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

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

Published in: Marketing, Business, Technology

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

  1. 1. STOP BLIND MARKETING START SELLING THROUGH CONTENT
  2. 2. MATT EVANS PANCENTRIC DIGITAL WWW.PANCENTRIC.COM @PANCENTRIC @DIGIMATT
  3. 3. I KNOW… LET’S MAKE OUR SEO AWESOME WITH CONTENT
  4. 4. WE’VE STOPPED STUFFING GOOGLE WITH KEYWORDS BUT STARTED STUFFING IT WITH CONTENT?!
  5. 5. GOOD JOB…
  6. 6. START THINKING: SELL THROUGH CONTENT
  7. 7. THE SALES FUNNEL
  8. 8. THE SALES FUNNEL
  9. 9. CONTENT DOESN’T SELL
  10. 10. CONTENT DOESN’T SELL
  11. 11. THE SALES FUNNEL IS CONTENT
  12. 12. JUST AT DIFFERENT STAGES
  13. 13. STAGE 1: UNAWARE
  14. 14. STAGE 2: KNOW THE SITUATION
  15. 15. STAGE 3: PRODUCT AWARENESS
  16. 16. STAGE 4: PURCHASE INTENT
  17. 17. CONTENT FOR SEO MISSES THE SALES PROCESS
  18. 18. HOW DO YOU SELL THROUGH CONTENT?
  19. 19. INFORM YOUR AUDIENCE
  20. 20. MORE INFORMED AUDIENCE = MORE LIKELY TO PURCHASE
  21. 21. RIGHT PLACE RIGHT TIME
  22. 22. CATCH ATTENTION
  23. 23. INFORM OF THE SITUATION
  24. 24. INFORM OF THE PRODUCT
  25. 25. PUSH TO SALE
  26. 26. DIFFERENT STAGES
  27. 27. REMARKET TO CONTENT, NOT JUST PRODUCTS
  28. 28. MOVE THE CUSTOMER DOWN THE FUNNEL
  29. 29. UNTIL THEY’RE READY TO PURCHASE
  30. 30. WON’T GET FIT NOW
  31. 31. READS ABOUT POWERSAUCE
  32. 32. PURCHASES LATER
  33. 33. DIFFERENT CONTENT FOR DIFFERENT TOUCH POINTS
  34. 34. POST-PURCHASE CAMPAIGNS
  35. 35. IT COSTS 5 TIMES MORE TO ACQUIRE NEW CUSTOMERS
  36. 36. 80% OF FUTURE PROFITS COME FROM 20% OF EXISTING CUSTOMERS
  37. 37. REPEAT CUSTOMERS SPEND 33% MORE THAN EXISTING ONES
  38. 38. HOLD ON TO EXISTING CUSTOMERS
  39. 39. WON’T WANT ANOTHER IPAD NOW
  40. 40. ADD VALUE TO THE SALE
  41. 41. MOVE THE CUSTOMER BACK INTO THE FUNNEL
  42. 42. START THE PROCESS AGAIN
  43. 43. AUDIENCE REACTIVE CONTENT
  44. 44. HOW CAN YOU TARGET THE UNAWARE?
  45. 45. MORE INFORMED AUDIENCE = MORE LIKELY TO PURCHASE
  46. 46. REAC
  47. 47. FROM UNAWARE AND UNREACHABLE TO SALE
  48. 48. STOP THINKING ABOUT LINKS.
  49. 49. STOP THINKING ABOUT RANKINGS.
  50. 50. STOP THINKING ABOUT GOOGLE.
  51. 51. STOP BLIND MARKETING.
  52. 52. START SELLING THROUGH CONTENT
  53. 53. MATT EVANS PANCENTRIC DIGITAL WWW.PANCENTRIC.COM @PANCENTRIC @DIGIMATT

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