meeting audiences where they are - vanessa fox
DESCRIPTION
– Vanessa Fox, Author, "Marketing in the Age of Google," Creator of Google Webmaster Central, Founder and CEO, Nine by Blue. Originally presented at the event, "Women Media Entrepreneurs - Making New Ideas Happen," on Sept. 12 at the National Press Club, Washington, D.C.TRANSCRIPT
MEETING AUDIENCES WHERE THEY ARE
@vanessafox
W h o A r e T h e s e A u d i e n c e s ?W h a t D o T h e y W a n t ? W h e r e A r e T h e y ?H o w D o Y o u M e e t T h e m ?( A n d w h o a r e y o u , a n y w a y ? )
Who are you?? What do you want?? But why??
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W H E R E I S K A S B A H TA M A D OT ?
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L O O K I N G F O R S T U D E N T A I D
• htt p://studentaid.ed.gov/PORTALSWebApp/students/english/index.jsp• htt p://www2.ed.gov/fund/grants-college.html• htt p://www.students.gov/STUGOVWebApp/Public• htt p://www.college.gov/wps/portal/college?WCM_GLOBAL_CONTEXT=/
wps/wcm/connect/college/college/howtopay/howtopay
U S I N G S E A R C H E R P E R S O N A S
• Google Trends• Google AdWords Keyword
Planner• Wordtracker Questi ons Tool• Google Correlate• Bing Keyword Research Tools• Compete• Quantcast
www.marketingintheageofgoogle.com
The Essential Personal LifecycleTamara Adlin and John Pruitt
www.marketingintheageofgoogle.com
G O O G L E T R E N D S
G O O G L E A D W O R D S : C O M PA R E V O L U M E S
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Advanced Yoga: 5,720 Beginning Yoga: 101,277
C L U S T E R R E L AT E D T O P I C S : C R E AT E P E R S O N A S
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C A S U A L C A S S A N D R A
Task Cassandra Wants to
Accomplish
Sample Search Queries
How We Can Help Her Accomplish Her Task
What Else We Can Offer Her
Related Business Goal What Motivates Her Success metrics
I want to do yoga at home / not in a studio
yoga dvdyoga videoyoga books
Engaging heading about how site is like DVDs, videos, and books (but better) and shows video gallery
Save and track progress. Professional advice on best videos for you. Beyond beginner, intermediate, advanced. Easily accessible at home.
Watch a video
Register
• It’s free to try• It’s easy• Customized
for her level• Can start and
stop and progress is saved
• # videos watched
• # pages viewed
• Registration• Return/login
I want online yoga videos
yoga onlineyoga classes onlineyoga online workouts…
Show videos organized into beginning, immediate, advanced with progression
One stop shop for yoga videos. Not all teachers are created equal. Save and track progress. Customizability/personalized advice.
Watch a video
Register
• Free to try• Lots of
content• Air of
authority• Monitoring
progress• Centralized
resource
• # videos watched
• # pages viewed
• Registration• Return/login
I’m looking for a specific yoga pose
yoga posesyoga posturesyoga asanas
child’s posecorpse pose
Specific videos / articles related to single posesBrowsable library of posesMultiple definitions at different levels of detail
We can also give you full workouts with each pose. We can give you beginner to advanced training. You can track your mastery of poses.
View pose pages
Additional page views
• Easy, accurate, comprehensive
• Access to a full browsable library
• Return visits• Sharing• Watching
second video (after searched-for video)
I have a specific question about yoga
what is difference between pilates and yoga? can yoga help with fibromyalgia?can you do yoga when pregnant?
Comprehensive blog / knowledge baseDiscussion / ask the expert
Try it now! Videos related to questions. This is the place to get all your yoga questions answered.
View FAQ/blog pages
Additional page views
• It’s free to come back
• Comprehensive and credible (testimonials)
• There’s a live person to ask
• Return visits• Reading more
than one article
• sharing• Subscribe to
RSS• Watch a video
T H E S E A R C H F U N N E L
1. Search 2. Search Result
3. Page Content
4. Conversion
1 . TA S K A N D R E L AT E D S E A R C H E S
“I want more information about yoga”
2 . S E A R C H R E S U LT S
D O N ’ T M A K E M E T H I N K
3 . D O E S T H E PA G E A N S W E R T H E Q U E S T I O N ?
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D O E S I T R E A L LY A N S W E R T H E Q U E S T I O N ?
4 . C O M P E L L I N G C A L L T O A C T I O N
U S E S E A R C H D ATA T O M O T I V AT E C O N V E R S I O N
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GETTING STARTED
B R E A K I N G N E W S : G O O G L E T R E N D S
https://www.google.com/search?tbs=cdr:1,cd_min:9/10/2013,cd_max:9/10/2013&q=iPhone+5S
B R E A K I N G N E W S : G O O G L E N E W S
R E L AT E D T E R M S : T O P A N D R I S I N G
G O O G L E T R E N D S : R E G I O N A L I N T E R E S T
P R E V I O U S 1 2 M O N T H S
P R E V I O U S 3 0 D AY S
B E Y O N D B R E A K I N G N E W S
T R E N D S F O R O V E R A L L I N T E R E S T
R E L AT E D T O P I C S
A D W O R D S K E Y W O R D P L A N N E R
https://adwords.google.com/ko/KeywordPlanner
D E TA I L S F R O M A D W O R D S
R E V I E W E A C H PA G E
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L O O K AT H E A D L I N E S
• Your potenti al customers want to accomplish their tasks, not hear about how awesome you are
• Use search data to learn more about what your customers are searching for and the language that are using
• Categorize search query data into tasks and map each task to a page on your site
• Does each page solve the customer problem?
• Does each page providing a compelling call to acti on that moti vates the user to convert?
U S I N G S E A R C H DATA E F F EC T I V E LY