Adam Melson - Listening to Your Customers’ Wants to Achieve Their Needs

Listening to the voice of your customers in as many ways as possible and really getting to know them is essential to driving success. By giving customers what they vocally want and what
they are looking for, you are alleviating the need for them to go out and find it elsewhere while
providing an even more meaningful and engaging experience. As a fly on the wall, you’ll be able to fully absorb their needs and learn how to fulfill them with content that is shareable, linkable and worthwhile to the engines.

Transcript

1. @adammelson Listening to Your Customers’ Wants to Achieve Their Needs
2. @adammelson Adam Melson SEER Interactive @adammelson adamm@seerinteractive.com
3. 3 @adammelson – Listening to Customers – Addressing Needs – Moving Outside of Checkbox SEO
4. @adammelson But really, I want to share a strategy that recouped $14,000 in a few hours.
5. @adammelson How to convince a CEO to take action that instant.
6. @adammelson How 60 minutes can earn you 10% or more via your potential/existing customers.
7. @adammelson How to bring $225,000 back to your bottom line.
8. @adammelson Who is creating content? Content Everyone
9. @adammelson Funny. Check. WWJD For A Kegorator
10. @adammelson Clickbait The Airforce Has Its Own Batman Zombie Caterpillars Rain Death From Treetops Zoo Chimp Makes Elaborate Plots To Attack Humans
11. @adammelson What are we creating? Content Content Mill Whatever I think Thoroughly Researched
12. @adammelson WEEEEEEEEEEEEE
13. @adammelson Shouting Content http://www.ebay.com
14. @adammelson Shouting Content March 2014 Blog Posts: 22 Posts With Comments: 1/22
15. @adammelson - John Wayne “You’re short on ears and long on mouth.” http://media.photobucket.com/user/aartt/media/store/photograph/johnwayne.jpg.html?filters[term]=john%20wayne&filters[primary]=images
16. @adammelson Where is the VALUE?
17. @adammelson A long time ago in a place in the middle of PA… http://www.themoreyouknow.com//
18. @adammelson 1. Emotional Triggers 2. Penalties 3. Conduct Further Reseach
19. @adammelson Results: 1. Felony +41% 2. Caught +160%
20. @adammelson Pennsylvania has a $91 Billion Insurance Market
21. @adammelson How do we better empathize with customers?
22. @adammelson • Got The Rankings • Got The Traffic • No Conversions? Well I did my job, so…
23. @adammelson Where are my results?
24. @adammelson @bjcottam @alisa_scharf @ziesslerk
25. @adammelson What about that $14,000 and that $225,000?
26. @adammelson Listen outside the internet
27. @adammelson Boss or client may be skeptical
28. @adammelson What We Heard Adults Calling About Kid Shows & What’s Popular Customers calling about GB usage & what caused an overage charge.
29. @adammelson What We Really Heard Content gap on website for adults to evaluate/ select kid shows. Content gap around what activities cause data usage to spike.
30. @adammelson Make the Case a. There’s search volume b. Site traffic will increase c. Maybe some will convert
31. @adammelson Make the Real Case Reduce Call Center Cost 5% $1/minute for a call center.
32. @adammelson This is the case. I believe if we create this content, we’ll increase site traffic that may or may not convert, but it will save roughly $14,000 each year in call center costs.
33. @adammelson Move From Content To Conversion Process
34. @adammelson Your competitors are easier.
35. 35 @adammelson STEP 1 STEP 2 STEP 3 Homepage  Sign Up (there are two of the same calls to action on homepage, above the fold); allows user to input email, username, and password before clicking “Sign Up” User Receives Email (one line of copy, one button to confirm) User Fills out form about their company (i.e number of subscribers); *checkbox allows users to opt into newsletter; User already in the interface, can begin working immediately
36. 36 @adammelson Homepage  Click “Sign Up for $1” Pricing (/order.htm)  User fills out form “Thanks For Your Order!”  User clicks on $XXX Upgrade “Thanks for Your Order”  User clicks “No Thanks” There is no call-to-action for TD COI nor Purchase/Order on Homepage above the fold. O R STEP 1 STEP 2 STEP 3 !
37. 37 @adammelson Homepage  Click “Sign Up for $1” Pricing (/order.htm)  User fills out form “Thanks For Your Order!”  User clicks on $37.00 Upgrade “Thanks for Your Order”  User clicks “No Thanks” STEP 4 Receipt Page  User Clicks “Click Here” to Customize Your Password. Receipt Page  User checks their email. There is no call-to-action for TD COI nor Purchase/Order on Homepage above the fold. O R Broken. O R STEP 1 STEP 2 STEP 3 ! !
38. 38 @adammelson Homepage  Click “Sign Up for $1” Pricing (/order.htm)  User fills out form “Thanks For Your Order!”  User clicks on $37.00 Upgrade “Thanks for Your Order”  User clicks “No Thanks” STEP 4 STEP 5 Receipt Page  User Clicks “Click Here” to Customize Your Password. Receipt Page  User checks their email. User Receives 3 Emails: 1. “Customer Support: Account is ready “ email  user copies login name and password from email, types in www.example.com , and logs in 2. Billing Receipt  3. “Confirm Your Subscription” email  user clicks through on link to allow Example to send them the guide and additional information; sends them to “Welcome” page There is no call-to-action for TD COI nor Purchase/Order on Homepage above the fold. O R Broken. There will be 3 separate emails. O R STEP 1 STEP 2 STEP 3 There is no click- through link There is a click through to login, but they must refer to previous email to obtain login information and password ! ! Could be confusing to user ! ! ! !
39. 39 @adammelson Homepage  Click “Sign Up for $1” Pricing (/order.htm)  User fills out form “Thanks For Your Order!”  User clicks on $37.00 Upgrade “Thanks for Your Order”  User clicks “No Thanks” STEP 4 STEP 6 STEP 5 Receipt Page  User Clicks “Click Here” to Customize Your Password. Receipt Page  User checks their email. User Receives 3 Emails: 1. “Customer Support: Account is ready “ email  user copies login name and password from email, types in www.example.com , and logs in 2. Billing Receipt  3. “Confirm Your Subscription” email  user clicks through on link to allow Example to send them the guide and additional information; sends them to “Welcome” page User types in www.example.com and logs in themselves. There is no call-to-action for TD COI nor Purchase/Order on Homepage above the fold. O R Broken. There will be 3 separate emails. O R STEP 1 STEP 2 STEP 3 There is no click- through link There is a click through to login, but they must refer to previous email to obtain login information and password ! ! Could be confusing to user ! ! ! !
40. 40 @adammelson Homepage  Click “Sign Up for $1” Pricing (/order.htm)  User fills out form “Thanks For Your Order!”  User clicks on $37.00 Upgrade “Thanks for Your Order”  User clicks “No Thanks” STEP 1 STEP 2 STEP 3 STEP 4 STEP 6 STEP 5 Receipt Page  User Clicks “Click Here” to Customize Your Password. Receipt Page  User checks their email. User Receives 3 Emails: 1. “Customer Support: Account is ready “ email  user copies login name and password from email, types in www.example.com, and logs in 2. Billing Receipt  3. “Confirm Your Subscription” email  user clicks through on link to allow Example to send them the guide and additional information; sends them to “Welcome” page User types in www.example.com and logs in themselves. Homepage  Sign Up (there are two of the same calls to action on homepage, above the fold); allows user to input email, username, and password before clicking “Sign Up” User Receives Email (one line of copy, one button to confirm) User Fills out form about their company (i.e number of subscribers); *checkbox allows users to opt into newsletter; User already in the interface, can begin working immediately There is no call-to-action for TD COI nor Purchase/Order on Homepage above the fold. O R Broken. There will be 3 separate emails. O R STEP 1 STEP 2 STEP 3 There is no click- through link There is a click through to login, but they must refer to previous email to obtain login information and password ! ! Could be confusing to user ! ! ! ! Competitor You
41. @adammelson If there isn’t a reaction like this...
42. @adammelson No amount of traffic will fix long & broken.
43. @adammelson Moved from 40 to top 4 https://www.burton.com//
44. @adammelson “When clients think they want rankings, they really want money.” - @nicomiceli
45. @adammelson Zero talk about linking.
46. @adammelson Better Understand Your Customers
47. @adammelson Better Understand The Business
48. @adammelson This opens minds. @abby_the_ia http://www.slideshare.net/AbbyCovert/less ons-from-an-ontology-nerd
49. @adammelson Taste what you’re cooking
50. @adammelson Clients may be skeptical.
51. @adammelson My Customer Experience?
52. @adammelson Now We’re Talking About People.
53. @adammelson “No one is exempt from the rule that learning occurs through recognition of error.” Alexander Lowen - Bioenergetics
54. @adammelson What We Heard Short responses, wasn’t able to elaborate. No prompt to continue. Rate Your Call: 8 emails sent. One every day.
55. @adammelson What We Really Heard Uninterested phone rep. Calls could be longer. Low service, but nagging need for feedback.
56. @adammelson This is the case. If your reps weren’t as short on calls, people would feel more welcome and they might sign up and/or talk longer.
57. @adammelson This is the real case. Working on extending calls by 1 minute can raise your revenue by 10%.
58. @adammelson I didn’t know SEER worked with a phone sex hotline….
59. @adammelson Earn more organic $$$ Save PPC $$$ Save Affiliate $$$
60. @adammelson Customer Wants a Coupon
61. @adammelson But…I… Coupon Code?
62. @adammelson Customer Still Wants a Coupon
63. @adammelson What We Heard Potential customer wants a coupon. Offered no organic choice for a coupon. Wastes time clicking the PPC ad, has to go back.
64. @adammelson Customer Still Wants a Coupon
65. @adammelson This is the case There’s 22,000 searches for just the top six coupon terms. We can capture A TON of that traffic and probably convert some of it.
66. @adammelson Research leading up to the real case….
67. @adammelson That little minus sign: 22k x 12 x $1.50 x 25% = $99,000/year Research leading up to the real case….
68. @adammelson Research leading up to the real case….
69. @adammelson Those little plus signs: 22k x 12 x 70% x 10% x $85 x 8% = $125,664/year Research leading up to the real case….
70. @adammelson Research leading up to the real case...
71. @adammelson Wait, what?
72. @adammelson Research leading up to the real case...
73. @adammelson By not creating a coupon page, we’re burning over $225,000. This is the real case
74. @adammelson 10,000 29% $800,000+
75. @adammelson Go to your PPC team today. Get your branded keywords.
76. @adammelson By not creating a coupon page, we’re burning over $225,000. This is the real case
77. @adammelson “No one is exempt from the rule that learning occurs through recognition of error.” Alexander Lowen - Bioenergetics
78. @adammelson If the situation is only half as bad as I think, we’re burning over $113,000. This is the real case
79. @adammelson Listen outside the internet
80. @adammelson This is the case. I believe if we create this content, we’ll get increased site traffic that may or may not convert, but it will save roughly $14,000 each year in call center costs.
81. @adammelson Your competitors are easier.
82. 82 @adammelson Homepage  Click “Sign Up for $1” Pricing (/order.htm)  User fills out form “Thanks For Your Order!”  User clicks on $37.00 Upgrade “Thanks for Your Order”  User clicks “No Thanks” STEP 1 STEP 2 STEP 3 STEP 4 STEP 6 STEP 5 Receipt Page  User Clicks “Click Here” to Customize Your Password. Receipt Page  User checks their email. User Receives 3 Emails: 1. “Customer Support: Account is ready “ email  user copies login name and password from email, types in www.example.com, and logs in 2. Billing Receipt  3. “Confirm Your Subscription” email  user clicks through on link to allow Example to send them the guide and additional information; sends them to “Welcome” page User types in www.example.com and logs in themselves. Homepage  Sign Up (there are two of the same calls to action on homepage, above the fold); allows user to input email, username, and password before clicking “Sign Up” User Receives Email (one line of copy, one button to confirm) User Fills out form about their company (i.e number of subscribers); *checkbox allows users to opt into newsletter; User already in the interface, can begin working immediately There is no call-to-action for TD COI nor Purchase/Order on Homepage above the fold. O R Broken. There will be 3 separate emails. O R STEP 1 STEP 2 STEP 3 There is no click- through link There is a click through to login, but they must refer to previous email to obtain login information and password ! ! Could be confusing to user ! ! ! ! Competitor You
83. @adammelson Taste what you’re cooking
84. @adammelson This is the real case. Working on extending calls by 1 minute can raise your revenue by 10%.
85. @adammelson Earn more organic $$$ Save PPC $$$ Save Affiliate $$$
86. @adammelson By not creating a coupon page, we’re burning over $225,000. This is the real case.
87. @adammelson Adam Melson SEER Interactive @adammelson adamm@seerinteractive.com