Deep Understanding of Search Often Falls on Deaf Ears

© Advanced Media Productions

AdvMediaProductions.com

Deep Understanding of Search Often Falls on Deaf Ears

Louise RijkVice President of Marketing and Sales

Advanced Media Productions

Search Marketing Vs. Traditional Marketing

5 Customer Evolution StepsSearch Marketing Vs. Traditional Marketing:



PreBeginning

MiddleEnd

Spread

Awareness

Familiarity

Consideration

Purchase

Advocacy

Need

SearchChoice

s

Call to Action

Buzz

Buying Cycle

Internet

Need

Sales

Time



Why Search?Search Marketing Vs. Traditional Marketing:

- Users are already in the buying cycle

- Branding

- Long-tail Keywords




PreBeginning

MiddleEnd

Spread

Awareness

Familiarity

Consideration

Purchase

Advocacy

Need

SearchChoice

s

Call to Action

Buzz

Buying Cycle

Internet

Need

Sales

Time

Organic or Algorithmic Web Search- Blended search/Universal, personalized and local search

Vertical Organic Search- Image search, video search, shopping search, news search, blog search

Organic Real-time Search- Twitter Search

Paid Search- National and local PPC – Yahoo! Search Marketing, Google AdWords and MSN AdCenter

“Types” of Search



Search Marketing Vs. Traditional Marketing:

Keywords



1. Research and assign value

2. Selection and exclusion

3. Refine the list


Keyword Tools



Google AdWords Keyword Tool- Generates ideas based on user input- Scans a pre-existing site for related keywords

Google Search-based Keyword Tool- Ability to sign-in and add directly to AdWords- Based on actual search queries

WordTracker- Generates ideas based on user input- 3rd party

SpyFu- “Spy” on your competition- Access to advertising spend information




Web Site

Hosted Video

Podcasts

Blogs Press Releases

White Papers (PDF)

Google Search Engine

ImagesGoogle Crawl

Digital Asset Optimization: Hosted ContentSearch Marketing Vs. Traditional Marketing:



Posting

News/Tip Sheets/How To’s(Digg/StumbleUpon)

PowerPointPresentations

(SlideShare.net)

Posted Video(Video Sharing – YouTube)

Posted Images(Image Sharing – Flickr)

Press/News Releases(PR Web, BusinessWire, PRLeap)

Digital Asset Optimization: Posted ContentSearch Marketing Vs. Traditional Marketing:




PreBeginning

MiddleEnd

Spread

Awareness

Familiarity

Consideration

Purchase

Advocacy

Need

SearchChoice

s

Call to Action

Buzz

Buying Cycle

Internet

Need

Sales

Time



- Identify personas (different types of audiences)

- Set goals

- What’s the “Marketing Message”?

- Assign your call-to-action

- “Path to Conversion”

- Report

- Test, test, test!

ConversionSearch Marketing Vs. Traditional Marketing:




PreBeginning

MiddleEnd

Spread

Awareness

Familiarity

Consideration

Purchase

Advocacy

Need

SearchChoice

s

Call to Action

Buzz

Buying Cycle

Internet

Need

Sales

Time



Social Media Applications- MySpace, Facebook (Social Networking)- LinkedIn, Plaxo (Business Social Networking)- Flickr (Photo Sharing)- YouTube (Video Sharing)- Digg, Reddit (News Sharing)- Del.icio.us (Bookmark Sharing)- Twitter (Microblogging)






Tips for Using Social Media- Educate Your Management and Organization About Social Media

- Set Clear Goals for Measuring Success

- Be Honest, Disclosure and Be Transparent About Who You Are

- Engage and Educate. Don’t Try To Promote and Hard Sell

- Welcome Feedback, Both Positive and Negative

- Use Rich Media (Video, Audio and Animation)


Thank You!

Louise RijkVice President of Sales and MarketingAdvanced Media Productions

888-755-5151 x17Twitter: @LouiseRijk

www.AdvMediaProductions.comTwitter: @AdvancedMedia




Deep Understanding of Search Often Falls on Deaf Ears

Business

generates

search choices

search marketing

traditional

user input

search

test

twitter