WEBINAR:Leading with Intent

October 20, 2016

Presented By: Jeff RiddallDirector of Product Strategy, gShift@JRiddall

Leveraging the Long Tail and Tracking Content ROI

#LeadwithIntent @Jriddall @gShiftLabs

AGENDA

The New Customer Journey

Leveraging the Long Tail

Identifying Intent in Social ConversationsGenerating Relevant Quality ContentMonitoring and Reporting on Off-Site EngagementKey Takeaways

Q & A

IS DIGITAL MARKETING GETTING EASIER…OR HARDER?

#LeadwithIntent @Jriddall @gShiftLabs

#LeadwithIntent@Jriddall @gShiftLabs

Audience Development

THE CUSTOMER JOURNEY

#LeadwithIntent @Jriddall @gShiftLabs

THE NEW CUSTOMER JOURNEY

#LeadwithIntent @Jriddall @gShiftLabs

WHERE DO TRAVEL CUSTOMERS GO FOR ADVICE

Source: Adweek - Social Times, August 2015http://www.adweek.com/socialtimes/social-media-and-travel-go-hand-in-hand-infographic/625230

#LeadwithIntent @Jriddall @gShiftLabs

THE NEW CUSTOMER BEHAVIOR = #DARKFUNNEL

Today, customers educate themselves before coming to your site. This change has completely altered the traditional sales funnel, adding twists and bends along the way. We call this the

#DarkFunnel.

The #DarkFunnel is the new sales funnel.

#LeadwithIntent #DarkFunnel @Jriddall @gShiftLabs

Myth Reality

IT’S THE CUSTOMER’S SALES JOURNEY, NOT YOURS

#LeadwithIntent @Jriddall @gShiftLabs

“A brand is no longer what we tell the consumer it is–it is what consumers tell each other it is.”

Scott Cook, Founder and CEO of Intuit

So, how do you measure success?

MARKETERS LOSTIN DARK FUNNEL

#LeadwithIntent @Jriddall @gShiftLabs

OFF-SITE PATH TO ON-SITE

Improve discoverability

Authentic referral traffic

Expand content distribution

Increase reach to target audience

Build authority within industry

Increase overall brand awareness

#LeadwithIntent @Jriddall @gShiftLabs

GOOGLE FILES A PATENT

“On-site and off-site search ranking results” US 13/285, 995

“Putting an emphasis on building trust for all of your content should become one of the biggest undertakings you have in 2016.”

#LeadwithIntent @Jriddall @gShiftLabs

MORE ON GOOGLE and THE LONG TAIL

#LeadwithIntent @Jriddall @gShiftLabs

LEVERAGING THE LONG TAIL

#LeadwithIntent @Jriddall @gShiftLabs

• Long tail keywords make up as much as 70% of all search traffic.

• Pages optimized for long tail keywords move up 11 positions on average (compared to 5 positions for head keywords).

• Conversion rates for long tail keywords are 2.5 times higher than for head keywords.

Source: HitTail.com June 2015

RESEARCHING THE LONG TAIL

#LeadwithIntent @Jriddall @gShiftLabs

• Conduct keyword research across multiple organic, paid and social sources

• Develop a list of keywords for which you have some authority or can build some relatively quickly

• Create relevant, quality content around these keywords and distribute via appropriate channels and influencers

• Monitor organic visibility across your entire keyword and content inventory

CREATING RELEVANT CONTENT

#LeadwithIntent @Jriddall @gShiftLabs

“If the social web were a living organism, content would be the air that it breathes.”

“You must have at least one source of original rich content and you have 3 viable options: a blog, a podcast or a video series.”

“A source of rich content provides something that is shareable, conversational and engaging for social platforms.”

Social Media Explained

FILLING THE FUNNEL WITH TARGETED PROSPECTS

#LeadwithIntent @Jriddall @gShiftLabs

Prospective consumers communicate intent in various ways, which can be

identified…

…enabling you to target them directly…

…and move them immediately to the bottom of the funnel.

FINDING INTENT IN SOCIAL

#LeadwithIntent @Jriddall @gShiftLabs

HotelAccommodation

Room

I'm looking forWhere do I find

What am I looking for…

…and how do I express it.

Results turn up consumer groups (and relevant

demographic information or values) who have expressed an intent to purchase/book,

enabling marketers to optimize any sponsored campaigns.

#LeadwithIntent @Jriddall @gShiftLabs

Steps to Segmenting Data

Filter Data:• Identify consumers vs suppliers vs influencers• Various ways to use each group

Enhance Target Audience:• Age• Geographic Location• Interests• Followers

Rank:• Age -> Location -> Content = top 1000 potential customers

Segment By:• Keywords Matched (optimize content)• Location (popular products in certain locations)• Which channels the prospective consumer uses when

shopping

SEGMENT THE DATA – REFINE THE PROSPECT LIST

TRACKING OFFSITEANALYTICS & ENGAGEMENT

You’ve created great content, developed strong social, messaging and have launched your omni-channel

campaign…

Now what?

#LeadwithIntent @Jriddall @gShiftLabs

TRACKING OFF-SITEANALYTICS & ENGAGEMENT

Smart URLs

Near Real-Time Engagement Metrics

Off-Site Analytics

Conversion Path Analysis

Branded, Vanity Short URL

#LeadwithIntent @Jriddall @gShiftLabs

● Report on improvements in Organic Search Visibility for Long Tail Keyword Groups

● Track and report on content engagement by Channel, by Content Type, by Keyword Group, by Buying Stage

● Create Conversion Paths to map off-site content engagement all the way through to ROI

MEASUREMENT & REPORTING

#LeadwithIntent @Jriddall @gShiftLabs

WHAT IS THIS REALLY ALL ABOUT?

#LeadwithIntent @Jriddall @gShiftLabs

KEY TAKEAWAYS

Consumers are becoming more sophisticated searching and finding answers Leverage on the Long Tail (along with Short Tail) for improved organic discoverabilityIdentify prospects expressing intent to purchase in social

A majority of the customer journey occurs off-site

#LeadwithIntent @Jriddall @gShiftLabs

Plan, monitor and optimize omni-channel campaigns for maximum conversion and ROI

Q & A

#LeadwithIntent @Jriddall @gShiftLabs

Audience Development & Discoverability

gshift.it/elu-audienceguide

Mastering Smart URLs

gshift.it/elu-smarturls