Post on 21-Jul-2015
searchmarketingexpo.com @basvandenbeld #SMX #XXa
Bas van den Beld – 2015
2
Speaking
Training
Publishing Consul4ng
Social & Search: The understanding makes the perfect combination
www.stateofdigital.com - www.basvandenbeld.com - www.linkdex.com - www.momentology.com
Bas van den Beld
searchmarketingexpo.com @basvandenbeld #SMX #XXa
Bas van den Beld – 2015 Bas van den Beld – 2015
Partly because of them I’m pre?y ac4ve on Social Media
searchmarketingexpo.com @basvandenbeld #SMX #XXa
Bas van den Beld – 2015 Bas van den Beld – 2015
I also share a lot of work related stuff
searchmarketingexpo.com @basvandenbeld #SMX #XXa
Bas van den Beld – 2015 Bas van den Beld – 2015
I read a lot…
searchmarketingexpo.com @basvandenbeld #SMX #XXa
Bas van den Beld – 2015 Bas van den Beld – 2015
Yet I missed this…
searchmarketingexpo.com @basvandenbeld #SMX #XXa
Bas van den Beld – 2015 Bas van den Beld – 2015
I also missed this…
searchmarketingexpo.com @basvandenbeld #SMX #XXa
Bas van den Beld – 2015 Bas van den Beld – 2015
I did see this…
searchmarketingexpo.com @basvandenbeld #SMX #XXa
Bas van den Beld – 2015 Bas van den Beld – 2015
And shared it…
searchmarketingexpo.com @basvandenbeld #SMX #XXa
Bas van den Beld – 2015 Bas van den Beld – 2015
Because it was funny…
searchmarketingexpo.com @basvandenbeld #SMX #XXa
Bas van den Beld – 2015 Bas van den Beld – 2015
…and useful…
searchmarketingexpo.com @basvandenbeld #SMX #XXa
Bas van den Beld – 2015 Bas van den Beld – 2015
Wasn’t it?
searchmarketingexpo.com @basvandenbeld #SMX #XXa
Bas van den Beld – 2015 Bas van den Beld – 2015
I didn’t really ‘need' it though…
searchmarketingexpo.com @basvandenbeld #SMX #XXa
Bas van den Beld – 2015 Bas van den Beld – 2015
Why do I see some things and don’t see others?
searchmarketingexpo.com @basvandenbeld #SMX #XXa
Bas van den Beld – 2015 Bas van den Beld – 2015
We are looking for the a?en4on of one with many
searchmarketingexpo.com @basvandenbeld #SMX #XXa
Bas van den Beld – 2015 Bas van den Beld – 2015
And to think our a?en4on span is less than that of a goldfish
searchmarketingexpo.com @basvandenbeld #SMX #XXa
Bas van den Beld – 2015 Bas van den Beld – 2015
So what do we do?
searchmarketingexpo.com @basvandenbeld #SMX #XXa
Bas van den Beld – 2015 Bas van den Beld – 2015
We dress up the goldfish…
searchmarketingexpo.com @basvandenbeld #SMX #XXa
Bas van den Beld – 2015 Bas van den Beld – 2015
As marketers we all try to be that one strange fish, just to get a?en4on
searchmarketingexpo.com @basvandenbeld #SMX #XXa
Bas van den Beld – 2015 Bas van den Beld – 2015
The Problem?
searchmarketingexpo.com @basvandenbeld #SMX #XXa
Bas van den Beld – 2015 Bas van den Beld – 2015
Our 4ming is 'off'
searchmarketingexpo.com @basvandenbeld #SMX #XXa
Bas van den Beld – 2015 Bas van den Beld – 2015
The solu4on?
searchmarketingexpo.com @basvandenbeld #SMX #XXa
Bas van den Beld – 2015 Bas van den Beld – 2015
If you want ‘success’ in social and search
searchmarketingexpo.com @basvandenbeld #SMX #XXa
Bas van den Beld – 2015 Bas van den Beld – 2015
You have to communicate how your audience communicates…
searchmarketingexpo.com @basvandenbeld #SMX #XXa
Bas van den Beld – 2015 Bas van den Beld – 2015
This means you need to understand your audience
searchmarketingexpo.com @basvandenbeld #SMX #XXa
Bas van den Beld – 2015 Bas van den Beld – 2015
You REALLY need to understand your target audience
searchmarketingexpo.com @basvandenbeld #SMX #XXa
Bas van den Beld – 2015 Bas van den Beld – 2015
Remember: There is no “average user”.
People approach the buying process in different ways
searchmarketingexpo.com @basvandenbeld #SMX #XXa
Bas van den Beld – 2015 Bas van den Beld – 2015
So you need understanding…
searchmarketingexpo.com @basvandenbeld #SMX #XXa
Bas van den Beld – 2015 Bas van den Beld – 2015
…but how?
searchmarketingexpo.com @basvandenbeld #SMX #XXa
Bas van den Beld – 2015 Bas van den Beld – 2015
Who really is your audience?
searchmarketingexpo.com @basvandenbeld #SMX #XXa
Bas van den Beld – 2015 Bas van den Beld – 2015
3 important elements
searchmarketingexpo.com @basvandenbeld #SMX #XXa
Bas van den Beld – 2015 Bas van den Beld – 2015
1: Understand the different types of audiences
searchmarketingexpo.com @basvandenbeld #SMX #XXa
Bas van den Beld – 2015 Bas van den Beld – 2015
Each audience type has its own behaviour and needs their own
strategy
searchmarketingexpo.com @basvandenbeld #SMX #XXa
Bas van den Beld – 2015 Bas van den Beld – 2015
2: Understand where they are in their buying process
searchmarketingexpo.com @basvandenbeld #SMX #XXa
Bas van den Beld – 2015 Bas van den Beld – 2015
Consumers discover new products on Facebook or Pinterest, form an opinion,
and then move on to the purchase stage
searchmarketingexpo.com @basvandenbeld #SMX #XXa
Bas van den Beld – 2015 Bas van den Beld – 2015
They get aware on social
searchmarketingexpo.com @basvandenbeld #SMX #XXa
Bas van den Beld – 2015 Bas van den Beld – 2015
They research on search
searchmarketingexpo.com @basvandenbeld #SMX #XXa
Bas van den Beld – 2015 Bas van den Beld – 2015
3: Truly research your audience before crea4ng anything
searchmarketingexpo.com @basvandenbeld #SMX #XXa
Bas van den Beld – 2015
Find out what they say, need and read
searchmarketingexpo.com @basvandenbeld #SMX #XXa
Bas van den Beld – 2015 Bas van den Beld – 2015
Bring Search and Social together…
searchmarketingexpo.com @basvandenbeld #SMX #XXa
Bas van den Beld – 2015 Bas van den Beld – 2015
…by crea4ng content for every part of the cycle
searchmarketingexpo.com @basvandenbeld #SMX #XXa
Bas van den Beld – 2015 Bas van den Beld – 2015
And then for the 'kill…'
searchmarketingexpo.com @basvandenbeld #SMX #XXa
Bas van den Beld – 2015 Bas van den Beld – 2015
Create something people will recognise
searchmarketingexpo.com @basvandenbeld #SMX #XXa
Bas van den Beld – 2015 Bas van den Beld – 2015
Con4nously understand your audience and where they are in their funnel
searchmarketingexpo.com @basvandenbeld #SMX #XXa
Bas van den Beld – 2015 Bas van den Beld – 2015
Not every piece of content needs to sell