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WEBINAR:Leading with Intent
October 20, 2016
Presented By: Jeff RiddallDirector of Product Strategy, gShift@JRiddall
Leveraging the Long Tail and Tracking Content ROI
#LeadwithIntent @Jriddall @gShiftLabs
AGENDA
The New Customer Journey
Leveraging the Long Tail
Identifying Intent in Social ConversationsGenerating Relevant Quality ContentMonitoring and Reporting on Off-Site EngagementKey Takeaways
Q & A
IS DIGITAL MARKETING GETTING EASIER…OR HARDER?
#LeadwithIntent @Jriddall @gShiftLabs
#LeadwithIntent@Jriddall @gShiftLabs
Audience Development
THE CUSTOMER JOURNEY
#LeadwithIntent @Jriddall @gShiftLabs
THE NEW CUSTOMER JOURNEY
#LeadwithIntent @Jriddall @gShiftLabs
WHERE DO TRAVEL CUSTOMERS GO FOR ADVICE
Source: Adweek - Social Times, August 2015http://www.adweek.com/socialtimes/social-media-and-travel-go-hand-in-hand-infographic/625230
#LeadwithIntent @Jriddall @gShiftLabs
THE NEW CUSTOMER BEHAVIOR = #DARKFUNNEL
Today, customers educate themselves before coming to your site. This change has completely altered the traditional sales funnel, adding twists and bends along the way. We call this the
#DarkFunnel.
The #DarkFunnel is the new sales funnel.
#LeadwithIntent #DarkFunnel @Jriddall @gShiftLabs
Myth Reality
IT’S THE CUSTOMER’S SALES JOURNEY, NOT YOURS
#LeadwithIntent @Jriddall @gShiftLabs
“A brand is no longer what we tell the consumer it is–it is what consumers tell each other it is.”
Scott Cook, Founder and CEO of Intuit
So, how do you measure success?
MARKETERS LOSTIN DARK FUNNEL
#LeadwithIntent @Jriddall @gShiftLabs
OFF-SITE PATH TO ON-SITE
Improve discoverability
Authentic referral traffic
Expand content distribution
Increase reach to target audience
Build authority within industry
Increase overall brand awareness
#LeadwithIntent @Jriddall @gShiftLabs
GOOGLE FILES A PATENT
“On-site and off-site search ranking results” US 13/285, 995
“Putting an emphasis on building trust for all of your content should become one of the biggest undertakings you have in 2016.”
#LeadwithIntent @Jriddall @gShiftLabs
MORE ON GOOGLE and THE LONG TAIL
#LeadwithIntent @Jriddall @gShiftLabs
LEVERAGING THE LONG TAIL
#LeadwithIntent @Jriddall @gShiftLabs
• Long tail keywords make up as much as 70% of all search traffic.
• Pages optimized for long tail keywords move up 11 positions on average (compared to 5 positions for head keywords).
• Conversion rates for long tail keywords are 2.5 times higher than for head keywords.
Source: HitTail.com June 2015
RESEARCHING THE LONG TAIL
#LeadwithIntent @Jriddall @gShiftLabs
• Conduct keyword research across multiple organic, paid and social sources
• Develop a list of keywords for which you have some authority or can build some relatively quickly
• Create relevant, quality content around these keywords and distribute via appropriate channels and influencers
• Monitor organic visibility across your entire keyword and content inventory
CREATING RELEVANT CONTENT
#LeadwithIntent @Jriddall @gShiftLabs
“If the social web were a living organism, content would be the air that it breathes.”
“You must have at least one source of original rich content and you have 3 viable options: a blog, a podcast or a video series.”
“A source of rich content provides something that is shareable, conversational and engaging for social platforms.”
Social Media Explained
FILLING THE FUNNEL WITH TARGETED PROSPECTS
#LeadwithIntent @Jriddall @gShiftLabs
Prospective consumers communicate intent in various ways, which can be
identified…
…enabling you to target them directly…
…and move them immediately to the bottom of the funnel.
FINDING INTENT IN SOCIAL
#LeadwithIntent @Jriddall @gShiftLabs
HotelAccommodation
Room
I'm looking forWhere do I find
What am I looking for…
…and how do I express it.
Results turn up consumer groups (and relevant
demographic information or values) who have expressed an intent to purchase/book,
enabling marketers to optimize any sponsored campaigns.
#LeadwithIntent @Jriddall @gShiftLabs
Steps to Segmenting Data
Filter Data:• Identify consumers vs suppliers vs influencers• Various ways to use each group
Enhance Target Audience:• Age• Geographic Location• Interests• Followers
Rank:• Age -> Location -> Content = top 1000 potential customers
Segment By:• Keywords Matched (optimize content)• Location (popular products in certain locations)• Which channels the prospective consumer uses when
shopping
SEGMENT THE DATA – REFINE THE PROSPECT LIST
TRACKING OFFSITEANALYTICS & ENGAGEMENT
You’ve created great content, developed strong social, messaging and have launched your omni-channel
campaign…
Now what?
#LeadwithIntent @Jriddall @gShiftLabs
TRACKING OFF-SITEANALYTICS & ENGAGEMENT
Smart URLs
Near Real-Time Engagement Metrics
Off-Site Analytics
Conversion Path Analysis
Branded, Vanity Short URL
#LeadwithIntent @Jriddall @gShiftLabs
● Report on improvements in Organic Search Visibility for Long Tail Keyword Groups
● Track and report on content engagement by Channel, by Content Type, by Keyword Group, by Buying Stage
● Create Conversion Paths to map off-site content engagement all the way through to ROI
MEASUREMENT & REPORTING
#LeadwithIntent @Jriddall @gShiftLabs
WHAT IS THIS REALLY ALL ABOUT?
#LeadwithIntent @Jriddall @gShiftLabs
KEY TAKEAWAYS
Consumers are becoming more sophisticated searching and finding answers Leverage on the Long Tail (along with Short Tail) for improved organic discoverabilityIdentify prospects expressing intent to purchase in social
A majority of the customer journey occurs off-site
#LeadwithIntent @Jriddall @gShiftLabs
Plan, monitor and optimize omni-channel campaigns for maximum conversion and ROI
Q & A
#LeadwithIntent @Jriddall @gShiftLabs
Audience Development & Discoverability
gshift.it/elu-audienceguide
Mastering Smart URLs
gshift.it/elu-smarturls
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