how to use online search to build your brand

Copyright by Debra Zahay 2013

Search = Branding = Strategy

Dr. Debra Zahay @zahay

Full Professor of Marketing at Aurora University

and President, Zahay, Inc.

Stukent Webinar Series


Agenda

• Who am I?

• What is digital marketing?

• The changing face of branding/purchasing is changing.

• How the simulation reflects reality.

• A Practical Blueprint for Keyword Strategies to implement your company strategy.


I followed my questions to Academia

Information Systems

Sales/Marketing/Databases

IMC &

More Databases

????

Ph.D.


Over 700 Article Citations

Co-Author: Leading Intern Textbook


Editor: Journal of Research in Interactive Marketing


Co-Author: Leading Internet Marketing Textbook


Forthcoming: Business Experts Press, Digital Marketing Management


Forthcoming:

Zahay, Roberts


Also Forthcoming …..

Spiller and Zahay, Eds.


Teaching Portfolio

• Undergraduate Digital Marketing Minor

• Internet Marketing (Stukent SIM), Adwords

• Social Media Marketing, Hootsuite, Google analytics

• IMC

• Graduate Master of Science in Digital Marketing and Analytics

• Digital Marketing (Stukent SIM)

• Database Marketing and Analytics (SPSS/Modeler)

• Data Mining and Visualization (SPSS/Tableau)


Figure 1.2

Beyond?

Digital=Engagement

Interactive=Conversation

Internet=Technology

Direct=Customer Response


Digital marketing can be defined as: Using any digital technology to facilitate the marketing process, with the end goal to facilitate customer interaction and engagement


Digital Marketing is the Responsibility of the Executive Suite


Set objectives for cross-channels

Web Objectives

Email

Search

Social

Mobile


How the simulation mirrors reality

Web Objectives

Email

Paid Search

Organic Search


The Customer Lifecycle supports our mission (Thanks Dr. Charlotte Mason)

Attract & Acquire:

Search, Website, Social

Media

Retain & Engage: Campaign management,

CRM Systems, Email, Customer Experience

Target

Market

Prospect

Responder

Responder

New

Customer

Voluntary

Leaver

Forced

Leaver?

Former

Customer

Winback

Pote

ntial Cust

om

ers

High

Potential

High

Value

Low

Value

Retained or

repeat customer

Lead

nurturing,

Demand

generation


Brand Image

Brand Story

Brand Awareness

Brand Recognition

Brand Equity

High Search Rankings

Search and Branding are Interwoven


To succeed in search marketing, your brand, your products and your company must be known.


You must also have a point of difference that can be conveyed easily.


The Buying Process Begins with Search • 78% of buyers of B2B products begin process via a search

engine

• 93% of consumers begin their process with search

• Good web design aids search


Problem / Need

Awareness Consideration Purchase Post

Purchase Experience

Loyalty / Re-purchase

Traditional Purchase Journey

Thanks to Steve Susina from LyonsCG


The New Purchase Process

Contact Salesperson/Go

online

Compare Vendors

Conduct Research


Age of Consumer Empowerment

• Much of the buying process takes place before the first interaction with the vendor

Source: Marketo, Sirius Decisions, Forrester Research, Steve Susina

Purchase Journey Today


“Influence of Online Research Over Purchase Decisions Expanding Beyond Big Ticket Items” -- Radius GMR, 5/2013

Consumers want the Facts in All Areas, including B2B


The Sales Funnel Has Changed


Search = Strategy =Branding


To THE TARGET MARKET, Our Company Name is the PRODUCT CATEGORY that POINT OF DIFFRENCE


Practical Tips

• Develop a list of what makes your company unique.

• Write down how you deliver value.

• Using Google Trends and the keywordtool.io, if available, develop a list of keywords that might relate to your company and/or your brand value. Focus on customer INTENT.

• Make list of your broad marketing objectives using “Attract, Acquire, Retain, Engage.”

• Group the keywords above into categories that might relate to specific objectives.

• Develop a list of website/mobile site goals according to these broad objectives; In this case be specific, i.e., “Customers should come to the site to register.”


Example

• We have the largest selection of Android tablet computers.

• We wish to attract customers to our website.

• Let’s develop a list of keywords.


New Example

• New Point of Difference: Our site can help compare tablets.

• Broad Objective: We wish to ATTRACT customers to our website.

• “android table tvs. Ipad” and similar terms look good.

• Goals: Encourage them to register for our email newsletter, download a comparative whitepaper.


A Word about Email

• Still widely used

• The unsung engine of Internet Marketing

• How we develop relationships

• Click through rates between 2-5%


Summary

• Digital marketing means using digital technology to create engagement.

• Customers want to engage online.

• The simulation reflects the trends in digital marketing.

• Define your strategy, use keywords to reinforce on your website to optimize paid and organic search.


Questions?


Contact information

• Dr. Debra Zahay-Blatz

• http://www.zahay.com

• [email protected]

• @zahay

• THE BLOG: datadrivendigitalmarketing.blogspot.com

• The G+ Community Internet Marketing

how to use online search to build your brand

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