Stop Blind Marketing, Start Selling Through Content - #BrightonSEO by Matt Evans

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STOP BLIND MARKETING START SELLING THROUGH CONTENT

description

My slides from BrightonSEO April 2014, where I discuss how to use content to sell more products

Transcript of Stop Blind Marketing, Start Selling Through Content - #BrightonSEO by Matt Evans

Page 1: Stop Blind Marketing, Start Selling Through Content - #BrightonSEO by Matt Evans

STOP BLIND MARKETING

START SELLING THROUGH CONTENT

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MATT EVANSPANCENTRIC DIGITAL

WWW.PANCENTRIC.COM

@PANCENTRIC@DIGIMATT

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I KNOW…

LET’S MAKE OUR SEO AWESOME WITH

CONTENT

content

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WE’VE STOPPED STUFFING GOOGLE WITH

KEYWORDS

BUT STARTED STUFFING IT WITH CONTENT?!

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GOOD JOB…

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START THINKING: SELL THROUGH

CONTENT

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THE SALES FUNNEL

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THE SALES FUNNEL

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CONTENT DOESN’T SELL

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CONTENT DOESN’T SELL

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THE SALES FUNNEL

IS CONTENT

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JUST AT DIFFERENT STAGES

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STAGE 1:UNAWARE

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STAGE 2:KNOW THE SITUATION

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STAGE 3:PRODUCT AWARENESS

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STAGE 4:PURCHASE INTENT

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CONTENT FOR SEO MISSES THE SALES

PROCESS

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HOW DO YOU SELL THROUGH

CONTENT?

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INFORM YOUR AUDIENCE

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MORE INFORMED AUDIENCE

= MORE LIKELY TO

PURCHASE

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RIGHT PLACERIGHT TIME

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CATCH ATTENTION

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INFORM OF THE SITUATION

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INFORM OF THE PRODUCT

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PUSH TO SALE

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DIFFERENT STAGES

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REMARKET TO CONTENT, NOT JUST

PRODUCTS

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MOVE THE CUSTOMER DOWN THE FUNNEL

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UNTIL THEY’RE READY TO PURCHASE

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WON’T GET FIT NOW

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READS ABOUT POWERSAUCE

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PURCHASES LATER

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DIFFERENT CONTENT FOR DIFFERENT TOUCH POINTS

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POST-PURCHASE CAMPAIGNS

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IT COSTS 5 TIMES MORE TO ACQUIRE NEW

CUSTOMERS

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80% OF FUTURE PROFITS COME FROM 20% OF

EXISTING CUSTOMERS

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REPEAT CUSTOMERS SPEND

33% MORE THAN EXISTING ONES

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HOLD ON TO EXISTING CUSTOMERS

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WON’T WANT ANOTHER IPAD NOW

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ADD VALUE TO THE SALE

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MOVE THE CUSTOMER BACK INTO THE FUNNEL

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START THE PROCESS AGAIN

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AUDIENCE REACTIVE CONTENT

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HOW CAN YOU

TARGET THE

UNAWARE?

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MORE INFORMED AUDIENCE

= MORE LIKELY TO

PURCHASE

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REAC

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FROM UNAWARE AND UNREACHABLE

TO SALE

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STOP THINKING ABOUT LINKS.

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STOP THINKING ABOUT

RANKINGS.

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STOP THINKING ABOUT GOOGLE.

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STOP BLIND MARKETING.

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START SELLING THROUGH CONTENT

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MATT EVANSPANCENTRIC DIGITAL

WWW.PANCENTRIC.COM

@PANCENTRIC@DIGIMATT