Search marketing
Published on Nov 18, 2015
Hi Ali, this is the deck I created for the staff meeting.
MORE DECKS TO EXPLORE
PRESENTATION OUTLINE
PPC (pay-per-click)
- "Sprint"
- Paid Search
- Real-time Action
- $1-3 Each Click
60% of the buying decisions were made BEFORE talking to a supplier.
- Harvard Business Review
Photo by MDGovpics
b2b buying model
- Customers discover you via TRUSTED resources
- Traditional Model
- New Model: ZMOT (Zero Moment of Truth)
- Search, Network, Content & Reviews
Traditional Model:
1. Stimulus
2. First Moment of Truth (handshake)
3. Second Moment of Truth (contract)
New Model:
1. Stimulus
2. ZMOT: Search , network, content & reviews
3. First MOT...
1. Stimulus
2. First Moment of Truth (handshake)
3. Second Moment of Truth (contract)
New Model:
1. Stimulus
2. ZMOT: Search , network, content & reviews
3. First MOT...
Photo by Train Chartering & Private Rail Cars
b2b buying model
- Customers discover you via TRUSTED resources
- Traditional Model
- New Model: ZMOT (Zero Moment of Truth)
- Search, Network, Content & Reviews
Traditional Model:
1. Stimulus
2. First Moment of Truth (handshake)
3. Second Moment of Truth (contract)
New Model:
1. Stimulus
2. ZMOT: Search , network, content & reviews
3. First MOT...
1. Stimulus
2. First Moment of Truth (handshake)
3. Second Moment of Truth (contract)
New Model:
1. Stimulus
2. ZMOT: Search , network, content & reviews
3. First MOT...
Photo by Train Chartering & Private Rail Cars
seo ELEMENTS
- On-page SEO: Title, URL, Description
- Header, Content, Internal Links
- Off-page SEO: Link Building
Off-page SEO:
Link building (i.e. B2B Directories, Blog-word of confidence, Optimized Press Releases - keywords, Reciprocal linking w/MSI channel partners-credibility, Social Signals)
Vibrant, current discussion around your brand and products.
Link building (i.e. B2B Directories, Blog-word of confidence, Optimized Press Releases - keywords, Reciprocal linking w/MSI channel partners-credibility, Social Signals)
Vibrant, current discussion around your brand and products.
Photo by mrlins
next steps seo
KEYWORDS, KEYWORDS, KEYWORDS
NEXT STEPS:
Integrate keywords into social.
optimize your vertical: ask Lucid for help.
blog: comment is important too.
integrate SEO into PR: singular focus. relative. 1-2 keywords.
use keywords in tags on social posts; contextual relevance.
use keywords in social media (YouTube descriptions, etc.).
Link and share.
Integrate keywords into social.
optimize your vertical: ask Lucid for help.
blog: comment is important too.
integrate SEO into PR: singular focus. relative. 1-2 keywords.
use keywords in tags on social posts; contextual relevance.
use keywords in social media (YouTube descriptions, etc.).
Link and share.
Photo by infomatique
PPC is effective because it can target very specific searches with very relevant messages.
Photo by Pyrat Wesly
Search engine experience
- Query
- SERP (Search Engine Results Page)
- Landing Page
- CONTINUITY Is Key.
Photo by Garuna bor-bor
96% of people driven to your site leave without completing the actions you want them to take.
Photo by devinlynnx
remarketing integration
turn bouncers into leads
Remarketing Integration
static & dynamic ads
Benefits of remarketing:
turn abandoners/bouncers into leads
increase brand recall (thus increase branded searches)
increase repeat visitor rates and engagement
increase effectiveness of SEO and content marketing
static & dynamic ads
Benefits of remarketing:
turn abandoners/bouncers into leads
increase brand recall (thus increase branded searches)
increase repeat visitor rates and engagement
increase effectiveness of SEO and content marketing
Photo by { pranav }
channel partner integration
GTM FOCUS ON BRANDED, SOLUTION-DRIVEN ACTIVITIES
Channel partners bid heavily on product terms.
Photo by lucianvenutian
ALWAYS-ON CAMPAIGN
- Build History
- Higher Quality Score
- Constant Improvement
- Leverage KEYWORDS
- PPC & SEO: Better Together
Photo by dicau58
