searchlove boston 2015 | bridget randolph, ‘shocking: get traffic fast with this one weird trick...
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SHOCKING: GET MORE TRAFFIC FAST WITH THIS ONE WEIRD TRICK DISCOVERED BYRAND FISHKIN
Bridget Randolph SearchLove Boston 2015 @Bridget Randolph
THE SECRET
Be the CEO of a globally
recognized industry leader
brand with a loyal community
of followers worldwide
THE THREE TYPES OF PROBLEMS MARKETERS COMMONLY FACE…AND WHAT TO DO ABOUT THEM.
Bridget Randolph SearchLove Boston 2015 @Bridget Randolph
@BridgetRandolph
THESE USUALLY BREAK DOWN AS FOLLOWS:
- The Giant Dandelion problem- The Broken Windows problem- The David and Goliath problem
@BridgetRandolph
When you lack the resource and not in your yard - Photoworld
SOLUTION UPROOT THE DANDELION
@BridgetRandolph
SaaS business (B2B)Goal: obtain more qualified leads through the website
- run paid advertising on LinkedIn - - EFFORT: 1- IMPACT: 2
- build a social media community for brand awareness- EFFORT: 3- IMPACT: 1
- use existing offline efforts for online leverage- EFFORT: 2- IMPACT: 3
@BridgetRandolph
SaaS business (B2B)Goal: obtain more qualified leads through the website
- run paid advertising on LinkedIn - - EFFORT: 2- IMPACT: 2
- build a social media community for brand awareness- EFFORT: 3- IMPACT: 1
- use existing offline efforts for online leverage- EFFORT: 2- IMPACT: 3
PRIVATE & CONFIDENTIAL
WE SAW THE FOLLOWING RESULTS:
● 30% increase in retention● 30% more social followers● 13,000+ social media mentions● Coverage on 1100+ websites including:
○ TechCrunch○ Lifehacker○ Google○ Forbes○ FastCompany
@BridgetRandolph
Questions to ask
Are my competitors significantly stronger in terms of resource?
Do I have a specific area in which I can be the best?
@BridgetRandolph
Brainstorm + Data
List of Goals (WHAT)
Sense Check (WHY)
List of Activities (HOW)
Brainstorm + Data
Sense Check (WHY)
Final List of Goals and Activities
@BridgetRandolph
WHAT increase the number of new contracts
WHY
● increase number of new contracts ● our avg contract value is $50k/year, and● customers tend to stay with a provider as long
as it’s working for them
HOW increase the number of qualified leads coming via
the website● leverage offline marketing activities for online
(e.g. use exhibition events to get email signups, etc).
@BridgetRandolph
ASK YOURSELFDoes this new idea:- fit into the current plan without needing to
reallocate resource?- look like a more efficient way to achieve the goal(s)
previously agreed?
Has something changed, externally or internally, which makes the old goal(s) less relevant?
@BridgetRandolph
FINAL TAKEAWAY
Marketing problems can normally be broken down into three basic templates. And now you have the tools to approach these different types of problem effectively and simply.
@BridgetRandolph
Is there a single major problem (‘dandelion’)?
Is it in your ‘yard’ or someone else’s?
Are there lots of small problems? (‘broken windows’)
Do you have significantly fewer resources than your competitors? (‘David and Goliath’)
Fix this first. (‘uproot the dandelion’)
Fix these in order of effort/impact. (‘fix the broken windows’)
Narrow and focus.(‘Aim for the giant’s forehead.’)
mine
someone else’s yes
yes
no
Improve across all areas in order of effort/impact.
no yes
no
The ‘Identify The Problem’
Flowchart
Bridget Randolph SearchLove Boston 2015 @Bridget RandolphBridget Randolph SearchLove Boston 2015 @Bridget Randolph
THANK YOU.Questions?
IMAGEATTRIBUTION
image(s) used on slide 2, 3, 9, 24, 29, 49 and 57 supplied by Shutterstock
image used on slide 8 created with www.memegenerator.net
image used on slide 23: "2007SecuTechExpo ST-16" by Rico Shen. Licensed under CC BY-SA 3.0 via Wikimedia Commons - http://commons.wikimedia.org/wiki/File:2007SecuTechExpo_ST-16.jpg#/media/File:2007SecuTechExpo_ST-16.jpg
image used on slide 54: from http://popculturezoo.com/wp-content/uploads/2011/11/DontGointheWoodsSign1.jpg
image used on slide 56 supplied by iStock by Getty Images (in collaboration with 20th Century Fox)