online marketing - wordpress.com · marketing funnel zero moment of truth use search to uncover and...
TRANSCRIPT
![Page 1: Online Marketing - WordPress.com · marketing funnel Zero moment of truth Use search to uncover and understand the moments that matter Search Demand Curve s # of keywords Millions](https://reader030.vdocuments.mx/reader030/viewer/2022041100/5ed80b77cba89e334c6723ff/html5/thumbnails/1.jpg)
Online Marketing Building brands in a digital world
![Page 3: Online Marketing - WordPress.com · marketing funnel Zero moment of truth Use search to uncover and understand the moments that matter Search Demand Curve s # of keywords Millions](https://reader030.vdocuments.mx/reader030/viewer/2022041100/5ed80b77cba89e334c6723ff/html5/thumbnails/3.jpg)
traditional marketing funnel
First moment of truth
Second moment of truth
Stimulus
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online marketing funnel
First moment of truth
Second moment of truth
Zero moment of truth
Stimulus
![Page 5: Online Marketing - WordPress.com · marketing funnel Zero moment of truth Use search to uncover and understand the moments that matter Search Demand Curve s # of keywords Millions](https://reader030.vdocuments.mx/reader030/viewer/2022041100/5ed80b77cba89e334c6723ff/html5/thumbnails/5.jpg)
online marketing funnel
![Page 6: Online Marketing - WordPress.com · marketing funnel Zero moment of truth Use search to uncover and understand the moments that matter Search Demand Curve s # of keywords Millions](https://reader030.vdocuments.mx/reader030/viewer/2022041100/5ed80b77cba89e334c6723ff/html5/thumbnails/6.jpg)
online marketing funnel
Bounce rateThe percentage of visitors who view the landing page and leave (by clicking back, closing the browser/tab or typing in a new adress) without interaction
Rb= TvTe
40,5%
Keep it simple Build intuitive landing experiences
Reduce clicks to conversion Engage visitors with dynamic pages
Message-match your pages to your ads
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online marketing funnel
Exit rateThe percentage of visitors who view the landing page and actively click away to different page or website. (Visitors might have interacted.)
Re=TexitsTviews
Segment your visitors Serve targeted pages Reduce external links
Use call 2 action with benefit driven language Directiona cues to assist visitors where to click
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online marketing funnel
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online marketing funnel
Click-through-rateThe number of clicks on a particular campaign element, including goals, given as a percentage of total page views.
CTR= Tmeasured clicksTmeasured impressions Ad urgency to message
Show the benefit, not the effort Keep call to action short and on message
x100
0,05%3,17%
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online marketing funnel
Conversion rateThe number of potential visitors performing a desired action, wether the action is buying a product, filling out a form or some other goals of the webpage.
ConvR= Total goal completions
Total visits of target market
Test, Test, Test (A/B testing) Guide visitors actions visually
Have a clear and relevant message Measure the effect you require for conversion
versus reward Be timely in your campaigns
x100
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online marketing funnel
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online marketing funnel
Zero moment of truth1. Use search to uncover and understand the moments that matter2. Be present in the moments that matter3. Have something interesting, relevant and/or engaging to say4. Measure the impact
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online marketing funnel
Zero moment of truthUse search to uncover and understand the moments that matter
Search Demand Curve
# of m
onthl
y sea
rches
# of keywords
Millions
100k’s
10k’s
Thousands
Hundreds
Tens
>5
Top 100 Keywords
Top 500 Keywords
Top 1K Keywords
Top 10K Keywords
Fat Head 18,5%
Chunky Middle 11,5%
Long Tail 70%
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online marketing funnel
Zero moment of truthUse search to uncover and understand the moments that matter
Search Demand Curve
High Cost & Competition
Low Cost & Risk
One word phrase
Two word phrase
More descriptive phrases
Low probability of conversion
High probability of conversion
“shoes”
“mens shoes”
“mens running shoes black nike”
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online marketing funnel
Zero moment of truthUse search to uncover and understand the moments that matter
Search Demand Curve
High Cost & Competition
Low Cost & Risk
One word phrase
Two word phrase
More descriptive phrases
Low probability of conversion
High probability of conversion
“shoes”
“mens shoes”
“mens running shoes black nike”
![Page 16: Online Marketing - WordPress.com · marketing funnel Zero moment of truth Use search to uncover and understand the moments that matter Search Demand Curve s # of keywords Millions](https://reader030.vdocuments.mx/reader030/viewer/2022041100/5ed80b77cba89e334c6723ff/html5/thumbnails/16.jpg)
online marketing funnel
Zero moment of truthUse search to uncover and understand the moments that matter
Search Demand Curve
High Cost & Competition
Low Cost & Risk
One word phrase
Two word phrase
More descriptive phrases
Low probability of conversion
High probability of conversion
Conversion%
SEA
SEO
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online marketing funnel
Zero moment of truthUse search to uncover and understand the moments that matter
SEA
SEOSearch Engine Advertising
Search Engine Optimization
![Page 18: Online Marketing - WordPress.com · marketing funnel Zero moment of truth Use search to uncover and understand the moments that matter Search Demand Curve s # of keywords Millions](https://reader030.vdocuments.mx/reader030/viewer/2022041100/5ed80b77cba89e334c6723ff/html5/thumbnails/18.jpg)
online marketing funnel
Zero moment of truthUse search to uncover and understand the moments that matter
SEO
SEOSearch Engine Optimization
Search Engine Optimization
![Page 19: Online Marketing - WordPress.com · marketing funnel Zero moment of truth Use search to uncover and understand the moments that matter Search Demand Curve s # of keywords Millions](https://reader030.vdocuments.mx/reader030/viewer/2022041100/5ed80b77cba89e334c6723ff/html5/thumbnails/19.jpg)
online marketing funnel
Zero moment of truthUse search to uncover and understand the moments that matter
SEO
SEOSearch Engine Optimization
Search Engine Optimization
![Page 20: Online Marketing - WordPress.com · marketing funnel Zero moment of truth Use search to uncover and understand the moments that matter Search Demand Curve s # of keywords Millions](https://reader030.vdocuments.mx/reader030/viewer/2022041100/5ed80b77cba89e334c6723ff/html5/thumbnails/20.jpg)
Why do we never go to page two of a Google search
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Why do we never go to page two of a Google search
trust!99,9%
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online marketing funnel
Zero moment of truthUse search to uncover and understand the moments that matter
SEOSearch Engine Optimization
visibility over platforms
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online marketing funnel
Zero moment of truthUse search to uncover and understand the moments that matter
SEOSearch Engine Optimization
visibility over platforms
![Page 24: Online Marketing - WordPress.com · marketing funnel Zero moment of truth Use search to uncover and understand the moments that matter Search Demand Curve s # of keywords Millions](https://reader030.vdocuments.mx/reader030/viewer/2022041100/5ed80b77cba89e334c6723ff/html5/thumbnails/24.jpg)
online marketing funnel
Zero moment of truthUse search to uncover and understand the moments that matter
SEOSearch Engine Optimization
visibility over platforms
![Page 25: Online Marketing - WordPress.com · marketing funnel Zero moment of truth Use search to uncover and understand the moments that matter Search Demand Curve s # of keywords Millions](https://reader030.vdocuments.mx/reader030/viewer/2022041100/5ed80b77cba89e334c6723ff/html5/thumbnails/25.jpg)
online marketing funnel
Zero moment of truthUse search to uncover and understand the moments that matter
SEOSearch Engine Optimization
visibility & language over platforms
![Page 26: Online Marketing - WordPress.com · marketing funnel Zero moment of truth Use search to uncover and understand the moments that matter Search Demand Curve s # of keywords Millions](https://reader030.vdocuments.mx/reader030/viewer/2022041100/5ed80b77cba89e334c6723ff/html5/thumbnails/26.jpg)
online marketing funnel
Zero moment of truthUse search to uncover and understand the moments that matter
![Page 27: Online Marketing - WordPress.com · marketing funnel Zero moment of truth Use search to uncover and understand the moments that matter Search Demand Curve s # of keywords Millions](https://reader030.vdocuments.mx/reader030/viewer/2022041100/5ed80b77cba89e334c6723ff/html5/thumbnails/27.jpg)
online marketing funnel
Zero moment of truthUse search to uncover and understand the moments that matter
Keyword Search
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Keyword Search
online marketing funnel
Zero moment of truthUse search to uncover and understand the moments that matter
1 Define a keyword list 2 Refine the keyword list 3 Competition & keyword relevance 4 Use metrics to choose the best 5 Integrate into the website
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online marketing funnel
Zero moment of truthUse search to uncover and understand the moments that matter
![Page 30: Online Marketing - WordPress.com · marketing funnel Zero moment of truth Use search to uncover and understand the moments that matter Search Demand Curve s # of keywords Millions](https://reader030.vdocuments.mx/reader030/viewer/2022041100/5ed80b77cba89e334c6723ff/html5/thumbnails/30.jpg)
online marketing funnel
Zero moment of truthUse search to uncover and understand the moments that matter
![Page 31: Online Marketing - WordPress.com · marketing funnel Zero moment of truth Use search to uncover and understand the moments that matter Search Demand Curve s # of keywords Millions](https://reader030.vdocuments.mx/reader030/viewer/2022041100/5ed80b77cba89e334c6723ff/html5/thumbnails/31.jpg)
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When the online experience FAILS, it impacts conversions
online marketing funnel
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online marketing funnel
Zero moment of truthSite experience needs to be responsive
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online marketing funnel
Zero moment of truthSite experience needs to be responsive
fail fail
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online marketing funnel
Zero moment of truthWebsite load time
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online marketing funnel
Zero moment of truthOnline customer journey
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online marketing funnel
Zero moment of truthOnline customer journey
![Page 38: Online Marketing - WordPress.com · marketing funnel Zero moment of truth Use search to uncover and understand the moments that matter Search Demand Curve s # of keywords Millions](https://reader030.vdocuments.mx/reader030/viewer/2022041100/5ed80b77cba89e334c6723ff/html5/thumbnails/38.jpg)
online marketing funnel
Zero moment of truthOnline customer journey
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online marketing funnel
Zero moment of truthOnline customer journey
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online marketing funnel
Zero moment of truthOnline customer journey
78%of customers abandon before completing their online purchase (2017)