2. John Ekman
2
2
aka
The Chief Conversionista
aka
The Conversion Eagle
aka
The Conversion king of
Sweden
3. A lot has happened since then….
✓ Conversion Jam x 4
✓ Conversion Manager x 60
✓ 300 projects
✓ 15 employees
4. The brag slide
Media
4
E-Commerce
B2C
Leadgen
B2B
Leadgen
5. “87,65% of CEOs will
invest like crazy in
Content Marketing
Software”
Fartner Group
“Everyone and his mother will
jump onto Inbound marketing
before the end of last week”
Harasster Research
23. Your buyer
Most of it happens on the web
23
A very large part of the
prospect’s buying process
happens before you’re even
invited
23
Google it
24. 24
Purchased media is the premium you have to
pay because you don’t have loyal fans
25. 25
Content Marketing or Inbound Marketing
Instead of
Yelling about YOUR PRODUCTS AND SERVICES in purchased
media ...
... You create and distribute content that focuses on the
problems and challenges of your prospects.
Your prospects will search and find your content and then visit
your site / facebook page etc.
There you identify them and engage them in an ongoing
dialogue.
26. Prospect awareness scale
Unaware Problem Aware Solution Aware Product Aware Most Aware
26
*Based on: Five levels of Awareness , från ”Breakthrough Advertising , av Eugene Schwartz, 1996
http://www.copyblogger.com/blog-selling/
36. “This is where web
sites go to die”
“This is the awful
black hole of the web,
it sucks out all light
from your web site”
“This the column of
the walking dead.
Web zombie land”
“No one ever clicked
here. They never will”
55. Your todo list
55
Stop yelling in your own language, start speaking
in your customers’
Kill the “whitepaper of the month” approach
Beware of the web site graveyard
Be agile or die
If it aint working, you’re doing it in the wrong place.