understanding the voice of the consumer by bill hunt

#SMX #12A @billhunt

Connecting at the Points of Intersection

Understanding the Voice of the Consumer

#SMX #12A @billhunt

Content, Keyword Research & The Art of Audience Engagement

Bill Hunt – CEO - Back Azimuth Consulting

#SMX #12A @billhunt

Keyword Research & Content Identification

…attempts to get into the minds of prospects and customers, uncovering needs and desires, yielding insights that can help you create more meaningful, compelling content.

#SMX #12A @billhunt

Few clicks with Top 3 ranking in Google – Why?

#3 in Google for Las Vegas Hotels

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Understanding what Searchers Really Want

Searcher’s want “discount” and “cheap”

hotels

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Got 100% of the searchers that wanted luxury!

High Ranking does not guarantee clicks!

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People unaware of the product or brand? Tequila or Tequila brands or Best Tequila

People Aware of the types of Tequila? Reposado Tequila or Blanco Tequila

People aware of Olmeca’s products? Olmeca Tequila or Avion Tequila

People Aware of the sub topic Tequila Cocktails or Sipping Tequila

Alignment with the Audience

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Typical Spirits Cycle

Searcher Questions

Brand can highlight

By showing

Biz Objective

• What is Irish Whiskey?• What is the best vodka? • How to make a Cosmo?

Overview of products and spirit categories

• Product Attributes• Lifestyle Integration• Cocktail Options

Intro Brand/Product

• What is the best 18 year Whisky?

• Jameson vs. Bushmills

Content to show brand value and connect with consumers

• Product Quality & Attributes• Market Leadership

Frame the Dialogue

• Absolut Citron• Jameson Black Barrel

• Product quality • Integration with Lifestyle

• Product Info• Cocktails• Lifestyle

Be Considered

• Absolut Warhol Price• Where to buy Chivas 18

• Price ranges• Product Options• Product Value

• Where to buy• Direct link to buy

Convert to sale

• Chivas Facebook • Absolut Events• Cocktails with Kahlua

• Ways to keep in contact

• Events • Social Media• Campaigns

Expand Loyalty

Awareness Consideration Preference Purchase Loyalty

Searcher Content Requirements

Device Nuances • Partner sites need to be mobile friendly

Mobile Friendly and Drink Images

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Bingo Content Matrix

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Bingo Content Matrix

Learn Shop Buy Get UseLearn Asset 1 Shop Asset 1 Buy Asset 1 Get Asset 1 Use Asset 1Learn Asset 2 Shop Asset 2 Buy Asset 2 Get Asset 2 Use Asset 2Learn Asset 3 Shop Asset 3 Buy Asset 3 Get Asset 3 Use Asset 3Learn Asset 4 Shop Asset 4 Buy Asset 4 Get Asset 4 Use Asset 4Learn Asset 5 Shop Asset 5 Buy Asset 5 Get Asset 5 Use Asset 5

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Shop Asset 2 Keyword MatrixLearn of Asset Aware of Asset Mobile Location

Best Blended Irish Whiskey

Jameson Black Barrel for Jameson

Ginger

Jameson Black Barrel 750 ml price

Jameson Black Barrel In Stock

Blended Irish Whiskey on sale




Crazy Bruce

Irish whiskey from Twitter Recipe



Boston

Jameson Black Barrel vs. Select


Crazy Bruce

Where to Buy Jameson Black in

Windsor

#SMX #12A @billhunt

Content Based on Needs/InterestBy need

Business Strategy & Processes

Business Intelligence

Product Development & Management

Finance and Accounting

Procurement

Human Resources

Supply Chain & Distribution

Marketing and Sales

Efficient Infrastructure

Improve Client Energy

Efficiency

Improve Data Center Energy

& Space Efficiency

Recycle Outdated Hardware

Reduce Data Storage Costs

Reduce HW/SW performance

Costs

Security

Facilities Physical Security

Recover from Breaches

Secure End User Data &

communications

Secure IT Operations

Secure Premisis

IT Productivity

Deploy Technology

Faster

Improve Data Center Change

Response

Improve Data Center

Performance

Resolve Issues Faster

Simplify Maintenance

Business continuance &

Disaster Recovery

Disaster Recovery (BCDR)

Data Backup & Restore

Improve Application Availability

Protect End User Data & applications

Governance & Compliance

Corporate Compliance

Industry Compliance

Legal Compliance

End User Productivity

Improve Information

Sharing

Increase Business

Intelligence

Provide Education and

Training

Provide Effective

Communications

Specialized Workstation Certifications

Increase workspace flexibility

Flexible, needs-based path structure

#SMX #12A @billhunt

Needs Segmentation – Cloud Computing

9/10 first page listings in Google for “Cloud Computing” are “What is cloud computing”

Segmentation of the Top 100 keywords related to Cloud Computing

85% of 18 million queries related to “what is cloud computing”

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Leverage Form & Click to Chat Data

• Referring cloud computing keywords • Tracked keyword to form data • Tracked keyword to click to chat

•

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Cloud Computing AudienceContent adjusted for consultants & IT Managers

65% lift in engagement

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Content/Opportunity Gap – Keyword Type/Buy Cycle

Cat\Buy Cycle Total Inspiration Discovery Design Purchase Relationship

Brand

Market

Paid

Earned

Missed 0*

Branded Technology/Need

Market 334M 38M 272M 98K 1M 23M

Paid 4M 52K 4M 348 34K 1,608

Earned 200M 34M 150M 6.6K 900K 15M

Missed 130M 3.5M (9%) 118M (44%) 92K (93%) 203K (18%) 7.7M (34%)

Technology/Need

Market 610M 547M 51M 826K 1.3M 10M

Paid 15M 11.5M 3.6M 11K 20K 20K

Earned 207M 196M 5.7M 79K 58K 5M

Missed 388M 339M (62%) 42M (82%) 736K (89%) 1.3M (94%) 5M (49%)

Identified 111 “new insights” about the audience from 6.5 million wordsMissing 93% of searchers aware of brand and almost ready to buy

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Click Rates from Cluster Filter Options

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$100 million new opportunity identified

24 Month Plan to capture 5,000 new assets created 4 new content levels added Content to match intent and

audience

$57 million in Search Influenced Revenue

Keyword/Content Opportunity

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Listen to What Consumers Ask

Adding Whisky Stones to giveaway increased signup by 124%

Brand Name + Branded Good Type

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Site Search Content Gold Mine

• 715,789 search queries asking a question• 22,333 unique questions identified • 184,446 “asks” on Social Media

• How – 10,240 • What - 6,333 • Can (I/We/You) – 3,162 • Where – 2,116• When – 1,505

60% of queries had NO RESULTS

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Monetizing Questions

•22% questions w/revenue opportunities•600 new pieces of content developed –

• Top question types added to social mining• Social Media team monitoring and

connecting to new content

•$6.8 Million Incremental Revenue (+$2.3m)

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Searcher Interest Ecosystem Modeling

Searcher Intersection

Input Method

Device

Location

Query

Searcher Intent

Search History

Searcher Info

Conversion Goal

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Measurement

Cluster Performance

Category ShelfSpace

#SMX #12A @billhunt

Understand the buy cycle for each product and align keywords

Create your Bingo Content Strategy Mine Search, Site Search and Social Data for key

opportunities Focus on content clusters and Cluster Authority Do anything except storing data in Excel

Some closing tips

#SMX #12A @billhunt

THANK YOU!

SEE YOU @SMX WEST

SAN JOSE, CAMARCH 1-3, 2016

understanding the voice of the consumer by bill hunt

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