Breaking Out Of My Own Silo Turing 2017
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Transcript of Breaking Out Of My Own Silo Turing 2017
Breaking out
of my own Silo
@wilreynolds
©2016 Seer Interactive • p2
Regardless of what part of Marketing you do…
Follow The Money
©2016 Seer Interactive • p6
That’s why I started
spending more time on paid
©2016 Seer Interactive • p7
Starts With The Searchers,
Understand Where Marketing is Failing
SEO Company
©2016 Seer Interactive • p17
HMMMMMM That is
Lots of waste in paid!
Seek out major disconnects between PPC
landing pages and organic ones
Tool: IBM Watson (Bluemix)
©2016 Seer Interactive • p23
Assume Organic = Better Answer :)
Compare the Related Searches to
Searcher Intent
©2016 Seer Interactive • p26
Small Business CRM
Related
“BEST”
©2016 Seer Interactive • p29
Best = Comparison Query
Guide me to an answer,
Paid…
AD COPY
DISCONNECTS
©2016 Seer Interactive • p36
Best Small Business CRM
©2016 Seer Interactive • p39
Built a Page that provides guidance,
Get rewarded!
PPC vs SEOEmotional
Connection
©2016 Seer Interactive • p42
3 examplesWhere feeling
matters more than
the word.
Different Roots!
Get data on your content performance, use it
for smarter targeting.
25%
Viewe
d
100%
Viewe
d
SCROLL DEPTH, WHICH CONTENT IS WORTH
BOOSTING?
Scroll Depth by source
STOP With The…
OMG MOBILE INDEX!
©2016 Seer Interactive • p54
Before you pay,
check interaction / conversions on
mobile
Influencer Targeting
©2016 Seer Interactive • p59
Targeted Moz, Hubspot,
employees who might curate
© 2015 Seer Interactive • All Rights Reserved • Page ‹#›
Catch someone on a slow day
©2016 Seer Interactive • p65
Cost $75.12!
Build Lists (Buzzsumo) for Twitter Ads
LOOK-A-LIKE Audience
Learn Tableau, Data Studio, Power BI,
combine data sets
©2016 Seer Interactive • p73
4 axis instead of 2
©2016 Seer Interactive • p77
Just Keep Dumping The Data In…
PAA Results, = high funnel sites your
customers will be on at SOME point.
©2016 Seer Interactive • p80
Get every keyword you care about ranking for and
pull the PAA’s for all
©2016 Seer Interactive • p82
Display
Partner (email)
Target those writers
Search Query Reports + Word Clouds
©2016 Seer Interactive • p86
“Best Photo Editing Software”
or
“Get rid of those minor flaws”
“Your Touchup Secret is Safe With Us”
Go Deep w/ Event Triggers
On organic assets
©2016 Seer Interactive • p91
Remarket to people who clicked on Military
with different creative, copy, bids
Exclude people who have less than 2 executive offices
Use Analytics to Better Qualify Expensive
Keywords
Thank You!
@wilreynolds