search marketing success blueprint [webcast]

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Denise Maling EVP, Client Services Your presenter #AISMediaEDU

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Denise Maling EVP, Client Services

Your presenter

#AISMediaEDU

SEARCH MARKETING SUCCESS BLUEPRINT | #AISMediaEdu

Interactive Webinar Agenda

Online Survey

Live Tweeting

Tweeting LIVE #AISMediaEdu Special Offer

Presentation

Atlanta Dallas

SEARCH MARKETING SUCCESS BLUEPRINT | #AISMediaEdu

Amplified. Digital Marketing Performance

ATTRACT ENGAGE

CONVERT SEARCH MARKETING SUCCESS BLUEPRINT | #AISMediaEdu

SOCIAL

CRM & MA

ANALYTICS

SEARCH EMAIL

DESIGN

STRATEGY

CONTENT

SEARCH MARKETING SUCCESS BLUEPRINT | #AISMediaEdu

AWARD-WINNING USER EXPERIENCE DESIGN

SEARCH MARKETING SUCCESS BLUEPRINT | #AISMediaEdu

WHERE YOU’VE SEEN US

SEARCH MARKETING SUCCESS BLUEPRINT | #AISMediaEdu

FEATURED CLIENTS & ATTENDEES

SEARCH MARKETING SUCCESS BLUEPRINT | #AISMediaEdu

Marketing Evolution

1990 Prodigy, CompuServe

1991 America Online

1992 SMS Messaging

1994 First Online Display Ad

1995 Yahoo Search Engine

1996 Email Marketing

1997 AIS Media Launched, Mobile Payments, SEO

1998 SEM & Google

2000 PPC, AdWords, Google Mobile Advertising

2003 LinkedIn, WordPress, MySpace

2004 Mobile First, Yelp, Responsive Web Design, Facebook

2005 Google Analytics, SEO, YouTube

2006 Twitter, Marketing Automation

2007 iPhone, App Store, Geotargeting, Tumblr

2008 Facebook Ads

2010 iPad, Instagram, Internet Surpasses Newspaper

2009 Bing

2011 Google+, Pinterest, Snapchat

2014 Mobile Surpasses Desktop Users, Omni Channel

2015 Wearables

2016+ Internet of Things, Mobile Overtakes Email & Social, Online Ad Spend Equivalent to TV Spend

2012 Infographics, Visual Content Marketing

2013 iBeacon, Micro-location

2020 2010 2000 1990

The Marketing Evolution

Copyright 2015. All rights reserved.

SEARCH MARKETING Success Blueprint

SEARCH MARKETING SUCCESS BLUEPRINT | #AISMediaEdu

62%

38%

42%

48%

42%

32%

38%

62%

58%

52%

58%

68%

Social

Organic Search

Paid Search

Email

Display

Direct

Industry:   Healthcare

Awareness Consideration Conversion Intent

Source: GoogleInsights

Channel Roles in the Patient Journey (Assist vs. Conversion)

SEARCH MARKETING Success Blueprint

SEARCH MARKETING SUCCESS BLUEPRINT | #AISMediaEdu

Copyright 2015. All rights reserved.

Videos Articles Webinar Use Case Specs PR

EMAIL

SOCIAL

SEO

WEB PRESENCE

MARKETING AUTOMATION

LEADS / SALES

DESIGN

CONVERSION

Papers

CRM

1 2

3

5 DISPLAY

CONTENT

DIG

ITA

L M

AR

KE

TIN

G

CH

AN

NE

LS PPC

TECHNOLOGY 4

ANALYTICS & OPTIMIZATION

SEARCH MARKETING Success Blueprint

SEARCH MARKETING SUCCESS BLUEPRINT | #AISMediaEdu

Integrated Digital Marketing Model

SEO Signals  

1. Align effective strategy to your business goals 2. Highly effective keyword selection 3.  Implement keyword mapping to your website 4. Content optimization 5. Measure success

5 Steps to Search Marketing Success SEARCH MARKETING Success Blueprint

SEARCH MARKETING SUCCESS BLUEPRINT | #AISMediaEdu

Effective Strategy

1.  Increase Traffic 2. Drive Brand Awareness 3. Generate Leads 4. Generate Sales

Define Your Goal SEARCH MARKETING Success Blueprint

SEARCH MARKETING SUCCESS BLUEPRINT | #AISMediaEdu

1. Pay-Per-Click (PPC) 2. Search Engine Optimization (SEO) 3. Social Media Marketing 4. Mobile Search

How To Increase Traffic SEARCH MARKETING Success Blueprint

SEARCH MARKETING SUCCESS BLUEPRINT | #AISMediaEdu

Source:GoogleCompete

SEARCH MARKETING Success Blueprint

SEARCH MARKETING SUCCESS BLUEPRINT | #AISMediaEdu

of those looking for health information start with search engines 88%

Patients Google their symptoms and attempt to self-diagnose.

SEARCH MARKETING Success Blueprint

SEARCH MARKETING SUCCESS BLUEPRINT | #AISMediaEdu

89.82% of people click links on the first page of search results.

Key search behavior facts we know…

Source: Wordstream

SEARCH MARKETING Success Blueprint

SEARCH MARKETING SUCCESS BLUEPRINT | #AISMediaEdu

89.82% of people click links on the first page of search results.

45.5% couldn't distinguish paid from unpaid ads on search engine results.

Key search behavior facts we know…

Paid

Organic

Source: Wordstream

SEARCH MARKETING Success Blueprint

SEARCH MARKETING SUCCESS BLUEPRINT | #AISMediaEdu

Social sharing propels organic search rankings.

SEARCH MARKETING Success Blueprint

SEARCH MARKETING SUCCESS BLUEPRINT | #AISMediaEdu

of patients trust medical information shared by peers on social media

Source: Search Engine Watch

SEARCH MARKETING Success Blueprint

SEARCH MARKETING SUCCESS BLUEPRINT | #AISMediaEdu

90%

Source: Demi  &  Cooper  Adver.sing  &  DC  Interac.ve  Group  

SEARCH MARKETING Success Blueprint

SEARCH MARKETING SUCCESS BLUEPRINT | #AISMediaEdu

say social media would affect their choice of a specific doctor, hospital or medical facility. 41%

Mobile Has Surpassed Desktop

54.9 61.6

69.2 77.1

85.9 85.6

19.7

30.7

46

63.7

85.9

113.4

0

20

40

60

80

100

120

2011 2012 2013 2014 2015 2016

Bill

ions

U.S. Local Search: Mobile vs. Desktop

Desktop Mobile

Source: BIA/Kelsey

SEARCH MARKETING Success Blueprint

SEARCH MARKETING SUCCESS BLUEPRINT | #AISMediaEdu

Paul Matsen, Chief Marketing Officer

“Today, more than 63% of the traffic to our website comes from mobile devices, and

adapting rapidly to mobile has been critical to our success.”

SEARCH MARKETING Success Blueprint

SEARCH MARKETING SUCCESS BLUEPRINT | #AISMediaEdu

ü  Pay-Per-Click (PPC) ü  Search Engine Optimization (SEO) ü  Social Media Marketing ü Mobile Search

How To Increase Traffic SEARCH MARKETING Success Blueprint

SEARCH MARKETING SUCCESS BLUEPRINT | #AISMediaEdu

Drive Brand Awareness SEARCH MARKETING Success Blueprint

SEARCH MARKETING SUCCESS BLUEPRINT | #AISMediaEdu

Formats that are good for building brand awareness: ü Custom infographics ü  Practice overview video ü  Executive interviews ü  Trending blog posts ü  Social media content

SEARCH MARKETING Success Blueprint

SEARCH MARKETING SUCCESS BLUEPRINT | #AISMediaEdu

Any practice can become a brand when they publish creative content and build

authority in their industry.

Lead Generation & Sales SEARCH MARKETING Success Blueprint

SEARCH MARKETING SUCCESS BLUEPRINT | #AISMediaEdu

Always keep in mind the patient journey: ü  Strong CTA ü  Engaging content ü Collecting info with forms ü  Email opt-ins ü Website usability ü  Keyword optimization

Keyword Selection

SEARCH MARKETING Success Blueprint

SEARCH MARKETING SUCCESS BLUEPRINT | #AISMediaEdu

What Makes A Keyword Highly Effective? þ More specific – less broad

þ Competitor’s keywords þ Relevancy þ  Intent

High Value Keywords SEARCH MARKETING Success Blueprint

SEARCH MARKETING SUCCESS BLUEPRINT | #AISMediaEdu

Client Case Study: Medical Practice

c  

Total Ranked Keywords

350% in three months

SEARCH MARKETING Success Blueprint

SEARCH MARKETING SUCCESS BLUEPRINT | #AISMediaEdu

Keyword Mapping

How Is A Site Mapped? SEARCH MARKETING Success Blueprint

SEARCH MARKETING SUCCESS BLUEPRINT | #AISMediaEdu

Identify keywords

Perform a content audit

Identify pages with

high relevance &

topical value

Create focused

content to populate

those pages

Map a single

keyword to a single

URL

Optimize the pages

Promote  the  pages  

A 7-Step Process To Mapping Keywords:

Copyright 2015. All rights reserved.

Content Audit SEARCH MARKETING Success Blueprint

SEARCH MARKETING SUCCESS BLUEPRINT | #AISMediaEdu

Awareness Consideration Decision

Videos  

Trend  Reports  

Live  Events  

Demo  Videos  

Interac.ve  Videos  

Calculators  

eBooks  &  Guides  

eNewsleDers  

Tes.monials  

Analyst  Reports  

Case  Studies  

Whitepapers  

Feature    Guides  

Infographics  Ar.cles  

Webinars  

Quizzes  &  Widgets  

Possible Solution

Interest

Researching Options

Evaluating Products

Narrowing Field

Social Vetting

Negotiation

Decision

Photos  

Buyer Comm

itment Level

Ra.ngs  &    Reviews  

Copyright AIS Media, Inc. 2014

SEARCH MARKETING Success Blueprint

SEARCH MARKETING SUCCESS BLUEPRINT | #AISMediaEdu

Appropriate Content At Each Stage

Example: Keyword Map SEARCH MARKETING Success Blueprint

SEARCH MARKETING SUCCESS BLUEPRINT | #AISMediaEdu

Content Optimization

But First, Website Design SEARCH MARKETING Success Blueprint

SEARCH MARKETING SUCCESS BLUEPRINT | #AISMediaEdu

Expect a 40% increase in time and money if you begin search marketing without website

design.

Focus On Original Content SEARCH MARKETING Success Blueprint

While new search algorithms place higher importance on original content, adding various types and forms will improve your organic SEO campaign:

120% Engagement With One Good Photo

180% Engagement With One Photo Gallery

100% Engagement With One Video SEARCH MARKETING SUCCESS BLUEPRINT | #AISMediaEdu

Why? ü  Google looks for fresh

content ü  Rank higher in search ü  Increase website

traffic means more leads

SEARCH MARKETING Success Blueprint

SEARCH MARKETING SUCCESS BLUEPRINT | #AISMediaEdu

Create Your Content Schedule

Changing Format & Audience •  Improve SEO •  Reinforce your message •  Attract different patient personas •  Leverage content to its fullest extent •  Reach audience through different mediums

SEARCH MARKETING Success Blueprint

SEARCH MARKETING SUCCESS BLUEPRINT | #AISMediaEdu

Repurpose Content

Client Case Study: Urgent Care Clinic Trended Stack Rank Report

in five months 900%

SEARCH MARKETING Success Blueprint

SEARCH MARKETING SUCCESS BLUEPRINT | #AISMediaEdu

Client Case Study: Urgent Care Clinic

Organic Traffic Performance

833% In 5 months

Page 1 Rank 700% Page 2 Rank

140% Page 3 Rank

202% Page 4-10 Rank

SEARCH MARKETING Success Blueprint

SEARCH MARKETING SUCCESS BLUEPRINT | #AISMediaEdu

Measure Success

SEARCH MARKETING Success Blueprint

SEARCH MARKETING SUCCESS BLUEPRINT | #AISMediaEdu

How do you know if your campaign is successful?

What To Measure SEARCH MARKETING Success Blueprint

SEARCH MARKETING SUCCESS BLUEPRINT | #AISMediaEdu

þ  Channels driving the most traffic þ  Organic search ranking þ  Site traffic (new visits) þ  Average number of pages þ  Exit page þ  Bounce rate þ  Social engagement þ  Sharing þ  Number of actions

TAKEAWAYS FOR SEARCH MARKETING SUCCCESS KEY 2015

1. Executable Strategy = Effective Strategy

2. Keyword selection, keyword mapping and content audit are crucial.

3. Create a schedule that repurposes content.

SEARCH MARKETING Success Blueprint

SEARCH MARKETING SUCCESS BLUEPRINT | #AISMediaEdu

Limited Time Complimentary Offer Website Performance Analysis

•  Site speed analysis •  Google’s “Mobile-friendly” test •  Technical SEO audit •  30-Minute consultation

Call: 404.751.1043 Email: [email protected]

SEARCH MARKETING SUCCESS BLUEPRINT | #AISMediaEdu