demand creation - américaeconomía · associate your brand with a problem, experience, or need...
TRANSCRIPT
Rand Fishkin | Founder & CEO
Demand CreationHow Marketers Can Incite Hunger Rather than Just Serve Existing Appetites
I Come from the World of SEO
For me, ranking here was the pinnacle of web marketing achievements
Via SimilarWeb
And There’s Data to Support That Belief:
Via
Google.com
Oct 2016 May 2017
Facebook.com
Reddit.com
YouTube.com
Imgur.com
Bing.com
Wikipedia.org
Gained/Lost
59.2%
6.5%
5.4%
4.5%
2.2%
2.2%
1.4%
Yahoo.com 6.0%
62.6%
5.9%
4.1%
4.7%
1.5%
2.1%
1.4%
5.0%
+3.4%
-0.6%
-1.3%
+0.2%
-0.6%
-0.1%
+0%
-1.0%
Amazon.com 1.3% 1.4% +0.1%
Top Traffic Referrers
Via Google Trends
Via Rand’s Blog
For every paid ad click on Google, there are 20 clicks to an organic result.
But, Some Things About How I’ve Historically
Thought About SEO Trouble Me…
90% of clicks, 10% of marketing spend
10% of clicks, 90% of marketing spend
Via GetResponse
2,510 marketers surveyed by GetResponse in 2017 say SEO is only the 4th highest ROI channel they invest in
In Q3/4 2017, there were (seasonally) fewer clicks available for SEO for perhaps the first time since Google’s launch
Via Rand’s Blog
We Sometimes Mock Companies for Getting
SEO Wrong, But…
Via Motley Fool & Seeking Alpha
The most popular service (by 10X+) in the sector is nowhere on page one?
This Isn’t Just True for Big Companies…
Granted, There Are Exceptions…
I Used to Sweat Moz’s Rankings;
Maybe I Should Have Been Sweating Our Brand
Ranking Better
in Searches
Creating More
Searches
There Are Two Paths We Can Take…
4 Ways to Grow Demand
Directly Through SEO
#1: Search Suggest
#2: Related Searches
#3: People Also Search…
#4: Rank. Solve Query. Earn Loyalty.
But Today, I Want to Spend Time on How We
Grow Demand Outside the SERPs
A Roadmap for Demand Creation:
Associate your brand with a problem, experience, or need
Amplify the problem/experience/need
Create awareness of the problem/experience/need
Make your brand visible at the right times, to the right people, in the right
places
Improve processing fluency & reduce cognitive load with simple, repeated
messaging that ties together need+brand
Via Reddit
Brand is…
A promise.i.e. when you see “Brand X” it means “Y Attributes”
A memory trigger.i.e. when you experience problem Z, you think of “Brand X” as the
potential solution
Brand Marketing is…
A coded message.
Reminding you of the brand’s existence
Reinforcing the brand’s colors, shapes, sounds, experiences, &
feelings
Nudging you to use the brand at the right time
What do you think of when you
see this brand?
Brand marketing reinforces that:
What do you think of when you
see this brand?
Brand marketing reinforces that:
Before you can reinforce branding, you need a
Brand Promise
We
provide…
We evoke
feelings…
We remind
you of…
We share the
values of…
product/
service that
solves a
problem you
have
that make our
customers most
anxious about
whether our
solution is right for
them
Memories that our
target
demographics &
psychographics will
have ++
associations with
People who are
statistically most
likely to be our best
customers
Everything Should (Subtly) Reinforce the Message
SEO Snippets
PPC Ads
Big
Content
CommentsTweets
Photos
Landing
Pages
UI & UXBrand Name
Posts
Emails
Product
Names
Videos
Visual
Branding
Outreach
Onboarding
Press & PR
The Brand
Promise
Pro Tip:
Stop Being So Scared of Controversy
How can Penzey’s call 22% of Americans “racist” and
maintain a consumer business?
Online sales up 59.9%. Customer
cancellations up 3%.
Pro Tip:
Stop Being So Literal with Language
From 2007-2012, Lots of SEOs Talked About a
Shift from Gray Hat to White Hat
But it didn’t stick until…
R.C.S.Real. Company. Shit.
To shift demand from “buy
us links,” to “build us great
assets,” Wil just needed to
name the movement
Via New Scientist & BBC
Pro Tip:
Make the Product Do Some Marketing
Pro Tip:
Leverage Customer Affinities
Pro Tip:
Help Your Customers Advocate For You
Pro Tip:
Align Influencers’ Motivations with Your Own
Instead of Getting Blamed
When This Happens:
What the #$%^? Why aren’t we #1?
Get Credit When This Happens:
Way to go SEO team
Rand Fishkin | Founder & CEO
bit.ly/sparkdemand