how to increase discoverability w/krista of gshift labs
TRANSCRIPT
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WEBINAR:Improving Search Discoverability with Influencers & Off-Site Content
April 20, 2016
Presented By: Krista LaRiviereCoFounder & CEO, gShift
Moderated By:Kelsey JonesExecutive Editor, Search Engine Journal
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● We are recording this webinar.
● If you have any questions, please enter them in the ‘Questions’ window.
● Please Tweet! Handles & hashtags are in the footer.
● Interactive Poll Results will be published during Q & A.
● Q & A#SEJThinkTank
@KristaLaRiviere @gShiftLabs
HOUSEKEEPING
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The New Customer Journey
The Power of Ranking Offsite Content
Offsite Content DistributionUser Generated Content & Influencer MarketingTracking Offsite Analytics & Engagement
Q & A
#SEJThinkTank @KristaLaRiviere @gShiftLabs
AGENDA
“Improving Search Discoverability with Influencers & Off-Site Content”
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IS DIGITAL MARKETING GETTING EASIER?
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#SEJThinkTank @KristaLaRiviere @gShiftLabs
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THE CUSTOMER JOURNEY
#SEJThinkTank @KristaLaRiviere @gShiftLabs
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THE NEW CUSTOMER JOURNEY
#SEJThinkTank @KristaLaRiviere @gShiftLabs
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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.
#SEJThinkTank @KristaLaRiviere @gShiftLabs
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It’s the Customer’s Sales Funnel, Not Yours
#SEJThinkTank @KristaLaRiviere @gShiftLabs
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So, how do you measure success?
MARKETERS LOSTIN DARK FUNNEL
#SEJThinkTank @KristaLaRiviere @gShiftLabs
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GOOGLE FILES A PATENT
“Onsite and offsite search ranking results” US 13/285, 995
“So putting an emphasis on building trust for all of your content sould become one of the biggest undertakings you have in 2016.”
#SEJThinkTank @KristaLaRiviere @gShiftLabs
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#SEJThinkTank @KristaLaRiviere @gShiftLabs
Kerry Jones
OFFSITE PATH TO ONSITE
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#SEJThinkTank @KristaLaRiviere @gShiftLabs
OFFSITE PATH TO ONSITE
Improve discoverability
Authentic referral traffic
Expand content distribution
Increased reach to target audience
Build authority within industry
Increased overall brand awareness
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OFFSITE CONTENT DISTRIBUTION
Creating content for your site is not
enough. You need additional
distribution and amplification using off-site channels.
#SEJThinkTank @KristaLaRiviere @gShiftLabs
Influencers
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POLL QUESTION #1
How much of your digital marketing budget do you invest into content distribution?
1. 0%2. 10%3. 25%4. 50%5. More than 50%
#SEJThinkTank @KristaLaRiviere @gShiftLabs
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INFLUENCER MARKETING
Influencer marketing is a tactic of digital marketing where brands partner with key industry thought leaders to amplify (distribute) the brand content/message to their audience, mainly using social channels.
Influencers are credible, authentic and highly engaged presences who hold a power of influence over their audience based on the trust they’ve built.
What is influencer marketing?
Who are influencers?
#SEJThinkTank @KristaLaRiviere @gShiftLabs
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INFLUENCER MARKETING IN YOUR MARKETING MIX
Channel of distributionPower of word of mouth
Cost-effective
Off-site challenge (Dark Funnel)
“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
#SEJThinkTank @KristaLaRiviere @gShiftLabs
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This is where influencers and their audience live!
THE DARK FUNNEL
#SEJThinkTank @KristaLaRiviere @gShiftLabs
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“Audience-centric” versus “Influencer-centric”
“Audience size” versus “Engagement”
“Influencer scoring” - Authenticity, engagement, credibility
IDENTIFY AND ENGAGEINFLUENCERS
#SEJThinkTank @KristaLaRiviere @gShiftLabs
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● Provide influencers recommended keyword rich Titles, Headings and Content to “optimize” their posts
● Provide trackable Smart URLs to your content and for them to share via each social channel
● Remember the #DarkFunnel
ARMING YOUR INFLUENCERS
#SEJThinkTank @KristaLaRiviere @gShiftLabs
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POLL QUESTION #2
What challenges do you face when running an influencer marketing campaign?
1. Identifying the right influencers?2. Engaging with influencers and getting their attention? 3. Monitoring a campaign?4. Measuring a campaign?5. I’ve never run an influencer campaign.
#SEJThinkTank @KristaLaRiviere @gShiftLabs
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TRACKING OFFSITEANALYTICS & ENGAGEMENT
You have created great content, launched an influencer campaign,
developed strong social messaging, nailed offsite
distribution…
Now what?
#SEJThinkTank @KristaLaRiviere @gShiftLabs
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TRACKING OFFSITEANALYTICS & ENGAGEMENT
#SEJThinkTank @KristaLaRiviere @gShiftLabs
kontextURLsTM (SmartURL System)
Off-Site Analytics
Influencer Analytics
Near Real-Time Engagement Metrics
Branded, Vanity Short URL
Long-term Data Storage
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• Track and report on engagement by Influencer, by Channel, by Content Type, by Keyword Group
● Create Conversion Paths to map off-site content engagement all the way through to ROI
● Report on improvements in Organic Search Visibility
● Create feedback loop back to influencers so they know how they did
MEASUREMENT & REPORTING
#SEJThinkTank @KristaLaRiviere @gShiftLabs
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#SEJThinkTank @KristaLaRiviere @gShiftLabs
THE FULL PROCESS
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#SEJThinkTank @KristaLaRiviere @gShiftLabs
What is this really all about?
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Set up content campaigns to accurately track offsite engagement
KEY TAKEAWAYS
Offsite content will strengthen your brand’s web presence
Focus on audience development for improved discoverability
Add influencer marketing to your mix
Understand your customer’s journey and behavior
#SEJThinkTank @KristaLaRiviere @gShiftLabs
Long-tail influencers for ultimate audience development
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Q & A
#SEJThinkTank @KristaLaRiviere @gShiftLabs