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Rand Fishkin | Founder & CEO
Demand Creation
How Marketers Can Incite Hunger Rather than Just Serve Existing Appetites
I Come from the World of SEO
For me, ranking here
was the pinnacle of
web marketing
achievements
Via SimilarWeb
And There’s Data to Support That Belief:
Via
Google.com
Oct 2016 May 2017
Facebook.com
Reddit.com
YouTube.com
Imgur.com
Bing.com
Wikipedia.org
Gained/Lost
59.2%
6....
Via Google Trends
Via Rand’s Blog
For every paid ad click on Google, there are 20 clicks to an organic result.
But, Some Things About How I’ve Historically
Thought About SEO Trouble Me…
90% of clicks, 10% of
marketing spend
10% of clicks, 90% of
marketing spend
Via GetResponse
2,510 marketers surveyed by GetResponse in 2017 say
SEO is only the 4th highest ROI channel they invest in
In Q3/4 2017, there were (seasonally) fewer clicks available
for SEO for perhaps the first time since Google’s launchVia R...
Via Geoffrey Weg
We Sometimes Mock Companies for Getting
SEO Wrong, But…
Via Sistrix
Via Motley Fool & Seeking Alpha
The most popular
service (by 10X+) in
the sector is nowhere
on page one?
This Isn’t Just True for Big Companies…
Granted, There Are Exceptions…
I Used to Sweat Moz’s Rankings;
Maybe I Should Have Been Sweating Our Brand
Ranking Better
in Searches
Creating More
Searches
There Are Two Paths We Can Take…
4 Ways to Grow Demand
Directly Through SEO
#1: Search Suggest
#2: Related Searches
#3: People Also Search…
#4: Rank. Solve Query. Earn Loyalty.
But Today, I Want to Spend Time on How We
Grow Demand Outside the SERPs
A Roadmap for Demand Creation:
Associate your brand with a problem, experience, or need
Amplify the problem/experience/nee...
Via Reddit
Brand is…
A promise.
i.e. when you see “Brand X” it means “YAttributes”
A memory trigger.
i.e. when you experience problem...
Brand Marketing is…
A coded message.
Reminding you of the brand’s existence
Reinforcing the brand’s colors, shapes, sounds...
What do you think of when you
see this brand?
Brand marketing reinforces that:
What do you think of when you
see this brand?
Brand marketing reinforces that:
Before you can reinforce branding, you need a
Brand Promise
We
provide…
We evoke
feelings…
We remind
you of…
We share the
...
Everything Should (Subtly) Reinforce the Message
SEO Snippets
PPC Ads
Big
Content
CommentsTweets
Photos
Landing
Pages
UI &...
Pro Tip:
Stop Being So Scared of Controversy
Via NYTimes
How can Penzey’s call 22% of Americans “racist” and
maintain a consumer business?
Online sales up 59.9%. Customer
cancellations up 3%.
Pro Tip:
Stop Being So Literal with Language
From 2007-2012, Lots of SEOs Talked About a
Shift from Gray Hat to White Hat
But it didn’t stick until…
R.C.S.
Real. Company. Shit.
To shift demand from “buy
us links,” to “build us great
assets,” Wil just needed to
name the movement
Via New Scientist & BBC
Pro Tip:
Make the Product Do Some Marketing
Via InvisionApp
Pro Tip:
Leverage Customer Affinities
Via Book Larder
Via IndieHackers
Via Gusto
Pro Tip:
Help Your Customers Advocate For You
Pro Tip:
Align Influencers’ Motivations with Your Own
Via Rand’s Blog
Via OfficeNinjas
Instead of Getting Blamed
When This Happens:
What the #$%^?
Why aren’t we #1?
Get Credit When This Happens:
Way to go SEO team
Rand Fishkin | Founder & CEO
bit.ly/sparkdemand
Demand Creation: How Marketers Can Incite Hunger Rather Than Just Serve Existing Demand
Demand Creation: How Marketers Can Incite Hunger Rather Than Just Serve Existing Demand
Demand Creation: How Marketers Can Incite Hunger Rather Than Just Serve Existing Demand
Demand Creation: How Marketers Can Incite Hunger Rather Than Just Serve Existing Demand
Demand Creation: How Marketers Can Incite Hunger Rather Than Just Serve Existing Demand
Demand Creation: How Marketers Can Incite Hunger Rather Than Just Serve Existing Demand
Demand Creation: How Marketers Can Incite Hunger Rather Than Just Serve Existing Demand
Demand Creation: How Marketers Can Incite Hunger Rather Than Just Serve Existing Demand
Demand Creation: How Marketers Can Incite Hunger Rather Than Just Serve Existing Demand
Demand Creation: How Marketers Can Incite Hunger Rather Than Just Serve Existing Demand
Demand Creation: How Marketers Can Incite Hunger Rather Than Just Serve Existing Demand
Demand Creation: How Marketers Can Incite Hunger Rather Than Just Serve Existing Demand
Demand Creation: How Marketers Can Incite Hunger Rather Than Just Serve Existing Demand
Demand Creation: How Marketers Can Incite Hunger Rather Than Just Serve Existing Demand
Demand Creation: How Marketers Can Incite Hunger Rather Than Just Serve Existing Demand
Demand Creation: How Marketers Can Incite Hunger Rather Than Just Serve Existing Demand
Demand Creation: How Marketers Can Incite Hunger Rather Than Just Serve Existing Demand
Demand Creation: How Marketers Can Incite Hunger Rather Than Just Serve Existing Demand
Demand Creation: How Marketers Can Incite Hunger Rather Than Just Serve Existing Demand
Demand Creation: How Marketers Can Incite Hunger Rather Than Just Serve Existing Demand
Demand Creation: How Marketers Can Incite Hunger Rather Than Just Serve Existing Demand
Demand Creation: How Marketers Can Incite Hunger Rather Than Just Serve Existing Demand
Demand Creation: How Marketers Can Incite Hunger Rather Than Just Serve Existing Demand
Demand Creation: How Marketers Can Incite Hunger Rather Than Just Serve Existing Demand
Demand Creation: How Marketers Can Incite Hunger Rather Than Just Serve Existing Demand
Demand Creation: How Marketers Can Incite Hunger Rather Than Just Serve Existing Demand
Demand Creation: How Marketers Can Incite Hunger Rather Than Just Serve Existing Demand
Demand Creation: How Marketers Can Incite Hunger Rather Than Just Serve Existing Demand
Demand Creation: How Marketers Can Incite Hunger Rather Than Just Serve Existing Demand
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Demand Creation: How Marketers Can Incite Hunger Rather Than Just Serve Existing Demand

Rand Fishkin's presentation on how web marketers can use their skills to create interest in a topic and drive branded search and brand awareness rather than just serving existing demand through unbranded search query SEO.

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Demand Creation: How Marketers Can Incite Hunger Rather Than Just Serve Existing Demand

  1. Rand Fishkin | Founder & CEO Demand Creation How Marketers Can Incite Hunger Rather than Just Serve Existing Appetites
  2. I Come from the World of SEO For me, ranking here was the pinnacle of web marketing achievements
  3. Via SimilarWeb And There’s Data to Support That Belief:
  4. Via Google.com Oct 2016 May 2017 Facebook.com Reddit.com YouTube.com Imgur.com Bing.com Wikipedia.org Gained/Lost 59.2% 6.5% 5.4% 4.5% 2.2% 2.2% 1.4% Yahoo.com 6.0% 62.6% 5.9% 4.1% 4.7% 1.5% 2.1% 1.4% 5.0% +3.4% -0.6% -1.3% +0.2% -0.6% -0.1% +0% -1.0% Amazon.com 1.3% 1.4% +0.1% Top Traffic Referrers
  5. Via Google Trends
  6. Via Rand’s Blog For every paid ad click on Google, there are 20 clicks to an organic result.
  7. But, Some Things About How I’ve Historically Thought About SEO Trouble Me…
  8. 90% of clicks, 10% of marketing spend 10% of clicks, 90% of marketing spend
  9. Via GetResponse 2,510 marketers surveyed by GetResponse in 2017 say SEO is only the 4th highest ROI channel they invest in
  10. In Q3/4 2017, there were (seasonally) fewer clicks available for SEO for perhaps the first time since Google’s launchVia Rand’s Blog
  11. Via Geoffrey Weg
  12. We Sometimes Mock Companies for Getting SEO Wrong, But…
  13. Via Sistrix
  14. Via Motley Fool & Seeking Alpha
  15. The most popular service (by 10X+) in the sector is nowhere on page one?
  16. This Isn’t Just True for Big Companies…
  17. Granted, There Are Exceptions…
  18. I Used to Sweat Moz’s Rankings; Maybe I Should Have Been Sweating Our Brand
  19. Ranking Better in Searches Creating More Searches There Are Two Paths We Can Take…
  20. 4 Ways to Grow Demand Directly Through SEO
  21. #1: Search Suggest
  22. #2: Related Searches
  23. #3: People Also Search…
  24. #4: Rank. Solve Query. Earn Loyalty.
  25. But Today, I Want to Spend Time on How We Grow Demand Outside the SERPs
  26. A Roadmap for Demand Creation: Associate your brand with a problem, experience, or need Amplify the problem/experience/need Create awareness of the problem/experience/need Make your brand visible at the right times, to the right people, in the right places Improve processing fluency & reduce cognitive load with simple, repeated messaging that ties together need+brand
  27. Via Reddit
  28. Brand is… A promise. i.e. when you see “Brand X” it means “YAttributes” A memory trigger. i.e. when you experience problem Z, you think of “Brand X” as the potential solution
  29. Brand Marketing is… A coded message. Reminding you of the brand’s existence Reinforcing the brand’s colors, shapes, sounds, experiences, & feelings Nudging you to use the brand at the right time
  30. What do you think of when you see this brand?
  31. Brand marketing reinforces that:
  32. What do you think of when you see this brand?
  33. Brand marketing reinforces that:
  34. Before you can reinforce branding, you need a Brand Promise We provide… We evoke feelings… We remind you of… We share the values of… product/ service that solves a problem you have that make our customers most anxious about whether our solution is right for them Memories that our target demographics & psychographics will have ++ associations with People who are statistically most likely to be our best customers
  35. Everything Should (Subtly) Reinforce the Message SEO Snippets PPC Ads Big Content CommentsTweets Photos Landing Pages UI & UX Brand Name Facebook Posts Emails Product Names Videos Visual Branding Outreach Onboarding Press & PR The Brand Promise
  36. Pro Tip: Stop Being So Scared of Controversy
  37. Via NYTimes
  38. How can Penzey’s call 22% of Americans “racist” and maintain a consumer business?
  39. Online sales up 59.9%. Customer cancellations up 3%.
  40. Pro Tip: Stop Being So Literal with Language
  41. From 2007-2012, Lots of SEOs Talked About a Shift from Gray Hat to White Hat But it didn’t stick until…
  42. R.C.S. Real. Company. Shit.
  43. To shift demand from “buy us links,” to “build us great assets,” Wil just needed to name the movement
  44. Via New Scientist & BBC
  45. Pro Tip: Make the Product Do Some Marketing
  46. Via InvisionApp
  47. Pro Tip: Leverage Customer Affinities
  48. Via Book Larder
  49. Via IndieHackers
  50. Via Gusto
  51. Pro Tip: Help Your Customers Advocate For You
  52. Pro Tip: Align Influencers’ Motivations with Your Own
  53. Via Rand’s Blog
  54. Via OfficeNinjas
  55. Instead of Getting Blamed When This Happens: What the #$%^? Why aren’t we #1?
  56. Get Credit When This Happens: Way to go SEO team
  57. Rand Fishkin | Founder & CEO bit.ly/sparkdemand

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