how to increase discoverability w/krista of gshift labs

WEBINAR:Improving Search Discoverability with Influencers & Off-Site Content

April 20, 2016

Presented By: Krista LaRiviereCoFounder & CEO, gShift

Moderated By:Kelsey JonesExecutive Editor, Search Engine Journal

● We are recording this webinar.

● If you have any questions, please enter them in the ‘Questions’ window.

● Please Tweet! Handles & hashtags are in the footer.

● Interactive Poll Results will be published during Q & A.

● Q & A#SEJThinkTank

@KristaLaRiviere @gShiftLabs

HOUSEKEEPING

The New Customer Journey

The Power of Ranking Offsite Content

Offsite Content DistributionUser Generated Content & Influencer MarketingTracking Offsite Analytics & Engagement

Q & A

#SEJThinkTank @KristaLaRiviere @gShiftLabs

AGENDA

“Improving Search Discoverability with Influencers & Off-Site Content”

IS DIGITAL MARKETING GETTING EASIER?

THE CUSTOMER JOURNEY


THE NEW CUSTOMER JOURNEY


THE NEW CUSTOMER BEHAVIOR = #DARKFUNNEL

Today, customers educate themselves before coming to your site. This change has completely altered the traditional sales funnel, adding twists and bends along the way.

We call this the #DarkFunnel.

The #DarkFunnel is the new sales funnel.


It’s the Customer’s Sales Funnel, Not Yours


So, how do you measure success?

MARKETERS LOSTIN DARK FUNNEL


GOOGLE FILES A PATENT

“Onsite and offsite search ranking results” US 13/285, 995

“So putting an emphasis on building trust for all of your content sould become one of the biggest undertakings you have in 2016.”



Kerry Jones

OFFSITE PATH TO ONSITE


OFFSITE PATH TO ONSITE

Improve discoverability

Authentic referral traffic

Expand content distribution

Increased reach to target audience

Build authority within industry

Increased overall brand awareness

OFFSITE CONTENT DISTRIBUTION

Creating content for your site is not

enough. You need additional

distribution and amplification using off-site channels.


Influencers

POLL QUESTION #1

How much of your digital marketing budget do you invest into content distribution?

1. 0%2. 10%3. 25%4. 50%5. More than 50%


INFLUENCER MARKETING

Influencer marketing is a tactic of digital marketing where brands partner with key industry thought leaders to amplify (distribute) the brand content/message to their audience, mainly using social channels.

Influencers are credible, authentic and highly engaged presences who hold a power of influence over their audience based on the trust they’ve built.

What is influencer marketing?

Who are influencers?


INFLUENCER MARKETING IN YOUR MARKETING MIX

Channel of distributionPower of word of mouth

Cost-effective

Off-site challenge (Dark Funnel)

“A brand is no longer what we tell the consumer it is–it is what consumers tell

each other it is.”

Scott Cook, Founder and CEO of Intuit


This is where influencers and their audience live!

THE DARK FUNNEL


“Audience-centric” versus “Influencer-centric”

“Audience size” versus “Engagement”

“Influencer scoring” - Authenticity, engagement, credibility

IDENTIFY AND ENGAGEINFLUENCERS


● Provide influencers recommended keyword rich Titles, Headings and Content to “optimize” their posts

● Provide trackable Smart URLs to your content and for them to share via each social channel

● Remember the #DarkFunnel

ARMING YOUR INFLUENCERS


POLL QUESTION #2

What challenges do you face when running an influencer marketing campaign?

1. Identifying the right influencers?2. Engaging with influencers and getting their attention? 3. Monitoring a campaign?4. Measuring a campaign?5. I’ve never run an influencer campaign.


TRACKING OFFSITEANALYTICS & ENGAGEMENT

You have created great content, launched an influencer campaign,

developed strong social messaging, nailed offsite

distribution…

Now what?


TRACKING OFFSITEANALYTICS & ENGAGEMENT


kontextURLsTM (SmartURL System)

Off-Site Analytics

Influencer Analytics

Near Real-Time Engagement Metrics

Branded, Vanity Short URL

Long-term Data Storage

• Track and report on engagement by Influencer, by Channel, by Content Type, by Keyword Group

● Create Conversion Paths to map off-site content engagement all the way through to ROI

● Report on improvements in Organic Search Visibility

● Create feedback loop back to influencers so they know how they did

MEASUREMENT & REPORTING



THE FULL PROCESS


What is this really all about?

Set up content campaigns to accurately track offsite engagement

KEY TAKEAWAYS

Offsite content will strengthen your brand’s web presence

Focus on audience development for improved discoverability

Add influencer marketing to your mix

Understand your customer’s journey and behavior


Long-tail influencers for ultimate audience development

Q & A
