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Content Marketing that converts
John Ekman
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aka The Chief Conversionista
aka The Conversion Eagle
aka The Conversion king of Sweden
aka The Conversion Syntheziser
A lot has happened since….
✓ 300 projects
✓ 17 employees
✓ Conversion Jam x 4
✓ Conversion Manager x 100
The brag slide
Media
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E-commerceB2C
LeadgenB2B
Leadgen
And now I’m at Conversion Boost!
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We suck at being rational
We are rationalisation machines
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Content Marketing that converts
Conversion Boost
“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
This shit is hot
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Content Marketing is
like sex in high school
Don’t let Content Marketing become
your Panikragg
My neighbour - Sven
Content MarketingInbound Marketing
Lead Generation
Marketing Automation
Lead Nurturing
Drip Marketing
The ad agencies move in
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“We’ve made this great campaign which got us tons of new visitors but it didn’t seem to generate much sales”
@conversionista18
The IT guys move in
MA
The ever present promise of “Automation”
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“Automobile”
Automated Manufacturing
Salesforce Automation
The biggest secret of Marketing Automation
- It’s not automated!
Don’t put the carriage in front of the horse
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G.I.G.O.
@conversionista23
The IT guys move in
….run to the door! MA
When you see this guy…..
Ad agenciesWeb agencies
Software companies
Anyone who wants to cash in on this
latest trend
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Content 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.
or Inbound marketing
What’s it all about?
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Content Marketing
Lead Management
Marketing Automation
Start at the top!
The Cheese & The Mousetrap
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Content Marketing Lead Management
Why Inbound Marketing?
1. Buyers change 2. Media changes
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Do I have you full attention sir?!
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Hello - Anybody home?
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Purchased media is the premium you have to pay because you don’t have loyal fans
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... You create and distribute content that focuses on the problems and challenges of your prospects.
Prospect awareness scale
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Unaware Problem Aware Solution Aware Product Aware Most Aware
*Based on: Five levels of Awareness , från ”Breakthrough Advertising , av Eugene Schwartz, 1996 http://www.copyblogger.com/blog-selling/
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Your biggest problem?
Remember this guy?
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A very large part of the prospect’s buying
process happens before you’re even invited
Most of it happens on the web
Google it
“Ultra Silent”
The waspinator
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get rid of godamn wasps
“Non poisonous”
“Eco certified” “Safe for children”
The language of your customers
Do you speak it?!
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Early stage content
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Unaware Problem Aware Solution Aware Product Aware Most Aware
Ok Jean Claude
One more chance
Let’s start a blog!
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Lead management is the planned process where you identify your prospects in order to be able to reach out with the right content at critical points in their decision making process in order to "take them to the next level."
Lead Management
a.ka. Lead generation Lead nurturing Drip marketing
Or like this….
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A conversion focused model for a lead generation web site
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The web site is the heart (& the brain) of your lead management strategy
@conversionista
Rubrik som är läskigt bra!
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@conversionista
Rubrik som är läskigt bra!
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The model
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Start page Destination page Lead capture Goal
Segment Drive towards capture
Secure lead
Then things get complicated
1. Visitors arrive here and there
2. Lead capture can happen directly on the page
Engage
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1
2 2 13
One-page flow aligned to awareness state
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Un
aw
are
Pro
ble
m A
wa
re S
olu
tion
Aw
are
Pro
du
ct Aw
are
Mo
st Aw
are
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Unaware
Problem aware
Solution aware
Here’s the result:
Ok, prospect is on your page.
You want to capture the lead.
You set the mousetrap.
Two challenges
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HOW do yo integrate your mousetraps with the cheese/bait content?
1. Layout - Where on the page do you place the mousetrap?
2. Context - What mousetrap goes on what bait page?
Secmaker again
Look!
We screw up too!
“This is where web sites go to die”
“This the column of the walking dead.
Web zombie land”
“No one ever clicked here. They never will”
“This is the awful black hole of the web,
it sucks out all light from your web site”
“This is the awful black hole of the web, it
sucks out all light from your web site”
Ok, that was layout.
What about content vs context?
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Secmaker again
Brian Dean - Backlinko
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http://backlinko.com/increase-conversions
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http://youtu.be/pzH5FnwF9iA
See the guided tour here: http://youtu.be/pzH5FnwF9iA
Hey John! What about E-commerce?
Norröna - Way back
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Norröna - Now
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Norröna Analytics
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Unique visitors
Engaged visitors
Visits with ”View cart”
Purchases
Bounce rate
26,5% 77 007
56 639
3 111
2 357
346
Visits with ”Add to cart”
Add to cart rate
5,5%
View cart rate
75,7%
Cart Completion rate
11,1%
Cart Abandonment rate
88,9%
GA funnel reportConversion rate
0,45%
Norröna Magazine
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Integrate!
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Marketing Agility
Management & Brand committes should stay out of Content
Marketing
A snapshot from the brutal reality
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“Förankra”
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“Telia lanserar ny profil”
Nyhetsbrev kl 8 på söndag morgon!!!
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Ämnesrad: “Försov du dig i morse?”
“Ubåt”
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“Flingsalt”
“Spikmatta”“Svininfluensa”
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Landing page template - Get one now!
Content that converted
Content that converted
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http://conversionista.se/sl-ny-responsiv-sajt/
What’s this?
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Content that converted
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Content that converted
And it don’t stop there
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15 Persons
12 Miljoner
O Sales people
Skryt-bilden
Media
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E-commerceB2C
LeadgenB2B
Leadgen
Some people that got in touch with us
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Focus on the problems of
the visitor
Seeded in the right way
with the right source(s)
It was truly helpful
Demonstrating expertise
& thought leadership
Why the success?
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Ad agency style
Run a campaign with max
reach
Hope for viral spread
Attract tons of eyeballs
Close eyes your eyes,
cross your fingers and
hope for the best
This is how we do it
Always on
Segmented, precise messages
at critical points in the
prospect’s decision process
Test!
Measure!
Close the deal!
Conversionista style
Your todo list
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Stop Yelling in your own language, start speaking in your customers’
Kill the “whitepaper of the month” approach
If it’s not working, you’re doing it in the wrong place.
The Conversion Synthesizer?
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Neil Patel
Oli Gardner
Peep Laja
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