#SMX #12A @simmonet

Creating Content That Engages Audiences & Influences Decisions

How to Tickle Your Customers(without getting arrested)

#SMX #12A @simmonet

Grant Simmons VP of Search Marketing & Consumer Engagement

#SMX #12A @simmonet

Not the GEICO Gecko

Grant Simmons VP of Search Marketing & Consumer Engagement

#SMX #12A @simmonet

Creating Content That Engages Audiences & Influences Decisions

How to Tickle Your Customers(without getting arrested)

#SMX #12A @simmonet

TRIGGERS

#SMX #12A @simmonet

WHY ARE YOU HERE?

#SMX #12A @simmonet

Education & enlightenment

#SMX #12A @simmonet

My boss ‘asked’ me to

#SMX #12A @simmonet

In Search Marketing

#SMX #12A @simmonet

We call that coercion

#SMX #12A @simmonet

We call that coercion

#SMX #12A @simmonet

We call that a trigger

#SMX #12A @simmonet

Triggers are needs to be addressed

Consumers are ‘forced’ into a need mindset

#SMX #12A @simmonet

My car broke down

#SMX #12A @simmonet

I’m having another kid

#SMX #12A @simmonet

I met someone special

#SMX #12A @simmonet

FYI

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It didn’t work out

#SMX #12A @simmonet

commutesucks!

got apay raise

metsomeone

kid lefthome

This happened:

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Triggers happen without you

#SMX #12A @simmonet

Triggers happen in spite of you

#SMX #12A @simmonet

To connect content with Triggers…

#SMX #12A @simmonet

You need to research Triggers…

#SMX #12A @simmonet

Triggers = common sense + research

You can guess intelligently

#SMX #12A @simmonet

• Query research

#SMX #12A @simmonet

• Query research• Google Ad Planner• KeywordTool.io

#SMX #12A @simmonet

KeywordTool.io

#SMX #12A @simmonet

#SMX #12A @simmonet

Keywordtool.io

questions screenshot

#SMX #12A @simmonet

Triggers = common sense + research

You can research intellectually

#SMX #12A @simmonet

• Query research• Govt. / Academia

• Census – census.gov• FedStats – fedstats.gov• Bureau of Labor – bls.gov• UofM ICPSR / ISR

• www.icpsr.umich.edu• www.psc.isr.umich.edu/ (> data)

#SMX #12A @simmonet

Why People Move?

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Census.gov - Reasons for Moving: 2012 to 2013

#SMX #12A @simmonet

Foreclo

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/ Evic

tion

Better

neigh

borho

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Own hom

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using

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10%

20%

Why People Move? Census.gov - Reasons for Moving: 2012 to 2013

#SMX #12A @simmonet

Foreclo

sure

/ Evic

tion

Better

neigh

borho

od

Own hom

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t ren

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using

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10%

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Why People Move? Census.gov - Reasons for Moving: 2012 to 2013

#SMX #12A @simmonet

Foreclo

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/ Evic

tion

Better

neigh

borho

od

Own hom

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t ren

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using

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Why People Move?Military StudentsMarriage KidJob etc.

Census.gov - Reasons for Moving: 2012 to 2013

#SMX #12A @simmonet

• Query research• Govt. / Academia• Industry Studies• UCG

• Q&A – Quora, customer service, etc.

#SMX #12A @simmonet

Q & A Resources (Your Own Data!)

#SMX #12A @simmonet

WHAT DO WE NEED TO DO?

#SMX #12A @simmonet

We need to connect with Triggers

#SMX #12A @simmonet

Connect with Trigger events

with content that addresses need

#SMX #12A @simmonet

Connect with Trigger events

with content that addresses needthrough understanding of intent

#SMX #12A @simmonet

Connect with Trigger events

and user / event context

with content that addresses needthrough understanding of intent

#SMX #12A @simmonet

Understand user / Trigger context

Who? What? Where? When? Why? How?

#SMX #12A @simmonet

“INTENT TO CONTENTWITH CONTEXT”

~ grantism ~

#SMX #12A @simmonet

Resource Online Downloadable

Altruistic Build trust Social presence Links

Homebuyers Guide

#SMX #12A @simmonet

Location-Based Videos

#SMX #12A @simmonet

TICKLES

#SMX #12A @simmonet

HOW DO YOU FEEL?

#SMX #12A @simmonetTired!

#SMX #12A @simmonetBacon!

#SMX #12A @simmonetBerries!

#SMX #12A @simmonetKittens!

#SMX #12A @simmonetA New Home!

#SMX #12A @simmonet

#SMX #12A @simmonetSpeakers!

#SMX #12A @simmonet

Consider Yourself Tickled!

#SMX #12A @simmonet

Tickles are stimuli

#SMX #12A @simmonet

Tickles are stimuli

to inspire needs & desires

#SMX #12A @simmonet

Decision makers / breakers Inspiration Influence Information

3 I’s of Stimuliii

#SMX #12A @simmonet

You deserve better Entitled…

Here’s an idea Dream…

Lifestyle expectation Picture yourself…

Financial It’s more affordable…

Inspiration

#SMX #12A @simmonet

Peers / Reviews Relationship Educators Parents Media / Advertising Social / UGC Speakers

Influence

#SMX #12A @simmonet

• Growth• Salary studies

• Scarcity• Only 3 days left!

• Contribution• Charity stories / give

Information

#SMX #12A @simmonet

“I want to” / “I need to”

#SMX #12A @simmonet

savetime

impressfriends

livetogether

feelyoungagain

I want to:

#SMX #12A @simmonet

“I want to” / “I need to”

driven by emotions

#SMX #12A @simmonet

Robert Plutchik's Wheel of Emotions

#SMX #12A @simmonet

To understand Tickles

#SMX #12A @simmonet

To understand Tickles

you must ask

#SMX #12A @simmonet

To understand Tickles

open-ended questionsyou must ask

#SMX #12A @simmonet

Why Did You Move?

Foreclo

sure

/ Evic

tion

Better

neigh

borho

od

Own hom

e / no

t ren

t

Cheap

er ho

using

New or

bette

r hom

e / ap

tOthe

r0%

10%

20%

Census.gov - Reasons for Moving: 2012 to 2013

#SMX #12A @simmonet

Foreclo

sure

/ Evic

tion

Better

neigh

borho

od

Own hom

e / no

t ren

t

Cheap

er ho

using

New or

bette

r hom

e / ap

tOthe

r0%

10%

20%

Why Did You Move? Census.gov - Reasons for Moving: 2012 to 2013

#SMX #12A @simmonet

Foreclo

sure

/ Evic

tion

Better

neigh

borho

od

Own hom

e / no

t ren

t

Cheap

er ho

using

New or

bette

r hom

e / ap

tOthe

r0%

10%

20%

Why Did You Move? Census.gov - Reasons for Moving: 2012 to 2013

ID stimulus:“What defines ‘better’ for you?”

#SMX #12A @simmonet

Foreclo

sure

/ Evic

tion

Better

neigh

borho

od

Own hom

e / no

t ren

t

Cheap

er ho

using

New or

bette

r hom

e / ap

tOthe

r0%

10%

20%

Why Did You Move? Census.gov - Reasons for Moving: 2012 to 2013

#SMX #12A @simmonet

Foreclo

sure

/ Evic

tion

Better

neigh

borho

od

Own hom

e / no

t ren

t

Cheap

er ho

using

New or

bette

r hom

e / ap

tOthe

r0%

10%

20%

Why Did You Move? Census.gov - Reasons for Moving: 2012 to 2013

#SMX #12A @simmonet

Foreclo

sure

/ Evic

tion

Better

neigh

borho

od

Own hom

e / no

t ren

t

Cheap

er ho

using

New or

bette

r hom

e / ap

tOthe

r0%

10%

20%

Why Did You Move? Census.gov - Reasons for Moving: 2012 to 2013

#SMX #12A @simmonet

Starbucks Beach Yoga Yogurt Dogs Alligators

Why Did You Move?

#SMX #12A @simmonet

ASKING QUESTIONS

#SMX #12A @simmonet

In Person Email surveys Online surveys By Phone Site surveys

Survey Tools / Methods

#SMX #12A @simmonet

Survey Monkey Fluid Survey Survey Gizmo (Cint) SodaHead Google Surveys

Audiences

#SMX #12A @simmonet

Who? What? When? Where? Why? How?

De(Finding) Your Audience(s)

Searching Visiting

#SMX #12A @simmonet

Right time – open to stimuli Right place – where they are Right message - inspires Right audience – do your research!

De(Finding) Your Content

#SMX #12A @simmonet

“GOOD CONTENT CONNECTS WITH BEHAVIOR, GREAT CONTENT

INSPIRES BEHAVIOR”~ grantism ~

#SMX #12A @simmonet

Women / Moms Stable / employed Young professionals Older generation

We do aspire to reach a younger / new crowd.

Homes.com Audience Segments

#SMX #12A @simmonet

Women / Moms Stable / employed Young professionals Older generation

Except this guy. We don’t want to reach him.

Homes.com Audience Segments

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CONTENT THAT CONNECTED

#SMX #12A @simmonet

Game of Homes

Homes.com/game-of-homes

#SMX #12A @simmonet

Kids Playhouse Videos

#SMX #12A @simmonet

Home Depot / Decorators Partnership

#SMX #12A @simmonet

Print / digital partnership New audiences Right audiences

USA Today / Media Planet

#SMX #12A @simmonet

DVD promotion PR with Fox Audience Awareness

IsHaunted.com

#SMX #12A @simmonet

15 SEC RECAP(so you can tell your boss you listened)

#SMX #12A @simmonet

Understand what forces consumers into a buying need

Understand stimuli that will influence and inspire users into buying desire

Research Topics

#SMX #12A @simmonet

Connect with Triggers

#SMX #12A @simmonet

Influence with Tickles

#SMX #12A @simmonet

“GOOD CONTENT CONNECTSWITH BEHAVIOR, GREAT CONTENT

INSPIRES BEHAVIOR”

#grantism

#SMX #12A @simmonet

Thank you!

#SMX #12A @simmonet

Grant Simmons VP of Search Marketing & Consumer Engagement

#SMX #12A @simmonet

Creating Content That Engages Audiences & Influences Decisions

How to Tickle Your Customers(without getting arrested)

#SMX #12A @simmonet

THANK YOU!

SEE YOU @SMX WEST

SAN JOSE, CAMARCH 1-3, 2016