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Content Marketing that converts

John Ekman

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aka The Chief Conversionista

aka The Conversion Eagle

aka The Conversion king of Sweden

aka The Conversion Syntheziser

A lot has happened since….

✓ 300 projects

✓ 17 employees

✓ Conversion Jam x 4

✓ Conversion Manager x 100

The brag slide

Media

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E-commerceB2C

LeadgenB2B

Leadgen

And now I’m at Conversion Boost!

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We suck at being rational

We are rationalisation machines

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Content Marketing that converts

Conversion Boost

“87,65% of CEOs will invest like crazy in Content Marketing Software”

Fartner Group

“Everyone and his mother will jump onto Inbound marketing before the end of last week”

Harasster Research

This shit is hot

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Content Marketing is

like sex in high school

Don’t let Content Marketing become

your Panikragg

My neighbour - Sven

Content MarketingInbound Marketing

Lead Generation

Marketing Automation

Lead Nurturing

Drip Marketing

The ad agencies move in

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“We’ve made this great campaign which got us tons of new visitors but it didn’t seem to generate much sales”

@conversionista18

The IT guys move in

MA

The ever present promise of “Automation”

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“Automobile”

Automated Manufacturing

Salesforce Automation

The biggest secret of Marketing Automation

- It’s not automated!

Don’t put the carriage in front of the horse

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G.I.G.O.

@conversionista23

The IT guys move in

….run to the door! MA

When you see this guy…..

Ad agenciesWeb agencies

Software companies

Anyone who wants to cash in on this

latest trend

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Content Marketing

Instead of

Yelling about YOUR PRODUCTS AND SERVICES in purchased media ...

... You create and distribute content that focuses on the problems and challenges of your prospects.

Your prospects will search and find your content and then visit your site / facebook page etc.

There you identify them and engage them in an ongoing dialogue.

or Inbound marketing

What’s it all about?

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Content Marketing

Lead Management

Marketing Automation

Start at the top!

The Cheese & The Mousetrap

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Content Marketing Lead Management

Why Inbound Marketing?

1. Buyers change 2. Media changes

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Do I have you full attention sir?!

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Hello - Anybody home?

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Purchased media is the premium you have to pay because you don’t have loyal fans

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... You create and distribute content that focuses on the problems and challenges of your prospects.

Prospect awareness scale

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Unaware Problem Aware Solution Aware Product Aware Most Aware

*Based on: Five levels of Awareness , från ”Breakthrough Advertising , av Eugene Schwartz, 1996 http://www.copyblogger.com/blog-selling/

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Your biggest problem?

Remember this guy?

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A very large part of the prospect’s buying

process happens before you’re even invited

Most of it happens on the web

Google it

“Ultra Silent”

The waspinator

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get rid of godamn wasps

“Non poisonous”

“Eco certified” “Safe for children”

The language of your customers

Do you speak it?!

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Early stage content

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Unaware Problem Aware Solution Aware Product Aware Most Aware

Ok Jean Claude

One more chance

Let’s start a blog!

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Lead management is the planned process where you identify your prospects in order to be able to reach out with the right content at critical points in their decision making process in order to "take them to the next level."

Lead Management

a.ka. Lead generation Lead nurturing Drip marketing

Or like this….

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A conversion focused model for a lead generation web site

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The web site is the heart (& the brain) of your lead management strategy

@conversionista

Rubrik som är läskigt bra!

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@conversionista

Rubrik som är läskigt bra!

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The model

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Start page Destination page Lead capture Goal

Segment Drive towards capture

Secure lead

Then things get complicated

1. Visitors arrive here and there

2. Lead capture can happen directly on the page

Engage

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1

2 2 13

One-page flow aligned to awareness state

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Un

aw

are

Pro

ble

m A

wa

re S

olu

tion

Aw

are

Pro

du

ct Aw

are

Mo

st Aw

are

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Unaware

Problem aware

Solution aware

Here’s the result:

Ok, prospect is on your page.

You want to capture the lead.

You set the mousetrap.

Two challenges

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HOW do yo integrate your mousetraps with the cheese/bait content?

1. Layout - Where on the page do you place the mousetrap?

2. Context - What mousetrap goes on what bait page?

Secmaker again

Look!

We screw up too!

“This is where web sites go to die”

“This the column of the walking dead.

Web zombie land”

“No one ever clicked here. They never will”

“This is the awful black hole of the web,

it sucks out all light from your web site”

“This is the awful black hole of the web, it

sucks out all light from your web site”

Ok, that was layout.

What about content vs context?

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Secmaker again

Brian Dean - Backlinko

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http://backlinko.com/increase-conversions

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http://youtu.be/pzH5FnwF9iA

See the guided tour here: http://youtu.be/pzH5FnwF9iA

Hey John! What about E-commerce?

Norröna - Way back

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Norröna - Now

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Norröna Analytics

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Unique visitors

Engaged visitors

Visits with ”View cart”

Purchases

Bounce rate

26,5% 77 007

56 639

3 111

2 357

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Visits with ”Add to cart”

Add to cart rate

5,5%

View cart rate

75,7%

Cart Completion rate

11,1%

Cart Abandonment rate

88,9%

GA funnel reportConversion rate

0,45%

Norröna Magazine

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Integrate!

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Marketing Agility

Management & Brand committes should stay out of Content

Marketing

A snapshot from the brutal reality

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“Förankra”

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“Telia lanserar ny profil”

Nyhetsbrev kl 8 på söndag morgon!!!

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Ämnesrad: “Försov du dig i morse?”

“Ubåt”

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“Flingsalt”

“Spikmatta”“Svininfluensa”

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Landing page template - Get one now!

Content that converted

Content that converted

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http://conversionista.se/sl-ny-responsiv-sajt/

What’s this?

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Content that converted

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Content that converted

And it don’t stop there

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15 Persons

12 Miljoner

O Sales people

Skryt-bilden

Media

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E-commerceB2C

LeadgenB2B

Leadgen

Some people that got in touch with us

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Focus on the problems of

the visitor

Seeded in the right way

with the right source(s)

It was truly helpful

Demonstrating expertise

& thought leadership

Why the success?

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Ad agency style

Run a campaign with max

reach

Hope for viral spread

Attract tons of eyeballs

Close eyes your eyes,

cross your fingers and

hope for the best

This is how we do it

Always on

Segmented, precise messages

at critical points in the

prospect’s decision process

Test!

Measure!

Close the deal!

Conversionista style

Your todo list

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Stop Yelling in your own language, start speaking in your customers’

Kill the “whitepaper of the month” approach

If it’s not working, you’re doing it in the wrong place.

The Conversion Synthesizer?

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Neil Patel

Oli Gardner

Peep Laja

Stockholm september 1

www.conversionjam.se