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BriceMcBeth.com Content Shortcuts for Conversions
- 1. D O N ’ T S E L L T H E M S E L V E S Salon Chairs
- 2. WORKSHOP JUMP START Assist with at least one key breakthru for each company Get better at presenting my material Participate in each person’s worksheets Conduct the presentation and take notes! 50 leads from site Launched new site Inbound leads pay the bills Feel more confident! 100 Leads in the next year! Build out more landing pages
- 3. USING BLOGS & CONTENT TO SELL ❏ I CONTENT CREATION. I can’t get enough. I’d do it Full Time if I could!! ❏ I/we blog for SEO or search rankings ❏ I/we blog because… you’re supposed to / everyone is doing it IS THIS YOU??
- 4. USING BLOGS & CONTENT TO SELL ❏ Blogs / Content produces a higher ROI than paid search ❏ Content is a fail safe way to get traffic ❏ I can totally measure leads / sales from my blog / content to the $1 IS THIS YOU??
- 5. USING BLOGS & CONTENT TO SELL ❏ If I could not do blogs, then I wouldn’t. I wouldn’t even bother hiring someone ❏ Blogs / content development is sooo hard / expensive! ❏ I am totally frustrated because SEO is a constant moving target! OR IS THIS YOU??
- 6. USING BLOGS & CONTENT TO SELL ❏ I have no idea how much traffic I get from SEO / blog ❏ There’s no way of knowing how much sales are generated from blogs ❏ I feel like I’m competing against Amazon YOU??
- 7. USING BLOGS & CONTENT TO SELL Don’t love it Not producing measurable sales No guaranteed outcome Competing against Amazon MOST CLIENTS... ...BUT STILL...
- 8. USING BLOGS & CONTENT TO SELL WHAT WE’LL COVER ❏ 7-Step Shortcut Process for Content Development ❏ Turn Secondary (Proven) Content Into Primary Content ❏ Checklist for Guaranteeing Eyeballs from Ideal Clients ❏ Leveraging Proven Networks for Your Content to Create Content Equity
- 9. design UI / Design, Buttons, Layout, Anxiety capability Features, content, images, video, pricing exclusivity benefit, product/service, appeal, relatability, cause, motivation credibility transparency, credentials, guarantees, testimonials, value What We Test What We SHOULD Test offer discount, access, timing, richness 60% of Tests Fail
- 10. 4 PILLARS OF OPTIMIZATION ANALYTICS Behavioral Analysis Heat Maps Prospect Interviews Research IDEAS Lateral Thinking Brainstorming Different Route to Work Happy Hour Conversations EXPERIENCES Case Studies Field Input Historical Problem Areas Client Cancellations BEST PRACTICES Website Audit Trade Intel Conferences Blogs Known Problem + Known Solution = JUST DO IT! Known Problem + Unknown Solution = FIRST TO TEST Unknown Problem + Known Solution = WISDOM Unknown Problem + Unknown Solution = INNOVATION
- 11. 9:50 - 10:40 Content (Shortcut) for Conversions
- 12. THERE IS NO SILVER BULLET FOR SEO... FROM SILVER BULLETS OF SEO ...there are eleven silver bullets for SEO
- 13. ❏ Know your competition ❏ Meta Data >> Schema ❏ 2,400 Words ❏ Broad vs Long Terms ❏ Don’t Be Britney Spears ❏ Use Variations of Chocolate Donuts ❏ Make it Uniquely Valuable ❏ Test Using PPC ❏ Don’t Forget Local / Biz Listings ❏ Social Media Signals ❏ Bing is a Real Search Engine, Too SILVER BULLETS OF SEO FROM SILVER BULLETS OF SEO
- 14. ❏ Paid links ❏ Anchor text ❏ Meta Data ❏ Exact Domain Matching DECREASING FACTORS FROM SILVER BULLETS OF SEO
- 15. ❏ Topical Relevance ❏ Schema / Structured Data ❏ Social Signals ❏ Incoming Link Domain Authority ❏ URL Structure ❏ Internal Links STEADY FACTORS FROM SILVER BULLETS OF SEO
- 16. ❏ Mobile optimization ❏ Perceived value ❏ Instant answers in SERPS ❏ Usage data (CTR, Dwelling) ❏ Associated app popularity ❏ Site speed ❏ HTTPS INCREASING FACTORS FROM SILVER BULLETS OF SEO
- 17. USING BLOGS & CONTENT TO SELL THE HIDDEN COST OF BLOGGING $3,000/mo on SEO Services 12 Months = $36,000 Total Investment 100,000 Searches 60,000 Clicks 1% Site Conversion 600 Sales $150 Average Revenue Per Sale $90,000 Total Revenue Generated 35% Gross Profit $31,500 Gross Project Profit ROI… oops!
- 18. USING BLOGS & CONTENT TO SELL AND ABOUT YOUR TIME... 1-->4 Hour Minimum for Writing 3-5 Days Feedback 1-2 hours Revision More Feedback? Start Over? 1-2 Days To Schedule Post ~2 Weeks Elapsed for 1 Article ~20 Articles/Year Need 150 articles over consistent 12 month period (Weidert Group) 7.5 Years to Be Effective
- 19. ❏ Do your math first ❏ Do your research & planning second ❏ Write for PEOPLE to stay ahead of algorithms THE BOTTOM LINE(S) FROM SILVER BULLETS OF SEO Remember that SEO is not the End Game!!
- 20. FROM SILVER BULLETS OF SEO IMPORTANT REMINDER: CONVERSIONS ARE THE END GAME!
- 21. CASE STUDY
- 22. USING BLOGS & CONTENT TO SELL TOFu How to Start a New Salon, Salon Floor Plans, Salon Design Ideas MOFu Salon Chairs for Sale, Salon Furniture Packages BOFu Standish Coupon Codes, Best Red Salon Chairs Doing Well / Late In the Game Crowded / Competitive / Expensive DO THIS! Get the LEAD!
- 23. USING BLOGS & CONTENT TO SELL
- 24. USING BLOGS & CONTENT TO SELL
- 25. USING BLOGS & CONTENT TO SELL
- 26. USING BLOGS & CONTENT TO SELL
- 27. USING BLOGS & CONTENT TO SELL KEYWORD TERMS % Traffic Standish Brand Terms 19% Organic Product Terms 5% Salon Floor Plans 1.2% Salon Equipment Checklist 0.7
- 28. USING BLOGS & CONTENT TO SELL Intentional organic search traffic to blogs is such a small sliver…??
- 29. USING BLOGS & CONTENT TO SELL
- 30. USING BLOGS & CONTENT TO SELL
- 31. USING BLOGS & CONTENT TO SELL
- 32. USING BLOGS & CONTENT TO SELL LEADS: You don’t ask, you don’t get.
- 33. USING BLOGS & CONTENT TO SELL Working better But still.. Hard.... HOW CAN WE DO THIS FASTER & EASIER?! ❏ Make it uniquely valuable to our audience ❏ Do it in a way that drives traffic WE CAN DO BETTER!
- 34. USING BLOGS & CONTENT TO SELL
- 35. Identify great content for my audience Give credit to original source
- 36. Personalized interpretation / uniquely valuable Personalized title (SEO) Pull quote
- 37. VIDEO!!! Different Photo Give credit to original source
- 38. USING BLOGS & CONTENT TO SELL BRICE’S 7 STEP (SHORTCUT) CONTENT CURATION PROCESS 1. Identify an article that your audience would find valuable 2. Provide your own interpretation / commentary to make it primary content, uniquely valuable, & easier to read 3. Infuse primary content with your target keywords 4. Highlight a pull quote 5. Give credit to original source (mention & link) 6. Include a CTA! 7. Share it out!
- 39. USING BLOGS & CONTENT TO SELL The Beginner’s Guide to CRO / Hubspot Blog / Ben Cotton Trying to generate more website traffic isn’t necessarily the right approach. Think of it like a leaky bucket. Pouring more water into a leaky bucket won’t fix the root cause -- you'll just end up with a lot of waste. Conversion rate optimization is about getting more from what you have and making it work even better for you.
- 40. USING BLOGS & CONTENT TO SELL 21 Things Preventing You From More Conversions Get The Book for $1 Add To Cart CRO AB Testing Optimizely VWO Conversions Optimize Website Improve Website Increase Conversions Ben Cotton Hubspot ✓ ✓
- 41. 11:00 - 11:45 Hacking Bigger Audiences
- 42. USING BLOGS & CONTENT TO SELL BRICE’S 7 STEP (SHORTCUT) CONTENT CURATION PROCESS 1. Identify an article that your audience would find valuable 2. Provide your own interpretation / commentary to make it primary content, uniquely valuable, & easier to read 3. Infuse primary content with your target keywords 4. Highlight a pull quote 5. Give credit to original source (mention & link) 6. Include a CTA! 7. Share it out!
- 43. USING BLOGS & CONTENT TO SELL
- 44. USING BLOGS & CONTENT TO SELL
- 45. USING BLOGS & CONTENT TO SELL I JUST HACKED THEIR FOLLOWERS! AMPLIFIED = +200,000 Followers SNIP.LY LINK!
- 46. USING BLOGS & CONTENT TO SELL
- 47. USING BLOGS & CONTENT TO SELL WITH ALL DUE RESPECT, BRICE... I have some really good original content that I’ve created.
- 48. USING BLOGS & CONTENT TO SELL WHICH WOULD YOU RATHER HAVE? 1,000 Views 1% Conversion 10 Conversions Rank Equity for Your Site YOUR Content NOT on YOUR Blog A B 100,000 Views 2% Clickthru to Your Site 1% Conversion (20) Exposure Equity BONUS #1: Featured on BONUS #2: Curate to your blog GUEST BLOGGING ON 3RD PARTY SITES
- 49. USING BLOGS & CONTENT TO SELL Submit Unique Content To 3rd Party Share / Thank You! Curate to Blog
- 50. USING BLOGS & CONTENT TO SELL Submit Unique Content To 3rd Party Share / Thank You! Curate to Blog This IS my blog
- 51. USING BLOGS & CONTENT TO SELL SHARED WITH 6.5M
- 52. USING BLOGS & CONTENT TO SELL Everyone should follow Scott Petty on LinkedIn. He has “consistently great” content!! @ Banking Conference
- 53. USING BLOGS & CONTENT TO SELL 2,400 words? Nope
- 54. USING BLOGS & CONTENT TO SELL
- 55. USING BLOGS & CONTENT TO SELL The Beginner’s Guide to CRO / Hubspot Blog / Ben Cotton Trying to generate more website traffic isn’t necessarily the right approach. Think of it like a leaky bucket. Pouring more water into a leaky bucket won’t fix the root cause -- you'll just end up with a lot of waste. Conversion rate optimization is about getting more from what you have and making it work even better for you.
- 56. USING BLOGS & CONTENT TO SELL 21 Things Preventing You From More Conversions Get The Book for $1 Add To Cart CRO AB Testing Optimizely VWO Conversions Optimize Website Improve Website Increase Conversions Ben Cotton Hubspot ✓ ✓
- 57. USING BLOGS & CONTENT TO SELL ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ $100/day $100/mo $50 $10/day 90 days 5 days 5 days 30 days
- 58. 3:30 - 4:30 Bringing It All Together
- 59. WRAP UP Short Checkout ipHone CC Gold Bowl Minerva LP CRO agency Instant Credit Write a Book Visionary Statement About Us Ideas Ideas Ideas Analytics Analytics Analytics Experience Experience BP 1 2 3 5 3 3 4 5 5 3 3 4 4 4 2 2 5 4 4 6 4 8 8 8 10 8 8 8 11 11 17 15 13 16 18 17 Myself Mackenzie Reap AB: Price Builder Experience 5 5 10 20 Reap Fix Load Speed BP Lauren Myself