As Organic Performance Director, Charlotte leads Hallam’s award-winning SEO and content marketing teams.

With over 10 years of experience in marketing, she was previously Hallam’s Head of SEO, running many successful campaigns for B2B and B2C SMEs and enterprise-level clients. Charlotte studied English Language and Literature at Oxford University where she honed her research and analytical skills.

Charlotte is a well-regarded public speaker, and has been on stage at the Nottingham Digital Summit in front of an audience of 500 digital marketers. She has also delivered international SEO training whole-day workshops on behalf of the UK government’s Department of International Trade.

Using Search Data to Power Your Marketing Strategy

When you’re looking for a solution to your problem, whether that’s a new hairdryer because yours just blew up or a new piece of software to manage HR processes in your business, where do you turn? Search engines of course! It’s estimated that Google processes approximately 63,000 search queries every second, translating to 5.6 billion searches per day and approximately 2 trillion global searches per year.

This means that all those search terms, phrases, questions and problems posed by your customers every day to Google provide a treasure trove of useful information to help inform your B2B market research, strategy and tactics. That’s if you know where to look and how to utilize the data effectively.

This talk will give attendees actionable takeaways to support developing their marketing strategy. They will learn how to use search data for:

– market research
– competitor research
– audience research & customer pain points
– positioning their products/services

It is relevant for digital, SEO and paid media professionals as well as more general marketers from CMOs to Marketing Managers.