Stop Blind Marketing, Start Selling Through Content - #BrightonSEO by Matt Evans

STOP BLIND MARKETING

START SELLING THROUGH CONTENT

MATT EVANSPANCENTRIC DIGITAL

WWW.PANCENTRIC.COM

@PANCENTRIC@DIGIMATT

I KNOW…

LET’S MAKE OUR SEO AWESOME WITH

CONTENT

content

WE’VE STOPPED STUFFING GOOGLE WITH

KEYWORDS

BUT STARTED STUFFING IT WITH CONTENT?!

GOOD JOB…

START THINKING: SELL THROUGH

CONTENT

THE SALES FUNNEL

THE SALES FUNNEL

CONTENT DOESN’T SELL

CONTENT DOESN’T SELL

THE SALES FUNNEL

IS CONTENT

JUST AT DIFFERENT STAGES

STAGE 1:UNAWARE

STAGE 2:KNOW THE SITUATION

STAGE 3:PRODUCT AWARENESS

STAGE 4:PURCHASE INTENT

CONTENT FOR SEO MISSES THE SALES

PROCESS

HOW DO YOU SELL THROUGH

CONTENT?

INFORM YOUR AUDIENCE

MORE INFORMED AUDIENCE

= MORE LIKELY TO

PURCHASE

RIGHT PLACERIGHT TIME

CATCH ATTENTION

INFORM OF THE SITUATION

INFORM OF THE PRODUCT

PUSH TO SALE

DIFFERENT STAGES

REMARKET TO CONTENT, NOT JUST

PRODUCTS

MOVE THE CUSTOMER DOWN THE FUNNEL

UNTIL THEY’RE READY TO PURCHASE

WON’T GET FIT NOW

READS ABOUT POWERSAUCE

PURCHASES LATER

DIFFERENT CONTENT FOR DIFFERENT TOUCH POINTS

POST-PURCHASE CAMPAIGNS

IT COSTS 5 TIMES MORE TO ACQUIRE NEW

CUSTOMERS

80% OF FUTURE PROFITS COME FROM 20% OF

EXISTING CUSTOMERS

REPEAT CUSTOMERS SPEND

33% MORE THAN EXISTING ONES

HOLD ON TO EXISTING CUSTOMERS

WON’T WANT ANOTHER IPAD NOW

ADD VALUE TO THE SALE

MOVE THE CUSTOMER BACK INTO THE FUNNEL

START THE PROCESS AGAIN

AUDIENCE REACTIVE CONTENT

HOW CAN YOU

TARGET THE

UNAWARE?

MORE INFORMED AUDIENCE

= MORE LIKELY TO

PURCHASE

REAC

FROM UNAWARE AND UNREACHABLE

TO SALE

STOP THINKING ABOUT LINKS.

STOP THINKING ABOUT

RANKINGS.

STOP THINKING ABOUT GOOGLE.

STOP BLIND MARKETING.

START SELLING THROUGH CONTENT

MATT EVANSPANCENTRIC DIGITAL

WWW.PANCENTRIC.COM

@PANCENTRIC@DIGIMATT