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London #B3Seminar: How search & content strategy impact the decision making process - Joe Griffiths

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A look at how an effective search and content strategy can impact customers along each stage of their decision making process.

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Welcome to…
Search, Content Strategy and the decision making process Joseph Griffiths –Head of Search
Where is Google going? #B3Seminar
It’s not always about links.
How long do you have to engage a user? 3.8 seconds Jacob Nielson –useit.com #B3Seminar
Your design 3.8 seconds to establish… Relevance •Are you right for me? •Have you answered my question? Trust •Do you look credible? •Can I trust you with my money? #B3Seminar
Or else… The user returned to search. You did not satisfytheir objectives. #B3Seminar
Return to Search You have a few seconds to get the visitors attention and persuade them that they have arrived at a site that will answer their query If they go back to Google that’s a negative signal #B3Seminar
Dwell Time? “Your goal should be that when a visitor lands on your page, the content answers all of their needs, encouraging their next action to remain with you.If your content does not encourage them to remain with you, they will leave.The search engines can get a sense of this by watching thedwell time.” DuanneForrester -Bing #B3Seminar
New Guidelines #B3Seminar
Think about user intent Not every consumer wants to buy something How do customers not looking to buy products use search? It is crucial for brands to interact with consumers at every stage of their decision making process in different ways ? #B3Seminar
Consumer decision making process Need Recognition & Problem Awareness Information Search Evaluation of Alternatives Purchase Post-Purchase Evaluation #B3Seminar
There are big benefits to those who consider this, they interact with users on multiple touch points of their journey. This builds brand awareness and affinity as you are a mainstay of their entire process. ? ! Building brand awareness and trust #B3Seminar
Problem Awareness Mind-set: Need Recognition & Problem Awareness Information Search Evaluation of Alternatives Purchase Post-Purchase Evaluation “Building and managing a website to sell my products is too expensive for my small business.” #B3Seminar
How can content help By backing up other marketing activity online Make it absolutely clear what your product or service does, what problems it solves and why people should buy it Videos can be a great way to do this, but not on their own #B3Seminar
Example needed
London #B3Seminar: How search & content strategy impact the decision making process - Joe Griffiths
Information Search Mind-set: Need Recognition & Problem Awareness Information Search Evaluation of Alternatives Purchase Post-Purchase Evaluation “I know I want to buy a new car, but I don’t know what options are out there for families.” #B3Seminar
#B3Seminar
How do people use search engines? 70%of all searches are ‘long tail searches’ These are question related searches and are searched for less than 100 times per month 15% of searches are brand new searches #B3Seminar
Top line benefits Acquisition of customers through long tail searches #1 Increased engagement of these customers and existing ones thorough useful and informative content #2 #B3Seminar
What information do your customers want? Analytics –internal site search Q&A sites Google suggest Forums Social media #B3Seminar
Evaluation of Alternatives Need Recognition & Problem Awareness Information Search Evaluation of Alternatives Purchase Post-Purchase Evaluation “I know I want to buy a family car, but I don’t know which is the best model” #B3Seminar
Where do you compare brands? #B3Seminar
The comparison landscape #B3Seminar
How can you influence this? Rank a favourable comparison If selling multiple products (e.g. a car dealer), look to create your own comparison or buyers guides to be the solution to consumers comparative queries #B3Seminar
The review landscape Do a search for ‘[brand] review’ If you are selling ‘high involvement’ products or services then potential customers are likely to do this This needs to be dominated with good reviews #B3Seminar
How can you influence this? BEWARE Fake reviews are illegal. Butyou can set up an internal review process to then funnel happy customers to review your brand on review websites. #B3Seminar
Brand search landscape Negative reviews or coverage appearing in search results? Make sure you dominate branded search results with favourable reviews, social profiles and positive articles. #B3Seminar
Purchase Need Recognition & Problem Awareness Information Search Evaluation of Alternatives Purchase Post-Purchase Evaluation “I want to purchase as easily as possible” #B3Seminar
User experience Make the purchase process as painless as humanly possible. Remove any stumbling blocks that could cause issues. AB test everything. #B3Seminar
Trust signals These are very much needed along the purchase process. Users can be dubious buying online so you need to alleviate any potential issues with this by gaining trust at every stage of the purchase process #B3Seminar
Post-Purchase Evaluation Need Recognition & Problem Awareness Information Search Evaluation of Alternatives Purchase Post-Purchase Evaluation “Am I happy withmy purchase?” #B3Seminar
Schema and reviews All happy customers should be encouraged to review the product or your brand. Make sure these are legitimate, take learning from Amazon #B3Seminar
Post-Purchase Content Depending on the product, user guides or more information could be VERY useful to these users. Content is a great way of increasing your retention rates and solving any issues before they decide to head to your customer service teams #B3Seminar
Summary
Determine your customers decision making process and full user journey, apply the framework to reality #1 Get into the mind-set of your consumers #2 #3 Cater your content experience depending on their mind-set
Thank you Joseph.griffiths@branded3.com @B3joseph Branded3.com @Branded_3

More Related Content

London #B3Seminar: How search & content strategy impact the decision making process - Joe Griffiths

  • 2. Search, Content Strategy and the decision making process Joseph Griffiths –Head of Search
  • 3. Where is Google going? #B3Seminar
  • 4. It’s not always about links.
  • 5. How long do you have to engage a user? 3.8 seconds Jacob Nielson –useit.com #B3Seminar
  • 6. Your design 3.8 seconds to establish… Relevance •Are you right for me? •Have you answered my question? Trust •Do you look credible? •Can I trust you with my money? #B3Seminar
  • 7. Or else… The user returned to search. You did not satisfytheir objectives. #B3Seminar
  • 8. Return to Search You have a few seconds to get the visitors attention and persuade them that they have arrived at a site that will answer their query If they go back to Google that’s a negative signal #B3Seminar
  • 9. Dwell Time? “Your goal should be that when a visitor lands on your page, the content answers all of their needs, encouraging their next action to remain with you.If your content does not encourage them to remain with you, they will leave.The search engines can get a sense of this by watching thedwell time.” DuanneForrester -Bing #B3Seminar
  • 11. Think about user intent Not every consumer wants to buy something How do customers not looking to buy products use search? It is crucial for brands to interact with consumers at every stage of their decision making process in different ways ? #B3Seminar
  • 12. Consumer decision making process Need Recognition & Problem Awareness Information Search Evaluation of Alternatives Purchase Post-Purchase Evaluation #B3Seminar
  • 13. There are big benefits to those who consider this, they interact with users on multiple touch points of their journey. This builds brand awareness and affinity as you are a mainstay of their entire process. ? ! Building brand awareness and trust #B3Seminar
  • 14. Problem Awareness Mind-set: Need Recognition & Problem Awareness Information Search Evaluation of Alternatives Purchase Post-Purchase Evaluation “Building and managing a website to sell my products is too expensive for my small business.” #B3Seminar
  • 15. How can content help By backing up other marketing activity online Make it absolutely clear what your product or service does, what problems it solves and why people should buy it Videos can be a great way to do this, but not on their own #B3Seminar
  • 18. Information Search Mind-set: Need Recognition & Problem Awareness Information Search Evaluation of Alternatives Purchase Post-Purchase Evaluation “I know I want to buy a new car, but I don’t know what options are out there for families.” #B3Seminar
  • 20. How do people use search engines? 70%of all searches are ‘long tail searches’ These are question related searches and are searched for less than 100 times per month 15% of searches are brand new searches #B3Seminar
  • 21. Top line benefits Acquisition of customers through long tail searches #1 Increased engagement of these customers and existing ones thorough useful and informative content #2 #B3Seminar
  • 22. What information do your customers want? Analytics –internal site search Q&A sites Google suggest Forums Social media #B3Seminar
  • 23. Evaluation of Alternatives Need Recognition & Problem Awareness Information Search Evaluation of Alternatives Purchase Post-Purchase Evaluation “I know I want to buy a family car, but I don’t know which is the best model” #B3Seminar
  • 24. Where do you compare brands? #B3Seminar
  • 26. How can you influence this? Rank a favourable comparison If selling multiple products (e.g. a car dealer), look to create your own comparison or buyers guides to be the solution to consumers comparative queries #B3Seminar
  • 27. The review landscape Do a search for ‘[brand] review’ If you are selling ‘high involvement’ products or services then potential customers are likely to do this This needs to be dominated with good reviews #B3Seminar
  • 28. How can you influence this? BEWARE Fake reviews are illegal. Butyou can set up an internal review process to then funnel happy customers to review your brand on review websites. #B3Seminar
  • 29. Brand search landscape Negative reviews or coverage appearing in search results? Make sure you dominate branded search results with favourable reviews, social profiles and positive articles. #B3Seminar
  • 30. Purchase Need Recognition & Problem Awareness Information Search Evaluation of Alternatives Purchase Post-Purchase Evaluation “I want to purchase as easily as possible” #B3Seminar
  • 31. User experience Make the purchase process as painless as humanly possible. Remove any stumbling blocks that could cause issues. AB test everything. #B3Seminar
  • 32. Trust signals These are very much needed along the purchase process. Users can be dubious buying online so you need to alleviate any potential issues with this by gaining trust at every stage of the purchase process #B3Seminar
  • 33. Post-Purchase Evaluation Need Recognition & Problem Awareness Information Search Evaluation of Alternatives Purchase Post-Purchase Evaluation “Am I happy withmy purchase?” #B3Seminar
  • 34. Schema and reviews All happy customers should be encouraged to review the product or your brand. Make sure these are legitimate, take learning from Amazon #B3Seminar
  • 35. Post-Purchase Content Depending on the product, user guides or more information could be VERY useful to these users. Content is a great way of increasing your retention rates and solving any issues before they decide to head to your customer service teams #B3Seminar
  • 37. Determine your customers decision making process and full user journey, apply the framework to reality #1 Get into the mind-set of your consumers #2 #3 Cater your content experience depending on their mind-set
  • 38. Thank you Joseph.griffiths@branded3.com @B3joseph Branded3.com @Branded_3