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LeadMap
“SEO is een besmettelijke ziekte.”
“SHARING IS CARING”
Less Leads – More Sales
• Once upon a time…
• The customer’s mindset in 2016
• The battlefield for the customer
• A framework for success
• Measuring, evaluating, measuring, evaluating, …
Once upon a time…
Word-of-mouth
One-many communication
The analog revolution
The digital revolution
The digital revolution
Reallife…
Reality – SME Belgium
Backtothebasics
“SEO is een besmettelijke ziekte.”
Traditional marketing andsales
Product Price Place Promotion
“Buyer beware”
“SEO is een besmettelijke ziekte.”
“SHARING IS CARING”
(A)Symmetric information
Seller
Buyer
“SEO is een besmettelijke ziekte.”
“SHARING IS CARING”
Traditional marketing & sales
Waste of money and resources
< 1%
This hurts even more…
< 2%
“
How to become a game changer?
“SEO is een besmettelijke ziekte.”
“SHARING IS CARING”
75%
Let’s start with the end consumer
Iceberg
Reach?
10.000followers
200followers
“SEO is een besmettelijke ziekte.”
“SHARING IS CARING”
Google for breakfast
Social media for lunch…
2014 © ContentU Group
Landing pages for diner
A framework for success
Youraudience
Content+SEO
E-mail: leadnurturing
SEA/SMA
Remarketing
Measuring
Content: the challenge
2014 © ContentU Group
• No budget à ‘Sorry, we cannot afford to spend money on content’
• No people à ‘sorry, we do not have the people tocreate content’
• No “need” à ‘Sorry, we have our customers, they are happy. We don’t need content marketing’
The lean approach to success
2014 © ContentU Group
• Content creation à Dig up existing content – reformatit
• Content creation à Create new content (internal –external): customer cases, white papers, ebooks, testimonials, …
• Content curation à If you can’t create it, curate it!
A boring example
Serve breakfast: SEO
• SEO: Search Engine Optimization – The art of gettingyour website on SERP 1 – 3 (nobody cares about page 4 – 4.000.000
• Search Term analysis à Google Adwords Keyword planner: 20 – 30 search terms - popularity
• Delight Search Engines: Technical Optimization of yourwebsite: titles, meta descriptions, Alt tags, …
Serve breakfast: SEO
2014 © ContentU Group
Serve breakfast: SEO
2014 © ContentU Group
Have a chat @ Lunch
2014 © ContentU Group
Close the deal @ Diner
Close the deal @ Diner
2014 © ContentU Group
Boost your success: SMA / SEA
Remarket your success
Remarket your success
Measuring: KPI’s for success
2014 © ContentU Group
• SEO: Google Analytics
• SMC: Social Media Content à Facebook for Business tools
• SMA: Social Media Ads à Idem
• SEA: Google Adwords Analytics
Useful KPI’s
2014 © ContentU Group
• SEO: Viewers, Unique page visitors, bounce rate, traffic sources, conversion tracking, Search term popularity, …
• SMC: Reach + interactions
• SMA: Reach, interactions à CPC (Cost per Conversion / Click)
• SEA: Impressions, Clicks, CTR (Clicktrough rate), CPC (Cost per Click)
Q&A + live examples
2014 © ContentU Group
