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Disruption, Loyalty, and the role SEO plays in customer lifecycle

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In SEO disruption is a constant, its the only constant. Whatever you work on today will be turned on its head at some point. This presentation seeks to find the un-disruptable parts of marketing, Trust, Loyalty, Etc to show how search thinking can influence those as well. We move into the impact that content has on how people feel about your brand, good and bad. Lastly we show examples of what could be if we focused on using search as a tool to solve people's problems vs just a tool to get rankings and traffic.

Published in: Marketing

Disruption, Loyalty, and the role SEO plays in customer lifecycle

  1. 1. Disruptions all around
  2. 2. Decided to go back to the classics - 1890’s
  3. 3. @wilreynolds
  4. 4. @wilreynolds The best ads, ask no one to buy, but they are based on the knowledge of human nature, writers know how people are led to buy.
  5. 5. Belief Understanding how people make decisions is a skill that is Undisruptable
  6. 6. That is a… greater skill Than understanding how Google works
  7. 7. Apply how Google works to my understanding of how people work
  8. 8. The Best Marketers Understand People’s Needs…
  9. 9. Since when is it disruptive to solve a customer problem? smelly car Hungry annoyed Can’t communicate
  10. 10. HOW DO YOU HANDLE DISRUPTION HTTP://BIT.LY/DEATH10LINKS
  11. 11. How do you feel about these two bands?
  12. 12. Competitors, Lie in wait
  13. 13. Competitors, Lie in wait
  14. 14. Competitors, Lie in wait Sink these into YOU!
  15. 15. Turn you into THIS!!
  16. 16. Let’s Disrupt OURSELVES before someone else does… https://www.flickr.com/photos/amanky/
  17. 17. Loyalty is (mostly) UNDISRUPTABLE
  18. 18. Smart Companies… Disrupt Themselves Avoid rented platforms Apple Music Google Now Facebook (Instagram) Amazon Prime + Echo
  19. 19. Smart Marketers… Disrupt Themselves Avoid rented platforms Apple Music Google Now Facebook (Instagram) Amazon Prime + Echo
  20. 20. A 2010 SEO strategy won’t work in 2015 Have you changed? 10x?
  21. 21. Don’t become marketing’s carcass Prioritizing Channel over Audience Problems?
  22. 22. Marketing AMPLIFIES Doesn’t Fix!!
  23. 23. Picnic Pants
  24. 24. UX Fail!
  25. 25. Marketing that doesn’t focus on people is getting old
  26. 26. Connect Tactics to People’s Needs to Business Outcomes
  27. 27. Digitally, Needs are Met with Content and often starts with a little box…
  28. 28. Choice is yours
  29. 29. BE A CONTENT HERO
  30. 30. Who needs external batteries
  31. 31. SEO First Step – Go Here
  32. 32. Who Needs External Batteries VS. Who Searched for External Batteries
  33. 33. Who Needs External Batteries AND Who Searched for External Batteries
  34. 34. How do we get there?
  35. 35. STEP 1: RAISE YOUR FLAG
  36. 36. STEP 2: GET LOUD
  37. 37. Think… Different
  38. 38. WE COULD BE THE PEOPLE WHO HELP PEOPLE FIND SOLUTIONS
  39. 39. MAIDS LOST WEIGHT WHEN TOLD THAT THEIR DAY TO DAY IS EXERCISE
  40. 40. WE ARE THE PEOPLE WHO HELP PEOPLE WHO ARE LOST FIND ANSWERS
  41. 41. Deflect Disruptions by focusing on your customers Needs & Aspirations https://www.flickr.com/photos/benny4bs/
  42. 42. CHANNEL FIRST = RUNNING DRY
  43. 43. Winning At Search Losing At People
  44. 44. EXAMPLES
  45. 45. 6 year head start Competitor launched 18 months BEAT
  46. 46. ONE FOCUSED HERE
  47. 47. GOT IT!!
  48. 48. ONE FOCUSED HERE
  49. 49. ON THE FEELING OF RELAXATION ADVENTURE NEW THINGS
  50. 50. Who is going to rank better in 2018 AND Have a stronger brand?
  51. 51. LET’S TAKE A LOOK BACK
  52. 52. Get a disproportional amount of media coverage Drive brand awareness by being part of the cultural conversation Through Social & Media engagement drive a better SEO footprint to drive bookings in Berlin
  53. 53. Get a disproportional amount of media coverage (200 media hits) Drive brand awareness by being part of the cultural conversation (2.2% of convo) Through Social & Media engagement drive a better SEO footprint to drive bookings in Berlin (???)
  54. 54. 2+ Million
  55. 55. Once Algo’s Get This VRBO?
  56. 56. It’s 1900, You are hired…
  57. 57. Choice is yours
  58. 58. “Tail” of two airlines
  59. 59. Shorter Virgin Video
  60. 60. What CHOICES did each company make? BOTH had to produce the SAME “content”…
  61. 61. Reality: Travel feels like this
  62. 62. Insert Smimsek slide People want to see ME & hear what I have to say before takeoff
  63. 63. Let’s do something FUN, that makes people want to dance before takeoff
  64. 64. Let’s do something FUN, that makes peop want to dance before takeoff
  65. 65. Brand we admire Go the extra mile for customers Disrupt
  66. 66. Another Industry Making a Comeback…
  67. 67. TELEVISION = DISRUPTED
  68. 68. TV is Rising
  69. 69. Stay paranoid
  70. 70. THE DANGERS OF LIFE ARE INFINITE & AMONG THEM IS SAFETY
  71. 71. Now, THIS!!!
  72. 72. Dollar Shave Club video Dollar Shave Club
  73. 73. Every touchpoint reinforces the message
  74. 74. Bill Boards
  75. 75. Mailchimp
  76. 76. Mailchimp
  77. 77. Old Media, still ain’t getting it…
  78. 78. Old Media Ain’t Getting’ It
  79. 79. New Media, Didn’t we already go through this…
  80. 80. Didn’t we already go through this…
  81. 81. These Pop-ups Won’t Go Away
  82. 82. Might as Well Scroll Sideways
  83. 83. Got the product and audience right then poured fuel on the fire with TV. (Trust + Reach)
  84. 84. BE READY AT ANY MOMENT TO GIVE UP WHAT YOU ARE FOR WHAT YOU MIGHT BECOME.
  85. 85. 1900
  86. 86. @wilreynolds Use Content To Sell More TIRES
  87. 87. @wilreynolds No Pinterest No Facebook No E-mail NO GOOGLE!
  88. 88. @wilreynolds Content Marketing since
  89. 89. @wilreynolds https://www.flickr.com/photos/anacronicos Get him to DRIVE MORE
  90. 90. @wilreynolds https://www.flickr.com/photos/125261545@N03/ Worn Tires
  91. 91. @wilreynolds https://www.flickr.com/photos/125261545@N03/ More miles is more MONEY!!
  92. 92. Understand the Need (explore, new to talk about) Apply to the Business (sell tires)
  93. 93. Average content can LOWER Brand Perception Trust Loyalty
  94. 94. Trust is hard to disrupt
  95. 95. Pacemakers
  96. 96. Is your content building Trust & Loyalty momentum
  97. 97. My Journey
  98. 98. I’m here
  99. 99. Didn’t do this
  100. 100. Or this
  101. 101. No Genie In a Bottle
  102. 102. So wait, Wil, are you saying people make decisions on beliefs reputation trust
  103. 103. So if you only focus on what people type into boxes… YOU ARE GOING TO BE DISRUPTED!!
  104. 104. RE:DEFINE SEO
  105. 105. Not Tracked To Specific ROI 20%
  106. 106. STAY PARANOID
  107. 107. Pinterest is a Database of your Aspirations
  108. 108. bit.ly/seerpinterestguide
  109. 109. 0 links 0 outreach Ranks well, evergreen HELPS PEOPLE Delights
  110. 110. Delights people, builds traffic, brand for ever ever, for ever ever
  111. 111. Lesson: The best marketing is rarely created by only ONE discipline
  112. 112. Missed the direct searcher Missed the social audience Missing traffic for ever ever, for ever ever
  113. 113. Missing an OPPPORTUNITY to help people find their dogs, for ever ever!
  114. 114. When the old & new combine!
  115. 115. How do I get started? Take the piece of content your customers love most, and spend < $1,000 promoting it via audience targeting. I Spent 4 weeks & $850, forever changed how I will do marketing.
  116. 116. Relevant Took someone time Looked Good
  117. 117. Reduce the Abstract
  118. 118. You Got A Chance Make People feel Great or Make People feel Manipulated
  119. 119. Which group is Google seeking to disrupt?
  120. 120. Which side are you on?

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