Stop Blind Marketing, Start Selling Through Content - #BrightonSEO by Matt Evans
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Transcript of Stop Blind Marketing, Start Selling Through Content - #BrightonSEO by Matt Evans
STOP BLIND MARKETING
START SELLING THROUGH CONTENT
MATT EVANSPANCENTRIC DIGITAL
WWW.PANCENTRIC.COM
@PANCENTRIC@DIGIMATT
I KNOW…
LET’S MAKE OUR SEO AWESOME WITH
CONTENT
content
WE’VE STOPPED STUFFING GOOGLE WITH
KEYWORDS
BUT STARTED STUFFING IT WITH CONTENT?!
GOOD JOB…
START THINKING: SELL THROUGH
CONTENT
THE SALES FUNNEL
THE SALES FUNNEL
CONTENT DOESN’T SELL
CONTENT DOESN’T SELL
THE SALES FUNNEL
IS CONTENT
JUST AT DIFFERENT STAGES
STAGE 1:UNAWARE
STAGE 2:KNOW THE SITUATION
STAGE 3:PRODUCT AWARENESS
STAGE 4:PURCHASE INTENT
CONTENT FOR SEO MISSES THE SALES
PROCESS
HOW DO YOU SELL THROUGH
CONTENT?
INFORM YOUR AUDIENCE
MORE INFORMED AUDIENCE
= MORE LIKELY TO
PURCHASE
RIGHT PLACERIGHT TIME
CATCH ATTENTION
INFORM OF THE SITUATION
INFORM OF THE PRODUCT
PUSH TO SALE
DIFFERENT STAGES
REMARKET TO CONTENT, NOT JUST
PRODUCTS
MOVE THE CUSTOMER DOWN THE FUNNEL
UNTIL THEY’RE READY TO PURCHASE
WON’T GET FIT NOW
READS ABOUT POWERSAUCE
PURCHASES LATER
DIFFERENT CONTENT FOR DIFFERENT TOUCH POINTS
POST-PURCHASE CAMPAIGNS
IT COSTS 5 TIMES MORE TO ACQUIRE NEW
CUSTOMERS
80% OF FUTURE PROFITS COME FROM 20% OF
EXISTING CUSTOMERS
REPEAT CUSTOMERS SPEND
33% MORE THAN EXISTING ONES
HOLD ON TO EXISTING CUSTOMERS
WON’T WANT ANOTHER IPAD NOW
ADD VALUE TO THE SALE
MOVE THE CUSTOMER BACK INTO THE FUNNEL
START THE PROCESS AGAIN
AUDIENCE REACTIVE CONTENT
HOW CAN YOU
TARGET THE
UNAWARE?
MORE INFORMED AUDIENCE
= MORE LIKELY TO
PURCHASE
REAC
FROM UNAWARE AND UNREACHABLE
TO SALE
STOP THINKING ABOUT LINKS.
STOP THINKING ABOUT
RANKINGS.
STOP THINKING ABOUT GOOGLE.
STOP BLIND MARKETING.
START SELLING THROUGH CONTENT
MATT EVANSPANCENTRIC DIGITAL
WWW.PANCENTRIC.COM
@PANCENTRIC@DIGIMATT