Opportunism and Being Holistic: What it Takes to Win in Digital Marketing in 2016 - Rocks Digital; Addison, TX

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?
OPTIMIZE
in Areas
Other
Ignore
Build
Reputation,
Visibility,
and
Audience
Obtain
Links (to
Drive SEO)
Nurture
Relationshi
ps That
Drive
Reputation,
Visibility,
Audience,
& Links
Leverage
Marketplac
es Others
Don’t
Focus On
DO All of
the Above
and BE
Opportunis
tic

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 Sterling
Search Engine Land
June 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 Illyes
February 11, 2016

Sundar Pichai
Google 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
ContinuingRise
of Mobile
Devices Only
Drives More
Demand
Your
CompetitorWill
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?

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 linksoften dependenton allocated budgetpercategory
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
IncreasedVisibilityto
Readerson Relevant
Topics
Links to
keysite
Pages
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 Sharing
Mutually
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
eenge@stonetemple.com
@stonetemple
+Eric Enge
(508) 962-8474
www.stonetemple.com
Thank You!

Opportunism and Being Holistic: What it Takes to Win in Digital Marketing in 2016 - Rocks Digital; Addison, TX

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Opportunism and Being Holistic: What it Takes to Win in Digital Marketing in 2016 - Rocks Digital; Addison, TX