Source: National Center for Biotechnology Information, U.S. National Library of Medicine, The Associated Press

The  a&ention  span  of  a  goldfish  is  9  seconds…

Today,  we  humans  …  8  seconds

Changing Buying BehaviorAd overload Channel overloadSource  :  Qmee

This  is  our  world  today.

Google  is  ge&ing  between  you  and  your  customer…

With  Google  rich  snippets…

With  Google  shopping  “recommendations”…

And  buying  ‘through’  Google  on  mobile…

Google’s  search  algorithms  are  changing…

*  the  algorithms  are  called  Panda  &  Hummingbird,  in  case  you  wondered  about  the  panda-­‐‑bears…  

Google  now  “filters”  content  on  Relevance  and  Quality…

What  does  this  means?   Crappy  content  won’t  make  it  to  the  search  anymore,  even  if  you  know  about  SEO…

Facebook  is  doing  the  same,  and  reducing  organic  reach  for  irrelevant  and  crappy  content.

MANY ECOMMERCE SITES ARE JUST STATIC CATALOGS OR E-BROCHURES, NOT “SHOPPING ASSISTANTS”. Robert  Rose,  CMI  

And static catalogs won’t make it through the “filters”…

Let’s make e-commerce content relevant to shoppers, shall we…

Ready  ?

STEP 1 : ATTRACT & INSPIRE

Blendtec,  yep  the  blender  guys,  a&ract  with  fun  content…

But  also  with  recipes  on  Youtube  on  how  to  make  smoothies…

Together  with  an  inspiring  and  fun  blog  …

This  music  gear  shop  helps  with  selecting  your  guitar  amplifier…

You  can  even  virtually  walk  around  in  their  physical    shop…

*  If  only  I  could  relax  in  that  deliciously  comfy  looking  armchair…

This  travel  gear  shop  a&racts  by  inspiring  travellers…

CREATE A CONTENT HUB THAT RESONATES WITH YOUR SHOPPERS’ INTERESTS

Do  not  sell Around  interests Visual Show  next  step

STEP 2: HELP THEM CHOOSE

Need  a  new  bed,  but  don’t  know  which  one  ?  This  step-­‐‑by-­‐‑step  online  guide  will  help  you  pick  the  right  one…  

Real  employees  in  video’s  talk  about  products,  the  good  AND  the  bad  things  about  the  products  they  sell…

STEP 3: HELP THEM BUY

Content Product  Specs  /  Info Performance  demonstrations Comparisons Elaborate  product  descriptions Advantages Frequently  asked  questions Enough  general  info

Related  products  &  accessories Reviews Longer  videos Customer  reviews  &  ratings

A  li+le  push Free  trials Consultations Coupons Discounts Flash  sales

STEP 4: AFTER THE SALE, KEEP HELPING

Content Installation  and  setup  guides In-­‐‑depth  videos  showing  how  the  product  works Maintenance  advice  &  upselling  advice

BUILDING YOUR BRAND, AFTER THE ONLINE SALE

Follow  Up  Emails   Blog  article  on  how  to  setup   Social  Community  Email   Net  Promoter  Survey   Accessories  Blog  Article   Accessories  Guest  Blog “Need  help”  phone  call  

WHAT CONTENT DO I NEED?

CONTENT ALONG THE BUYING CYCLE

New Customers Growing Customers

WHAT HOW WHY

Awareness Consideration Buying Impress Enthuse Advocate

©  HappiFish

Call-­‐‑to-­‐‑action Call-­‐‑to-­‐‑action Call-­‐‑to-­‐‑action Call-­‐‑to-­‐‑action Call-­‐‑to-­‐‑action

MEANINGFUL

Strangers Visitors Leads Customers Promoters Advocates

TRAFFIC DEMAND SALES

CREATE YOUR CONTENT STRATEGY

LISTEN process ANSWER

process

EDITORIAL PLAN

CREATION PROJECT MGMT

PUBLISH & PROMOTE

CONVERSATION MGMT

MEASURE

Business Objectives Marketing Strategy

Brand DNA Roadmap

SOCIAL MEDIA STRATEGY

“themes”

Content   marketing   strategy

Content   strategy

© HappiFish

THANKS FOR THE CONTENT… BUT I’LL BUY ELSEWHERE ON PRICE

•  Give  people  a  reason  NOT  to  shop  on  price  (but  you  will  always  have  price-­‐‑buyers) •  Customer  service •  Packaging •  Shipping •  Returning •  Follow-­‐‑up

•  Work  your  competitors  weaknesses •  See  complaints  about  logistics  ?  show  you  deliver •  Notice  complaints  about  faulty  products  ?  show  your  no-­‐‑hassle  return •  Heard  complaints  about  customer  services  ?  show  your  employee’s  

dedication •  Build  your  brand  

•  This  takes  time •  Show,  don’t  tell

CUSTOMERS BUY SOMEWHERE ELSE ON PRICE….

1. ATTRACT & INSPIRE 2. HELP CHOOSE 3. HELP BUY 4. AFTER SALE, KEEP HELPING

www.happifish.be

www.happifish.be

We  are  HappiFish.  From  Belgium.   (You  know,  the  land  of  chocolate  and  beer?)   We  help  companies  to  create  marketing  that  people  actually  want. Because  we  believe  marketing  should  be  relevant  to  customers.

P.S.  We  slaved  all  day  over  this  Powerpoint,  for  You.  If  you  like  this  presentation,  why  not  returning  the  favor  by  visiting  our  site  and  check  out  what  we  do?