Disruption, Loyalty, and the role SEO plays in customer lifecycle
Preview:
Citation preview
- 1. Disruptions all around
- 2. Decided to go back to the classics - 1890s
- 3. @wilreynolds
- 4. @wilreynolds The best ads, ask no one to buy, but they are
based on the knowledge of human nature, writers know how people are
led to buy.
- 5. Belief Understanding how people make decisions is a skill
that is Undisruptable
- 6. That is a greater skill Than understanding how Google
works
- 7. Apply how Google works to my understanding of how people
work
- 8. The Best Marketers Understand Peoples Needs
- 9. Since when is it disruptive to solve a customer problem?
smelly car Hungry annoyed Cant communicate
- 10. HOW DO YOU HANDLE DISRUPTION
HTTP://BIT.LY/DEATH10LINKS
- 11. How do you feel about these two bands?
- 12. Competitors, Lie in wait
- 13. Competitors, Lie in wait
- 14. Competitors, Lie in wait Sink these into YOU!
- 15. Turn you into THIS!!
- 16. Lets Disrupt OURSELVES before someone else does
https://www.flickr.com/photos/amanky/
- 17. Loyalty is (mostly) UNDISRUPTABLE
- 18. Smart Companies Disrupt Themselves Avoid rented platforms
Apple Music Google Now Facebook (Instagram) Amazon Prime +
Echo
- 19. Smart Marketers Disrupt Themselves Avoid rented platforms
Apple Music Google Now Facebook (Instagram) Amazon Prime +
Echo
- 20. A 2010 SEO strategy wont work in 2015 Have you changed?
10x?
- 21. Dont become marketings carcass Prioritizing Channel over
Audience Problems?
- 22. Marketing AMPLIFIES Doesnt Fix!!
- 23. Picnic Pants
- 24. UX Fail!
- 25. Marketing that doesnt focus on people is getting old
- 26. Connect Tactics to Peoples Needs to Business Outcomes
- 27. Digitally, Needs are Met with Content and often starts with
a little box
- 28. Choice is yours
- 29. BE A CONTENT HERO
- 30. Who needs external batteries
- 31. SEO First Step Go Here
- 32. Who Needs External Batteries VS. Who Searched for External
Batteries
- 33. Who Needs External Batteries AND Who Searched for External
Batteries
- 34. How do we get there?
- 35. STEP 1: RAISE YOUR FLAG
- 36. STEP 2: GET LOUD
- 37. Think Different
- 38. WE COULD BE THE PEOPLE WHO HELP PEOPLE FIND SOLUTIONS
- 39. MAIDS LOST WEIGHT WHEN TOLD THAT THEIR DAY TO DAY IS
EXERCISE
- 40. WE ARE THE PEOPLE WHO HELP PEOPLE WHO ARE LOST FIND
ANSWERS
- 41. Deflect Disruptions by focusing on your customers Needs
& Aspirations https://www.flickr.com/photos/benny4bs/
- 42. CHANNEL FIRST = RUNNING DRY
- 43. Winning At Search Losing At People
- 44. EXAMPLES
- 45. 6 year head start Competitor launched 18 months BEAT
- 46. ONE FOCUSED HERE
- 47. GOT IT!!
- 48. ONE FOCUSED HERE
- 49. ON THE FEELING OF RELAXATION ADVENTURE NEW THINGS
- 50. Who is going to rank better in 2018 AND Have a stronger
brand?
- 51. LETS TAKE A LOOK BACK
- 52. Get a disproportional amount of media coverage Drive brand
awareness by being part of the cultural conversation Through Social
& Media engagement drive a better SEO footprint to drive
bookings in Berlin
- 53. Get a disproportional amount of media coverage (200 media
hits) Drive brand awareness by being part of the cultural
conversation (2.2% of convo) Through Social & Media engagement
drive a better SEO footprint to drive bookings in Berlin (???)
- 54. 2+ Million
- 55. Once Algos Get This VRBO?
- 56. Its 1900, You are hired
- 57. Choice is yours
- 58. Tail of two airlines
- 59. Shorter Virgin Video
- 60. What CHOICES did each company make? BOTH had to produce the
SAME content
- 61. Reality: Travel feels like this
- 62. Insert Smimsek slide People want to see ME & hear what
I have to say before takeoff
- 63. Lets do something FUN, that makes people want to dance
before takeoff
- 64. Lets do something FUN, that makes peop want to dance before
takeoff
- 65. Brand we admire Go the extra mile for customers
Disrupt
- 66. Another Industry Making a Comeback
- 67. TELEVISION = DISRUPTED
- 68. TV is Rising
- 69. Stay paranoid
- 70. THE DANGERS OF LIFE ARE INFINITE & AMONG THEM IS
SAFETY
- 71. Now, THIS!!!
- 72. Dollar Shave Club video Dollar Shave Club
- 73. Every touchpoint reinforces the message
- 74. Bill Boards
- 75. Mailchimp
- 76. Mailchimp
- 77. Old Media, still aint getting it
- 78. Old Media Aint Getting It
- 79. New Media, Didnt we already go through this
- 80. Didnt we already go through this
- 81. These Pop-ups Wont Go Away
- 82. Might as Well Scroll Sideways
- 83. Got the product and audience right then poured fuel on the
fire with TV. (Trust + Reach)
- 84. BE READY AT ANY MOMENT TO GIVE UP WHAT YOU ARE FOR WHAT YOU
MIGHT BECOME.
- 85. 1900
- 86. @wilreynolds Use Content To Sell More TIRES
- 87. @wilreynolds No Pinterest No Facebook No E-mail NO
GOOGLE!
- 88. @wilreynolds Content Marketing since
- 89. @wilreynolds https://www.flickr.com/photos/anacronicos Get
him to DRIVE MORE
- 90. @wilreynolds https://www.flickr.com/photos/125261545@N03/
Worn Tires
- 91. @wilreynolds https://www.flickr.com/photos/125261545@N03/
More miles is more MONEY!!
- 92. Understand the Need (explore, new to talk about) Apply to
the Business (sell tires)
- 93. Average content can LOWER Brand Perception Trust
Loyalty
- 94. Trust is hard to disrupt
- 95. Pacemakers
- 96. Is your content building Trust & Loyalty momentum
- 97. My Journey
- 98. Im here
- 99. Didnt do this
- 100. Or this
- 101. No Genie In a Bottle
- 102. So wait, Wil, are you saying people make decisions on
beliefs reputation trust
- 103. So if you only focus on what people type into boxes YOU
ARE GOING TO BE DISRUPTED!!
- 104. RE:DEFINE SEO
- 105. Not Tracked To Specific ROI 20%
- 106. STAY PARANOID
- 107. Pinterest is a Database of your Aspirations
- 108. bit.ly/seerpinterestguide
- 109. 0 links 0 outreach Ranks well, evergreen HELPS PEOPLE
Delights
- 110. Delights people, builds traffic, brand for ever ever, for
ever ever
- 111. Lesson: The best marketing is rarely created by only ONE
discipline
- 112. Missed the direct searcher Missed the social audience
Missing traffic for ever ever, for ever ever
- 113. Missing an OPPPORTUNITY to help people find their dogs,
for ever ever!
- 114. When the old & new combine!
- 115. How do I get started? Take the piece of content your
customers love most, and spend < $1,000 promoting it via
audience targeting. I Spent 4 weeks & $850, forever changed how
I will do marketing.
- 116. Relevant Took someone time Looked Good
- 117. Reduce the Abstract
- 118. You Got A Chance Make People feel Great or Make People
feel Manipulated
- 119. Which group is Google seeking to disrupt?
- 120. Which side are you on?