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The Role of Search in the Customer Journey

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Presentation to Seattle Search Meetup that tries to change the perspective of the search professional from channel specificity to customer journey centricity.

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The Role of Search in the Customer Journey

  1. 1. The Role of Searchin Customer Journey Search Meetup – March 2018
  2. 2. Ballard Animal Clinic $$ BluePearl Animal Hospital $$$$$$$ Friday Sunday My relationship with Ballard Animal Clinic started 15 years ago! Saturday
  3. 3. Jan 11th Today
  4. 4. This journey touched 8 sites and 7 companies
  5. 5. Why is My Basement Flooding Cheap Downspout Rooter & Inspection in Ballard Fewer Search Terms More Keyword Volume Lower Purchase Conversion General Search Sites More Search Terms Smaller per Term Volume Higher Purchase Conversion Different Search Sites
  6. 6. Why is My Basement Flooding? Cheap Downspout Rooter & Inspection in Ballard Key Metrics - Website visit - Watch video - Lead? Phone Call? Email? - Meh Key Metrics - Lead – Yes! - Phone Call – Yes! - Email – Yes!
  7. 7. Phase Awareness Research Choice Reduction Sign-Up/Attend Retention/Growth Customer Goal • What can I do to advance my career? • Where can I network in Seattle? • What is the best meetup for me? • Is this really for me? • Join • More events Keywords • How do I advance my career? • What skills do I need • Networking opportunities in Seattle • Are meetup events worth it? • Meetup alternatives • Where is the Search Meetup on March 14th? • Search Meetup Events April Key Triggers, Buy Signals • New Job/Lost Job • Just moved to city • Change in family • Broad/Product Search • Online reviews/stories • Visit Company Site • Specific Term Search (Google or On-site) • Visit Class Webpage • Start app process • Email/call for info • Enroll/Pay • Attended Event • Posted on Social • Complete Survey Key Channels & Systems • TV commercials • Out door/bus ads • Display ads • Organic Search • Paid Search • Contextual Display • Company Website • Retarrgeting • Landing Page/Site • Organic Search • Paid Search • Call Center (in/out) • Company Site + RCS • Email – Drip, Nurture • Navigation Search • Site Search • Call Center • University Website • Contact Email • Navigation Search • Site Search • Email • Social Profile • In person help Key Metrics & Indicators • Impressions & Reach • Clicks & CTR • GRP’s • Awareness (survey) • Media Frequency • Response Data • Views & Clicks • Site Visits & Metrics • Specific page views • Conversion rate • Contact/Lead rate • Application Starts • App Completes • Apps by Source • Second event within X months • Paid for annual • Repeat visitors to site w/search Company Expect- ations • Aided Awareness • Visit Website • Engage content • Watch video • Repeat Visit to Website • Create an account • Sign-up for first event • Attend first event • Pay for first event • Repeat buyer • Tell a friend • Rate highly • Pay for annual
  8. 8. Device (Implicit) Keyword (Explicit) Location (Implicit) Type of Site (Explicit) Personalization (Implicit) Page Content/Context (Explicit)
  9. 9. • Talk to customers - not just about your interaction but the entire process • Map experiences - especially sources of information, devices and associated services • Inspect analytics - what does your analytics say about what people do based on how they get to your site/service? • Think about context – when searching on mobile, is that research or navigation? What is the role of voice in your business? • Align measurement to expectations – lead, website visit, e-commerce sale, capture a cookie? • Partner appropriately – lead share and cross link with adjacent businesses • Place value on up-stream content for Organic – video’s, how-to’s, personality, guides • Follow through on an interaction – good or bad so that your brand is top of mind “next time” • Continue to nurture the relationship – especially in a service oriented business.
  10. 10. Thank You! @scottfasser scott@tomorrow.me scott@branddigital.net

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