better together: search and social: the understanding makes the perfect combination

May 21, 2015

Better Together: Search and Social

Bas van den Beld

Digital Strategist

@basvandenbeld

searchmarketingexpo.com @basvandenbeld #SMX #XXa

Bas van den Beld – 2015

2

Speaking

Training

Publishing Consul4ng

Social & Search: The understanding makes the perfect combination

www.stateofdigital.com - www.basvandenbeld.com - www.linkdex.com - www.momentology.com

Bas van den Beld


Bas van den Beld – 2015 Bas van den Beld – 2015

Partly because of them I’m pre?y ac4ve on Social Media



I also share a lot of work related stuff



I read a lot…



Yet I missed this…



I also missed this…



I did see this…



And shared it…



Because it was funny…



…and useful…



Wasn’t it?



I didn’t really ‘need' it though…



Why do I see some things and don’t see others?



We are looking for the a?en4on of one with many



And to think our a?en4on span is less than that of a goldfish



So what do we do?



We dress up the goldfish…



As marketers we all try to be that one strange fish, just to get a?en4on



The Problem?



Our 4ming is 'off'



The solu4on?



If you want ‘success’ in social and search



You have to communicate how your audience communicates…



This means you need to understand your audience



You REALLY need to understand your target audience



Remember: There is no “average user”.

People approach the buying process in different ways



So you need understanding…



…but how?



Who really is your audience?



3 important elements



1: Understand the different types of audiences



Each audience type has its own behaviour and needs their own

strategy



2: Understand where they are in their buying process



Consumers discover new products on Facebook or Pinterest, form an opinion,

and then move on to the purchase stage



They get aware on social



They research on search



3: Truly research your audience before crea4ng anything



Find out what they say, need and read



Analyse the data



Connect the dots



Bring Search and Social together…



…by crea4ng content for every part of the cycle



To close with an example…



And then for the 'kill…'



Finally, remember…



Create something people will recognise



Con4nously understand your audience and where they are in their funnel



Not every piece of content needs to sell

better together: search and social: the understanding makes the perfect combination

Marketing

xxa bas van den beld

social media

en4on span

lot of work related

im pre

y ac4ve

perfect combination