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Content that converts - Conversion summit Frankfurt

Content marketing is HOT. Marketing agencies do what they have always done: acquisition and campaigns. But content marketing is more “always on” than “campaigns”.

This presentation focuses on the conversion side of content marketing. It will teach you how to capture prospects on your Conversion Focused Lead Generation web site and turn them into HOT sales ready leads.

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Content that converts - Conversion summit Frankfurt

  1. 1. Content that converts Conversion Summit
  2. 2. We have come to earth to save humans from
 Bad Conversion Rates & Web Sites That Suck
  3. 3. John Ekman 3 aka The Chief Conversionista ! aka The Conversion Eagle ! aka The Conversion king of Sweden ! aka The Conversion Syntheziser
  4. 4. “87,65% of CEOs will invest like crazy in Content Marketing Software” ! Fartner Group “Everyone and his mother will jump onto Inbound marketing before the end of last week” ! Harasster Research
  5. 5. This shit is hot 5
  6. 6. Content Marketing is like sex in high school
  7. 7. Don’t let Content Marketing become your Panikragg
  8. 8. The ad agencies move in
  9. 9. 10 “We’ve made this great campaign which got us tons of new visitors but it didn’t seem to generate much sales”
  10. 10. @conversionista 11 The IT guys move in MA
  11. 11. The ever present promise of “Automation” 12 “Automobile” Automated Manufacturing Salesforce Automation
  12. 12. The biggest secret of Marketing Automation
 
 - It’s not automated!
  13. 13. Don’t put the carriage in front of the horse 14
  14. 14. G.I.G.O.
  15. 15. @conversionista 16 The IT guys move in ….run to the door! MA When you see this guy…..
  16. 16. What’s it all about? 17 Content Marketing Lead Management Marketing Automation Start at the top!
  17. 17. 18 Content Marketing Instead of ! Yelling about YOUR PRODUCTS AND SERVICES in purchased media ... ! ... You create and distribute content that focuses on the problems and challenges of your prospects. ! Your prospects will search and find your content and then visit your site / facebook page etc. ! There you identify them and engage them in an ongoing dialogue. or Inbound marketing
  18. 18. 19 Do I have you full attention sir?!
  19. 19. 20 Hello - Anybody home?
  20. 20. 21 Purchased media is the premium you have to pay because you don’t have loyal fans
  21. 21. 22 Content Marketing Instead of ! Yelling about YOUR PRODUCTS AND SERVICES in purchased media ... ! ... You create and distribute content that focuses on the problems and challenges of your prospects. ! Your prospects will search and find your content and then visit your site / facebook page etc. ! There you identify them and engage them in an ongoing dialogue. or Inbound marketing
  22. 22. Prospect awareness scale 23 Unaware Problem Aware Solution Aware Product Aware Most Aware *Based on: Five levels of Awareness , från ”Breakthrough Advertising , av Eugene Schwartz, 1996 http://www.copyblogger.com/blog-selling/
  23. 23. 24 Your biggest problem?
  24. 24. Remember this guy? 25 A very large part of the prospect’s buying process happens before you’re even invited Most of it happens on the web Google it
  25. 25. “Ultra Silent” The waspinator 26 get rid of godamn wasps “Non poisonous” “Eco certified” “Safe for children”
  26. 26. Early stage content 27 Unaware Problem Aware Solution Aware Product Aware Most Aware
  27. 27. Ok Jean Claude One more chance
  28. 28. Let’s start a blog! 29
  29. 29. 30 Content Marketing Instead of ! Yelling about YOUR PRODUCTS AND SERVICES in purchased media ... ! ... You create and distribute content that focuses on the problems and challenges of your prospects. ! Your prospects will search and find your content and then visit your site / facebook page etc. ! There you identify them and engage them in an ongoing dialogue. or Inbound marketing
  30. 30. A conversion focused model for a lead generation web site
  31. 31. The model 32 Start page Destination page Lead capture Goal Segment Drive towards capture Secure lead Then things get complicated 1. Visitors arrive here and there 2. Lead capture can happen directly on the page Engage
  32. 32. 33
  33. 33. One-page flow aligned to awareness state 34 UnawareProblemAwareSolutionAwareProductAwareMostAware
  34. 34. 35 Unaware Problem aware Solution aware
  35. 35. Here’s the result:
  36. 36. Ok, prospect is on your page. ! You want to capture the lead. ! You present the hook. Two challenges 38 HOW do yo integrate the hook content into the bait content 1. Layout - Where on the page do you place the hook? 2. Context - What hook goes on what bait page?
  37. 37. Secmaker again
  38. 38. Look! ! We screw up too!
  39. 39. Secmaker again
  40. 40. Brian Dean - Backlinko 45 http://backlinko.com/increase-conversions
  41. 41. 46 http://youtu.be/pzH5FnwF9iA See the guide tour here: http://youtu.be/pzH5FnwF9iA
  42. 42. Hey John! What about E-commerce?
  43. 43. Norröna - Way back 48
  44. 44. Norröna - Now 49
  45. 45. Norröna Analytics 50 Unique visitors Engaged visitors Visits with 
 ”View cart” Purchases Bounce rate 
 26,5% 77 007 ! 56 639 ! 3 111 ! 2 357 ! 346 Visits with ”Add to cart” Add to cart rate 
 5,5% View cart rate 
 75,7% Cart Completion rate 
 11,1% Cart Abandonment rate 
 88,9% GA funnel report Conversion rate 
 0,45%
  46. 46. Norröna Magazine 51
  47. 47. Your todo list 52 Stop Yelling in your own language, start speaking in your customers’ Kill the “whitepaper of the month” approach If it’s not working, you’re doing it in the wrong place.
  48. 48. The Conversion Synthesizer?
  49. 49. john@conversionista.se @conversionista www.conversionista.se

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