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Search marketing tools and tips from Google – Search Engine Marketing New England

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  • More dynamic and measurable than traditional marketing methods, search marketing tools can quickly and inexpensively answer questions on how to effectively market to your target audience.

Using smart search practices, you can target appropriate audiences, communicate and share insights, and gain measurable results.

Jordan Rost, agency lead at Google, provided Search Engine Marketing New England attendees valuable skills and tools on how search tools can inform key marketing decisions.

Search marketing tools

Google Correlate

Mobile

  • “It’s not too late to be early on mobile”
  • Use Google Analytics to detect platforms people are using when accessing your site

YouTube Insight Tool

  • Shows how make video more measurable and drive engagement
  • Guides users to making video more actionable

Tips

  • Look at your sector first, rather than specifics: The McRib vs Whopper
  • Look at bigger now versus last year, or compared to competitors

A work in progress

  • Search is constantly evolving
  • Google is in the process of re-branding tools to make them clearer and more usable
  • Within the next few months, search tools such as these will be further streamlined and will become even more crucial

Search marketing tools are inexpensive, relatively easy, and great for marketing strategies. Invest some time and energy into utilizing search to enhance your campaign.

For further discussion, join the SEMNE group on LinkedIn

Thanks for your tweets @jillwhalen, @McRibWatch, @Linztm, @katiehoke, @dan_shure, @ReikiArthur, @davematson

Testing websites improves conversions digital experiences – OMMA Metrics

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How do marketers know how to create the perfect page for a business?

This OMMA Metrics panel, moderated by Mark Simpson, founder and president of Maxymiser Inc., leads a creative group of CEOs and directors on multivariate testing – a way to create the best digital experience for your business objectives.

This panel further breaks down multivariate testing to explain how to plan, measure, and analyze tests to improve site conversion and revenue for a webpage.

Panelists

Live broadcasting by Ustream

What is multivariate testing?

  • Multivariate testing studies more elements than standard A/B testing or Champion/Challenger testing.
  • It studies colors, creative, animation, calls to action, and other website components to measure user experience.
  • After multivariate testing, marketers are able to determine the best way to improve a website for a business’ benefit.

Testing tips:  You can’t improve what you can’t measure

Testing is not a strategy nor an end goal

  • Learn from tests
  • Utilize tests to inform strategic choices
  • Evaluate and contrast ideas
  • Look at how your testing fits alongside competitors’ behaviors

Start a test

  • Form a hypothesis
  • Form a learning agenda
  • Test what’s worthwhile
  • Be timely – Articles, the primary media product, has a lifespan of 7 hours ~ @DennisMortensen

Customer-centric testing

  • Stay focused on customers, not IT / infrastructure ~ @dbrussin
  • Audience audit = how site traffic indexes against certain categories or behaviors – can be revealing for media buys and audience prospecting
  • Optimization requires an understanding of CRM interactions, retail catalog & products ~ @dbrussin

Which elements should be tested for multivariate testing?

  • Content
  • Headline
  • Image

A/B vs. Multivariate Testing

  • Knowing the difference between them is not the issue
  • It’s knowing WHEN to use them to get the best results

Know what key performance indicators (KPIs) you seek

  • Not just click-throughs but return visitation
  • Testing click-through is tip of iceberg. Measuring scenario completion, what generates revenue
  • CTR & conversions are only aspects of optimization
  • Move toward conversion indicators/success events
  • Segmentation can be driven by clicks and mentions

Testing & social media

  • Helps brand form their identities
  • Learn how brand is viewed, where it can be found
  • Create landing pages

Why testing matters

  • Similar to what gets measured gets done, what gets tested should get learned ~ Art Muldoon
  • Use multivariate testing to ensure marketing efforts/assets are optimally invested.

Digital marketing: Simple or complicated? OMMA Metrics

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Let’s face it:  Digital marketing can be messy.  Everyday, new technologies, channels, and websites are created to make the Internet more cluttered.  Along with the changing Internet landscape, our society is constantly reacting and adapting to the changes.  There is always something new to learn and adjust to.

Why can’t the World Wide Web just be simple?

OMMA Metrics Keynote, Alex Yoder, CEO of Webtrends, shares his perspective on our very digital world.  To keep up in this digital marketing age, one must plan and accept for inevitable and constant change.  Empowerment over the unpredictable is needed to

Omma metrics alex_yoder

Brevity

  • Shelf life of a thought or mistake is really short
    • Enable greater experimentation

Adapt to change

  • Tear down silos
  • Create incentives to bring forces together
  • Give folks the tools to be effective

No need to audit the past, but research for the future – stop justifying

Best marketing tips

Change is inevitable in the World Wide Web.  To stay afloat in our digital age, don’t shy away from change. Face it, embrace it.  And remember, always be true to your customers by presenting relevant, up-to-date content.

Dell’s social media principles at Radian6

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Every month, Dell has 25,000 conversations with customers who provide feedback on products.

9,000 employees are trained in social media with an emphasis on listening and engaging with the customer. And they filter relevant data by ratings of reviews.

At the Radian6 Social2011 conference in Boston, Dell discussed its successful social media strategy and use of social media to leverage brand credibility and visibility.

Content: It’s all about storytelling

  • Be authentic, engaging & informative
  • Practice “purposeful edutainment”
  • Recognize the fine line between slick content (bad) and highly produced, purposeful education content (good).
  • Follow a code of conduct
  • “Need to go from listening … to understanding … to insight.”
  • Your audience doesn’t see your .com as a homepage. Instead, your homepage is Google, YouTube, Twitter, Facebook, whatever platform they’re engaged with.

Dell’s social media four R model

  • Review
  • Respond
  • Record
  • Redirect

Video: Time to press ‘record’

  • Video is key
  • High production value is important, but so is user-generated video.
  • Video creates compelling experience on the web.

Semantic analytics

  • VERY smooth. What used to take scads of time and exhaustive research can now be delivered at lightning speed.
  • How to know what is being said
    • Consolidate all data
    • Analyze
    • Create insights

Use Dell’s wisdom

  • Fish where the fish are: Communities & support forums
  • Be a storyteller: Share insightful & exciting happenings
  • Be nice, have fun, connect
  • Traditional tactics don’t work in social media: Long-term relationships that go way beyond campaigns, and last decades (ideally)
  • Experts become our best marketers

Listen, engage, and produce a dialogue with your customer. Dell uses social media to establish lasting relationships with their customers.

What can you adapt from Dell to template your social media campaign?

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