humanize marketing to drive brand and seo
TRANSCRIPT
@Coupons @LinkConnector #ASW16
HELEN FANG COUPONS.COM @MISSMELONJACKIE LANE BATES LINKCONNECTOR @JACKIELANE
HUMANIZE MARKETING TO DRIVE BRAND & SEO
@Coupons @LinkConnector #ASW16
IT’S A SMALL WORLD AFTER ALL1.49 billion MAUs$248 billion
300 million MAUsFB Acquired
347 million MAUs$23 billion
284 million MAUs$19 billion
You
@Coupons @LinkConnector #ASW16
IN SHORT…
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@Coupons @LinkConnector #ASW16
INUNDATION
CONTENT EXPLOSION90% of global data has been produced in the last two years. @IBM
Around the world, two blogs are created every second.
@BryanKramer
The average consumer is exposed to >5,000 advertising messages per
day. @FastCompany
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“And this is where brands and their marketers should take note:
Yes, you have so much more power to connect, but it’s wrong to think you can
simply pour your presence into every channel available and expect a return on
investment.
People are already numb to that approach.”
—Christoph Becker, Adweek
CREATIVITY RENAISSANCE NEEDED
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Businesses that are able to humanize their
brand are the ones that stand out.
@Coupons @LinkConnector #ASW16
HUMANIZE MARKETING – MAKE IT LIV
Listen• Social Listening: competitive
insight to pre-sales support to customer sentiment• Brand co-ownership• Get on the phone
Interact• Meaningful customer
relationships & conversations create loyalists, brand advocates• Storytell, don’t sell• Under-promise.
Over-deliver.Go Viral • Brand vision aligned
(makes sense), is authentic
@Coupons @LinkConnector #ASW16
TRUST Key SEO Success Factors
Authority Do links, shares, other factors make site a trusted authority?
Engage Do visitors spend time reading or do they bounce away?
PERSONAL
History Has someone regularly visited your site or socially favored the site?
Social Has someone or their friends socially favored the site?
SOCIAL
Reputation Do those respected on social networks share your content?
Shares Do many share your content on social networks?
SEARCH IS ABOUT RELATIONSHIPS TOO
@Coupons @LinkConnector #ASW16
COUPONS.COM CASE STUDYChallenges faced, even from an established brand:• Wide breadth of offers • Offers are highly
commoditized • Optimize for transactions
Without the human element, how do we stand out?
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The Good Stuff 1. Inform: Practical, easy
savings tips for readers
2. Inspire: Make it sexy through DIY game changers, recipes and deal content
COUPONS.COM CASE STUDY
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COUPONS.COM CASE STUDYFindings:• Creating authentic, on-brand
content, that people care about, is REALLY hard.
• Conversing with your audience trumps any survey.
• Driving traffic shouldn’t be the end goal. Engagement metrics are worth much more in the long run.
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Results: • Triple digit year-over-year growth in organic traffic• Content that outranked Google News in search results • Organically grew a base of email subscribers from zero to tens
of thousands in less than six months
What’s next: • Continue the conversation with our readers • Fight the generic and find our voice • One piece of content, multiple ways• Promote, promote, promote
COUPONS.COM CASE STUDY
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SIMPLE, YES. EASY, NO.• Humanizing your
brand is a long-term investment.
• Done well, you will build brand equity and resilience to algorithm updates.
@Coupons @LinkConnector #ASW16
1. Learn all you can about your audience.2. Talk to your audience. What is their day like? How do they
make decisions? What matters to them? 3. Build out the key moments when a customer could be
interacting with your product or brand.4. Be the answer. Create content topics that will help them during
these moments.5. Craft the content to be authentic with the channel and
audience.
COUPONS.COM TAKEAWAYS
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• Content inundation – consumers are numb• Humanize brand to stand out
• LIV: Listen – Interact – Go Viral• Search, content and social converge to achieve same goals
• Do it like Coupons.com• Define your goals and voice very clearly – don’t “do” content
for content’s sake • Find the right resources • Aim to understand your audience (like you would your best
friend): What are their needs? How can you help?• Test, test, test!
• Humanize to build resilience to algorithm updates and to build long term, defensible brand equity
RECAP
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Q&A
HELEN FANG GENERAL MANAGER, ECOMMERCE | [email protected] | @MISSMELON
JACKIE LANE BATES DIRECTOR OF MARKETING | [email protected] | @JACKIELANE
THANK YOU