Using “Intent” To Generate Sales From Your Website

About Me

• Web developer since 1998• Web marketer since 2006• Other Skills– Social media strategist, – Certified Google Analytics

Specialist, – SEO Expert, – HTML/JavaScript/Other

programming acronyms

Senior Marketing DirectorSmartLeadccunniff@smartlead.com@cjcunniff

Agenda

• Review a basic marketing system

• Keyword basics & intent

• Tips for setting up your campaigns

• Using intent to design pages

• Things to do & things not to do

• Questions

Point Of ViewProper digital marketing will maximize your Return On Investment of not

just your online efforts, but on all other marketing efforts including: print, radio, television, mobile, etc.

The Basic Online Marketing System

Basic Online Marketing

System

Target Audience

Understand Intent

Advertise

Website Design

Data Capture

Reporting & Analysis

Developing Your Target Audience

Identify networks andopportunities

What type of people makeup you target market?

Where do you fit in?

Understanding

Advertising / Promotion

• A few resources to consider– http://www.google.com/ads/learn/marketing-

business.html– Effective Use Of Google, Yahoo And Facebook

PPC [NOOK Book]– Social Media Marketing: An Hour a Day (book)

Website Design

•There are two sides to design which make up the goals of User Experience Design• Can they do it•Will they do it

Data capture

You might guess what needs to happen accurately

(maybe even more than once in a row)

Eventually you will miss the mark, or something will stop working

Campaign Reporting

• How well are high level campaigns trending

•How well are individual ad groups trending

•Are you getting more /fewer leads for more/less money

•What messaging will be most effective

•Where should you focus your efforts for improvement

Keyword Basics

Meeting Your Users Where They Are

• Many sites try to be all things to all people

• Understanding your audience– Takes less time– Is more productive– Will increase word

of mouth marketing

The Effect of Bad User Experience

Keywords Are A Big Key To Understanding Intent

• Generic Terms = Searchers / Wrong Audience• Phrases = Shoppers• Phrases with modifiers = Buyers• Phrases with specific modifiers or questions =

Immediate buyers

Sales

Searcher’s Interest And Intent

Assume 40-50% of unique visitors are the wrong traffic

Generic Search Terms

Phrases

Phrases With Modifiers

Likely Ready to buy

Phrases with Modifiers in a question format

Understanding how to evaluate keywords

Average inquiry per page view is 0-5%

That leaves you with 45% of traffic that you can try to

optimize

Sales

How Groups Of Keywords In An Intent Group Map To Parts Of The Funnel

•Hot Tubs, Best Hot Tubs

•How to: ___________

•What is: ___________

Generic Search Terms(browsers)

Phrases(shoppers)

Phrases With Modifiers(Buyers)

Likely Ready to buy

Phrases with Modifiers in a

question format (Immediate Need)

•Compare multi-jet hot tubs

•Compare hot springs hot tub dealers

•Compare: ____________

•Best brand of: _________

•What is the difference between hot springs spas?

•Who are the best hot tub dealers in the {area}

Tools To Evaluate Keywords

•Google’s Keyword Tool•Google Suggest (via SEO book)•WordTracker•Hitwise

Intent

How Intent Changes From One Digital Channel To The Next

LinkedIn: Professional Communication, larger sales or contracts

Twitter: Short/Simple communications, searchingOr sharing an experience

Facebook: Personal communication, smallerSales, personal research, local word of mouth

Website: Research, Shop, Buy

Social Communities

• Research• Analyze• Meet the needs

Content Sites (Blogs, Forums, Niche sites)

• Generally focused on research

• Can be a powerful tool to generate interest and lead to a sale

How To Find Blogs And Discussions

•Click more after doing a search•Then click “Blogs” or “Discussions”•You Can also filter by dates

Content Sites With Web Search Features

• Similar to blogs• These sites are

designed to ask questions which are responded to

• There is a strong opportunity for sale within the right search terms

Brand Name Search Sites (Google.com)

• Types of searches– Navigational– Informational– Transactional

Set Your Expectations And Bids According To Each Digital Channel

• To be successful you have to define success

– Facebook: Likes, comments, etc.

– Linked in: Follows, inquiries

–Blog/Website: New leads, time on site, number of pages visited, etc.

How To Build a Google Campaign

(Properly)

“Ultimate Guide to Google Adwords” by Perry Marshall & Bryan Todd

Speed

• You can setup an Adwords account in 10 minutes

• But speed can be a trap.

• People can do rash things when they are in a hurry

Three Questions To Enter The Market

The ultimate goal is to find the bull’s eye

Q1: How Many “Searchers” Are Already “Sold” On The Concept

• STOP• Do you know what you are promoting?• Example:– “My best prospect is someone who has already

made up their mind to buy (or request info about) a hot online”

– “My best prospect already knows hot-tub services exist and is proactively searching to hire one”

Keyword Search Continued

• Compare each keyword one at a time to your written customer description

• Choose the keywords you feel are a fit

• This is subjective, but that is ok… the data to optimize will come later

Q2: How Many People Are Searching On This Keyword?

• We’re aiming to find the ultimate Bull’s Eye keyword here

• You won’t nail it down today, but you can narrow down the playing field

Q3: How Much Money Are People Making Off Of This Keyword

• You are looking to find which keywords can make you the most money

• The max. cost per click is generally the upper limit of how much money is available– Note: you don’t usually want to be #1

• Use Google’s Traffic Estimator to find this out

The Keyword Search Process Begins!

• Use Google’s keyword tool• Enter some phrases that you think reflect

customers who are in that mind-set.• Starter ideas:– Where to purchase hot tubs– Purchase hot tubs– Buy a hot tub– Etc.

How To Set It Up

Getting Started• Go to https://adwords.google.com• Find the Start Now button• Note: under “Networks, devices, and

extensions” click the “Let me choose…” radio button– Uncheck:• Content Network• Search Partners

1. Choose Your Location and Language

2. Choose Your Currency and Set Your Daily Budget

• Tip: If you can only afford $50 per day try controlling spending via lower per click bids rather than per day– You get more serious clicks a bit lower

3. Create Your First Ad Group

Want More Clicks?

The heading should include your keywords!Keep the ads relevant to the intent!Don’t be the #1 bidder

4. Set Your Maximum Cost Per Click

• Set your max cpc• Note: each keyword is a different “market”

which means that each one will need a bid price of its own

5. Insert Your Keywords• Test with brackets (exact) and with quotes

(phrase)• Note: start with a tiny group of keywords 5-10

and work from there. You don’t need hundreds of keywords.

6. Review Everything• Review your:– Ad– Keywords– Cost Per Click– Daily Budget

• Then review again

7. Enter Your Billing Information

• You ads appear as soon as you confirm your payment information

• Review daily for 2-3 weeks• Review weekly for the rest of your life after

that!

Designing Your Pages

Using Intent To Design Your Paid Ad Landing Pages

Browser = Learn More Video

Shopper = What’s In It

For Me

Buyer = It’s Free To Get

Started

Immediate Need = Look At How Easy We Have Made This!

All Users = Look At Our Value Proposition

Well matched ads, landing pages and intent based keywords result in:

• Higher Click Through Rates• Higher Quality score on Ad

platforms• Lower Cost per Click• Higher ad rankings • Higher SEO Rankings• Increased visit to lead

conversion

Using Intent to Design Your Website

• The same techniques apply• Your pages need to be

holistic and include and answer to each intent group of the funnel

• Example of a bad page • Example of a good page

Things To Do&

Things Not To Do

Top 5 Things NOT To Do On Your Website

• Use your intent based keywords in your ppc page copy.

• Don't use Flash • Make navigation

complex• Try to say too much on

a page• Make it easy to leave

key pages

Top 5 things you need to do today • Clearly define your target audience and the questions they

have• Generate Intent keyword groups based on your target

audience questions• Structure your Advertising / Promotion based on intent

keywords• Create your Website and landing pages with the intent

conversion funnel in mind.• Capture your marketing variables - Web forms that track• Set up campaign reporting - Google Analytics and Lead

Management

OK… That was 6 things

Questions

QUESTIONS

Mobile Announcement• To Request a Demo:– Like SmartLead

on Facebook

– Post a comment to request a mobile demo

example: “I would like to sign up for a mobile demo”

Follow The SmartLead Marketing Team

http://www.linkedin.com/company/smartlead

http://twitter.com/adtrack

http://www.facebook.com/SmartLead

http://www.smartlead.com/

Thank you slide

Bonus:Applying Value

To Behavior

How Much Is a Behavior Worth?

Warning! Mathematical Geekiness

Is About To Ensue

Mathematical Principles of Behavioral Values• Information Request Value =

(value of purchases/number of requests) * profit per purchase

• Information Request Value =(5,000/50,000) * 1,000

• Information Request Value = 100

What Is An Analytics Conversion Funnel

Value of Hot Tub LeadsHow to Determine Value of Non-ecommerce Events

Likelihood of Converting Value

$15,000

12% Info Request $1,800

6% Click through to Site $108

13% Open email $14.04

Sale

Developing Goals in Google Analytics