meeting audiences where they are - vanessa fox

MEETING AUDIENCES WHERE THEY ARE

@vanessafox

W h o A r e T h e s e A u d i e n c e s ?W h a t D o T h e y W a n t ? W h e r e A r e T h e y ?H o w D o Y o u M e e t T h e m ?( A n d w h o a r e y o u , a n y w a y ? )

Who are you?? What do you want?? But why??

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W H E R E I S K A S B A H TA M A D OT ?

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L O O K I N G F O R S T U D E N T A I D

• htt p://studentaid.ed.gov/PORTALSWebApp/students/english/index.jsp• htt p://www2.ed.gov/fund/grants-college.html• htt p://www.students.gov/STUGOVWebApp/Public• htt p://www.college.gov/wps/portal/college?WCM_GLOBAL_CONTEXT=/

wps/wcm/connect/college/college/howtopay/howtopay

U S I N G S E A R C H E R P E R S O N A S

• Google Trends• Google AdWords Keyword

Planner• Wordtracker Questi ons Tool• Google Correlate• Bing Keyword Research Tools• Compete• Quantcast

www.marketingintheageofgoogle.com

The Essential Personal LifecycleTamara Adlin and John Pruitt

www.marketingintheageofgoogle.com

G O O G L E T R E N D S

G O O G L E A D W O R D S : C O M PA R E V O L U M E S

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Advanced Yoga: 5,720 Beginning Yoga: 101,277

C L U S T E R R E L AT E D T O P I C S : C R E AT E P E R S O N A S

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C A S U A L C A S S A N D R A

Task Cassandra Wants to

Accomplish

Sample Search Queries

How We Can Help Her Accomplish Her Task

What Else We Can Offer Her

Related Business Goal What Motivates Her Success metrics

I want to do yoga at home / not in a studio

yoga dvdyoga videoyoga books

Engaging heading about how site is like DVDs, videos, and books (but better) and shows video gallery

Save and track progress. Professional advice on best videos for you. Beyond beginner, intermediate, advanced. Easily accessible at home.

Watch a video

Register

• It’s free to try• It’s easy• Customized

for her level• Can start and

stop and progress is saved

• # videos watched

• # pages viewed

• Registration• Return/login

I want online yoga videos

yoga onlineyoga classes onlineyoga online workouts…

Show videos organized into beginning, immediate, advanced with progression

One stop shop for yoga videos. Not all teachers are created equal. Save and track progress. Customizability/personalized advice.

Watch a video

Register

• Free to try• Lots of

content• Air of

authority• Monitoring

progress• Centralized

resource

• # videos watched

• # pages viewed

• Registration• Return/login

I’m looking for a specific yoga pose

yoga posesyoga posturesyoga asanas

child’s posecorpse pose

Specific videos / articles related to single posesBrowsable library of posesMultiple definitions at different levels of detail

We can also give you full workouts with each pose. We can give you beginner to advanced training. You can track your mastery of poses.

View pose pages

Additional page views

• Easy, accurate, comprehensive

• Access to a full browsable library

• Return visits• Sharing• Watching

second video (after searched-for video)

I have a specific question about yoga

what is difference between pilates and yoga? can yoga help with fibromyalgia?can you do yoga when pregnant?

Comprehensive blog / knowledge baseDiscussion / ask the expert

Try it now! Videos related to questions. This is the place to get all your yoga questions answered.

View FAQ/blog pages

Additional page views

• It’s free to come back

• Comprehensive and credible (testimonials)

• There’s a live person to ask

• Return visits• Reading more

than one article

• sharing• Subscribe to

RSS• Watch a video

T H E S E A R C H F U N N E L

1. Search 2. Search Result

3. Page Content

4. Conversion

1 . TA S K A N D R E L AT E D S E A R C H E S

“I want more information about yoga”

2 . S E A R C H R E S U LT S

D O N ’ T M A K E M E T H I N K

3 . D O E S T H E PA G E A N S W E R T H E Q U E S T I O N ?

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D O E S I T R E A L LY A N S W E R T H E Q U E S T I O N ?

4 . C O M P E L L I N G C A L L T O A C T I O N

U S E S E A R C H D ATA T O M O T I V AT E C O N V E R S I O N

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GETTING STARTED

B R E A K I N G N E W S : G O O G L E T R E N D S

https://www.google.com/search?tbs=cdr:1,cd_min:9/10/2013,cd_max:9/10/2013&q=iPhone+5S

B R E A K I N G N E W S : G O O G L E N E W S

R E L AT E D T E R M S : T O P A N D R I S I N G

G O O G L E T R E N D S : R E G I O N A L I N T E R E S T

P R E V I O U S 1 2 M O N T H S

P R E V I O U S 3 0 D AY S

B E Y O N D B R E A K I N G N E W S

T R E N D S F O R O V E R A L L I N T E R E S T

R E L AT E D T O P I C S

A D W O R D S K E Y W O R D P L A N N E R

https://adwords.google.com/ko/KeywordPlanner

D E TA I L S F R O M A D W O R D S

R E V I E W E A C H PA G E

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L O O K AT H E A D L I N E S

• Your potenti al customers want to accomplish their tasks, not hear about how awesome you are

• Use search data to learn more about what your customers are searching for and the language that are using

• Categorize search query data into tasks and map each task to a page on your site

• Does each page solve the customer problem?

• Does each page providing a compelling call to acti on that moti vates the user to convert?

U S I N G S E A R C H DATA E F F EC T I V E LY