make seo the engine behind your marketing
TRANSCRIPT
Make SEO the Engine Behind Your
Marketing
October 4, 2017
AGENDA
• My Background
• The Buying Cycle
• Making SEO the Engine Behind Your Marketing
• An Opportunity to Work Together
• Homework!
Who Am I?
• Owner of Bite Sized Media• Local marketing and SEO geek• Instagram-obsessed marketer• Tennis and fitness lover• Ex-marathoner• Corgi owner
SOME CLIENTS I’VE WORKED WITH
THE BUYING CYCLE
WHAT MOST PEOPLE THINK THE CUSTOMER
BUYING CYCLE LOOKS LIKE
I’m Ready to Buy!
WHAT THE CUSTOMER BUYING CYCLE ACTUALLY
LOOKS LIKE…
Awareness Consideration Purchase
Oh, there’s two more steps..
THE CUSTOMER BUYING CYCLE
It’s all about intent!
THE CUSTOMER BUYING CYCLE
What do I mean by intent?
I want to GOI want to KNOW I want to DO
“How do you….?” “Hardware store near me” “Video on installing …”
Helpful Resource: www.thinkwithgoogle.com
THE CUSTOMER BUYING CYCLE
Source: https://www.consumerbarometUSer.com/en/insights/?countryCode=US
“The Internet plays a key role in the consumer journey for many product categories. As a result, an integrated
marketing strategy is critical for marketers and planners.”
– Consumer Barometer with Google
THE CUSTOMER BUYING CYCLE
Source: https://www.consumerbarometer.com/en/stories/how-todos
THE CUSTOMER BUYING CYCLE
Source: https://www.consumerbarometer.com/en/stories/brand-advocates
THE CUSTOMER BUYING CYCLE
Integrated Marketing
SEO
PPC
Have a consistent message and flow between all touchpoints
EXAMPLES OF AWARENESS MARKETING ACTIVITES
• Facebook ads promoting company or service
• Display ads
• Promoting whitepaper download
• Speaking at a tradeshow (boy, that sounds familiar.. ;)
• Billboards
• Print advertising
EXAMPLES OF CONSIDERATION MARKETING ACTIVITES
• Comparing your product/service against competitors
• Pros and cons lists
• Offering a free product sample or trial
• Gathering testimonials and reviews
• Offering a free quote
EXAMPLES OF READY TO PURCHASE ACTIVITES
• [company name] coupon
• [brand] [part number] [sku]
MAKING SEO THE ENGINE BEHIND YOUR
MARKETING
MAKE SEO THE ENGINE BEHIND YOUR MARKETING
1. Perform keyword research2. Build out content for different phases of the
buying cyclei. Awarenessii. Considerationiii. Purchase
3. Talk to your customers (sales feedback, surveys, etc.)4. Iterate!
SEO can help you with researching your customers and giving what they want in the format they want it.
MAKE SEO THE ENGINE BEHIND YOUR MARKETING
Helpful Tools
MAKE SEO THE ENGINE BEHIND YOUR MARKETING
Look at all that awareness content!
MAKE SEO THE ENGINE BEHIND YOUR MARKETING
They’re leading them down the
funnel so beautifully!
MAKE SEO THE ENGINE BEHIND YOUR MARKETING
A community Q&A too?!
I’ll never have to go anywhere
else!
HOMEWORK FOR YOU
HOMEWORK
1. Inventory and group all your current marketing activitiesi. Make a list of all the types of marketing that you’re doing right now
2. Start Integrating SEO to power your marketing i. Not sure what your audience is searching for? Perform keyword research.ii. Not sure how to build your new website? Perform keyword research.iii. Start creating a content strategy and schedule it out on your calendar.
3. Clean up your marketing processesi. Do you even have defined processes?ii. Do you need to have a company/team meeting to educate?iii. Do you need to hire additional help?
Take out your pens! (or phones :)
NEED HELP?
• Use my Online Optimization Blueprint to help you
• Check out my new online SEO course:
hyperlocalmarketingacademy.com
• Save 50% OFF if you use the promo code WMTE2017 and pay in
full
• Visit bite-sizedmedia.com or email me
