Search Insights.
Aligning Content and Keywords with the
Customer Decision Journey

Stanley Sarpong & Olju Man.

@
Updated ...
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 ...
Trigger.

Stage O/4
issue

prevent

optimize

Structure
risks

optimization

Issue /
Opportunity

upgrade

resolve

problem

Stage O/4
Punchli...
budgeting
issues

personal
finance
risks

over
personal
budget

prevent
late fees

Issue /
Opportunity

how to take
contro...
Example.

Punchlime Confidential and Proprietary
app

software

device

solution

Solution

tool

service

Structure

provider

supplier

Stage O/4
Punchlime Confidential ...
budgeting
app

personal
finance
software

managing
personal
finance app

tool to
save
money

Solution

top personal
financ...
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

Stru...
mint

mint
android

mint iOS

personal
capital

Mint
Example

quicken

Brand

moneydance

jemstep

ibank

Stage 1/4
Punchl...
Example.
Active Evaluation.

Stage 2/4
review

compare

vs.

Structure
benchmark

pros &
cons

Comparison

alternative

cheapest

comparison

Stage 2/4
Punchlime...
mint
review

benchmark
finance apps

pros &
cons mint

compare
mint

Comparison

mint
alternative

mint vs.
jemstep

Mint
...
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 Confid...
download
mint

shop mint.
com

purchase
mint

buy mint
app

Purchase

get mint
app

order mint
app

Mint
Example

where to...
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
...
mint.com
help

help center
mint

mint
community

contact
mint

Post-Purchase

mint.com
faq

customer
service
mint

Mint
Ex...
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...
Thank you.

Image source: v3wall.com

Punchlime Confidential and Proprietary
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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.

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...

This Hangout on Air was streamed live and recorded on March 5th, 2014.

Published in: Education
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Search Insights - Aligning Content and Keywords with the Customer Decision Journey - Punchlime Hangout on Air - March 5 2014

  1. 1. Search Insights. Aligning Content and Keywords with the Customer Decision Journey Stanley Sarpong & Olju Man. @ Updated March 2014 Punchlime Confidential and Proprietary
  2. 2. Contents. 1. Customer Decision Journey 2. Inbound Marketing 3. Mapping Keywords to the Customer Decision Journey 4. Q&A
  3. 3. 1. Customer Decision Journey.
  4. 4. Image source: cardinaldistrict.org Punchlime Confidential and Proprietary
  5. 5. Traditional Funnel. Source: mckinseyquarterly.com
  6. 6. Customer Decision Journey. 0 .
  7. 7. 2. Inbound Marketing.
  8. 8. Interruption vs. Inbound Marketing. Source: moz.com
  9. 9. 3. Mapping Keywords to the Customer Decision Journey.
  10. 10. 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 .
  11. 11. Trigger. Stage O/4
  12. 12. issue prevent optimize Structure risks optimization Issue / Opportunity upgrade resolve problem Stage O/4 Punchlime Confidential and Proprietary
  13. 13. 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
  14. 14. Example. Punchlime Confidential and Proprietary
  15. 15. app software device solution Solution tool service Structure provider supplier Stage O/4 Punchlime Confidential and Proprietary
  16. 16. 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
  17. 17. Example. Punchlime Confidential and Proprietary
  18. 18. Initial Consideration Set. Stage 1/4
  19. 19. 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
  20. 20. mint mint android mint iOS personal capital Mint Example quicken Brand moneydance jemstep ibank Stage 1/4 Punchlime Confidential and Proprietary
  21. 21. Example.
  22. 22. Active Evaluation. Stage 2/4
  23. 23. review compare vs. Structure benchmark pros & cons Comparison alternative cheapest comparison Stage 2/4 Punchlime Confidential and Proprietary
  24. 24. 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
  25. 25. Example. Missed paid search opportunity!
  26. 26. Purchase. Stage 3/4
  27. 27. purchase buy order Structure where to download shop Purchase download get where to buy Stage 3/4 Punchlime Confidential and Proprietary
  28. 28. 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
  29. 29. Example. Paid search opportunity!
  30. 30. Post-Purchase. Stage 4/4
  31. 31. productrelated feedback community help contact Structure Post-Purchase how to use customer service FAQ Stage 4/4 Punchlime Confidential and Proprietary
  32. 32. 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
  33. 33. Example. Heavy organic competition = Paid search opportunity
  34. 34. Summary. 0 .
  35. 35. 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
  36. 36. Thank you. Image source: v3wall.com Punchlime Confidential and Proprietary

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