seo = sales - capitalising on seo to increase sales
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Unlock the power of permission
Objectives and Goal Setting
Source: B2B Marketing Outlook 2015
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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
them3
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The Buyer’s Journey
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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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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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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
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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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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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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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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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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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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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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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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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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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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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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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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
Thank you & Questions
Rick MertenManaging Director Permission
(02)8024 5401
www.permission.com.au/resources