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Search Marketing: Insights on keyword research and customer personas

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Information about Search Marketing: Insights on keyword research and customer personas
Business & Mgmt

Published on August 21, 2013

Author: marketingsherpa

Source: slideshare.net

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!
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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

Insights on keyword research and customer personas Search Marketing:

Presenters Christina Brownlee Director of Marketing Communications One Call Now @OneCallNow Daniel Burstein Director of Editorial Content MECLABS @DanielBurstein Jacob Baldwin Search Engine Marketing Manager One Call Now @OneCallNow

Join the conversation #SherpaWebinar

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

Challenge: Homepage before Navigation H1 tags wrong/missing No long-tail, all very broad keywords targeted Navigation Calls to Action

Challenge: Vertical page before No clear conversion path H1 tags, keyword density lagging Calls to Action Navigation Navigation Navigation

11% 20% 20% 14% 44% 55% 38% 47% 27% 62% 72% 11% 17% 26% 27% 29% 31% 37% 39% 42% 48% 53% 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 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

“ ”– Jacob Baldwin Adopted Mantra: … the goal of marketing is not to persuade, it is to discover, educate and solve.

“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_one http://www.flickr.com/photos/x-ray_delta_one

MARKETING DEPARTMENTS TRUST ATTASK Visit attask.com/marketing to learn how AtTask kills the chaos of marketing work.

Visit: MECLABS.com/LastChance Agenda Announcement Jacob Baldwin Save $100 Save $100 10 DAYS Left Before August 31

Audience: Vertical level Education Business Religious Sports Emergency Management Other

Audience: Sub vertical level Education K12 Higher Ed Private Online

Audience: Personas Education K12

Audience: Personas Education Buy now Case studies; white papers Testimonials Pricing information; Industry articles

Education K12 Creating a page structure that accommodates customer interest Audience

Targeting content for personas http://www.flickr.com/photos/x-ray_delta_one

Targeting content for personas http://www.flickr.com/photos/kt

Targeting content for personas http://www.flickr.com/photos/x-ray_delta_one

Content Production: Blog post Company-related content Industry-related content

What percentage of your SEO budget is allocated to each of the following line items? 47% 22% 11% 14% 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 Source: ©2013 MarketingSherpa Search Marketing Benchmark Survey Methodology: Fielded February 2013, N=583

Search Optimization 199.16% more traffic generated than 4 keyword searches 20.41% higher conversion rate than 3 word keyword searches

Stage 1: 5,000 Keywords from a consultant List of 5,000 keywords from consultant http://www.flickr.com/photos/horiavarlan

Stage 2: Filter through keywords Picked keywords based on: ∙ search traffic ∙ competition level ∙ relevancy to specific vertical http://www.flickr.com/photos/aslakr

Stage 3: Monitor changes in performance levels Monitor general keyword performance levels Traffic Trendline for “Automated Calling System” 18 Month Period

Expanding Content Offering

Keyword Maps: Optimized Elements Meta descriptions

Keyword Maps: Optimized Elements “Meeting” “Appointment” “Conference” Use of strong tags to highlight keywords in the body copy

Keyword Maps: Optimized Elements “Protect, Inform, En gage Students, Parents and Staff” Page Title

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

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

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

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

Measuring Metrics

Remarketing Ads: Targeted ads, religion Relevant picture Vertical: Religious Sub-vertical: Churches

Remarketing Ads: Targeted ads, education Relevant picture Vertical: Education Sub-vertical: K-12

Remarketing Ads: Targeted ads, businesses Relevant picture Vertical: Business Sub-vertical: Consumer relations

Vertical: None Sub-vertical: None Remarketing Ads: General banner ad Relevant picture

Remarketing Ads: General banner ad Relevant picture Consistently the top performer!

Conversion Optimization: Call to action panel 7 Calls to Action 3 Calls to Action

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)

Conversion Optimization: Call to action panel 6 Calls to Action 3 Calls to Action Requests for a quote

3 Calls to Action 4 Calls to Action Conversion Optimization: Call to action panel

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

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%

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

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