The Role of Search in Understanding the Customer Journey
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Presentation to Seattle Search Meetup that tries to change the perspective of the search professional from channel specificity to customer journey centricity.
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The Role of Search in Understanding the Customer Journey
- 1. The Role of Searchin Customer Journey Search Meetup – March 2018
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- 10. Phase Awareness Research Choice Reduction Sign-Up/Attend Retention/Growth Customer Goal • What can I do to advance my career? • Where can I network in Seattle? • What is the best meetup for me? • Is this really for me? • Join • More events Keywords • How do I advance my career? • What skills do I need • Networking opportunities in Seattle • Are meetup events worth it? • Meetup alternatives • Where is the Search Meetup on March 14th? • Search Meetup Events April Key Triggers, Buy Signals • New Job/Lost Job • Just moved to city • Change in family • Broad/Product Search • Online reviews/stories • Visit Company Site • Specific Term Search (Google or On-site) • Visit Class Webpage • Start app process • Email/call for info • Enroll/Pay • Attended Event • Posted on Social • Complete Survey Key Channels & Systems • TV commercials • Out door/bus ads • Display ads • Organic Search • Paid Search • Contextual Display • Company Website • Retarrgeting • Landing Page/Site • Organic Search • Paid Search • Call Center (in/out) • Company Site + RCS • Email – Drip, Nurture • Navigation Search • Site Search • Call Center • University Website • Contact Email • Navigation Search • Site Search • Email • Social Profile • In person help Key Metrics & Indicators • Impressions & Reach • Clicks & CTR • GRP’s • Awareness (survey) • Media Frequency • Response Data • Views & Clicks • Site Visits & Metrics • Specific page views • Conversion rate • Contact/Lead rate • Application Starts • App Completes • Apps by Source • Second event within X months • Paid for annual • Repeat visitors to site w/search Company Expect- ations • Aided Awareness • Visit Website • Engage content • Watch video • Repeat Visit to Website • Create an account • Sign-up for first event • Attend first event • Pay for first event • Repeat buyer • Tell a friend • Rate highly • Pay for annual
- 12. • Talk to customers - not just about your interaction but the entire process • Map experiences - especially sources of information, devices and associated services • Inspect analytics - what does your analytics say about what people do based on how they get to your site/service? • Think about context – when searching on mobile, is that research or navigation? What is the role of voice in your business? • Align measurement to expectations – lead, website visit, e-commerce sale, capture a cookie? • Partner appropriately – lead share and cross link with adjacent businesses • Place value on up-stream content for Organic – video’s, how-to’s, personality, guides • Follow through on an interaction – good or bad so that your brand is top of mind “next time” • Continue to nurture the relationship – especially in a service oriented business.