Stanley Sarpong & Olju Man discuss Search Insights: Aligning Content and Keywords with the Customer Decision Journey. Watch the YouTube video here: https://www.youtube.com/watch?v=2rg2g0sFblQ Time codes & presentation structure: 05:52 Contents. 06:26 Customer Decision Journey 27:44 Inbound Marketing 35:26 Mapping Keywords to the Customer Decision Journey 39:27 Trigger (stage 0/4) 51:13 Initial Consideration Set (stage 1/4) 58:56 Active Evaluation (stage 2/4) 1:06:46 Purchase (stage 3/4) 1:10:23 Post-Purchase (stage 4/4) Punchlime holds live webinar training sessions each first Wednesday of the month. To stay informed, add Punchlime to your Google+ circles: https://google.com/+Punchlime Punchlime's approach is to devote our top tier team, comprised of senior former Googlers, experienced entrepreneurs, business strategists and venture investors, to enable our portfolio companies to boost customer acquisition and all that it entails. Also check our previous webinar on Killer SaaS Metrics (Hangout On Air) - Punchlime Webinar - February 5th, 2014: http://youtu.be/YSYjlyoqmHw Like Punchlime on Facebook: https://www.facebook.com/punchlime Follow Punchlime on Twitter: http://www.twitter.com/punchlime Subscribe to our YouTube channel: http://www.youtube.com/user/punchlime1 Visit our website: http://www.punchlime.com About Olju Man: http://www.punchlime.com/team/olju-man About Stanley Sarpong: http://www.punchlime.com/team/stanley... These slides are part of the Hangout on Air which was streamed live and recorded on March 5th, 2014.

1. Search Insights.
Aligning Content and Keywords with the
Customer Decision Journey
Stanley Sarpong & Olju Man.
@
Updated March 2014
Punchlime Confidential and Proprietary

2. Contents.
1. Customer Decision Journey
2. Inbound Marketing
3. Mapping Keywords to the Customer
Decision Journey
4. Q&A

3. 1. Customer Decision Journey.

4. Image source: cardinaldistrict.org
Punchlime Confidential and Proprietary

5. Traditional Funnel.
Source: mckinseyquarterly.com

6. Customer Decision Journey.
0
.

7. 2. Inbound Marketing.

8. Interruption vs. Inbound
Marketing.
Source: moz.com

9. 3. Mapping Keywords to the
Customer Decision Journey.

10. Create keyword clusters & align each stage of the
Customer Decision Journey.
Mint Example
how to take
control of
personal finances
personal saving
tips
jemstep
mint vs. jemstep
mint help
0
.

11. Trigger.
Stage O/4

12. issue
prevent
optimize
Structure
risks
optimization
Issue /
Opportunity
upgrade
resolve
problem
Stage O/4
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13. budgeting
issues
personal
finance
risks
over
personal
budget
prevent
late fees
Issue /
Opportunity
how to take
control of
personal
finances
optimize
personal
budget
Mint
Example
resolve
personal
finance
manage
personal
finance
Stage O/4
Punchlime Confidential and Proprietary

14. Example.
Punchlime Confidential and Proprietary

15. app
software
device
solution
Solution
tool
service
Structure
provider
supplier
Stage O/4
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16. budgeting
app
personal
finance
software
managing
personal
finance app
tool to
save
money
Solution
top personal
finance tips
how to
manage
personal
finance
Mint
Example
personal
saving tips
how to
organize
receipts
Stage O/4
Punchlime Confidential and Proprietary

17. Example.
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18. Initial Consideration Set.
Stage 1/4

19. Avg. consumer
Competitor
A
Solution A
Solution B
Competitor
B
Brand
Competitor
F
3 brands in set.
Competitor
C
Structure
Competitor
D
Competitor
E
Stage 1/4
Punchlime Confidential and Proprietary

20. mint
mint
android
mint iOS
personal
capital
Mint
Example
quicken
Brand
moneydance
jemstep
ibank
Stage 1/4
Punchlime Confidential and Proprietary

21. Example.

22. Active Evaluation.
Stage 2/4

23. review
compare
vs.
Structure
benchmark
pros &
cons
Comparison
alternative
cheapest
comparison
Stage 2/4
Punchlime Confidential and Proprietary

24. mint
review
benchmark
finance apps
pros &
cons mint
compare
mint
Comparison
mint
alternative
mint vs.
jemstep
Mint
Example
best
finance
app
comparison
mint
jemstep
Stage 2/4
Punchlime Confidential and Proprietary

25. Example.
Missed paid
search
opportunity!

26. Purchase.
Stage 3/4

27. purchase
buy
order
Structure
where to
download
shop
Purchase
download
get
where to
buy
Stage 3/4
Punchlime Confidential and Proprietary

28. download
mint
shop mint.
com
purchase
mint
buy mint
app
Purchase
get mint
app
order mint
app
Mint
Example
where to
get mint
app
where to
download
mint
Stage 3/4
Punchlime Confidential and Proprietary

29. Example.
Paid search
opportunity!

30. Post-Purchase.
Stage 4/4

31. productrelated
feedback
community
help
contact
Structure
Post-Purchase
how to use
customer
service
FAQ
Stage 4/4
Punchlime Confidential and Proprietary

32. mint.com
help
help center
mint
mint
community
contact
mint
Post-Purchase
mint.com
faq
customer
service
mint
Mint
Example
feedback
mint app
how to use
mint
Stage 4/4
Punchlime Confidential and Proprietary

33. Example.
Heavy organic
competition =
Paid search
opportunity

34. Summary.
0
.

35. 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

36. Thank you.
Image source: v3wall.com
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