let me give you another example. I could be the best archer in the world… have won every archery contest in the world… I could hit the bullseye more than anyone else. Literally the most efficient archer ever…
But, put me out in a dark field where I can’t see the target and what are the odds of me hitting the bullseye? I could shoot 100,000 arrow and never even hit the target.
But if I researched and found my target… I shined a light on it… Could I consistently hit that target? You bet I could.
So that’s where we’re going to start out today.
I’m going to first show you how to shine a light on your target… and also where to aim on your target so your message hits home.
You need to know your customer better than anyone else. If you can get the who part right and you understand their behaviour a lot of the rest should fall into place.
People are critical to every aspect of your overall success. Whether it’s understanding your customer, yourself, or your team.
I’m going to give you a basic lesson in human psychological needs.
I’m going to give you a basic lesson in human psychological needs.
We tend to move away from things that we associate with loss of these, that take away or cause pain, etc.
And we move towards things that we associate with giving us more… of the feeling… gain/pleasure..
Certainty - If i went to buy something… and I read a lot of reviews that said I never even got the product… I’m going to probably stay away (no certainty). If I see positive reviews and a shipping/product satisfaction guarantee..
Importance -
Love & Connection -
Variety -
Progress (Growth) -
Impact -
WiFi -
A few of the best ways to get to know your customer is to talk to them… I know… crazy right!
The other thing you can do if you don’t have access to your clients customers is talk to the people that talk to them.
This could be customer service or salespeople.
"When you obsess over your customer, develop a successful marketing strategy, commit to providing the best product/service in your industry and you measure meaningful metrics your business will experience incredible success and so will your clients."
Remember the acronym F.U.D.D. so that you can get to understand your customers Fears, Uncertainties, Desires & Decision Making.
Two critical tactics to putting yourself in your customer's shoes are… building personas and mapping your customer's journey.
In this study we performed only 35% of respondent said they had defined personas to help them target their ideal clients.
Claritas can be used to better understand your target customer.
Besides being able to access all of the most recent census information online which does provide a lot of valuable information…Claritas has created what they call the PRISM which is a system that categorizes U.S. consumers into 14 distinct groups and 68 demographically and behaviorally distinct types, or "segments," to help marketers better understand those consumers’ likes, dislikes, lifestyles and purchase behaviors.
You can write down this url if you want, but it is also available at the url I gave you at the beginning of the presentation. I’ll show it once again prior to the end as well.
Besides being able to browse these different profile types for inspiration you can also pop in a zip code and see the list of these profiles that are more prevalent in that zip code.
This is especially important for brick and mortar stores or anyone that draws their clients from the local area.
So, now you know thyself… and you also know thine peeps.
So, what is the next W in the 5 W’s……. What?
This is one of the number one areas for opportunity if you don’t have access to talking to the customer.
For a small business you can literally create a google spreadsheet and have your customer service or sales people put in common questions, concerns (fears), desires, etc.
You should be looking at this and cross referencing your website (online presence) to see how ell it is currently addressing these areas for your customer.
PollFish is another option - cheaper - but it doesn’t give you the ability to regine down to a local state like say Seattle. You can select country though so if that’s not important is is probably half as much.
Surveying your customers can be extremely helpful, but don’t let it replace actual individual customer interviews.
Now, if you haven’t been building your list (like you’re supposed to)… Or if you have no customer base you can also use a tool like survey monkey to for market/audience research. They have millions of people and you can choose people with specific demographic traits to ask your questions to.
If you’re in B2B this is a great tool to give you a little insight into the personality of your customer.
It uses the DISC personality assessment along with information available about your customer to develop a profile… and it’s eerily accurate!
If you’re in B2B this is a great tool to give you a little insight into the personality of your customer.
It uses the DISC personality assessment along with information available about your customer to develop a profile… and it’s eerily accurate!
If you’re in B2B this is a great tool to give you a little insight into the personality of your customer.
It uses the DISC personality assessment along with information available about your customer to develop a profile… and it’s eerily accurate!
If you’re in B2B this is a great tool to give you a little insight into the personality of your customer.
It uses the DISC personality assessment along with information available about your customer to develop a profile… and it’s eerily accurate!
“Yes, Blunt is Good!” ~ Elon Musk
This is an example of a persona. So, how do you get the information to build your persona(s)?
This is an example of a persona. So, how do you get the information to build your persona(s)?
We created this unique value proposition worksheet to help a number of the small business we work with as we noticed many of them didn’t have clarity… or at least weren’t able to effectively communicate the real unique value they provide…
Through your data collection and your thought process you want to ask yourself, what is our potential customer feeling, thinking & doing in this moment. Are there barriers to them purchasing? Is the messaging clear? Do they understand the value? Are there technical issues in the way? Are we showing up in different channels? Does our site architecture support a good UX? Etc.
Rebekah Cancino shared this slide at MozCon… and….
The biggest problem I have with this is… the customer journey does not end at purchase!!!
Your product, sales teams, billing, your service, your customer service… EVERYTHING IS MARKETING to one extent or another.
This is where you can map some of your keyword research along with the different stages of their experience, you’ll also do some competitive analysis, uncover what channels are producing and what devices your customers favor.
Top conversion paths to understand channel utilization prior to conversion
If you don’t have any current date because you’re starting a new website or just want to run some competitive analysis to se if there are bigger opportunities you can utilize a traffic estimator to understand…
If you don’t have any current date because you’re starting a new website or just want to run some competitive analysis to se if there are bigger opportunities you can utilize a traffic estimator to understand…
If you don’t have any current date because you’re starting a new website or just want to run some competitive analysis to se if there are bigger opportunities you can utilize a traffic estimator to understand…
Not only will this information help you in better understanding the customer experience it will also help you inform your overall strategy. While implementing OpenGraph…
How could understanding what the top referring sites are help you?
These sites could provide valuable links to your website that not only drive tons of additional traffic, but also help benefit your SEO
Always start with strategy. Even if it is just a mini-planning strategy. I’m going to show you how to develop a simple strategy that almost anyone can understand, that will help you sell more, get more buy in from your team/boss and ultimately help you push your initiatives forward.
I usually draw this out… starting by explaining that their customer should be at the center of their strategy…
Creating a marketing strategy is a complex and time consuming process.
I take this and look at how consumers interact… what their behavior is and what their intent is at that point… what is going to have the highest return on investment… and how are these going to work together to be more effective…
Overlap benefit of SEO & Social:
Both assist in the conversion funnel (Social is generally more often social proofing and plays a supporting role. Thought some businesses Social is their primary means of conversions.)
One of the top factors for SEO is the quality & quantity of links to your website/properties. Social can help play a big role with this via multiple methods:
Utilizing Social to find influencers in the industry
There are a few general rules of thumb you can use… but understand..
Generally there will be less interaction in Search if there currently isn’t a demand for your product. Story of guy who came in… saying he needed SEO. He had created a new product and there wasn’t a demand for it. There is a demand for content from these people so you could develop a strategy that employs connecting with the community through creating useful, usable & entertaining content.
Social… The more social your business/product is the more social media will benefit you. The opposite is also true. If your product is not something most people would want to be associated with or maybe even embarrassed to “Like”... something like say Preperation H… or Adult Diapers. Again… I’m a rule breaker. Tell me I can’t do something and I will show you it can be done.
Depends Joke (Should be near discussing social. Maybe intro through there are a few general rules of thumb. Search… there needs to be a demand for your product. //again not always true// Social… The more social your business/product is the more social media will benefit you. The opposite is also true. If your product is not something most people would want to be associated with or maybe even embarrassed to “Like”... something like say Adult Diapers. Again… I’m a rule breaker. Tell me I can’t do something and I will show you.
#ManGoals
I take this and look at how consumers interact… what their behavior is and what their intent is at that point… what is going to have the highest return on investment… and how are these going to work together to be more effective…
Overlap benefit of SEO & Social:
Both assist in the conversion funnel (Social is generally more often social proofing and plays a supporting role. Thought some businesses Social is their primary means of conversions.)
One of the top factors for SEO is the quality & quantity of links to your website/properties. Social can help play a big role with this via multiple methods:
Utilizing Social to find influencers in the industry
I take this and look at how consumers interact… what their behavior is and what their intent is at that point… what is going to have the highest return on investment… and how are these going to work together to be more effective…
Overlap benefit of SEO & Social:
Both assist in the conversion funnel (Social is generally more often social proofing and plays a supporting role. Thought some businesses Social is their primary means of conversions.)
One of the top factors for SEO is the quality & quantity of links to your website/properties. Social can help play a big role with this via multiple methods:
Utilizing Social to find influencers in the industry
I take this and look at how consumers interact… what their behavior is and what their intent is at that point… what is going to have the highest return on investment… and how are these going to work together to be more effective…
Overlap benefit of SEO & Social:
Both assist in the conversion funnel (Social is generally more often social proofing and plays a supporting role. Thought some businesses Social is their primary means of conversions.)
One of the top factors for SEO is the quality & quantity of links to your website/properties. Social can help play a big role with this via multiple methods:
Utilizing Social to find influencers in the industry
https://play.kahoot.it/#/?quizId=dd6e4498-bc30-45f9-b48d-085c442a1032
Explain that I will have random quizzes and why I’m doing it…
My goal is to provide you with as much value as possible.
Just by you knowing their is a quiz you will retain the information better. Also, gamification and competition helps drive learning… + for those who don’t see themselves on the leaderboard… their will still be a chance at the very end to come back.
Their is a prize as well… OK… Furiously take notes like your income depends on it… because it does.
We’ve talked about Who, Why, What & Where… let’s get tactical and dive into the How for a bit.
While we don’t have time to cover every tactic we’re going to cover some of the more complex and/or popular tactics
One of the key questions we asked practices was… How would you rate the effectiveness of the different tactics you’ve utilized?
From our study of 50 businesses they rated the different tactics in the following manner. Now this is going to vary considerably depending on the type of business, the market, etc.
Interesting correlations: Businesses with a higher level of confidence in knowing which channels produced more customers for them were more often over the 1 Million mark.
- This could mean that as you better understand... you are able to be more effective and grow larger
- Alternatively, it could mean as you grow larger you have more resources to track?
Either way we’ll get into measurement… because regardless of what..
It wasn’t surprising that traditional media was on average rated less effective.
Again, your business… your market may vary.
Test & Measure and reallocate.
Share a stat that is relevant to them.
Share a stat that is relevant to them.
Share a stat that is relevant to them.
Share a stat that is relevant to them.
Explain Organic & paid search
Explain Organic & paid search
Tell our story.
Tell our story.
Spyfu ads
On-Page SEO Factors
It doesn't matter if you have the most beautiful website with an amazing user experience if people can't find it. It's like putting your best salesperson ever out in the middle of the desert with no one around.
Links, Mentions, Citations, etc.
Google uses endorsements such as links, press & mentions like votes to determine the trust and popularity of a website.
Not all websites are created equal. Getting a link from the New York Times could be comparable to an electoral vote.
The opposite can also be true… If you’re endorsed by the wrong crowd.
Niche sites like Healthgrades,
In this study done by BrightLocal… they surveyed consumers who would use a business based on their star rating.
Having No Strategy… doesn’t only hurt… it’s expensive too! VERY EXPENSIVE!
More than half of our new clients come from referrals!!!
The relevance of the keywords, ad text & landing page combined with the expected performance of the Ad with Ad Extensions as well as the historical performance are what determine the quality score. In the auction the bid is multiplied by the quality score and that determines your “Ad Rank”... which is your position in auction.
The 1-10 Quality Score shown in your account is an aggregated estimate of your overall performance in ad auctions; therefore, it can’t be used at auction time to determine Ad Rank. Real-time, auction-specific quality calculations of expected clickthrough rate, ad relevance, and landing page experience, among other factors, are used to calculate Ad Rank at auction time. These factors, which are based on things known only at the time of the auction, can heavily influence the quality of the user’s experience.
Install Google Pixel. This will allow you to start building up an audience that you can activate at anytime. You’ll be able to create a message (sale, promotion, call to action) and get it in front of your audience for FREE. The only time you pay is when they click on the ad (for display remarketing).
If you wait until you’re ready to run an ad you’ll be too late. Remarketing needs to build an audience over time.
Example of acct we took on where everything wa
Example of acct we took on where everything wa
Appliance repair
Electrical
Garage door repair
Heating and air conditioning
House cleaning
House painting
Locksmithing
Plumbing
If you’re mapping the content you create to the customers needs we’ve uncovered from the user and keyword research then you’re going to be one step ahead of most businesses.
Install Facebook Pixel. This will allow you to start building up an audience that you can activate at anytime. You’ll be able to create a message (sale, promotion, call to action) and get it in front of your audience for much less than creating a normal facebook campaign.
Mailchimp.com - Free for up to 2,000 subscribers
Mailchimp.com - Free for up to 2,000 subscribers
Mailchimp.com - Free for up to 2,000 subscribers
While I could talk about processes across many different areas… today we’re going to focus on the process of measuring the effectiveness and efficiency of your marketing. It’s extremely important as you can reallocate budget from areas that are not effective to areas that are to help you grow your business even more.
This was one of the more concerning results… but not super surprising. Over half of the practices surveyed said they were “Not sure” what the ROI is from the agency they’re working with. Only about 13% said they were getting a return greater than 3X. 3X is the minimum you should be getting on any digital marketing spend in my opinion.
Number of calls
Set value to calls
For many businesses there’s still one last large attribution gap that often happens after a lead or call comes in. Many businesses are either not equipped or are not doing the work to connect the dots between those leads and when they turn into a sale.
You can integrate lead and analytics/call tracking data into your CRM tool so that you know how much revenue is being impacted by each channel. You can even share back the information in your CRM with GA to create
One of my favorite topics is the future of SEO. Personally I believe it is an extremely positive and exciting future, but I have a broader view of what an SEO does… or at least can do… so let’s jump right in.
The personal computer was a big disruptive trend in the 1970’s and then in the late 1980’s the Web was groundbreaking.
Then in the last 10 years it has been the age of mobile. Well now we are about to go through another major shift.
We are just at the beginning of the AI revolution…
As computing power increases search engines will get even better at processing different types of media including audio, images, video, etc.
This will make for a better overall experience… a more visual experience.
I’m not only going to show you how to navigate this constantly changing landscape I’m going to show you how to thrive in it.
Search is becoming very personal. We ask questions like How far did I run… What time should I wake up? What should my heart rate be?
We trust search to answer these questions… and we clearly want it to be personalized to us.
Should I cut my hair… should I get bangs… this clearly wasn’t me searching.
Why is my hair falling out? That could have been me.
There’s been a couple posts from Google recently… that even if you have seen them…. They are worth re-reading..
This next chapter is driven by three fundamental shifts in how we think about Search
https://www.thinkwithgoogle.com/advertising-channels/search/search-strategy/
Of course Apple created… a “major new iOS initiative” that goes by the codename PROACTIVE… a personal assistant that’s far smarter than Siri’s current incarnation.
You think Voice Search is big… what do we call it when we’re just having a conversation? Is it still search.
Conversational Queryless Search will be
When you’re having a conversation… is it even searching? Yeah… it is when everything is being stored and then it’s utilizing that…
Source: https://www.thinkwithgoogle.com/advertising-channels/search/search-strategy/
You won’t hear any of the companies going after this market say it outloud because they’re not trying to sound the alarm for any competing companies or provide any competitive insight… but Assistance is much bigger than search. Search is just where the assistant derived from.. But when you have an assistant layer… it can actually “assist” in all channels and interactions making it the largest
The shift I’m referring to is when this personal assistant goes from a “reactive” state to a “proactive” state.
This is what I imagine my personal assistant will look like… living inside all of my devices... constantly working.. Never sleeping (hence the coffee)
I call him Jarvis (for obvious reasons)....
What do I mean by going from a reactive to a proactive state?
Well, currently we have to swipe, click a button or make a voice command to set a reminder or …. In the not too distant future… here is a conversation I see myself having with Jarvis.
While having my morning coffee :)
PROACTIVE ASSISTANCE… is the holy grail.
Easily grow search volume by 20-30X - by switching from reactive to proactive… meaning from only doing a search when I specially request it to constantly reviewing and assessing my needs and surfacing information it deems would provide value to my experience.
What many people don’t realize is… they think of “Assistants” as being part of the search channel. Do you think any of these companies think about them this way? I would venture to say “No… or only partially”.
Much like an executive assistant has a lot of power because they determine what get’s through to the executive…
Assuming there isn’t a major push back in adoption, which is why we’re seeing a very subtle and calculated approach to bringing in proactive features..
“Assistance” will be the largest gateway channel in the world. Not just for search… but for “All the Things”. Search, Social, Purchases, communications, meetings…
Put in your email and we’ll send you the slide deck, resources and once the video is published we’ll forward that to you as well.