opportunism and being holistic: what it takes to win in digital marketing in 2016 - rocks digital;...

Eric Enge @stonetemple www.stonetemple.com

Opportunism and Being Holistic!


Start With a Purpose


How Can I Drive Leads & Sales?


How Can I Drive Leads & Sales?

OPTIMIZEin Areas Other Ignore

BuildReputation, Visibility, and Audience

ObtainLinks (to Drive SEO)

NurtureRelationships That Drive Reputation, Visibility, Audience, & Links

LeverageMarketplaces Others Don’t Focus On

DO All of the Above and BEOpportunistic


Mobile As a Ranking

Factor


What Happened With Mobilegeddon?

We Analyzed 15,235 Queries Week of April 17, 2015, and Again on May

18, 2015


Mobile DOES Matter as a Ranking Factor


Google Plans 2nd Rankings Boost for May

2016


Rise of Voice Search


“Voice control/search

will soon be the primary

way that users interact

with Android devices,

especially as the

operating system

expands into cars, onto

wrists and on TV sets.”

Greg SterlingSearch Engine LandJune 27, 2014


“Last year, the number of mobile voice searches more than doubled than the year

before.”

“We get 30 times as many action queries by voice as by

typing.”Gary IllyesFebruary 11, 2016


Sundar PichaiGoogle I/O 2016


Source: Mindmeld Survey of 1800 Smartphone Users in the US


The Need for Speed

Accelerating Article Content


Facebook Instant Articles


Source: Business Insider

Instant Articles Increase Reach on Facebook


Facebook Can Sell Ads On Your Behalf


Source: Chartbeat


Google’s Accelerated Mobile Pages (AMP)


Limited HTML/JS Elements Allowed

Limited HTML

Elements

• No Forms

• Nearly No JavaScript

• Can Only Use AMP Provided JS Library

• All Content is Pre-rendered


Normal

Version of

Page


AMP

Versions of

Same Page


AMP Impact on Page Size

Source: SmallSEOTools.com

71% Reduction

in Page Size


Google Partners Can Cache the Page

This Will

Speed Up

the Page

Even

Further


AMP Impact With Caching Included


Importance of Speed

Faster Pages ARE a big deal

Continuing Rise of Mobile Devices Only Drives More Demand

Your Competitor Will Do it, Whether or Not You Do

Can’t Ignore the Importance of Mobile Performance


Pop Quiz: What Was

the Exact % of Non-

Mobile Friendly Pages

That Lost Ranking

During Mobilegeddon

In Our Study?


Apps


Time on Apps

Growing Much Faster Than Mobile Browser or

Desktop


44% of ALL Digital Media

Time


Top 10 mobile apps by US unique visitors, June 2015v

Source: comScore

Facebook

Google


Should You Build Your Own App?

Key Factors

Gain a Captive Audience

Push Messaging Ability

Learn About User Base

Can You Build Something that People Will Want to Install and Use?


App Store Optimization (ASO) is the Process of Tuning Your App Listings to Increase Your

App Store Ranks, and/or Increase Downloads and

Installs


~60% Via the App Store


Apple App Store

Ranking Factors


Google Play

Ranking Factors


Test and Refinement Process


App Deep Linking is a Process for Exposing “Pages” in Your

App, so They Can Be Crawled and Indexed by Google


How App Deep Linking Affects Search (iOS)


App Install Button in

Google SERPs

App Seeking Query

Examples:

• Restaurant finder

• Grocery shopping list

• Breaking news app


Mobile is Filled With Opportunities

1. Mobile Searches > Desktop Search

2. Voice Search Will Become Primary Interface

3. More Time Spent in Apps Than Anywhere Else

4. Facebook Rising

5. Demand for Speed Growing Faster Than Ever


What Content Marketing

Works?


Source: Chartbeat


No Correlation Between Shares and Links

Source: Moz and BuzzSumo

Zero (or Near Zero) Means NO

Correlation


Source: Moz and BuzzSumo

Some Sites Have a Very Strong Correlation


Opinion Forming Journalism Works


Data Driven Research Studies Work


https://www.stonetemple.com/all-our-social-media-seo-studies/

This post got good social

shares


And Got Some Links!

Including One From the Wall Street Journal


Longer Form Content Seems to Do Better Too


OK, So Now What?


As Seth Godin

Would Say: “Be

Remarkable”


Who in This

Chart Can

Amplify Your

Message?


This is Your Target, Right

Here

Eric Enge @stonetemple www.stonetemple.comNote: # of links often dependent on allocated budget per category

Does This Work For Large Scale Enterprises?

This Campaign Was Worth

Tens of Millions of

Dollars!


Explore Vertical Opportunities!


1. 10x10 Partnered with Intel

1. Leverage a Megabrand


Reasons Why Larger Brands Will Partner

You are Faster Moving

They Don’t Have the Budget

They Don’t Have the Focus

Harder for Them to Make the Business Case

They Don’t Have the Subject Matter Experts


The Benefits to 10 x 10

Great Media Coverage

Spike in Visibility


2. Invest More in One Channel

Best Made Invested More in

Instagram


What Do We Mean By Invest More?

Doesn’t Mean Spend

Millions of Dollars

You Can Focus On

One Vertical

You Can Focus On

One Brand Theme

Then Invest

More in That Area


The Benefits to BestMade


3. Be Unique

Seventh Generation Pushes

an Eco-Friendly Theme


Steps to Being Unique

Find a Vertical Concept That You Can Lead

Focus Your Content On That Concept

Develop the Subject Matter Expertise

Engage and Build Followings

Establish a Leadership Role


The Benefits to Seventh Generation

Large, Engaged Social

Followings


4. Work Harder

Study of the Singers With

Greatest Vocal Range


What Do I Mean by Work Harder

Again, Focus is Key

Do Something that Others Won’t

Go Deep Into Manual Research

Leverage Data That Others Haven’t

Put the Hours In Where Others Won’t


Benefits to Concert Hotels

Shares

Links


Why Holistic?


Even if you’re a large brand …

Consumer


IMAGINE: You Just Got Thrown This Group of

People


They Don’t Know You


Go Become a Leader(DO IT NOW)


Larger Audiences Increase Visibility


Today’s Environment is an Ecosystem


What Do You Do?

BE an Expert

ADD Value

HELP People With Their Problems

HELP Solve Group Problems


1

2

3

Guest Posts Can Help

Build Your Audience


Social Media Can Help Build

Your Audience


Guest Posts Establish a Foundation of Relationships

Increased Visibility to Readers on Relevant

Topics

Links tokey sitePages

Sample Content

Piece

Your Business

Put Down Your Phone


Enhanced Content Marketing Types Helps Your Brand Create Even More Relationships

Enhanced Content

Infographics

Media, Bloggers, Influencers, etc.

Interviews Videos Bylines

Interaction Promotion Engagement SharingMutually

Beneficial Relationships

Sample Campaign Components


Social Media Sharing Can Drive Links


Influencers Have Large Audiences


Influencer

Influencers Are an Accelerant


Often Driven by Anchor Content

Achieving “Reputation Critical Mass”


Benefits of Critical Mass

Happens When Reputation Crosses

a Threshold

Critical Pieces of Content or

Visibility a Big Key

Needs to be Sustained

Now More Mundane Content Will Still Get High

Engagement

Must Continue to Support With More Anchor

Pieces


You Can Watch Your Competition Pass You By!


Or Leave Them in the Dust!


Stone Temple Consulting

Full-service Digital Marketing Agency

Content Marketing

• Strategic Plan

• Off-site Placements• On-site Content• Influencer / Media Relationships

• Link Building

On-Page SEO

• Comprehensive Audits

• Site Hierarchy (IA)• Search Engine Crawl Management• Crawls

• Ongoing Site Reviews and Auditing

• Mobile Strategy

• Mobile SEO Implementation• AMP• App Strategy

• Deep Linking• App Store Optimization

Social Media

• Strategic Plan

• Drive Business Results• Influencer / Media Relationships• Content Strategy

• Content Generation

Mobile


Eric Enge

[email protected]

@stonetemple

+Eric Enge

(508) 962-8474

www.stonetemple.com

Thank You!