SEMrush Philly Meetup - August 8, 2018

How to
Gain Better
Intelligence of
Your Audience throughout
The Purchase Journey
Marcela De Vivo, Aaron Levy and David Cohen
August 8, 2018 at WeWork Northern Liberties #SPM18

2
Agenda
How to Gain Better Intelligence of Your Audience
throughout The Purchase Journey
Marcela De Vivo — How to Reach Customers
at Every Stage of the Buying Funnel
Aaron Levy — Searching For People: Identifying
(and Acting On) Behavior Trends in Your Data
David Cohen — Practical Audience Intelligence
Tactics to Improve Your Marketing’s Persuasion
Time for Networking
and Giveaway!
#SPM18

How to
Reach Customers at
Every Stage of the
Buying Funnel
Marcela De Vivo
Digital Marketing Analyst and Speaker at SEMrush #SPM18

#SPM18
TABLE OF
CONTENTS
Kill Spaghetti Marketing
Sniping the Top of the Funnel
Nurturing Consumers in Consideration
Closing the Deal at the Conversion Stage
Measure & Refine
01
02
03
04
05

#SPM18
01
Kill Spaghetti
Marketing

The Small Business Owner
Charles, 50 years old
● Runs his own small business; been in
business 5+ years.
● Wears many hats to keep his
company running.
● 10-15 employees.
● Not aware of PM options, therefore
not actively seeking a new PM
system.
● Decision-Maker: Yes.
● Doesn’t want to spend so much
time on management.
● Too much money spent on
multiple tools.
● Wants to simplify, make life easier.
Pain Points:
The Project Manager
Michelle, 35 years old.
The Entrepreneur
Jason, 42 years old.
The Start-up
Jason, 27 years old
● Current tools are intuitive, but not
practical for larger teams.
● Unable to find tools that can adapt
to internal process.
● Too many tools make task
management/auditing difficult.
Pain Points:
● Project manager for a medium-
to-large business.
● Primary role is project management.
● Aware of tools to improve efficiency,
actively seeking to replace PM
system.
● Decision-Maker: No. Answers to CEO
or Director of Sales/Marketing/etc.
● Has started and/or runs multiple
businesses.
● Prepping current start-up for Series B
round of funding.
● Primary focus is on growth.
● Interested in new tools, but little time
to test; passively seeking system.
● Doesn’t want to spend so much time
on management.
● Tools can’t scale with his
business(es).
● Needs to be able to integrate/
manage multiple teams.
Pain Points:
● Has trouble keeping track of all
moving parts (emails, documents,
tasks, messaging, reports, etc.)
● Needs to grow as fast as possible.
● Needs to keep operating costs low.
Pain Points:
● Young entrepreneur starting his first
business.
● Background in tech, not business.
● Small team with <5 employees.
● Less access to financial capital but
more confident/willing to take risks.
● Uses multiple tools but does not have a
PM system.
Persona Research

User Journey
AWARENESS CONSIDERATION DECISION
General reading about business
growth and improving productivity;
word of mouth; social media posts
or recommendations
Pique Interest
Visit website: read blog article, look
at features, watch videos, etc. Sign
up for newsletter.
Learn More
Search for reviews, compare to
current system, ask for friends.
Refine Search
Contact for demo, product
tutorials, sales calls.
Engage
Start Free Trial.
Subscribe
Use persona research to map out the user’s journey in relation to
their buying stage….

User Journey
….and channel - not just the platform, but also content verticals.
1. Website
2. Blog
3. Promotional Videos
Learn More
Refine Search
1. Email Marketing
2. Retargeting - Offers.
3. Demo
Engage
Start Free Trial.
Subscribe
Pique Interest
Social Media
Word of Mouth
News
1. Social Media
2. Ads / Display
3. Business Growth Articles
4. Word of Mouth
1. Retargeting - Pain Points
2. Case Studies
3. White Papers
4. Landing pages

Gap Analysis
Use data to refine your channels and find gaps where search
volume is high and competition is low - that’s where you
want to create the most content.
1. Website
2. Blog
3. Promotional Videos
Learn More
Refine Search
1. Email Marketing
2. Retargeting - Offers.
3. Demo
Engage
Start Free Trial.
Subscribe
Pique Interest
Social Media
Word of Mouth
News
1. Social Media
2. Ads / Display
3. Business Growth Articles
4. Word of Mouth
1. Retargeting - Pain Points
2. Case Studies
3. White Papers
4. Landing pages

Gap Analysis
Pique Interest Learn More Refine Search Engage Subscribe
Buyer's Journey
Asset Type 1.Analyst Report
2.Article/Publication
3.Case Study
4.Sales Presentation
5. Brochure
6. Promotional Video
7.Sales Presentation
8. White Paper
9.Case Study
10. Sales Presentation
12. Case Study
13. Analyst Report
14. Analyst Report
15. Sales Presentation
Delivery Channel 1.Landing Page
2.Website
3.Email
4.Sales Call
5. Event
6. Youtube
7. Sales Call
8. Sales Call
9.Sales Call
10. Reference Call
11. Sales Call
12. Reference call
13. Sales Call
14 Sales Call
15 Sales Call
Presence
Opportunity
Strong
Significant
Moderate
Slight
Not at all
Strong
Significant
Moderate
Slight
Not at all
Simulated
Facilitated
Orchestrated
Influenced
Search
Internet
Explore
Website
Sales Rep
Peer
Networking
Event
Explore
Youtube
Product
Manager
Customer
Service
Customer
Reference
(Vendor)
AWARENAWARENESS CONSIDERATION DECISION
Customer
Reference
(Buyer)
Value Actualization
Tool
Sales Rep Sales Rep
Industry
AnalystExecutive
Sales RepSales Rep
Live
Vendor
Webinar

#SPM18
02
Sniping the
top of the
funnel.
Awareness
Consideration
Decision

#SPM18
What’s your ideal CPC? CPA? Where can you find ROI?
At this stage you are testing to find your numbers!
Don’t pay a lot
This has to be your most inexpensive traffic
Create ads with Videos Views or Traffic as your objective
What ads appeal to your audience?
Test different creatives and ad types.
Carousel, Slideshow, Video, Images
Learn your numbers!
Test your audiences
Interest Targeting based on demographics and psychographics
Custom Audiences using your existing database
Lookalike Audiences to turn cold leads into warm
Awareness
Facebook
Ads
The Cheapest Way to Fill
the Top of the Funnel

#SPM18
Google
Organic
Create Top of the Funnel Content
Start with Keyword Research to find your head and secondary terms.
Use Keyword Magic and Topic Research
Awareness

#SPM18
Create your Editorial Calendar for top of the funnel content
Include personas, user journey, and themes in your calendar
Awareness
Google
Organic
Creating Targeted
Content

#SPM18
On-Page Optimization
Use SEO content template to optimize your content
Awareness
Google
Organic
Creating Targeted
Content

#SPM18
On-Page Optimization
Use SEO content template to optimize your content
Diversify your content
Create various types: long-form, video, white paper, ebooks,
surveys, etc.
Awareness
Google
Organic
Creating Targeted
Content

Demos and Tutorials Ad copy
Landing pages Lead-gen assets
Editorial content
Develop Assets

#SPM18
Blogger outreach
Find the backlinks for Top Content Pieces to earn Links
Use the Link Building Tool
Reach out to your Competitor’s Backlinks
Use Backlink Gap Tool
Awareness
DIGITAL PR
Content Amplification

#SPM18
Work with influencers
Generate brand awareness, direct traffic, links, and social
buzz
Use the influencer assessment tool to find the best
influencers to work with
Make videos!
Use Facebook live videos and amplify
these with Facebook Ads.
Awareness
DIGITAL PR
Influencer Marketing

#SPM18
Identify broad keywords to target
Use the Alpha/Beta campaign structure to go from
BROAD to EXACT
Create beta campaigns with broad and broad match
modified keywords.
Create instant awareness about your product or service.
Awareness
GOOGLE ADS
Broad Match Marketing

#SPM18
03
Nurturing
Consumers in
Consideration

Now it’s time to strategically generate multiple touch points.

#SPM18
Visitors
Video views
Engagement
Campaign Objective
Traffic
Conversion
Audiences
Ad Creative
More brand centric ads & offers
Consideration
Facebook
Ads
Creating and Testing Ads

#SPM18
Focus on creating content based on Long
Tail Keywords & Question Keywords to
earn Featured Snippets
Consideration
Google
Organic
Furthering Content and
Keyword Depth

#SPM18
Remarketing
RLSA
Alpha Campaigns
Consideration
GOOGLE ADS
Remarketing and Alpha
Campaigns

#SPM18
Email
Marketing
Consideration
Capture their emails with a lead magnet, then
nurture those leads with the following types of
emails:
Promotions
Scarcity
Social Proof
Time Constraint
Informational

#SPM18
04
Closing the Deal
at the Conversion
Stage

#SPM18
Shopping cart abandonment ads and email funnel
Remarketing
Decision
Remarketing ads based on discounts
Facebook &
Google Ads
Refining Remarketing

#SPM18
Consideratin
Positive reviews
Brand mentions
Price comparisons
Consumers at this stage are trying to find a company
they can trust. Focus on reputation management at this
stage to convince them you’re the company they should
purchase from.
Decision
Google
Organic
Reputation Management

#SPM18
Email Recovery
Send them shopping cart abandonment emails if you see
they added to cart but didn’t checkout.
Decision
Email
Marketing
Creating Recovery
Funnels

#SPM18
05Tracking &
Attribution

#SPM18
Each industry has a different attribution model.
.
TRACKING &
ATTRIBUTION
Measuring Buyer’s Journey

#SPM18
There are several attribution models that you can check:
Keep an eye on how each channel and content
type is performing to help you fine tune your
campaigns and allocate your budgets.
TRACKING &
ATTRIBUTION
Attribution Models

#SPM18
Google Analytics Report:
Attribution / Model Comparison
TRACKING &
ATTRIBUTION
Share of Spend

#SPM18
Segment your audience to understand their
behavior and refine your personas and buyers
journeys.
TRACKING &
ATTRIBUTION
Audience Segmentation

#SPM18
Use Google Analytics to segment and track the
performance of your personas.
TRACKING &
ATTRIBUTION
Audience Segmentation

#SPM18
TAKEAWAYS
No more throwing spaghetti at the wall!
Build personas to deepen your understanding of your audience.
Target gaps and opportunities in their buyer journey.
Let the journey and stage dictate the channel.
Attribute, measure, and refine.
01
02
03
04
05

THANK YOU!Come find me if you have questions!
SEMrush.com
marcela.devivo@semrush.com
818.482.7562

Handouts
Download
https://goo.gl/gnjX5C

Searching
For People:
Identifying (and Acting On)
Behavior Trends
in Your Data
Aaron Levy
Director of Paid Search at Elite SEM #SPM18

#SPM18
TABLE OF
CONTENTS
me!
why your customers are all the same
sem 4.0
wait, who ARE your customers?
is this real life?
01
02
03
04
05

65 #SPM18
HI! I’M AARON!
director of SEM @ Elite SEM
12+ years of digital goodness
sorta professor at Drexel + UVM
#teamrumham
@bigalittlea | aaron@elitesem.com

Award-Winning Digital Marketing Agency
Ad Age Best Agency Culture
Ad Age Top 25 US Search Agencies
US Search Awards #1 Best Agency
Mashable #1 Best Tech Companies to Work For
Entrepreneur #1 Top Company Culture
Bing Independent Agency of the Year
Crain’s NYC #1 Best Place to Work
Fortune Best Workplace for Millenials

People-Focused
Performance-Driven
Disrupting the agency model.

he’s new to
the game
he’s buying a gift
he needs a new set to replace
some that are outdated + worn
he broke his last
set in a fit of rage
he’s getting
better!
he has a bet with his buddy
to see who can score the
best with a $40 budget…
he’s getting
worse… ☹70

Aaron has been playing golf for 26 years and has a 7
handicap. He’s a single dude so he plays about 72
holes a week. Probably why he’s a single dude. He
should be good so he plays equipment like he’s
pre-divorce Tiger Woods. He has 4 sets of clubs, but
dinged his Japanese 7 iron on a rock and the shaft
flew off his Nike 5, plus he wants a “new” deep-faced
3 wood on sale or slightly used. He should really just
go get fitted or, better yet, practice lessons bc he
shot a freaking 102 at bethpage last week

Attributes
• 32 white dude | single | fancy college
• Owns in low HHI zip, owns car
• Philly resident, frequent traveler
Activities:
• Golf tons| hockey lots | winter bowling
• Heavy mobile usage in AM/PM
• Mix of public transport/car/Uber/Lyft
Attitudes:
• Value-driven habits, semi minimalist
• Will save $1, waste $100
• DIY-er, nostalgic, proud, fiercely loyal75

Demographics:
Google can see everything
Actigraphics:
Google can assess most things
Psychographics:
Google can’t read my brain… yet
76

You want need me
as a customer.
I’ll be your best

SEM 1.0:
keywords + match types

Familiar
With You
Not Familiar
With You

Brand
Navigation
Product With
Intent
Sub Brand
Generic With
Intent
Brand With
Intent
Product
Research
Brand Research TOFU

Want Your
Stuff, May
Already Have It
Want Stuff You
Sell
Want Stuff
From You
OOOH, STUFF!
Want Your Stuff
From You
Want Stuff, Not
Sure What
Flavor
Want Stuff,
Maybe Yours
¯_(ツ)_/¯

SEM 2.0:
devices + retargeting

I use eight devices from five
operating systems across
three couches.

SEM 3.0:
people-based targeting

demographic attributes
age | gender

♀♂NEWDEEPBOUNCEDUMPNEWDEEPBOUNCEDUMP
MORE MOBILE LESS MOBILE

CUST
BOUNCENEW
DEEP
MORE MOBILEY LESS MOBILEY
CUST
BOUNCENEW
DEEP
MORE MOBILEY LESS MOBILEYYOUNG OLD

SEM 4.0:
“trust us, we got this”

Machine Learning Is Great!
Given a simple task, the machine picks it up quickly
source: Playing Atari With Deep Reinforcement Learning
99

source: Investigating Human Priors for Playing Video Games ELITESEM.COM CONFIDENTIAL | 100
The World IS More Complicated
Than A Few Bricks

#SPM18
REAL LIFE,
HONEST TO
GOODNESS
USE CASES
Google’s Data
Google’s Data Your Data
Google Data Your Data
Your Data
01
02
03
04

#SPM18
01
Using
Google’s
Data

#SPM18
DIY
Audience
Targeting
Use Google’s Data
Have Money
Have no time
Exercise (or
at least
pretend to)
TARGET!

02
Supplementing
Google Data
With Owned

Men buy purses twice
a year
Christmas And
Valentine’s Day
108

five times a year
Christmas And
Valentine’s Day
109

five times a year
Christmas And
Valentine’s Day
Anniversaries And
Birthdays
110

#SPM18
WHEN THEY
GET IN
TROUBLE :(

#SPM18
03
Supplementing
Owned Data
With Google’s

114
Calls from
Landing Page
Lead Form
Calls + Texts
from Ads
Online Scheduler
4 Distinct User Paths

115
Custom Columns & Calculations
Profitability Ratio =
(((Pre-Click Calls * [Calculated Sales Ratio])*[Avg.
NPV Value])+ NPV Values from Other User Paths) /
Spend

116
Data Integration
Allowed for
Profitability
Analysis
CVR to Sale Profitability Avg NPV Value
Leads Very Good Good Okay
Landing Page
Calls
Good Good Good
Calls + Text
Extensions
Poor Great! Good
Online Scheduler Great!
Very
Good
Great!

117
Conversion Types
Shift Towards
Profitability

Marrying Our Data With Google’s

120
You’re having your first kid.
What do you need?
Who’s buying??

World’s Biggest Diaper Order?
….not your first rodeo
“…you might wanna
close your windows
before the sun hits
Diaper Hill.”
“Look Dad, I’m
king of the
mountain!”

124
ONE TAKEAWAY. Yes, One.
Focus on people.

Practical Audience
Intelligence Tactics
to Improve Your
Marketing’s Persuasion
David Cohen
Director of Digital Marketing at Digitability #SPM18

126
Thank you for joining us!
First, a confession

128
Word Persuasion
How marketers [us] do the two triangles trick

129
Word Persuasion
Your organic eggs aren’t handpicked by farm kids in a
magical place called “Organic Valley” USA where hens
oddly roam through cow pastures

130
Words and Persuasion
Search begins in the mind
Persuasion happens in the mind
*Words manifest reality

131
Word Persuasion
“You are not your audience”
“And you suck at marketing”
-Me, to myself

132
Word Persuasion
A perfect
metaphor for my
first half of 2018

133
Word Persuasion
And then we take an assbeating in Google

134
Word Persuasion
Persuaded to Fail

135
Word Persuasion
Words persuade and manifest reality -- for a month Elon Musk
warned Tesla short sellers they’d burn -- he did it with 3 words

136
Word Persuasion
“I don’t understand my audience”
“I can’t communicate with them”
“Everything is Fd!”

139
Word Persuasion
Write = Rite: like a “ritual” or action
using words to manifest reality in the
physical world

140
Word Persuasion
(nope, but)

142
Esoteric vs Exoteric Keywords
Ok, so let’s have fun now and apply
this concept to your audience and
their purchase journey

143

144
Esoteric vs Exoteric Keyword Research

145
Esoteric Keywords: words only known or
understood by a small group of initiates [us]
Exoteric Keywords: words only known or
understood by a large group of initiates [audience /
customers]

146
It’s Pally Time
Putting some skin in the game

147
Exoteric Keyword Research

148
These are the Exoteric’s Keywords:
“small batch tshirt order”
“buy tshirts overnight shipping”
“small batch custom tshirts”
“custom company tshirts overnight delivery”
“order 10 or less custom tshirts”

149
RushOrderTees Esoteric Keywords

150
Let’s take a live look at the Exoteric’s Keywords + Intent to Buy
in SEMrush to see where RushOrderTees is at…
“small batch tshirt order”
“buy tshirts overnight shipping”
“small batch custom tshirts”
“custom company tshirts overnight delivery”
“order 10 or less custom tshirts”

151
RushOrderTees Esoteric Keywords

152
It’s Pally Time
Here’s the logo design I’m going with to order
these t shirts for Pally’s Pizza

153
It’s Pally Time
Now let’s buy some tshirts for Pally’s Pizza!

Get a free 14-day trial
of SEMrush Guru!
semrush.com/phillymeetup18
How to Gain Better Intelligence of Your Audience
throughout The Purchase Journey #SPM18

SEMrush Philly Meetup - August 8, 2018

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SEMrush Philly Meetup - August 8, 2018