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

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Matt Evans
Matt Evans

My slides from BrightonSEO April 2014, where I discuss how to use content to sell more products

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STOP BLIND MARKETING START SELLING THROUGH CONTENT
MATT EVANS PANCENTRIC DIGITAL WWW.PANCENTRIC.COM @PANCENTRIC @DIGIMATT
I KNOW… LET’S MAKE OUR SEO AWESOME WITH 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 PLACE RIGHT 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 EVANS PANCENTRIC DIGITAL WWW.PANCENTRIC.COM @PANCENTRIC @DIGIMATT

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