From Keywords to Key Player
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The document discusses the evolving behaviors of online buyers, highlighting that 76% use smartphones while transitioning to larger screens for tasks and that 67% leverage various resources for research. It emphasizes the importance of authoritative content in influencing purchase decisions and the necessity for marketers to adapt to audience behaviors through effective content marketing and remarketing strategies. Additionally, it illustrates the significance of optimizing the entire purchase process and understanding competitive queries to improve engagement and conversions.
From Keywords to Key Player
- 1. FROM KEYWORDS TO KEY PLAYER
- 5. SOLUTIONS & VISION @joekerschbaum
- 6. FROM PPC MANAGER TO THOUGHT LEADER @joekerschbaum
- 9. SMALL DEVICE / SMALL ATTENTION @joekerschbaum
- 10. D ON ’ T R E A D A L L OF T H I S @joekerschbaum
- 11. WHAT YOU NEED TO KNOW • 6 in 10 online adults in the US and UK use at least 2 devices every day • 76% use their smartphone “on the go” • 60% of multi-device users transition to larger screens to finish tasks (PCs) • 22% finished on a tablet @joekerschbaum
- 12. MOBILE IS JUST THE BEGINNING @joekerschbaum Mobile Action Email Marketing Remarketing FB Custom Audiences
- 13. EMAIL MARKETING = GATEWAY @joekerschbaum Mobile Action Email Marketing Remarketing FB Custom Audiences
- 14. HI ! MAY I STALK YOU? @joekerschbaum Mobile Action Email Marketing Remarketing FB Custom Audiences
- 15. I ’ L L F I N D Y O U A N D O T H E R S L I K E Y O U @joekerschbaum Mobile Action Email Marketing Remarketing FB Custom Audiences
- 16. OK? MAKE SENSE? Mobile Action @joekerschbaum Email Marketing Remarketing FB Custom Audiences
- 17. @joekerschbaum
- 18. LEADERS EMBRACE AUDIENCE BEHAVIOR
- 19. IF I WRITE IT, THEY WILL COME @joekerschbaum Content Generation Remarketing Similar Audiences FB Custom Audiences
- 20. I ’M J U S T B R OWS I N G • 67% of buyers are using a wider variety of resources to research their vendor options • 55% say they spend more time researching purchases than before • 60% of buyers cite downloaded white papers and other content as influential • Influence the final decision: 69% were influenced by online demos; 63% by case studies; 47% were swayed by checklists/guides, 45% by analyst reports, 42% by free trials (42%) and 34% by ROI calculators @joekerschbaum 3rd Annual B2B Buyer Survey http://www.demandgenreport.com/industry-resources/ research/1782-the-2012-b2b-buyer-behavior-survey. html#.UM9v9W80WSo
- 21. WHAT DOES THIS MEAN? • Meaning: buyers are conducting more research via search & articles • Meaning: buyers are spending more time online reading about their potential purchase • Meaning: buyers are taking longer to make purchase decisions • Meaning: buyers are looking for authoritative content that will aide them in their purchase journey @joekerschbaum
- 22. CONTENT MARKETING MISCONCEPTION @joekerschbaum
- 23. GREAT CONTENT = GATEWAY @joekerschbaum Content Generation Display Remarketing Similar Audiences FB Custom Audiences
- 24. HUNTING LIKE-MINDED FOLKS @joekerschbaum Content Generation Remarketing Similar Audiences FB Custom Audiences
- 25. SOCIAL FTW @joekerschbaum Content Generation Display Remarketing Similar Audiences Social Remarketing
- 26. OK? MAKE SENSE? Content Generation @joekerschbaum Display Remarketing Similar Audiences Social Remarketing
- 27. LEADERS OPTIMIZE THE ENTIRE PURCHASE PROCESS
- 29. OWN THE ENTIRE JOURNEY @joekerschbaum Initial Search Refined Search Descriptive Queries Benefits / Features Deals / Offers Competitive Queries Remarketing Lists For Search Advertisers (RLSA)
- 30. STEALTH MODE @joekerschbaum Competitors Deals / Comparisons Upsells / Cross-Sells Initial Search Head Terms Refined Search Descriptive Queries Benefits / Features Deals / Offers Competitive Queries
- 31. APPLES, ORANGES, CAR SALESMEN @joekerschbaum Competitors Deals / Comparisons Upsells / Cross-Sells Head Terms
- 32. Y OU ’ V E S E E N T H E R E S T… 4.00% 3.50% 3.00% 2.50% 2.00% 1.50% 1.00% 0.50% 0.00% @joekerschbaum Standard Search RLSA Search CTR Conv Rate
- 33. WOULD YOU LIKE FRIES WITH THAT? @joekerschbaum Selling other products to your customer base Selling other products & upgrades & new features Competitors Deals / Comparisons Upsells / Cross-Sells Head Terms
- 34. D ON ’ T P L AY WI T H F I R E Super Short Queries Highly Competitive Queries Competitive Seasonal Queries @joekerschbaum Competitors Deals / Comparisons Upsells / Cross-Sells Head Terms
- 35. GOOD? BAD? $120.00 $100.00 $80.00 $60.00 $40.00 $20.00 7.00% 6.00% 5.00% 4.00% 3.00% 2.00% 1.00% @joekerschbaum $3.50 $3.00 $2.50 $2.00 $1.50 $1.00 $0.50 $- $- Search - General Search - RLSA Avg. CPC Cost / converted click 0.00% Search - General Search - RLSA CTR Click conversion rate
- 36. NOT BAD Higher CPC Higher CTR Higher CPA Lower Conv Rate @joekerschbaum +15% Imp Lift +30% Click Lift +19% Conv Lift
- 37. OK? MAKE SENSE? @joekerschbaum
- 38. SUMMARY
- 40. PROVIDE SOLUTIONS & VISION @joekerschbaum
- 41. GO BE A LEADER @joekerschbaum
- 42. THANK YOU Joseph Kerschbaum Midwest Account Director 3Q Digital joseph@3qdigital.com Twitter: @joekerschbaum
Editor's Notes
- #3: Usually I have all kinds of charts, graphs, etc in my presentation, but today we’re reaching out of the spreadsheet and into the starts. We’re going for bigger topics.
- #4: We’re going for a bigger focus today because this (wheel image) is the marketing mix for many companies. And you and your SEM campaign are often just a small cog in this wheel. So, how can you break outside your little allotted slot here? How can PPC influence other channels? Can you develop cross-channel strategies that can impact your entire company?
- #5: This is the point of the presentation today: Let’s open our minds.
- #6: When you open your mind, you can start to see new ways around issues within your marketing efforts and your entire organization.
- #7: When get out of the spreadsheets (even though they are important) and you start thinking about cross-channel initiatives and solving problems within your organization, you will go from PPC Manager to Thought Leader.
- #9: This guy is costing you money. Clicking on your mobile ads, and not buying.
- #14: Get someone to convert via mobile with a softer action, perhaps just their email. Then utilize your email marketing, and with any luck this person will open and click-through on their laptop. That’s how you get someone off their phone and onto their PC.
- #15: Once you get someone off their phone and onto their PC, then you can follow them with Remarketing ads.
- #16: Also, if you can someone’s email via mobile – then you can opt this person into a Custom Audience in FB. Also, you can create Look-alike Audiences in FB based on your Custom audience.
- #23: People don’t look at just 1 piece of content and then decide to convert. They will probably interact with a few pieces of your content before taking any action.
- #24: This is why Remarketing can help your content marketing efforts. Cookie people and then deliver additional content or even direct response ads.
- #25: Within Google you can create Similar Audiences based on your cookied visitors.
- #26: Follow a similar pattern for search. Get people to your content, and then Remarket it to them.
- #32: Long sales cycle – Good strategy
- #33: CTR was higher for RLSA. Conversion rate a bit weaker. But we increased conversions 50%.
- #40: This is how you open your mind.
- #41: These tactics can give you ideas on how to solve problems within your organization.
- #42: Take your PPC skills and knowledge and apply them to other areas of your business. This is who you go from Campaign Manager to Thought Leader.