Embed Size (px)
Citation preview
SEO SOCIAL
SEO & SOCIALBy Kevin Getch, Founder + Director of Digital Strategy @ Webfor
Purpose… Help Business Succeed
BUSINESSES BE LIKE!!!
@KevinGetch
A LITTLE SOCIAL… A LITTLE SEO...
@KevinGetch
Decided to quit
my high paying
job and start my
own business.
Source: http://www.azquotes.com/quote/710547
IT STOPS HERE
~ Thor
The importance of developing a
Customer Centric Digital Marketing
Strategy
How to Get to Know Your Customer
Better Than Your Competitors
Why SEO & Social Are More Effective
Together
@KevinGetch
Customer Centric Digital
Marketing Strategy: A strategic plan revolving around your
customer designed to achieve a major
business objective through marketing and
measurement initiatives.
Customer Centric Digital
Marketing Strategy: A strategic plan revolving around your
customer designed to achieve a major
business objective through marketing and
measurement initiatives.
@KevinGetch
A Simple Framework5WH
@KevinGetch
Who
Where
What
Why
When
How
@KevinGetch
WHO
@KevinGetch
@KevinGetch
WHO IS OUR IDEAL CUSTOMER?
@KevinGetch
PERSONA CUSTOMER JOURNEY
&
@KevinGetch
@KevinGetch
PERSONA:A detailed portrayal of your ideal
customer, including demographics,
psychographics & story.@KevinGetch
Julia Snider: Dem & Psych
Age: 27Occupation: ParalegalEducation: Lewis & Clark Law SchoolPlatforms: Mobile First, Desktop/Tablet SecondCom Pref: Text & EmailSocial: Pin, FB & InstHobbies: Traveling, Yoga, Movies, Hiking & RunningVehicle: Volkswagen PassatAff Brands: Southwest, Amazon, Lush
Julia is nearing the end of her college program and is recently engaged. She plans on marrying her partner of 6 years sometime in the Summer of 2017.
She plans on having a child within the next two years and is seeking an OBGYN doctor whom can consult with her.
While she is excited about being a first time mother, she’s extremely concerned about impacts to her health, her safety and the safety of an unborn child during a pregnancy.
She considers herself a very private person whom has a hard time trusting her personal health with new people.
Julia's Story
GET TO KNOW YOUR CUSTOMER
@KevinGetch
Uncertainties
Decision Making
Fears
Desires
@KevinGetch
@KevinGetch
@KevinGetch
Possibly related.
https://segmentationsolutions.nielsen.com/mybestsegm
ents/Default.jsp?ID=20
CUSTOMER JOURNEY
@KevinGetch
Customer Journey: A representation of what a person or group
of people is feeling, thinking & doing as
they interact across multiple channels and
move through different stages of the
buying process.
@KevinGetch
feeling
doingthinking
Excitement, Fear,
Anxiety, Hope,
Confident, UnsureWants, Desires,
Goals, Analysis,
Expectations,
Questions
Actions,
Experience,
Platform,
Channel, Device
@KevinGetch
If Potential Revenue = $1,000,000
Now = $570,000
Loss of $430,000
@KevinGetch
@KevinGetch
SEO + SOCIAL
WORK TOGETHER
@KevinGetch
RULES OF THUMB
S
You’ve been drinking… A LOT! You have to go to the bathroom, but there’s a minute
left in the game and your team is about to score.
What do you do?
@KevinGetch
EXPOSURE& TRAFFIC
@KevinGetch
@KevinGetch
75% of this website's traffic comes from
Organic Search
CONTENTDISCOVERABILITY
@KevinGetch
SOCIALSEO
● Content Strategy
● UX/CRO
● Brand
● PR/RM
● Analytics
@KevinGetch #SIC
TOPIC DISCOVERY
@KevinGetch
Myth:Social directlybenefits your rankings in Google
OUTREACH
@KevinGetch
COMMUNITY@KevinGetch
CONVERSIONS &NEW CUSTOMERS
@KevinGetch
68% of this website's conversions came
from Organic Search
The majority of conversions are
coming from Google
INCEPTION
@KevinGetch
DIRECT
SOCIAL
SEARCH
● Content Strategy
● UX/CRO
● Brand
● PR/RM
● Analytics
@KevinGetch #SIC
SEO SOCIAL
Webfor.com/resources
Kevin GetchFounder + Director of Digital Strategy
webfor.com/resources@Webfor @KevinGetch
Thanks!
