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Pubcon Austin Map your content to your sales funnel

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Prospects are more informed before the point of purchase than at any other moment in history. Forrester reports that potential buyers are now 70% to 90% of the way through the sales process when they finally connect to a salesperson. What’s more, potential customers reward businesses that provide them with honest and helpful content. Do you have content ready for the entire path? In this session you will learn: * How to create a content strategy for the entire sales funnel * How to move your prospect from awareness to consideration to decision * The best types of content to create for people AND search engines* How to produce the right content — even if you think your business is boring!

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Pubcon Austin Map your content to your sales funnel

  1. 1. @ArnieK #Leadscon @ArnieK #Pubcon Arnie Kuenn, CEO, Vertical Measures How to Map Your Content to Your Sales Funnel
  2. 2. @ArnieK #Pubcon About Your Presenter... ● Vertical Measures is a 50 person PPC, SEO & content marketing agency in Phoenix, AZ ● Taught more than 4,000 people in our workshops ● Co-authored: Content Marketing Works ● Sample of our 40+ clients:
  3. 3. @ArnieK #Pubcon ● Content marketing is the art of providing relevant, useful content to your customers without selling or interrupting them. ● Instead of pitching your products or services, you are delivering information that makes your customers more informed before they buy. What is Content Marketing?
  4. 4. @ArnieK #Pubcon ZMOT – By Google
  5. 5. @ArnieK #Pubcon 93% of all consumers use search prior to making a purchase 93% 86% of searchers conduct non-branded queries 86% 90%+ of buyers click on organic links vs. the sponsored ads 90%86% How Important is Search? Source: GroupM
  6. 6. @ArnieK #Pubcon Buyers are searching for information that helps them make an informed decision. Businesses that provide that information - will win.
  7. 7. @ArnieK #Pubcon “Today’s buyers control their journey through the buying cycle much more than today’s vendors control the selling cycle … …marketers must take responsibility for engaging with the customer through more of the buying journey.” - Lori Wizdo, VP, Principal Analyst at Forrester Research Who Controls the Sales Cycle?
  8. 8. @ArnieK #Pubcon ● Your audience can be a number of different groups – depending on your industry & your site offerings o Current/potential customers? People spending money on your product or service now or in the future? o Location? Are you a location based business and how might that impact your audience? o Seasonal? Is your business seasonal with a changing audience? Who is Your Audience? Know Your Target Audience
  9. 9. @ArnieK #Pubcon Demographics 1. What is the person’s age? 2. What is the person’s level of education? 3. Does this person require a specific skill set, degree, certification, or other continuing education? 4. What is their title and where do they stand on the organizational chart? • Do they report to someone or are they responsible for a team? • How are they measured? • Are they capable of making purchase decisions or do they require additional input? Develop Personas
  10. 10. @ArnieK #Pubcon Behavior 1. What are this person’s most important daily responsibilities? 2. What is their routine when they get to the office? 3. What daily obstacles make this person’s work life more difficult? 4. What would make life easier? 5. What does the person read on a daily basis? 6. Where do they get the information that helps them do their jobs much better? More On Personas
  11. 11. @ArnieK #Pubcon Behavior and Research Needs Awareness Stage Consideration Stage Decison Stage Mission: Users are seeking educational, third party, vendor neutral content. Mission: Users are committing to solving their clearly defined problems, more focused on solutions & comparisons Mission: Users are seeking validation in determining their short list and selecting a vendor • Sympton research to decide is a problem exists • Establish Requirements • Identify business or personal problem • Explore all avenues and types of options across industries • Research Solutions • Determine Solution Strategy • Research Products • Research Products/ Vendors • Assess ROI
  12. 12. @ArnieK #Pubcon Most Relevant Content Types Awareness Stage Consideration Stage Decison Stage Editorial Content/Blogs eBooks/eGuides White Papers Social Media Podcasts/Video Webinars Solution Comparisons/ White Papers Expert eGuides Analyst Reports Video (How to) Product Comparisons Case Studies Trials Product Literature Manuals/Product Guides
  13. 13. @ArnieK #Pubcon Words Do Matter Awareness Stage Consideration Stage Decison Stage Issues/Opportunity Type Terms Solution Type Terms Comparison/Review Terms Troubleshoot Issues Resolve Risks Upgrade Improve Optimize Prevent Solution Provider Service Supplier Tool Device Software Appliance Compare or Comparison Versus or Vs. Best or Top Cost or Price Pros and Cons Benchmarks Review Test
  14. 14. @ArnieK #Pubcon Sample Content Matrix Awareness Stage Consideration Stage Decison Stage Buyer Persona 1 Buyer Persona 2 Content Offers we Have: Content Offers we Need: Content Offers we Have: Content Offers we Need: 5 Offers 3 Offers 0 Offers 1 Offer 1 Offer 1 Offer Good for now Good for now Build out offers Build out offers Repurpose from #1? Build out offers Repurpose from #1? Good for now
  15. 15. @ArnieK #Pubcon
  16. 16. @ArnieK #Pubcon Sample Ideation Template Awareness Stage Consideration Stage Decison Stage Buyer With Problem Solving Problem Buyer Decision I need to improve _____ I need to prevent _____ I need to start _____ I need to stop _____ I need to optimize _____ I need to solve _____ Why?_____ How?_____ When?_____ What app can _____ What tools can _____ What solutions ____ ____ industry services ____ alternatives What fixes for _____ Why?_____ How?_____ When?_____ Need prices for ____ Need specs for ____ Need proof that ____ Need assurances that ____ ____ vendors ____ providers Best ____ Top ____ Who offers ____
  17. 17. @ArnieK #Pubcon Separate Personas and Intent Persona: Bargin Ben Search Intent: Cheap and In Stock Buyer’s Journey Phase: Decision “Store Name Widget” “where to Buy cheapest Widget” “Best Widget Prices in 90210” Persona: Techie Tina Search Intent: Implimentaion Buyer’s Journey Phase: Awareness “Store Name Widget” “where to Buy cheapest Widget” “Best Widget Prices in 90210” Persona: Techie Taylot Search Intent: Problem Solving Buyer’s Journey Phase: Awareness “Store Name Widget” “where to Buy cheapest Widget” “Best Widget Prices in 90210” Persona: Decisive Dee Search Intent: Reviews Buyer’s Journey Phase: Decision “Store Name Widget” “where to Buy cheapest Widget” “Best Widget Prices in 90210”
  18. 18. @ArnieK #Pubcon Example University
  19. 19. @ArnieK #Pubcon 1. Cost 2. Problems 3. VS. 4. Reviews 5. Best Marcus Sheridan Types of Content that Really Work
  20. 20. @ArnieK #Pubcon Vertical Measures’ Hub & Spoke Model Promotional Email Staff Promotional Email Landing Page Blog Posts Twitter Post Linked in Post Press Release Facebook Posts
  21. 21. @ArnieK #Pubcon How to Grow Your Business Without Keywords Video Watch: VerticalMeasures.com/ideation
  22. 22. @ArnieK #Pubcon ● Don’t ask “What can you write about?” Ask “What questions do you get asked every day” ● Do not gamble your success on creating cute, clever, fun content. Produce content people are ACTUALLY searching for! Every Moment is a Content Opportunity
  23. 23. @ArnieK #Pubcon Our Training and Resources HowToConvinceYourBoss.com On-Site Workshops Content Coaching
  24. 24. @ArnieK #Leadscon @ArnieK #Pubcon Tweet: @ArnieK’s Content Marketing book is FREE at http://vert.ms/cmworks #Pubcon Thank You! vert.ms/cmworks @ArnieK #DSP15