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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:
© Advanced Media Productions
AdvMediaProductions.com
PreBeginning
MiddleEnd
Spread
Awareness
Familiarity
Consideration
Purchase
Advocacy
Need
SearchChoice
s
Call to Action
Buzz
Buying Cycle
Internet
Need
Sales
Time
© Advanced Media Productions
AdvMediaProductions.com
Why Search?Search Marketing Vs. Traditional Marketing:
- Users are already in the buying cycle
- Branding
- Long-tail Keywords
5 Customer Evolution StepsSearch Marketing Vs. Traditional Marketing:
© Advanced Media Productions
AdvMediaProductions.com
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
© Advanced Media Productions
AdvMediaProductions.com
Search Marketing Vs. Traditional Marketing:
Keywords
© Advanced Media Productions
AdvMediaProductions.com
1. Research and assign value
2. Selection and exclusion
3. Refine the list
Search Marketing Vs. Traditional Marketing:
Keyword Tools
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AdvMediaProductions.com
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
Search Marketing Vs. Traditional Marketing:
© Advanced Media Productions
AdvMediaProductions.com
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:
© Advanced Media Productions
AdvMediaProductions.com
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:
5 Customer Evolution StepsSearch Marketing Vs. Traditional Marketing:
© Advanced Media Productions
AdvMediaProductions.com
PreBeginning
MiddleEnd
Spread
Awareness
Familiarity
Consideration
Purchase
Advocacy
Need
SearchChoice
s
Call to Action
Buzz
Buying Cycle
Internet
Need
Sales
Time
© Advanced Media Productions
AdvMediaProductions.com
- 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:
5 Customer Evolution StepsSearch Marketing Vs. Traditional Marketing:
© Advanced Media Productions
AdvMediaProductions.com
PreBeginning
MiddleEnd
Spread
Awareness
Familiarity
Consideration
Purchase
Advocacy
Need
SearchChoice
s
Call to Action
Buzz
Buying Cycle
Internet
Need
Sales
Time
© Advanced Media Productions
AdvMediaProductions.com
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)
Search Marketing Vs. Traditional Marketing:
© Advanced Media Productions
AdvMediaProductions.com
© Advanced Media Productions
AdvMediaProductions.com
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)
Search Marketing Vs. Traditional Marketing:
Thank You!
Louise RijkVice President of Sales and MarketingAdvanced Media Productions
888-755-5151 x17Twitter: @LouiseRijk
www.AdvMediaProductions.comTwitter: @AdvancedMedia
© Advanced Media Productions
AdvMediaProductions.com
Search Marketing Vs. Traditional Marketing: