integrated marketing - how seo's can own more of the funnel
DESCRIPTION
How SEO's can own more of the marketing funnel and why they should.TRANSCRIPT
![Page 1: Integrated Marketing - How SEO's can own more of the Funnel](https://reader038.vdocuments.us/reader038/viewer/2022110118/554d06d3b4c905d4568b492e/html5/thumbnails/1.jpg)
© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Integrated MarketingWhy SEO’s should own it all
… <evil>muhahahaha</evil>
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Page 2© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Kieran Flanagan
Online Marketing Manager (EMEA) – Marketo
[email protected]@searchbrat
Integrated Marketing, Speaking & Writing, Building Sites, Sneakers & Battle Raps
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Page 3© 2012 Marketo, Inc. Marketo Proprietary and Confidential
I am a FORMER
seowho now owns this
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Page 4© 2012 Marketo, Inc. Marketo Proprietary and Confidential
![Page 5: Integrated Marketing - How SEO's can own more of the Funnel](https://reader038.vdocuments.us/reader038/viewer/2022110118/554d06d3b4c905d4568b492e/html5/thumbnails/5.jpg)
Page 5© 2012 Marketo, Inc. Marketo Proprietary and Confidential
And develops
Integrated Marketingstrategies that incorporate a lot of this
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Page 6© 2012 Marketo, Inc. Marketo Proprietary and Confidential
![Page 7: Integrated Marketing - How SEO's can own more of the Funnel](https://reader038.vdocuments.us/reader038/viewer/2022110118/554d06d3b4c905d4568b492e/html5/thumbnails/7.jpg)
Page 7© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Why Integrated?
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Creates Top of Funnel Magic
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Page 9© 2012 Marketo, Inc. Marketo Proprietary and Confidential
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Beyond Keywords
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Page 11© 2012 Marketo, Inc. Marketo Proprietary and Confidential
we already
Model
search behavior across the funnel
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[Mens Watches €3.19]
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Page 13© 2012 Marketo, Inc. Marketo Proprietary and Confidential
[Mens Watches €3.19]
[Cool Mens Watches 2012 €4.50]
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[Mens Watches €3.19]
[Cool Mens Watches 2012 €4.50]
[Mens Lego Watches €5.19]
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Page 15© 2012 Marketo, Inc. Marketo Proprietary and Confidential
[Mens Watches €3.19]
[Cool Mens Watches 2012 €4.50]
[Mens Lego Watches €5.19]
[Buy pop hours watch]
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Page 16© 2012 Marketo, Inc. Marketo Proprietary and Confidential
so we can create
Keyword Maps
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Page 17© 2012 Marketo, Inc. Marketo Proprietary and Confidential
HomeInteractive Guide
Home / Interactive Guide / Comparison Chart
Comparison Chart
Conversion:
Shopping Cart
[Mens Watches] [Cool Mens Watches 2012] [Mens Lego Watches] [buy pop hours watch]
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Page 18© 2012 Marketo, Inc. Marketo Proprietary and Confidential
#ThinkIntegrated
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Page 19© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Let’s
Model
the “Whole” Customer
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Page 20© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Analytics
Surveys(Google Customer
Surveys)Facebook Ad
Planner
Google Ad Planner
Quantcast
CompeteSocial Mention
Amplicate
Radian6
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“People don’t buy what you do, they buy why you do it”
- Simon Sinek
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Page 23© 2012 Marketo, Inc. Marketo Proprietary and Confidential
this develops
Content that ResonatesCommunity that EngagesDisplay/Retargeting that worksEmails that get opened
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Page 24© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Get AdvancedMike King – Keyword Level Demographics
AimClear – Psychographic Targeting Unhinged!! The Zen of the “Whole Customer” Persona Modeling
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Content That Works
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Page 26© 2012 Marketo, Inc. Marketo Proprietary and Confidential
we already
Audita site to please the engines
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Page 27© 2012 Marketo, Inc. Marketo Proprietary and Confidential
#ThinkIntegrated
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Page 28© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Let’s
Auditour Content and build a strategy to amaze
our prospects
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Page 29© 2012 Marketo, Inc. Marketo Proprietary and Confidential
“Your sweet spot is the exact area of your company’s expertise. It’s the thing you are uniquely positioned to talk about”
- Doug Kessler
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… what are my competitors doing? (Social Crawlytics).
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… what could I be doing ?
type of content topic covered buyer persona
date created customers
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Content’s Important in B2B & B2C
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this developsThought Leader in your marketFree Visits, Links & SharesReduce Bounce RateIncrease Engagement MetricsImproved CRO Results
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Earned PR
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How can I get people to
Vote for MEMe
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Vs
LRD – 452 (40% for “SEO”)Social ?
LRD – 1,195 (0.17% for “SEO”)Social ?
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LRD – 452 (40% for “SEO”)Social ?
Lots of these are “Toxic”
http://bit.ly/e21fcA
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#ThinkIntegrated
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Audience + Content =
#Awesomeness
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they understand their audience
the small business
champion
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http://bit.ly/ek4CJm
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411 links
from 111 domains
and over3500 shares
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won’t happen by itself, we need to
Outreach
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Links & Share Potential
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+ Scraper
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better yet
Include Them
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Metrics
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Go beyond
Search Metrics
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#ThinkIntegrated
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Multi Channel Funnels (Custom)
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Example
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[email protected]@searchbrat
http://bit.ly/yJidklas seen on ..
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And Finally
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Tickets for the match?