search marketing: insights on keyword research and customer personas
DESCRIPTION
See the video replay here: http://www.marketingsherpa.com/video/webinar/keyword-research-customer-personas Join this MarketingSherpa webinar to hear how Christina Brownlee, Director of Marketing, and Jacob Baldwin, Search Engine Marketing Manager, of One Call Now, used keyword research and customer personas to form a new marketing strategy that increased conversions by 81%. Come have your questions answered live!TRANSCRIPT
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See Daniel Burstein, Director of Editorial Content, MECLABS, interview Jacob Baldwin, Search Engine Marketing Manager, and Christina Brownlee, Director of Marketing Communications, One Call Now, and answer questions from the audience!
Watch it now! Access other webinars
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Insights on keyword research and customer personasSearch Marketing:
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Presenters
Christina BrownleeDirector of Marketing Communications
One Call Now@OneCallNow
Daniel BursteinDirector of Editorial Content
MECLABS@DanielBurstein
Jacob BaldwinSearch Engine Marketing Manager
One Call Now@OneCallNow
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Join the conversation
#SherpaWebinar
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Further Resources
Website Redesign: Message notification provider combines SEO with LPO, retargeting to drive 81% increase in conversion
Local SEO: How geotargeting keywords brought 333% more revenue
What is the Easiest Tactic to Improve SEO?
Content Marketing and SEO: The world doesn’t need another blog post
Marketing Research Chart: SEO most effective tactic for lead gen, but also among the most difficult
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Challenge: Homepage before
Navigation
H1 tags wrong/missing
No long-tail, all very broad keywords targeted
Navigation
Calls to Action
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Challenge: Vertical page before
No clear conversion path
H1 tags, keyword density lagging
Calls to Action
Navigation
Navigation
Navigation
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Improving public relations
Increasing offline sales revenue
Integrating search marketing data with CRM and other marketing systems
Integrating search marketing analytics into a single dashboard
Increasing online sales revenue
Improving brand/product awareness or reputation
Integrating with social media
Achieving or increasing measurable ROI
Developing an effective and methodical strategy
Increasing lead generation
Increasing website traffic
11%
20%
20%
14%
44%
55%
38%
47%
27%
62%
72%
11%
17%
26%
27%
29%
31%
37%
39%
42%
48%
53%
Challenges from last 12 months Objectives for next 12 months
Increasing website traffic
Increasing lead gen
Develop a strategy
Increase measurable ROI
Integrate with Social Media
Improve Brand awareness
Increase online sales revenue
Integrate search marketing to a single dashboard
Integrate search marketing data with CRM or other systems
Increase offline sales revenue
Improve public relations
What is the most frustrating SEO challenge? What is the most important objective?
Challenges Objectives
Source: ©2011 MarketingSherpa Search Marketing Benchmark Survey Methodology: Fielded April 2011, N=1,530
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“”– Jacob Baldwin
Adopted Mantra:
… the goal of marketing is not to persuade, it is to discover, educate and solve.
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“Spock Project”: The four personas
www.openroadmedia.com
Humanistic Methodical Competitive Spontaneous
http://www.flickr.com/photos/kt http://www.flickr.com/photos/kthttp://www.flickr.com/photos/x-ray_delta_onehttp://www.flickr.com/photos/x-ray_delta_one
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MARKETING DEPARTMENTS TRUST ATTASK
Visit attask.com/marketing to learn how AtTask kills the chaos of marketing work.
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Visit: MECLABS.com/LastChance
Agenda Announcement
Jacob Baldwin Save $100
Save $10010 DAYS Left
Before August 31
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Audience: Vertical level
Education BusinessReligious
SportsEmergency Management
Other
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Audience: Sub vertical level
Education BusinessReligious
SportsEmergency Management
Other
K12
Higher Ed
Private
Online
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Audience: Personas
Education BusinessReligious
SportsEmergency Management
Other
K12
Higher Ed
Private
Online
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Audience: Personas
Education BusinessReligious
SportsEmergency Management
Other
K12
Higher Ed
Private
Online
Buy nowCase studies; white papers
Testimonials
Pricing information; Industry articles
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Education BusinessReligious
SportsEmergency Management
Other
K12
Higher Ed
Private
Online
Creating a page structure that accommodates customer interest
Audience
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Targeting content for personas
http://www.flickr.com/photos/x-ray_delta_one
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Targeting content for personas
http://www.flickr.com/photos/kt
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Targeting content for personas
http://www.flickr.com/photos/x-ray_delta_one
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Content Production: Blog post
Company-related content
Industry-related content
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What percentage of your SEO budget is allocated to each of the following line items?
Staff salaries and staff-related expenses
Agency, consultancy, or other outsourced services
For-fee SEO marketing and analytics tools
Other expenses directly related to SEO
47%
22%
11%
14%
Source: ©2013 MarketingSherpa Search Marketing Benchmark Survey Methodology: Fielded February 2013, N=583
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Search Optimization
199.16% more traffic generated than 4 keyword searches
20.41% higher conversion rate than 3 word keyword searches
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Stage 1: 5,000 Keywords from a consultant
List of 5,000 keywords from
consultant
http://www.flickr.com/photos/horiavarlan
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Stage 2: Filter through keywords
Picked keywords based on:∙ search traffic
∙ competition level ∙ relevancy to specific
vertical
http://www.flickr.com/photos/aslakr
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Stage 3: Monitor changes in performance levels
Monitor general keyword performance levels
Traffic Trendline for “Automated Calling System”
18 Month Period
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Expanding Content Offering
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Keyword Maps: Optimized Elements
Meta descriptions
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Keyword Maps: Optimized Elements
“Meeting”
“Appointment”
“Conference” Use of strong tags to highlight keywords in the body copy
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Keyword Maps: Optimized Elements
“Protect, Inform, Engage Students, Parents and Staff”
Page Title
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Keyword Maps: Optimized Elements
Alt=“One Call Now’s Safe School Helpline is an anti-bullying tip line students can use to anonymously report bullying. Click to learn more”
Image Alt Tags
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Keyword Maps: Optimized Elements
Alt=“One Call Now’s Safe School Helpline is an anti-bullying tip line students can use to anonymously report bullying. Click to learn more”
Use of H1 Tags
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Keyword Maps: Optimized Elements
Alt=“One Call Now’s Safe School Helpline is an anti-bullying tip line students can use to anonymously report bullying. Click to learn more”
URL Structure
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Keyword Maps: Optimized Elements
Alt=“One Call Now’s Safe School Helpline is an anti-bullying tip line students can use to anonymously report bullying. Click to learn more”
Keyword Density
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Measuring Metrics
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Remarketing Ads: Targeted ads, religion
Relevant picture
Vertical: Religious
Sub-vertical: Churches
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Remarketing Ads: Targeted ads, education
Relevant picture
Vertical: Education
Sub-vertical: K-12
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Remarketing Ads: Targeted ads, businesses
Relevant picture
Vertical: Business
Sub-vertical: Consumer relations
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Vertical: None
Sub-vertical: None
Remarketing Ads: General banner ad
Relevant picture
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Remarketing Ads: General banner ad
Relevant picture
Consistently the top performer!
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Conversion Optimization: Call to action panel
7 Calls to Action 3 Calls to Action
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Conversion Optimization: Call to action panel
6 Calls to Action 3 Calls to Action
Conversions nearly doubled (3,801 in 2011 vs. 6,902 in 2012)
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Conversion Optimization: Call to action panel
6 Calls to Action 3 Calls to Action
Requests for a quote
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3 Calls to Action 4 Calls to Action
Conversion Optimization: Call to action panel
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Conversion Optimization
“The number of free trials remained high, and the number of RFQ completions began blowing last year’s numbers out of the water.”
– Jacob Baldwin
4 Calls to Action
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Results: April 2011 – April 2012
Conversion activity 81%
Paid Search Traffic 48.7%
Organic Search 32.3%
Revenue from Web-related activity 24%
Overall traffic 9.3%
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Top 3 Takeaways
1. Perfection is impossible
2. Driving online conversion is critical in building in conversion and lead attribution
3. Never compromise user experience for internal processes
1
2
3