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Search Engine Results: The Best Measure?
The document provides an overview of three topics: 1) Search engines' changing roles and how SEO tactics are still effective 2) Data-driven approaches to marketing such as email marketing, lead magnets, and storytelling to build sustainable results 3) Trends that could impact the future including the decline of technical elites, rise of artificial intelligence, and importance of sales and marketing alignment.
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Search Engine Results: The Best Measure?
- 1. Search Engine Results: TheBest Measure? • Search Engines’ changing roles • Data-driven paths to sustainable results • Trends that could impact futures
- 2. 2 Agenda / Outline •Search Engines’ changing roles Evergreen SEO tactics • Data-driven paths to sustainable results Email marketing, Lead magnets, storytelling, simplifying data management • Trends that could impact futures End of geek-elite; Artificial Intelligence; Sales and Marketing Alignment
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- 4. Search Engines’ ChangingRoles History of Web Search - a 20 year lookback Then Now ❶ 4
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- 8. Ads “Related” searches Wikipedia links Songlyrics Random crap based on monitoring me GOOG “thinks” it knows me better than me, even striking out “less relevant” keywords on my “long tail” search phrases 2017: It s**ks again 8
- 9. 9 GOOG, FB, MSNand others now auto-play videos, noisily competing for our scant attention. Why? Because we can.
- 10. Search isn’t dead. It’sundead. It’s … Zombie search. 10
- 11. Let’s be fair. SEO– on-page: ...GOOD! SEO – off-page: …GOOD! SEM – ……………….GOOD! Content tagging: GOOD! They all improve your web content’s visibility. 11
- 12. SEO's 3 goals: Qualityof traffic (start here) - quality visits by potential buyers Quantity of traffic - number of quality visitors Organic traffic - traffic from non-paid links and content What do do. WHITE HAT Strategy (Google Trends) Competitive Analysis (Link:xyz) Deliver Amazing Content Headlines: 80% of your investment Authoritative Voice Write for people, not Search Engines GRAY HAT (AVOID) Article Submissions Press Releases Without News Reciprocal Linking & Link Exchanges Losing Your Voice Through Automation Ignoring Social Signals Ignoring Design 12
- 13. Here’s how. 7ways. Research Your Topic, competitors and market (Google Trends) Long Tail Keywords (Google Keyword Planner, Long Tail Pro, MOZ) LSI - Latent Sematic Indexing - linking similar words based on context. Example: “Tree” means different things to a botanist and a logistician. Domain Authority and linking Link your site to other relevant quality sites Internal Linking 13
- 14. Become an Authorityon Your Topic Post regularly. Write long articles. Give bots a reason to live, crawl and refresh. Optimize your Content (tool: SEO Analyzer) Longer copy (>1000 words) establishes authority, and is richer in linkable content and LSI content Structure your content for easy scanning: concise sentences, discreet paragraphs, subtitles, bullets, lists CTA - Have a logical, relevant Call to Action on each site page Create Great Headlines (the “80% solution”) 5x more people read your headline than your copy. Here’s how (cont’d) 14
- 15. 15 Meta Description Do itfor every website page Evergreen Content Refresh it occasionally. Give crawlers a reason to live. Here’s how (cont’d)
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- 18. 18 What’s is inyour basket? Hint: yummy data soures.
- 19. ❷Data driven pathsto sustainable results 19
- 20. What about Email?It’s high in ROI and control Source: Direct Marketing Association https://foundr.com/email-list/ 20
- 21. Want this? What doesConstant Contact report? 21
- 22. Stories constitute thesingle most powerful weapon in a leader’s arsenal. -Dr. Howard Gardner, professor Harvard University CX Customer Experience and Storytelling 22
- 23. THE STORY SPINE THEMESTRUCTURE FUNCTION Once upon a time… Beginning The world of the story is introduced and the main character's routine is established. Every day… But, one day… The event The main character breaks the routine. Because of that… Middle There are dire consequences for breaking the routine. Outcomes are unclear. Setbacks and surprises ensue. Because of that… Because of that… Until finally… Climax The main character embarks upon success or failure. And, ever since then… End The main character succeeds or fails, and a new routine is established. The moral is… Value The character’s experience benefits us. CX 23
- 24. Email: high inROI and control Upshot: Build your Email List. Why, besides ROI? Control! Nobody can evict you from your email or your website. • End “algo-slavery” to FB, GOOG, LI, et. al. • OWN the relationship – access to inboxes • OWN the data – build deeper understanding • Build relationships directly – share stories • Nurture Leads – listen, assess, respond 24
- 25. time and attention Ignore Delete Opt out ReportSPAM Complain Negative Review Lower Brand Value Lost Customers tolerance limit Just keep it balanced. How? Data. 25
- 26. Just keep itbalanced, using data. Buyers have high expectations. We can’t let them down. They’re a bit overwhelmed. We have to adapt. Good, clean data helps you attain relevance. 26
- 27. Data, simplified: Whoare these people? COLD (newbie) WARM (subscriber) HOT (likely buyer) No previous experience with brand or business Is aware of brand or product Familiar with brand, product, service Hasn't shown interest in the brand or product before Has expressed some interest Specifically looking for what you offer May resent a blind contact out of the blue. May be on a mailing list Undecided about a purchase Likely prospect, potential buyer Looking for value or assurance before deciding to buy Source: Foundr 27
- 28. The data geek’scredo: value > volume 28
- 29. Build Lead Magnets.Lots of them. Gather data for each Lead Type - cold, warm, hot Essential Elements: 1. Collaterals (give, give, give … then ask) Advice ● Cheat Sheet ● eBook ● Webinar ● Video 2. Landing Page w/ Call to Action (CTA) attention grabbing buttons, banners, art 3. Minimalist form fills 4. Thank-you pages - the true measure (GA Goal) 29
- 30. Lead Magnet: Advice, Free offer Lead MagnetProcess Flow Example: Account Based Marketing (ABM) contact Call email Ex.: Trade show Follow-up steps Recap OfferNotes TRIGGER RESPONSE Lead Magnet: Advice, Free offer Lead Magnet: Purchase GIVE GIVE GIVE ASK Lead Magnet: Advice, Free offer 30 Most people quit here Persist, and you win more.
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- 32. Break-even Scenario Product Expense R&D1000 Production build 2000 Test, verify, support 500 MKTG & Sales Expense Event Planning 500 Travel (gas, lodging) 390 Meals & Entertainment 225 Marketing (web, email) 500 Attendance time 2000 Total Expenses 7115 Revenue Unit sales 11 ARPS 695 Gross Revenue 7645 Net Revenue 530 Lead Magnet example 1 32
- 33. 33 Lead Magnet email:example 2
- 34. 34 Lead Magnet email:example 3
- 35. 35 Want this? Buildeffective lead magnets. What does Constant Contact report? 35
- 36. Digital Marketing isMoneyball. IF WE WIN ON OUR BUDGET WITH THIS DATA WE WILL HAVE CHANGED THE GAME 36
- 37. Data is Moneyball.Treat it that way. Closely monitor: • Where it comes from • Where it goes • How much you have • What types you have • How it behaves Moneyball Questions to Ask about Data: • What types of information do you have? • How expensive is it to obtain each type? • How many records are there in each of those types? • Who is using that data? How? What are the results? 37 $
- 38. 38 Data is Moneyball.Treat it that way. Ways to treat data like money • Optimize Sourcing Strategies • Renegotiate Terms • Reduce Total Cost of Ownership – unify and cleanse all records 38 $
- 39. Was: "Exhaust" A dirty,ugly byproduct of systems, apps and transactions. Not very sexy. Changes in “Data-tude” 39
- 40. Changes in “Data-tude” Is:Fuel for growth 40
- 41. Pro • accurate, timelybusiness decisions • accurate, timely customer decisions • real time decision making • real time alerts Con • unstructured data • talent shortage • tool complexity • Tool integration 41 Data’s Pros and Cons
- 42. Q: So muchdata. Which data matters? A: Start with a buyer story. “I am a ___ and I need a ___ solution to my ___ challenge.“ Find your relevant data. Identify the 3 types of data needed to create a happy ending: 1. Signal data - tells you what customers want most at that stage of their journey. 2. Solution data - tells you what type of experience they should receive (aim for delight: exceed the “ask”). 3. Measurement data - tells you the results of your response. 42
- 43. Where do youfocus your efforts? SEO Business Intelligence Content Marketing Social ! Email Reputation Automation 43
- 44. Data Driven pathsto sustainable results❷ What you need: • Super Audiences • Personalized Customer Experience How to get there: • Central Nervous System • “Record of Truth" database • AI. Yes, AI. 44
- 45. Any technique that enablescomputers to mimic human intelligence, using logic, if-then rules, decision trees, etc. Statistical techniques enable machines to improve at tasks with experience. Includes deep learning. Artificial Intelligence (mimic) Machine Learning (improve)Deep Learning (train) Algorithms permit software to train itself to perform tasks, like speech and image recognition, by exposing multilayered neural networks to vast amounts of data. The Artificial Intelligence Opportunity 45
- 46. The Artificial IntelligenceOpportunity 46
- 47. Martech = AIcomponentry 47
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- 49. Martech = AbsolutePower. Well, almost. 49
- 50. Advertising & Promotion Mobile MarketingVideo Advertising Display and Programmatic Advertising Print Search and Social Advertising PR Native / Content Advertising Content & Experience Mobile Apps Optimization, Personalization and Testing Interactive Content DAM & MRM Video Marketing SEO Email Marketing Marketing Automation & Campaign / Lead Mgt Content Marketing CMS & Web Experience Management Social & Relationships Call Analytics & Management Influencers Account Based Marketing Feedback & Chat Events, Meetings & Webinars Community & Reviews Social Media Marketing & Monitoring Experience, Service & Success Advocacy, Loyalty & Referrals CRM Commerce & Sales Retail & Proximity Marketing Affiliate Marketing & Management Channel, Partner & Local Marketing Ecommerce Marketing Automation, Enablement, Intelligence Ecommerce Platform & Carts Data Aud / Market Data, Data Enhancement iPaas, Cloud / Data Integration & Tag Mgt MKTG Analytics, Perform, Attribution DMP Mobile & Web Analytics Predictive Analytics Dashboards & Data Visualization Customer Data Platforms Business / Customer Intel, Data Science Management Talent Management Projects & Workflow Product Management Agile & Lean Management Budgeting & Finance Vendor Analysis Collaboration 50
- 51. 51 Martech = AIcomponentry What’s in your stack?
- 52. 52 What’s in yourstack? Some usual suspects, plus this session’s responses Email Marketing Outlook, Gmail, ConstantContact, MailChimp Website / Blog Wordpress, Drupal, SquareSpace, Wix, GoDaddy Collateral Assets PPT, MSWord, YouTube Social Channels FB, TW, LI, PI, IG Workflow Slack, Trello Dealflow (CRM, SFA) SFDC, Zoho, MKTG Automation Eloqua, Marketo Finance, Billing, Acctg QuickBooks eCommerce Amazon, Shopify
- 53. 53 Pro • accurate, timelybusiness decisions • accurate, timely customer decisions • real time decision making • real time alerts Con • unstructured data • talent shortage • tool complexity • Tool integration 53 Data’s Pros and Cons – Same for your Stack!
- 54. ❸ Trends thatcould Impact Futures 54
- 55. First: Let’s Topplethe High Priests of Code Democratize Geekery. Look who’s doing it: … 55
- 56. Business Productivity 750 SWApps Thousands of integration tools Personal Productivity Thousands of applets to do your routine chores – and some you hadn’t imagined yet Workflow (ios) Help your Mac / ios apps work together seamlessly Integration sites – from codeless to code-light AI (MIMICRY) 56
- 57. Code-light to Code-savvy Glitch(Javascript library) CodePen (front end) TensorFlow Playground (Google) Neural Networks Codecademy Learn HTML, CSS, Java, Python, more 57
- 58. Second: Let’s getvocal. Why? 1. Security. 2. Ubiquity. 3. Convenience. 4. Satisfaction. 5. End app overload. 6. End of smartphones? R.I.P. AI 58
- 59. Third: Let’s alignto leverage the future. It’s already here, anyway. Article: The Sales and Marketing Alignment conversation 59
- 60. Thank you! Ed Alexander ChiefDigital Marketer ed@fanfoundry.com 781.492.7638 For questions, contact: 60
- 61. 61 Appendix Various and sundryresources Helpful links Out-takes from this slide deck. (Out of time. Sorry. Enjoy.)
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