MivaCon Seattle - Taming The Cost Of Marketing
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Taming the Cost of Customer Acquisition GILLIAN MUESSIG
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Transcript of MivaCon Seattle - Taming The Cost Of Marketing
Taming the Cost of Customer Acquisition
GILLIAN MUESSIG
JULY 2015
How Almost Everyone Plays the Game
JULY 2015
PPC
JULY 2015
http://www.wordstream.com/blog/ws/2015/06/09/ppc-costs
JULY 2015
http://www.wordstream.com/blog/ws/2015/07/06/average-cost-per-click
JULY 2015
Classic Search Demand Curve
JULY 2015
Simple Ways to Reduce Your PPC Spend
JULY 2015
Negative Keywords
http://www.driventide.com/2012/what-are-negative-keywords-and-why-are-they-critical-to-search-engine-marketing/
JULY 2015
Are We Cruising?
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Moving freight?
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Or going to UPS?
JULY 2015
Modified Broad Match
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Or Exact Match
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Geo-target
http://imgbag.net/map-of-usa-4/
JULY 2015
Geo-target
https://pams50states.wikispaces.com/WASHINGTON?responseToken=08c3311d85eb65b310956014d6f43910b
JULY 2015
Geo-target
http://your.kingcounty.gov/aimshigh/2009/search2.asp?EVAcademicAchieve
JULY 2015
Geo-target
http://nicorahfloral.com/same-day-flower-delivery-in-seattle/
JULY 2015
Geo-target
Image courtesy of Google maps
JULY 2015
Day part
• When is your audience searching• …and not being interrupted?
http://www.digitaltrends.com/social-media/one-third-of-employees-use-facebook-while-at-work/
JULY 2015
Optimize for Mobile
• Tailor experience for mobile users
http://rossispizza607.com/order-online/
JULY 2015
Optimize for Mobile
• You can include mobile-specific calls-to-action and direct users to mobile-optimized landing pages.
JULY 2015
Optimize for Mobile
• A/B test mobile text ads against each other in an apples-to-apples comparison
http://techcrunch.com/2014/06/29/ethics-in-a-data-driven-world/
JULY 2015
Spend more
Wha?
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Best performing keywords
http://searchengineland.com/unstructured-data-turning-chaos-into-performance-154695
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Turn on Conversion Tracking
JULY 2015
Inbound Marketing
JULY 2015
Content
https://bongous.com/content-marketing-tips-for-your-ecommerce-site/
JULY 2015
Relationships
http://councilforrelationships.org/insights-bachelor/
JULY 2015
Relationship Marketing
http://www.nikkiwoodsmedia.com/relationship-marketing-6-ways-build-meaningful-connections-lead-business/
JULY 2015
Relationship Marketing
http://jessikaphillips.com/relationship-marketing/
JULY 2015
Relationship Marketing
http://www.realitycrowdtv.com/blog/2015/01/22/crowdfunding-entrepreneurship-relationship-marketing/
JULY 2015
It’s not free
JULY 2015
It’s worth it
http://windowsitpro.com/paul-thurrotts-wininfo/its-real-thing-apple-and-google-surpass-coke-worlds-most-valuable-brands
JULY 2015
Culture
Culture
JULY 2015
Community
Community
JULY 2015
TAGFEE
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Recap
1. Culture trumps Strategy
2. Social media has robbed us of the ability to spin the message
So get your house in order.
JULY 2015
#2Find Customers in
Different Places
JULY 2015
ExpertBeacon
JULY 2015
ExpertBeacon
JULY 2015
ExpertBeacon
JULY 2015
It’s not just about Google
JULY 2015
It’s not just about search engines
http://www.trewmarketing.com/smartmarketingblog/best-practices/search-engine-optimization-for-people/#sthash.7PEioVBy.dpbs
JULY 2015
ExpertBeacon
JULY 2015
#3Do Better
Keyword Research
JULY 2015
Conversion Rte by KW Phrase Length
JULY 2015
SEUnify
Launches Autumn 2015
JULY 2015
Sales Funnel
Photo credit: http://pixshark.com/blank-sales-funnel.htm
JULY 2015
Create Content
http://pixshark.com/blank-sales-funnel.htm
JULY 2015
Share it on social media
http://pixshark.com/blank-sales-funnel.htm
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Move the reader to product pages
Photo credit: http://pixshark.com/blank-sales-funnel.htm
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Establish trust
Photo credit: http://pixshark.com/blank-sales-funnel.htm
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Provide what’s neededto make a buying decision
Photo credit: http://pixshark.com/blank-sales-funnel.htm
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Take it to the bank
Photo credit: http://pixshark.com/blank-sales-funnel.htm
JULY 2015
Oh! That it were so easy!
Photo credit: http://pixshark.com/blank-sales-funnel.htm
JULY 2015
WHAT content should we create?
Photo credit: http://pixshark.com/blank-sales-funnel.htm
JULY 2015
Will we attract buyers?
Photo credit: http://pixshark.com/blank-sales-funnel.htm
JULY 2015
What goes on the landing page?How do we move them to something they can & want to buy?
Photo credit: http://pixshark.com/blank-sales-funnel.htm
JULY 2015
How do we establish trust?
Photo credit: http://pixshark.com/blank-sales-funnel.htm
JULY 2015
What info do they need to make a buying decision?
Photo credit: http://pixshark.com/blank-sales-funnel.htm
JULY 2015
How do we get here?
Photo credit: http://pixshark.com/blank-sales-funnel.htm
JULY 2015
Here’s how…
Photo credit: http://pixshark.com/blank-sales-funnel.htm
Comprehensive “Content Funnel” StrategyExhaustive keyword researchThorough understanding of searcher intentDeep knowledge of Website conversion funnelKeyword search volume, competitiveness, & costMastery of the Connection Rules – SEO
Integrated SEO and SEM Content CreationBoth disciplines participate in defining contentMaximizes search engine successMaximizes Website visitor conversions (leads!)
JULY 2015
JULY 2015
Buyers come from different angles
Needs InfoNeeds Solutions
Needs to buyNeeds support
JULY 2015
They all search.
JULY 2015
Whether you show up for searches is dependent on search engine rules.
http://www.life123.com/technology/internet/search-engine/search-engine-optimization-rules.shtml
JULY 2015
Whether your content converts depends on whether your content matches search intent
What I meant to say was…
JULY 2015
New Kitten!We should find a local vet
http://www.chemungspca.org/programs.aspx
Needs info
JULY 2015
The cat’s got fleas!
http://pets.webmd.com/cats/ss/slideshow-skin-problems-in-cats
Event trigger
JULY 2015
Which vet is best?
http://www.lchsinc.org/lvn_co_vet_practices/
Research Alternatives
JULY 2015
It’s complicated
http://www.rangebourne-pets.co.uk/dogs.shtml
“Yeah, but…” issues
JULY 2015http://www.humanesociety.org/animals/resources/tips/choosing_a_veterinarian.html
I don’t enough to ask questionsSolution Approach
JULY 2015http://blueridgeveterinaryservices.net/about-us/welcome-to-our-clinic/
Specific Solution
Does this place provide care forkittens and rabbits?
JULY 2015
Brand ResearchNeeds a solution now
JULY 2015
Bingo!
JULY 2015
But wait!There’s more…
JULY 2015
Well done!Excellent decision!Want to add…?
http://www.keepemhappypetsitting.com/contact-pet-sitting.html
Post Conversion
JULY 2015
Keep ’em happy
http://www.keepemhappypetsitting.com/contact-pet-sitting.html
Customer Loyalty
JULY 2015
Keep ’em coming back
https://placefull.com/keep--em-happy-at-home-carol-stream-il
Customer Loyalty
JULY 2015
4 needs-targetedcontent types...
InformationalCommercialTransactionalNavigational
JULY 2015
Non needs-targeted content float above the funnel
BrandingAccidentalSocialIdleTimely / News
branding
accidental
social
Idlenews
JULY 2015
A peak behind the curtain
http://researchaccess.com/2014/01/what-to-expect-from-a-focus-group/wizard-of-oz-behind-the-curtain/
JULY 2015
Multiple keyword suggest sourcesAmazon SuggestionsAndroid Market SuggestionsAsk.com Search SuggestionsBing Search SuggestionseBay SuggestionsGoogle Product SearchGoogle SuggestShopping.com Search SuggestionsYahoo! Search Assist SuggestionsYahoo! Shopping SuggestionsYou Tube Suggestions
JULY 2015
Select appropriate Google domain(s)
• google.com• google.com.uk• google.de• google.com.au• google.com.in
JULY 2015
800 to the file
Divides thousands of keywords into individual 800-keyword files for uploading and processing by the Google Keyword Planner Tool
JULY 2015
Finds hidden gems
Identify keywords that were submitted,but not returned by, the Google Keyword Planner Tool
JULY 2015
Obtains Google organic & PPC metrics
• Avg. Monthly Search Volume• Adwords Competition• Adwords Suggested Bid
JULY 2015
Generates list of highest value keywords
• Assigns a long tail Platimum Organic Keyword™ competitive metric
http://www.longtailpro.com/new-long-tail-platinum-feature-import-your-own-keyword-lists/
JULY 2015
Combines Organic & PCC data
• Combines Google organic,Long Tail Platinum™ and google PPC metrics data for each keyword (where data is present)
JULY 2015
Assembles the master file
JULY 2015
Get PPC search volume
Google Adwords
JULY 2015
And costs
Google Adwords
JULY 2015
Measure SERP competitiveness
Moz Keyword Difficulty Tool
JULY 2015
Sort keywords
Search intentionStage of sales funnel
JULY 2015
Add variables
http://www.dozendigital.com/blog/
JULY 2015
Get your list in order
Search Competitive Funnel Seasonal EventQuery Score Location Timeliness Timeliness
JULY 2015
Finally…
You know the topic of your post
JULY 2015
SEUnify peak under the hood…
JULY 2015
SEUnify peak under the hood…
JULY 2015
SEUnify peak under the hood…
JULY 2015
#3Observe How the
Winners Did It
JULY 2015
1. Do non-scalable work
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Statue of Scheherezade in Bagdad
JULY 2015
Statue of Scheherezade in Bagdad
JULY 2015
Stop looking for shortcuts
JULY 2015
2. Fix What Sucks
JULY 2015
JULY 2015
http://blog.airbnb.com/airbnb-celebrates-1000000-nights-booked/
JULY 2015
http://firstround.com/review/How-design-thinking-transformed-Airbnb-from-failing-startup-to-billion-dollar-business/
JULY 2015
http://www.airbnb.com
JULY 2015
Your baby is ugly
Tim Ash MivaCon 2013
JULY 2015
3. Solve Your Distribution Channel
JULY 2015
JULY 2015
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4. Get Customer Service Right
JULY 2015
The complaint of first resortThe complaint of last resort
JULY 2015
JULY 2015
http://www.adweek.com/socialtimes/gm-attempts-to-reconnect-with-buyers-by-answering-complaints-on-facebook-other-sites/237739
JULY 2015
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https://www.youtube.com/watch?v=qr6ar3xJL_Q
JULY 2015
5. NPS
JULY 2015
The NPS Concept
Net Promoter® and NPS® are registered trademarks and Net Promoter Score and Net Promoter System are trademarks of Bain & Company, Satmetrix Systems and Fred Reichheld.
Brainchild of 2 Boston-based dudes with a fancy car and license plate
Fred Reichheld and Rob Markey
JULY 2015
The NPS Concept
Promoters – Detractors
Total =NPS____________
JULY 2015
Would you recommend us?
Net Promoter® and NPS® are registered trademarks and Net Promoter Score and Net Promoter System are trademarks of Bain & Company, Satmetrix Systems and Fred Reichheld.
Detractors Neutral Promoters
_____________________________1 2 3 4 5 6 7 8 9 10
_______
_______
JULY 2015
Would you recommend us?
Net Promoter® and NPS® are registered trademarks and Net Promoter Score and Net Promoter System are trademarks of Bain & Company, Satmetrix Systems and Fred Reichheld.
_____________________________1 2 3 4 5 6 7 8 9 10
_______
_______
JULY 2015
The NPS Concept
Promoters – Detractors
Total =NPS____________
JULY 2015
The great middle
…doesn’t help
www.funcardsystem.com
JULY 2015
zurb.com
But you can move the middle to the Supporter group.
JULY 2015
Take-aways
• Differentiate your company and brand, not your products
• Find better places to communicate with potential customers
• Leverage current customers to assure potential customers that you’re good-guys
• Build community among your customer base
