Developing A Metrics Driven Marketing Strategy

Transcription

1 Developing A Metrics Driven Marketing Strategy

2 How To Use SEO, Social Media, And Content Marke ng To Create A Metrics- driven Marke ng & Sales Funnel Around Buying Cycles, That Generates A Consistent Stream Of New Clients And Customers

3 Who The Heck Is Samuel Woods? 10 years working with computers, programming, web design & development, internet... Started as a wannabe hacker at school, keylogging to steal passwords, logins, etc... Got into niche sites, MFA, affiliate marketing, all kinds of darker-shade-of-white stuff... Took tools and tactics and went mainstream... Worked with over 25+ clients, across industries, past 2 years, using online marketing to drive leads, clients, customers, sales... Samuel

4 What Are We Talking About? Creating a Marketing System, that sells and converts suspects into (paying) clients and customers. The OVERVIEW and STRATEGIC application of tools and tactics. This is a framework, based on working with 25+ clients across several industries (HVAC, real estate, kitchen remodelers, e-commerce, etc). PREMISE: #1 unfair advantage you can have: understand your clients/customers MUCH BETTER than your compe tors, at least as good as they understand themselves, but preferably BETTER

5 What Are We Talking About? What We Are Going To Do: 1. Get the 30,000 ft view. 2. Illustrate the real-world application with examples. 3. The goal? Get you thinking about (and implementing) a marketing & sales funnel that generates results and is open to iteration, tweaking, and optimizing.

6 Why Are We Talking About This? To prevent this from happening! Chasing tactics and tools, without putting the pieces together...

7 Let s Get Some Stuff Straight, First There are 3 ways to grow a business: 1. Increase number of prospects. 2. Increase conversion rate of prospects to client/customers. 3. Increase average value of transaction and/or frequency of transaction. You can (and should!) use SEO + your website + marketing + social media + content marketing, etc. to accomplish this. This goes beyond just ranking high in Search Engines you can have all the traffic you want, but without a clear way to channel it, it s pointless. Sounds like a lot? Don t worry, we re going to break this down...

8 Oh, Customer, Where Art Thou? Q: So, HOW do we do this? A: Create a MARKETING FUNNEL. Q: What is it? A: The STEPS and PATH your clients/customers take that leads them to make a purchase often referred to as Marketing Funnel, Sales Funnel, Conversion Funnel. The point is: your client/customer take certain steps to go from not knowing who you are, to buying from you. They go through different PHASES. And you can influence and shape this path and SEO is a huge part of it.

9 The Marketing Funnel Phases Awareness Interest Desire Action

10 The Marketing Funnel Phases Awareness (Suspect) Interest (Prospect) Desire (Lead) Action (Opportunity)

11 Mapping The Funnel & Buyer Journey 1. Create A Buyer Persona Where are your typical buyers right now? Where do they go for information? How do they make buying decisions? Do they search? Ask friends? Who influences them? Do they read reviews? What WORDS are they using to describe what they want and think? 2. Start With The End In Mind End goal being purchase... What happens before it? And before that? 3.Map Out The Buyer s Journey This will serve as the framework for your Marketing Funnel. Decide on what the Call-To-Action is for the next phase. SEO: keyword research focused on the long-tail identify topics, questions, concerns, desires to create content around and create keyword hubs, where you generate and combine keywords and phrases to target.

12 So You End Up With This Buyers Buyers Buyers Purchase! Action Opportunity Awareness Suspect Interest Lead Desire Lead Purchase! Action Opportunity

13 Buyer Persona Example: Kitchen/Bathroom Remodel Company 1. Create The Buyer Persona Planning on renovating current kitchen within 3 months. Have a dream kitchen mind. Are looking at designs, cabinets, refrigerators, colors, dishwashers (long-tail paradise). Look at interior design websites. Ask friends. Search for kitchen remodeling ideas (lots of long-tails here, too). Have questions (15 common questions), are looking for answers.

14 Buyer Persona

15 Buyer Persona Keyword Research Long-tail Hubs

16 End In Mind Example: Kitchen/Bathroom Remodel Company End goal: Order new kitchen/bathroom 2. Start With The End In Mind??? Action: Place order for new kitchen

17 Buyer s Journey Example: Kitchen/Bathroom Remodel Company End goal: Order new kitchen/bathroom 3. Map Out The Buyers Journey Awareness: Discover client through search, social media, review sites. Interest: Find client website, look through gallery, read general information about renovating kitchens. Desire: Signup for and download Kitchen Remodeling Blueprint plan a kit that helps them organize their research and plan their new kitchen. Action: Place order for new kitchen

18 The Metrics Awareness (Suspect) Discover client through search, social media, review sites. What do they want? Knowledge, not sales messages. How do you reach them? Blogs (your own and guest posting); video; social media; PPC. What do you measure? Traffic; traffic sources/referrals; pageviews; visit duration; social media engagement; look for trends here.

19 The Metrics Interest (Prospect) Find client website, look through gallery, read general information about renovating kitchens. What do they want? Answers; inspiration; new ideas. How do you reach them? Your own website; pull people back to it, through various online channels (social media, etc); make your site the central hub for what they re looking for. What do you measure? Conversions! Clicks on CTAs (call-to-actions); do they take the action you want them to take; define your action. Tried, tested, and true is still marketing.

20 The Metrics Desire (Lead) Signup for and download Kitchen Remodeling Blueprint plan a kit that helps them organize their research and plan their new kitchen. What do they want? Make their dream real; prices; how long it will take How do you reach them? Specially prepared kit, that only people who are serious about a new kitchen would want; narrowing the funnel. What do you measure? CTA for kit downloads; viral loop: if they share their plans, photos, on social media, they get a chance to win free dishwasher of their choice.

21 The Metrics Action (Opportunity) Place order for new kitchen What do they want? Get their kitchen done. How do you reach them? The kit contains the next action to take, which is to contact the company to schedule an appointment; there s also a special link to an order form they can fill out to get contacted. What do you measure? Only for online order form, if used.

22 Where Does SEO Fit In? It Powers and Drives the rest of the marke ng funnel. Complement and work together with everything else that you re doing. People research products and services before the make a purchase, and during the buying cycle. Vital func on is to keep tabs on search keywords, phrases. Take the language and words people use all over the internet and implement it in your content. Create content that is specific to the different phases (buying intent, vs. informa on intent). Let your SEO (keyword research, search phrases, compe on) AND customer research inform your content marke ng Create content for ALL phases of the buying cycle You want to RANK for the keywords/phrases that indicate WHERE in the buying cycle someone is, i.e. it's rela vely useless to rank for "kitchen cabinets" when long- tails like "How much are kitchen cabinets?" and "Reviews of kitchen cabinets" and "What are the best modern kitchen cabinets? are much stronger indicators of intent.

23 Where Does SEO Fit In? Keyword Example: kitchen cabinets turned into How do I install kitchen cabinets in a small kitchen? This in was recorded as a video, audio was extracted and transcribed, appropriate graphics were made this was curated and syndicated across several different pla orms. Blog Networks?? Controversial?? May or may not have... Small, private network of contextual and relevant websites, focused around niche. Great, unique content, deeper than regular micro- niche sites. Context and relevancy is very important for ranking well is your product or service men oned in contexts that makes sense and are relevant to what you re offering?

24 Implementing Funnel On Website 1.Website Structure Hero pages. Sidekicks. 2.Analytics Google Analytics Goals Advanced Segments

25 Website Structure Awareness: Sidekicks Blog posts, guest posts Social Media PPC X X X X CTA Interest: Hero In-depth, specific, deeper relevant content X CTA Desire: Landing Page CTA; ultimate desire of your client/customer

26 Google Analytics Goals Advanced Segments Analytics

27 Analytics

28 Analytics

29 Putting It Together... Remember the 3 ways to grow a business? 1. Increase number of prospects. Increase traffic linkbait, guest-posting, higher rankings. 2. Increase conversion rate of prospects to client/customers. Target buying keywords, those that show commercial intent to get the true buyers. 3. Increase average value of transaction and/or frequency of transaction. Optimizing and pulling more people through your funnel.

30 Putting It Together... Make Your SEO, Social Media, Content Marke ng, s Customer- centric: Model your efforts a er WHERE your customers are NOW WHAT they do (behavior) The LANGUAGE they use (for keyword mining). Your Website (on- site SEO): Different pages/blog posts/landing pages for EACH of the PHASES in the cycle, with PHASE- APPROPRIATE LANGUAGE, complete with CALL TO ACTIONS (signup, request quote, webinar, purchase, etc). SEO: Site structure, permalinks, linking within your site, links to your site, crawling, site speed, on- site op miza on best prac ces. Use Google Analy cs Goals and Funnel Visualiza on to LEAD people through your site, see where they go, where they drop off.

31 Putting It Together... Outposts (off- site SEO): Guest posts/ar cle marke ng (not talking about Ezine) are o en used for the Awareness and Interest- phases; drive people back to Desire- phase content on your website. SEO benefits: backlinks, traffic, cita ons, relevant context. Social media (including adver sing): get in front of poten al suspects; Awareness + Interest- phase.

32 The End... Samuel