Market Re-Search: Unlock Search's Hidden Business

Benefitwith Vanessa Fox

Vocus Webinar

Did you know? Vocus’ Buying Signals™ alerts you to tweets from potential customers ready for your business. Catch them early in the research phase or later when they need recommendations.

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Did you know? PRWeb, our online news distribution service, has a “TweetIt” feature that helps users schedule a tweet to coincide with the publication of their press release.

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Did you know? Vocus’ Recommendation Engine sifts through tens of thousands of social posts. It recommends influencers to follow, conversations to join, and content to post and share.

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Did you know? Vocus’ Facebook Apps help you build your Facebook following with Contests, Sweepstakes, Giveaways, Exclusive Invitations, Deal Sharing and more!

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The Webinar will start shortly

Did you know? Arianna Huffington is just one of many influential speakers at Demand Success: Vocus Conference 2013 on June 20-21 at the Gaylord National Hotel in Washington D.C. Register now at www.vocus.com/conference/register/.

Market Re-Search: Unlock Search's Hidden Business

Benefitwith Vanessa Fox

Vocus Webinar

Vanessa Fox@vanessafox

SOLVING YOUR CUSTOMERS’ PROBLEMS:

U S I N G S E A R C H D A T A T O I M P R O V E Y O U R B U S I N E S S

T H E M O S T P O P U L A R C O M M E R C I A L O F T H E 2 0 1 3 S U P E R B O W L D I D N ’ T S H O W A P R O D U C T

Y O U R C U S T O M E R S D O N ’ T C A R E A B O U T Y O U B U T T H E Y D O C A R E A B O U T A D O R A B L E H O R S E S

B U T N O T E V E R Y B R A N D H A S C U T E F O A L S

T H E P O W E R O F S E A R C H D ATA

See your brand through the eyes of your potential customers

Solve your customers’ problems

Engage with the right potential customers

Everyone’s happy!

H E R E ’ S W H E R E I Q U O T E M Y S E L F

http://www.vocus.com/blog/vanessa-fox-read-customers-minds-through-search-data/

“Let’s say you have invented an awesome new device called the SleepTracker Ultimate that tracks your sleep patterns and gives you customized advice for when to go to bed for the night based on when you’ll actually fall asleep.

You might create pages on your web site that talk all about the SleepTracker Ultimate and how great it is. It’s revolutionary. You spent 10 years in the lab developing it. It’s your passion and you’re so excited to finally bring it to the world. But as great as your invention is, your potential customers don’t care about you or your years in a windowless basement lab.”

-Me, 1/30/13

“When we invented the Smartphone, we didn’t quite appreciate what we’d started…”

( M O R E F R O M T H E FA K E A D )

“We’ve been quietly pouring our heart and soul into the foundation of this next evolution and invested in world class innovators…

…Years of investment, innovation, hard work, in an intense pursuit of our passion is finally about to bear its fruit.

( A C T U A L Q U O T E F R O M R E A L B L A C K B E R R Y C M O )

““The Super Bowl is a big wake-up call saying BlackBerry is back,” Boulben said.“It says there’s something worth checking out.”

S E A R C H D ATA T O T H E R E S C U E

Search Search Result

Page Content Conversion

about customer about customer about customer about customer(and finally(!) about you)*

*This means you need a clear sense of your business goals

S E A R C H E R P E R S O N A S F O R E V E R Y O N E !

• Google Trends• Google AdWords Keyword Tool• Wordtracker Questi ons Tool• Google Correlate• Bing Keyword Research Tools• Compete• Quantcast

www.marketingintheageofgoogle.com

The Essential Personal LifecycleTamara Adlin and John Pruitt

www.marketingintheageofgoogle.com

“For humans, this desire to search is not just about fulfilling our physical needs. When we get thrilled about the world of ideas, about making intellectual connections, about divining meaning, it is the seeking circuits that are firing. The juice that fuels the seeking system is the neurotransmitter dopamine. The dopamine circuits ‘promote states of eagerness and directed purpose.’ It's a state humans love to be in.” —Slate magazine

http://www.slate.com/id/2224932

20

“If humans are seeking machines, we've now created the perfect machines to allow us to seek endlessly.”

S U P E R B O W L 2 0 1 1

S U P E R B O W L 2 0 1 3

W W W. G O O G L E . C O M / T R E N D S

R E G I O N A L I N T E R E S T

R E L AT E D T E R M S

G O O G L E C O R R E L AT EA V E R A G E L A T I T U D E

… D ATA F O R A N Y I N D U S T R Y

Y O G A S P O T. C O M : Y O G A V I D E O S O N D E M A N D

29

C AT E G O R I Z E K E Y W O R D C L U S T E R S

https://adwords.google.com/o/KeywordTool

C O M PA R E V O L U M E S

Advanced Yoga: 5,720 Beginning Yoga: 101,277

H O W L I K E LY I S T H E S E A R C H E R T O H I R E Y O U / B U Y Y O U R P R O D U C T ?

Beginner yoga videos

Beginner yoga positions

Basics of yoga

Beginner yoga

retreatsYoga

studio seattle

C L U S T E R R E L AT E D T O P I C S : C R E AT E P E R S O N A S

33

C A S U A L C A S S A N D R A

Task Cassandra Wants to

Accomplish

Sample Search Queries

How We Can Help Her Accomplish Her Task

What Else We Can Offer Her

Related Business Goal What Motivates Her Success metrics

I want to do yoga at home / not in a studio

yoga dvdyoga videoyoga books

Engaging heading about how site is like DVDs, videos, and books (but better) and shows video gallery

Save and track progress. Professional advice on best videos for you. Beyond beginner, intermediate, advanced. Easily accessible at home.

Watch a video

Register

• It’s free to try• It’s easy• Customized

for her level• Can start and

stop and progress is saved

• # videos watched

• # pages viewed

• Registration• Return/login

I want online yoga videos

yoga onlineyoga classes onlineyoga online workouts…

Show videos organized into beginning, immediate, advanced with progression

One stop shop for yoga videos. Not all teachers are created equal. Save and track progress. Customizability/personalized advice.

Watch a video

Register

• Free to try• Lots of

content• Air of

authority• Monitoring

progress• Centralized

resource

• # videos watched

• # pages viewed

• Registration• Return/login

I’m looking for a specific yoga pose

yoga posesyoga posturesyoga asanas

child’s posecorpse pose

Specific videos / articles related to single posesBrowsable library of posesMultiple definitions at different levels of detail

We can also give you full workouts with each pose. We can give you beginner to advanced training. You can track your mastery of poses.

View pose pages

Additional page views

• Easy, accurate, comprehensive

• Access to a full browsable library

• Return visits• Sharing• Watching

second video (after searched-for video)

I have a specific question about yoga

what is difference between pilates and yoga? can yoga help with fibromyalgia?can you do yoga when pregnant?

Comprehensive blog / knowledge baseDiscussion / ask the expert

Try it now! Videos related to questions. This is the place to get all your yoga questions answered.

View FAQ/blog pages

Additional page views

• It’s free to come back

• Comprehensive and credible (testimonials)

• There’s a live person to ask

• Return visits• Reading more

than one article

• sharing• Subscribe to

RSS• Watch a video

C A S UA L C A S S A N D R A

Task Beckywants to accomplish

Target Pages

I want to do yoga at home

http://www.yogaspot.com/videoshttp://www.yogaspot.com/custom-courseshttp://www.yogaspot.com/recommended-courses

I want online yoga videos http://www.yogaspot.com/videos

I’m looking for a specific yoga pose

S I T E A S S E S S M E N T

Does your site have a page for each task?

Does the page focus on the user problem?

Does the page operate well as the entry for the site?

Does the page have a compelling call to action?

U S I N G T H E S E A R C H F U N N E L T O E V A L U AT E

1. Search 2. Search Result

3. Page Content

4. Conversion

1 . TA S K A N D R E L AT E D S E A R C H E S

“I want more information about yoga”

2 . S E A R C H R E S U LT S

D O N ’ T M A K E M E T H I N K

N E W S S I T E S P R O V I D E G R E AT E X A M P L E S

3 . D O E S T H E PA G E A N S W E R T H E Q U E S T I O N ?

D O E S I T R E A L LY A N S W E R T H E Q U E S T I O N ?

A R E Y O U S U R E ?

4 . C O M P E L L I N G C A L L T O A C T I O N

U S E S E A R C H D ATA T O M O T I V AT E C O N V E R S I O N

1 2

3

4

M E T R I C S B Y TA S K , N O T K E Y W O R D

Beginner

Video

Health

www.ninebyblue.com/blueprint/

W H AT N O T T O D O

2009

2010

2011

2012

2013

H U F F P O V S . T H E N F L

D O N ’ T D O T H I S

O R T H I S

S O LV E AU D I E N C E P R O B L E M S

• Your potenti al customers want to accomplish their tasks, not hear about how awesome you are

• It ’s unlikely audiences are searching for your products and brands (unless you just aired a commercial on the Super Bowl)

• Use search data to learn more about what your customers are searching for and the language that are using

• Categorize search query data into tasks and map each task to a page on your site

• Does each page solve the customer problem?

• Does each page providing a compelling call to acti on that moti vates the user to convert?

U S I N G S E A R C H DATA E F F EC T I V E LY

www.ninebyblue.com

@vanessafox

The Vocus family

About VocusVocus is a leading provider of cloud marketing software that helps businesses reach and influence buyers across social networks, online and through media. Vocus provides an integrated suite that combines social marketing, search marketing, email marketing and publicity into a comprehensive solution to help businesses attract, engage and retain customers. Vocus software is used by more than 120,000 organizations worldwide and is available in seven languages. Vocus is based in Beltsville, MD with offices in North America, Europe and Asia. For further information, please visit http://www.vocus.com or call (800) 345-5572.

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