Webinar for the Silverpop book club on the book Optimize, by Lee Odden, CEO of TopRank Online Marketing.

1. Optimize & Integrate
Digital Marketing 2014
@LeeOdden
Image:
Shu+erstock

2. Consultant,
Author,
Speaker,
World
Traveler
@LeeOdden
TopRankMarkeAng.com
MarkeAngBlog.com
OpAmizeBook.com

3. @LeeOdden
@LeeOdden
instagram.com/leeodden

4. @LeeOdden
@LeeOdden
Website
Newsroom
Book
Google+
White Papers
Twitter
Articles
Facebook
Guides
YouTube
Webinars
Flickr
Guest Posts
Events
eBooks
Blog
Social Creation
& Curation
Community
>
300K
LinkedIn
Slideshare
Pinterest

5. @LeeOdden
@LeeOdden
BIG Changes in Search

6. @LeeOdden
@LeeOdden
What
if
disappeared
tomorrow?

7. @LeeOdden
@LeeOdden

8. @LeeOdden
@LeeOdden
What
impact
would
it
have
on
your
digital
marke<ng?
On
your
business?

9. @LeeOdden
@LeeOdden
Google
Dominates
Search
Should Google
Dominate Your
Marketing?

10. @LeeOdden
@LeeOdden
Why Not Focus On Optimizing for:
Customers
Experiences
Outcomes
OpAmizing
for
consumers,
experiences
&
outcomes
transcends
Google,
Social
or
Content.

11. @LeeOdden
@LeeOdden
Optimization is More Than Search
Topics
Content
Media
Customer
ABract
Engage
Convert
Share
Interact
Conversion
Community

12. @LeeOdden
@LeeOdden
Optimized Planning: What & Why
1.
View
Search,
Social
&
Content
from
360
Degrees
-­‐-­‐
HolisAcally
2.
OpAmize
Everywhere:
MarkeAng
&
PR,
B2B
or
B2C,
SME
or
LE
3.
Research,
Audit
&
Listen
4.
Set
Goals,
Create
a
Roadmap

13. @LeeOdden
@LeeOdden
Optimized Implementation: How
Audience
&
Personas
Keyword
&
Topic
Research
Content
Plan
Crea<on
&
Cura<on
Content
Op<miza<on
Social
Networking
Promo<on
Measure
&
Refine

14. @LeeOdden
@LeeOdden
Customer Information Journey
Consume
Act
Discover

15. @LeeOdden
@LeeOdden
u What
are
they
interested
in?
u Where
do
they
look
for
it?
u How
do
they
prefer
to
consume
that
content?
u What
formats
and
media
do
they
like
most?
u Why
do
they
share
&
buy?

16. @LeeOdden
@LeeOdden
Customer Focused Optimization
Customer
Discover
Consume
Op<mize
ABract
Engage
Interests
Needs
Pain
Points
Search
Social
Content
Media
Social
Device
Act
Convert
Share
Buy
Refer

17. @LeeOdden
@LeeOdden
Optimized & Socialized Framework
awareness
Who are you
writing for?
Preferences
Pain Points
Behaviors
interest
What do they
care about?
Search &
Social Data
Sources
consideration
What stories
will connect
you?
Editorial
Calendar,
Repurpose
purchase
Make it easy to
find & share
Social & SEO
Networking,
PR, Linking

18. @LeeOdden
@LeeOdden
Let’s Optimize Some Robots
ZRobot
–
Goals:
• Increase
product
awareness
• Grow
networks
• Increase
citaAons
in
media
&
social
• Increase
sales
Automate
your
cleaning
with
ZRobot
All
New
Get
Mean
With
Your
Clean!
ZRobot
Dirt
Terminator
New
series
of
dirt
zapping
robot.
Available
May
5,
2015:
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!

19. @LeeOdden
@LeeOdden
Buyer Personas: Goals
Carrie
Stan
Maria
Small
Biz
Owner
Single
Professional
Tech
Savvy
Mom
Low
cost
cleaning
Save
on
office
costs
Easy
cleaning
New
tech/gadgets
Efficient
cleaning
Save
Ame

20. @LeeOdden
@LeeOdden
Buying Cycle Optimization
Maria:
Tech
Savvy
Mom
Buying
Cycle
Keywords
Social
Topics
Awareness
housekeeping
Aps
Time
Saving
Housekeeping,
NapAme
Cleaning
Blog
post,
arAcles
in
relevant
magazines
Interest
robot
cleaners,
automaAc
cleaning
What
types
of
automated
cleaners
are
there?
DemonstraAon
video
Considera<on
robot
cleaner
reviews
What
are
the
best
robot
cleaners?
Product
feature/benefit
list.
Comparison
to
compeAtors
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
Aps
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,
Aps
Facebook
Fan
page,
Forum,
Zrobot
Newsle+er
Maria
Mom
•
•
•
•
Customer
Pain
Points
No
Ame
to
clean
5
small
children
who
spill
and
make
messes
Light
colored
carpet
Cannot
afford
a
weekly
maid
Content
Type

21. @LeeOdden
@LeeOdden
Optimized Content Plan
ZRobot
Content
Calendar
Suzy
Business
Owner
Maria
Mom
•
•
•
•
•
•
•
•
Authorship
Topic
Audience
Buying
Cycle
Dates
Titles
Categories
Keywords
•
•
•
•
•
•
•
Media
types
PromoAon
channels
PromoAon
messages
Repurposing
opAons
Cross
linking
IntegraAon
with
other
tacAcs
Follow
up
pieces

22. @LeeOdden
@LeeOdden
Hub & Spoke Publishing
How
to
Auto
Clean
Videos
Webinars
Enewsle+er
Microblogging
Blog
Industry
Pub
TesAmonials
ArAcle
Buying
Guide
Case
Study

23. @LeeOdden
@LeeOdden
Grow Networks & Participate
Topic
B
Topic
C
Focus
Topic
A
Topic
D
Topic
E

24. @LeeOdden
@LeeOdden
“If you want your
marketing to be great
you must optimize,
socialize and integrate.”

25. @LeeOdden
@LeeOdden
Go Holistic: Content, SEO Social
Customer
Needs
Your
SoluAons
Targeted
Topics
Category
Keywords
Keywords
Keywords
Category
Keywords
Keywords
Keywords
Keywords
Tech
SEO
Audit
Topical
Focus
Author
Rel
Keywords
Blogs
Social
Topics
AnalyAcs
Monitoring
Conversions

26. @LeeOdden
@LeeOdden
Optimize for Awareness
awareness
I need a clean
office but my
budget is small.
interest
consideration
purchase
Blog
subheadings
are
prime
for
keywords.
Breadcrumbs
>
Are
>
BeauAful
Low
Cost
Clean!
Robot
cleaners? I
never thought
of that.
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
All
New
Robot
Terminator
Watch
a
Demo
Video
Categories:
Robot
Cleaning
Cleaning
Tips
Save
Time
Save
Money
Efficiency
Tips

27. @LeeOdden
@LeeOdden
Optimize for Interest
awareness
interest
Demo
Videos:
consideration
purchase
#Op<mize
Video
Tips:
• Shoot
video
with
promoAon
channels
in
mind
• Host
with
YouTube,
Vimeo
• Embed
video
on
blog,
site
• OpAmize
with
keywords
• Promote
video
via
relevant
social
channels
• Give
the
viewer
opAons:
Share,
Refer,
More
Info,
Purchase

28. @LeeOdden
@LeeOdden
Optimize for Consideration
awareness
interest
consideration
purchase
Reviews
&
Product
Pages
Have
you
ever
heard
of
ZRobots
or
robots
for
cleaning
offices?
#Op<mize
Reviews
Tips:
Clean
Times
Mag
Robot
Invasion!
Top
10
Robot
Cleaners
for
Your
Office
1.
ZRobot
Product
descripAons
are
good
for
keywords.
2.
Roombot
Product
descripAons
are
good
for
keywords.
3.
Officebot
Product
descripAons
are
good
for
keywords.
4.
Click
Clean
Product
descripAons
are
good
for
keywords.
5.
Biz
Bot
• Pitch
your
product
for
reviews
• Monitor
for
organic
reviews
• Build
links
to
posiAve
reviews
• Socially
share
reviews
• Promote
reviews
from
social
• Make
your
own
product
comparison
page

29. @LeeOdden
@LeeOdden
Optimize for Purchase
awareness
interest
purchase
consideration
Offers,
Store
Locator
Special
Offer!
Store
Locator
Op<mize
for
more
specific
topics:
• Product
• Price
• LocaAons
• Outcomes
Order
Special
Offers
Buy
Now
Go
Shopping
Whlle
Zrobot
cleans
for
you
Scien<fically
Tested
On
real
dirt!

30. @LeeOdden
@LeeOdden
What Would Your Hub Look Like?
?
?
?
?
?
?
?
?
?
?

31. @LeeOdden
@LeeOdden
Social KPIs - Business Outcomes
Social & SEO KPI’s
•
•
•
•
•
•
•
•
•
•
Fans
Friends
Followers
Comments
Social Shares
Distribution
Network Size
Links
SERPs
Search Traffic
Tools:
Social Media Monitoring
Web Analytics
Social Media Marketing Management
Business Outcomes
•
•
•
•
•
•
•
•
•
•
Sign Ups
Leads
Share of Voice
Improved Service
Shorter Sales Cycles
Increased Order
Quantity, Frequency
More Referrals
Lower Marketing
Costs
Revenue
Profits

32. @LeeOdden
@LeeOdden
Takeaways
• Know
&
opAmize
for
your
customer
first
–
then
SE’s
• Create
a
content
plan
for
each
customer
segment
• OpAmize
&
integrate
across
the
buying
cycle:
a+ract,
engage,
convert
• Monitor
progress
with
KPIs
&
opAmize
for
business
outcomes

33. @LeeOdden
@LeeOdden
Thank You!
@LeeOdden
lee@toprankmarketing.com
TopRankMarketing.com
MarketingBlog.com
OptimizeBook.com
Get the Book & Get Optimized!