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How To Tickle Your Customers (Without Getting Arrested) By Grant Simmons

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From the Search Marketing Expo - SMX East Conference in New York City, NY, September 29 - October 1, 2015. SESSION: Content, Keyword Research & The Art Of Audience Engagement - Given by Grant Simmons, @simmonet, VP Search Strategies - Homes.com / For Rent Media Solutions. #SMX #12A

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How To Tickle Your Customers (Without Getting Arrested) By Grant Simmons

  1. 1. #SMX #12A @simmonet Creating Content That Engages Audiences & Influences Decisions How to Tickle Your Customers (without getting arrested)
  2. 2. #SMX #12A @simmonet Grant Simmons VP of Search Marketing & Consumer Engagement
  3. 3. #SMX #12A @simmonet Not the GEICO Gecko Grant Simmons VP of Search Marketing & Consumer Engagement
  4. 4. #SMX #12A @simmonet Creating Content That Engages Audiences & Influences Decisions How to Tickle Your Customers (without getting arrested)
  5. 5. #SMX #12A @simmonet TRIGGERS
  6. 6. #SMX #12A @simmonet WHY ARE YOU HERE?
  7. 7. #SMX #12A @simmonet Education & enlightenment
  8. 8. #SMX #12A @simmonet My boss ‘asked’ me to
  9. 9. #SMX #12A @simmonet In Search Marketing
  10. 10. #SMX #12A @simmonet We call that coercion
  11. 11. #SMX #12A @simmonet We call that coercion
  12. 12. #SMX #12A @simmonet We call that a trigger
  13. 13. #SMX #12A @simmonet Triggers are needs to be addressed Consumers are ‘forced’ into a need mindset
  14. 14. #SMX #12A @simmonet My car broke down
  15. 15. #SMX #12A @simmonet I’m having another kid
  16. 16. #SMX #12A @simmonet I met someone special
  17. 17. #SMX #12A @simmonet FYI
  18. 18. #SMX #12A @simmonet It didn’t work out
  19. 19. #SMX #12A @simmonet commute sucks! got a pay raise met someone kid left home This happened:
  20. 20. #SMX #12A @simmonet Triggers happen without you
  21. 21. #SMX #12A @simmonet Triggers happen in spite of you
  22. 22. #SMX #12A @simmonet To connect content with Triggers…
  23. 23. #SMX #12A @simmonet You need to research Triggers…
  24. 24. #SMX #12A @simmonet Triggers = common sense + research You can guess intelligently
  25. 25. #SMX #12A @simmonet • Query research
  26. 26. #SMX #12A @simmonet • Query research • Google Ad Planner • KeywordTool.io
  27. 27. #SMX #12A @simmonet KeywordTool.io
  28. 28. #SMX #12A @simmonet
  29. 29. #SMX #12A @simmonet Keywordtool.io questions screenshot
  30. 30. #SMX #12A @simmonet Triggers = common sense + research You can research intellectually
  31. 31. #SMX #12A @simmonet • Query research • Govt. / Academia • Census – census.gov • FedStats – fedstats.gov • Bureau of Labor – bls.gov • UofM ICPSR / ISR • www.icpsr.umich.edu • www.psc.isr.umich.edu/ (> data)
  32. 32. #SMX #12A @simmonet Why People Move? 0% 10% 20% Foreclosure / Eviction Better neighborhood Own home / not rent Cheaper housing New or better home / apt Other Census.gov - Reasons for Moving: 2012 to 2013
  33. 33. #SMX #12A @simmonet 0% 10% 20% Foreclosure / Eviction Better neighborhood Own home / not rent Cheaper housing New or better home / apt Other Why People Move? Census.gov - Reasons for Moving: 2012 to 2013
  34. 34. #SMX #12A @simmonet 0% 10% 20% Foreclosure / Eviction Better neighborhood Own home / not rent Cheaper housing New or better home / apt Other Why People Move? Census.gov - Reasons for Moving: 2012 to 2013
  35. 35. #SMX #12A @simmonet 0% 10% 20% Foreclosure / Eviction Better neighborhood Own home / not rent Cheaper housing New or better home / apt Other Why People Move? Military Students Marriage Kid Job etc. Census.gov - Reasons for Moving: 2012 to 2013
  36. 36. #SMX #12A @simmonet • Query research • Govt. / Academia • Industry Studies • UCG • Q&A – Quora, customer service, etc.
  37. 37. #SMX #12A @simmonet Q & A Resources (Your Own Data!)
  38. 38. #SMX #12A @simmonet WHAT DO WE NEED TO DO?
  39. 39. #SMX #12A @simmonet We need to connect with Triggers
  40. 40. #SMX #12A @simmonet Connect with Trigger events with content that addresses need
  41. 41. #SMX #12A @simmonet Connect with Trigger events with content that addresses need through understanding of intent
  42. 42. #SMX #12A @simmonet Connect with Trigger events and user / event context with content that addresses need through understanding of intent
  43. 43. #SMX #12A @simmonet Understand user / Trigger context Who? What? Where? When? Why? How?
  44. 44. #SMX #12A @simmonet “INTENT TO CONTENT WITH CONTEXT” ~ grantism ~
  45. 45. #SMX #12A @simmonet  Resource  Online  Downloadable  Altruistic  Build trust  Social presence  Links Homebuyers Guide
  46. 46. #SMX #12A @simmonet Location-Based Videos
  47. 47. #SMX #12A @simmonet TICKLES
  48. 48. #SMX #12A @simmonet HOW DO YOU FEEL?
  49. 49. #SMX #12A @simmonet Tired!
  50. 50. #SMX #12A @simmonet Bacon!
  51. 51. #SMX #12A @simmonet Berries!
  52. 52. #SMX #12A @simmonet Kittens!
  53. 53. #SMX #12A @simmonet A New Home!
  54. 54. #SMX #12A @simmonet
  55. 55. #SMX #12A @simmonet Speakers!
  56. 56. #SMX #12A @simmonet Consider Yourself Tickled!
  57. 57. #SMX #12A @simmonet Tickles are stimuli
  58. 58. #SMX #12A @simmonet Tickles are stimuli to inspire needs & desires
  59. 59. #SMX #12A @simmonet Decision makers / breakers  Inspiration  Influence  Information 3 I’s of Stimuliii 
  60. 60. #SMX #12A @simmonet  You deserve better  Entitled…  Here’s an idea  Dream…  Lifestyle expectation  Picture yourself…  Financial  It’s more affordable… Inspiration
  61. 61. #SMX #12A @simmonet  Peers  Relationship  Educators  Parents  Media / Advertising  Social / UGC  Speakers  Influence
  62. 62. #SMX #12A @simmonet • Growth • Salary studies • Scarcity • Only 3 days left! • Contribution • Charity stories / give Information
  63. 63. #SMX #12A @simmonet “I want to” / “I need to”
  64. 64. #SMX #12A @simmonet save time impress friends live together feel young again I want to:
  65. 65. #SMX #12A @simmonet “I want to” / “I need to” driven by emotions
  66. 66. #SMX #12A @simmonet Robert Plutchik's Wheel of Emotions
  67. 67. #SMX #12A @simmonet To understand Tickles
  68. 68. #SMX #12A @simmonet To understand Tickles you must ask
  69. 69. #SMX #12A @simmonet To understand Tickles open-ended questions you must ask
  70. 70. #SMX #12A @simmonet Why Did You Move? 0% 10% 20% Foreclosure / Eviction Better neighborhood Own home / not rent Cheaper housing New or better home / apt Other Census.gov - Reasons for Moving: 2012 to 2013
  71. 71. #SMX #12A @simmonet 0% 10% 20% Foreclosure / Eviction Better neighborhood Own home / not rent Cheaper housing New or better home / apt Other Why Did You Move? Census.gov - Reasons for Moving: 2012 to 2013
  72. 72. #SMX #12A @simmonet 0% 10% 20% Foreclosure / Eviction Better neighborhood Own home / not rent Cheaper housing New or better home / apt Other Why Did You Move? Census.gov - Reasons for Moving: 2012 to 2013 ID stimulus: “What defines ‘better’ for you?”
  73. 73. #SMX #12A @simmonet 0% 10% 20% Foreclosure / Eviction Better neighborhood Own home / not rent Cheaper housing New or better home / apt Other Why Did You Move? Census.gov - Reasons for Moving: 2012 to 2013
  74. 74. #SMX #12A @simmonet 0% 10% 20% Foreclosure / Eviction Better neighborhood Own home / not rent Cheaper housing New or better home / apt Other Why Did You Move? Census.gov - Reasons for Moving: 2012 to 2013
  75. 75. #SMX #12A @simmonet 0% 10% 20% Foreclosure / Eviction Better neighborhood Own home / not rent Cheaper housing New or better home / apt Other Why Did You Move? Census.gov - Reasons for Moving: 2012 to 2013
  76. 76. #SMX #12A @simmonet  Starbucks  Beach  Yoga  Yogurt  Dogs  Alligators Why Did You Move?
  77. 77. #SMX #12A @simmonet ASKING QUESTIONS
  78. 78. #SMX #12A @simmonet  In Person  Email surveys  Online surveys  By Phone  Site surveys Survey Tools / Methods
  79. 79. #SMX #12A @simmonet  Survey Monkey  Fluid Survey  Survey Gizmo (Cint)  SodaHead  Google Surveys Audiences
  80. 80. #SMX #12A @simmonet  Who?  What?  When?  Where?  Why?  How? De(Finding) Your Audience(s)  Searching  Visiting
  81. 81. #SMX #12A @simmonet  Right time – open to stimuli  Right place – where they are  Right message - inspires  Right audience – do your research! De(Finding) Your Content
  82. 82. #SMX #12A @simmonet “GOOD CONTENT CONNECTS WITH BEHAVIOR, GREAT CONTENT INSPIRES BEHAVIOR” ~ grantism ~
  83. 83. #SMX #12A @simmonet  Women / Moms  Stable / employed  Young professionals  Older generation We do aspire to reach a younger / new crowd. Homes.com Audience Segments
  84. 84. #SMX #12A @simmonet  Women / Moms  Stable / employed  Young professionals  Older generation Except this guy. We don’t want to reach him. Homes.com Audience Segments
  85. 85. #SMX #12A @simmonet CONTENT THAT CONNECTED
  86. 86. #SMX #12A @simmonet Game of Homes Homes.com/game-of-homes
  87. 87. #SMX #12A @simmonet Kids Playhouse Videos
  88. 88. #SMX #12A @simmonet Home Depot / Decorators Partnership
  89. 89. #SMX #12A @simmonet  Print / digital partnership  New audiences  Right audiences USA Today / Media Planet
  90. 90. #SMX #12A @simmonet  DVD promotion  PR with Fox  Audience  Awareness IsHaunted.com
  91. 91. #SMX #12A @simmonet 15 SEC RECAP (so you can tell your boss you listened)
  92. 92. #SMX #12A @simmonet  Understand what forces consumers into a buying need  Understand stimuli that will influence and inspire users into buying desire Research Topics
  93. 93. #SMX #12A @simmonet Connect with Triggers
  94. 94. #SMX #12A @simmonet Influence with Tickles
  95. 95. #SMX #12A @simmonet “GOOD CONTENT CONNECTS WITH BEHAVIOR, GREAT CONTENT INSPIRES BEHAVIOR” #grantism
  96. 96. #SMX #12A @simmonet Thank you!
  97. 97. #SMX #12A @simmonet Grant Simmons VP of Search Marketing & Consumer Engagement
  98. 98. #SMX #12A @simmonet Creating Content That Engages Audiences & Influences Decisions How to Tickle Your Customers (without getting arrested)
  99. 99. #SMX #12A @simmonet THANK YOU! SEE YOU @SMX WEST SAN JOSE, CA MARCH 1-3, 2016

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