Integrated Marketing - How SEO's can own more of the Funnel

© 2012 Marketo, Inc. Marketo Proprietary and Confidential

Integrated MarketingWhy SEO’s should own it all

… <evil>muhahahaha</evil>

Page 2© 2012 Marketo, Inc. Marketo Proprietary and Confidential

Kieran Flanagan

Online Marketing Manager (EMEA) – Marketo

[email protected]@searchbrat

Integrated Marketing, Speaking & Writing, Building Sites, Sneakers & Battle Raps

mailto:[email protected]


I am a FORMER

seowho now owns this



And develops

Integrated Marketingstrategies that incorporate a lot of this



Why Integrated?


Creates Top of Funnel Magic



Beyond Keywords


we already

Model

search behavior across the funnel


[Mens Watches €3.19]



[Cool Mens Watches 2012 €4.50]




[Mens Lego Watches €5.19]




[Mens Lego Watches €5.19]

[Buy pop hours watch]


so we can create

Keyword Maps


HomeInteractive Guide

Home / Interactive Guide / Comparison Chart

Comparison Chart

Conversion:

Shopping Cart

[Mens Watches] [Cool Mens Watches 2012] [Mens Lego Watches] [buy pop hours watch]


#ThinkIntegrated


Let’s

Model

the “Whole” Customer


Analytics

Surveys(Google Customer

Surveys)Facebook Ad

Planner

Google Ad Planner

Quantcast

CompeteSocial Mention

Amplicate

Radian6



“People don’t buy what you do, they buy why you do it”

- Simon Sinek


this develops

Content that ResonatesCommunity that EngagesDisplay/Retargeting that worksEmails that get opened


Get AdvancedMike King – Keyword Level Demographics

AimClear – Psychographic Targeting Unhinged!! The Zen of the “Whole Customer” Persona Modeling

http://www.seomoz.org/blog/keyword-level-demographics

http://www.aimclearblog.com/2012/06/29/psychographic-targeting-unhinged-the-zen-of-whole-customer-persona-modeling/




Content That Works


we already

Audita site to please the engines


#ThinkIntegrated


Let’s

Auditour Content and build a strategy to amaze

our prospects


“Your sweet spot is the exact area of your company’s expertise. It’s the thing you are uniquely positioned to talk about”

- Doug Kessler


… what are my competitors doing? (Social Crawlytics).


… what could I be doing ?

type of content topic covered buyer persona

date created customers


Content’s Important in B2B & B2C


this developsThought Leader in your marketFree Visits, Links & SharesReduce Bounce RateIncrease Engagement MetricsImproved CRO Results


Earned PR


How can I get people to

Vote for MEMe


Vs

LRD – 452 (40% for “SEO”)Social ?

LRD – 1,195 (0.17% for “SEO”)Social ?


LRD – 452 (40% for “SEO”)Social ?

Lots of these are “Toxic”

http://bit.ly/e21fcA


#ThinkIntegrated


Audience + Content =

#Awesomeness



they understand their audience

the small business

champion


http://bit.ly/ek4CJm


411 links

from 111 domains

and over3500 shares


won’t happen by itself, we need to

Outreach


Links & Share Potential


+ Scraper


better yet

Include Them


Metrics


Go beyond

Search Metrics


#ThinkIntegrated


Multi Channel Funnels (Custom)


Example


[email protected]@searchbrat

http://bit.ly/yJidklas seen on ..

mailto:[email protected]


And Finally


Tickets for the match?

Business

Integrated Marketing - How SEO's can own more of the Funnel