Published on November 26, 2013
Optimize & Integrate Digital Marketing 2014 @LeeOdden Image: Shu+erstock
Consultant, Author, Speaker, World Traveler @LeeOdden TopRankMarkeAng.com MarkeAngBlog.com OpAmizeBook.com
@LeeOdden @LeeOdden instagram.com/leeodden
@LeeOdden @LeeOdden Website Newsroom Book Google+ White Papers Twitter Articles Facebook Guides YouTube Webinars Flickr Guest Posts Events eBooks Blog Social Creation & Curation Community > 300K LinkedIn Slideshare Pinterest
@LeeOdden @LeeOdden BIG Changes in Search
@LeeOdden @LeeOdden What if disappeared tomorrow?
@LeeOdden @LeeOdden What impact would it have on your digital marke<ng? On your business?
@LeeOdden @LeeOdden Google Dominates Search Should Google Dominate Your Marketing?
@LeeOdden @LeeOdden Why Not Focus On Optimizing for: Customers Experiences Outcomes OpAmizing for consumers, experiences & outcomes transcends Google, Social or Content.
@LeeOdden @LeeOdden Optimization is More Than Search Topics Content Media Customer ABract Engage Convert Share Interact Conversion Community
@LeeOdden @LeeOdden Optimized Planning: What & Why 1. View Search, Social & Content from 360 Degrees -‐-‐ HolisAcally 2. OpAmize Everywhere: MarkeAng & PR, B2B or B2C, SME or LE 3. Research, Audit & Listen 4. Set Goals, Create a Roadmap
@LeeOdden @LeeOdden Optimized Implementation: How Audience & Personas Keyword & Topic Research Content Plan Crea<on & Cura<on Content Op<miza<on Social Networking Promo<on Measure & Reﬁne
@LeeOdden @LeeOdden Customer Information Journey Consume Act Discover
@LeeOdden @LeeOdden u What are they interested in? u Where do they look for it? u How do they prefer to consume that content? u What formats and media do they like most? u Why do they share & buy?
@LeeOdden @LeeOdden Customer Focused Optimization Customer Discover Consume Op<mize ABract Engage Interests Needs Pain Points Search Social Content Media Social Device Act Convert Share Buy Refer
@LeeOdden @LeeOdden Optimized & Socialized Framework awareness Who are you writing for? Preferences Pain Points Behaviors interest What do they care about? Search & Social Data Sources consideration What stories will connect you? Editorial Calendar, Repurpose purchase Make it easy to find & share Social & SEO Networking, PR, Linking
@LeeOdden @LeeOdden Let’s Optimize Some Robots ZRobot – Goals: • Increase product awareness • Grow networks • Increase citaAons in media & social • Increase sales Automate your cleaning with ZRobot All New Get Mean With Your Clean! ZRobot Dirt Terminator New series of dirt zapping robot. Available May 5, 2015: Pre Order Small Business Owners Save Money Ninjas Clean Without being seen! Stressing Out over Dirt? Bring in ZRobot Special Oﬀers Buy Now Go Shopping Whlle ZRobot cleans for you Scien<ﬁcally Tested On real dirt!
@LeeOdden @LeeOdden Buyer Personas: Goals Carrie Stan Maria Small Biz Owner Single Professional Tech Savvy Mom Low cost cleaning Save on oﬃce costs Easy cleaning New tech/gadgets Eﬃcient cleaning Save Ame
@LeeOdden @LeeOdden Buying Cycle Optimization Maria: Tech Savvy Mom Buying Cycle Keywords Social Topics Awareness housekeeping Aps Time Saving Housekeeping, NapAme Cleaning Blog post, arAcles in relevant magazines Interest robot cleaners, automaAc cleaning What types of automated cleaners are there? DemonstraAon video Considera<on robot cleaner reviews What are the best robot cleaners? Product feature/beneﬁt list. Comparison to compeAtors Purchase robot , Zrobot how to buy, Zrobot prices Where can I buy a Zrobot? Store locator, geo-‐speciﬁc store pages, FB fan pages Reten<on Zrobot cleaning Aps How to get more uses from your Zrobot Blog posts, guest posts, video Advocacy Zrobot fans, Zrobot accessories Zrobot mom user group Q and A, Aps Facebook Fan page, Forum, Zrobot Newsle+er Maria Mom • • • • Customer Pain Points No Ame to clean 5 small children who spill and make messes Light colored carpet Cannot aﬀord a weekly maid Content Type
@LeeOdden @LeeOdden Optimized Content Plan ZRobot Content Calendar Suzy Business Owner Maria Mom • • • • • • • • Authorship Topic Audience Buying Cycle Dates Titles Categories Keywords • • • • • • • Media types PromoAon channels PromoAon messages Repurposing opAons Cross linking IntegraAon with other tacAcs Follow up pieces
@LeeOdden @LeeOdden Hub & Spoke Publishing How to Auto Clean Videos Webinars Enewsle+er Microblogging Blog Industry Pub TesAmonials ArAcle Buying Guide Case Study
@LeeOdden @LeeOdden Grow Networks & Participate Topic B Topic C Focus Topic A Topic D Topic E
@LeeOdden @LeeOdden “If you want your marketing to be great you must optimize, socialize and integrate.”
@LeeOdden @LeeOdden Go Holistic: Content, SEO Social Customer Needs Your SoluAons Targeted Topics Category Keywords Keywords Keywords Category Keywords Keywords Keywords Keywords Tech SEO Audit Topical Focus Author Rel Keywords Blogs Social Topics AnalyAcs Monitoring Conversions
@LeeOdden @LeeOdden Optimize for Awareness awareness I need a clean office but my budget is small. interest consideration purchase Blog subheadings are prime for keywords. Breadcrumbs > Are > BeauAful Low Cost Clean! Robot cleaners? I never thought of that. The content of the blog post appeals to the interests of the consumer using language that is search and social media friendly. Tags: Keyword, Word, Key All New Robot Terminator Watch a Demo Video Categories: Robot Cleaning Cleaning Tips Save Time Save Money Eﬃciency Tips
@LeeOdden @LeeOdden Optimize for Interest awareness interest Demo Videos: consideration purchase #Op<mize Video Tips: • Shoot video with promoAon channels in mind • Host with YouTube, Vimeo • Embed video on blog, site • OpAmize with keywords • Promote video via relevant social channels • Give the viewer opAons: Share, Refer, More Info, Purchase
@LeeOdden @LeeOdden Optimize for Consideration awareness interest consideration purchase Reviews & Product Pages Have you ever heard of ZRobots or robots for cleaning oﬃces? #Op<mize Reviews Tips: Clean Times Mag Robot Invasion! Top 10 Robot Cleaners for Your Oﬃce 1. ZRobot Product descripAons are good for keywords. 2. Roombot Product descripAons are good for keywords. 3. Oﬃcebot Product descripAons are good for keywords. 4. Click Clean Product descripAons are good for keywords. 5. Biz Bot • Pitch your product for reviews • Monitor for organic reviews • Build links to posiAve reviews • Socially share reviews • Promote reviews from social • Make your own product comparison page
@LeeOdden @LeeOdden Optimize for Purchase awareness interest purchase consideration Oﬀers, Store Locator Special Oﬀer! Store Locator Op<mize for more speciﬁc topics: • Product • Price • LocaAons • Outcomes Order Special Oﬀers Buy Now Go Shopping Whlle Zrobot cleans for you Scien<ﬁcally Tested On real dirt!
@LeeOdden @LeeOdden What Would Your Hub Look Like? ? ? ? ? ? ? ? ? ? ?
@LeeOdden @LeeOdden Social KPIs - Business Outcomes Social & SEO KPI’s • • • • • • • • • • Fans Friends Followers Comments Social Shares Distribution Network Size Links SERPs Search Traffic Tools: Social Media Monitoring Web Analytics Social Media Marketing Management Business Outcomes • • • • • • • • • • Sign Ups Leads Share of Voice Improved Service Shorter Sales Cycles Increased Order Quantity, Frequency More Referrals Lower Marketing Costs Revenue Profits
@LeeOdden @LeeOdden Takeaways • Know & opAmize for your customer ﬁrst – then SE’s • Create a content plan for each customer segment • OpAmize & integrate across the buying cycle: a+ract, engage, convert • Monitor progress with KPIs & opAmize for business outcomes
@LeeOdden @LeeOdden Thank You! @LeeOdden firstname.lastname@example.org TopRankMarketing.com MarketingBlog.com OptimizeBook.com Get the Book & Get Optimized!
Optimize & Socialize Your Digital Marketing for 2014 On the one hand, it makes sense to focus on customer insights and then anticipate content topics and ...
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