search insights aligning content and keywords with the customer decision journey - punchlime...

Search Insights.

Updated March 2014

@Punchlime Confidential and Proprietary

Stanley Sarpong & Olju Man.

Aligning Content and Keywords with the Customer Decision Journey

Contents.

1. Customer Decision Journey

2. Inbound Marketing

3. Mapping Keywords to the Customer Decision Journey

4. Q&A

1. Customer Decision Journey.

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Traditional Funnel.

Source: mckinseyquarterly.com

Customer Decision Journey.

0.

2. Inbound Marketing.

Source: moz.com

Interruption vs. Inbound Marketing.

3. Mapping Keywords to the Customer Decision Journey.

Mint Example

how to take control of personal finances

personal saving tips

jemstep

mint vs. jemstep

mint help

0.

Create keyword clusters & align each stage of the Customer Decision Journey.

Trigger.

Stage O/4

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issue

Issue / Opportunity

prevent optimize

optimization upgrade problem

risks resolve

Stage O/4

Structure

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budgetingissues

Issue / Opportunity

prevent late fees

optimize personal budget

over personal budget

how to take control of personal finances

manage personal finance

personal finance

risks

resolve personal finance

Stage O/4

Mint Example

Example.

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app

Solution

solution service

device tool supplier

software provider

Stage O/4

Structure

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budgeting app

Solution

tool to save

money

how to manage personal finance

managing personal

finance apptop personal finance tips

how to organize receipts

personal finance

software

personal saving tips

Stage O/4

Mint Example

Example.

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Initial Consideration Set.

Stage 1/4

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Competitor A

Brand

Competitor B

Competitor C

Solution B Competitor F

Competitor E

Solution A Competitor D

Avg. consumer 3 brands in set.

Stage 1/4

Structure

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mint

Brand

personal capital

quicken

mint iOS jemstep ibank

mint android

moneydance

Stage 1/4

Mint Example

Example.

Active Evaluation.

Stage 2/4

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review

Comparison

compare vs.

pros & cons alternative comparison

benchmark cheapest

Stage 2/4

Structure

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mintreview

Comparison

compare mint

mint vs. jemstep

pros & cons mint

mint alternative

comparison mint

jemstep

benchmark finance apps

best finance

app

Stage 2/4

Mint Example

Example.

Missed paid search

opportunity!

Purchase.

Stage 3/4

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purchase

Purchase

buy order

shop downloadwhere to

buy

where to download get

Stage 3/4

Structure

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download mint

Purchase

buy mint app

order mint app

purchase mint

get mint app

where to download

mint

shop mint.com

where to get mint app

Stage 3/4

Mint Example

Example.

Paid search opportunity!

Post-Purchase.

Stage 4/4

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product-related

Post-Purchase

help contact

community how to use FAQ

feedback customerservice

Stage 4/4

Structure

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mint.com help

Post-Purchase

contact mint

customer service

mint

mint community

mint.com faq

how to use mint

help center mint

feedback mint app

Stage 4/4

Mint Example

Example.

Heavy organic competition =

Paid search opportunity

Summary.

0.

Targeted content & keywords.

● Optimize your media mix:○ Set priorities, e.g. active evaluation○ Prevent spending in the wrong places

● Understand different decision journeys and tailor content and keywords:○ Depending on the role (e.g. CEO, CFO, IT, user),

search behavior may be different○ Align keyword clusters to each stage○ Create consistent, targeted messages

Thank you.

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