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.
Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...
Search Insights - Aligning Content and Keywords with the Customer Decision Journey - Punchlime Hangout on Air - March 5 2014
1. Search Insights.
Aligning Content and Keywords with the
Customer Decision Journey
Stanley Sarpong & Olju Man.
@
Updated March 2014
Punchlime Confidential and Proprietary
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
.
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
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
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