See the video replay here: http://www.marketingsherpa.com/video/webinar/keyword-research-customer-personas
Join this MarketingSherpa webinar to hear how Christina Brownlee, Director of Marketing, and Jacob Baldwin, Search Engine Marketing Manager, of One Call Now, used keyword research and customer personas to form a new marketing strategy that increased conversions by 81%.
Come have your questions answered live!
Search Marketing: Insights on keyword research and customer personas
1. See Daniel Burstein, Director of Editorial
Content, MECLABS, interview Jacob
Baldwin, Search Engine Marketing
Manager, and Christina Brownlee, Director
of Marketing Communications, One Call
Now, and answer questions from the
audience!
Watch it now! Access other webinars
3. Presenters
Christina Brownlee
Director of Marketing Communications
One Call Now
@OneCallNow
Daniel Burstein
Director of Editorial Content
MECLABS
@DanielBurstein
Jacob Baldwin
Search Engine Marketing Manager
One Call Now
@OneCallNow
5. Further Resources
Website Redesign: Message notification provider combines SEO with LPO, retargeting to drive 81% increase in conversion
Local SEO: How geotargeting keywords brought 333% more revenue
What is the Easiest Tactic to Improve SEO?
Content Marketing and SEO: The world doesn’t need another blog post
Marketing Research Chart: SEO most effective tactic for lead gen, but also among the most difficult
9. “
”– Jacob Baldwin
Adopted Mantra:
… the goal of marketing is not
to persuade, it is to
discover, educate and solve.
10. “Spock Project”: The four personas
www.openroadmedia.com
Humanistic Methodical Competitive Spontaneous
http://www.flickr.com/photos/kt http://www.flickr.com/photos/kthttp://www.flickr.com/photos/x-ray_delta_one
http://www.flickr.com/photos/x-ray_delta_one
11. MARKETING DEPARTMENTS TRUST ATTASK
Visit attask.com/marketing
to learn how AtTask kills
the chaos of marketing
work.
23. Search Optimization
199.16% more traffic generated than 4 keyword searches
20.41% higher conversion rate than 3 word keyword searches
24. Stage 1: 5,000 Keywords from a consultant
List of 5,000
keywords from
consultant
http://www.flickr.com/photos/horiavarlan
25. Stage 2: Filter through keywords
Picked keywords based on:
∙ search traffic
∙ competition level
∙ relevancy to specific
vertical
http://www.flickr.com/photos/aslakr
26. Stage 3: Monitor changes in performance levels
Monitor general keyword
performance levels
Traffic Trendline for “Automated Calling System”
18 Month Period
29. Keyword Maps: Optimized Elements
“Meeting”
“Appointment”
“Conference” Use of strong tags to highlight
keywords in the body copy
30. Keyword Maps: Optimized Elements
“Protect, Inform, En
gage
Students, Parents
and Staff”
Page Title
31. Keyword Maps: Optimized Elements
Alt=“One Call Now’s Safe School Helpline is an anti-bullying tip line
students can use to anonymously report bullying. Click to learn more”
Image Alt Tags
32. Keyword Maps: Optimized Elements
Alt=“One Call Now’s Safe School Helpline is an anti-bullying tip line
students can use to anonymously report bullying. Click to learn more”
Use of H1 Tags
33. Keyword Maps: Optimized Elements
Alt=“One Call Now’s Safe School Helpline is an anti-bullying tip line
students can use to anonymously report bullying. Click to learn more”
URL Structure
34. Keyword Maps: Optimized Elements
Alt=“One Call Now’s Safe School Helpline is an anti-bullying tip line
students can use to anonymously report bullying. Click to learn more”
Keyword Density
44. 3 Calls to Action 4 Calls to Action
Conversion Optimization: Call to action panel
45. Conversion Optimization
“The number of free trials remained
high, and the number of RFQ
completions began blowing last year’s
numbers out of the water.”
– Jacob Baldwin
4 Calls to Action
46. Results: April 2011 – April 2012
Conversion activity 81%
Paid Search Traffic 48.7%
Organic Search 32.3%
Revenue from Web-related
activity 24%
Overall traffic 9.3%
47. Top 3 Takeaways
1. Perfection is impossible
2. Driving online conversion is critical in building in conversion and lead attribution
3. Never compromise user experience for internal processes
1
2
3
Notas do Editor
Christina Brownlee is the Director of Horizontal Marketing & Creative Services for voice, text and email notification company, One Call Now. Over the last five years, Christina has helped drive the company's 20-30% YOY growth—as well as the marketing team's— from her initial solo efforts to the fantastic team of twelve it is today. Christina and her MarCom team are responsible for the award winning strategy and execution of their digital marketing program, participation at over 50 yearly events, and the creation, coordination and distribution of company, industry and client-focused marketing content. She is an active member of her community—a recipient of the William Henry Harrison Volunteer of the Year award, a member of the local Arts Council, and volunteers with the Troy Civic Theatre.Jacob Baldwin is the search engine marketing manager for One Call Now. During his time there, Baldwin has spearheaded major projects such as the radical redesign of its marketing site, the construction and application of the digital marketing testing and strategy programs and the implementation of its persona-based content marketing program. Baldwin is an active member of his community, serving on the Board of Directors for the local Chamber of Commerce, as well as on the leadership committee for his region’s young professional networking group, HYPE (Helping Young Professionals Emerge).
Suzanne,Marketing Manager:what are the tactics and time commitment required to develop buyer personas?
AtTask is the only provider of cloud-based Enterprise Work Management solutions for marketing teams. This provides a single, central place to better manage and control the chaos of all marketing work, which improves visibility and productivity by eliminating wasted time dealing with fragmented, siloed tools and processes. With AtTask, marketing teams, managers and executives receive visibility into work and campaign planning, prioritization, resourcing and sequencing to help everyone work more efficiently toward achieving the organization's goals. AtTask has a broad range of Global 500 and other top marketing customers, such as Nike, REI, Red Bull, Cisco, Adobe, and the House of Blues. To learn more, visit attask.com/marketing and join the conversation on Twitter, using the #AtTaskMKTG.
Stacey,Account Manager/Marketing:What keywords do you leverage when verticals have different focus words?
Christian, Cro: Should modalities be considered with personas and if so how might this impact search?
Madis,Manager:Should I concentrate selling on my customer persona's needs or their wants?
Johnny,digital media planner:What are some of the ways you explore how to locate your audience using data from your site and blog?
Judy, Director of Marketing: is there a minimum threshold of monthly spend where the campaign should not even begin until it meets that level?
Stephanie, Inbound Marketing Manager: Does your research indicate buyers (B2B) increasingly use search to find answers to their business process issues?Chris, Sr Technical Writer:best practices and tools for key word/phrase searching?
Michele,Manager, Promotions, Ecommerce:How much time is spent researching keywords? What tools do you use to research them? Can you do a sample live?
Vincent,MD:easy question: how do you determine the right keywords for your business in a very competitve international environment?
April, SEO/SMO manager: What online tools do you use? What changes have you detected in search algorithms post-Panda/Penguin updates?
Julie,Digital Marketing Specialist:Since adwords has updated their Keyword tool, what differences have you seen in search volume and keyword idea relevancy?David,Internet Marketing Specialist:have the "buy" phase keywords changed over the last 10 years?Martin,Internet Consultant:How do you encourage small companies to adopt a web analytics strategie that includes Google Analytics and AdWords?
Isabelle,Executive Director:How much time is required to learn and implement this strategy^Lyn,Principal:How do you project cost and revenue for using keywords before going to market? I.e. how to project customer acquisition cost when you're starting a business.