Panel Interview Writeup – Feb 9

STEMBox Monthly Team: Jose Hernandez, Hui Li, Uttara Lokray, Hartley Riedner

On February 9, we were happy to have a great panel consisting of speakers from Add3.com / Seattle Interactive Conference and Admosis Media. The panel is specifically about how a small company can efficiently leverage SEO and Paid Advertising to target a specific market. We have gained great insights from the discussion on this topic. Below is a short recap on the discussion.

Q: How do you find the right balance of targeted advertising? Sometimes the ads can get very annoying for a user.

By focusing on where your customers are and what they are looking at, target advertising accordingly.  Many times, customers are delighted to find that piece of advertising towards them because that is what they are genuinely looking for. For example, geo targeting focuses on where the customers are and what exact activity they are doing. By studying their behaviors and patterns, targeted advertising can actually prove to be useful. Targeted advertising can also be targeted to be displayed at a certain time of the day and a certain time of the week.

Q: How effective is SEO and paid advertising in targeting customers outside our social circle?

SEO and paid advertising are very effective when it comes to targeting customers outside our social circle. This is because studying of behaviours and patterns of people outside social circles is difficult and learning about when to talk to them about the product or service is also unknown. targeted advertising makes it easier to target those set of customers. A good SEO setup will help a customer find our product when he really needs it! Create OGST goals to realise results. Objectives, goals (SMART), strategies, tactics ex: brand awareness, increase traffic referrals by 20% from social media, strategies, tactics

Q: What are some factors you use to determine whether to use an SEO campaign, versus a Social campaign?

There are several factors, such as whether you are trying to generate demand, and already have a good sense of your product’s “brand” (SEO), or whether you are wanting to reach the bottom of the funnel, and create brand awareness, and foster advocacy by word-of-mouth to broaden your reach.  These are issues you can consider when creating your content roadmap.

Q: SEO can seem like a big mystery, especially to those new to online marketing. What are the best practices that we can use in our current campaigns?

Google Analytics has adjusted its algorithm many times over the past few years, and a lot of “tricks” that people used to deploy to raise their search engine rank don’t work anymore. The best thing to do is get relevant content on your site. It’s not about hiding search terms in your code or pages, it’s about providing content that is really targeted to your audience. So figure out what your audience is searching for, what problems they are trying to solve, and write blog posts with solutions.

Q: What “go to market” tools do you use to manage an effective paid advertising?

  • Google: use autocomplete to discover common search terms, use Google trends to find trending searches
  • Dasheroo (connect all channels, see how its working in integrated fashion)
  • Salesforce social studio
  • Adobe media optimizer
  • Hootsuite
  • Facebook business manager
  • Pickmonkey – listening tools
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