Stephanie Chang - Stretching Your Search Skills

As the industry has undergone an evolution, a lot of our day-to-day work has also changed. The good news is that the skill sets we've adopted can make us really effective marketers outside of search. This session will tactically describe different scenarios on how your skill sets can be applied to other areas of marketing.

Transcript

1. we are drowning in content @stephpchang
2. …in 5 years, the amount of digital information created & shared has exploded. @stephpchang
3. @stephpchang Source
4. by 2015, there will 9 zettabytes of content on the web @stephpchang
5. this makes search increasingly more important @stephpchang
6. we need search to help find content @stephpchang
7. that is most relevant to specific individuals @stephpchang
8. search technology will evolve to meet that need @stephpchang
9. and show more personalized results @stephpchang Show a result
10. Is the future of search? @stephpchang Add a Hummingbird image
11. targeted messaging @stephpchang
12. founded on data @stephpchang
13. such as the demographic and user behavior of the individual @stephpchang
14. how does this affect search marketers….today? @stephpchang
15. Stephanie Chang Senior Consultant, Distilled Stephanie.chang@distilled.net @stephpchang
16. Stretching Your Search Skills STEPHANIE CHANG
17. search values findability @stephpchang
18. findability used to look like this @stephpchang
19. @stephpchang
20. getting to page 1 for a given keyword isn’t enough anymore @stephpchang
21. @stephpchang same query – different results
22. search is no longer just transactional @stephpchang
23. it’s becoming more personal @stephpchang
24. user demographics are becoming more important @stephpchang
25. our goal is to be findable to the right people @stephpchang
26. 1. user research @stephpchang
27. 2. testing targeted messaging @stephpchang
28. 3. applying learnings to search @stephpchang
29. 4. integrating core message onto multiple channels @stephpchang
30. we need to focus on our users @stephpchang
31. user research
32. first, who are the consumers? @stephpchang
33. and what do we know about them? @stephpchang
34. and how can we target them effectively through search? @stephpchang
35. look at consumer behavior
36. use the digital footprints they leave behind
37. to help us understand our core audience @stephpchang
38. using the tools we have at our disposal
39. Consumer Barometer provides insights on purchasing behavior @stephpchang http://www.consumerbarometer.com
40. and how much research goes into the process @stephpchang http://www.consumerbarometer.com
41. and the type of devices and sources users use to conduct research @stephpchang http://www.consumerbarometer.com
42. @stephpchang to determine the type of content we should be prioritizing this is the 3rd result that appears for “is [company] legit?”
43. @stephpchang first goal: build pages second goal: improve engagement on the page to measure trustworthiness
44. we can also use this data @stephpchang
45. in combination with demographics data in Google Analytics @stephpchang
46. @stephpchang
47. to test different intents @stephpchang
48. like using Google’s Display Planner @stephpchang
49. and targeting defined in-market buyer segments @stephpchang
50. what do we do with this data? @stephpchang
51. create tailored messages @stephpchang
52. that resonates with your core audience @stephpchang
53. targeted messaging
54. “Voted #1 specialist in [product] for [core audience]” @stephpchang Version 1 vs. “Over 5 million switched to [product] because of [uvp]” version 1 resulted in 4x the CTR and 5x the number of conversions Version 2
55. using user triggers @stephpchang
56. depending on your core product @stephpchang
57. @stephpchang
58. high involvement / think product
59. high involvement / feel product
60. low involvement / think product
61. low involvement / feel product
62. when a user knows what he/she wants, you are there @stephpchang
63. how do you know when you have the right messaging?
64. through testing
65. analyze the most common questions people ask about your product @stephpchang
66. by setting up an advanced filter in Google Analytics **see link below on how to set up the filter @stephpchang Source
67. and match questions up to the customer buying cycle @stephpchang Source: Adria Saracino
68. test messages via paid social promotion @stephpchang
69. because you can target a specific demographic @stephpchang
70. @stephpchang Source: Stephen Croome
71. this provides instant feedback on your messaging and target audience @stephpchang
72. and also builds the initial community prior to launch @stephpchang
73. sample client: education software
74. target demographic  female age 24-45  not tech savvy  use the product for in-house training @stephpchang
75. Use this information to target specific segments @stephpchang
76. keyword queries site received  elearning software  instructional design @stephpchang
77. questions received in Google Analytics included: @stephpchang
78. how is this (product) more effective than other forms of learning? (141 visits with a 60% bounce rate) @stephpchang
79. how to record high quality audio using (product)? (309 visits & 82% bounce rate) @stephpchang
80. use data collected on common concerns / behavior & create tailored messages to test @stephpchang Gender/Age Product Behavior Female (age 24-45) High involvement / think Heavy percentage of users research online via search engines before purchasing Ease of use with existing software within the organization No seasonality
81. each question matches up to a different stage in the funnel @stephpchang
82. @stephpchang How is this product more effective than other forms of learning? How do I record high-quality audio using the product?
83. now, we have to make this target message more findable to the right people @stephpchang
84. apply findings to search
85. this product is a high involvement / think product @stephpchang
86. create landing pages to answer questions that have high bounce rates and lots of visits @stephpchang
87. incorporate rating snippets onto the site or positive reviews from 3rd party trusted reviewers @stephpchang
88. have benefits of the product clearly stated on the site @stephpchang
89. test out paid search ad copy to speak to potential customer concerns @stephpchang
90. to optimize for search based on the target audience @stephpchang
91. these are ways we can become findable to the right target audience @stephpchang
92. using search @stephpchang
93. but don’t STOP there @stephpchang
94. as search becomes more targeted @stephpchang
95. for it to be truly effective, @stephpchang
96. it must integrate with other marketing channels @stephpchang
97. marketing integration
98. why integration? @stephpchang
99. effective frequency @stephpchang
100. what does effective frequency mean? @stephpchang
101. Viewers need to see a message several** times **ranges from 3-11 times @stephpchang
102. in order for the message to receive maximum impact @stephpchang
103. this doesn’t necessarily mean showing the same ad over and over again @stephpchang
104. @stephpchang
105. we want to see the same message reinforced in different ways @stephpchang
106. examples of marketing integration
107. let’s apply this process to a real business @stephpchang
108. b2b company that made asset tags @stephpchang
109. niche product with a small target audience @stephpchang
110. busy office administrators in corporate businesses or government @stephpchang
111. don’t do a lot of research online @stephpchang
112. heavily price-focused @stephpchang
113. just want the product to work @stephpchang
114. low involvement / think product @stephpchang
115. questions they ask @stephpchang
116. does the product on curved surfaces? @stephpchang
117. FAQ section on the site that address these questions @stephpchang
118. we didn’t want to stop there @stephpchang
119. we didn’t want just tactics, but a full campaign @stephpchang
120. significant portion of the target demographic @stephpchang
121. lived in urban or suburban @stephpchang
122. @stephpchang what would be useful to this target demographic?
123. @stephpchang that solved a pain point
124. @stephpchang show the product works
125. @stephpchang the concept was the creation of a consumer-facing tool
126. @stephpchang free bike registry
127. @stephpchang show effectiveness of product
128. @stephpchang bikes work on curved surfaces
129. @stephpchang QR codes work to track a valuable product
130. @stephpchang partner with government agencies & getting the product right in front of them
131. @stephpchang because this is not solely a search campaign
132. integrate several marketing channels @stephpchang
133. @stephpchang built landing pages for both organic and paid search
134. content to support community and press @stephpchang
135. video & social @stephpchang
136. @stephpchang outreach to bike communities and non-profits
137. across different sectors @stephpchang
138. @stephpchang we are expanding our reach
139. @stephpchang as an extension of search
140. @stephpchang and thus, achieving effective frequency because wherever they look
141. @stephpchang you are there
142. @stephpchang whether or not they search for you
143. you are findable @stephpchang
144. you are
145. results
146. project is a year old and has received more partnerships and press over time @stephpchang
147. @stephpchang visits new visits average visit duration direct conversions non-direct conversions 13,000+ 79% 4 minutes 2 103
148. key takeaways
149. search is more important than ever @stephpchang
150. the emphasis needs to be switched to the individual** user **see Justin Cutroni’s presentation @stephpchang
151. we need to develop a better understanding of user behavior @stephpchang
152. and how to integrate our learnings in search and other channels @stephpchang
153. in order for it to truly be effective @stephpchang Insert cheesy picture
154. let’s make it personal ! @stephpchang
155. Thanks. Any questions? STEPHANIE CHANG stephanie.chang@distilled.net @stephpchang