we are drowning in content @stephpchang
we are drowning in content
@stephpchang
…in 5 years, the amount of digital information created &
shared has exploded.
@stephpchang
@stephpchangSource
by 2015, there will
9 zettabytes of content on the web
@stephpchang
this makes search increasingly more important
@stephpchang
we need search to help find content
@stephpchang
that is most relevant to
specific individuals
@stephpchang
search technology will evolve to meet that need
@stephpchang
and show more personalized results
@stephpchangShow a result
whatIs the future of search?
@stephpchangAdd a Hummingbird image
targeted messaging
@stephpchang
founded on data
@stephpchang
such as the demographic and
user behavior of the individual
@stephpchang
howdoes this affect search
marketers….today?@stephpchang
Stretching Your Search Skills
STEPHANIE CHANG
search values
findability@stephpchang
findability used to look like this
@stephpchang
@stephpchang
getting to page 1 for a given keyword
isn’t enough anymore
@stephpchang
@stephpchang
same query – different results
search is no longer just
transactional@stephpchang
it’s becoming more personal
@stephpchang
user demographics are becoming more
important@stephpchang
our goal is to befindable to the
right people@stephpchang
1. user research
@stephpchang
2. testing targeted messaging
@stephpchang
3. applying learnings to search
@stephpchang
4. integrating core message onto multiple
channels
@stephpchang
we need to focus on
our users@stephpchang
user research
first, who are the
consumers?@stephpchang
and what do we know about them?
@stephpchang
and how can we target them effectively
through search?
@stephpchang
look at consumer behavior
use the digital footprints they leave behind
to help us
understandour core audience
@stephpchang
using the tools we have at our disposal
Consumer Barometer provides insights on purchasing behavior
@stephpchanghttp://www.consumerbarometer.com
and how much research goes into the process
@stephpchanghttp://www.consumerbarometer.com
and the type of devices and sources users use to conduct research
@stephpchanghttp://www.consumerbarometer.com
@stephpchang
to determine the type of content
we should be prioritizing
this is the 3rd result that appears for “is [company] legit?”
@stephpchang
first goal:
build pages
second goal:
improve engagement on the page to measure trustworthiness
we can also use this data
@stephpchang
in combination with demographics data
in Google Analytics
@stephpchang
@stephpchang
to test different intents
@stephpchang
like using Google’s Display Planner
@stephpchang
and targetingdefined
in-market buyer
segments
@stephpchang
what do we do with this data?
@stephpchang
create tailored messages
@stephpchang
that resonates with your core audience
@stephpchang
targeted messaging
“Voted #1 specialist in [product] for [core audience]”
@stephpchang
Version 1vs.“Over 5 million switched to
[product] because of [uvp]”
version 1 resulted in 4x the CTR and 5x
the number of conversions
Version 2
usinguser
triggers@stephpchang
depending on your core product
@stephpchang
@stephpchang
high involvement / think product
high involvement / feel product
low involvement / think product
low involvement / feel product
when a user
knows what he/she
wants, you are there@stephpchang
how do you know when you have the right
messaging?
through testing
analyze the most common questions
people ask about your product
@stephpchang
by setting up an advanced
filter in Google Analytics
**see link below on how to set up the filter
@stephpchangSource
and match questions up to the customer buying cycle
@stephpchangSource: Adria Saracino
test messagesvia paid
social promotion
@stephpchang
because you can target a
specific demographic
@stephpchang
@stephpchangSource: Stephen Croome
this provides instant feedback on your
messaging and target audience
@stephpchang
and also builds the initial community prior
to launch
@stephpchang
sample client:
education software
target demographic
female age 24-45 not tech savvy use the product for in-house training
@stephpchang
Use this information to target
specific segments
@stephpchang
keyword queries site received
elearning software instructional design
@stephpchang
questions received in Google Analytics included:
@stephpchang
how is this (product) more effective than other
forms of learning?
(141 visits with a 60% bounce rate)
@stephpchang
how to record high quality audio using (product)?
(309 visits & 82% bounce rate)
@stephpchang
use data collected on common concerns / behavior & create tailored messages to test
@stephpchang
Gender/Age Product Behavior
Female (age 24-45) High involvement / think Heavy percentage of users research online via search engines before purchasing
Ease of use with existing software within the organization
No seasonality
each question matches up
to a different stage in the funnel
@stephpchang
@stephpchang
How is this product more effective than other forms of learning?
How do I record high-quality audio using the product?
now, we have to make this target message more
findable to the right people
@stephpchang
apply findings to search
this product is a high involvement / think
product
@stephpchang
create landing pages to answer questions that
have high bounce rates and lots of visits
@stephpchang
incorporate rating snippets onto the site
or positive
reviews from 3rd party trusted
reviewers
@stephpchang
have benefits of the product clearly stated on the site
@stephpchang
test out paid search ad copy to speak to potential
customer concerns
@stephpchang
to optimize for search based on the
target audience
@stephpchang
these are ways we can become findable to the
right target audience
@stephpchang
using search
@stephpchang
but don’t STOP there
@stephpchang
as search becomes
more targeted
@stephpchang
for it to be truly effective,
@stephpchang
it must integrate with other marketing channels
@stephpchang
marketing integration
why integration?
@stephpchang
effective frequency
@stephpchang
what does effective frequency mean?
@stephpchang
Viewers need to see a message
several** times
**ranges from 3-11 times
@stephpchang
in order for the message to receive
maximum impact
@stephpchang
this doesn’t necessarily mean showing the same
ad over and over again
@stephpchang
@stephpchang
we want to see the same message reinforced in
different ways
@stephpchang
examples of marketing integration
let’s apply this process to a real business
@stephpchang
b2b company that made asset tags
@stephpchang
niche product with a small target audience
@stephpchang
busy office administrators in corporate businesses or
government@stephpchang
don’t do a lot of research online
@stephpchang
heavily price-focused
@stephpchang
just want the product to work
@stephpchang
low involvement / think product
@stephpchang
questions they ask
@stephpchang
does the product on curved surfaces?
@stephpchang
FAQ section on the site that address these questions
@stephpchang
we didn’t want to stop there
@stephpchang
we didn’t want just tactics, but a full campaign
@stephpchang
significant portion of the target demographic
@stephpchang
lived in urban or suburban
@stephpchang
@stephpchang
what would be useful to this target demographic?
@stephpchang
that solved a pain point
@stephpchang
show the product works
@stephpchang
the concept was the creation of
a consumer-facing tool
@stephpchang
free bike registry
@stephpchang
show effectiveness of product
@stephpchang
bikes work on curved surfaces
@stephpchang
QR codes work to track a valuable product
@stephpchang
partner with government agencies & getting the product right in
front of them
@stephpchang
because this is not solely a search campaign
integrate several marketing channels
@stephpchang
@stephpchang
built landing pages for both organic and paid
search
content to support community and press
@stephpchang
video & social
@stephpchang
@stephpchang
outreach to bike communities and
non-profits
across different sectors
@stephpchang
@stephpchang
we are expanding our reach
@stephpchang
as an extension of search
@stephpchang
and thus, achieving
effective frequency
because wherever they look
@stephpchang
you are there
@stephpchang
whether or not they
search for you
you are findable
@stephpchang
you are
results
project is a year old and
has received more partnerships and press
over time
@stephpchang
@stephpchang
visits new visits average visit duration
direct conversions
non-direct conversions
13,000+ 79% 4 minutes 2 103
key takeaways
search is more important than ever
@stephpchang
the emphasis needs to be switched to the
individual** user**see Justin Cutroni’s presentation
@stephpchang
we need to develop a better understanding of user
behavior @stephpchang
and how to integrate our learnings in search and
other channels
@stephpchang
in order for it to truly be effective
@stephpchangInsert cheesy picture
let’s make it personal !
@stephpchang