how to use online search to build your brand
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Copyright by Debra Zahay 2013
Search = Branding = Strategy
Dr. Debra Zahay @zahay
Full Professor of Marketing at Aurora University
and President, Zahay, Inc.
Stukent Webinar Series
Copyright by Debra Zahay 2013
Agenda
• Who am I?
• What is digital marketing?
• The changing face of branding/purchasing is changing.
• How the simulation reflects reality.
• A Practical Blueprint for Keyword Strategies to implement your company strategy.
Copyright by Debra Zahay 2013
I followed my questions to Academia
Information Systems
Sales/Marketing/Databases
IMC &
More Databases
????
Ph.D.
Copyright by Debra Zahay 2013
Over 700 Article Citations
Co-Author: Leading Intern Textbook
Copyright by Debra Zahay 2013
Editor: Journal of Research in Interactive Marketing
Copyright by Debra Zahay 2013
Co-Author: Leading Internet Marketing Textbook
Copyright by Debra Zahay 2013
Forthcoming: Business Experts Press, Digital Marketing Management
Copyright by Debra Zahay 2013
Forthcoming:
Zahay, Roberts
Copyright by Debra Zahay 2013
Also Forthcoming …..
Spiller and Zahay, Eds.
Copyright by Debra Zahay 2013
Teaching Portfolio
• Undergraduate Digital Marketing Minor
• Internet Marketing (Stukent SIM), Adwords
• Social Media Marketing, Hootsuite, Google analytics
• IMC
• Graduate Master of Science in Digital Marketing and Analytics
• Digital Marketing (Stukent SIM)
• Database Marketing and Analytics (SPSS/Modeler)
• Data Mining and Visualization (SPSS/Tableau)
Copyright by Debra Zahay 2013
Figure 1.2
Beyond?
Digital=Engagement
Interactive=Conversation
Internet=Technology
Direct=Customer Response
Copyright by Debra Zahay 2013
Digital marketing can be defined as: Using any digital technology to facilitate the marketing process, with the end goal to facilitate customer interaction and engagement
Copyright by Debra Zahay 2013
Digital Marketing is the Responsibility of the Executive Suite
Copyright by Debra Zahay 2013
Set objectives for cross-channels
Web Objectives
Search
Social
Mobile
Copyright by Debra Zahay 2013
How the simulation mirrors reality
Web Objectives
Paid Search
Organic Search
Copyright by Debra Zahay 2013
The Customer Lifecycle supports our mission (Thanks Dr. Charlotte Mason)
Attract & Acquire:
Search, Website, Social
Media
Retain & Engage: Campaign management,
CRM Systems, Email, Customer Experience
Target
Market
Prospect
Responder
Responder
New
Customer
Voluntary
Leaver
Forced
Leaver?
Former
Customer
Winback
Pote
ntial Cust
om
ers
High
Potential
High
Value
Low
Value
Retained or
repeat customer
Lead
nurturing,
Demand
generation
Copyright by Debra Zahay 2013
Brand Image
Brand Story
Brand Awareness
Brand Recognition
Brand Equity
High Search Rankings
Search and Branding are Interwoven
Copyright by Debra Zahay 2013
To succeed in search marketing, your brand, your products and your company must be known.
Copyright by Debra Zahay 2013
You must also have a point of difference that can be conveyed easily.
Copyright by Debra Zahay 2013
The Buying Process Begins with Search • 78% of buyers of B2B products begin process via a search
engine
• 93% of consumers begin their process with search
• Good web design aids search
Copyright by Debra Zahay 2013
Problem / Need
Awareness Consideration Purchase Post
Purchase Experience
Loyalty / Re-purchase
Traditional Purchase Journey
Thanks to Steve Susina from LyonsCG
Copyright by Debra Zahay 2013
The New Purchase Process
Contact Salesperson/Go
online
Compare Vendors
Conduct Research
Copyright by Debra Zahay 2013
Age of Consumer Empowerment
• Much of the buying process takes place before the first interaction with the vendor
Source: Marketo, Sirius Decisions, Forrester Research, Steve Susina
Purchase Journey Today
Copyright by Debra Zahay 2013
“Influence of Online Research Over Purchase Decisions Expanding Beyond Big Ticket Items” -- Radius GMR, 5/2013
Consumers want the Facts in All Areas, including B2B
Copyright by Debra Zahay 2013
The Sales Funnel Has Changed
Copyright by Debra Zahay 2013
Search = Strategy =Branding
Copyright by Debra Zahay 2013
To THE TARGET MARKET, Our Company Name is the PRODUCT CATEGORY that POINT OF DIFFRENCE
Copyright by Debra Zahay 2013
Practical Tips
• Develop a list of what makes your company unique.
• Write down how you deliver value.
• Using Google Trends and the keywordtool.io, if available, develop a list of keywords that might relate to your company and/or your brand value. Focus on customer INTENT.
• Make list of your broad marketing objectives using “Attract, Acquire, Retain, Engage.”
• Group the keywords above into categories that might relate to specific objectives.
• Develop a list of website/mobile site goals according to these broad objectives; In this case be specific, i.e., “Customers should come to the site to register.”
Copyright by Debra Zahay 2013
Example
• We have the largest selection of Android tablet computers.
• We wish to attract customers to our website.
• Let’s develop a list of keywords.
Copyright by Debra Zahay 2013
Copyright by Debra Zahay 2013
Copyright by Debra Zahay 2013
New Example
• New Point of Difference: Our site can help compare tablets.
• Broad Objective: We wish to ATTRACT customers to our website.
• “android table tvs. Ipad” and similar terms look good.
• Goals: Encourage them to register for our email newsletter, download a comparative whitepaper.
Copyright by Debra Zahay 2013
A Word about Email
• Still widely used
• The unsung engine of Internet Marketing
• How we develop relationships
• Click through rates between 2-5%
Copyright by Debra Zahay 2013
Summary
• Digital marketing means using digital technology to create engagement.
• Customers want to engage online.
• The simulation reflects the trends in digital marketing.
• Define your strategy, use keywords to reinforce on your website to optimize paid and organic search.
Copyright by Debra Zahay 2013
Questions?
Copyright by Debra Zahay 2013
Contact information
• Dr. Debra Zahay-Blatz
• http://www.zahay.com
• dzahayblatz@aurora.edu
• @zahay
• THE BLOG: datadrivendigitalmarketing.blogspot.com
• The G+ Community Internet Marketing
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