seo = sales - capitalising on seo to increase sales

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Page 1: SEO = Sales - Capitalising on SEO to Increase Sales
Page 2: SEO = Sales - Capitalising on SEO to Increase Sales

Unlock the power of permission

Objectives and Goal Setting

Source: B2B Marketing Outlook 2015

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Page 3: SEO = Sales - Capitalising on SEO to Increase Sales

Unlock the power of permission

From a Lead to a Customer

Forrester Research reported that buyers might be anywhere from 75% to 90% of the way through their buying journey, before

they reach out to a vendor.

Buyers are completing most of their research and making a decision, before you have an opportunity to educate or influence

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Page 4: SEO = Sales - Capitalising on SEO to Increase Sales

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The Buyer’s Journey

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Page 5: SEO = Sales - Capitalising on SEO to Increase Sales

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Nurture through your funnelUse big-picture and industry-focused content; social media, advertising, sponsorships, PE and become aware of your company. Goal will be to turn anonymous visitors into known visitors by enticing them to interact with your campaigns. This will allow you to start tracking your website visitors and gain a clear picture of typical buyer behaviour.

Educate, help prospects evaluate buying criteria, white papers, eBooks, webinars, events, analyst reports, videos, reviews, checklists. Use the buyer behaviour you’ve gathered to target engaged prospects.

Demos, data sheets, trials, pricing, case studies, references, vendor comparisons, and implementation data. Your prospects are evaluating specific products and services and at this stage become willing to engage with sellers.

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Page 6: SEO = Sales - Capitalising on SEO to Increase Sales

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Proven methodology to build valuable and sustainable consumer relationships by discovering the triggers that unlock greater levels of permission (UPOP).

Unlocking the Power of Permission

Retain

Convert

Activate

Acquire

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Page 7: SEO = Sales - Capitalising on SEO to Increase Sales

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SEO = Sales: Lead to a CustomerUnderstand, Nurture, Convert

Step 1 – Define your targets

Step 2 – Design the buyers journey

Step 3 – Define the channels / touch

points

Step 4 – Build valuable content

Step 5 – Nurture your leads7

Page 8: SEO = Sales - Capitalising on SEO to Increase Sales

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Step 1: Define your targets

A profile of your ideal customerConsider all buyers in the decision process. In most B2B sales there will be at least four an up to

10 different people involved.

What will each buyer’s priorities and influences be?

Consider demographics, behaviours, motivations, challenges and pain points.

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Page 9: SEO = Sales - Capitalising on SEO to Increase Sales

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The Buyer Profile / Persona

Tool: Buyer Profile Template

Buyer Name:

Job Title

Job Description and Responsibilities

Primary goals or objectives

Challenges or pain points

Role in purchase decision

Marketing messages to target with

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Page 10: SEO = Sales - Capitalising on SEO to Increase Sales

Unlock the power of permission

Step 2: Design the Buyer’s JourneyMap your customers decision making process.

What will they think about when they research and then purchase your product or service?Buying Phase

Suspect Prospect Visitor Customer

Fan Advocate

Buyer Profile 1 action

Buyer Profile 2 action

Tool: Mapping the Buyers Journey Template

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Page 11: SEO = Sales - Capitalising on SEO to Increase Sales

Unlock the power of permission

Acquiring Prospects: Driving visitors to your site

Step 3: Define channels/touch points

Acquire

Search – SEO and Paid Social – Content Create ads, content and stories

based on your keywords: Focus on your value proposition

Consider the stages in the buying cycle

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Page 12: SEO = Sales - Capitalising on SEO to Increase Sales

Unlock the power of permission

Acquiring Prospects: Driving visitors to your site Your keywords are the glue that unites your ads and

SEO content to your site Use the keywords that people respond to in your materials to

create specific landing pages and content

Understand:

where the prospect is in the buying cycle

their challenges, motivations and aspirations

Step 3: Define channels/touch points

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Page 13: SEO = Sales - Capitalising on SEO to Increase Sales

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Converting Visitors to Customers: Understand the trade

Use your site content to provide enough value for a prospect to provide you their information

Progressively profile leads by providing value over time

Define channels/touch points

Convert

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Page 14: SEO = Sales - Capitalising on SEO to Increase Sales

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Step 4: Build Valuable Content Content Matrix - once you understand a prospect’s

profile and journey you can create high value content Create content your customers want and will

read. This should focus on their issues not your messages.

Develop content that can be used in various places and devices: Papers, articles, video, infographic, pod casts across, webinars etc.

Create and curate content – be a good source for information

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Page 15: SEO = Sales - Capitalising on SEO to Increase Sales

Unlock the power of permission

Build Valuable Content

Tool: Content Matrix Template

Buying Stage:

Content for Profile Buyer 1 Content for Profile Buyer 2

Interest

Problem

Research

Criteria

Decision

Approval

Use a content matrix to define the content

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Page 16: SEO = Sales - Capitalising on SEO to Increase Sales

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SEO Friendly Content

5 Best Practices Target one keyword per page Include the keyword in your copy Use the exact term Optimise but do not overdo it Establish a minimum page length but focus on

quality not quantity

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Page 17: SEO = Sales - Capitalising on SEO to Increase Sales

Unlock the power of permission

Top Tips for Keywords

A keyword is the word or phrase a prospect will use to search for your content Your page content should be about one main topic Select keywords that represent your content Make sure your keywords are commonly used Research words using keyword tools Understand your audience and their content

needs

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Page 18: SEO = Sales - Capitalising on SEO to Increase Sales

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Top Tips for Keywords

Use shorter keywords at the start of the sales process where information needs are broader

Use long tail keywords help support the end of the sale when needs are more defined

Always write content for your customer never for a search engines

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Step 5: Nurture your Leads

Marketing Automation A proven process for managing and optimising the

customer experience, identifying key aspects to measure, improving conversion and increasing revenue

Marketing Automation bridges the gap between lead generation and customer conversion

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Marketing Automation Benefits

1. Reduce the reliance of cold calling

2. Nurture leads and educate prospects through the sales funnel

3. Better understand and profile prospects to improve conversion and reduce costs

4. Segment your database to support targeted and tailored communications

5. Build a tighter relationship between sales and marketing

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Page 21: SEO = Sales - Capitalising on SEO to Increase Sales

Unlock the power of permission

SEO = SALES: From Lead to CustomerUnderstand your buyers and their journey

Step 1 – Define your targets

Step 2 – Design the buyers journey

Step 3 – Define the channels / touch

points

Step 4 – Build valuable content

Step 5 – Nurture your leads21

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Thank you & Questions

Rick MertenManaging Director Permission

(02)8024 5401

www.permission.com.au/resources