Search Marketing Success Blueprint [Webcast]
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SEARCH MARKETING SUCCESS BLUEPRINT | #AISMediaEdu
Interactive Webinar Agenda
Online Survey
Live Tweeting
Tweeting LIVE #AISMediaEdu Special Offer
Presentation
Amplified. Digital Marketing Performance
ATTRACT ENGAGE
CONVERT SEARCH MARKETING SUCCESS BLUEPRINT | #AISMediaEdu
SOCIAL
CRM & MA
ANALYTICS
SEARCH EMAIL
DESIGN
STRATEGY
CONTENT
SEARCH MARKETING SUCCESS BLUEPRINT | #AISMediaEdu
1990 Prodigy, CompuServe
1991 America Online
1992 SMS Messaging
1994 First Online Display Ad
1995 Yahoo Search Engine
1996 Email Marketing
1997 AIS Media Launched, Mobile Payments, SEO
1998 SEM & Google
2000 PPC, AdWords, Google Mobile Advertising
2003 LinkedIn, WordPress, MySpace
2004 Mobile First, Yelp, Responsive Web Design, Facebook
2005 Google Analytics, SEO, YouTube
2006 Twitter, Marketing Automation
2007 iPhone, App Store, Geotargeting, Tumblr
2008 Facebook Ads
2010 iPad, Instagram, Internet Surpasses Newspaper
2009 Bing
2011 Google+, Pinterest, Snapchat
2014 Mobile Surpasses Desktop Users, Omni Channel
2015 Wearables
2016+ Internet of Things, Mobile Overtakes Email & Social, Online Ad Spend Equivalent to TV Spend
2012 Infographics, Visual Content Marketing
2013 iBeacon, Micro-location
2020 2010 2000 1990
The Marketing Evolution
Copyright 2015. All rights reserved.
SEARCH MARKETING Success Blueprint
SEARCH MARKETING SUCCESS BLUEPRINT | #AISMediaEdu
62%
38%
42%
48%
42%
32%
38%
62%
58%
52%
58%
68%
Social
Organic Search
Paid Search
Display
Direct
Industry: Healthcare
Awareness Consideration Conversion Intent
Source: GoogleInsights
Channel Roles in the Patient Journey (Assist vs. Conversion)
SEARCH MARKETING Success Blueprint
SEARCH MARKETING SUCCESS BLUEPRINT | #AISMediaEdu
Copyright 2015. All rights reserved.
Videos Articles Webinar Use Case Specs PR
SOCIAL
SEO
WEB PRESENCE
MARKETING AUTOMATION
LEADS / SALES
DESIGN
CONVERSION
Papers
CRM
1 2
3
5 DISPLAY
CONTENT
DIG
ITA
L M
AR
KE
TIN
G
CH
AN
NE
LS PPC
TECHNOLOGY 4
ANALYTICS & OPTIMIZATION
SEARCH MARKETING Success Blueprint
SEARCH MARKETING SUCCESS BLUEPRINT | #AISMediaEdu
Integrated Digital Marketing Model
SEO Signals
1. Align effective strategy to your business goals 2. Highly effective keyword selection 3. Implement keyword mapping to your website 4. Content optimization 5. Measure success
5 Steps to Search Marketing Success SEARCH MARKETING Success Blueprint
SEARCH MARKETING SUCCESS BLUEPRINT | #AISMediaEdu
1. Increase Traffic 2. Drive Brand Awareness 3. Generate Leads 4. Generate Sales
Define Your Goal SEARCH MARKETING Success Blueprint
SEARCH MARKETING SUCCESS BLUEPRINT | #AISMediaEdu
1. Pay-Per-Click (PPC) 2. Search Engine Optimization (SEO) 3. Social Media Marketing 4. Mobile Search
How To Increase Traffic SEARCH MARKETING Success Blueprint
SEARCH MARKETING SUCCESS BLUEPRINT | #AISMediaEdu
Source:GoogleCompete
SEARCH MARKETING Success Blueprint
SEARCH MARKETING SUCCESS BLUEPRINT | #AISMediaEdu
of those looking for health information start with search engines 88%
Patients Google their symptoms and attempt to self-diagnose.
SEARCH MARKETING Success Blueprint
SEARCH MARKETING SUCCESS BLUEPRINT | #AISMediaEdu
89.82% of people click links on the first page of search results.
Key search behavior facts we know…
Source: Wordstream
SEARCH MARKETING Success Blueprint
SEARCH MARKETING SUCCESS BLUEPRINT | #AISMediaEdu
89.82% of people click links on the first page of search results.
45.5% couldn't distinguish paid from unpaid ads on search engine results.
Key search behavior facts we know…
Paid
Organic
Source: Wordstream
SEARCH MARKETING Success Blueprint
SEARCH MARKETING SUCCESS BLUEPRINT | #AISMediaEdu
Social sharing propels organic search rankings.
SEARCH MARKETING Success Blueprint
SEARCH MARKETING SUCCESS BLUEPRINT | #AISMediaEdu
of patients trust medical information shared by peers on social media
Source: Search Engine Watch
SEARCH MARKETING Success Blueprint
SEARCH MARKETING SUCCESS BLUEPRINT | #AISMediaEdu
90%
Source: Demi & Cooper Adver.sing & DC Interac.ve Group
SEARCH MARKETING Success Blueprint
SEARCH MARKETING SUCCESS BLUEPRINT | #AISMediaEdu
say social media would affect their choice of a specific doctor, hospital or medical facility. 41%
Mobile Has Surpassed Desktop
54.9 61.6
69.2 77.1
85.9 85.6
19.7
30.7
46
63.7
85.9
113.4
0
20
40
60
80
100
120
2011 2012 2013 2014 2015 2016
Bill
ions
U.S. Local Search: Mobile vs. Desktop
Desktop Mobile
Source: BIA/Kelsey
SEARCH MARKETING Success Blueprint
SEARCH MARKETING SUCCESS BLUEPRINT | #AISMediaEdu
Paul Matsen, Chief Marketing Officer
“Today, more than 63% of the traffic to our website comes from mobile devices, and
adapting rapidly to mobile has been critical to our success.”
SEARCH MARKETING Success Blueprint
SEARCH MARKETING SUCCESS BLUEPRINT | #AISMediaEdu
ü Pay-Per-Click (PPC) ü Search Engine Optimization (SEO) ü Social Media Marketing ü Mobile Search
How To Increase Traffic SEARCH MARKETING Success Blueprint
SEARCH MARKETING SUCCESS BLUEPRINT | #AISMediaEdu
Drive Brand Awareness SEARCH MARKETING Success Blueprint
SEARCH MARKETING SUCCESS BLUEPRINT | #AISMediaEdu
Formats that are good for building brand awareness: ü Custom infographics ü Practice overview video ü Executive interviews ü Trending blog posts ü Social media content
SEARCH MARKETING Success Blueprint
SEARCH MARKETING SUCCESS BLUEPRINT | #AISMediaEdu
Any practice can become a brand when they publish creative content and build
authority in their industry.
Lead Generation & Sales SEARCH MARKETING Success Blueprint
SEARCH MARKETING SUCCESS BLUEPRINT | #AISMediaEdu
Always keep in mind the patient journey: ü Strong CTA ü Engaging content ü Collecting info with forms ü Email opt-ins ü Website usability ü Keyword optimization
SEARCH MARKETING Success Blueprint
SEARCH MARKETING SUCCESS BLUEPRINT | #AISMediaEdu
What Makes A Keyword Highly Effective? þ More specific – less broad
þ Competitor’s keywords þ Relevancy þ Intent
High Value Keywords SEARCH MARKETING Success Blueprint
SEARCH MARKETING SUCCESS BLUEPRINT | #AISMediaEdu
Client Case Study: Medical Practice
c
Total Ranked Keywords
350% in three months
SEARCH MARKETING Success Blueprint
SEARCH MARKETING SUCCESS BLUEPRINT | #AISMediaEdu
How Is A Site Mapped? SEARCH MARKETING Success Blueprint
SEARCH MARKETING SUCCESS BLUEPRINT | #AISMediaEdu
Identify keywords
Perform a content audit
Identify pages with
high relevance &
topical value
Create focused
content to populate
those pages
Map a single
keyword to a single
URL
Optimize the pages
Promote the pages
A 7-Step Process To Mapping Keywords:
Copyright 2015. All rights reserved.
Content Audit SEARCH MARKETING Success Blueprint
SEARCH MARKETING SUCCESS BLUEPRINT | #AISMediaEdu
Awareness Consideration Decision
Videos
Trend Reports
Live Events
Demo Videos
Interac.ve Videos
Calculators
eBooks & Guides
eNewsleDers
Tes.monials
Analyst Reports
Case Studies
Whitepapers
Feature Guides
Infographics Ar.cles
Webinars
Quizzes & Widgets
Possible Solution
Interest
Researching Options
Evaluating Products
Narrowing Field
Social Vetting
Negotiation
Decision
Photos
Buyer Comm
itment Level
Ra.ngs & Reviews
Copyright AIS Media, Inc. 2014
SEARCH MARKETING Success Blueprint
SEARCH MARKETING SUCCESS BLUEPRINT | #AISMediaEdu
Appropriate Content At Each Stage
Example: Keyword Map SEARCH MARKETING Success Blueprint
SEARCH MARKETING SUCCESS BLUEPRINT | #AISMediaEdu
But First, Website Design SEARCH MARKETING Success Blueprint
SEARCH MARKETING SUCCESS BLUEPRINT | #AISMediaEdu
Expect a 40% increase in time and money if you begin search marketing without website
design.
Focus On Original Content SEARCH MARKETING Success Blueprint
While new search algorithms place higher importance on original content, adding various types and forms will improve your organic SEO campaign:
120% Engagement With One Good Photo
180% Engagement With One Photo Gallery
100% Engagement With One Video SEARCH MARKETING SUCCESS BLUEPRINT | #AISMediaEdu
Why? ü Google looks for fresh
content ü Rank higher in search ü Increase website
traffic means more leads
SEARCH MARKETING Success Blueprint
SEARCH MARKETING SUCCESS BLUEPRINT | #AISMediaEdu
Create Your Content Schedule
Changing Format & Audience • Improve SEO • Reinforce your message • Attract different patient personas • Leverage content to its fullest extent • Reach audience through different mediums
SEARCH MARKETING Success Blueprint
SEARCH MARKETING SUCCESS BLUEPRINT | #AISMediaEdu
Repurpose Content
Client Case Study: Urgent Care Clinic Trended Stack Rank Report
in five months 900%
SEARCH MARKETING Success Blueprint
SEARCH MARKETING SUCCESS BLUEPRINT | #AISMediaEdu
Client Case Study: Urgent Care Clinic
Organic Traffic Performance
833% In 5 months
Page 1 Rank 700% Page 2 Rank
140% Page 3 Rank
202% Page 4-10 Rank
SEARCH MARKETING Success Blueprint
SEARCH MARKETING SUCCESS BLUEPRINT | #AISMediaEdu
SEARCH MARKETING Success Blueprint
SEARCH MARKETING SUCCESS BLUEPRINT | #AISMediaEdu
How do you know if your campaign is successful?
What To Measure SEARCH MARKETING Success Blueprint
SEARCH MARKETING SUCCESS BLUEPRINT | #AISMediaEdu
þ Channels driving the most traffic þ Organic search ranking þ Site traffic (new visits) þ Average number of pages þ Exit page þ Bounce rate þ Social engagement þ Sharing þ Number of actions
TAKEAWAYS FOR SEARCH MARKETING SUCCCESS KEY 2015
1. Executable Strategy = Effective Strategy
2. Keyword selection, keyword mapping and content audit are crucial.
3. Create a schedule that repurposes content.
SEARCH MARKETING Success Blueprint
SEARCH MARKETING SUCCESS BLUEPRINT | #AISMediaEdu
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