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Content marketing is HOT. Marketing agencies do what they have always done: acquisition and campaigns. But content marketing is more “always on” than “campaigns”. This presentation focuses on the conversion side of content marketing. It will teach you how to capture prospects on your Conversion Focused Lead Generation web site and turn them into HOT sales ready leads.
Citation preview
Content that converts
Conversion Summit
We have come to earth to save humans fromBad Conversion Rates & Web Sites That Suck
John Ekman
3
aka The Chief Conversionista !
aka The Conversion Eagle !
aka The Conversion king of Sweden !
aka The Conversion Syntheziser
“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
5
Content Marketing is
like sex in high school
Don’t let Content Marketing become
your Panikragg
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”
@conversionista11
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.
@conversionista16
The IT guys move in
….run to the door! MA
When you see this guy…..
What’s it all about?
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Content Marketing
Lead Management
Marketing Automation
Start at the top!
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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
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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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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
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”
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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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
A conversion focused model for a lead generation web site
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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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 present the hook.
Two challenges
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HOW do yo integrate the hook content into the bait content
1. Layout - Where on the page do you place the hook?
2. Context - What hook goes on what bait page?
Secmaker again
Look! !
We screw up too!
Secmaker again
Brian Dean - Backlinko
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http://backlinko.com/increase-conversions
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http://youtu.be/pzH5FnwF9iA
See the guide 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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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?
john@conversionista.se
@conversionista
www.conversionista.se
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