Humanize Marketing to Drive Brand and SEO

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@Coupons @LinkConnector #ASW16 HELEN FANG COUPONS.COM @MISSMELON JACKIE LANE BATES LINKCONNECTOR @JACKIELANE HUMANIZE MARKETING TO DRIVE BRAND & SEO

Transcript of Humanize Marketing to Drive Brand and SEO

Page 1: Humanize Marketing to Drive Brand and SEO

@Coupons @LinkConnector #ASW16

HELEN FANG COUPONS.COM @MISSMELONJACKIE LANE BATES LINKCONNECTOR @JACKIELANE

HUMANIZE MARKETING TO DRIVE BRAND & SEO

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IT’S A SMALL WORLD AFTER ALL1.49 billion MAUs$248 billion

300 million MAUsFB Acquired

347 million MAUs$23 billion

284 million MAUs$19 billion

You

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IN SHORT…

>

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INUNDATION

CONTENT EXPLOSION90% of global data has been produced in the last two years. @IBM

Around the world, two blogs are created every second.

@BryanKramer

The average consumer is exposed to >5,000 advertising messages per

day. @FastCompany

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“And this is where brands and their marketers should take note:

Yes, you have so much more power to connect, but it’s wrong to think you can

simply pour your presence into every channel available and expect a return on

investment.

People are already numb to that approach.”

—Christoph Becker, Adweek

CREATIVITY RENAISSANCE NEEDED

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Businesses that are able to humanize their

brand are the ones that stand out.

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HUMANIZE MARKETING – MAKE IT LIV

Listen• Social Listening: competitive

insight to pre-sales support to customer sentiment• Brand co-ownership• Get on the phone

Interact• Meaningful customer

relationships & conversations create loyalists, brand advocates• Storytell, don’t sell• Under-promise.

Over-deliver.Go Viral • Brand vision aligned

(makes sense), is authentic

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TRUST Key SEO Success Factors

Authority Do links, shares, other factors make site a trusted authority?

Engage Do visitors spend time reading or do they bounce away?

PERSONAL

History Has someone regularly visited your site or socially favored the site?

Social Has someone or their friends socially favored the site?

SOCIAL

Reputation Do those respected on social networks share your content?

Shares Do many share your content on social networks?

SEARCH IS ABOUT RELATIONSHIPS TOO

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COUPONS.COM CASE STUDYChallenges faced, even from an established brand:• Wide breadth of offers • Offers are highly

commoditized • Optimize for transactions

Without the human element, how do we stand out?

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The Good Stuff 1. Inform: Practical, easy

savings tips for readers

2. Inspire: Make it sexy through DIY game changers, recipes and deal content

COUPONS.COM CASE STUDY

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COUPONS.COM CASE STUDYFindings:• Creating authentic, on-brand

content, that people care about, is REALLY hard.

• Conversing with your audience trumps any survey.

• Driving traffic shouldn’t be the end goal. Engagement metrics are worth much more in the long run.

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Results: • Triple digit year-over-year growth in organic traffic• Content that outranked Google News in search results • Organically grew a base of email subscribers from zero to tens

of thousands in less than six months

What’s next: • Continue the conversation with our readers • Fight the generic and find our voice • One piece of content, multiple ways• Promote, promote, promote

COUPONS.COM CASE STUDY

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SIMPLE, YES. EASY, NO.• Humanizing your

brand is a long-term investment.

• Done well, you will build brand equity and resilience to algorithm updates.

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1. Learn all you can about your audience.2. Talk to your audience. What is their day like? How do they

make decisions? What matters to them? 3. Build out the key moments when a customer could be

interacting with your product or brand.4. Be the answer. Create content topics that will help them during

these moments.5. Craft the content to be authentic with the channel and

audience.

COUPONS.COM TAKEAWAYS

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• Content inundation – consumers are numb• Humanize brand to stand out

• LIV: Listen – Interact – Go Viral• Search, content and social converge to achieve same goals

• Do it like Coupons.com• Define your goals and voice very clearly – don’t “do” content

for content’s sake • Find the right resources • Aim to understand your audience (like you would your best

friend): What are their needs? How can you help?• Test, test, test!

• Humanize to build resilience to algorithm updates and to build long term, defensible brand equity

RECAP

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Q&A

HELEN FANG GENERAL MANAGER, ECOMMERCE | [email protected] | @MISSMELON

JACKIE LANE BATES DIRECTOR OF MARKETING | [email protected] | @JACKIELANE

THANK YOU