Lee Odden - Optimise & Persuade your Audience to Act - ionSearch 2012

@leeodden -‐ #ionsearch @leeodden -‐ #ionsearch

Op#mize & Socialize For More Customers

@LeeOdden Op9mizeBook.com TopRankMarke9ng.com TopRankBlog.com


@TopRank = Content Marketers Website

Twitter

Facebook

YouTube

Flickr

LinkedIn

Slideshare

White Papers

Google+

Guides

Book

Webinars

Articles

TopRankBlog.com

Press Releases

Guest Posts

Events

@leeodden -‐ #ionsearch


Every 2 Days, We Create As Much Informa#on As We Did Since the Dawn of Time To 2003 Source: Eric Schmidt – 8/10 (via TechCrunch)


Trust: Product Recommenda9ons

Global Web Index Annual Report 2011

TV Newspaper

Radio

Blogger Microblog Content

Social Network Contact


Paths to Purchase

1% Social Alone 51% Search Alone 48% Search & Social


UK Search

Google.co.uk 91.5% Bing.co.uk 3% Yahoo.co.uk 2.5% Ask.co.uk 1.4% Experian Hitwise 2011

UK in 2011:

82% use the web 48% use Facebook B2C Ecom £100 billion

”Global Search Engine Marke9ng 2012” Que

UK Social

Facebook 56% YouTube 19% Twiaer 2.6% Yahoo! Answers 1.9% Gumtree 1.4% LinkedIn .66% Tumblr .53% 23% of 9me online is social ”Global Search Engine Marke9ng 2012” Que Nielsen 2010


Google sites handle 88 billion searches per month worldwide

Source: comScore

What are you op9mizing for?

At any given 9me there are 50-‐200 different versions of Google’s core algorithm in the wild *Google Inside Search


Topical Focus

Search Words

Social Topics

Social Topics

SEO Basics

Products

Services

Keyword Glossary Category

Keywords Keywords Keywords

Category Keywords Keywords Keywords Keywords

Blogs

LINKS

Tech SEO Audit


What About Customers?

Op9mizing for consumers, experiences & outcomes transcends Google, Social or Content.

Customers Experiences Outcomes


Shik Know Your Target Audience

Discover

Consume

Share


Inspire Share Buy Refer

AWract Interests Needs Pain Points Search Social

Engage Content Media Social Device

Discover Consume Share/Act

Shik Customer Focused Op9miza9on

Audience

Op#mize


Op9mized & Socialized Framework

Preferences Pain Points Behaviors

Search & Social Data Sources

Topics, SEO Calendar, Repurpose

Social & SEO Networking, Link Building

Research Customer Segments

Awareness > Interest > Considera#on > Purchase

Keywords Topics Message

Content & Promo9on Plan

Op9mize Socialize Promote


ZRobot – Goals: •  Increase product awareness

•  Grow networks •  Increase cita9ons in media & social

•  Increase sales

Shik Op9mizing Robots

All New

Automate your cleaning with ZRobot

Get Mean With Your Clean!

ZRobot Dirt Terminator New series of dirt zapping robot.

Available May 5, 2012: Pre Order

Small Business Owners Save Money

Ninjas Clean Without being seen!

Stressing Out over Dirt? Bring in ZRobot

Special Offers Buy Now

Go Shopping Whlle Zrobot cleans for you

Scien#fically Tested On real dirt!


Carrie Small Biz Owner

Sara Tech Savvy Mom

Stan Single Professional

Shik Consumer Personas: Goals

Low cost cleaning Save on office costs

Efficient cleaning Save 9me

Easy cleaning New tech/gadgets


Buying Cycle Keywords Social Topics Content Type

Awareness housekeeping 9ps Time Saving Housekeeping, Nap9me Cleaning

Blog post, ar9cles in relevant magazines

Interest robot cleaners, automa9c cleaning

What types of automated cleaners are there? Demonstra9on video

Considera#on robot cleaner reviews

What are the best robot cleaners?

Product feature/benefit list. Comparison to compe9tors

Purchase robot , Zrobot how to buy, Zrobot prices

Where can I buy a Zrobot? Store locator, geo-‐specific store pages, FB fan pages

Reten#on Zrobot cleaning 9ps

How to get more uses from your Zrobot

Blog posts, guest posts, video

Advocacy Zrobot fans, Zrobot accessories

Zrobot mom user group Q and A, 9ps

Facebook Fan page, Forum, Zrobot Newsleaer

Customer Pain Points •  No 9me to clean •  5 small children who spill and make

messes •  Cannot afford a weekly maid

Maria: Tech Savvy Mom

Sara Mom

Shik Customer & Content Op9miza9on


Suzy Business Owner

Shik Op9mized Editorial Plan

ZRobot Content Calendar

•  Planned topics •  Dates •  Titles •  Categories •  Keywords

•  Media •  Promo9on channels •  Repurpose plans •  Cross linking

Sara Mom


Hub & Spoke Publishing


Hub & Spoke Publishing

Blog

Enewsleaer

Industry Pub

Ar9cle Buying Guide

Tes9monials

Microblogging

Demonstra9on Videos

How to Auto Clean

Case Study


Keyword Glossary

Compe9tors Categories Keywords Popularity


Editorial Plan


Op9mize for Awareness

All New Robot Terminator Watch a Demo Video

Low Cost Clean!

Categories: Robot Cleaning Cleaning Tips Save Time Save Money Efficiency Tips

The content of the blog post appeals to the interests of the consumer using language that is search and social media friendly. Tags: Keyword, Word, Key

Blog subheadings are prime for keywords.

Breadcrumbs > Are > Beau9ful

I need a clean office but my

budget is small.

Robot cleaners? I

never thought of that.

Awareness > Interest > Considera9on > Purchase

Sara Mom


Op9mize for Interest

#Op#mize Video Tips: •  Shoot video with promo9on channels in mind •  Host with YouTube, Vimeo •  Embed video on blog, site •  Op9mize with keywords •  Promote video via relevant social channels •  Give the viewer op9ons: Share, Refer, More Info, Purchase

Demo Videos:


Sara Mom


Op9mize for Considera9on

Clean Times Mag

Robot Invasion! Top 10 Robot Cleaners for Your Office

1. ZRobot 2. Roombot 3. Officebot 4. Click Clean 5. Biz Bot

#Op#mize Reviews Tips: •  Pitch your product for reviews •  Monitor for organic reviews •  Build links to posi9ve reviews •  Socially share reviews •  Promote reviews from social •  Make your own product comparison page

Product descrip9ons are good for keywords.




Have you ever heard of ZRobots or robots for cleaning offices?

Reviews & Product Pages

Awareness > Interest > Considera#on > Purchase

Sara Mom


Op9mize for Purchase

Store Locator

Order

Special Offers Buy Now

Go Shopping Whlle Zrobot cleans for you

Scien#fically Tested On real dirt!

Offers, Store Locator

Special Offer!

Op#mize for more specific topics: •  Loca9on •  Product •  Outcomes


Sara Mom


What Would Your Hub Look Like?

? ?

? ?

?

? ? ?

?

?


Social KPIs - Business Outcomes

•  Fans •  Friends •  Followers •  Comments •  Likes •  Google Plusses •  Links •  SERPs •  Search Traffic

•  Share of Voice •  Improve Service •  Shorter Sales Cycles •  Increased Order

Quantity, Frequency •  More Referrals •  Lower Marketing

Costs •  Grow Revenue •  Improve Profits

Social SEO KPI’s Business Outcomes

Tools: Social Media Monitoring Web Analytics Social Media Marketing Management


Just Say No to Silos To scale, companies need to look beyond social for marketing, PR & service & look at evolving a social business.

Marketing

Public Relations

Sales

Customer Service

Human Resources

Cus

tom

ers

Marketing

Public Relations

Sales

Customer Service

Human Resources

Cus

tom

ers

Com

mun

ity

VS


Takeaways •  Segment customers •  Develop an editorial plan •  Op9mize & socialize content

•  Monitor KPIs •  Measure business goals •  Refine. Repeat. ABO! •  Get #Op9mize


Thank You

Lee Odden [email protected]

@leeodden TopRankMarketing.com TopRankBlog.com

OptimizeBook.com Buy the Book – Get Optimized!

Wiley - 2012