demand creation - américaeconomía · associate your brand with a problem, experience, or need...
TRANSCRIPT
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Rand Fishkin | Founder & CEO
Demand CreationHow Marketers Can Incite Hunger Rather than Just Serve Existing Appetites
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I Come from the World of SEO
For me, ranking here was the pinnacle of web marketing achievements
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Via SimilarWeb
And There’s Data to Support That Belief:
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Via
Google.com
Oct 2016 May 2017
Facebook.com
Reddit.com
YouTube.com
Imgur.com
Bing.com
Wikipedia.org
Gained/Lost
59.2%
6.5%
5.4%
4.5%
2.2%
2.2%
1.4%
Yahoo.com 6.0%
62.6%
5.9%
4.1%
4.7%
1.5%
2.1%
1.4%
5.0%
+3.4%
-0.6%
-1.3%
+0.2%
-0.6%
-0.1%
+0%
-1.0%
Amazon.com 1.3% 1.4% +0.1%
Top Traffic Referrers
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Via Google Trends
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Via Rand’s Blog
For every paid ad click on Google, there are 20 clicks to an organic result.
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But, Some Things About How I’ve Historically
Thought About SEO Trouble Me…
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90% of clicks, 10% of marketing spend
10% of clicks, 90% of marketing spend
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Via GetResponse
2,510 marketers surveyed by GetResponse in 2017 say SEO is only the 4th highest ROI channel they invest in
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In Q3/4 2017, there were (seasonally) fewer clicks available for SEO for perhaps the first time since Google’s launch
Via Rand’s Blog
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We Sometimes Mock Companies for Getting
SEO Wrong, But…
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Via Motley Fool & Seeking Alpha
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The most popular service (by 10X+) in the sector is nowhere on page one?
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This Isn’t Just True for Big Companies…
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Granted, There Are Exceptions…
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I Used to Sweat Moz’s Rankings;
Maybe I Should Have Been Sweating Our Brand
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Ranking Better
in Searches
Creating More
Searches
There Are Two Paths We Can Take…
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4 Ways to Grow Demand
Directly Through SEO
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#1: Search Suggest
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#2: Related Searches
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#3: People Also Search…
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#4: Rank. Solve Query. Earn Loyalty.
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But Today, I Want to Spend Time on How We
Grow Demand Outside the SERPs
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A Roadmap for Demand Creation:
Associate your brand with a problem, experience, or need
Amplify the problem/experience/need
Create awareness of the problem/experience/need
Make your brand visible at the right times, to the right people, in the right
places
Improve processing fluency & reduce cognitive load with simple, repeated
messaging that ties together need+brand
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Via Reddit
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Brand is…
A promise.i.e. when you see “Brand X” it means “Y Attributes”
A memory trigger.i.e. when you experience problem Z, you think of “Brand X” as the
potential solution
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Brand Marketing is…
A coded message.
Reminding you of the brand’s existence
Reinforcing the brand’s colors, shapes, sounds, experiences, &
feelings
Nudging you to use the brand at the right time
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What do you think of when you
see this brand?
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Brand marketing reinforces that:
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What do you think of when you
see this brand?
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Brand marketing reinforces that:
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Before you can reinforce branding, you need a
Brand Promise
We
provide…
We evoke
feelings…
We remind
you of…
We share the
values of…
product/
service that
solves a
problem you
have
that make our
customers most
anxious about
whether our
solution is right for
them
Memories that our
target
demographics &
psychographics will
have ++
associations with
People who are
statistically most
likely to be our best
customers
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Everything Should (Subtly) Reinforce the Message
SEO Snippets
PPC Ads
Big
Content
CommentsTweets
Photos
Landing
Pages
UI & UXBrand Name
Posts
Emails
Product
Names
Videos
Visual
Branding
Outreach
Onboarding
Press & PR
The Brand
Promise
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Pro Tip:
Stop Being So Scared of Controversy
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How can Penzey’s call 22% of Americans “racist” and
maintain a consumer business?
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Online sales up 59.9%. Customer
cancellations up 3%.
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Pro Tip:
Stop Being So Literal with Language
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From 2007-2012, Lots of SEOs Talked About a
Shift from Gray Hat to White Hat
But it didn’t stick until…
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R.C.S.Real. Company. Shit.
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To shift demand from “buy
us links,” to “build us great
assets,” Wil just needed to
name the movement
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Via New Scientist & BBC
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Pro Tip:
Make the Product Do Some Marketing
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Pro Tip:
Leverage Customer Affinities
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Pro Tip:
Help Your Customers Advocate For You
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Pro Tip:
Align Influencers’ Motivations with Your Own
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Instead of Getting Blamed
When This Happens:
What the #$%^? Why aren’t we #1?
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Get Credit When This Happens:
Way to go SEO team
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Rand Fishkin | Founder & CEO
bit.ly/sparkdemand