Make SEO the Engine Behind Your

Marketing

October 4, 2017

AGENDA

• My Background

• The Buying Cycle

• Making SEO the Engine Behind Your Marketing

• An Opportunity to Work Together

• Homework!

Who Am I?

• Owner of Bite Sized Media• Local marketing and SEO geek• Instagram-obsessed marketer• Tennis and fitness lover• Ex-marathoner• Corgi owner

SOME CLIENTS I’VE WORKED WITH

THE BUYING CYCLE

WHAT MOST PEOPLE THINK THE CUSTOMER

BUYING CYCLE LOOKS LIKE

I’m Ready to Buy!

WHAT THE CUSTOMER BUYING CYCLE ACTUALLY

LOOKS LIKE…

Awareness Consideration Purchase

Oh, there’s two more steps..

THE CUSTOMER BUYING CYCLE

It’s all about intent!

THE CUSTOMER BUYING CYCLE

What do I mean by intent?

I want to GOI want to KNOW I want to DO

“How do you….?” “Hardware store near me” “Video on installing …”

Helpful Resource: www.thinkwithgoogle.com

THE CUSTOMER BUYING CYCLE

Source: https://www.consumerbarometUSer.com/en/insights/?countryCode=US

“The Internet plays a key role in the consumer journey for many product categories. As a result, an integrated

marketing strategy is critical for marketers and planners.”

– Consumer Barometer with Google

THE CUSTOMER BUYING CYCLE

Source: https://www.consumerbarometer.com/en/stories/how-todos

THE CUSTOMER BUYING CYCLE

Source: https://www.consumerbarometer.com/en/stories/brand-advocates

THE CUSTOMER BUYING CYCLE

Integrated Marketing

SEO

Email

Print

PPC

Have a consistent message and flow between all touchpoints

EXAMPLES OF AWARENESS MARKETING ACTIVITES

• Facebook ads promoting company or service

• Display ads

• Promoting whitepaper download

• Speaking at a tradeshow (boy, that sounds familiar.. ;)

• Billboards

• Print advertising

EXAMPLES OF CONSIDERATION MARKETING ACTIVITES

• Comparing your product/service against competitors

• Pros and cons lists

• Offering a free product sample or trial

• Gathering testimonials and reviews

• Offering a free quote

EXAMPLES OF READY TO PURCHASE ACTIVITES

• [company name] coupon

• [brand] [part number] [sku]

MAKING SEO THE ENGINE BEHIND YOUR

MARKETING

MAKE SEO THE ENGINE BEHIND YOUR MARKETING

1. Perform keyword research2. Build out content for different phases of the

buying cyclei. Awarenessii. Considerationiii. Purchase

3. Talk to your customers (sales feedback, surveys, etc.)4. Iterate!

SEO can help you with researching your customers and giving what they want in the format they want it.

MAKE SEO THE ENGINE BEHIND YOUR MARKETING

Helpful Tools

MAKE SEO THE ENGINE BEHIND YOUR MARKETING

Look at all that awareness content!

MAKE SEO THE ENGINE BEHIND YOUR MARKETING

They’re leading them down the

funnel so beautifully!

MAKE SEO THE ENGINE BEHIND YOUR MARKETING

A community Q&A too?!

I’ll never have to go anywhere

else!

HOMEWORK FOR YOU

HOMEWORK

1. Inventory and group all your current marketing activitiesi. Make a list of all the types of marketing that you’re doing right now

2. Start Integrating SEO to power your marketing i. Not sure what your audience is searching for? Perform keyword research.ii. Not sure how to build your new website? Perform keyword research.iii. Start creating a content strategy and schedule it out on your calendar.

3. Clean up your marketing processesi. Do you even have defined processes?ii. Do you need to have a company/team meeting to educate?iii. Do you need to hire additional help?

Take out your pens! (or phones :)

NEED HELP?

• Use my Online Optimization Blueprint to help you

• Check out my new online SEO course:

hyperlocalmarketingacademy.com

• Save 50% OFF if you use the promo code WMTE2017 and pay in

full

• Visit bite-sizedmedia.com or email me

WHERE TO FIND ME

rachelmhowe.com

bite-sizedmedia.com

rachel@bite-sizedmedia.com

Let’s Stay In Touch!