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Breaking out
of my own Silo
@wilreynolds
©2016 Seer Interactive • p2
Regardless of what part of Marketing you do…
Follow The Money
©2016 Seer Interactive • p6
That’s why I started
spending more time on paid
©2016 Seer Interactive • p7
Starts With The Searchers,
Understand Where Marketing is Failing
SEO Company
©2016 Seer Interactive • p17
HMMMMMM That is
Lots of waste in paid!
Seek out major disconnects between PPC
landing pages and organic ones
Tool: IBM Watson (Bluemix)
©2016 Seer Interactive • p23
Assume Organic = Better Answer :)
Compare the Related Searches to
Searcher Intent
©2016 Seer Interactive • p26
Small Business CRM
Related
“BEST”
©2016 Seer Interactive • p29
Best = Comparison Query
Guide me to an answer,
Paid…
AD COPY
DISCONNECTS
©2016 Seer Interactive • p36
Best Small Business CRM
©2016 Seer Interactive • p39
Built a Page that provides guidance,
Get rewarded!
PPC vs SEO
Emotional
Connection
©2016 Seer Interactive • p42
3 examples
Where feeling
matters more than
the word.
Different Roots!
Get data on your content performance, use it
for smarter targeting.
25%
Viewe
100%
Viewe
SCROLL DEPTH, WHICH CONTENT IS WORTH
BOOSTING?
Scroll Depth by source
STOP With The…
OMG MOBILE INDEX!
©2016 Seer Interactive • p54
Before you pay,
check interaction / conversions on
mobile
Influencer Targeting
©2016 Seer Interactive • p59
Targeted Moz, Hubspot,
employees who might curate
© 2015 Seer Interactive • All Rights Reserved • Page ‹#›
Catch someone on a slow day
©2016 Seer Interactive • p65
Cost $75.12!
Build Lists (Buzzsumo) for Twitter Ads
LOOK-A-LIKE Audience
Learn Tableau, Data Studio, Power BI,
combine data sets
©2016 Seer Interactive • p73
4 axis instead of 2
©2016 Seer Interactive • p77
Just Keep Dumping The Data In…
PAA Results, = high funnel sites your
customers will be on at SOME point.
©2016 Seer Interactive • p80
Get every keyword you care about ranking for and
pull the PAA’s for all
©2016 Seer Interactive • p82
Display
Partner (email)
Target those writers
Search Query Reports + Word Clouds
©2016 Seer Interactive • p86
“Best Photo Editing Software”
or
“Get rid of those minor flaws”
“Your Touchup Secret is Safe ...
Go Deep w/ Event Triggers
On organic assets
©2016 Seer Interactive • p91
Remarket to people who clicked on Military
with different creative, copy, bids
Exclude people...
Use Analytics to Better Qualify Expensive
Keywords
Thank You!
@wilreynolds
Breaking Out Of My Own Silo Turing 2017
Breaking Out Of My Own Silo Turing 2017
Breaking Out Of My Own Silo Turing 2017
Breaking Out Of My Own Silo Turing 2017
Breaking Out Of My Own Silo Turing 2017
Breaking Out Of My Own Silo Turing 2017
Breaking Out Of My Own Silo Turing 2017
Breaking Out Of My Own Silo Turing 2017
Breaking Out Of My Own Silo Turing 2017
Breaking Out Of My Own Silo Turing 2017
Breaking Out Of My Own Silo Turing 2017
Breaking Out Of My Own Silo Turing 2017
Breaking Out Of My Own Silo Turing 2017
Breaking Out Of My Own Silo Turing 2017
Breaking Out Of My Own Silo Turing 2017
Breaking Out Of My Own Silo Turing 2017
Breaking Out Of My Own Silo Turing 2017
Breaking Out Of My Own Silo Turing 2017
Breaking Out Of My Own Silo Turing 2017
Breaking Out Of My Own Silo Turing 2017
Breaking Out Of My Own Silo Turing 2017
Breaking Out Of My Own Silo Turing 2017
Breaking Out Of My Own Silo Turing 2017
Breaking Out Of My Own Silo Turing 2017
Breaking Out Of My Own Silo Turing 2017
Breaking Out Of My Own Silo Turing 2017
Breaking Out Of My Own Silo Turing 2017
Breaking Out Of My Own Silo Turing 2017
Breaking Out Of My Own Silo Turing 2017
Breaking Out Of My Own Silo Turing 2017
Breaking Out Of My Own Silo Turing 2017
Breaking Out Of My Own Silo Turing 2017
Breaking Out Of My Own Silo Turing 2017
Breaking Out Of My Own Silo Turing 2017
Breaking Out Of My Own Silo Turing 2017
Breaking Out Of My Own Silo Turing 2017
Breaking Out Of My Own Silo Turing 2017
Breaking Out Of My Own Silo Turing 2017
Breaking Out Of My Own Silo Turing 2017
Breaking Out Of My Own Silo Turing 2017
Breaking Out Of My Own Silo Turing 2017
Breaking Out Of My Own Silo Turing 2017
Breaking Out Of My Own Silo Turing 2017
Breaking Out Of My Own Silo Turing 2017
Breaking Out Of My Own Silo Turing 2017
Breaking Out Of My Own Silo Turing 2017
Breaking Out Of My Own Silo Turing 2017
Breaking Out Of My Own Silo Turing 2017
Breaking Out Of My Own Silo Turing 2017
Breaking Out Of My Own Silo Turing 2017
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Breaking Out Of My Own Silo Turing 2017

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Presentation where I give quick examples of wins I've been able to uncover for clients by using tools that belong to "other" divisions, from IBM Watson, to PPC data, to Power BI.

Published in: Business
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Breaking Out Of My Own Silo Turing 2017

  1. 1. Breaking out of my own Silo @wilreynolds
  2. 2. ©2016 Seer Interactive • p2 Regardless of what part of Marketing you do…
  3. 3. Follow The Money
  4. 4. ©2016 Seer Interactive • p6 That’s why I started spending more time on paid
  5. 5. ©2016 Seer Interactive • p7 Starts With The Searchers, Understand Where Marketing is Failing
  6. 6. SEO Company
  7. 7. ©2016 Seer Interactive • p17 HMMMMMM That is Lots of waste in paid!
  8. 8. Seek out major disconnects between PPC landing pages and organic ones
  9. 9. Tool: IBM Watson (Bluemix)
  10. 10. ©2016 Seer Interactive • p23 Assume Organic = Better Answer :)
  11. 11. Compare the Related Searches to Searcher Intent
  12. 12. ©2016 Seer Interactive • p26 Small Business CRM Related “BEST”
  13. 13. ©2016 Seer Interactive • p29 Best = Comparison Query Guide me to an answer, Paid…
  14. 14. AD COPY DISCONNECTS
  15. 15. ©2016 Seer Interactive • p36 Best Small Business CRM
  16. 16. ©2016 Seer Interactive • p39 Built a Page that provides guidance, Get rewarded!
  17. 17. PPC vs SEO Emotional Connection
  18. 18. ©2016 Seer Interactive • p42 3 examples Where feeling matters more than the word.
  19. 19. Different Roots!
  20. 20. Get data on your content performance, use it for smarter targeting.
  21. 21. 25% Viewe
  22. 22. 100% Viewe
  23. 23. SCROLL DEPTH, WHICH CONTENT IS WORTH BOOSTING?
  24. 24. Scroll Depth by source
  25. 25. STOP With The… OMG MOBILE INDEX!
  26. 26. ©2016 Seer Interactive • p54 Before you pay, check interaction / conversions on mobile
  27. 27. Influencer Targeting
  28. 28. ©2016 Seer Interactive • p59 Targeted Moz, Hubspot, employees who might curate
  29. 29. © 2015 Seer Interactive • All Rights Reserved • Page ‹#› Catch someone on a slow day
  30. 30. ©2016 Seer Interactive • p65 Cost $75.12!
  31. 31. Build Lists (Buzzsumo) for Twitter Ads
  32. 32. LOOK-A-LIKE Audience
  33. 33. Learn Tableau, Data Studio, Power BI, combine data sets
  34. 34. ©2016 Seer Interactive • p73 4 axis instead of 2
  35. 35. ©2016 Seer Interactive • p77 Just Keep Dumping The Data In…
  36. 36. PAA Results, = high funnel sites your customers will be on at SOME point.
  37. 37. ©2016 Seer Interactive • p80 Get every keyword you care about ranking for and pull the PAA’s for all
  38. 38. ©2016 Seer Interactive • p82 Display Partner (email) Target those writers
  39. 39. Search Query Reports + Word Clouds
  40. 40. ©2016 Seer Interactive • p86 “Best Photo Editing Software” or “Get rid of those minor flaws” “Your Touchup Secret is Safe With Us”
  41. 41. Go Deep w/ Event Triggers On organic assets
  42. 42. ©2016 Seer Interactive • p91 Remarket to people who clicked on Military with different creative, copy, bids Exclude people who have less than 2 executive offices
  43. 43. Use Analytics to Better Qualify Expensive Keywords
  44. 44. Thank You! @wilreynolds

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