Evolution Digital discuss how content plays a huge role in generating website traffic and increasing your sales at eCommerce Expo Ireland 2016 on April 19th in Dublin, Ireland.

1. How
Content Marketing
can increase your Sales

2. EVOLUTION DIGITAL was founded in 1999. Based in Blackrock,
Dublin, we implement innovative & measurable Digital Marketing
campaigns in addition to designing and developing search engine
friendly & conversion driven websites for companies of all sizes
We have worked with over 600 companies throughout Ireland & the
UK, helping them achieve their optimal digital reach, identifying
growing online markets for their products & services.
Who Are Evolution Digital ?
evolutiondigital.ie

3. So what is a
Sales Funnel
& how can Content
Marketing help ?

4. The Sales Funnel visually describes
the sales process from initial contact
to final sale.
Content Marketing is essential at
every point in the sales funnel.

5. Recognition - Before of the Funnel
The need recognition is the
first and most important step
in the buying process.
If there is no need,
there is no purchase.
What need or problem does your product
or services solve for the consumer ?

6. Awareness - Top of the Funnel
In this first phase of content marketing, you're trying to
generate awareness of your brand amongst potential
customers.
Generating content through informative blog articles,
social sharing, email newsletters such as Mailchimp
& video content showing your products or services.
Awareness
Goal: Indirect customer acquisition & brand awareness

7. Make your
content fun, shareable,
interesting,
informative, & useful.

8. Consideration - Middle of the Funnel
Awareness
Consideration
This is where a discount code,
free delivery, or a free trial
works to start the dialogue and to
begin to fully qualify your most
interested leads.
At this stage people want to feel secure.
Customer Reviews, Case Studies,
Videos & detailed product descriptions
will help them further along the sales
process.
Goal: Direct customer acquisition

9. Try providing customer
reviews, case studies ,
discounts or free delivery
to get the competitive edge
over the competition.

10. Conversion – Bottom of the Funnel
Awareness
Consideration
Conversion
Here they are ready to buy. They have become aware
of your product or services, they have considered your
offers and are now ready to make a purchase.
Goal: Transactions with customers
Make it easy for them to finally commit to your
products with Testimonials, Customer Reviews & a
streamlined, comprehensible, and trustworthy
sales process.

11. Awareness
Consideration
Conversion
Once you've got those customers, & made a sale your
goal is to keep them. Content marketing is part of that
process too. At this point, we're focused on retention,
turning one-time buyers into repeat customers
Goal:
Retention of existing customers & advocacy
Once you've got those customers treat them well!
Offering loyalty programs, Special offers, Customer
support and help documentation will all make them feel
happy with your service and less likely to look elsewhere.
Retention – After the Funnel

12. Is your Content
Marketing
making an impact ?

13. Benchmarking tool for your own & competitor content marketing
Monitor Page Views, Bounce Rate, Demographical Data & continuously
evaluate and adjust. How many people viewed your site on a mobile
device? Which pages saw the largest bounce rate and why ?
How well is your Content received ?

14. Google’s Panda Update is a search
filter introduced in February 2011
It’s Goal, to stop sites with poor
quality content from working their
way into Google’s top search results.
Panda allows Google to take quality
into account and adjust ranking
accordingly. It is now officially part of
Google’s core ranking algorithm.

15. of B2B marketers have a documented
content marketing strategy
Got a Strategy? You’re already Winning
have an ‘undocumented’ strategy, so if you’ve
got one, you’re already ahead of the game.
Only 35%
Only 48%

16. of B2B marketers are creating more content than
they did a year ago.
Content Quantity does matter
70%
Businesses that blog 20 times a month attract, on average, 5 times more
traffic and 4 times more leads than those that blog just 4 times a month.

17. Know your Target Audience

18. Less emotional - more rational decision making
process than consumers.
The decision of a business to buy is more high-
risk.
More emphasis on evidence to support their decision
such as testimonials, case studies or free trials.
More professional tone of voice for the content
Business to Business

19. More emotional - they are often the only one
affected by their decision to purchase
More often than not you are pitching to a wider
audience (rather than a niche audience for B2B),
therefore content can be more general
Tone of voice can be light-hearted and
informal.
Entertaining content that appeals to emotions
works well
Business to Consumer

20. Why Content
Marketing Isn’t
Working for You

21. Companies that have a very niche industry tend to
find content marketing tough (particularly occurs in
B2B )
Be sure to do your homework....research other
companies in your industry and see what works for
them
Content marketing and SEO work together
Poor SEO will make it difficult for your content
to be found
Content Marketing Obstacles

22. Content marketing is likely to fail if you don't
outline a strategy
Map out your KPI's (Key Performance Indicator)
Be prepared to change your strategy in line with
its success, seasonal trends, changes in the industry
etc.
Track data and monitor it closely....the proof is in
the data
Don’t underestimate the need for a Strategy

23. Be sure to promote your content once it is
created
Use tools like email newsletters, Tweets (ask
people for re-tweets if you can) and other social
channels
Identify influencers in the industry and pitch the
content to them to try get them to share it
Comment & Engage with other websites and
blogs, and mention your content in the comments
Don’t simply create content & then let it die

24. Don’t stop producing
content after a few
blog posts.
Content Marketing
will take time, so be patient.

25. Case Study
Virgin Atlantic’s blog focuses on
travel advice, like which New
York bars are worth checking
out or what Golf Courses are
worth visiting.
They understand their audience
like to travel so they provide great
travel advice & articles.
This is both helpful and in turn
can help encourage people to take
a trip on their airline.

26. Case Study
Rye River Brewing is
an Irish company
and was established
in late 2013

27. Mc Gargles has become their flagship
beer brand, launched in 2014
In 2 years they have output regular,
consistent content to engage with
their target audience
15,359
Page Likes

28. Content combines promotion
and fun interactions.

29. Talk directly to
your target
audience with
Informative Blog
Articles
Helps with SEO
Rankings

30. €4m to build a new brewery
and visitor centre in Celbridge
in Co Kildare.
Content Marketing boosts Sales equals Profits
50% Increase in Sales Forecast
for 2016
Expanding Markets

31. MORE ON-SITE CONTENT.
HIGHER VISIBILITY IN SEARCH ENGINES.
HIGHER DOMAIN AUTHORITY.
MORE REFERRAL TRAFFIC.
MORE SOCIAL TRAFFIC & FOLLOWERS.
INCREASED CONVERSION POTENTIAL.
IMPROVED BRAND REPUTATION.
IMPROVED CUSTOMER RELATIONSHIPS.
DECREASED MARKETING COSTS.

32. Thank you !