Content marketing that converts @ Conversion Boost
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Content marketing presentation from The Conversion Boost conference in Denmark.
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Content marketing that converts @ Conversion Boost
- 2. John Ekman 2 aka The Chief Conversionista aka The Conversion Eagle aka The Conversion king of Sweden aka The Conversion Syntheziser
- 3. A lot has happened since…. ✓ 300 projects ✓ 17 employees ✓ Conversion Jam x 4 ✓ Conversion Manager x 100
- 5. And now I’m at Conversion Boost! 5
- 6. 6
- 7. We suck at being rational We are rationalisation machines
- 9. “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
- 10. This shit is hot 10
- 11. Content Marketing is like sex in high school
- 12. Don’t let Content Marketing become your Panikragg
- 13. My neighbour - Sven
- 14. Content Marketing Inbound Marketing Lead Generation Marketing Automation Lead Nurturing Drip Marketing
- 16. The ad agencies move in
- 17. 17 “We’ve made this great campaign which got us tons of new visitors but it didn’t seem to generate much sales”
- 18. @conversionista 18 The IT guys move in MA
- 19. The ever present promise of “Automation” 19 “Automobile” Automated Manufacturing Salesforce Automation
- 20. The biggest secret of Marketing Automation - It’s not automated!
- 21. Don’t put the carriage in front of the horse 21
- 22. G.I.G.O.
- 23. @conversionista 23 The IT guys move in ….run to the door! MA When you see this guy…..
- 24. Ad agencies Web agencies Software companies Anyone who wants to cash in on this latest trend
- 25. 25 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
- 26. What’s it all about? 26 Content Marketing Lead Management Marketing Automation Start at the top!
- 27. The Cheese & The Mousetrap 27 Content Marketing Lead Management
- 28. Why Inbound Marketing? 1. Buyers change 2. Media changes
- 29. 29 Do I have you full attention sir?!
- 30. 30 Hello - Anybody home?
- 31. 31 Purchased media is the premium you have to pay because you don’t have loyal fans
- 32. 32 ... You create and distribute content that focuses on the problems and challenges of your prospects.
- 33. Prospect awareness scale 33 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/
- 35. Remember this guy? 35 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
- 36. “Ultra Silent” The waspinator 36 get rid of godamn wasps “Non poisonous” “Eco certified” “Safe for children”
- 37. The language of your customers Do you speak it?! 37
- 38. Early stage content 38 Unaware Problem Aware Solution Aware Product Aware Most Aware
- 39. Ok Jean Claude One more chance
- 40. Let’s start a blog! 40
- 41. 41
- 42. 42 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
- 44. A conversion focused model for a lead generation web site
- 45. 45 The web site is the heart (& the brain) of your lead management strategy
- 46. @conversionista Rubrik som är läskigt bra! 46
- 47. @conversionista Rubrik som är läskigt bra! 47
- 48. The model 48 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
- 49. 49
- 50. 50 1 2 2 13
- 51. One-page flow aligned to awareness state 51 UnawareProblemAwareSolutionAwareProductAwareMostAware
- 55. Ok, prospect is on your page. You want to capture the lead. You set the mousetrap. Two challenges 55 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?
- 56. Secmaker again
- 59. “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”
- 61. Ok, that was layout. What about content vs context? 61
- 62. Secmaker again
- 64. Brian Dean - Backlinko 64 http://backlinko.com/increase-conversions
- 65. 65 http://youtu.be/pzH5FnwF9iA See the guided tour here: http://youtu.be/pzH5FnwF9iA
- 66. Hey John! What about E-commerce?
- 67. Norröna - Way back 67
- 68. Norröna - Now 68
- 69. Norröna Analytics 69 Unique visitors Engaged visitors Visits with ”View cart” Purchases Bounce rate 26,5% 77 007 56 639 3 111 2 357 346 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 report Conversion rate 0,45%
- 71. 71 Integrate!
- 73. Management & Brand committes should stay out of Content Marketing
- 74. A snapshot from the brutal reality 74
- 75. “Förankra” 75
- 77. 77 “Telia lanserar ny profil”
- 78. Nyhetsbrev kl 8 på söndag morgon!!! 78 Ämnesrad: “Försov du dig i morse?”
- 80. 80 Landing page template - Get one now!
- 85. And it don’t stop there 85
- 86. 15 Persons 12 Miljoner O Sales people
- 88. Some people that got in touch with us 88
- 89. 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? 89
- 90. 90 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
- 91. Your todo list 91 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.