Search insights   aligning content and keywords with the customer decision journey - punchlime hangout on air - march 5 2014
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Search insights aligning content and keywords with the customer decision journey - punchlime hangout on air - march 5 2014

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Stanley Sarpong & Olju Man discuss Search Insights: Aligning Content and Keywords with the Customer Decision Journey. ...

Stanley Sarpong & Olju Man discuss Search Insights: Aligning Content and Keywords with the Customer Decision Journey.

Watch the YouTube video here: https://www.youtube.com/watch?v=2rg2g0sFblQ

Time codes & presentation structure:
05:52 Contents.
06:26 Customer Decision Journey
27:44 Inbound Marketing
35:26 Mapping Keywords to the Customer Decision Journey
39:27 Trigger (stage 0/4)
51:13 Initial Consideration Set (stage 1/4)
58:56 Active Evaluation (stage 2/4)
1:06:46 Purchase (stage 3/4)
1:10:23 Post-Purchase (stage 4/4)

Punchlime holds live webinar training sessions each first Wednesday of the month. To stay informed, add Punchlime to your Google+ circles: https://google.com/+Punchlime

Punchlime's approach is to devote our top tier team, comprised of senior former Googlers, experienced entrepreneurs, business strategists and venture investors, to enable our portfolio companies to boost customer acquisition and all that it entails.

Also check our previous webinar on Killer SaaS Metrics (Hangout On Air) - Punchlime Webinar - February 5th, 2014: http://youtu.be/YSYjlyoqmHw

Like Punchlime on Facebook: https://www.facebook.com/punchlime
Follow Punchlime on Twitter: http://www.twitter.com/punchlime
Subscribe to our YouTube channel: http://www.youtube.com/user/punchlime1
Visit our website: http://www.punchlime.com

About Olju Man: http://www.punchlime.com/team/olju-man
About Stanley Sarpong: http://www.punchlime.com/team/stanley...

These slides are part of the Hangout on Air which was streamed live and recorded on March 5th, 2014.

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Search insights   aligning content and keywords with the customer decision journey - punchlime hangout on air - march 5 2014 Search insights aligning content and keywords with the customer decision journey - punchlime hangout on air - march 5 2014 Presentation Transcript

  • Search Insights. Aligning Content and Keywords with the Customer Decision Journey Stanley Sarpong & Olju Man. @ Updated March 2014 Punchlime Confidential and Proprietary
  • Contents. 1. Customer Decision Journey 2. Inbound Marketing 3. Mapping Keywords to the Customer Decision Journey 4. Q&A
  • 1. Customer Decision Journey.
  • Image source: cardinaldistrict.org Punchlime Confidential and Proprietary
  • Traditional Funnel. Source: mckinseyquarterly.com
  • Customer Decision Journey. 0 .
  • 2. Inbound Marketing.
  • Interruption vs. Inbound Marketing. Source: moz.com
  • 3. Mapping Keywords to the Customer Decision Journey.
  • Create keyword clusters & align each stage of the Customer Decision Journey. Mint Example how to take control of personal finances personal saving tips jemstep mint vs. jemstep mint help 0 .
  • Trigger. Stage O/4
  • issue prevent optimize Structure risks optimization Issue / Opportunity upgrade resolve problem Stage O/4 Punchlime Confidential and Proprietary
  • budgeting issues personal finance risks over personal budget prevent late fees Issue / Opportunity how to take control of personal finances optimize personal budget Mint Example resolve personal finance manage personal finance Stage O/4 Punchlime Confidential and Proprietary
  • Example. Punchlime Confidential and Proprietary
  • app software device solution Solution tool service Structure provider supplier Stage O/4 Punchlime Confidential and Proprietary
  • budgeting app personal finance software managing personal finance app tool to save money Solution top personal finance tips how to manage personal finance Mint Example personal saving tips how to organize receipts Stage O/4 Punchlime Confidential and Proprietary
  • Example. Punchlime Confidential and Proprietary
  • Initial Consideration Set. Stage 1/4
  • Avg. consumer Competitor A Solution A Solution B Competitor B Brand Competitor F 3 brands in set. Competitor C Structure Competitor D Competitor E Stage 1/4 Punchlime Confidential and Proprietary
  • mint mint android mint iOS personal capital Mint Example quicken Brand moneydance jemstep ibank Stage 1/4 Punchlime Confidential and Proprietary
  • Example.
  • Active Evaluation. Stage 2/4
  • review compare vs. Structure benchmark pros & cons Comparison alternative cheapest comparison Stage 2/4 Punchlime Confidential and Proprietary
  • mint review benchmark finance apps pros & cons mint compare mint Comparison mint alternative mint vs. jemstep Mint Example best finance app comparison mint jemstep Stage 2/4 Punchlime Confidential and Proprietary
  • Example. Missed paid search opportunity!
  • Purchase. Stage 3/4
  • purchase buy order Structure where to download shop Purchase download get where to buy Stage 3/4 Punchlime Confidential and Proprietary
  • download mint shop mint. com purchase mint buy mint app Purchase get mint app order mint app Mint Example where to get mint app where to download mint Stage 3/4 Punchlime Confidential and Proprietary
  • Example. Paid search opportunity!
  • Post-Purchase. Stage 4/4
  • productrelated feedback community help contact Structure Post-Purchase how to use customer service FAQ Stage 4/4 Punchlime Confidential and Proprietary
  • mint.com help help center mint mint community contact mint Post-Purchase mint.com faq customer service mint Mint Example feedback mint app how to use mint Stage 4/4 Punchlime Confidential and Proprietary
  • Example. Heavy organic competition = Paid search opportunity
  • Summary. 0 .
  • Targeted content & keywords. ● Optimize your media mix: ○ Set priorities, e.g. active evaluation ○ Prevent spending in the wrong places ● Understand different decision journeys and tailor content and keywords: ○ Depending on the role (e.g. CEO, CFO, IT, user), search behavior may be different ○ Align keyword clusters to each stage ○ Create consistent, targeted messages
  • Thank you. Image source: v3wall.com Punchlime Confidential and Proprietary