Any great search marketing effort begins with some idea of who you will be attracting to your site.
Duh.
At PubCon 2009 in Las Vegas, Brian Massey took a group of search marketers through the process of dismantling the false images of who they are marketing to, and helping them focus on the visitors that will generate success for them and their businesses.
25. How do you market coherently to this kind of searcher?
26. With Mixed Messages and Irrelevant Content Sponsored Links Parka-lounger Sun or snow, it doesn’t matter You can enjoy the outdoors www.buyschtuff.com Cross-dressers Men, let your feminine side shine Women, get your man on www.buyschtuff.com 26-Step Quick Purchase Download our 12-page report and order your products faster! www.buyschtuff.com
28. How do you organize what you know about your customers so that you can take action? Sales Data Segmentation Studies Analytics Focus Group Notes Industry Research Product Specs
34. Touchpoint Personas Easy to Create Focused on Web Conversion Get Everyone on the Same Page Tell you exactly what to do
35. Your Web site has 3 or 4 visitors coming from thousands of different places. Who are they? Why are they visiting? What information do they need to take action? How do they like to receive information?
36. The Components of a Touchpoint Persona Demographics Customer Commentary Decision-making Mode Strategy Conversion Points Funnel Points Points of Resolution Conversion Beacons
37. Where does someone making $175,000 per year live? Mascot Demographics Designer Copywriter
38. Demographics tell you where to find your prospects and which media to deliver content through
44. Decision-making Mode Competitive Logical Methodical Spontaneous Emotional Humanist Quick Decisions Slow Decisions Brian and Jeffrey Eisenberg, Waiting for Your Cat to Bark?
48. PR Search Affiliates Social Networks SEM Direct Telephone TV Contests Sales Apps & Widgets Blogs Ads Email HomePage LandingPage ProductPage Blog Category Page ? Funnel PointsWhere are they coming from?Where do they land? http://www.sxc.hu/profile/mmayerle
49. Thanks to the search engines,any page can be a landing page.
50. Points of Resolution What pieces of information does the searcher need to feel comfortable taking action?
51. Points of Resolution Process Appeal to Others Case Studies Newness Specifications Logical Brand Samples Competing Solutions Rating Guarantee Standards Endorsements Methodical Competitive Humanist Spontaneous Color Credibility Testimonials Delivery Ease-of-use Company Reviews Emotional Discounts Size Trustworthiness Price Return Policy Feeling of Ownership Quick Decisions Slow Decisions
52. Points of Resolution tell you exactly what to put on your site. Articles, white papers, copy points, pages, presentations, bios, news, reviews, ratings, pricing, delivery…
54. How will this searcher to take action? Conversion BeaconsThe first (or next) step in a conversion process http://www.sxc.hu/profile/michu633
55. Add to Cart Checkout Subscribe Trial Signup Sample Request Contact Form Download Tell a Friend Read an article View the Video Conversion Beacons http://www.sxc.hu/profile/michu633
56. How do you know when this person has achieved their goal? Conversion PointsThe ways you measure the completion of an action http://www.sxc.hu/profile/eranbecker
57. Confirmation Page Opt-in Confirm Download Call logged Coupon Used Discount Code Login Conversion PointsThe ways you measure the completion of a conversion http://www.sxc.hu/profile/eranbecker
62. Example: Conference Center Penny is the Director of Conferences for Mietex, a $400 million company located in Houston, Texas. She will directly influence $300,000 to $400,000 in convention center revenue over time. METHODICAL: Makes decisions slowly and logically. Needs a great deal of information to take action. Penny Planner Female Age: 41
63.
64. Download Your Own Touchpoint Persona Templatehttp://www.conversionscientist.com/pubcon
66. Competing Solutions Specifications Case Study Process Testimonial Latest Appeal to Others Sample Price Popularity Brand Discounts Rating Ease-of-use Color Endorsements Size Delivery Reviews Standards How do I order? Point of Resolution
91. Landing Pages are Powerful Ad Multiple points of resolution in copy. Begin the order process. Landing Page ConfirmationPage
92. Points of Resolution on a Product Page Product Image Price, Shipping, In Stock, How to Buy Specifications Accessories Endorsements Rating Reviews How-to Video
93. Resources Articles Links Whitepapers Case Study Special Report Learn the Ten Rules that will make you Succeed. Rules for Success Search Free 12 page report Read it now Navigation as Conversion Beacons
95. What do we know? Quality Traffic + Relevant Content = Conversion
96. What do we know? The searcher we imagine we are converting is twisted at worst and inaccurate at best.
97. What do we know? Touchpoint Personas tell us exactly what content will convert our most important searchers
98. What do we know? Touchpoint Personas help us uncover better keywords and create more enticing ads.
99. What do we know? Touchpoint Personas let us easily create Web scenariosthat lead searchers to the information they need to convert and buy.
100. Waiting for Your Cat to Bark?: Persuading Customers When They Ignore Marketing by Bryan Eisenberg, Jeffrey Eisenberg, Lisa T. Davis Always Be Testing: The Complete Guide to Google Website Optimizer by Bryan Eisenberg , John Quarto-vonTivadar
Consumer/eCommerceVisitor Action: PurchaseSource of Visitors: Advertising, RepeatContent: Solving Specific ProblemPurchase Cycle: Spontaneous/ShortProduct: Independent of Web Site